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Fractional CMO

If you have browsed your mobile phone for getting the latest scoop on google, you might have seen Google AMP (Accelerated Mobile Pages) carousel or a small lightning logo, appears in the top search results. You might be wondering what AMP is and why everyone is talking about it. Well, whether you are tech or non-tech, you should know about AMP, as this is going to be the future of mobile marketing.

4.77 bn of world’s population is currently using a mobile phone, and it is expected to pass 5 bn by 2019. The mobile devices have become an essential part of our life. Apart from food, air, and water, we need the mobile phone to survive.

Mobile marketing is not new. Marketers are using this platform for many years to boost their sales, seeing the increase in mobile users, Google has launched new SEO tool – AMP to give customers better loading speed, quality, and experience to increase their engagement with the content.


What is Google AMP Project?

AMP or Accelerated Mobile Pages is the new project that brings in a new coding language (AMP HTML) to the world which increases the loading speed and reliability of the content in the mobile browser, saving the time of customers and improving the engagement rate by giving them seamless browsing experience.

The webpage which is coded with AMP HTML, get displayed with primary images and simplified formatting while the complex page contents get loaded secondarily in the background. AMP enables Google to enhance the speed of page loading ten times faster than that of standard web pages.

To put it in simple words, AMP is a stripped down HTML page which restricts certain CSS, HTML, and Javascript. People want web pages which are rich in content like graphics, animations, and videos along with smart ads which get loaded instantaneously. We want same content to get displayed on multiple platforms and devices with the same speed and clarity no matter what type of mobile device we are using.

Some interesting factors of AMP

It only allows asynchronous scripts

It limits styles to 50KB

It’s compulsory to inline every CSS

Just AMP supported Javascript is allowed, can’t use user-written Javascript

All images and other external resources must put their size in HTML

Every Javascript must be out of critical path

Fonts should be uploaded with link tag or CSS

AMP is another effort done by Google to provide better answers to its customers rather than giving regular search results.

Why is AMP important?

The primary trigger behind this project is the “Time.”  In this mobile era, speed is all that matters to everyone.Every time if a web page takes more than three secs to load, it loses not only a reader but also the opportunity to earn money through subscriptions or advertising.

Customers do not have much time to waste in searching for information.They want instant answers to their queries without losing a single moment. In this world of overabundant information, people want to find relevant content at the right time without waiting for the browser to load their content.

Mobile devices have changed the way we access the information. We use more often mobile phones to obtain any information which we need. It has become a new promoting tools for companies to create and share their contents and attract more customers to their organization. But the main hurdle is the unfulfilled need for customers. Every time they get interacted with the web, the customer experience is often inadequate and discouraging, leaving a lot more to be desired.  

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How can AMP benefit your business?

1. Faster Loading Of  Web Pages

AMP will change the loading speed of web pages. It will help the pages to get loaded on mobile devices in no time. Some AMP web pages get loaded ten times faster than standard pages.Faster loading of the page will engage more mobile users to your website, increasing the traffic and conversions.

2. Better CTR

The effectiveness of AMP pages will undoubtedly drive more traffic, as it will attract more visitors due to less loading time, compelling content and seamless experience which will ultimately improve the CTR.

3. Improved SERP

Although AMP is yet not confirmed as an independent ranking factor, page load time and mobile friendliness are the vital ranking factors, so indirectly AMP will play the major role in website ranking. The sites which are developed with AMP will get higher rankings than other sites.

4. Reduced Bounce Rate

AMP is so fast that it will help in reducing your customer’s bounce rate. When the customer visits your site, if loading time is high or your page is not appealing, they will obviously go somewhere else, taking away your opportunity to earn revenue and get some conversions. AMP will boost your page loading speed, making it get loaded with lightning speed, giving users less reason to run away from your site.

5. Increased Visibility For Publishers And Get More Readers

Search results will show small AMP symbols with the pages, those who have it.  This inclusion will make web pages stand out from other pages, increasing the visibility of the page to the users, hence improving the CTR. People who will click on these pages will see the change and start looking for the pages with AMP symbol for quicker loading times.

6. Gives Fantastic User Experience

AMP gives excellent user experience to mobile users. It provides better page loading without making any compromise on the quality of content, making it much easier for mobile users to do web browsing.

7. Generates higher traffic

Increased visibility and great user experience will automatically generate more traffic by engaging more people with the site.

8. Provides analytics

Knowing your customer’s behavior is very important to know how good or bad you are doing and AMP considers this point. Analytics gives you insights into the effectiveness of your campaigns. Using AMP, you can get information about your visitor’s counts, conversions, link tracking, new users as well as returning users count, video engagement and more. It offers built-in support for Google Analytics to its users.

9. AMP Is Not Entirely Static

You can design AMP pages with video, audio, social sharing buttons, attractive content and more. Seeing the popularity and effectiveness of AMP, we can expect this technology to include more complex page elements over the time to make it more fun to browse through mobile devices.

10. Support Ads

AMP gives support to many ranges of ad formats, networks, and technologies. The aim is to deliver ads along with the content without compromising on the speed of page and its content, grabbing more viewer’s attention and hence improving the ROI.

Looking at these parameters, even if your website is not impacted much by AMP project, this could be a reminder that loading speed of a page is a critical factor in mobile SEO. Now, it’s high time to implement AMP 
in your website to generate maximum revenue and to sustain in the market. So, if you’re thinking about adding AMP sign to your website then stop thinking and start acting!


Fractional CMO

You’ve planned your business, started working on your product or service and now you are ready to begin your marketing process.

Awesome! Here comes the real crunch. You may be wondering which inbound marketing strategy you should opt to get the maximum benefit. You have heard a lot about inbound marketing and its benefits but are not sure which approach will work best for you.

If you are reading this, then it’s a good start, as this blog will give you insights to some of the most trusted inbound marketing strategies which are used by many successful businesses.

Inbound marketing is more about an approach than that of tactics. Its main aim is to attract more prospects to your business rather than reaching out to them. Inbound Marketing is all about making your company get found by the customers through earning their attention with attractive and meaningful contents.

Inbound marketing mainly focuses on providing value to its users, which in return prompts those users to gravitate to your business when the need arises naturally. Inbound marketing is a process for the people to get information when they want to make a purchase or just looking for an answer to their query.

In the comparison of traditional marketing, inbound marketing strategies are more budget-friendly, gives a range of benefits to its users and generates a higher ROI.

Inbound marketing uses several methods like opt-in email forms, organic search traffic, SEO, SMM, Influencer Marketing, personal branding, etc. but the main propeller is the content. Inbound marketing, in today’s world, is the best approach to every business whether it is brick-and-mortar, B2C, B2B, Tech, Non-tech, Saas or otherwise.

Following are the strategies you need to keep in mind while you start your inbound marketing journey

1. Know Your Buyer’s Persona

Before writing any content for your website, you should understand your customer’s needs and requirements. You should know for Who you’re writing? You should take into consideration your buyers personas. Keep in mind, before writing any content you should know all about your customer.

Do segmentation of your customer based on their age, gender, location, job title, family life, etc. to get a clear understanding of your customer personas.

Based on the number of your customer personas, group your target audiences and write content for each group based on their requirements. Download our Self-help’ Buyer Persona Guide.

2. Tell Your Customers, You Exist

In this competitive market, where everyone has their hectic schedule, your customers don’t have time to go on a particular website and search for the information they need.

So you should make yourself found easily on search engines, as the website which is easily reachable gets maximum traffic, and it’s easy for the companies to turn those customers into leads.

For your website to get found quickly,  and get a higher rank on search engines make sure you have a healthy website (do a Website Audit), create engaging web content, select accurate keywords, and subsequent blogging plays an important role. And inbound marketing helps you in getting a higher position by optimizing your web content.

3. Do Proper Keyword Research

Good results will only come with proper research. After knowing your customer’s persona, you have a proper understanding of who is your customer and what they actually need. Now you need to do research of what they are entering into search engines to get their query solved.

What search engine they are using, what information they need, what query they have and think how you can solve it? And give them what they need. Do keyword research carefully, keeping in mind its search volume and competition and KEI. Select your potential keywords which are relevant to your content and fulfills your objectives.

4. Good Content is the Key to Your Success

The quality of your content is the most important component of your inbound marketing strategy. Your success depends upon your content quality, if you produce generic and self-serving contents, your chance of success will be very negligible.

Your content should resonate with your customer’s personas and should give them solutions to their query. Before writing any content, you should know your customer’s journey and carefully understand their needs so that your content can have potential to attract customers to your website and generate traffic and give you maximum leads.

5. Competitive Benchmarking is a must

You should understand how you are going to stand up against your competitors and should know which inbound marketing activities will help you the most. You should carefully analyze your competitor’s inbound marketing strategies and get ideas on which area you’re falling short of competitors and start taking necessary steps to excel in that area.

Fortunately, there are so many tools to help you out like- PRO, Google Analytics, Website Grader, etc. which gives you an insight of your competitor’s performance. You can also use HubSpot, MozRank, etc. to know your website traffic, rank, number of backlinks to your website, etc. All these tools will help you decide better which inbound marketing activities will increase your standing and will work best for you.

6. Build Your Brand

If you want long-term success, you have to build your brand. The personal brand concept is nowadays getting adopted more by startups as today’s startup culture is dominated by personalities who can efficiently advertise themselves as a leader and their company as innovators are getting more success.

Give your business a figure, tell everyone why it is unique, keep innovating your offerings and keep adding more value.

7. Have an Omni Channel approach

You can’t get success just by writing a good content unless it reaches to your target audience. You should have an omnichannel approach, which means looking the experience or things through the eyes of your customer, mobilize their experience to every possible channel so that it is integrated, seamless and consistent. You should know your customer, have the right data and be where your customers are.

Social media presence is must in today’s world. Social media has turned inbound marketing into a very viral interactive experience. But you should keep in mind that social media is social. There are real people behind every likes and follower.

You should continuously connect with your customers by asking questions, answering their questions, responding to their tweets, posting blogs and post with valuable information on a frequent basis. This will help your website in engaging your customer and will bring more traffic to your site.

These inbound marketing strategies are incredibly helpful, not because of how they work together but the benefits they give when bound systematically. All of these approaches can enhance and complement your business, increasing your total ROI. Pool your resources to get a good hold on these tactics and nothing will be able to stop you from getting success.


Fractional CMO

I have been into technology marketing for over a decade. Many times, I have been asked ‘what’s your role in your company’ and the answer which I consistently give in last few years has been “I learn and practice MarTech”.

The last couple of months me and my co-founder where pondering on this thought that every start-up needs’ a marketing team but may not have one. We came up with the following reasons

  • Start-ups focus on Product, Sales & Support first, ‘Marketing can wait’
  • Budget needs to be allocated to Product/Service development vs marketing
  • Steep learning curve w.r.t marketing

There are many other reasons but these are my top most, due to which I feel start-ups should think of getting help from a marketing partner.

With our love for MarTech and seeing marketing needs of start-ups, we launched Fractional CMO.  keep reading