fotoplane digital marketing agency

Easy ways to grow your brand’s reach online

If you use Uber daily and someone asks you how do you travel often, do you tell about Uber or rental Taxi? Or when you are in a restaurant, do you ask for coke or a cola? Well, these terms are known as proprietary eponyms as they have become the apex of brand awareness. These brands have become so famous that people have started using them as general terms. This is the epitome of brand awareness. The world is changing and so are the ways to create awareness about you and your product, one may not be able to become a proprietary eponym but using these easy ways we can build a brand that speaks for itself.


Content :

The best-known brands also follow this simple strategy – become a content authority in your industry by providing people with solutions through your videos, blog content, an ebook, creating an infographic or hosting a free webinar and help them. It creates trust among people that your brand believes in helping people out. Anytime someone reads your blog or watches your video it creates a great impression of your company. The content need not be the spectacular one, even simple educational blogs that are engaging can help you to garner a lot of views which will also help you with your SEO strategy and increase the visibility of your website.


Study your audience :

First, you need to list out who is your audience and what do they want and how you are helping them out. The Internet is an open-source try to study your audience’s behaviors what makes them tick and start the conversation and then create tailored content around those preferences.


Keep optimizing your content, SEO is an essential tool for any business. By using the long-tail keywords in your titles, meta-descriptions, and body content. Make sure to add alt tags to your images so the search engines can understand them in context. Also, take the time to make sure your article structure is solid.



Find existing influencers in your industry they are one of the best ways to create awareness about your brand. As people, we generally trust other people and thus influencers can help you out by creating awareness about your brand by reaching out to their followers.


Social Media Contests

In social media, you can create different types of contests in which you can provide the audience with a chance to win the gift vouchers for answering the contest and tagging their friends so this can help you to gain more viewers and increase the reach of your brand.



Story Telling

If you want to be remembered as a brand for a long time, you should start telling stories that are compelling and emotional that can connect with the audience, they will remember you as a brand and it will create a strong impression of your brand.



This isn’t for everyone, but still one of the ways to get your brand noticed. Just take an unlikely stance on a hot industry topic, and you may find yourself attracting quite a bit of attraction. It’s good or bad depends on your approach. Then again as they say there’s no such thing as bad marketing.


Guest blog

Guest posting on other websites will give you new audiences and will generate the backlink for your website.


Get Social with your customers

Social media is all about engaging with your audience, so always try to engage your audience in conversations. When you share stories and engage with them it creates trust among your audience and they will trust you as a strong brand.




If you haven’t started to build your brand awareness, now is the best time to get on with it and use all these ways we have listed here. Develop your brand voice and eventually, it will help you to find new potential clients.

Woman videocalling while wearing facemask

Digital marketing amid COVID -19 Pandemic

According to the UberSuggest report, the organic search have gone down for many major sectors like the travel & luxury industry while it’s skyrocketed for news industry or financial space during this time. Conversions are down as well the night in shining armor has been Digital marketing amid COVID -19 Pandemic


If you are providing essential services or your business is related to the news or finance sector, this is the time to invest in your Digital Marketing. While other advertisers may go offline at this time and this can help you to capture traffic and conversions because of reduced competition. For other businesses, this is the best time to work around your SEO strategy and get on top of the search results by improving your ranking and by providing useful content as other businesses may be holding back.

How Digital Marketing Helps

It’s a great chance to save some money within your digital marketing budget. On average, cost-per-clicks CPC’s in few industries have dropped down by 8% and will further go down. This has reduced the amount of money you are paying for every ad which gives your business another opportunity to scoop up market share.

Many people are at home browsing, looking for discounts to save money during a time of unrest. It’s a great way to engage with your customers. It’ll give you a steady stream of revenue that will keep your doors open. You can push out your special offers through pay-per-click (PPC) advertising and social media.

There has been a massive influx of consumers shopping online, causing  Amazon to hire nearly 100,000 new employees. Utilize digital marketing now to stand out.


Competitors may be stopping their campaigns because of their fear of what is ahead or their current situation. So this is a great time to strengthen your campaign to improve your rankings and potentially outrank competitors. Since people are forced to be quarantined at the moment, there will be more eyeballs than ever before online. People will be consuming more digital marketing on all fronts.

People will be looking to social media especially for updates on closures, new procedures for businesses and news. They will also be looking to see how brands and businesses are reacting to the current business environment. Now is probably the most important time to be visible digitally because other forms of traditional marketing will be stalled.

Blogging for business

Blogging to promote your business

In the ever-changing landscape of digital marketing, small businesses need to come up with a strong web presence and the best and easiest way is Blogging.

Blogging helps you to build relationships with your clients and future customer as it creates trust and will help you to convert the leads easily into customers.

Blogging is marketing using search engines where we have funnels- Awareness, Consideration, and Decision.

When your audience will be searching for information, and you provide it to them it builds trust and brand awareness. It is one of the most effective ways to build brand awareness by providing valuable information.

According to Inbound marketing, 80 % of companies that are using blogging as a way of marketing have acquired customers through blogging   & 82 % of businesses agree that blogging is essential to their business.


Consumers love to read

People love to read blogs, whether to learn something new or to get updated with some new topics. There is no denial that users have different options these days like video content from YouTube, Netflix & Amazon but some users still prefer blogs to read and learn from them instead of YouTube videos.



One of the most beneficial aspects of blogging is bringing website traffic through your Search engine optimization (SEO) techniques. For simple understanding, let us take an example if you are in the business of selling laptops in Suncity and when someone searches for Laptops in Suncity, then being the first one on a search result will increase the chances of your sale. Here are some quick tips to increase your search engine ranking

Keyword Density: How many times a certain keyphrase used in your content

Backlinking: Other websites that link back to your content

Long Tail Keywords: Using long term keywords will ensure the traffic using those niche keywords will end up on your blog

Create an Attractive platform:

Visuals still matter in order to appeal to your customers it should look good and attractive so that the visitors of the site will return.

Create useful Content:

Publish the content which will bring value to your customers and solve their problems. It should show that you are an expert in this field to your potential clients.

Create an Interview series:

The easiest way to create the content is by taking the interviews of the experts in your field of business. People love talking about themselves and getting published online. And people love to read about the expert’s opinions.

Calls to Action:

You should always use Call to Action with some offer, or service you are providing for free, at the end of your blog which will convert your audience into a potential client.

Use Social Media:

Social media is a huge platform and every business should use it. Tag other people and brands to extend your reach. Your content should always be focused on the audience you are catering to.


Blogging is an easy way to enhance your marketing efforts and attract potential clients to your website.

Photo of hands of women working

Content- You know the Audience wants It

In digital marketing, spectrum content plays a key role. However with the ever-growing competition only a few companies able to crack the code. Content that does not connect with the customer is worthless and these challenges are experienced by all the marketers, so how do we create such content that connects with the audience?


There are different ways to create engaging content but before we jump on to that, it’s important to know the human behavior behind sharing the content, here are few pointers :

  • Social Approval – People love to share the posts with their friends which expresses their personality
  • Support – We all have different ideologies, political inclinations and by sharing posts about that topic, the user wants to express their inner self.
  • Communication – In the end, we all are humans we all have this need to connect and sharing the content enables us to do this easily
  • Entertainment – Content works cause of only three factors – Entertainment, Entertainment & Entertainment


Now we have known why people share the content now lets come onto how to do it


Be strategic 

Before you start to write any piece it’s vital to know why people are going to invest their time, reading it. Who is your target audience and then create the content according to the audience which can help them.




Stay up to date

Content which is in line with the latest trends will get higher views. People are actively looking for that topic. Hence, there is a higher chance for them to come across your posts. Also use the latest hashtags.



Evoke Emotions

The content which speaks emotionally with the viewer has a higher chance to go viral. Content which arouse positive emotions will get shared more then that which evoked negative emotions.




Be funny 

Most humans love to laugh. It’s better than to be sad. Funny posts grab the attention easily. People also want to share it with their friends. This gives the post a higher chance to go viral.




Use Visuals 

People prefer visual content over text. Smart businesses have understood this and started applying it in practice.


Use data 

Make data driven decisions. Use tools such as Buzzsumo to know which type of content attracts attention. If you have data which states your point you should use it in your headline.





Use Infographics

If you use the data smartly and present it in simple terms as a visual it will have a higher chance to go viral



Your headline should move the Heads 

Nobody is going to invest their time in your article if you have a lazy headline use something innovative like a promise : Everything you need to know about COVID 19? Or 7 reasons to wear a mask. You can even ask a question as it stimulates curiosity like How to save yourself from COVID 19 virus?




Be Unique 

It’s difficult to write on the topics which were not covered before but if you will create the masterpiece it will have a higher chance to go viral.



Crowd of People

Ways to Increase Organic Reach

Expanding ties between organic search, social, and content-related traffic drivers make it increasingly important to coordinate efforts among channels. Mostly, you’re not likely to sustain good organic reach without some good search and content practices.

So here are some tips for increasing your organic reach on search.

Know What Keywords are Already Driving Traffic to Your Site

A good place to start increasing your efforts is by going over what’s already organically working for your site. Dig into some keyword research. Since keywords aren’t just words they’re the phrases and topics that people are naturally searching for.

This includes both broad and specific terms. Once you find out which keywords are driving traffic to your content from search, use them throughout your social posts.

This is the best way to tie into the existing way your audience is finding your brand and amplify it throughout additional marketing efforts.

Know the Corresponding Content for Those Keywords

Top performing content determines the ranking keywords find out what words and phrases people are using to ask questions or to pursue solutions when they are finding your content.

That content and keyword pair is something that search engines already consider a good match. Take that keyword and content pairing and use it for your engagement and posts on social.

Make sure you include the keyword in the post or as a hashtag to catch the audience’s attention.

Figure Out What Keywords and Content Are Working for Your Competitors

After all the keywords and content that are working well for you, are the keywords and content that are helping your competition take traffic from you.

By finding what they’re doing well in search and content, you’ll see how they’re meeting the audience’s needs and then use that information to improve your social media engagement.

Explore Peripheral Competitors and Understand Where Your Audience, Traffic, and Content Overlap

Move far away from the “big competitors” to understand the surrounding conversations that could convert your audiences.

In addition to the two or three competitors that you’re already keeping an eye on, check out the peripheral conversations, including other brands that will offer adjacent products, that are taking traffic for your target keywords.

Although not all of those sites are considered direct competitors, they may be taking the audience share with some best engagement ideas that you can use.

Track Social Engagement for Content by Group

Creating keyword groups based on campaigns, products, etc., allows you to segment the keywords and social posts to match those groups and orient social media efforts to your marketing needs.

For your content as well as your competitors, this will allow you to dive into the specific topic group that you’re targeting for social media and see how people are talking about it, what content is being created, and how it’s performing in search and social media.

Modify Your Content and Social Engagement to Mirror Changes in Audience Language

Popular words and phrases, descriptions of products, and conversation style likely to change over time. Sometimes more quickly than we realize. Make it a priority to remain relevant by talking to your audience in the same language they’re using.

If you notice a sudden drop-off in a keyword before leaving its importance, see if people are simply referring to the same solution/issue in another way. Then modify your content and social engagement to reflect the new lingo.

Being on top of phraseology trends and knowing how consumers refer to their desires and requirements makes you a better conversationalist and leads to more conversions.

Vary Your Content Types on All Social Channels

When you find a popular topic and keyword, create a variation of assets based on the same keywords. Make blog posts, videos, images, webinars, case studies, etc. to engage your audience. Having multiple contents to share and to engage your audience on social media. This will help you bring larger amounts of content to each channel while using the right keywords.

So if you’re not leveraging your search and content data to extend your social media reach, this is the best time to start. Using these tips, you can get better engagement with existing audiences and extend your reach organically.

Email written with scrabble blocks

Tips to Personalize your Emails

Personalization in email marketing is the act of targeting an email campaign to a certain subscriber. We personalize emails to build a conversational tone with the customer. It is done by leveraging the data and information you have about them. It can be information like their first name, the last product they purchased, where they live, etc.

  1. Gather suitable information

The first step to personalize your emails is to find out more about your customers. To deliver appropriate content, you need to know who your customers are, and how to most effectively serve them. And, what’s the simplest way to find out this information? While you don’t want to ask a lot of information that overwhelms your recipients, you can choose a couple of specific questions that will help you better serve your customers.

  1. Segment your lists

Once you’ve collected all your data, you can then divide your contacts into buckets. You can segregate your contacts into a variety of segments, including demographics, customer type, and location.

  1. Create quality over quantity content

Be aware of how many segments your recipients are included in at one time. You don’t want to overwhelm your recipients with too many emails or overwhelm yourself with various segments to manage! Test what emails and segments your recipients answer best to in stages so you don’t overflow the inbox.

  1. Be careful of the creep factor

Personalizing your emails may be a wonderful strategy. But a number of the emails come through in the inbox immediately after viewing an item. That level of speed is unsettling! therefore the subject lines are like, “We saw you looking…” or, “We noticed you clicked on …..”

Privacy concerns should be kept in mind while personalizing. Give a while and space between someone viewing an item and sending an email. Let the web cookie dust settle.

  1. Don’t stop at the name

While we personalize emails, many of us think of including our recipient’s name in the greeting of the email. While this is clearly an aspect of personalization (and a good start!), it’s just one element of the many. Since a lot of companies use this tactic in their emails, name substitution has become a regular place. You’ll need more than your recipients’ names to actually get their attention.

  1. Focus on behavior

One of the simplest ways to personalize emails is to focus on the behavior of your recipients. For recipients who are heavily engaged, partly engaged, or not at all engaged, build up automated nurtures. This is a very supportive way of organizing your email campaigns. It makes sure you reach those who are focused on what you have to offer.




Man Steps on Fresh Paint

Digital Marketing Mistakes to Avoid

In the world of digital marketing, you run the risks of making important mistakes and wasting money. Always think you’re on the right path with your marketing strategy, but you can find yourself dealing with significant mistakes. These Digital Marketing mistakes could interfere with your business goals and success.


Here is a list of marketing mistakes that you should avoid. Follow these steps to make your marketing campaigns more effective.


  1. Critical Marketing Mistakes Involve Failure to Set Realistic Goals

Do you fail to set your marketing goals? When your team is building marketing campaigns, you need to have realistic goals. This could include a particular amount of sales you want to achieve from your marketing efforts. Remember to make a note of which type of goals and objectives you want for your business. Setting the right goal makes it easier for you to focus on a particular marketing strategy. When you have a good understanding of your strategy, you can have a better opportunity of being successful.


  1. Not Understanding your Target Audience

Have you ever taken the time to understand your target audience and demographics? When you make assumptions about whom you’re promoting your business for which you could lose tons of money. Rather than trying to sell your products and services to every random person, focus on a specific group of people. This is your target audience. Learning about your target market is one of the most useful strategies for you to make more sales.


  1. Lack of Patience With Your Marketing Strategies

Always keep in mind that you should never rush to get immediate sales. When you don’t get quick results, you might feel like giving up. To be successful, you need to be patient with your marketing strategies. Practicing patience will helps you to work towards your financial goals. This requires you to be compatible with your hard work and making the best decisions with your marketing strategies. Patience gives you an edge over your competitors. You also have the chance to enhance the performance of your business. Having patience is a positive attitude that will lead you to earn more sales and customers.


  1. Not Using Safe Marketing Practices

Website owners want a very fast solution to increase website traffic and to get top ranking on Google. You will not be successful if you engage in any type of black hat methods. This is a very critical and expensive digital marketing mistake.


  1. Not Promoting Your Website

People will never come to your website if they don’t know it exists. Without target traffic coming to your website, there will be no leads. Your main goal is to promote your website in the most effective way. This will increase the visibility of your website and will help you to reach new customers. More quality traffic to your website will make it easier for your business to grow.


  1. Using Only Paid Advertising

Pay per click marketing is not the only way to generate the most profit. Paid advertising is an easy way that marketers use to earn quick sales and traffic. This method is appealing, but also expensive. If you don’t have the budget to get long-term results, you may need to invest in other alternatives. You can create SEO content and engage in social media marketing. It is worth the effort to participate in these marketing methods. These methods are just as effective as paid advertising.


  1. Not Using Social Media Effectively

Posting content on social media may not be enough to make your business successful. You could be working hard in promoting your business. It does not mean that you’re engaging with the right people. To avoid wasting time, you need to focus on the target audience you’re promoting to. Make use of social media platforms that are suitable for your business. Make sure that you have a solid social media marketing strategy to build the authority of your brand.


It is easy to make critical digital marketing mistakes. You can fix some common mistakes and learn how to prevent them when you’re developing your marketing strategies or consulting expert opinions


Billboards with Brand advertisements

Different Types of Advertisement Campaigns



Digital Advertisement Campaigns are a great boost for small scale industries. It has enabled business owners to reach a great customer base. The customer base was already there but it required a big marketing budget to reach that. In addition to it there were big players bidding and fighting for the same offline space. Things have changed over time. The world has got more connected. The market has got bigger. But again, more opportunity brings more business and hence bigger competition. We must understand the dynamics well to beat our competitors.


Whenever we think of running an online advertisement campaign either on a search engine like Google or Bing or any social media channel like Facebook, Instagram, Twitter, LinkedIn etc, that must fall into one of these categories. There must be an objective of the campaign with a clear Call to Action for customers.



Different types of digital advertisement campaigns:

Broadly speaking, the digital advertisement campaigns fall under these 3 major categories:


Lead Generation Campaigns


The campaigns which are run with a goal to generate leads fall under this category. There can be different lead generation campaigns like:

PPCAdvertisers pay for each click and then take the visitors to a landing page.

Lead generation forms – A form pops up when potential customer clicks on the ad. The customer enters his or her details and then qualify as a qualified lead.

Call only ad – This is offered by Google. Clicking on such ads directly connects a call to the advertiser.

Monetisation Campaigns

The goal of this campaign is to cross sell or up sell. Monetisation campaigns aim to sell more and more to those who already trust or have benefited from the business. The reward point system fall under this category.


Engagement campaigns

Because it is all related to digital campaigns and the digital media cannot be one way. The main purpose is to listen to what customers are talking about the brand. Through this campaign the advertisers can aim to push the customers to speak how they like a brand. This also works like a “digital – word of mouth” where people trust what is said by someone they know.

digital marketing data visualisation

Can you Depend on Organic reach for Marketing on Social Media?

Can you Depend on Organic reach for Marketing on Social Media?

There was a time when the number of likes or followers on Facebook and Instagram was equal to the reach that a post would get. But Facebook changed the algorithm as the number of users on these platforms grew. Nowadays the organic post won’t reach more than 5% of total total page audience unless the post gets viral.


Past, Present and Future

If we look back at scenarios in 2015 then running a Facebook campaign to get likes on the business page was enough to create the audience for our product or service. Once we had the number, we could go out and post our product or service and reach out to our audience. But things have changed so much that now we must get the likes first and then promote the product as well.

The days of organic reach are over. We must understand that promotion is the only way to get the attention of our customers. The total number of monthly active users across all social media is now more than 3 Billion worldwide. It means that these platforms offer a great market size but they cannot be accessed without promotion. After all, it’s marketing and marketing cannot be done for free.


Number is Power

 In my opinion, Facebook and other social media must answer what is the use of getting likes on the page if we still have to promote our post. As it is said “Might is Right”, so we cannot question until they have control over creating the rules of the game.  We must also understand that they are also into business and not into social service. So they will also do everything to get maximum return on their investment. Mark Zuckerberg has invested 16 years of his life with billions of dollars and so now it’s his turn to reap the profit.


Strategy and Optimization

We must use the platforms cautiously with a full proof strategy to get maximum ROI from these platforms. So just pushing the post as Social Media pushes us to do every time isn’t enough. An expert with marketing strategies on social media would be able to guide better on how a business can get the best ROI.


Many times we have heard the client say that running campaigns online is not rocket science. Maybe they are true if they look at just pushing the post. But when it comes to strategy and optimization then obviously it requires expert knowledge. And as it is popularly said, “You can do anything, but not everything”.




Email App showing notification

How to create an Email Marketing Funnel

You have seen those emails which know exactly what you want and right when you want it. They talk to you like they know you. Call you by your first name. That is all intentional. Email Marketing Funnel is important for building relationships with prospects, leads, current customers, and even past customers because it gives you a chance to speak directly to them, in their inbox, at a time that is convenient for them.

What is an email funnel?

An email funnel is a process of attracting potential customers and converting them to organized customers through email.

How to create an email marketing funnel?

Step 1: Analyze Your Audience’s Behavior

The more you know about your audience, the more productive your sales funnel becomes. You’re not advertising to everybody. You’re advertising to people who are a best suited for what you sell.

Step 2: Capture Your Audience’s Attention

The only way your sales funnel works is if you can attract people into it. This means putting your idea in front of your target audience. Always take the organic route and post lots of content over all  your social media platforms. Expand with info-graphics, videos, and other such types of content.

Step 3: Build a Landing Page

Your ad or other content needs to take your anticipation somewhere. Preferably, you want to direct them to a landing page with a can’t-miss this  offer. After all  these people are still low in the sales funnel, so focus on capturing leads instead of shoving the sale.

A landing page should guide the visitor toward the next step.

Along with that you would need a bold call to action that tells them exactly what to do, either it’s downloading a free e-book or watching an informative video.

Step 4: Create an Email Drip Campaign

Market to your leads through email by providing stunning content. You have to do so repeatedly, but not too frequently. One or two emails per week should be enough.

At the end of your drip campaign, make a great offer. That’s the piece of content that will encourage your leads to act.

Step 5: Keep in Touch

Don’t ignore your existing customers. Instead, carry on reaching out to them and thank them for their purchases, provide them with  additional coupon codes, and connect them in your social media sphere.

fotoplane digital marketing agency

Digital Marketing…. It’s still about People

Digital in Digital Marketing

Online Advertisement Platforms today have a reach of more than 2.5 billion people. So, can everyone who uses them get a million paying customers? The answer is ‘no’.

You would still require finding these million people who are looking for your services. They need to be identified and targeted by you using Digital Marketing.

The word Digital in Digital Marketing sounds very technical in nature and no doubt it is. The platforms on which we perform Digital Marketing are engineering marvels. Built to handle scale and traffic with ease.

Mastering these tools would give one an edge. But it does not negate the human touch required for Marketing like the good old days. Marketers still need to understand the human psychology behind the buyer. They still need to build ‘Trust’.

They need psychology more so than ever as the element of ‘Trust’ has become tricky in the Virtual world. One could argue that Trust has decreased due to lack of Human Touch or increased because of instant verification techniques.

Either way, a grasp of this concept is vital for any marketer to succeed. As the duality is not equal. Digital Marketing on a spectrum would be closer to Liberal Arts than to Engineering.

How Today’s Advertisement works

Today’s advertisements and product descriptions show these features. The focus has increased, to the point of obsession regarding products. Products are described in ways as this is the only product in the world which you need to buy.

They entice the audience by explaining the tiniest of details. The visual ads try and touch such an emotional nerve with each ad, as if almost personifying the product. Audiences connect to ads with inner emotions which they never associated with the product or company.

These emotions are the roots of a sale. Advertising platforms have expanded the reach of Humans, but it is the Marketer who has brought Humanity closer.