Category Archives: Corporate

Planning Your Social Media Strategy

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- Mansi Priya, Marketing, Trivone Content

Does your business have a website? If the answer is yes, you are on the right track. But a mere website presence cannot guarantee success – especially in the age of instant information and social media. The far-reaching influence of social networks is redefining the way organizations interact and engage with customers—anytime, anywhere. Traditional marketing strategies are being reshaped by emerging technologies and the power of social, underlining the need to keep pace with the changing needs and preferences of your customers.

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An engaging social media presence—on sites like Facebook, Twitter, Instagram— gives your business an opportunity to connect with your existing and potential customers. It opens up new channels of communication with them and facilitates promotion of products, services and offers. An effective social media marketing strategy can therefore help you boost your bottom line as well as brand image.

Here are a few things you need to keep in mind:

Follow the plan: You must get your plan ready before you execute it. In 2016, if you are planning to use social media to reach more people, you need to employ some innovative strategies. On social media, things change rapidly. Strategies that were a success in the previous years may not work for the next year. So your social media plan must allow for flexibility and quick response.

Quantity Vs Quality: It is not the quantity of your posts that makes your social strategy a success. In order to be effective, you don’t need many posts; you need posts that readers can connect with or respond to. More than the number of posts, focus on the quality of the messages that reach your audience.

Target community: Expanding your social media presence ensures you engage more with your customers. Focused social media marketing can widen your reach if you pick the right community to deliver the right message.

Competition analysis: To consistently innovate new strategies for communication on social media, keep an eagle eye on your competitors. Observe them closely to benchmark your performance and be ready for the next innovation.

Media Spends: Majority of businesses now have a social media presence. It is vital to be visible in the crowd as the competition intensifies to deliver the most engaging tweets and posts. To make sure that your content reaches the right audience, media spends are important. Organizations need to allocate a good-sized budget for media spends for effective social media marketing.

Social on Mobile: People consume the maximum content through social media. The widespread proliferation of mobile is the cherry on top. Mobile has ensured that people have higher-than-average presence on social media, creating a growing captive audience for marketers. People can now access content wherever and whenever they want. Yet, attention spans have reduced, so you need to make sure your marketing message is conveyed through the right channel, to the right audience, quickly and effectively.

In a connected world, your customers are closer to you than you imagine. With the emergence of newer social media platforms (Vimeo, Peach, etc.), starting the right conversations with your target audience is only a matter of devising the right social media strategy. The sky is literally the limit for social marketing—provided you can leverage the opportunity!

 

It’s Not Just Content Marketing, It’s Value Addition

- Mansi Priya, Marketing, Trivone Digital

Today’s audience can spot inauthenticity a mile away. Content Marketing is about adding value to consumers, not advertising to them. Do that ~ Allie Klien

Modern CMOs know that growth and fragmentation of digital marketing is creating new juncture to reach the target audience across different demographics, locations, devices etc. However, the same trends are increasing the personalisation, complexity and volume of content and data their organisations must manage. We can analyse that, today’s marketing trends are changing the role and responsibilities of the existing CMOs. The modern CMO knows that all companies are digital companies and has to keep pace with complexity of modernised marketing tactics.

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The role of the modern CMO is not only to focus on content marketing but much more than that. According to a survey, B2B companies are spending most of the budgets on curation, delivery and promotion of their content in order to drive business, influence customers and grow their brand presence. Despite increasing expenditure on content, too many campaigns are failing to connect with customer needs and concerns. Many fail to understand that it is not just about content anymore, having an engagement and connectivity with customer is vital.

New channels of engagement are increasing the complexity and cost of content marketing. Reaching the right audience on the right platform is essential. CMO should be in process to plan content marketing to reach the target audience on multiple platforms through multiple devices. It is no longer putting thought leadership piece in a mail or blog, there has to be a go-to-market plan as well. A plan to address various audience around digital. The content strategy has to be comprehensive with an integrated marketing program.

The CMO today should be in process to create content strategy involving the right people, processes and technology. There is a need to keep pace with rapid changing technologies, understanding about customer sentiments and knowledge of competitive threats. Since online content significantly influences buying behavior, customer relevant and engaging content is one of the most essential need that should be worked on.

Apart from creating the right content, its placement is equally important. It should reach the target audience in the most user friendly manner. According to a survey majority of the people access B2B content through smartphones. The second major half access the same through tablets. It is critically important to have mobile content that reaches majority of the target audience. 

Online content is imperative in influencing and shaping strategic dicussions to help marketers and sales teams to automate the process of customer acquisition, nurturing and retention. Apart from curation of content, delivery and reach of content is also critically important. Best practices must be developed to add value to all aspects of content marketing.

Internet Of Things For Marketers

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Internet of Things is described as embedded devices or things with internet connectivity, allowing them to interact with each other on a global scale. This level of connectivity is increasing the reliability, sustainability and efficiency of products and services by improved access to information. The increased choices given to consumer through IoT is giving them a lot of choices. This has enhanced the marketers activities to increase and retain business.

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Economists believe that IoT will make the biggest impact on marketing in the coming years. Marketers can use IoT to a good extent to reach their consumer. In a study in July 2015 by 2nd Watch, nearly six in 10 US IT and business executives said they leveraged machine data/the IoT for digital marketing. Digital Marketing can get bigger if we consider IoT as a tool. 

IoT has the capability to collect and analyze data which can be used by marketers and enable them to take appropriate actions. They can measure the actual behavior in real time and devise relevant customer relationship activities. Brand interactions can also be measured by understanding brand preferences, eye movement etc. This information can be utilised better than traditional buyer research, to improve the customer relationship and increasing their brand loyalty. By understanding consumer behavior, marketers can enhance the feel good factor of their brands and products.

Diminished defects, improved customer satisfaction and low costs can improve seller performance and buyer experience. With the help of IoT, marketers can track information about the consumers such as the credit history, loyalty and importance to company. By a good analysis different prices can be offered to different consumers. Using IoT, online content can be well adjusted according to consumer interest. IoT offers marketers the ability to interact with consumers of different segments at one marketplace and take better decisions. 

We can say that IoT has enhanced the exchange of sales data, smarter approach to CRM and enabled a smart way to interact with consumers. The marketers today have many opportunities to make their business processes better. IoT can make life easy for marketers if they know the means to utilise the data recieved.

Content Marketing : A Consummate Medium Of Success

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- Aman Sohi, Manager Content, Trivone Digital

Content is the reason search began in the first place ~ Lee Odden 

Content plays an important part, when we talk about methods of communicating. In earlier times, reading was the best way of understanding. With advancement in technology, content never loses its glory. Today, more or less all brands develop their websites based on content and infographics. As a client or an onlooker, it is very important for us to understand about a company and reading content can be the best way. In other ways, content is considered as a backbone of any online branding company.

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This is one part of the story, after drafting good content, it is supposed to reach the desired audience. Content marketing does the trick and fast-growing marketing agencies leave no stone unturned in order to make sure that content is placed right before the client. Whether it is B2B or B2C target segment, good and relevant content sell like hot cakes. In this new age of semantic and social search, content marketing has emerged as, more than just, a buzzword or a fad to one of the most important and critical element in digital marketing. No doubt it has grown to become one of the most powerful tools available for doing business and connecting with targeted customers through the internet. According to facts, more than 73% of businesses rely on branded content for marketing and promotion. Social media, articles, newsletters and blogs remain at the top content marketing tactics used by many businesses. 

Some of the benefits of content marketing includes 

·    It generates more inbound traffic to the client's website- Custom content is favored by up to 68 % of consumers for the basic reason that it caters to their interest of particular need for information. 
·    It increases engagement with the targeted audiences.
·    It generates more leads. Based on an effective content marketing campaign, companies having relevant blogs and websites can generate 97% more leads than other companies. 
·    It increases sales.
·    Builds brand awareness. 
·    Establishes the client as a thought leader. 
·    Is cheaper than traditional forms of marketing. 

How to reach the C-Suite with content?

Content marketers spend a lot of time and money creating just the right content to engage their customers and prospects, but much of it goes unheeded by the most coveted audiences — the C-suite. Executives are a challenging audience and because of their buying power, it is worth cracking the code on executive content. The C level executives only believe their peers for information and know what they need. They do not waste time with 'salesy' pitches and lightweight stories. In order to generate successful content for executives, the following points need to be followed:

·    Ensure your facts are credible as credibility is key to success
·    Provide actionable and timely information on issues that matter
·    Summarize
·    Channel matters 
·    Push beyond the common wisdom and top of mind trends

To conclude, we can surely state that popularity and reach of any content will depend on the content marketing strategy. 

Social Media For C-Suite

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- Mansi Priya, Marketing, Trivone Digital

In the digital transformation taking place everyday around us, the business practices, strategy, campaigns etc, all have changed. This change has increased the engagement, on social media, of not only the mid-level executives but also the C-suite. Many of the C-level executives have become tech savvy and are now sending out tweets and making videos. So in case you still think that social media is not your cup of tea, then you must take a sip of this tea and make a more reasonable choice.

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Majority C-level executives sense that social media is pivotal for business communication. A recent survey, 2014 Global Social CEO, lightens up the fact that when C-Suite executives are active on social media, the trust on the brand and purchase intent increases. When company CEOs and leadership team engages on social media, people are more likely to build trust on the company. It raises the brand awareness and helps establish industry leadership.

Social Media has the fledgling capability to enhance competitive advantage, increase revenue, decrease cost and drive overall profitability. If social media is being ignored, the target market will also be ignored. This ignorance will eventually make one ignore the opportunities to take the business forward or protect it from going backward. Leaders can set a specific tone for their brand to a large audience through social media. They can also hear from unconcealed and honest opinions about their brand.

The teams that do not submerge into social media are often crippled when they face certain challenges. Such teams would be skeptical in talking with their audience through this medium and often miss out the opportunity for shaping their brand and spreading their message. 

Social inexperience can be an issue for C-level executives to be skeptical for using this platform. Like most other executives, C-level executives do not require too much of technical understanding about this platform. According to a survey, 64% of CEOs do not use social media at all, with only 5% of all Fortune 500 company CEOs on Twitter. 

There is a high risk for company leaders to be on social media. Since conversations about the company, brand, and offerings would be there all the time, a lot of legal precautions and language precautions should be taken care of. Risk of not engaging leadership team into social can even be worse. If they are not directly connected with the audience, they can miss out a lot of good opportunities for their company and brand.

The best ways to engage the C-suite on social media is through these simple steps. Posting from personal account or a corporate account, CFOs, CEOs, CMOs, should be encouraged to participate in social media activities and communicate with target audience. The C-suite should be enlightened with the drawbacks of not communicating and benefits of social media listening. Identify the balance of website traffic sources will enable in understanding the source of traffic and hence diversifying it. 

Social Media has become a C-suite issue today. The executives who explore social well and are comfortable with it can shape their brand future well. 

How To Fight Challenges Of Big Data

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- Mansi Priya, Marketing, Trivone Digital

The greater the obstacle, the more glory in overcoming it ~ Molière

Whenever we fight a challenge with a good strategy, the outcomes are fabulous. Everything in this world has pros and cons, so we should cut down the problems and extract the benefits. In my last article we discussed about what Big Data is, its benefits and the various challenges it brings along. Today we shall discuss how to fight those challenges to make this essential tool, a priceless asset and not a liability.

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The major challenges of Big Data are, Data Volume, Talent Gap, Performance, Technical complexity, Security and Cost. These are some of the major challenges faced by users and organisations of almost every industry/ sector. If we are able to solve these 6 issues, majority of the Big Data problems will diminish.

Data Volume Solution: The data is growing at an exponential rate and it is important to extract relevant data. It is necessary to identify source of your data as well as devise strategy to maintain and control it. There are many companies that master in Data Management. The trick is, discover potential for creating/ optimising data volume strategy, provide monitoring and reporting capabilities for technical KPI’s and compliance check for corporate Data Volume Strategy.

Talent Gap Solution: Content discovery & management is a primate for Big Data management. To discover and manage the relevant content, highly skilled team should be appointed. A team who is able to understand the audience being delivered as well as the technical complexities involved in data extraction. Since technological changes happen very fast, frequent training to the team should also be given for better performance.

Performance Solution: In the digital world, where delay of nanoseconds can lead to loss of sale, high operating speeds are required. The organisation should be able to cope up with the changes in IT landscape for fast reach. Latest and modern hardware as well as software should be used after monitoring the required speed. 

Technology Complexity Solution: On the internet, information is scattered on a large scale in different formats. There should be a centralised content repository and easy UI to ease the technical complexities of the data. The team appointed for data extraction should be equipped with essential technical skills as well.

Security Solution: Security issue is a major obstacle for many companies, which prevents them from utilising the data completely. Usage of hardware and software should be reviewed thoroughly and necessary updates and extensions should be installed. Enterprises can also design personal clouds services, with hybrid services in mind to make sure future integration is possible.

Cost Solution: With new improved technology comes in a cost. The cost should be managed properly based on team appointed, profit generated and eventually cost saving from old technologies used. Smart management of operations for data extraction should be done to have the minimum cost involved. One way is the ability to compress data at the most granular level, which will not only reduce storage requirements, but also simplify the infrastructure. It depends on various companies, their projects and demands to minimize this expense. The true cost, benefit gained and utility should be evaluated thoroughly to take wise steps.

If the above given solutions are practiced, they can help organisations in a good manner to mange their issues with Big Data. Big Data has lots of benefits and encashing these benefits require a good strategy. If a company is able to utilise this information properly, it can reach great heights

Digital Transformation A New Era

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- Mansi Priya, Marketing, Trivone Digital

In the race of technology worldwide, economies are growing at a fast rate. To stay in the competition, one important thing to keep in mind is Digital Transformation. The world is getting increasingly digital everyday in all the aspects of society. It affects both individual businesses and segments of society such as government, medicine, communication etc. But do we know exactly what is this transformation all about? 

According to a market research report by MarketsandMarkets, the global digital transformation market is expected to grow from $150.7 billion to $369.2 billion, at a Compound Annual Growth Rate (CAGR) of 19.6%. Big giants such as Microsoft, Google, IBM, Apple, Oracle etc. have become the major vendors for the Digital Transformation market. It has become the primary objective of every organisation to know that how is the digital transformation happening in their industry and its effects on their business. 

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Companies vary in their digital maturity, and the ones who are more mature outperform the ones who are not. The leading digital changes require the leadership teams to have a vision of transforming their company to the digital world.

"What we find with digital transformation work is that it’s not really a technology problem, it’s a leadership problem" – George Westerman, Research Scientist, MIT’s initiative on Digital Economy

The initial step for any organisation is to evaluate key characteristics of their business that should go digital instead of manual. An example of such a scenario could be outdated technology. Revamp it, make your current workforce undergo innovation workshops to enable them brainstorm and collaborate with leaders to identify opportunities for digital transformation.

Redesigning a website every few years will not help to compete in digital economy. Organisations need to make more fundamental changes. Digital has raised customer expectations, the speeds of work has increased, patience levels of people have dropped and the list is endless. So it has become essential for organisations to incorporate the necessary changes. 

Tomorrow’s people will have immediate access to much more information as compared with today. Digital enterprises should be able to deliver their services to customers, using their preferred mode of access. The organisations should leverage social, mobile, analytics and cloud as their enabling technologies. Making use of these upcoming new tools to enhance the business process, organisations transform their business models. 

By transforming the business practises to digital organisations can work and perform better. They save alot of cost, time and gain customer satisfaction more than before. Digital transformation has validated to impact the bottom line and stimulates productivity. Businesses that incorporate digital transformation, according to Gartner, will be able to find opportunities and work in seconds. Some of great successes in digital transformation are Nespresso, Marriott, T-Mobile USA. Organisations who invest in new technologies, people and processes, gain great outcomes which include greater profits and market share as well as talent and better brand loyalty by their customers. 

A recently conducted survey by Altimeter group, a specialist research company based in California, stated increased customer engagement, improved customer satisfaction, higher digital traffic, increased lead generation and greater conversion as the top benefits of digital transformation of a business.

So if you are still thinking about whether to make your business process digital, gear up and embrace yourself, because the world is at a very fast pace. Increase your pace to stay in the competition.

Social Media Marketing For B2B Companies

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- Mansi Priya, Marketing, Trivone Digital

In the increasing era of social media the world is getting small. Companies are able to interact with their consumers worldwide through the platform of social media. Brands establish a strong relation and maintain brand loyalty through these platforms. Then why should B2B companies avoid social media?

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There are myths that close the doors for social media for B2B marketing. Many B2B marketers feel that social media is not the right platform for their company or their target audience don't use social media. Some feel that social media is only for young people. These are some of the myths that keep marketers of B2B companies away from social media. 

In today’s era of rapid changes in digital marketing and presence across social media, B2B marketers can’t go very far with traditional methods of digital marketing. Social media is one channel, which can prove to be loyalty builder for B2B businesses. Social media enables B2B companies to feature their credibility and frame a reputation in competitive markets.

By using social media platforms B2B marketers increase the exposure of their company, increase the traffic for their digital marketing campaigns, develop loyal fan following, generate new leads and improve sales. Social media can reduce the existing marketing expenses and provide a better insight to the marketplace. 

Some of the B2B businesses such as Dell, Ford, Microsoft Advertising and GE have done great work using social media platforms for their digital marketing campaigns. It is not necessary for B2B companies to be boring and stick to traditional digital strategies. Big companies have churned out great results with social media marketing. 

Social media marketing gives the marketer an insight about what their consumers are expecting. They can understand how the dynamics are changing, what are the upcoming trends affecting their consumers, how can they establish better relations with their consumers and many more such fields which cannot be accomplished using other digital marketing tools. Social media is an excellent platform to spread a good word of mouth. Good word of mouth helps B2B marketers to generate leads and encourage promoters. 

Digital has changed marketing trends so social media has also affected the current marketing. Social media has changed customer experience and their expectations. So to keep up with the changing trends and keep your customers’ faith B2B marketers should not skip social media marketing in their digital marketing. 

The Case Against Net Neutrality

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- L Subramanyan, CEO Trivone

"The markets, and not the government‎, should decide broadband speeds and quality"

At the beginning, let me make one point clear; I am against throttling of speeds by broadband operators. Agreed..Ok, so lets move on.
The recent rhetoric on Net Neutrality bothers me in one aspect. We have lived without the government’s intervention on the Internet for the last 20 years, so what is the issue all about? Why should the government worry about who gets to see what and consume what content on the Internet? Isn’t it enough that by these very interventionist measures, the government has already hurt (if not mortally) the entire telecom business? Do we need to kill the broadband access also?

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I am not getting into the debate on Net Neutrality here. Supporters of Net Neutrality, which include the ‘creators’ of the commercial Internet Vinton Cerf and Tim Berners Lee, have argued, very successfully, for an open Internet. So has President Obama, and I hear so has, our own minister Ravi Shankar Prasad. Many of the pro-net neutrality arguments are actually anti-content throttling arguments. And I agree with those arguments.

However, what I do find difficult to agree with is the supposition that ‘someone’ ought to regulate what a broadband company ought to charge? I also find it difficult, consequently, to accept Sachin Bansal’s (and other such e commerce players) withdrawal from Airtel’s Zero rating. Let us look at a scenario. I, as a broadband network, have invested in significant sums to build the network. You, as an ecom player, want to leverage the same by providing free access to people who you want as eventual consumers. So you divert a part (a significant part, possibly) of your marketing spend and pay me, the network and pick up the tab for data charges, of the consumers who come to my portal and I, because you are my customer, provide you a faster access speed.

So what is the fuss?

It would be a crime if I throttled the speed for other consumers who may want to go to some other ecom portal. It would also be a crime if I stopped serving other ecom portals. It would further be a crime if I make you go away from my network if you didn’t go to my ecom portal. I am doing none of these. I am providing a preferential access to my customers. By no stretch of imagination is it curbing anybody’s ‘freedom of speech’. On no account are we throttling innovation (I still don’t understand where this argument even came in).
The pro guys argue that the big guys will muscle out the small guys. But, hey, aren’t they already doing it? That the smaller ecom companies will find it difficult to compete. However, the small ecom companies will become big ecom companies by investments and innovating a smarter way to do things. Broadband access is not the reason why ecom companies succeed or fail. It is execution of business models.

As an entrepreneur, it is my job to reach out to the largest number of customers and prospects in the most profitable way. If a network and an entrepreneur have a business agreement that does not violate the law, then why did flipkart do a volte-face and withdraw from Airtel Zero.

The truth is in perception. It is my educated guess that Flipkart did not want to be ‘seen’ as a company that ‘goes against the fundamental freedom of speech and choice’ and ditto for Amazon, Cleartrip and a host of other companies which wanted to battle perception rather than reality.

The other problem with the Net Neutrality principle is that if everybody has equal access and common speeds, then someone is going to have to pay for it. Which essentially means that either the government will stipulate the prices (which will be a Least Common Denominator) with little or no relevance to the investments made or everybody will suffer, like we are in the Mobile telephony business, where you have bits of hurried conversation between call drops!

On the other hand, if TRAI or somebody with some legal backing could simply stipulate the basic minimum standards for broadband speeds, below which the operator could be penalized, then faster speeds could attract premium pricing, which could then actually subsidize ‘free internet for all’.

My biggest fear is that thanks to the politicization of this Net Neutrality debate, there is going to be a significant drop in the creation of the broadband infrastructure, which is abysmal as it is. This will lead to a greater inequality and deepen the digital divide.
The Indian situation calls for some very drastic solutions. We have to significantly increase the broadband footprint across the country. This will call for massive investments by the existing (as well as new players). Sitting on a pedestal and asking for ‘free internet for all’ is not going to happen till then.

Currently, India has amongst the lowest median download speeds in the world, according to the Global Internet Report 2014 at less than 5MBPS, as compared to a median speed of over 20MBPS in Americas, Europe, China and Australia and over 30 MBPS in parts of Europe and Korea. That should be our biggest worry. If there is anything that can throttle content consumption, it is the lack of infrastructure and not zero ratings. An increased and faster access can empower those on the wrong side of digital divide much more dramatically. So comparing our ‘freedom to choose’ to that of the US or Europe has no meaning, at all. In reality, the Indian consumer even today has little freedom to choose, no recourse to lower-than-promised bandwidth, no recourse to deficient or non-existent service and so on and so forth.

Finally, in India, seldom have we had a reasonable debate on critical issues. Matters are normally settled by burning books (or buses), shrill rhetoric (mostly in the English TV press) which is generally a slanging match with a dangerous ‘nation wants to know’ kind of a question or hysterical sound bytes from a less-than-knowledgeable politician. While the Net Neutrality debate showed all signs of degenerating into one (or all) of the above, one hopes that a larger picture is seen by the powers-that-be. This debate is not, simply not, about freedom. In the larger, and Indian scheme of things, it has to be about access to the net.

Keep Audience Glued To Your Website

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- Mansi Priya, Marketing, Trivone Digital

The primary aim of every website is to generate traffic, but business owners should ensure that their digital campaigns generate traffic for a specific target audience. The right audience stays at the website and will lead to conversion. It is important for a website to retain the traffic and the audience revisit the site. 
 

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To keep your audience stick your website and make them revisit is a primate. Lets talk about some tips which can help you make your audience stick to your website

#1 Right Audience
The first and foremost thing to be taken care of is the right audience. The website should appeal to the correct audience and do not misguide the audience using irrelevant data or inappropriate design. The positioning of the website should be done correctly keeping in mind the emotional and pyschological requirements of the audience. For example, a B2B company website should not be similar to a website of an FMCG product. So catering to the right audience is critical to make them stay on your website.

#2 Design
The first thing that leaves impact on the visitor is the design of the website. Good use of graphics and attractive designing should be done. The visitor should not feel bore about the website nor should it be that the design is over the top. It is important to make the website attractive, and interesting. The design should convey the right message and postion the website appropriately.

#3 Content
The website should display clear and understandable content. It should connect with the audience and live up to the landing page promise. Good headlines should be used to make the audience stick to the website and read the content. Depending on the audience a relevant style of writing should be used and make the visitor glued to your story.

#4 Navigation Structure
When a visitor gets to a website and have no idea how to find what he is looking for, then the structure is poorly executed. The structure of the website should be clear and easy for the audience to reach the right service or the right story in not more than 3 steps. The structure should not confuse the audience leading them to the wrong story or service. The content should be organised in a way that goals of the website are met by integrating user needs, business needs and content categorisation.

#5 Interactive & Engaging
When you attract traffic to your website you should be immediately able to engage them. There should be relevant content on website to keep them engaged. The website should have videos and testimonials to connect with them. The website should be interactive and have a two way communication such as maintaining a comments and feedback column. As you engage your visitors you  build trust, which leads to conversion. 

#6 Technically Sound
The website should be technically simple but not as simple as to hack. Every component of the website should work quickly and correctly. If the website has broken components, it leave the visitor frustrated. The plugins should work properly and shouuld be optimised appropriately with right keywords.

#7 Call to Action
A call to action is imperative that leads the reader to decide. This final step is absolutely crucial because once you have hooked your audience to your product/ brand/ service they should know the steps to take order to obtain it. This is the stage when you convert your lead into conversion through your website. See how various websites has done it well http://www.wordstream.com/blog/ws/2014/10/20/call-to-action-examples

So we analysed some quick tricks to keep the traffic stick to your website. Hope this helps you in maintaining your traffic as well as successfully increasing it.