Content MarketingSocial Media Marketing

Micro Influencers: The Ace of Spades in Your Marketing Deck

It’s now evident that influencer marketing is already a booming industry. It encompasses curating highly engaging content, sharing it in a strategic way to reach more people and engaging with the audience to build a relationship. Influencers provide instant promotion of your product or service with excellent conversion rates. Micro…

By Indrani Pati
August 6, 2021

It’s now evident that influencer marketing is already a booming industry. It encompasses curating highly engaging content, sharing it in a strategic way to reach more people and engaging with the audience to build a relationship. Influencers provide instant promotion of your product or service with excellent conversion rates. Micro influencers are hyper-specific influencers with intensely engaged audiences and lower follower counts in a given niche. These influencers net you the best bang for your buck when it comes to engagement and a surge in ROI. Let’s learn a little bit more about micro influencers and understand how you can leverage them for a better marketing strategy to grow your business this 2021:

Who are Micro Influencers?

Micro influencer marketing is great for businesses that don’t have the budget to work with expensive influencers and need to reach a more niche audience. While they don’t have a heavy following, micro influencers have a significant social media presence, typically between 10-100K followers. Unlike their mega and macro counterparts, micro influencers come across as more approachable and relatable. Connection is the name of the game for micro influencers. And because of their authenticity, they earn a steady stream of comments, likes, and clicks. Research shows that engagement gets better with the fewer followers a person has. Additionally, 92% of customers trust a micro influencer more than a traditional ad or an endorsement from celebs because they are passionate about their niche and can choose the most argumentative topics to engage the followers.

Why should you use Micro Influencers for your Next Marketing Strategy?

While partnering with high-profile celebrities is already familiar to many brands, micro influencers offer increasingly unique trade-offs for companies to widen their reach. Micro influencers are typically more cost-effective. Some are happy to promote your business in return for exposure, branded products, etc. Rather than paying only an individual macro influencer, you can work with a bunch of micro influencers for a campaign/launch, reaching multiple communities and voices. Micro influencers have a smaller audience yet target more niche communities, allowing them to grow on social media organically. When they recommend a product/brand, the response can be overwhelmingly positive, assuring an increased social exposure. With high engagement rates, supportive communities, and fees that better align with small business budgets, partnering with micro influencers is a great way to optimise your marketing strategy. Moreover, they’re more likely to read and reply to specific comments helping to nourish an already well-engaged community.

How should you use them?

Finding the right micro influencer is critical. Firstly, you must set your goals and define what metrics will be essential to measuring success. Outlining your goals will help guide you on who to pick and what deliverables to ask for. Next, choose a micro influencer who aligns with your target audience and product or brand. Ideally, you should select influencers with high engagement rates who post consistently and have a distinct personality or voice. Fine-tune your partnerships & focus on creating great connections with your influencers and using them to position your brand with a trustworthy image. Bring them into your custom network and continuously engage with them (via product launches, special events) with a bit of VIP love to make them feel special. Finally, monitor and measure the results of your campaign to review the performance of their content on various channels. Generate and share trackable links with influencers to keep track of clicks and engagement.

The POWER of Micro Influencers

Micro influencers’ audiences are hyper-engaged; so, if a brand works with a highly relevant micro influencer, it can significantly extend the reach and user engagement. People trust their recommendation more than a direct ad from a brand. Micro influencers usually do recurring promotions, which is considered to build authenticity as it is a sign that they genuinely love the brand. Word-of-mouth is a crucial contributor to why they often generate more direct sales and leads than the more prominent names. Because their fan base is more tight-knit, they can create more personalised content and thus create a more bona fide moment with fans. They possess the ability to connect with their audience on a deeper level. Furthermore, micro influencers are versatile and can get the job done on a budget without compromising quality or professionalism, whether written content, pictures, video, or multimedia content.

Tricks of Trade

The tactics for working with micro influencers is quite similar to that of overall influencer marketing. It’s essential to make them feel like they are a part of your brand's family. Here are a few more practical tips to follow:

Check metrics such as comments, shares, likes, questions, etc. The success of an influencer campaign will highly depend on it. Set the desired engagement rate (approx. 10% is good), see if they can handle it.

Revolutionise influencer marketing by leveraging user-generated content & generate incredible traction, driving high amounts of interest in your brand by building a trustworthy image with the influencers.

Activities organised by micro influencers such as giveaways, contests, polls, swipe-up stories, etc., enhance brand awareness & increase visibility for your target audience, and their response rates are spectacular.

Final Words

As reach and engagement continue to fluctuate with every algorithm change, micro influencers are picking up steam in influencer marketing. Micro influencer marketing might be your golden ticket to developing a social media following and building brand awareness in the brains of your target audience. The sooner you begin reaching out to creators and negotiating partnerships, the quicker your brand will enter your prospects' thoughts.

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Repurpose Your Old Content for an Incremental SEO Boost

By Indrani Pati
July 23, 2021

Over time, your blogs or articles get stale, they no longer possess the SEO quality and capacity that they once did. Every marketer deals with the issue of stagnant organic traffic while reviewing metrics at some point. Sometimes, all your content needs is a little refreshing and repurposing to keep your audience interested. Check out how Repurposing content can become a way to use your previous blogs and revitalise them so they work harder for your SEO!

What is Content Repurposing?

Repurposing content is the process of adapting and modifying the same content in a different format. With this, marketers have the power to reach a broader set of audiences and make them appreciate your content more. However, it requires you to format content in a way that appeals to the platform's audience. It's one of the well-known growth hacking tactics businesses use to drive traffic without wasting time or effort that goes on creating content from scratch. Repurposing gives you an opportunity to convey the same content to your new prospects without becoming redundant to those who have viewed it before. E.g., you could transform an eBook into a detailed video and post it on YouTube or create a podcast series. It also allows you to reach and target people at different stages of the buyer's journey without creating content separately. You earn reputation and credit as an industry expert by increasing organic visibility for your content.

How do you Repurpose Content?

Before you set off rushing to recycle content, strategise a plan of action. Not all old posts are good candidates for repurposing. For example, you don't want to reuse content that failed to elicit a response from your audience. Use tools like Google Analytics to pick the posts performing exceptionally well. By updating this cornerstone content, you can create opportunities for internal linking, which is great for climbing up SERPs. Reformatting your content for various mediums means appealing to more audiences and expanding your reach. E.g. If you have a YouTube content strategy, producing a video from an old blog post information could fit into that strategy seamlessly. Moreover, having a consistent flow of relevant content on your webpage and social media platforms is a significant component of empowering your brand, establishing credibility, and proving that you're worth trusting as a potential partner.

Why do you need it?

Rather than including a topic once and letting it disappear into archives, repurpose articles to consistently deliver your message to the audience. This works perfectly if you're starting with high-value, authoritative content. Repurposing your content gives your hot new blog an additional chance to be seen in a flashy, innovative format. In the age of fragmented content – repurposing is similar to content promotion 2.0. It saves your resources and opens up possibilities to reach a new segment of your audience. Think of it as going green - 'OUT' with the outdated and 'IN' with the latest and improved, attracting search traffic. Organic search provides the majority of site traffic. A study found that organic search holds a 51% share among traffic sources. Thus, repurposing optimised content in various formats can give you a significant lift in organic visibility and traffic.

Advantages of Repurposing

Content repurposing as a marketing strategy comes in handy for several reasons. It enhances your business marketing, saves you time, helps with your online presence, and much more. From top-performing pieces to flops, all types of content can be repurposed. In addition, repurposing allows you to get accustomed to diverse forms of content on various platforms, making you a much more versatile marketer for your business, improving your knowledge and skill sets. Marketers get the chance to redeem less successful content. For example, a series of blog posts that aren't getting many visits might collectively make a great eBook, attracting a lot of consultation requests. Furthermore, repurposing content into multiple forms of media is a great way to expand your reach out to varied members of your target audience. For example, when some could be visual learners, others might prefer audio, etc.

The Added SEO Boost

Repurposing content is the upcycling trend of the content world. SEO is not a sprint; it's a marathon, so provided you don't republish content word-for-word, repurposing could earn you a spot in the good books. Search engines like Google prefer websites they can trust. The more pages of search engine optimised information you have, the easier it can recognise you as a credible source of information. Users love to share interesting content, like blog posts, images, and infographics. The more you put out there, the more opportunities you have to get your content shared, creating high-quality backlinks for your site. By adding off-page URLs of blogs in video descriptions or social posts, you increase the possibility of others curating your content, meaning additional SEO assets to attract search traffic on many different theme variations.

Final Words

Beyond simply getting more traffic out of an older blog post, repurposing can actually be a valuable social media management tool too. Repurposing content allows you to reach people you missed the first time around. The best articles to repurpose are those which provide a gateway to your current goals. The more you post, the more precise your site analytics become. You possess several ideas to repurpose your content. All you need is a little strategy to make your content worthwhile on different digital platforms, including several creative ways to attract more audiences.

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Content Management System: Why Is It Essential For Your Website?

By Indrani Pati
July 16, 2021

Managing and consistently updating your website is crucial in the digital world we work and live in. Businesses need an intuitive system that allows easy updating of information while maintaining brand identity and keeping messaging consistent for prospective customers. A Content Management System (CMS) stores all of your web content in one place, supports effortless collaboration, assists in creating dynamic web pages, allows for quick & easy updates, and offers handy plug-ins to make your site as effective & secure as possible. All these advantages while saving you both time and money. Let’s see how a content management system is a game-changer for your website:

INTRODUCTION TO CMS

A Content Management System helps implement a comprehensive content marketing strategy and weave content into your commerce strategy. It is a Graphic User Interface (GUI) application where users can manage and publish web content, allowing users to contribute, create, and edit without having to run after a developer. It further provides version management and authoring workflow to keep large and global sites consistent. A CMS comprises of two core parts: CDA and CMA. The Content Management Application (CMA) enables marketers, merchandisers and other content creators to work with content directly, without the need to involve the IT department. In contrast, the Content Delivery Application (CDA) operates as the back-end portion of the website. It assembles the code, displays it to your front-end visitors, and stores it, turning it into a well functioning website that visitors from around the world can access.

VARIATIONS IN CMS

Choosing the right setup of CMS can make a lot of difference, primarily while growing, adding new channels, and integrating new third-party services. Let’s define your current choices for building a CMS architecture.

Traditional/Coupled CMS: It connects the content database with the content creation and content publishing areas. Here, making changes or customising the setup can take a lot of developer time, if it is even possible.
Decoupled CMS: This architecture separates content creation from content publishing. However, the front-end formatting still dictates how the content is to be designed and presented.
Headless CMS: It eliminates a lot of development legwork for marketing teams and provides greater flexibility. As technology changes and the mediums used to market to audiences change, this architecture is best-suited to modify and adapt rapidly.

UTILITIES OF A CMS

You need to deliver excellent results while juggling the continually evolving marketing and technology landscape to be where your audience is. Implementing CMS helps manage the exciting, fast-paced world of content marketing. CMS allows you to automatically personalise digital experience elements like campaigns, content, or product grids, providing agility to teams. You can easily create variants of the site from a single system. Businesses gain more control over the brand, supporting globalisation at scale. It has a built-in analytics engine, so your marketing teams, content creators, and brand managers can easily spot visitor trends and opportunities. This improves the digital experience based on the local visitor’s data. In addition, a CMS supports easy multi-language, omnichannel delivery, empowering content creators to run local campaigns best-suited for their markets while maintaining the global brand identity.

WHY DOES CMS MATTER?

If you want to stay on top of the latest trends, you ought to have proper CMS implementation. This simplifies managing existing channels and delivering content to new channels. It’s an investment for today as well as the future. Leveraging CMS implementation helps you optimise title, content depth, meta descriptions, add CTAs, ultimately develop an SEO ranking, drive traffic, and turn unique visitors into qualified leads. CMS allows you to style content using WYSIWYG (What You See Is What You Get) editor and keep your business relevant by multi-channel campaign management (e.g. emails, hypersites, dynamic content management, etc.). Moreover, it extends functionality beyond its default capabilities, typically by way of additional plug-ins or modules. A sophisticated CMS learns user behaviour and preferences, making cross-selling and up-selling efforts much more cost-effective.

Final Words

Content doesn’t just affect marketing, it has now become a core part of businesses and touches almost every single department, be it sales, merchandising, research or development, etc. Businesses require a CMS solution to position and communicate seamlessly with their existing or new technological infrastructure. In addition, it allows design partners to quickly and easily build websites for companies that not only look great but are instinctive and drive traffic to the site. Whether you’re an inbound marketing expert or a client of one, a smart CMS will encourage you to streamline almost all your day-to-day requests. Finally, to use the content for all its worth – build your unique brand proposition, explain your products and services, and market your business righteously, a robust CMS in place is a must for you!

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Digital Branding: an Aggregate of Identity, Visibility & Credibility

By Team #ARM Worldwide
July 9, 2021

In the era of consumerism, the concept and need for digital branding thrive on any and every omnichannel approach. It is the ability to consistently apply your brand's story to a consumer throughout the digital touch points (social media, web page, email, etc.) and drive your business's effectiveness. In addition, it helps to cement top of the mind recall and desire to consume more content across your entire marketing funnel. Designing a sure shot digital branding strategy in marketing is not a walk in the park as it takes a good amount of research and time. But if it is done correctly, then it pays for the long-term for you and your brand. New buying behaviours, media and technologies provide more ways of delivering engaging, consumer-centric brand experiences. Here's how you can translate your brand's story and values to all digital channels while interacting with the customers and create a fertile ground to grow relationships on:

WHAT IS DIGITAL BRANDING?

Digital branding is designing and building your brand with a combination of digital marketing and internet branding. It focuses on providing value to target customers, inspiring loyalty and brand recognition. Digital branding allows you to communicate a value offering, i.e., a promise of value that will be appealing to your target customers. It's much bigger than the classical view of unique selling points (USP's.) This concept aims to increase the likelihood of a visitor making favourable purchase decisions. When a visitor understands your business, the opportunity for conversion increases. It is ingrained within all marketing channels through elements such as logo use cases, animation style choices, image formats, content tonality, graphic selections, colour palette, typeface, etc. - each component must be cohesive in terms of defining your brand and its message, feeding it into the customer’s mind.

WHY DO WE NEED IT?

Digital marketing can give you leads and one-time buyers, but to make them your long-lasting loyal customers entirely depends on a solid branding strategy of your company or business. It facilitates intensifying the user experience by serving customers with relevant content across all channels they engage in every day and invite prospects into your brand experience. Strong branding will provide you with a competitive edge in the market. Enhanced credibility, ease of conversion and earned media will happen naturally with a smaller cost-per-conversion if your brand holds its weight in the market. In addition, developing a powerful, recognisable and relatable offering — which holds strong through all channels — will solidify brand trust and inspire customers to re-engage with you.

HOW TO OPTIMISE DIGITAL BRANDING?

An online presence for a business acts as a powerful marketing and communication means. Consider some practices to leverage the best of digital branding to boost your business while also driving traffic and converting visitors into leads. Streamlining designs and maintaining brand consistency with limited templates and colour schemes that match or complement your logo is essential. Consequently, tailoring each design element to establish brand identity and visibility. Build long term relationships, customer loyalty and eventual profitability by value co-creation. Involve customers at different levels of corporate activities such as product development, communication, distribution to increase the value offered and enhance their relationship with your brand. Successful content marketing should also stimulate positive interest in your brand. It helps achieve that first point of brand awareness and use it to build trust, transforming one-time users into diehard fans.

POPULAR DIGITAL BRANDING EXAMPLES

The overall aim should be to deliver an authentic and consistent total brand experience aligned with the brand's strategy, positioning and purpose by using the correct segmentation to communicate with your target consumer.

Build a brand proposition that differentiates the business in the eyes of the target consumer. For example, why do consumers increasingly prefer to buy from Amazon rather than other high street retailers?
Emotional positioning in the minds of target customers. Emotion is known to be the first driver of decision-making on a consumer's purchase journey. E.g. Coca-Cola (open happiness), Cadbury (moments of joy with loved ones), etc.
Enhance digital capabilities by amplifying brand offerings to intrigue the target audience. E.g. Nike offers Nike+ Connect with a chip embedded in shoes that provides a record of activity and performance.

HOW CAN WE LEVERAGE IT?

Every business can leverage digital branding to grow. You will need some tools to bring your customers to your website, engage them, convert them, and keep them happy along the way. You can achieve personalisation by creating a bond between brand & customer. Elevate the user experience to entice customers to come back time and time again. For example, 84% of Millennials report that UGC on brand websites influences what they purchase. You must cultivate conversations and create a user-brand relationship. Furthermore, run real-time dialogues by fulfilling customers' expectations of immediacy and connecting in ways that feel relevant to your audience. Finally, produce reflective content that utilises consistent and compelling visual language covering all channels, such as social media, emailers, etc., to establish a connection with target customers. It will improve your brand image by increasing transparency and obtain helpful information to enhance your products/services.

FINAL WORDS

There must always be a consistent and holistic approach in conveying your value to visitors across all marketing channels. Using the apt segmentation to communicate with your target consumer to build brand value and loyalty puts them at the centre of everything you do. Your overall intention should be to present a genuine, harmonious, and inclusive brand experience aligned with your brand's strategy, positioning and purpose. In addition, companies will benefit significantly if they choose to fine-tune their processes to respond to the ongoing changes caused by the internet and initiate changes that would be beneficial to their customers.

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Google’s Core Web Vitals – Are You on Top of This Big SEO update?

By Team #ARM Worldwide
July 1, 2021

Core Web Vitals are a hot topic in the SEO realm right now. They are a set of user-facing metrics, helping site owners measure the user experience on the web. Ranking higher on search engines is a continuous effort to ensure that your website has the best reasonable chance to attract the largest amount of traffic and relevant visitors, and Core Web Vitals are the new top-notch metric. Webmasters need not be performance gurus to understand the quality of experience they are delivering to their users. So let’s discuss and understand the different facets of page experience and how to optimise your site by improving these web vitals for an unbeatable UX this 2021:

Defining the Core Web Vitals

Core Web Vitals are a set of metrics that contain real-world user experience for loading performance, interactivity, and visual stability of your web page. The three Core Web Vitals are:

Largest Contentful Paint (LCP): Time taken to render the largest element, typically an image, video, or perhaps a large block-level text element. This is crucial as it informs the reader that the URL is actually loading.
First Input Delay (FID): The time from when a user first interacts with your page to the time when the browser responds to that interaction. Scrolling and zooming don't count towards the measurement of your webpage FID score.
Cumulative Layout Shift (CLS): CLS measures the visual stability, i.e., the sum total of all individual layout shift scores for every unexpected layout shift that transpires during the complete lifespan of the web page.

Why are the Web Vitals so important?

Google places importance on Page Experience for an overall positive UX. As a result, Core Web Vitals have become the most heavily weighted aspect of your Page Experience score. Webmasters now need to build a web ecosystem that users love, and the Core Web Vitals will become a key ranking factor. By improving these Web Vitals, you will be able to significantly reduce your bounce rate and get users to stay on your website longer. Optimising the quality of user experience is the key to the long-term success of any site. Whether you're a business owner, developer, or marketer, Web Vitals help you quantify the experience of your site and identify opportunities to improve. User experience is also an essential factor in SEO rankings. Unfortunately, a faster website with poor UX can still cost you conversions, fewer page views, and poor customer satisfaction. Improving Web Vitals helps you remedy that.

How does the Google Algorithm Reward?

Web pages that receive a score of 'good' for the Core Web Vitals deliver an aspirational level of user experience and might boost the page experience segment of ranking on the SERPs. Aside from the initial ranking boost that Google promises, the inclusion of badges and having your pages featured in Top stories will also significantly impact your Click-Through Rates (CTRs). As measured by Google in CRUX, optimising for these performance metrics will undoubtedly positively impact the user experience. It will further help increase session lengths, better satisfaction scores, increased conversion, and SEO traffic. Google believes that the Core Web Vitals are critical to all web experiences. As a result, it is committed to surfacing these metrics in all of its popular tools, helping you more easily diagnose & fix user experience issues.

Optimising Core Web Vitals

Here are some suggested tricks to render your main content faster, respond more quickly to user interactions, and avoid sudden layout shifts to improve user experience:

Adopt an image CDN to optimise your Largest Contentful Paint. An image pushed by an image CDN gets a string of properties in its URL, telling the browser how the image should behave.
The First Input Delay should improve noticeably as you adopt best practices like code-splitting and breaking up your Long Tasks. Move non-UI operations to a separate worker thread to cut down main thread blocking time.
Prevent Cumulative Layout Shift by adding the width & height for images in the CSS, adding some sort of low-resolution placeholder while the image loads, or reserving space for jumping ads and injected content.

Actionable Tips You Should Know

Build a checklist of actionable items to prepare yourself for the inevitable rollout of these new ranking factors. Pro tip: When testing, focus on field data as it accurately reflects the real user experience of your site. Turn to Lighthouse for some excellent tools built into Chrome, host and measure at web.dev and Page Speed Insights by Google to find the broad technical issues with your site. Keep the key templates of your web page mobile-friendly. The layout and usability of a website on mobile can make or break the user experience. Spot-checking individual pages help flagging issues. Optimise your server by upgrading your hosting plan, also use a recent version of PHP. Furthermore, preloading DNS queries helps minimise the delay between an asset being requested by the user and the display of that asset.

Final Words

Each of the Core Web Vitals renders a distinct facet of the user experience, is calculable in the field and reveals the real-world experience of a significant user-centric outcome. Keep in mind that content relevance is still considered necessary when it comes to rankings. A page with profoundly relevant content to a query could conceivably rank well even if it had a poor page experience signal. Therefore, you must embrace any push to improve your site's performance and the ranking impact of these metrics that has undoubtedly created a significant buzz in the web performance and SEO communities.

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Build and Grow: Top Of The Funnel Marketing Strategy

By Indrani Pati
June 18, 2021

The very first stage of a customer's journey is the most crucial one for any business. Marketers plan to increase the number of prospects that enter the business pipeline and then push to trickle them down. Top Of The Funnel (TOFU) is where the prospects become aware of your brand and get ready to establish a connection with your brand. Let's dive deeper into how you can tweak your TOFU marketing strategies effectively to create brand awareness and generate demand:

Understand your Marketing Funnel

The marketing funnel is a mechanism that helps you visualise the path of a prospect, from an introduction (awareness) to a lead (consideration) to a client (conversion) and hopefully beyond (advocacy, loyalty & retention)! The marketing funnel provides measurability. It shows where you're losing customers to help pivot your strategy. You can predict sales volume through the funnel, improvise existing strategies and develop new ones. Funnels help in boosting conversion rate optimisation. Non-targeted visitors will be filtered out; the ones who stay are more likely to pay for your offerings or are going to engage more. By deploying checkpoints and scoring parameters, you can classify the levels for segmenting your funnel and customise subsequent outreach for maximum efficiency.

Significance of Focusing on TOFU

Marketers can assure that potential customers are in the pipeline by consistently generating new hits at the top of the funnel. TOFU content fits into the first three phases of the consumer decision-making process — need recognition, search for information and product evaluation. They are the essential steps in the decision process to convert consumers from leads to actual customers. Putting tactics for TOFU in your content marketing mix allows you to widen your prospect base and future proof demand. Creating TOFU conversion points (like bumper ads, infographics, webinars, blogs) immediately widens the audience pool, generating a dialogue between your brand and customer earlier in their journey. TOFU keeps new leads in the pipeline and offers the chance to nurture and guide them through the marketing funnel, so they become qualified for sales outreach. Saving the time of your sales team decreases the time taken to convert a lead and therefore brings you even more ROI. Content created for TOFU are also assets a sales team can link to.

Upgrading TOFU Tactics

The objective at the top of the funnel is to simply tickle your visitor and pique their interest just enough to engage further. There are several ways you can implement effective TOFU strategies. Predictive data analysis makes a marketer smarter, being able to identify your ideal customer profile on three levels- digital footprint, firmographics and tech stack. Automatically adapt the journey for each consumer along a predefined funnel based on their tendency to take the action you desire. Improve targeting precision by gaining access to visitors' social data and UGC, putting your brand's offering into a consumer perspective, which is great for building credibility. It is an effective way to harvest prospects relevant to your product/service. Data-driven content assets are a great format to build solid authority. Creating gated content will give you a more citable version to host on your site while also retaining the incentive for anonymous visitors to become leads.

Content Ideation for TOFU

TOFU content helps quench a potential customer's thirst for knowledge by doing one simple thing well: Educate. It is the first touchpoint that sets the tone specifically in the 'awareness' stage of the buyer's journey. The most preferred way of finding TOFU content topics is to use Google Autosuggest. By speaking to the customer's pain point, you can optimise content to your buyer persona, and the search will aid in attracting leads you want. Survey customers, find out what questions or issues your ideal customers have, notice trends in these questions, and collect ideas on creating the most helpful content for potential customers. Using Keyword Research tools, you can identify a lot more data around content topics with organic demands and how competitive those terms are to rank for.

Measuring Success and Outcomes

Key metrics for measuring the success of TOFU marketing provide you with actionable insights into how to identify and address issues that may be hindering prospects throughout the marketing funnel.

Assessing owned media: Encompassing all social media platforms, brand PR and websites. Gathering stats (like reach, visits, opens) from these media to assess performance creates awareness for your brand.
Assessing earned media: Measuring shares and RTs, unsolicited comments about the brand, etc., and monitoring influencers who share brand content as it matters "who" shares about your brand, not just that it is being shared.
Assessing paid media: Evaluate the performance of TOFU marketing efforts by measuring reach, frequency, CTR and CPC. Metrics like brand mentions can calculate the execution of 'word of mouth' efforts.

Final Words

Streamlining your TOFU marketing tactics throughout the funnel will cut costs while improving retention. By slowly getting acquainted with your audience and by providing value, you set your company up for long-term success and improved ROI across all marketing channels. For you and your marketing team, conversions begin at the top. When your TOFU marketing strategies speak to your target consumers' pain points and are enticing, then you have a dual weapon that is promised to increase your conversion rates!

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Digital Marketing / Inbound Marketing

HubSpot’s Pivotal New Addition: Operations Hub

By Indrani Pati
June 10, 2021

HubSpot is a pioneer inbound marketing, sales and servicing platform. The product has built a reputation as an innovator and mainly focuses on being the leading CRM tool. More than 113,000 companies in over 120 countries worldwide rely on HubSpot to scale their business. HubSpot recently announced its highly anticipated, brand new Hub to accompany their existing Marketing, Sales and Service Hubs. Here’s how integrating the newly launched Operations Hub will automate your business processes and take your customer experience to a whole new level:

WHAT IS THIS NEW HUB ABOUT?

Operations Hub gives you a unified toolset that connects your client’s applications, cleans their customer data, and automates your business processes as part of HubSpot's easy and powerful CRM platform. This Hub is designed to transform the role of operations professionals across businesses and empower them to take centre stage in helping their companies scale. It further provides Operations teams with the tools and processes to support a unified effort throughout your company by breaking down silos, generating insights, automating manual processes and connecting each department for more efficient communications. With Operations Hub, assuring data quality isn't just easy; it's automatic. You will be able to declutter date properties, clean up country codes, polish up phone number fields, and in a matter of seconds!

WHAT ALL CAN IT DO?

Users can unify client data in a connected CRM platform, and ultimately, play an active role in shaping their company’s strategy. Technically, Operations Hub has three core features: Data Sync, Programmable Automation and Data Quality Automation. Let’s discuss these further. Data Sync is to ‘align’ systems and teams. It packs all the punch of a custom-built connector, bidirectional sync, custom field mappings, filtering, historical syncing — in an easy, code-free package. Programmable Automation is needed to help teams ‘adapt’ and become more efficient. You can create custom automation actions for every business process — from territories to time management notifications to NPS — to keep your team efficient and your customers happy. Data Quality Management is applied to ‘adopt’ better business processes through automation. Data will be clean and under control automatically so that your Operations team can focus on sparking further growth instead of putting out data fires.

WAIT, THERE IS MORE MAGIC!

Research conducted by HubSpot explains that over 60% of operations professionals have to do duplicative work because of a lack of alignment between teams. Operations Hubs offer plenty of features that will surely excite other business teams as well. Workflow integrations can trigger actions in third-party systems like Slack messages, Zoom webinar invites, and dozens more, all through your HubSpot workflows. You can store and customise all the data you need to interact with your customers. Creating single-object, cross-object, or custom funnel reports to monitor the health of your business has never been easier! Additionally, your revenue operations can drive company growth by operationalising the UX lifecycle from Anonymous to Promoter. Seek balance and trade-offs, increase operational efficiency, velocity, profitability, and much more!

SO, WHO IS IT FOR?

Operations teams reportedly spend 80% of their time putting out data and process fires and just 20% driving business strategy and improving the customer experience. Operations Hub makes it easy for any business with a weak operation infrastructure, data management and sync issues. Businesses that are unable to keep clean data as it’s stored within companies’ internal silos, which reduces efficiency and causes fractures in UX. It is further helpful if your company has several manual processes for Operations teams to handle, leading to delays, dependencies and chances of human error. For instance, automating business processes — from lead rotation & territory management to renewal & post-sale planning — to keep teams efficient and customers happy. Moreover, if you need a natively connected tech stack, you can acquire a one-window platform to automate operational processes that allow HubSpot to integrate with third-party apps, tools, or softwares seamlessly.

AND HOW ARE BUSINESSES USING IT?

Using JavaScript or any Node.js library, you can create custom workflows or bot actions. These custom actions can be used to run SQL queries, make API calls, model objects, and anything else you can think of. There are several use cases for Operations Hub. Your business can create complex calculated lead score properties; manipulate and transform your property value, create a lead score using data and inputs from HubSpot and other systems, and then populate the value in a custom HubSpot property. With Data Architecture, you can organise data, move data points across objects, and automate a sound reporting strategy framework. Advanced Workflow Automation takes your workflow automation to the next level by removing limitations of standard actions, with the new ‘custom code action' and ‘create a webhook action’ in workflows, along with custom-coded bot action in chat flows.

FINAL WORDS

With this, we conclude our tour of the revolutionary Operations Hub. This new addition to HubSpot’s platform has a huge pot ential to deliver exceptional process automation and data management functionality. However, the most exciting bits are the customisable work and chatbot flow actions that open up endless possibilities. Looking to foster alignment between operations teams, leadership teams, and your organisation’s tech stack? Consider adding Operations Hub into your mix.

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Get to know how vaccination works!

LET’S CHECK OUT HOW VACCINES SLAY COVID! India has started one of the biggest vaccine drives around the world considering its large population, now we certainly have some common questions in mind about the vaccination process and the vaccines. We have heard rumours and a lot of information has been…

By Team #ARM Worldwide
June 4, 2021

LET’S CHECK OUT HOW VACCINES SLAY COVID!

India has started one of the biggest vaccine drives around the world considering its large population, now we certainly have some common questions in mind about the vaccination process and the vaccines. We have heard rumours and a lot of information has been flowing in. But we need to only focus on the facts and the most important thing, GET VACCINATED!

“I’ll look for you, I’ll find you and I will vaccinate you.”

Yes, one thing is very clear that we need vaccines. There is no doubt or question about the need to get vaccinated. Now the doubts about the efficacy and effectiveness of the vaccine are what has been making people hesitant about it. So before that, quick FYI, The dictionary meanings of these terms are different from the way they are used in scientific discourse.

Yes, efficacy and effectiveness are different terms here.

Efficacy - the ability of something like a drug or a medical treatment to bring about the results that are wanted.

Effectiveness - how well a particular treatment or drug works when people are using it, as opposed to how well it works under carefully controlled scientific testing conditions


VACCINE	COMPANY	DOSES	EFFICACY	PRICE	TYPE
COVISHIELD	AstraZeneca-Oxford University vaccine with Serum Institute of India (SII)	2(6 to 8 weeks apart)	71%	Free in Govt. hospitals.Private - Rs.250 per dose	Non-replicating viral vector
COVAXIN	Bharat Biotech with Indian Council for Medical Research (ICMR).	2(4 weeks apart)	81%	Free in Govt. hospitals.Private - Rs.250 per dose	Inactive virus vaccine
SPUTNIK V	Russia's Gamelya Centerwith Dr.Reddy’s Laboratories in India	2(21 days apart)	91%	Rs 995 per dose	Cold-type virus

There are some dissimilarities and benefits that peg the vaccines apart, but they work with the same objective in mind: to protect you from COVID-19. Covishield or the Oxford-AstraZeneca jab remains to be the popular choice, used in maximum countries. Covaxin, on the other hand, is now considered one of the most effective and tolerant vaccines against mutant strains.

But, do the differences make one better than the other?

Now all of this might be a little too much sci-fi for us to understand but the most basic way all the vaccines work is - after being vaccinated, the body starts to produce antibodies especially tailored to the coronavirus.

This means that the immune system is primed to fight coronavirus when it encounters it for real.

Your immune system after the vaccine - Grooooott!

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How Safe Are Vaccines & How To Get Your Slot?

HOW SAFE ARE VACCINES? In the backdrop of reports questioning the safety of the vaccines, the DCGI has said both Covishield and Covaxin are safe Covid-19 vaccines. DCGI VG Somani categorically said, “BOTH vaccines are 110 percent safe. Some side effects like mild fever, pain, and allergy are common…

By Team #ARM Worldwide
June 4, 2021

HOW SAFE ARE VACCINES? In the backdrop of reports questioning the safety of the vaccines, the DCGI has said both Covishield and Covaxin are safe Covid-19 vaccines. DCGI VG Somani categorically said, “BOTH vaccines are 110 percent safe. Some side effects like mild fever, pain, and allergy are common for every vaccine. We will never approve anything if there is the slightest of safety concerns, Somani said.” YES! Now go and get that shot.

SIDE-EFFECTS AND TOLERANCE Much like other vaccines in the offering, both Covaxin and Covishield carry reactogenic side effects. Most side effects are on the milder side- pain at the injection site, tenderness, fever, chills, nausea. Headache, abdominal pain, dizziness, tremors could also be seen in a few cases. But heyy NO PAIN, NO GAIN. Or you can just ask your doctor for some meds.

When can kids get their vaccine shots?

The immune system in children could vary greatly depending on age. A 6-year-old will have a very different immunity than a 16-year-old. Medical trials for vaccines involving children usually undergo stricter protocols than involving adults. Some pharma companies have already started trials for these vaccines and we will soon have them. NOW, WHO SHOULDN’T TAKE THE VACCINE? Yes, the vaccine is SAFE! But there are scenarios where it is advised by the manufacturers or the doctors to not take a particular vaccine. So read this and make sure you take the right vaccine at the right time.

HOW TO BOOK YOUR VACCINE SLOT?

It’s pretty easy and convenient to register for your covid vaccine slot. Just head over to cowin.gov.in and book slots for yourself and your beneficiaries - follow the instructions:

Head over to the CoWIN website, and click on the option to register/sign in yourself.
Put your mobile number and submit to get an OTP. On receiving the OTP, input it to verify.
Now you can register four people for vaccination. Now, insert all the details — your name, gender, year of birth, and photo ID proof, and then click on register.
Upon registering you will get the option to schedule an appointment. Next to the registered person’s name click on the option of schedule.
Insert your pin code and it will display all the centers where vaccination is on in the pin code area inserted by you.
You can then select the center, date, and time of vaccination and click to confirm. This way you can register yourself and your beneficiaries for the vaccination.

There’s also a way to register using Aarogya Setu:

Open the Aarogya Setu app and click on the CoWIN tab.
Select the vaccination registration, and input your phone number, and submit to get an OTP.
Insert the OTP and verify. This will navigate you to the page where registration for vaccination can be done.
Follow the same steps as mentioned above for registering on the CoWIN platform.

SOME CHEATS TO GET YOUR VACCINE SOONER Now due to a surge in covid vaccine appointments, you might not be able to find a slot according to your preferences but there’s a way around that -

you can CLICK HERE to go to the website and put in your pin code, choose your area where you want to find a slot, and when next time a slot is open you will be notified on the mail or WhatsApp about the slot.
Some more websites like these are GetJab and Under45, which provide district-wise updates on vacant vaccine slots via mail and telegram channels.
You can also join telegram channels that might help you look for slots.
Paytm has also integrated a vaccine finder in its mobile application.
Vaccine slots are usually added between 6 PM and 11 PM every day. It is advised to keep a tab on the CoWin portal during that time.

Now, this also needs to be done fast as a lot of people might still be trying to book the same slot. So you might have to be the fastest finger first. But you will get vaccinated so keep trying.

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Stigma Around Covid + Physical & Mental Health

STIGMA AROUND COVID REACH OUT! Don’t be afraid to ask for help. Be connected to your friends and family, seek their support if you need it. Be open to talk about anything with them. If you find yourself in a situation where you need more support then reach out…

By Indrani Pati
June 4, 2021

STIGMA AROUND COVID REACH OUT! Don’t be afraid to ask for help. Be connected to your friends and family, seek their support if you need it. Be open to talk about anything with them. If you find yourself in a situation where you need more support then reach out to a mental health provider, talking groups, and find a space where you can put your feelings forward.

From online psychosocial support to mental health services, APSWP has formed a list of experienced mental health professionals from all across the country. In addition to clearing misconceptions about COVID-19 to helping people navigate through self-isolation, these experts are also providing specialized help in various mental health issues. You can access the contact details of the professionals here. This article might also be helpful, Visit Here. STIGMA AROUND COVID A major challenge around infectious diseases like HIV, Ebola, Swine flu, has been dealing with the deep-seated stigma around affected populations. As the covid-19 turned into a pandemic people were understandably frightened and concerned. Anxiety caused by lockdowns, many unknowns around COVID-19, and fear of being infected has given rise to stigma in local communities, leading to prejudices against people and social isolation.

Cases have been reported of people affected with COVID-19 as well as healthcare workers, sanitary workers and police who are in the frontline for management of the outbreak, facing discrimination on account of heightened fear and misinformation about infection.
Even those who have recovered from COVID-19 face such discrimination.
Certain communities and areas are being labeled purely based on false reports floating on social media

People need to understand that COVID-19 is a highly contagious disease that spreads fast and can infect any one of us, we can protect ourselves through social distancing, washing our hands regularly and following coughing etiquettes. The important thing is that the disease is curable and most people will recover from it. Remember, Doori COVID se banaye, Jisko COVID tha hai usse nahi :) HOW CAN STIGMA AFFECT?

The anxiety and concern of being discriminated against covid can lead to:

People worrying about being shunned and less likely to get tested or seek medical care, increasing infection risks for them and others.
This undermines efforts to test for and treat disease.
Discourage them from adopting healthy behaviors
It can make people feel isolated and even abandoned. This can result in the social isolation of groups of people in fear of getting covid.
Stigmatized groups may often be deprived of the resources they need to care for themselves and their families during a pandemic.

All of these factors have a negative impact on the mental well-being of anyone. They may feel depressed, hurt and angry. There is an urgent need to counter such prejudices and rise as a community that is empowered with health literacy and responds appropriately to this adversity. To fight stigma, educate yourself and people around you about covid. It helps dispel harmful stereotypes.

Keep your facts in check from reputable sources
Don’t forward any messages on social media before checking the authenticity
Speak up and correct people if they are misinformed
Show support for the frontline workers and help them whenever possible
Share positive stories of those who have recovered from COVID-19.

Remember, everyone is in this together. The COVID-19 pandemic will be over sooner if fears and rumors are replaced by facts, proper action and a show of support for one another. This will not only make your environment positive but will also make your mental health strong. Mental Well-being + Physical Well-being = The Best Of You! But, focusing on mental well-being alone isn’t enough. What we need is a holistic approach, and this is where physical well-being comes into play. Exercising is one of the best ways to combat stress & anxiety. The benefits are strongest when you exercise regularly. People who exercise regularly are less likely to experience anxiety than those who don’t exercise. But first, let me make an excuse More often than not, we get super creative with our excuses to not exercise: “It’s 7:01! Ugh, will definitely begin at 8.” (Of course we know that’s not gonna happen!) “My mom’s sister’s husband’s sister lost her phone today, I must console her.” (How about consoling your future self?) “Let me just watch this one last episode!” (Are you sure “last episode” is a thing for you?)

It’s time to ‘binge on’ physical fitness now! Enter: Fitness Apps! To put your fitness motivation on turbo-boost, you can go for apps like Strava, Cult.fit, Fitify among others. What’s even better, is to tag your friends along your fitness journey and make it more fun! The best part about it all? You can choose your type of exercise- dance to your favourite tunes, go all in on push-ups, or walk- it’s all up to you. The idea is to Burn Calories!! And the benefits of exercising are just amazing! Stress hormones: Exercise lowers your body’s stress hormones — such as cortisol — in the long run. It also helps release endorphins, which are chemicals that improve your mood and act as natural painkillers.

Sleep: Exercise can also improve your sleep quality, which can be negatively affected by stress and anxiety.

Confidence: While hair flipping counts as a major confidence activity, it’s not the only one. When you exercise regularly, you may feel more competent and confident in your body, which in turn promotes mental wellbeing. Strengthens Heart: If your heart is weak from listening to Arijit Singh’s songs and missing your ex, you must definitely exercise. Go ahead and flex a healthy heart, the strongest muscle in your body!

Chasing this idea, few #ARManions have also started a fitness revolution of sorts, and guess what, this turned out to be a one of a kind fitness movement where from a ‘few’ it has gone to almost the entire organization! ARManions are making sure that a minimum 30 mins of workout becomes a part of their daily routine.

Not only, it is helping in staying fit, but is bringing the entire organisation together as people are motivating each other to go for that one last rep! ;)

When Hobby becomes a Habit! They say you can learn a skill in 21 days and which can turn it into a hobby and when a hobby becomes a habit, results are simply amazing! This month, three of our fellow Armanions stood shining (with sweat) and got rewarded for their incredible workout experiences. Kudos to Tapan Kharbanda Sakshi Chawla Kartik Pande - winners of this month for their consistency and discipline towards fitness!

You guys truly are an inspiration to everyone!

Now who wouldn’t want to be a part of this awesome gang? We would love to welcome more members to join the initiative and there is only one mandate: EXERCISE So, time to burn some calories. Even if it's for a few minutes, make sure you do it with all your dedication. (Yes, with the same amount of dedication you put into binge-watching your fav. TV series) Stay home, stay healthy, stay happy and STAY TUNED for more updates… :D

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