However, along with discoverability, it is also essential to boost your organic CTR in Google and convert visitors into customers.

Organic Click-Through rate (CTR) = Organic clicks / Impressions

Importance of organic CTR

• Enhance value and relevancy of your website
• Organically improve website’s Google ranking
• Increased traffic

7 Ways to increase organic CTR

• Use long-tail keywords and fix keyword cannibalization

Long-tail keywords are particular and descriptive, and beneficial for title tags and headlines. Moreover, long-tail keywords increase customers’ trust and motivate them to click on your website as they become positive to get the answer they are looking for.

Select relevant keywords and use them thoroughly in content to gain maximum benefits.

After selecting the right keyword, scan your content for keyword cannibalization. Keyword cannibalization is when lots of landing pages optimized for the same keywords. Moreover, with increasing websites, it is one of the prevalent issues. 

Identify such keywords and differentiate them so that your CTR remains dedicated to one page and not ten.

• Optimize URLs

Descriptive URLs are the most effective because people find them relatable. 

For example, ‘cakeshake.com/chococake-30min-recipe’ is better than ‘cakeshake.com/cake-30.’

In addition, when creating a new page, it is essential to 

• • Optimize slug
  • Design SEO-friendly URL structure 

• Structure your content for featured snippets

Featured snippets are the box of content that appears on top of the Search Engine Result Page. They are highly rich content positioned below paid ads and above other organic results.

“CTR for their high-volume keywords increased by 114% when the results appeared as featured snippets.” (Source: HubSpot)

It is essential to structure your content according to the featured snippet and also present answers clearly and concisely. 

• Optimize title tag

When writing a title for your content, it is necessary to keep it relatable and straightforward because people scan the search result page for the most relevant title that answers their query. Moreover, when the title precisely explains what the post is about, it increases clicks.

Another way to improve your organic click-through rate (CTR) is by adding the current year in the title tag. Moreover, Google also tends to show results with the current year in the title. 

• Improve website

When Google prioritizes page experience, a good website speed is a mandate. Moreover, when website page speed is low, people will recoil and leave the page quickly, not adding to your clicks. 

• Take benefits from  on-SERP SEO

A study by Search Engine Land says that 50% of Google searches end without a click. 

To overcome the zero-click searches, implement on-page SEO tricks like

• • • Try to get featured in the snippet
    • Add a few extra tips for readers in your post and include a link that says ‘More items….’ 
    • Avoid too long results because Google might remove you from a snippet
    • Try to add mystery in your content to make readers curious
    • Add your brand name it the title tag to brand yourself

• Conduct A/B testing

A headline is the first thing served to customers, and hence, it should be compelling and resonating to readers. To identify it, conduct A/B testing on social media,

• • Create a post, share it on social media, wait for some time and analyze results
  • Create another headline for the same post, share it n social media, and check the engagement rates.

A/B testing is efficient when you have a large audience on Social Media.

Click-through rates are essential to understanding your customers, help to analyze your content, and reflect what works for a targeted audience. However, organic CTR is long-term and more beneficial but takes time to build.

The post 7 Practical and Proven Ways to Improve Your Organic Click-Through Rate (CTR) appeared first on AquGen Technologies.

What is Google Search Console?

Google Search Console, formerly known as ‘Google Webmaster Tools,’ is a platform to monitor how Google views the website and optimize its organic presence.

According to Google, Google Search Console is advantageous for business owners, SEO specialists, marketers, site administrators, web developers, and also app creators. 

How to use Google Search Console?

• Add website to Google Search Console

• • Sign in to Google business account
  • Go to ‘Google Webmaster Tools’ and click “Add a property”
  • Select “Website” from the dropdown menu and add the URL of your site
• Choose a way to verify your website from

1. • HTML file upload
   • Domain name provider
   • HTML tag
   • GA tracking code
   • GTM container snippet
   • Add http:// and https://, if your site supports both and also add every domain

• Google Search Console Permissions

There are two role types in GSC, 

• • The owners have complete control over GSC properties. They can manage users, settings, data and access every tool. 

• • The users, on the other hand, can see all data and take some actions. They can be given full access or restricted to the limited data view. 

Access to complete information and control to every team member can be dreadful as someone might accidentally change basic settings. 

• Sitemap submission

A sitemap is not mandatory to rank in SERP because, according to Google, its web crawlers typically find most of the pages. However, it can benefit and improve the site’s crawlability in conditions like,

• • If your site has plenty of pages
  • It consists of more isolated pages
  • A new site
  • It shows up in Google news or uses rich media content

After building a sitemap, it can be submitted through the Google Search Console sitemap tool.

• Filters in Google Search Console

Google Search Console provides several filters to view and analyze data, such as,

• • Search Type can be bifurcated into three subcategories: web, image, and video. Moreover, you can also compare two types of results.

• • Date range allows choosing from various time-period and allows setting a custom range.

• • When you press the ‘New’ tab next to the “Date range’ filter, you can add another five types of filters: Query, Page, Country, Device, and Search appearance. Again, different combinations of filters can generate the required results.

• Index coverage report

It shows the status of pages that Google has tried to index. This report helps to address indexing issues as Google allocates statuses to indexed pages like,

• • If the page could not be indexed: Error
  • If the indexed page has any problem: Warning
  • If the page has duplicate content as per canonical page: Excluded
  • If a canonical page has been found: Indexed

What can you identify with Google Search Console?

• Highest traffic pages
• Highest CTR queries and average CTR
• Site’s impressions and average position over time
• Highest and lowest ranking pages
• The number of pages indexed and why others have been not
• Total backlinks and which URL have the most backlinks

Benefits of Google Search Console

• Improve website’s search appearance
• Fix AMP errors
• Improve your HTML
• Increase organic traffic
• Monitor links
• Manage indexed pages
• Fix crawl errors
• Quickly monitor mobile issues

Impression and conversions are every website owners’ goal. However, they are not so easy to gain. Here, the Google Search Console can help tremendously gain insights into the website’s performance and adjust marketing strategies. 

The post A Comprehensive Guide to Google Search Console appeared first on AquGen Technologies.

“More than 1.7 million merchants sell using Shopify platform.” (Source: Shopify Unite)

Why use Shopify for your online business?

• Highly customizable 
• Simplified backend administration
• It has many useful in-built tools
• It is easy to use and does not require complex coding skills
• It is an advanced platform with several SEO features 

SEO can hugely impact sales when developing a business through Shopify, just like any other business website. Hence, it is essential to establish effective SEO strategies to gain more traffic.

What is Shopify SEO?

Shopify SEO is different from other website SEO. Here, you optimize product listings along with content. However, it often creates SEO problems that might negatively affect Shopify SEO and your business if done wrong. 

How to optimize the Shopify site for search engines?

• Organize the structure of the store

Customers want to see an organized and manageable product list that they can find easy to browse. The last thing they want is chaos and difficulty finding the products and getting lost in the labyrinth of links on your website. 

Simplify the product categories and make them easy to reach. 

• Satisfy customers

Limit customers’ frustrations when they visit your shop by providing a better website speed and experience. A satisfied customer is more likely to stay longer and engage more with your site. Moreover, we live in a low attention span world where people want instant results. Hence, it is essential to improve the Shopify website by,

• • Using compressed images to reduce website load time
  • Using responsive theme
  • Producing mobile-friendly website

• Provide product collections

Provide a group of product collections from different categories to minimize the number of search pages for visitors. Moreover, it makes the customers’ experience easy, and it also appeals to the search engines by improving semantic understanding. 

Offering product collection is beneficial because,

• • It allows writing meaningful descriptions using keywords
  • Boosts user-friendliness
  • Improves internal links
  • Enhances page’s relevance and site strength

• Keyword research

Keywords are the heart and soul of SEO because that’s how a search query begins. Identify relevant keywords by,

• • Analyzing customers’ behavior
  • Examining products
  • Taking help from keyword research tools
  • Analyze competitors’ pages

Keyword research is highly essential to run an effective Shopify SEO campaign, and hence, a professional SEO services provider can be beneficial in many ways because they,

• • Have advanced knowledge
  • Stay on top of trends
  • Possess strong analytical skills
  • Holds relevant technical knowledge

• Optimize product pages

You don’t want to miss out on providing the best customer experience by neglecting the optimization of the product pages. 

• • Start with pages that yield the most conversions
  • Write clear page titles to offer a proper understanding of the page
  • Include meta descriptions to increase click-through rate
  • Use unique and original content with relevant keywords
  • Poor keywords can deliver negative SEO results

Shopify SEO recommendations

• Remove duplicate content because it is one of the significant issues created by Shopify. In addition, it complicates the search engine’s process of identifying actual content. 
• Integrate Google Analytics to track and report website traffic.
• Build quality backlinks to enhance the number of visitors to the Shopify site and increase credibility. 
• Canonical tag and domain canonicalization help search engines identify the authoritative domain from other identical pages.

Shopify provides an excellent platform for online businesses, and Shopify SEO helps beat the competition. However, to reap maximum benefits of integrating SEO for the Shopify website, partner with an SEO services provider.

The post The Ultimate Shopify SEO Guide for 2022: Increase Organic Traffic to Your Online Store appeared first on AquGen Technologies.

In order to run a successful email marketing campaign, it is important that you stay current with the best email practices of the time. This article covers the most important email marketing tips, along with actionable advice that will help you implement them right now. 

1. Get Personal 

Personalization is one of the most important aspects if you want to strive in Email Marketing. This does not mean addressing a subscriber by his name. There is more to personalization – 

• • Being Relevant
  • Sending timely emails
  • Anticipating your subscriber’s needs

If you want to master the technique of personalization in email marketing, you need to have a strategy for collecting relevant data from your customers. 

• Use the “Double Opens Strategy”

Using the “Double Opens Strategy” will ensure that more subscribers open your emails. This means a better chance of driving more revenue from the email campaigns. 

Double Opens Strategy means resending the same mail to subscribers who did not open your first email, but with a different subject line. This step is important as 7 out of 10 people on your email list will not open your email for the first time. Resending the same mail with a better subject line will boost your open rates and email marketing ROI. 

However, before you send the same emails, pay attention to these things:

• • Optimize your preheater text
  • Pay attention to your send time
  • Create better subject lines to captivate the eyes of non-readers
  • Wait for 3-5 days before you resend the same email to non-openers

• Use a cliffhanger in your subject line

The best way to get more people to open your emails is by engaging them. You can hook your email subscribers by your subject line and for curiosity, you can use a cliffhanger. A cliffhanger is used as an old-school copywriting technique that holds something back from the readers which ultimately drives them to know more. 

For example – 

A subject line from Orbitz, a travel fare aggregator website – “Woke up like this….”

From Trip Tribe – “The Secret to a Great Vacation….” 

Because an eclipse follows an incomplete subject line, people tend to open these mails. But make sure you do not overuse this technique as it will annoy your readers. 

• Preheader needs the same attention as your subject line 

The more enticing and catchy your preheader text, the better open rates you will get. A well-crafted preview text that complements the subject line will increase the engagement rate to your mails.  

So, learn how to optimize your preheader text and subject lines. 

For example – Pottery Barn optimizes his preheader that compliments the subject line. 

Reminder – Your Preheder is as important as Subject line

• Contextual CTA buttons

If your CTAs are not engaging enough, your campaigns could fall short. When crafting CTA for your mail, ask these questions to yourself – 

• • Is it easy to act on?
  • Is it descriptive?
  • Is it hard to miss?

For example – Blue Nile creates a CTA engaging enough that creates a strong sense of urgency that can help in driving action. The CTA button also gels well with the subject line and copy of the email.

• Engagement is a Priority

Marketers usually use email with a short-term goal in mind, that is, to boost sales. Instead of going with this goal, you should focus on building a relationship with your subscribers.

People join your email list because they want to know more about your business, not because they want to buy products from you.

Always remember that engagement is the key to driving good returns from your email campaigns in the long run.

• Keep the Subject Line Concise to Standout in Mobile

If you want to increase your email open rates, you should trim your subject lines!

This is because 51% of emails are opened on mobile devices these days. You don’t have much space to draw in your readers, so try to keep your subject lines concise and compelling that will make readers want to know more.

To keep your subject lines short, enticing, and captivating, use these tips:

1. • Leverage the power of personalization
   • Use creativity
   • Use numbers, symbols, and emojis

For example – 

The post Effective Email Marketing Tips That Will Boost Your Results appeared first on AquGen Technologies.

Google explains dynamic exclusion list, “Advertisers can schedule automatic updates as new web pages or domains are added, ensuring that their exclusion lists remain effective and up-to-date, once they upload a dynamic exclusion list to their Google Ads account”. Like existing Google ad controls, dynamic exclusion lists allow advertisers to exclude specific websites, content or entire topics from their advertising campaigns. 

Placement exclusion list serves 2 purposes:

1. Avoiding Industry Mismatch: When you run an ad campaign, you might not want your product ads to appear with marital aids, kids websites, and alcohol, because what you sell doesn’t really have anything to do with those things. Also, you don’t need your product or service associated with every industry served by Google Display Network. 
2. Filtering out users with no purchase intent: You don’t need to spend money on ads displayed to people who you know won’t be potential customers. It is highly unlikely that a kid playing games on a website directed at children is interested in your industrial manufacturing software.

Exclusion Lists, but Dynamic

Updating the exclusion lists ensures excluding certain websites or even entire domains. The ad manager notices that an ad is displaying on a new website, checks the content displayed on the website, deems it off-target, and then adds a new site to the list. Ad managers can now implement functionally identical exclusion lists that are created and kept up to date by somebody else. This is potentially a boon to smaller organizations that do not have the time or resources to manage their own exclusion lists effectively.

Why Should I Use Somebody Else’s Exclusion List Into My Ads?

Nobody really can be up-to-date and trend savvy on everything happening on the internet. The crowdsourced nature of a public exclusion list can be extremely useful. For example – The ubiquity of Wikipedia’s self-correcting ecosystem of information. 

Advocacy organizations and industry associations have made it to the top of their websites. For example, promoting political opinions you don’t want to associate with your brand. These trusted third parties can do the hard work of identifying those troubling websites so that you can easily keep your ads away from them.

Why is Google Introducing Dynamic Exclusion Lists for Advertisers?

To simplify the existing process, Google’s dynamic exclusion lists illustrate to advertisers that Google is committed to evolving its brand safety measures. Where an ad appears has become more important than ever to advertisers, as they understand that consumers often assume an ad placed next to something is an endorsement of that content. Many platforms like Facebook, YouTube and Pinterest have recently introduced brand safety measures.

The post Things You Should Know About Dynamic Exclusion Google Lists appeared first on AquGen Technologies.

This is stated during the Google Search Central SEO hangout from February 25, where we also learned it’s impossible to stop Google from trying to crawl URLs that no longer exist.

Google may continue trying to crawl URLs years after they’ve been deleted from a website, and there’s nothing site owners can do to prevent that from happening. Therefore 404s are unavoidable, even for the most diligent of SEOs.

Robb Young asked a series of questions that derive the information from Mueller. Young has a site that is returning 404’s in the Search Console for the URLs that he deleted 8 years ago. The URLs were 410’d, and no links are pointing towards them.

Mueller says 8 years is a pretty long time for the continuous crawling for the non-existent URL. But it is not impossible. If Google saw that the URL was living in the past, then it may crawl it from time to time. He suggests, if you know the URL is not existing, you can simply ignore it.

===============================================================================

“Seven or eight years sounds like a really long time… if it was something that we saw in the past then we’ll try to recrawl it every now and then. We’ll tell you: “oh this URL didn’t work.” And if you’re like: “well it’s not supposed to work.” Then that’s perfectly fine,” says Muller.

===========================================================================

Young asked if there is any other way to send Google a strong signal that it does not exist anymore? Mueller says there is no guarantee that they are not going to re-try it. Well, it will not cause any problems. To answer, Young Mueller says that it’s not just a few URLs that are returning. There are 30-40% of URLs in the report, which is having a 404 error. And it is perfectly fine and natural for a site.

Google can usually remember URLs long after you remove them and try to re-crawl those at any time. However, there is no need to stress when there is a 404 error in the Search Console for the URLs which do not exist anymore.

The post Google Says it’s Fine if 30-40% of URLs in Search Console are Showing 404s appeared first on AquGen Technologies.

Instagram, for many reasons, is restricting some people’s posts, so they do not show up in hashtag search on explore page, and it becomes invisible to users who do not follow you. 

To check if your account is shadowbanned, post two or three content with not-so-popular hashtags. Then ask a few of your non-followers to search for your used hashtags. If they find you, you are safe, but if they do not see it, then your account is shadowbanned.

What makes an Instagram account shadowbanned?

• Use of automated ‘Instagram growth’ tools

When you are not putting effort and rely on bots to grow followers, your Instagram account is in question. Instagram supports the users with a strategy and focuses on connecting with audiences organically. However, using spammy tactics can result in shadowban.

• Use of banned hashtags

Instagram has many banned hashtags, and it does not want people to use them. So if any user applies banned hashtags in their post, Instagram restricts their post and won’t be shown for any hashtags or shown in their follower’s feed. 

• An account of often reported

If users frequently report an account, Instagram assumes that it is posting inappropriate content and violates its terms and conditions. This might result in shadowban of account, or it might be completely disabled.

• Posting illegal content

Content related to crime and terrorism must not be posted on Instagram. Moreover, Instagram prohibits advertisements of drugs, sexual content, and firearms.

• Inappropriate use of graphics

Usually, graphic content does not comply with the terms and conditions of Instagram and is most likely to get shadowbanned. Moreover, such profiles can easily be accessed.

• Self-injury, hate speech, and bullying videos

Posts that threaten and abuse users, targets hate speech regarding gender, religion, race, disease, or disability are monitored and banned relatively faster.

How to fix a shadowbanned Instagram account?

• Take a short break

Don’t post any content for several days. Instagram’s users that had been shadowbanned reported that the shadowban was lifted when they stepped off the platform for a few days. Moreover, taking a break also helps to get fresh content inspiration.

• Cancel inappropriate 3rd party permissions

Often, third-party applications are used to gather information and metrics for analysis. However, when applications you use to search trendy hashtags, new and lost followers are not approved by Instagram and have the potential to shadowban your account.

• • Sign in to Instagram on desktop
  • Go to settings
  • Go to ‘apps and websites’
  • Remove questionable apps and websites that have access to your account

• Discontinue the use of pods and bots

Instagram pods are a group of influencers who help each other to boost engagement and awareness. But unfortunately, they can induce an almost immediate jump in action that can be suspicious and get your account shadowbanned.

Similarly, bot-like accounts automate engagement acts like following, frequent posting, commenting, liking, unfollowing in a short time that can raise red flags. 

• Remove and cease using banned hashtags

We discussed earlier how using a banned hashtag can result in shadowban, but one needs to be cautious of overused hashtags as they might get blacklisted after mass numbers use them. 

For example, on Christmas, 4th of July, and other festivals, the day’s hashtags are used in such a colossal number that Instagram might suddenly blacklist them, and every profile that uses those hashtags after them being blacklisted stands a strong chance of getting shadowban.

• Do not use auto-posting apps

Automation of the content sharing process might be helpful as it saves time and keeps you ahead of schedule. However, automatic content sharing is reported as a reason for account shadowban. 

• Make your content comply with Instagram’s guidelines

Reading a guideline or terms and conditions can be tiresome, but it is necessary to avoid shadowban or fix it if it has already happened.

• Report your shadowban to Instagram support to get help

Once you make every amends on your side, contact the Instagram support group. Although it takes time to get in touch with them, it is worth the effort. Write an email to support@instagram.com explaining the issues you face and how it affects your business (avoid directly asking them to lift the shadowban).

Social media is a great platform to promote brands. However, there is no easy way to grow an organic audience. If you do not want to look up the answers on how to remove an Instagram shadowban, post authentic content that complies with the Instagram rulebook.

The post How to Fix a Shadowbanned Instagram Account? A step-by-step Guide appeared first on AquGen Technologies.

How can podcasting boost your content marketing campaign? 

• Listeners are increasing

RedSeer consulting says India had 71 million active users in 2020, which increased to 95 million in 2021, showing a 34 percent increase. As per its analysis, the total time India spent on entertainment in Oct’21 was around 2290 billion minutes, in which podcasts accounted for 2.5 billion minutes.

It is clear from the above studies that the use of podcasts is increasing with passing time, and it is one of the best reasons to include podcasting in your content marketing strategy.

• It is cost-efficient

In the Golden Age of Radio, expensive equipment and exclusive studio were needed, but the modern age is saved from it. For a newbie podcaster, the basic requirement is,

• • Computer/laptop
  • A quality microphone 
  • Headphones 
  • Reliable recording software

However, you can add many more things to the list, but you can always upgrade it later.

• Build your brand in less competition

Other content marketing platforms like social media and blogs are crowded, and succeeding through those mediums is getting difficult each passing day. However, podcasts have only started to gain momentum, and it is the right time and the right place to start marketing. Moreover, with a good podcasting content strategy, any podcast can thrive.

• Audio content is well-suited for multitasking

Blog posts, social media posts, and emails require the audience’s undivided attention, which means they cannot do any other work while reading a blog or watching a video. Moreover, decreased attention span puts those marketing mediums in a darker light. 

On the contrary, a podcast is much more convenient as it allows people to listen to the audio while jogging, cooking, and commuting. 

• • 80% of listeners tune in to their favorite podcast channel while traveling to and from work. (Discover pods- Podcast trends report)
  • 69% of people consume podcasts doing their housework. (Discover pods- Podcast trends report)

• It can be converted into a blog

When planning a podcast, you must take notes, and it can be easily converted into a blog. Google cannot crawl audio content because they have fewer words, and you can turn a blog into a blog for your website.

• It stimulates brand affinity and loyalty

As podcasters talk in a friendly manner, the audiences of podcasts are much loyal, and brand affinity is achieved by engaged audiences. A loyal fanbase is built by creating compelling and engaging content and producing consistently. Moreover, when audiences are engaged, they are more likely to connect with the brand on social media and websites that increases the business.

• Format options

Depending on the type of your content and audiences’ requirements, podcasts provide a variety of formats like,

• • Storytelling 
  • Conversational
  • Monologue
  • Interviews
  • Theatrical
  • Roundtable

It does not end at producing a catchy and compelling podcast; podcasting brand strategy involves good marketing to reach better audiences and build a fanbase.

Tips for creating a podcast marketing strategy 

• • Know your listeners
  • Create quality content and engage your listeners
  • Follow a plan
  • Optimize for SEO
  • Use a moderate amount of advertisements
  • Provide call-to-action
  • Have guests on the show
  • Start email newsletter
  • Be a guest on other shows
  • Conduct giveaways
  • Promote on social media

Content marketing is no-more about only blog posts; people utilize different mediums and platforms for content marketing. Customers are consuming audio content more than ever, and it is essential to meet this paradigm shift with podcasting. Most importantly, podcasting can improve relations between producers and listeners.

The post How can podcasting Boost your content marketing campaign? Tips for creating a podcast marketing strategy appeared first on AquGen Technologies.

• Not aligning KPIs to business strategies
• Measuring irrelevant factors
• Blindly follows others
• Do not involve executives in KPI selection
• Not updating existing KPIs

It is easy to get buried in day-to-day activities and miss out on the big picture, and many new entrepreneurs may not realize some key data points and their significance. However, knowing which to track can be perplexing with many potential KPIs.

List of important KPIs all entrepreneurs might not be taking into consideration.

• Cash flow management

For every business, cash is of great importance. However, many companies with more than million-dollar sales annually end up bankrupt. This is because they fail to keep their financial position in check. A simple metric to track is accounts receivable days sales outstanding or DSO.

• Customer retention

Entrepreneurs focus on securing new consumers but forget that regular and loyal customers are vital factors. They are powerful vocal brand advocates who buy the products repeatedly and provide valuable word-of-mouth marketing.

• Gross profit and net income

Every business owner knows that gross profit calculation is a fundamental factor but somehow fails to do it properly. 

Gross profit = (revenue – cost of goods sold) / revenue * 100

Net income is the overall profit or the actual money made by the business after deducting all the costs and expenses. It is more inclusive than gross profit and covers all the components of an income statement.

• Employee utilization

Employee utilization is the number of employees’ hours spent doing billable work. It is often an overlooked factor to which entrepreneurs should frequently pay attention. Focusing on the ratio of revenue to employee indicates the health of the business, and if a company grows in this factor, it is considered sound and efficient.

• Accounts receivable and payable

Accounts receivable is a balance of payments that customers have not yet paid for, or it is the money that third parties owe you. It is necessary to regularly track accounts receivable because most businesses sell products on credit. Moreover, regular check-ins of accounts receivable ascertain the company’s overall financial health. 

Entrepreneurs can initiate corrections in the account receivable management by a simple metric, average account receivable for a period / total sales for the same period

Account payable is the money to be paid by businesses to the vendors, which is a liability on the company’s balance sheet. This KPI gives clarity about the financial condition of an enterprise and its relation to suppliers as it has a direct bearing on working capital.

KPI measurement tools to help entrepreneurs

There are a number of tools and software that can make KPI tracking easier. However, some of it might be a better fit than others, depending on your business model.

• Tableau 
• SimpleKPI
• Salesforce
• Geckoboard
• Scoro
• Datapine
• Smartsheet
• Bilbeo

Key performing indicators (KPIs) are indispensable factors to determine the success and failure of a business. In addition, they monitor the company’s health, help to make adjustments, solve problems, and analyze patterns over time. KPI measurement tools make all of the work easy for entrepreneurs.

The post List of important KPIs all Entrepreneurs might not be taking into consideration appeared first on AquGen Technologies.

Although influencer marketing is skyrocketing, a critical point to keep in mind is – the PR crisis. Moreover, avoiding a PR crisis during influencer marketing is every brand’s aim in today’s complex world.

Why is it essential to avoid a PR crisis during influencer marketing?

Influencers can make or break the brand’s reputation. If influencer marketing is done right, it takes the brand on top, but the company might have to face people’s wrath and vexation if it fails. Below are a few examples of how influencer marketing got wrong.

• James Charles and grooming allegations

James Charles, an internet personality and makeup artist faced many accusations of grooming boys online. The first allegation came out in February 2021 when a 16-year old boy shared that Charles groomed and pressured him into exchanging explicit photographs on Snapchat. Later on, three more boys came forward on Twitter, TikTok, and Instagram. In April, Charles apologized, held himself accountable, and addressed all grooming allegations. A week after this, Morphe, a cosmetic company Charles worked closely with, suspended all the collaborations, and YouTube temporarily demonetized his channel.

• Jeffery star and her beauty line “Cremated”

One of the most influential make-up artists, Jeffery Star, launched her beauty line “Cremated” amid a global pandemic. Unfortunately, her followers attacked her for launching an eye-shadow palette when the world was preparing to face a pandemic in May 2020. Moreover, her palette came in grey, black shades and was named ‘The Morgue,’ ‘Death Certificate,’ and ‘Casket Ready’ that sounded insensitive. 

• Kris-wu

When Kris-Wu, a Chinese-Canadian superstar who has been a brand ambassador for various prominent brands like Loius Vuitton, Bulgari, L’Oreal men, Kans, and Lancom, was accused of sexual misconduct by several women, the Chinese public boycotted the brands he had endorsed.

How to prevent a PR crisis during influencer marketing? 

• Find the right influencer for your campaign

Damage to influencers’ reputations may lead to a situation where the brand’s esteem is spoiled.

As the consumers associate the values defended by influencers with the brand, even if the mistake is not directly related to it, every declaration of the influencer carries the potential to affect the brand. Hence, it is essential to research well about the background of influencers.

• Use social listening tools

Social listening software comes with a lot of data, analytical tools, and customizable options that help track down the right influencers for your brand. In addition, many of the software offer free trials like BuzzSumo, Hootsuite, Buffer that protects your budget.

Moreover, Google search hashtag analysis will also help gain insight into influencers’ activities.

• Analyze the profile of influencers

When looking for influential profiles, it is essential to find an influencer relevant to your brand’s niche. However, before putting your finger on any of them, a few factors must be considered like,

• • Monitor their profile and terms for direct linkage to your products. For example, when your products focus on a healthy diet, an influencer who tries every delicacy of the world and is a food lover might not be the best fit for you.
  • Analyze their activity, number of followers, engagement rate, advice to followers, and interest in feedback from followers. 
  • Examine if their audience is your potential customers
  • Ensure that the influencers communicate and present themselves relates to your brand values.

• Demand authenticity

When thousands of posts are shared every day, the reliability of brand collaboration becomes questionable. Moreover, when influencers do not use the commodities they advertise, the trust issue increases. In addition, when influencers do not have a truthful connection with the product they promote, the brand’s reputation comes into question.

• Beware of the fake influencers.

Fake influencers are much more common, and association with them is the last thing you want when forming a new brand partnership. Moreover, investment in a fraud influencer may put you in financial and legal trouble. Therefore, ducking out fake influencers is one of the essential influencer marketing tips.

Some signs of fake influencers include,

• Overnight growth
• Generic comments
• Disproportionally high engagement
• Doubtable fame
• Fake people as their followers

However, even after many precautions, some campaigns might trigger a PR crisis unintentionally. A drafted PR crisis management guide helps them overcome the controversy during such times.

Conclusion

Influencers are called influencers because they HAVE an influence on ordinary people. If carefully chosen, they can take your brand on top. However, detailed investigation and extensive research of an influencer are mandatory before selecting any influencer.

The post How to prevent a PR crisis during influencer marketing? appeared first on AquGen Technologies.