Content & Social Media Marketing on Budget #SMWMumbai

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A solid content and social media marketing plan is the key for any successful business. But, how do you get started on a shoestring budget? If you are on a limited budget, instead of risking your website with a low quality service, learn the ropes and do it on your own. This presentation shares some great Do-it-Yourself tips to help you succeed in content and social media marketing.

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Content & Social Media Marketing on Budget #SMWMumbai

  1. 1. Content & Social Media Marketing on Budget Navneet Kaushal CEO PageTraffic
  2. 2. www.pagetraffic.com Navneet Kaushal WHO AM I? Founder & CEO of PageTraffic 12 Years of Digital Search MarkeDng experience Editor www.pagetrafficbuzz.com Expert author on WebProNews, Search Newz, Clickz, Social Media Today, Search Engine Journal, Promo<onWorld, Business 2 Community , India Digital Review etc Regularly quoted on ET Now, Zee News, SeaQle Times, Hindustan Times, Livemint, BenefitIT etc. About PageTraffic Established in 2002 95 people strong, with offices in New Delhi, Noida, Mumbai, Chicago & London Offers SEO, SMO, PPC, Content MarkeDng, Web Development services More than 3000 clients worldwide Winner of Red Herring Top 100 Asia Award 2011
  3. 3. 3 WHY CONTENT & SOCIAL MARKETING IS IMPORTANT www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  4. 4. 4 www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  5. 5. 5 www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  6. 6. 6 www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  7. 7. 7 www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  8. 8. 8 www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  9. 9. 9 www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  10. 10. 10 www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  11. 11. 11 www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  12. 12. 12 www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  13. 13. 13 www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  14. 14. Every Minute of Every Day www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  15. 15. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. -­‐ Mashable Every Minute of Every Day
  16. 16. www.pagetraffic.com 571 websites are launched © PageTraffic Web-­‐Tech. All Rights Reserved. -­‐ Mashable Every Minute of Every Day
  17. 17. 571 websites are launched 350,000 tweets are tweeted www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. -­‐ Mashable Every Minute of Every Day
  18. 18. 571 websites are launched 350,000 tweets are tweeted 48 hours of YouTube videos are uploaded www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. -­‐ Mashable Every Minute of Every Day
  19. 19. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  20. 20. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  21. 21. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  22. 22. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  23. 23. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  24. 24. WHAT IS CONTENT MARKETING The art of communicating with your customers without selling www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  25. 25. WHAT IS CONTENT MARKETING www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  26. 26. Inbound/Content Marketing www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  27. 27. Why is it important? www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  28. 28. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  29. 29. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  30. 30. Three Content Channels Today’s content is EVERYTHING you publish on the web. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. Social Facebook Twitter Pinterest Crowd Sourced Visual Pinterest YouTube Infographics Instagram Written Blogs Articles Email Marketing Press Releases Content spans across channels
  31. 31. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  32. 32. “...the [poten8al] customer needs evidence that we understand their problem be>er than they do before they’ll buy, share or recommend us...” @juntajoe
  33. 33. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  34. 34. When it comes to producing content Make content that audience will want to see And figure out how to remove as much branding as possible. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  35. 35. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  36. 36. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  37. 37. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  38. 38. Which content engages for you? • Informa<on www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. and news • Links to blog posts • Yours AND Others • Free downloads • Zeitgeist • Ques<ons • Customer service Q&A • Polls/surveys • Promo<ons • Sweepstakes • (Contribute to win) • New product info • Product discounts • Live events • Product reviews
  39. 39. Social content • Drives traffic and conversions www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. Your Online Store (Search dependent) Your Online Store
  40. 40. Major Social Media Channels www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  41. 41. Why social Content? • Nice to have or necessity? www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. • Necessity • Increases the KLTC (Know, Like, Trust and Convert ) factor of your brand • Brands that show up consistently, with interes<ng content build a following • Brands who personally engage with individuals create customers • Customers buy from brands they know, like and trust • Builds credibility • Differen<ates you from the compe<<on • Enables people to share and talk about your brand • Drives traffic
  42. 42. What are you looking to achieve by use of Social Media www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  43. 43. Researching and Understanding your Social Media Audience www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  44. 44. Social Media Marketing with Facebook www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  45. 45. The Digital Landscape • Facebook www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  46. 46. Facebook Advantages ① Turn your friends into agents. ② Read news feed. Someone may post a “does anyone www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. know...” ③ Just like LinkedIn, there are Facebook groups. Watch and get active. ④ You can email anyone in Facebook. ⑤ Research and join (“like”) company pages. Watch and participate.
  47. 47. 48 Social Media Marketing with Facebook www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. Why Use Facebook? A. Business Page – for spreading your content B. Multi-Media rich C. It is where one in three internet users hang out D. Self Serve Target Ads with user demographics
  48. 48. 49 Facebook Social Media Marketing – B2C www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. Facebook Tips for B2C Companies A. Welcome page B. Provide an incentive for growing your Facebook “Likes” C. Capture email subscriptions for your database D. Offer specials E. Publish content daily F. Crowd sourced market research G. Sell products on your Facebook store H. Provide rich multimedia
  49. 49. 50 Facebook Social Media Marketing – B2B www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. Facebook Tips for B2B Companies A. Video Channel with “How To” Tutorials B. News Updates in Your Industry C. Provide an Incentive for Growing your Facebook “Likes” D. Capturing Email Subscriptions for your database E. Targeting Decision Makers through Paid SMM F. Market Research and Surveys G. Promote your Thought Leaders
  50. 50. Create content that’s both high- quality and high-impact www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  51. 51. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. 52 What Should I Post on Facebook?
  52. 52. Picture and Photos www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. 53 The number 1 rule of posting on Facebook? Make sure your update includes an image, no matter what you’re sharing.
  53. 53. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. 54 Here are few type of posts you can try Make sure your update includes an image, no matter what you’re sharing.
  54. 54. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. 55 Anything Inspiring, Hilarious, or Culturally Relevant
  55. 55. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. 56 Anything Inspiring, Hilarious, or Culturally Relevant
  56. 56. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. 57 Pics of Babies and Cute Puppies
  57. 57. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. 58 Photos of your Office or Team
  58. 58. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. 59 Relevant & Practical Articles
  59. 59. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. 60 Tips about your product or service
  60. 60. Social Media Marketing with Twitter www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  61. 61. 62 Social Media Marketing with Twitter www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. 5 Tips for Optimizing Twitter A. Include a photo or logo B. Add your Facebook or Website’s URL C. Write “Great Headlines” D. Make sharing easy with a “ReTweet” button E. Include “Follow me on Twitter” buttons on your blog
  62. 62. 63 Social Media Marketing with Twitter www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. Twitter Marketing Tips A. Develop a targeted Twitter following B. Listen, engage and communicate and build loyal followers in your community C. Create a live feed on the corporate brand name to see what the world is saying about you D. Tweet your online specials that link to a landing page E. Tweet your content F. Network and Create contacts on Twitter by retweeting their content
  63. 63. 64 Social Media Marketing with Twitter www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. Use Twitter Effectively A. Tips related to you products B. Sales, discounts C. New product announcements D. Ask questions/for opinions E. Ask which of your products they like the best? F. Tweet cool pictures of your product G. Ask for the retweet! H. Tweet recent blog posts I. Tweet a video
  64. 64. Social Media Marketing with LinkedIn www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  65. 65. 66 There are a number of relevant groups to join and participate in within LinkedIn. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. LinkedIn /Groups A. As a starting point, be sure your own personal LinkedIn profile is 100% complete. B. And also - create a business LinkedIn page for your company. C. Join relevant groups. D. Start conversations and comment on interesting threads.
  66. 66. 67 Typical social networks you can be involved with and why: 1. Twitter – great for listening, tracking, research and targeting. 2. Blogs – the perfect and flexible platform for sharing your content. 3. Forums - if relevant, explore and become part of the community. 4. Facebook – building a community around shared interest. 5. LinkedIn Groups – great for targeting, growing authority, and becoming part of a shared community www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. network. 6. LinkedIn Company Page – the perfect B2B PR channel. Keeping your connections and employees fully up to speed with content and news direct from your business/brand/service. 7. YouTube channel – it’s your own TV channel. Video can speak a thousand words. It’s the most consumed media online – so consider your own channel. 8. Google+ - a must for social search. Google owns Google+ and ranks content on Google+. So be sure to share your own blogs and authentic content into this network to amplify your online visibility. 9. Pinterest – pictures tell stories and people get engrossed browsing boards in Pinterest. Can be a really great traffic generator – particularly useful if you have a very visual brand/product/service.
  67. 67. Moving Beyond Social • Facebook updates, tweets, pins, shares, likes, etc are simple ways to spread the content and make it viral. What aAer social sharing? How you would convert them aAer the content goes viral? www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  68. 68. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  69. 69. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. Pick Content Type
  70. 70. Build Content With High Search Link Intent www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. KEYWORD “FACTS” KEYWORD “INFORMATION” KEYWORD “DATA”
  71. 71. Learn the art of storytelling www.pagetraffic.com Copyright © www.pagetraffic.in © PageTraffic Web-­‐Tech. All Rights Reserved.
  72. 72. www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. Promote Copyright © www.pagetraffic.in
  73. 73. Measure Content Marketing Efforts • Content www.pagetraffic.com Consump<on © PageTraffic Web-­‐Tech. All Rights Reserved. • Downloads, page views, par<cular queries rela<ng specific content, etc. • Content Sharing • If your content is shared, measure what is shared the most, frequency of sharing, etc • Lead genera<on or Conversion • Ac<ons taken aler consuming content like filling up contact forms, makes a purchase, inquires about your offerings, etc
  74. 74. How PageTraffic Doing it? www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved.
  75. 75. Download Free Content Marketing Guide that cons<tute an effec<ve content that can be used to make your content that can make it reach the right that can track the success of your www.pagetraffic.com © PageTraffic Web-­‐Tech. All Rights Reserved. THE FREE E-­‐BOOK UNFOLDS • Strategies marke<ng plan • Formats diversified • Techniques audience • Metrics campaign hJp://pt.gy/cm-­‐pdfguide
  76. 76. THANK YOU! Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

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