Power of Digital Marketing - TiE Young Enterpreneurs 2015
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Any business needs to find the way to reach its customers. Here you need to start thinking about the essential purpose and thinking that goes with marketing their service or product to its key customers. Digital Marketing session covers topics from market research to developing a market strategy and Break-even analysis. Overall, this presentation covers: *What is Digital marketing? *What is the purpose of Digital marketing? *Effective Digital marketing *Benefits of Digital marketing?
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Power of Digital Marketing - TiE Young Enterpreneurs 2015
- 1. Navneet Kaushal CEO PageTraffic Power of Digital Marketing
- 4. Why has digital marke3ng become so popular – some of the key drivers • Rela3onship building • Measurability • Cost • Responsiveness • Targe3ng
- 5. Rela3onship building • Rela3onship building is key for long term reten3on • Crea3ng value for rela3onship is easier • Maintaining regular communica3on is aided through digital methods – Amazon emails sugges3ng products I may like
- 6. Responsiveness • Campaign development speeded up • No long lead 3mes to crea3on (compared to TV/Print/Radio) • BP good example, very soon aSer oil leak they were buying up keywords to direct people to their site and their communica3ons – Oil spill/gulf of Mexico response
- 7. Cost • Increasing pressure from senior management to reduce costs • Heightened by downturn • Use of digital channels is highly cost effec3ve
- 9. What Digital Marketing is?
- 23. How People Buy in 2012 How People Buying in 2015
- 24. R Realize a Need
- 29. R Dig Into Every Detail Available
- 30. R Dig Into Every Detail Available
- 31. R Convert
- 32. @iacquire The Old Consumer Decision Journey Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898. via Wikipedia
- 33. The New Consumer Decision Journey via Google ZMOT 2012
- 40. Digital Marketing Campaign Objectives
- 44. Search
- 45. Search is How Things Get Found.
- 47. Search Often Brings the Most Highly Qualified Traffic
- 48. Why is SEO important? Number of Searches/Day on Google Average Daily Queries on Google 3 Billion Searches/Day (announced Aug. 2012)
- 49. Growth of Google Queries in Last 5 yrs Number of Searches/Day on Google 3 Billion Searches/Day (announced Aug. 2012)
- 53. Organic vs Paid Organic • Time bound • Higher entry cost (3me / Rs.) • Lower ongoing cost (3me / Rs. • Long term strategy Paid • Instant • Lower entry cost (3me / Rs.) • Dynamic cost over 3me • Targeted • Measurable ROI • Short-Mid Term Strategy
- 54. Search Engine Op3miza3on • Ge]ng to the top of the natural results • Through a number of ac3vi3es such as – HTML tags – Links – quan3ty/quality • Split in to on page and off page factors
- 57. SEO on page factors • HTML tags – Title tags – put in your keywords – h1/h2/h3 • Images – give them “alt” names that are relevent to your content • Text – make sure it contains relevant keywords • Internal links – will help google find its way around your site
- 61. • Include your chosen keywords within the TITLE tag – preferably near the start of the tag • Try to keep it to 70 characters • Must be relevant to the page content • Very important - each page should have a different TITLE tag The TITLE Tag
- 64. • Include keywords close to the start of the tag, but don’t repeat more than 3 3mes • Try to keep it to 150 characters • Must be relevant to the page content • Each page should have a different DESCRIPTION tag The DescripQon Tag
- 66. • Google loves original, high quality textual content • Body text is extremely important for search engine rankings because this is what human users come to see • Keywords, synonyms and varia3ons of the primary keyword combina3on should be included in the body text, but not so that it reads ‘ar3ficially’. It should read naturally. Body Text
- 67. • URLs that contain keywords are be?er than those that don’t • Quite easy to do if your website is sta3c, a li?le more difficult for database-driven sites • Don’t make the URLs too long because this will be seen as an a?empt to manipulate the search results • Good and bad: • www.mysite.com/health-insurance • www.mysite.com/search.asp? insuranceID=435&locID=32 Keywords in URLs
- 68. • Heading tags – eg. <h1>, <h2> - within the HTML iden3fy headings within the page copy and break up the text • They are used by search engines to determine page content • Use keywords in these tags, but don’t overdo it. Heading Tags
- 69. • The ‘anchor’ text contained within hyperlinks provides Google with an understanding of what the linked content is about • Every hyperlink on your site should have descrip3ve anchor text, rather than ‘click here…’ • Inline links or contextual links are best • eg. • Blue Train Enterprises offers a free white paper on how to op3mise your website for the search engines Link Anchor Text
- 70. A. Naked URLs: such as www.xyz.com B. Generic/junk anchors: “click here”, “this website” C. Brand keywords: PageTraffic, pagetraffic India, page traffic or pagetraffic SEO company Link Anchor Text DiversificaQon
- 71. • ALT is displayed if the image doesn’t load in the user’s browser • The ALT tag should describe the image • Keep it short and to the point • It also can have a posi3ve effect on your website rankings • Don’t use ALT tags as a place to stuff keywords Image ALT Text
- 73. SEO off page • Links and lots of them – Make sure they are good quality and relevant • Ways of ge]ng links – Use forums – Directories – Blogs – Social media – Loads of other methods • Should ideally be from related sites – seen as a be?er quality link
- 77. Social
- 79. Social media marketing refers to the process of gaining traffic or attention through social media sites. Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.
- 83. Social Lives at the Top of the Funnel
- 88. Major Social Media Channels
- 96. Social Media • Drives traffic and conversions Your Online Store (Search dependent. ) Your Online Store
- 97. Why social media? • Nice to have or necessity? • Necessity • Increases the KLTC (Know, Like, Trust and Convert ) factor of your brand – Brands that show up consistently, with interes3ng content build a following – Brands who personally engage with individuals create customers – Customers buy from brands they know, like and trust • Builds credibility • Differen3ates you from the compe33on • Enables people to share and talk about your brand • Drives traffic
- 98. Measurable
- 100. Where to ParQcipate?
- 110. Q+A Sites
- 112. Build a Community, Not a Brand DETERMINE YOUR AUDIENCE! ! FIND OUT WHAT THEY RE LOOKING FOR OR TALKING ABOUT! ! WRITE ABOUT IT IN A WAY THAT IS: EDUCATIONAL ENTERTAINING INFORMATIVE SHARE
- 113. A Cohesive Content Plan *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014 SOCIAL MEDIA AUDIENCE BUILDING RELATIONSHIP BUILDING & ASKING LINK BUILDING
- 117. Social Media Marketing with Facebook
- 118. The Digital Landscape • Facebook
- 120. Facebook Advantages ① Turn your friends into agents. ② Read news feed. Someone may post a “does anyone know...” ③ Just like LinkedIn, there are Facebook groups.Watch and get active. ④ You can email anyone in Facebook. ⑤ Research and join (“like”) company pages.Watch and participate.
- 121. Facebook AdverQsing
- 122. TargeQng
- 123. Social Media Marketing with Twitter
- 125. Social Media Marketing with LinkedIn
- 130. Kogi Korean BBQ Taco Truck Blog + Flickr + Twitter - 10 people/stop to 800 people/stop
- 133. Over 20% All Sales through Facebook
- 134. Reveal the Name Contest 1. 150,000 people par3cipated 2. 35,000+ requests for Test Drives 3. 8000 Cars booked in 10 days Car Launch
- 140. MARKETING PLAN
- 141. 1. Iden3fy Your Target Market • What Business You Are In ? [ Twi?er 140 char] • Who are you Marke3ng to? – Is It Targeted Enough? – Where can you find your Target Audience? • Is your market large, but s3ll targeted?
- 142. 2. Hone your Messaging • Why is Messaging Important ? • Bounce Rate. Good benchmark • Create Messaging For Target Audience – Broad messaging has poor conversion • OK to ignore a set of audience, as long as you reach target audience. • Don’t create messaging YOU want, create messaging for what the customers CARE about.
- 143. 3. Pick Top 3 Marke3ng Tac3cs & Test • List all the places where your target customers are – Use Tools to analyze compe3tors dominant acquisi3on strategy • Analyze the 3 Tac3cs/Channel With Highest Expected ROI & Volume – Use keyword and other research to get to expected Volume/ROI. – Measure ROI of channels. Remove Channels that don’t perform – Next – some tools to help you with this analysis Channel Volume [Clicks] ROI Adwords 10,000 15% Email 5,000 25%
- 149. Marke3ng Mix
- 150. 3. Pick Top 3 Marke3ng Tac3cs & Test • Add Channels that perform ¡ Always Do Tes3ng ¡ Don’t track Vanity Metrics. [90% GA Metrics] ¡ Track Ac3onable Metrics– Conversion, Churn. ¡ If you want Big Improvement in Results, be ready to make Dras3c Changes
- 151. 3. How to Benchmark, & Analyse • Funnel Analysis – What is the Funnel for your Business? – What are the benchmarks for your industry conversion • Lead Gen – Benchmark • Registra3on Rate • Conversion on Ecommerce • SAAS : Free to Paid Conversion Rate • Have you Set Up Enable Event/Goal Tracking in GA – Micro-conversions Are Valuable too • Whitepaper download, Video watch, Newsle?er Subscriber • How much value should I assign to each conversion Visitors Add to Cart Checkout
- 152. Marketing Tactics
- 153. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!