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Digital marketing for Business Growth
The document outlines strategies for digital marketing aimed at business growth, focusing on important concepts such as vision, time management, and customer engagement. It discusses various marketing models like AIDA, the Ansoff Matrix, and Boston Consulting Group Matrix, as well as digital marketing channels such as SEO, SEM, social media marketing, and email marketing. Additionally, it emphasizes the importance of measuring results and adapting to changes in the business environment.
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Digital marketing for Business Growth
- 1. Digital Marketing for BusinessGrowth John Solomon Software www.solomondomain.com 29 Apr 18
- 2. Objective • To understandPrime Channels of Digital Marketing for Business Growth
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- 4. Quiz What is themost important thing in LIFE?
- 5. Quiz What is theGoal for Life?
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- 7. Characteristics of SuccessfulPeople • 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 SuccessfulBusiness • 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 theResults of Successful Business?
- 10. Results of SuccessfulBusiness • Profit • Positive Cash Flow • Growth
- 11. Quiz • Do youmake monthly P&L Statement? • Do you have Positive Cash Flow? • Do you grow more than 10% per year?
- 12. Positive Cash FlowFactors • Budgeting • Maintain Working Capital • Incentives for Cash Purchases
- 13. Quiz How many startuphere? How many are responsible for P&L?
- 14. Vision Statements • HighPerformance Team • Growth
- 15. Quiz What is yourVision?
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- 17. Four Functional Areasof Business Operation Marketing HR Finance
- 18. Quiz • DO youhave 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.
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- 21. Marketing Models 1. AIDA 2.Ansoff Matrix 3. BCG Matrix 4. Diffusion of Innovation (DOI)
- 22. AIDA • The AIDAmodel 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 youuse CRM software? • Do you Capture Leads? • What is your Conversion Rate?
- 24. Ansoff Matrix • TheAnsoff 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 GroupMatrix • 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 youmeasure 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 youdeliver innovative products/solutions? • Do you adopt innovative products/solutions?
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- 31. SOSTAC Your SWOTand 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 OutsourceAutomate
- 33. Quiz What is yourCurrent Marketing Strategy?
- 34. PESTLE Change Be Preparedand Respond to changes of • Political • Economic • Sociological • Technological • Legal • Environmental Change is the only Constant
- 35. Peter Drucker What getsmeasured 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 FiveQuestions 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?
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- 38. What is DigitalMarketing Digital marketing is an umbrella term for the marketing of brands, persons, products or services using Internet enabled devices.
- 39. Why Companies MarketDigitally? • Global Reach • Viral Nature • Interactive Media • Can Listen from Customers • Suitable for any budget • Measurable • Profiling for Decision Making
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- 41. Digital Marketing Channels •Website • Search Engine • Social Media • Video • Email
- 42. Quiz How many areusing 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
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- 44. Website Website is Basefor 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 GoodWebsite • Content • Accessibility • Layout • Navigation • Interactive • Maintenance
- 46. Aspects for ModernWebsite • 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 themost important thing in website? A) Content B) Design
- 48. Some people thinkdesign means how it looks. But of course, if you dig deeper, it's really how it works. Steve Jobs
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- 50. Search Engine Optimization Whatis SEO ? Search Engine Optimization is the process of ranking a web page in Search Engines Result Pages.
- 51. SEO Process 1. Createunique 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 GoogleAnalytics? Do you use it?
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- 58. 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)
- 60. SEM Process 1. Createunique 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
- 64. SEM Results • Benefit –Guarantee for Traffic – Suitable for Quick promotion – Remarketing and Retargeting is possible.
- 65. Quiz What is CustomerAcquisition Cost?
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- 67. 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+
- 68. Facebook Page 1. CreateFacebook 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
- 70. 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.
- 72. Quiz What is theSignificance of Customer Engagement?
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- 74. 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)
- 76. 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
- 78. SMM Results • Benefit –Guarantee for Traffic – Suitable for Quick promotion – Remarketing is possible. – Web Page, Video, Banners, Mobile Apps can be promoted.
- 79. Quiz Which is moreimportant to promote your website or your Facebook page? Why?
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- 81. Email Marketing • Whatis 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.
- 82. 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
- 86. Email Marketing Results •Benefit – Guarantee for Traffic – Suitable for Quick promotion – Web Page, Video, Banners, Mobile Apps can be promoted.
- 87. Quiz What is thedifference between Bulk Mail and Spam?
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- 89. Video Marketing • Whatis 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.
- 90. 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
- 92. Video Marketing Results •Benefits – Sales Demonstration – Conversion – Engagement – Lead Generation
- 93. Quiz What is theAdvertisement Platform for YouTube Video Advertisement?
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- 95. Measuring ROI • Numberof Leads • Number of Pre-Sales Activities • Number of Sales • Analytics Goal Tracking • P&L Statement
- 96. More Channels • AffiliateMarketing • Content Marketing • Inbound Marketing • Proximity Marketing • Chat Bot
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