1.
1
Digital Marketing Plan ForXYZ, Inc.

2.
0101
Agenda:
1.Objectives
2.Situation Analysis
3.Competitive Analysis
4.Modern Marketing Landscape
5.Our Approach
6.Marketing Plan (Phase Wise)
7.What Next

3.
Our
Objectives:
1. Setting up strong marketing process.
2. More Client Acquisition: Generating more leads for the
business thus sales & revenue.
3. More Brand Awareness: Projecting the company in a position
where we acquire ample amount of business by the words of
the mouth.
4. Maximizing the ROI: As our business model is not a recurring
business we must focus on ROI from very single day.

4.
0101
Situation Analysis
Website: Seems like the web design has recently
been changed but still it needs major changes in Call to
actions and story building.
Old Version New Version

5.
0101
•Layout & theme of home page: Good
•Content and story building of home page: Inconsistent,
making hard to understand what we offer.
•Call to actions: Major changes are required.
Website Analysis

6.
0101
Website Analysis
•Image Quality: Inconsistent and sometime poor.
•“Edfora” website is not working and we have their
reference at our website at crucial places.
•Prompting to connect on social but sharing no content
there.

7.
0101
Web traffic Analysis
Major traffic sources are direct, referral and organic
searches.

8.
0101
Web traffic Analysis
•Most of the traffic is from FIITJEE’s domains i.e. most
of the traffic is in-house.

9.
0101
Web traffic Analysis
•Organic search is the only medium from where we are
receiving the traffic.

10.
0101
In Sum:
•Though the one page layout is good, the content
placement, story building and call to actions need to be
improve.
•Most of the traffic seems like coming from the FIITJEE
students. To expend the business we must try other
online media.

11.
Let’s have a Radical look at what exactly ourcompetitors are doing in
Digital Marketing
Competitive
Analysis

12.
Toppr.com

13.
Toppr.com

14.
Toppr.com

15.
Toppr.com

16.
Toppr.com

17.
embibe.com

18.
embibe.com

19.
embibe.com

20.
embibe.com

21.
iprof.com

22.
iprof.com

23.
iprof.com

24.
iprof.com

25.
iprof.com

26.
In Sum:
Toppr.com Embibe.com Iprofindia.com
Monthly Visitors 400 K 230 K 170 K
SEO Focused Highly Focused Focused
Search Marketing More than 30 % NIL More than 35%
Display Approx 9% NIL Approx 10%
Affiliate shorte.st,
Vcommision
NIL Zedo
Social Facebook Facebook Youtube, Facebook
Mobile Presence YES NO YES
Most of the competitors are using balanced marketing mix of paid,
owned and earned media.

27.
Understanding The Modern Marketing Trends

28.
Hit them when they are
ready to buy..:)
Traditional way of Marketing

29.
Source: Google& CEB
57%—that's how far the average buyer is through the purchase decision
before engaging a supplier sales rep.
12%—that's how much of your customer's total mindshare you as a supplier
have across the entire purchase path.
Recent Trends of Buyer

30.
Upcoming Trends of
Marketing

31.
So how we are going to manage it all..
Marketing Approach

32.
c
Open to Buy but not looking
Not thinking about it
Who Think They are not Interested
Who Know they are not interested
Ready to buy
Using our services
Sharing the case studies, Facts &
knowledge by emails. (preferred in
video formats)
Sharing the case studies, Facts &
knowledge by emails & SEO.
Sharing the knowledge by emails, Content
marketing & get them engaged them on social.
Provoke them to come at the our website
on social, related blogs and other places
Direct sales pitch through all possible medium..
NIL
We will hit the prospects at each of theirBuying Stage

33.
c
Open to Buy but not looking
Not thinking about it
Who Think They are not Interested
Who Know they are not interested
Content Marketing, Email, SEO
Email, Content &Social, SEO
Email, Display Ads, CPA, Content, Social
Email, Display Ads, CPA, Social,content
Ready to buy
Email, Display Ads, CPA, Social, Search Marketing, SEOUsing ourservices
Channels to hit the prospects at each of theirBuying Stage

34.
Lead Segmentation..

35.
Targeted Audience Lead Management Process
Segment-A Segment-B Segment-ESegment-DSegment-C
Sales Department
Marketing Efforts Leads
Automated Feedback Via Real Time Integration
Leads Segmentation

36.
.
How we will segment :
1st
. Based on the call to action and content forwhich visitorhas given the
contact details we will first segment the lead.
2nd
. We will send the unique email sets to each of the segment.
3rd
. Based on the theiractions on ouremails, we will be furthermove the leads
in othersegments.
4th
. When leads comes at the ready to buy segment, we will transferthe lead to
sales department.
5th
. Based on the interaction with the sales person, if deal is not matured, we
will keep following the prospect on emails.
Note: This whole process would be automated, only sales persons may need to
give theirfeedback in the form of single drop down question in integrated CRM.

37.
Action
Plan

38.
Pre-Launch & Creating the
grounds
Setting up the strong online marketing foundation

39.
Pre-Launch
•Website revamp.
•Set up strong SEO foundation, intensive keyword
research and link building.
•Set up lead management process and email sets.
•Set up analytics codes, key indicators and
dashboards.
•Video production: Testimonials, How to,
informative.
•Email marketing: Promotional.
•Mobile application development.
•Content strategy and production.

40.
Phase-I

41.
Objective of
Phase-I
1. Targeting the “Ready to Buy” prospects.
2. Understanding the buying psychology of consumercoming from
search engine.
3. Short listing the most profitable search term forourbusiness.
4. Hitting the corporate segment, at least making them aware about
xyz
5. Minimum recurring liabilities on company until we understand the
userbehaviorand ourROImargins.

42.
Phase 1:1
Instant result measurement.
Controllable Action.
Low Implementation Time.
No additional man power.
Display Marketing (20%)
Search Marketing (80%)
More Client Acquisition 70%
More Brand Awerness 30%
More UserEngagement 0%
Why these two?
Email
SEO

43.
Phase 1:2
Foroptimum results from ourefforts.
More Client Acquisition 70%
More Brand Awareness 30%
More UserEngagement 0%
Why Optimisation?
Email Marketing Optimisation
Lead Nurturing Process Optimisation
Target
Efforts
Display Marketing Optimization
Search Marketing Optimisation

44.
Phase-II

45.
Phase
2.1
More Client Acquisition 70%
More Brand Awerness 30%
More UserEngagement 0%
SEO
Content & Video
Marketing
Social

46.
More Client Acquisition 70%
More Brand Awerness 30%
More UserEngagement 0%
Optimisation & Pacing
Phase
2.2

47.
Phase-III & Phase-IV

48.
More Client Acquisition 70%
More Brand Awerness 30%
More UserEngagement 0%
Gamification
Phase
3

49.
More Client Acquisition 70%
More Brand Awerness 30%
More UserEngagement 0%
Optimization, Pacing
Phase
4

50.
What Next

51.
Agendas of Next meetings
Agenda of First Meeting: today
•Market analysis
•Competitive analysis
•Approach finalization
Agenda of Next Meeting(2nd
):
•Story to be deliver on each channel.
•Tools & Techniques finalization for each channel.
•Dashboards and key indicators finalization.
Agenda of third Meeting:
• Execution plan.
• Required support for execution.

52.
Thank
You
Any Questions please ..