Start with a Digital
The Situation Analysis!
We’ll make you understand what it exactly is.
A situation analysis is a brief about all the context of your digital marketing plan. It is a
of your business containing internal and external environmental factors.
Where Does Your Business Stand?
|Your internal environment
|Your external environment
|Trends in the market||Legal considerations|
|The current online proposition||Environmental considerations|
|Your competitors||Political consideration|
Here are some fantastic Gmail Ad tips:
A Check your Gmail Quality Score, i.e.,
check your cost per
click v/s click-through rate.
This will give you a lot of information as to how much to invest and how to. In order to
achieve perfect results,
you must have a really engaging email and a compelling headline. Work on those terms.
BCheck out your email marketing performance.
Hardly some are aware that they can actually check their email marketing performances. Use
tools like Marketo,
HubSpot, etc. to pull out an email performance report.
CThe use of Emojis
You expected this to come up, didn’t you? Haha!
Of course, I mean in a world of digitalized expressions of emotions, we all connect with it
so quickly. For a
matter of fact, it also makes everything so easy to relate to.
And having inboxes full with other emails it gets tough to grab the attention of the viewer.
So emojis come to
Emojis make the pop-up lines so enjoyable, especially on a mobile screen
where one can actually
read half of the mail via the notifications in the lock screen.
So, use emojis which are relevant according to that content that you’re posting. As adding
approximately 30% of the rate of opened emails.
But, make sure these emojis actually relate to what you have to offer in the mail.
DGo back to the love of keyword targeting.
When hot prospects turn cold, and people who have subscribed to you barely have opened your
mail since a while,
you can re-approach them via their recent activities through the keywords.
So, it makes sense to target the people who were in our funnel as they are approachable.
Thus, targeting people
who are familiar with your brand will bring in engagement again. Leading to
the enormous scope
and going back to your target audience with the targeted words.
E Dive deeper into your mail Analytics
The rate of people opening your mail is, but further, it is more important to know what they
do post opening of
your Ad. Gmail has specific metrics that will help you figure out how your
whole campaign has
It is vital to turn on the metrics to get the analysis.
F Use the 4 types of Ad Formats.
Yes! There are different types of Ad formats that Gmail provides.
- The image template
- Single promotion template
- The multi-product template
- The catalog template
Try and incorporate all of these formats; you’ll find that a different kind of format works
on a different kind
of audience. Different kind of offers goes in hand with different types of formats.
For example: If there’s more stuff to click on the Ad then there’s a chance of people
clicking on it and finding
interesting things to click on.
13 State your message clearly across your Campaigns and your
Imagine, if you just clicked on a specific brand’s ad and it took you to the website’s main
page or leaves you on
a page with a wide variety of the same brand’s product, tell me how quickly are you
going to turn
Pretty much ASAP. That’s precisely what will happen if you do not keep the messages clear so
that while clicking
on the ad the viewer knows what it is looking out for and you need to make sure you land
them on the same exact
product specific space. This will help to convert ad clicked turn into sales.
14Respond to all that your customer has to say, even the
It is actually very dangerous of you to assume that whatever product or service you’re
providing the customer has
full knowledge about it or even about the type of market the product is in. And it is
vise-versa too. There are
times when companies to believe that they have all the knowledge about the market, but in
reality, it gets
worst. This leads to a significant disaster from both sides. As the company
won’t be able to
answer all the objections and questions, the audience will throw towards them.
So, it is indispensable that you draw out all the possible scenarios of your product or
service and place them
accordingly on your website. Think about all the doubts and queries the
audience might have
and state them clearly in the FAQs. This might seem like a crazy idea, but you are actually
just handing over
the information your audience might need. This will also help you to build a fresh,
specific, and precise copy.
But, keep in mind to build a copy which is audience-oriented and not company oriented.
Nobody will want to hear how excellent your company is.
15Who doesn’t love gifts or say a give a way?
Oh, you don’t need to tell me your love for free kinds of stuff! I totally get it. The freer
stuffs you get, the
more attracted you’ll be with that particular brand leading you to buy more from that brand.
So, the key is, FREE pieces of stuff!
No matter what business you hold, there’s something that you can obviously give away for free
and of course when
it brings potential customers in. It’s not only the best way to attract people, but it is
also a way to
introduce people to your brand and lure them into buying on a repetitive base.
16Dig and create Detailed Buyer Personas
The way Facebook has granule down everything obviously leaves us no space to think more, and
it might even sound
crazy about how detailed we’re going into the lives of our audiences, but it is necessary.
The better you know about your audience, the better the insights you might have about them,
helping you to design
better content and push your viewers to a different level of attraction towards your
brand/product or service.
17Execute Tiered Pricing
It’s our human psychology that we go for the mid-expensive product. For example- When you go
to a mall, the
mid-range clothes are always kept on the eye line. This is because they want to manipulate
you into thinking
you’re getting the best of the offer. One would always select the best in terms of what
they’re offered on the
eye level. This is often called “decoy pricing.” Often it happens when
there are 2
pricing involved, but when there’s a third price, you understand that the
middle one offers you the
best in terms of quality and also in terms of pricing.
There will obviously be people who’ll opt out for the expensive clothes, and even if they do
that, then that’s a
18Pop-ups to remind them about engaging!
These pop-ups can be any pop-ups. Regarding signup, a free trial, give away or simple
subscription. Do not ignore
the power of such pop-ups. Even if people don’t actually use the promo offer you still have
their email and
other data to give you information about what they might be interested in. They can later
turn into potential
19 Optimize the way people are using Mobile phones
We all know how much we love our phones and how much use to we are to the features of it.
How many times have we simply uninstalled a particular application just because it wasn’t
we are actually looking out for?
1000 Of times? Certainly.
This is exactly what we are talking about here.
Mobile search, mobile shopping, mobile payments, everything has become
It’s imperative that your website is mobile friendly as different versions of your website
are already in the
minds of people who have tried your website.
Make it as easy as possible for mobile visitors to buy whatever you’re selling them.
Give them proper navigation and smooth user experience.
Don’t give out way too much or even ask way too much.
Give them exactly what they want, and they’ll come asking for more.
Do not expect mobile users to finish their buying process in a go. That is for sure and
definitely not happening
in a go. But, keep giving a reminder and a push towards buying the product. This might
convert into a potential
While designing for your mobile visitors, think from their point of view and do everything
possible to build it
in their way. Effortless, to the point and smooth.
20 Keep your new customers amazed by impressive follow-up
We obviously want to retain our customers, don’t we? But are we following what is
required to actually
full fill it? Sadly no.
For most of the business’s customer experience dies when they get the sales completed, but
retention goes way
To increase your online sales volume, make sure that you have a really impressive, personal
and genuine follow-up
procedure to show you actually care for them as it’s their new purchase and obviously for
you many will be new
So their order details, the tracking, the delivery, the post-delivery, and the post usage of
Every step matters’ and so does every review.
The more attention you pay towards them, the more likely they’re to adore you bringing in
When they order something, give something free to them or tell them to show you what they
felt about the product.
Give them thoughtful insights into the product they just brought. For example: If they
brought clothing, show
them ways they can try it out and how they can style them
— all of these actions to be taken in the follow-up emails.
21Target your Value Proposition. Make it very obvious.
After all, why should one buy from you? People aren’t looking out to
actually buy things they
just want to fulfill their requirement and solve their problems.
Honestly talking, 70% of the people aren’t even true-blue towards a brand;
they don’t even care
what brand it is until their purpose is being full filled. Here’s why your brand should come
into the picture.
You should give your audience a promising product so that they don’t go to your competitors
and you make sure
that you deliver that value to them as they’re investing in you.
There are 3 main aspects of Value proposition:
Pertinent- How your product/service will solve the customer’s
Measurable Value- The specific benefits people will get from
Discrimination- How different is your company from the
competitor company for
people to buy from you?
When you jot these points down, it becomes easy for you to focus and stand out. Everything
shifts from a small
perspective to a micro one.
Focus on the point that have you made your value proposition obvious?
Are people aware of what your product is and how different it is from
Does your prospect see what it is to associate with a brand like yours?
One thing is for sure that the higher the value perceived by your audience, the more
significant sales you’ll
So, in every digital strategy, try and include your value proposition, email copies,
social media, mobile
marketing, and even your traditional terms of marketing. Where ever possible.
22 Understand the customer’s voice and use it for better Ad
Your audience is obvious to face some kind of hurdles and pain points in terms of
understanding or handling a
product or service. Or even the sort of expectations they had from you while you were
particular message towards them.
So, to make things easier, use their language to make them understand.
All of this is done while during market research and focus testing. The results are going to
help you make better
and audience-oriented digital copies.
You may use terms, phrases, words, and symbols used by customers in their daily lives.
23Examine your Character points and your conversion paths
You might feel everything is going smooth, and there’s nothing to worry about but trust me
there might be
caution ahead. Go back and check your rates, and you may find your rates
miserably. And it isn’t a problem of a clear message or your brand positioning but an
unclear idea of when the
You may find that some parts in your marketing strategy actually have a
significant influence on
your online sales. Your conversions duds may actually affect your conversion rate. I.e.,
people always find it
really reliable when your company comes on the top of organic searches and then see a
relatable Ad on a
social media platform.
So here, you need to invest more on a social media platform to remarket your character
24Have a word with your online audience
I mean let’s be real, who doesn’t like it when the brand actually considers you and talks to
you and like
actually listens to you. Nothing can beat this response towards the audience.
It often gets overlooked, but companies now are working towards engaging
with the potential
It is like the primary tool towards achieving sales target.
It will not only help you achieve brand awareness, customer satisfaction, and loyalty but
also leads to bringing
Being honest with them and being on toes for your customers is one goal every customer looks
out for in a brand.
It can also bring in out and proud advertising by your audience, leading you
to grab a lot of
attention on social media.
But you need to deal with both negatives and positives.
25 Close the deal using Remarketing!
The last step is yet to be taken, the product is in their cart since yesterday, and all they
need is to check
out! So, how long are you going to wait for them to take the step? Huh,
that isn’t helping. Go,
remarket using attractive and catchy banners and flash them in front of them to push them to
Remarketing is the most crucial tool any company needs to do time and again to attain the
26 Funnel Optimization
We all now know what a funnel is, (read here to understand what marketing funnel is, link)
But certain business
aspects require to be fulfilled, and that can be only done once you filter out the customer
service funnel and
The main goal of a funnel is to move as many people as you possibly can to the next
step of your
There are various ways to carry out this like educational blog posts, videos, and very
efficiently via emails.
By going through optimizing your funnel process, it helps you focus on
moving the potential
prospects down the funnel, turning them into potential buyers.
AND, you don’t need to move every prospect down the funnel, just the right ones.
27Customer Lifecycle Optimization makes sense!
I mean, from a business point of view, it is way more sensible to retain our customers rather
targeting towards new customers.
I do not mean that we shouldn’t, but the existing client base is something
that will always push
us for more.
They are always ready to upgrade to our premium policies and switch to a better quality with
Which means we already have gained their trust and are still building better trust. We have
made them understand
how we operate and won’t go somewhere they won’t feel comfortable.
So, having a strong client base and optimizing it is the best tool to increase sales online.
Along with this, you need to have a robust digital marketing strategy
targeting them to build
consistent and customized experience at every point of your business.
So, customer lifecycle optimization makes total sense!
28 Videos and your conversion pages!
Tell me one thing, hasn’t it happened that when you see a video relating to a
specific product you kind
of engage more towards buying it? Because it shows you what you can have. Not
only the conversion
pages but in general while browsing any website you’ll feel more drawn when you watch a
So, use this to pull customers towards you.
29 Incorporate disintermediate selling
Umm, how many times have you actually bought something slightly costlier than you
something attracted you? Quite some time?
Yeah, you’re getting there.
When you buy a superior ranged product when you are actually finalizing on some other
product, this up-scale is
called disintermediate selling.
And, this happens in the online market too.
When 2 or 3 same products are shown, but of different brands, or the same brand but having
variations and are featured in a way that you’ll find the mid expensive priced product to be
This is called up-selling or disintermediate selling.
It’s like opting for a superior product just because of the way it was put up to you.
30 Real-time chat.
Answer their queries in real time. There are times when visitors on your profile cannot find
information they are looking out for and in that case your live chat can come to the rescue
and help them
navigate with what they want.
This not only increases the chance of them staying longer on the website but also makes it
possible for you to
bring them into the funnel and lead them along.
The real-time response generates immediate contact with the visitor giving you a chance to
help them and keep
All of these amazing techniques and strategies leading you to the transformation of
imagine what will it be like when every company starts implementing this?