November 05th , 2014DAIICT Campus, Gandhinagar

By Ankit Brahmbhatt

Topics to be covered

1. Importance of Online Presence

2. Branding your Business through Social Media

3. Social Media Marketing

4. SEO

5. Pay Per Click

6. Remarketing

7. Content Marketing

8. E-mail Marketing

9. Future in Digital Marketing

Introduction

What is Digital Marketing?

Digital marketing is the process of building and maintaining customer relationship through online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both parties

In plain English “ Getting found Online”

Not just to connect with FAMILY or

FRIENDS

Changing Scenario

What exactly is online presence?

Online presence is the sum of the identities you’ve created (personal and business-drive) + interactions those identities have established, and participated in, online

Your online presence has a very broad reach

If built successfully, can spread brand awareness and gain you fans, followers, leads, customers and business from an online relationship

Importance of Online Presence Don’t just build an online presence because you’re

“supposed to”, build it strategically so that it can help your overall goals

Strategize: What are your goals? Understand your both short-term and long-term goals

How your online channels will help you for your goals

Set up a solid platform First platform is your website

Use keywords to help get you near the top of search returns

Use the tools such as Google Keyword

Importance of Online Presence Make yours the best site anyone has ever visited

You can do a lot to make a visitor STAY and learn more about your business

Use easy-to-use navigation, attractive design elements and intriguing copy to attract them

Continued value by a blog or free giveaway

Give people a reason to visit your site

Blogging can very easily be a part of your goal

Set a free giveaway for people when they sign up for your email list

Importance of Online Presence Be social: “Being Seen” is the main need

Test and choose several social channels

Social media is a GREAT marketing tool to gain fans and followers

Start building relationships with them

Track

Track your online presence at regular intervals

Recognize the current trends

Identify why you had a large spike in traffic

Build your Brand through Social Media It has become necessary to create potential of social media

engagement for generating business or personal value

With each click, comment, like or post, people leave vital pieces of information

Virtual footprints can be aggregated to generate new insights for brand management and engagement

Without a framework, the brand value of social media stays hidden in plain sight

Prepare a strategy for your whole plan

What to add to your strategy?

Identify Brand Goals

Closely look at your needs and decide how you want to use social media to contribute to reach them

Set Marketing Objectives

Your objectives must be specific, measurable, achievable, relevant and time-bound

Identify Ideal Prospects

Know your target audience’s age, occupation, income, interests, pains, likes, dislikes, motivations & objections

What to add to your strategy?

Research Compile a list of your main competitors. Find out which

social networks they’re using and analyze their content strategy

Choose Channels and Tactics Know which primary and secondary social networks you

should focus on Your tactics for each social channel rely on your goals and

objectives

Create a Content Strategy Type of content, time of posting and frequency of posting are

3 main elements to consider

Basic Steps

Facebook Capitalize on Major Events and Holidays

Crowd source for New Feature or Product Ideas

Engage your audience with Fun post

Post visuals

Post Consistently

Respond To Everyone

Deliver Content That Interests Your Fans

Tell your story through Video

Always respond & reply to your audience

FacebookSponsor Ad

Facebook Remarketing

Creation of your Ad means Marketing

Marketing of that Ad means Remarketing

While surfing on Facebook, not users but that Ad will follow your users

That Advertisement will automatically come on their page

Twitter Make clear how Twitter fits into your priorities

Supercharge your email notifications from Twitter

Schedule regular visits to your Twitter stream

Create your own Twitter homepage

Find your most valuable followers

Clean up the list of who you follow

Clean up your app connections

Expand your audience by using hash tags

Get familiar with Twitter’s Advanced Search

Keep the tweets short

Find your perfect ratio of sharing

LinkedIN Set up a detailed profile with the projects you have

done

Encourage people to recommend you for your work

Expand your skills and add as much as skills in your profile

Follow the companies and apply the job via linked in

Create a poll within groups

Content ads (Paid)

Social ads (Paid)

Event sponsorships (Paid)

Post jobs (Paid)

Google+ G+ isn’t just a social network–it’s part of a powerful

social platform that integrates with key capabilities like Google Docs, chat, hangouts, email and more

Effective strategies for G+: Make Your Google+ Page Findable

Network Strategically With Circles

Include Compelling Content

Be Proactive With Engagement

Join Communities and Hangouts

Foster Relationships Before You Broadcast

Team Up With Influencers

Spread the Word

Important Tools For Facebook

HyperAlerts: For email alert

ShortStack: Creates free campaign & promotes it

Tagboard: Uses hashtag & get public social media in fb & twitter

LikeAlyzer: Analyzes your Facebook page

For Twitter Bit.ly: For short link for twit & analyzes click

Buffer: For tweet scheduling

Tweetdeck: For real time tracking, organizing & engagement

Tweetreach: For analyzing your tweet reach to people

)Primary goal of PPCadvertising is to drive asmany targeted visitors aspossible to your company’swebsite

What is SEO ?

Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results.

Including all the major search engines such as google, bing and yahoo have primary search results.

Finally SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query.

More Clear Idea…

SEO Life Cycle

Types of SEO

On page SEO – Refers to factors that have an effect on your website or webpage listing in natural search results.

Off page SEO – Refers to factors that have an effect on your website or webpage listing in natural search results. Its not controlled by you or coding on your page.

On Page SEO Factors

Title and Meta tag Creation

HTML Optimization

H1, H2, H3 tag and importance

Canonical Issues & 301 redirection

Sitemap.xml & robots.txt

Sizing of site of content

Linking Consideration

Freshness of Pages

Off Page SEO Factors Directory Submission

Social Bookmarking

Article Submission

Web 2.0 Submission

Classified Submission

Search Engine Submission

Press Release

Forum Posting

Google Algorithms Penguin Algorithm

Panda Algorithm

EMD Algorithm

Hamming Bird Algorithm

Page Layout Algorithm

Many other Updates

)Primary goal of PPCadvertising is to drive asmany targeted visitors aspossible to your company’swebsite

Pay Per Click (PPC) It can be classified into:

Fundamentals Ad formats

Budget & Bidding

Campaign management

Search Advanced Ad & site quality

Optimizing performance

Display Advanced (Banner Ads, Rich Media Ads) Display Ads on Google Display Network & Youtube

Display Ads on Mobile devices

Video Advertising

How Search Ad works? A Search ad consists of a heading, a short summary

and the company URL

Major search engine displays these paid ads of their “organic” or “natural” website search rankings

When someone clicks on the advertiser’s paid listing, they arrive at the advertiser’s website and are charged an amount up to the amount of their keyword bid

Benefit from Search Ad! Immediate Visibility

It will only take a few days for your campaign to be set up and launched

Your website becomes immediately visible

Spend some time before your online visibility improves

For businesses without a strong online presence, it doesn’t take long for PPC marketing to work its magic

Target More Keywords No need to worry about number of keywords you want

to target with your campaign

With PPC marketing, you can select as many keywords giving you the chance to attract more customers

Benefit from Search Ad!

Higher Organic CTR

Click-Through Rate of your site will increase organically on combining PPC with SEO

More people will click on your ads and be directed to your website or landing page

You can convert the visitors into customers using best lead conversion tactics

Search Ads

Banner Ads Small rectangular advertisements that appear on all types

of web pages

Banner ads are usually simple pieces of HTML code

If you click on them, your Internet browser will take you to the advertiser's website

It has ability to bring a potential customer directly to the advertiser's website

By several ways advertisers measure banner ad success: Clicks/Click-throughs

Page views

Click-through rate (CTR)

Cost Per Sale

Rich Media Ad A form of advertising that utilizes an array of interactive

digital media, including streaming, video and audio

Initial load of a Rich Media ad is 40K or more

While display ads sell with pictures, Rich Media ads offer more ways to involve an audience with an Ad

The Ad can expand, float, peel down, etc.

Some Benefits:

High interaction rate

More calls to action

Larger Space to Provide Visuals and Messaging

More efficient to increase brand awareness

YouTube Ads YouTube has become highly effective venue for accessing

massive audience through online advertising

A variety of ways in which companies can use YouTube Advertising: Promoted Videos: Your Ad video is displayed against

relevant search results and related video content on YouTube

TrueView Video Ads: Similar concept to AdWords in that you only pay when viewers have chosen to watch your Ad, not when an impression is served

A Brand Channel: Create a bespoke channel, customisingthe look and feel of your brand with banners and branding box features available

YouTube Ads

Remarketing It lets you show ads to users who've previously visited

your site when they browse the Web

While using it, you'll tag pages of your site that correspond to certain categories you want to promote

For example, only 1 to 3% traffic converts to our objective but to drive those 97% we need remarketing

Remarketing There are different ways to target these audiences:

Based on the product page they visited

Based on visiting a certain page of your checkout process

Even based on not visiting a certain page

Advantages:

Brand exposure

Higher conversion rates

Better ROI

Audience targeting

Remarketing

Content Strategy Create a perfect Planning Document & manage your

content marketing efforts

Set up the objectives: Decide the strategy how you’ll build your brand and break it into small fractions to easily meet your specific goal

Target audience: Select & refine the niche you want to target. Locate your ideal customers.

Strategy: Craft your core message into a benefit statement. Decide which kind of content you want to present before your audience.

Content Marketing Technology: Choose the publishing platform for each

type of content you’ll create & decide social media channels you’ll be active on

Content Management: Set specific objective for each channel such as Drive traffic to another channel

Engagement

Community Building

Lead Generation

Inform& educate

Thought leadership building

Content Marketing Type of Content Marketing

Text Content: Its usual a blog where you share the content in text format,

people read the entire blog and leave you feedback

Ideal content should not more then 350 words

Pictorial content You share the content with photos, design the creative and add

content in it

Ideal pictorial should clean and eye catchy

Video Content Audio video content sharing which attract people to watch it and

share it

Ideal video content should not be more then 3 mins

Email Marketing Build an acquisition strategy

Make Sure Your Email Has Obvious Links

Optimizing for mobile is particularly important

Personalize email whenever possible

Automate your post-purchase messages

Make It Easy to Unsubscribe

Keep Your Text Short and Easy to Scan

Properly Use Alt Text, Title and Linking with Images

Always Ask Users to Add You to Their Contact List

Benefits of Email Marketing Maximizes your Marketing ROI

Cost effective: Inexpensive compare to other marketing ways

Increases customer loyalty : Deeper relationships will

automatically drive the loyalty & ultimately, profitability

Drives more sales conversions: Gently leads a prospect through

the sales process, provide important data and drives the prospect

to your Website

It allows you to communicate at Internet speed

Improves Tracking & Feedback: Unlike most types of marketing,

it can be easily measured and everything can be tracked with e-

mail

E-mail Marketing

Growing the value of your customer relationshipswhile also converting new prospects can be a toughchallenge

E-mail marketing is the best choice

For E-mail marketing, use tools such as:

MailChimp

VREmail

Zoho

E-mailer

Future in Digital Marketing

Market is growing 200% year by year

Around 40% of world population has internetconnection with yearly growth of 8%

In 2006 there were 21 million active internet userswhich rose to 243 million users by June 2014 in India

Next big thing is smartphones, which are killing thestatic and unresponsive websites

Recently Softbank from Japan has invested $627M insnap deal

Flipkart has acquired Myntra by INR 2000 Cr

Future in Digital Marketing

Future in Digital Marketing

Career in Digital Marketing

Social Media Expert:

Where need to manage client’s social media profile, day to day status post, Run advertising campaign on Social media

Content Writer

Write a blog and article on behalf of customer, Technical writing will give you additional advantage, editorial skill and research expertise required

PPC Expert

Run set of campaigns on search platform, display platform, coordinate with affiliate networks for CPT, CPC, CPA, CPL deals

Career in Digital Marketing

Designer Graphic and web designing expertise which add value

Manager – Client Services Manage all campaigns of the customer, Design strategy and

Media Planning for the customer

Manager – Creative Manage all designing project and lead the creative team with

joint coordination of Client Servicing

Sales and Business Development Having a Technical back ground you may pursue your career in

sales and BD, lucrative incentive and client communication will shine your future brightly