Recently we had the chance to interview digital marketing veteran, Anuradha Tiwari. She is the founder and CEO of JustBurstOut, a digital marketing and branding agency. Anuradha is also a TEDx speaker and among India Today’s Eight Unique Entrepreneurs of India. She has helped more than 40 brands in India and globally to leverage the digital platform well to increase user growth. Her client list includes some big names like Apollo Hospital, FabIndia, Amity University, etc.
How did you get into branding and digital marketing?
I started my career in writing where I was involved in both creating campaigns as well as measuring its effectiveness. From there I went on to digital and brand promotion. From helping just one startup to taking care of 10 brands at the same time, it’s been an amazing journey. I have also kept myself educated since the SEO norms change in a span of months.
How do you make a strategy for a brand?
After getting a thorough idea about product or service, we focus on the target customer, which includes demographic information and customer who will walk through the door. My main motto is to carve out a distinctive identity of a brand.
What do you think is most important in branding?
I personally believe in not giving everything on a plate, but create some intrigue and allow customer to find more about your brand. Social media is a great way to reinforce your mission, but avoid indiscriminate discounting just to create new customers. Offer more, better.
How do you decide digital marketing budget?
It depends on what exactly client needs- do they need a complete inbound marketing plan or want to get the word out about the new service launch or simply looking for online conversions by 100%-200%. The goal helps translate how much do you spend- tools, SEM, email, social management etc.
Do you consider what your competitors are doing?
Of course. Well, I don’t follow their strategies, but I need to stay updated on industry trends. Are we ranking below in search? Are we out of date? With so many accessibility of tools, spying has become much easier. The best part is you can use their mistakes to figure out how to stand out.
What do you want to say to upcoming startups?
Branding strategy is the most important of a business plan but most startups opt for branding once they have everything in place, which results in taking a toll on an existing budget. So, it is crucial to get organized with the cold, hard numbers before you start planning your budget.