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Marketing Lessons From Tinder

5 Awesome Marketing Lessons From Tinder

Useful Marketing Lessons From Tinder App

With a user base of 50 million, and 85% of that between the ages of 18-34, Tinder has become the preferred dating app of millennials everywhere. You can call it tacky, even offensive (choose to swipe left or right to pictures you find hot), but you can never call Tinder boring.

Tinder is a location based dating app launched 15th September 2012, based on the theory that social discovery was a lot less awkward when two strangers wanted to meet each other. There was no other social app like Tinder at the time built for the purpose of meeting strangers in your immediate neighborhood. Although dating apps existed, they didn’t take advantage of the location and social networking features Tinder had. What marketing techniques did Tinder employ, or more to the point, how did it grow so fast?

Here are the marketing lessons from Tinder we can all learn from.

Marketing techniques that helped Tinder to grow

Marketing lessons from Tinder dating app

1. Tinder offers a novel and gamified user experience

Users of Tinder can swipe left or right, look through many dating prospect’s profile within the shortest amount of time and are rewarded by reciprocation from their admirers. The addictive factor is high with Tinder, due to the fun and gamified features. In this great article by Convince And Convert, gamification is effective in motivating and engaging users. By letting users pick one date after another, Tinder dating creates a feeling of competitiveness and empowerment. The average user spends 90 minutes on Tinder daily just to play on the fast user interface. Tinder is not the only brand nor will it be the last to engage users with gamification.

2.Tinder introduces new norms in dating

With increasing numbers of Tinder users, the idea of localized dating becomes the norm. Users don’t feel stigmatized for using such a casual dating app and the huge numbers of desirable Tinder users makes this app seem more acceptable. If Tinder attracted a less desirable userbase, it would not be as popular as it is today. Social validation through peers and normalization of the app all helped Tinder to grow.

3. Tinder markets to specific demographics

The founders of Tinders marketed to a small and specific group of people in college campuses. They knew who their target demographic were, and focused on making the user experience great for them. By refining the user experience for their target users, Tinder was able to compete with and surpass any other dating services they were using.

4. Social networking features of Tinder provided fuel for growth

Tinder uses Facebook, Instagram and other forms of social networking to grow their user base. When a Tinder user knows that their Facebook connections are using Tinder, they are more likely to contact them for dates. Tinder uses user’s profiles on Facebook to create a compatibility profile on Tinder. Instagram integration also allows users to see what photographs their love interest likes to post.

5. Word of mouth marketing is highly effective

Tinder uses word of mouth marketing to gain brand equity and build credibility with their users. According to a study by Nielsen, 92% of consumers believe friends and family more than all other forms of advertising. As more people joined, the greater the brand awareness for Tinder. Tinder’s global expansion is entirely reliant on their impressive client retention and word of mouth marketing.

Victorias Secret is a hugely successful American lingerie brand that has utilized digital marketing to gain more conversions

5 Digital Marketing Lessons From Victoria’s Secret

Founded in 1977, lingerie brand Victoria’s Secret is now one of the most instantly recognizable apparel companies in the world. Despite intensifying competition in the lingerie market, Victoria’s Secret is a dominant force to be reckoned with. In December 2014 alone, the sales figure for the parent company was $2.2 billion, a record for the label.

Digital Marketing Lessons From A Luxury Lingerie Brand

The real secret to Victoria’s Secret’s success is a smart marketing strategy that focuses on conversions. Behind the super glamorous façade there are shrewd digital marketing minds to propel the brand to new heights of success. Here are the digital marketing lessons everyone can learn from Victoria’s Secret.

1. Social media marketing adds fuel to the brand

Victoria’s Secret is ubiquitous on the social media channels; Twitter, Instagram, YouTube and Facebook pages generate a lot of attention and furthers the brand reach for Victoria’s Secret. With 25 million likes on the official Facebook page, 670,000 YouTube subscribers and more than 7 million followers on Twitter, Victoria’s Secret is getting the right kind of attention. Instead of posting boring promotional content, Victoria’s Secret uses the appeal of their Angels and visual aesthetics to create compelling and informative content. Audiences can learn how to work out and go behind the scenes at the latest fashion shows.

2. Email marketing campaigns yields great ROI

Victoria’s Secret emails bring value to subscribers-exclusive coupons, sneak peek at new collections and members only shopping events are the perks of signing up. The key to retaining email subscribers is to provide something beneficial, and Victoria’s Secret understands this. Members are reluctant to unsubscribe for fear of missing out.

Compared to other methods of digital marketing, email marketing is still the most effective for return on investment. According to an EConsultancy survey, 68% of companies rated email marketing’s ROI as good to excellent. On average, companies attribute 23% of their sales to email marketing. If Victoria’s Secret’s focus on email marketing is anything to go by, it is essential for anyone’s online marketing strategy.

According to 2014 surveys of digital marketing, email marketing is still considered the most effective for ROI

3. Choose a user friendly website design

Victoria’s Secret has a user friendly website with easy navigation and strategically placed call to action buttons. Despite the glamorous image of the brand, the website design is simple and intuitive to use.

Website design for good user experience is vital to Victoria's Secret's success

4. Conversion optimized mobile marketing

Victoria’s Secret has mobile apps for Android, iPad, iPhone and the iPod. When it comes to boosting their mobiles sales, the lingerie brand uses many different ways to convert. Digitally enabled catalogs and interactive quizzes for mobile users to participate in are especially effective in converting leads into paying customers. After answering a mobile quizz about bras, the mobile user is directed to the stores in time for Valentines Day. Furthermore, there is a mobile chat feature that allows Pink Nation members to socialize with one another or have exclusive access to fashion shows.

5. Know your target audience and stick to it

Since the brand’s conception, Victoria’s Secret have always targeted attractive, affluent and fashion forward females as customers. The launch of a new sports range in 2014 has widened their appeal to health conscious customers as well. Despite a backlash from feminists and plus size models-most notably the Lane Bryant #I’mnoangel campaign, Victoria’s Secret never loses focus of who buys from them the most.

 

Websites that are not mobile friendly will be penalized by Google's mobilegeddon

Getting Ready For Mobilegeddon

Mobilegeddon 2015

From 21st April 2015, Google will overhaul the algorithm to penalize sites that are non-mobile friendly. The extent of penalties are unknown, but it has been suggested that this change will be ‘significant.’

The news about Google using mobile responsiveness as a signal for ranking is nothing new. In 2012, it was announced at the iSEO panel that Google preferred a mobile responsive website whenever possible. Arguably, the mobilegeddon of 21st April is nothing but a reminder by Google to make that transition to become more user friendly for smartphone owners.

Many websites are still not optimized for mobilegeddon

Many websites are still not optimized for mobile. They include: Versace, Nintendo, Windows Phone, The European Union website, the British Monarchy’s page, American Apparel, P&O Cruises, Cotton Traders, RyanAir. What this indicates is that the user experience is not great for visitors to these sites through their smartphone. Since mobile phone traffic to websites is second only to laptops and tablets, websites that do not have mobile friendly websites will lose many potential customers. Their profits are likely to dip after Google’s mobilegeddon.

What businesses can do to prepare for mobilegeddon

Updating to a mobile responsive website cost money and effort, which is why some businesses are willing to assess the effect of mobilegeddon on their search rankings before calling in the website developers.

Some of the actions that businesses can take include:

  • Use the Google Mobile Friendly Test to determine if your site is mobile friendly
  • Plan your website’s design around being more mobile responsive. For example, thinking about the clarity, aesthetics and user friendly layout of your new website should inform you about how you would like your new website to look.
  • For smaller websites it is worth comparing different website developers and deciding what design and fee to go with.
  • For websites that were created using software such as WordPress, Joomla!, Drupal, it is best to refer to the respective guides about mobile optimization.
  • For websites that were created by an outsourced design agency, ask if they are familiar with responsive web design (RWD) and inquire about their past client’s portfolio to see examples of previous work.

When the mobilegeddon catches you by surprise

There are many businesses out there that are not aware of mobilegeddon and the implications for their bottom line. Even if these businesses were aware of mobilegeddon, they may not take any action. Here are some reasons why:

1. The business in question do not rely on smartphone traffic or internet traffic at all. They rely on other forms of advertisement.

2. The business did not see drastic changes to their page rankings since Google implemented the Panda, Penguin, Pigeon and Humming algorithm changes. They assume there to be no drastic changes to their search engine ranking page (SERP) after mobilegeddon either.

3.  The business finds it too bothersome and costly to change their entire website.

As you can see, reasons (1), (2) and (3) may all cost the business loss in future profits if they do not adapt with consumer use of mobile devices.

At the same time, there are many businesses that are panicking about the impending changes in Google’s algorithm. A fine balance should be struck between inaction and action towards making changes!

Panicking about mobilegeddon will not change the fact that your business website will rank a little lower than competitor websites that have mobile responsive sites. Google will still rank your website, only this time less favourably than before.

Instead of worrying about your website dipping in popularity,  you could hire mobile responsive website developers to redesign your website to fit different screen formats, or design a separate mobile friendly site altogether. Businesses still have time to do this after April 21st and they should be thankful that Google has given them this reminder. The future of internet traffic will be through smartphones and other smart device so this is the direction businesses should be heading for their future marketing.