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Date of Publication: 27 Aug 2023
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.
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.
To begin with
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
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.
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:
There comes the next question,
Content is basically what you see and read on the internet. As a content marketing platform, you can use,
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:
When it comes to extracting the true potential for digital marketing 3 thing come in real handy,
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.
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