Digital Marketing Strategy with

Quick ROI

AgendaAgenda

• Background

• Objectives

• How Digital marketing works

• What are the driving forces behind that should shape your online marketing strategyshape your online marketing strategy

• How to select tasks from the marketing mix

• What are the best practices

• How to ensure constant improvement on ROI

• Our Approach

• Probable Strategy for your company

BackgroundBackground

• Company has a vision of increasing the company revenue to

several times of the present level.

•Apart from present accounts, Company is offering the services to some other public and private sector companies.services to some other public and private sector companies.

• Company is planning to extend it’s reach to many more companies from the present level.

•According to sales team, the present lead quality is not allowing a good conversion rate.

ObjectivesObjectives

• Re-evaluate and determine relevant marketing

strategy for each service.

• Increase the number of qualified leads.

• Help to increase the conversion by bringing in • Help to increase the conversion by bringing in

more qualified leads from targeted

companies/personas.

• Better online presence for all brands

Digital Marketing BasicsDigital Marketing Basics

• The basic principles of Digital marketing is hardly different from traditional marketing

• Digital Marketing is all about relevance and context

• Search engines are constantly improving their algorithm to find relevant content against search termsalgorithm to find relevant content against search terms

• To ensure Customer loyalty is more challenging

• Trust is a major factor to win customers

• Content is king

• Like everything else, Strategy is the key

Typical TasksTypical Tasks

• Optimize pages for search engines

• Perform paid search

– PPC

– Affiliate– Affiliate

– Google Ads

– Facebook ads

• Social media engagement

• Email marketing

Driving Forces Behind Online StrategyDriving Forces Behind Online Strategy

• Customer profiling

– Identification of target groups

– Understanding customer personas

– Understanding of where ideal customers go

• What are they looking for• What are they looking for

• What do they read

• Where they go on the web

• Who do they trust

– Available resources (budget and skill)

– Aligning with over all business strategy

How To Choose TasksHow To Choose Tasks

• Digital marketing mix is exceptionally large

• It is critical to choose the most effective tasks for specific campaign.

• Depends on management objective• Depends on management objective

• Depends on the maturity of the process

• Depends on available expertise

• Testing is important

• Automation might be a key

What Are The Best PracticesWhat Are The Best Practices

• Follow search engine recommendations on

page structure

• Produce engaging and helpful content that is

relevant to the target personasrelevant to the target personas

• Offer/Content should be enticing

• Clear messaging/call to action

• Establish Test->Measure->Improve

methodology

What Are The Best PracticesWhat Are The Best Practices

• Plan for each activity

• Establish a planning template for each activity

• Set up project level and activity level goals

• Set up activity level and project level KPIs• Set up activity level and project level KPIs

• Set up report framework and frequency

• Set up a review framework

• Effective automation could improve the ROI

Ensure Constant Improvements

• Measuring the progress is the key

• Planning and Progress

• Continuous learning

• Problem Solving• Problem Solving

• Engage domain experts

• Test test and more test

• Customer feedback is important to understand their point of view

Why UsWhy Us

• Deep knowledge of digital marketing

• 10 years of extensive knowledge in global

market

• Worked with leading brands – hence learnt a • Worked with leading brands – hence learnt a

lot

• Established and proven track record

• Matured processes

Our ApproachOur Approach

• Every project is unique

• Derive clear strategy from onset and constantly evaluate the effectiveness

• Building a team is important

• Data driven approach• Data driven approach

• Work closely with customers

• Constantly learning from customers

• Take innovation seriously

• Become a part of the customer’s team

• It is all about conversion

Data Driven MarketingData Driven Marketing

Companies will marry big data marketing and sales insights with detailed

understanding of their buyers’ journey to drive higher campaign and sales productivity

resulting in 20% shorter sales cycles

Gather DataGather Data

• Data analysis is key to learning and problem

solving

• Collecting relevant data makes all the

differencedifference

– Customer preference and behaviour data

– Competitor data

– Visitor engagement data

Analyze and StrategiseAnalyze and Strategise

• Analyze the collected data from various sources and touch points

• Identify challenges and problems

• Derive strategies to resolution

• Use market intelligence and available tools• Use market intelligence and available tools– Visual optimiser

– Crazy eggs

– Moz

– Clicktale

– Google Analytics etc.

Deploy and TestDeploy and Test

• Identify changes

• Perform multivariate testing

• Compare KPIs after deploy

• Repeat• Repeat

Its All About ConversionIts All About Conversion

• Business objective is driven by ROI

• Increased traffic is not the end goal

• Conversion rate typically range from 1 to 3 percent

• Companies typically spend $92 to bring customers, but only $1 to convert

• Only 22 percent companies are satisfied with their • Only 22 percent companies are satisfied with their conversion rate

• About 75 percent of businesses have problems finding suitable expertise to optimise their landing page

• Businesses with over 40 landing pages generated a whopping 12 times more leads than those with 1-5 landing pages

Strategy for your CompanyStrategy for your Company

• Proper segregation and targeting of

customers.

• Optimize the online assets like websites,

landing pages.landing pages.

• Widen the target market segment

• Re-align the brand

• Widen the offerings

Activities for the campaignActivities for the campaign

• Identify couple of services to start the project.

• Analysis of the historical data to measure the present status.

• Research the target groups, personas, needs for each service.each service.

• Identify the contents of the campaign, landing pages, website which will be related to the above mentioned entities.

• Determine the functions of the landing pages and website which will help the prospective customers to complete their entire journey.

Activities for the campaignActivities for the campaign

• According to the customer journey we will choose the channels to be deployed (PPC, Email campaigns, SEO etc.)

• Implement a Data Collection Framework to measure the user behaviour.

• Identify KPI’s and work towards improving them inline with identified Global standards.identified Global standards.

• Data Analysis and Recommendation report generated each month.

• Implement changes according to the recommendations.

• Run the campaigns and continuously measure and work towards meeting the KPI’s .

Possible Outcomes for the CompanyPossible Outcomes for the Company

• Better understanding of the target customer base

• More information on target market that would help refining the marketing strategy

• Established online data collection and analysis framework that can become integral part of market intelligence gathering.framework that can become integral part of market intelligence gathering.

• Clear indication of what would work and what will not work.

• Improvement in identified KPI’s.

• Better qualified leads.

• Reduction in marketing expenditure per lead.

Suggested KPI’sSuggested KPI’s

• Bounce Rate Improvement on Landing page and website

• Conversion Rate Improvement (Submitted Enquiry/Number of Visitors)

Pages/Session Improvement• Pages/Session Improvement

• Pageviews Improvement

• Visitor Exit Ratio Improvement (dumped the form submission without submission)

• Time Spent per user

Suggested RoadmapSuggested Roadmap

• Execute this project for some services for 6

months.

• Measure results

• Include the rest services after 6 months• Include the rest services after 6 months

• Continue the process for another 6 months

Next StepsNext Steps

• A detailed proposal with identified result

areas with budget.

• For submitting detailed proposal we will need

access to historical data generated through access to historical data generated through

Google Analytics, Webmaster and any other

tool.

Contact DetailsContact Details

For a discussion, contact us today

India Office

HB 279, Sector 3, Salt Lake,

Kolkata 700106, West Bengal

India

U.K. Office

Newton House

Northampton Science Park

Kings Park Road

Northampton

NN3 6LG

Ph: +91 9830156068

Email: pathikrit@intekservgroup.com

Skype: patdasgupta