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Marketing Communications

Unlocking the Potential: How Performance Marketing Drives Lead Generation

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Role of Performance in Lead Generation In today’s dynamic digital landscape, businesses are continually seeking innovative strategies to attract potential customers and convert them into loyal clients. One of the most effective approaches to achieving this is performance marketing. This data-driven strategy focuses on achieving specific, measurable outcomes such as clicks, leads, and sales. By leveraging various digital channels and sophisticated tracking tools, performance marketing has become indispensable for lead generation. Here’s an in-depth look at how performance marketing is transforming lead generation and why it’s crucial for businesses aiming for sustainable growth. Understanding Performance Marketing Performance marketing is a broad term that encompasses a variety of online marketing activities where advertisers pay based on the results achieved. Unlike traditional advertising, where payments are made for exposure regardless of the outcome, performance marketing ensures that every dollar spent is tied to a measurable action. These actions could be clicks, leads, conversions, or sales, making it a highly cost-effective approach. Key components of performance marketing include: Pay-Per-Click (PPC) Advertising: Advertisers pay a fee each time their ad is clicked, driving traffic to their websites. Affiliate Marketing: Partners promote a business’s products or services and earn a commission for each lead or sale generated. Social Media Advertising: Targeted ads on platforms like Facebook, Instagram, and LinkedIn reach specific audiences to drive engagement and conversions. Search Engine Optimization (SEO): While not a paid strategy, SEO enhances organic search visibility, leading to increased traffic and potential leads. The Role of Performance Marketing in Lead Generation Targeted Reach Performance marketing allows businesses to precisely target their audience based on various parameters such as demographics, interests, and behaviors. This ensures that marketing efforts are directed towards individuals who are most likely to be interested in the products or services offered, thereby increasing the quality of leads generated. For instance, using tools like Google Ads and Facebook Ads, businesses can create highly targeted campaigns that reach users at different stages of the buying funnel. Measurable Outcomes One of the primary advantages of performance marketing is its focus on measurable results. Marketers can track every aspect of their campaigns, from ad impressions to clicks, conversions, and beyond. This data-driven approach provides valuable insights into what strategies are working and what aren’t, allowing for real-time adjustments and optimization. By continuously refining their campaigns, businesses can improve their lead generation efforts and achieve better ROI. Cost Efficiency Traditional advertising often involves significant upfront costs with no guarantee of results. In contrast, performance marketing ensures that businesses pay only for successful outcomes. This pay-for-performance model reduces financial risk and ensures a higher return on investment. Additionally, with the ability to set specific budgets and bid strategies, businesses can control their spending and maximize the efficiency of their marketing efforts. Enhanced Engagement Performance marketing leverages various channels and formats to engage potential leads. From engaging social media ads to informative content marketing and compelling email campaigns, these diverse tactics help capture the attention of prospects and nurture them through the sales funnel. Interactive and personalized content further enhances user engagement, increasing the likelihood of lead conversion. Scalability Performance marketing campaigns can be easily scaled based on the business’s goals and budget. Whether a company is looking to expand its reach or focus on a niche market, performance marketing provides the flexibility to adjust campaign parameters and scale efforts accordingly. This scalability is crucial for businesses looking to grow their lead generation efforts over time. Real-World Success Stories Many businesses have successfully harnessed the power of performance marketing to drive lead generation. For instance, e-commerce companies often use PPC advertising and retargeting campaigns to attract potential customers who have shown interest in their products. Similarly, B2B companies leverage LinkedIn Ads and content marketing to reach decision-makers and generate high-quality leads. Conclusion In the competitive digital marketplace, performance marketing stands out as a powerful tool for lead generation. Its ability to target specific audiences, provide measurable outcomes, ensure cost efficiency, enhance engagement, and offer scalability makes it an essential component of any successful marketing strategy. By embracing performance marketing, businesses can unlock new opportunities, drive significant growth, and achieve long-term success in their lead generation efforts. 29th July 2024 Share this article Twitter Facebook LinkedIn Email WhatsApp Marketing Communications Share this article Twitter Facebook LinkedIn Email WhatsApp Do you have a question for ? Write to us at contact.dwindia@gmail.com Published by preetidwindia I’m an entrepreneur, a marketing specialist, and a blogger. I work to help companies, brands, people with marketing strategies. I envision everyone having a blog of their own. My efforts are focused on this vision. For this, I help my audience with blog set-up, content creation, and content marketing. View all posts by preetidwindia

Inspiring Women

Inspiring Women Every Wednesday: Tarunjeet Rattan (Special Series)

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Managing Partner, Nucleus PR Founder, PRPOI Let’s Get Inspired In Conversation with Tarunjeet Rattan – Preeti Juneja Q. What motivated you to pursue a career in PR? Tell us your story. Storytelling and the possibility of telling more stories that create an impact motivated me to join PR. Like most people from my generation, PR was a happy discovery for me once I joined mass communication. It was an aberration from the army of engineers and doctors produced by science streams from my graduating year. Once I entered the industry, I was fascinated by the impact PR can create. As a science geek fascinated by the nuances of communication, I was fortunate to have good mentors who taught me the ropes and I went through my baptism by fire in the industry. I have taken these learnings and imbibed them into my venture – Nucleus PR and other industry initiatives like PRPOI, and networks I am a part of like PRBI and PRCAI, where I endeavour to create a better community and industry for talent to work in. Q In your view, how is PR and Digital Marketing related? Both PR and digital Marketing shadow each other. Both deal with creating perceptions and impacting consumer behavior. However, they differ in terms of their overall purpose. While Digital Marketing aims to create visibility with the right target audiences and moments, PR endeavours to build brand trust and reputation. When both work together, they can create real brand impact. Q. What are the best practices for posting news on social media? While there are umpteen articles you will find on this subject on the internet, my experience has helped me collate these 3 ground rules that you can follow on amplifying news Understand the medium you post the news on and craft a relevant hook that works for that platform’s audience. For example, LinkedIn requires a different hook than Twitter/ X. Be respectful of the news outlets’ efforts. Each one has worked hard on their story and has served their readers. They will share the stories with readers according to their preferences. So, if this is behind a paywall, don’t take screenshots of the story and post them. You can take a screenshot of the headline as it is visible on the paywall page and post it. Please share a link with your followers and let them decide whether they want to pay for the story. Acknowledge the news outlet and journalist on the post with tags Q. Do you have a role model within your industry who has inspired you? How has that person influenced and inspired you? I have been fortunate to have strong women leaders who have chosen to give me their time to mentor me. As an industry, we deal with people and the perceptions that people make. While it is easier to deal with the latter, what exhausts you is the first one. Burnout is a common challenge in our industry, as the demands of managing interpersonal relationships can become overwhelming for many professionals. So, learning was essential to survive and thrive in the business. While I have had a lot of good people from brands I worked with, journalists who interacted with me and PR teams I worked with, friends and colleagues, family and friends who shared their expertise with me, motivated me and furthered my understanding of ‘people’ in the ‘people business’, two individuals have had a profound impact on me – Lorraine Mendes and Deepshikha Dharmaraj. Both these mentors have had a huge influence on understanding people and dealing with them. They continue to inspire me with their journey. Q. What advice would you offer to young individuals interested in joining this profession? There is so much I can say about this question! But instead, let me share 5 pertinent evergreen pieces of advice that will help them in the future. PR is a strategic communications field that requires a deep understanding and nuanced analysis of human behaviour and societal impact. Three skills that will always give you the edge – reading, writing, listening EQ is a worthwhile skill to develop Identify and work with a mentor periodically who will help you upskill to the next level A PR job does not demand a mass communication degree. It requires adaptability, learnability, and a great attitude. Everything else is teachable. For more, I will direct their attention to PRPOI – India’s largest PR community that is dedicated to upskilling professionals continuously. Share this article Twitter Facebook LinkedIn Email WhatsApp Do you have a question for Tarunjeet Rattan ? Write to us at preeti.juneja@dreamwebindia.com About Author Tarunjeet Rattan Tarunjeet has dedicated over two decades to the field of communication, encompassing PR, journalism, and events. Her journey began in premier agencies and corporate houses, but she soon ventured into entrepreneurship, founding the highly regarded boutique firm, Nucleus PR. Through her work, Tarunjeet has amplified the voice of the PR community and furthered this impact by establishing Public Relations Professionals of India (PRPOI), a dynamic 10,000-strong community focused on upskilling the industry. As a board member of the esteemed global PRBI network of founder-led boutique agencies, she has made significant contributions on an international scale. Her exceptional work in PR, industry contributions, and entrepreneurial achievements have earned her numerous awards over the past two decades. This year, for the fourth time, she was named the ‘Top Influencer in the country’ in PR by a leading publication. Recognized as a PR expert, her insights are frequently sought after by the media. With a degree in Mass Communication and Digital Marketing from prestigious Indian institutions, Tarunjeet is also an NLP practitioner. She uses her skills to delve into conversations, simplify communication, and build strong brand reputations. As a thought leader, she blends her expertise in communication marketing, branding, digital, industry insight, and research with her passion for storytelling to enhance brand reputations. Her extensive experience and data-driven insights have helped her cultivate a strong reputation among her impressive roster of clients 24th July 2024

Marketing Communications

Why SEO Optimisation is Extremely Important for Lead Generation?

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Role of SEO Optimization in Lead Generation In the highly competitive digital marketplace, businesses are constantly seeking effective strategies to attract and convert potential customers. One of the most powerful and sustainable methods to achieve this is through Search Engine Optimization (SEO). SEO is the practice of enhancing your website to improve its visibility in search engine results pages (SERPs). When done correctly, SEO can be a game-changer for lead generation. Here’s why SEO optimization is extremely important for lead generation: Increased Visibility and Traffic The primary goal of SEO is to increase your website’s visibility on search engines like Google. When your site ranks higher for relevant keywords, it becomes more accessible to potential customers who are actively searching for products or services you offer. This increased visibility drives more organic traffic to your site, creating more opportunities for lead generation. Targeted Audience SEO allows you to attract a highly targeted audience. By optimizing for specific keywords and phrases that your potential customers are searching for, you ensure that the traffic coming to your site is relevant and interested in your offerings. This targeted approach significantly enhances the likelihood of converting visitors into leads. Cost-Effective Strategy Compared to paid advertising, SEO is a cost-effective lead generation strategy. While it requires an initial investment of time and resources, the long-term benefits far outweigh the costs. Once your site starts ranking well, you’ll continue to receive organic traffic without ongoing advertising expenses. This makes SEO a sustainable and budget-friendly option for lead generation. Builds Credibility and Trust Websites that rank highly on search engines are often perceived as more credible and trustworthy. Users tend to trust search engines to provide relevant and high-quality results. By investing in SEO and achieving high rankings, you position your business as a reputable authority in your industry. This trust encourages potential leads to engage with your content and consider your products or services. Enhanced User Experience SEO optimization goes beyond keywords and backlinks; it also focuses on improving the overall user experience (UX) of your website. Factors such as site speed, mobile-friendliness, and easy navigation are crucial elements of SEO. A well-optimized site that provides a positive user experience keeps visitors engaged and reduces bounce rates, increasing the chances of converting visitors into leads. Local SEO for Targeted Leads For businesses that operate locally, local SEO is essential. Optimizing your site for local search terms and creating a Google My Business profile can help you attract nearby customers. Local SEO ensures that your business appears in local search results, making it easier for local leads to find and contact you. Competitive Advantage In today’s digital age, almost every business understands the importance of an online presence. By investing in SEO, you gain a competitive edge. Ranking higher than your competitors on search engines allows you to capture more market share and establish your brand as a leader in your industry. This competitive advantage is crucial for sustained lead generation and business growth. Measurable Results and Insights One of the key benefits of SEO is the ability to measure and analyze results. Tools like Google Analytics provide valuable insights into your website’s performance, including traffic sources, user behavior, and conversion rates. This data allows you to understand what’s working and what needs improvement, enabling you to refine your SEO strategy for better lead generation outcomes. Long-Term Results Unlike paid advertising, which stops generating leads once you stop paying, the results of SEO are long-lasting. Once your website achieves high rankings, it can maintain those positions with ongoing optimization and quality content. This means that your investment in SEO continues to pay off over time, providing a steady stream of organic leads. Integration with Other Marketing Strategies SEO complements other digital marketing strategies such as content marketing, social media marketing, and email marketing. By creating high-quality, SEO-optimized content, you can attract more visitors to your site, who can then be nurtured through social media and email campaigns. This integrated approach maximizes your lead generation efforts and ensures a cohesive marketing strategy. Conclusion SEO optimization is not just about improving search engine rankings; it’s about creating a sustainable strategy for lead generation and business growth. By increasing visibility, attracting a targeted audience, building credibility, enhancing user experience, and providing measurable results, SEO plays a crucial role in generating high-quality leads. Investing in SEO is a smart move for any business looking to thrive in the digital age, providing long-term benefits that far outweigh the initial investment. 22nd July 2024 Share this article Twitter Facebook LinkedIn Email WhatsApp Marketing Communications Share this article Twitter Facebook LinkedIn Email WhatsApp Do you have a question for ? Write to us at contact.dwindia@gmail.com Published by preetidwindia I’m an entrepreneur, a marketing specialist, and a blogger. I work to help companies, brands, people with marketing strategies. I envision everyone having a blog of their own. My efforts are focused on this vision. For this, I help my audience with blog set-up, content creation, and content marketing. View all posts by preetidwindia

Inspiring Women

Inspiring Women Every Wednesday: Priyadarshani Sharma(Special Series)

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Communications Lead – Roche Diagnostics India and Neighbouring Markets Member, WICCI PR and Digital Marketing Council Let’s Get Inspired In Conversation with Priyadarshani Sharma – Preeti Juneja Q. What motivated you to pursue a career in PR? Tell us your story. Everyone has a story, and I get to be a part of it. PR also offered me a profession without any specific vertical/ industry boundaries. In my 19 years, I have worked across a wide spectrum of industries, and that has helped me gain a working knowledge of each of them—technology, hospitality, pharma, logistics, and real estate. It has allowed me to gain a peripheral vision of how these industries interact with the larger macroeconomic picture and helps me join the dots. Q In your view, how is PR and Digital Marketing related? In today’s world, these lines are blurring more and more, especially when discussing B2C. We go where the audience is, and most are on either social media platforms or accessing digital platforms for all their needs, from health to banking to shopping. The difference is in the objective of the communicator and that shapes the storytelling irrespective of the platform. Q. What are the best practices for posting news on social media? When it comes to posting news, one must follow the 5W & 1H – who, what, when, where, why and how—again going back to the objective of sharing ‘news’ to ‘inform’ a specific audience and what we expect this audience to do with this information. Given the nature of social media, what changes is how we deliver it. To begin with, it needs to be catchy, creative, crisp, etc. The great thing about social media is that it allows you to target specific audiences to deliver the same ‘news’ to different audiences customized to their behaviour patterns/preferences for consuming news. Q. Do you have a role model within your industry who has inspired you? How has that person influenced and inspired you? I have been extremely lucky to have worked closely with not one but several inspiring leaders – from PR and outside. The lessons I have learnt from them have helped shape who I am today – as a professional and human being. I carry with me the lessons of humility, authenticity, evergreen curiosity and patience that I hope will help me pay forward to the community what I have received from my seniors. Q. What advice would you offer to young individuals interested in joining this profession? We are living in very exciting times. There is a lot of disruption and promise of more with technology pushing boundaries and opening new vistas. My advice to young professionals would be to stay curious and embrace change. Share this article Twitter Facebook LinkedIn Email WhatsApp Do you have a question for Priyadarshani Sharma ? Write to us at preeti.juneja@dreamwebindia.com About Author Priyadarshani Sharma Experienced integrated communication expert with a keen eye for detail and over 19 years of experience. Specializing in designing communication strategies that deliver measurable results through creative storytelling. Senior-level advisor skilled in managing issues and change, enhancing media presence, and boosting employee engagement. Priyadarshani has been promoted to Communications Lead for Roche Diagnostics India and Neighboring Markets. Having been with Roche for 5 years, she previously served as the Cluster Communications Head for India, the Middle East, and Africa (IMEA). In her previous role, she led internal and external communications for over 75 countries within the IMEA region. Industries served: Healthcare, Pharmaceuticals, Information Technology, Logistics, Education, and Non-Government Organizations. 17th July 2024 Share this article Twitter Facebook LinkedIn Email WhatsApp Inspiring Women More Interviews Published by preetidwindia I’m an entrepreneur, a marketing specialist, and a blogger. I work to help companies, brands, people with marketing strategies. I envision everyone having a blog of their own. My efforts are focused on this vision. For this, I help my audience with blog set-up, content creation, and content marketing. View all posts by preetidwindia

Inspiring Women

Inspiring Women Every Wednesday: Deepa Dey (On World PR Day)

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Head Communication & Sustainability, Nutrition and Special Projects at Hindustan Unilever Limited Let’s Get Inspired In Conversation with Deepa Dey – Preeti Juneja Q. What motivated you to pursue a career in PR? Tell us your story. My career in comms was totally unplanned, and the decision to join PR was also sudden. In fact, when I joined, I was not even aware of the discipline and what it entails. After doing my Masters in English, I was keen to pursue journalism and was working as a stringer with The Economic Times in Calcutta while doing my MPhil. The need to be self-reliant pushed me to join Amrita Bazaar Patrika as a part of their relaunch team. Soon, I learned that The Statesman was hiring, and I applied and was among the four people selected. At this juncture, I got a call from a headhunter who told me about the opening at The Park Hotels. I went for the interview and was offered the job – someone decided to take a punt on a newbie, and there I was! And here I am! Q In your view, how is PR and Digital Marketing related? I prefer to look at this question differently. Instead of looking at it from the input side, which is what this question is trying to do, I prefer to look at it from the other side – what is the best route for the message to land well with the stakeholder? It is best to start with what the expectation is from the comms outreach – is it product/service uptake, awareness generation, or issue management? Once that is defined, the route to take there will be easy. For a startup that wants to focus on product uptake, it is best to use digital platforms to do performance marketing and not worry about large format stories in pink paper. But for a company that wants to bring about policy changes to support business growth, large format stories and edit pieces are critical. Insta reels may not necessarily help in that space. It is always better to clearly articulate what “win” looks like before choosing the pathway towards it. Q. What are the best practices for posting news on social media? News in today’s world is emerging from smart devices connected to the ubiquitous network. Everyone is documenting the world around and sharing this. Various social media platforms that we use are, inadvertently, becoming aggregators of these contents. Algorithms are pushing content to us, and we are all living in a bubble. In a world like this, companies and brands have limited options for “posting” news. The current focus should be to shape the ‘views’ – through a set of outreaches including media and influencer engagement. These would include direct contact programmes, information dissemination through company own assets, compassionate & efficient consumer care, authentic engagement with shareholders / regulators etc. Q. Do you have a role model within your industry who has inspired you? How has that person influenced and inspired you? A day that I don’t learn, is a day wasted. I am privileged to have had many inspiring bosses, peers, and agency partners. With my deepest gratitude I share a few names – this is just a sampler – the menu is very large. We should be grateful to have had excellent role models in Prema Sagar, Madan Bahl and Dilip Cherian who have paved the way for us. Among my peers I have deep respect for Meenu Handa, Senjam Rajshekhar, Rachana Panda, Leslie McGibbon, Helen Wailes, Parul Kumar, Phil Thompson, Maria Potter, Bernadette Murdoch, Colin DSilva, Minari Shah, for the stature and strategy that they have infused into PR in India and overseas. For Nitin Mantri, Rakesh Thukral, Amit Mishra, Deepshikha Dharmaraj, Aseem Sood and Vandana Sandhir – I hold a special place in my journey – they have been dear friends and astute professionals. I am deeply honoured to have worked (and partied!) with Natasha Pal, Vijay Chako, Zeenat Khan, Sangita Kuriakose, Rikhil Seth, Dolly Tayal, Atul Sharma, Divya Bakshi, Kuheli Roy, Sakshi Mathur, Sindhu Manivannan, Sashikant Someshwar, Tarundeep Singh, Rupa Nair, Tanya DeSousa, Shaoli Das, Kinshuk Gupta, Divya Bahri and my all my ‘Dare Devils’ from Airtel. These are great professionals, and they are my people. My biggest champion and teacher in the profession has been also my ‘life’ coach – Nikhil Dey – I learn from him every day in so many ways. And I must mention one other! Q. What advice would you offer to young individuals interested in joining this profession? The sweet spot is the one between Content & Context. Understand the latter. Train yourself to raise the bar of the former. Be brave, and mighty forces will come to your aid. Always be kind. Lead with empathy. Work smart. Party Hard. Cause nothing is promised. Not even a day. Share this article Twitter Facebook LinkedIn Email WhatsApp Do you have a question for Deepa Dey ? Write to us at preeti.juneja@dreamwebindia.com About Author Deepa Dey Deepa Dey, an integrated communication, sustainability, and advocacy professional with over 30 years of experience, started her career as a journalist with a pink paper in Kolkata while pursuing her Master’s in English Literature. Deepa’s career has spanned diverse industries, from infrastructure to consumer healthcare, showcasing her adaptability and versatility. She has held leadership positions at renowned companies such as The Park, SpiceJet, Airtel, GSK, and HUL. In addition to communication, she has worked on Online Reputation Management, Advocacy, CSR / sustainability, Culture building and large-scale change management for industry-defining M&As (GSK-Novartis; GSK-Pfizer, GSK-Unilever). She is a practising Mental Health Champion and an LGBTQI+ ally at her current organisation. In addition to this, she is passionate about mentoring and has been actively mentoring organisations and individual mentees for over four years. She also received many industry awards, including the Maestro Award – 2023 (E4M), Lifetime Achievement Award -2022 (E4M), and the Top Comms Professionals in India (Reputation Today – 2017, 2020) & Exchange4Media (2022). Deepa

Marketing Communications

How to Use Content Marketing for Lead Generation

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Crafting Stories, Sparking Engagement In today’s digital landscape, content marketing has emerged as a powerful tool for generating leads. By creating valuable, relevant, and consistent content, businesses can attract and engage their target audience, ultimately converting them into leads. Here’s how to effectively use content marketing for lead generation. Understand Your Audience The first step in content marketing is understanding your audience. Conduct thorough market research to identify your target audience’s needs, preferences, and pain points. Creating detailed buyer personas can help you tailor your content to address specific challenges and interests, making it more likely to resonate with potential leads. Create Valuable Content Once you understand your audience, focus on creating high-quality content that provides value. This could be in the form of blog posts, eBooks, whitepapers, videos, infographics, or podcasts. Ensure that your content is informative, engaging, and solves a problem for your audience. High-value content not only attracts visitors but also establishes your brand as an authority in your industry. Optimize for SEO Search engine optimization (SEO) is crucial for driving organic traffic to your content. Conduct keyword research to identify terms your audience is searching for and incorporate these keywords naturally into your content. Optimize your headlines, meta descriptions, and images to improve your search engine rankings. The higher your content ranks, the more likely it is to be discovered by potential leads. Use Lead Magnets Lead magnets are valuable resources offered in exchange for contact information. Examples include eBooks, webinars, free trials, and exclusive guides. Promote these lead magnets throughout your content and on your website. By offering something of value, you incentivize visitors to share their information, converting them into leads. Implement Calls-to-Action (CTAs) Effective CTAs guide your audience toward taking a specific action, such as downloading a resource, signing up for a newsletter, or requesting a consultation. Place clear, compelling CTAs within your content and on your website to encourage visitors to take the next step. Ensure your CTAs are visually appealing and clearly communicate the benefit of taking action. Distribute and Promote Your Content Creating great content is only half the battle; you also need to ensure it reaches your audience. Share your content across multiple channels, including social media, email marketing, and online communities. Collaborate with influencers and industry partners to expand your reach. The more visibility your content has, the more potential leads you can attract. Measure and Refine Track the performance of your content marketing efforts using analytics tools. Monitor metrics such as website traffic, engagement rates, and conversion rates. Analyze which types of content and distribution channels are most effective at generating leads. Use these insights to refine your strategy and continuously improve your lead generation efforts. Conclusion Content marketing is a powerful strategy for lead generation when executed correctly. By understanding your audience, creating valuable content, optimizing for SEO, using lead magnets, implementing effective CTAs, promoting your content, and continuously measuring and refining your efforts, you can attract and convert more leads, ultimately driving business growth. 13th July 2024 Share this article Twitter Facebook LinkedIn Email WhatsApp Marketing Communications Share this article Twitter Facebook LinkedIn Email WhatsApp Do you have a question for ? Write to us at contact.dwindia@gmail.com Published by preetidwindia I’m an entrepreneur, a marketing specialist, and a blogger. I work to help companies, brands, people with marketing strategies. I envision everyone having a blog of their own. My efforts are focused on this vision. For this, I help my audience with blog set-up, content creation, and content marketing. View all posts by preetidwindia

Inspiring Women

Inspiring Women Every Wednesday: Jyotsna Dash Nanda (Special Series)

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AVP, Corporate Communications, DS Group Co-originator, CommsAdda Specialties: Strategic counsel for senior management Issues management and crisis communications Media training and messaging workshops Editorial writing Let’s Get Inspired In Conversation with Jyotsna Dash Nanda – Preeti Juneja Q. What motivated you to pursue a career in PR? Tell us your story. In my first year of postgraduate studies, my roommate landed a spot in the prestigious English journalism program at IIMC. She decided to forgo her original postgraduate plans and pursue this new path. By the time we finished our post-graduation, she had already landed herself a job! Her success was a huge inspiration for me and the easiest way to avoid my parents’ pressure to get married! Thus began my journey in IIMC. While I enjoyed all the classes and excelled in some areas, like audio-visual journalism, my heart belonged to PR. Ms. Jaishri Jethwaney’s classes truly resonated with me and gave wings to my desire to pursue a career in this dynamic field, and I have never regretted it. Q In your view, how is PR and Digital Marketing related? While Public Relations (PR) and digital marketing are distinct disciplines, they share a symbiotic relationship in shaping a brand’s image and audience reach. PR fosters positive relationships with the public through earned media coverage, such as press releases, media outreach, social media engagement, and crisis communication. On the other hand, digital marketing leverages paid and owned media channels to promote the brand and its offerings. It encompasses strategies like search engine optimization (SEO), social media advertising, email marketing, and content marketing. The true power lies in the synergy between these two forces. PR efforts can generate organic interest and establish credibility, which becomes the perfect springboard for amplifying the message through digital marketing campaigns. For instance, a well-crafted press release secured by a PR team about a new product launch can be strategically shared on social media platforms, exponentially increasing its reach. Likewise, positive online reviews cultivated through PR efforts can significantly bolster the effectiveness of digital marketing campaigns, such as a targeted social media campaign. In essence, PR and digital marketing are complementary forces. Combined effectively, they create a robust and comprehensive brand communication strategy that fosters brand awareness, builds trust, and ultimately drives success. Q. What are the best practices for posting news on social media? To win on social media with your news: Prioritize accuracy and target the right platform with engaging content. Tailor your posts to each platform, using visuals and hashtags effectively. Keep your audience in mind, be transparent, and consistently post at optimal times to maximize reach and spark conversations. On LinkedIn, Weekdays, 9 am to 5 pm (focus on mornings for written content, afternoons for videos) works best. On Twitter, Weekdays, mid-mornings (around 9 am) and evenings (between 7- 8 pm), while Instagram, its weekdays, mid-mornings (around 11 am) and afternoons (around 2 pm) get maximum traction. Q. Do you have a role model within your industry who has inspired you? How has that person influenced and inspired you? I am incredibly inspired by women leaders like Indra Nooyi, who have shattered glass ceilings. Her journey from a humble background to becoming the CEO of PepsiCo is a testament to hard work, resilience, and strategic thinking. It’s inspiring to see someone break barriers and redefine what’s possible. Q. What advice would you offer to young individuals interested in joining this profession? Based on my own experiences, I have a simple five-thumb rule for all aspiring and budding PR professionals that they should follow/be aware of: The Power of Storytelling is a fundamental tool in PR. Our brains are naturally wired for stories, making the creation of compelling narratives about your clients or organization a powerful method for engaging your audience. When these stories resonate with your audience, they can build trust, connection, and a positive brand perception. Mastering the Multi-Channel World: Gone are the days of a single, unified message reaching everyone. Today’s audiences are fragmented across many platforms—from social media to streaming services to niche online communities. Understanding how each platform functions and the types of communication that resonate there is crucial. Strategically choosing the right channels for your message plays a vital role in its effectiveness. Data-Driven Communication: Effective PR goes beyond simply creating a good story. Data analytics empowers you to measure the success of your campaigns and gain valuable insights into your target audience. Learning to interpret and translate data into actionable insights will allow you to craft targeted communication strategies and measure their real-world impact. Crisis Communication: The Art of Empathy and Transparency: Issues can spread like wildfire in the digital age. Navigating a crisis with clear, concise, and empathetic communication is essential. Adaptability is a key trait in the ever-evolving landscape of communication. With new technologies and emerging trends, the ability to learn and adapt is crucial for long-term success in PR. Embracing change and continuously expanding your skillset will ensure you stay relevant and valuable in this dynamic environment. About Author Jyotsna Dash Nanda With nearly 23 years in public relations and marketing communications, Jyotsna Dash Nanda has excelled in crisis communications, media relations, media training, and internal communications. Her extensive experience covers various industries, including consumer durables, banking, finance, services, technology, automotive, healthcare, and education. She has also reported on health and civic issues for The Times of India in Lucknow. Before joining the Dharampal Satyapal Group (DS Group), a multi-business corporation and leading FMCG conglomerate, she spent nine years at Perfect Relations. 10th July 2024 Share this article Twitter Facebook LinkedIn Email WhatsApp Inspiring Women More Interviews Share this article Twitter Facebook LinkedIn Email WhatsApp Do you have a question for Jyotsna Dash Nanda ? Write to us at preeti.juneja@dreamwebindia.com Published by preetidwindia I’m an entrepreneur, a marketing specialist, and a blogger. I work to help companies, brands, people with marketing strategies. I envision everyone having a blog of their own. My efforts are focused on this vision. For this, I help my

Marketing Communications

Lead Generation: Business Growth

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Create a more focused and aligned marketing strategy Unlock the full potential of digital marketing to attract and nurture your online customers. Share testimonials and case studies to convert leads, and watch your business grow. Poor quality and inconsistent content are among the culprits behind a high bounce rate on your website. When prospects do not find solutions to the problems they may think your website may have, sadly, they leave the site, leaving your business with a lost opportunity. One of the marketing objectives is to have new, relevant content from time to time. Blogs and news pages are perhaps the most dynamic pages on any website. Actively post online to stay relevant! Move the needle from awareness to action in the customer’s buying journey. Help educate your customer, help select the right or customized solution, and give offers to attract and close a deal. A lead magnet, such as a call-to-action on “Download your FREE report” based on research, trends, and success stories, is a powerful tool to get your prospects moving up the sales funnel. A lead magnet is a valuable offer that entices potential customers to provide their contact information in exchange for the offer. Ensure you have marketing material for every stage of the buying cycle to share with the prospect: webinars, White papers, Guides, and Blogs, to name a few. Blogs or articles can also be scheduled according to the various buying stages, keeping a specific purpose in mind. Not all blogs need to be awareness-driven or informational in nature. Word of caution is to strategically place content across media channels consistently, not just overload content randomly for sales. Deliver content keeping the customer in mind. Messaging is key. Take your time to get the messaging right. Your keywords can be part of your messaging. If you speak to the prospects in the language they understand and about the issues that you, as a company, help resolve, then your message will stand out. One of the best ways to arrive at key messages is to construct convincing, unique solutions for the customers. Sometimes, asking the right questions also aids in messaging. Media Mix refers to the various marketing channels used to generate leads. It’s the combination of channels and platforms you use to reach your target audience. When the same message is floated across channels, it allows for familiarity and top-of-mind recall, enabling more engagement. Clarity on which channels to choose for generating leads – email, website, social media marketing, re-marketing, Seo are some options in digital marketing. By understanding your audience and their preferred channels, you can create a media mix that effectively reaches and engages potential leads. Marketing is not just one person or one agency work but is a collaborative work between the company and agency, marketing and sales, business owners and service providers. While an expert marketing agency can help you efficiently promote your products and services online, the company should actively follow up on the leads generated through marketing to customer acquisition. In the case of an e-commerce business, where a customer closes a transaction online after going through several steps in the sales funnel, there is an exception here. Before jumping into sales or lead generation: Understand goals. Select the proper marketing channels. Analyse needs at different stages of the buying cycle. Optimise content accordingly. Your marketing success is the impact you make. The effect is measurable—click-through rates, email open rates, likes, shares, comments, page views, signups, downloads, and more. Marketing starts with business! Share this article Twitter Facebook LinkedIn Email WhatsApp Do you have a question for ? Write to us at contact.dwindia@gmail.com 8th July 2024 Share this article Twitter Facebook LinkedIn Email WhatsApp Marketing Communications Published by preetidwindia I’m an entrepreneur, a marketing specialist, and a blogger. I work to help companies, brands, people with marketing strategies. I envision everyone having a blog of their own. My efforts are focused on this vision. For this, I help my audience with blog set-up, content creation, and content marketing. View all posts by preetidwindia

Marketing Communications

Mastering Lead Generation

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Strategies for Small Businesses Mastering In today’s competitive marketplace, lead generation is the lifeblood of any small business. It’s not just about attracting potential customers; it’s about nurturing them and converting them into loyal clients. Mastering lead generation involves a blend of strategies tailored to fit the unique needs and budget constraints of small businesses. Here, we’ll explore some effective techniques to help you drive growth and success.In today’s competitive marketplace, lead generation is the lifeblood of any small business. It’s not just about attracting potential customers; it’s about nurturing them and converting them into loyal clients. Mastering lead generation involves a blend of strategies tailored to fit the unique needs and budget constraints of small businesses. Here, we’ll explore some effective techniques to help you drive growth and success. 1. Understand Your Audience The foundation of any successful lead generation strategy is a deep understanding of your target audience. Start by creating detailed buyer personas that outline the demographics, behaviours, and pain points of your ideal customers. This will guide your marketing efforts and ensure your message resonates with the right people. 2. Optimize Your Website for Conversions Your website is often the first point of contact with potential leads. Ensure it’s optimized for conversions by having clear calls-to-action (CTAs), engaging landing pages, and user-friendly navigation. Use tools like Google Analytics to track user behaviour and identify areas for improvement. A well-optimised website can significantly boost your lead generation efforts. 3. Leverage Content Marketing Content marketing is a powerful tool for attracting and nurturing leads. Create valuable, relevant content that addresses the needs and challenges of your target audience. Blog posts, eBooks, whitepapers, and videos can establish your authority in your industry and attract potential leads. Additionally, consider offering gated content—valuable resources that require users to provide their contact information to access. 4. Utilize Social Media Social media platforms are excellent for generating leads and engaging with your audience. Use platforms like Facebook, LinkedIn, Instagram, and Twitter to share your content, run targeted ad campaigns, and interact with potential leads. Social media contests, giveaways, and polls can also drive engagement and attract new leads. 5. Implement Email Marketing Email marketing remains one of the most effective lead generation strategies. Build an email list through your website, social media, and events. Send personalized, value-driven emails to nurture your leads through the sales funnel. Use segmentation to tailor your messages to different audience segments, increasing the chances of conversion. 6. Network and Attend Events Networking is a tried-and-true method of generating leads. Attend industry conferences, trade shows, and local business events to meet potential clients face-to-face. These events provide an opportunity to showcase your expertise and build relationships that can lead to business opportunities. 7. Offer Free Trials or Demos If applicable, offer free trials or demos of your product or service. This allows potential leads to experience the value you provide firsthand, increasing the likelihood of conversion. Make it easy for them to sign up and ensure you follow up promptly to address any questions or concerns. 8. Measure and Refine Your Strategy Regularly review your lead generation efforts to determine what’s working and what isn’t. Use analytics tools to measure the performance of your campaigns and adjust your strategies accordingly. Continuous improvement is key to staying ahead in the competitive landscape. Mastering lead generation requires a multifaceted approach and a willingness to adapt and refine your strategies. By understanding your audience, optimizing your online presence, leveraging content and social media, and engaging directly with potential leads, your small business can thrive and grow in today’s dynamic market. 6th July 2024 Share this article Twitter Facebook LinkedIn Email WhatsApp Marketing Communications Share this article Twitter Facebook LinkedIn Email WhatsApp Do you have a question for ? Write to us at contact.dwindia@gmail.com Published by preetidwindia I’m an entrepreneur, a marketing specialist, and a blogger. I work to help companies, brands, people with marketing strategies. I envision everyone having a blog of their own. My efforts are focused on this vision. For this, I help my audience with blog set-up, content creation, and content marketing. View all posts by preetidwindia

Marketing Communications

Lead Generation For Beginners

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Generating leads using the best practices. Everyone wishes to increase sales, but few think about it smartly by using S.M.A.R.T. goals in the context of lead generation. These goals are Specific, Measurable, Achievable, Relevant, and Time-Bound. For instance, a specific goal could be to generate 100 leads in a month, which is measurable and achievable. This understanding of your audience and competitors and working on your brand communications is the foundation of any Integrated Marketing Communications Strategy and Implementation. Understand Your Goals Evaluate your current sales growth and learn how many leads will it take to match your future sales expectations. Understand Your Target Audience Demographics and Psychographics: Consider your customer’s age, income, motivations, expectations, attitudes, and behaviours. Your customer will decide on your products or services based on price, availability, convenience, referrals, etc. Example: Avinash Gender: Male Age: 35 Income: 24/yr Occupation: Doctor Interest: Adventure sports, organic foods, sports enthusiast Risk tolerance: Low to medium *One can refer to Google Analytics to understand this better for an online audience Understand Your Competitors Understanding your competitors is crucial in lead generation. You need to know what is different in the products and services they offer and how differently they position their offerings and communicate the same. This understanding can help you identify your unique selling points and develop a strategy to stand out in the market. Build Brand Communications Highlight the most significant features and benefits your customers value about your business. Communicate through blogs, social media, and websites using relevant keywords for better ranking. Seamless Integrated Brand Experience Online Highlight Key Messaging – what your company does and how it benefits the customer. Use high-quality visuals with relevant captions and copy that is in sync with the brand. Only necessary information with more white spaces for better clarity and connection. Colours that stand out and fonts that are friendly and legible. Include shareable links, call-to-action, offers and promotions to create immediacy. To conclude, in order to identify, quality and convert your leads, some not-to-be-missed best practices for lead generation are as follows: Not To Be Missed Call-To-Action Button (start your free trial, download your free report, sign up for newsletter) Website / Emailer / Newsletter Sign-Up Form Online presence across digital platforms (social media, website, directories, media) Chat feature on the website Engage your leads using Marketing Automation Stay Committed to Learning and Evolving to Master Lead Generation for Your Brand. Share this article Twitter Facebook LinkedIn Email WhatsApp Do you have a question for ? Write to us at contact.dwindia@gmail.com 1st July 2024 Share this article Twitter Facebook LinkedIn Email WhatsApp Marketing Communications Published by preetidwindia I’m an entrepreneur, a marketing specialist, and a blogger. I work to help companies, brands, people with marketing strategies. I envision everyone having a blog of their own. My efforts are focused on this vision. For this, I help my audience with blog set-up, content creation, and content marketing. View all posts by preetidwindia

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