Author Archives: Qais

About Qais

Qais Mujeeb is an experienced technical communicator. He has spent more than 16 years in technical writing, content development, web development, SEO/SMM, project management, and training. A certified project management professional (PMP), he has managed numerous Technical Writing, Content Management, Web Development and SEO projects. He has successfully lead collocated as well as geographically-distributed teams and worked for global clients. Currently, he is busy bringing up a content consulting agency called Ascezen Consulting Private Limited based out of Lucknow, India.

How does the right colour scheme on a website help with conversions?

How does the right colour scheme on a website help with conversions?

Colours are an important aspect of how we see and perceive things.The visual appeal of any particular object or product is a huge determinant of whether We would buy it or not. Similarly, choosing the right colour scheme on a website can help in getting more conversions.

Scientific research has over the years, discovered an increasingly effective role of colours in influencing the emotional and physical state of a person. While the reason behind what triggers this reaction is still not proven, colour theory is a widely accepted phenomena of design.

Facebook is a classic example of the impact of colour psychology. Using a colour scheme that revolves mainly around blue, which stands for credibility, peace and trustworthiness, Facebook was able to churn out a huge number of conversions and traffic in its initial days. Something as mundane as the colour of a call-to-action button can significantly increase the time an average user spends on your website, hence more chances of converting them into regular users of your product or service.

Keeping in mind a few vital points in mind, and choosing the best colour scheme can have a multiplying effect on how people interact with your website. Some of the important factors worth knowing are:

  1. Know your audience

It is necessary for a website to know about the demographic or age group they are targeting. The liking of a male user may vary from those of a female user. A male user may prefer louder colours and a female may prefer more sober colours when using a product.

Having knowledge of the preferences of your target audience and how they interact with different aspects of colour psychology has an important role in the web design process.

  1. What you show is what you sell

Knowing the products and services that you are offering to your customers often has a significant contribution in converting a potential customer to a paying customer. Companies that sell organic, agricultural or plant-based products then, are more likely to choose shades of green on their website or e-commerce store.

  1. Using plain, solid colours

While it is an exciting proposition to use a heady mix of different colour combinations, most successful companies stick to a singular colour scheme for the entire User Interface (UI) of their website. It not only makes the website look cleaner but also reduces the chances of an increased bounce rate.

  1. Learn from your competitors

Before beginning with the design and development process, a competitive analysis of the websites of businesses operating in your industry can serve a good purpose. You can take inspiration from them and also try using it in creating a unique web presence for your brand(s).

  1. Always test your colour combinations

Testing different colour combinations and analysing the impact it has had on the overall user experience can help you choose the right combination for the right consumer or visitor.  For example, red is more likely to convince an impulsive buyer to buy a product from your e-commerce store than say, a blue colour scheme.

  1. Call-to-action buttons shouldn’t be left out

While the overall UX of a website is a major contributor to increased conversion rates, using the right colour combination for the call-to-action (CTA) buttons is as vital as the former.

Call-to-action buttons enable the website to interact with the user-generated data and are persuasive. It is therefore, imperative to use colours that keep users engaged to your website.

The above-mentioned guidelines, if followed diligently, can really help the web presence succeed in creating a delightful user experience while also ensuring maximum returns on the time and effort invested in making the website a highly-engaging point that gathers new sales or customers for an organisation. To create such thoughtful as well as effective websites, get in touch with Ascezen Consulting today. Mail us now.

 

 

 

Why does your Business need Content Marketing?

Why do you need Content Marketing?

an illustration depicting the elements of content marketing: target, analysis, research, content creation, platfroms and channels, feedback.

The marketing world in its entirety believes in the immense potential of Content Marketing. It is quite contextual in nature and this makes it very hard to provide a specific definition of the term. How a content marketing strategy is implemented depends from person to person or rather from organization to organization. Although a single, all-inclusive definition of this concept may not be present, various experts have tried their hand at defining it from time to time.

Gartner defines content marketing as “the process and practice of creating, curating and cultivating text, video, images, graphics, e-books, white papers and other content assets that are distributed through paid, owned and earned media. These assets are used to tell stories that help brands build and nurture relationships with customers, prospects and other audiences to drive awareness, generate demand, influence preference and build loyalty.”

According to Content Marketing Institute, Content marketing is a marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience–with the objective of driving profitable customer action.”

To put it simply, content marketing is about marketing of an organization or a brand through sharing insightful, educational or entertaining information using channels such as blogs, pictures, e-books, audio-video, social media posts, infographics and so on. The purpose is to influence the user, stimulate interest in a product/service or influence a purchase decision.

Depending upon content strategy, here are a few channels for content marketing:

  • Blog posts

  • Emails

  • Videos

  • Social media posts

  • Infographics

  • Assessments

  • Images

  • Apps

  • Podcasts

Content marketing can help your organization in a number of ways. Here are a few reasons why you should focus on it:

  1. To Improve your search engine result rankings

Content can help you earn a better rank in the search engine results. Regularly posting relevant content will increase your chances to be found. It can help enhance the effect of your SEO efforts. Quality content will attract more traffic to your website, thus improving its authority and relevance.

If your content is created strategically and meets the expectations of your audience, you can have a better place in the search engine rankings.

  1. To grow your web traffic

There are a number of ways content can help you in generating more traffic. Some of them are:

  • Efficient distribution and sharing of content
  • Blog posts offering useful information
  • Connecting with users through social media posts
  1. For better lead generation and conversion rates

Content provides you a way to connect with your target audience/customers. It offers a number of insights for identifying prospective customers and converting them. Appropriate and engaging content will make your users spend more time on the website and increase your chances of influencing their decision.  High quality, informative content will help you build trust between you and your target audience and increase the conversion rate. Here are a few ways you can generate lead through content marketing:

  • Create engaging, high-quality content
  • Offer your audience an incentive
  • Pay attention to inbound marketing
  • Address your audience through a webinar
  • Use testimonials and case studies
  1. To ensure users give your website more time

If you keep posting relevant and informative content regularly, the users will spend more time going through your website. This will improve your chances of influencing them and convincing them to use your service or product.

  1. To increase brand awareness

Offering great content will help you produce brand awareness.  If you think your content is much more than self- promotion, endorse it through social networking sites. This way you can stand out among your competitors as most of them would focus only on content related to sales promotion.  This is a great way to earn recognition in the market.

Providing valuable content on regular basis will also help you strengthen your relationship with your customers. They may also become your brand advocate and promote and share your content, thus generating more traffic.

  1. For building a strong relationship with customers

Engaging content will help you in building and maintaining a strong relationship with your customers. As mentioned earlier, content which focuses on things beyond sales and promotion will definitely intrigue the users. Provide valuable tips and information through your content so that your audience may find it of great value.

It will not be wrong to say that content is still the king, even after all these years. In order to make the most out of it, you need to keep up with the ever changing trends in the world of content marketing. Being clear about your goals and knowing your target audience are a few prerequisites of framing an effective content marketing strategy.

If done right, content marketing can help you reach your organizational goals and stand out among your competitors.

At Ascezen Consulting Pvt Ltd, we produce engaging, usable and enriching content that attracts the target audience and helps in building a relationship of trust. This is what makes our content writing services rank among the best content writing companies in India. Get in touch with us to know how we can help you gain attention and build rapport with your customers.

On-page SEO vs. Off-page SEO: What do you really need?

An illustrations with text: on-page seo vs off page seoOn-page SEO vs. Off-page SEO: What do you really need?

Having an efficient online marketing strategy is vital if you want to thrive in today’s business world. Making a functional, user-friendly website is just the first step! You need to use SEO to impress the search engine bots so that they give you a good ranking. And as it goes, if you cannot be found in the first two pages of Google search results, you probably don’t exist. Luckily there are ample tools out there that can help you win this battle!
The job of a search engine is to find what is most relevant to what a user is searching for. It has certain criteria to determine this relevancy such as:

• Content
• User Experience
• Website performance
• Authority

Now that you know what search engines want, here are a few things which they definitely don’t want:

• Poor User Experience
• Purchased links
• Keyword stuffing

Solution:

You need a website with content that can make a good impact on search engines. The process is called Search Engine Optimization (SEO) .
SEO focuses on optimizing a website so that it has relevant content of high quality for searchers as well as the search engines. It is also about promoting the website externally, i.e. through various methods like blogging, social sharing, social bookmarking and more.

So why do you need SEO?

If you are still asking this question, you really need to up your game! Over 67 per cent of searches are converted in a click for one of the results on the first page of the search engine result. That is exactly where you should be if you are willing to be found! SEO helps you attract more traffic to your page and increase market access. It can also effectively boost the effect of other marketing strategies such as pay per click (PPC) and retargeting.
Search Engine Optimization can be divided into two categories: On-page SEO and Off-page SEO.

On-Page SEO

The name is self-explanatory! On–page SEO focuses on the pages of your website in terms of content as well as the backend of the website. It involves improving the web pages on your site in order to secure a better rank in the search engine results. Here you are in-charge of a number of factors which affect the rankings. The main on-page SEO factors are:

• Keywords and phrases
• Meta description
• Title tags
• Robots.txt
• XML sitemap
• Website performance
• Internal linking and anchor text
• Heading tags
• Search engine friendly (SEF) URL

Off-page SEO

If on-page SEO is all about your website, off-page is all about the measures taken outside your website in order to improve your rankings. It includes link-building through leaving comments on blogs, participating in forums, guest blogging, outreach and more. Reviews, brand mentions and social amplifications also hold importance in off-page optimization.

“The number and the quality of links leading to your website is taken into consideration by Google when ranking a website.”

For Google, backlinks are like a vote; it is a sign that someone outside your website trusts your content and recommends you. The main techniques used in off-page optimization are:
• Social sharing
• Guest blogging
• Brand mentions
• Manual link-building
• Self-created links

On-Page vs. Off-page…What will work best for you?

To be honest, On-page and Off-page SEO are two different processes with identical objectives. Although you need both for best results, experts are of the view that you should tackle On-page optimization before you move to Off-page SEO. The idea here is simple—make sure your content is worth promoting before you go out there are promote it!

Why should you begin with On-page SEO?

Search engines are network applications that understand a specific language. SEO especially on-page optimization involves focusing on the language search engines will understand so that they know what your website is all about. Giving them more relevant signals will increase your chances of getting a better rank.
It is only when you have taken care of everything which comes under on-page optimization you should move to off-page.
For those of you who run a small business and target local customers, On-page optimization is all you may require. If you want to reach limited users through your website, using relevant content, tags, keywords, meta-description etc. are enough to do the job.
On-page optimization, when done right, leads to enhanced user experience. A website that offers relevant information, easy navigation and a user friendly interface is what the searchers are looking for. Make sure your content is engaging and utilizes all the targeted keywords appropriately. Not only this, you also need to concentrate on the usability of your website. On-page is what you need to ensure your target users or customers find your website useful!

And remember…

Done and Dusted? Not really!

Search engine optimization isn’t a one-time thing. You need to tweak and update your website regularly in order to keep up with the ever-changing digital trends. When changes are made in a website, its SEO parameters become outdated. This is why both on-page as well as off-page optimization require constant attention.

Content is still the King!

Any search engine optimization can’t help you if your website does not provide unique, engaging and relevant content. Also, if your website offers really good content, other websites will readily offer backlinks to you. Before you set out on your journey to the first page of search engines results, make sure what you are offering is worth the time your users will spend on it!

Outsource Digital Marketing or Social Media Marketing to an Agency?

Why Outsource Digital Marketing?

An image titled "outsource digital marketing". It shows a computer sending info to various social media platforms like facebook, twitter, linkedin, google plus and instagram through arrows.

Are you ready to outsource digital marketing or the social media operations to a third party agency? With growing competition in social media or digital marketing and its huge impact in brand and reputation building, it might serve well to outsource digital marketing or the social media operations to a third party agency. However, the notion of outsourcing often sparks the debate on DIY vs Outsource. Reason for this reluctance is attributed to certain incidents in the past whereby social media campaigns for very popular brands went awry, almost costing their reputation.

Noteworthy, the A-listers of the industry are still actively outsourcing their social media marketing portfolio to be managed by a third party consultant. Therefore, first of all we take a look as to why exactly should we hire an external agency.

Expertise

It is not easy to maintain the top ranking in social media circles. An agency however can ensure, owing to its specialization on insights, what will work wonders for you and what wouldn’t. Dedicating enough time for social media marketing might distract you from your core operations whereas an expert of social media marketing works 24×7 to keep your campaigns updated on following parameters:

  • Who’s the target audience?
  • What are the latest social media platforms and how are they suitable for a particular line of business?
  • What should be the frequency of posting content?
  • What time of the day gets the maximum engagement depending on the product and target set?
  • What’s the best form of content to share on a particular social media platform?
  • How to track social media success for a particular campaign?
  • How much does current campaign contribute in increasing the followers and traffic to the website? Performance makes the bottom-line. Right?

Time

Ever came across an aesthetically appealing and informative post on Facebook that caught your attention and impressed you? And then you also shared it with your team as well as your peers.

It is worth making a note that such content requires time to develop and does not materialize within minutes. While you may have time to develop such content, do consider the fact as to which other task deserved more of your time?

If the trade-off seems that good to you, only then you may choose not to hire a dedicated consultant or an agency for social media marketing.

Save Money

Hiring a digital marketing agency is usually a far economical option, as compared to hiring an in-house consultant. Simple reason being that an individual may not be good at each and every aspect of social media like devising strategies, content development, creating visuals or short animated videos, and eventually tracking its success through analytics. In such a scenario, hiring an external agency is always a better option as it brings specialized individuals to your service.

Besides, an external social media marketing agency also plays a crucial role in keeping your brand abreast of latest industry trends as well as track your competition on this particular front. However, given the serious nature of the task as well as the amount of sensitive information invested in it, it is of utmost importance to choose an agency working on higher parameters of ethics, professionalism as well as expertise.

With that, comes a proposition that meets all your social media marketing management related needs.

Ascezen Consulting Pvt. Ltd. is a reliable name you can consider while making the decision to outsource digital marketing. Ascezen fits the bill with its dedicated team of professionals well versed in digital marketing strategies , analyzing campaigns, graphic designing and content development. We, at Ascezen Consulting, realize that social media marketing is a means for you to promote your business goals online.

As such we take the initiative of working as an internal team, in close co-ordination with your core team. What distinguishes us from the others is the effort we put in understanding the overall history and context of your campaigns. This extra step of groundwork is what brings the difference in our social media marketing campaigns. Plus we ensure that we duly meet all the SLAs provided.

Working with Ascezen, you get a commitment of high levels of business ethics, professionalism and expertise.

eLearning: Choosing the Right Authoring Tool

e-learning authoring toolkiteLearning in India and everywhere else in the world is slated to achieve a higher growth rate in future with its growing demand and adoption amongst the learners and trainers of all age-groups. eLearning is the learning delivered, supported, and exemplified through digital technologies and media. It includes Online Courses, Computer based Training, Web based training, and any other form to facilitate learning using any web-enabled devices such as a computer, laptop, tablet or a mobile phone. Developing elearning material requires thorough understanding in the fields of education, multimedia, publishing, and digital technologies. Ascezen Consulting offers eLearning solutions using cutting edge elearning authoring tools to empower its clients significantly.

Developing an eLearning module requires meticulous planning and efforts. eLearning developers understand their target audience before developing focused learning material. Their major objective is to design a module keeping in mind the learning objectives of the target audience.

The elearning developers work on following aspects before developing an eLearning course:

  1. Preparing the eLearning material according to the target audience
  2. Planning the course material or lesson list hierarchy
  3. Story-boarding for courses, modules and lessons
  4. Selecting the right tools for developing eLearning material
  5. Translating the storyboards into an interactive and engaging elearning course

It has been found that selecting the appropriate tool for eLearning development remains an important question for many clients. Several eLearning authoring tools are available in the marketplace. Sheer abundance of authoring tools makes its challenging to choose the best authoring tool that meet author’s demands without exceeding the client’s budget.

Each eLearning tool has its pros and cons. Well-informed decision based on the learners’ requirements needs to be taken while selecting the most appropriate tool for development. Most e-learning authoring tools available today are rapid authoring tools that enable a person to create training content without having exceptional technical skills.

Factors to consider while choosing the e-learning tool:

  • Complexity of Courseware:

Select a basic or sophisticated authoring tool based on the complexity of your courseware.

  • Creative Freedom Versus Easy-to-use interface:

A highly significant aspect of choosing an eLearning authoring tool is creative freedom versus simple interface. Some eLearning development tools offer a wide range in eLearning design while the simpler ones may not offer much freedom in terms of creativity.

  • Level of Interactivity:

Select the appropriate authoring tool based on the level of interactivity required in your courseware. For instance, What kind of training component you plan to make? Will it require more of interactive assessments, and simulations?

  • Assess skills of eLearning Design and Development Team:

Select an authoring tool depending upon author’s capability. It is highly significant to analyze the skills of your eLearning design and development team before choosing eLearning software.

  • Analyze Learners’ requirements:

eLearning Design and Development Team should analyze the learner’s requirements before selecting the appropriate tool. It is imperative to have knowledge about your learners’ skills, preferred learning modes, and technical limitations such access to technology.

  • Delivery Method:

Delivery method of your eLearning course should also be taken into consideration before selecting the appropriate authoring tool. How will you impart your course: online, offline or largely through a mobile device?

  • Budget Constraints:

One of the most important aspects is the budget requirements of your courseware. Selection of authoring tools should consider the budget constraints.

Some of the finest e-learning development tools include:

Adobe Captivate:

A part of Adobe eLearning suite, Adobe Captivate is one of the most popular eLearning development tools among eLearning professionals, students and educators all over the world. It is a user-friendly tool requiring little technical prowess. Some focused training and practice will help the developer get going. It offers excellent editing along with drag and drop components.

  • Usability:

Adobe Captivate can be used for creating interactive simulations, software demonstrations, and quizzes. It offers audio synchronization, text/graphic animations, publishing option for both web and LMS delivery and interactive components.

  • Output Formats:

Output files can be produced in a number of file formats including AVI. Adobe Captivate 8 is the latest version of this e-learning development tool.

  • Additional Features:

Adobe Captivate offers a number of options to choose different control bars from the gallery and carry out further customizations with various color schemes. It enables users to create their very own project skin by building it in Captivate Master Slides or developing it in Flash. Features such as widgets, text-to-speech, a quiz analyzer and aggregator, and a quiz have been added to the tool in order to increase its functionality.

MadCap Mimic:

MadCap Mimic is a part of the MadCap MadPak, an authoring suite comprising of MadCap Mimic, MadCap Echo, MadCap Capture and MadCap Flare. This software simulation and multimedia authoring tool allows the user to create fully interactive videos, movies, presentations, tutorials of software or systems, and simulations. The latest version of the tool is MadCap Mimic 7.

  • Usability:

This tool offers powerful single-sourcing features, video support for iOS, YouTube and others, multiple recording modes, multi-language support, seamless integration with MadCap Flare and others. MadCap Flare is a popular technical writing tool used for creating Online helps, User Manuals and others as well. Integration of MadCap Mimic with MadCap Flare ensures incorporation of Mimic outputs into Flare projects.

  • Output Formats:

It is capable of generating output in a variety of formats including Silverlight, Flash, Adobe, Mimic Movie Format, HTML5, PDF, Microsoft, XPS, AIR, and Adobe.

  • Additional Features:

Mimic has a variety of single–sourcing features which help save time and energy by creating content once and reusing it several times. These features are targets, palettes, condition tags, variables, and frame libraries. The users can import Microsoft PowerPoint presentations as well.

Camtasia Studio:

TechSmith’s Camtasia Studio offers all the requisite tools to record computer screen and then convert the recording into well-made professional videos. Developers can share their work directly from the app on various platforms including Screencast.com, YouTube, and Google Drive.

  • Usability:

It is a user-friendly tool that helps to record screen while capturing Web Pages, Software Demos and PowerPoint Slides. It enables in importing media, adding interactive elements and then editing video with the help of Camtasia’s huge variety of editing tools. The videos can be shared on almost any device.

  • Output Formats:

After the editing, the developers can export a movie to a variety of formats such as AVI, MP4, SWF, MOV, RM, MPV, Silverlight-compatible WMV and animated GIF or MP3.

  • Additional Features:

The tools allow users to apply captions, inset title pages, video clips or pictures, add soundtrack and more. Users can highlight the cursor movements or mouse clicks to ensure better understanding of the recorded actions. Camtasia offers Voice Narration, Transition Options, Pan Effect, Quizzing, Zoom Option, and other efficient finishing tools.

eLearning design and development is an intricate process requiring collective efforts of the entire team. Choosing the right development tool is an important aspect of developing an eLearning resource.

Ascezen Consulting offers comprehensive eLearning design and development services across India. We offer a wide range of eLearning services including courseware development, development of training material like training guides, presentations and videos.

eLearning team at Ascezen Consulting is competent to develop:

  • Computer-Based Trainings
  • Web-Based Trainings
  • Storyboards
  • Voice Over Scripts
  • Instructor-Led Trainings
  • Training Guides
  • Demonstration Videos
  • How-To Videos

We are a potential eLearning partner for SMEs across the globe. Ascezen’s commitment towards offering effective and cost saving services makes us the preferred choice among the eLearning service providers in India.