Power of Digital Marketing - TiE Young Enterpreneurs 2015

1. Navneet Kaushal CEO PageTraﬃc Power of Digital Marketing

2. When we talk about digital marke3ng what are we talking about? Can you name some of the tools/ channels?

3. Digital Marke3ng Email Twi?er Pay Per Click Aﬃliate Measurability ROI Social Media SEO Digital Display Interac3on Linked in Rela3onships

4. Why has digital marke3ng become so popular – some of the key drivers •  Rela3onship building •  Measurability •  Cost •  Responsiveness •  Targe3ng

5. Rela3onship building •  Rela3onship building is key for long term reten3on •  Crea3ng value for rela3onship is easier •  Maintaining regular communica3on is aided through digital methods – Amazon emails sugges3ng products I may like

6. Responsiveness •  Campaign development speeded up •  No long lead 3mes to crea3on (compared to TV/Print/Radio) •  BP good example, very soon aSer oil leak they were buying up keywords to direct people to their site and their communica3ons – Oil spill/gulf of Mexico response

7. Cost •  Increasing pressure from senior management to reduce costs •  Heightened by downturn •  Use of digital channels is highly cost eﬀec3ve

8. Measurability •  Above all digital marke3ng oﬀers substan3al opportuni3es to measure everything – Return on investment/engagement/behaviour •  Website usage – now possible to understand how sites are navigated so as to be?er op3mise it

9. What Digital Marketing is?

10. How People Buy in 2012 How People Buying in 2015

11. R Realize a Need

12. R Investigate Options

13. R Ask Our Friends

14. R Seek Out Experts

15. R Find Communities

16. R Dig Into Every Detail Available

17. R Dig Into Every Detail Available

18. R Convert

19. @iacquire The Old Consumer Decision Journey Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898. via Wikipedia

20. The New Consumer Decision Journey via Google ZMOT 2012

21. What else has changed?

22. Audience Search Habits are Changing

23. Audience Search Habits are Changing

24. Digital Marketing Campaign Objectives

25. Search

26. Search is How Things Get Found.

27. Search = Discovery

28. Search Often Brings the Most Highly Qualiﬁed Trafﬁc

29. Why is SEO important? Number of Searches/Day on Google Average Daily Queries on Google 3 Billion Searches/Day (announced Aug. 2012)

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

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

32. Organic vs. Paid Search Paid Organic

33. Organic vs Paid Organic •  Time bound •  Higher entry cost (3me / Rs.) •  Lower ongoing cost (3me / Rs. •  Long term strategy Paid •  Instant •  Lower entry cost (3me / Rs.) •  Dynamic cost over 3me •  Targeted •  Measurable ROI •  Short-Mid Term Strategy

34. Search Engine Op3miza3on •  Ge]ng to the top of the natural results •  Through a number of ac3vi3es such as – HTML tags – Links – quan3ty/quality •  Split in to on page and oﬀ page factors

35. Onsite OpQmizaQon

36. •  On-site factors play a big role in determining your search engine rankings •  These are the things that you can do yourself or that you can task your web developer to do on your behalf Onsite OpQmizaQon

37. SEO on page factors •  HTML tags – Title tags – put in your keywords – h1/h2/h3 •  Images – give them “alt” names that are relevent to your content •  Text – make sure it contains relevant keywords •  Internal links – will help google ﬁnd its way around your site

38. Your naviga3on structure and accessibility is cri3cal for search engine rankings – search engines need to be able to access your content in order to index it KISS principle Employ the 2 click rule (3 click rule at most) Use textual links from your home page Use a Sitemap which can be accessed from your home page Employ inline / contextual links Onpage NavigaQon

39. The singularly most important on-site factor! The TITLE Tag

40. Almost always the heading that Google chooses for its lis3ngs. Therefore it needs to be en3cing or contain a call- to-ac3on If you do one thing to your site, then this should be it!

41. •  Include your chosen keywords within the TITLE tag – preferably near the start of the tag •  Try to keep it to 70 characters •  Must be relevant to the page content •  Very important - each page should have a diﬀerent TITLE tag The TITLE Tag

42. •  Search engines also use a series of metadata tags that reside in the header of the page to index websites •  These tags can’t be seen by human visitors to your website – but they’re s3ll interrogated by the search engines Metadata Tags

43. •  A textual descrip3on of what the page is about •  Shows up in Google search results The DescripQon Tag

44. •  Include keywords close to the start of the tag, but don’t repeat more than 3 3mes •  Try to keep it to 150 characters •  Must be relevant to the page content •  Each page should have a diﬀerent DESCRIPTION tag The DescripQon Tag

45. •  No longer counts The KEYWORD Tag

46. •  Google loves original, high quality textual content •  Body text is extremely important for search engine rankings because this is what human users come to see •  Keywords, synonyms and varia3ons of the primary keyword combina3on should be included in the body text, but not so that it reads ‘ar3ﬁcially’. It should read naturally. Body Text

47. •  URLs that contain keywords are be?er than those that don’t •  Quite easy to do if your website is sta3c, a li?le more diﬃcult for database-driven sites •  Don’t make the URLs too long because this will be seen as an a?empt to manipulate the search results •  Good and bad: •  www.mysite.com/health-insurance •  www.mysite.com/search.asp? insuranceID=435&locID=32 Keywords in URLs

48. •  Heading tags – eg. <h1>, <h2> - within the HTML iden3fy headings within the page copy and break up the text •  They are used by search engines to determine page content •  Use keywords in these tags, but don’t overdo it. Heading Tags

49. •  The ‘anchor’ text contained within hyperlinks provides Google with an understanding of what the linked content is about •  Every hyperlink on your site should have descrip3ve anchor text, rather than ‘click here…’ •  Inline links or contextual links are best •  eg. •  Blue Train Enterprises oﬀers a free white paper on how to op3mise your website for the search engines Link Anchor Text

50. A.  Naked URLs: such as www.xyz.com B.  Generic/junk anchors: “click here”, “this website” C.  Brand keywords: PageTraffic, pagetraffic India, page traffic or pagetraffic SEO company Link Anchor Text DiversificaQon

51. •  ALT is displayed if the image doesn’t load in the user’s browser •  The ALT tag should describe the image •  Keep it short and to the point •  It also can have a posi3ve eﬀect on your website rankings •  Don’t use ALT tags as a place to stuﬀ keywords Image ALT Text

52. SEO oﬀ page •  Links and lots of them – Make sure they are good quality and relevant •  Ways of ge]ng links – Use forums – Directories – Blogs – Social media – Loads of other methods •  Should ideally be from related sites – seen as a be?er quality link

53. Social

54. What is Social Media MarkeQng?

55. Social media marketing refers to the process of gaining traffic or attention through social media sites. Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.

56. Why care about Social Media?

57. Works for you Round the Clock

58. Social Lives at the Top of the Funnel

59. Social Media •  Social Media is forecasted to grow 26% CAGR by 2016 ** CAGR = Compound Annual Growth Rate (year over year)

60. Global Social Media Facts

61. Major Social Media Channels

62. Why is it important?

63. A Peak into Social Media Channel #1 Worldwide, there are over 1.44 billion monthly ac3ve Facebook users. A 13 percent increase from 2014. – source: Facebook Age 25 to 34 makes up 29.7% of users and is the most common age demographic. – source: Facebook Facebook users comprise of 53% female and 47% male. – source: Facebook Highest traﬃc occurs mid-week between 1 to 3 pm. – source: Bit.ly blog On Thursdays and Fridays, engagement is 18% higher. – source: Bit.ly blog There are 83 million fake proﬁles. – source: CNN 300 million photos are uploaded every day – source: Gizmodo 936 million people log onto Facebook daily for March 2015, represen3ng a 17% increase year over year – source: Facebook There are 1.25 billion mobile acQve users, a 24% increase year over year– source: Facebook

64. A Peak into Social Media Channel #2 There are over 316 million acQve Twi?er users per month, 80% of which are on mobile devices. – source: Twi<er About 56% of monthly acQve users are actually tweeQng. The rest are just basically lurking. – source: Rocket Post The average number of follower per user is 208. – source: Jeﬀ Bullas About 63 percent of Twi?er users regard their smartphones as their primary twee3ng device. – source: eMarketer About 71% of tweets are ignored and only 23% generate a reply. – source: iMedia ConnecCon 42% of internaQonal brands post 10 tweets per day on average– source: Social Times Tweets containing image links have 5x higher engagement rate – source: Jeﬀ Bullas

65. A Peak into Social Media Channel #3 90% of Instagram users are younger than 35 years old – source: Science Daily An es3mated 30% of Instagram accounts are inacQve. – source: Business Insider @menQons in CapQons receive 56% more engagement – source: Simply Measured Adding a locaQon results in 79% higher engagement – source: Simply Measured High light images generate 24% more likes than dark images. While a high amount of background space generate 29 %more likes than those with minimal space. – source: Curalate Images with high level of texture generate 79% more likes. – source: Simply Measured Instagram has 300m monthly acQve users. – source: StaCsta On average, Instagram users post 70 million photos and hit the ‘like’ budon 2.5 billion 3mes a day – source: Instagram

66. Social Media •  Drives traﬃc and conversions Your Online Store (Search dependent. ) Your Online Store

67. Why social media? •  Nice to have or necessity? •  Necessity •  Increases the KLTC (Know, Like, Trust and Convert ) factor of your brand –  Brands that show up consistently, with interes3ng content build a following –  Brands who personally engage with individuals create customers –  Customers buy from brands they know, like and trust •  Builds credibility •  Diﬀeren3ates you from the compe33on •  Enables people to share and talk about your brand •  Drives traﬃc

68. Measurable

69. Where to ParQcipate?

70. Q+A Sites

71. Document Sharing Sites

72. Build a Community, Not a Brand DETERMINE YOUR AUDIENCE! ! FIND OUT WHAT THEY RE LOOKING FOR OR TALKING ABOUT! ! WRITE ABOUT IT IN A WAY THAT IS: EDUCATIONAL ENTERTAINING INFORMATIVE SHARE

73. A Cohesive Content Plan *Source: Page Trafﬁc Buzz, 20 Captivating Digital Marketing Statistics for 2014 SOCIAL MEDIA AUDIENCE BUILDING RELATIONSHIP BUILDING & ASKING LINK BUILDING

74. Social Media Marketing with Facebook

75. The Digital Landscape •  Facebook

76. Facebook Advantages ①  Turn your friends into agents. ②  Read news feed. Someone may post a “does anyone know...” ③  Just like LinkedIn, there are Facebook groups.Watch and get active. ④  You can email anyone in Facebook. ⑤  Research and join (“like”) company pages.Watch and participate.

77. Facebook AdverQsing

78. TargeQng

79. Social Media Marketing with Twitter

80. Social Media Marketing with LinkedIn

81. Let’s look at some InternaQonal Success Stories!

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

83. Let’s look at few Indian Case Studies!

84. Over 20% All Sales through Facebook

85. Reveal the Name Contest 1.  150,000 people par3cipated 2.  35,000+ requests for Test Drives 3.  8000 Cars booked in 10 days Car Launch

86. MARKETING PLAN

87. 1. Iden3fy Your Target Market •  What Business You Are In ? [ Twi?er 140 char] •  Who are you Marke3ng to? – Is It Targeted Enough? – Where can you ﬁnd your Target Audience? •  Is your market large, but s3ll targeted?

88. 2. Hone your Messaging •  Why is Messaging Important ? •  Bounce Rate. Good benchmark •  Create Messaging For Target Audience – Broad messaging has poor conversion •  OK to ignore a set of audience, as long as you reach target audience. •  Don’t create messaging YOU want, create messaging for what the customers CARE about.

89. 3. Pick Top 3 Marke3ng Tac3cs & Test •  List all the places where your target customers are –  Use Tools to analyze compe3tors dominant acquisi3on strategy •  Analyze the 3 Tac3cs/Channel With Highest Expected ROI & Volume –  Use keyword and other research to get to expected Volume/ROI. –  Measure ROI of channels. Remove Channels that don’t perform –  Next – some tools to help you with this analysis Channel Volume [Clicks] ROI Adwords 10,000 15% Email 5,000 25%

90. SimilarWeb – Compe3tor Analysis Tool

91. Marke3ng Mix in SimilarWeb

92. Quick Keyword research

93. Quick Keyword research using Adwords Tool & GWT Adwords Tool GWT

94. Alexa •  h?p://www.alexa.com/

95. Marke3ng Mix

96. 3. Pick Top 3 Marke3ng Tac3cs & Test •  Add Channels that perform ¡  Always Do Tes3ng ¡  Don’t track Vanity Metrics. [90% GA Metrics] ¡  Track Ac3onable Metrics– Conversion, Churn. ¡  If you want Big Improvement in Results, be ready to make Dras3c Changes

97. 3. How to Benchmark, & Analyse •  Funnel Analysis –  What is the Funnel for your Business? –  What are the benchmarks for your industry conversion •  Lead Gen – Benchmark •  Registra3on Rate •  Conversion on Ecommerce •  SAAS : Free to Paid Conversion Rate •  Have you Set Up Enable Event/Goal Tracking in GA –  Micro-conversions Are Valuable too •  Whitepaper download, Video watch, Newsle?er Subscriber •  How much value should I assign to each conversion Visitors Add to Cart Checkout

98. Marketing Tactics

99. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!