How to get more sales from Digital Promotions

Want to know how to get greater sales lead form your digital promotion

Most digital marketing campaigns — SEO, Pay Per Click (PPC), display advertising, and others — fail to validate conversions. This puts an extra burden on the sales force, reducing productivity and close rates. Adding a validation process into your campaigns will make your sales team much more efficient.

What Is Lead Validation?

Lead validation is the process of reviewing conversions to separate true sales leads from other types of inquiries. (See this infographic for a visual representation of the process.)

A typical digital marketing campaign tracks conversions. When a person clicks on your link in Google organic search results, an SEO conversion is recorded. When someone phones your office using a phone number displayed on your Bing Ad, a PPC conversion is recorded. At the end of the month, a report is generated showing how many conversions were recorded. Sales and marketing personnel review these reports and make decisions about whether to ramp up or scale back campaigns and how to adjust them for better results.

The big problem: Many conversions are not sales leads.

A conversion could be a sales opportunity — or it could be a customer service inquiry, a misdialed phone number, a personal call, spam, or one of a hundred other things.

Failure to Validate = Failure to Generate More Leads

If you think this is a minor issue or a marketing nuance, think again. Our lead validation experience has revealed something surprising: As many as 45% of all conversions are NOT sales leads.

Two bad things happen when all conversions are lumped together:

Companies are unable to accurately evaluate the performance of their digital campaigns. They may overestimate the level of success and continue to invest in campaigns that are not working nearly as well as perceived.

Companies are thwarted in their goal to improve the lead generating power of their campaigns, because their tactical decisions are based on misleading data.

From the salesperson’s point of view, these are very unhappy consequences. Not only does the stream (trickle?) of leads from digital marketing campaigns remain consistently modest, but also the salesperson may have to spend valuable time following up on non-leads rather than working on the real ones.

How Lead Validation Helps the Sales Effort

Lead validation is laborious but worth the effort. To validate leads, someone must listen to every phone inquiry and read every form inquiry — website contact forms and so on.

The validator or validation team separates legitimate sales leads from everything else, and passes them along to the sales team as quickly as possible. This simple action has three big benefits:

Sales management becomes aware of leads quickly, while they are still hot.  Taking special action on high-quality leads increases the opportunity to close them quickly.

Sales personnel are no longer sidetracked following up on non-leads.

Sales management can listen to and evaluate recorded phone inquiries, gaining the ability to continuously improve internal systems for handling leads and non-leads.

How Lead Validation Generates More Leads

When leads are validated, digital marketing campaign reporting becomes more transparent and accurate. Managers see how many leads their campaigns are producing, not merely a vague number of conversions. This level of precision enables them to make better strategic and tactical decisions, both of which result in continually improving lead generation.

Strategically, companies accurately know if their campaigns are producing leads — and then can do something. Let’s look at a simplified example.

If a company saw (without validation) that every month its SEO campaign yielded 500 conversions and its PPC campaign yielded 300, it would invest more heavily in SEO. However, if the company saw (with validation) that SEO yielded 500 conversions and 100 leads, and PPC yielded 300 conversions and 200 leads, its investment decision would be to put more into PPC. Over a year’s time, this better decision produces 1,200 more leads — maybe more.

Actually, “maybe more” should be “definitely more,” since validation enables companies to continuously improve campaigns. In our hypothetical PPC campaign , let’s assume the company has set up accurate call tracking. Now it can do more than merely identify leads — it can also determine what specific PPC ad generated the lead, what time of day it was generated, what keywords were used, and more. This granular lead data tells PPC campaign specialists which ads work, what times of day are best to display ads, and which keywords generate the most leads. As the campaign progresses, it gets smarter — generating more leads more efficiently.

Very few companies validate leads, which is unfortunate but understandable. Validation is tedious, time-consuming and never ending. But interestingly, very few companies rave about the quality and quantity of their online leads, and very few feel they are getting the most out of their digital marketing investment. Why? Validation is the missing element. Add it to your marketing and sales strategies and reap the benefits from your more focused marketing and sales teams.

keywords: #Digital_Promotions, #Effective_Digital_Promotions_Conversions, #Online_leads, #SMO, #SEO, #PPC

About the Author:

Sanjeev Kalia is B2B marketing consultant based in New Delhi has over 18 years’ experience in building brands and digital promotions.

Finding your audiences on social media

Finding your audiences on social media

Are you reaching the right people on Twitter, Facebook and LinkedIn? When it comes to your target audience on social media, you could be missing a trick, as Sanjeev Kalia (Digital Media Expert) explains.

It’s well worth spending time thinking about who you need to connect and engage with on social media. It’s about seeing past the obvious. Who is interested in your product or service? Is there anything unique that could appeal to a certain audience?

Then think about the next level, who those people might be associated with. Word of mouth is a powerful thing and it’s rife amongst social media folk, so connecting with those that are connected to your target audiences can be worthwhile.

Then think about who these people are, which industries they work in, what they like, what they read, what motivates them, age ranges, personality traits, where they hang out, technical know-how, how likely they are to use social media. Really do your research and segment your audiences by creating profiles for them. You may uncover some less obvious people that could be great for you. Keep a record of this, a simple spreadsheet will do, and make sure you review and update it, adding others as necessary.

Also identify your key influencers. These could be people that stand out within your communities, people that others listen to, people that create action (not necessarily those people with thousands of Twitter followers). They could be peers, journalists, thought-leaders or other stakeholders. People with game-changing opinion and ideas. People who challenge the norm. Or simply people that talk sense.

The types of audiences you could be looking for include:

  • Current clients or customers
  • Potential clients or customers
  • Associates of current/potential clients or customers
  • Journalists and editors
  • Bloggers
  • Suppliers
  • Affiliate businesses
  • Thought-leaders

If you don’t know who these people are, make the most of the various free monitoring tools to track who is talking about the keywords associated with your business: such as Google Analytics, Social Mention, Delicious and Board Reader. This should highlight who has a voice in these subject areas.

Once you’ve profiled the people you want to connect with, you need to find them. This is an on-going process and takes a little time. This will give you a good idea of which social platforms you should have a presence on, so keep your mind open to niche sites as well as the big guns.

As for finding people, there are a bunch of tools you can use to help you find them on the main social networks:

How to find people on Twitter is a favourite. It has a wide criteria range to search on, including location (handy for local businesses). Also use this tool to find the key influencers in your industry and browse their follower/following lists. You could find some great people to connect with there.

Twitterrel lets you find people talking about related topics.

Twellow is the Twitter equivalent of the Yellow Pages, a directory sorted by occupation.

Just Tweet It is a directory sorted by interest.

Tweepz help you find people nearby.

Also pay attention to hashtags being used for events, you could find some great people there.

How to find people on LinkedIn

Search for the names of those people you’ve already identified by name using LinkedIn’s search box. Also make the most of the advanced search feature.

You can also use this search box to search for keywords that will be included in profiles. Make the most of using OR or AND in these searches to include a few keywords (OR allows you to look for any one of those terms in the profile, AND allows you to look for a number of words).

You can also search for people using their email addresses.

Join groups that fit your interests or industry. Once you’ve been accepted as a member, browse the member lists and find people with shared interests that you want to connect with.

Use the Questions and Answer function to start a conversation around your key subject area. You’ll find those people interested in this subject will respond to you, after which you can connect with them.

You can’t simply choose to connect with people on LinkedIn as you can with Twitter. They need to give their approval (which I’m a fan of), so if they’re connected to you through someone you’re connected to, request to be introduced to them.

How to find people on Facebook

Use the find people tool by popping your email address in. It finds all those people in your address book that are using Facebook.

Search for fan pages in your subject area and browse other fans there.

Once you’ve connected with some key influencers, browse their friends and connect with people that way.

When using the search function, filter your results to drill down to the people you’re looking for.

Use the search for workmates function to find people affiliated with companies.

Keep an eye on the suggestions that pop up on your news stream.

As I mentioned, this can take a little time but its well worth the effort. It’s not a ‘one time’ job either, set a reminder to review your connections on each profile every month or so to keep it fresh and to ensure you’re not missing anyone crucial to your business.

Write to us as to know more on how to manage effective communication to the right audiences.

Effective social media strategy

An insights on how to be an effective social brand.

Why must a brand be social?

It is absolutely critical to be a social brand today if you want to do well in the social business marketplace. This is due to the simple fact that the market has moved on. In the early 90’s, we saw the arrival of the web, with some companies moving online and enjoying a first mover advantage. The same is true with social media today. You only need to look around in your own life and see the amount of advertisements from the world’s largest brands that now feature social buttons that connect customers to their brand pages on Facebook, Twitter or Google+. Or look at the people around you in your own life, and how dependent they are on their smartphones and how much time they spend on social networks like Facebook. These two observations alone reveals how important social marketing has become. So if you want to reach your customers where they are, you need to accept that they are spending time on the web, using their smart phones and, in particular, sharing their lives across social media channels. This means you need to develop the fluency and skills that make your brand an effective social media communicator. This includes the ability to inspire customer engagement, especially over the long-term, and this is what it means to be an effective social brand.

Why is it important for companies to do this now?social media Oye Group

The fundamental shift towards social media that we’ve all experienced in our own lives. But more than that, we’ve reached a point of mass adoption where the large majority of people on the web also have a social media presence. At the same time, the majority of large brands, whether it is Coca-Cola, Nike, IBM, Dell, or Starbucks also have a substantial social media presence. For instance, Coca-Cola has over 50 million Facebook fans now. And every one of these brands can sell products and services directly within their brand pages. In fact, the amount of time people spend surfing the web on their mobile phones has actually surpassed the amount of time they spend surfing on their desktops. All of this is very important because of the powerful intersection between the amount of people on the web, the amount of people with smart phones and the amount of people using social media. So your business will live or die in the next five years based on your ability to connect socially with your customers through their smart phones in ways they like to relate with your brand. And it’s the coincidence of these powerful trends that means we’ve reached a point where you have to become a social brand if you want to survive, compete, and hopefully lead the marketplace.

What’s the story must a brand tell its customers using social media channels?

In today’s digital age lot of marketers, large and small, rush past defining their brand story because they are in a hurry to tell that story using their social media channels. So, in terms of what story to tell, there are three things every brand must do. Firstly, they must define what they stand for. A brand needs to define what it cares about so it can connect with customers around shared values and a common purpose. Secondly, it must integrate that story within the company and its employees. One of the greatest mistakes companies make is to tell their customers what they stand for while their employees have no idea. This then creates a disconnection between what the company says it stands for and the customer’s experience. Thirdly, the company must co-create its products and services with its employees and customers. Social media has made marketing into a two-way dialogue, in which case, customers want to talk to companies about their brands, products, and services. More than that, they want to play a role in the marketing. So by embracing these three steps, a company can define its story, ensure that it’s integrated internally and work collaboratively with its employees and customers to ensure that social media works in the company’s favour.

How do you build a customer community that grows your business with you?

It is important to build a customer community because many brands treat social media as just another broadcast channelSocial network where they talk about themselves to others. But what they fail to realize is that if you connect deeply with your customers on an emotional level they will become ambassadors for your brand—they will effectively operate as your marketing and PR because they believe in what you’re doing. Lady Gaga and Apple are two popular examples. In order to achieve this, the most important place to start is by defining your company’s purpose. But building a self-sustaining community involves more than that. The company has to demonstrate a deep and authentic commitment to that purpose. So, whether it is in the form of contributions to a cause that are in alignment with the core values of that brand, or whether the way the company make its products, or how the employees and the CEO of the company acts, they should all be consistent with the purpose and values they serve. So, one of the unexpected consequences of social media has been this new demand for transparency, authenticity and accountability by brands.

How do you master social media platforms, strategies, and tools to scale your reputation, profits, and social impact?

There are three key points to master social platforms. Firstly, you have to start by listening to what your customers arebuilding online community saying and what they want from your brand. Fortunately there are so many ways to do this from free tools like Google Alerts, or TweetDeck or HootSuite through to the sophisticated enterprise-level platforms like Radian6 or Sysomos that offer you very granular data about what’s being said about your brand. Secondly, you have to develop a fascination with emerging social technologies. One of the most striking shifts in the marketplace has been the rapid pace of change, and that’s partly due to the fact that technology is being released directly to their consumers. This means brands have to keep up with your customers and the technologies. Finally, you have to commit to being your own compass in a fast-changing market place. The quickest way to feel overwhelmed is to try to second-guess what your competitors will do. Instead, you need to define the authentic purpose of your own brand and commit to that. Because only then can that serve as your compass as new technologies, new marketplaces, and new competitors emerge.

log on to  to learn more about effective marketing strategy.


Creating and maintaining a Brand’s identity “Eventfully”

Creating and maintaining a Brand’s identity “Eventfully”

The increasing competitive pressures brought on by globalization are forcing business professionals to find new ways to engage customers. Brands can be seen in a number of ways – as guarantees, as relationships, as personalities, as an image, as a set of values. A brand identity is the larger, distinct visual look that is associated with a company.

Powerful brands are created and maintained over time by delivering consistent, relevant, and distinctive imagery, messaging, and experiences to the market. When it comes to building brands, events and meetings have become powerful tools in the arsenals of marketers and event professionals. Event marketing can tie a brand to a valuable experience; and the event itself allows brands to engage in a high-touch environment where deeper connections between brands, customers, prospects, vendors, and partners can be forged. An event is a live multimedia package and an avenue for two-way interaction. Events are one of the most important building blocks of your future business and creating a Brand. Done right, event and its branding have the power to bring businesses to a new level of industry prominence. By providing the audience with a value-based offer, they are more likely to receive your marketing messages in a positive light

 Companies can experience the full effect of event branding by proper planning and determining an event’s purpose, estimated size and budget. If the event and advertising objectives are not achieved through the event, then no matter how much people enjoyed the event or how much popularity the event got, it is a complete failure on a commercial level.

Event branding is hugely important in the planning of a successful event. A powerful design alone doesn’t guarantee a successful or memorable event — to truly leave a lasting impact, cohesion is crucial. An event needs to appeal to a target audience in the same way that any company does. It is important to get the message across to the target audience, and therefore enough research about the profile of the attendees is important to be able to communicate effectively about the product.

An appealing brand will make sure your target audience remembers you and spreads the word. Branding can be on as large a scale as you want it to be, even if the event isn’t. A brand with personality that starts a conversation with its target audience is sure to make for a successful event. The event should give a feel good factor of the Brand. The audience, when interacts with the Brand, is bound to take memories and make sure.. Good memories!!

Why Brand Identity and Logos Help Your Business

Why Brand Identity and Logos Help Your Business

Do you have a logo or a brand for your small business? Creating a memorable logo and brand is a powerful way to help your business stand out in the minds of your customers. Brand recognition, or brand awareness, is key in winning business online and in building a strong fan base. It helps customers remember your business more easily and helps them spread news about it faster via word of mouth.


designing logos



If you haven’t put a lot of effort into creating a strong brand for your business, here are a few tips that can help you get started.

#Designinglogo are a critical aspect of business marketing

1. Develop a brand personality or persona


best logos designs

Developing a brand personality for your business is the first step on the road to creating a strong brand for your business.

What kind of image or feeling would you like your brand to evoke when your customers think of it? Do you want your brand to have a positive, uplifting personality or an assertive, forceful one?

Whichever personality you choose for your business, be sure that you are consistent with conveying this personality in all your brand marketing and communications whether on social media, email marketing or even face-to-face when you interact with your customers. This will create a strong persona for your brand and will make your business more memorable
BRAND. Collage with association terms on white background.

#Developing a brand identity is a five-step process that aims to clearly define what your brand stands for

2. Create a logo for your brand

brand identity1

After deciding on a brand personality, the next step is to create a strong and memorable logo for your brand. Logos go a long way toward building recognition for your brand and so putting some thought into creating the right logo would be a great investment for your business.

When picking a logo, select one that matched your brand personality. You can use logo creation services such as Logoworks to help you in the logo creation process. A strong logo would make your business appear more professional and will certainly help your business standout online.
Also consider what colors you want to represent your brand. You can learn more about brand colors in our article: Picking the Right Brand Colors for Your Website.
Business logo

#Designinglogos is specialised art, dont just settle for a good looking logo, a good logo tells a story about your company–who you are, what you do and what you stand for.

3. Develop a brand voice

brand voice

After creating a brand personality and logo for your business, be sure to develop a consistent brand voice that matches your site image. This brand voice should be used across all your social media and online marketing channels. For instance, if you have a an uplifting and inspiring brand, be sure that all your communications with your fans match your brand consistently.

By consistently using the same brand personality and brand voice, your website’s logo and brand identity will be easily recognizable by your fans and customers. This will help you grow your business in the long term and will keep your customers talking about you.

See more at: #leading creative and advertising agency in india

Internet Marketing Advice That Can Make You Money

Internet Marketing Advice That Can Make You Money

Marketing on the Internet is an ever-growing trend which many businesses are looking to expand on. These days you need to do more than have a neat website – everybody’s doing that. Effective Internet marketing becomes much easier for people who have the right advice and information. This article contains a number of tips that can you help you to steal a march on the competition.

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Measuring Marketing ROI

Measuring your Marketing ROI

One of the biggest challenges facing marketers has always been how to quantify and measure the results of their marketing efforts. For decades, we’ve relied on very soft measurements like “impressions.” But, your company doesn’t get paid for impressions. You get paid when you make sales.

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