Digital marketing optimization has become required for Internet marketers who wish to compete successfully. From website visitor to closed business, and with the right tools, every phase can be optimized to reduce cost and increase sales. To excel in this internet-savvy world, digital marketers must stay updated with top digital marketing techniques to optimize internet marketing strategies Devising your content marketing strategy in the digital age relies on data and technology more than ever before. Technology is used to gather the data, and the data is consumed by more technology to automate and optimize every phase of the digital marketing lifecycle.

1. OPTIMIZE YOUR DIGITAL PRESENCE
For achieving your marketing ROI
Amit Singh
Digita l Ma r kete r & Bus ine s s Advis or y

2. Highlights
 Local Search & Best Practices
 Social Media & Best Practices
 Reaching the Mass Via EDMs & Best Practices
 Paid Advertising & Best Practices
 Engagement KPIs
 Tools & Technologies

3. Search Optimization (SEO)
Make sure your website is easy for users to discover—and easy for search bots to understand - with better page titles, headings, and
meta descriptions.

4. Improving your Local Search
• Google.in
• Bing.com (Yahoo)
• DuckDuckGo.com

5. Optimizing your content for Local Searches
Keep refreshing the website with new information:
A good idea would be to posts:
 A recent or upcoming event;
 Campaign; and
 Media /press releases
We need to choose keyword before starting to developing the content;
We need to have our social media post (Twitter India handler; YouTube or Facebook) to drive users on your campaign/website with a relevant CTA;
Websites that add new pages at a higher rate earn a higher freshness score than sites that add content less frequently.
• Optimize the website,
exploring digital marketing
channels (Social + Mobile
app)
• Content Analysis and Sitemap
Analysis;
• Tweak the hub page to house
most visited/popular sections
• Optimize content with
Keywords, Image attributes,
Headlines, URLs, Metadata,
Footer engagement sections
• Competitor Analysis;
• Optimizing the on-page
content with relevance to
India market; Inject proper
keywords and meta section;
• Map the targeted keywords to
their respective landing
page;
Phase 1:
Phase 2: Phase 3:

6. Optimize YouTube Channel
• Proper video keywords - Need to see how competitors are using this channel to understand the keywords. Ensure your keywords are close to the
relativity of the video and the article page that support the video on your website/blog. Both the factors add up when a user searches for a
keyword/topic on Google.co.in
• Long video: In general longer video rank better on YouTube and makes most out of the suggestive when searched on Google
• Encouraging comments- Rely to comments/feedback to encourage users to engage. This also tells YouTube the channel is engaging
• Closely monitor YouTube analytics - consider the most popular videos and how users are interacting with it
• Video file name should have keywords- YouTube recalls the video with the file name however doesn't show it to users - Kind of YouTube's self search to
suggest and find videos out of it's database
• Video Title should have keywords
• Keep the channels header banner to the most hot topic. This tells the users this is frequently updated and also tells YT how authoritative this channel is
since it will gain popularity and subscriptions
Tip: Before uploading a video on YT, use it's search functionality to see which are the most popular video that shows up multiple times. We can
extract some relevant keywords in our tags to ensure the video shows up in the related topic when someone is playing the another video.

7. Optimize Social Media Posts
• Include vanity URLs (not just shortened ones) with better search rankings - linking backs to the article
• Add relative CTAs
• Include a video or a link the the post on in your tweets or social media posts
• Domain Popularity: Bring users form popular domain (e.g. a business domain, news network, business listings, tech
news sites, etc.) to your website/blog.
• See how competitors/most popular articles are doing with the similar keywords on google
• Post article on autoreactive business/news/tech domains with article pointing to the article on your website/blog
• Reduce bounce rate: Not everyone agrees to it as this one of the factors among 200 ranking factors. But this plays a
significant role when we are talking about a business domain which is not meant to drive short period traffic. Search
engines knows this too. If someone is visiting your website, they better stay there for sometime and engage.

8. Going Social

9. Popular Social Networks
Network Number of Users
(and counting)
Demographic information More information
Facebook 1.28 billion users 65% female / 35% male
48% of users aged 18-34, 31%
aged 35-54
Social network leader with largest audience, large
focus on interaction with friends and family
Twitter 255 million users 62% female / 38% male 66% of users aged 15-34
Open network geared towards conversations via short
messages (140 characters maximum)
LinkedIn 300 million users 39% female / 61% male 60% of users aged 25-54
Social network geared towards building professional
connections to aid career development
Google+ 1 billion users 30% female / 70% male
All users have Google
accounts
Social network arm of Google’s product offering,
heavy visual focus.
Instagram 300 million users 68% female / 32% male 90% of users under 35 years old Platform for sharing visual content
YouTube 1 billion users
Reaches more U.S. adults
than any cable Network
Predominant user base is 18-34
years old
Platform for hosting and sharing video content

10. Popular Social Networks
Best practices for your social media engagements
Network Focus Frequency Tip
Facebook Quality 5-10 per week Aim for 2 posts per day to keep audience interested
Twitter Quantity 3-5 per day One per hour is optimal
LinkedIn
Formal, technical
content
2-5 per week LinkedIn posts get more traction during the work week
Google+ Content relevancy 1 per day Your posts give Google more content to index and enhance SEO rankings
Instagram Rich imagery 1-2 per day
There is no real fatigue with posting but ensure consistency week after
week

11. High-level roadmap - Social
First the brand will be launched. Second collaboration between customer-facing functions will be reinforced. Third, existing social capabilities will be
optimized and enlarged.
Brand:
• Design and execute awareness and branding
campaigns
• Active promote word of mouth via social
channels
Marketing:
• Design and execute marketing campaigns (Web +
Offline)
• Developing stories and content according to
the content strategy
• Generating sales leads with paid social media
and retargeting
• Seek user generated content and promote
• Activate the Elite team
Sales:
• Design and execute lead generation campaigns
• Design and execute retargeting campaigns
Care:
• Perform social care; reactive and pro-active
• Setting up and monitor self care (e.g.
LubeChat)
• Establish seamless collaboration and feedback
loops
Brand:
• Design and execute Branding campaigns
• Ambassadors and start executing the
influencer strategy
• Pro-actively drive engagement: e.g. share
happy customer experiences
• Listen to usage experiences
• Support marketing in delivering highly
relevant, India specific content
Marketing:
• Identify and leverage user generated content
in marketing campaigns.
• Design and execute marketing campaigns
• Developing data and marketing insights.
• Optimizing stories and content, based on
content strategy (advertising)
Sales:
• Design and execute lead generation /
acquisition campaigns
• Design and execute retargeting campaigns
Care:
• Perform social care; reactive (ORM) & pro-
active (e.g. daily fuel price)
• Start building the community: Reward super-
users (Motorist app, experience sharing,
Targeted tags)
Brand:
• Design and execute Branding campaign as a
subject matter expert – Lubricants; best
fuels to be used; car cares; Tips & Tricks –
Establish a strong online health community
via an influencer approach
Marketing:
• Developing segmentation profiles based on
data and marketing insights (analytics).
• Implementing advanced marketing segmentations
(types of lubricants’ users in India)
• Optimizing stories and content, based on
content strategy
• Design and execute marketing campaign
Sales:
• Establish sales channel / partnerships –
(e.g. Online store)
• Starting up affiliate programs (Amazon,
Flipkart, Snapdeal)
• Design and execute lead generation /
acquisition campaigns
Care:
• Perform social care; reactive and pro-active
• Start building the community: Reward super-
users (Motorist app, experience sharing,
Targeted tags)
Phase 1:
Phase 2:
Phase 3:
Establish the brand on social, generating
initial leads supported by paid media,
generating initial sales, and delivery of
initial customer support
Driving collaboration and engagement,
leveraging User Generated Content, generating
social sales and promote self care options.
Build a social community, optimization of
marketing campaigns, building partnerships and
move into community enabled care

12. Measuring progress towards social presence
KPI’S (only the Vital ones) Metrics Conclusion/Actions
Click-through rate
• Opened the emails and clicked on the relevant
CTA
• Number of likes to Social channels (Month on Month)
• Participations in events/Seminars
• Sales
Unsubscribe rate • Loss of prospects’ base • Cleansing of data
Bounce rate • Undelivered emails
• CAN SPAM Act complaint
• Clean data
Site traffic
• Devices used
• Traffic moving to website for more info
• No of Conversions/ No of Leads
Social growth • Number of likes on Social community pages
• Revenue from social retention
• Likes and shares
Brand awareness
• Open rates
• CTR
• Active participations over various events

13. Direct reach - EDMs

14. Reaching out to the mass - EDMs
• Acquire new leads/ registrants/ customers/ clients
• Drive immediate sales – Buy a lubricants online
• Build stronger relationships with existing customers/clients – Participate in an online campaign
(e.g. MTF)
• Build brand awareness
• As part of an integrated marketing strategy
• Increase web site traffic

15. Response rate by campaign objective
15.30%
15.20%
17.10%
7.90%
5.60%
6.80%
Leads
Sales
Awareness
Conversion CTR

16. Reaching the Mass - Informative Emailers
As a marketing channel, email isn’t going anywhere. In a DMA study 75.8% of marketers said they are using more email than they were
three years ago. In fact, according to Forrester Research, investment in email marketing is forecasted to grow from $1.3 billion in 2010 to
$2 billion in 2017.
Sources
• Subscriptions Campaigns
• Blogs posts
• Forum interactions
• Registered users
• Social media followers
• Event registrations
On basis of
• Demographics
• Interest and age groups
• Profession
Activities
• Perform social care; reactive
and pro-active
• Design and execute campaign
(in close collaboration with
brand) to acquire brand
ambassadors and super-users in
our community
• Design and execute campaigns
to promote awareness (e.g.
FAQ’s, how-to videos)
• Invitation to events and
social followings
• CSR activities
• Updated PR communications
Phase 1:
Gathering Data
Phase 2:
Filtering
Phase 3:
Reaching out to the
prospective

17. Suggested email types
• Discount sales promotions
• Scheduled corporate newsletters
• Press release list
• News alerts from Media outlets
• Product announcements
• Online education – Best practices, customer experiences, etc.

18. Paid Advertising & Best practices
• Best practises (Segment leader)
• Lubricants

19. The Language of PPC
SPONSORED SEARCH
Pay-per-click distribution tactic that displays your ads in the sponsored search results at the top, along the
side, and across the bottom of search results pages for searches that relate to your keywords.
CONTENT PLACEMENT TARGETING
Pay-per-click distribution tactic that displays your ads alongside relevant articles such as product reviews,
news articles, etc. on the Yahoo and Google distribution network.
AD TEXT
The marketing message displayed to prospective customers. An ad contains a title, description, and URL.

20. 1. Separate keywords into different ad groups by similar core words.
2. Ads should be highly relevant to searched term.
3. Landing Pages should be highly relevant to Ad created.
4. Be more specific using "negative keyword matching" or other match options besides "broad
matching.“
5. Geo Target your ads to tap into the right demographics and Brand’s availability
6. Device targeting – Desktop or Mobile
Best Practices

21. Measurement KPIs

22. KPIs◦ Introduction to Social KPIs and Reporting
◦ Executing Social KPIs and Reporting
Operational Performance
Traffic
Analysis
Resource
Management
Campaign
Effectiveness
Interaction
Management Social Analytics
and Insights
Social
Analytics &
Reporting
Strategic Performance Reporting
Brand &
Reputation
Social sales &
leads
Marketing
Social Care/
Community
Social Analytics and Reporting Module & Components

23. Measuring progress towards social sales
Social leads and the lead response time indicate social sales effectiveness
KPI’s METRICS
Social Leads • Number of Leads from Social (Month on Month) – people navigating to buy your product or opt for your services
• Social leads as % of all Leads
Social Lead Response Rate • % of all social leads responded (Broader picture)
Conversion Rate • No of Conversions / No of Leads
Retention from Social • Actual churn customers identified from Social
• Actual churn customers retained from Social
• Revenue from social retention
Revenue from Social Sales • Actual revenue from social sales
• % revenue from social sales

24. Measuring progress towards social care*
Response rates, first contact resolution and community supported interactions are indicators of social care performance
KPI’S METRICS
Response Rate • % Interactions responded versus interactions received
Response Time • Time in mins to respond to Customer Interactions
First Contact Resolution • % interactions resolved in the first response
Resolution Time • Time in mins to resolve customer cases
Interaction Handling Time • Time in mins to handle the case by a customer care /command center rep
Cost per Interaction** • Cost per Care interaction
Community supported Interactions • No of social care interactions supported by the community
• User satisfaction with community experience
* Once we have a functional Online Reputation Management System (ORM)
** Optional: based on the business plan

25. Strategic Performance Reporting
Definition and Objectives
Definition:
Strategic performance reporting allows organisations to report and communicate progress and
outcomes on parameters most critical to the state of the business. Social performance reporting
involves the establishment and periodic measurement of Key Performance Indicators (KPI’s) on
social applicable for each of the customer facing functions including Brand, Marketing, Sales and
Care.
Brand
Monitor Brand reputation
and perception parameters
like Awareness, Sentiment,
Loyalty
Marketing
Measure and benchmark
the effectiveness of
marketing efforts on the
audience
Sales
Assess the effectiveness of
social efforts on revenue
growth.
Care
Evaluate the effectiveness
of customer care strategies
and operations.
Objectives:

26. Strategic Performance Reporting – Brand Brand Mktg
Sales

27. Brand KPI’s – Awareness
Proposed target metrics to measure impact and resonance.
KPI’S METRICS PROPOSED TARGETS CONTEXT
Fan Base • Actual # of Fans/Followers/Subscribers by Social
Platform
• % Growth in Fans/Followers/Subscribers (Month-on-
Month) / YTD
• 30k in 1st year, 2500 (approx.) in 1st month
• Comparison with another competitor with
similar product line
• See how much you have already achieved
Engagement • % Share of Engagement (Your domain/brand Vs
Competitors) (Day/Week/Month)
• 10% consistently • See the frequency of your competitor’s
postings
Engagement :
Applause
• # of Likes, Retweets by social platform
(Day/Week/Month)
• 1000 across channels in the 1st month as a
result of commercial launch and related
spends.
• Keep a close track on the engagement
activity from users
Engagement:
Conversations
• % Share of Mentions (Merck Vs Competitors)
(Day/Week/Month)
• Volume growth in earned social media mentions
• 10% average of all competitors
• 15,000 mentions in 1st month
Reach • Number of unique accounts reached by the Brand • 100,000 across channels in 1st month • Reach as a factor of followers of followers
Impressions • Number of impressions experienced by the audience • 1,000,000 total impressions in 1st month • Impressions being a multiples of Reach
Sentiment • % Positive, Negative, Neutral posts (Day/Week/Month)
• Sentiment distribution of posts by Platform (FB, Tw, etc)
• Sentiment distribution of posts
• Differentiators
• >5% positive, <5% negative, ~80% neutral
across channels
• <20% negative for customer care handles
• Overall mentions sample analysis reveals
this. Daily sentiment analysis during
commercial launch week to help consolidate
this.
Awareness/
Visibility
Brand Mktg
Sales

28. Strategic Performance Reporting – Marketing Bran
d
Mktg
Sale
s

29. Marketing KPI’s – Engagement
Proposed target metrics to measure fan engagement with content & messaging.
KPI’S METRICS PROPOSED TARGETS
Fan Base
• Actual # of Fans/Followers/Subscribers by Social Platform
• % Growth in Fans/Followers/Subscribers (Month-on-Month) / YTD
• 300k in 1st year, 25000 in 1st month
• Comparison with AstraZeneca (AZ) as another competitor
Engagement • % Share of Engagement (Merck Vs Competitors) (Day/Week/Month) • 10% consistently
Engagement : Applause • # of Likes, Retweets by social platform (Day/Week/Month)
• 50,000 across channels in the 1st month as a result of
commercial launch and related spends.
Engagement: Amplification • # of Shares by social platform (Day/Week/Moth) • 30,000 across channels in 1st month
Engagement: Conversations
• % Share of Mentions (Merck Vs Competitors) (Day/Week/Month)
• Volume growth in earned social media mentions
• 10% average of all competitors
• 15,000 mentions in 1st month
Reach • Number of unique accounts reached by the Brand • 100,000 across channels in 1st month
Impressions • Number of impressions experienced by the audience • 1,000,000 total impressions in 1st month
Paid, Owned, Earned Engagement
(Refer next slide)
• Engagement received for content posted on Owned Channels vs Paid Ads vs
Content shared by audiences
• 20% paid, 20% owned and 60% earned
Bran
d
Mktg
Sale
s

30. Marketing KPI’s – Campaign & content effectiveness
Proposed target metrics to measure fan interaction with campaigns & content to determine effectiveness.
KPI’S METRICS PROPOSED TARGETS CONTEXT
Referral Traffic • Outgoing Traffic from one social channel to the
another
• Outgoing Traffic to the website
• Outgoing Traffic to other brand properties
30% of all referral traffic to the website from Social
Media
Cross platform integration of channels and website
will be able to help in achieving cross platform
migration of customers
Co-Creation New content generated through Fans/Audiences % of overall content is co-created TBD Content creation will be in direct correlation with the
campaigns and posts by brand encouraging customers
Campaign
effectiveness
Most engaging Campaigns of the Week, Month, Quarter Measure and benchmark the % boost in Fanbase,
Referral Traffic, Sales, etc to record effectiveness of
campaigns.
Correlate Engagement and Referral traffic numbers of
past campaigns with spends to use as a comparator.
Channel
effectiveness
Most engaging Channels (of all social properties) by
Week, Month, Quarter
Compare engagement of channels by fan base, post
activity to assess the effective and not so effective
channels
While it is important to have a presence on prominent
channels, consistently posting engaging content helps
grow/sustain the fan base.
Content
effectiveness
Most engaging Content of the Week, Month, Quarter Compare engagement received against individual
content to optimize content plan
Keep a consistent tab on what type of content and mix
works best.
Activity Frequency of new content posted on owned channels
overall, by media type, content theme.
At least 300 posts/month across channels
Bran
d
Mktg
Sale
s

31. Strategic Performance Reporting – Sales Bran
d
Mktg
Sale
s

32. Sales KPI’s – Lead, conversion and retention
Proposed target metrics to sales opportunity from lead generation, conversion rates & the of generating sales
KPI’S METRICS PROPOSED TARGETS CONTEXT
Social Leads
• Number of Leads from Social (Month on
Month)
• Social leads as % of all Leads
• Merck vs Competitor Leads (e.g. AstraZeneca:
Contextual)
• Social at least 40% of all digital leads
• Social leads identified through listening addressed
to Merck or Competitor(s)
Social Lead Response Rate • % of all social leads responded • 100% • The brand has to respond to all identified leads
Lead response time • Average time to respond to Social Leads • 1 hr from prospects post (subjective)
• Respond to identified lead at earliest for
conversion
Conversion Rate
• Web Registrations
• Social Forms
• No of Conversions/ No of Leads
• At least 3% conversions • As per PWC report the global average is 2.5%
Retention from Social
• Actual churn customers identified from Social
• Actual churn customers retained from Social
• Revenue from social retention
• <2% of total customer base per
month
• Global churn ratios for telecommunication industry
is around 2% per month as per DMI.
• Major Telecom Operator market 6-7 % per m
Cost Per Lead • Cost per lead
• 50% saving over traditional lead
channels
• As per study report by HubSpot
Social Customer Lifetime Value • Lifetime Value of Social Customer
• Measure and compare CLV of
customers converted through social
vs others
Cost related KPI targets based on following reports: HubSpot | Database marketing institute | PWC
Bran
d
Mktg
Sale
s

33. Social Analytics & Insights

34. Strategic performance reporting KPI’s for marketing
What we measure to track marketing ROI
MARKETING ROI
Awareness: Volume, Reach, Amplification (Retweets, Shares)
Engagement: Likes, Comments, Favorites, etc.
Paid vs Earned: Engagement received through Paid posts vs others
Traffic: Traffic directed towards website, Clicks,
Conversions, shares, etc.
Co-Creation: User generated content created
Campaign/Channel effectiveness: Engagement received per campaign/channel
Activity: Own content activity per week/month by type of
content, theme
CPM (Cost per Mile): Cost per mile (1000 Impressions)

35. Strategic performance reporting KPI’s for sales
What we measure to track sales results
SOCIAL LEADS AND SALES
Leads from social sales: No and % leads from social vs other sources
Lead response rate: % of Leads responded to
Lead response time: Time in mins to respond to leads
Conversions: % Leads converted (Registrations/Downloads/Bought
lubricant pack online, etc.)
Cost per Lead: Costs to acquire a lead
Cost per Acquisition: Costs to acquire a customer
Retention from Social: Churn signals identified and contacted from social
Revenue social supported sales: Revenue contribution from social leads

36. Assessment and Recommendations based on desired social technologies
Technologies SPRINKLR LITHIUM OTHER TOOLS
Listening
CRM integration possible
Sprinklr supports non English languages
Good automated alerts features
Boolean queries and exhaustive global site
list.
While lithium supports listening, it
positions itself as a social care leader.
Brandwatch ranks higher than Sprinklr/Lithium.
Text Analytics
Sprinklr has options for rule based post
categorization and manual categorization.
Lithium has options for rule based post
categorization and manual categorization.
Advanced text analytics are not part of
Lithium.
Clarabridge, SAS, Brandwatch rank higher than
Sprinklr / Lithium. AI/NER other advanced text
analytics. Post level or Instance level categorization
(Sentiment/Topics) Industry models.
Publishing & Social
Performance
Management
Maximum social channels supported,
superior audience targeted publishing,
maximum media types, multi channel
publishing. Advanced approval and
reporting capabilities.
Lithium is not a Publishing tool
Sprinklr ranks higher than Brandwatch and Radian6
Social Studio here
Social Tool’s Assessement & Recommendation

37. Technologies SPRINKLR LITHIUM OTHER TOOLS
SOCIAL CARE
Good post assignment, team
configuration features. Can
integrate with CRM.
Purpose built for social care. Prioritization work queues,
advanced reporting and efficiency metrics. 360 customer social
profile, templates. Integration with CRM, Klout and Community
advantage.
Lithium ranks higher than Sprinklr and R6 Social Studio
SOCIAL COLLABORATION
Sprinklr does not have this
option
Superior community administration abilities, supports all
browsers, advanced metrics, traffic analysis, private messaging.
Android/Apple compatible, video playback. Mobile ready.
Integration with LSW is an advantage.
Jive, IBM Connections, SAP Jam rank higher than Lithium
community.
LEAD GENERATION
Ability to identify leads based on
Boolean rules by leveraging the
listening capabilities. Content
and Ads initiated lead
generation.
Ability to set rules for categorization of leads by leveraging
listening capabilities.
Social Lead Gen tools like LeadSift and Socedo support profile bio
based lead search, integrations with google analytics, export
leads (CSV) or ads.twitter for targeted campaigns. Detailed
personal information, segmentation and categorization options.
Lead management workflows.
INFLUENCER MARKETING
Option to identify, prioritise and
engage audiences based on built
in Klout scores.
In built Klout score for audiences engaging with the brand.
Lithium leverages Klouts influencers profile capabilities.
Tracker can identify social profiles of Influencers across social
platforms, blogs, quora, etc. Strong features to track
conversations based on topic of interest, track conversations with
influencers. Georaphy, Demographic, Language based selection
criteria, ranks higher than eCairn.
PROFILING
Social sign on tools like Gigya offers a customer identity management platform for businesses which includes products for customized registration, social login,
Identity and Access Management (IAM), profile storage, and integrations with third-party marketing and services platforms
Social Tool’s Assessement & Recommendation

38. Amit Singh
Email: amit-singh84@live.com
LinkedIn: https://www.linkedin.com/in/amitsingh1984/