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Digital Marketing for Startup
SLP Exclusive Session

How does this webinar work?
• You can see the presentation and hear me
• You can ask questions on chat
– At the end of the session, I will answer all your queries
– Please mention your name & city when you type your
message
• This is being recorded and you will get a video
recording

Graduate in marketing from XIMB
25 years in marketing, last 16 years in
Digital Marketing
Rajesh Menon

CEO in 2003 Acquired in 2005
Turned entrepreneur
In 2006
Sold the business in 2015
Digital Content

About this training program
• How-To-Do Oriented
• You will have assignments which you will do for
your startup
– You can share the details with me and use me to
check it and make suggestions
• Facebook Closed Group – Digital Marketing
Mentoring Group
– Do Join it.

Session Schedule
• 12 Sessions in all
• 1 ½ hour, followed by
Q&A’s
• Held twice a week
• Only for SLP Fellows

In this Session
• Importance of Digital for Startups
• Discoverability of Startups
• Customer Acquisition Techniques
• Digital Marketing Mix

Growth of Digital Marketing

Google shows the way

Make
Yourself
Discoverable

Making a startup discoverable
1. They could have found you
2. They could read about you
3. They could have heard about you
4. They could have heard others say things about you
5. They could be listening to you
6. They could be watchng you

What can you make discoverable about your startup?

Make Yourself a Super Hero

Knowledge Man Opinion Man

Or you could just plain be idiotic, crazy, stupid and get a ton of publicity
Publicity Man

You = Your Startup

Make yourself discoverable on
relevant platforms

Make Your Product Benefit Discoverable

Don’t make the discovery journey as difficult as in the movie!

Sell the Sizzle, Not the Steak

Do your users have the control to make your product discoverable ?

How easy is it for
your prospect to find
out about your
startup?

What is the value your product benefits bring to their lives?

Translate those benefits into valuable content

In a nutshell
+
Will make your digital marketing efforts pay off

Lets stop to take at look at where
we are today
Vis-à-vis our competition

The digital environment
• You’re fighting for attention with someone else- Always!
– If you win the fight, you gain.
• You’re also fighting against status quo
• The battle is on-going. 24 x 7
– You cant stop to take a breadth
• Your armory consists of 3 things-
– Data| Content |Presence
The good news is that you can win the battle

Being Discovered is key to effective
Digital Marketing

Building blocks of digital
Marketing
Content
Presence
Distribution

Content
is always the king and is the first
essential building block to build a
successful digital presence.
Content =
Communication
The nature of your
business & your TA
will define your
content format

Distribute
your content
Paid
SMM
SEM
Email
Marketing
Affiliate
marketing
Unpaid
Blogs
Referral
Links
Share
Email
Forums

Key inputs for your content
• Create content that your audience
would want to read, listen or watch
• Populate the content across all your
digital presence
• Keep your content fresh and
engaging
• Think customer-not manufacturer
The content that you create needs
to give a better time-value
equation to your customer than
what your competition does

Building your Digital Presence
Good content is essential but it will be
of no use without a correspondingly
good digital presence.

Where are they
coming from
Your Target Audience
Where can you
find them
1. Who is your target audience.
2. Where is your target audience
coming from?
3. Where can you find your target
audience?
These answers will greatly influence your
choice of digital channels

Where is your audience coming from?
Organic Searches
Referral
Direct
Social Media
Others
Understand your traffic with
google analytics
Understand your competitors traffic with
1. SpyFu.com
2. Compete.com
3. Alexa.com
4. SEMRush
All these tools are free or free upto certain extent
and will help you make more informative decisions
of where to be present.

Creating your online presence
When you have figured out what to
do it’s time to understand how to do.

Get the basics in place first
• Speed
• Responsiveness
• SEO
• SERP

How good is your site for
mobile in the scale of 1-100
How good is your site for
desktop in the scale of 1-100
Errors that need
to be checked to
improve your
score
Lets do a speed test on your website
Analyze your site performance:
https://developers.google.com/speed/pagespeed/insights/

Get deeper insights about your website at
https://gtmetrix.com/
Indicates time taken for
your page to load in any
device
How heavy is
your page
Compare your
site with
others
Your average page
speed score
Compare yourself with your competition

Analyze your site responsiveness
https://search.google.com/search-
console/mobile-friendly
http://responsivedesignchecker.com/
How mobile friendly is your website?

www.seositecheckup.com
www.seocentro.com
Detect on-page SEO errors easily
1. No sitemap
2. Missing Alt Image tags
3. No robots.txt
4. SPF records
5. And a few more
What is the SEO status of your website?
Your minimum SEO score should be 75/100

You can get into in depths of SEO and get details of your and your competitor website by simply
downloading a free plugin to your chrome browser “ Open SEO Stats” from google web store.
Free Plugin
Discover SEO
Stats of your
& others
Discover
traffic stats,
page rank in
search
engines &
more

Before the next session
https://docs.google.com/forms/d/e/1FAIpQLScbB8O5ZnLO6g43MvWyRFjKLV3d6
1V73AauVdIeR8zJIwHUGA/viewform?usp=sf_link
Please fill out this survey after analyzing your website

In the next session
27th October- 6.30 pm
On-Page SEO
Open your Google AdWords Account
https://adwords.google.com/home/
Note: Do not select AdWords Express Account

Question Time
Please mention your name, city and
batch when you ask your question

Thanks. Next session
Join Facebook- Digital Marketing
Mentoring Group
https://www.facebook.com/groups/2072644232986996/