StartupTalky

Tag: target audience

  • Magnum Ice Cream SWOT Analysis: Strengths, Weaknesses, USP & Marketing Strategy

    Brands like Magnum become instant favorites of people. The credit goes to the public relations team that works behind the scenes and creates mind-boggling marketing strategies and advertisements. These help the brand build its place in the market. And for Magnum, it’s Unilever that is responsible for the media spend spanning across TV, outdoor, digital, and PR mediums. Today, Magnum is a leading global brand, selling 1 billion units annually, making it the largest of Unilever’s ice cream brands.

    FMCG Giant Unilever has also expanded its distribution from its stronghold of Europe to the US and China. Its popularity in India is only increasing with each passing day. The company’s marketing strategy makes it a formidable competitor, lures people into trying Magnum Ice Cream, markets the ice cream as an adult indulgence brand with a touch of sex appeal, and communicates the royal theme of the brand.

    About Magnum
    Magnum Target Audience
    Magnum Brand Positioning
    Magnum Marketing Strategy
    Magnum SWOT Analysis
    Magnum Inbound Strategy
    Magnum Outbound Strategy
    Magnum Mobile Campaigns
    Magnum Social Media for Marketing Campaign

    About Magnum

    Magnum Ice Cream was developed in Belgium at the Ola laboratory in cooperation with the Belgian chocolate producer Callebaut. It was released in Germany in the year 1989 as an upmarket/luxury ice cream for the Nogger brand. Magnum is now owned by the British/Dutch company Unilever. The company also has a strong social media presence via Instagram, Facebook, and YouTube.

    Magnum Ice Cream has emphasized its dominance by coming up with highly imaginative flavor combinations, fancy packaging, and limited-edition promotions. With the help of Magnum, Unilever remains an innovator responsible for single-handedly pushing forward the variety of extravagant confectionery blends that can be successfully packaged as an ice-cream stick.

    The company began testing a dairy-free vegan version of ice cream in selected markets (including New Zealand and Sweden) in 2019. Magnum wasn’t popular in the United States, but with the changes in the premium ice cream sector in the country in recent years, partly because of Nestle’s Häagen-Dazs ice cream bars, it is gaining traction. Magnum was launched in the US in 2011.

    Nestle Marketing Strategy Uncovered: Target Market, Advertising, Promotion & More
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    Magnum Target Audience

    Magnum’s target audience belongs to the 14-45-year age group. It has loyal customers who prefer premium ice cream. The target market of Magnum is the upper niche class. The company focuses on people who wouldn’t mind spending a bit more on ice cream to indulge in supreme quality eatables. These people are willing to spend on style, quality, brand value, status, etc.

    The global sales figure of Magnum was $2.54 billion in 2015,45-year which was an increase of 8% from the year before. Unilever strives to maintain its edge in most markets by positioning Magnum as an affordable luxury treat for adults. The segmentation of Magnum’s target audience is done on the basis of income, social status, economic class, and esteem level.

    Magnum Ice Cream’s marketing strategy focuses on the smaller but elite segment of society. Magnum takes into consideration the needs and the benefits of customers, which are useful for identifying market opportunities and developing value propositions.

    Amul Marketing Strategy: Branding, Advertising, Pricing & Promotion Strategies That Made It a Household Name
    Discover the complete marketing strategies of Amul, including its branding, advertising, pricing, promotion tactics, and marketing mix. Learn how Amul’s smart marketing approach made it one of India’s most trusted dairy brands.
    StartupTalkyGorish Dua

    Magnum Brand Positioning

    Positioning is extremely important for the brand when it tries to build an image in the minds of its customers. It involves parameters that differentiate the product from the competitors in the same category. Positioning means how consumers rate Magnum in comparison to other ice cream brands such as Amul, Baskin-Robbins, and Mother Dairy. They also happen to be the main competitors of Magnum.

    Magnum’s positioning strategy can only be sustained if it continues to deliver the promised consumer value. The quality and price positioning state that higher prices for higher quality. Magnum’s positioning appeals to stylish people and the customers who associate a premium brand with priceless quality.

    Magnum Ice Cream Innovations Timeline (2017-2022)

    Magnum Timeline
    Magnum Timeline
    Year Innovation
    2017 Introduced cracking chocolate ice cream tubs with packaging that encourages squeezing the tub.
    2018 Launched vegan versions of Classic and Almond Magnums, promising 100% pleasure.
    2019 Debuted the Double range in the US, crafted for ‘multiple layers of decadence’.
    2020 Introduced Magnum Ruby, featuring ruby chocolate made from ruby cocoa beans, pink in color.
    2021 Launched Magnum Double Gold Caramel Billionaire in stick format and tub, under 250 calories.
    2022 Introduced Remixes of Magnum Classics, combining complementary flavors with classic favorites.

    Magnum Marketing Strategy

    Magnum Marketing Strategy
    Magnum Marketing Strategy

    Promotion of Ice-Cream Sticks in an Appealing Way

    Magnum ice-cream sticks are marketed as luxurious indulgences, highlighting their rich flavors and premium ingredients. The brand uses visually stunning advertisements and engaging social media content to create a sense of sophistication and pleasure.

    Promotion of the Dairy-Free Vegan Variety of the Ice Cream

    Magnum promotes its dairy-free vegan options through targeted campaigns that emphasize their delicious taste and creamy texture. Highlighting sustainable, high-quality ingredients, these campaigns appeal to both vegan consumers and those reducing dairy intake.

    Focusing on the Smaller, Elite Section of Society

    Magnum targets a smaller, elite section of society by positioning itself as a luxury brand. This focus on high-end lifestyles and premium experiences appeals to consumers who value quality and exclusivity.

    Clever Segmentation of the Market

    Magnum uses clever market segmentation to cater to diverse consumer needs, targeting groups like young professionals, health-conscious individuals, and luxury seekers. Tailored messaging ensures the brand resonates with a wide audience.

    The Interesting & Engaging Magnum Pleasure Test

    The Magnum Pleasure Test invites consumers to discover their perfect Magnum flavor through a fun, personalized test. This interactive campaign deepens consumer engagement and promotes product variety.

    Mobile Ad Campaign

    Magnum’s mobile ad campaigns utilize rich media ads, interactive content, and location-based targeting to reach consumers on the go. This approach ensures high engagement rates and boosts brand awareness.

    Experiential Marketing

    Magnum brings its luxury image to life through experiential marketing like the Magnum Pleasure Store pop-ups. These stylish spaces turn buying ice cream into a premium experience where customers can taste, explore, and share on social media. With carefully chosen lights, music, and scents, the brand creates a full sensory environment that makes ice cream feel like a luxury treat. This not only excites people in the moment but also builds lasting loyalty to the brand.

    Promotion of Magnum’s Limited Ice Cream Variants

    Magnum creates excitement with limited-edition ice cream variants, encouraging quick purchases before they disappear. These promotions feature innovative flavors and premium ingredients, strengthening the brand’s luxury image.

    Twitter Campaigns with Audience Participation

    Magnum’s Twitter campaigns encourage user participation through contests, branded hashtags, and sharing Magnum moments. This strategy increases brand visibility and builds a loyal online community.

    Celebrity Endorsements

    Jennifer Winget and Kareena Kapoor - Magnum Brand Ambassador
    Jennifer Winget and Kareena Kapoor – Magnum Brand Ambassador

    Collaborating with celebrities like Kareena Kapoor Khan enhances Magnum’s brand appeal and reach. She has been roped in to urge consumers to get #LostinPleasure through a selfie campaign. The month-long contest is asking people to send in their selfies with a Magnum Ice Cream stick in hand, and a creative reason why Magnum gets them lost in pleasure. Recently, Jennifer Winget endorsed Magnum in 2024. Celebrity endorsements add glamour and credibility, attracting fans and boosting brand recognition.

    Magnum SWOT Analysis

    The SWOT analysis of Magnum offers a clear view of the brand’s overall market position, helping to understand the internal and external factors that influence its growth, challenges, and long-term opportunities.

    Magnum Ice Cream SWOT Analysis
    Magnum SWOT Analysis

    Magnum Strengths

    • Use of the finest ingredients
    • Position as the first luxury ice cream brand
    • Adult-focused marketing
    • Exquisite packaging

    Magnum Weaknesses

    • Limited awareness in the US market
    • Concerns about nutrition labeling
    • High costs
    • Competition from Trojan Magnums

    Magnum Opportunities

    • Expanding flavor variety
    • Increasing vendor partnerships
    • Leveraging a year-round market

    Magnum Threats

    • FDA regulations
    • Rise of health-conscious consumers
    • Strong competitors

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    Magnum Inbound Strategy

    When Magnum was launched in India in February 2014, the Magnum Pleasure Patrol was an activation executed as part of the launch. Over 2000 people across Mumbai and Pune got to taste Magnum ice cream samples from 22nd February to 24th February 2014. A luxury vehicle visited gourmet cafes, malls, and high-traffic areas with an emcee and a camera crew, capturing people’s reactions after their first bite of Magnum’s ice cream.

    There was another campaign in which people offered their idea of pleasure, be it a day at the spa or unlimited shopping. They were put through the Magnum Pleasure test that required them to choose between Magnum and their idea of pleasure after having tasted some ice cream. Understandably, all resistance failed while Magnum scored on the test.

    Magnum Outbound Strategy

    Magnum’s marketing success is heavily reliant on its outbound strategy, which is evident through its ATL activities and out-of-home campaigns. Since the brand connects with well-traveled people, it is present in Europe, North America, Asia, and Australia. For outbound marketing, Magnum conducts hyper-local activities that can be measured in sales. One such instance is the product launch spike in areas with high footfall.

    Magnum Mobile Campaigns

    The Magnum marketing team came up with a rich media mobile ad campaign that would allow users to tweet from within the mobile ad directly. The mobile ad campaign was part of an all-encompassing marketing strategy that included both Above the Line (ATL) and Below the Line (BTL) executions.

    This ad campaign provided Magnum with a platform to quickly reach a large user base and create awareness. It also got people talking about Magnum through Tweets and pictures, and maximized their participation in the Twitter contest.

    Magnum Social Media for Marketing Campaign

    Magnum came up with a two-phase marketing campaign strategy that promoted the product to the masses in a controlled manner. The first phase offered exclusivity. To prioritize the distribution of the product, the brand asked people to Tweet for limited Magnum Infinity ice creams to be distributed in their city.

    The city with the most Tweets got to try the limited Magnum Infinity first. By doing this, each Tweet represented a chance for a person residing in some city to try the product before everyone else. To sustain excitement and drive sales, Magnum launched the second phase of the campaign, where the consumer’s Tweet earned him or her a chance to go on a trip to London. The person who collected the most points won. One could either Tweet or put up a unique code on Twitter to participate.

    By providing consumers with an interface to Tweet within the ad, the campaign got them talking about the brand and their experience with Magnum Infinity. It helped Magnum connect with the intended audience and generated a buzz among people about Magnum Infinity. The campaign also ensured continuous user engagement and increased the brand recall.

    #NotAvailableInTheMetaverse Magnum Campaign

    This campaign of Unilever for Magnum ice cream launches VR goggles to encourage consumers to indulge in real-life pleasure, highlighting that some sensations can’t be replicated virtually.

    FAQs

    Who is the brand ambassador of Magnum?

    Kareena Kapoor Khan is Magnum’s Brand Ambassador.

    What is Magnum’s Pricing Strategy?

    The quality and price positioning of Magnum state higher price for higher quality. Magnum’s positioning appeals to stylish people and the customers that associate a premium brand with priceless quality.

    What is Magnum’s target market?

    Magnum’s target audience belongs to the 14-45 years age group. It has loyal customers who prefer premium ice cream. The target market of Magnum is the upper niche class.

    Who owns Magnum?

    Magnum is now owned by the British/Dutch company Unilever.

    What is Magnum USP?

    Magnum unique selling point is a Luxury ice cream experience with rich taste, premium ingredients, and indulgent lifestyle appeal.

    What are Magnum ice cream strengths and weaknesses?

    Magnum’s strengths lie in its use of the finest ingredients, its position as the first luxury ice cream brand, its adult-focused marketing, and its elegant packaging. However, it also faces weaknesses such as limited awareness in the US market, concerns over nutrition labeling, high product costs, and brand confusion due to competition from Trojan Magnums.

  • Carlsberg Marketing Strategy: The Winning Formula Behind ‘Probably the Best Beer in the World’

    Carlsberg, one of the world’s most renowned beer brands, is synonymous with quality, innovation, and a commitment to excellence.

    Popularly known to the world – sustainability is a core pillar of Carlsberg’s identity, reflected in its ambitious “Together Towards Zero” program, which targets zero carbon emissions, zero water waste, and responsible drinking. Recent years have seen the company embrace digital transformation and leverage cutting-edge marketing strategies, such as experiential campaigns and AI-powered chatbots, to enhance customer engagement.

    Carlsberg’s approach to brewing emphasizes refinement and betterment, evident in its constant pursuit of improving taste, reducing environmental impact and contributing to societal welfare. Whether through the reinvention of its pilsner or its cultural philanthropy, Carlsberg remains a symbol of craftsmanship and progressive values, making it a beloved brand across generations and markets worldwide. In this StartupTalky article, we will learn about Carlsberg’s marketing strategies that have helped shape its global success and enduring legacy.

    Carlsberg  – Target Audience
    Carlsberg – Marketing Mix
    Carlsberg – Key Marketing Strategies
    Unique Features of Carlsberg Marketing Strategies
    Carlsberg – Marketing Campaigns

    Carlsberg  – Target Audience

    Carlsberg  - Target Audience
    Carlsberg – Target Audience

    Carlsberg employs a nuanced marketing approach, leveraging psychographic and geographic segmentation to appeal to diverse consumer preferences across the alcoholic and non-alcoholic beverage sectors. The brand adopts a differentiated targeting strategy, tailoring its offerings to specific customer groups to meet varied needs. Its positioning strategy emphasizes user benefits and product class, underscoring Carlsberg’s rich heritage, premium quality, and distinct flavors.

    Marketing campaigns by Carlsberg have been designed to resonate with different audience archetypes, such as the Rebel, targeting individuals who defy norms and embrace bold choices.

    The brand has also effectively aligned itself with football culture, creating strong associations with game nights and major football events, enhancing its appeal to sports enthusiasts. 

    Additionally, Carlsberg has strategically engaged female shoppers, broadening its audience and diversifying its consumer base.

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    Carlsberg – Marketing Mix

    Carlsberg’s marketing approach combines innovation and strategy to maintain its global appeal and resonate with diverse audiences. Let’s break it down:

    1. Product: Think variety! Carlsberg isn’t just about its iconic beer. Its lineup includes ciders, soft drinks, and even bottled water, ensuring there’s something for everyone while keeping the focus on quality and tradition.
    2. Price: Premium vibes, anyone? Carlsberg’s pricing reflects its commitment to offering a high-end experience. It’s all about serving those who appreciate a touch of luxury in every sip.
    3. Place: With a presence in over 140 countries, you’re likely to spot a Carlsberg product wherever you go. Strategic distribution ensures the brand is always within reach, no matter where you are.
    4. Promotion: Carlsberg knows how to get the word out! From catchy advertisements and dynamic social media campaigns to solid PR efforts, they make sure their message hits the mark and keeps the audience engaged.

    By seamlessly blending these elements, Carlsberg not only meets customer expectations but also keeps the brand fresh and relevant across global markets.

    Carlsberg – Key Marketing Strategies

    Over the decades, Carlsberg has promoted memorable slogans, from “Probably the best beer in the world” to “That calls for a Carlsberg.” These phrases don’t just resonate—they embody Carlsberg’s essence: a beer for life’s memorable moments.

    Founded in 1847, Carlsberg’s flagship beer, Carlsberg Pilsner—also known as Carlsberg Lager—was launched in 1904 by Carl Jacobsen, a man as passionate about quality as he was about aesthetics. No wonder every detail, from the brewery architecture to the beer label, was meticulously crafted.

    Danish artist Thorvald Bindesbøl, a pioneer of Art Nouveau, designed the iconic Carlsberg label. The crown signifies Carlsberg’s premium status, while the hop leaf highlights its commitment to natural ingredients. This attention to detail wasn’t just about branding—it was about building a legacy.

    A Tale of Partnership and Expansion

    Carlsberg and Tuborg joined forces in 1903, recognizing that Denmark’s beer market was too small to sustain their ambitions. After World War II, they set their sights abroad, focusing on Europe and Asia. By the 1970s, exports had tripled, solidifying Carlsberg’s global footprint.

    To achieve this, Carlsberg leaned heavily on innovative marketing. In 1973, the now-legendary tagline “Probably the best lager in the world” was coined for the UK market. Created by Tony Bodinetz, it captured imaginations worldwide and remained the cornerstone of Carlsberg’s branding until 2011.

    Carlsberg wasn’t just about taglines—it embraced multimedia. From Orson Welles voicing TV ads in the 1980s to featuring in the iconic film Ice Cold in Alex, Carlsberg cemented itself in popular culture with the slogan “Worth waiting for.”

    Reinvention Through Bold Moves

    In 2011, Carlsberg launched a new tagline, “That calls for a Carlsberg,” aimed at energizing the brand’s appeal. This global campaign spanned 140 markets and even included a dramatic TV ad, The Spaceman.

    Then came 2019, when Carlsberg did the unthinkable: it turned its famous tagline on its head. In the UK, where sales were struggling, it launched the audacious campaign, “Probably not the best beer in the world.” The move was a masterstroke, sparking conversations on social media and re-engaging its audience. Following the buzz, Carlsberg introduced the reimagined Danish Pilsner, emphasizing quality with a creative mix of digital, roadside, and rail ads.

    Sponsorships That Score Big

    Carlsberg has long paired its marketing with strategic sponsorships. From the FIFA World Cup in 1990 to UEFA Euro tournaments and English Premier League teams like Liverpool FC and Arsenal FC, Carlsberg has embedded itself in the hearts of sports fans—many of whom are loyal beer enthusiasts.

    Even in India, Carlsberg recognized cricket’s unmatched popularity and sponsored the IPL franchise Kings XI Punjab, connecting with a massive, cricket-crazy audience.

    The Legacy Lives On

    Carlsberg’s story is one of resilience, reinvention, and an unyielding commitment to quality. With bold campaigns, iconic partnerships, and a rich heritage, Carlsberg continues to be at the heart of celebrations worldwide.

    Mastering Experiential Marketing and Social Media

    Carlsberg’s marketing genius often lies in its ability to connect with audiences through clever campaigns and experiential moments. One standout example is the ‘Probably the Best Poster in the World’ campaign in London’s Brick Lane. The innovative poster not only promoted the brand but also dispensed free beer, drawing crowds and creating a massive buzz on social and mainstream media. It showcased Carlsberg’s knack for engaging consumers in memorable, real-world experiences.

    On Twitter, Carlsberg excels at blending humor, cultural relevance, and brand loyalty. Notable examples include heartfelt tributes to Liverpool legend Steven Gerrard. With captions like “#ProbablyTheGr8est Captain in the World”, the tweets highlighted Carlsberg’s creative use of hashtag hijacking to honor Gerrard while strengthening its own brand identity.

    The brand also leverages its platform to encourage meaningful connections. Campaigns like #UnplugToReconnect during Earth Hour urged users to log off social media, grab a Carlsberg, and spend quality time with friends.

    In addition, Carlsberg infuses its feed with witty infographics, such as one playfully portraying its founder as “probably the world’s first hipster”. By combining experiential marketing with engaging social content, Carlsberg continues to prove it’s (probably) one of the most innovative brands in the world.

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    Unique Features of Carlsberg Marketing Strategies

    Marketing, Innovation and Sustainability: The Carlsberg Blueprint for Growth

    Carlsberg’s campaigns are bold and creative, from the 1973 tagline “Probably the best lager in the world” to the 2019 twist “Probably not the best beer in the world.” These efforts capture attention, spark curiosity, and deliver meaningful messages with a twist, showcasing the power of innovative marketing. Carlsberg’s growth relies not only on creativity but also on a strong strategy that includes strengthening local brands, leveraging global icons, and executing with excellence.

    Strengthening the Core

    Carlsberg aims to lead the beer category while expanding into adjacent segments. Key efforts include:

    • Excelling in Execution: Meeting customer expectations, boosting market share, and introducing innovations.
    • Harnessing Digital Power: Using digital tools for better customer segmentation and personalized interactions.
    • Driving Innovation: Refreshing offerings and adapting to consumer trends. The “Funding the Journey” culture ensures efficiency by optimizing supply chains, controlling costs, and tracking performance.

    Seizing Opportunities for Growth

    Carlsberg identifies growth opportunities in:

    • Craft and Specialty Beers: Tapping into demand for unique brews.
    • Alcohol-Free Options: Catering to mindful drinking trends.
    • Asian Markets: Strengthening presence in a booming beer market.Strategic partnerships, such as those with Tuborg, Orkla, and Marston’s PLC, enable market penetration and portfolio diversification.

    A Vision for a Sustainable Future

    Carlsberg’s “Together Towards Zero” program focuses on:

    • Zero carbon emissions.
    • Eliminating water waste.
    • Promoting responsible drinking.
    • Fostering a zero-accident culture. By addressing global challenges like climate change and water scarcity, Carlsberg blends profitability with purpose.

    A Legacy of Action

    Through bold campaigns, smart partnerships, and sustainability initiatives, Carlsberg remains a leader in the beer industry. Its focus on adaptation, innovation, and calculated risks ensures continued relevance and growth.

    Carlsberg’s SAIL’27 Strategy: A Blueprint for Market Leadership

    Carlsberg’s SAIL’27 strategy charts growth and transformation, refining its focus with the updated Accelerate SAIL approach. This strategy emphasizes long-term growth, targeted investments, and efficiency improvements despite global disruptions.

    Key Pillars of the Accelerate SAIL Strategy

    • Premium Growth Expansion: Investing in premium brands, that outperform mainstream offerings, to boost revenue and margins.
    • Driving Digital Transformation: Enhancing sales, value management, and supply chain productivity with digital tools.
    • Cultivating a Growth-Oriented Culture: Rewarding calculated risk-taking, refining talent strategies, and aligning incentives with growth objectives.
    • Commitment to ESG Goals: Advancing goals in carbon reduction, regenerative farming, water conservation, and diversity through the Together Towards ZERO and Beyond program.

    Carlsberg’s updated strategy showcases its resilience and focus on premium growth, digital transformation, and sustainability, securing its position for long-term success.

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    Carlsberg – Marketing Campaigns

    Visual Advertising

    Carlsberg #HappyBeerTime Campaign
    Carlsberg #HappyBeerTime Campaign

    Carlsberg blends digital innovation with audience interaction in its campaigns. The BarBandits campaign featured a beer tap linked to a real-time screen, where visitors posted photos with #BarBandits for a chance to win a free beer. Similarly, the #HappyBeerTime campaign enhanced digital engagement.The Can Beer… series highlights Carlsberg’s cultural and scientific milestones, such as commissioning the Little Mermaid statue in 1909 and innovations like isolating yeast cultures and creating the pH scale. Its messaging also emphasizes sustainability, focusing on reducing carbon emissions and conserving water.By merging its reputation as (probably) the best beer with themes of innovation, philanthropy, and responsibility, Carlsberg cements its socially conscious image. That calls for a Carlsberg!

    TV Advertising

    Tuborg’s “Open to More”

    “Open to More” Tuborg Ad Campaign

    Tuborg launched “Open to More,” a global campaign celebrating exploration. The Open Live ChatBots on Facebook Messenger guided users to hidden spots in their cities through the eyes of celebrities and influencers. A 30-second film, directed by Nez and created by Ben Buswell and Andrew Singleton, complemented the chatbot, reinforcing Tuborg’s ethos, “Open to more since 1880.”

    “The Delivery” by Carlsberg

    “The Delivery” Carlsberg Ad Campaign

    Part of the Betterment campaign, The Delivery stars Mads Mikkelsen cycling through Denmark, reflecting on betterment with examples like the Danish Christiana bike, their twist on the classic pastry, and Carlsberg’s balanced Pilsner.The film celebrates Danish innovation and Carlsberg’s commitment to quality and improvement.

    Good Taste with a Twist by 1664 Blanc

    The Good Taste With a Twist campaign brings audiences to Rue 1664, a world of French luxury and playful surprises. The narrative highlights 1664 Blanc’s smooth character and citrus notes, blending French heritage with modern charm.

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    FAQ

    What is Carlsberg brand positioning?

    Carlsberg positions itself as a premium beer brand, focusing on quality, heritage, and sustainability with the tagline “Probably the best beer in the world.”

    What is Carlsberg main product?

    Carlsberg’s main product is Carlsberg Lager, a premium pilsner beer.

    What does the Carlsberg symbol mean?

    The Carlsberg symbol features an elephant for strength and a hop leaf representing beer quality and ingredients.

  • How to Create an Effective SaaS Content Marketing Strategy

    A successful Software as a Service (SaaS) content marketing strategy is essential for attracting and retaining customers. The below steps encompass identifying your target audience, analyzing their pain points, researching keywords, setting campaign goals, tracking progress, producing compelling content, effectively distributing it, and continuously monitoring and optimizing results.

    Identify Your Target Audience
    Analyze the Pain Points
    Search for Keywords
    Set Campaign Goals and Tracking
    Produce Your Content
    Distribute the Content
    Monitor and Optimize the Results

    Identify Your Target Audience

    Defining your target audience is the foundation of your content marketing strategy. Start by answering critical questions:

    • Is your ideal buyer a business or a consumer?
    • What are their demographics, including age, gender, and income?
    • Which industry are they in, and what positions do they hold?
    • Which brands do they prefer?
    • What websites and social media profiles do they engage with?

    Creating detailed buyer personas can humanize your audience and aid in brainstorming effective content ideas. Leverage analytics tools like Facebook Analytics to gain insights into your social media following, helping you create accurate buyer profiles.

    Public Cloud Application SaaS End-user Spending Worldwide from 2015 to 2024
    Public Cloud Application SaaS End-user Spending Worldwide from 2015 to 2024

    Analyze the Pain Points

    Understanding your audience’s pain points is essential. Create a customer journey to map their steps from initial awareness to becoming a loyal customer. In this journey, it’s crucial to map out key stages, such as when your audience first discovers your brand, explores your website, signs up for a free trial, transitions into a paying customer, embraces your product, and addresses any customer service concerns that may arise along the way.

    During this journey, customers may encounter challenges or pain points that hinder their progress. Examples include difficulty recognizing the relevance of your brand, navigating your website, experiencing issues during a free trial, facing payment problems, encountering technical hurdles during product onboarding, or dealing with poor customer service.

    Search for Keywords

    At each stage of the customer journey, your target audience may use specific keywords to search for information. To truly cater to your audience’s needs, start by delving into the world of keyword research. Equip yourself with essential tools like Google Keyword Planner, Ahrefs, SEMrush, Moz, and BuzzSumo to pinpoint those keywords that perfectly resonate with your content.

    Then, fine-tune your content strategy by seamlessly integrating these keywords into each piece, aligning them with your audience’s journey. This savvy approach elevates your search engine optimization (SEO) game, ensuring your content is easily discoverable by your target audience.

    Set Campaign Goals and Tracking

    Before creating content, establish clear and measurable goals for your campaigns. Key performance indicators (KPIs) should include metrics such as unique visitors, session duration, bounce rate, customer acquisition cost (CAC), and lead conversion rate (LCR).

    To track these KPIs effectively, leverage analytical tools and dashboards that allow you to create customized reports. To gain a holistic perspective of your SaaS marketing strategy, it’s advisable to merge metrics such as Customer Lifetime Value (LTV) and Return on Investment (ROI).

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    Produce Your Content

    Crafting compelling content is a crucial step in your strategy. Develop a structured content production process that encompasses:

    • Researching topics aligned with your audience, their journey, and identifying keywords
    • Creating a content calendar for planning and prioritizing content
    • Recruiting content creators, ideally thought leaders in your industry
    • Producing and editing content
    • Scheduling content publication

    Document standard operating procedures for each step and remain flexible in your content creation to adapt to evolving market dynamics.

    Distribute the Content

    Efficient distribution of your content is vital for reaching your target audience. Determine where and how you’ll publish and promote your content, including:

    • Deciding on the website sections where content will be published
    • Assessing whether specific content should be gated for premium users
    • Exploring opportunities for guest blogging and partnerships on third-party sites
    • Identifying social media platforms for content distribution and promotion
    • Leverage marketing automation platforms to streamline content distribution across your website and social media profiles

    Monitor and Optimize the Results

    Continuously monitoring campaign performance is essential to assess the effectiveness of your strategy. Establish a robust reporting system using analytical tools to track your predefined KPIs. If your results fall short of your goals, adopt a data-driven approach to make necessary adjustments:

    • Promote high-performing content to maximize its impact
    • Conduct split testing to optimize underperforming content
    • Regularly review and refine your strategy to ensure it aligns with your evolving marketing objectives

    By following these comprehensive steps, you’ll create a well-rounded SaaS content marketing strategy that resonates with your target audience, addresses their pain points, leverages keywords effectively, tracks performance rigorously, produces valuable content, distributes it efficiently, and continually optimizes for better results.

    Content Marketing for SaaS Companies (ONE Secret to Dominating It and Getting More Organic Leads)

    FAQs

    What is SaaS content marketing?

    SaaS content marketing is an enduring approach employed by SaaS companies to engage, convert, and retain their target audience.

    How do you create a SaaS content marketing strategy?

    Below is the 7-step process to create a SaaS content marketing strategy:

    • Identify Your Target Audience
    • Analyze the Pain Points
    • Search for Keywords
    • Set Campaign Goals and Tracking
    • Produce Your Content
    • Distribute the Content
    • Monitor and Optimize the Results

    What could be the pain points of the customer in their journey of initial awareness to becoming a loyal customer?

    The main pain points of the customer in their journey of initial awareness to becoming a loyal customer include difficulty recognizing the relevance of your brand, navigating your website, experiencing issues during a free trial, facing payment problems, encountering technical hurdles during product onboarding, or dealing with poor customer service.

  • How Entrepreneurs Market to Audience in Tier 2 & Tier 3 Cities – A Case Study

    A wise man once said – ‘Good Marketing makes the company look smart, whereas Great Marketing makes the customers feel smart’.

    Yes, the customers are definitely going smarter by the day, and all of this is not just led by the technological advancements and innovations that we are seeing globally, today’s industries, entrepreneurs and marketers also play a significant hand in it.

    One of the best examples is India itself, which is the next big thing in terms of startups and entrepreneurs, who are growing each day, and that too with the aim of gearing the country ahead in the global canvas.

    Entrepreneurship in India today is no longer a myth. According to the Global Entrepreneurship Monitor (GEM) India Report (21-22) entrepreneurship in India has noticeably expanded in the past few years. The Total Entrepreneurial Activity rate, which is the percentage of the adults who are starting up with or running a new business has increased from 5.3% in 2020 to 14.4% in 2021.

    The Growing Penetration in Tier 2 and Tier 3 Markets!
    Why are the Startups and Entrepreneurs choosing Tier 2 and Tier 3 Markets of India?
    Advantages of Tier 2 and Tier 3 Cities with Growing Startups and Entrepreneurs’ Focus on Them:

    Amit Nigam – COO & Executive Director, BANKIT
    Shalabh Upadhyay – Founder & CEO, NEWJ (New Emerging World of Journalism)
    Sanjay Tiwari – Co-founder, 21CC Education
    Sudha Anand – Founder, Swaas
    Krishna Murthy – Founder of Teach My Lesson
    Shivram Choudhary – Founder, Codevidhya
    Amit Agarwal – Founder & CEO, OckyPocky
    Raj N – Founder, Zaggle
    Tanul Mishra – CEO, Afthonia Lab
    Mahadev Srivatsa – VP of Marketing & Brand Strategy, Practically

    The Growing Penetration in Tier 2 and Tier 3 Markets!

    Though the Tier 1 cities of India have always been the regions to pilot for the entrepreneurs and startup founders from across the world, the entrepreneurs of India are not simply satisfied with the penetration in the first-class cities of the country. They are focusing largely on Tier 2, Tier 3 cities, and beyond.

    As per the recent census, India has registered a total of 4000+ towns, and only 8 cities among them are classified as Tier 1. So, it can easily be realised that a considerable section of the Indian population resides in Tier 2, Tier 3 cities and more.

    The IT industry was one of the first to realise the potential of Tier 2 and Tier 3 cities in India. This happened when they found that the Tier 1 cities have reached a saturation point. The startups of India have largely caught up with the changing trends. Besides, being geared up with the new-age Government of India schemes like Digital India, Startup India initiatives, and more, the Indian government has also joined forces with the status and entrepreneurs of today to gift India a golden future that the whole of India can enjoy!

    20% of Indian startups belonged to Tier 2 and Tier 3 cities of India in 2017
    20% of Indian startups belonged to Tier 2 and Tier 3 cities of India in 2017 

    Only 20% of the startups came from the tier 2 and tier 3 cities of India when reported in 2017. This was a growth from 16% of the startups of India, which came from the tier 2 and tier 3 cities of India. These numbers rapidly rose up to become 50%, as per April 2022 reports.  

    The penetration of the Tier 2 and Tier 3 markets today is on a rise holding the hands of the unicorn startups of India and all other budding startups and promising ideators of the country.

    Research conducted in 2019 pointed out that out of over 16,000 startups registered in India then, nearly half of them have their business centres in smaller Indian cities.

    Why are the Startups and Entrepreneurs choosing Tier 2 and Tier 3 Markets of India?

    Numerous industries and startup founders are looking to penetrate the Tier 2 and Tier 3 markets of India because of more than one reason. Some prominent ones are:

    • Growing competition in the Tier 1 cities
    • Lack of employment in Tier 2 and Tier 3 cities
    • Gaining more audiences/customers in these cities
    • Improving the Tier 2 and Tier 3 cities
    • Expand their businesses
    • Affordability in Tier 2 and Tier 3 cities
    • Support of the Indian government to start up in these cities  

    The growth of startups and startup initiatives in these smaller towns in India are not only proving to be effective for the startup founders and entrepreneurs. The Tier 2 and Tier 3 cities are also reaping significant benefits due to the advancements taking place there.

    Advantages of Tier 2 and Tier 3 Cities with Growing Startups and Entrepreneurs’ Focus on Them:

    Some of the major benefits that the Tier 2 and Tier cities of India are enjoying with the improvement of industries and markets for startups and other companies in India are:

    • Upliftment of the standards of living in Tier 2 and Tier 3 cities
    • More income to the people living there
    • Access to quality goods and services
    • Improvement of facilities
    • A reduced movement to the Tier 1 cities
    • A reduced dependency on imports

    It ultimately boils down to the marketers and entrepreneurs of the country, who would actually be there and advance the growth of the industries in Tier 2 and Tier 3 markets of India.

    Here are some of the glimpses of some major companies that includes the Indian unicorns, who have actually proved that the Tier 2, Tier 3 and Tier 4 cities are marketable enough in these modern times:

    DailyHunt

    The business model of DailyHunt largely banks on the sharing of vernacular language content, a majority of which is spoken in tier 2, tier 3 cities, and beyond in India. So, though Dailyhunt is headquartered in a Tier 1 city, Bengaluru, the company focused on the other cities right from the start. Besides, its acquisition of companies like LocalPlay, a hyperlocal platform for video and news content, is also in line with its objective of boosting its hyperlocal presence in Tier 2, Tier 3 and Tier 4 geographies of India along with cementing its present position as a leading local language content discovery platform.

    Moj

    Owned by Mohall Tech and headquartered in Bengaluru, Moj is an Indian video-sharing social networking platform that supports 15+ languages. Much like Dailyhunt, Moj’s business model also revolved around video content sharing in vernacular languages, which itself targetted the cities beyond the Tier 1 cities of India. Furthermore, the banning of the viral Chinese video sharing platform TikTok on June 29, 2020, also played an angel’s hand is lifting the platform up to help India emerge as an Aatmanirbhar country.

    Did you know the downloads of the Moj app crossed 50K in Google Play Store in just 2 days?

    Paytm

    The Vijay Shekhar Sharma-founded fintech company that focuses on UPI payments and other services including banking, eCommerce services and more, is not only known to the Tier 1 cities but is famous beyond them as well.

    Speaking on its penetration in tier 2 and 3 cities of India, Paytm revealed that around 50% of its userbase is from the smaller cities of India – Panipat, Rohtak, Pondicherry, Surat, Ranchi and more. This remarkable feedback that Paytm has pulled up is largely attributable to its multilingual app and the growing demand for easy UPI transactions, which are conveniently done via our phones, irrespective of their types.

    Flipkart

    Walmart-backed Flipkart is a leading ecommerce company, which not only cares for their customers in the Tier 1 cities of India. When last reported on June 17, 2021, Flipkart revealed that over 52% of its customers come from the tier II and beyond cities. This increase in penetration in Tier II, Tier III cities, and beyond has been a combined result of the promising opportunities that these cities have and the zeal to expand the reach of the company.

    Cosmetics and Beauty Products Companies like Sugar Cosmetics, Nykaa and more

    Gone are the days when cosmetics and beauty products and services were restricted to the Tier 1 cities of India. Beauty regimes are now a significant part of the daily routine and vocabulary of millennial women, regardless of where they hail from. With the rapid penetration of smartphones in the smaller cities today, the women in tier 2, tier 3, tier 4 cities, and beyond are not behind even by a step from their Tier 1 counterparts.

    Reports revealed that over 15% of the occasional cosmetic users who belong to the secondary and tertiary cities have tried their first face primers, foundations, BB creams, and more in the past 2-3 years. The online beauty marketplaces like Sugar Cosmetics, Nykaa, and more have a large hand in it though, who have actually made shopping for cosmetics and beauty products, availing of beauty services, and more, easier by bringing them online. The Covid-19 pandemic breakout, along with bringing the great resignation, major recessions, economic breakdowns, layoffs, and more such calamities, has also helped industries and individuals grow in many ways. One of such benevolent effects of the coronavirus pandemic is that it ushered in a new period of work from home where the countries and the working professionals living in them learned about the potential of the internet and were more close to the things happening online. An inclination to purchase cosmetic products also increased this way.

    To know how businesses market to their audience in Tier 2 and Tier 3 cities, StartupTalky reached out to entrepreneurs from diverse fields. Here’s what we got to know about how they market to people in Tier 2 and Tier 3 cities:

    Amit Nigam – COO & Executive Director, BANKIT

    Amit Nigam – COO & Executive Director, BANKIT

    BANKIT tries to reach the tier 2 and tier 3 segment of the audience through retailers who are already familiar with the customer and can reach them more effectively. This helps in overcoming the most common challenge that companies face while reaching consumers in Tier 2/3 areas: Gaining their trust.

    Difference between Tier 1, Tier 2 and Tier 3 audiences – By Entrepreneurs
    Segmentation, Targeting, and Positioning – the STP approach is a model used bybusinesses to cater their customer segments in a more sophisticated way. Basedon the the nature of organisation, objectives, industry, market scenarios etc.,the STP approach differs. The overall market is catered by the…
    StartupTalkyJeenal Jain

    Shalabh Upadhyay – Founder & CEO, NEWJ (New Emerging World of Journalism)

    Shalabh Upadhyay – Founder & CEO, NEWJ

    The future of online media will be defined by those who create content, produce stories in the language which the masses understand. And that’s what we precisely do at NEWJ. Within a short period of two years since inception, we have grown our regional network base to 12 languages (including English and Hindi). Our in-house data capabilities help us build predictive models on the content consumption patterns across social media. Our state-of-the-art tech architecture collates user consumption & computer vision data to derive insights and patterns on how a content piece will perform. This enables us to connect with and market our content effectively.

    Entrepreneurs Face these Problems while operating in Tier 2 & Tier 3 Cities
    Wondering what are Tier 2 and Tier 3 cities? Based on population density, Indiancities are classified as X (tier 1), Y (tier 2) and Z (tier 3) categories. WhereTier 1 contains metropolitan cities like Delhi, Bangalore, Mumbai & so on, Tier2 has cities like Gurgaon, Vellore, Kochi etc., The remain…
    StartupTalkyJeenal Jain

    Sanjay Tiwari – Co-founder, 21CC Education

    Sanjay Tiwari – Co-founder, 21CC Education

    These cities are seeing increasing attention and fast infrastructural growth. You now have state-of-the-art warehouses coming up on what used to be farmland. When we create content for these audiences, we use our expertise to explain the process, i.e., what has to be done, along with why it has to be done-why keeping something chilled matters or why a bar code matters, why it’s important to be able to trace something. So you have to explain much more of the context.

    Then there is language to consider that requires a constant feedback loop and intelligent design to ensure that the platform’s UI is flawless and simple without being simplistic.

    Building presence in these markets requires a different approach as growth in awareness may be slow. As mentioned above we’re doing that via distribution partners which may include certain tech companies soon. CSR initiatives on behalf of certain trusted names in the logistics space have also allowed for our outreach to increase in these locations.

    Sudha Anand – Founder, Swaas

    Market to tier 1 , tier 2, tier 3 audiences
    Sudha Anand – Founder, Swaas

    Social media like Facebook and Instagram are the best modes to reach
    to tier 2 & 3 customers, said Sudha Anand, Founder of Swaas.

    13 Ways to Market Your E-Commerce Website in 2021
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    Krishna Murthy – Founder of Teach My Lesson

    Krishna Murthy – Founder of Teach My Lesson

    Here are some of the points highlighted by the Founder of Teach My Lesson:

    • Clearly articulate the value offered in plain terms
    • Price solutions aptly. Price is often the proxy for quality, and solutions priced considerably lower than the benchmark are seen as not trust worthy
    • Leverage locally accomplished individuals to endorse the brand and build credibility. Related to this, use local micro-influencers and not mega influencers.
    • Make customer ratings and review visible and vocal; everyone relies on reviews
    • Deliver on the promise – the customer journey need an enjoyable yet straightforward. Under promising and overdelivering is better than vice versa
    • India is progressing, and customer expectations are high across tiers, ‘Chalta hai’ ab nahi ‘Chalta hai’

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    Shivram Choudhary – Founder, Codevidhya

    Shivram Choudhary – Founder, Codevidhya

    Thankfully, with the advancement of technology, Tier 2 and Tier 3 cities have proper access to the Internet today. With the campaigns that we run and the marketing we perform, it is easier to spread the word to our target audience regardless of their City-tiers.

    Amit Agarwal – Founder & CEO, OckyPocky

    Amit Agarwal – Founder & CEO, OckyPocky

    With regards to the marketing approach in Tier 2 and Tier 3 cities, building local partnerships helps majorly to gain trust but we also focus on digital marketing and content marketing with a vernacular approach to find paying audience.

    Raj N – Founder, Zaggle

    Raj N - Founder, Zaggle
    Raj N – Founder, Zaggle

    Brands need to innovate exclusively for rural consumers because the values and sensitivities of the rural audiences are a stark contrast to that of their urban counterparts.

    Tanul Mishra – CEO, Afthonia Lab

    Tanul Mishra – CEO, Afthonia Lab

    The pandemic has resulted in a lot of changes on the ground. One of the most prominent of these is reverse migration and increased online buying in Tier 2 and 3 cities. On one hand, several kirana stores across cities and towns pivoted online, while on the other, many young professionals and graduates moved back to their towns driving rural consumption and demand. Established players like Flipkart and Amazon, through Samarth and Flipkart Wholesale and Prione respectively, are betting heavily on the rural entrepreneurship story.

    The tier III environment is immensely different from tier I and II and therefore, communication to potential customers requires a specialized and integrated approach. Indian market is very diverse and demands regional connectivity. OTT (Over the top) players like Netflix, Amazon Prime Video, ZEE5, etc., are expected to spend Rs. 150 crore this year. We can see the push that is given by global companies towards local languages to enter the market of Bharat. Similarly, fintech industry is also expected to provide local language support and focus on user interface which is seamless and intuitive to expand its user base.

    Mahadev Srivatsa – VP of Marketing & Brand Strategy, Practically

    Mahadev Srivatsa – VP of Marketing & Brand Strategy, Practically

    Marketing is always audience-led and the strategy has to involve a mix of the best mediums through which one can reach relevant audiences. Considering the emphasis that Indians place on education, keeping respective market nuances aside, the core TG for Practically i.e parents of kids aged 11 to 17 and the kids themselves, exhibit the same need across markets, and that is ‘a need for innovative learning’. To reach out to them, in the COVID era, the most impactful mediums of marketing have been TV and Digital. In pre covid era, BTL activations in such markets have acted as a crucial support to the main campaign. Radio & Print (regional) can also be looked at to effectively drive awareness among these audiences & build credibility. The key is to understand the touch points of your product, study customer journey and effectively strategize marketing for this segment. The correct choice of medium matters the most.

    Conclusion

    From leveraging locally accomplished individuals to personalizing linguistic features, entrepreneurs are leaping well above their grounds to rightly market in Tier 2 and Tier 3 cities. Hope their views gave you an insight into how to market in Tier 2 and Tier 3 cities.

    FAQs

    What are tier 2 and tier 3 cities in India?

    The Tier 1, Tier 2, Tier 3 cities and beyond are simply the classifications of the cities of the country on the basis of development. Hence, the most developed cities in India are the Tier 1 cities, then comes the Tier 2 cities, and so on.

    What are some of the business ideas in tier 2 and tier 3 cities?

    The tier 2 and tier 3 cities are growing with the increased absorption of the internet and the modern initiatives and schemes by the Government of India to improve the cities beyond the first-class cities in India. Here are some of the most promising business ideas for growth in tier 2, tier 3, and more cities of India:

    • Financial firm
    • Advertising company
    • Beauty salon
    • Grocery store
    • Consulting company
    • Real estate business
    • Food delivery company
    • Farms
    • Nurseries
    • Manufacturing units
    • Clothes business
    • Consultation company
    • Logistics company

    What are some of the Indian companies that are focusing on the Tier 2 and Tier 3 cities of India?

    Most of the companies today are focusing on the Tier 2, Tier 3 cities and beyond in India. Some of the most prominent companies that are encouraging customers from Tier 2 and tier 3 cities are Paytm, Moj, Flipkart, Dailyhunt, Nykaa, Sugar Cosmetics, and more.

    Which industries are foraying into tier 2 and tier 3 cities in India?

    There has been an increasing foray into the tier 2 and tier cities in India in the past few years. Some of the major industries that have already entered the tier 2, tier 3, and tier 4 markets in India are:

    • Gaming
    • Fintech
    • Real estate
    • UPI
    • Edtech
    • Entertainment
    • News
    • Fashion
    • Food delivery
    • Logistics
    • Crypto

    How many startups have their reach to the cities beyond the tier 1 cities of India?

    As per the recent survey results, out of all the startups thriving in the country at present, around 50% of them have their reach, their business centres, in the tier 2 cities and beyond in India.

  • Leveraging LinkedIn for Branding and Lead Generation

    LinkedIn is the most popular social media platform for establishing a strong professional network globally. LinkedIn not only helps you build connection across your industry, but it has become one of the major tools for promoting your brand. The professional networking platform that was started as a job listing platform for companies is growing hugely and has come up with several features. While employees and jobseekers use job search and LinkedIn learning features, Entrepreneurs can use LinkedIn for business. It can generate leads and helps promote your brand.

    Here are opinions shared by some of the startup founders and entrepreneurs on how LinkedIn can be used for lead generation and branding.

    Vidisha Debsarkar – Head, Growth Marketing, TradeSmart
    Aditya Singh – Co-Founder, Eggoz Nutrition
    Neeraj Sharma – Vice Chairman, The Lexicon Group | Director – Pune Times Mirror
    Gauri Bhatia – Founder, The Unveiled Sagas
    Amulya Nagaraj – Executive Director, PEPPER INTERACTIVE COMMUNICATIONS
    Ashmita Dhingra – Managing Director, Digifish3
    Abhishek Singh – Senior Vice President of Marketing, Hirect India

    Vidisha Debsarkar – Head, Growth Marketing, TradeSmart

    “LinkedIn being the largest professional networking platform provides a huge potential to build brand awareness worldwide. Marketers should definitely consider LinkedIn in their brand outreach programs and social media marketing strategies. A significant platform for making public company announcements, displaying work culture, and leading conversations on changing trends can in turn lead to building goodwill for a brand.

    People wanting to know more about a brand – prospective customers, partners and talent can eye a brand’s LinkedIn space. Hence, maximizing the offerings and analytics of the platform to create valuable and high-end content centering the niche audience of one’s sector can garner an overwhelming response.

    The LinkedIn blog feature is an effective tool for thought leadership providing unique insights on a specific product, customer behavior, and the evolving industry trends. It is also a great place to showcase human interest stories related to a brand. Intelligent use of LinkedIn ads can further help in successful lead generation from appropriate target audience. When all of these are used holistically, the platform ensures awareness and growth of a brand.”

    Aditya Singh – Co-Founder, Eggoz Nutrition

    Despite having enough potential, LinkedIn remains under-utilized; as marketers continue using common social media platforms like Instagram, Twitter, Facebook, Snapchat, etc., for business promotion. LinkedIn can be a treasure trove for businesses in branding and lead generation. This is primarily because LinkedIn is widely used by Fortune 500 companies. Being a professional networking platform, LinkedIn brings in marketers, working professionals, and the general audience at the same platform, providing businesses with the opportunity to build the brand while generating sales qualified leads.

    LinkedIn also provides marketers with industry updates and gives access to a company’s profile and latest performance updates. With the scope to do extensive business research, marketers get the opportunity to contact other relevant businesses and enhance their outreach.

    One way to leverage LinkedIn for branding and lead generation is by making a list of target companies and providing them with the company’s relevant information such as services, performance details, and upcoming projects. This increases the visibility of the company in the domestic as well as global market, thereby being an effective way of branding; it also opens the door for lead generation through interaction with other businesses. LinkedIn has a sales navigator to help businesses effectively manage their sales pipeline. The LinkedIn sales navigator also saves the searches and leads and provides sales updates in real-time, connects to the sales tools, and automates the process of lead generation.

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    Neeraj Sharma – Vice Chairman, The Lexicon Group | Director – Pune Times Mirror

    With the advancement in technology and increased consumption of social media across a myriad of geographies, marketers have successfully mastered the art of leveraging social media for branding and lead generation. Thus, creating the booming field of Digital Marketing. Social media platforms like Facebook, Twitter, and Instagram are widely used by marketing teams around the world, and LinkedIn is joining the club at an accelerated pace.

    LinkedIn offers extensive prospects to marketers with opportunities to connect with Business Leaders and decision-makers of virtually all industries in one place, also serving as a platform for debate, research, and networking. A recent study by hubspot.com on the impact of social media on lead generation conducted for more than 5000 businesses showed that LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%. This was 277% higher than the conversion rates of both Facebook and Twitter.

    Though grabbing attention or coming into the spotlight has to be subtle, the advantages of marketing via LinkedIn and the resulting conversion outweigh the efforts by a large margin. The platform is professional and offers a massive amount of data relevant to the criteria utilized in targeting. The audience can be targeted based on their professional information and business fields. Important promotional announcements in the format of new posts have the potential to reach the correct audience interested in goods and services similar to or even the ones you offer.

    An added advantage of the platform that can assist marketers is features like the LinkedIn Sales Navigator, Showcase Pages, and even the availability of selective groups of individuals who share interests, offering or providing services. Features like saving your searches and leads, automating lead generation, CRM integrations, and pages to promote products can be highly beneficial for lead generation and branding when utilized with an appropriate marketing strategy.

    Gauri Bhatia – Founder, The Unveiled Sagas

    LinkedIn is one of the goldmines when it comes to lead generation. It is an organic directory that indexes on Google- you can control your reputation by editing your profile yourself.

    If nothing else, just enlisting your services and your expertise in your profile will get you consultations. I remember when I worked in a corporate, LinkedIn had come to my office to celebrate our 5 million followers– we didn’t even have an active ad campaign going on. Just regular, targeted content was getting us the traction that we needed. Well-written copy and easy to comprehend graphics are all that you need to feature on LinkedIn.

    Of course, I would still recommend people stay true to the platform- it is a professional platform, expanding to the virtue of maybe containing the career trajectory. Diluting the content by posting personal information has turned it into another Facebook- which I am not in favor of.

    For brand building, my company and I stick to only publishing information, opinions, or industry reports basis our studies of our clients.

    For lead generation, although it is better to run traffic ads on LinkedIn, we use the platform for what it’s worth- hyper niche targeting. We run ads for a very small target market- let’s say, entrepreneurs with 15+ years of experience, staying in California with a company of over 200 employees. Those guys have the money and the knowledge required to invest in our services. Of course, I love Google for mass targeting and low CPC, and of course, this kind of campaign is going to burn a hole in my pocket- but the leads I get are so specific and so precise, that I don’t even have to try to sell. They’re filtered, verified, and knowledgeable.

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    Amulya Nagaraj – Executive Director, PEPPER INTERACTIVE COMMUNICATIONS

    Amulya Nagaraj - Executive Director, Pepper Interactive Communications
    Amulya Nagaraj – Executive Director, Pepper Interactive Communications

    LinkedIn has over 800 million registered users across the world, and this includes senior leadership members who access and pay attention to the platform. In a chaotic social media world, LinkedIn has streamlined its content to purely business and work. Good content shines on any platform, but with LinkedIn, the organic reach for a good piece of content is so much higher than any other social media platform.

    Secondly, building a network for lead generation is simpler on LinkedIn. The 6 degrees of separation are clearly showcased in LinkedIn. Your network is a powerful tool to showcase your brand, your vision and encourage others to reach out to you.

    This means the network and reach out can happens with a good blog, an insightful post or even a good video. Being active and interacting with people can also happen with just comments and minor engagements. The data of demographics available on LinkedIn help you create micro audiences for better ROI via ads.

    Additionally, each employee of a company becomes a brand ambassador on social media. The amplification of content of any form is more effective when your team engages with the content on your company page. The insights available on pages also provide a wealth of information on your current audiences and allow you to modify the strategy if required. The audience segmentation is available under job function, industry, seniority, location and more.

    Ashmita Dhingra – Managing Director, Digifish3

    LinkedIn is indeed a powerful social media tool for connecting with professionals or for brands catering services to a B2B clientele’. This social media platform is indeed transforming into a very powerful tool for branding as well as lead generation for many brands.

    LinkedIn as a platform is helping users to network with businesses and marketers worldwide. It has evolved tremendously as it has more than 750 million users on its platform.

    Interesting, isn’t it?

    Brands today are not only trying to position itself on the platform as a communication platform but also enjoying the benefits of getting leads with LinkedIn Marketing.

    Armed with the right strategy, you can grab audience attention and grow your business while generating leads. You can also use LinkedIn to increase website traffic and reinforce brand credibility.

    Impressive, right?

    Once you start working on creating valuable content, optimizing, and engaging with people, you will begin seeing traction from LinkedIn. Make sure to have a  strategy and evolve the same with user response.

    If you focus on generating quality leads, make your funnel strong enough to get your prospects to paying customers. Using LinkedIn for qualifying leads is efficient, and you get better quality results for sure.

    To conclude, Building a company page on LinkedIn is like having a booth at the world’s largest networking event. Why not seize the opportunity to promote your business and build new contacts?

    With so many B2B businesses using LinkedIn for lead generation, understanding how to make the most out of the channel will save you time chasing leads that don’t matter. Whether you’re meeting new prospects, promoting lead magnets, or sharing customer reviews and testimonials, LinkedIn is a great way to amplify those efforts.

    So, what’s the wait for?

    Start leveraging LinkedIn TODAY as when you water your audience regularly, leads will begin to sprout automatically!

    Abhishek Singh – Senior Vice President of Marketing, Hirect India

    LinkedIn is a networking site primarily used for professional networking and growing career opportunities. The platform is one of the largest professional networks that allow individuals and brands to build their online presence and connect with other professionals.   With LinkedIn’s user base proliferating, there are many ways in which one can leverage this platform for branding and lead generation purposes. In this article, we will discuss some techniques that Hirect uses to attract more leads that other brands can use to make their business stand out from the rest of the crowd.

    Many marketers and individuals prioritize LinkedIn as one of the critical platforms for finding the right customer and building brand awareness. The platform helps to network with people working across different industries.

    A brand can utilize the existing features like joining relevant business groups and participating in industry-specific dialogues, which will help generate leads and enhance brand visibility. LinkedIn provides a plethora of groups for numerous categories and businesses, filled with like-minded professionals.

    One of the best ways to use LinkedIn for business is by using it as a content marketing platform. This can be done by publishing blogs on relevant topics on the platform, which will help you rank higher in search engines and add your voice authority. A brand can also create presentations uploaded on the profile so that others can access them easily. Another way to leverage LinkedIn for branding is by hosting webinars on the platform, which will allow you to reach out to more people and help you build authority through different narratives.

    For example, Hirect uses LinkedIn to generate leads by reaching out to recruiters and assisting them with onboarding by analysing and solving their talent acquisition concerns. Hirect’s Outbound and Inbound marketing strategies have generated significant brand awareness.  With initiatives like ‘Bring It On’, ‘Counter Offer Comics’, and events like ‘Through Founders Lens’ and ‘Humans of Hiring’, Hirect has constantly evolved its content game to reach the relevant audience and successfully hit the correct string to find the prospects with its strategic marketing approach. With events like Humans of Hiring, Hirect is building a community of HRs where we talk about various aspects of hiring every week in the form of webinars. Hirect executes the campaign in the form of audiovisuals along with influencer marketing which helps to reach out to a large user base.

    Hirect also leverages LinkedIn to create informative and engaging content for job seekers and recruiters. It thrives on posting appealing videos and organic content, which leads to a higher reach and engagement rate. Hirect engages with target users by posting thought-provoking content and participating in industry-specific discussions.

    Conclusion: As a brand, it is essential to understand the target market and use LinkedIn strategically. In general, LinkedIn can be a helpful tool for raising conversion rates, establishing identity, engaging with quality leads, and helping increase sales over time.

  • Things to Consider for Creating a Good Survey Form

    While surveys can be a very effective tool to obtain data and analyse them, it can be challenging to get people to complete your service, especially on an online platform. There is always a risk of the respondent leaving the survey midway.

    Although the probability of such an incident cannot be nullified, it can be significantly reduced by making the survey forms more attractive. Today, there are lot of software and tools to make your service precise and attractive. Here are a few nuances that you should keep in your mind while making a survey form.

    Things to Consider While Making a Survey Form

    Conceptual Clarity

    While you may be sure about the overall requirements of your company and its various wings, it is vital to have a proper plan with regard to the surveys as well. Brainstorm on the things that you should ask the respondents and in what ways they should reply. Keep in mind the possible feedback that you would receive and how you would take action on it.

    Choosing the Right Software

    SurveyMonkey Survey forms for different requirement
    SurveyMonkey Survey forms for different requirement

    The overall look and structure of the survey play a very important role in getting more respondents. Depending on the kind of questions that you plan to ask, have a clear idea about the platform you will use to formulate the whole survey form.

    There are many websites like the Type Form available for the same purpose. Another alternative of type form websites is Survey Monkey, WordPress, Paper Form, etc.

    While each of them has its own pros and cons, it is clearly up to the curator of the survey form to decide the platform through which the entire thing should be made.

    Here is a brief insight into making survey forms in WordPress.

    Making Surveys Through Word Press

    Finding the right tool for a survey is the basic tenet of making a survey form in WordPress. While many third-party surveys allow you to create survey forms, they also store a lot of your data. At this juncture, WPForms becomes one of the best options available in the world. It is very safe and user-friendly. These forms only need to be dropped into the WordPress form builder, enabling you to create any forms. There is also a survey forms addon which makes the entire process easier and gives you beautiful Survey reports. To make use of this, you need to have WPForms pro. These WP forms have redesigned survey templates that significantly reduce the initiation time of curating a survey. All you need to do is to drag and drop the required template to kickstart your process.

    They also help you adopt different innovative survey feels like multiple-choice, Likert scale etc. You can also have survey reports inclusive of charts, tables and graphs. These survey results can also be curated beautifully in the WP forms and can be exported in PDF, print or JPEG format. There is no doubt that WordPress forms are a single-stop solution to all types of survey forms or any other forms that one will ever meet. The diversity that they provide saves you from the trouble of using multiple plug-ins.

    The steps involved are as follows

    1. Creating a survey form with the installation and activation of the WPForms plug-in on the WordPress site
    2. Customising their survey form depending upon your requirements
    3. Configuration of the survey form settings to edit various variables like name, form description et cetera
    4. Addition of the survey form to the concerned website using facilities like embed, add a form, or by using WB forms widget
    5. You can start viewing the survey form reports after people fill the survey by visiting WP forms.

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    Brevity and Simplicity

    There is absolutely no doubt that the beauty of a survey form lies in its brevity and simplicity. The more brief your survey is, the more attempted it becomes. People will not make an effort to attend a survey form that is elaborate and complex.

    Customisation For Target Audience

    Depending upon your target audience, you can make changes to the entire structure of the survey form. For example, you can add visual illustrations when necessary if the surveys or for children. The same technique can be applied to the surveys meant for the adults if you think such visual representations will make the questions more straightforward and more engaging.

    Conclusion

    Survey forms are meant to be informative and not entertaining. One needs to ensure that all the questions are right to the point and elicit independent answers. The questions have to be carefully framed to prevent any personal bias from entering into the form. While using the available websites, make sure you go through their privacy policies and be aware of the data that might be in their hand. Amidst the chaos, WordPress is a safer option. There are other websites to which can be used after careful observation. However, there is no tool that is perfect. The most important thing is to get around the drawbacks and find a solution for them as ideally as possible. Surveys being a very important component that determines the future endeavours of a company should be considered seriously, and every nuance of the survey forms should be carefully addressed.

    FAQs

    What is a survey form?

    A survey form is a set of questions designed to gather information about customers’ feedback, preferences, and requirements.

    What are different types of Surveys?

    Different Types of surveys are:

    • Online surveys
    • Paper surveys
    • Telephonic Surveys
    • One-to-One interviews

    Survey Monkey is the most popular online survey tool.

    What are the free online survey tools?

    Free online survey tools are:

    • Google Forms.
    • SurveyMonkey
    • SoGoSurvey
    • SurveyPlanet
    • Zoho Survey
    • Crowdsignal
    • Typeform
    • Jotform

    What are the features of a good Survey form?

    Features of a good survey form are:

    • It should be clear and Concise
    • It should be simple
    • It should be relevant to the requirement

  • How‌ ‌to‌ ‌Prepare‌ ‌for‌ ‌Influencer‌ ‌Marketing‌ ‌in‌ 2022?

    This article is contributed by Mr. Maddie Amrutkar, Founder, Glad U Came. Glad U Came is a leading PR & Influencer Marketing agency in Mumbai.

    If you think it’s too early to plan Influencer Marketing strategies for 2021 then you’re wrong. The industry has grown leaps and bounds in the past few months and Influencer Marketing has played a huge role in it for businesses. With powerful tools like Instagram Reels, Shop, IGTV, Facebook pay and Instagram Live badges, social media has become a rich and engaging alternative tool to encounter the traditional form of media; to target consumers in a new manner.

    Influencer Marketing is the backbone of this and has helped brands map out their strategies and get ahead of their curve. Since companies plan marketing campaigns months in advance, now is the right time to prepare a strategic and advanced Influencer Marketing approach for 2021!

    In the past, brands would approach an influencer and pay them to create content promoting their products – new launches or talk about the service. The fees would vary as per the following range and engagement rate of the influencer. The influencer would then post the content and share it with their social media following – usually on Instagram, Facebook, Twitter, Snapchat, etc. The best part about Influencer marketing is that it can work for businesses of all shapes and sizes, whether you’re a startup looking to grow your awareness and following, or a big brand wanting to launch a new range or drive sales of a specific product. Isn’t that amazing? Considering the above, here’s how one can prepare for Influencer Marketing in 2022.

    Know Your Ultimate Goal
    Create a Breakthrough Influencer Marketing Plan
    Choose the Right Influencers
    Select the Right Social Media Platform
    Use the Art of Storytelling
    Influencer/ Celebrity Gifting Is the New Thing
    Engagement and Analytics

    Know Your Ultimate Goal

    Well, how will you aim if you have no goal to achieve? Your goal will be the driving force of your Influencer Marketing strategy. You need to know the 5 Whys behind your actions before beginning. There are certain crucial things one needs to keep in mind before setting your goals:

    • Be specific
    • Set attainable goals
    • Make sure that your goals are measurable

    Create a Breakthrough Influencer Marketing Plan

    The success of an Influencer Marketing plan relies on how well strategies are planned and executed.  The strategies can rapidly build brand awareness by generating premium content for the customers it’s designed to engage in. Executing a complete influencer marketing strategy that boosts your brand exposure and connects with your target audience sets the base of a successful plan.

    Choose the Right Influencers

    When there are too many creative influencers out there, it becomes difficult to choose the best one for your campaign. There could be various ways to choose influencers on the basis of their genre, engagement, content and lots more. The ideal way is to see which influencer is the best in their own niche and whether or not that fits well with your brand.

    Select the Right Social Media Platform

    Social Media Platforms
    Social Media Platforms

    Being on every social media platform is not necessary. What matters is to create an impact on the ones you are present. Your presence is what counts rather than being on all social media platforms. Putting out substandard content will only make things worse for you. Instead, research and plan your social media presence that aligns with your goals and appeals to your target audience. Focus on the platforms that are preferred by your targeted demographic.

    Use the Art of Storytelling

    It is the story that sells, not the product! Consumers are always driven by good and impactful stories. It is the emotional attachment that the brand builds with its audience that counts. They inspire ideas and create attachments.

    Influencer/ Celebrity Gifting Is the New Thing

    Influencer/ celebrity gifting can be one of the most effective ways to gain exposure for a client, particularly when they need to make an immediate impact. Although it’s not an easy service that can be accomplished effortlessly. Researching out to the right bloggers can take hours, and often your top choices don’t respond right away. You can go back and forth a dozen times just to finalize delivery details, and follow up for weeks after to ensure the post is published. Despite this, the good part is that influencer/ celebrity gifting is a super cool and effective way to reach out to your audience through top-notch celebrities and influencers.

    Engagement and Analytics

    Analytics help you understand your audience and learn what generates more traffic. Without them, you can’t make accurate sales forecasts and perfect your products. You can effectively use social media data to drive performance and analytics must be focused on. Review the analytics, and give attention to the stats like follower growth, page views, number of posts, likes, shares, impressions, clicks, etc.

  • What Is the Best Time to Send Newsletters as per Your Audience?

    Everyone must have heard that timing is everything. It’s not everything, but it is critical, specifically when it comes to getting subscribers to notice and open newsletters. Businesses and organizations use newsletters to convey important information to their range of clients, prospects, and subscribers. Newsletters provide direct access to an audience’s inbox that allows sharing of compelling material, promotion of sales, driving traffic to a website, etc.

    Furthermore, newsletters are simple to track and alter, which allows for tracking progress and making meaningful changes for better efficiency. The success of a campaign and its click-through rates are heavily influenced by its timing. To create a huge impact, it’s critical to send newsletters when most individuals check their inboxes. However, because each organization is unique, a fixed timing may not be suitable for all. That’s why it’s crucial to figure out the optimal times to send newsletters for a specific company. This article will provide the optimal timing to send newsletters based on recent market research.

    What is a Newsletter?
    Best Time to Send Newsletters
    Modification of Time As Per Your Audience
    Why is The Time of Sending a Newsletter Influential?
    Essential Tips for Sending Newsletters

    What is a Newsletter?

    A newsletter is an email sent as part of a marketing effort. It includes essential news and updates about a brand and its products and other relevant data. It’s a low-cost method of increasing business. For some, newsletter marketing is a thing of the past. Many companies believe this is due to significant improvements in social media marketing, such as Instagram hashtags, stories, live videos, and voice search. But newsletters are still one of the most effective ways to market and showcase a new product or service to the people.

    What is the one metric that matters for evaluating if a newsletter is successful
    What is the one metric that matters for evaluating if a newsletter is successful

    Best Time to Send Newsletters

    Most people open the newsletters between 10 am and 12 pm (depending on the subscriber’s time zone). Many industry analysts have lauded these times as ideal for sending newsletters because the subscribers have settled into their day and aren’t too preoccupied with their regular duties to ignore their inboxes. According to the statistics, higher open rates are also seen around 5–6 pm. Now, let’s glance at each weekday to see when the most people open their newsletters.

    ● Monday- On a Monday, the peak time for people to check their newsletters is 10 am, with a nice little bump between 5–7 pm, according to the data. Open, and click-through rates decline slightly in the mid-afternoon, maybe when individuals shake off the “Monday blues” and get back to work.

    ● Tuesday- Newsletter openings peak around 10 am, remain relatively stable throughout the afternoon, and decline after 6 pm. This could be because subscribers have developed a weekly ritual of reading their emails and then logging off at the end of the day.

    ● Wednesday- Wednesday’s open and click-through rates follow a trend identical to Tuesday’s, with a sharper drop after 6 pm as individuals turn off their devices, begin their drive home, and spend time with family and friends.

    ● Thursday- Although 10 am remains the best hour for open rates, there is also a slight surge between 1–3 pm on Thursdays. This could be because people spend their lunch hour searching for something to do as the week draws to a close.

    ● Friday- Open rates are typically high from 10–11 am, with another increase around 2 pm. This is a fun day to send a newsletter since it catches the folks right before they leave for the weekend when they’re most likely to buy something new or start something different.

    While open and click-through rates are consistent across all weekdays, research shows that Tuesdays and Thursdays top the pack. Also, 10 am appears to be the best time to send newsletters for optimum open and click-through rates. According to these statistics, the worst time to send a newsletter is on weekends, 9 am or 9 pm when subscribers are hustling to be ready for the new day, shutting off for the evening, or sleeping.

    WIDGET: leadform | CAMPAIGN: undefined

    Modification of Time As Per Your Audience

    Knowing and understanding the audience demographics is one of the most critical steps to achieving newsletter marketing success. Almost every company globally wants the same thing regarding newsletter marketing. It is the ability to send the appropriate message to the appropriate person at the appropriate time.

    Subscribers have a variety of interests, habits, and requirements. Sending out mass communication newsletters simultaneously to everyone can never satisfy those needs. Knowing the demographics of the audience helps to send more relevant campaigns. Open rates and click-throughs will skyrocket if a company’s newsletter marketing efforts become more audience relevant.

    Here are some illustrations of how demographics can overrule typical “best time to send” recommendations:

    ● If a business tries to reach a young, tech-savvy audience, it will undoubtedly disregard the standard rule about avoiding sending emails late at night. Evening emails may be appropriate for younger audiences.

    ● The much-maligned Friday can be a terrific pick for a business in the entertainment industry because people are always looking for entertaining things to do over the weekend.

    ● Weekends don’t have to be off-limits. If a business wants to reach out to tech-savvy audiences, entrepreneurs, or students, weekends can be a good time.

    Understanding the behavior, preferences, and time zones of the target demographics can assist in determining the optimal day and time to send a newsletter. It is also important that a business should tailor newsletter sending times based on the location of the subscribers for best results.

    HubSpot acquired, The Hustle (newsletter producing media company)
    HubSpot acquired, The Hustle (newsletter producing media company)

    Why is The Time of Sending a Newsletter Influential?

    When a company works hard on a campaign, it comes up with valuable content, a compelling headline, and clear calls to action. Looking at all this, even the biggest companies like Amazon indulge in newsletters for their marketing. However, sometimes the newsletters do not get opened or clicked through. This is when the importance of good timing comes into play. An inbox is crowded, and newsletters at the top of the box tend to receive more attention than those at the bottom. So, posting time is crucial when creating major newsletter marketing campaigns. The timing of sending a newsletter is influential because of the following reasons:

    ● Increase the number of people who open the newsletters: The ultimate aim of newsletter marketing is to have increased open rates. A prospect or a subscriber is more likely to open a newsletter if it is at the top of their inbox; therefore, sending it at the right time is crucial.

    ● Increase the number of people who click on the links: Even if all the subscribers read a newsletter, there is no possibility of having a good return on investment (ROI) if no one clicks on it. If it is sent at the wrong time, the subscribers may not have the time to read the email or respond to the CTAs. Thus, another reason why the timing is influential.

    Amazon Prime weekly newsletter
    Amazon Prime weekly newsletter

    Essential Tips for Sending Newsletters

    The newsletter marketing community generally accepts broad newsletter sending time recommendations. They’re lovely for getting started, and they work most of the time. The following are some of the tips to keep in mind while sending newsletters:

    • Monday’s mess: On Mondays, it’s generally agreed that a business shouldn’t send out newsletters. Why? People are already dreading the weekend’s getting over. Usually, they march into the office, where they are overwhelmed with a deluge of emails accumulated over the previous few days. Inevitably, business emails will take precedence over promotional newsletters. This is why Monday is one of the worst days to send a newsletter.
    • Day vs Night: While this may seem self-evident, sending newsletters during the day is usually preferable. When people are awake, there is a much better chance of people opening the newsletter.
    • Weekends: Weekends are traditionally the days when people go for shopping and indulge in fun activities. Due to this, weekend open rates and click-through rates are notoriously low, and newsletter marketers should avoid it.
    • Early post: Some newsletters are opened within 60 minutes after being sent. Certain lingerers may not open the newsletter for another day or two. If the newsletter contains event-related information, it should be sent 3-5 days before.
    • The favorites: Marketers have usually avoided Monday’s anguish and Friday’s itchy feet by sending email campaigns on Tuesday, Wednesday, and Thursday. The most popular days for sending email newsletters are Tuesday and Thursday.
    • Traditional Strategy: The tested traditional strategy of sending out newsletters in the middle of the day works effectively. Subscribers are settled into their routines and regularly check their inboxes in the middle of the week. According to the general perspective, emails should be sent between 10 am and 12 pm.

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    Conclusion

    Newsletter marketing can be a complex topic to grasp. So many industries are using it and making a difference in their unique ways. The general takeaway is that a business should segment its audience, possibly by job function or seniority, to accommodate diverse behaviors and working styles. It should also consider alternative times that are more suitable for subscribers. Remember that research varies, customer behavior is constantly changing, and performance differs depending on the benchmark of a business.

    A business should experiment with different approaches to see what works best for a particular audience. It should also make sure that readers are already engaged in what it says. They value what it has to offer as a business, and as long as they send them newsletters about it at the right time, there is a decent chance of getting positive results.

    FAQs

    What is newsletter marketing?

    Newsletter marketing is sending informative and valuable content to a member list of future and established consumers through an email letter.

    Is sending newsletters a successful marketing strategy?

    As a marketing strategy, newsletters have endured the test of time. As per McKinsey analysts, newsletter marketing is 40 times more likely to bring in new clients than social media.

    How many words should a newsletter have?

    A maximum of 20 lines should be included in an email newsletter. For most industries, 20 lines of text or around 200 words results in the highest open and click-through rates.

    Which are the best days to send newsletters?

    In general, the best days to send newsletters are Tuesdays and Thursdays.

    What is the best time to send newsletters?

    The best time to send newsletters differs for different businesses and their audiences. For the early birds who check their email first thing in the morning, 8 AM is perfect. Other best times include 10 AM, 1 PM, and 6 PM.

  • How to Start Ecommerce as a Side Hustle? | Steps and Tips to Get Started Today

    44 million Americans have a side hustle, and why shouldn’t they? A side hustle is a popular approach to make an extra profit while maintaining the safety net, that is your full-time job. Despite popular belief, the extra credits you work for can be both highly fulfilling and financially rewarding. You can be your boss and extract profits out of projects you are genuinely passionate about.

    On that note, starting an eCommerce business is the most sought way as a side hustle. Ecommerce is the buying or selling of goods and services via the internet. In today’s digital world, it has become pretty convenient and easy to set up an eCommerce store and kickstart your business.

    WIDGET: leadform | CAMPAIGN: undefined

    Steps to Start Ecommerce as a Side Hustle
    Decide The Product or Service To Sell and Your Target Audience
    Research About Related Ecommerce Businesses
    Set Up Your Online Store
    Promote Your Ecommerce Business
    Tips To Make Your Ecommerce Side Hustle Successful

    Number of digital buyers worldwide from 2016 to 2021
    Number of digital buyers worldwide from 2016 to 2021

    Steps to Start Ecommerce as a Side Hustle

    Setting up an online business might seem overwhelming at first, but it gets better with time, as said by Nelson Mandela, “It always seems impossible until it is done.”

    The following are four easy steps that will help you to start eCommerce as your side hustle:

    Decide The Product or Service To Sell and Your Target Audience

    You must be wondering what exactly you should sell. There are tons of business structures, be it service-based businesses, physical products, digital products, or software. It is common for people to get stuck on this.

    Here are a few things that you must bear in mind while selecting your product:

    • You must be genuinely passionate about it so that if it pays off well, you can continue to pursue it full-time in the future.
    • Consider the practical necessities of the product or service such as the competition and its demand in the market.

    You can start this step by making a list of possible products that you would want to sell as inspiration is present everywhere. Think of the products or services your close ones or your target audience might want to buy. There are numerous product lists suggestions available on the internet that might help you with this. Lastly, search for your product on Google trends and verify whether a demand exists for the product. As this will help you to find your target audience.

    A few more things that you should take into consideration at this step include:

    • Who is your target audience?
    • What are the pain points of your target audience?
    • How can your product help them?

    All this will help you set a definite goal in advance, which ultimately makes the rest of the steps easy.

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    Once an idea about selling something pops in your head, you would be tempted to start your business right away. But at this point, it is important to control your impulse and rather take a calculative decision.

    So, after you have decided on the product or service that you want to sell, you must conduct proper market research, watch out for your competitors, and, observe what they are doing, what is working, and what is not working for them. Here are a few things that you must consider while researching other businesses:

    • What is their business model?
    • Who is their target audience?
    • What are the social media platforms they are active on?
    • How do they generate leads (SEO, PPC, email)?

    All this will help you create distinguished characteristics for your business and you will also get to know what to do and what not to. Thus, conducting research and analyzing your competitors will give you a better understanding of how you should start eCommerce as your side hustle.

    Set Up Your Online Store

    Set up your online store - Shopify, eBay
    Set up your online store – Shopify, eBay

    The next step is to set up your online store from where your customers would be able to buy the products or services you are offering. You can choose eCommerce platforms like Shopify, Woocommerce, eBay, and more. They provide ready-to-use templates and easy-to-use store-building tools. With so many options available, it might be confusing to choose one platform from where you want to sell. Here are a few points that you should consider before selecting a platform:

    • Loading speed
    • Features and tools
    • Compatibility with payment getaways
    • SEO-friendly features  

    Make sure your store’s theme matches the theme of your business. Give your business a memorable name and be as creative yet clear with the logo. That’s what differentiates other businesses from yours. Also, try to make the buying process as smooth as possible, remove any additional steps and only ask for the information that is necessary to make the checkout process convenient for the customers.

    Also, nowadays, a platform that is gaining huge popularity for eCommerce setups and marketing is Instagram. It is easy to use as all you have to do is open an account, post pictures, think of a payment mode and start selling. Since people are getting more comfortable with Instagram shopping, it is definitely an option worth exploring.

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    Promote Your Ecommerce Business

    Deciding on what to sell and where to sell is not the end of the process for starting an eCommerce side hustle.  No business becomes successful without great sales. Lead generation and sales are the most important part of any business. So, it is important that you spend your heart and soul on promoting it.

    The secret to a successful eCommerce business is to perfect your marketing strategy and channel it to the right platforms. Closely follow your competitors, and look for how they are generating leads, or which platforms they are investing in. Focusing on your marketing and making sure that you have a regular inflow of clients should be your priority.

    Tips To Make Your Ecommerce Side Hustle Successful

    Tips to make your eCommerce successful
    Tips to make your eCommerce successful

    If you are establishing a full-fledged eCommerce business or just starting with your side hustle, certain tips will help you make your business successful:

    Provide an Exceptional Customer Service

    A survey conducted by Greenwich states that “India loses around ₹11,640 Crore every year in revenue due to poor customer service.” Great customer service is essential for your business’s long-term growth.

    You should go the extra mile to meet the expectations of your customers and keep them satisfied. This will ensure that such customers keep coming back to you.

    Work on Store Optimization

    Once you’ve laid the foundation of your business, the next step is to work on your store optimization. Here are some things that you can do to optimize your store:

    1. Make your store mobile-friendly
    2. Increase the loading speed
    3. Improve your navigation bar
    4. Improvise your search button
    5. Create impressive product pages
    6. Add a section of related items

    Keep Updating Your Inventory

    It won’t take a long time before your existing products start losing their thunder in the market. You need to keep on improvising and adding new products or services to your business to keep it relevant. Offering new and improved products and services from time to time will help you to retain your customers and also attract new ones.

    Conclusion

    A side hustle is a new trend that everyone seems to like, be it young children from school, college students, or even working professionals. It might seem tough in the beginning but with time, it pays off well both in terms of money and experience. So, it is indeed possible to handle a side hustle alongside your full-time job, college, and social life. All you need is strategic planning and a bit of patience. Thus, deciding to start an eCommerce side hustle is a great first step in itself and once you have set the foundation of your business, it will be ready to fly to newer heights.

    FAQs

    Is starting eCommerce as a side hustle profitable?

    The eCommerce industry is full of competition, but if you know what the market wants and have a plan in hand, it can be very profitable. However, the profit will depend upon the type of products or services you are selling and also your business model.

    • Amazon
    • Flipkart
    • Myntra
    • Shopify
    • eBay

    What can I do as a side hustle?

    • Sell products or services online
    • Teach a subject online
    • Rent out your vehicle
    • Start creating videos on Youtube and Instagram
    • Start a blog

  • Analyzing Red Bull’s Popular Marketing Campaigns

    Red Bull is an Austrian beverage giant known for its unique marketing strategies and campaigns. The company is a marketing powerhouse that is equally popular for its daring and widespread campaigns as for its main products. Red Bull is a company that started the energy drink market continues to dominate the market with more than 40% market share. For Red Bull the marketing efforts always focuses on the audience first, and then comes their selling their products.

    Red Bull now leads with 24.9% share of the US energy drink market in 2019, selling more than 7.5 billion cans globally. They are able to achieve these numbers because they produce content which can be considered on par with the major publishers and also pulling off mind-blowing events making them one of the most talked about brands in the world. Red Bull is active on various social media platforms and different channels and use out of the box approaches and tactics in order to create content that is would give people the experience they would be interested in.

    Instead of following a traditional approach to mass market, Red Bull has generated awareness and created a brand identity by using extreme sport event series or campaigns such as Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice and stunts like stratos space diving project and stand out on its own. The company marketing also includes multiple sports team ownership from Formula One teams like Scudera Alphatauri, Red Bull Racing; Fooball clubs like FC Red Bull Salzburg, New York Red Bulls, etc. It also has many celebrity endorsements through its record label Red Bull Records.

    A Brief History of Red Bull
    The Target Audience of Red Bull
    The Marketing Strategy of Red Bull
    Red Bull’s Content Marketing Strategy
    The Analysis of Red Bull’s Marketing Campaigns
    The Impact of Red Bull’s Marketing Campaigns

    How marketing made Red Bull so big

    A Brief History of Red Bull

    The Red Bull logo and slogan
    The Red Bull’s logo and slogan

    Red Bull is an Austrian energy drink company created in 1987, when the Austrian entrepreneur Dietrich Mateschitsz was inspired by an already existing local energy drink which was sold in Thailand. The local energy drink was meant to help keep drinkers awake and alert. He took this idea, modified its ingredients to match the westerner’s taste buds, partnered with Chaleo Yoovidhya and together founded the Red Bull company in 1987 in Chakkapong, Thailand.

    The product was later taken to Austria where it had its first ground breaking success in no time and soon went international after it blew up in Hungary. When the company originally started it only had only a single flavor and regular or Sugar free formulas, a line of different fruit flavors were added by 2013. The company’s slogan is “Red Bull gives you wings.” Red Bull is currently in more than 170 countries energizing the population and raising the competition along the way. According to Forbes it is also the 61stmost valuable brand in the world.

    When Red Bull first came out, it was the first and only as back then energy drinks dint exist. And since traditional means of advertising was expensive, Red Bull had to come up with a different marketing strategy. They simply targeted their target audience which is 18 to 35 years old in different college parties, bars, coffee shops and even libraries. At these events and places the people were given free samples, which lead to the people talking and spreading the word about the product for free. Red Bull started sponsoring music festivals and sport event, campaigns and also created good quality content which got the company its fame.

    The Target Audience of Red Bull

    In order to understand the company’s market strategy and campaigns one must understand the company’s target audience, the important role it plays and how it reaches that target audience. According to Numerator, the target audience of Red Bull is predominantly between the ages of 18 to 34 year old, both male and female, who have an average to high income, likes sports, extreme sports and athletic events. Their customers can be defined as young, independent professional with big dreams and aspirations.

    Relevant information is also collected through customer surveys, field trials and focus groups, with the company ensuring that its buyer profile is consistently updated. This ensures that their strategies continue to be both relevant and effective at all times. Red Bull focuses on three significant tactics to attract its target audience:

    • Publishing quality content that is created by the marketing team in different media outlets that is consumed by their target audience.
    • Red Bull produces large scale publicity stunts that grabs attention of its audience and spreads the message of the products or company.
    • One of the most important tactic used by Red Bull is to sponsor and create events in various countries so it attracts its young audience.

    The Marketing Strategy of Red Bull

    Red Bull marketing strategy
    Red Bull marketing strategy

    Red Bull has control of over 70% of the $1.6 billion market, and owes its success to the company’s intensive unconventional marketing strategies. The company bases its marketing approach on promoting a high energy philosophy for the lives of its customers, by its advertisements and campaigns it promotes a way of life more than selling its product. Red Bull also has a young target audience which consists of the millennials, gen y and gen z, know what their target audience wants and utilize it in their marketing strategy.

    Red Bull sponsors a lot of events in various countries such as Red Bull music academy in the USA, parachutes in South Africa, Go-karting events in Kuwait, and many more from different countries in an effort to attract more target audiences as they usually attend events like these. It also works with influencers in the field and shares captivating content that inspires the young audience to be more active and adventurous. By doing all of this, Red Bull captivates authentic and loyal consumers as they are usually into athletics and sport events.

    Because of this effort everybody knows its slogan “Red Bull gives you wings”, as it is used across online and offline campaigns, televisions advertisements, newspapers and billboard ads. Some of their well-known strategies used for marketing are: using pickup trucks as mobile displays which were painted blue and silver with a giant can of the giant mounted on top of the vehicle. The products were designed to be eye-catching and were aimed at promoting the red bull brand as youthful and slightly off the wall.

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    Red Bull’s Content Marketing Strategy

    The Red Bull is known for its content marketing as it is exceptionally planned. They started it with covering topics that interest their target audience which is sponsoring and advertising extreme sports, concerts and music festivals. The second is to sell their brands but not force the audience to buy their energy drink.

    Their content is designed to make sure the reader enjoys the content not sells Red Bull. By doing this their audience will associate their product with the content that they love to consume. The third part of content marketing is to publish videos, blog post, pages and other types of content at different social media networking sites and channels that their target audience consumes content from.

    The Analysis of Red Bull’s Marketing Campaigns

    Earlier Campaigns

    Red Bull first gained a lot of attention because of its “Red Bull gives you wings campaign” which initially began in the 90’s. Because of this campaign the company sold 300 million cans between the years 1996 to 2006. After this the company began to sponsor sports events of mountain biking, wind surfing, snowboarding, skateboarding, kayaking, rowing, Formula 1 racing to even parkour, surfing, skating and break dancing the options were limitless and the company made use of it in campaigning its product.

    Red Bull also uses music concert, programs and videogames, commercial with famed celebrities, such as Eminem and sponsoring events like Red Bull “EmSee Battle Rap championships”. The company has also made history by just being the backing power to football and Formula 1 racing teams and events. For example, Sebastian Vettel’s four Formula 1 championships will be combined with Red Bull Racing.

    Stratos Space Diving Project

    Red Bull Stratos space diving project

    In the year of 2012, Red Bull hit the global headlines when it decided to try and break the record which at that time stood for 62 years. The company sponsored an event where an Austrian skydiver Felix Baumgartner to free fall jump from the Earth stratosphere in a helium balloon. This project was known as the stratos project, because Baumgartner had to fly approximately 39 kilometers (24 miles) into the stratosphere over New Mexico in a helium balloon before free falling in a pressure suit and then parachuting to Earth.

    After it became successful Baumgartner broke three records including being the first person to break the speed of sound during a captivating freefall that lasted for four minutes and 19 seconds. This event was live streamed through YouTube with the help of GoPro cameras and became the most viewed live stream and a mainstream media platform at that time. This event embodied the company’s slogan, the brand vision and supplied Red Bull with unique photography that would be used in its marketing campaign for years.

    Red Bull Campaigns in India

    Red Bull launched a limited festival edition in 2019 which elevated the company’s marketing strategy. The festival edition can came with a new flavor of the orange, while the company also created a contest #SpotTheCans. Where the customers had to go to their website and spot four hidden Red Bull Festival Edition cans in an impressive piece of artwork. After finding them, one could redeem the vouchers and gift cards at the Reliance Fresh and Reliance Smart stores. The energy drink giant will hosted an engaging on ground, in store and on campus activations with the help of campus interns/ambassadors to increase the marketing of the company.

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    The Impact of Red Bull’s Marketing Campaigns

    The stratos project generated a huge number of media attention and a media coverage worth an estimation of tens of million, which would not be possible to reach just using the traditional marketing strategy. After this project the company increased 7% of its sales in just six months generating $1.6 billion and selling 5.2 billion cans in the following year.

    This project was successful because the company put science, engineering and a huge budget which was 1/10th of its annual global marketing budget which was $330 million to fund the project. This led the company to win a Sports Emmy in the category of an outstanding new approach to sports event coverage. The point of this project was to inspire the youth to use their wings and try doing what they taught was impossible and push the human boundaries.

    The total broadcast was over 3 hours long and the Red Bull’s logo was in every shot. The Stratos campaign is an extreme but excellent example of creative marketing, and the company’s commitment to the values and aesthetic that the brand created when they first got their start that makes their marketing work. Everything they create relates back to the idea of giving people and ideas wings to fly.

    FAQs

    What marketing strategy did Red Bull use?

    The marketing strategy used by Red Bull are:

    • Content Marketing
    • Sponsorships of Sports Events to drive brand awareness
    • Humoristic Advertising Approach

    Red Bull’s sponsorships and participation in extreme sporting events have played a key role in making it so popular.

    Who Are Red Bull’s target customers?

    Red Bull’s main target customers are young urban males.

    When was Red Bull founded?

    Dietrich Mateschitz founded Red Bull in 1987.

    Which is the most successful marketing campaign of Red Bull?

    The Red Bull Stratos campaign may be the most successful marketing campaign of all time.