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Global Accessibility Awareness Day GAAD 2015 In India

On May 21, we invite you to participate in Global Accessibility Awareness Day (GAAD). The purpose of the day is to get people talking, thinking and learning about digital (web, software, mobile, etc.) accessibility and users with different disabilities.

The target audience of GAAD is the design, development, usability, and related communities who build, shape, fund and influence technology and its use. While people may be interested in the topic of making technology accessible and usable by persons with disabilities, the reality is that they often do not know how or where to start. Awareness comes first. Read the blog post by Joe Devon that inspired GAAD.

GAAD In Event Hyderabad

Deque Software a leading company in accessibility is putting a event in Hyderabad & here is the agenda,

DON’T MISS THIS AWESOME EVENT AND KNOW MORE ABOUT
• Accessibility Statistics & Laws
• Accessibility guidelines and manual testing strategy – Deque Way
• Accessibility automation tools – WorldSpace, FireEyes, Jim Thatcher’s Favelets
• Live screen reader demos
• Deque products – WorldSpace and FireEyes demos

Please register here by clicking this link

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Digital Fest May 16 2015 in Hyderabad

Get together on 16th May, 2015 for the Digital Fest, Hyderabad

All your customers are Online. It’s high time that your business moves online too and leverage digital techniques for marketing.

At ‘Digital Fest’, expect to listen to experts in the domain of digital marketing. leverage on new methodologies and network with other businesses.

Walk in at 9 AM for a meet-and-greet before the registrations happen at 9:30 AM. Here’s the agenda through 5 PM:

9:30 AM – 10:30 AM: Spot Registration and Badge Collection / Networking
Come early to collect your entry badge. Also catch up with other participants and start networking over a cup of coffee.

10:30 AM – 10:45 AM: Welcome Note
Welcome note by the organizers, a short and crisp dialogue, setting the pace for the day.

10:45 AM – 11:30 AM: “Customer Acquisition through Organic Search” by Mohan Reddy
Google is changing its algorithm and making businesses very tough to index and rank. Explore the ways to crack the algorithm and get indexed your site thus rankings

11:30 AM – 12:15 PM: “On-line consumer behaviour” by David Bajam
This session highlights the psychology of online buyer and brings in the facts and real time analysis on consuming patterns. From content , design and ad positioning , this session describes the granularity of consumer thought process

12:15 PM – 1:00 PM: “AdWords for Mobile Audience” by Prasanth
Reach your customers on the go with Ads on Mobile Devices.. Implementing the “New Call Only Campaigns” for Lead generations.
-How to stay ahead with your mobile strategy

1:00 PM – 2:00 PM: Networking Lunch

2:00 PM – 2:45 PM: “How to Create Engaging Content” by Subhorup Dasgupta
Content Marketing is the engine that feeds SEO. Learning and understanding the art and science of content creation not only enhances your application of SEO but also opens up new career opportunities. In this session with Subhorup, we will learn about what goes into creating engaging content

2:45 PM – 3:30 PM: “Lead Generation and Nurturing – Platforms, channels and tools” by Meraj Faheem
We’ll see how you select which platform to go with for generating leads/users via different channels and then nurture them using different tools

3:30 PM – 3:45 PM: Tea Break

3:45 PM – 4:45 PM: Open House : Q & A
The most important session of the day. We will have all the speakers available on the stage for a free wheeling chat

4:45 PM – 5:00 PM: Announcements / Closing Note

Register Here at Digital Marketing Summit

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Local SEO Audit

Digital Challenger traffic went down drastically & I realized that my Local SEO Rankings are a major hit. The amount of leads I get from Digital Challenger is very high, these are converting leads & i get at least 2-3 leads each day. I recently came across the Local SEO audit blog post on MOZ & audited my strategy, with few changes my traffic is up & the leads I get convert really well. Here is the blog post on this Local SEO Audit

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Local SEO Ranking Factors 2014

One of my favorite subjects in the SEO Consulting space is the Local SEO as it brings results quickly & leads that convert. To game the Local search results means one needs to understand a little about Local Search algorithms & recently MOZ has published their 2014 Local Search Ranking factors.

Check out the local search ranking factors & use the data wisely…it’s very easy to get some quality leads through Google local, Bing local & Yahoo local…Most of my clients either come through word of mouth or through local keyword searches.

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How Accessibility Helps SEO and Conversion Optimization

I presented about the correlation between accessibility, search engine optimization & conversion optimization at SEMPO Hyderabad Digital Marketing Summit….it was fun meeting all my old friends & I would like to take this opportunity to thank my colleague Denis Boudreau who helped me to put this presentation.

Want to dominate search optimization in 2014 and bring more conversions with every visitor who lands on your website? The secret is in building accessible applications that both humans and machine algorithms love. With more than 1billion of world’s population being disabled, you cannot ignore this side of market…Google is disabled too & Google always say’s create crawlable & accessible content.

Want proof check YouTube captions, transcripts & slide share’s text only version…..not convinced then check your Gmail & you can find something called “Basic Html View”…Google , Facebook, Twitter etc. care about accessibility and just by following few simple fundamentals you can build a accessible website/application.

Please feel free to reach out to me for any information & also would like to get perspectives of others in the comments.

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Decoding Twitter’s new looks

I am not sure how many of us have actually clicked on “Try the new look on Twitter”, for I know several friends who were very apprehensive about trying it. Change, after all, is not very easy to adapt to, more so, after Facebook put all of us through several torturous cycles of forcibly accepting new and changed timelines. Twitter likes to call them ‘web profiles’.

What’s different with Twitter then?

Twitter also started a spate of changes recently – some quite awesome, like the option of viewing pictures in the Twitter time line. Twitter woke up to the importance of images and video – essentially visually appealing content – and decided to include them in tweets.

With the new look now available for every user to try, Twitter seems to have tidied up its act in an attempt to drift away from its boring tweets only look to the more personalised, user friendly (albeit overloaded) timeline.

So, what has changed?

  • Elongaaaaaaaaaaaaaaaaated header that spans across one end of your profile to another is a no-miss feature. You need to have an image of size 1500×500 at least. Well, the good news is, you can add more informative content in your image.
  • Showcase – akin to the category cloud, the tweets that have garnered maximum engagement through favourites and retweets are displayed larger and more obvious than the others.
  • Straight on the lines of pinned posts on FB, Twitter now allows users to pin specific tweets on their profiles. These pins will be displayed as static content.
  • One of the most wonderful features added now is to let users filter tweets based on various criteria – so that means a sound goodbye to endless mindless scrolling!
  • Now I am debating whether the previous feature was awesome or this one – maybe you could decide for yourselves. Popup notifications!! I find this feature very useful whenever I use Twitter on my mobile phone. What’s more, you can switch them off.

Stay abreast of all the latest digital happenings, only at My Digital Marketing Team.

Contact us to know about our social media optimisation services.

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Headlines in 2014 and beyond

I can’t use keywords in headlines anymore!! (Of course you can, although keywords suddenly stopped being important.) How then does one do Search Engine Optimisation? Wasn’t SEO all about keywords, keywords and more keywords? How does one get to rank online? If not for keywords, how do I get my website perpetual visibility?

It was so easy before! I would do my keyword analysis diligently and also top it up with competitor analysis. Then I would spend hours coming up with the perfect keywords that people were searching that were related to my business, and I would add them into my titles, headlines and meta descriptions and everywhere I could inside my page content.

Are these your thoughts?

Best way to write headlines
Writing effective headlines

Absolutely, every search engine optimiser knows how this feels. This is the reason why Google’s updates are so dreadful. But this article is not exactly about keywords.

This article is about titles and headlines.

And we all do agree that good content is playing a major role in the search engine rankings.

A typical piece of content usually contains a great catchy headline, a good introduction that gives you a peek into the article and goes on to speak about important aspects with a generous but judicious use of headings.

Looking at the evolution of headlines, it is interesting to note that there have been a lot of trends making headlines about headlines, pun intended. For example, content curation site Techmeme was recently in the news for writing its own headlines for curated content.

Going back to how headlines evolved,

The “Nothing special” Age: This was the age when the title would be just what we wrote in our school essays. For example, “The Evolution of Computers”

Not many knew about search engines and what optimisation was all about. Adding keywords to the title was just accidental or perhaps logical rather than deliberate and planned.

The “How to” Age: Then came a barrage of “How to make the best eggless cake ever” style headings that answered themselves in the body of article. Another example “How to optimise your page titles for search engines”

The “Question” Age: On the lines of “How to” came the “Question” age which spewed questions as headlines. For example, “Did you know that making an eggless cake is very easy?” Yes, with a past tense in the question!!

The “Countdown” Age: Tops 10’s of everything were everywhere on the Internet. This is still being used by many entertainment websites. For example, “Top 10 Hollywood actors who don’t smoke”

The “Number” Age: This interesting period saw the dawn of paragraphs and numbered side headings. So, if you are writing an article that has 3 side headings, you would title it “3 Awesome Ways to Write Catchy Headlines”.

Another example, “11 tips and tricks to make your computer faster that you didn’t know about”

The “Viral” Age a.k.a the “Emotional” catch: With Social Media Optimisation, writers started becoming smarter and headlines now appeared with something called a “hook”, which is basically a bait that says something interesting enough to click yet reveals nothing. Currently, you will find these headlines on websites like Mashable and Upworthy that publish a 1 minute to 5 minutes average length videos that most usually do go viral, if not in a big way.

Examples of these headlines from their latest content:

What The Hell Do People Believe In If They Don’t Believe In God? This Guy Has One Heck Of An Answer.” – Upworthy post on being human

This Video Shows Just How Crazy English Is As A Language” – Buzzfeed video on the idiosyncrasies of English language

“You won’t believe what this 8 year old did that left me speechless and shell shocked!”

“10 dog shaming pictures. The 8th one is unbelievably cute.”

So, the million dollar question, what should your headlines in 2014 look like? And beyond?

Well, search engines are now trying to understand content through semantics. Your best bet would be to write for the user. No matter what kind of headline you use, do not dupe your readers. Do not give them an impression through your headline about X and make them read Y in your article. If your users feel cheated once, they will never trust you. The best case study is the Upworthy title as mentioned above. It does look like a classic example of spam, but it isn’t. Click on the link and you will see an interesting video about how the meaning of life lies in giving meanings to life. Amazing thought, right? When your headline matches the emotions it evokes, trust is sealed.

So, the next time you write your headlines, debate on whether it helps build trust in your readers. Remember, once gained, trust brings them back for more like nothing else. For all you know, you will end up converting readers into subscribers.

Subscribers mean votes. And it’s no more keywords alone in a heading that are flagging the search engines about great content. It’s also the social signals that count as recommendations. And you can never go wrong with social signals if you write honest and great content that offers value for the time that a user has granted to you to read your article.

And if you cannot come up with great headlines, leave it to the professionals who can do a great job with creative experts dishing out awesome headlines that grow your website traffic by leaps and bounds. Talk to our experts here.

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The Importance of Case Studies in Digital Marketing

A case study is usually a post-explanatory analysis of an event or a project. Digital Marketing industry relies heavily on case studies as their primary source of lead generation. In an industry whose benchmarks are difficult to determine, case studies play an important role in showcasing the success of a company.

Digital Marketing Case Studies
Digital Marketing Case Studies

Why are case studies so important?

A digital marketing company can leverage its best executed success stories by converting them into analytical case studies contemplating what was done, how it was done and what was the outcome. The following are the advantages of case studies in the context of digital marketing and social media:

Case Studies help establish credibility

The introspective nature of case studies allows customers to get a fair idea of how capable a company is in several counts: creativity, up-to-date knowledge, and innovation. Not only can a customer gain a fair knowledge of how the subject of case study could affect his own business, he can also understand how credible the company is in delivering its services.

Case studies go a long way in influencing the sentiment of the customers. Since most case studies include client testimonials that end up vetting the successful project, it becomes all the more powerful in making the company a strong contender as against its competitors. And there are too many of them one to be up against.

Showcasing success

Many companies are able to showcase the results of their digital marketing campaigns through case studies. Several such case studies are available online via websites like afaqs.com. For example, a recent article on our Official Blog showcased the outcome of Cadbury Bournville’s ‘Tape a Tweet’ Twitter campaign. This a brilliant example of the social media team and the videography team working in sync with each other, as well as the customer engagement activity. They produced instant videos based on the followers’ tweets to capture their attention and create a buzz in Twitterdom in a big way.

So also, was another campaign conducted by online shopping store HomeShop18 using a new jingle to create buzz around the concept of ‘happiness due to shopping’. They used the hash tag #MakesMeHappy to engage their customers to tweet about what makes them happy and mentioned HomeShop18’s Twitter handle as well as the hashtag in their tweet. While the Twitteratti got swept into this campaign, what came as a big surprise was the spontaneous conversion of selected tweets into caricature images. Followers were absolutely delighted to see themselves and their tweets converted into funny images and there was a lot of flurry across Twitter during this campaign.

Great as marketing collateral

When pitching to prospective clients, case studies hold the power to do the entire talking (or rather, most of it). It’s a known fact by now that consumer behaviour is influenced by the generic perception of the market. For example, if A wants to buy a helmet and sees a particular brand getting more reviews, A is likely to choose that brand, assuming that it is famous or popular and hence, good. The underlying principle here is that of subtle recommendation. A completed sale is a recommendation. The case study feeds into that perception. “If another company has seen success through this campaign, I would want to see similar success for my company as well.” – This is how the thought process of most prospective clients goes.

Conclusion:

Case studies are very important and if you are a digital marketing company or for that matter, any other company, you can make use of a good case study and leverage on its advantages in a big way. Just a disclaimer though, it is always advisable to include not only the good points but also the roadblocks encountered and how they were dealt with in the case study to make it complete.

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Use PPC Remarketing to increase your online sales

Google rolled out Remarketing in early 2010, as a feature that tries to reach users who have clicked on an ad or browsed a website but did not convert into customers. Remarketing can be considered as a second attempt (or third, and fourth) of advertisers to try and convince customers who abandoned a call to action after showing interest in their product/service.

Basically, here is a simplistic portrayal of remarketing:

Remarketing in PPC
Remarketing in PPC

I visit website A >> I fill up a form >> I change my mind and do not click submit. >> I close window of website A.

(Background – Website A tracks me and my search behaviour via cookies)

I continue with my browsing >> I am on website B >> I see ads of website A’s products on Website B. (>> I feel stalked!!) >> I open website C >> I see ads of website A’s products on Website C. ((>> I am definitely being stalked!! HELLLLP!!!)

Wondering how remarketing is done?

It’s really as simple as adding a small piece of code to all the webpages on your website. This piece of code is called the Remarketing Tag. Then, whenever a visitor lands on your website, you add their cookies to different remarketing lists based on their search behaviour and start showing them ads relevant to their searches.

What? Remarketing sounds like stalking!!

It is, and isn’t! There is a lot more you could do with your remarketing lists. You could write separate ad copies or create a separate AdWords campaign to be shown only to people on your remarketing list, say, for example, offering discounts on the products they were searching for earlier. There is a good chance that the users would land up on your website again and convert into customers!

Overdoing Remarketing – No stalking please!

Remarketing will actually feel like stalking if you bombard the user with your ads at every site that he/she visits. Would you want that to happen to you? No, of course no one would. So, it’s a sensible idea to make use of caps on frequency to contain the number of times your ads are shown to a user. We do not want him to get irritated and remember our brand in a bad way, right?

Remarketing for converted customers

It makes sense to keep the converted customers out of your remarketing campaigns, doesn’t it? Wrong. In fact, based on the type of industry your ecommerce site is in, you can play with “related products” advertising in a way that could help you in upselling with converted customers. For example, if I buy a sofa set for my living room, and I see ads of centre tables via remarketing, I might go back to the site to check out some more furniture.

A disclaimer here, though! Ensure that you are not persisting too much! Never annoy your customers. See the point above this one.

About bidding higher

Once you have identified which customers previously showed interest in your products or services, you can bid higher for those people’s subsequent searches and ensure that they see your ads.

Remarketing, Retargeting… isn’t it all the same?

Basically, retargeting is to target customers who previously visited your site, by displaying ads about the searched products on the other websites that they are browsing. So, one can safely categorise retargeting under the broader perspective of remarketing.

Remarketing also includes Email Remarketing, which is done to target users who have abandoned a form or not completed the purchase of their shopping cart items. Both the terms can be used interchangeably. However, remarketing can result in upselling, related product selling, etc.

So how does one do Remarketing?

There are some tools, other than the Google AdWords account that can be used for retargeting, such as Retargeter, AdRoll, Fetchback, Chango, etc. Companies like Springmetrics are also being used by e-commerce sites to execute retargeting strategies.

My Digital Marketing Team offers quality wholesale PPC services which include remarketing and retargeting, to agencies and resellers at highly competitive prices and affordable rates. To find out how our wholesale PPC services can help your clients’ business grow by multiple folds, contact us here.