1.
Digital Marketing
for Business Growth
John
Solomon Software
www.solomondomain.com
29 Apr 18

2.
Objective
• To understand Prime Channels of
Digital Marketing for Business Growth

3.
Business Concepts
Part - 1

4.
Quiz
What is the most important thing in
LIFE?

5.
Quiz
What is the Goal for Life?

6.
Know Thyself

7.
Characteristics of Successful People
• Have Vision
• Know about their Mission and Goal
• They are committed to their Vision and Mission
• Passionate about Life and People
• Good in Building Relationships
• Consistent in Learning and Earning
• Good in Time Management

8.
Characteristics of Successful Business
• Have Vision
• Know about their Mission and Goal
• Committed to their Vision and Mission
• Love People – Customers, Employees and Partners
• Improve Products and Services
• Good in Building Relationships
• Consistent in Training, Innovation and Profit
• Good in Time Management

9.
Quiz
What are the Results of
Successful Business?

10.
Results of Successful Business
• Profit
• Positive Cash Flow
• Growth

11.
Quiz
• Do you make monthly P&L Statement?
• Do you have Positive Cash Flow?
• Do you grow more than 10% per year?

12.
Positive Cash Flow Factors
• Budgeting
• Maintain Working Capital
• Incentives for Cash Purchases

13.
Quiz
How many startup here?
How many are responsible for P&L?

14.
Vision Statements
• High Performance Team
• Growth

15.
Quiz
What is your Vision?

16.
Divide and Rule

17.
Four Functional Areas of Business
Operation Marketing
HR Finance

18.
Quiz
• DO you have hierarchy in your Organization?
• Do you have Standard Operational Procedure?
• Do you use ERP?
• Do you have CRM/Financial/HR Software?

19.
Growth Factors
• Innovation
• Research and Development
• Build High Performance Team
• Partnering Strategy
• Develop Marketing Strategy
• Build and Develop Investor Relationship
• Growth should be more than inflation.

20.
Marketing
Part - 2

21.
Marketing Models
1. AIDA
2. Ansoff Matrix
3. BCG Matrix
4. Diffusion of Innovation (DOI)

22.
AIDA
• The AIDA model was created in
1898 by Elias St. Elmo Lewis
• To review what you want to
achieve through your marketing
campaigns
Attention
Interest
Desire
Action

23.
Quiz
• Do you use CRM software?
• Do you Capture Leads?
• What is your Conversion Rate?

24.
Ansoff Matrix
• The Ansoff matrix was
created by Igor Ansoff in
1965
• The matrix will give
four possible scenarios
for future product and
market activities.
Market
Development
Product
Development
Market
Penetration
Diversification
Products
Markets
ExistingNew
NewExisting

25.
Quiz
Do you want
• New Market for your Products?
• New Product for your Market?
• To increase your market share?

26.
Boston Consulting Group Matrix
• Stars – Income and Expense balanced
• Cash Cows – Profit is high.
• Dogs –Minimize Expenses.
• Question – Serious Condition.
STARS
CASH COWS
QUESTION
MARKS
DOGS
MARKET SHARE
MARKETGROWTH
High Low
LowHigh

27.
Quiz
•How do you measure your market size and growth?
•How do you measure your market share?

28.
Diffusion of Innovation (DOI)
Bell curve is used to analyze user groups when
launching a new product or service into a new market.

29.
Quiz
• Do you deliver innovative products/solutions?
• Do you adopt innovative products/solutions?

30.
Marketing Planning Framework

31.
SOSTAC Your SWOT and
Current Position
Situation Analysis
Your Vision, Mission,
GoalsObjective
Long Term Plan for
Team based on SWOT
Strategy
Short Term Plan and
Steps for Individual
Tactics
Specific Actions
of Tactics
Action
Measure KPIs, Metrics
and get report to ControlMeasure

32.
Execution
DIY Delegate Outsource Automate

33.
Quiz
What is your Current Marketing Strategy?

34.
PESTLE Change
Be Prepared and Respond to changes of
• Political
• Economic
• Sociological
• Technological
• Legal
• Environmental
Change
is the
only
Constant

35.
Peter Drucker
What gets measured
gets improved
The purpose of a
business is to create a
customer.
Management is doing
things right.
Leadership is doing the
right things
The best way to
predict the
future is to
create it.

36.
Quiz
Answer the Five Questions of Peter Drucker.
1. What is your mission?
2. Who is your customer?
3. What does your customer value?
4. What results do you seek?
5. What is your plan?

37.
Digital Marketing
Part - 3

38.
What is Digital Marketing
Digital marketing is an umbrella term for the
marketing of brands, persons, products or
services using Internet enabled devices.

39.
Why Companies Market Digitally?
• Global Reach
• Viral Nature
• Interactive Media
• Can Listen from Customers
• Suitable for any budget
• Measurable
• Profiling for Decision Making

40.
Digital Marketing Channels

41.
Digital Marketing Channels
• Website
• Search Engine
• Social Media
• Video
• Email

42.
Quiz
How many are using Digital Marketing for their business?
• Having Websites with Blog with 3K Visits and more.
• Having Facebook page with 10K likes and more
• Having Video Channel with 1K subscribers and more
• Having Email Subscribers list of 1K and more

43.
Website
Part 3.1

44.
Website
Website is Base for Digital Marketing Activities.
• Static website. HTML Site Content updating is difficult.
• Dynamic Website
– CMS : Joomla (Open source)
– E-Commerce :
• Prestashop, Opencart, Magento (Open source)
• Amazon, Flipkart, Ebay (Cloud based)
– Blogging
• Wordpress (Open source)
• Wordpress, Blogger, Wix, Tumblr (Cloud based)
• Custom Developed

45.
Aspects for Good Website
• Content
• Accessibility
• Layout
• Navigation
• Interactive
• Maintenance

46.
Aspects for Modern Website
• Responsive
– Mobile first design.
• Dynamic
– Easy to update with many functions.
• Secured
– Using SSL Certificate and accessed
through https://
• Progressive Web Apps
– Fast, Discoverable, Installable

47.
Quiz
What is the most important thing in website?
A) Content
B) Design

48.
Some people think design means
how it looks.
But of course, if you dig deeper,
it's really
how it works.
Steve Jobs

49.
Search Engine Optimization
Part 3.2

50.
Search Engine Optimization
What is SEO ?
Search Engine Optimization is
the process of ranking a web
page in Search Engines Result
Pages.

51.
SEO Process
1. Create unique and useful content.
2. Find a High Search Volume Keyword
with Google Adwords Keyword Planner
Tool)
3. Optimize it in your content ‘s title,
description and URL.
4. On page SEO - Positive and Negative
5. Off page SEO – Positive and Negative
6. Measure it in Google Analytics
Content
Search Term
Research
Optimize Measure

52.
SEO Results
• Benefit
– Top ranking in Google and other search engines
generates traffic.
– Generates 10 to 50 visits per page for business website.
– For 10 visits savings will be Rs. 200 to Rs. 500
• Challenges
– No Guarantee for Traffic.
– Continuous monitoring and Regular update of content
give better results.

53.
Quiz
What is Google Analytics?
Do you use it?

54.
Search Engine Marketing
Part 3.3

55.
Search Engine Marketing
• What is SEM ?
Search Engine Marketing is the process of Paid
Advertisement of a web page in Search Engines
Result Pages
• Costs:
– Cost per click (CPC) approximately Rs. 20 to Rs. 100
– Costs per thousand impressions (CPM)

56.
SEM Process
1. Create unique and useful content.
2. Find a High Search Volume Keyword with Google Adwords
Keyword Planner Tool
(Example Ranking for 10K search volume results possibility
10K visits per month)
3. Create Landing Page with Lead capturing Forms and Call to
Action
4. Create Campaign, Ad Group and Ads
5. Set Bidding Amount and allocate Budget
6. Make payment and Monitor
7. Measure it in Google Analytics

57.
SEM Results
• Benefit
– Guarantee for Traffic
– Suitable for Quick promotion
– Remarketing and Retargeting is possible.

58.
Quiz
What is Customer Acquisition Cost?

59.
Social Media Optimization
Part 3.4

60.
Social Media Optimization
• What is SMO ?
Social Media Optimization is the use of Social Media
Platforms for Branding and Engagement.
• Platforms:
– Facebook
– Twitter
– LinkedIn
– Google+

61.
Facebook Page
1. Create Facebook Page for your Business.
2. Update with Branding, Product and services,
Contact information.
3. Create Post in you Business Blog.
4. Share in the Page.
5. Frequency of post: Daily or Weekly
6. Measure your page like, post reach it in Insights
7. Measure traffic source in Google Analytics

62.
SMO Results
• Benefit
– Generates Traffic for your website when you share a
link of your blog post.
– Suitable for Customer Engagement and Retention.
– You can listen from your customers through
comments and Review.
– Good content goes viral.

63.
Quiz
What is the Significance of
Customer Engagement?

64.
Social Media Marketing
Part 3.5

65.
Social Media Marketing
• What is SMM ?
Search Media Marketing is the process of Paid
Advertisement using Social Media Platform.
• Costs:
– Cost per click (CPC) approximately Rs. 3 to Rs. 10
– Costs per thousand impressions (CPM)

66.
Facebook Ad Manager
1. Open Facebook Ad Manager
2. Create Campaign
3. Create Ad Group
1. Select Target Audience
2. Set Budget and Schedule
3. Select when you get charged.
4. Create Ads
5. Make payment and Monitor
6. Measure it in Google Analytics

67.
SMM Results
• Benefit
– Guarantee for Traffic
– Suitable for Quick promotion
– Remarketing is possible.
– Web Page, Video, Banners, Mobile Apps can be
promoted.

68.
Quiz
Which is more important to promote
your website or your Facebook page? Why?

69.
Email Marketing
Part 3.6

70.
Email Marketing
• What is Email Marketing ?
Email marketing is the act of sending a commercial
message, typically to a group of people, using email.
• Popular Platform: Mailchimp
• Costs: Free for 2000 subscribers and 12K Emails.
• Email Data Source
– CRM,
– Google Contact,
– Email Subscription in website.

71.
Email Marketing Process
1. Create account in mailchimp with email of your
domain name.
2. Upload your Email Address List
3. Create Landing Page
4. Create List
5. Create News Letter
6. Create Campaign
7. Test it and Launch it.
8. Monitor and Measure

72.
Email Marketing Results
• Benefit
– Guarantee for Traffic
– Suitable for Quick promotion
– Web Page, Video, Banners, Mobile Apps can be
promoted.

73.
Quiz
What is the difference between Bulk Mail and Spam?

74.
Video Marketing
Part 3.7

75.
Video Marketing
• What is Video Marketing ?
Short videos are created for brand awareness and customer
engagement Social Media platforms is known as Video
Marketing.
• Platform:
– YouTube the second largest Search Engine.
– Twitter, Facebook, etc.
• Costs
– Video creation costs could be zero to any amount.
– Video Hosting and Distribution is free of cost.
– Paid Advertisement available in SMM.

76.
Video Marketing Process
1. Login to Google.
2. Create a channel in youtube.
3. Upload your video
4. Optimize your title and description.
5. Monitor and Measure

77.
Video Marketing Results
• Benefits
– Sales Demonstration
– Conversion
– Engagement
– Lead Generation

78.
Quiz
What is the Advertisement Platform for YouTube
Video Advertisement?

79.
Measuring ROI

80.
Measuring ROI
• Number of Leads
• Number of Pre-Sales Activities
• Number of Sales
• Analytics Goal Tracking
• P&L Statement

81.
More Channels
• Affiliate Marketing
• Content Marketing
• Inbound Marketing
• Proximity Marketing
• Chat Bot

82.
Question

83.
Feedback
Email: solomondomain@gmail.com
Mobile: +91-9600909696

84.
Thank You