Mutual Fund company Canara Robeco has kickstarted a new campaign to enlighten potential investors about the various types of mutual funds available. Conceptualized by FCB India, the campaign is titled ‘Kya Baat Hai’ and includes a series of about five advertisements.
The campaign accentuates the benefits of investing in mutual funds and motivates citizens to do the same. It features everyday situations such as being at a conference, eating at a cafe, waiting at a bus stop, shopping in a supermarket, going in a lift, and waiting at a park; where the protagonists learn about the various offerings of the mutual fund, causing them to exclaim ‘Kya Baat Hai !’
Canara Robeco Kickstarts ‘Kya Baat Hai’ Campaign
The offerings include risk returns (like small cap, large cap, multi cap, equity linked savings scheme (ELSS), aggressive hybrid and liquid investments), investing for longer tenures to gain higher benefits, reinvestment of returns earned, returns along with tax savings, regular income from debt schemes (like corporate bonds, money market instruments, government securities, etc.), as well as tracking the funds with daily updates through net asset value (NAV).
The campaign is being broadcast across multiple digital platforms such as Facebook, YouTube, Twitter, LinkedIn and Instagram; along with a broad extension into print/OOH (out of home) media and other ambient mediums like Uber cab branding.
Every page on your website needs to have a purpose. With the proper strategy, your pages can boost one another as well as your underlying business goals. They also serve the common purpose of augmenting conversions.
The web pages may also be used to present important leaders and employees; describing your brand, culture and beliefs; elucidating your company’s unique processes and systems, attracting top-funnel audiences by means of organic search; and so on. Entering internal links and linkable resources into the bottom-funnel pages can improve their ranking for the terms that describe them.
Top-Funnel Content to Impact Bottom-Funnel Pages
Listed below are some of the methods to enhance the visibility of your bottom-funnel pages:
- Finding linkable top-funnel topics
- Implementation and endorsement
- Tweaking keyword rankings for converting pages using the top-funnel content
Finding linkable top-funnel topics:
Research your competitors in terms of the topics they have chosen and elaborated upon and whether those topics are linkable. Analyze the SERPs (search engine results pages) for these topics and their associated keywords to check whether the ranking guides have a considerable number of referring domains. You can also research non-competitor websites that are creating content related to your industry and are ranking in significant SERPs.
Implementation and endorsement:
Create the page using sections and headers for each subtopic to enable readers to find the relevant information easily and quickly. Also, including anchor links for pitching specific sections of the page can gain you, potential link partners. Build internal links for linking naturally to your converting, bottom-funnel pages as this will direct visitors and link equity to your converting pages. This, in turn, enables the pages to rank higher in organic search. Before creating content, you need to identify potential linking audiences. Develop content based on this audience and then source the appropriate websites. This process helps you in link building.
Tweaking keyword rankings for converting pages using the top-funnel content:
Use conversion-oriented keywords gained through the link equity built by you. The keywords can directly lead to increased revenue. Top-funnel pages can earn links consistently and you can make use of them for upgrading your bottom-funnel pages, through internal linking.
Thus, content in top-funnel pages can be used to impact bottom-funnel pages.