Sonali Melen

Sonali Melen


Growing Online Retail with Inbound Marketing



Inbound Marketing

The increased ubiquity of digital devices and the internet has changed many aspects of our lives. With social media, our daily social interactions have changed drastically from what they used to be. Since social media was built to replicate the real model of social life, it has had a tremendous impact on the fabric of our society.

Online retail can be put in the same category. Brands such as Amazon and eBay were created to replicate the experience of real-life shopping. Its impact, like that of social media, has been far-reaching in terms of shaping consumer habits.

E-commerce marketing has become an integral part of digital marketing just as social media is. Since e-commerce is a route to direct conversions and sales, it represents a highly target-oriented nature of digital marketing. Even in the digital marketing industry itself, there is a growing shift amongst professionals to e-commerce marketing as the slow realization of the field’s endless potential becomes more and more apparent.

This is more noticeable in digital marketing education than anywhere else. From a scrappy online YouTube tutorial to a top-rated digital marketing training in Delhi, the emphasis towards online retail has grown many folds.

In his article, we will discuss how inbound marketing can be used to power e-commerce marketing.

Content Driving Sales

Walking into any field of digital marketing, there is a good chance that content has a large role to play in its success. E-commerce marketing is no different. Many top-rated blogs and websites make a lot of money purely on the basis of affiliate sales to online retail stores, thereby confirming the ability of content driving online sales.

With the right content narrative, any marketing goal can be met. For small brands in e-commerce marketing which do not have the resources to spend on paid ad campaigns, content is crucial to power an inbound marketing campaign.

Content lies at the heart of most inbound marketing measures. Depending on the type of online retail store in question, marketers have to figure out in which form would an inbound marketing campaign have maximum impact. This would also depend upon who the target audience for the product being promoted is. Once all such factors are considered, the right content strategy and channel can be identified to deploy inbound marketing campaign.

Social Media

While big online retail brands do not require a lot of engagement on social media to drive their revenues, small brands need to take advantage of every customer they can reach the limited resources at their disposal. Social media at the very least solves the problem of reach and allows marketers to reach a targeted segment of the audience with great accuracy.

A platform like Instagram, for instance, can be used to maximize the far-reaching potential of social media. Many startups in the clothing industry found it difficult to break through the constraints of typical marketing until they took advantage of an image-centric social media channel like Instagram. Some of the many rising companies in the fashion clothing industry are rising in size and stature through the tremendous reach of Instagram.

Instagram is highly lucrative for brands in fields such as clothing, accessories, footwear, and so on. Other platforms afford marketers the freedom to successfully promote other kinds of products. For app promotion, Twitter and Facebook are better and deliver better conversion percentages. This data has to be taken into consideration while running a social media marketing campaign with an emphasis on inbound marketing.


What are the Challenges in Local Digital Marketing in 2019?


Description: In any dynamic field, there are a number of challenges which are thrown down on professionals. Local digital marketing is no stranger to such challenges. We discuss local digital marketing challenges faced by professionals in the field.

Local Digital Marketing

The sign of a dynamic field which is vibrant and full of life is one which deals with its own assortment of challenges. As a tranche of digital marketing, local digital marketing is bogged by challenges and obstacles of its own, some created due to transformational changes in technology and others caused by changing consumer behavior.

The popularity of digital marketing has been led by the change in the attitude of local businesses and startups towards digital marketing. From being perceived as a technically challenging and niche field, digital marketing has come the mainstream as its advantages are now more readily apparent.

Many digital marketing courses have begun incorporating local digital marketing too. From an online tutorial website to a classroom-based Digital Marketing Course in Delhi, there is a growing demand for local digital marketing which is being met by quality training institutes.

In this article, we will discuss the challenges faced by professionals in local digital marketing and how these obstacles can be overcome.

Social Media

Social media is always a tough nut to crack simply because it doesn’t come with a set of guidelines like SEO and search ads do. Social media for local digital marketing can only be mastered by developing valuable instincts which help deliver instant results.

From a local digital marketing perspective, handling social media can be tricky. Since social media is an open platform, finding targeted segments of the audience can prove to be difficult. Furthermore, turning engagement on social media into something valuable for the brand or business is a difficult task in itself.

In local digital marketing, brands have to focus on doing the basics of social media well. Finding the right time to post, posting more media-driven content in the form of images and videos, and creating a coherent content narrative to give the social media effort a push are a few things a local business can do to optimize social media marketing.

Do check: 10 Best Social Media monitoring tools

Lack of a Dedicated Push

Many small businesses operating on a local basis do not invest a lot of time and resources in local digital marketing. In many cases, the job of handling local digital marketing campaigns are shared half-heartedly by existing professionals whose primary proficiency is not digital marketing.

Ideally, any small brand or company interested in optimizing their digital marketing efforts should get professional digital marketers to handle things. This is important for brands who genuinely wish to move away from traditional marketing and dive into digital. Without the presence of a strong digital marketing team at the center of a local marketing campaign, a brand runs the risk of seeing its outreach efforts going down the drain.

If hiring an in-house professional is not possible, local businesses should consider liaising with an external digital marketing consultant or agency. The presence of a professional is necessary for any given local digital marketing campaign.

Finding Local Narrative

In some niches, finding local keywords to supplement local narratives is fairly easy and does not require a lot of effort. In other cases, finding the necessary local keywords can be difficult, therefore making the content writing process longer and harder.

To find local keywords, professionals working for local businesses have to dive deeper into understanding how their target audience behaves and the kind of keywords they are most likely.

For some businesses, keyword identification may be more difficult than others. It is the job of digital marketers to find the right keywords to direct by analyzing the behavior of the target audience.


Sonali melen is a digital marketer, having worked with some of India’s biggest retail brands. Her six years of experience in Digital Marketing has led her to create her own blog to discuss the trends of digital marketing and what the future hold for her own industry specifically. She also conducts digital marketing courses online for young students looking to build their career in the digital space.


Top Three Email Marketing Growth Hacks For Businesses


Description: Email marketing is amongst the most popular digital marketing techniques. In this article, we will discuss some simple growth hacks which can be used to develop email marketing efforts of a brand or business.


Email marketing

Email marketing often falls into the trap of being considered too archaic and landlocked to really drive growth and sales. That is purely the perception of email marketing in general. Reality paints a different picture where the conversion rate in email marketing is very stable and in fact higher than other more popular mediums of promotion such as social media.

From an eCommerce business to a simple blog, almost any setup can use email marketing to attain a different variety of goals. While there are many who run successful email marketing campaigns, there are others who do not get the desired results.

In this article, we will discuss three email marketing growth hacks that can have an instant impact on the campaign.

Gather E-mails from all sources

Many in digital marketing stick to old and conventional methods to grow their mailing lists. The most common method to grow an email list is making people subscribe to weekly newsletters on blogs.

These methods are worthwhile, but not the only way to gather more leads through emails. Social media can be a great source to accumulate new emails. If a brand or business has a sizable social media following, they can take out a post containing a lead generation card. The card can be used to accumulate email addresses of people interested in reading content from the brand.

The simplicity of this particular email marketing growth hack makes it a great technique. In most cases, growth hacks which are easy to implement are often the best.

Encourage sharing through incentives

The best-case scenario for any email marketing campaign is when readers start forwarding brand content to their contacts, thus causing a ripple effect and helping the brand greatly.

However, people targeted through email marketing are very less likely to forward an email despite the quality of the content. This is because forwarding emails, in general, is not a natural exercise, unlike social media sharing. To make someone share an email, digital marketers have to create a set of incentives for people to forward emails.

This incentive can be anything. Digital marketers have to study their audience and figure out an incentive which is likely to make a reader forward brand content. The incentive itself can be discount-based, which is the most popular incentive a brand can offer. Other incentives include giving away free infographics, e-books, and whitepapers.

Use Email Remarketing

Remarketing is an exercise to increase the efficiency of a marketing campaign. In remarketing, professionals reach out to leads who were not converted in the previous sales cycle.

Email remarketing simply refers to reaching out to unconverted leads through email. The reason why it is a successful email marketing growth hack is that most customers being targeted are already known to have an interest in the brand or product. This reduces one factor of uncertainty, thus having a much better conversion rate.

In fact, most remarketing efforts are centered at email marketing. This is because the long-form format of email remains the best way to reach out to old unconverted leads. Unlike social media where capturing the attention of a user for a long time is challenging, the opposite is true for email where readers spend considerable time going through a mail.

What We Can Do More…

In case you love reading about email marketing hacks, you can delve deeper into the subject by going over the many popular blogs on this very subject. Furthermore, if you’re thinking about this career-wise, consider joining a digital marketing course at the best training institute possible.

About The Author

Sonali Melen is a content writer and blogger with more than 4 years of experience in the field. She began her career as an engineer, later switching to blogging and becoming a digital marketing executive along the way. She currently spends most of her time in writing & blogging.

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