DIGITAL MARKETING PROPOSAL Bridging the gap between being online & getting online success
"Thank you for believing in us and for giving us a chance to present the first level opportunity proposal for your business” We have presented the most important discussion points in this proposal. For further queries, please let us know and we will provide the details during the call.
How we structured this presentation 1. Summary – Synopsis of the presentation 2. Campaign Ideas 3. Top Goals 4. Recommended Marketing Channels & Details 5. How to move ahead & details 6. Trusted partners: Techshu Your Right Digital Marketing Partner
SUMMARY There are 2 segments we are targeting, one who is researching for a similar service, second who will recall some names during the phase of selection (Buzz and strong presence) Segment #1 channels: Search Engine Ranking, Paid Search Engine ads, Top research list presence. Segment #2 channels (Buzz and strong presence): Innovative social media website to engage influencer (game changer), center point for the industry with respect to information and career guidance (creating buzz around it), creative social media marketing, email marketing etc. + The basic hygiene factors like SEO, Paid Ads, Social Media Engagement, Remarketing, CRO etc. We are focusing on getting more leads that can convert. Lead Gen in short term & sustainable long term channels.
LOCATION FOCUSED CAMPAIGN IDEA A new innovative campaign for getting more social virality : Become an Industry Expert of UAE: Share the most valuable information and ideas about HR Management. Advantages : 1. This campaign can create huge social awareness about the business. 2. Start-ups can move with the knowledge about HR Management and its Solutions 3. Increased User Engagement and Viral Reach
USING USP IN MARKETING 1. Vandeep Kalra’s Main USP will be around Cost Effective Service compared to established competitors. 2. Our initial marketing campaigns will be focused towards this Unique Selling Point(USP). Why people should prefer Vandeep kalra? The answers to the above question, gives the unique difference of our services to our customers. And this is where our initial marketing campaigns will be focused on.
SUMMARY After analysis of your business, we suggest: • Website upgradation as it needs to be the Center Of Communication • Integration of Social Media Channels Social media Mobile Website Third party sites Sub sites
WE ADD VALUE TO YOUR BUSINESS Within first 21 days, Techshu Strategy HUB will come up with some amazing Final Viral Campaigns. Techshu’s USP: Techshu Strategy HUB We have a senior strategic team that sits together to come up with right campaigns and End 2 End Strategy. Mentors and heads from Technology, Design, Social Media, PPC, SEO, R&D & other departments forms the “Techshu Strategy Hub”
QUICK ACTIONS Some quick aspects needs attention: 1) Website must have a clear Call-to. Action Messaging to get most conversions. 2) We should follow the best practices of 2014 in order to make the website marketing ready. 3) As a company by having strong presence on social, web and mobile all marketing channels should be integrated for active engagement. & more.
Before we start: Organic/ Paid/ Brand Its important to understand the online scalability for any business. Every business gets success from 3 mediums: Mediums Description Note: Paid Mediums (Pay X and Get Y Sales) Where we spend money, get visitors and convert them to sales. It helps in introducing the business to consumers which helps in organic and brand growth. Quick to start Cost per lead is expensive Must for initial months, later paid medium is to grow organic and brand channels. Organic Mediums Where the business grows the base and it leads to people knowing the business organically like Search Engine ranking, Social Media, Email list etc. Takes time to grow. In long run cost per lead is very low. Initial months are investment. Brand Mediums People search the brand or visit the website directly, they share the business name with their friends. Business is considered among top 5 top service providers. Very difficult to reach top 5 spot, multi dimension act is needed, from product quality to service rating. Once reached, the business can charge premium.
OUR PURPOSE FOR YOUR BUSINESS 1. 2. Be your Digital Marketing Companion Validate your Business Idea 3. Create an Experimental Plan of Action
BUSINESS GOALS (according to us) TOP GOALS Acquiring quality leads Acquiring quality Visitors Trust Building Keeping Customers more engaging Creating Social Buzz We understand the business first, analyze it and then we suggest the Right Digital Mix as it is the key to Success.
Our Goals:
Our Steps To Reach SUCCESS Phase by Phase plan: Aggressive Phase III More leads & Branding Channel Based Marketing SEO, PPC, Social media, Email Marketing(Integrated way) Phase II Phase –I Basic Set Up for Channels Growth & Improving Trust Website restructuring, tracking, content, presence, integration 1 Dec
What we will do: Create Excitement Get more Conversions Generate Leads Draw more traffic to the website
STRATEGY Our activities to reach "SUCCESS" : LEVELS Right Digital Mix is the key to Success
The real value is when visitors convert to sales. There are 4 steps to it: • Make RIGHT people (TG) aware of your offerings • Help them consider you. (Usability) • Help them make a decision in favor of you. (CRO, Conversion rate optimization) • Engage for loyalty, referrals and organic growth.
TARGET LOCATION & AUDIENCE TARGET COUNTRIES KOLKATA TARGET AUDIENCE Students, Engineers
MARKET ANALYSIS Market Analysis
WEB MARKET There are 2 types of markets available: For this project, both markets are high, search market is always more expensive compare to “TG on web”. This products can be pushed for impulse buying, so we will target both to reduce cost.
Organic Search market available in INDIA A high search market is available which is moderately competitive as well. So, we lots of opportunities We work in a different way when it comes to ranking. We select keyword groups and keep progressing. We are one of the pioneers in keyword analysis http: //www. keywordresearchteam. com/. We will be doing a detailed keyword analysis in discussion with client's team. http: //www. techshu. com/services/seoaudit/how-google-ranks-websites
Recommended Channels & How will it help to build trust within your targeted consumers: STRATEGIES AND APPROACH
How different marketing channels affect customer purchase decision Different marketing channels such as email, display ads, paid search ads, social, and direct visits to your website influence the customer at different points in the path to purchase. For this project it is important to engage the TG from all the directions by using all the mentioned channels. It is important to go for the right Digital Mix as without it any business can lag behind from SUCCESS. No of pages and high quality backlinks are great influencers for search engine rankings. All of the competitors are creating good #no of content.
Channels play different roles in the customer journey Check out whether each channel plays more of an “assist” or “last interaction” role in the image shown below particularly for your kind of business. No of pages and high quality backlinks are great influencers for search engine rankings. All of the competitors are creating good #no of content.
Channels Different marketing channels: Right of pages and high quality backlinks aresuccess. No Digital Marketing Mix selection is the key to great influencers for search engine rankings. All of the competitors are creating good #no of content.
Approach for channel selection
RECOMMENDED MARKETING CHANNELS SEO • We will optimize your website to make it more marketing ready which will result in more visitors and sales as of now. • 72 parameter Check-list implementation • Improving keywords to better position in SERPs AGGRESSIVE PPC • We do all 3 levels of ads, search, display (contextual) and profile targeting. • Advertising in Google. com, Advertising in other websites Interest Based Targeting can help reach maximum service awareness (Remarketing will be added to all campaigns) INTEGRATED SMO • Facebook plays important role in targeting our Audience. For Viral reach and repetitive interactions. We will run ad campaign here • We will work on your FB page to share information and interact with Target Audience. We will also work on your Twitter page and Linked. In page for Engagement. EMAIL MARKETING • With list of existing customers’ and new customers’ email address, we can target them easily • Making them to know, we are thought leaders in our sector RE-MARKETING • Targeting visitors who visited our website before • Must to create Brand Recall & Can be achieved through Google & Facebook Advertising Platform
SEARCH ENGINE OPTIMIZATION ACTIVITIES Get the basics of SEO done and invest on right keyword groups, do a competitor analysis to see how difficult it will be to penetrate the market. Build a strategy for short term and long term. Main SEO activities are: • Keyword analysis and selecting right to get the target audience right in the landing page • Make website SEO friendly (We do a 24 parameter check and implementation) • Adding content to win the target keyword group • Adding links using competitors common links and innovations • Adding right signals like improving bounce rate, pages per view, social engagement etc.
SEO: Caution We see a great deal of work needed in terms of search engine optimization.
SEO: Caution We see a great deal of work needed in terms of search engine optimization. A lot of improvement is possible from SEO perspective
Progressive Approach for SEO WHAT WE DO • Step 1: SET-UP Task and Implementation. • Step 2: SEO Audit. • Step 3: Keyword Analysis & keyword to page assignment. • Stage 4: On-Page Activities, website content. • Stage 5: OFF-Page Recommendation.
Progressive Approach for SEO Deliverables • Google & Bing Webmaster Account creation & basic setup- Helps in tracking how it is going with Bing. • A detailed draft outlining the technical issues that may be addressed so as to make the website infrastructure perfect. • Implementation of all technical suggestions made in the set up task document.
Progressive Approach for SEO Deliverables • 72 Parameter Check document - A detailed analysis of the 72 parameters would be done to make the Website technically sound from the SEO perspective. • 72 Parameter Implementation - All technical implementations from the 72 parameter check recommendation document as required.
Progressive Approach for SEO Deliverables • Keyword Discovery- We would be doing a detailed Keyword dimension & attribute analysis to find out the basic focused clusters of keywords • Keyword Analysis - Analyzing & making the Focused list of keywords. Look at search volumes, competition & current rankings in the SERPs. • Focus on keywords which client will suggest. • Assigning target URLs with respect to cluster of key-phrases
Progressive Approach for SEO Deliverables • Detailed on-page recommendation will be made for the Home Page. • Structural on-page recommendations for the-'category' pages and sub-category pages
Progressive Approach for SEO Deliverables • Listing on different blogs where people are looking for latest such updates & trends along with listing on top Business listing sites. • Forum participation. • Press release • Article submissions • Authorized and genuine backlinks with good PR • Minimum within the site
Progressive Approach for SEO Major activities under SEO, we do very structured work:
AGGRESSIVE PPC (Google Ads) ACTIVITIES Paid Ads: There are 3 types of paid ads possible, we do all 3 to see the best returns. Products/services which are more impulse buying, profile and contextual targeting works great. Target Group Search Intent Profile Targeting Contextual Targeting Also we will look at innovative ads to enter market at lower cost like mobile ads for apps etc.
AGGRESSIVE PPC (Google Ads) ACTIVITIES • Paid Ads on search engine for different search queries (along with landing pages for better conversions). This is to target the people who are searching for similar programs. • Contextual ads - Paid Ads on different websites. When people are reading some relevant websites, we can target them. • Paid Ads on social media and other profile targeting websites. Where we target people based on their profile.
AGGRESSIVE PPC (Google Ads) ACTIVITIES We also do a re-targeting ad (people who visited our website once will see our ads again and again on different websites) This helps in creating loyal and more excited customers, helps immensely in branding. People don’t buy in one engagement, people needed to see us over 5 times to even consider us.
Aggressive Approach for PPC (Google ads) What We do • Keyword research/mining • Historical campaign analysis • Campaign/account restructure (if necessary) • New campaign/ad group structure design Iterative ad testing and campaign optimization • Ongoing campaign analysis to determine what’s working/what to cut, demographic profiles and day parting/geo parting • Creative (image+copy) • Retargeting (banner + FBX) • Competitor research • Ongoing A/B testing of ads/creative • Landing page consultation
Aggressive Approach for PPC (Google ads) Deliverables • Bi-weekly high level overview of important stats • Monthly report detailing campaign highlights and next steps • Ongoing campaign optimization • Daily tracking • Ongoing bid optimization • Routinely evaluate new markets/ mediums for expression
Aggressive Approach for PPC (Google ads) Major activities under PPC:
INTEGRATED SOCIAL MEDIA ACTIVITIES Get social media integrated and a plan for social media. • We understand competitors (like what is working for them, how they are doing, learn quickly from their fans). • Get the visitors from social media to check out the offerings, News, testimonials, reviews and more. . • Use creative and action oriented landing pages in social media (especially in FB) to get more likes, comments and referrals. If done right, it can give huge returns
How we plan the posts/updates Social media status updates is one of the major social media activities, we have a structured approach to it. Our social media team, senior mentor and project owner (the person responsible for the project success at Techshu) sit together to decide for: • Layers - We call it layer peeling, where we understand the layers (broader topics) which are attractive for our TG (Target Group). • We then select 3 to 6 topics for a month • We then distribute post types and days • We decide on number of posts per day (Every Project needs a different frequency) • We then put an editorial calendar with post for clients review • We schedule the post for every week (We keep 80% fixed and 20% variable to accommodate some sudden but needed posts like company news, event updates etc. ) • We make sure it is integrated well without business goals. • Also we advertise for researched content.
Integrated Approach for Social Media What We do • Audience Growth Management • Social Analytics and Reporting • Influencer Outreach and Engagement • Social Monitoring • Progress and Opportunity Analysis • Expansion of Social Presence • Social Conversion Analysis • Social Conversion Strategy
Integrated Approach for Social Media Deliverables • Initial Social Media Audit • Audience Research • Social Testing • Competitor Analysis • Opportunity Analysis • Strategy Outline • Project Roadmap • Tactics and KPI Timeline • Account Optimization • Engagement and Reach Optimization • Social Ad Management a. Demographic and Interest Targeting b. Promoting Original Content c. Increase Audience Size
Integrated Approach for Social Media Major activities under SMO:
Online properties with Social Integration play a major role in Trust Building with Customers
Google Places Optimization Why Local marketing is very important?
Google Places Optimization ACTIVITIES Get GPO integrated and a plan for GPO. • To rank in different towns we need to create different pages with different adddress for each towns. • Page verification with client participation. • Citation and setup of Google Listing and Website page, Url. • Business Listing & citation consistency report. • Brand name protection or classified ads ( Classified ads for website holder & If the client has no web site then do the both). • Local Blog links creation and posting. • Google plus posts share. • Schema creation. If done right, it can give huge returns
Google Places Optimization
EMAIL MARKETING Decide the purpose of the campaign, identify the target Audience and frequency for mailing Get the mailing list ready either by purchasing or collecting Purchase the Email Software according to the needs – think about visual options and the ability to receive analytic data Measure the effectiveness of the campaign by using the analytic data from the email software – including the click through rate Make sure that the email has a visual impact by making it easy to read and ensuring that the readers will find what they might be looking for. Decide what the first message is going to be about, choose an engaging title and to make sure the email is innovative and full of relevant information
EMAIL MARKETING Activities • • • Getting people to sign up for email newsletter and reaching out with guides and offers. Promoting guides for downloads and capturing emails. Partnering with related communities for email introductions. (This can be key to App marketing) Emails are still powerful way to reach the target audience quickly. We also get to know how many people are browsing from mobile and introduce app related emails more.
EXPECTED DELIVERABLES - EMAIL MARKETING • Delivery rate: Around 80% (Reaches 75% in the inbox) [Since it is bulk and already a lot of emails are sent, this can be better confirmed after sending the first lot] • Open rate: Around 3% to 5% • Click Rate: Around 2% clicks • Conversion on website: We shall enable tracking to see how the website is Converting. • Our mail Goal: To improve Click rate and open rate by optimizing the email (At a later stage we can also help in improving the conversation rate by improving the landing pages and the message in the landing pages)
OUR WORKFLOW – EMAIL MARKETING List of Emails received from Clients Email Health Checker (Helps to keep the Email List Healthy) Dividing Email Lists based on Acquisition Channels Devising possible general plan covering most of the audience Segmenting Email List based on their behavior like Clicking on Links within the email and No. of opens Again based on the segmented data, new email will be sent
FACEBOOK & EMAIL MARKETING • Keeping the customers engaging in social media plays a vital role in Brand Building & Brand Recall • With Facebook Ad Platforms, namely Facebook Marketplace and Facebook Exchange, we can target specific people easily. • With customized Facebook Applications, we can keep our users more engaging within our page, which enhances our common goal, Brand Awareness
TARGETING WITH EMAILS – IN FACEBOOK List of emails/mobile numbers/people who used Mobile Application, Facebook Login and much more Create Segmented Audience through Facebook Reach those with highly personalized ads within Facebook which makes Brand Recall stronger
REMARKETING Remarketing is a way to stay engaged with your target audience who visited the website / mobile application / Video Channel once, by presenting relevant Ads and offers across the web, making sure the brand remains to the top of their mind when they are ready to buy any product or services. If we have a broad remarketing strategy, like the following it will enhance the brand awareness as well as lead conversions.
REMARKETING Remarketing is a way to stay engaged with your target audience who visited the website, by presenting relevant Ads and offers across the web, making sure the brand remains to the top of their mind when they are ready to buy any product or services. For Vandeep kalra if we have a broad remarketing strategy, like the following it will enhance the brand awareness as well as lead conversions. Visitors lands on Landing Page Left out of the website Wherever the user goes across the internet, personalized Ad/ Video can be shown
REMARKETING ü Now Remarketing gets a new definition with Facebook Exchange ü Partnering with a Demand Side Platform like Adroll, we can target people easily like people, who have visited your website, can see your ads within Facebook. com, the next instant. ü This keeps the close tail of wherever our customers are going.
REMARKETING Why Remarketing + How it will help for VANDEEP KALRA: Remarketing is a way to stay engaged with your target audience who visited the website once by presenting more relevant Ads and offers across the web, making sure the brand remains to the top of their mind when they are ready to buy any product or services.
Marketing channels that we will be working on in initial phase: Channels Details Adroll (Primary) Adroll platform is pretty advanced and is mainly known for retargeting, also known as remarketing. For display retargeting adroll works the best. Ad. Words remarketing is not as advanced as Adroll but it gives you option to remarket your Google Adwords (Secondary) brand in search market as well which is not possible in Adroll.
Retargeting by Adroll: Activity & Timeline Activities for Retargeting Timeline • Account creation – 1 day • Basic set up • Basic Set up – 1 week • Tracking – 1 week • Ad drafting and design – 1 week • Campaign, ad creation • Campaign & ad creation – 1 week • Day to day management (creating new • Optimization ads, managing leads) – Recurring work • Optimization – Shall start after one month and it is also a recurring work
OTHER CHANNELS Activities We will be using a mix of forum introductions, Blog Marketing, guide marketing, and content marketing. The key is integrated and right mix of marketing channels. We will integrate email, market place listing, community engagement, and guides to improve returns per visitor.
INNOVATIVE Activities We will analyse the area where we can win over the competitors. Often they miss mobile or social innovations. We will guide you to achieve it. Major contributor to FB growth is its innovative mobile ads. Very effective.
END TO END SUPPORT We can stretch to provide end to end support: • • • Creative Design Services (Limited help for print) Web development Mobile development Data Entry work And other support through our local partners at cost effective way. Our Goal is to ensure our partnership is a strong WIN-WIN.
ACCOUNTABILITY We are 100% ROI focused partners, we focus on results and for accountability we have follow activities along with number reviews: • Monthly/Weekly detailed reporting and calls. • Interaction via email to have business information and marketing related assistance.
WIN – WIN COSTING We have suggested you 3 budgets, but you can suggest your own budget too. To ensure success, we need certain minimum hours every month. It is recommended to go for a Balanced Package in the initial months, as we need to do all the set-up tasks and bringing the project on track. Aggressive Package: Balanced Package: Basic Package: Monthly Fees: 2500 AUD Monthly Fees: 1200 AUD Separate Ads Budget: 1500+ AUD Separate Ads Budget: 700+ AUD Hours of Work: We will invest 225 - 235 hours to push the mentioned channels towards achieving the business goals. Hours of Work: We will invest 100 – 110 hours to push the mentioned channels towards achieving the business goals. Hours of Work: We will invest 225 - 235 hours to push the mentioned channels towards achieving the business goals.
ACCOUNTABILITY This is just an example on how we calculate ROI Total monthly cost (Ads + Consultancy) $5000 Visitors by Paid Medium 2000 approx Visitors through Organic Medium (Generally we calculate 6 times of it as the dividends lasts for 6 months) 1000 approx Conversion % 1% for organic, 2% for paid (so total conversion 50) Profit per user in one year (say a user will buy 2 $80 times a year then the value of the user multiplied by 2) Profit earned / month: $5000 – ($80*50) = $1000 This is just an example, we try to breakeven asap, in 3 to 5 months, established business can start profit faster compare to new businesses. Our goal will be use the right sustainable channels to push sales at right cost per lead.
NEXT STEP
RISK – RETURN EQUATION Digital Marketing is one of the BEST investments with very high returns but it comes with a risk.
CHANNEL SELECTION Value Short term Paid Ads Others: Emails, SMO etc Long term Organic Growth Branding As a company we focus on adding real value. A company gets 3 returns from our work: 1. 2. 3. Immediate sales (Paid ads, Email, SMO, cashing on existing strength, market place listing etc) Long lasting sales at lower cost (Organic growth with SEO, Social Media, Community etc) Branding (Direct visitors, natural referrals, premium worthy perception etc)
BREAK - EVEN ASAP We add value in terms of: • Making website SEO friendly (Search Engine ranking friendly) • Get different paid sales channels started like PPC on search, display, FB, Bing etc. • Integrating all channels together market place listing, social media, email marketing, affiliates etc. • Creating value add which will bring back the visitor like creating informative guides, communities for discussions, mobile apps etc. In short a complete digital marketing mix to help your business grow.
“Principles of marketing never change, we focus on Principles of digital marketing. ” About our marketing style We get the messaging right (why people should consider you), we make the actions easy (usability), we use the right channels (to reach to the right Target Group) and come up with the right mix to reduce the cost per action. We integrate web, social and mobile.
TECHSHU – YOUR RIGHT DIGITAL MARKETING PARTNER “Right marketing partner is a solution in itself” About us “Pioneers in Right Digital Marketing Mix and one of the most knowledgeable digital marketing companies in the world. We believe if you are not doing a 360 degree digital marketing analysis and choosing the right mix, you are not utilizing the best of digital marketing. ” http: //www. techshu. com/usp
How we create digital success 1. We understand your business goals & current challenges. 2. We analyse the markets (search & TG on web), competitors 3. We put the digital mix (90% problem and solution is here, selecting the right mix, right channels) 4. We then put right messaging framework, goals/targets, budget for each channel 5. We put in a team to execute and follow. We support you in your business goals, the real business goals using right digital mix!
Digital Marketing Associations We are Google and Bing Certified, Google partners, direct relationship with Facebook, working on a new partnership with Google+.
“Shu means reciprocity. Do to others as you want to do it for yourself. We are here to change the digital marketing industry for good. Making it scalable, make it more predictable, make it more accountable and make it more affordable” http: //www. techshu. com/about/what-does-techshu-mean CEO’s Promise “Before starting Techshu, I created many amazing web stories, headed few companies, created multi millions of sales through digital marketing for our own products. Digital marketing client service sector is way behind in all dimensions. We are here to change that, not an easy task, we are doing our best to improve it at all levels. I work on getting the right team, process and selecting right mix for our clients. Our process are unique, best in class and focused towards ROI. I promise ROI, real returns that helps your business grow. Aji Issac, co-founder & CEO One of the pioneers in Digital marketing Senior member of WMW, Moz since 2003 http: //www. linkedin. com/in/ajinimc
We contributed to 1000+ clients, from one-man start-ups to the top brands.
“We believe in creating great ROI with digital mix. ” For a Pre-School Product targeting parents and teachers. FB ads created great return here. ” Client’s testimonial (One of the largest publishing houses, from the Times group): "Quite a few things to be excited about: Our website had 11, 105 visitors in August - up from the previous average of 3, 000 a month! 60% visitors are now coming through the search engines - compared to only 17% in the past! Over 600 leads were collected in August. All the conversion rates are as good as, or even better than, referrals! During May to Aug, a total of 4427 units have been sold from the online leads! in retail value!” That's at least USD 133 k
“We believe in creating great ROI with digital mix. ” For a travel agent business. SEO (Search Engine Ranking) created great return here. ” Over 700% traffic improvement Through innovative structural SEO in less than 6 months. Organic Growth is much desired for sustainable growth (lower the cost per lead).
Some other examples: 1. Linen Club – Social Media buzz, Google Maps (huge). 2. Koimoi – From 40 k to 120 k in 2 months, now over millions. 3. ABP (Ebela) – Fan base increase to 70 k in March, engagement to 15%. (We achieved & now we are getting other brands in). 4. Venketesh – We doing something very special for them to win the market. 5. Dynamic Levels – Display ads on moneycontrol through Google display. & many such examples where right mix is the key.
Other way of putting it will be: 1. Sales through Paid Media (Ads) – Easy & Quick 2. Growth through Owned Media (Organic Growth) 3. Dominance through Earned Media (Branding)
Organic growth & branding pay high dividends. The features should enable organic growth & branding. Features like: 1. Search Engine growth features like content, redirection 2. Social Share & Social Connect features 3. More call to the actions like guides etc. 4. Community integration 5. Referral options etc.
An Agency can guide you to digital success with right mix, lets discuss more. Client Success Team: Sanjeeb Kr. Panda Sr. Client Success Manager Ph. : +91 9831691800 Email: sanjeeb@techshu. com Skype: sanjeeb_kumar_panda
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