Soumik Chakraborty

Every Project We do and should do should have clear and non judgemental communication goals. goals and deadlines should be discussed in details at the start. TRY NOT to hold too many meetings during the projects. If you do and meetings go long, YOU ARE UTILISING precious project time. I wont talk about skills, team &work resources, assuming its all set, 2 key things are important, that I have always followed. 1. Scrum Sprints. Work on fast, efficent shorter builds and finishing helps finish one task properly and move on to next. Less back and forth, saves ton of time. 2. Regular Short Stand Ups. Agenda to discuss any issues in completion or challenges. Not how much is done, how are things, those should already be BAU on tracker.

Few things I have mentored Start-ups with and/or seen them do. 1. The Skills Sets of founders are important as that is a very efficient way to create the initial product offerings. 2. Analyse the 3 layers of your product or service. Core-Actual-Augmented. 3. Try To Hit Augmented Level Early on. Do not fight on Core-Actual too long, you would be another one of many there. 4. Sometimes Founders are apprehensive of spending. Yes, money is to be spent wisely, but when it is needed do spend. Don't Hold Back. 5. Keep Testing and Innovating. Not too frequent, but keeping up or ahead of the market. Very Easy to become obsolete and stop providing value. 6. Certain functions partner or outsource, You DO NOT have to do everything on your own.

1. First thing you need is a deep persona. Many a times, excitement to capture market lets us target wide and we loose money and motivation very fast in the process. Target small, target deep, test and then expand. 2. Second is regulatory laws privacy laws et all. 3. Would be policies of country. Many dont let u start unless a JV. If its just ecommerce know the taxes, excise duties and those trade info. 4. Select a dependable Supply and value chain partner, like logistics, storage if needed. Choose wrong ones can dampen ur brand and u loose even before u start. Branding is important. 5. Make sure you have service available in their timezone. RESEARCH of what they like, persona, products, competitors and everything needed.

Quality is subjective .Quality of ads, doesn't always mean conversion. While conversion is one factor, having run sem for 14 years now, I can say, its not a direct correlation. Some ways I have got good quality + good conversions are as follows. 1. Don't just select keywords which are relevant. Map them to Customer journey. Users click and behave differently for diff keywords at diff stages. 2. Not just broad, long tailed convert & perform well too. Do not be afraid to use both in strategy. 3. Do not change to often, let them play out properly. Do not react to every change. See where it leads to without harming your campaign. 4. Ensure, the LANDING page and site content is upto the task. If NOT, not much can happen with just quality ads.

My answer may be on a different note. No website should be optimised just for one type or marketing. Bottom line is your landing page design should be based on UX. UX process helps identify target, personas, behavior, likes, dislikes, preferences, browsing pattern, user interactions and more. 1. Optimising for your most LTV and frequent users help maximise revenue. No use targeting occasional users, Lot of time and effort wasted. 2. Once you do that, whether its SEM, or social, users would see a relevance and undergo a journey on your site that helps convert more. 3. What would change is a mix of content and relevantly pushing to other parts of site, based on where they came from, which is more campaigns. 4. Content should be based on UX.

For IGTV what I have used and seen success is broken down below in 3 points. 1. Understand your audience. Their journey, their persona, their attention span, their browsing behavior. 2. Come up with content. No click baits, not always promo, but good curated relevant content based on the customer research above. 3. The more tech part, Vertical (portrait)videos work best. Please don't reuse videos from IG or youtube which are more horizontal (landscape).