DIGITAL MARKETING AGENCY

THE SCOPE
Digital Marketing as an approach for generating leads is increasingly being adopted by businesses to optimize resources, improve conversions and thereby drive growth. Every aspect of it can be explored to maximize results - Search Engine Marketing, Social Media Branding, Web Analytics, Affiliate Marketing, Content Promotion, Guest Blogging, User Engagement Tools and so on. Creating contextual, compelling and engaging content are the key success factors that differentiate a good digital marketing agency from the rest, for driving relevant leads. A deeper understanding the of the business, the products and services offered, analysing the target audience, establishing business goals and developing a comprehensive online promotional strategy go a long way in keeping a head of competition. Partnering with a digital marketing agency will help reduce the learning process and make use of the specialist advise right from word go.

1. Search Engine Marketing: Websites are fast replacing the retail stores. Getting found online is the current way of doing business as it the most effective way of generating revenue, both in terms of cost and also in terms of results. Unlike conventional shopping, buyers now search for the desired product, service or information using tools such as Google, Bing, Yahoo and so on. Lead generation, Sales conversion and Brand awareness can be achieved in the quickest possible time. Further, Search Engine Marketing can be categorised into PAID (PPC) and ORGANIC (SEO) modes of promoting business online. While PAID methods quickly yield results, they will have a direct bearing on the margins. ORGANIC methods take time to generate business but are very cost effective. Always look for a digital marketing agency that understands the effectiveness of this online channel for lead generation and better conversions.

2. Social Media Promotion: Social Media Promotion is a way to expand reach and influence conversions for the businesses. Most of the social media channels such as Facebook, Instagram, Twitter, Linkedin, YouTube, Quora, Medium, Reddit etc., provide an opportunity to expose the brand to a larger user base active around the globe. These tools are a great platform for engaging in real time conversations to generate interest and make a positive impact by influencing their buying decisions. Identifying the appropriate and most effective medium for a particular business holds the key. Target audience, interests, demographics, geography, personal and professional background and so on, have to be thoroughly analysed to drive real prospects for businesses. Paid and Organic way of brand promotions, over social media channels, is based on this end goal in mind. Choosing a digital marketing agency that specializes in social media based promotions would help yield better results.

3. Content & Creatives: Content is the most powerful way of creating an impact for a building a brand online and also in generating qualified leads for businesses. This is also called the demand generation technique aimed at helping prospective customers make informed buying decisions. It is not just limited to textual information for blogs or social media, but also includes graphics, videos, promotional offers and a lot of other material meant for public consumption. Content creation, publishing and updating require exceptional skills both from quality as well as it being optimized for online visibility. Our digital marketing agency understands this very well and all the content we create are meant for enchanced user experiences.

4. Web Analytics: Web Analytics provide good insights into the kind of business you are into. Source of leads, behaviour of prospective customers, competitive positioning, tools and technologies in vogue are some of the market intelligence data, that we help gather, to enable companies make better business decisions. Besides, a careful analysis of the data also helps us redefine and continuously optimize the marketing campaigns that we devised, for businesses to succeed. Web Analytics form the core for defining any online marketing approach.

THE STRATEGY
Here is a broad approach, adopted by our digital marketing agency for promoting your business online. This can be fine tuned depending on the type of industry, products or services, but more or less the overall theme remains the same.

Get your UI / UX right: Firstly, it is important to identify Digital Marketing as a means for generating leads for the business and not merely as web address or for cosmetic purposes. Although, the starting point for creating online visibility is the web address: Customer Acquisition, Retention, Engagement, Branding, Experiences and Promotional activities are some of the key areas, around which, the products or services needs to be represented and promoted. Evolving an end-to-end Digital Marketing Strategy, for acquiring new customers, needs a comprehensive approach involving various online channels that can deliver better user experiences and improve sales. Constantly refining the strategy, optimizing the costs and competitive positioning, driven by analytics, can result in better ROI. Most of the businesses (mostly B2C) do have an ongoing Digital Marketing activity, but many are yet to adopt online marketing tools as a means for generating leads.

Understand Online Behaviour: Very few digital marketing agencies understand this concept very well. An in-depth analysis of the user’s online behaviour forms the foundation for developing a comprehensive online marketing approach. Besides, for promoting a particular product or service, identifying the most effective Channel, Search or Social Media, a thorough research on the Competitor’s Acquisition Methods, Research for Relevant Keywords ( and for better conversion rates), Devices most used (Desktops or Mobile), User experiences and other demographics play an important role in formulating an effective inbound lead generation strategy. Web analytics provide great insights into some of these key performance parameters and thereby help in understanding Customer Interests, their Buying Patterns, Influencers, Trust, Browsing-vs.-Purchasing, to name a few. Finally, customer loyalty extends beyond the website interactions: delivery of product, post sales support, perceived-vs.-real quality of product would go a long way in establishing an online brand and assure increase in sales.

When a visitor lands on a web page, he/she takes less than 1 second before making a decision to stay or leave. The emphasis really is to have a web design that instantly conveys the message in that short span of time – so a well thought out UI/UX design approach needs to capture the imagination of every visitor. Similarly, the visitors can be categorised into: those who purchase online, those who just browse but make in-store purchases and those who do not buy online at all. So, a well targeted digital marketing strategy should be able to attract all kinds of buyers and convert them into customers.

Conduct Competitive Analysis: Conducting a study on the competitors performance parameters will provide some deeper insights into the elements that help determine what keywords are being used by users/customers to find a particular product or service. There are several tools, including that of Google, that can provide further details of those keywords such as search volumes, cost per click value, related keywords etc for the geographical area that one is trying to target. The quality of lead and its conversion to sale mostly depends on the keyword that a customer has used to reach the website or the landing page. So, the ROI, especially in PAID campaigns, is a function of the keyword used for bidding. A highly competitive keyword can often be recognised by the CPC value associated with it and so trick is to identify those keywords that have high conversion rates and low CPC values. The same background needs to be kept in mind for building a content strategy too. Merely driving traffic out of keywords that do not have any business value will result in higher bounce rates and eventually losing rankings on the search engines.

Adopt a Hybrid Approach: After a thorough analysis, our digital marketing agency adopts a good mix of paid and organic methods to promote businesses online, for search as well as social media campaigns. By continuously measuring the performance of these campaigns, the keyword targeting, the content, the bids are further refined to maximize the results. We have noticed that all the inbound leads acquired through search engines have high conversion rates, as they are intent driven. Only a well experienced digital marketing agency can help you get better ROIs and Gotech Consult is perfectly positioned to meet these expectations. Our digital marketing services are designed in a manner that only achieves the desired goals, deliver cost effective solutions but are also aimed at driving growth to our customers.

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