The only thing that a startup usually focuses on its survival. Many founders struggle and thus fail to find the time to define the culture they aspire to follow! You set one for yourself or not, a culture exists at all times. Culture drives the value of the business but if non-defined, creates negation in the smooth working environment. So why allow an uncontrolled negative culture to take over the attitudes of the employees when you can set a rightly motivated one? Make sure the culture you are trying to define is a winning one with these pointers! 1. Decide upon the core values Every company needs some core values, values that make the company what it is. So decide it earlier, when a startup is still in its infancy, as to what kind of company you want to become. Do you want to become like IBM or Google, and what values will help you get there. Understand those values then communicate and incorporate them. And uphold those values in everything you do, from the interaction with your client to enjoying a coffee break. 2. Find the purpose No, I am not talking about the ‘make a loads of money’ or ‘create the greatest product’ I am talking about the ultimate purpose of why you are doing, what you are doing. So if you are a digital marketing company, your purpose can be of helping people and businesses to expand their ventures through digital tools. Communicate the purpose with every employee, employees are far happier and satisfied with their jobs when they are working at a purpose-driven company. 3. Keep it in check Culture is not something that you work on once and then forget about it. It’s an always ongoing process that requires a lot of patience and persistence. You will need to keep it in check all the time. One bad apple can have a significant bad influence if you let it. Especially when you are hiring, hire for value fit. Make sure that the person you are hiring is capable of keeping up with the culture that you have spent a lot of time and energy building. 4. Be a little loose, but not sloppy Okay, so it’s a startup and it should look and feel like one, you don’t need to go all corporate. But loose doesn’t mean sloppy. A little fun never harms anybody, as long as the work gets done. Startups work out best when there are lesser formal processes without compromising accountability. Thanks for reading.
What’s Covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that. Current Digital Trends Commonly Faced Problems Low CTR & High CPL As the major chunk of the budget is spent in display marketing, the number of people visiting our website is pretty low Low Lead Quality Currently, the quality of leads generated through a digital campaign is not that great as people who fill the contact form are researching about properties Lead Tracking Most of the developers either don’t use an LMS or the system they use is not up to the mark to track the lead journey Calculating ROI on Ads It takes a few months for a lead to get converted. Due to this while reviewing the campaign at the end of the month the ROI remains the same as it was in the beginning Expecting leads from a display campaign People do expect the flow of leads from each activity they do. Display campaigns work best if the objective is to create awareness as it attracts more eyeballs than sending people to the website Going beyond search Developers think that Google search ads are the only way to generate quality leads while doing digital. However, with a perfect strategy in place, social media platforms can also generate quality leads State of Digital Marketing Challenges High spends on native displayLead specific digital campaignWebsite based contact formJunk leads through digital activities Opportunities Stronger remarketing360-degree videosSEO on long-tail keywordsInstagram swipe up ads A New Approach to Promotion Lead Generation Funnel Flow Why this Funnel works? Engage Giving our audience the initial introduction to the brand without asking for much of their time or effort Interact Once we have engaged the users in the digital space, we can retarget the same audience and send them to our website/ landing page where they can have detailed information about the brand and the project Convert It is possible that people might not fill up a contact form as people are not willing to give their information in one go, this is where Lead generation ads work well, where we capture the information within the platform and not sending them to a landing page or website Where else it helps Multi-level engagement with the userReduced CTR and higher ROIIncrease in search volumeAs we are constantly engaging the users and they have become a part of our funnel process so we can re-target people for a longer period Apart from the above-mentioned points, it also helps us in building a strong brand recall WhatsApp API A new way to capture leads in Real Estate is we can send the digital traffic to WhatsApp rather than a landing page. We are able to generate quality leads as the conversation is initiated from the user’s side. Content Marketing Content marketing is completely being neglected when it comes to real estate marketing. While promoting blogs, user-generated content and other forms of visual content helps in brand recall and remarketing Community Building Building an engaging community would help us in the long term as it increases the word of mouth Providing special services to our existing community and promoting the same would help us grab eyeballs and ultimately would expand our community One of the examples of community building is Raheja Care- an online portal for the residents of Raheja Universal who get special discounts on furniture Quick Tip for Social Lead Gen Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. -YASH SANGHVI
What’s Covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends Current Digital Trends Commonly Faced Problems Quality Lead Generation Every industry needs quality leads, while in order to create awareness about the brand we should also consider that generating quality leads is also as important as branding Database Management The lifespan of the database generated in the education industry is very small, as the people who are interested today won’t be interested after a few months, it is important to effectively manage & generate new data Parent vs Student Targeting With the current digital trends, it is necessary to target students as they are also becoming more aware of the offerings and their career choices Engaging an Outside Audience When it comes to engaging our audience the first thing in mind comes to engage people associated with us such as students and parents. We also need to target and engage our potential TG Leveraging your Organic Community It is really important to leverage our organic community to spread the message. Encouraging students and parents to talk about the institute would help us build trust among the outside community State of Digital Marketing Challenges Online Reputation ManagementContent CreationBrand building via differentiated contentDedicated resources Opportunities Involving Students in Content CreationDigitizing Lead GenerationCreating Micro-InfluencersBuilding long term engagement on DatabaseThought Leader Positioning Online Reputation Management ORM would help us build a brand online through various activities and interactions with our audience and also help us build/ maintain brand image online Also, we can have a strong presence in the digital space and we would constantly track the content related to our Institution. ORM can also be effective to tackle cyberbullying cases Sessions to help students & parent deal with content consumption & online bullying With the current scenario of increasing cyberbullying cases, we would also need to conduct seminars where we educate our students on what online bullying can lead too, also, how can one tackle such situations. Plus, with the growth of E-learning facilities, we need to track the content a particular student is consuming A New Approach to Promotion Lead Generation Funnel Flow Where else it helps Multi-level engagement with the userGiving out information about the offeringsWhile students share their experience, it builds a trust factor among the audienceAs we are constantly engaging the users and they have become a part of our funnel process so we can re-target people for a longer period Apart from the above-mentioned points, it also helps us in building a strong brand recall Why this Funnel works? Create Giving our audience the initial introduction to the brand without asking for much of their time or effort Engage Once we have engaged the users in the digital space, we can retarget the same audience and send them to our website/ landing page where they can have detailed information about our offering and courses Interact It is possible that people might not fill up a contact form as people are not willing to give their information in one go, this is where Lead generation ads work well, where we capture the information within the platform and not sending them to a landing page or website Future Implementation Internal Communication & Review Systems Currently, the majority of the communication happens through WhatsApp, where there are different groups as per the class and the sections This creates a problem in seamless communication. There needs to be an internal communication system which helps in direct communication with teachers and students Micro Social Networks Micro- social networks are similar to any other social media platforms but the objective these micro-platforms serves are different These platforms work almost the same as any other social network but is completely regulated by the institute Also, this helps in many aspects the major being taking students out from the traditional social network platforms like- Facebook and Instagram Original Content Creation Students participation is also important while generating original content as it not only reflects the brand but also the creativity of the students Creating original content such as student’s life at the institute, students take over, blogs, articles, etc help us in multiple ways. Firstly, people get engaged in these types of content and also it increases brand recall. Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design, to developing a complete user experience. Designing brands and products that speak to both heart & mind. -YASH SANGHVI
What’s covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that. Current Digital Trends Commonly Faced Problems Lack of IP Infrastructure At present, the majority of the restaurants rely on 3rd party aggregators for booking and digital wallet systems Inefficient Data Management & Retargeting Restaurants generally have a feedback form, where they have the data of people visited the restaurant. But, this data is never used for the purpose of remarketing ORM Efficient ORM is greatly lacking in today’s industry as brands rarely track indirect complaints made about them. Whereas ORM can be used to convert customers unhappy with other brands Customer Retention With the growing competition in the food industry, it is difficult to bring back old customers as people want to try new things and experience new places State of Marketing Challenges Low media spendsAudience interaction online Brand Outreach Opportunities Strong RemarketingBuild conversations onlineCustomer RetentionMicro-influencersSync offline & online campaigns Engagement Funnel Flow Micro-Influencers People who have a small but engaged audience in the digital space are called Micro-influencers.Due to the small yet engaged audience of these Micro-influencers, the impact created by their posts is higher in comparison to other influencers. We all have that one friend we go to when we need any food-related recommendation. These are people who are trusted for their genuine feedback. Micro-Influencer Campaigns Common hashtags used by these micro-influencers in their posts can then be used by the brands for tracking to initiate conversations.Going back to the posts of the micro-influencers and bring them over will help in building our community online which can then be converted.Collaborating with multiple micro-influencers and bringing their audience together at the brand’s location will provide a major boost on social media in a cost-effective manner. Community Building Micro-influencer campaigns along with the syncing of their online and the brand’s offline presence can help in bringing the community together. With the help of micro-influencer campaigns, we can target people of similar interests and engage with them in the digital space.While effectively building the brand through micro-influencers, ORM and promoting user-generated content we look to build a loyal community who would keenly interact with the brand. Sync Offline & Online Campaigns Planning a campaign in such a way that people should be encouraged to talk about the brand and their experience in the digital space.The amount of engagement we build as a brand should reflect on both the mediums.Engaging with the audience while they are at the restaurant and giving them a unique experience will encourage people to share the same on their social media platforms. Efficient Data Management The amount of data gathered in the hospitality industry is immense.It would be extremely beneficial for one’s business if one learns how to leverage this data to the fullest.Constant engagement with the data gathered by providing updates, customized offers or loyalty points can help boost one’s business.In addition to that, we can attract these people by arranging special events to build a strong community. Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. -YASH SANGHVI
These are extremely crucial to any social media strategy, specifically, because most people try to do one or two of them but do not get all of them right. It’s also because most of the people learning social media on their own are not getting educated in the depth of Social Media. The first ‘P’ of Social Media is Platform A lot of the people have the same strategy for Facebook and Instagram that overarches across other platforms, it doesn’t work like that! People don’t use Instagram to do the same things they do on Facebook, similarly, people don’t use Twitter to do the same thing they do on Instagram. Every platform must be respected for what it does. We need to understand what kind of audiences each platform has, the content consumption behavior, the demographics and only then will you be able to tell what the audiences want to engage with. Secondly, it’s about People The entire concept of a social network is to allow people to connect with other people. No person logs in to Facebook to talk to a brand; some people still use Twitter as a customer care service but most people don’t go to these platforms to engage and interact with brands. Therefore, it is crucial for marketers to humanize their brands! For example, let’s treat every social media party like a cocktail party. Now that a brand has made its way to the cocktail party, it can’t act like a salesperson because no one is really looking to buy! The brand can though go around talking to people, having real conversations; understanding if the brand can add any value to the others. If it can’t, then it’s not necessary to behave like an 18-year-old and try to close on the first night. The brand should focus on a long relation. In case it can’t add value to some there’s nothing wrong in having a nice conversation with people. Who knows they may recommend you to others without you even realizing it. That is a basic word of mouth marketing and social media simply puts it on steroids. Then you have the Paid Activities It’s extremely important for a Social Media strategy to have paid activities. Every time you need to reach your customers, you should want to be able to use those paid tools as per the situation. All these platforms have a massive amount of data on their users and being able to contextually reach them based on their recent activities is invaluable. The key lies in using these tools over and over so that you understand what targeting and creatives work for you to ensure you the best bang for your buck! The fourth and probably the most important aspect is Performance Benchmarking You have to keep going back to the analytics. Understand that digital media is the only kind of marketing platform that gives you detailed data on every aspect of everything you do on social media. For example, if someone visits my website, I can tell what’s their age, which phone did they use, what time did they come, what kind of internet connection they had, which pages they visited, how did they navigate the website, etc. So keep a track of what is working for you then put your two cents in and get a dollar back!
In today’s time, every brand seems to be running or planning to run campaigns on social media. Why? Doesn’t this question keep rising? Despite the increase in the number of messaging apps and changes in algorithms of social media platforms, campaigns have consistently proved to be effective in getting engagement from the audience. Planning the same can be tedious but there are certain questions to ask yourself if achieving soaring engagement numbers is what you’re looking for! Have you asked them yet? If not, do it now! 1. How does it relate to your brand? While presenting yourself to the audience as a brand, a general tonality that suits your image is crucial for people to be able to relate and engage with you. Mastering the art of subtly blending the brand aspect to the campaign is what determines your ability to sell yourself or generate awareness. 2. How it relates to the audience? The basic aim of every brand is to drive sales but the very common tendency is to over-sell yourself. When the focus is too central to the brand, it alienates the audience that hampers them from interacting with you. It must be kept in mind that what you have to say is relatable to them and can make them want to listen to you. 3. How will it be implemented? Many brands spend a major chunk of their time in coming up with amazing and mind-boggling campaigns but miss out on planning how are they supposed to go about it. Ensuring whether the social media platforms allow a campaign as such, whether there are enough followers and an interested audience to generate a response on the same etc is a must. A plan needs to be executed well that helps you cover every detail of the campaign in terms of what platform to choose, how many posts must go, how the teasers would look like etc. 4. What impact will it have? It is imperative that every brand’s communication activity is aimed to have a particular pre-determined impact. Quantifying the impact in terms of increase in like-base, increase in follower base, a greater brand recall value, etc sets the goal that motivates the team to work harder. 5. How we plan to achieve this? Once an outline of the main tactics to achieve goals is marked, there is still a need to plan day-to-day activities that cover the details of what would be required for the execution of the plan like the budget, a team to stay in touch with the influencers, etc. 6. What else will be required? To execute the plan well, a list needs to be drafted that explains the basic requirements like a team to cover the live event while a part of it monitoring the event updates, a videographer, an influencer, requirements from the client-side and communication with the PR Team, etc. 7. On what point will we measure the success of the campaign? Work doesn’t end with the launch of a campaign, in fact, it marks the beginning of it! Measuring the campaign is a must to find an answer whether the efforts taken by the team were enough to bring about the expected impact. Every campaign would have a different way of measuring the outcome in terms of sales, website clicks, followers, engagement and reach. Ask your campaign these 7 important questions and if an answer can be drafted for each, there is a rare chance of it being unsuccessful!