S]

1. Digital Marketing – Volini
Deepak Narayanswamy
EMBA Pharma
Sem V
https://www.volini.com
https://www.facebook.com/MyVolini
https://twitter.com/MyVolini
https://www.youtube.com/channel/UCxB3py_PwOE
xS2NCKDGoJVA

2. DIGITAL AUDIT OF VOLINI.COM

3. Volini.com: Website ranking for selected keywords
Keyword Google page rank Rank on page
Pain Spray 1 1
Pain Gel 1 6
Best pain relief spray 1 3
Best pain relief gel/cream Not listed NA
Pain relief medicine/drug Not listed NA
Source: Google.com

4. Volini.com - Keyword density report
Keyword/Phrase Count Density Check
Single Words
Volini 10 10.00% X
Pain 8 8.00% √
Spray 4 4.00% √
Relief 4 4.00% √
Herbal 4 4.00% √
Gel 4 4.00% √
Effective 3 3.00% √
2 Word Phrases
Volini spray 3 10.71% X
Spray launched 2 7.14% √
Herbal formula 2 7.14% √
Volini herbal 2 7.14% X
Explore volini 2 7.14% X
Best pain 2 7.14% X
3 Word Phrases
Volini spray launched 2 25.00% X
Angle volini spray 2 25.00% X
Gel formula kill 2 25.00% X
Source: www.addme.com
1-3% of keyword density is
recommended by experts. There is
however no defined standard.

5. Volini.com: Page SEO score and Speed score
Source: www.neilpatel.com
Load time needs improvementWebsite is relatively error free
though few images throw
warnings

6. Volini.com: Comparative analysis with moovspray.com
Source: www.neilpatel.com

7. Volini.com: Competitive analysis
12 3
Source: www.neilpatel.com
Significant scope for improvement of site speed – key factor in gaining and retaining
customers

8. Volini.com: Competitive analysis
Source: www.neilpatel.com
Advanced digital marketing needed to face competition from moovspray.com

9. Volini.com: Backlink statistics
Source: www.backlinksinfo.com

10. Volini.com: Backlink details
No. Backlink URL OBL Type of website
1 http://www.sujatawde.com/2015/11/ 96 eNews magazine
2 http://www.thewiprochennaimarathon.com/sponsors.php 118 Sports / Event
3 http://www.sunpharma.com/products/otc 212 Company
4 http://medialoving.com/2016/11/21/volini-helps-over-800..... News/Entertainment
5 http://prfeed.in/2016/11/volini-members-lounge-at-delhi..... 70 News
6 http://businesswireindia.com/news/news-details/ranbaxy-..... 60 New
7 http://businesswireindia.com/news/news-details/ranbaxy-..... 62 News
8 https://paulwriter.com/volini-helps-8000-runners-recove..... Blog
Source: www.neilpatel.com

11. Volini: Social Media Marketing
Volini associates itself with marathon events as recovery partner
Volini Ads appears on the marathon event pages which have links to Volini FB page and
website
However, candidates marking “interested” option in marathon events don’t get Ads – An
Opportunity exists.
Source: www.neilpatel.com

12. Volini: Digital Advertising
 Youtube Ad based on Marathon event
 Emotional connect
 Encourages both old and young to participate in marathons – Indirectly promoting Volini
Source: www.youtube.com

13. Volini.com: Lead Generation
http://www.volini.com/recoveryprogram/
 Provides safe running tips
 Stretching and sprain relief tips – promoting Volini all the while
Source: www.volini.com

14. Volini: Events and campaigns through microsites
Microsite – volinipatontheback.com
FB, Twitter, SMS and IVR based campaign
Source: www.volini.com

15. Volini.com: Email Marketing
 Increase potential customers
 Retain gained customers
 Generate brand advocates
 Assess success of campaign
Source: www.volini.com

16. Volini.com: Responsiveness
Desktop View
Source: www.volini.com

17. Volini.com: Responsiveness
Tablet View
Source: www.volini.com
Volini.com: Responsiveness

18. Volini.com: Responsiveness
Mobile View
Responsiveness across desktop, tablet and mobile is good
Source: www.neilpatel.com
Volini.com: Responsiveness

19. Acquisition & Retention

20. Volini.com: Suggested keyword planning
Keyword Statistics from Google Adwords Present / Absent
Lower back pain 450000 Backache , can be replaced
Knee pain 301000 Yes
Back pain 246000 Backache , can be replaced
Shoulder pain 201000 Yes
Neck pain 165000 Yes
Hip pain 135000 Absent, but an
opportunity
Sciatica pain relief 110000 No – NA
Back pain relief 110000 Backache , can be replaced
Joint pain 110000 Yes
Pain management 90500 Absent, but an
opportunity
Leg pain 90500 Ankle pain
Pain relief gel 10K-100K Absent, but an
OpportunitySource: Google Adwords

21. Volini.com: Suggested promotion through keywords
using Google Adwords services
Identified keywords will be promoted through Google Adwords services

22. Volini: Suggested lead generation on social media
Source: Facebook.com

23. Volini: Suggested lead generation on social media
Source: Facebook.com
Volini: Suggested lead generation on social media

24. Advertisements on social media
Facebook campaign
 Target users who have a liking for running / physiotherapists
 Advertise to this selected range of customers
 Request the users to like the page to get daily running tips - asking to purchase marathon pack (new SKU)
 Request interested users to subscribe to newsletters
 Send contest and campaign details
 Send reminders
 All redirects to Volini.com and Youtube page
 Selfie points at marathon venues which go directly to FB page of participant
Youtube
 Show training videos – stretching, running and post run recovery
 Celebrity athletes videos
Whatsapp
 Create Whatsapp group – Mass messaging about Volini and running

25. Volini.com: Proposed landing page design

26. Email Marketing for Target Audience
Acquisition
• Facebook campaigns – lead generation
• Running events
• Events on website
• Email Ids through form on landing
page
Email marketing
• Welcome email
• Newsletters
• Reminder emails
• Performance emails
Current Gaps
 Website doesn’t do push
marketing
 FB Ads are rare
 Microsites are campaign specific
SMS Notifications
 Mass messages prior to events

27. Emails from Volini.com
Email 1:
For participants of upcoming
marathons
Sub: Running the next marathon ?
Run safe with us
Dear Pacer:
Email 2: For participants who ran a
marathon
Sub: You made it…Finisher
Dear Finisher: Congratulations

28. Email 3: Monthly Newsletter
Sub: Keep running says your
pain partner
Emails from Volini.com

29. Thank You