digital marketing/ seo plan for your business

8/11/2019 Digital Marketing/ SEO plan for your business

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Jayakumar K, Digital Marketing Expert; Service areas: SEO, SMO, SEM, SMM

Digital Marketing Services, Singapore, India, APAC. Contact Digital and Inbound Marketing Expert Jayakumar K @[email protected],

Lead Generation and Business Development through

online - Digital Tactics

A Strategic Roadmap

Online PR, Reputation Management and Business Lead

generation model through Inbound TacticsDoc Ver. 04.08.14

Prepared and submitted by

Jayakumar K, MBAIRCA Certified Lead Auditor in QMS

Certified Inbound Marketing ExpertGoogle Certified (Ecommerce Analytics)

Recognition/ Memberships

Information System Audit Controls Association, ISACA ID: 435418International Association of Computer Science and Information Technology [80344862]

Computer Science Teachers Association (7260664)

Institution of Engineering and Technology-IET(1100253830)

Global Community of Information Processionals (AIIM)Open Syource Community For Infrastructure Software (OW2)

Member in Editorial board in IJECSEConsultant MSME Institute ( Trichure), Govt. of India

Strategic Marketing Plan,

Technical Components,

Implementation methods,

Infographics, Statistical data
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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Confidential Page 2of 27

CCoonntteennttss1 Digital Lead Generation and Campaign tactics - A New Approach .................... ...................... ...................... ................... 3

2 Technical and Work Components for Campaign tactics ..................... ...................... ..................... ...................... ............. 3

3 Role of Internet in Promotional Activities .................... ...................... ...................... ...................... ..................... ............. 4

4 Online Reputation Management and PR Campaign .................... ...................... ...................... ..................... .................... 5

5 Popularity of a News .................... ..................... ...................... ...................... ...................... ..................... ...................... .. 6

5.1 Undesirable News ...................... ...................... ..................... ...................... ...................... ..................... ................. 6

5.2 Right Way to Differentiate News ..................... ..................... ...................... ...................... ..................... ................. 6

5.3 Authenticity of News .................... ...................... ...................... ...................... ..................... ...................... ............. 7

6 Method of Response .................... ..................... ...................... ...................... ...................... ..................... ...................... .. 7

6.1 Get Found Tactics ...................... ...................... ..................... ...................... ...................... ..................... ................. 7

6.2 Collaborative Tagging ................... ...................... ...................... ...................... ..................... ...................... ............. 7

7 In Business, Politics and News Industries ..................... ...................... ...................... ...................... ..................... ............. 8

7.1 Barring False Publicity ...................... ...................... ...................... ...................... ..................... ...................... ......... 8

7.2 Response Method ..................... ...................... ..................... ...................... ...................... ..................... ................. 9

7.3 The Interactive Husting .................... ...................... ...................... ...................... ..................... ...................... ......... 9

8 The advantage of this approach over generally practiced tactics ..................... ...................... ..................... .................... 99 Recommended model ...................... ..................... ...................... ...................... ...................... ..................... .................. 10

10 Marketing Strategies and Lead Generation ..................... ..................... ...................... ...................... ..................... .... 10

10.1 Prologue and applicable areas..................... ...................... ...................... ...................... ..................... .................. 10

10.2 Digital Marketing - Project Abstract ................... ...................... ...................... ...................... ..................... ........... 10

10.3 Scope of Work and work components ................... ...................... ...................... ...................... ..................... ....... 11

10.3.1 Phase 1: Pre Execution level ..................... ...................... ...................... ...................... ..................... ........... 11

10.3.2 Phase 2: OnPage ..................... ...................... ...................... ...................... ..................... ...................... ....... 11

10.3.3 Phase 3: Off Page .................... ...................... ...................... ...................... ..................... ...................... ....... 12

10.3.4 Phase 4: Link Bait, Link Condom, & Link Juice ..................... ...................... ..................... ...................... ....... 12

10.3.5 Phase 4: Online PR/ Reputation Management ...................... ...................... ..................... ...................... .... 12

10.3.6 Phase 5: Inbound Marketing (Continual process) ...................... ...................... ..................... ...................... 12

10.4 Time Frame ...................... ..................... ..................... ...................... ...................... ..................... ...................... .... 13

10.5 Reports .................... ..................... ...................... ...................... ...................... ..................... ...................... ........... 13

10.6 Strategic Project execution Road map ................... ...................... ...................... ...................... ..................... ....... 14

11 Ecommerce/ Business Website and Business Perspectives ..................... ...................... ..................... ...................... 14

11.1 Deemed as a flexible Advertising Interface ................... ...................... ...................... ..................... ...................... 14

11.2 Market scope ...................... ..................... ...................... ...................... ...................... ..................... ...................... 14

11.3 Site is growing with your Business.......................... ...................... ...................... ...................... ..................... ....... 14

11.4 24- 7- 365 .................... ..................... ...................... ...................... ...................... ..................... ...................... ....... 14

11.5 Convenience .................... ..................... ...................... ..................... ...................... ...................... ..................... .... 15

11.6 Add Value and Satisfaction ...................... ...................... ...................... ...................... ..................... ...................... 15

11.7 Standardize Sales Performance ................... ...................... ...................... ...................... ..................... .................. 15

11.8 Improve credibility .................... ...................... ...................... ..................... ...................... ..................... ............... 15

11.9 Brick and Mortar Presence in a new dimension .................... ..................... ...................... ..................... ............... 15

11.10 Offers and Opportunity ...................... ...................... ...................... ...................... ..................... ...................... 15

11.11 Responsive Marketing ..................... ...................... ..................... ...................... ..................... ...................... .... 15

12 Monitoring and Control at business websites .................... ...................... ...................... ..................... ...................... 1613 Market Study and Research ...................... ...................... ..................... ...................... ..................... ...................... .... 16

13.1 HubSpot Report ...................... ..................... ...................... ...................... ...................... ..................... .................. 16

14 Info Graphics- Inbound Marketing Tactics ...................... ..................... ...................... ...................... ..................... .... 18

14.1 Inbound Marketing .................... ...................... ...................... ..................... ...................... ..................... ............... 18

14.2 A Comparative Study .................... ...................... ...................... ...................... ..................... ...................... ........... 19

14.3 Demerits of Outbound Marketing ...................... ...................... ...................... ...................... ..................... ........... 20

14.4 Customer oriented Marketing ..................... ...................... ...................... ...................... ..................... .................. 21

14.5 Content Optimisation ................... ...................... ...................... ...................... ..................... ...................... ........... 22

14.6 Market Study ...................... ..................... ...................... ...................... ...................... ..................... ...................... 23

14.7 ROI Factors in Inbound Marketing ...................... ...................... ...................... ...................... ..................... ........... 24

14.8 Inbound Marketing vs Outbound Marketing ..................... ...................... ..................... ...................... .................. 25

14.9 Brand awareness and Continual Improvement ..................... ..................... ...................... ..................... ............... 26

15 Progressive Graph with milestones ...................... ..................... ...................... ...................... ..................... ............... 27

16 Reference ..................... ..................... ...................... ...................... ...................... ..................... ...................... ........... 27


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11 DDiiggiittaallLLeeaaddGGeenneerraattiioonnaannddCCaammppaaiiggnnttaaccttiiccss--AANNeeww

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The internet is now a core element of modern society especially in business,sales, News, political campaigns etc. Communication technologies such as e-

mail, web sites, and podcasts for various forms of activism to enable faster

communications by citizen movements and deliver a message to a large

audience. These Internet technologies are used for cause-related fundraising,

lobbying, volunteering, community building, and organizing. Individuals,professionals, politicians, writes etc are also using the internet to promote their

campaigns.

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Defining & Integrating Meta Data Content Optimization and Lexical Analysis Image Optimization and ALT Tagging PR link integration Blogging and article submission Content Sharing Social Media Integration Cold Calling through Mails Professional Networking Collaborative tagging using Twitter and PintRest PodCasting and VodCasting ( The Husting) Poster Publishing and Digital Coupons (Link Bait) Photo/ Poster Sharing Going paperless with QR codes Call to Action

Buyer Personal Integration News lettering Integrating RSS feeds Video Integration (Folksonothis) The Interactive Husting Astroturfing and supporting Grassroot movement (Online PR) SERP for respective pages Content Rating Mobile SEO/ Responsive site Click to Call and Mobile coupons Near field communication (NFC)/ GSM based system Proximity Marketing

Auditing

33 RRoolleeooffIInntteerrnneettiinnPPrroommoottiioonnaallAAccttiivviittiieessEvery year the number of internet users increases drastically and according to a

recent survey conducted in 2012, India tops on the survey by a massive 20%

increase in internet users.

India also falls third to the countries China and USA, when it comes to the total

number of internet users. USA (80%), China (43%) and India (12%). In Indiathe total number of Internet consumers are 150 million.

The internet is a realm of possibilities and what that means is that there will

always be promising options, opportunities and aspects that can help gain more

presence online and among the common man. With the help of effective webpromotion services, promotional activities can become more appealing in the

market.

Nowadays Internet is being used as a main medium of staging promotional

activities in business, politics, social problems and education. When comparedto the conventional mediums of promotion such as Television and Newspapers,

social media has much more reach and impact among the common man.


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An added advantage of Social Media promotion is that it reaches the public in

split seconds and the common man can also air his views and opinions instantly.

Since internet can be accessed anywhere and everywhere even in mobilephones, it has helped in reaching the public 35 times better than the

conventional medium.

44 OOnnlliinneeRReeppuuttaattiioonnMMaannaaggeemmeennttaannddPPRRCCaammppaaiiggnnNew generation considers Internet as one of the major platform for news and

other publicities and has widely been used among the mass.

Compared to other news media

like Radio, Television and Printadvantage is that people would

get a chance to interact withones opinion.

Previously stored information/

news in web servers would

have become a major threat for

relevant or updated news,and

not getting relevant publicityrather old news if it has been

viewed or searched by majority

of people would come first and

tarnish the impact of relevant/latest updates.

Based on Folksonothis algorithm,

the methods Astroturfing and

Grassroot Movement will beintegrated together and making the

Public Relation(PR) work more

comfortably stopping all type of

false publicity generating an

Interactive Husting platform making people to get more attracted thereby

building strong Reputation Management. This method is very effective for all

type of political and business PR campaigns.

This method of integration is unique in every respect and giving long lastingresults


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55 PPooppuullaarriittyyooffaaNNeewwssThe source for news is news portal, blog, surveys, social networking sites and

many other similar mediums.

The popularity of the news depends on the availability of the news in top search

engines first page i.e the popularity depends on SERP (Search Engine Result

Page) and not depending upon the topic. News gets popular online based on

generic search.

Its not the news topic but the eagerness/interest of anuser to know more on a

particular topic, that makes the particular topic popular. When news posts that

increases the interest of the user is posted, it helps in promotion.

An user after he reads a particular topic, if he finds it interesting might

sometimes comment on the post or may be ignore the post, but whatever thecase may be internet has always been successful in capturing the attention of its

users and make an user come towards you rather than going to them.

5.1 Undesirable NewsBoth in politics and business its a trend to utilize the negative and positive

posts as a weapon for promotion. Both the number of negative and positive

posts increase the popularity, i.e when somebody post something negative on apost, a person who supports the post would put up comments favoring the post;

in such manner the comments increase and involvement of more users in

commenting takes place eventually increasing the popularity of the post.

Most importantly whenever one searches for

details of a particular personality online, its very

unfortunate that all the negative

comments/post/news related to the personality

appears first. This shows that both positive andnegative contributes to promotion and publicity

online.

5.2 Right Way to Differentiate NewsWhen a user is searching for a particular detail online, its necessary that the data

that has been listed corresponding to the particular search is the rightinformation hence its essential that the content uploaded in the world wide web

is the right information. Unwanted news is widely

spread across the World Wide Web hence we must

nurture only right information during generic search.

Humiliating and controversial news have also gained


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popularity in the web and has always listed easily in search engines and such

information is termed as Google Bombingby Google.

George.W.Bush had got cheap popularity in the internet through an undesirableword Miserable Failure.

5.3 Authenticity of NewsSources of most of the controversial news would be anonymous mail ids, whichwould be functioning only for posting the news after which it wont remain

active as such mail ids owners could be imprisoned under the charges of

cybercrime.

66 MMeetthhooddooffRReessppoonnsseeWhen a disease affects us, germs enter your body but we are not sure of how

did the germs enter the body. On having proper medicines these germs would beeliminated from your system and we would be cured, if not having medicines it

would adversely affect your system and would cause greater damage. Similarly

when a bad comment is written on a public bathroom door/wall, if its not

removed immediately it would silently cause damage to the one concerned.

6.1 Get Found Tactics

News, pictures, videos uploaded online will help in attracting moreusers and promoting the activities in an effective manner online.

This method is known as Get Found. This is basically an inbound

marketing strategy that helps attract internet users.

6.2 Collaborative TaggingCollaborative taggingis a new and innovative logic by which we

can spread news among

multiple people through

various social networkingmediums and once the

news is reached among

users, we can make the

users glue to your

posts/news by frequently

updating the news/poststhrough what is called as

feeds. This method of

feeding is known as l inkbait. Through such

posts, users get anopportunity to post


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comments or air their views (both positive and negative) which would in turn

help in popularizing.

Once a user puts his/her comment/opinion on a particular, he would be furthernotified whenever another person comments on the same post and this method

is known as link juice.

Link Condomgives the quantity of link juice or magnitude of popularization.Grouping similar news is known as back linking

All the above mentioned tactics sets the foundation for collaborative tagging.

There are two types of collaborative tagging Passive and Active.

Same news promoted through different blogs, groups, social networking

websites is called as Active tagging and the likes, shares etc received for aparticular post is known as passive tagging. Such type of Active and Passive

collaborative tagging will give more popularity to news in search engines and

social networking mediums and will also appear as the most popular news in

various search engines.

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Political and Industrial world has always borne the fruits of online publicity.Todays youth judge between right and wrong through the web. Hence itsnecessary that responsible people remove wrong information from the web and

promote only right and healthy information.

7.1 Barring False PublicityUtilizing the advantages of Collaborative Tagging and Astroturfing, one should

bring up the positive reviews over the negative reviews on posts so as to

increase healthy publicity.


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7.2 Response MethodBy using the right URL information and integrating folksonomy algorithm one

can achieve effective and efficient PR activities. Folksonomy based

collaborative tagging, blogs with mail services integration and search enginesalso contribute to it.

7.3 The Interactive HustingIt is a virtual platform for peoplewhere representatives presented their

views before their audience and

public. Generally used for political

campaigns. By metonymy, the term

may now refer to any event, such asdebates or speeches, during an

election campaigns and virtualroadshows for all most every

business campaigns.

88 TThheeaaddvvaannttaaggeeoofftthhiissaapppprrooaacchhoovveerrggeenneerraallllyypprraaccttiicceeddttaaccttiiccss

It has been observed that there is massive information sharing through Social

Media from different people, companies, and organizations in an unorganizedway. Why we can certain that its unorganized?

Unauthorized information spreading across the web in light speed, the responsecaused in this news can adversely affect at some extend, when such situation is

identified we can convert the news for your PR purpose, giving authorized

information from a reliable global link

Most of the time it has been observed that all news and information generated

from a single persons blog or social media account like Facebook orsomething, and its scope has been limited to his friend circle only, here

technology act as a hindrance to share information publicly among same

minded people

This Collaborative Tagging Method integrating all relevant information

through one of the Folksonothis algorithm based portal and sharing repeatedlyamong newer and newer people(but keeping the previous visitors safely) as in

the form of Texts, Streaming Videos, Posters, Images, Referral links, RSS

feeds, Tagged materials etc and Mails suffice to catch the attention of Internet

users.


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Through effective technology integration, we will be distributing information

and topics among various internet channels and take measures to engage people

in discussion topics adopting your own unique algorithm called folksonomy

based collaborative tagging, one of the tested feature derived tested amongvarious international clients and generated satisfactory reports

99 RReeccoommmmeennddeeddmmooddeellA 3-tier Business Model of structure as given below

Phase 1:

Analysing the business in general

Defining Key Performance Indicators

Defining buyer personas

Implementing Quality Management System (QMS) for defining Return on Investment (ROI)parameters

Phase 2:

Re-engineering the website to an effective e-commerce platform

Steps to enhance the presence in online shopping ( Search Engine Result Page Ranking)

Implement Digital/ Inbound Marketing Tactics ( strategic road map is given in session 3)

Phase 3:

Continual Improvements

ROI Analysis

Brick and Mortar in Online

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10.1Prologue and applicable areasDefining Key Performance Indicators (KPI) and Return on Investment (ROI) parameters for

any online business systems Ecommerce shops Business websites Election campaigns Event promotions and online reputation building works

at par with generally accepted QMS standards (ISO 9001:2008) based on the matrices definedthrough closed-loop analysis.

10.2Digital Marketing - Project AbstractThis online business lead generating strategy incorporates online and offline Search EngineOptimisation (SEO) and Social Media Optimisation (SMO) methods, in order to satisfy outboundmarketing strategies thereby enhancing inbound leads, and further to lead nurturing.

This strategic approach suffice to satisfy the clientele need to generate adequate inbounds for theirbusiness, day to day monitoring provision is the USP factor of your service.

We deliver the superlative results by implementing valuable SEO techniques including links building,directory submission, optimal usage of keywords, blogging, targeting of relevant traffic and others, soas to amplify your clientele and enhance traffic on your site. Your team will work in cooperation withyou and will allow the utilization of your budget in the most effective manner, ultimately deliveringdesired results.


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10.3Scope of Work and work componentsInbound Marketing tactics attracts qualified prospects to your business and keeps them coming backfor more and your road map includes the following attributes

10.3.1 Phase 1: Pre Execution level Site Auditing and non-conformity identification (Pre execution level, Inbound tactics) Creating accounts in Search Engine Web Master Tools & Analytics

10.3.2 Phase 2: OnPageAnalysing Crawling Parameters (Initial Phase)

Redefining SiteMap.xml, Robots.txt, .htaccess files (If necessary) Integrating RSS feeds

Site Optimisation

Resolving HTML/ CSS/ XML conflicts Canonical issue elimination Demoting unwanted site links through Google Webmaster Tool Lexical Analysis based on available/ current site content Content optimisation (short and long tailed keyword management) Meta Tags and Meta description Image optimisation and Alt tags Integrating Tag Clouds URL Re-writing (making it SEO friendly) URL Redirect 301, 302, 304, 307 (if applicable, applicable the whole Inbound Marketing Life

Cycle)

Social Media Optimisation and Integration (Collaborative Tagging)

API Widgets Likes Groups Applications Event Pages Open Graphs

Ranking Parameters - 3rd party tool integration (Optional)

Alexa Tool bar Feed Burner Readability Integration etc

Ranking Parameters Link Building (Optional) Back linking/ Reciprocal Linking, Generic Method Anchor Texts Link Juice, Link Quantum, and Llink baits

Get Found Tactics

Landing/ Squeeze page integration Call to Action Click to Call and coupons Near field communication (NFC)/ GSM based system Proximity Marketing Auditing Integrating Welcome Page, Thank You Page and Error Pages News Letter Integration and configuration Blogs ( Blogger, WordPress, DISQUS etc) Call to Action process Mobile SEO (optional) Marketing Automation using trial services & Competitor Analysis


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10.3.3 Phase 3: Off Page Article marketing Guest Blogging 3

rdParty Business Reviews

Forum participation Group Participation using #Tag method Giveaways, Appreciations, like, Follows and product reviews Keyword submission (continual process ) Directory/ Open directory submission (manual process/ no spamming) DOMOZ etc Link request emails/ Massive cold calls (Optional) Follows Competitor links Marketing Automation using trial services & Competitor Analysis

10.3.4 Phase 4: Link Bait, Link Condom, & Link Juice

Click to Call and Mobile coupons Near field communication (NFC)/ GSM based system

Proximity Marketing Auditing

10.3.5 Phase 4: Online PR/ Reputation Management Integrating Spam Advisor Seal SSL (optional) The Husting through YouTube Local Business Listing (Google, Yahoo, Bing Local etc) and integration using Folksonothis

algorithm 3

rdParty Business Review Pages (like Yelp, FyourSquare)

Google Map integration Creation of a press list and contact of all the bloggers/jyournalists in your niche(News Letter) Public Ranking Search Engine re-submission with updated SiteMap Lead nurturing ( Push/ Pull method ) Marketing Automation using trial services & Competitor Analysis

10.3.6 Phase 5: Inbound Marketing (Continual process) Lexical Analysis Content Optimisation Keyword Traffic and competitor Analysis


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10.4Time Frame

Up to phase 4, total time required is 90 days, and phase 5 will be a continual process

To increase your search engine presence and rankings, this will in turn increase the number of peoplevisiting your website. This ultimately increases new customers for your company.

I am committed to meeting the search engine optimization & positioning needs of your web site andimplement a campaign plan. Your goal will be to meet your Search Engine Optimization, SERP needsthoroughly and professionally thereby enhancing your business drastically

Between 85% to 90% of all web site traffic comes from the search engines and directories. Usingthose handy-dandy submission tactics we will make steps to get listed your Business in numeroussearch engines, directories, local business listings, product searches, yellow pages, blogs, articlesites etc

Just because your site is listed in the search engines wont mean that your customers can find it. Infact, several search engines will actually penalize your site for using wrong and automated methodsand more over such type for service can be utilised for a short span of time only. Only generic searchengine optimization and positioning efforts end up working. This is because these efforts are customtailored to your site and are designed to give the engines what they want and need in order to findyour site among your competitors and other sites related to your category.

10.5Reports1. Complete si te Performance Audi t Report(Month wise)

2. Google Analyt ics Report

3. Inbound Customer database

Project Deliverables at Macro- Level Traffic status

Traffic rank for the website Estimated percentage of global internet users who visit the website Estimated percentage of global page views on the website Estimated daily unique page views per user for the website Estimated percentage of visits to the website that consist of a single page

view Estimated daily time on site for the website Estimated percentage of visits to the website that came from a search

engine Regional traffic rank Top search queries for the website Search Analytics

Top queries from search traffic Search traffic on the rise and decline Search advertising metrics highlights

High impact search queries for the website Reviews for the website Related links Validation Output Meta tags report Reciprocal / Inbound link Social Plugins/ Widget Twitter links Blogger links Email campaign / Bulk mailing report Search engine submission list Performance Graph Marketing Grade Report


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10.6Strategic Project execution Road map

Create relevant generic tagsDevelop a short list of keywords to focus on. Use them to develop the important tags, such as

HTML Page Title tags and Meta Description tags for most (if not all) the web pages, ideally beforethe site is launched.

Managing excess Long tailed keywordsUsage of more long tailed keywords, adversely affects the site.

Anchor TextHigh Rank keywords as anchor text.

Integration of social network plugins in the siteIt will increase the sites popularity and will generate more traffic to the site.

Bulk Email/ Email campaign (optional)It will increase the popularity of the site and will results in huge hits to the site.

Search Engine SubmissionsIf your website listed in search engines that will increase its value and if it receives targeted trafficfrom search engines it will make you good money in addition of giving your website a big value toyour business.

Reuse important contentIf possible, reuse much of the content on pages of the new site, ideally using the same URL

structure if possible. Minimize the impact of URL changes

If the URL structure must change, it could impact your search results for months after the site is relaunched as the search engines need to recrawl the site to find the new pages.

Review Incoming Links to the Site from Other WebsitesDetermine which links to your site from other webpages on the Internet are bringing targeted trafficto the site, and which links in particular may be helping the pages of your website reach higherpositions in search engine results.If any of these incoming links point to inner pages of your current website and the URLs to thosepages will be changed, then you need to apply 301 redirects to these pages so that they redirect tothe most appropriate page on the new site.

Ranking and Traffic AnalysisImproving ranking is important for SEO, but more important than the ranking is the traffic thatcomes with it. This leads to the last step.

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Business website concept has changed a lot, rather than hosting a mere website it should satisfy allthe strategic parameters right from appearance, selecting frame work, images, language, contentsand a lot. Some of the goals that can be achieved by launching a website include the following

11.1Deemed as a flexible Advertising Interface

You can use it to entice people to visit your website and find out about your company and potentiallyopen two-way communication between the potential customer and a sales person.

11.2Market scope

The Internet has opened businesses to break through the geographical barriers and becomeaccessible, virtually, from any locality by a potential customer that has Internet access.

11.3Site is growing with your Business

As the business grows up and number of customer increases, the site asset and its value has beenincreased drastically. A website is not just a medium for representation of your company, it is a formof media from which everybody can acquire information

11.4 24- 7- 365

No board outside we are closed !!!, No more turning customers away when its time to close shop,putting up a note saying closed for public holiday , or leaving an irritating message on your answering


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service specifying your trading hours tell them to visit your website for information they are lookingfor.

11.5 Convenience

The potential customer can visit your website whenever they like in their own privacy and comfort,without the stresses and distractions that exist in the real world .

Your website is a self-service medium for example, instead of having to wait in a long cue to payyour bills, you can now do it online through the respective links.

11.6Add Value and Satisfaction

By offering convenience, a point of reference and that touch of individualized customer service, youultimately add value to your offering and your customers experience a higher level of satisfaction.

Your website can add value in other ways too, by featuring tips, advice and general interest contentyou can entertain your customers. This will also help them remember you better.

11.7 Standardize Sales Performance

By looking at which approached / pitches have worked in the past and those which have not, you canproduce the ultimate pitch and use it with your website, so that you use it on every customer. No moretraining of sales people and waiting for them to get a feel for your line of trade.

11.8 Improve credibility

A website gives you the opportunity to tell potential customers what you are about and why you

deserve their trust and confidence. In fact, many people use the internet for pre-purchase research sothat they can determine for themselves whether a particular supplier or brand is worthy of theirpatronage, and wont take them for a ride.

The Internet also allows for Viral Marketing where your website visitors spread positive word-of-mouth about your business - your customers do your marketing! Its called inbound tactics since weare taking effective strategies to keep your customers as far as your they need your service or givingnecessary link juice to make your customers again and again to come back your business, therebybuilding potential link quantum (tactics to attract more customers to your business)

11.9 Brick and Mortar Presence in a new dimension

Getting lost trying to find a place can be frustrating for a potential customer. You can publish what

they call a dumthis map on your website, which shows directions and landmarks graphically, and thepotential customer can print it out when looking for your Brick n Mortar premises.

Also, if you have planned to move to a new location, you need not have to wait for the next 'phonedirectory to come out before people figure out where you currently are. Because a business website isflexible you can change the content as you like you can change you contact details instantly andlower the risk of losing customers when moving to a new location.

11.10 Offers and Opportunity

Offers and discounts and creating new opportunities to build potential customer quantum, it letscustomers to get updated offers time to time without any delay

11.11Responsive Marketing

Customers can quickly and easily give feedback on your product and/or marketing approach.


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After successfully implementing the Marketing and Sales Plan (Smarketing), Company management

can use features on its website such as visitor polls, online surveys and your website statistics to findout what your customers like more and how they feel about certain aspects of your business todetermine how you can improve your product and the way you do business

Website statistics (using effective tools) show you how much traffic your website receives, how thevisitor got to your website and where, geographically, the visitor is from.

Digital analytics is the analysis of qualitative and quantitative data from your business and thecompetition to drive a continual improvement of the online experience that your customers andpotential customers have which translates to your desired outcomes (both online and offline).Your customerspurchase journey

Few key elements of digital analytics, starting with the most important part first your customers.

For a long time, wevehad the marketing concept of a purchase funnel with various stages of customer interaction. This funnel consists of the following stages:

Building awareness Acquiring interest Engaging with potential customers Driving them towards a conversion online or offline Retaining them as customers

With the consumer increasingly in control, the linear purchase funnel is no longer relevant. Thecustomer is at the center of the universe, with all of their choice and control; we now recognize thatcustomers can start their purchase jyourney at any point along their decision path.

A marketers job is to figure out how to tap into this new dynamic and anticipate where customerswill appear and what messages they need to hear. This can only be achieved if you are focused onanalyzing the customer, not the individual channel your customer is coming from, or the device theyreusing to find or engage with you

With customers ever more in the drivers seat and controlling the speed and timing of theirengagement, businesses need accessible, reliable, holistic and near realtime customer analytics tounderstand how well they are performing.

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13.1HubSpot Report

23 Reasons Inbound Marketing Trumps Outbound Marketing

1) 200 million Americans have registered their phone numbers on the FTCs Do Not Call list.

2) 91% of email users have unsubscribed from a company email they previously opted into.

3) 84% of 25-34-year-olds have left a favorite website because of intrusive or irrelevant advertising.

4) 86% of people skip television ads.

5) 44% of direct mail is never opened.

6) 61% of marketers will invest more in earned media (inbound marketing) in 2011.

7) The average budget spent on company blogs and social media has nearly doubled in the last 2

years.8) The number of marketers who say Facebook is critical or "important to their business

hasincreased 83% in the last 2 years.

9) 2/3 of marketers say their company blog is critical or important to their business.


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10) 67% of B2C companies and 41% of B2B companies have acquired a customer through Facebook.

11) 57% of businesses have acquired a customer through their company blog.

12) 42% of businesses have acquired a customer through Twitter.

13) 57% of companies have acquired a customer through LinkedIn.14) 48% of companies have acquired a customer through Facebook.

15) Inbound marketing costs 62% less per lead than traditional outbound marketing.

16) 3 out of 4 inbound marketing channels cost less than any outbound channel.

17) 55% of companies who blog reported leads from their blog were below average in cost.

18) 47% of companies who use social media reported leads from social media were below average

in cost.

19) 39% of companies who leverage SEO reported leads from SEO were below average in cost.

20) 27% of companies who use PPC reported leads from PPC were below average in cost.

21) Trade shows were reported as being above average in cost by 47% of respondents.

22) Direct mail was reported as being above average in cost by27% of respondents.

23) Telemarketing was reported as being above average in cost by21% of respondents.


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1144IInnffooGGrraapphhiiccss--IInnbboouunnddMMaarrkkeettiinnggTTaaccttiiccss(Syource: Inbound Marketing University and HubSpot)

14.1Inbound Marketing

Compared to all other marketing strategy in this method customers can be made to come back again

and again in your business, there is lot of strategies, plans, technology integration have to be

integrated in order to get the desired output.


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14.2A Comparative Study


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14.3Demerits of Outbound Marketing


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14.4Customer oriented Marketing


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14.5Content Optimisation


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14.6Market Study


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14.7ROI Factors in Inbound Marketing


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14.8Inbound Marketing vs Outbound Marketing


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14.9Brand awareness and Continual Improvement


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The Following graph is derived based on real world entities like SERP Analysis, various market

studies, Good practices, KPI factors etc.

The statistical data can be assumed for a period of 3 years, the changes in search engine algorithms,

then the market, economical factors, quality of product, automation methods, Search Engine/ Social

Media Marketing plan can affect the data values.

Automated methods can be introduced once the site satisfies all the Inbound Marketing

perspectives

1166RReeffeerreennccee Wikipedia

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digital marketing/ seo plan for your business

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