1.
Digital Marketing
For Lead Generation & Sales

2.
Agenda
• Introduction
• Orientation to Digital Marketing
• Framework to Multiply Revenue through DM
• SEO & SEM for Lead Generation
• Exercise: Online Adv Strategy for Lead
Generation
• How can you realize your objectives?
• Q & A

3.
What is Digital Marketing?

4.
“The process of reaching out to and
engaging with your customers/users through
Digital Media (Internet, Email, Mobile)”

5.
SEO or Organic Search
SEM or PPC

6.
Inbound Marketing

7.
Mobile Marketing

8.
Let’s learn from Real Examples

9.
Customer Acquisition
Influence
Lead
Sale

10.
Remarketing on Google

11.
Remarketing Example

12.
Kogi Korean BBQ Taco Truck
Blog + Flickr + Twitter - 10 people/stop to 800 people/stop

13.
25% Revenue through Facebook
facebook.com/Chumbak

14.
Over 20% All Sales through Facebook

15.
Reveal the Name Contest
1. 150,000 people
participated
2. 35,000+ requests for Test
Drives
3. 8000 Cars booked in 10
days
Car Launch

16.
Tweet 2 Order

17.
QR (Quick Response) Codes

18.
SEO

19.
Reach
Online Presence
Audience
Aggregation
Leads Sales
SEO, Ads,
Email,
Social
Media…
Conversion Optimization
Analytics (Metrics, Tools)
Customer Acquisition Framework

20.
KISSmetrics Post Trial Sign-up Flow

21.
KISSmetrics Welcome Email

22.
KISSmetrics Push Forward Email

23.
KISSmetrics Evangelizing Email

24.
KISSmetrics Relationship Email

25.
Opportunity
Reach Leads Sales Revenue Growth %
1000 100 10 1 Lac
1500 150 15 1.5 Lacs 50
1000 150 15 1.5 Lacs 50
1000 150 15 1.5 Lacs 50
1000 100 20 2 Lacs 100
1500 337 67.5 6.75 Lacs 575

26.
SEO & SEM for Lead Generation

27.
Organic vs Paid
Organic
• Time bound
• Higher entry cost (time / Rs.)
• Lower ongoing cost (time / Rs.
• Long term strategy
Paid
• Instant
• Lower entry cost (time / Rs.)
• Dynamic cost over time
• Targeted
• Measurable ROI
• Short-Mid Term Strategy

28.
Search

29.
Growth of Google Queries in Last 5 yrs!
Number of Searches/Day on Google
3 Billion Searches/Day
(announced Aug. 2012)

30.
State of Search- India
Source: Netmarketshare and business-standard.com
Google
97%
Yahoo
1%
Bing
1%
Others
1%
Indian Search Engine Market Share

31.
Search Often Brings the Most
Highly Qualified Traffic

32.
Understanding the Customer Journey
The customer shopping journey can classified into sequential stages.
Awareness
Consideration
Intent
Due
Diligence
Decision
http://gweb-think-tools.appspot.com/customer-journey-to-purchase/
Not common,
mostly occurs
with high ticket
items

33.
Awareness
! Generally shorter key
phrases
! Typically core
business terms or
category terms
! Very high search
volume
! Lower conversion
rates
! Example:
! handbags
! sweaters
! Dresses
Awareness
Consideration
Intent
Due
Diligence
Decision

34.
Consideration
! Generally 2-3 word
keywords
! one identifier + the root
! Lower search volume
! Better conversion rates
! Higher amount of
keywords in this stage
! Example:
! Brand + category
samsung mobile
! Gender + category
Women’s sweaters
! Need + Category
plus-size dresses
! Brand + Discount
dominos coupons
Awareness
Consideration
Intent
Due
Diligence
Decision

35.
Intent
! Generally 3-4 word keywords
! two identifiers + the root
! Even lower search volume
! Even better conversion rates
! Example:
! Local (keyword)
samsung mobile delhi
! Brand + model (keyword)
samsung galaxy s5
! Price identifier + brand/product
category + product
samsung s4 price
! Best + brand/attribute + model/
product type
best samsung mobile phone under
15000
Awareness
Consideration
Intent
Due
Diligence
Decision

36.
Due Diligence
! Common for high-ticket items
! Keywords to understand financial
commitments
! benefit/return of post-purchase,
warranty, reviews (product specific),
comparison
! Example:
! Brand + model + reviews/customer
service/aftermarket
! Samsung galaxy s5 reviews
! Samsung galaxy s5 warranty
! whirlpool gold refrigerator reviews
! samsung s4 vs nexus 5
! 2012 honda city resale value
! Less common for most retail shopping
Awareness
Consideration
Intent
Due
Diligence
Decision

37.
Decision
! Generally 4+ word keywords
! four or more identifiers + the root
! Can include “Buy” or “Shop”
! exact specs of product search
! Example:
! Buy + brand + model + attribute +
value prop
! Google nexus 5 free shipping
! levis jeans size 38
! Brand + model + pricing + value
prop
! sony cybershot dsc wx50
digital camera cheap
Generally fewer keywords in this
stage, many customers convert via
direct load
Awareness
Consideration
Intent
Due
Diligence
Decision

38.
Website Optimization for Lead Generation

39.
Build Links
WITH Your
Content to Win.

40.
Pick Content Type

41.
Build Content With High Search Link Intent
KEYWORD “FACTS”
KEYWORD
“INFORMATION”
KEYWORD “DATA”

42.
Learn the art of storytelling

43.
Promote

44.
Star Ratings, Reviews & Price
Author Photo
Date of Publication
Video Snippet
RICH SNIPPETS AND SCHEMA MARKUP SERPS

45.
Only 0.3% of websites are making use
of the Google approved Schema tool.

46.
Pages Using Schema.org Markups Rank Higher
in Google

47.
The most common schema

48.
A Mashable survey in August 2013 revealed that 17.4 percent of
global web traffic comes from mobile compared to 11.1 percent in the
previous year.

49.
RESEARCHING KEYWORDS

50.
Keyword Planner
Start with Google’s Keyword Planner

51.
Google Trends
Use Google Trends to find rising keywords and
be early adopter of term

52.
CREATE GREAT CAMPAIGNS

53.
4 Campaign C’s
1. Company
2. Category
3. Content
4. Compete

54.
Company
Brand keywords and ads that direct visitors
who are already familiar with your company to
your homepage.
“PageTraffic” example:

55.
Category
Keywords and ads related to your product /
solution that do not include your brand name.
“PageTraffic SEO Services” example:

56.
Content
Ads not for looking necessarily for a product,
but for information.
“Marketing Automation Guide” example:

57.
Compete
Where searchers are actively looking to
compare options and competitors.
“Marketo vs Hubspot” example:

58.
CONVERTING CLICKS TO
CUSTOMERS

59.
Create Great Landing Pages
Source: Unbounce

60.
Create Great Landing Pages

61.
Exercise: Online Advertising
Strategy for Lead Generation

62.
Google Adwords vs Facebook Ads
• Adwords: intent => higher conversion
• Facebook: targeting
• Facebook: early mover advantage

63.
Opportunity of Targeting on Facebook
• Age
• Location
• Gender
• Interest
• Relationship Status
• Social Connection on Facebook
• Occupation
• Education
• Email, Phone or Userid

64.
Interest Targeting on Facebook

65.
Custom Audience: Email/Phone/UID

66.
Retargeting on Facebook

67.
Landing Page Optimization

68.
Time to Create Your Strategy
http://bit.ly/dv-lg

69.
Thank You!
Let’s continue this conversation…
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