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Home > Digital Marketing Blog > Interview With Blogger & Social Media Marketing Expert, Priya Florence Shah

Interview With Blogger & Social Media Marketing Expert, Priya Florence Shah

Interview With Blogger & Social Media Marketing Expert, Priya Florence Shah
Chiranjeevi Maddala
February 23, 2018

Priya has been a part of the digital marketing community since 2001. She has worked on creating award-winning websites, newsletters, blogs, email courses and ebooks, and also has great expertise in writing, blogging, social media, digital marketing, women’s leadership and entrepreneurship. She owns and writes on the blog Blog Brandz and helps her clients engage better with their customers online.

Read on to know what she has to say about the digital marketing scenario.

Priya Florence Shah

Founder & CEO at Blog Brandz

1. How has Digital Marketing changed over the years?

When I first got online in 2001, I was a journalist looking to express myself through the medium of the internet. Digital Marketing was called Internet Marketing. At that point in time, it attracted a lot of the get-rich-quick types as well as scammers. It was very easy to get a website ranked on Yahoo and Google because search was not as evolved as it was then. I had a lot of success in creating and publishing content (then in the form of HTML websites).

With the advent of Blogspot and WordPress, online publishing and website development became possible for practically anyone. It was the golden age of publishing. With the growth of Web 2.0 and social media, it became easier to promote one’s blog to a wide audience.

Today, there are elite universities that teach courses in DM and it’s become an essential part of any marketing campaign. Digital ad spends have increased and continue to do so. New forms of content are becoming popular and content marketing will continue to evolve as virtual reality and augmented reality enter the mix.

As technology evolves, new ways to consume content will force marketers to come up with new content and advertisement formats. Today, we also know a lot more about our target audience than we knew back in 2001. We can track every click and impression and fine-tune our marketing more than we have ever been able to do so.

2. What skill sets do people need to possess to be able to sustain market fluctuations?

The most important skills for any form of work in the future are the ability to learn (because DM will keep evolving and we need to do so, too) and the ability to adapt our marketing to new technologies.

3. What are some of your most trusted SEO best practices?

Creating epic, extraordinary and unique content is still the best SEO practice because great content attracts links naturally. Adapting your content to match new delivery formats is also an important best practice.

4. As a digital marketer, what are some of the most vital blunders that you suggest should be avoided?

Being boring is the #1 cardinal sin one can commit online. Boring content doesn’t engage and doesn’t attract links. If your content isn’t useful, entertaining or engaging in any way, don’t put it out there.

5. In the next 5 years, where do you see the scenario with respect to digital marketing?

With the advent of AI, a lot of digital marketing tasks will get automated. Social media itself will evolve with new social networks being launched. Content formats will have expanded to include virtual reality and augmented reality.

But, even 6 months is a long time in the digital world where things change almost every few months. No one can really predict what the internet will look 5 years from now. Perhaps we’ll all have brain implants that allow us to access and interact with the internet all the time.

6. What tools would you suggest as some of the most essential ones for handling the digital marketing process?

A good social scheduler (I personally love Hootsuite) and good analytics software like Google Analytics. And if you’re into SEO, there are a number of tools that are essential. I’m not an expert on SEO tools, but Brian Dean’s list is a good reference. SEO Tools

7. For someone in the digital media marketing, what best practices would you suggest for media planning and buying?

I don’t do a lot of media planning and buying, but what I would recommend is not carpet bombing, but targeted buys aimed at reaching your target audience in the best way. Retargeting is also an essential practice for media buyers.

8. What are your opinions about hyper-personalisation? Would you say it works out in most cases?

As long as it doesn’t get creepy and stalkerish. No customer likes to feel that the advertiser knows too much about them.

9. How to plan out a customer journey that not only retains existing customers, but also drives new customers as well?

Use content marketing and target your content to your customer’s place in their journey. Use a good CRM to personalize your content to your buyer’s experience. For instance, don’t target a customer who has already purchased a product with an ad for the same product over and over again. It’s wasteful, irritating and tells the customer that you don’t have your act together.

10. How far has social media been effective in the digital journey and what opportunities does it hold for the future?

Thanks to YouTube and Instagram, social media has allowed relative newbies to become influencers, creating the term ‘influencer marketing.’ Young people who are tech-savvy are not only your biggest audience today, but also your biggest advocates. As social media changes and evolves, new influencers will emerge and brands will have to keep up with new ways of creating and delivering engaging content.

11. While creating buyer personas, what are the most vital points that one needs to keep in mind?

The concept of buyer personas is rather narrow. What is required today is buyer modeling because it’s important to look at the entire buyer experience, including what happens before and after the sale.

12. According to you, what determines the reach of the content among the audience?

The algorithm of the delivery channel is what determines the reach of your content. For instance, changes in Facebook’s algorithm is what has brought organic reach down to near zero, for Facebook pages.

Today, no matter how engaging your content is, it’s going to require a paid boost to reach more viewers. Each channel has its own unique algorithm and marketers have to learn how to work with it.

13. If you could advise one thing about online advertising, what would it be?

Always be a student. When you stop learning, you become obsolete.

14. What is your take on influencer marketing?

Marketers need to work with influencers to co-create content that boosts their brand while capitalizing on the influencer’s unique traits – the ones that made them popular in the first place.

You can’t send the same content to a bunch of influencers and expect it to be equally popular. You need to customize your content to your influencer’s personality and audience to give it the best chance of success.

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