Transcript DM2 - Vaultrix

Baba shaheer
Agenda
• Introduction
• Digital Marketing strategy
• Exploring DM
• Starting with the website
• Foundation of analytics
• Google Adwords
• SEO
Agenda
• Search & Display marketing
• Social media marketing
• Video marketing
• Email marketing
• Content marketing
• Mobile marketing
• Expanding your DM
• Zonal competition
skills
Internet Marketing or Digital Marketing
INTRODUCTION
Online Marketing
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Looking in to the future of Online Marketing
Home based business
Large corporation business
Video promotion
Internet promotion
Online Marketing
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Search
Social
Video
Email
display
Todays customer leave across
these channels
Being present at the right moment
to capture the customer
Internet transforming style
• Online shopping
• Research
• Reviews
• suggestions
Online Marketing
• Paid ( Google Ad words, Facebook ads, etc.. )
• Owned (website, Email )
• Earned ( organic, blogs, articles)
• online marketing is the process of putting your business front
and center along the journey your customer takes.
Digital Marketing Strategy
Many businesses fails as they fail in building the strategy
• Business
• Customer
• Marketing
3 strategies
Build out a dedicated strategy that results in a strong return on investment
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Business plan
Market perception
Target Market
Digital Technology usage
Channels
Invest time on Strategy
Think like a customer and build the strategy
BUSINESS
STRATEGY
• Mission Statement
• Objectives
• Value proposition
• Elevator Pitch
• Is your business Digital ?
• Do you have the right structure in place ?
• Will you online marketing efforts fit into your existing
process?
• Do you have the time necessary to maintain your strategy
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ONE OF THE BIG CHANNELS OF ONLINE MARKETING IS KEEPING THNGS UPTO
DATE
Organizational objectives :
Pieces necessary to keep the business running and maintain
brand identity
Value proposition :
• Why do you stand out ?
• What makes you unique ?
• Why would someone choose you over
your competitor ?
Elevation Pitch :
Short summary of your brand
CUSTOMER
STRATEGY
• Reach correct audience
• Understand the audience
• Understand where to find the audience
MARKETING
STRATEGY
MARKETING
MEDIA
• Paid
• Earned
• organic
Putting the right product in the right place, at the right
price, at the right time.
EXPLORING DIGITAL MARKETING
Definition and terminology
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Call to Action
Bounce Rate
Click thorough rate
Abandonment
Ad impression
Frequency
Conversion rate
Tracking pixel
Cost per acquisition(CPA)
Life time value
Banner advertisement
Landing page
Organic Results
CALL TO ACTION
Instruction to audience to promote a response
BOUNCE
RATE of visitors
Percentage
CLICK THROUGH
RATE
How many clicks were
ABANDONM
ENT
When a user does not
who arrived the
website but left by
visiting only one page
received in relation to
the amount of
impressions
complete the goal
you're intended to do
for them.
AD
IMPRESSION
Each time your
FREQUENCY
CONVERSION
RATE
The percentage of
advertisement is
displayed to the user it
counts as an impression
The number of times a
single user see you
advertisement
visitors who entered
into an experience and
completed the goal.
TRACKING PIXEL
1x1 pixel images that track conversions, website
visitors and views
COST PER ACQUISITION/ ACTION
(CAP)
How much it goes for
goal completion
BANNER ADVERTISEMENT & DISPLAY
ADS
Static or animated visual images used to
generate brand awareness or entice assured to
click
LANDING
PAGE
The
first page when
user arrives on when
they visit your website
LTV (LIFE TIME VALUE)
Prediction of the net profit
attributed to a customer
relationship
ORGANIC
Original
search results
RESULTS
display on the top of
search engine apart
from paid
COMPONENTS OF DIGITAL MARKETING
• SEO
• Search Marketing
• Social Media
• Video
LANDSCAPE
Search Results
Marketing automation
Content marketing
Content Marketing
• Air swimmers
• Air bed
Smart ways to promote your business online
• Free website listing on search
Engines
• Social Media
• Google Adwords
• Newsletters
• Blogs
Why Does Being Online Matter ?
Why Does you Business needs a website ?
STARTING WITH A WEBSITE
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What makes website effective ?
Choosing domain name ?
Designer or developer
Build your website
Place to purchase domain
WHAT MAKES EFFECTIVE WEBSITE ?
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Effective website
Mobile friendly
Responsive
Load properly in modern browser
Website answers all questions users have ?
FAQ’s
Website reflective of your brand ?
Is your site up to date ?
All products find easily
Policies easy to find ?
CHOOSING DOMAIN NAME
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Good domain name
• Relative
• Memorable (short and simple)
• Easy
Ex: Searchengineoptimisation.com
SEO.com
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Country suffix
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Biz
Com
In
Net
Us
Au
Website domain already purchased ?
How to get it ?
Bidding ?
DESIGNER OR DEVELOPER
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Graphic Designers
Web designers
Portfolios (updated portfolios are best)
Search
Client reviews
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To hire a designer
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Behance.com
Dribble.com
Elance.com
BUILD YOUR WEBSITE
Wordpress
WIX
PAGES TYPES
• Teaser page (trail version / coming soon )
• Viral landing page ( refer and earn)
• Infomercial page (only information availability)
SUGGESTIONS
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Content writing
Copy writing
Remove long introductions
Use clever heading
Use bullets
• Arrange paragraphs in a well manner
• Don’t delay the content hover.
• Use responsive images
• Code complexity
LOGO
Google TAG Manager
Foundation of Analytics
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The data you collect will determine
the success of your digital marketing
Use data to
– Improve experience
– Find new opportunities
– Discontinue failure ideas
Measuring data
– Padi
– Owned
– Earned
Easy way to start with own website
– No of visitors
– Location of visitors
– Individual page visits
– Visit duration
– What page they left from
• Track as much as data
you can
• Social media fans
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Mentions
Interactions
Video views
Tweets
Establish your own goals
and objectives to measure
against.
Google Analytics
• Cookies
• Tracking pixels
• A cookie is a small file that a
website stores on your
computer
• Tracing pixel stores info on
webservers uses a 1x1
transparent image for
tracking
Google analytics
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Goal Setting
Funnel types
Reporting
Funnel Virtualisation
Google SEO
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Understanding SEO
SEO keyword planning
Meta tags
Website content
Backlinks
Optimization
On page SEO
Off page SEO
Webmaster Tools
Analytics
Hyperlinks
Web crawlers
• Make site easy to navigate
• Use natural language url’s
ex : clothingsite.com/mens/pants/designs
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vs
clothingsite.com/product id=123
Create unique title tags for each page
Give each page a unique meta description
Use heading tags in order
Give every image a name and an alt tag description
Google web master tools
KEYWORD
CONTENT
• Keyword research
Ex:
carpet cleaners
Removing red wine
Removing juice
• Adwords.google.com
tools
keyword planner
• Kwfinder.com
• Semrush.com
Use keywords in heading tags
LOCAL SEO
Google.com/business
COSTS
Consider your budget before hiring a SEO
Professional
Hire a professional for the good content
delivery
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SEO Results are not immediate
Don’t trust on fake promises
There is no third party contract between
Google and the content deliver
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Real SEO will not give guarantee on the
page optimization
Search & display marketing
• Banner ads
Adwords.google.com
• Create a first campaign
• Create ad groups
Google Adwords Basics
• Understanding Adwords
• Google Ad types
• Google keyword tool
Choosing a bidding strategy
• Cost-per-click (CPC): If you want to focus on clicks on your ads and drive
traffic to your website, you'll want to use CPC bidding.
• Cost-per-thousand impressions (CPM): If you want to focus on
impressions — the number of times your ad shows — and increase
awareness of your brand, you'll want to use CPM bidding. Note that CPM
bidding is available for Display Network campaigns only.
• Cost-per-acquisition (CPA): If you want to focus on conversions — which
is when people take a specific action on your website after clicking one of
your ads — you'll want to use CPA bidding.
Google Adwords Advanced
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Creating campaigns
Creating text ads
Creating ad groups
Bidding strategy
AdWords is organized into three layers:
 account,
 campaigns,
 ad groups.
Organizing adwords account
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Product or service types
Brand names
Website
Seasonal products or
services
Geographical location
Tools for campaign
- keyword planner
- Display planner
Remarketing strategies
Remarketing tracking code
Linking google analytics
Remarketing
• Shared library
• Audience
The art of collecting information from the tools
we have and use the same data to approach the
customer for the business
SOCIAL MEDIA
• Distributing content originally
• Buying target advertisements on social
media platforms
• Write a copy of content
• Design / find images
• Evaluate results
• What resources are available ?
• Do it yourself
• Train someone
• Hire a freelancer
• What are you planning to
spend ?
• Post 3 times per week on social
media on your product
• budget
• action item
• schedule
WHO
• Pewinternet.org
Social media statistics
Ads.facebook.com
Ads.twitter.com
Analytics.twitter.com
Linkedin.com/ads
Business.pinterst.com
Video marketing
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Show locations or products
Help customers make decisions
Tell brand story
Create a commercial ad
Dollarshaveclub.co
m
Blendtech.com
Youtube video channel
• Video upload
 What makes you unique?
 What are you proud of ?
 What do you highlight ?
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Keep video short
Focus on high quality
Recording should be natural
Include a call to action
Leverage annotations
Youtube.com/yt/playb
ook
Paid video promotion
Campaign
Shared library
Online video
Linked youtube accounts
Link youtube channels
Email Marketing
Old letters, cards are
boring
New method
• Acquiring new
subscribers
• Retaining subscribers
• Generating revenue
With Email
marketing
• Inform of new products
• Encouraging sharing
Customer
segments
• From where
• Which made purchases ?
• How much revenue
• What demographics ?
“hey you are still have an item in your cart. There is only one step to
check out “
“Free shipping today with online coupon :SHIPFREE view your cart now”
ONLINE MARKETING PROVIDERS
• MALI CHIMP
• CONSTANT CONTACT
• MYEMMA
PLAN
• Acquisition of email subscribers
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Email signup link
Lead generation page
Coupon exchange for email
• Email strategy
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Identify Goals
• Goals
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Generate sales
Increase signup’s
Reactivate from customer
CONTENT MARKETING
Its all about creating articles and media that turn drive brand awareness,
create new customers and generate revenue
• Good content answers a question
• The right content is Authentic
• content marking adds value to
customers journey
CONTENT PLAN
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Identify core audience
Derived action
How content inspire action
Success metrics
More content means opportunity to collect
smallest tickles of traffic
Plan at least one article per week
Wordpress content creation using blogging
MOBILE MARKETING
2015 - $640
2016 - $1200
More usage of mobile devices so …!!
FLIPKART PHOTO SEARCH
Rewards to check in to local business
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Zomato
Four
square
• Fb
Mobile
application
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Amazon
Flipkart
Irctc
Airtel
• Buildfire.com
• Goodgarbes.co
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• Appgeyser.com
Exams & Certifications
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Google Adword Certification
Google Analytics Certification
Google Video Advertising certification
Bing Adword certification