Transcript
Page 1: Digital Marketing Workshop in Goa - Effective use of digital media

A WORKSHOP TO EFFECTIVELY USE THE DIGITAL MEDIUM

Digital Media Marketing

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Vernon FernandesDirector, Web Design & Digital

Marketing

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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.

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So where do you start?

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The Current Social Media Scene

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Which is the best platform?

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THE WEBSITE

Let’s begin at the top

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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.

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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

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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!

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SEARCH ENGINE OPTIMIZATION &

CONTENT MARKETING

Now to be searched!

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Lets do a very basic search

Colleges in GoaCollege in South GoaArts College in South GoaColleges in MargaoCollege in MargaoPhotography Course Goa

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The basics

SEO

On Page Off Page

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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.

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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

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“A brand is no longer what we tell the consumer it is – it is what

consumers tell each other it is”

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The Content Marketing Matrix

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Content Marketing

People love storiesMaintain a clear consistency in the

tone used.Use various mediums and see what

works best.Be innovative & original

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Typical Content Plan Schedule

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SEARCH ENGINE MARKETING

GOOGLE ADWORDS

Better Visibility Needed!

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Avenues within Google Adwords

Adwords

Search Display Remarketing

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Google Adwords - Search

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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)

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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

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Google Adwords - Remarketing

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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.

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WHERE IS ALL THE BUZZ?

The Social Media Platforms

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The Noisiest of em all

and many more…

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Facebook

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.

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Twitter

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.

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Instagram

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.

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Whatsapp

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.

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In a nutshell

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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

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A VERY BASIC PLAN

How to market your courses?

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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

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Course Visibility across Platforms

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Marketing Flow

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A SNEAK PEAK INTO 2016 TRENDS

What’s the future looking like?

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Expected Trends for 2016

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Thank You

www.teaminertia.com

www.facebook.com/TeamInertiaTechnologies

@teaminertia


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