In all walks of our life, we face competition. Without competition, we will not know how strong we are how much we need to improvise on raising the bars. Whether growing yourself or facilitating growth for our client, we need to constantly learn and adapt a lot of things. That’s why every business needs a competitor to rightly evaluate the strengths, capabilities, and weakness of your business in relation to the competitor.  In terms of Search Engine Optimization (SEO), competitor analysis is everything for getting ranked in Google. Learn from what your competitor is doing to get valuable insights on outranking them.

User-Friendly

Search engines rank websites that deliver seamless user experience. Website SEO analysis helps you in knowing how your competitor is strategically loading the website for sticking user in the website for more time. Search engines evaluate several line items like the page load time, website navigation, custom 404 pages, broken links, call to action features etc. to rank websites. You might have placed all the features that are prerequisite for getting SERP rankings. But your competitor might have taken that one smart step ahead of you to maintain rankings. Find it and secure your website to surprise your competitor.

Technical Aspects

As per the latest algorithms, it’s important to have a technically sound website and features to meet the ranking parameters. Look at the various parameters of web page layout and site architecture for scoring more on SERP rankings. In terms of web page layout, you can evaluate how your competitor works on developing indexable content, crawlable link structures, keyword use, and targeting etc. Site architecture involves usage of robot.txt files, healthy URL structure, secure browsing, sitemap, usage of breadcrumbs, mobile optimization etc. Make a checklist of these while doing SEO competitor analysis for scoring more.

CMS Factor

Every CMS platform has its own advantage and disadvantage for SEO. Learn what CMS is used for builting the competitor’s site and evaluate with yours. WordPress is pretty handy these days and trending as well. But lack of security can be a concern at some stages of the business sales cycle. Magento is one of the fast emerging e-commerce scripts which helps brands to manage pages, widgets, polls and static blocks, which is specific e-commerce traits. These pages will help optimizing majority of the on-page SEO factors. Get in touch with the best SEO company San Fransisco to know more in detail.

Keyword Consistency

Keyword targeting is the all essential stuff in SEO. Along with targeting, you also need to keep an eye on how consistently the keywords are appearing on the competitor website and aligned social media platforms. Whether the target keywords are appearing on the on-page elements like headers tags, meta descriptions, meta titles, website body, image alt tags etc. Make sure you don’t get confused this with the keyword density factor. Consistent use of keywords will help search engine crawlers to index and return the site in search results for the specific keyword or topic entered.

Backlink Audit

Backlinks are a major slice of ranking puzzle. They build a strong foundation for your online reach and ranking process. You cannot assume how much it matters to discover the niche sites from competitors back-end profile. Your competitor might be building serious links from the backend pages. You need to compare the traffic volume and reach of the back end links. Today a lot of tools are available with digital marketing companies to cross-check the effectiveness of off page promotions of the competitor. However, make sure you have unbroken links and proper UI/UX issues before starting link building.

With the upswing of social media, the relevance of influencer marketing has touched new heights. Though the rules are few, they need precise and strategic attention to implement the process where nothing is predetermined or charted. Anyone who still hasn’t noticed the concept needs to take a look around at this promising avenue of marketing. Take a stroll through Instagram to see a lot of influencers thriving with brands. In the latest, we saw the former Indian skipper, MS Dhoni becoming the icon for Panerai watches. But if you are intending to apply the fruitful slice of social media influencer marketing, then it’s essential to know the entire approach.

Thanks to the flourish of social media that people today have the exquisite liberty of following what they love and live. They can hold and retain brand or celebrities that manages to meaningfully relate their interests and tastes. You can’t just supply some content and expect the audience to only look through your perspectives. Your message must weave a harmonious thread between brand identity, influencer, and the right content so that they are never forced to look for more entertaining options. So understand brand image marketing, the expected benchmarks of audiences in social media and create engaging content that resonates across the channel with more targeted exposure.

Brand and Influencer

The major factor that determines the success of influencer marketing is how the brand will establish a meaningful relationship with the influencer. The established narrative of the brand needs to be perfectly in lines with the overall personality of the influencer. Let’s take the example of Panerai watches and why they have chosen Indian cricket icon MS Dhoni for the purpose. First of all, they have a commitment towards the large audience of the Indian market. Being an ardent fan of the brand and one of the most respected, disciplined sportsman in the world, MS Dhoni becomes the well-fitted adjective to embody the value and authenticity of Panerai. Here, both he peripherals perfectly align each other to succeed.

Channel Reach of Influencer

Another important aspect of influencer marketing is the reach of the influencer. The more strong followership the influencer has across multiple social media platforms, the more he creates ripples in the market. However, you don’t necessarily focus strictly on this aspect. Sometimes the target audience of your brand might be largely based on any one of the social media platforms. Sometimes you might not need a massive influencer. In the case of small brands, they need to address only a small niche audience. Sometimes the ads and campaigns you curate might only be prominent to say, Instagram only. So it’s essential to know the metrics of the target audience to focus your efforts in that way.

Freedom for influencer

Today social media influencers happen to be more accustomed to the role they play as modern day creative directors. They have great insights on what exactly people demand from them and how they need to place themselves in the content they pass to the audience. Rather than being strict on the brand goals, let them have the freedom of choice to place themselves in the content. After a series of campaigns, influencer will know what aspect of them can be used to sell the brand. As a brand, you need to track every single detail of the influencer that will address their business motto to the target audience and give them a good script that will expose their positive factors for luring the audience.

Celebrity or Home Grown Influencers?

Are you planning to storm in the market with a Kylie Jenner or DeStorm Power effect? Well, this depends on the ultimate brand goal. Celebrities will add serious brand publicity in a short period of time. Not only that celebrities are more expensive from a marketing perspective, but brands require repeated efforts frequently to get the audience connected with the celebrity. However, home-grown influencers are less expensive and they can provide a more genuine association with the brand and grow the reputation in a fair organic way. Both of these categories have their own role to play in social media marketing services, but brands need to understand the goals to choose the right category.

Priority Factor

At times brands fail to set the priority level. Having accustomed to running campaigns, brands give more emphasis on marketing that the influencer. A slight mistake can overshadow the campaign ideas and cause blackmark for your brand. The way of conveying a message to the audience is more important than the message. Some influencers might be adept in conveying the message in a genuine way. While in some instances, it might fail as well. In the latter situation, the priority will be always on conveying the story. Rather than treating influencer as a billboard, evaluate them based on the genuine talent to peep into the hearts of the audience and engage them in a pursuing way.

Social media is day by day shooting up its value that business no longer can just sit idle and watch. People are largely flocking into establishing their presence in social media sites like Facebook, Twitter, and Instagram. With the increasing popularity, every business needs to rely on strategies to boost their social media channels to establish a connection with the audience. Social media is where people are hanging around and making conversations. So brands need to sneak peek into this space and connect them on different levels.

We know the importance of framing social media strategy, that details the whole script of what you have planned to do and intend to achieve. Once we begin the process, you need to follow up the process and make sure that things are progressing as planned. This is where social media audit comes into the picture, which uses a series of methods to evaluate and optimize the social media profiles and strategies of the business. Most businesses fail to look forward to social media audits but its essential today for business growth to do a competitive analysis in marketing.

Today various social media audit tools are available to make the process more simple. You need to scribble down the whole statistics into a spreadsheet as well. Once you habitualise the process, it will become a lot easier for you. Most often social media audits are conducted on a monthly basis and at times quarterly as well. Whether you are already experienced or a fresher who intends to refine the social media audit process, we have got you covered with the best tips to enhance your work.

Template and Checklist

You need to create a social media template (spreadsheet) to clearly record all the data and insights. You can find a lot of templates online today to save your time. After client requirement gathering and proper team discussions, you can get ready with the checklist as well to easily walk through all the steps without confusion. Make sure the spreadsheet is shared with the team to get a clear idea of what is happening in the work sphere.

The social media audit checklist should have all the basics including Profile Information, Engagement Analytics, Publishing Facts, Target Audience Demographics, Referrals, Channels etc. Sometimes the template needs to be customized to fit in all the aspects. Mark the percentage of change in visitors or clicks etc on a monthly or quarterly basis. In the case of yearly review meetings with clients, you can make a detailed annual audit report as well.

The duration and type of audit depend on the industry of business. If your client happens to be an e-commerce business, then you can consider opting for seasonal comparisons. Never miss mentioning the summary of each social media channel separately instead of having them all and making it clumsy. In the case of Twitter, you will be recording the metrics of retweets. But then Facebook and Instagram have different aspects. So customize the columns and rows in respect to the social media channels.

Secure Social Media Accounts

Find and secure all the existing channels of social media accounts of the client. Make sure you include all the social media verticals other than the front runners like Facebook and Instagram. The client even has a Tumblr account updated probably years ago. Get access to the account and optimize it properly. Analyze each social media profile by evaluating factors that are working well and areas where you need to make changes for better results.

Performance of Social Media Posts

Observing the performance of social media posts gets you valuable insights for improving content strategy. The posts must be engaging your target audience. Measuring the outcome of posts holds great significance in audit reports. Platforms like Facebook, Twitter and Instagram can be quickly and easily analyzed. For Snap chat and YouTube, you might need some alternative tools. Compare the post based on its purpose of entertainment, promotional, educational, informative etc.

Check the Branding

The main intention of social media posts is to establish a clear branding image for the business. The brand should be immediately identifiable by the audience. In this regard, it’s essential to have a verified account for your business in social media and have proper URL in the bio. Social media audit must have inputs regarding brand style guidelines to be strictly followed. Users will relate the brand more with consistent graphics, images, fonts, styles, and typos.

Define Audience

In this step, you need to audit the followers to evaluate whether the social media initiatives are precisely targeting your category of audiences. Some of the social media platforms like Twitter and Facebook can give you valuable information about the target audience. These data are filtered based on the industry background of the leads coming and also based on age and gender. This gives valuable indices on how your social media activities should be curated and run to maximize the benefits.

What’s in your mind when it comes to a product or a brand? A new pair of shoes, a television, a car or your bathing soap, whatever be, what is that deciding factor in purchasing something. Each product exists in the world because they provide a solution to various human needs. The decision processes taken by a customer is known as buying behaviour. Corporate branding these days with various tools of digital marketing like SEO services or PPC is trying the understand the buying behaviour of the customers.

The decision processes and acts involved in buying and using products is known as buying behaviour, or the buying decision of the consumers.

When you walk into a dress shop, you decide to pick one shirt which you felt is good for you. The same shirt was rejected by many which ended up in your hands. This makes us understand that the factors that affect these decisions may vary. Each individual has their own personal reasons in choosing what suits them and what not.

1. Social factor

Market researches show that one of the deciding factors is the culture. Each culture has a set of values, preferences, perceptions, and ideologies. Most individual sort the products according to the likability of the masses.  Each culture is unique with its geography, religion or gender. Humans are mostly actively social and always belong to one circle or the other, like family, friends or job mates.

A family is the most active group who buy things at regular intervals, making them the most influential purchase group. Years back, grocery items were targeted at the women at the house. This has changed as women started going to work and became more independent. Now grocery brands are bringing things to market targeting both men and women, as men are equally involved in household things.

One’s social and financial status can also influence buying decisions. These circle of people will have similar values and interest. Some brands specialise on providing products for high-income people or the elite group. Apart from income, circles of the same occupation, neighbourhood or educational system can be considered having the same buying decision.

2. Psychological factors.

Each individual has different needs. These needs can be personal, social or biological needs. When a person’s psychological needs are fulfilled he tries to settle the other needs one after the other the same way.  Individual change the buying behaviour after a bitter or sweat experience. This is also a learning process.

Your perceptions of a product are different from others. For example, if you and your friend go to buy a shoe, you might buy a lofter and your friend might buy a boot. This is the difference of perception of a need.

3. Personal factors.

Have your choices changed over a period of time? Do you prefer buying the same design shirt you bought at 18 now also? Age has an impact on a person’s tastes and buying decisions.

Have you wondered how ads are placed daily on television channels? A liquor ad is shown between a sports program while a grocery ad in-between a prime-time series.

Lifestyles of each people may differ with occupation, culture or social class. Some have personal choices while purchasing a product while some look for opinions from others. A person with a distinct personality has altogether a different need according to the behaviour he owns.

So the right brand positioning strategies would be a mix of every factor, creating the right product to the target audience. Smart marketing strategy persuades people and influences them in taking better buying decision. It should be understood that customer’s buying behaviour can’t be predicted but learning the buying behaviour, the brand can create better products.

“Nothing is more simple than greatness”, said Ralph Waldo Emerson. Yes, being simple is always attractive and pulls attention. With just 2 months old, Instagram stories are running with whooping 100 million active users posting something or the other every day. And digital marketers see a new hope and a new scape for growth through Instagram stories. But the sad truth is, none really care when it comes to ad stories, they are either skipped or swiped to the next. So what’s going wrong with your stories or how can you make most of this simple tool that can reach millions of your targeted audience.

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