online marketing strategy

3 Simple Tips To 4X Increase Your Facebook Page Likes & Reach


Like (Photo credit: afagen)

We all want to have a huge no. of likes on our Facebook Page isn’t it? But many a times despite our hardest attempts the no. of likes simply does not increase at the pace at which it once was. Well there is a really simple solution to it, follow the below 3 tips to grow your Facebook Page exponentially.

Tip 1: Post funny/interesting/historical content which is relevant.Suppose you have made a page for your company which is a fast-food-joint, click on the Facebook Insights and check what demography do most of the likes belong to? If say your demography shows 65% male age between 20-25 then you need to post content which is likely to catch their attention, and for this demography we all know girls, career and games are the biggest draws.

One more thing which i have noticed is that people are more likely to “like” or “share” content which makes them feel smarter. Therefore posts which are funny or contain some really interesting bit of scientific or historical info are the ones with the highest “engagement rate”

Tip 2: Its all about being at the right time in the right place.

What i mean by saying “right time and right place” does not only pertain to say not being on Orkut today and being present on Facebook but also the “actual time and the media” when are which you are posting. First you need to track your users on each social media, lets say you notice that majority of your Fans are present on Facebook from 9pm-10pm in the night i.e. post dinner, while on twitter the majority is present between 12pm-1pm i.e lunch time. So it is obvious that you make your maximum posts at these times, but this only wont suffice. To really expand your Page you need regularly keep posting so that you tap into users who are active even when you are not. You can do this by simply pre- determining the time when the post will go live.

Tip 3: Sponsored Stories do work!

Initially I was highly skeptical of the idea of Facebook ads, but then gradually i started noticing that these ads do work, the right pic and message and wallah there is a high chance you might get a click. The ones with the highest CTRs are the one which land up in the news feed, I myself have seen live examples of pages doubling(5000 likes) there likes with a budget of around Rs.50,000 i.e approx $1000. Now what we really need to understand here is that these sponsored likes will have a viral effect as it will shown in the news feed of that guys friends and thereby result into more likes which will be for free! So for a $1000 you will get 5000(paid)+500(free) likes ( just an assumption). Thereby increasing the virality of your page, which is the most important factor which determines the growth of your fan base.

Now if you did like this post or any other post on this blog. Dont forget to “like” the page on the right 😉


Why all “Clicks” are not created Equal…


Though we all say and by now have accepted the fact that all men are created equal in god’s eye, but sadly all clicks are not equal in from business’ eye. Though we all are very keen on knowing metrics like CPC(Cost per Click), CTR(Click through Rate),  Clicks on Youtube videos, Clicks on our download catalog buttons and clicks on even the facebook Like button!

But the fact is all these clicks are different!

If you have heard of the 80:20 rule of Operations i.e 80% of the business comes from 20% of the products and the rest 20% comes from the remaining 80% of the products, this same principle applies to Clicks as well!! Quite a similarity between two such poles-apart domains of Web Analytics and Operations!

I have segmented these clicks into 3 subgroups:

  • Serious Clicks: These are your most important clicks, clicks which ultimately lead to sales either directly or indirectly. I believe these types of clicks represent not more 20% of the total clicks. A general characteristic of these clicks or rather visitors is that they show higher levels of engagement. For e.g suppose you have a FB Page and post a photo declaring 20% sale and get around 100 LIKEs  and 20 comments on it, this obviously does not mean all these 100 people are going to buy something from the sale. Out of the 100 fans who have liked the photo, you can expect the 20 people who actually took the effort of commenting on the pic and thereby showed higher levels of engagement to actually go to your website and buy something. And you will notice that out of the total no. of buyers, these visitors will account for almost 80% of them.
Italiano: versione ombreggiata e ingrandita de...

 (Photo credit: Wikipedia)


  • Just-Browsing Clicks: These form the bulk of the clicks, i.e around 60% of the clicks, these are from your average joe  who is just there on the internet browsing through stuff and clicks on things which catch his eye. He is not there to buy something but just spending a lazy afternoon on the net. These clicks show low levels of engagement and low time-on-site. There is a huge opportunity here, with more attractive schemes and promotions it is possible to tap into this huge mass and actually get some converts!


  • Accidental Clicks: These are clicks which are like teenage pregnancy, simply an accident. You can identify these clicks with the really low-time-on-site attribute which they are mostly bound to show. These are basically a waste and account for almost 20% of the total clicks.


Why Conversion Rate should be your numero uno KPI?

English: Window shopping in Cowbridge These la...

English: Window shopping in Cowbridge These ladies are making use of the umbrella on a damp March afternoon in Cowbridge. (Photo credit: Wikipedia)

Conversion rate is defined as the goals converted per unique visitor. I use unique visitor and not unique visits because i do not believe in the fact that every time someone visits your website that he/she is there to buy.

Most visits are just for browsing like window shopping. People come, check out the stuff and move on. But yes, what really matters is the fact that how many goals are getting converted and how many people are involved. The total no. of cumulative goals matter not the no. of people.

For e.g your website has 100 unique visitors, and every visitor can do two things i.e two goals; 1: subscribe to emails and 2: buy something. Lets assume out of the 100, over the period of 1 month 25 did nothing, 50 just subscribed to emails, 15 bought one item and 10 bought more than one item and out of the 25 who bought something 15 also subscribed to the emails. There total no. of unique visitors who did something was 75(50+15+10) but total no. of goals converted was 90, therefore your conversion rate will be 0.9(50+15+10+15) and not .75!

Though it might be a little confusing because only 75% of the people did something the figure is showing a higher number, but then what really matters is the goal conversion and not visitor conversion because there might be people who might have landed on your website randomly!

It is always better to follow the marketing theory rather than the sales theory…its more about understanding the consumer, his/her requirements and higher levels of engagement(goal conversions) rather than simply pushing every person to buy!!

See the figure below for easier understanding:

No. of Unique Visitors Did Nothing Subscribed to emails Bought only 1 item Bought more than 1 item Bought items+ subscribed to email Conversion Rate
100 25 50 15 10 15 0.9

Why should you make a page on Facebook for your business?

Well by now we all know what a huge success Facebook is. It could very well have been the fourth largest country!! But still, we have noticed that many companies either don’t have a Facebook Page or either have one that is very poorly managed. Not having a FaceBook page is bafacebookpaged but having one that is poor in quality is suicidal!

FaceBook Page is a direct reflection of your company. According to a market research company report a company’s FaceBook Page has 50% more impact on a person that the company’s website!!! WOW! Now that is something! Your FaceBook Page is more important that your freaking website!!!

Let us see WHY MAKE A PAGE?

1. Subconciously it tells the visitor that your company is up-to-date with modern technology, that you are in step with the times and thus can connect with the visitor.

2. When they see people posting and interacting with the company on the FaceBook Page, it again conveys a message that the service/product is used by people thereby implying that it is a quality product.Basically establishing trust and assuring the visitor of your genuineity.fbpage

3. The HOLY GRAIL of CUSTOMER FEEDBACK! FaceBook Page empowers the customer to either publicly appreciate your company or vent out his frustration. Both are excellent for business. Because in the case of appreciation, it adds a chip on your shoulder, something you can show-off. While in the case when you are getting abused, at least you know what you are doing and can take immediate steps to modify it. And as we all know, out of 100 disgruntled customers only 3-4 will ever speak up, but this no. goes up massively if you have a FaceBook Page! And if you really care about your customers you would consider it a good thing! 🙂

Bounce Rate VS Exit Rate (Web Analytics)

This is my first post on the topic of WEB ANALYSIS. It mostly involves getting insights into clickstream data. Because data by itself is just a collection of numbers, what is required is to give meaning to it. Else it is all a waste. Thus we need to understand how to analyse this data collected from our website using various analysis softwares like google analytics, omniture, etc.

BOUNCE RATE- The basic definition means the % of sessions with only one page view. But if you think a little seriously about it, bounce rate shows the % of visitors who found nothing interesting on the page in simpler terms “useless”!! A grave concern for any website specially e-commerce.

I believe that the bounce rate gives the most perfect picture of your “website health”, if the bounce rate is high then your website is seriously “sick”! Literally sick! And if it is low then your website is in “good health”…Because when someone comes on to your site, the least you want out of them is to “engage” with you by atleast clicking on some god-damn-shit on your page! Else whats the use of putting all those things on your page!

Typical bounce rates hover around 50% for a decent website


EXIT RATE- It shows you the % of visitors who “exited” your website from that page. Because people will come, look around and eventually they will move on. The will exit no matter what from some or the other page on your site! Unless your FB, which i assume most people never exit not even when they are sleeping 😛

Typical exit rate is around 20%.

In simpler terms if your exit rate is high on say a certain page but your bounce rate is low, then its ok.. people engage and leave! what more would you want! But if both are high then that is the death knell ringing!! You better check that page out and modify something, use A/B Testing, Multivariate or plain common sense! But you have to do something about that page! Unless its the page which says “BYE-BYE, THANK YOU FOR VISITING XYZ.COM”!! :p

You can check out this matrix, I have made for a better understanding of the different scenarios between bounce rate and exit rate. Hope this blog was useful to you in getting a better understanding of WEBSITE DATA ANALYSIS img1

The Social Model- A framework for a successful social media campaign!

English: Infographic on how Social Media are b...

English: Infographic on how Social Media are being used, and how everything is changed by them. (Photo credit: Wikipedia)

Hey guys, i was just reading this story about a guy called Abhimanyu a warrior who got killed inside a seven-tier spiral formation of the opponent because he could only enter it and didnt know how to exit!!

(Refer to the holy book of mahabharatha for more info)

Perfect example of the saying “Half-knowledge is more dangerous than ignorance”! 😛

Well i feel social media campaigns which many of the companies are now starting out with are quite similar to this, its like they know to enter but then they get lost in the maze and ultimately get killed, killed as in the campaign fails and the marketing manager gets the pink slip! 😛

We all see numerous examples of campaign failures, companies set up facebook pages and twitter accounts but both are empty, customer’s questions on fb pages are unanswered, contests are conducted but prizes are not delivered, etc. All this leads to a severe backlash in the virtual space and ultimately effects your brand big time!

The social media space is like the spiral itself , below i will show how:

Layer 1: We enter the social media space, set up a FB page, twitter account, pintrest, blogs, youtube vids, rss feed, blah ,blah! you get the drift right…

Layer 2: We use analytics and measure your campagin on the no. of likes, comments, time spent, visitors, fans, subscribers, mentions,etc and all the jazzy reports we see and get impressed!

Layer 3: Start using social media management tools to integrate the campaign and manage it from a single source! How COOOL! 😛

Layer 4: We start wondering about the ROI of the campaign and its effectiveness! The company sales are declining but the FB likes are growing! omg! what should i do! how is it possible!

This is the point where we have entered the inner most circle of the spiral, are totally confused and no doubt we will end up getting killed!

So how do we get out of the mess??? We know how to enter but not to exit, just like Abhimanyu.

A simple way of avoid all this hassle is to follow what I have christened “The Social Model”. In this model you simply answer the following 3 basic questions before even stepping foot on the social media landscape. Its a very effective way to succed in this confusing land i feel!

Question 1: Do i really need to enter social media?

Question 2: Why do i need a social media campaign? Increase sales/branding/customers/what???!!

Question 3:On what parameters will i judge the success of the campaign? what metrics am i going to use? what are my KPIs?

By asking these three questions what you are doing is laying a clear path of what your company is expecting out of the campaign and how it will go about it and what are the judging parameters. This deliver a clarity in the system which till now was quite haphazard and hazzy to a lot of people.

The first question is related to your overall corporate strategy, the second one is related to your marketing strategy and the third is to define the holy grail ROI!!

Hope it helps! 🙂

Now thats pretty eccentric!


I discovered this amazing video today and couldn’t find a transcript so I decided to write my own 🙂 Enjoy!

A fascinatingly disturbing thought by Dr. Neil Degrasse Tyson – COMPLETE Transcript

Alright, just a couple of thoughts: one that’s sort of deeply cosmic and another one that is fascinatingly disturbing– I think.

And you’ll be the judge of this.

Consider a couple of fundamental facts that has been gleaned in the past 60 years- that the ingredients- if you had asked your chemistry teacher 50 years ago, once you looked at that mysterious chart of boxes that sat in front of your class, the periodic table of elements- where did those elements come from?

The chemistry teacher would actually not have an answer for you. They’ll say, well, you dig them out of the earth. But that’s not where they come from.

It took modern astrophysics to…

View original post 1,609 more words

Branding Is Like Writing A Story!!!

English: Spade Brand

English: Spade Brand (Photo credit: Wikipedia)

Branding is perceived to be one of the most exciting and numero-uno field in the whole of marketing. Kotler defines a brand as ‘a name, term, sign symbol or a combination of these, that identifies the maker or seller of the product’ . Thus that makes branding the process of giving the product a name, term, etc to make the maker or seller identifiable. Quite simple aint it? Lol, we all know how “simple” it is.

The first instance of branding was “cattle-branding”..basically stamping the cattle with logos to help identify your cattle! lol quite a crude origin for something so sophisticated 😛

According to me branding is like writing a gripping story for your “targetted” audience. The story should resonate with the audience, it should stand out in the crowd, it should be interesting, it should be a story someone would recommend someone else to read or rather narrate it to someone and feel proud of the fact that he or she knows the story. Dont agree with me?? Read below and i will show how the two are uncanningly so similar.

The Process:

Step 1: Deciding what to write(comedy, romance, thriller, etc). “Product/service”

Step 2: Deciding who you are writing for(kids, teens, adults, etc). “Segementation , Targetting”. One size fits all?? naah…you need to decide whom it fits the best.

Step 3: Giving the story a name. “Brand name/logo “. Has to be as catchy as possible, you dont judge a book by its cover but you surely pick it up and flip through because you found the name attracted your attention.

Step 4: Writing the preface or introduction. “Increasing brand awareness”. This is like the intial trailer after the teaser ads. Giving your audience a glimpe of your story/product. At this point the customer will decide if  your story/product is worth his time and money.

Step 5: Writing the body. “Building Brand Image”. You let him soak in the full experience your brand has to offer. The reader/customer forms an opinion/image about your story/product. He will use this opinion to describe you. Good or bad. Really exciting or plain jane. Innovative or same old shit.

Step 6: The End. “Building Brand Equity”. Once he has finished reading the whole story and based on whether he liked it or not he will decide whether to read your next story or not. Your “equity” is decided. Worth a cent or a million?

So in short, you try and make sure that the title is attractive to ensure he gives it a try, you try and write a good story so that he has a good experience and just cant wait to get to your next story. This lets you sell your next story at a higher price.

If i were to explain this para in branding jargon it would be : Increasing “brand awareness” to attract customers, providing a good ” experience”  so that you have a strong “equity” which helps you form a distinguished ” image” which leads to you charge that extra premium for your product/service.

After all companies aint stupid to spend so much money on branding if it aint adding to their bank balance. 😛

By the way this if you have noticed this answers another very important, why are brands costlier than other products??? I assume the above explanation answers it.

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