Learn the basics of digital marketing!

1. Introduction to Digital Marketing

2. Introduction
Current:
• Co-founder at DigiChefs
• Co-founder at Every Corner
• Co-founder at RGFK
• Independent Consultant at Health Hatch
• Visiting Faculty – Freelancers Academy,
Learning Catalyst, MCTA, Webind
Ex:
• Event Baksa
• Netwise Solutions
• Hire Driver Mumbai
• Event Baksa
• Dutolo
• Treasureland

3. Agenda
• What is digital marketing?
• Basics of every service
• Expectations & KPIs for every service
• Typical hiccups for startup founders
• Market research for digital strategy for your business
• Web strategy for startups
• Exercise

4. What is digital marketing?
• Marketing in a digital era
• Use of internet is not necessary

5. Improving traffic
from non-brand
queries
Building the
rightful brand
image in our TG
Sharing company
updates &
retention
Access to
audience pools
agnostic of brand
Digital Strategy Framework
Search Engine
Optimization
Social Media
Marketing
Email
Marketing
Paid
Advertising
Communication Layer – broad message, copy, taglines, banners, videos, etc.
Technology Layer – website, landing pages, etc.
Chatter Check & Reputation Management
We will design a brand level
communication thought, which
will be used across all digital
channels
Digital Channels where
we’ll reach out to our TG
The purpose of each
digital channel
Introducing TG to the brand
using properties like website,
microsite, etc. depending on
campaigns
Ensuring positive sentiment
in our target segment
Theuniverseofdigitalreach
Based on the current objectives at hand, we believe Social Media Marketing is the best solution

6. Funnel Visualization
REMARKETING /
ABANDONED CART CAMPAIGNS
EMAILS /
PUSH NOTIFICATIONS /
REPUTATION MANAGEMENT
CONVERSION RATE
OPTIMIZATION
INTEGRATED DIGITAL
MARKETING CAMPAIGNS

7. Basics of every service
• Web Development
• SEO & ASO
• SMM
• Email Marketing
• Paid Advertising
• Conversion Rate Optimization
• Online Reputation Management

8. Website
Development

9. Which Platform To Use?
• https://digichefs.com/wordpress-webflow-shopify-squarespace-wix-
magento-which-is-the-right-website-builder-for-you/

10. Search Engine
Optimization

11. Factors That Affect SEO Results

12. The Pillars of SEO
Tech
Architecture
(for crawl-ability)
Content
(for keywords)
Backlinks
(for link juice)

13. Social Media
Marketing

14. Content Burger Recipe

15. Brand Archetypes

16. Aspect Platform Facebook Instagram Linkedin Twitter YouTube
Audience Category 22 – 45 yrs 16 – 34 yrs 22 – 45 yrs 22 – 45 yrs All
Top features to use Live, groups, Insights,
Ads, Hashtags
Live, Stories, Ads,
Hashtags
Live, Organic Posts,
inMails, Hashtags
Trending Hashtags Live, Channel Page,
Captions
Purpose of platform Building brand loyalty
& large communities
Engaging with audience
one to one, relationship
building, personality
building
Publishing thought
leadership, closed
platform to engage
with top minds
Conversations around
topics your audience is
interested in
Brand awareness,
Education, personality
building
Content that works Video Static + video + story Text + Video Text Video
How many hashtags? Up to 5 Up to 20 Up to 3 Up to 2 Up to 3
Best for Building brand
advocacy, loyalty
Building an archetype
for the brand,
personality for the
brand
Business development,
getting opinions,
recruitment
Public relations Building an archetype
for the brand,
personality for the
brand
Cons Very limited organic
reach
Can’t have explanatory
elaborate content
Limited engagement Short lived content Resource intensive

17. Paid Advertising

18. Mapping Ad Types to Marketing Funnel
Few Ad Types

19. Facebook & Instagram Targeting Options

20. Facebook Ad Types

21. Instagram Ad Types

22. Audience Types on FB / Instagram

23. Targeting & Segmentation on Linkedin

24. Ad Types
Text Ads Sponsored Content
Dynamic Ads

25. Email Marketing

26. The Process
Signs of a great email marketing campaign:
• Segregated & target audience list
• Defined goal of the campaign
• Clear communication in the content with vivid CTAs
• Software with a high success rate of deliverability
• Using techniques like drip marketing for higher ROI
• Analytics & Reporting for optimizations

27. Push Notifications
Using plugins like PushCrew, Izooto, we recommend set up of push notifications to retarget
customers & drive conversions

28. KPIs of every service
• Web Development – Mobile & friendly product
• SEO & ASO – Website traffic
• SMM – Engagement, community building
• Email Marketing – Retention & LTV
• Paid Advertising - Conversions
• Conversion Rate Optimization – Better conversions
• Online Reputation Management – Positive sentiment around the
brand

29. Typical Hiccups In Startups
• Limited involvement of the founder
• Not taking branding seriously
• Bad tech support
• Where to put my money in marketing
• Incorrect sourcing of products
• Incorrect product price for digital media for immediate positive ROI
• No integration of services
• Not taking customer feedback seriously
• No focus on retention of customers, LTV is important

30. Market research for digital strategy for your business
• Google Trends – Type most searched keywords to see their popularity trends
• Surveys using Google forms
• Google Ads Keyword Planner or https://neilpatel.com/ubersuggest/
• Website traffic competitor research: https://neilpatel.com/ or http://semrush.com/ or
https://similarweb.com/
• Social media competitor research: https://www.fanpagekarma.com/
• Competitor mentions research: http://ranksignals.com/ or Google Alerts
• Content ideas: https://answerthepublic.com/ or http://buzzsumo.com/
• Ads competitor research: Facebook ads library or http://moat.com/

31. Web Strategy for Startups
• bit.ly/deepecommerceplan

32. Exercise
1. Document a 2 line description about your product / service in a ppt
2. Competitor & market research using any 3 tools mentioned in previous slide
3. Prepare a marketing strategy using below:
a. SEO (1 slide)
a. Which keywords do you want to target?
b. Bucket them in AIDA model
b. Social Media (3 slides)
a. Which platforms do you wish to use?
b. Suggest content buckets for your business
c. Prepare a content calendar and mention what will you post on which date and why?
d. 2 campaign ideas
c. Advertising
a. Google ads – what type of ads do you wish to use? Search, display, YouTube, remarketing
b. Facebook / Instagram ads – suggest ad types & 2 ad communications
c. Linkedin ads – subject line for 1 inMail (if relevant to your business)