Digital Marketing Approach

DIGITAL MARKETING APPROACH

Presented By: Varun

Mittal

Basic Digital Marketing Elements2

1. Search Engine Optimization (SEO)

2. Social Media Marketing (SMM)

3. Pay Per Click Advertising (PPC)

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Search Engine Optimization

Search Engine Optimization [SEO]

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Search Engine Optimisation (SEO) is the process of improving organic search engine ranking using:

On page optimization Off page optimization Detailed keyword research and selection

Basic On-page Elements

Title Tag – Should match to keyword phrases

Headlines – Should match to keyword phrases

Relevant Meta tags Image Optimization – Should

match to keyword phrases Optimization Canonical

Issues – Defined in next slide

Content Optimization – The more the better

URL Structure: Should include primary keyword

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What is Canonical Issues?6

Solution: <link rel="canonical" href="http://yourdomain.com/pageURL" />

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On Page SEO Work Segmentation

Page Title: Includes one primary keyword with company name.

Headlines: Include primary and secondary keywords.

Meta tags: Should include a primary keyword with company name.

Image Optimization:► Alt tag: With proper keyword► Title/ Caption: Have proper keyword

Canonical Issues: discuss with Designing Team

Content Optimization: Proper Scanning with keyword density and other guidelines.

URL Structure: should have one primary keyword.

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How to Achieve #1 Rank – Off Page SEO

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Off Page SEO Elements10

Search Engine Submission:

It helps for indexing websites in search engines and update the existing ones.

► List of Search Engines: Altavista, Ask Jeeves, Lycos, Netscape, Yahoo, AOL, Excite, MSN, Overture, Looksmart, DMOZ, Alltheweb

Off Page SEO11

Directory Submission:

It helps to get one-way back links. This is the best and quickest method of obtaining back links.

Off Page SEO12

Blogging:

Blogs are very essential part of SEO It is a great way to make clients aware of specific areas of our business and more easily attain high search engine rankings for relevant keywords. It can easily attracts new visitor, increase overall website traffic, creates inbound links to our blog articles.

Off Page SEO: Blog Commenting

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Here we submit comments on others blog site, it must be relevant with our business site. By this process we can gain more back links and branding.

Off Page SEO14

PPT Submission

Power point submission is not only cooperative to develop back links but furthermore Power point submission proposal can develop huge traffic and ranking. Using following sites we can target our primary and secondary keywords.

Popular Sites: SlideShare, SlideServe, AuthorStream, SlideFinder

Off Page SEO

Article Submission:► It helps to improve search engine ranking and effective in driving traffic for website.

Social Bookmarking: ► It helps to increase traffic and Google page rank for individual WebPages

Classified Submission:► It helps in marketing products

or services to desired visitor.

► Improve branding and generate sufficient traffic.

Press Release (PR): ► Press Release is a major source

of news information typically for business or organization.

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Off Page SEO

Review Posting:► For getting link back to our

site we post review to different forums.

Forum Posting:► Through it we can gain back

links and knowledge. Forum signature links will give more traffic & Massive link to our website.

Video Submission:► It is best way to attract new

users and helps in online branding.

Yahoo Answers:► It helps to generate most

targeted and valuable traffic to our website.

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SEO Risk Management Process 17

Identify risks

Analyze risks

Prioritize risks

Risk management

Risk monitoring R

isk

Man

ag

em

en

t Pla

nn

ing

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Social Media Marketing

Top Social Media Sites19

Facebook Twitter LinkedIn Google Plus Stumble Upon Instagram Pinterest Flickr

Basic SMM Strategy20

Create overall business goals, target audiences, specific message for each audience

Create SMM strategy that supports your audience and marketing goals

Implement tactics on multiple social media channels that set out to deliver of goals

Reporting

• Statistics• 845 million monthly active

users• 2.7 billion “likes” are

performed (on average) daily

• The average user is younger than Twitter, as the largest age group on Facebook is ages 18-30.

• Updates• It is generally agreed that

posting 1-4 times weekly is best.

• Generally, posting 2 times weekly is recommended.

• Posting between 1pm-3pm on Monday-Fridays is ideal, however it may be easier to remember to post if done in the morning with Twitter.

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• Goals• To build a recognizable, visible brand using the multi-media

capabilities of your company’s Facebook page.• To gain at least 10 Face book Page “likes” per month.• To actively engage with and respond to all user interaction • Get found by people who are searching for your products or

services• Create a community around your business• Promote the content you create including webinars, ebooks, blog

articles, press releases, videos and photos.

Facebook Community & Brand Pages

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Community Page separate from the brand-created page

Brand Page brand-managed

• Statistics• 250 million+ active users• 79% of LinkedIn users are

35 or older•  60% of members are

interested in industry insight• 53% are interested in

company news• 43% are interested in new

products and services

• Updates• LinkedIn’s busiest hours are

morning and midday, Monday through Friday.

• Post at least 20 status updates per month to maximize your reach to approximately 60% or more of your unique audience each month.

• Our best-in-class marketers are posting 3-4 status updates per day, per audience.

• 20% of followers are typically reached with one status update.

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Goal• Target the specific audience by updating specific group posting• Participate in the conversation with follow-up questions or answers• Write updates that include clear calls to action  (e.g., like, share, or “Tell us

something”)• Ask questions to spark participation in the  discussion thread• Post updates that give followers a sneak peak into your company’s upcoming

product or service launches.• Ask followers for their opinion with questions that elicit an emotional response

and inspire passionate conversations.• Try posting the same status update at different times of the day, different

days of the week, or with different headlines to maximize reach.• Plan the editorial 

LinkedIn Company Page

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Welcome Message & Description, Industry, Location

Post Company Status Updates – Target

Products/Services – Keyword/Value Rich - Target

Liquid Content – Video, Slideshare, Info graphics

LinkedIn Strategy27

Touch up our profile at least monthly

Join 25 Groups

Get weekly updates for 5-10 Groups

Spend 1 hr/wk involved in discussions of interest Send personalised connection invitations to people you meet in

discussions

Ask connections if they would like to connect by phone or Skype

Statistics: 140 million active users in 2012 The average user spends 89

minutes per month on Twitter. Largest age groups: 30% of users

are ages 26-34, 27% are ages 35-44

Updates: Experts agree that 5-10 updates daily

the optimum number of tweets.

To maintain convenience, we will

start at 1 tweet daily, with an expansion goal of 3 tweets daily.

The update should be posted from 8am -11am, on a weekday, for maximum reach. (Additional updates should be posted throughout the day, before 8pm on Mondays-Thursdays)

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Goals: To connect with potential clients in the targeted area through the

promotion and distribution of useful, engaging content.

To offer EHS expertise to the larger Twitter community in an effort to gain credibility and trustworthiness in the eyes of potential clients in the social community.

To gain at least 10 non-spam followers per month To follow 5 new users per week

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Hashtag (#): Putting “#” before a word or phrase (without punctuation) helps give your tweet a searchable theme or category. For example:

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Mention (@): To direct a tweet to another user, put “@” before their Twitter name (or Twitter handle).

Direct Message (DM): We can send a private message to our followers, they may ask to send a DM. This is only possible if both you follow them and they follow you.

RT Retweet Dynamic Content & Engage – Media Multiplies Uptake

SMM Strategy for other Social Platform

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1. Diversify Social Media Presence

2. Efficient & Organised – Editorial & Drop Calendars

3. Share Photo & Video Content

4. Revamp/Review Content Marketing Strategy

5. Clear Goals & Measure!!! (Engage with customers in real time)

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Search Engine Marketing

PPC vs. “Organic” SEO 34

PPC vs. “Organic” SEO

• results in 1-2 days• easier for a novice or one little knowledge of SEO• ability to turn on and off at any moment• generally more costly per visitor and per conversion• fewer impressions and exposure• easier to compete in highly competitive market space (but it will cost you)• Ability to generate exposure on related sites (AdSense)• ability to target “local” markets• better for short-term and high-margin campaigns•No fear of Search engine updates

•results take 2 weeks to 4 months• requires ongoing learning and experience to achieve results• very difficult to control flow of traffic• generally more cost-effective, does not penalize for more traffic• SERPs are more popular than sponsored ads• very difficult to compete in highly competitive market space• ability to generate exposure on related websites and directories• more difficult to target local markets• better for long-term and lower margin campaigns•First page results for Competitive Keywords are not guaranteed

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Pay-Per-Click “Organic” SEO

Basic approach to SEM36

Search Engine Marketing

Organic Search(The free results)

Pay Per Click Advertising(Paid results)

Search(Alongside free

results)

Contextual(Advertising on 3rd

party sites)

Advertising Network37

Text Ads

Display Ads

Text Ads- F Pattern38

Google Adwords39

How it works?

Why it works?• Helps to reach new audiences• Excellent control• Highly measurable results• No minimum spend requirements

create ads•Choose keywords•Set budget•Decide where ads will be displayed

People click on ads and connect with our business

SEM Strategy40

Prepare - Build an integrated search engine marketing campaign and launching.

Monitor - Track clicks and website activity daily Report – Reporting back activity and results Review - Analyse components of the campaign for sales

effectiveness. Revise pay per click campaign - Improve bids, test and amend copy.

Add or remove keywords terms. Switch budgets between networks.

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Reporting

Google Analytics42

No. of visits vs Pageviews

Avg. Time on Site % New Visits

Bounce Rate

Map Overlay43

Keywords44

Alexa.com45

Google Webmaster Tools46

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Questions?

Varun Mittal

Sr.Digital Marketing Executive