Category Archives: marketing concepts

Presentation: Interpreting Marketing Data

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On April 20th, we conducted the third and the last session of our marketing workshop for start-ups and small businesses in Pune.

We talked about how to interpret online marketing results and make better business decisions by understanding the impact of various marketing activities on your data. Looking at a single metric like site visits or Facebook likes could lead you to make wrong inferences, which we demonstrated with a small case study.

Here is the presentation from the workshop for those who could not attend.

If you didn’t attend the workshop and have questions, ask us!

Presentation: Measuring Marketing Performance

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On Saturday, we conducted the second of a three-session workshop on marketing for small-business owners for members of the Pune Open Coffee Club.

Unmana presenting at Marketing Measurement workshop for entrepreneurs

We talked about setting marketing objectives based on the business challenges you are facing, and how marketing can — and should! — help not only with getting the word out about your business, but nurturing your followers and leads till they become customers, and nurturing customers and encouraging them to stay with you.

I thoroughly enjoyed the discussions we had: and if you were there, thank you for being an active participant! And here’s the presentation.

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Weekend Reads for Better Marketing: All About Websites

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The nuts and bolts of your websiteToday, we’re going to talk about your website and SEO and all that fun stuff (that makes you want to pull your hair out if you — like me — aren’t much of a techie). This is going to be rough, so fasten your seatbelts!

First: improve your website. This article has 16 tips you can start with. Is 16 too many? Here are the five things you absolutely should have in your website.

Second: are you using meta tags correctly? Do you have good descriptive tags for your content, that will help users understand what your site is about (and hopefully, push you higher up search results as well)?

If you blog, claim your authorship on Google. I don’t hang out much on Google Plus, but this is one reason why you should absolutely be using it if you’re a blogger.

If you need to move your domain, here’s how to go about it. As you know, we moved a month ago from BetterMarketing.in to Markitty.com. In this post on Search Engine People, I explain every step of how we did it with minimal impact to our site or search results.

And lastly, if you’re also using WordPress, avoid these five mistakes.

Presentation: Defining Your Marketing Strategy

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On Saturday, Nilesh and I conducted the first of a three-part marketing workshop with Pune Open Coffee Club. The first session was on defining your marketing strategy.

If you missed the session, here’s the presentation.

Want to work on the exercises in the presentation? Get the template here.

Marketing Reading, But Not Just for the Weekend

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I couldn’t find any recent blog posts or articles I loved and wanted to share with you, so I thought I’d share my favorite marketing and business books.

Marketing books

I could only photograph three of the books, since the fourth’s lent out to our hacker

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Integrated Marketing Lessons from NH7 and Only Much Louder

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Music in India has been mostly dominated by the mainstream film music (Bollywood!) but in the last few years non-film music has acquired its own space and a lot of credit goes to Only Much Louder and NH7 for that. I’m impressed by how OML has created a powerful brand in NH7 through integrated marketing.

Personally, I am a big fan of NH7 and the NH7 Weekender music festival, so some level of  bias is expected :-). And on the other hand it also speaks to the effectiveness of their marketing and quality of their service and products — that is, music events. Let’s look at the website first.

First things first: The website

NH7-Website-Radio-At-The-Top

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Know Your Audience

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This is the most important rule of content marketing marketing. If you don’t know who you’re talking to, how do you know what to say?

Every week, I hear from entrepreneurs who want to know how to reach their audience. Of course, the first question I ask in return is: “Who is your audience?”

You’d be surprised at how many falter while trying to answer this.

You define your target audience through a mix of primary research (asking your customers or friends who might become customers), secondary research (look online for details, especially at research reports — I find census reports particularly useful — and first person accounts such as on blogs and social media posts), and fit with your business (Who do you want to focus on? Whose problems are you solving the best?). Continue reading →

An Introduction to Content Marketing

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I call myself “the marketer who doesn’t like advertising.” Advertising is intrusive, and no longer necessary. Content marketing existed even before the internet, but the internet makes it easier to do business and make money merely by making it easier for people to find the goods and services they are looking for.

The content marketer has various tools in her arsenal: including social networking, link-building, social media, optimizing content for search engine visibility, and of course, the relatively old-school tools, email and websites. The savvy online marketer today uses these tools for what’s increasingly called inbound marketing: a less disruptive, more organic and arguably more ethical form of marketing.

But what is sometimes overlooked by modern marketers getting distracted by all the shiny new tools is the content itself. While it is true that there is more noise than there ever was and it is becoming increasingly difficult to get one’s message heard, the value of good content hasn’t — and will never — dissipitate.

So really, here’s your basic guide to content marketing: Continue reading →