How dentists can benefit from Facebook Ads?

Getting new patients is difficult for any dental clinic, but it’s even more difficult when you’re simultaneously trying to provide quality dental care. What options do you have? Try posting on Facebook to promote your dental clinic’s services, but not just any post. Facebook Ads.

Undoubtedly, you can spend time and effort aiming to rank on Google’s first page. You can even end up creating and optimising your own website. You can do everything you can to ensure long-term success online.

But what if you require immediate online traffic?

That is where Facebook Ads come in. Dentists can use Facebook ads to reach out to patients who are looking for a dentist and direct them to your business. With Facebook’s great targeting capabilities, you’ll be able to advertise your dental services to all the users using Facebook Ads. You could precisely target your audiences and increase your conversion rate to new heights with Facebook’s assistance.

Why Facebook Ads?

Dentists’ strategies for attracting new patients are evolving as time goes on. Previously, many doctors relied on recommendations or word-of-mouth and being located in newspapers or magazines to attract new patients. Many dentists, however, are now relying on digital marketing methods such as Facebook Ads to suit their objectives.

11 Best Facebook Ad Examples of 2019 — Relevantly Facebook Marketing

One reason to use Facebook ads is to adapt your marketing approach. However, there are a number of other advantages to using Facebook Ads for your dentistry office. Here are a few examples:

  • Facebook has powerful targeting tools that let advertisers and marketers pinpoint their target audiences based on interests, competitor affiliations, demographics, and more.
  • The ability to promote on numerous social media platforms, including Instagram and WhatsApp, is one of Facebook Ads’ most remarkable features.
  • Facebook advertising works on the PPC model. Advertisers can pay only when individuals click on their advertising, allowing them to stretch their budget much farther.
  • Dentists may use Facebook Ads to produce specifically customised and interesting material.
  • Some people see your ads, but they fail to set up an appointment. This is when retargeting can come in handy. You can use retargeting to target folks who saw your Facebook ad or visited your website but did not schedule an appointment.

Setting up your first Facebook Ads Campaign

You must set up all of your accounts before you can produce your first ad for your practice. A Facebook business page for your clinic is one of the first things you should do. When creating advertising, you’ll need a business page.

1. Optimising Landing Page

You should also design a landing page that consumers will be sent to when they click on one of your adverts. Even though this is one of the most significant aspects of advertising, it is also critical to get it right. This is due to the fact that a user’s landing page influences whether or not they schedule an appointment.

Here are some things to keep in mind while creating landing pages:

  • Easy to follow and relevant to the ad that was clicked on
  • The message is clear
  • A call-to-action button that is easy to locate

2. Deciding your goal

You should set goals for your dental advertising campaigns since they will guide your efforts and allow you to assess their performance. For your campaign, Facebook offers a variety of ad objectives as shown below.

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You may start developing Facebook advertisements for dental practises that help you grow your practice through social media with a variety of ad objectives at your fingertips.

3. Determining your audience

Another aspect of the ad set level is the audience selection. Your targeting options will be determined by this. Here are the three groups from which to choose:

Saved Audience: Users can be included or excluded based on demographics, location, and interests.

Custom Audience: Use Facebook Lookalike to target visitors based on a customer (or patient) list or previous contact with your clinic’s website or content.

Lookalike Audience: Create an audience that is similar to your current client database and market to them.

Using saved audience to target

4. Placement

You have the option of having your ad automatically put, but you also have the option of choosing where you want it to be placed. Here are some of the options for placement:

Device Type: Mobile, Desktop, or Both
Facebook Placement: Feed, Right Column, Instant Articles, In-stream video, Stories, Marketplace
Instagram Placement: Feeds, Stories
Messenger Placement: Inbox, Sponsored Messages, Stories

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5. Delivery and Budget

You can schedule your delivery after you’ve decided on your placement. This option controls the speed and frequency with which your ad is displayed at the expense of your budget. The two options are as follows:

Standard Ad Delivery — Depending on your budget, serve your advertising at the fastest possible pace.
Ad delivery acceleration — Deliver your adverts as rapidly as possible, allowing you to spend your budget more quickly.


A daily budget (a budget for each day) or a lifetime budget are the two types of budgets available (budget for the whole duration of your advertising). It will come to an end after your ads have used up all of their funding.

6. Choosing the type of ad

We’re now ready to start creating our ads. Hopefully, you’ve already selected what type of advertisement you’d like to run at this time.

We have four options, each with its own set of characteristics:

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Moving forward

Here are some recommendations to assist you to run your advertising efforts for your dental now that you know how to set up and use the Facebook Ads platform.

1. Keep an eye on Analytics

You’ll be able to access a full analytics dashboard to evaluate the data after your campaign is live. Remember to monitor your stats on a regular basis and make adjustments to your ads as needed.

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2. Running Test Ads

Your ads can be in a variety of formats, each of which will have a different effect on your target viewers. As a result, you must ensure that you test using A/B testing and split testing. You can use these two tests to test both tiny and large modifications you want to make to your ads.

3. Thinking of new marketing ideas

People may become burnt out when they see the same advertising again and over, lowering the possibility of participation.

As a result, your dental practice should experiment with fresh and unusual concepts. Users will be less likely to become habituated and will be more inclined to make that appointment as a result.

Facebook Ads for dentists can be an effective digital marketing approach for attracting new patients to your office. Although getting started can be challenging, it is more often than not well worth the effort. Experiment, practise and discover as much as possible, and you’ll soon be generating traffic.

Contact us at Shaktiki to get started with the marketing of your dental practice.

Why is Collaborative Marketing up and coming?

Collaborative marketing is a means to pool the resources of like-minded organisations in order to achieve similar growth goals. It is one of today’s marketers favourite strategies for a variety of reasons. A huge return on investment made both monetarily and in terms of the efforts allotted definitely tops the chart. When collaborating one of the basics things to be mindful of is the degree of like-mindedness of the business you choose to collaborate with.

Factually speaking, a recent report found that businesses that collaborated on joint initiatives were $430,000 better off than those who chose not to. And that the degree of openness to collaborations was directly proportional to growth in revenues.

Talking about the benefits of collaborative marketing, it helps you boost your reach, improve brand awareness and strengthen your brand image. Depending upon the type of tactic you choose to go with, you might also end up cutting costs and benefit from combined expertise.

How does collaborative marketing with other businesses work?

A great venture requires great planning. Plan and define your goals before you move forward with a particular partnership. Get everything in an agreement and design a joint social media calendar to avoid potential misunderstandings.

Effectively identifying a business you choose to collaborate with lays the foundation for a successful collaboration. When collaborating, your main aim is to increase brand awareness. Therefore, choose a business that echoes your aim and offers a complimentary service or product. Do not collaborate with your direct competitors.

Collaborative Marketing

After you are done selecting, it is time to reach out. When you are looking to boost your reach, make sure your collaboration pitch leverages existing statistics of your reach and the degree of your existing brand awareness. On the other hand, if you want to work on a collective ad campaign, propose a potential budget you are looking for from their end.  This is necessary for them to stay on the same page as you.

Do not reveal too little or too much. Your pitch is your way to foster a potential collaboration that will require both trust and loyalty from both parties’ ends.

What does collaborative marketing entail?

These collaborations work in many ways. The two most common standards of collaboration are discussed as follows. You can either collaborate with businesses to promote your brand or service (which should complement theirs) on their social media. Or, you propose to pool resources and launch a joint product or a collective ad campaign, an offer or even a pop-up shop.

Some strategies sprouted from the aforementioned standards are discussed in length below.

Another type of collaboration that might come to your mind is that with influencers. However, those collaborations come mainly under influencer marketing. Influencer marketing involves entering a paid partnership with an influencer.  In return, the influencer markets your product or service by talking about it on their social media handles. Read more about influencer marketing here.

Common collaborative marketing strategies

Co-branding or Partnership Marketing

It refers to pooling resources and splitting costs to come up with a joint campaign. Now the campaign could essentially be an ad, an offer, or a pop-up shop. Collaboration can also have two brands talk about each other on their social media via content marketing.

An example of partnership marketing is Spotify and Starbuck’s music ecosystem. Under the initiative, Starbucks employees got a Spotify premium subscription, via which they can curate playlists to play throughout the day in the shop. Read more about the co-branding marketing genius here.

Starbucks Spotify

Brand partnerships

As suggested by the term, it involves long-term partnerships with brands to foster anything from an ad to a whole new product. It helps brands meet their goals collectively. An example of a partnership that required curation of a product is Burger King’s with the Impossible Burger. They made history by becoming one of the first national fast-food brands to release a meatless burger.


Another example where a long-term brand partnership that did not require birthing a new product is McDonald’s and Coca-Cola’s. The burger-selling giant entered into a partnership with a soft drink giant, agreeing to exclusively sell Coke products at their outlets.

Social media collaborations

These types of collaborations basically entitle brands to collaborate with other brands with the purpose of promoting each other on their handles. This is done via leveraging content marketing to give product shoutouts to each other. Publishing their interview or releasing a podcast episode.

social media channelsOur favourite means to achieve high returns is launching a giveaway. They are quite easy to set up. You collaborate with a brand to come up with specific terms and offer products in an exclusive giveaway for both your audiences. By offering the best of both worlds at minimal costs, you end up getting rewarded in terms of boosted reach. As a marketer, it is important to market the giveaway in turn by using social media ads.

Joint ad campaigns

Pooling costs to launch an ad campaign with a partner is also a way to collaborate. You find a business that offers a complementary service and launches a campaign together. The campaign, thus launched, will have both your marketing expertise at work, which is a win-win. Facebook Ads are an effective tool to realise your marketing goals.

Facebook Ads

You can also choose to come up with a deal offer for your customers. Imagine you are a business that sells organic coffee. Now, you can collaborate with a brand that sells ice cream. A joint ad campaign will talk about how great a combination both your products make and offer a discount of say 20% when bought together.

Both the businesses end up acquiring a huge chunk of the other’s customer base without spending a bomb.


Collaborations with other businesses is a two-way street, hence it is important to stay faithful till the terms of the collaboration are met. You need to be aware of your expectations as well as strive to accommodate and address your partner’s too. Also, do not skip on re-evaluating your strategy with each collaboration. Do not give up on the strategy as a whole in case a collaboration does not end up working well. 

Collaborations are a great and upcoming marketing strategy given the fact that almost every pair of businesses complementing each other’s work. Intrigued? Well, we don’t see why you wouldn’t be. Happy collaborating! We at Shaktiki are here to help you with anything and everything marketing. Contact us here.



The complete guide to market your small business

Even if you know a popular brand or a small business, it has become an accepted fact that having an online presence is important. Digital marketing is a critical requirement for every modern business. The medium has helped in building brands in a way that wasn’t possible earlier.

Despite the ease and luring benefits offered by e-commerce and big brands, people still like to shop in retail stores and from emerging brands. This has become possible because of movements like #supportsmallbusiness and #vocalforlocal.

Small business owners aim at creating brand awareness and demand a way to track Return on Investment (ROI). The latter helps in finding what works for their business. In this scenario, digital marketing becomes a must.

It is essential for small businesses, to provide updated information about their plans to their customers and potential customers. From blogging, Facebook marketing to SEO, branding, there are many options for marketing. However, these terms might be alien to small business owners.

This is when the concept of small marketing comes to the rescue!

What is small business marketing?

The idea behind marketing is to build brand awareness to obtain leads and subsequently convert them to sales. However, in the case of a small business, the problem is spreading the word can be challenging due to resource constraints and reduced visibility.

Beyond this having a small team or no sense of direction can be other problems. This is when one should employ small business marketing strategies.

What are some key small business marketing strategies?

Understand your audience

Knowing your audience is central to running a business. One can leverage the most from a niche. This especially applies to small businesses. In order to develop a niche and appeal to buyers from that particular niche, one must understand their problems, priorities; etc.

A knowledge of what pushes them to make a purchasing decision will help in creating effective messaging. Think about your current customers and potential customers. Following this, create a buyer persona to attract the ideal customer.

Highlight your value proposition and stay focused

In simple words, value proposition means what differentiates your business from your competitors. Emphasising this will help in making a favorable argument for you.

Additionally, it’s important to set a goal and concentrate your efforts and resources on it. In the beginning, it’s critical to get ROI. This calls for you to invest in short-term plays or strategies which will provide immediate benefits. In many cases, these can be paid ads. Moreover, getting ROI sooner will help you to invest in more long-term and sustainable models.

After having set up initiatives and experimenting with a few strategies, pay attention to what works. Invest more in what is generating you more revenue.

Value what’s available 

A mistake that many businesses make is forgetting the customers after they make the purchase. On the contrary, you should move beyond the practice of ensuring good shopping. Extend your efforts to delight your existing customers. Consequently, you will realise that word of mouth from them will bring more customers.

In addition to this, one should leverage the benefits of the multiple free resources available. Invest in paid tools provided they offer drastic positive results.

Create a website for your small business

Having a website is equivalent to having a salesperson who works 24/7 for you.

This statement aptly describes how a website is one of the most important assets one can create for their business. It becomes a place where you can show what you provide, where you are based, and how a customer can contact you.

Most importantly, a website has the capability of generating organic traffic while also being able to send traffic from marketing and advertising initiatives.

Consistent blogging for driving traffic

It is a known fact that blogging is an effective way to generate organic traffic. A blog helps you to establish yourself as a thought leader. One can simply use free or inexpensive website tools for this. Posting consistently will subsequently improve the visibility of your website.

Besides this, you can add a call-to-action (CTA) to your posts to subscribe to your blog and receive emails as well. Collecting contact information marks the beginning of collecting leads and informing potential customers about your products or services.

Use social media

Everyone today is on social media. Many platforms have also come up as a great place for small businesses to grow. The Covid outbreak led to growth in a number of small businesses.

With the interactive features available on these free platforms, small businesses should have a good presence here to grow their business.

Offer something for free

Building customer loyalty can prove to be very profitable for every business. Offering coupons or free products or services can help in making a customer happy and satisfied. Such customers not only come back but also bring others with them.

Besides, you don’t have to hire popular celebrities to have brand ambassadors. You can have your friends and family act as people who promote your product or service and there you have your brand ambassador.

Invest in advertisements

Organic traffic needs time to build. However, it is important for small businesses to get an ROI soon.

In this case, short-term plays can be very beneficial. Google Ads are great if you are aware that your target audience is looking for your product on the web. In case they are not, social media ads can perform great for you too. Even though social media users shave less intent to buy, but highly targeted ads can do wonders!

Summing Up

A small business has many marketing options from email marketing to Facebook ads. But it is important to remember that jumping into all strategies is worse than adopting no strategy.

Instead, employ your resources, time, and efforts for strategies that will go along with your business. Maintain a balance between paid tools and unpaid ones. Establish a network and enjoy the benefits.

If you wish to grow your business like this, we can help you. From building a website to creating a blog, contact Shaktiki for the best marketing solutions. 


Is Twitter Marketing a promising strategy?

Twitter was launched in 2006 as an online message board that was updated via text message. Today it has grown to be one of the largest social networks with 353 million users producing 500 million tweets every day.

The platform has become a place to quickly obtain news whether local or international. Twitter has emerged as a powerful search engine and social networking tool that can even provide updates from businesses to any event or organisation.

Twitter has not been the most favourite platform of marketers. However, it is this untapped potential that you can use to your benefit.

From engaging users and followers to boosting conversions and increasing brand awareness, Twitter allows numerous benefits. To avail of the benefits of a platform like this, it’s important to have a special strategy for it.

What is a Twitter marketing strategy?

A Twitter marketing strategy refers to a plan that is focused on creating, publishing, and then distributing content for your audience, followers, buyer personas on Twitter. The aim of this type of strategy is to increase brand recognition, attract more followers and leads, boost conversions and consequently increase sales.

Forming a Twitter marketing strategy requires you to follow the same steps as every other social media marketing strategy:

  1. Research extensively about your audience and buyer personas
  2. Create engaging and attractive content
  3. Schedule your posts according to the high traffic hours
  4. Analyse the results and impact generated from the aforementioned efforts

However, if you still have doubts about using this platform then refer to the next section.

Why should you use Twitter Marketing for your business?

You can get viral!

Twitter is known for spreading tweets like wildfire. There are so many tweets that get viral and even become trending news. An active user of the platform is well aware of how multiple tweets get viral every day, even if they are not from a known personality. They are funny, newsworthy, or simply relatable. These tweets don’t even have to be of someone with a significant amount of followers.

This means brands can go viral with a tweet that can result in an increase in reach, traffic, and conversions.

Twitter allows you to have a unique brand voice

Twitter as a platform allows brands to develop their own voice as well as a public personality. One can develop this according to the industry they belong to, it can be authoritative or even humorous.

Twitter Marketing
Image Source: Twitter

For example, fast food companies have become popular with their branding strategies on Twitter. A forgotten brand like MoonPie has been able to regain some of its forgotten popularity because of Twitter. The brand gained followers by using self-deprecating humour in its tweets. This became their short, funny, and quick way to garner attention.

Posting a lot is expected

Posting frequently on social media platforms like Facebook and Instagram is usually considered spamming. However, this is not true for Twitter.

Many research and studies have suggested that Twitter is the only social media network where marketers are recommended to post multiple times a day. This is because Twitter is still heavily chronological. Usually, tweets have a very short lifespan in the feed of posts. Hence, regular updates become to stay up to date.

This becomes a great opportunity for marketers to provide a great mix of content. Your content strategy can have a wide range of content-from entertaining to educational information. Text, Images, Videos, Live videos, and polls are the options provided by the platform. Consequently, they can be used to spark conversations and create buzz.

Your Twitter profile will drive traffic to your website

Social media profiles have proved to be a great place to link websites. This becomes especially true for Twitter which helps in developing a brand voice. Many pieces of research have shown that people who visit a Twitter profile also end up checking their website.

However, marketers should remember that the brand voice should be consistent. A funny Twitter account should not lead users to a website with serious language. This will leave users confused and disinterested.

Twitter Marketing becomes easy with follower insights

Twitter provides its users with native analytics. These are one of the best provided by all the social media platforms. The Audiences tab is extremely facilitating for marketers. It provides helpful information about the followers.

The audience is divided into four categories: Consumer Behavior, Demographics, Lifestyle, and Mobile Footprint. This data provides knowledge about your followers and their interests. Additionally, they provide insights into how these followers interact with brands. This data can be especially useful while launching a campaign.

In simpler words, Twitter analytics will help you develop your follower persona. Consequently, you can focus directly on users who match the kind of people already in your following.

How to start Twitter Marketing?

If you have decided to include Twitter in your marketing strategy, it’s important to note that using Twitter, in this case, will be different from your personal use. You can use Twitter for business by following the steps mentioned below:

Brand your profile

Customize your Twitter profile with your logo, URL of your website, bio, and other details. Customizing your profile becomes necessary to create a brand voice. However, remember to stay consistent across platforms.

Advertise on Twitter

Advertising on Twitter is a good way to make your tweets discoverable by a large number of people. Following this, your following and influence will increase. This can be done through Twitter Ads or promoted tweets.

Host a Twitter Chat

One can host a Twitter chat to engage followers and discuss things. This creates a sense of community. Further, you can ask your audience for their opinions on something you are working on currently.

Get verified

Twitter Marketing
Source: Twitter

According to Twitter, requests for account verification are accepted if you’re from certain fields. This includes brands, organisations, and companies. If the conditions of the platform allow you to get verified, then it can be beneficial. A verified account adds trust and legitimacy to your business.

Summing Up

Your business can benefit from the untapped potential of Twitter. However, if you looking for other marketing strategies, then we are here for you.

Contact Shaktiki to improve your marketing and grow your business. 




Why do we need Green Marketing?

If this is the age of technology, then it is also the age of awareness. There is a large population of people who are not just aware beings but also aware consumers. This means that they choose to be environmentally conscious even while they shop as a consumer which consequently influences their market choices.

The awareness and the momentum to go green has also significantly influenced businesses. As a result, the global green technology and sustainability market size is expected to grow from USD 11.2 billion in 2020 to about sustainability market size.

At times, consumers are willing to spend more on organic, sustainable products, and socially responsible companies. Moreover, all this forms the basis of what we call green marketing.

Green Marketing

This type of marketing is visible when a company highlights the environmental and sustainable benefits of their products in their marketing efforts. Additionally, it is also concerned about the procedure of production.

Adopting this eco-friendly path reflects that the company is socially responsible. However, it’s important to remember that there one can’t marketing anything as green, in case it’s not. There are legal standards and regulations for green marketing.

Other than this, it’s important to note that not every marketing themself as green is really environmentally conscious. This leads us to the practice of greenwashing.

What is the difference between Green Marketing and Greenwashing?

Why do we need Green Marketing?

Incorporating green practices has multiple benefits from different viewpoints.

To begin with, let’s find out the benefits of this practice for the environment:

  • It promotes a sustainable way of living which is the demand of the twenty-first century. Such eco-friendly practices are steps to build a healthier, cleaner, and greener world.
  • Plastics have taken over every industry and manufacturing process. Considering the long-term disastrous impact of plastic, green marketing can be a way to combat this trend.
  • The consumption of organic products will increase instead of processed products.
  • This has increased the demand for healthier products like fruits, vegetables; etc.
  • When businesses adopt green marketing, they are forced to be creative. This brings smarter solutions for protecting our ecosystem in the long run.

Other beneficiaries of this kind of marketing are businesses. There are many long-term benefits that it provides to businesses. Some are listed below:

  1. Cost Savings: With green marketing, businesses focus more on natural lighting, recycling, and water conservation policies. Consequently, it leads to saving up operational costs. The optimum utilization of natural resources also helps organizations save costs.
  2. Positive brand image: Being a responsible and aware organization will help in creating a positive brand image. It will also attract skilled employees. Additionally, investors would like to invest in your business. For example, Starbucks is known for being a sustainability leader. It makes donations to numerous environmental programs. This has helped them in building a positive and impressive brand image.
    Green Marketing: The hack that your business and nature needs
    Image Source: CNBC
  3. Increase in brand loyalty: When an organization puts consistent efforts to follow green practices it not only creates a positive brand image but also improves brand loyalty.
  4. Advantage among competitors: As consumers are becoming environmentally conscious, they want to invest in green brands. This will provide an edge to your brand and an advantage among consumers.
  5. Growth in business: All the mentioned benefits will ensure growth in your business.

How does Green Marketing work?

If your organization makes the decision to adopt this practice, then you should ensure three factors for their eco-friendliness:

  1. The raw material used in the manufacturing process should be environment friendly
  2. As mentioned above, you should have a green product.
  3. Packaging of the products in which items are sold should also be minimized and made eco-friendly.

Before actually starting to manufacture green products, you must come up with predefined strategies that will help you manufacture the best product with lesser costs.

Green Marketing Strategies

The above-mentioned requirements are necessary for green marketing. However, it’s also important to come up with marketing strategies for green products. Some of them are mentioned below:

  • Certification is a must. A business should obtain green business certificates like Green Business Certification Inc., Green Seal, etc. This will support the claim that you make as a green business.
  • Make your advertisement and content around going green. Having a certificate allows you to promote your message of environmental consciousness. This can be through social media posts, blog posts; etc. Consequently, it will build a positive brand image and customer loyalty.
    Green Marketing: The hack that your business and nature needs
    image Source: The Green Market Oracle
  • As a green business, you should be consistent with your brand message. So whenever your company does charity or supports any programs, make sure they are green.
  • Make sustainability your culture. This means that don’t just adopt green marketing for image purposes. Rather include green practices in your organization’s culture. Employees should also be aware of what the company aims as a green business.

Summing Up

Going green as a business provides a vast range of benefits for everyone. Incorporating this path can give you an edge over your competitors.

While this is one marketing kind, we at Shaktiki are ready to help you with various marketing solutions. So, get in touch with us today.

B2B vs B2C Marketing

How often have you heard the term B2B marketing and B2C marketing? This is jargon popular among marketers. However, the marketing industry has witnessed a boom over the years and so the terms have become common even among the masses.

This means many of you might be familiar with what the terms stand for. B2B is short for business-to-business. Whereas B2C refers to business-to-consumer. All business marketing can be considered either of the two. But what exactly are they?

B2B Marketing

The full form of B2B, i.e., business-to-business is self-explanatory. A business deals with another business instead of daily customers. This means that marketers have to target individuals or teams who make purchases on behalf of their organisations.

For example, a marketing software service that sells marketing tools like SEO, content strategy, etc. to the marketing department of a company.

B2C Marketing

B2C Marketing includes businesses that provide solutions to consumers. This means they sell their products or services directly to individuals for personal use. This calls for marketers to centre their marketing strategies and campaigns around an average customer in the market.

An example of this can be a retail store of a brand.

Why should you know the difference between B2B and B2C Marketing?
Image Source: Cosmetic Business

The two can also intersect like a stationery company that sells stationery to both another company and customers. Additionally, there are many similarities between the two. However, they serve different people and this leads to key differences in marketing. Let’s find out the differences:

B2B Marketing vs B2C Marketing

Buying Cycle

The difference in who you are selling your solutions to lets to a complete change in the buying cycle. An individual making decisions for himself will require a short time. Hence, B2C buying cycles are short.

On the other hand, B2B buying cycles involve many decision-makers. Employees of a company have to make sure that they make a valuable purchase for their organisation. Consequently, making their buying cycle longer.

Hence, marketers need to be aware of their buying cycle and plan their marketing strategy with respect to the same.

B2B – Work for the longer run

For this, it’s important to remember that it takes time as you sell the product to an organisation. Hence, many people have to be satisfied at every step.

This demands B2B marketers to plan a more personalised and multi-marketing plan for every organisation. Additionally, marketers should research how their solutions can be useful for the company to meet its goals. Learning about the company’s procurement process should also be a marketer’s aim.

Moreover, working with other businesses means working for months and years, so a marketer should be prepared for a longer run.

B2C – Strategise and keep it short

Consumers are aware of their needs. Considering they are making the purchase for themselves, they spend a short time making the decision. This means B2C marketers should do the following:

  • Make your ad copy short and strategically include your message.
  • Make sure you have a great SEO, so you top the search engine results.
  • Don’t make your marketing strategy boring or lengthy.

The basic aim here should be to avoid distractions and quickly motivate the customer to make the purchase.

Correct Communication

Communication plays an integral role in business. Adopting the right practices of communication can determine the final growth of your business. Sometimes the official language of communication needs to be formal. Whereas other times a more relaxed tone needs to be adopted. A change in tone can severely impact the message delivered.

B2B – Focus on the Return on Investment (ROI)

B2B marketers deal with other businesses which means they need to act rationally. But for the most part, their aim should be to influence stakeholders into believing that the purchase will be a profitable investment. Hence, their content is focused on delivering ROI.

For this, marketers should create content that emphasises how your business provides solutions that give a high return on investment. Additionally, case studies can be a great way to highlight your product or service’s strengths. Short videos and blogs can also be an effective way to promote the same.

Moreover, B2B marketers should concentrate on proving the superiority of their product or service and their ability to deliver high ROI.

B2C – Make it casual and simple

Communication with customers needs to be casual and relatable because they should not feel that you are trying hard. Instead, a casual approach that highlights the benefits of the product or services is favourable.  Additionally, make sure that you don’t use technical words or trendy slang that will make comprehending the message difficult.

Along with this, make the marketing humorous, which will allow customers to develop a personal liking towards your brand.

Content and Advertising

Considering the difference between B2B and B2C, the content and marketing for both should also be different.

B2B – Be informative

While marketing products or services to businesses, the key is to list the ways it can improve their lives. For example, you can tell them the time or cost saved with your product. In addition to this, a demo can allow you to show how your products fulfil your claims and promises.

Make sure your company prepares detailed informative articles and blogs related to your product or service. Besides this, webinars or reports can also allow you to engage the audience.

B2C – Focus on entertaining

As mentioned earlier, consumers know what they want so the marketing for them needs to be quick.

Why should you know the difference between B2B and B2C Marketing?
Source: Facebook

In order to hold their attention, B2B marketers should deliver the message in a more fun and entertaining way. However, a brand builds trust by being consistent so focus on creating familiarity for them.

Summing Up

B2B Marketing and B2C Marketing have significant differences. This should make marketers adopt different approaches to deliver impressive results. They should be aware of how catering a business is different from catering to a consumer.

Creating efficient marketing strategies is the key to growth in the modern business world. We at Shaktiki, focus on instilling this growth. So, Get in Touch with Us for getting the best marketing solutions.

Marketer’s Encyclopedia: 7Ps of the Marketing Mix

Most marketing strategies and business activities are based on the theory marketing mix. This theory can be generally defined as all the actions taken by an organisation to market its products or services. The marketing mix proves helpful to companies as it allows them to organize their marketing efforts according to the various departments and tasks. Consequently, it leads to more impactful marketing campaigns.

History of the Marketing Mix

According to Hurree, the concept developed when Neil Borden elaborated James Culliton’s marketing mix concept in 1960. The latter described business executives as ‘mixers of ingredients. He considered the ingredients to be various marketing concepts, procedures, and aspects. But today James McCarthy is known to found the concept. He introduced the 4Ps of Marketing: Product, Price, Place, and Promotion.

However, in the ’70s, the idea to update the Marketing Mix was widely supported by all the marketers. As a result, Booms & Bitner created the Extended Marketing Mix in 1981. This led to the addition of 3 new elements which were services, unlike the earlier 4Ps which were physical elements. Hence, 7Ps were formed.

Marketer's encylopedia: 7Ps of the marketing mix
Image Source: Insureon

These 7Ps aids the companies to find the major issues that impact the marketing of products or services. With the changing conditions in business, it has become crucial to revisit the 7Ps in order to beat your competitors. So here’s a detailed explanation of the 7P’s of the Marketing Mix.

7Ps of the Marketing Mix


The first P, i.e. ‘Product’, can be easily explained as what your business sells. It can be a product(s), service(s), or even both. To excel in this first element of the marketing mix, a company should conduct considerable research and develop the product. They should understand the need for that particular product.

Consequently, a product launch plan along with the timeline should be developed. After finding the purpose of the product, it’s important to aware the customers and employees about the same.  Moreover, product managers or marketers do this work.


This element signifies the price point at which you are selling your product to consumers. Deciding the price is an extremely crucial decision. Keeping the price too high would result in losing a significant portion of consumers. Whereas a price too low will lead to losing profits. Hence, multiple factors need to be kept in mind while pricing your product.

Firstly, the price should do two things. One being it should correspond to your budget. Then it should also reflect your customer’s perceived value of the product. In order to find the correct price for both you and your customer, one needs to conduct market segmentation.

This segmenting groups your audience according to various aspects. Through this, the company can be sure of two things:

  • Prices that you have set will provide good results
  • People that you are targeting are most suitable for you

Another major factor is how your competitors choose to price the product.  However, if you wish to establish yourself as a luxury brand, then your price and quality should support the same.


‘Place’ refers to where you decide to sell or distribute your product. The place where you choose to allow access to your products should be accessible and suitable for your brand. A simpler way to decide is to think about where your customers will look for your product or where they spend their major time.

Additionally, the place where your competitors distribute their products should also be considered. This place can be a cloud-based platform, store in a mall, warehouse, or e-commerce shop. The place that you decide can be influenced by multiple factors like your budget or the type of your product. However, the best decision can be made if you really research your consumers – their demands and wishes.


The fourth element, promotion, refers to all the activities aimed at creating awareness and excitement among consumers about your product. This includes marketing, advertising, and sales techniques. So the range of promotional activities can extend from traditional methods like billboards, TV to the more modern ones. It can be email marketing, advertisements on podcasts; etc.

Moreover, the approach and method you choose to interact with consumers can have a direct impact on the future of the brand.


In simple words, this element means all the employees that work for your organization. It refers to people involved in all the departments, doing different tasks, be it selling or designing products.

Having the correct human resource helps you build a strong business. Even having a great brand, popular social media following, or the best product requires employees to help survive the business. Hence, it’s crucial that every employee has adequate training and a proper understanding of their role as well as duty.

A business needs employees who have the same vision of the company. Additionally, a company should also focus on retaining people who can contribute to the success of the company.

Physical Evidence

It is important as a customer to know that the brand they are purchasing is real and actually exists. This is why this element – physical evidence. In simpler words, it includes all the elements that a customer can see, hear, and in some cases smell, with relation to your product.

This includes branding and packaging. Additionally, where and the way products are displayed in the store also comes under this. On digital platforms, it exists in the form of their placement on websites and social media.


The seventh element involves all the actions involved in delivering the product to the consumer. This process should be carried out in a way that reduces costs for you and increases benefits for the customer.

Summing Up

The marketing mix is essential to master the complete marketing process.  A company should begin with developing a product, followed by determining its price. When the product is ready to sell, decide where you want to sell it and start promoting it.

The 7Ps of the marketing mix are an important lesson for every marketer. For a business, the crucial lesson is to make the smart decision of including effective marketing. So for marketing solutions, contact us at Shaktiki today and make the smart move.







Why is Email Marketing not dead?

What is that one thing that we check every day? Some people do that multiple times a day or maybe just after waking up. The answer is checking our email inbox. This activity gives us the basic reason why Email Marketing is not dead.

The advent of new technology and methods like virtual reality, chatbots, social media marketing, etc. has made us question the importance of email. However, according to statistics and research, Email Marketing should still be a priority in your marketing strategy.

  • As per Statista, 102.6 trillion emails are sent every year.
  • Additionally, Email is the first thing that 58% of people check in the morning.
  • According to McKinsey & Company, Email is 40x more effective at gaining customers than both Twitter and Facebook combined.
  • The return on investment for Email Marketing is noteworthy. Almost 18% of organisations attain ROI greater than $70 for every $1 invested.

These statistics will make you reconsider your thoughts on Email Marketing. Consequently, to be sure about it, we provide you with the most helpful facts below.

Reasons why Email Marketing is Alive and Thriving

  • Email Marketing offers massive reach

In 2020, Facebook had almost 2.7 billion users. While Twitter had more than 185 million. However, the number of global email users surpassed these figures as they reached a mark of 4 billion.

Anyone who is online definitely has an email address. Every application requires an email address while signing up. Be it Facebook, Instagram, or online stores, an email address is a prerequisite to use almost every platform.  Many statistics support this fact.

Your email reaches 85% of the people you send it to. Additionally, it has an open rate of 22.86%.  Hence, Email Marketing is often considered one of the most effective marketing techniques.

  • Email is the most preferred official communication channel

There lies a significant difference between email and social media. The former is considered the “official” medium. Social media serves the purpose of entertainment. Consequently, people don’t consider a message sent on social media to be an ‘official’ communication, unlike email.

This presents a clear demarcation. People use social media to see updates and photos which they eventually forget. Whereas email is for official purposes which includes information about products and services.

People subscribe to emails from companies for such details and they expect commercial messages. But this does not apply to social media. Statistics also reveal that 91% of US adults like receiving such promotional emails from the companies they have subscribed to.

  • Email Marketing produce Highest Return on Investment

A very popular fact in the marketing industry is that for every $1 spent, Email Marketing consequently generates $44. This high return on investment is a result of the nature of email-based communication.

Common mediums of advertising like print, TV, or other media do not have a specifically targeted audience. The advertisement reaches consumers who may or may not have any interest in the product or service.

Whereas email marketing allows marketers to send targeted messages to the subscribers. Additionally, Emails can be personalized in order to increase relevance. Following this, the engagement and conversion are also increased.

Comparing Emails with social media brings out a similar conclusion. Social Networking sites deliver status updates irrespective of a follower’s location, hobbies, and habits.

Moreover, your email has a better chance of reaching your target audience than a post on Facebook.  The social media platform is encouraging companies to use paid advertising by making their posts appearing only for a limited time on the newsfeed. Hence, personalized and persuasive emails can work better than simple posts.

  • Maintaining and Regaining Customer Loyalty

Maintaining customer loyalty is one of the most difficult tasks for a business. This is important to have people who regularly purchase your products or services and spread the word about the same.

For this, an effective email marketing campaign can be developed that increases customer engagement. An email list can be used to send exclusive deals. This will serve as a reminder of the new products and services.

Another major problem that businesses face is regaining customers. It is very difficult to regain a lost customer. However, different types of emails like inactivity emails, VIP offers, renewal emails, onboarding emails; etc can help retain them.

Outdated Strategy

Despite the fact that emails are an integral part of our modern life, we still choose not to check some emails. These are often from shopping websites, online stores, or other commercial sites. This doesn’t mean that Email Marketing is not effective. However, this situation calls for a fresh strategy.

Here are some suggestions to benefit from Email Marketing:

  • Use Mobile-friendly templates

People love to access everything from the comfort of their mobile phones. Most people use their phones to check their email in the morning.  A mobile-friendly template will lower your bounce rate ensuring a good user experience.

  • Strategic utilisation of metrics

Tracking metrics can aid marketing efforts by explaining the behaviour of email subscribers.  They reveal data on how and when people are interacting with the emails, for how long; etc.  Hence, they report the success and failure of the marketing strategy.

  • Personalised subject lines

Generic content simply does not work in this competitive marketing world. For Email Marketing, the effort to personalize content starts with creating the subject line. This single line determines the open rate of the email.

  • Adopting GDPR standards

Compliance with General Data Protection Regulations (GDPR) means that readers give clear permission to receive marketing emails. GDPR is created to protect the data of consumers from brands and allowing access to it provided they trust the brand. However, this benefits marketers as they can send emails only to those who are genuinely interested in their brands.

Summing up

Email Marketing is not an outdated marketing technique. But some of its practices are. The need is to remove and replace them with interactive elements. This holds true for almost every marketing technique. It’s not the technique but the way they are implemented that needs a change.

We at Shaktiki can help you make such changes in your marketing strategy. Get in touch today and book a free consultation.















Why is Augmented Reality the most interactive marketing strategy?

Social media has become an inseparable part of our life and so have all the features it provides to create our online lives. Filters are a crucial part of this: be it on Snapchat or Instagram or any other social media application. However, technology can not only enhance us but almost anything around us.

Dulux has a home interiors app that allows us to see what our walls will look like after being painted with a different colour. This app called Dulux Visualiser has something in common with the filters, besides giving a makeover. The answer is both use a technology called AR or Augmented Reality.

Augmented Reality (AR) is an interactive experience created with the use of digital technology in order to overlay information in formats like text, video or image onto everyday objects of the real world. For viewing the world using AR, the user will have to use a smartphone, a tablet or a headset.

Augmented Reality in digital marketing strategy

Marketers employ Augmented Reality which allows them to transform any static object, for example, a magazine cover or printed advertisement into an immersive 3D experience. However, AR significantly differs from virtual reality. The latter completely immerses the user in a computer-generated world. While AR enhances by adding to the world what the user would normally see through digital overlays.

Including AR in a brand’s digital marketing strategy provides a genuine and distinct perspective. Customers find it easier to visualise the product. Hence, it affects the crucial product purchasing decision. This engaging way of driving sales consequently helps in promoting products effectively.

The impact of including AR in digital marketing strategy on retail can be highlighted with a survey conducted in late 2016. Around 1,062 shoppers across the USA were a part of the survey conducted by a retail firm – Interactions Consumer Experience Marketing, Inc. The research brought the following interesting statistics to the forefront:

  • A significant amount, i.e. 71% of shoppers accepted that they would shop at a retailer more often, provided it had AR.
  • 65% demand product information through the means of AR. While 61% of shoppers prefer shopping in stores that have AR.
  • Around 55% of people admitted that AR makes their shopping experience fun.
  • Lastly, 40% of shoppers are prepared to pay more for a product or service, if they get experience through AR.

Applications of Augmented Reality

Augmented reality provides users with an interactive environment to perceive actual-world entities. It superimposes mechanically generated information into the real world. As a result, this combination can provide many benefits. Customers are turning more technology-friendly. Hence, the same should be used for a more interactive and engaging experience. The application of AR in digital marketing strategy are:

Interactive and engaging customer experience

Augmented Reality allows customers to analyse objects in the real world with the help of mobile applications. In simpler words, they get more information about products or services. For instance, customers can figure which colour will be the best on the walls of their house. In this way, customers can enjoy a rich, immersive, and interactive experience.

Seamless opportunities to advertise your brand

The field of advertising has been revolutionised with the advent of Augmented Reality. It provides innumerable opportunities to advertise products because AR can easily convey the story about your brand to consumers. The brand’s narrative can be showcased in a virtual environment. Consequently, this can make consumers believe in the brand and it will increase sales. Moreover, digital marketers can explore seamless opportunities with AR.

Higher engagement with Gamification

Gamification is the process of using gaming design constituents in the actual-world environment. Digital marketers can use the same to motivate potential customers. Consumers might get busy but they will be actually interacting and experiencing the brand. They will earn customised coupons, rewards, and points. This will motivate them to visit the brands more. In the longer run, this will ensure repeated engagement. Additionally, the heavy expenditure on less effective video commercials and print ads will also reduce.

Personalised product or service experience

Augmented Reality allows customers to experience the products online or without actually using them. They can visualise the look and feel of the product in their environment rather than imagining it. Many beauty and eyewear brands use this effectively.

The provision of experiencing products without actually purchasing not only increases engagement but is also known to attract more sales.

Advantages of Augmented Reality to your business

The applications listed above are just some of the ways to use Augmented Reality. Digital marketers can explore technology. It seems like in the near future they will be able to introduce more interactive ways of advertising. Moreover, AR will lead to substantial reformations.

Augmented Reality will then lead to several advantages like a clear understanding of consumer behaviour. Secondly, such an interactive shopping experience can facilitate customers in their decision-making process. Consequently, they will make a faster purchasing decision and boost the sales of a brand. A custom-made personalised shopping experience can increase satisfaction among consumers. As a result, this will improve brand image and increase customer loyalty.

In addition to this, AR increases the means of marketing. While it allows effective means to inform and target the potential customer base.

Best use of Augmented Reality by brands


Augmented Reality is very popular in the beauty industry. Sephora has specially designed a mobile application to boost online sales which allow customers to test their products with a mobile camera. It further enables them to visualise products on them.


The famous Swedish furniture retailer uses AR to allow its customers to visualise how a piece of furniture will look in their living space. Additionally, customers can also customise the size of furniture with respect to their personal requirements.

Why is Augmented Reality the most interactive marketing strategy?

Summing up

Augmented Reality can provide endless possibilities. Digital Marketers can explore and experiment with them to benefit their brand over their competitors. While this decision to use AR is a significant one, there is some basic marketing that every brand needs.

For all your brand marketing needs, contact us at Shaktiki.

Why should brands be interested in user-generated content?

In the modern era of commerce, there seems to exist an almost triangular chain of functioning. A brand invents and implements its well-planned marketing strategy which then generates a response from consumers. As a result, it benefits the company with increased sales. This is the usual triangular relationship. However, in recent years, the world of marketing has been revolutionised with a new type of content. This is how we have restructured the old triangular relation that always ceased to exist. This new type of content is called user-generated content (UGC).

“The next wave of the Web is going to be user-generated content.”

John Doerr, Venture Capitalist

Revolutionising marketing with user-generated content

In marketing, it refers to the content that is related to a brand but created by someone who is not officially working for the brand. User-generated content can take multiple forms like a review, a video, a social media update among many others. In simpler words, if it involves a brand and no employees or affiliates have contributed in its creation then it falls under this new type of content. This process puts a customer on the centre stage with the limelight on them. In this way, the triangular chain transforms into one where the customer is in the middle and focus of the entire process.

A brand produces its products or makes its service available to consumers. In the next step, these consumers market the product. This becomes a trustworthy marketing effort to attract potential customers. Consequently, it benefits a brand in terms of increase in sales and business.

A familiar example for this marketing is Coca Cola’s famous ‘Share a Coke’ campaign. The idea of adding names on bottles attracted a lot of consumers. However, the company employed an effective strategy to keep the momentum going.

Customers asked to share pictures of themselves with their personalised coke bottles on social media became a core strategy. As a result, customers became marketers.

But most importantly, it generated millions of revenue and presented a fresh image. This is why the particular campaign is regarded as one of the most successful marketing campaigns of all time.

Principle of social proof

The main success factor of user-generated content is rooted in a psychological principle called ‘social proof’. According to this principle, people make decisions based on the behaviour of other people. A consumer will be more attracted to buy from a company when others are enjoying their products or services. This is because new customers lack experience. Additionally, consumers trust their fellow consumers more than the company.

Authentic content

Today marketers need to understand that customers are no longer passive who can be easily influenced by billboards or TV commercials. People today do thorough online research before making a purchasing decision. A single bad review can severely impact the image of a company and hence influence the customer’s final decision. Authenticity is important in the online world. Customers will choose brands that understand them and value their experience. Subsequently, user-generated content becomes the best strategy in this context.

Budget friendly

Consumers making content forms the basis of UGC. In most cases, this is unpaid though consumers have multiple reasons to participate in content creation. It can be sharing their experience of meeting similar people or winning a prize. Even if a prize is announced, the total cost of marketing will be more. In short, consumers practically run the campaign while the company can incur benefit from allotting a less budget to marketing.

High return on investment

User-generated content needs to be credited for one of the chief benefits that it provides, that is, high return on investment. A company needs to design and plan a UGC campaign. Consumers then implement the remaining marketing process.

Forming communities with user-generated content

User-generated content can form as a tool to unite audiences. In the usual marketing approach, the company and customers remain separate entities. Brands remain burdened to constantly make efforts to attract consumers. However, UGC solves these problems.

When consumers produce UGC, they come together and approve the brand. According to McMillan and Chavis’s theory called ‘Sense of Community’, four things encourage a community like feeling. Two of them are: influence and shared emotional connection.

With UGC, people feel like they have influence on decisions. Additionally, all the people who promote a brand share a common interest and emotion towards that particular product or service. This forms a community instead of a commercial brand. Hence, increasing brand loyalty and attracting potential customers.

Most Successful UGC Campaigns

By Netflix

The American content platform and production company includes creating buzz around the new releases as a crucial part of its social media strategy. Netflix promotes posts of fans with hashtags to promote the upcoming content. This introduces people to new content that is much talked about by their fellow audience members. Additionally, people get curious to watch such popular content.

In 2017, Stranger Things Season 2 earned popularity because nearly 1 million posts generated on Instagram with its hashtag. In addition to this, it also became the “most-Tweeted about streaming series”.

This type of marketing helps Netflix to engage, attract and build a loyal community of Netflix users.

By Adobe

The software company is one of the best examples for carrying a UGC campaign. The hashtag #AdobePerspective allows artists and content creators who use Adobe Suite to share their content and source work for free from users.

Adobe has the advantage of presenting the capabilities of its software. Additionally, it creates an engaging community. This is especially helpful to new users to understand the software.

Plan for the future

With the increasing competition in the market, the pressure to find creative ways to market products has also increased. In this case, user-generated content can be a good strategy to include in your plan.

Other than this, the best way to appeal to masses is to improve your brand image. This can be done by showing your active participation in the welfare of the customers. In short, purpose-driven marketing can be a way to show that you care and are beyond just a brand.

Contact us at Shaktiki today to create an impactful marketing strategy for your brand.