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Digital marketing for Business Growth

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Digital Marketing for Business Growth explains Business concepts, Marketing models, Digital Marketing channels like blogging, SEO, SEM, Social Media Optimization, Social Media Marketing, Video Marketing and Email marketing.

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Digital marketing for Business Growth

  1. 1. Digital Marketing for Business Growth John Solomon Software www.solomondomain.com 29 Apr 18
  2. 2. Objective • To understand Prime Channels of Digital Marketing for Business Growth
  3. 3. Business Concepts Part - 1
  4. 4. Quiz What is the most important thing in LIFE?
  5. 5. Quiz What is the Goal for Life?
  6. 6. Know Thyself
  7. 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. 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. 9. Quiz What are the Results of Successful Business?
  10. 10. Results of Successful Business • Profit • Positive Cash Flow • Growth
  11. 11. Quiz • Do you make monthly P&L Statement? • Do you have Positive Cash Flow? • Do you grow more than 10% per year?
  12. 12. Positive Cash Flow Factors • Budgeting • Maintain Working Capital • Incentives for Cash Purchases
  13. 13. Quiz How many startup here? How many are responsible for P&L?
  14. 14. Vision Statements • High Performance Team • Growth
  15. 15. Quiz What is your Vision?
  16. 16. Divide and Rule
  17. 17. Four Functional Areas of Business Operation Marketing HR Finance
  18. 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. 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. 20. Marketing Part - 2
  21. 21. Marketing Models 1. AIDA 2. Ansoff Matrix 3. BCG Matrix 4. Diffusion of Innovation (DOI)
  22. 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. 23. Quiz • Do you use CRM software? • Do you Capture Leads? • What is your Conversion Rate?
  24. 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. 25. Quiz Do you want • New Market for your Products? • New Product for your Market? • To increase your market share?
  26. 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. 27. Quiz •How do you measure your market size and growth? •How do you measure your market share?
  28. 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. 29. Quiz • Do you deliver innovative products/solutions? • Do you adopt innovative products/solutions?
  30. 30. Marketing Planning Framework
  31. 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. 32. Execution DIY Delegate Outsource Automate
  33. 33. Quiz What is your Current Marketing Strategy?
  34. 34. PESTLE Change Be Prepared and Respond to changes of • Political • Economic • Sociological • Technological • Legal • Environmental Change is the only Constant
  35. 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. 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. 37. Digital Marketing Part - 3
  38. 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. 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. 40. Digital Marketing Channels
  41. 41. Digital Marketing Channels • Website • Search Engine • Social Media • Video • Email
  42. 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. 43. Website Part 3.1
  44. 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. 45. Aspects for Good Website • Content • Accessibility • Layout • Navigation • Interactive • Maintenance
  46. 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. 47. Quiz What is the most important thing in website? A) Content B) Design
  48. 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. 49. Search Engine Optimization Part 3.2
  50. 50. Search Engine Optimization What is SEO ? Search Engine Optimization is the process of ranking a web page in Search Engines Result Pages.
  51. 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. 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. 53. Quiz What is Google Analytics? Do you use it?
  54. 54. Search Engine Marketing Part 3.3
  55. 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. 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. 57. SEM Results • Benefit – Guarantee for Traffic – Suitable for Quick promotion – Remarketing and Retargeting is possible.
  58. 58. Quiz What is Customer Acquisition Cost?
  59. 59. Social Media Optimization Part 3.4
  60. 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. 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. 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. 63. Quiz What is the Significance of Customer Engagement?
  64. 64. Social Media Marketing Part 3.5
  65. 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. 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. 67. SMM Results • Benefit – Guarantee for Traffic – Suitable for Quick promotion – Remarketing is possible. – Web Page, Video, Banners, Mobile Apps can be promoted.
  68. 68. Quiz Which is more important to promote your website or your Facebook page? Why?
  69. 69. Email Marketing Part 3.6
  70. 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. 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. 72. Email Marketing Results • Benefit – Guarantee for Traffic – Suitable for Quick promotion – Web Page, Video, Banners, Mobile Apps can be promoted.
  73. 73. Quiz What is the difference between Bulk Mail and Spam?
  74. 74. Video Marketing Part 3.7
  75. 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. 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. 77. Video Marketing Results • Benefits – Sales Demonstration – Conversion – Engagement – Lead Generation
  78. 78. Quiz What is the Advertisement Platform for YouTube Video Advertisement?
  79. 79. Measuring ROI
  80. 80. Measuring ROI • Number of Leads • Number of Pre-Sales Activities • Number of Sales • Analytics Goal Tracking • P&L Statement
  81. 81. More Channels • Affiliate Marketing • Content Marketing • Inbound Marketing • Proximity Marketing • Chat Bot
  82. 82. Question
  83. 83. Feedback Email: solomondomain@gmail.com Mobile: +91-9600909696
  84. 84. Thank You

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