Digital Marketing for Business Growth event held in Coimbatore for JCI Indcity, Coimbatore Members.

1. 1
Digital Marketing
for Business Growth
John
Solomon Software
2 May 18

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

3. 3
Business Concepts
Part - 1

4. 4
Quiz
What are the Results of
Successful Business?

5. 5
Results of Successful Business
• Profit
• Positive Cash Flow
• Growth

6. 6
Positive Cash Flow Factors
• Budget
Weekly, Monthly, Quarterly, Annually.
• Maintain Working Capital
Reserve for minimum of 3 months expense.
• Incentives for Cash Purchases and
Advance Payments.

7. 7
Quiz
How many startup here?
How many are SMEs?

8. 8
Quiz
What is your Vision?

9. 9
Vision Statement
• Helps To Build High
Performance Team
• Growth

10. 10
Divide and Rule

11. 11
Functional Areas of Business
Operation Marketing
HR Finance

12. 12
Growth Factors
• Build High Performance Team
• Innovation
• Research and Development
• Strategize Partnership
• Build and Develop Investor Relationship
• Investing on Assets
• Increasing Market Share

13. 13
Marketing
Part - 2

14. 14
Marketing Models
1. AIDA
2. Ansoff Matrix
3. BCG Matrix
4. Diffusion of Innovation (DOI)

15. 15
AIDA
Stages of Marketing and Sales
• 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
Attention
Interest
Desire
Action
Attention
Interest
Desire
Action

16. 16
Quiz
• Do you Capture Leads?
• What is your Sales Conversion Rate?
(Total Sales/Total Leads) x 100
Example
(5 sales/50 Leads) x 100 = 10%
(50 Leads/5000 Visits) x 100 = 1%

17. 17
Ansoff Matrix
What you want to do in Marketing?
• The Ansoff matrix was
created by Igor Ansoff in
1965
• The matrix will give
four possible scenarios
for market activities. Market
Development
Product
Development
Market
Penetration
Product
Diversification
Products
Markets
ExistingNew
NewExisting

18. 18
Boston Consulting Group Matrix
How much you can invest on Marketing?
• 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

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

20. 20
Product Positioning

21. 21
Product Positioning Definition
Product positioning is
to communicate products attributes
to target customers
based on customer needs and
competitive pressures.

22. 22
Value Proposition Canvas

23. 23
PESTLE Change
Be Prepared and Respond to changes of
• Political
• Economic
• Sociological
• Technological
• Legal
• Environmental
Change
is the
only
Constant

24. 24

25. 25
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.

26. 26
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?

27. 27
Marketing Planning Framework

28. 28
SOSTAC Your SWOT and
Current Position
Situation Analysis
Your Vision, Mission,
Goals
Objective
Long Term Plan for Team
Based on Your SWOT
Strategy
Short Term Plan and
Steps for Sections
Tactics
Specific Actions
of Tactics
Action
Measure KPIs, Metrics
and get report to Control
Measure

29. 29
Execution Methods
DIY Delegate Outsource Automate

30. 30
Digital Marketing
Part - 3

31. 31
What is Digital Marketing
Digital marketing is an umbrella term for the
marketing of brands, persons, products or
services using Internet enabled devices.

32. 32
Why Companies Market Digitally?
• Global Reach
• Viral Nature
• Interactive Media
• Can Listen from Customers
• Suitable for any budget
• Measurable
• Profiling for Decision Making

33. 33
Digital Marketing Channels

34. 34
Digital Marketing Channels
• Website
• Search Engine
• Social Media
• Video
• Email

35. 35
Website
Part 3.1

36. 36
Quiz
How many are using Digital Marketing for their business?
• Websites with Blog with 3K Visits and more.
• Facebook page with 10K likes and more
• Video Channel with 1K subscribers and more
• Email Subscribers list of 1K and more

37. 37
Website
Website is Base for Digital Marketing Activities.
• Static website. HTML Site Content updating is difficult.
• Dynamic Website
– Blogging
•Wordpress (Open source)
•Wordpress, Blogger, Wix, Tumblr (Cloud based)
– E-Commerce :
•Prestashop, Opencart, Magento (Open source)
•Amazon, Flipkart, Ebay (Cloud based)

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

39. 39
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

40. 40
Quiz
What is the most important thing in website?
A) Content
B) Design

41. 41
Some people think design means
how it looks.
But of course, if you dig deeper,
it's really
how it works.
Steve Jobs

42. 42
Search Engine Optimization
Part 3.2

43. 43
Search Engine Optimization
What is SEO ?
Search Engine Optimization is
the process of ranking a web
page in Search Engines Result
Pages.
Web Pages Images Videos Locations
Whatever can be Searched,
That can be optimized

44. 44
How Search Engine Works?

45. 45
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. Measure it in Google Analytics
Content
Search Term
Research
Optimize Measure

46. 46
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.

47. 47
Measuring ROI

48. 48
Measuring ROI
• Number of Leads
• Number of Pre-Sales Activities
• Number of Sales
• P&L Statement
• Google Analytics
– Goal Tracking
– Total Visits, Sessions, Bounce Rate etc.

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50. 50

51. 51

52. 52
Search Engine Marketing
Part 3.3

53. 53
Search Engine Marketing
• What is SEM ?
Search Engine Marketing is 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)

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55. 55
SEM Process
1. Create unique and useful content.
2. Find a High Search Volume Keyword
(with Google Adwords Keyword Planner Tool)
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

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57. 57
Lead capturing
forms
Call To Action
Buttons

58. 58

59. 59
SEM Results
• Benefit
– Guarantee for Traffic
– Suitable for Quick promotion
– Remarketing and Retargeting is possible.

60. 60
Quiz
What is Customer Acquisition Cost?
Number of Customers/Marketing Budget
5 Customers/Rs. 50,000 Budget = Rs. 10,000 is
Customer Acquisition Cost.

61. 61
Social Media Optimization
Part 3.4

62. 62
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+

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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

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65. 65
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.

66. 66

67. 67
Quiz
What is the Significance of
Customer Engagement?

68. 68
Social Media Marketing
Part 3.5

69. 69
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)

70. 70

71. 71
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

72. 72

73. 73
SMM Results
• Benefit
– Guarantee for Traffic
– Suitable for Quick promotion
– Remarketing is possible.
– Web Page, Video, Banners, Mobile Apps can be
promoted.

74. 74
Email Marketing
Part 3.6

75. 75
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.

76. 76
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

77. 77

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79. 79

80. 80
Email Marketing Results
• Benefit
– Guarantee for Traffic
– Suitable for Quick promotion
– Web Page, Video, Banners, Mobile Apps can be
promoted.

81. 81
Quiz
What is the difference between Bulk Mail and Spam?

82. 82
Video Marketing
Part 3.7

83. 83
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.

84. 84
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

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86. 86
Video Marketing Results
• Benefits
– Sales Demonstration
– Conversion
– Engagement
– Lead Generation

87. 87
Quiz
What is the Advertisement Platform for YouTube
Video Advertisement?

88. 88
More Channels
• Affiliate Marketing
• Content Marketing
• Inbound Marketing
• Proximity Marketing
• Chat Bot

89. 89
5 Leads 1 Sale
per month in Offline Ads
Situation
20 Leads per month
4 Sales per month
Objective
3 months Time
Blogging, SEO and FB
Strategy
100 visits per day
70 in Search
30 in FB
Tactics
12 Blog + 20 FB Posts in a month
1 Video Post + 1 Email CampaignAction
60 visits by SEO & 40 by FB per day
24 Leads and 4 sales per monthMeasure
Sample Plan

90. 90
Question

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

92. 92
Thank You