With every business, comes an opportunity to build the brand, to create a buzz, to put it on the global landscape!

With every business, comes an opportunity to build the brand, to create a buzz, to put it on the global landscape!

Vandana Kapur

Director at The Channel

What’s your current position & how did you reach here?

Vandana Kapur - Director at The Channel, a leading digital marketing agency in New Delhi

What will success look like for you in your work in the next few weeks?

Vandana Kapur - The plans are meticulously laid as we put our best foot forward for major expansion in the coming few months. In next few weeks, the success lies in getting associated with some industry-identified brands and to be their one-stop digital marketing agency. I also look forward to enhancing the product range at "The Channel", thus presenting unique and creative services in the fields of advertising, marketing and digital design.

Which social media platform is working best for your brand at the moment? Why do you think that is?

Vandana Kapur - It is definitely YouTube! People are identifying more with the video content. A large number of web surfers are glued to YouTube videos for informative as well as entertainment content. Moreover, YouTube gets the second largest number of searched after Google. Thus, it is becoming the most referred search engine for video watchers.

What have you found to be the most effective marketing tactic/platform, beyond social media?

Vandana Kapur - 3rd party portals like Quora and a similar platform for doctors called RealSelf, What Clinic and so on. These are huge and brilliant communities where people are interacting with each other and developing meaningful content. Businesses can definitely leverage on the effectiveness of such platforms by publishing their content and getting user engagements and qualified leads.

What are you actively focused on learning about these days and how?

Vandana Kapur - As an avid digital marketer, I am always on the lookout for latest technological advancements and innovations in the field. These days I am studying effective and targeted advertising on social media platforms. My focus remains on how we can make the best of social ads without wasting money on general stuff shared with open audience. Précised targeting is needed to generate good quality leads. And that is what I am researching on and gathering information about these days.

If you had the time to add one more project or tactic to your marketing, what would it be, and why?

Vandana Kapur - I am quite impressed by the concept of Influencer Marketing. This is one area of digital branding that we are exploring further and we look forward to adding it to our bouquet of services very soon.

What has been your biggest challenge recently and how did you overcome it?

Vandana Kapur - In recent past, there were minor changes in Google Algorithms, which affected SEO ranking of our clients. It was a task to explain the situation to non-tech savvy clients. To overcome the situation, we studied the shift in algorithms deeply and implemented the required and relevant changes on the websites of our clients and the rankings started to improve within 1 month. This was definitely a feat for us.

What is your #1 tip for a newbie in marketing?

Vandana Kapur - I would like to share by my own experience. Focus on one thing, master it. Then have a dedicated team and delegate the work to them after training. And then go on to explore the next thing.

How do you prioritize your tasks/projects for the day/week? Do you use any special methods or frameworks?

Vandana Kapur - We have laid down processes to follow wherein we make sure that every client’s work is incorporated in a seamless manner. Each assignment holds equal weight for us. We have tools and technologies that we rely on to execute and take every tasks to completion. We extensively use the frameworks like Google Drive, Google Sheets, Google Keep which prove to be very efficient tools.

If you could choose to implement only one marketing tactic for the next 3 months, what would you choose to do?

Vandana Kapur - Being in the digital marketing arena for many years now and witnessing the change in the trends has led us to some specific techniques that are workable every time. We run precisely targeted ad campaigns on social media and Google Ads and optimise them efficiently. This technique generates very high quality leads through targeted campaigns.

How have you / your brand been engaging with your customers/audience/users/fans lately?

Vandana Kapur - Of late, we have been capitalising hugely on the power of social media and video content. We love to narrate impressive brand stories on social media. We are also utilising IGTV, YouTube Videos to reach out to our customers and interact in the most effective manner.

What problem are you focused on solving for your customers/audience/users/fans? What is their biggest need that you (or your company) are helping with?

Vandana Kapur - The biggest need that every business has today is Lead Generation. We make sure that every customer that comes to us with an issue of lesser conversions gets a maximised ROI when associated with us.

What are the best tips you were ever given when conducting a social media campaign?

Vandana Kapur - Remarketing campaigns are the call of the day. Every business page must consider this concept to amplify their outreach.

Which tools do you use the most for tracking and managing the success of your marketing business?

Vandana Kapur - There are many tools that we apply to the business analytics but the top-most are: Bit.ly links, Google Analytics and Conversion codes on website.

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