Professional Documents
Culture Documents
Bridging the gap between being online & getting online success
"Thank you for believing in us and for giving us a chance to
present the first level opportunity proposal for your
business”
We have presented the most important discussion points in this proposal. For further
queries, please let us know and we will provide the details during the call.
Training HP’s In-House Marketing Team
2. Campaign Ideas
3. Top Goals
Paid Mediums (Pay Where we spend money, get visitors and convert Quick to start
X and Get Y Sales) them to sales. It helps in introducing the business Cost per lead is expensive
to consumers which helps in organic and brand Must for initial months, later paid
growth. medium is to grow organic and
brand channels.
Organic Mediums Where the business grows the base and it leads to Takes time to grow.
people knowing the business organically like Search In long run cost per lead is very
Engine ranking, Social Media, Email list etc. low. Initial months are investment.
Brand Mediums People search the brand or visit the website Very difficult to reach top 5 spot,
directly, they share the business name with their multi dimension act is needed, from
friends. Business is considered among top 5 top product quality to service rating.
service providers. Once reached, the business can
charge premium.
Target Audience can fall under two groups namely, Group 1 & Group 2
interested in luxury.
2. Our initial marketing campaigns will be focused towards this Unique Selling
Point(USP).
The answers to the above question, gives the unique difference of our services to our
customers. And this is where our initial marketing campaigns will be focused on.
1. Why You Need to Own a Home? - A Promotion helps in getting people who
have own homes as well as he needs to own a home. These people have a higher
a Viral Campaign used only during major local events like during IPL seasons.
Kolkata has huge football fan base and soon ISL Football will start. This
campaign is focused on how they can support the team “Atlético de
Kolkata” – an Indian Professional Football Team – The outcome of the
campaign is great virality
These are just sample campaign and running these type of campaigns, opens doors to
target the interested customers through another suitable marketing channels like
See How we have increased FanBase from 0 to 5,00,000+ fans. Read More
about, how we achieve Success for Linen Club here -
http://www.techshu.com/marketing-case-study/smm/linen-club
See How we have increased FanBase from 0 to 5,00,000+ fans. Read More
about, how we achieve Success for Linen Club, follow the link -
http://www.techshu.com/marketing-case-study/smm/linen-club
Within first 21 days,
Techshu Strategy HUB will
come up with some
amazing Final Viral
Campaigns.
Techshu’s USP:
Techshu Strategy HUB
•Speaks Bengali and who likes Startup funding and interested in Investing
•Who are reading Luxury art related content and resides in Kolkata
•Targeting NRI Associations and Clubs all the world around to create
awareness about the business
• Specifically, focusing Bengali Associations world-wide can be the ke
to success (We can see around 25+ organizations world-wide)
• Targeting through Interest and Behavior : People who likes Art and
Painting and speaks Bengali can be targeted easily and can be
interrupted with our company’s USP
• Targeting people who reads top notch business related websites like
businessinsider.com and lives in Kolkata
What We see from Traffic Engagement Analysis is the Bounce Rate is too low
for your website, which is a good sign for engagement with audience. With
Small Push in Digital Marketing we guide you to the next level of the business.
Brief Competitor Analysis is attached in upcoming pages
After analysis of your business, we suggest:
& more.
• Videos can perform better on Social Media
• Story Telling can help better in Social Media as well as Brand Building
through PR
• Engaging Social Apps can increase the virality by over 400% easily
rather than posting Pictures only.
Be your Digital
1. Marketing
Companion
Validate your
2. Business Idea
Create an
3. Experimental
Plan of Action
We understand the business first, analyze it and then we suggest the
Right Digital Mix as it is the key to Success.
Our Goals:
Our Steps To Reach SUCCESS
Phase by Phase plan:
Phase III
Phase II
Phase I
1 Dec
What we will do:
Our activities to reach
"SUCCESS" :
LEVELS
For this project, both markets are high, search market is always more expensive compare
to “TG on web”. This products can be pushed for impulse buying, so we will target both to
reduce cost.
A high search market is
available which is
moderately competitive
as well. So, we lots of
opportunities
We work in a different way when it comes to ranking. We select keyword groups and
keep progressing. We are one of the pioneers in keyword analysis
http://www.keywordresearchteam.com/. We will be doing a detailed keyword
analysis in discussion with client's team.
http://www.techshu.com/services/seo/seo-audit/how-google-ranks-websites
Competitor
Analysis
For initial proposal, we took Keyword Level Competitors for “mosaic art”
1.Sicis.com
2.Artaic.com
3.Newravenna.com
4.Buyartmosaic.com
Since, we didn’t receive the competitor list. We have assumed the list as per
the industry practice
1. Competitors are using Search Channel more, esp. Organic Medium
2. Competitors have used Banner Advertising too but not to a great extent
4. Adding Mobile App can increase the engagement – This can be a long
term goal to achieve.
For this project it is important to engage the TG from all the directions by using all the mentioned channels. It
is important to go for the right Digital Mix as without it any business can lag behind from SUCCESS.
No of pages and high quality backlinks are great influencers for search engine
rankings. All of the competitors are creating good #no of content.
Check out whether each channel plays more of an “assist” or “last interaction” role in the image
shown below particularly for your kind of business.
No of pages and high quality backlinks are great influencers for search engine
rankings. All of the competitors are creating good #no of content.
Different marketing channels:
Right
No ofDigital
pages Marketing
and highMixquality
selection is the keyare
backlinks to success.
great influencers for search engine
rankings. All of the competitors are creating good #no of content.
Approach for channel selection
SEARCH ENGINE OPTIMIZATION
ACTIVITIES
Get the basics of SEO done and invest on right keyword groups, do a competitor analysis to
see how difficult it will be to penetrate the market. Build a strategy for short term and
long term. Main SEO activities are:
• Keyword analysis and selecting right to get the target audience right in the landing
page
• Make website SEO friendly (We do a 24 parameter check and implementation)
• Adding content to win the target keyword group
• Adding links using competitors common links and innovations
• Adding right signals like improving bounce rate, pages per view, social engagement
etc.
SEO: Caution
We see a great deal of work needed in terms of search engine optimization.
SEO: Caution
We see a great deal of work needed in terms of search engine optimization.
WHAT WE DO
Deliverables
• Google & Bing Webmaster Account creation & basic setup- Helps in
tracking how it is going with Bing.
Deliverables
Deliverables
Deliverables
Deliverables
• Listing on different blogs where people are looking for latest such
updates & trends along with listing on top Business listing sites.
• Forum participation.
• Press release
• Article submissions
ACTIVITIES
Paid Ads: There are 3 types of paid ads possible, we do all 3 to see the best returns.
Products/services which are more impulse buying, profile and contextual targeting works
great.
Target Group
Contextual
Search Intent Profile Targeting
Targeting
Also we will look at innovative ads to enter market at lower cost like mobile ads for apps etc.
AGGRESSIVE PPC (Google Ads)
ACTIVITIES
• Paid Ads on search engine for different search queries (along with landing pages
for better conversions). This is to target the people who are searching for similar
programs.
• Contextual ads - Paid Ads on different websites. When people are reading
some relevant websites, we can target them.
• Paid Ads on social media and other profile targeting websites. Where we target
people based on their profile.
AGGRESSIVE PPC (Google Ads)
ACTIVITIES
We also do a re-targeting ad (people who visited our website once will see our ads again and again on
different websites)
This helps in creating loyal and more excited customers, helps immensely in branding. People don’t
buy in one engagement, people needed to see us over 5 times to even consider us.
Aggressive Approach for PPC (Google ads)
What We do
• Keyword research/mining
• Historical campaign analysis
• Campaign/account restructure (if necessary)
• New campaign/ad group structure design Iterative ad testing and campaign
optimization
• Ongoing campaign analysis to determine what’s working/what to cut,
demographic profiles and day parting/geo parting
• Creative (image+copy)
• Retargeting (banner + FBX)
• Competitor research
• Ongoing A/B testing of ads/creative
• Landing page consultation
Aggressive Approach for PPC (Google ads)
Deliverables
ACTIVITIES
Get social media integrated and a plan for social media.
• We understand competitors (like what is working for them, how they are doing,
learn quickly from their fans).
• Get the visitors from social media to check out the offerings, News, testimonials,
reviews and more..
• Use creative and action oriented landing pages in social media (especially in FB)
to get more likes, comments and referrals.
Social media status updates is one of the major social media activities, we have
a structured approach to it.
Our social media team, senior mentor and project owner (the person responsible for the
project success at Techshu) sit together to decide for:
• Layers - We call it layer peeling, where we understand the layers (broader topics) which
are attractive for our TG (Target Group).
• We then select 3 to 6 topics for a month
• We then distribute post types and days
• We decide on number of posts per day (Every Project needs a different frequency)
• We then put an editorial calendar with post for clients review
• We schedule the post for every week (We keep 80% fixed and 20% variable to
accommodate some sudden but needed posts like company news, event updates etc.)
• We make sure it is integrated well without business goals.
• Also we advertise for researched content.
Integrated Approach for Social Media
What We do
Deliverables
• Initial Social Media Audit
• Audience Research
• Social Testing
• Competitor Analysis
• Opportunity Analysis
• Strategy Outline
• Project Roadmap
• Tactics and KPI Timeline
• Account Optimization
• Engagement and Reach Optimization
• Social Ad Management
a. Demographic and Interest Targeting
b. Promoting Original Content
c. Increase Audience Size
Integrated Approach for Social Media
1. 97% of the Internet users use online media to find local products or services.
2. 85% of Smartphone users search for local information and 81% take action as
a result (calling the business or ordering) making it extremely important to
not only optimize your website according to the geographical locations that
you serve, but also having up-to-date information on your website.
Google Places Optimization
ACTIVITIES
Get GPO integrated and a plan for GPO.
• To rank in different towns we need to create different pages with different adddress for
each towns.
• Page verification with client participation.
• Citation and setup of Google Listing and Website page, Url.
• Business Listing & citation consistency report.
• Brand name protection or classified ads ( Classified ads for website holder & If the client
has no web site then do the both).
• Local Blog links creation and posting.
• Google plus posts share.
• Schema creation.
Activities
• Getting people to sign up for email newsletter and reaching out with guides and
offers.
• Promoting guides for downloads and capturing emails.
• Partnering with related communities for email introductions. (This can be key to
App marketing)
Emails are still powerful way to reach the target audience quickly. We also get to
know how many people are browsing from mobile and introduce app related
emails more.
EXPECTED DELIVERABLES - EMAIL MARKETING
•Delivery rate: Around 80% (Reaches 75% in the inbox) [Since it is bulk and already
a lot of emails are sent, this can be better confirmed after sending the first lot]
•Our mail Goal: To improve Click rate and open rate by optimizing the email (At a
later stage we can also help in improving the conversation rate by improving the
landing pages and the message in the landing pages)
OUR WORKFLOW – EMAIL MARKETING
FACEBOOK & EMAIL MARKETING
• Keeping the customers engaging in social media plays a vital role in Brand
Building & Brand Recall
Remarketing is a way to stay engaged with your target audience who visited the
website / mobile application / Video Channel once, by presenting relevant Ads
and offers across the web, making sure the brand remains to the top of their mind when
they are ready to buy any product or services.
If we have a broad remarketing strategy, like the following it will enhance the brand
awareness as well as lead conversions.
REMARKETING
Remarketing is a way to stay engaged with your target audience who visited the
website, by presenting relevant Ads and offers across the web, making sure the brand
remains to the top of their mind when they are ready to buy any product or services.
For Vandeep kalra if we have a broad remarketing strategy, like the following it will
enhance the brand awareness as well as lead conversions.
REMARKETING
This keeps the close tail of wherever our customers are going.
REMARKETING
Remarketing is a way to stay engaged with your target audience who visited the
website once by presenting more relevant Ads and offers across the web, making sure
the brand remains to the top of their mind when they are ready to buy any product or
services.
Marketing channels that we will be working on
in initial phase:
Channels Details
Activities
We will be using a mix of forum introductions, Blog Marketing, guide marketing, and content
marketing.
The key is integrated and right mix of marketing channels. We will integrate email, market place
listing, community engagement, and guides to improve returns per visitor.
INNOVATIVE
Activities
We will analyse the area where we can win over the competitors. Often they miss mobile or social
innovations. We will guide you to achieve it.
Hours of Work: We will invest 135 Hours of Work: We will invest 90 Hours of Work: We will invest
- 145 hours to push the – 100 hours to push the 45 – 50 hours to push the
mentioned channels towards mentioned channels towards mentioned channels towards
achieving the business goals. achieving the business goals. achieving the business goals.
ACCOUNTABILITY
This is just an example, we try to breakeven asap, in 3 to 5 months, established business can start
profit faster compare to new businesses. Our goal will be use the right sustainable channels to push
sales at right cost per lead.
NEXT STEP
RISK – RETURN EQUATION
Others:
Organic
Paid Ads Emails, SMO Branding
Growth
etc
As a company we focus on adding real value. A company gets 3 returns from our work:
1. Immediate sales (Paid ads, Email, SMO, cashing on existing strength, market place listing etc)
2. Long lasting sales at lower cost (Organic growth with SEO, Social Media, Community etc)
3. Branding (Direct visitors, natural referrals, premium worthy perception etc)
BREAK - EVEN ASAP
• Get different paid sales channels started like PPC on search, display, FB, Bing etc.
• Integrating all channels together market place listing, social media, email marketing, affiliates
etc.
• Creating value add which will bring back the visitor like creating informative guides, communities
for discussions, mobile apps etc.
CEO’s Promise
“Before starting Techshu, I created many amazing web stories, headed few
companies, created multi millions of sales through digital marketing for our
own products. Digital marketing client service sector is way behind in all
dimensions. We are here to change that, not an easy task, we are doing
our best to improve it at all levels. I work on getting the right team, process
and selecting right mix for our clients. Our process are unique, best in class
and focused towards ROI.
Client’s testimonial
(One of the largest publishing houses, from the Times group):
Features like:
4.Community integration