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A WORKSHOP TO EFFECTIVELY USE THE DIGITAL MEDIUM
Digital Media Marketing
Vernon FernandesDirector, Web Design & Digital
Marketing
What we’re gonna cover
Gain an understanding of the digital landscape
Put your best foot forward with your website.Search Engine Optimisation (SEO) v/s
Content MarketingThe Whys and Whats of Search Engine
Marketing (SEM)Story telling using Social MediaDigital Marketing Trends for 2016.
So where do you start?
The Current Social Media Scene
Which is the best platform?
THE WEBSITE
Let’s begin at the top
Putting your best foot forward.
What makes a great website?Lets take a look at the top Indian
educational Institutions 2015 as per India Today
Some of our work in the education sector in Goa
A view of some popular international universities.
A Website that Wows!
Responsive, user friendly, attractive
design.
Interactive & engaging - videos,
helpdesk, polls
Links to social media networks,
blogs.
Clear CTA, share & subscription
buttons
SEO optimised, behavioural targeting
Trust factors - testimonials
Elements Needed
Use the right tone
Be conversational, informative & helpful Don’t overwhelm with too many headlines,
walls of text Use persuasive copy, address the audience
directly Be unique, innovative & leverage trends Develop your voice and be authentic Maintain consistency but don’t be boring!
SEARCH ENGINE OPTIMIZATION &
CONTENT MARKETING
Now to be searched!
Lets do a very basic search
Colleges in GoaCollege in South GoaArts College in South GoaColleges in MargaoCollege in MargaoPhotography Course Goa
The basics
SEO
On Page Off Page
On Page Optimisation
Technicalities of the website have to be ensuredAppropriate <TITLE> and DESCRIPTION tagsAll images, lists have appropriate titles & alt tags.Use of Heading TagsContent has sufficient amount of keyword densityImages are optimised to load fasterWebsite adheres to Google Page Speed norms.Sitemap GenerationSubmissions to search engines.
Off Page Optimisation
Creation of regular content areas like a Blog
Building links on other websites to yours.Listening to other popular blogs and
appropriately contributing and promoting links on them
Encouraging social sharing and bookmarking
Getting into Content Marketing strategies
“A brand is no longer what we tell the consumer it is – it is what
consumers tell each other it is”
The Content Marketing Matrix
Content Marketing
People love storiesMaintain a clear consistency in the
tone used.Use various mediums and see what
works best.Be innovative & original
Typical Content Plan Schedule
SEARCH ENGINE MARKETING
GOOGLE ADWORDS
Better Visibility Needed!
Avenues within Google Adwords
Adwords
Search Display Remarketing
Google Adwords - Search
Google Adwords - Search
Primarily revolves around KEYWORDSSelection of keywords are done based upon
1. Search Volume in a month for the keywords2. Competition for that keywords3. Regions you wish to promote
Ad format is Text Ads Key Terms : Impressions, Clicks, CTR, Avg
Position, Conversion, Conversion Ratio, Cost, Average CPC
Bidding formats : Cost per Impressions (CPM), Cost Per Click (CPC), Cost per Acquisition (CPA)
Google Adwords – Display Networks
Ads are placed on third party websites who lease out real estate on their websites to Google
Ads are placed based on Keywords on the Page Manual Placements Interests & Topics Location
Ad Format : Text Ads, Image Ads, Animated Ads
Provides for a better visibility to the product/brand
Google Adwords - Remarketing
Google Adwords – Remarketing
These ads follow you across the internet on all the Google friendly websites.
Every time you reach a website, it installs a cookie on your device which intimates your surfing trends
Ad Format : Text Ads, Image Ads, Animated Ads
As the visitor already has visited your page, he is re targeted to get them to come again and influenced to make a purchase.
WHERE IS ALL THE BUZZ?
The Social Media Platforms
The Noisiest of em all
and many more…
Social Media has seen poor ROI at most times.Its an ideal platform to engage visitors and
build brand visibilityFacebook ProfileFacebook PageFacebook GroupsOrganic display to visitors is almost dead. You
need to pay to be visible.Post content as per the Content Marketing Plan.Encourage links back to the official website.
Short text format, Twitter allows you to follow people, brands & trends.
Introduced to the world the concept of Handles and Hash Tags.
Hash Tags are used as a concept to bind various forms of content across platforms with one thread.
Create campaigns based on content marketing plan.
Encourage interactions by posting opinion generating tweets.
A picture says a thousand words, thus the visual appeal of Instagram has gained it a number of followers.
Post formats include image & videoAgain, follow the content marketing plan, use
it to showcase.
Officially not allowed to use it for promotion or business purposes
Become a very popular platform for healthy discussions, quick delivery of service and inter personnel communications.
Creation of broadcast groups helps push the message.
A primary platform to engage with students and alumni.
In a nutshell
The User Journey
EnrolmentEnquiryInteractionDiscovery
Social MediaFacebook ads
SEMSEO
Display NetworksContent Tie-ups with platforms
Social MediaCampaign Landing
PageTestimonials
Course Information
Video/Digital Asset
A Minimilistic enquiry form
Counsellors to take over
A VERY BASIC PLAN
How to market your courses?
Identify key Products to market online.
Identify key courses that can be marketed online
Ensure enough literature of the same is present on the website.
Ensure there is a robust content marketing plan.
Understand that the span of the audience is between 30-45 seconds. Thus content has to be snackable.
Avoid Information Overload, choose 3 -4 key points only
Course Visibility across Platforms
Marketing Flow
A SNEAK PEAK INTO 2016 TRENDS
What’s the future looking like?
Expected Trends for 2016
Thank You
www.teaminertia.com
www.facebook.com/TeamInertiaTechnologies
@teaminertia
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