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Digital Marketing

Establishing Effective Strategy for Instagram Marketing

Instagram is an absolute goldmine for businesses of all shapes and sizes. Starting from social media sales to community-building to spreading ideas and awareness and beyond, Instagram has taken the market by storm. But many brands struggle to grow or adopt Instagram as part of their social strategy. It is so because Instagram needs a clear-cut and actionable strategy.

If you find this very relatable, then this blog is just for you! This guide is a step by step process for you to have an impressive Instagram strategy.

  1.     Define the goal and purpose of Instagram marketing

 The main and foremost question that must be answered before any planning is “why?” Why are you using Instagram? To generate leads? Build a community? For brand awareness? Understanding the purpose sets the further course of action straight. The beauty of Instagram is the sheer amount of creative freedom that it gives to its users as long as it isn’t unethical. Also, good ideas can be obtained from your favorite brands, from your competitors too! It is advised that before using Instagram for marketing, experience the platform as a user as it will help you understand how businesses and consumers interact with each other.


  1.     Optimizing the Instagram profile


After getting the first-hand experience as a user, you can convert your profile into a business profile. Instagram is relatively straightforward! This will allow you to highlight additional information such as industry, location, phone number, and email address. All this becomes a part of the Instagram bio itself. Also, Instagram business profiles have access to analytics too. That helps in analyzing the interaction with the followers.


  1.     Importance of brand creatives


Brand creatives are integral to any Instagram marketing strategy, including the hashtags and bio. Always ensure that the brand name is constantly mentioned in the hashtags and then promote that hash-tag. This is so because hashtags serve as a sort of call-to-action button which is used to encourage customer photos and stories. This is mainly used for genuine public reviews.

Don’t underestimate the value of the Bio. This is the brand’s first impression with customers and potential followers.


  1.     Creating customer-oriented content

 Ultimately, everything comes down to content. Content here is in the following forms:

– Images

Make sure that imagery is not just attractive, instead, it should be eye-popping. Features photos with your creative trademark or logo to leave an impression of the brand everywhere possible. Use filters and style options to step up your game. Using people-oriented images is also quite captivating. Putting humans who support your business, your employees is another way to make a relation.

–  Videos

Video content is among the most popular and shared around social media. Always make sure that the quality isn’t compromised even when it is being viewed on different platforms. Using vine-style looping videos and time-lapse videos are insanely popular these days. An option to make long IGTV videos can come in handy in case of long videos.

– Stories

Most of the popular brands are integrating Stories into their Instagram marketing strategies. The main reason behind them is that these stories are time-sensitive. So they create quick hype among the viewers.


  1.     Publishing relevant content on Instagram to maximize engagement

The main purpose of every post is to get maximum engagement from the viewers. So for this use the following tips:

    1.     Each post should have a unique caption. Catchy, crispy and alluring captions leave an impact for a longer period thus, impacting the engagement rate positively.
    2.     A caption must have CTA, hashtags, and some personal touch.
    3.     Publish frequently but don’t compromise on quality for quantity.
    4.   Cross-post your Instagram content across networks such as Twitter, Facebook, etc.


  1.     Promoting your Instagram for the long-term

Never forget that this promotion is in the long run. Make sure that you put your Instagram front-and-center across your other marketing channels. Always being active is the key! Responding to followers, engage with other accounts, replying or commenting are some ways to be an active participant on the platform.

Using these tips and tricks will help you highlight your brand over others. And this is of paramount importance to regularly optimize your profile and engage with followers. Maintain the clicks with consistency and experimentation in a fun way!


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How to attract Indian travelers digitally?

A country with more than 500 million active internet users and the fastest developing economy is a huge market for many. Even the travel and tourism industry is spreading its expanse. Nowadays, majority of Indian travellers rely heavily on digital channels to research about their trips. But the major flaw in the process is that most of them drop the idea when it comes to booking online.

Starting from booking flights to hotel bookings to planning modes of transport for within city rides, anything and everything can be planned and researched. Also, it can be made by each individual based on their different demands and budget. With the improvement in the Indian economy and standard of living, Indians are willing to spend more on travel.

It is estimated that by 2021, domestic and international travellers are expected to spend around $136 billion by the end of the year. The increase from previous years is huge. This is a huge opportunity for travel brands to capitalize on this. However, many digital channels can influence this decision by categorising the stages of the travel journey.


The five stages of a travel journey are: 

  1.     Interest

The first stage of travel begins when a traveller starts thinking about the trip. Usually, the place and need for travel are decided at this stage. Options are also taken.

  1.     Research

The second stage wherein the actual planning starts for the trip

  1.     Booking

This is the third stage wherein things are being finalised. The reservations for transportation and/or accommodation are made.


  1.     Experience

This is the real-time experience that a traveller goes through. They explore different places and activities. This stage also involves sight-seeing.


  1.     Sharing

This is the stage where the traveller experience shares his/her experience and feedback after the trip with their friends and family.

If we can remove the highlighted part

Digital medium plays a crucial role in each of these stages. It starts with gathering information and ends with sharing information and experience. Offline channels are still in use but their usage is diminishing with a wider spread of the internet. 2 out of every 5 travellers make their arrangements offline. Indian travellers make decisions based on varying needs and motivations.

Some serious shifts needed so that businesses can reach larger an audience with customized messaging and the right mix of spending across channels. The following shifts can help acquire new customers and retain existing ones: 

1)     Improvise the booking and payment experience

Most of the drops take place between the research and booking phases. And the main reason for that is the lack of trust in payment systems.This can be taken care of by partnering with leading mobile wallet vendors to make online payments much easier. Also, providing travellers with customizable payment options with the flexibility to book without making upfront payments or sharing credit card details could make a huge difference.


2)     Faster address of customer perception issues

A myth which perpetuates since very long is that online channels are mainly geared toward the higher-spending frequent flyers and experience-oriented travellers. On the other hand, budget-conscious customers tend to be more dissatisfied with online channels. However, using proactive measures like giving extra advantage in case of large group bookings or providing a dedicated group travel consultant to guide the customer through the booking process can help break the myth to a huge extent.


3)     Learning new techniques to acquire new customers

More than 130 million active Internet users in India research about travel online but have never transacted. So the scope of the growth is huge. To sort this, brands should learn a lot from how consumer tech companies penetrate mass segments or how they provide access to the underserved ones.


4)     Find new innovative and economical ways

More than 70% of leisure travel in India takes place by bus and rail but there are very limited bundling options. So, there is an opportunity for companies to offer packages that include a combination of different travelling modes like rail travel and hotel or bus travel and hotel. This sort of bundling acts like a customer retention strategy.


5)     Leveraging digital technologies to boost engagement

Businesses must adopt digital technologies to boost engagement and move from one-time engagement to on-going relationships. This includes ensuring that customers get offers based on consumer insights. Such an approach will enable brands to respond dynamically and in real-time to the Indian traveller, through every phase of the customer journey.

Read More about: How To Build a successful remarketing campaign 

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How to build a successful re-marketing campaign?

Remarketing is focussed on gaining the attention of those customers who are interested in a brand’s product or service but have turned that into a conversion. Remarketing should be based on a strategy to build an effective campaign. The following steps will help you set up a successful remarketing campaign:


  1.     Segmentation of the campaign

The first step of any campaign is based on planning. So, to begin remarketing, the marketer has to decide which pages he/she wants to tag for the campaign. A quality remarketing campaign is simply based on high-value pages, so identify them as these pages will offer the best indicators that visitors who land there will want to purchase. Thereafter, closely analyse your sales funnel. This is so because customers who visited pages further through your sales funnel are more likely to respond to retargeting ads. Also, it is easier to identify the precise content that would interest them. So, instead of displaying general brand information directly, the retargeting ad should show content specific to the customers’ preference.


  1.     Special coupons and deals for the retargeted consumers

Since the remarketing campaign is based on alluring people to get a conversion, give these people some added benefits. There must have been some reason why people abandoned their shopping cart or other conversion page and left without making a purchase. Coupons or giving special deals are excellent ways to catch their attention. We, human beings, love attention. So, offering people who had visited your page special coupons will make them feel special and that they got a special deal. This will incline them to visit your page and make a purchase.


  1.     Duration to follow your past visitors with the ads

There is a fine line between displaying personalised ads to the customers and annoying them by bombarding them with ads endlessly. If done, then a superior ad experience can change into a negative one very quickly, ultimately harming the brand’s reputation. The appropriate duration for showing ads to your customers depends upon the type of industry. Brands with a longer buying cycle will have a longer period to display ads and vice-versa. The marketer must determine the number of times and the duration must be decided beforehand. However, experimentation is allowed.


  1.     Targeting post-conversion customers with remarketing campaigns

The value of targeting those who have already made it into the conversion list mustn’t be underestimated. Usually, there are two types of post-conversion customers:

    1. Those who converted in a non-monetary way. Like they downloaded an e-book or signed up for a rewards program.
    2. Those who converted monetarily i.e. the ones who made an actual purchase.

The remarketing campaign can be used to target both of the groups. For the first group, nurture their interest with your ads and remarket to them with information about other services and features that your brand offers. Also, offer them special deals to turn them into first-time customers. For the second group, tap their expressed interest in your brand. Since they have already made a purchase, now is the time to show that you care about them. Offer them returning-customer deals and send alerts about new products.


  1.     Target broader keywords

Build your ad campaigns around precise terms. This will boost the chances to bring the targeted audience directly to the page. A remarketing campaign is run to get the opportunity to expand your reach. The marketer who is running a remarketing campaign should allow broad searches. Since the people connecting are already interested, therefore create campaigns that target these terms. An added advantage is that it helps to control costs.


  1.     Regular monitoring

A marketer should regularly monitor each aspect to see what performs well and what needs some adjustments. Also, track your ads over time. Decreasing interest implies that the ad copy becomes stale. Make some changes after a while to re-establish the higher rates. If not, then shorten the amount of time of displaying the ad to past visitors.


Ultimately, the success of the remarketing campaign depends on how people behave once they reach your website. Customers should be able to engage with your content and the rate of conversions should go high.

Read More about Lead volume v/s Lead quality

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Lead Volume v/s Lead Quality

Traditionally, all the sales and marketing strategies would mainly focus on lead quantity by casting a wide net to capture maximum leads. So, stress was paid to get a higher volume of contacts during a lead generation campaign and less importance was given to lead quality. Higher the lead counts, higher are the chances of sale was the ideology.

Eventually, this concept is changing drastically. Now stress was placed on lead quality over lead quantity as the main priority. Researchers concluded that B2B marketers give a clear preference for generating high-quality leads over generating a high volume of leads. Furthermore, it was deduced that improving the quality of leads has become the most important objective of a lead generation campaign.

Lead quality refers to the prospective buyers who have a clear intent to buy along with the means to do so. These can be individuals or organizations that have shown interest in their activities, behavior, and interactions with your brand. It can be measured using a method called lead scoring. This method ranks the prospective customers on a scale that represents each lead’s perceived value to the organization. The score determines which leads should be prioritized and what type of engagement should be followed for each lead.

User data is used to find quality leads. So, data is collected based on the visitor’s behavior on different online platforms or websites. These activities include:

    • Types of pages they visit
    • Time spent on each page
    • How did they find this page?

The analysis made on these questions provides a clearer idea about customers’ profile. And a good understanding of the prospective customer’s profile helps in optimizing and personalizing the sales/marketing campaign.


  •  Lead Quality and ROI

Return on Investment (ROI) is an important measure to calculate the success of any lead generation campaign. This implies that the higher the ROI, the better that investment is considered to be. Businesses make sure that the campaigns are efficient enough to get the best ROI. When the focus is placed on improving the quality of the lead, the chances of converting a lead into an actual sale significantly increase. Also, it improves a customer’s lifetime value by nurturing relationships and enhancing loyalty. Ultimately, this improves the ROI over time.


  • Lead Quantity and ROI

Capturing huge amounts of leads is like playing any numbers game. The success is judged by the number of leads generated. Usually, most of the sales and marketing efforts are focussed on the volume of leads. In many situations, many companies prioritize on lead quantity over lead quality. This usually happens in the initial stages when a brand has very less brand awareness and finds it difficult to gather target audience data. This strategy is comparatively less expensive and since the brand doesn’t directly know their target audience, so they target a wider group.


  • How are both important?

The value of one can’t be undermined by others. Sales teams usually focus more on the quality of leads to get a higher conversion rate while marketing departments look at the number of leads generated to measure the success of a lead generation campaign. However, it must be realized that one is baseless without the other. Both the metrics are equally critical to success as it should be noted that one cannot function without the other. Attracting more leads will always be the first requisite to increase the number of sales conversions, and getting good lead quality becomes a necessity once the business operations achieve a certain level of maturity. This is an effective tactic to reduce overhead costs and improve ROI, especially in the long term.

  • Achieve a Healthy Balance

The best results can be achieved if an equal priority is given to lead quality and lead quantity. The best strategy involves testing, implementing, monitoring and then analyzing consistently. The issue isn’t where to focus? But the solution is attracting and acquiring the right kind of leads specifically for your company. Both the quality and quantity together will drive overall success when it comes to lead generation.

Sales and marketing teams have to come together and form a unified front to achieve the right balance between lead quantity and quality. Finding, acquiring, attracting and then nurturing higher quality leads ultimately result in better chances of conversion. So, focus on the quality as it also improves a customer’s lifetime value and brings loyalty to customers.

Each business has an optimal point where both metrics are balanced but aren’t that easy to be calculated. Find a balance between the two to get the best from your operations to maximize the efficiency and ROI from your lead generation efforts.

Read More About: Don’t Ignore important KPI’s of Social Media

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Best SEO Plugins for WordPress E-Commerce Websites

WordPress has been in existence since 2003 and since then the platform is known for helping individuals and people. In recent years, WordPress has become very famous for helping businesses as well, worldwide. It is helping individuals, companies, SMEs, businesses, e-commerce companies, and influencers to build their website and provide online space. 

Many developers say that WordPress isn’t right for e-commerce websites. But with a rise in the number of 3rd party developers and their feature-rich plug-ins and add-ons, WordPress will gain popularity with time. Now it is embedded with versatile plug-ins, features, themes which support the clients and users. The following SEO plug-ins in WordPress are mainly focussed on building an e-commerce website:

  1.     Yoast SEO 

Search engines are the first thing that drives traffic towards a website and Yoast SEO has managed to serve more than 7 million websites. The plug-in comes first in mind of every digital marketing person as it is easy to implement, maintain and offer a lot of features even in the free version. Also, it gives a full-page analysis and optimizes the website. That’s not all! You get an easy to understand explanation of all factors that are good or bad for the website. This plug-in is easily available in both Free and Premium version and this makes it highly popular. 

  1.     All-in-one SEO pack 

All-in-one SEO pack is another plug-in that e-commerce website must have hosted on WordPress. It was introduced in 2007 and it is the biggest competitor of the Yoast SEO plugin. This plugin is like Yoast SEO but is best for the users who don’t do the on-page SEO optimization themselves. It can enhance the content by adding Meta tags, titles, descriptions, and keywords using the best SEO practices. Also, it can add alt tags in images to ensure they rank higher. The best part is that it can save you from Google Panda Penalty by detecting duplicate content with its advanced algorithms.

  1.     W3 Total Cache Plugin

This is a great plug-in that can be used to optimize the speed of the website by page caching. Most of the e-commerce websites have slow loading which results in losing a lot of customers. So, this plugin acts as a savior. It offers fast website load time to all the visitors. Also, if the plug-in is paired with a CDN (Content Delivery Network) like MAXCDN, it lets you deliver the data from various servers around the world. This ultimately reduces the burden of delivering data from only 1 server and increases the website’s loading speed.

  1.     WP Meta SEO

WP Meta SEO is another great plug-in for your WordPress e-commerce website. The plug-in comes with several great features and it is free to use as well. It allows you to change and edit the Metadata of your website such as posts, pages, custom posts types, etc. from a single page. It comes with XML and HTML sitemap generator, 404 error redirection and a broken link checker tool for internal links.

  1.     LinkPatrol

It is a great plug-in for assessing the backlinks of the website. It brings clarity about how many outbound links need to be cleaned and what is the type of quality and effectiveness of each link on the website. The main purpose of this plugin to keep the website healthy. 


  1.     Broken Link Checker

This is a must-have plug-in for WordPress e-commerce websites as it focuses on finding broken links, 404 errors and missing images that are available on the website. Also, it gives an option to prevent search engines to index and following the broken links of your website.

  1.     Rel NoFollow Checkbox

This plug-in comes in very handy when you wish to include a no-follow attribute on the links with a checkbox in the insert/edit link popup. It helps in stopping any other website that can link with your content.

  1.     Slider by Nivo

This plug-in allows adding sliders to showcase multiple images to the visitors on different sections of your WordPress e-commerce website. It is very simple to use and lets you create an image slider, carousel or an image slideshow.

  1.     Schema Pro WordPress Plugin

This is the most updated plugin to implement the rich snippet to your website. It ensures to drive greater and quality traffic to your website. 

  1. Redirection

It takes care of several redirection issues of your website. All the redirection issues such as 301, 302, 404 errors, etc. can be handled with this plug-in. Also, you can easily redirect all your URLs with this plugin and keep the records of all the redirected URLs as well.


These are the 10 must-have plug-ins for WordPress e-commerce websites. Plug-ins ensure that your website can run smoothly and leaves a spotless image on the minds of the audience. 


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