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News: eBay Strategy – Target Mobile Internet Users

Pleased with the tremendous response through their recently launched mobile interface, eBay has announced its decision to focus more on mobile internet users. Witnessing the immense growth of mobile internet users in India, it does make sense to focus on the same.

eBay has been witnessing a sale every 27 seconds in India through a mobile handset implying a high degree of conversion through the mobile internet users. Recently, eBay launched a new product to enhance the visitor’s experience at eBay through the mobile which has been quite appreciated.

Taking this forward, eBay and NIIT are offering ePro, a special course for online retailers. The course details cover 8 hours of video tutorials and interactive sessions along with eight hours of online cloud learning. The course encompasses photography, customer sales service and listing quality. On similar lines, eBay along with Confederation of All India Traders is working towards making existing business and trading activities compatible for online market space.

LogicSpeak:

eBay has embarked upon the right strategy of being available where the customers are. Also, by offering the requisite digital marketing knowledge to the business people, eBay is reaching out to convert traditionally operating business to adapt to the latest online market approach.

November 13, 2014
Hiring a PPC agency

Managing a small business does require employees to wear more than one hat to keep things going. When it comes to PPC, the big question arises once again…..should you outsource PPC or let it be done in house?

A fairly balanced column of pros and cons can be written down for both, the in-house PPC campaign & hiring an agency. However, in the long run, hiring a PPC agency yields better profit for most organizations. Here are some of the reasons, why you should outsource PPC advertising campaigns?

Stay focused on your business & its expansion – This is true for all sorts of outsourcing and PPC advertising isn’t an exception. A dedicated PPC campaign takes a lot of time. There are a hundred things to take care of, a lot of self-learning, and continuously keeping an eye on the PPC performance. Hiring a PPC agency gives you a whole team to do that. ‘Full-time’, that matters in lot of places, and in the end you come out as a winner.

Expertise matters

This is a no-brainer too. Even if your in-house team has some quick-learners, they have loads of other things to get worried about. Hiring a PPC agency brings in the much required expertise for the campaign. Across, the World Wide Web, you will find loads of free advice on PPC advertising but PPC agencies have their set of premium strategies which when put in definitely work wonderfully.

Money goes where it’s needed

There are more ways to lose money while starting out with PPC ads, than you can count. Hiring an agency needs investment, agreed. But you save a bunch by not making rookie mistakes. This is where your profit lies.

Now that we have established that it is awesome to hire a PPC agency, the next step would be to understand, what to look for in a PPC agency.

Choosing the PPC agency

There are agencies which boast that they are playing for the big picture. But can you afford that? A balanced agency is the one which is capable of delivering both short term and long term sales leads. What matters here is the affordability of service with positive turnarounds….Yes, PPC service charges should in correlation with the performance of your campaign but if they eat away your profits then you have need to give a couple of thoughts to it.

Adaptability

Everyone has a plan A. But winners have a plan B, then C and then D. The agency that you are hiring shouldn’t come out as one having all the focus dedicated to one strategy only. There should be evidence that the firm has applied varied methods for different businesses. They should know how to react to changes in your competitors’ strategies.

Good relations from SEM Department – Most PPC agencies enjoy working relationships with technical support with search engines across which these campaigns are run. This implies technical glitches, new feature updates, quick resolution of issues et al ensure that your campaigns are well managed and catered to.

Focus

PPC agencies are dedicated to perform their role to the hilt as they are trained and qualified to do so. With the accountability clause mentioned within the contract, PPC agencies need to perform extremely well in order to deliver.

Supplementary online marketing services

SEO and SEM services are other marketing services that could be employed to enhance the entire marketing initiative. The knowledge and availability of these services through your hired PPC agency could be a great booster to your campaign. In fact, an integrated market plan can be approached upon.

LogicSpeak:

A PPC agency usually offers you with case studies, white papers and a list of past clients. Before you sign the deal, it would be great if you are able to get feedback from past clientele. Hiring PPC agency is a move that has high potency to make your business excel.

Previous Post: How essential is it for you to go mobile?

January 29, 2014
Curating content for social media channels
As the digital marketing world is abuzz with content and employing the right content marketing strategy a.k.a content curation as it is popular known as. For preparing content for curation, you need to bear in mind some key points which could assist you to stay on the right track. Remember getting the entire strategy right is long term involving social media and hence cannot be achieved in a few days or in a few weeks.

To begin with here is how you will get the right content for the right channel?
- Identify and analyze your audience – Depending upon your products and services, you should be able to figure out the type of audience the content is likely to attract and vice versa. This means you should gauge what type of content will engage your audience in the best possible manner.
- Content Sharing – Understanding the requirement of the audience is very essential. You should be able to pick up a couple of topics which are definitely going to be useful to the viewers and engage them effectively. The content sharing bag should be a mix of information which is purposeful and interesting to know about. It is crucial that the content curator should carry a tag which is identifiable with his/her expertise in that particular area – labeling himself/herself as a critic, an expert, a professional etc works wonderfully when stating the authority of the writer.
- Quality Content – As a content curator, your aim should be to dish out impeccable quality content. Once the readers begin to appreciate your content, it is likely to be more shared and re-shared; attracting more clicks, recommendations and even support, which is very much desired. Remember, your intention is to offer useful and genuine content and create a lasting impression in minds of the readers.
- Be consistent in curating – Well, you need to be active on a regular basis as this helps you to stay visible in the limelight within the circle of like minded people. Also, make it point to share relevant content and you can stand by what you state. If you are an expert in handling small and mid size businesses, stick to them. No point in talking or relating to large corporate entities to which you are never close to.
- Content Sharing through personal level – When sharing content through social media and other channels, remember it is ‘YOU” in the picture and not your corporate entity. Social media is associated with interactions amongst individuals at a social level and not with corporate logos/brands. Simultaneously, you should be aware of the various channels through which the content is curated or shared. It is essential to spread out this content in the right manner for maximum viewership and benefits. Mind you, content can be spread over various other channels such as through emails, web and across social networks.
- Social Networks – Popular social networking websites as Google Plus, Facebook, Linkedin and Twitter are frequently visited in large numbers by active users, by default become the best channels for propagating content. In fact, these networks enjoy live viewership and accelerate the content sharing process. This strategy works well with brands that are out to capture large audiences.
- Web Based Content Channels – Most popular ones like storify, scoop.it, paper.li, are ideal for sharing within a smaller audience. If you choose these channels, it is important to stay active and supplement the same through third party sources for enhancing the engagement figures. Be careful not to keep talking all by yourself but instead get third party followers through likes and shares which subtly reflect your authority and expertise. In fact, the content curated by you should encourage subscriptions which will help you increase to your target base to a great extent.
- Content Curation through Email – This initiative could be followed at a secondary stage wherein followers receive daily/regular emails relating to the stories shared within your social network. This works provided you have an established base of followers and enjoy an active presence across social networks.
Most of the followers believe in the mantra ‘Find something good, share it’ which they follow with great intent. This certainly helps them in curating content in the best possible manner.

LogicSpeak:

Though seemingly simple, content curation requires insight into nature or subject of business you are promoting, key understanding of the audience which you already have or are likely to have. It involves organizing and sharing purposeful information which relates an authentic and trustworthy entity.

Previous Post: Tips on how to prevent Google from indexing a section of your website
December 24, 2013
Ways to optimise Social Media Channels

Maintaining effective social media guarantees that you make a positive impression on your prospective business contacts as and when they look for you online. Also, remember to capitalize upon this social media traffic proactively and watch your business expand and grow.

For those yet to adopt and embrace social media for their brands, here are a few pointers that will help you manage your virtual identity in the right manner.

Be consistent when establishing your brand online – Plan and prepare your corporate logo and tag line keeping in mind the social media factor, as your fans and followers are likely to identify with your logo across various social media channels. Especially, when there are quite a few of them e.g. Facebook, Twitter, Slideshare, LinkedIn and others. Also, it helps if you run the same campaign or promote the same products/services across other platforms for building up a trust worthy customer relationship.

Hyperlinks from profile pages – Since you wish to enjoy traffic to your site through your social media profile pages make sure relevant hyperlinks are provided on them. It is important for your visitors to find relevant information when they arrive at your site from your social media page else they will be disillusioned to never return. These relevant links are likely to enhance your SEO rankings too, so make sure they are most suitable ones.

Acknowledge & Respond – Being active on social media is one the key parameters for its successful performance. If you find a new fan or follower on your profile, do cross check and then follow back. This gives you an opportunity to listen to their requirements, feedback and even queries. It is through this channel that you can solve their issues and engage customers to the next level, publicly or at a personal level as per your preference.

Link to other posts and publishers – When sharing an article on social media, try linking the author as well the post as this means you are acknowledging the authors’ inputs and efforts too. In return, you could get good feedback or a response or even a new follower and soon his/her followers may be following you along with the author.

Understand and implement the USP of each social network – Each social network has its own set of USP which could have made it click and popular. For instance the ‘retweet’ button, the Google + hangout and circles have their own USPs which is evolving and definitely useful.

Social Media Analytics – With free and/or paid analytics offered by social media networks, you could always devote some time to study and evaluate them. This helps you in understanding the traffic trends and preferences which can be worked upon for better engagement.

Prove your worth to earn respect and recognition – When on a social media channel, you have to be responsive, cooperative and of course, useful by promptly attending to their issues and queries, if any or acknowledging their posts or tweets. If at all, you are planning to run a contest or campaign on a particular channel, make sure you announce the same on other channels and invite them to participate too.

Give Paid Advertising a try – Your scope to grow online increases when social media campaigns are supported by paid advertising initiative for your visibility factor is enhanced greatly. Imagine your ads being displayed when people query for your products/services through the search engines especially if they are not following on social media channels.

LogicSpeak :

Maintaining effective social media presence guarantees that you make a positive impression on your prospective business contacts as and when they look out for you online. Also, remember to capitalize upon this social media traffic proactively and watch your business expand and grow.

Previous Post: How to make Google rank your page higher in the Search Results?

December 3, 2013
Tips for writing winning PPC ads

Wondering how to write winning PPC ads which enhance your conversion rate and lead to better ROIs? With no dearth of tips on effective PPC ads available across the Internet, the most crucial ones have been listed out for better understanding.

Use of clear language

Keep ads as clear as possible. Even if you are a great fan of subtext and irony, people who see the PPC ads don’t have time to go through those. Hence, whenever you are thinking of a PPC ad make sure that things are put in succinct language.

Personalized and expressive language

Ads are meant to introduce your product and services to the people. There may be scores of other providers for the same thing. If you are trying to sell a product ‘A’, make it sound like product ‘A’ from you is better than others. Focusing on your USP in the PPC ad is a high impact strategy. People are more likely to click through if your ad suggests a niche feature offered by your product.

Make an offer that they can’t refuse

Make the offer right in the beginning. People want to see what’s on the offer the moment they lay their eyes upon the ad. More importantly they want to know what they can do with the offer. A very clear ‘Call to Action‘ in the ad is very important and this is what makes the ad click. Try to minimize the use of words while conveying the offer.

Focus on Keywords, but keep intentions honest

PPC ads should have the keywords that they are looking to target. While doing so, you should be honest about why you are using the keyword. The keyword should not look out of place or forced into the ad. The more natural the usage, the better will be the impact.

Keep the jargons away

If you are one of those who think that using jargons make you sound legit, don’t apply it to PPC ads. Jargons don’t attract a large class of audience and cannot be considered to add value to your ad.

Writing a winning PPC ad takes a lot of effort and many tries before you get it right. Keep the message clear, and keep jargons away. People have a very short attention span.

LogicSpeak:

If you want to increase your success, make the ads succinct and at the same time accurate. PPC ads can return a lot of profit, provided they are done the proper way.

Previous Post: How to Use Customer Service for Increasing Website Ranking

November 27, 2013
An enhancing Google Plus update on your cover photo

In a recent update, Google Plus has imbibed a dash of UI on cover photos across Google Plus. Resizing the cover photo to emphasis on the image and text it carries while the profile has been moved to the left hand corner make them look co-related and very much in sync.

Also, exactly below the profile picture, you have the relevant details mentioned-name, profile and location, etc. making it easy for people to get a fair idea of the entire set up.

At our end, resizing the Logicserve Digital cover photo has made it look even more visually appealing. With our profile photo being moved to the left hand corner along with the relevant details mentioned below, things look even more in sync and co-related.

Check out our white corporate logo embossed over the blurred blue background of Logicserve Digital cover page along with our URL and follow button in white, our cover photo exalts authenticity, reliability and a strong commitment to deliver.

LogicSpeak

The latest Google Plus update on the image of the cover profiles is very intuitive and does leave a lasting impression on the viewers of the profiles.

Previous Post: Buzz your Emails with Live Trends for Enhancing your Campaigns

November 14, 2013
Factors for Content Customisation
Keeping on par with the current digital marketing trends, content marketing is considered to be a relied upon channel to connect with the audiences in a great way. You too, must be judiciously posting Facebook posts along with blogs, articles, infographics and much more. But have you ever wondered how much it is really viewed, read and imbibed in by the readers or maybe they are getting lost in content overload which could be happening across your profile.

With great efforts put in to develop quality content which needs to be read but prove useful to the audience, it becomes essential to strategize content as well as its marketing in depth for best results. We present a few key insightful pointers for guiding you across the content related strategies.

Viewership Base – With in depth knowledge of your business and its nature, you need to arrive at list of content which could prove useful to your customers whilst they use/prefer/enjoy your products and services. Identifying the most preferred content from contextual, videos, forums, blogs and then developing them for use is what makes your brand more marketable and enhances its visibility.

Bear in mind – The usability of the article is more important rather than have a keyword rich article

Compareraja, one of our brands is a product and price comparison portal enjoying a tech friendly viewership base. It posts blogs highlighting the specifications and USP of latest mobiles, smartphones and tablets on a regular basis. This helps the user, in his research stage to finalise his choice about the product he wishes to purchase. Check it out at https://www.compareraja.com/blog/

Viewership Trends and Preferences – You need to be very careful in choosing the right channel from the available ones as you proceed to distribute your content across them. As each channel has a niche membership base which is distinct. At the same time, you need to understand the fact that an individual has a channel specific profile and would view your content in a similar manner.

Amongst the most popular channels we have today,
1. Facebook is ideal for sharing creative images and experiences.
2. Linkedin, a slightly formal and professional channel can be used for promoting corporate styled slideshows and presentations.
3. Twitter is preferred for exchanging hot ideas and trends, ideal for announcing promos and deals which need to be shared instantly
4. Google + allows an exchange of ideas and views to take place across its platform
Extent of Measurability – To a certain extent, content marketing can be measured through Tweets, page views, number of downloads but when considered against the cost of generation content and its marketing, a set of specially set parameters could come handy in determining its effectiveness. Each of these aspects varies, depending on what you wish to measure. The same applies for other services you avail for your business’s promotion.

Search Engines and their Algorithms – Keep track of current search algorithms and try to modify your content marketing strategies. With most of the search engines emphasizing on organic search results, the content should revolve around viewer friendly information. E.g Adding information about famous local cuisines or a famous dish of your restaurant.

LogicSpeak:

Customisation is the key to get any content strategy successful. One needs to understand the channels and the type of content that works for their audiences in each of these channels and their responses. As shared, the usability of the generated content, matters more than the keyword rich content.

Previous Post: Using SEO For Enhancing Local Business
November 7, 2013
Modernizing content with Google’s Hummingbird

For the past few months, Google has made many major changes to its search engine algorithms and one among them is the new look for mobile search results. Even though the average Google user has not been able to notice much difference in the Enhanced Campaigns or Penguin 2.1 but it has attracted several debates by the search engine experts.

One of most debated topic was the Hummingbird, a search algorithm launched by Google on its 15^th birthday. Google has updated its search algorithm even in the past, but each time they were focused on gathering the information for the search engine, for instance – indexing the website and identifying the spam contents. But now with the launch of Hummingbird, the focus is on the user; understanding his/her requirements and providing the user with better search results.

With the introduction of Hummingbird, Google is now examining the searcher’s query as a whole and processing the meaning behind it. This implies a shift in the results displayed for Google. It will extend its search beyond the individual keywords. Google will try to display relevant results which not only match the individual keywords but also the entire chain of words queried for. On the overall, Google has made search more ‘human-friendly’ and attempts to read the user’s mind.

One of the significant driving forces behind this change is the ‘mobile search’ especially with the advent of smart phones. Unlike desktop, the smart phone user tends to type short queries. However, the trend reverses with the voice search wherein the queries tend to be long, complex and more conversational. Google is also gearing up to provide the best voice search experience to its user.

The biggest benefactors of these improvements are the signed-in users who are trying for better search results. For them, Google is trying to gather all possible mediums to gather information like providing additional information pulled out from the user’s location, social connections like G+, time and even previous searches.

As mentioned in beginning, the ultimate driving force behind developing Hummingbird is to ensure Google is prepared for a future where its users interact with it constantly, quickly, and verbally. By making its search engine better, Google is paving the way for the future.

LogicSpeak:

“Things, not strings” is what Matt Cutts said and this update provides much more context around Google’s decision to encrypt all keyword data and devalue purely keyword-focused search engine optimization. Its time to to move towards quality, social presence, link earning rather than link building.

Previous Post: YouTube’s Keyword Tool and its potential for Link Building

October 30, 2013
SEO Guide for Site Redesign or Migration

Have been warned by many of your counterparts or business colleagues of a fall in SEO rankings after a website redesign or a CMS migration? Well, there is no need to be very apprehensive about it provided you keep in mind a few pointers which include –

Know your site – The best way to know your site (including the sub domains, if any) is by crawling it yourself either through a free or a paid tool. The reason being you will get a fair idea of your current URLs especially those which enjoy good rankings. Over and above this, the array of reports provided by the site crawler comes very handy in understanding the website structure search traffic, rankings and much more. This comes most useful after a website redesign wherein most URLs have changed leading to drop in search engine rankings. But when you have referral to refer to, the going gets definitely easier, clearer and much more convenient after a website redesign.

Undertake an Inbound Link Analysis – Before redesigning a website or migration, it is imperative to perform an inbound link analysis for you and your developers will get a clear idea of how to migrate or redirect those pages. You can utilize various tools available online for the same. By doing inbound link analysis, you can get a list of your most powerful links which come handy in understanding your URL structure.

Plan the 301 redirection move – Remember, the 301 redirection plan is the crux of your migration or redesign initiative. It is this redirection which ensures that PageRank successfully moves from older links to newer links ensuring your search rankings are more or less unaffected. At no point should the search engines should get confused on account of improper redirection. The developers should be well versed with usage of 301, rewriting of URLs and other technical parameters required during this process. A quick note here – if you are not changing the URL structure then you do not need to issue 301 redirects and this means saving a lot of time and effort.

Undertake an SEO Audit – Before revamping or migrating a website, an SEO Audit comes handy in understanding the parameters which need to be improved, the areas which need to be left untouched and what all you can discard. This is can be considered as your path to higher SEO rankings as you undertake to redesign your website. If you are embarking on better website, it pays to study the existing one and go ahead for a better and a much superior website in return.

Analyse and understand your sites’ reports – before you proceed to redesign, it is essential you analyse and understand the reports of your current’s site analysis reveal giving emphasis to the home page, landing pages, site referrals and other crucial parameters. This gives you a fair idea of on which pages or sections, extra attention has to be paid.

Site Optimization is a continuous process – If your existing site is well optimized and enjoys high page ranks then when you redesign it and leave behind most of the optimization segment, how is your redesigned website going to be ranked higher. Instead, you should be well prepared to optimize your site as and when new pages are made and mind you, it would be better if you use latest optimization techniques for doing them. In fact, this is the most logical manner to ensure the site traffic as well its page rank does not suffer greatly during redesign or migration.

Setting up Webmaster Accounts – When top most search engines esp. Bing and Google have set of webmaster tools which come handy in identifying website ownership, analysis, search queries and other website related detailed, setting up a webmaster account become an absolute must. Do set up on even before your redesign or migrate or site for through this account you will come across very useful site related information, pre as well as post website redesign or migrations. In fact, search engines prefer to correspond to website owners through the webmaster accounts

Choosing the right CMS – If you are planning to shift the website onto a CMS be extremely careful in choosing one for an inappropriate CMS system is literally disastrous to your website especially SEO wise. Instead of finally going ahead with a CMS system, go through websites which run on your chosen CMS and check out their performance especially SEO wise. At this point, you can check out a couple of referrals before finally migrating to one.

Look out for SEO friendly designers and developers – Well, If you are seeking services for ace developers and web designers, do check them on their SEO knowledge as well. At times, paying extra attention to design and latest plug-ins does hamper the SEO factor of the website which is just what you desired for when going ahead with website redesign or migration. The developers need to understand the basics of meta robots tags, canonical URLs, robots.txt, JavaScript, forms and so on.

Finally, if you proceed keeping these parameters in mind, there is no reason why your website redesign or migration should hamper our traffic or search rankings drastically. Yes, there will be some upheavals but you will be in control to handle them out quite confidently and in a better manner.

LogicSpeak:

There are many important things that need to be taken care of while going through a website redesign or CMS migration in order to avoid losing SEO power, search engine rankings, natural search traffic, and ultimately sales. Among all the parameters that need to be taken care of, the most important one is not to have just a global 301 redirect, but on a page to page basis.

Previous Post: Google’s Knowledge Graph and Its impact

September 24, 2013
Targeting the Right Kind of Customers
“You finally have your website up and running. All you need to do now is to wait for the customers to pour in and buy your products.” Hold on. That’s not the way it all works. No doubt, you might have the best looking website up on the web, but that’s not bringing in customers. There is a lot more you need to do. Also, note that not every visitor turns into a potential customer.

You are most likely to come across 4 different types of customers:
- Those who visit your website just to stay updated with what’s new.
- Those who just want to have a little bit of fun while they have nothing else to deal with.
- Those intending to learn more and might later opt for your product
- Those visiting your website with a sole intention of adding something to the shopping cart.
You would most likely be interested in the third and the fourth category. But, how do you target a specific type of a customer. No doubt, you might probably walk up to an SEO expert to get it all done for you. That’s obviously bringing in the desired amount of traffic. What about the conversions? There is a bit more you need to do. Listed below are a few simple but highly effective tips that will get you the desired number of potential customers.

More than just keyword research

The visibility of your website largely depends on the inclusion of the necessary keywords in your content. No doubt, there are tons of online applications both paid and free that help you select the right keywords for your content. But, there is still something missing.

Keep aside the keyword research for a minute. You need to get into the minds of the users. How do you do that? By researching various blogs and forums for this is where people often discuss their personal experiences, and there is a lot you can pull out of it. Once you have done that, you can then decide on the keywords you would want to incorporate into your content.

Target the devices too

Don’t expect your website to look the same across all types of devices. A website that looks decent on a desktop screen may not have a user-friendly layout when viewed on a tablet or a smartphone. As a result, you need to have a responsible website, one that attains a layout depending on the type of gadget it is being viewed on.

But, why go through all of this? What are you losing? Well, you are losing out on a large bunch of users who often prefer surfing the internet through a portable device. If your website is not responsive, there are chances they might simply bounce off. You obviously don’t want that to happen. So, make sure your website is rightly visible on devices of all sizes.

Remarketing

In case you didn’t know, remarketing means targeting those who have already visited your website in the past. Why remarketing? A few who bounce off might want to return back and purchase your product. You obviously would not want to lose any of these. These visitors are most likely to come across your ads when visiting other website. If not all, some might possibly return to your website through one of these ads through the “Click Here” button and there are your conversions.

Previous Post: How Can Pinterest help you promote your business?
June 13, 2013

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