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BetaLabs 04: Webinar Promotion Insights

AARRRmor conducted a webinar on 1st August 2019 on a digital subject that’s useful for small business owners, start-up founders, entrepreneurs. The topic was ‘Google’s Essentials’ for small businesses, that covered the basics of how Google Analytics (GA), Google Search Console (GSC) and Google Adwords work and are interrelated. 

You may find it ironic for a digital media agency to be taking up workshops / training on digital tools. But the idea is to teach our clients to be self-sustained and knowledgeable. Growth works two ways! 

Aarrrmor’s Webinar on Google Essentials

As we move forward, let’s refresh our mind and quickly recall the Essential tools:

  • Google Analytics

GA is a tool with behavioural insights about the users visiting the website. Their journey across the site from the time of landing to exit and everything that happens in between that. Sessions, pageviews, time spent, page wise analytics, devices used, location, clicks on buttons, etc.

It helps you to understand the drivers behind the traffic to your site, which activities, campaigns / ads / content pieces are working better. Also, This will help you to understand which channels and campaigns are working for you.

  • Google Search Console (GSC)

GSC on the other hand is a tool with more of technical insights about the website’s health, and all things happening behind the scenes. Such as which are the links that are connected to your site, which keywords are ranking better for your site, more information on indexing etc. It also provides recommendations on improving them.

The best part about both GA and GSC is its agility and flexibility to merge with third party tools like SEMrush, for better synergy. 

  • Google Ads

Google Adwords and Keyword planner are like soul sisters, they are interdependent and work the magic. Simply put, Adwords is the platform for you to reach audiences that are looking for a product / piece of information like that of your business. The budgetary flexibilities are just brilliant. 

Webinar Promotion Plan

Now the work doesn’t end here. Our work was about getting the word out about the webinar to as many of our target audience as possible through organic reach for starters. 

Platform to conduct Webinar

In our checklist, we first finalised which platform to host the webinar on. After reviewing many websites we shortlisted Zoom and Hangouts as options and even debated the idea of going LIVE on YouTube or Facebook. However, we chose Zoom to host the webinar as it didn’t have a cap on the number of attendees and just Plug and Play. 

Webinar Listing

To promote the webinar organically, its best to start with a simple plan and a list for reachouts – most critical. And so we first listed the event on 2 sites i.e. Townscript and Eventshigh along with Google and Facebook event pages. 

PS: since August end, Townscript and Eventshigh have begun to charge a fee to host free listings. 

We learnt that, even a simple topic like ‘Webinar on Google Essentials’ is something that most new marketers get confused about. However, after attending the webinar, the attendees have learnt to set up their own Ad account, understand GA (Google Analytics) and operating Search Console. 

Our Conclusions

Qualitative feedback from them have motivated us to keep going with another batch of webinars.  The best part was, this webinar converted into a long term lead for us. Therefore to conclude, we would say organic isn’t dead yet. 

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BetaLabs 02: Audience Insights on New Mothers living in India

The success of your ad strongly depends upon the choice of content and the fine-tuning of your audience segment on digital channels.

While you may have heard this piece of advice before, but not many utilise the audience targeting elements that Facebook gives.

We at AARRRMOR absolutely enjoy constructing the audience model to as much perfection as we can, it’s like cooking your best meal for your favourite guest.

We decided to do some market research, understanding the best way to reach prospective customers from different industries and launched this series of experiment with one of our clients.

Why Facebook?

Well for starters, Facebook and Google are the largest, most frequently used ad platforms out there and while their targeting options are strikingly different from each other, we chose Facebook for this as our client’s TG (target audience) is most interactive on the Facebook ad platforms. (Our next post will cover the difference in the 2 ad platforms for the same audience)

For this post, our client is a professional baby and maternity photographer based out of Delhi NCR, who wants to create awareness among the ‘primary’ and partially the ‘secondary’ decision makers for her business i.e. Expecting Mothers, Newly delivered mothers and Husbands of these 2 categories.

Details of Campaign

Location: Delhi NCR, Noida and around
Category: Expecting Mothers, New Mothers, Mothers with kids
Campaign Objective: Drive Leads
Ad objective: Chose ‘Traffic to website’. Wanted to choose ‘Lead Generation’

Ad Placement: Instagram feed and stories

Learning: The client’s website didn’t have a ‘Privacy Policy’ web-page due to which we couldn’t run the lead gen ads. While that page is constructed, we decided to test the waters for a traffic to website conversion.

Recipe to our audience targeting: Facebook gives you the option to choose from Behavior, Life Events, Interests. We strategically used all three.

More details below:

Channel & Objective

Aarrrmor BetaLabs 02: Channel & Objective

Target Audience

Aarrrmor BetaLabs 02: Target Audience

Creative

Aarrrmor BetaLabs 02: Creatives

Instagram Story Ad

Aarrrmor BetaLabs 02: Instagram Story Ad

Ad Copy

Aarrrmor BetaLabs 02: Ad Copy

Audience Segmentation

Aarrrmor BetaLabs 02: Audience Segmentation

Results

Aarrrmor BetaLabs 02: Results

Conversions

Aarrrmor BetaLabs 02: Conversions

Want to contribute to our BetaLabs Experiment? Send us your ideas, data or research and we’d be happy to publish it.


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How to collect quality data in the real world: Methodology

Very often, us digital marketers resort to online surveys to collect data, in the form of Questionnaire, Facebook Polls, Insta instant questions or those silent YouTube pre-video survey ads. However, recently we decided to go grass-root instead to conduct an extensive data collection activity, simply because we realised the need to ‘keeping the data real’ and focused more on ‘quality of responses

Here goes a glimpse of the methodology behind on-ground data collection and hoping you have some takeaways from here.

Project: Increasing voter turnout in the upcoming BBMP elections in August 2020

Objective: Understand the reasons for low voter turnout

Geography: Out of the 198 wards in Bangalore, we chose Ulsoor ward to start off with, due to ease of access

Step 1: File an RTI

We filed an RTI (Right To Information) to get cracking.

Under RTI, very Government Department allocates a PIO (Public Information Officer) and it is the officer of that Department that one needs to work with to get the required information. Usually a timeframe of 30 days is assigned to close the case. 

We handed over the charge to a Journalism and Media Intern working with 101 Reporters to use her local language skills and put her journalism knowledge to practical use. Divya visited the BBMP Head Office situated at the Corporation Circle, at least 4 – 5 times over that month to get the work done. Consistent ‘follow-ups’ is a must and knowing the local language to build a working relationship with the local authorities is a compulsive requirement in this case.

Step 2: Design the Questionnaire

Your survey questions are the foundation to collect good data.

While we already knew this fact, we realised it even so while conducting the survey on-ground.On designing the survey, keep in mind the translation of the questions in the form of a conversation. Keep it smart, simple and relatable. We knew the non-negotiables of the data we wanted (like age, smartphone device owner and language) and designed some of the questions accordingly.

The most critical question was if the member voted before at the ‘Corporator elections’ and if no, what is the reason/s behind not voting.

The Questionnaire went through 2 iterations while conducting the survey. Interestingly, the reason was the reaction of the people when asked if they voted or not. Human psyche often forces us to give the ‘acceptable’ or ‘politically correct’ response. In our experience, some of the people found the question intimidating and the initial response would be a lie or pure ignorance to the respondents.

We then course corrected and eased out the release of the question in the form of a conversation. We first explained why we are here and what are we attempting to do and that our data shows that close to 50% of people living in Bangalore do not vote in the local BBMP elections. This helped us break the ice and demonstrate our genuine intent.

This is how our questionnaire looked:

Step 3: Launch the Operation

We then received from the BBMP office, thanks to the RTI – exhaustive, ward wise data files in a pen drive that seemed like the data was untouched, abandoned before 😊

Here’s a sample of how the resident data of the CV Raman Nagar ward looks like:

Our choice of ward i.e. ‘Ulsoor’ ward has an occupancy of over 30000 people and while it’s desirable, it is impossible to interview all 30000 people. So we assigned a team of university interns managed by 2 rotating editorial staff to conduct the activity. The interns were but of course paid for the well-deserved hard work put in.

A Team of 4, a Timeline 2 weeks and 900 responses recorded!

Going house to house was no doubt tiring, however the insights gathered while collecting the data has been incredibly useful. These takeaways will be taken into consideration when we put our thinking caps to design the campaign communication strategy. The lady who relentlessly drove the project’s operations is Rebecca from 101 Reporters. 

Step 4: Data Entry

A tiresome, manual labour part of any data collection drive is to record the entries. 900 responses is clearly not a joke, however we finished it in half a day. (yeayy)

Every step of this drive opens a gamut of loopholes, however accuracy and being conscious is the key to collecting the right data.

We are now all set to launch an informed Beta version of our campaign and create positive impact 😊 *Fingers and toes crossed

Next update on the BBMP Elections Project coming up soon this Independence Day.

Stay tuned.


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BetaLabs 01 – How to promote an offline event

We believe in the basics, of sharing the unspoken success stories or challenges because it’s often too small in magnitude to talk about. 

The challenge we cover today is on the lines of conversions, from a set of impressions to a lead and from a lead to an offline visit. 

We are a start-up digital agency and believe in a sharing economy of information and knowledge. We realised thought leadership is a topic that’s not only been trending for a while but also is needed by entrepreneurs, freelancers, start-up founders and co founders. We have had prior experience of speaking at co-working spaces in Bangalore; considering its a space where a part of our target audience sits, we went ahead with holding our event @Wolfpack Workspaces at Vasanth Nagar in Bangalore. 

We have put together a quick guide of how to go about creating and promoting an event here in this video. Also sharing below step wise data for your future reference. 


Sites in India to list your basic free or paid event:

  1. Townscript
  2. Eventshigh
  3. Explara
  4. Allevents
  5. Meraevents
  6. Insider.in (for high end or big ticket events)
  7. Trumpcard: Google events
  8. Default: Facebook events

PS: our preference is Townscript, as their team frequently communicates via useful emailers with little tips to promote your event better. And of course because it got us leads!

However, listing on Google optimises the listing on organic search for keywords related to the events. In our case, it took us by surprise with views and engagement on our business page.

Experiment with Content:

We planned our content strategy over a promotional timeline of 16 days with alternate day posting and chose a mix of formats, including the intimidating ‘video posts’ that we had to go the DIY route to create. 

Some of the posts:

Our first attempt at a DIY video post 

Our founder was coaxed to do a selfie video

Content distribution strategy:

A mix of channels, LinkedIn, Facebook, Twitter, Instagram, Google, YouTube

We distributed the same content (11 unique posts) across these channels and shared selected ones in a few relevant LinkedIn and Facebook groups.

https://www.facebook.com/groups/1298982173495733/?ref=groups_discover_tab
https://www.facebook.com/groups/615828881814154/?ref=group_header
https://www.facebook.com/groups/bsi2013/?ref=group_header
https://www.facebook.com/groups/207369636082104/about/
https://www.facebook.com/groups/985734744817825/
https://www.facebook.com/groups/blrfreelancers/
https://www.facebook.com/groups/bangaloreentrepreneur/
https://www.facebook.com/groups/Startups.BLR/
https://www.facebook.com/groups/132351440651035/
https://www.facebook.com/groups/2Dilekjaan/

https://www.linkedin.com/groups/2093852/
https://www.linkedin.com/groups/5132746/
https://www.linkedin.com/groups/1518287/
https://www.linkedin.com/groups/767147/
https://www.linkedin.com/groups/2299619/

Confusion of too many landing pages:

There is always a conflict of priority when you have external landing pages like event websites in addition to having the booking option available on your own site. This happens in many industries like Travel (hotels & resorts), Technology (mobile, other products) or small scale businesses.  

We decided to add a Townscript widget on the page to make it convenient and to increase website sessions, reduce bounce offs.

While the website sessions increased by 122% post promotion period (yeaayy) but the leads only came through the Townscript website. The widget didn’t do much, but we will keep trying in the future too.

Let us know if you have had another experience than this. 

If you would like to read the blog on thought leadership, here it is: https://aarrrmor.com/diy-your-own-thought-leadership-portfolio/


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DIY Your Own Thought Leadership Portfolio

Thought Leadership is a phrase you would have heard of! What’s this fuss about and why does it seem like a cult following? Let’s jump straight in.

The idea of becoming a thought leader initiated in the world of PR and Communications that would typically be in the form of a quote in a leading publication or an opinion piece. The dependency on a topic or a publication was paramount. That has changed over time with the digital age.

Related Read: How to prioritise your biggest business challenges

Now thought leadership is a two-way, open-ended medium that’s about building profile authority on your own using digital channels. The route to this is to be actively engaging with relevant peers from the industry and sharing content that’s useful and valuable. Here of course there are no boundaries, you are free to explore as many channels or industries as you like.

  1. Build Trust: When you share valuable information over a period, you make a trusted community who will follow your channel. Besides this, it’s far easier to connect and engage in a dialogue with C level executives or other influencers.
  2. Open doors for potential business opportunities: When you approach industry leaders, business managers, founders, co-founders on LinkedIn, your profile and content authority have the potential to open profitable conversations. In this process, don’t forget to engage with your existing connections on LinkedIn 😊

Tips for the new ones on the block:

  • Learn how to juggle with content and network hand in hand
  • Don’t let the word ‘content’ scare you, it is not a herculean task. You can start with sharing already published news articles, share your knowledge as a comment on articles or posts from people in your network or your opinion on topical news. This is a good beginning.  
    Once you get comfortable with this activity and begin to see the merits of it, you can publish your own original piece of content.
  • Remember to keep it relevant, keep it real. Experiment with post formats to see what works best for which piece of content.

Understanding the different digital channels:

  • While LinkedIn is the most relevant channel and the trending one too, it is good to be aware of other generic platforms like Quora, Medium, Reddit, Google Groups, Meetup and of course Twitter to build your digital thought leadership portfolio on.
  • This apart, there are industry specific platforms too such as Good Reads for authors and readers, Stack overflow for IT geeks, Reverbnation for musicians.


Here’s where the industry is moving towards:


We have put together a list of chosen LinkedIn profiles of good thought leaders that you can browse through or follow:

Here’s an example of good content:

Reference:

b2b-thought-leadership-impact-study

essential-skills-successful-digital-thought-leaders


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Why we don’t have a rate card for digital services

We have been often asked, sometimes unintentionally by business owners themselves, for our market rate to create a website or managing a content portfolio.. Some of you agency folks would relate to this, and without meaning any offence to our existing or future prospective clients, we take pride in our quality of work from start to end and therefore none of our services come in a one size fits all.

This is what a regular rate card looks like.

And what it should be:

Very few understand the effort that goes into ‘research and market study’ that accounts for not only onboarding a client but also defines the foundation for work ahead and in some cases, as a course correction for the client’s ideas of digital needs. Very often, the cost of this aspect of work is not budgeted.

There’s a lot that goes behind the scenes of telephonic meetings with business clients. Each of them come with a different level of understanding and aligning the bar of knowledge is more or less time consuming, although productive from a long term vision. But nobody accounts for that time and effort in man hours.

We at AARRRmor believe in customisation for the client business needs, basis the digital footprint goals of the business from a quantitative & qualitative perspective. Sub-domains of digital such as Social media, Website & SEO, Adwords, Display – all of this depends on several factors.

  • Personal experience 1: the CPC of a Facebook ad for a baby photography business wouldn’t be the same as that of a preschool franchise business despite the geography or target segment being similar.
    The reach will differ as per audience targeting.  
  • Personal experience 2: building a thought leadership portfolio for an individual using LinkedIn can be confused for an automated or a mechanical activity, but creating an opinion driven, perception driven content demands extensive understanding of the thought leader, his or her style of writing and industry research. This is the pipeline towards building an informed content strategy.
    And ours being a start-up digital agency, we live the DIY life and don’t take time for granted. 

We are not competing with other agencies or even with the ownership of knowledge. We are working towards contributing to the sharing economy of open source and collaboration, to be able to do good work. 


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