Category: Digital Branding

Digital Branding

How to Rank A Website Quickly in Google

Everyone who has ever tried it knows that getting on the first page of Google search results is not easy. But, on the other hand, it’s far from impossible. As experts have shown times and times again, reaching the top results can be achieved very quickly if you know which road to take. Just thinking about the need to find the right (meaning unique but still highly competitive) keywords is enough to realize that patience is indeed a virtue when it comes to the search engines, but there are a lot of other tasks you can perform to boost your website and thus increase the speed of this process. The internet is full of highly doubtful tactics that can easily backfire – the only way to rank a website quickly is to do it naturally, with so-called white label SEO. In other words, it’s important to realize what exactly Google wants from you and what is the quickest way to provide that.

The beginning of a beautiful friendship

With all those algorithms changes Google has been announcing it may seem impossible to figure out what exactly you’re supposed to do. As soon as you start adjusting your website to certain requests the new ones seem to appear from nowhere. it almost seems if someone has been intentionally keeping you in the dark – well, it might be something like that. Think of Facebook – if you want to gain access to the information about someone’s page you need to send the friend request, or you are forced to monitor all his/hers posts closely and try to catch every bit of information you can.  Same goes for Google – if you want to rank faster you need to make your website become Google-friendly. Google doesn’t accept friend requests, but you can achieve the similar result through Google Search Console. This is a free service designed by Google to make your website’s research functionality more manageable through the collection of reports and tools that will enable you to find and correct errors and create a better strategy to optimize your rankings. Basically, with the beginning of this friendship, Google will be able to find your website more easily, and you can even request for a friendly favour of force crawl every time you make changes to your website.

Every person leads to a machine (and vice versa)

This may sound like a post-apocalyptic setting of some sci-fi movie, but today it’s simply a reality we live in. If you don’t have an account on social media networks it is almost as if you don’t exist. True, you can be a rebel and promote face-to-face conversation values, but when it comes to the visibility of your business you’ll need to make an exception. Google wants to see you on social media – the interaction with your customers through these platforms is a very important factor for your ranking speed. The more links you build, the faster you’ll land on that first page. And while high-quality link building takes a lot of time,  linking your content to social media can easily make it spread like fire. All you need to do is to identify social networks your target audience is on and to keep your posts public. That will produce shares and instant traffic which will automatically rank you higher and faster. The level of your engagement on social media is a decisive factor when it comes to the amount of useful linking you’ll get.

Now for the vice-versa part, which comes with few modifications. Maybe every machine leads back to a person, but when it comes to platforms this doesn’t hold water. Today people use various platforms for their searchings, the smaller the better, and being mobile-friendly has become mandatory already in 2015. That’s why having the responsive web design has become a major ranking element. It provides the same quality of user experience on any device and there is no variation in loading time. And you don’t have to ask Google in order to know that your rankings highly depend on whether your users enjoy spending time on your site – finding content and links easily and quickly – or abandon the ship with frustration after it failed to load in 3 seconds.

Word, words, words

And now, back to those keywords. If you ever wondered why Shakespeare’s ‛Hamlet’ has been staged for over 400 years you’ve probably noticed that it’s very opened to various readings even in this modern age. And all that variety comes from a single Hamlet’s line in the second act of the second scene – ‛Words, words, words’. It is not so much about what Hamlet is reading, but how he’s reading it – people interpret words in various ways, having their own associations, and this becomes very apparent in their online searches. Some of them type in very obscure phrases that have low competition levels, and others type combinations with already high search volume. Your goal should be to find keywords that are somewhere in the middle and a tool from Google called Keyword Planner can be your greatest ally in this ordeal. It will also help you with your grammar – yes, if you haven’t noticed, Google is also monitoring your language use and sentence structure. If they have a spammy and wonky ring they’ll certainly not speed up the ranking process, so don’t let bad English stand in your way. Being precise always leads to greater speed, so it would be wise to also include modifiers – even if you’re not tied to a certain state or area branching your pages is certainly a plus.

As the popular saying of a younger generation goes – ‛Father Google knows everything’. So don’t waste your time searching for dubious shortcuts. All you need to do is to ask for a friendly advice, but choose your words carefully.

Digital Branding

How the Cloud is Changing the Marketing Field

 

Data is extremely important to drive decisions in the marketing field. Nothing can or should be done on a whim, so in order to find success, companies look to the cloud to help store and process marketing information. According to Mark Hurd, CEO of Oracle, “All enterprise data will be stored virtually in the cloud.” He adds that “more data is in the cloud now than in traditional storage systems.” Why are so many companies making this switch? Here are a few ways the cloud is helping to change the marketing field for the better.

Content Relevance

One of the most important factors in content marketing is that your content must be relevant to your product or client and to the community you’re targeting. If your content strategy isn’t relevant to your product or your target audience, you’re sure to see your efforts go to waste. According to Oracle, looking at data collected from both clients and audiences can help marketers make connections between them. Collecting information and honing in on specific issues can help clarify the central themes for your marketing campaigns. While this is already important in the marketing field, cloud technologies have revolutionized the way data is collected and analyzed. Now all your marketing information is in the cloud, and your applications can make inferences on their own.

Personalization

Personalization is also a critical element in modern marketing campaigns. Cloud-based data has greatly improved the degree of specificity to which marketing professionals can target their audience with demographic and psychographic details. The immense amount of data out there allows one to get a better picture of their target and deliver more tailored content via personalized ads. It was difficult to personalize anything for larger pools of consumers before the advent of cloud software. Now, this data can even help detect and predict behaviour patterns and anticipate an audience’s readiness something new. This can help marketers to assemble personalized content to win their audience over.

Less Human Participation

Collecting data, tracking feedback, and making inferences for strategic purposes can take a lot of time and energy. Thanks to the cloud, there is now less human interaction needed for marketing campaign production. However, this doesn’t mean the cloud is taking jobs away from marketing professionals. In fact, it frees up time for these professionals to work on more pressing matters. Professionals can use this time they’ve saved to discover insights and focus their efforts on creating better campaigns. In essence, the cloud isn’t replacing jobs, it’s making jobs more efficient.


Data is changing the way marketing works and the jobs the field may require in the future. A growing dependence on software and information calls for more tech-savvy talent. Marketing agencies are now hiring data scientists and tech professionals who better understand the systems in use and can help pull out the whos, whats, wheres, whens and whys the software produces. Marketing is ever-changing, but its end goal has always been making sales, and the cloud can help make that process even smoother.

Digital Branding

What is Information Security? & How It is Important for Your Business

Information Security or InfoSec. Does this term ring a bell? If not, at least you know the word hacking and what it can do to your personal and business data. Information security is all about ensuring the security, integrity and confidentiality of your data. You can be an individual or an enterprise, any digital data that you own must be secured. Information Security deals with the nitty-gritty of securing such data from falling prey to devious cybercrime professionals.

A Quick Brief About Information Security (InfoSec)

The National Institute of Standards and Technology (NIST), defines information security as “The protection of information and information systems from unauthorized access, use, disclosure, disruption, modification or destruction.”

Your information could be the files you store on a cloud server, your email conversations, the files you save offline, or even online transactions that you carry out over the Internet. Thanks to the widespread use of smartphone’s, tablets and personal computers, data is now created in Petabytes and Zettabytes. Protecting such humongous volume of data is not an easy task. And, not all of us can be considered to be cautious when it comes to securing our personal data.

Most users make compromises that make their data easily hackable. Also, hackers are becoming adept at social engineering techniques which makes it possible for them to reverse engineer login credentials and passwords from social media activity. In other words, it is a dangerous world out there.

The Business Benefits of InfoSec Implementation

While it might sound a bit sophisticated and over-the-head for an average user InfoSec is a highly beneficial investment that can bring several economic benefits to your business. Some such benefits are outlined below.

Universal Data Protection

InfoSec helps establish a data protection system for all forms of information. As a running business, your information could exist in diverse forms, ranging from paper records like invoices, vendor agreements, intellectual property documents and so on. The same information may also be digitized and stored on cloud servers from where they can be accessed or accessed from time to time.

The moment they are made into data and stored online, they become exposed to cyber threats. InfoSec helps create a perimeter defence system. It encompasses all the data including those stored on your hard copies.

Enhanced Cyber Attack Resilience

Cybercrime damage costs to hit $6 trillion annually by 2021, reports the 2017 Cybercrime Report by Cybersecurity ventures. In fact, 2017 itself was an eventful year in terms of cybersecurity considering the many outbreaks of ransomware, organized botnet attacks, IoT network breaches and much more.

Digital-age enterprises need to sharpen their cybersecurity resilience by building their cybersecurity defences. InfoSec provides just the concrete foundation and the infrastructure upon which a resilient IT infrastructure can be built. It identifies areas where businesses might want to integrate additional layers of security so that their organizational data remains intact.

A Central Data Management Framework

The challenge in setting up and running a security infrastructure is that data remains siloed across several business functions, systems, data warehouses and so on. Most often business owners have to invest in diverse security systems that are compatible with the diverse forms of data.

InfoSec helps overcome that challenge by creating a centralized data management framework where all systems can be converged and monitored from a single source. It saves time and ensures a uniform way of establishing data security. Further, it also eliminates the inconsistency in data protection measures when several frameworks are used.

A Security-Centric Organizational Culture

InfoSec requires organization-wide participation. It is not possible to draw the maximum benefit out of Information security management unless all stakeholders comprising of employees, users customers and vendors adhere to its protocols.

As a result, InfoSec breeds an organization-wide security-centric culture that ensures data security and confidentiality. In the long-run, it converts into better IT resilience against technology-induced threats and also better response systems in case something is to go wrong.

Improved Customer Confidence

A business that takes data security seriously is one that takes customers seriously. Take for instance Apple. The iPhone maker has always taken a strong stance when it comes to securing its user data from unauthorized access by apps and network carriers. That makes Apple the first choice for most users who put their data security and privacy above everything else.

The same goes for websites as well. Websites that install SSL certificate; and show the green HTTPS bar enjoy a higher level of trust from their visitors than their less secured counterparts. In other words, Information Security helps in boosting customer confidence about a brand. Reputed Certificate Authority like RapidSSL, offers a digital certificate that secures end to end communication point (browser to the server) through 256-bit encryption technology. Encryption secure customer data and build a strong business trust relationship, that indirectly improves sales. For more information about the features of RapidSSL – www.cheapsslshop.com/rapidssl is the best place to learn about the benefits of HTTPS and installation support. Information Security proves to the outside world that the business takes data confidentiality, integrity, and privacy as a serious matter and hence is professional in its dealings with customers.

Summing It Up

Information Security in 2018 is no longer an option. It has become a necessity that will keep cybersecurity threats at bay. As the volume of cybersecurity crimes keep skyrocketing with every passing day, business needs to take measures to protect and make their data immune to unauthorized access.

Information security provides just the right framework for that. It brings with a plethora of benefits like a centralized security management system, improved cybersecurity resilience, enhanced customer confidence and universal data protection. The benefit from an Information Security system may not accrue immediately. But, it gets better with time.

Digital Branding

Why Personal Branding Must Be Your Focus

Every day up-and-coming business ventures are established. Thanks to globalization, the marketplace has expanded, and products have become more varied. But to an entrepreneur, the dilemma of how to stand out arises. In a competitive environment, you can’t afford to be a wallflower. Successful businesses manage to stand out through personal branding. In this post, you will learn what personal branding is, and why you need it.

Personal Branding Explained

“Brand” is a familiar term. Recall your favourite shop when you were growing up. Ask yourself: Why did you like that particular store? What made it distinct? Is it because of its logo, name, commercial jingle, reputation, employees? Whatever it is, it’s part of that store’s branding.

Today, branding has moved to a personal level. Brands are no longer just attached to companies and products, but also to the individuals behind them. In an article, Forbes opined that it is necessary for business founders to invest in their personal brand.

A personal brand is an identity you make for yourself. When we say personal branding, it pertains to a practice of establishing an impression and presenting yourself to others. In a way, it is a marketing strategy that influences people’s behaviour and reaction toward you. It encompasses your professional experience, skills, reputation, network, and online presence.

The significance of Personal Branding

– Emphasizes human relationships

Gone are the days when customers were only concerned with the products and services they paid for. Customers now crave human connection. They look for credible brands and determine this by scrutinizing the names behind the brand.

But it is not all about your name. You become the ambassador of your business. Your principles, beliefs, networks, skills, hobbies, and even your fashion statements convey something about your brand.

Through personal branding, you can attract like-minded individuals. Later on, these individuals will comprise your loyal supporters. They will help you expand by talking about you and patronizing your business.

– Celebrates your individuality

The real beauty of personal branding is that it encourages you to embrace your uniqueness. Authenticity is so scarce nowadays that it piques the interest of people. By being true to yourself, you will provide a refreshing character that many will find attractive. The quirks and weirdness you thought you are better off without will be the qualities that will charm your market.

Being distinct is a natural consequence of embracing your individuality. It will enable people to easily recall who you are. You will cease to be just another blogger, photographer, or entrepreneur. You are you.

– Builds trust

One thing that is more valuable than recall is trust. By being yourself, you are exposing some of your vulnerabilities. And people have a soft spot for these things. They become more receptive when you open up to them. Your story will be relatable, your dreams will resonate with them, and your goals will be relevant. You will become a person they trust.

– Entails continuous learning

When starting out, you are not expected to figure out the entirety of your personal brand. You are allowed to grow. In fact, it is in fine-tuning your brand where you will discover your authentic voice.

Personal branding is a continuous process of establishing your image, building confidence, and gaining others’ trust. Experiencing personal growth and sharing the experience with your market are also part of the journey.

– Facilitates success

Personal branding as a marketing strategy is effective. Numerous trainers and coaches believe that it is indispensable in the digital era. You can’t blame them for the number of success stories speaks for itself.

Personal Branding by Celebrities

Anyone can benefit from personal branding. But the easiest way to appreciate its impact is through the celebrities who have utilized it. Think about Mark Zuckerberg, Bill Gates, Ellen DeGeneres, and Taylor Swift. These individuals are all successful in their industries. And personal branding plays an important role in how they are perceived by people.

– Mark Zuckerberg

When he founded Facebook, Mark Zuckerberg showed the world his inventiveness. He cemented this by making a simple fashion statement. The hoodies and grey t-shirts he constantly wore eventually began to represent the start-up culture that Zuckerberg embraces.

His personal branding conveys simplicity and efficient resource management, which are also reflected in Facebook’s objectives.   

– Bill Gates

Bill Gates is renowned worldwide because of his wealth. However, on his LinkedIn profile, he introduces himself as co-chair of the Bill & Melinda Gates Foundation and not as co-founder of Microsoft.

Gates also consistently donates money to charity. Another way he uses social media is by posting book recommendations. These actions establish in our mind that Gates cares more about philanthropy and knowledge than monetary wealth. This image makes him an ideal ambassador for his company.

– Taylor Swift

Taylor Swift’s success as a global superstar is a testament to how useful personal branding is. Early on, Swift connected with her fans and managed to build a loyal fan base. Her songs reflected themes that her supporters could relate to. She made sure to speak out about feminism, creativity, cancer, bullying, and other issues.

Her stand on such issues made her closer to her fans, which allowed her to easily transition from country to pop. Swift’s personal branding has also helped her survive celebrity feuds with her good reputation relatively unscathed.

– Ellen DeGeneres

Ellen DeGeneres is the epitome of effective personal branding. Her daytime show’s success and the subsequent launching of her own merchandise are indicative of what you can achieve as well.

DeGeneres’ personal brand capitalizes on her humanity. She is not afraid to show her awkwardness and weird humour, which her audiences gladly embrace. Her kindness, though, is what has endeared her to the world. Her personal branding has made her a credible brand that people trust.      

The Next Step

Now that you are aware of the significance of personal branding, it’s time to incorporate it into your own life. Let this guide help you. But always remember to stay true to your authentic self. After all, you will make your personal brand stand out.

Author Bio:

Daniel Ross is part of the marketing team at Roubler — a scheduling and payroll software platform founded in Australia. Their mission is to change the way the world manages its workforces.

Digital Branding

Social Hiring: Changing the Traditional Recruitment Process

The process of hiring new employees in an organization has always been considered a cumbersome and expensive task. Human resource managers have to go through countless resumes, shortlist, and conduct interviews to ascertain the most suitable candidate for the available job opening. Advertising and hiring a recruitment agency takes resources out of the company, which has a negative impact on the company’s statement of income. However, social hiring is changing the dimensions of traditional recruitment by offering some benefits and make it easier for employers. Using social intelligence to recruit has been helping companies to discover potential employees who have positioned themselves to be discovered. Some social platforms such as LinkedIn have a significant number of qualified people who have put themselves out there for potential employers to see them. A candidate displays his or her credentials which means that an employer does not need to request a resume. Using such platforms reduces the cumbersome process of screening resumes while at the same time cutting on advertisement costs.

Also read: 60 Benefits Of Using A Recruitment Software Social media hiring is opening a platform for excellent communications between an employer and an employee. Chatting with an individual on the social platforms allows for a more informal discussion which allows a more robust exchange of information which can assist an employer to understand potential workers. Even in situations where a candidate is not successful, a network is created where a future opening may suit the qualities of the networks created. It is worth noting that formal interviews do not allow for personal and robust communication which may make it difficult to understand the “real” qualities of a candidate. Referrals are currently available on a single click where an organization can acquire the best candidates to suit their job specifications. Different companies have been referring their workers to open positions while an employee may refer a potential person to a hiring institution. One of the best aspects of hiring individuals who have been referred to the company is that the hiring entity can request for background information which offers a greater understanding of an individual. This might explain why firms have been asking their workers to have social media presence so that they can refer potential employees if a position arises. Social hiring is changing how entities search for background information and the personality of an individual. Traditionally, employees used to contact referees to get more information about an individual, which was probably biased and prone to manipulation. Currently, a company can easily understand the ideologies of an individual through his or her posts. Social platforms such as Facebook and Twitter can easily highlight whether you are racist, sexist, biased regarding gender, religion, and ethnicity, which may not be acceptable qualities in particular organizations. It is through these benefits and others time and cost-saving measures that are championing social intelligence hiring over the traditional recruitment system.

About FAMA

FAMA is an Artificial Intelligence data sorting agency that conducts a background check and provides information about the best candidates to be hired by a particular organization. FAMA process will help an entity determine whether a candidate will be essential in achieving the goals and mission of the hiring company while at the same time adhering to the expected values. The filtering and sorting features help a recruiting firm to identify the behaviours that are relevant and useful to a company.

Digital Branding

Brand Growth with Chatbots: How Companies can Make Use of it?

Emerging technologies have played a pivotal role in how businesses market their product or services. Companies who haven’t adopted the latest technologies with the passage of time are on the verge of being closed.

For instance, people who have relied heavily on traditional marketing after the evolution of digital marketing are being waived off. If you are one of those, now it is time to revise your marketing strategy, adopt the approaches that lead to success and reach an audience on a bigger scale.

Presently, marketing is all about interacting with the customers directly. Let’s have a look at some of the statistics revealing the dominance and future prospects of chatbots.

  • Chatbots have been dominant in the recent years and chatbot market revenue exceeded $250 million in 2017.
  • Moreover, a report published by Global Market Insights, Inc. on the chatbot market suggests that customer service is the highest contributing segment with 42.52% share. The size of chatbot is set to exceed $1.34 billion by 2024 according to Global Market Insights.
  • 35% of consumers want to see more companies using chatbots
  • 57% of consumers are interested in chatbots for their instantaneity. (HubSpot, 2017)
  • 28% of top performing companies use AI for marketing (Adobe, 2018)

From the above statistics, it can be seen how seriously companies should consider chatbot development solution to stay competitive.

No matter, whether you are operating an e-commerce store or offering some kind of services, chatbots will prove to be fruitful. Let’s have a look at how chatbots can help grow your brand and engage your customers far better than ever.

Seamless Customer Support and Services Around the Clock

As a customer, you are impatient and want a solution to your problem instantly. What would you expect from a small e-commerce store, where resources are limited and the company can’t afford to hire a full-time customer sales representative. Customers are looking forward to a timely response and quick solution to their concerns.

Chatbots can offer customer support service round the clock 24/7 and 365 days a year. Simply by integrating a chatbot on your website, you can help your potential and existing customers to find answers to questions like what are the shipping charges, payment modes, and delivery time. Without waiting for a second, chatbots can answer the queries and make the process seamless, smooth and hassle-free.

According to Gartner, “Chatbots will power 85% of all customer service interactions by 2020. The average person will have more conversation with bots than with the spouse”

Buying Decision and Engaging Customers Made Easier

AI Chatbots are not only limited to one to one chat and offering solutions to the problems. They are progressing at a rapid pace, and help in recommending products or services customers might be interested in.

For instance, a buyer purchased a DVD player from an e-store. He or she might be interested in buying DVDs or a new smart HD TV. AI chatbot will recommend the products based on buyer’s interest that would ultimately lead to more sales and revenue.

In addition, chatbots can also suggest products based on customers queries. For example, a person is looking for a headphone of a specific brand but could not find it anywhere while browsing through the store; chatbots can help find the products instantly. Without any waiting or hassle of searching, customers can save time and buy the product instantly. Thus leading to the great and satisfied customer experience at the end of shopping.

Data Collection, Monitoring, and Insights

Chatbots are not only helpful in guiding customers but also support in collecting and interpreting data. Chatbots only understand what they learned from the conversation guide fed by the chatbot developer.

Collecting data has always been critical for big and small enterprises. However, not anymore because AI chatbots are adept at collecting customers data without any hassle. As soon as the customer interacts or visits the website, chatbots collect the data based on interaction and queries. With the help of this data, marketers can evaluate the data, draw inferences and make decisions that would help in generating more sales. It can also help in analyzing the customers buying behaviour, and what interests them the most.

Conclusion

Chatbots without any doubt will take the marketing to a new level, resulting in higher engagement, higher return, and happy customers. If you want to stay alive and competitive in the tough market, technology should be on the top of your list and of course, chatbot is one of them.

Author Bio:

Ray Parker is an entrepreneur and internet marketer with over 15 years of experience in Search Engine Optimization, Creative Writing and Digital Marketing with IQVIS.

Digital Branding

New Technology in Vape World

Since the invention of paper, the design of rolled cigarettes hasn’t changed much. Not so with vaporizers. The great thing about technology is that it’s changeable, adaptable, and customizable. Since their invention, vaporizers have undergone countless transformations to accommodate the needs of each individual user. Today, vape users can find just about any combination of features to enjoy their version of a perfect session. Let’s explore some of the upgrades vaporizers have most recently experienced.

 

More Efficient Batteries

 

One of the best upgrades vapers have benefitted from are the more efficient battery designs. Some of the initial batteries would lose their charge after a short session or lack the power necessary to satisfy cloud chasers. For a while, the batteries increased in size to make up for these shortfalls. But, this only made the devices bigger and more awkward to handle. After a few advancements in battery technology, users are now back to the slim models of the past, but with much better batteries. Plus, some batteries can even be charged while in use, so users don’t have to wait on their device when the urge to vape hits. Even MODs have decreased in size, and mini MODs are now commonplace.

 

Safer MOD Options

 

When MODs were first becoming popular, there were reports of fast-draining batteries and dangerous hardware combinations. Most of these were created by vapers who wanted to test the boundaries of their devices but didn’t have the experience or knowledge to safely combine various parts. This sometimes resulted in battery explosions that gave vaporizers as the whole a bad rap. Today, users can find MOD kits that have all of the necessary parts and remove the guesswork and confusion over part compatibility, which are much safer for the typical user.

 

E-Juice Flavors and Variants

 

When vape companies first started experimenting with flavors, the average consumer could find the classic menthol flavors alongside a few fruity flavors to satisfy their desire for variety from session to session. Now there are dessert flavors, milk flavors, and proprietary blends alongside the original flavor lines. However, this summer San Francisco passed a ban on flavored e-liquids, which may spread to other states as well. If it does, consumers may want to stock up on their favorite flavors sooner rather than later.

 

Another exciting recent e-juice invention is nicotine salts. Instead of standard freebase nicotine found in standard e-juice, nicotine salts include benzoic acid in the production process to lower the pH of the nicotine and deliver smoother throat hits to consumers. They are ideal for low power devices, such as cigalikes, and pod systems.

 

The ratio of vegetable glycerin to propylene glycol in e-juice mixtures is another personalization users have enjoyed. Higher VG liquids pair well with MODs, as they produce more vapor for larger clouds and can handle the higher heat without burning the throat. If flavored e-liquids are banned nationwide, it will be interesting to see how e-juice companies use these current trends to stay relevant to vapers.

 

Better Displays and Control

 

The first vape pens didn’t offer much in terms of control or options. Users couldn’t adjust the temperature to their preference or see how much battery they had left. Vaporizer manufacturers have started making both desktop vaporizers and portable vapes with bigger displays and more temperature control. These features have become essential especially for devices that can handle different types of product.

 

More Product Options

 

While vaporizers were originally intended for use with nicotine products, users quickly found ways to use other product with this technology. Users now enjoy the benefits of cleaner vapor technology with their dry herb vapes, waxy oils vapes, and eRigs. Another benefit to all of these pieces is that they are portable, so users don’t have to worry about transporting a large device from location to location.

 

Filtration

 

Borrowing ideas from bubblers and other filtrated hand pipes, water filtered vaporizers take “clean” to the next level. Various water attachments help users filter their vapes even further and cool them down before taking a hit. If a device doesn’t include temperature adjustment controls, this is one way users can alter the temperature of their hits if they are too hot for their preferences. Sometimes users can find water filtered mouthpieces to pair with their favorite vaporizer, so they don’t have to purchase a whole new device.

 

As the vaping industry continues to grow with more smokers turning to this healthier alternative, products will only get better and evolve with the times. We look forward to seeing what the future holds in store for vape technology and other related developments.

Digital Branding

10 Important Metrics for a Data-Driven Marketing Strategy

The right set of marketing metrics act as a GPS, guiding you toward marketing success. But, some marketing metrics are more important than others. And, with the wrong set of metrics, your marketing strategy can quickly become lost and misguided.

Think about it, would you rather follow hand-written instructions and miss a turn, or have a GPS accurately guide you in real-time to your destination? Just as the benefits of a GPS are clear, so are the benefits of a well-crafted data-driven marketing strategy. Consider these statistics (source):

  • Nearly two-thirds of leading organizations say their executives treat data-driven insights as more valuable than gut instinct.
  • Almost seven in ten leading marketers say their companies use data to support decision-making at all levels.
  • Leading marketers are more than twice as likely as mainstream marketers to say they routinely take action based on insights and recommendations from analytics.

So, which metrics must every data-driven marketer know? Keep reading today’s blog post for the answer.

1. Conversion Rate

To put it in simple terms, the conversion rate is the percentage of visitors who complete a desired marketing action. Tracking the conversion rate of your campaigns can provide valuable insight into the effectiveness of your content, your campaigns, and so much more.

As an example, data-driven marketers can use this metric to track the success of a marketing offer or landing page design. Say you set up a landing page to house a gated e-book. After all promotional efforts go out, the page receives a ton of traffic but very few prospects complete your form to receive the offer.

The low conversion rate demonstrates that, although the eBook is of interest to your audience, something is off with your landing page. You now know to begin testing different landing page elements to boost conversions.

2. WebsiteTraffic Sources

With so many traffic sources pointing to company websites – everything from paid ads, to social media, to organic web searches – marketers must track which sources bring in the most visitors to understand marketing campaign success. By reviewing this metric, marketers can determine which campaigns to cut or keep. Here’s a quick list of common traffic sources to track:

  • Organic search traffic
  • Paid traffic
  • Referral traffic
  • Direct traffic
  • Social media traffic
  • Email marketing traffic

Once you understand where website traffic comes from, you can then analyze the conversion rate of each traffic source. Doing so will offer insight into the channels and campaigns that provide with the most valuable traffic. As a result, you can tailor your strategy and marketing budget to focus your efforts on areas that yield the most conversions.

3. Bounce Rate

A bounce occurs whenever a visitor enters your website from an organic search but leaves the site after viewing only one page. This action indicates low engagement with website content. If you experience high bounce rates, there are two possible culprits at play: Poor user experience or your content is attracting the wrong visitors. Track bounce rate to the strategically optimize your website to keep visitors engaged. Here are three quick tips to lower bounce rate:

Review on-page analytics: See which elements lead to a lower click-through-rate, and optimize accordingly. Adjust elements and copy, then measure if CTRs improve and bounce rate drops.

Learn from low bounce rates: Review pages with the lowest bounce rate to learn which pages successfully engage website visitors. Ask yourself: How is the content structured? What is your CTA? What page do users typically visit next? Use these insights as a guide to adjust content on top exit pages.

Segment bounce rate: Marketers can segment bounce rate by the browser, traffic source, age, gender, or device type to glean further insights. For instance, if a high number of mobile users bounce from a page compared to those using a desktop device, this indicates a poor mobile experience. Simply view the page in a mobile browser, and look for ways to make it more mobile-friendly.

4. Social Media Engagement

When it comes to measuring social media success, many marketers struggle to move past vanity metrics. They neglect to review metrics that show real social media engagement, align with business goals, and guide decision-making. Examples of social engagement metrics include the number of comments on social posts, post shares, and brand mentions. Marketers can learn from social media posts with high engagement rates to craft similar social content in the future, driving increased engagement.

5. Marketing Qualified Lead (MQL)

Let’s face it—not all leads are created equal. Data-driven marketers know the quality of leads matters much more than the quantity. That’s why tracking marketing qualified leads, or MQLs is so important. In fact, a recent study shows MQLsare the most commonly used metric by B2B marketing teams (source).

An MQL is a lead likely to become a customer based on their engagement with marketing content. This metric is determined by factors such as content downloads and web pages visited. It’s important to note, however, that an MQL isn’t necessarily ready to talk to your sales team.

MQLsoften requires additional touches to move them along the sales funnel. Data-driven marketers can further engage MQLs with a lead nurturing program until they become sales-ready.

6. Sales Qualified Leads (SQL)

Sales qualified leads, or SQL, are just as important as MQLs when it comes to operating a data-driven marketing strategy. An SQL is a prospect who has indicated readiness to buy a company’s products or services. To reach this stage, the SQL has met the lead qualification criteria to be sales-ready. Tracking SQL through lead scoring helps the sales team turn more conversations with prospects into conversions.

As with MQLs, it’s important to track which channels, pages, and campaigns generate the most SQL. That way you can use this data to scale and improve your lead generation efforts.

7. Cost-Per-Lead (CPL)

Cost-per-lead or CPL reveals, in a tangible dollar amount, just how cost-effective marketing efforts are across various channels. Use this metric to assess which campaigns to abandon and which ones to focus on for the future.

The goal is to aim for a low CPL with a high number of quality leads. As you begin a marketing campaign, remember to determine how much money you are willing to shell out on a lead. CPLs vary across industries and company size, so research your specific industry to establish a benchmark. Here’s a quick list of CPL averages by industry for reference (source):

  • Industrial & Manufacturing: $235.09
  • Healthcare & Medical: $285.82
  • Media & Publishing: $191.07
  • Consumer Products: $182.37
  • IT & Services: $369.88
  • Financial Services: $271.54
  • Marketing Agencies: $172.72
  • Education: $65.69
  • Nonprofit: $43.36

CPLsalso varies greatly by company size, with larger enterprises spending more per lead. Here’s a breakdown:

  • 1,001+ employees: $348.93
  • 201-1000 employees: $212.12
  • 51-200 employees: $180.47
  • 2-50 employees: $146.94

As you track your CPL over time, you’ll become familiar with the acceptable range of cost. From there you should work to lower your CPL.

8. Customer Acquisition Cost (CAC)

For marketers, CAC is an invaluable metric because it reveals the ROI of your campaigns. To determine your CAC, simply divide all marketing expenses used to acquire customers by the number of customers acquired.

Get deeper insights into marketing ROI by calculating CAC for specific programs or campaigns. Use this data to prioritize marketing spend on campaigns with lower CAC, ultimately helping to boost profits.

9. Customer Lifetime Value (CLV)

You’ve heard it again and again, but it can’t be stated enough: Customers are the lifeblood of your business. So, how can marketers track the value of a customer? Enter, customer lifetime value (CLV). This metric predicts the total amount a customer will spend with a business during their lifetime, enabling marketers to pinpoint the most valuable customers. Calculate CLV by dividing your average order size by one minus the repeat purchase rate. Subtract your customer acquisition cost from that number to get your CLV.

After calculating this metric, use it to strategize ways to keep valuable customers around, such as lead nurturing campaigns and loyalty programs. Research shows making an effort to retain customers pays off. In fact, one study shows a 5% increase in customer retention can boost a company’s profits by 25% to 95% (source).

CLV can also help you determine how much you’re willing to spend on marketing programs and leads.

10. Return on Investment (ROI)

And last but not least: Return on marketing investment, or ROI, is an essential metric to show how all marketing efforts and spend impact your bottom line. Marketers can use this metric at the program or campaign level to inform future spending. In fact, recent research shows ROI by the channel is the top metric B2B marketers plan to use in the next 12 to 18 months (source).

We get it—calculating ROI for every channel isn’t always easy, but here’s a simple formula to help: (Sales Growth – Marketing Cost) / Marketing Cost = ROI. If sales grew by $3,000 and the marketing campaign cost $300, then the ROI comes out to 900%.

Final Thoughts About Data-Driven Marketing

And there you have it, ten important metrics for a data-driven marketing strategy. Remember, marketers, don’t have the time in the day to track everything. Focus on the marketing metrics that guide decision making and align with business goals. Determine your KPIs, set your benchmarks, and start tracking.

To be a truly data-driven marketer, you must replace best practices and gut feelings with data-back decision-making.

About the Author: Becca Chandler is a Marketing Content Specialist at ZoomInfo, a leading contact database that helps companies accelerate growth and profitability. Becca writes for ZoomInfo’s B2B blog on topics related to sales, marketing, and recruiting. In her free time, Becca likes to travel and capture special moments with her camera.

Digital Branding

Way to Have the Best of Laravel Development

For any nature of the business, one has there need to be the best of web development. Laravel is a web development platform which is sort after by many reputed business organizations due to excellent development features that can be achieved. For having such a web development based on Laravel the best of web development organization having to experience in such a field is required.

Considerations to Select the Best of Laravel Web Developers

It would be quite easy to make a long list of web developing organization who offers such services. The problem happens when the best of Laravel Development Company is to be selected from amongst them. The below considerations would help one to make such a selection.

Client satisfaction

The motto of the organization to be selected for having the best of web development based on Laravel must be to offer client satisfaction. They must be able to show a large base of satisfied customers who have benefitted by having web development based on Laravel done by them.

Guaranteed service

The web development organization to be selected must be offering a guaranteed service. They must guarantee that if one is not satisfied by the web development done by their developers then either it would not charge for the work done or return the entire money that is already paid.

Quick result

It would be best to hire dedicated Laravel developers from such a web development organization who can ensure that quick results can be obtained. The dedicated developers who would be working on the project should be having best of experience and knowledge regarding Laravel so that they do not face any nature of problem while developing the site and can quickly have the development finished.

Having such a result one can expect to have the development of the site in time and would have the ability to surge ahead of the competitors earlier than expected.

Affordability they offer

The web development organization must have the ability to offer web development based on Laravel at a rate which cannot be matched even by the local web developers working in the area.

Their services must be a mixture of affordability with quality. Though the services would be affordable they must not compromise on quality in any aspect. In other words, it can be said that that they must have the ability to offer clients with quality web development based on Laravel at a price which cannot be matched by anyone.

Transparent services

The best of offshore Laravel programmers India working with the organization which can be selected must have the ability to offer transparent and integrated services. When one shares the ideas regarding a website which is to be developed upon Laravel it should be such that the ideas are not leaked to the competitors.

Image Source: Qltech

The programmers must always be following all the NDA regulations throughout the development process and will have the habit of maintaining secrecy. So, one should analyze whether the web development organization has such features integrated into their services.

Skilled and experienced developers

The web development organization that need to be selected for having best of web development based on Laravel must have the skill and expertise to offer the best of development. The skill sets possessed by the developers must be such that they should have the ability to customize the development according to the requirements that one has.

It must not be a problem for them to develop websites based on Laravel for any nature of a business association. They must have the understanding to develop sites for business houses linked with healthcare, retail and commerce, banking and finance, travel and tourism, hospitality, media and entertainment or education and e-learning.

Option to hire according to choice

The organization that needs to be selected for having the best of web development based on Laravel must offer its clients the option to choose from amongst the developers who work for them.

Clients must have the opportunity to interview all the developers and pick and choose from amongst them according to the preference that they have. If even after such a hiring one is not satisfied with the service then the organization must have the mindset to offer the best of replacement or refund the entire money that is paid.

Free quotation

The selected organization must be offering a free quotation after listening to the ideas that are shared by a client. The client would be given a patient hearing and a no obligation quotation provided so that the client can judge the service in the perspective of quality and budget.

Offering multiple plans

The web development organization that need to be selected for having the best of web development based on Laravel must offer multiple plans to their clients so that they can choose according to desire.

If one keeps these considerations in mind while selecting the web development organization for having Laravel based development then it can be said that the best of development can be achieved.

Digital Branding

Ways Social Media listening can help your Business

With the use of a shared count, it is possible to see how much your target audience are in tune with your content, but you can always do more.

Social media listening is simply about searching the internet and specifically the social media space to see what is being said about your business or brand, your competitors and other topics of interest, and with a little time and creativity, you can go beyond just monitoring your brand. You can employ the use of social listening to enhance content marketing, business development, product management, human resources and customer support.

If you are thinking of trying out social media listening, here are 5 ways in which this technique can be beneficial to your business:

Improved customer service

Today, more people are starting to use social media as the place to make public complaints, find solutions to their problems, and commend brands on good service.

Instead of relying on onsite calls or physically waiting for customers to show up in your workspace, social media as the go-to tool for responding and reacting to customers who encounter problems. Social media monitoring can improve the quality of your customer service through digital channels so that people no longer have to wait to receive a response.

Discover where your community is

Social listening enables you to find out where your potential and current community members carry on important conversations, for example, the hashtags on Twitter can lead you towards their areas of interests and what they often enjoy doing.

It is a good technique for identifying a target audience that would befit your brand, but more so for better niching your messages to befit their interests and reach out to their circles as well.

Track down the comments and shares on social media to lead you to the places they like to visit and the kind of content they would rather consume.

Build links with advocates and influencers

Influencer marketing is growing huge today and has continued to draw attention. The importance is that the influencer marketers ensure that people are talking about you and your brand, and when you are a conversation on social media, search engines and other users will definitely know who you are.

After a big product launch or update, track the link to or the title for press release you shared to see who else is sharing it. This information will help you identify influencers in your industry. Reach out to them to start building relationships.

Focus not only on the users with a big following, but also on the important fans of your brand that may not necessarily have a huge following, but are likely to convert to your advocates more than influencers can.

Interact with users

Largely, social media exists to foster relationship building, which is the one thing social media listening can help your brand with. For a business or brand, it can be overwhelming to track down comments and posts that might be relevant to you unless through social media listening.

Once you are keen on what your target audience is discussing and the trending issues in your industry, it is much easier to interact with your users then.

Be sure to keep your response times, intelligent, and humorous yet consistent with your brand image.

Actionable insights for brand improvement

Blindly running a business on social media can be detrimental to the productivity and success of your brand, which is the key reason you require to gather actionable insights for your brand management.

Since social media allows for open feedback, it is quite easy to receive negativity and criticism that might threaten the successful running of your brand, but with proper management, can scale your brand to greater heights.

Consider the feedback you receive as insights to help you in adjusting your business.

Social media is such a powerful tool, and with a little keenness in social listening, watch your business bloom this year!