Digital marketing powe rpoint ,seo,smo content

Proposal
For
Digital Marketing

Digital Marketing
Why Digital Marketing Matters
Digital marketing has become an essential part for any business to grow. It matters because it’s what your
customers want and it’s where your customers are. The old marketing playbook is broken and consumer
behaviors have changed. Rather than tuning into traditional marketing channels – newspapers, yellow pages,
print ads – your customers are tuning out as they are deep in the world of all-things digital. From smart
phones and tablets, to computers and even wearable watches, the new marketing channels are literally
everywhere we look, but they all exist online. So if you’re not represented in this space, it’s time to figure
out why and how to get there.
Read below for the 5 reasons that digital marketing matters to your small business:
1. It’s cheaper, not just to trial and test response, but also every time a campaign is deployed – relative to
fixed print and direct mail.
2. It reaches a far wider audience more regularly than one off print media
3. You can measure every part of the process to capture a lead and adjust your campaign based on clear
results.
4. You have 24/7 access – your shop stays open even when your office does not.
5. It allows you to be highly specific in terms of your search. There is great scope to show your niche
expertise.

Digital Marketing
Components of Digital Marketing

Digital Marketing
Search Engine Marketing/Pay Per Clicks
Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly
competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been
more important to advertise online, and search engine marketing is the most effective way to promote your
products and grow your business.
Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in
front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase.
No other advertising medium can do this, which is why search engine marketing is so effective and such an
amazingly powerful way to grow your business.
Components of Search Engine Marketing:
1. Google Adwords Search Network Ads
2. Google Adwords Display Network Ads
3. Google Adwords Product Ads
4. Facebook Acquisition Campaigns
5. Facebook Remarketing Campaigns

PPC Management Plan
Google Adwords PPC Campaign
Overview:
Pay-per-click advertising (PPC) will allow you to make your institute highly visible
through sponsored links on search results pages. PPC can offer instant targeted traffic.
The benefits of PPC include immediate rankings, targeting specific keywords,
geographies and languages, the ability to update instantly, and inbuilt analytics.
Why:
1. Premium Ranking position on search engine result page
2. Many users simply click on the first link of the results page, regardless of whether
it’s an ad or an organic listing.
3. The opportunity to generate conversions can be heightened when ads are prominently
displayed.

PPC Management Plan
Facebook PPC Campaign
Overview:
Facebook advertising is a relatively new – and extremely powerful – method of targeting
potential customers on the most popular social media site in the world. Currently, there
are more than 1.2 billion users on Facebook worldwide, offering a huge marketplace of
targeted users by any standard. What makes Facebook unique is the enormous wealth of
information the company has archived about its users.
Why:
1. Get the word out about your institute’s Facebook page
2. Build recognition of your brand and services
3. Generate leads among people who are more likely to be interested in your institute
4. Facebook is flexible with audience targeting. We can easily customize our targeted
audience based on age, gender, location, interest, page likes, previous activity, mobile
device, mobile app installed, qualification, area of study, monthly income, life events,
jobs etc.

PPC Management Plan
PPC Management Process
Overview:
Our management process relies heavily on analyzing technical data and deriving
conclusions based on statistical evidence, our experts also employ a great deal of
creativity and innovation when determining the appropriate strategy to make your PPC
campaign effective. To get a glimpse into what our PPC advertising services entail,
consider the following step-by-step process you'll experience when choosing us for your
next marketing campaign:
Why:
• To ensure a customized approach to your marketing campaign, our professionals
always conduct extensive research on your institute and the courses it offers.
• Although our team is knowledgeable and experienced enough to know which techniques
are effective and which aren't, we don't even begin to strategize your marketing
campaign without a clear understanding of your goals and objectives for the process

PPC Management Plan
PPC Management Process
Why:
• Keywords are a crucial component of a successful Pay per Click marketing campaign,
which is why our experts fully evaluate the competition and determine the most
relevant and effective keywords for your Institute.
• Because the market evolves at such a fast pace initial campaigns require close
attention. Our company analyzes and tweaks your campaigns on a daily basis to ensure
constant progress and efficiency
• For the benefit of both our professional team and the clients we serve, we create
detailed reports of our progress that indicate specific statistics and other data that
reveals performance
• To make sure your account is on track to meet the goals you've established, our
experts conduct daily account supervisor meetings to track progress, determine areas
of improvement and ensure a prompt, successful outcome

PPC Management Plan
Campaign Creation & Monitoring
Process:
• Competition Analysis
• Keyword Research
• Traffic Estimation
• Keyword List Finalization
• Static & Dynamic Ad Copy Creation
• Landing Pages Optimization
• Conversion Tracking Code Insertion & Adwords to Analytics Linking
• Bid Adjustments
• Extensions Launch
• CTR Optimization
• Quality Score Optimization
• Conversion Optimization
• Daily Monitoring & Weekly Detailed Reporting (Every Friday)

PPC Management Plan
PPC Process
PPC Process:
We will run your campaign on these 2 channels.
1. Google Search Network: Anyone searching for apartments for rent in your targeted area
will see your ads. We will combine all possible keywords for every location under different
segments to better exposure and conversions.
2. Google Display Network: We will run a remarketing campaign for display network. Anyone
who has visited your website will see our ads on all websites they visit.
3. Facebook Ad Network: We will show our ads to such facebook users who has completed
10+2 with Mathematics and willing to take admission in engineering college. Facebook does
provide us option to segment audience based on their interest, age group and qualification.

PPC Management Plan
Google Adwords Ads
Ad Location:
Our targeted audience will see our ads when they will search for keywords which are
relevant to our website. For example, if someone will search “Best Private Engineering
College in India”, they will see our ads on primary location of Google Search Result Page.
Here is an example:

PPC Management Plan
We will be displaying our ads to all audience who has visited our website but somehow we
couldn’t convert them to a lead. Now they will see our ads on every website they visit (like
YouTube or any news website).

PPC Management Plan
Facebook Ads
Ad Location:
We will show our ads to all Facebook users who have visited your website and searched
for an apartment. Here is an example of Facebook ads:

PPC Management Plan
Basic Facts About Google Adwords
1. Google AdWords reaches 85% of Internet users in India
2. We can easily customize your target audience based on age, education, location &
gender
3. Google will only charge for clicks. They don't charge anything to show your ads to
their network. No click, no charge.
4. Easy to track conversions & most profitable keywords
5. You can show your ads even if someone is searching about your competitor. For
example, we can show our ads to an user searching for rentfaster or padmapper.
6. Typically businesses make an average of $2 in revenue for every $1 they spend on
AdWords.

PPC Management Plan
Basic Facts About Facebook Ads
1. Millions of active user base & 70% of them are under 30 years age group tells the
story itself
2. We can easily target potential audience based on their education, job, field of
education, annual income, gender, interest, what page they have liked, what activity
they have recently done, what mobile device they are using and so many other things.
3. 63% of Facebook users engage on a daily basis.
4. People search 1 billion times per day on Facebook.
5. On average Facebook is 35% cheaper than Google Adwords
6. Additionally, Facebook Ads with Custom Audience targeting has 387% greater
conversion rates than ads using only demographic targeting options. We can easily use
custom audience targeting to target potential lead.

Digital Marketing
Search Engine Optimization
SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO
encompasses both the technical and creative elements required to improve rankings, drive traffic, and
increase awareness in search engines.
The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo!.
Although social media and other types of traffic can generate visits to your website, search engines are the
primary method of navigation for most Internet users. This is true whether your site provides content,
services, products, information, or just about anything else.
Why SEO is Important:
1. Typically a website gets 70% of it’s traffic from Search Engine
2. 91% of US Internet users search every month
3. Page titles are the most important on-page element after content
4. Persuasive meta descriptions under 155 characters increase click through rates
5. The top 5 results get 75% of the clicks
6. Google+ is the highest correlated social factor for SEO ranking

On Page Optimization Plan
Meta Tags Optimization
Why:
Meta tags are snippets of text that describe a page’s content; the meta tags don’t
appear on the page itself, but only in the page’s code. We all know tags from blog
culture, and meta tags are more or less the same thing, little content descriptors that
help tell search engines what a web page is about.
The only difference between tags you can see (on a blogpost, say) and tags you can’t see
is location: meta tags only exist in HTML, usually at the “head” of the page, and so are
only visible to search engines (and people who know where to look). The “meta” stands
for “metadata,” which is the kind of data these tags provide – data about the data on
your page.
Typically we consider following meta tags:
• Meta Title Attributes
• Meta Description Attributes
• Meta Keywords Attributes
• Meta Robots Attributes

On Page Optimization Plan
On Page Optimization Factors
Why:
On page optimization is one of the most important things one should do for their
website. When looking at search engine optimization and marketing, the place to start is
the website itself. Once the website is in order, the results you see from the rest of
the internet marketing efforts will be that much more effective.
Major On Page Factors that we consider before starting promotion work:
• Title Tag, H1 Tag & URL Structure Optimization
• Image Alt Tag Optimization
• Keyword Density & Content Optimization
• Robots.txt optimization
• Website Load Speed Test
• Website Mobile Compatibility Testing
• W3C Error & 404 Error Optimization
• XML Sitemap Creation
• Google Webmasters Tools & Analytical Tool setup
• Social Sharing button integration

Off Page Optimization Plan
Article Distribution
Why:
We can write and submit theme related articles to popular article directory sites. This
can help drive traffic to our site, we can also gain some links to the site from other
people.
Where:
1. http://ezinearticles.com/
2. http://hubpages.com/
3. http://goarticles.com/
4. http://www.articlesbase.com/
5. http://www.sooperarticles.com/
6. http://www.articlesnatch.com/
7. http://www.artipot.com/
8. http://www.earticlesonline.com/

Press Release Distribution
Why:
As we are a business/service provider, PR submission in popular PR websites will help us
to publish our site in Google News.
Where:
1. http://www.prurgent.com/
2. http://www.prwindow.com/
3. http://www.prlog.org/
4. http://www.pr-inside.com/
5. http://www.24-7pressrelease.com/
6. http://www.1888pressrelease.com/
7. http://www.przoom.com/
8. http://www.pressbox.co.uk/

Blogging
Why:
Blogging is one of the best ways to promote our website online! By writing a blog for our
website, we give a reason for visitors to keep returning to our site and keep up to date
with our latest posts. It also helps search engines to crawl our site more frequently, as
they have to update our latest blog post entries, which ultimately helps the website to
rank higher in search engine results pages (SERPs).
Where:
1. We typically setup a blog on client’s website. If blog is already there, we will
optimize them.

Blog Post/Article Sharing
Why:
By doing this practice, we will make sure that our blog post or live articles are getting
viewed by maximum number of targeted audiences. We will share those blog posts to
different social sharing sites.
Where:
1. https://www.diigo.com/
2. https://www.reddit.com/
3. https://www.stumbleupon.com/
4. http://friendfeed.com/
5. https://delicious.com/
6. http://www.folkd.com/

Forum Discussion
Why:
We will find online forums that are related to your business and get involved within that
community. Reply to threads, answer peoples questions, offer advice, etc. This all helps
to build up reputation as someone who is an expert within that niche.
Where:
All forums related to client’s business.

Business Listing/Reviews
Why:
This is all about Listing our business, writing reviews about others businesses asking
other (friends/clients) to write a review of for business in major business review sites.
Where:
1. https://www.yelp.com/
2. https://www.merchantcircle.com
3. http://www.local.com/
4. https://www.expressupdateusa.com
5. http://business.foursquare.com/
6. http://www.hotfrog.com/
7. http://www.yellowpages.com/
8. http://www.superpages.com/

Link Auditing
Why:
This is ongoing process to audit all links pointing to our website and removing low quality
links.
Where:
Depends upon link.
Tool:
1. Google Webmasters Tools
2. Open Site Explorer
3. Majestic SEO Tools

Document Sharing
Why:
This is all about sharing website documents like business documents, information
brochures, and slides in document sharing sites. This will help us to brand our website.
Where:
1. http://www.scribd.com/
2. http://www.slideburner.com/
3. http://www.slideshare.net/
4. http://www.slideboom.com/
5. http://www.box.net/
6. http://www.4shared.com/
7. http://www.docstoc.com/
8. http://docs.zoho.com/

Web 2.0 Promotion
Why:
There are lots of web 2.0 sites. We will create our official account there and publish
blog posts related to your business on regular basis. This gives exposure as well backlink
to main site.
Where:
1. https://wordpress.com/
2. http://www.blog.com/
3. https://www.blogger.com/
4. https://www.tumblr.com/
5. http://www.webs.com/
6. http://www.weebly.com/
7. http://www.wix.com/

Blog Commenting in Relevant Blogs
Why:
Posting comments on other blogs within the same niche as yours, which allow us to add a
link in the comments section. These links can then be crawled by search engines, helping
to point them towards our site.
Where:
All blogs related client’s website

Banner Promotion
Why:
It is all about Publishing/sharing website product pictures, portfolio, Latest Offers in
image format. Let other see them and comment on them too, which will help drive
traffic towards to our website.
Where:
1. http://instagram.com/
2. http://imgur.com/
3. https://www.flickr.com/
4. http://www.photobucket.com/
5. http://www.deviantart.com/
6. http://www.shutterfly.com/

Digital Marketing
Social Media Marketing
Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a
marketing tool. The goal of SMM is to produce content that users will share with their social network to help
a company increase brand exposure and broaden customer reach.
SMM became more common with the increased popularity of websites such as Twitter, Facebook, Myspace,
LinkedIn, and YouTube.
Major Social Channels:
1. Facebook
2. Twitter
3. YouTube
4. Instagram
5. Google+
6. Linkedin
7. Quora
8. Pinterest
9. Stumbleupon
10. Tumblr

Digital Marketing
Facebook provides incredible platform to target your potential customers based on their interest. We can
further narrow down our targeted audience based on multiple factors like their gender, location, past
activity, life events etc. This will help us to put highly targeted audience into the funnel to run a paid
campaigning on Facebook.
We can also use Facebook’s tracking pixel to create “Website Custom Audience”, the one who has visited tor
our website but somehow we couldn’t convert them. They would become most profitable audience based
because they have previously shown their interest to your website. I have seen huge success rate with such
audience base. Apart from that, we can use lookalike audience and audience intersect tools to target
potential customers on Facebook.

Digital Marketing
Google+ is quickly becoming an essential part of any business’s social media strategy. We can use Google+ as
pure organic platform to promote our products. We will be publishing posts and interesting content about our
products on regular basis and we will include Keywords and Relevant Links on the about section of page
because I think the about page is a fantastic opportunity to give a quick overview of your business.
We will also set Up Google authorship for SEO benefits. This will increase awareness of the overall Google+
profile page and it helps your content stand out from the crowded search results page. One of the real
benefits of Google+ for business is its ability to help you build a community of followers that are either our
purchasers or interested in our products. Much like other social platforms, we can connect with and build a
list of people who are likely to make repeat purchases and give referrals. As we interact with these fans
directly, we can build a positive image, address potential problems and complaints, and keep our business at
the top of people’s minds.

Digital Marketing
Another great business platform that a digital marketer likes the most. We will create an official business
profile for our brand and our primary goal would be to get engage with our targeted audience by following
them, retweeting or commenting on their tweets. We can easily find them and target them.
I think our goal on Twitter should be to converse with people, not send them running. They'll get interested
in our products without us waving them in their faces all the time. Hashtags are something that makes a
difference. We will utilize that feature to create brand awareness. Apart from that, we can also use paid
platform on twitter to get maximum reach.

Digital Marketing
One of the great platforms to promote our products. YouTube videos under 2 minutes in length get almost
50% of all views. That should be no surprise. No one wants a long slog through the entire history of how your
store was founded or the every detail of where your product was sourced. YouTube has recently made a
change in its rankings algorithm to favor videos that engage viewers. We will create our official channel on
YouTube. Having our own YouTube channel will give us yet another way for people to find our products. We
will upload a banner and logo to make it even more professional.
YouTube provides a wealth of data on your video performance. We will take full advantage of it. The data is
nearly comprehensive enough for us to know exactly what works and what doesn’t work. We can even use
annotations to keep and engage our audience. We will promote those videos through all social channels like
Twitter, Facebook, and Tumblr etc. This will increase visibility and traffic both.

Digital Marketing
We can create a business account on instagram and then we will keep our Instagram content strategy focused
on your brand’s unique way of seeing the world. We can use brand specific hashtags and general hashtags in
our posts to be found for our products or lifestyle posts. Using hashtags is one thing, using the right tags is a
completely other thing. Let's assume we are supposed to tag our photos properly, we'll need to find and use
the most relevant hashtags. This means doing the appropriate keyword research to make sure we're using the
most relevant hashtags that not only describes our brand, but is also being searched for on Instagram.
We can also run paid campaign to reach maximum targeted users on instagram. They fetch data from
Facebook (their parent company) as well so we can easily customize our audience based on their behavior.

Digital Marketing
Brand Management
A function of marketing that uses techniques to increase the perceived value of a product line or brand over
time. Effective brand management enables the price of products to go up and builds loyal customers through
positive brand associations and images or a strong awareness of the brand.
Managing brands in today’s inter-connected and complex business environment is challenging. Brands are
affected by heightened competition, regulations, supply chain and distribution issues and manufacturing
costs, while requiring constant advocacy and reputation management. Social media has one very important
perspective to share with brand management - the conversation. Like branding, social media is all about the
conversation and building effective relationships. They are perfectly suited to one another. It's not enough
to have a Facebook page or a Twitter account, we will participate in the conversation by making regular posts
and replying to direct messages from your customers.

Digital Marketing
Email Marketing
Email is an internet marketing tool that is holding its own in the marketing options for businesses. Email
marketing isn't something marketers do just because they can and it's easy. The tactic is very effective at
helping business owners and consumers stay connected. In fact, consumers often seek out email marketing
campaigns from their favorite brands and local stores.
To sum up the best reason to use email marketing: It's easy, effective, and inexpensive. Email marketing
allows business owners to reach a large number of consumers at a rate of pennies per message. For small-
business owners on a budget, this makes it a better choice than traditional marketing channels like TV, radio,
or direct mail.

Digital Marketing
Content Marketing
Content Marketing means creating and sharing valuable free content to attract and convert prospects into
customers, and customers into repeat buyers. The type of content you share is closely related to what you
sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with
you. We can publish review about our products on different review websites. We can write blog posts about
our products and latest offer.
For instance, if you go a shoe store, your objective is obvious to everyone: you’re there to buy shoes.
Therefore, the people working in the store are not going to try and sell you a suit or dress. Instead, they’ll
focus on your objective, namely, helping you find the right pair of shoes. Content Marketing takes a similar
approach. You create content (written, visual, or audible) that will be focused on your audience’s interest and
is relevant to your business — whatever that may be.

Cost & Estimated Time
The table below summarizes the costs & timelines:
PPC Activity:
• Work Limit:
• Hourly Rate:
• We will share and discuss the weekly progress report to plan the coming weeks strategy
• We usually start getting leads for our clients from 2nd week onwards.

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