Download - 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