Is Your Inbound Marketing Failing? Know How Content Map can Help
Jan 06, 2016
10 min read
Are you finding Inbound marketing seemingly difficult to achieve, or are your efforts scantily dwindling with time. Chances are there that your contents are not fully optimized or battling a challenge or the other. Have you checked out your content mapping theme, do you think it was properly set up?
Content Mapping is a strategic way to optimize your content keeping in mind the reader's experience.
When it comes to content optimization, just size is deemed befitting. In order to ensure that your business content is great enough to pull in leads and perhaps better convert, then you must simultaneously be ready to supply the right content. Keeping in mind the set of audience and also the time factor (contents must be supplied at the right time). This is just a brief and specific definition of the content mapping process.
By emulating to do content marketing the right way, better content mapping is basically set in place
- The requirements and demand of the audience (this is where buyer personas come into play)
- The location of the audience, how far is the prospect away from your established location( this can also be called “lifecycle stage”).
Having invested your time on the above lines, below is a list of tips on how you can plan your entire website’s Content Map.
Business Mission
Can you define your site’s aim to your marketing personnel? Are you able to differentiate between growing a site with the vision of attracting customers or rather making quantum sales indefinitely? The idea is yours to brainstorm, even so, the question is yours to answer.
Building a very strong chain of customers with a call to action to sales will amount to generating quality sales-driven content. On the other hand, if your aim is to grow a long list of leads for other profitable uses then your content should also portray the same.
The User Goals
The user's goals are also important, this is where persona development comes into the scene. Do you know your users, what are their problems, what assistance is your website’s content or product going to be to them, and once more, how would your brand address their requirements?
User/Persona development allows for a wide range of beneficial activities like providing …
- Quick drafted direct-solution communication messages that converse with the patient.
- Room for investment advertising capital in channels for direct involvement with customers.
- unveils a better ideal language for easy communication with prospects.
Unique benefits/Key Products
Every business should have a unique selling proposition (USP) . The USP is what sets a business apart from its contenders, this would help your content mapping strategy in such that makes your business unique beyond comparison.
If you want to write good landing pages that’ll convert all time, kindly take a glimpse at this question: Given a choice of an uncountable number of competitors over the internet, why should a customer want to purchase your services? Is there anything special with your product that cannot be found elsewhere, and lastly, how are your product and services different from others over the internet?
Once you are able to provide counter answers to the above questions, you’re sure to better optimize your content such that it will be authoritative in both SEO and consumer satisfaction.
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5 compelling reasons to include messenger chatbots in your marketing strategy
When it comes to marketing in general, chatbots are the latest fad. While we have already talked about how employing one on your website and making use of conversational marketing can help you nurture leads, provide exceptional customer support and help engage visitors in various ways any time of the day... Employing a chatbot on your Facebook business page as well has its own set of additional benefits that we will go through in this blog. Facebook messenger chatbots have come a long way since they were first launched in 2016 and many brands have come around to realize their true potential. How? By the sheer number of open rates and click-through rates it boasts which is as much as 80%. We are one of those brands and have recently started providing ‘Facebook Chatbot Services’ in our digital marketing services suite. If you are looking to get a messenger chatbot for your business, we can surely help! Reaching out to customers via messenger or other messaging platforms is the new way to personally connect with users and is considered as the new email. While that doesn’t mean email is dead, it just means there is a new marketing channel that gives better return on investment than the old email and that is just one of the many reasons why they triumph over every other marketing channel out there today. So, without further ado, here are a few more reasons why you are soon going to see chatbots everywhere on Facebook’s messenger - 1.Messenger now has more than 1.3b users Today, almost everyone and their grandmother is on messenger. You can easily reach out to anyone and engage them with the help of a messenger chatbot, combine it with the staggering open rates it delivers and none of your pitches will go in vain ever again. Moreover, you can get a lot of personal information about a user in messenger. Knowing about a user’s interests, likes, age, gender and other preferences will only help you customize your messages to them for maximum impact that would boost conversions, which is not possible in email. 2. An easy way to get around Facebook’s everdecreasing organic reach and Ad impressions Source Facebook’s ever declining organic reach and Ad impressions is no joke. After the latest Facebook update, business pages have seen their organic posts reach dwindle down to 1-2% of their total following and the story is more or like the same with Facebook Ads. To tackle this, you can use a messenger bot and blast personal, valuable and engaging messages to all your fans in a jiffy and enjoy great open rates and eventually engagement, relationships and conversions. 3. Build subscriber lists and blast messages Talking about blasting messages, just like emails, you can blast a message to all your fans using a messenger chatbot with ease and engage with them on-the-spot. Even better, you can create a custom audience and feed the data to your messenger chatbot to blast targeted messages and boost conversions. It is just like how you do in emails, but with a better open-rate and more click-throughs which is always great for your marketing endeavours. Building your subscriber list is not a goliath task when it comes to Messenger as each conversation you have with a prospect automatically adds him/her to your subscriber list which you can use later to implement your marketing campaigns. 4. Your best customer service representative The reason chatbots were hyped up in the first place. With every brand out there maintaining a presence on Social Media, it is always a good idea to have a brand representative cater to every customer conversation on social media platforms as soon as possible. While there are obvious complications with hiring people for this task, employing a chatbot makes replying promptly to each and every conversation is a piece of cake. A messenger chatbot can be your customer service representative that’s up and working for your brand 24*7, is cheap prompt, and your human customer service representatives can easily take over the chatbot if it’s not able to take care of a particular query because of its complexity. 5. Easy to set up Unlike popular belief, chatbots are simple to set up and require zero coding knowledge (some of them). You no longer need an experienced developer to build chatbots for your website or facebook page, a majority of bot-builders provide visual chatbot builders that can quickly help you set-up a chatbot using easy drag-n-drop options. As more and more people flock to messenger platforms, it only makes sense to maintain a strong brand presence on those platforms as well. With the help of a messenger chatbot, you’ll be maintaining an everlasting brand presence that is ready to serve customers and prospects any time of the day. So, what are you waiting for? Get one for yourself today, it will only take 2 minutes. ...
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How Online Reputation Management for Dentists Works
In today’s age of instant information, nothing is more important to a business than its reputation. Without a good reputation, success is limited, and your long-term future is cast in doubt. According to the 2nd King Report on Corporate Governance (King 2), Reputation is a function of stakeholder perception of a company’s integrity and efficiency, derived from many sources, such as customer service, employee relations, ethical conduct, and environmental practices. So, while it’s important to align the interests of society with that of the business concerned, it is also necessary for the interest of the company itself. Elements of reputation management: We can think of reputation entailing the following three factors. Image: what the customers think of the company Identity: The company’s perception of itself Personality: what is the company is all about These three factors need to be aligned for building and maintaining a company’s reputation. For instance, if a pharmaceutical company identifies itself as a leader of medicine for the treatment of HIV (identity) and the customers approve of it (image), then there is harmony between image and identity. Reputation management is responsible for safeguarding and further strengthening this harmony between image and identity. The three-part reputation marketing for dental practice: For success in dental practice, you need to accomplish three things. Online presence: This means your practice needs to be found on Google search results, which is the largest search engine in the world. Customer engagement: The prospective patients need to see content about your practice that encourages them to make an appointment with you. Building and maintaining an online reputation: You need a simple process to monitor and protect your online reputation. This means you need to keep vigilant and know what is being posted about you online. You also need to have a plan to protect yourself from being vulnerable to negative reviews. Today, prospects are more informed than ever before. They are often aware of your products, services, and overall dental practice before they even step inside your office. Thanks to the penetration of the internet, patients today can search online for the information. Research found that 51 percent of consumers searched for dentists via search engines. Due to this, it is important for dentists to actively engage in reputation management. Creating an online presence: Your online presence goes hand in hand with reputation management. Make sure you have an active and well-designed website which can be found when potential patients search for their dental queries online. You can also create accounts on all the websites that are applicable to your dental practice. In addition to the popular social networking platforms like Facebook, Twitter, and Google+, be sure to include review sites such as Yelp and Google My Business. The goal is to bring your practice in front of prospects who are hanging out across various platforms. Google Maps: Once you have your dental website and online accounts, you need to make sure you list your practice on Google Maps. This makes it easy for potential patients to locate you and make an appointment. Dominate Google Maps: Google Maps can drive new patients to your office every single day. But in order to make it happen, you need to make sure Google can find your dental practice when patients go on a search. Listing your practice on Google Maps is just the beginning. If you want to dominate Google Maps, you need to claim more than just your Google My Business listing. Prospects search for popular search terms like. “dentist near me,” or “top-rated dentist,“ mostly on their mobile device, and Google Maps shows them the dentists close to their location. Google suggest that 4 out of 5 people used search engines to conduct local searches. 88 percent of the searchers used smartphones. 5 Steps for Dentists to Dominate Google Maps: To successfully increase visibility, get more reviews, and boost local rankings for your dental practice using Google Maps, you need to follow these five steps: Claim your Google My Business Profile: If you already own your Google My Business listing, verify it and get live on Google Maps. Ensure your NAPW info is accurate: NAPW is a local SEO responsible for ranking in the local search results. It is an acronym for N = Practice Name A = Address P = Phone Number W = Website If any of this info is inaccurate and inconsistent, it can negatively affect your ranking and Google Map presence. Optimize your Google My Business listing: Add an attractive logo and eye-catching cover photo. Some practice photos and a video would be exceptional. Encourage satisfied patients to leave you a review: Reviews not only help you dominate Google Maps but also maximize your reputation. Make sure you provide direct links to your patients to make it easier for them. Advertise your practice on Google Maps: The free and easy days to rank higher for local SEO for dentists have long gone. You need to advertise your website to increase visibility on Google Maps and get your practice website rank higher. Take a look at how dentists dominate the local search results. Dentists now need to advertise their practice on Google and Google Maps to keep pace with the local competition and grow their practice. It is the job of paid search professionals to get similar results for their clients. Customer engagement and social media conversations: To build and maintain a good reputation, you need to constantly share content with an audience that meets their desires and needs. Make sure it engages them and convince them to make an appointment. Monitoring online conversation is equally important to get valuable insights about your practice. It is essential to know your patients and see what they share online. Knowing this can alert you to their issues and negative experiences they may have had with your practice. It allows you to address those problems timely. Competitive analysis: It is also imperative to monitor your competitors online. This can give you valuable information about your competitors, what they are doing successfully and how you can improve your practice. Managing your online reputation: Reviews play the most important role in building and maintaining an online reputation. Few things in today’s world are as important to businesses as online reviews. Potential patients trust reviews and follow them with multiple review sites to decide which practice is the best choice. 84 percent of consumers trust online reviews from strangers as much as recommendations from people they know. Reviews alone are not sufficient as most of them are low rated. You need to procure top reviews from consumers. Responding to Online Reviews and Criticism: You need to respond to reviews and customer feedback. Try to address their concerns and if you think it can’t be addressed immediately, take the conversation off the online channels. A negative review posted by an unknown across any platform can devastate your practice. Importance of Responding: Responding to a patient’s reviews and feedback demonstrates that you care about your patients and value their input. The nature of the patient’s comments will determine your response to their reviews. Never Be Defensive: It is prudent to avoid being defensive when responding to a negative review.A proper response to negative patient experience should include: An apology for the bad experience A positive statement about your practice that would negate the patient’s negative statements Thank them for their feedback A call to continue the conversation and resolve the issues offline Analyze reviews: Keep an eye on the type of reviews your practice receive. Negative reviews indicate that there are recurring issues within your practice that need to be addressed. Analyze each negative review and determine if it was a one-time incident or part of a recurring issue. Take note of the positive reviews as well and see what your practice is doing right. Determine what your patients appreciate about your practice and continue to serve them to meet those standards when they return. Resolve issues of unhappy patients before they vent online: Patients leave reviews because they feel passionate about their experience with your practice. Their experience can be either positive or negative. Put the positive experiences to your advantage of positive by asking your patients for online feedback when they leave. On the other hand, if you are aware of a negative patient’s experience, do everything within your power to resolve the issue before they leave and review your practice online. Chances are that the patient may still mention the negative experience but will also declare how the practiced cared to resolve the issues immediately. How to Get More Reviews for Your Dentist Office? Knowing the review acquisition tactics are necessary to see growth in the number of patient reviews. Some tactics can help you skyrocket your reviews without spending a lot on review collection. Ask patients to review your practice: A simple and obvious way to generate testimonials is by asking patients for online reviews.Statistics reveal that 74 percent of customers who were asked for a review, 68 percent were willing for it. Run an email campaign: An email campaign is a simple way to ask patients to review your practice. Asking patients via email is relatively inexpensive but mighty effective. For example, the ride-sharing company Lyft asks customers to review them after they have taken a trip. Source Post on social media: If you have a considerable following on social media, you are in great position to ask patients to review your practice. Most of the people scrolling through social media will take out the time to review you, especially if they had a positive experience with your practice. Important Review Sites for Dentists: There are various websites where you can increase your exposure and monitor online reviews. Yelp Reviews Yelp is an important site dedicated to providing reviews of all sorts of businesses. Many dental practices seem to ignore the importance of Yelp. A survey found that 51 percent of dentists allow Yelp review pages of their practice to go unclaimed. Failing to claim your Yelp page can result in loss of crucial reviews from satisfied patients. Google Reviews Google My Business is another site for reviews. It’s a social media page which allows people to post reviews, compliments, and recommendations of businesses. There are millions of people whose feedback can play an important role in your dental practice. It also allows you to interact with patients more in-depth compared to sites like Yelp. Currently, 45 percent of dental practices have not claimed their Google+ page. There is an enormous possibility to interact with patients and potential patients by joining Google’s social network. Facebook Reviews: Facebook is, without a doubt, the most visible and interactive platform that millions of users visit on a daily basis. People use Facebook to discuss nearly every facet of their lives, sharing details and events with their online friends. Facebook can be effective to garner positive reviews about your practice and interact with potential patients. Important dental review software platforms With so many review platforms and dozens of dental review sites that house reviews about dental practices, it may get difficult for the dentist to manage their online reputation. However, software developers have come up with solutions for this critical piece of a dental practice’s marketing strategy. Consider the following resources and select the one that works best for your dental reputation management. Doctible: Doctible isa healthcare platform that engages patients and automates back-office workflow. It helps private practices and health systems in continuous growth. BirdEye: BirdEye has a microsite with all your reviews on it. The BirdEye dashboard allows you to manage all your reviews effectively and respond to them. The mobile app further makes it easy for you to manage reviews. Social Review Wizard Social Review Wizard automates review requests and offers centralized review management, and a single spot for all your reviews. Although it isn’t a dental specific platform, the small business offering makes it an affordable option for dentists. Rave Reviews Rave reviews is a software specifically designed for dentists, but it can be used for other industries too. Five Star Review System The Five Star Review System simplifies the task of reviews and referrals. It allows a reviewer to send their reviews to multiple sites at once. Reputation Loop: Reputation loop allows you to manage your online directories in one place. It also offers Integration with various practice management software programs. Wrapping Up Reputation management is as important for dentists as it is for any other business. Because we live in the digital age, most people are looking for your practice online, and your existing patients are leaving reviews. This is why it is essential that you look at all the aspects of reputation management and devise a plan that can help you solve problems tactfully. Remember that reputation management is an ongoing process and you’ll need to work on it even when things seem to be going in a flow. For more information on how we can manage your online reputation, contact us today. ...
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How Is the BOT Model Helping Global Companies Expand Post Pandemic?
Source: Freepik The impact of COVID-19 has been disastrous. Several people lost their lives, many lost their jobs, and above all, the entire global economy got a setback. However, amidst all these issues, this pandemic somehow resulted in certain improvements on environmental and humanitarian grounds. The same goes for the business sector. On the one hand, Covid-19 made some brick-and-mortar businesses shut their stores. On the other hand, the pandemic has had an indirect positive effect on the adaptability of the business. According to McKinsey, companies are digitizing their internal operations. The fast-evolving landscape for growth has pushed DTC businesses to look for tools and tactics to get an edge over their competitors and combat challenges. One of the key challenges companies are facing is building an agile and skilled digital team that can accelerate their business growth. Many companies hire a digital marketing agency to enhance their online presence and revenue. This is a good strategy, but if your business is expanding, it’s good to go with the BOT model. What Is a BOT Model? The BOT concept is nothing new. Instead, this business model has been utilized by companies for several years. However, BOT has mostly been preferred by the IT sector to increase their capabilities and expand their business. But now there’s good news for D2C brands; Saffron brings you the BOT model designed as per the dynamic DTC landscape. But what exactly is BOT, and how can it leverage your DTC Business? Well, BOT stands for Build-Operate-Transfer. The business model is basically an integrated partnership between the DTC brand and the agency providing BOT service. You know how difficult it is to build a team that stands on your objectives. But you are not alone - around 75% of companies are struggling to optimize their talent acquisition process. This problem can be squared away by BOT. DTC brands like you can contact our experts and let us know your requirements - what type of talent you are looking for, what’s your budget, etc. After understanding what you want, our recruiting team will create Job Descriptions and upload them on various portals and our channels to find the right talent team for you. In addition, we have access to a pool of talent that makes hiring easier and faster. Once we get enough job applications, our HR team starts shortlisting candidates based on your requirements. Furthermore, we will conduct one-on-one interviews and exams, including aptitude and skill tests (per your industry). We also do background checks and test the team/expert on various verticals. After selecting the team/specialist, we will teach and upskill them so that they can cater to your needs. The team/expert will operate from your office but under our control. They will do all your daily tasks as per your business process and workflow and collaborate with your in-house team. Once the team or expert adapts to your business process and you are assured that the unit can deliver the results you want, you can take control of them fully. After this, the team or specialist will be fully yours and work under your payroll. The whole process of the BOT model is divided into three categories: Build, Operate and Transfer. Let’s understand each phase: Build: This phase includes hiring the right candidate(s). Based on your requirements, we source candidates from our extensive talent pool. We vet each candidate from the ground up and upskill them to make them suitable for your needs. We set up a system so that the team/expert will operate from your office under our control in the most effective and productive manner. Operate: In this phase, we professionally manage and handle your team/specialist so that you can focus on your D2C business roadmap and core activities. We have top minds from the industry who will train and scale your team/expert’s skills and knowledge so that they can provide you with the best results. Transfer: It is the final phase in which you decide to take legal ownership of the team/expert. At the end of the contract period, our team will conduct a scanning of each candidate so that you hire only the right talent for your business. This way, you can try a candidate(s) in your work process without paying a significant upfront cost for onboarding, and hire them when you get assured. Through BOT, you can directly hire a job-ready candidate(s) who knows what things can make your business thrive in the competitive digital landscape. Whether you are looking for a PPC expert, content writer, business analyst, growth hacker, SEO specialist, or practice lead expert, we will help you get access to the right talent. How is the BOT Business Model Helping Global Companies to Expand their Operations? Source: Freepik The BOT model allows companies to get access to the right talent and scale up their business quickly. This business model aims to help companies save money, and the time they might spend on hiring. IT firms have been utilizing this business model for years to enhance their capabilities by building productive, agile, and efficient teams. Now, it’s time for D2C businesses to harness the benefits of BOT’s impeccable power. There are various challenges in the D2C landscape, which can be overcome by hiring a suitable employee(s). But you know how difficult this task is. That’s why we bring you the BOT service that allows you to utilize the power of the talent right from the first month of your contract with us. Using the BOT, you can expand your team and accelerate your business growth. Here are the major perks of using BOT: Flexibility: With BOT, you can easily adapt to the changing client’s demands and get all the required resources within a short period. You will be able to get everything done better and faster. Scale up team: One of the biggest benefits of BOT is that you can scale your team as per your requirement. There is little to negligible chance of hiring the wrong candidate. We will ensure that you only get the best without having to put in any hassle. Risk control and cost-effectiveness: With BOT, the chance of failing in a new market reduces greatly. If you have started a new DTC business, you should contact our experts now and know how we will help you get the talent you are looking for. With us, you’ll get specialists who know all the ins and outs of digital marketing - without going out of budget. Takeaway! As companies struggle to hire the right candidate due to a shortage of employees and an increasing number of post-pandemic resignations, BOT gives you a way to come out of this problem. BOT is an innovative and flexible way of hiring the right talent that suits your needs and stands high on your objectives With us, you can build a team of digital specialists that allows you to RULE THE DIGITAL WORLD. We are the first Indian company to offer BOT services to DTC brands. We have a network of HR professionals and digital marketing experts who have hands-on experience with all the tactics and tricks that can allow a brand to establish itself as a big brand in the market. We have a big talent pool that allows you to build an agile and flexible team faster. So, contact our experts and know how we can help you. ...
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