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Date of Publication: 27 Aug 2023
Unlocking the Potential of Digital Marketing for Kolkata Based Businesses
Keeping track of fast evolving digital marketing landscape can be overwhelming and most times very encouraging for business owners. However, it is important that you know this is an essential element for your company’s growth and success today. It frees you from the geographical limitations and helps you explore the markets beyond.
For long micro and small businesses in Kolkata have suffered from lack to exposure and geographical limitations. Even some of the mid cap businesses in the city are not aware of exploring the potential of digital media.
They looking at digital media from a similar perspective as they have dealt with traditional media, viz, newspapers, television, radio, outdoor etc. for years and decades. You can eat with spoon and fork even with chopsticks. But do you use spoon to drink water.
Digital Media is that water. We will delve into the potential of digital marketing for Kolkata businesses. We will explore through diverse avenues which can transform your businesses online, resulting in more exposure, more engagement, and more leads and sales. ‘More, is more possible than you can comprehend.
West Bengal has around 20% of internet users in India, while Kolkata stands 3rd in internet usage with more than 6.27 million access internet on daily basis.
Anirban Guha
Digital Marketing Expert | Media Strategist | Entrepreneur
Table of Contents
Embracing Change with Digital Marketing for Kolkata Based Businesses
Kolkata, the cultural capital of India, has witnessed a dramatic shift in consumer behaviour over the past decade, and a steep surge post-pandemic. With the widespread adoption of smartphones and the internet, people are now more connected than ever before. This digital transformation presents a golden opportunity for businesses to connect with their target audience.
Unlike TV and print, it has low wastage when reaching out to your target audience. It gives an option to explore and re-watch all forms of visual communication (be it –images, blog articles, and videos) creating a seamless ecosystem of detailed information, reviews, referrals, and so on, building an experience about your brand. Positive or negative is just up to you. Your initiative in the digital space will attract your audiences and turn them into customers and advocates for your business.
Tell me which media has offered you this benefit.
But again posting PR articles and advertising on news portals is like drinking water with a spoon. Either you spill or you remain thirsty. How will visitors to a news portal benefit your business? Very likely they are not your TG.
Say, for example, there is a Bengali vernacular portal – ABC Online, that has 2 million daily visitors. Now these visitors could be from anywhere. You are given the option to have a banner ad of relatively large size, say 970px width and 250px height (a horizontal banner ad). You can either buy it based on impression or cost-per-click.
If you buy say 1 million impressions. It means your ad will appear 1 million times on the portal. It does not count unique users or if the user is your target group. It does not even assure you a person clicking on the portal and again there is a standard drop of 5%-7% between click and loading of the landing page. If your landing doesn’t load in 3 sec the drop is as high as 50%.
Alternatively, you get an opportunity to buy clicks. For obvious reasons, the rates are higher. You pay ₹5- ₹7 per click. But since they do not target your TG (i.e., Demography, Behavioural Patterns, Click History, Interest area) it is highly probable you get random clicks and false clicks. Besides, since the click-through rate ranges between 0.5% to 1.5% it takes time to get the desired number of clicks.
Either way, you lose money and time.
But if you advertise through ad exchange, viz, Google Ads, Meta Ads, Pubmatic, Xandr etc. you can explore the full potential of digital advertising.
First, you get to target your audience based on your set of demography, geography, behavioural patterns, click history, interest category, income category etc.
Second, it comes at lower CPC rates.
Third, you can retarget audiences who once visited your social media page, reacted to a post, or visited your website, purchased a product or just left it in a cart. Depending on their stage in your funnel or flywheel, you can expose different people to different communication.
Fourth, and most importantly with a holistic approach, you bring everything together seamlessly. Be it your website, social media pages and handles, marketplace listings etc. the scope of success from a click goes up many folds. You can land the desired audience on a specific page that you plan for them.
Bottomline, you should reach out to the audiences whom you want to cater. You address their problems, bring them to your ecosystem and then convert them. Does it make sense now?
Are you thinking about what should you do?
Well let me help you with small little steps and you will see a smooth transition and definitely some positive transformation as your explore the potential of digital marketing for Kolkata based businesses.
Easy Transition into Digital Marketing for Kolkata Based Businesses
To begin with
Build a User-Friendly Website
Your website is your digital storefront. Ensuring that it’s user-friendly, informative, and visually appealing is essential. We’ll discuss the elements of an effective website that converts visitors into customers.
Basic Elements for a money making website
- Responsive & Fast. Your website should open on all devices smoothly, mobile (60%-70% users), desktop & laptops (27% – 35% users), and tabs (3%-5% users). Make your website light for smooth loading. An ideal page load time is 0-2 sec. Just that it should not take more than 3 sec. Beyond 3 sec there is a drop of about 53% – 87% web traffic. The higher drop seen on e-commerce pages.
To make a fast website keep things simple and have a good server (we always recommend Amazon webserver – AWS). When using images use webp only. For videos put as embedded from third-party servers, viz, YouTube, Instagram, Vimeo etc.
- Make your website secure with SSL.
- Use brand colour palate, relatable fonts and elements to create branded space. It builds trust and association.
- Get technical and on–page SEO done (you can use tools like Rank Math or Yoast)
- Your website should be more about audiences finding solutions to their problem and less about you
- Use Call-To-Action effectively to capture leads and sell products. Use upselling and cross-selling funnels.
- For e-commerce sites, people may not like to buy directly from your site. It could be due to trust factors or simply because of shipping-related factors. Give them options to buy that product from whichever marketplace they feel comfortable with. Integrate marketplace listings with your website.
- sites that publish more than 15 blogs per month are the ones that get better results in organic searches.
Focus on Content
Content is the key to digital marketing. Connecting with your audience in Kolkata is crucial as it blends tradition and modernity. Here are some tips for optimizing your content:
- Embrace Local Culture – Kolkata’s diverse culture is a treasure trove of inspiration. Create content that resonates with the local ethos, traditions, and festivals. This will not only engage your audience but also help you establish a genuine connection with them.
- Use Storytelling – Kolkata’s rich history of storytelling, from Rabindranath Tagore to Satyajit Ray, inspires captivating content. Share anecdotes, customer success stories, and behind-the-scenes glimpses of your business to engage your audience.
- Consider a Multilingual Approach – Kolkata remains a melting pot of cultures, languages and dialects. Consider creating content in multiple languages. Other than English, you can include Bengali and Hindi, to broaden your reach and connect with a diverse audience.
- Offer Educational Content – Kolkata’s residents are known for their passion for knowledge. Offer informative content, such as how-to guides, tutorials, and industry insights, to position your business as an authority in your niche.
There comes the next question,
What to do with the content?
Content is basically what you see and read on the internet. As a content marketing platform, you can use,
- Blogs on your website
- Post third-party information sites like Quora, YouTube etc.
- You can have a few articles posted on publisher sites (I guess this is what you do.)
- But nothing can beat social media when it comes to the virality of your content.
Leveraging Social Media
Social media is the digital marketplace where you can engage with your audience in real time. Here’s how to make the most of it for your Kolkata business:
- Choose the Right Platforms – Not all social media platforms are created equal. Identify where your target audience hangs out. Facebook, Instagram, and Twitter are popular choices in Kolkata. Tailor your content for each platform accordingly.
- Consistent Branding – Maintain a consistent brand image across all social media channels. Use Kolkata’s vibrant colours and cultural symbols in your visuals and branding elements to create a unique identity.
- Engage Actively – Social media is a two-way street. Respond promptly to comments, messages, and feedback. Encourage discussions and create polls or surveys to involve your audience.
- User-Generated Content – Kolkata’s residents love to share their experiences. Encourage user-generated content by running contests or asking customers to share their stories related to your products or services.
- Live Streaming – Live streaming events or behind-the-scenes tours can be a great way to connect with your audience authentically. Showcase your business’s personality and authenticity.
When it comes to extracting the true potential for digital marketing 3 thing come in real handy,
The Digital Marketing Toolbox
This is your toolbox to extract the potential of digital marketing for Kolkata-based businesses. Let’s explore the essential strategies and tools you can employ to supercharge your Kolkata-based business.
Pay-Per-Click Advertising (PPC)
- Targeted Advertising – Be it in the bustling city of Kolkata, pan India or go international, reaching the right audience is crucial. PPC advertising allows you to display your ads to a highly targeted audience based on keywords, location, and demographics. This precision can significantly improve your chances of attracting local customers.
- Budget Control – PPC campaigns provide full control over your budget. Set daily or monthly limits to ensure you stay within your financial constraints while maximizing your reach.
- Keyword Research – Extensive keyword research tailored to specific markets can help you identify the most relevant keywords to bid on. This ensures that your ads appear when potential customers search for products or services you offer.
Local SEO Dominance
- Optimize your website with location-specific keywords and meta tags to ensure you rank high in local search results.
- Optimize your Google Business Profile
- Keep your presence in Local Directories (e.g., JD, Sulekha etc., you have done this too I guess)
Video Marketing
- Showcase Local Flavour – Capture local essence in your videos. Showcase the target city’s landmarks, culture, and people to create a deeper connection with your audience.
- Educational Videos – Create informative videos related to your products or services. How-to guides, product demonstrations, and industry insights can engage and educate your audience.
- Live Streaming – Engage with your audience in real time through live streaming. Host Q&A sessions, behind-the-scenes tours, or product launches to build excitement and trust.
Email Marketing
- Personalization – Segment your email list based on customer preferences and behaviour. Personalized email campaigns can significantly increase engagement and conversion rates.
- Promotions and Offers – Kolkata loves a good deal. Send exclusive promotions and discounts to your subscribers to entice them to make purchases.
- Newsletter – Keep your audience informed about the latest updates, events, and news related to your business and Kolkata. A well-curated newsletter can foster long-term relationships.
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About the Author - Anirban Guha
Anirban Guha is an MBA graduate from Amity University, Noida. Starting his career with The Times of India Group, he has spent over 16 years in advertising and has been the founder-director of an award-winning digital marketing agency, Tejom Digital for over 6 years. He has worked with some of the top brands in India and beyond. He is an expert in creative design and digital marketing. He is passionate about helping businesses reach their goals. Beside his professional life, Anirban is an avid reader, a movie buff, a passionate gardener, an art enthusiast, and a foodie.