Performance marketing by Satvik Mishra

1. KENKO HEALTH
Digital Marketing by Satvik Mishra

2. PROBLEMS
MARKET GAP
CUSTOMERS
FINANCIALS
USER INTERACTION
Few, if any, products on the market to help customers like Kenko
does. Due to that less searches on generic keywords or no keywords
on Google to generate traffic apart from brand keywords.
New age audience that understands online medicine delivery
Majorly from 18-34 years (primary), 35-44 years (secondary)
Life and non-life insurance sector growing instead of non-
covering medical expenses like OPD, medicine bills and
lab tests. 68.20 billion-dollar market from FY21-22 and
expected to reach 300 billion-dollar by FY 31.
First impression is last impressions, website load
speed on website is 12 to 18 seconds, it needs to be
at least under 5 seconds, 3 seconds will give more
better results.
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3. SOLUTION
CLOSE THE GAP
Target brands from insurance and
medicines to reach potential audience on
channels like Google and Facebook
TARGET AUDIENCE
Gen-z(18-24) & Millennial (25-34) are easy
to communicate on ‘ease of use’ for any
products as compared to insurance,
investment & savings.
BUSINESS COLLABORATIONS
To grab a share from expending giant
market, we need to collaborate with
brands by addressing the unique solution
to users.
INTRACTION
Improve the loading speed for website on
mobile devices as 80-90% first interactions
happen there.
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4. PERFORMANCE
MARKETING
2023 4

5. CHANNELS
B2B
LINKEDIN
B2C
FACEBOOK / INSTAGRAM
5
Intent based( Maximum B2C)
Google (search / GDN / YT)

6. O U R S T R A T E G I C F R A M E W O R K
REACH (To build brand
proposition & create brand recall)
• Create brand presence for our
services & products among our
Target audience
• Do brand level campaigns to
create high recall for the brand.
1
RECRUIT (Build audience
with various digital touch
points leading them to our
website)
• Drive branding &
marketing with media
vehicles such as SEM,
social, publishers,
programmatic, etc.
• Objective is to create
high recall for the
products & services we
are offering.
2
REINFORCE (Retarget audience
profiles build in phase 1 & 2)
• Retarget people who have
interacted with us during
previous phase on
Facebook, Instagram,
LinkedIn, and GDN.
• Periodic messaging recreate
their interest
3

7. 3 stages of TGs
P1 who is likely to buy or take the services /
products or has taken the services / products
in the past
P2Someone who can be convinced into
taking the service
P3Someone who needs a lot of education on
products or services
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8. P1
8
Choose what can be our targeting for P1 TG
Brand name searches on search engines
Competitor name searches on search engines
Existing customer targeting on Facebook / Instagram / Google Display / YouTube / LinkedIn
Retarget website users on display and Facebook / Instagram
Retarget Users from initiate checkout page with CTA led campaign or offer campaigns
Retarget users from Add to cart page with CTA led campaign or offer campaigns

9. P2
9
Choose what can be our targeting for P2 TG ( here we will exclude the customers from P1)
Generic search and location based Google Map campaigns
Page followers Facebook / Instagram
Competitor page followers
Lookalike of website users, lookalike of conversions from past
Target primary service categories
B2B Lead gen through LinkedIn

10. P3
10
Choose what can be our channels for P3 TG (Exclude the existing customers & website
visitors)
As we will be building the TOFU here, we will choose the channels those are untouched
from the first two TGs
Facebook / Instagram on broad set of audience
Direct emailers for lead gen / traffic / sign-up / subscribe
Native ads (Taboola) lead gen / traffic
Affiliate traffic / lead gen campaigns

11. H O W P U S H P 3 B U C K E T U S E R S T O P 1 S E T
Awareness
Consideration
Conversion
Loyalty
Do I need this product?
Why is it relevant ?
Why do we recommend this product?
What are the benefits?
How does it help me ?
Which product best suits my need ?
What are the other products
available that can be of my use /
or resale after certain period
Get people to notice
the Brand
Increase recall by
high frequency
campaigns
Contextual and highly
relevant campaigns
with a clear CTA
Contextual and Highly
Relevant Campaigns
With a clear CTA
Facebook,
Instagram,
Google
,
LinkedIn
Direct
emailers,
Taboola
Email,
SMS,
Website
push,
WhatsApp

12. Channels with audience bucket
Existing
Lookalike and
generic targeting
Reach new users
12
Google search (Brand &
competitors)
Facebook / Instagram retargeting
Google display retargeting
YouTube retargeting
SMS
WhatsApp message
Emailers
Website push notification
Chatbot conversations for leads
Google search (generic)
Google display (lookalike)
Facebook / Instagram (lookalike)
Facebook / Instagram (interest
based)
Native (Taboola)
Affiliate channels
Direct emailers

13. Tracking
Quick
loading
Easy to read
font
Mobile
optimize
High Converting Landing Page Framework
13
Above the fold (visible region of the LP)
Bigger and clear message in Title
Followed by descriptive subtitle with better visibility
Visual (Image / Video related to product / service)
Social proof (rating / reviews from Users)
Attractive CTA(avoid using Simple SIGN-UP< SUBMIT FORM)
Below the fold(non visible region of the LP)
Handle objections or related queries (FAQs)
More detailed testimonials
Questions related to surveys / features
FOMO (Timer for deal)
2nd Attractive CTA

14. Sync our messaging
Ads
Whatever you are
displaying on our ads
in terms of Messages
or creative
→→→
More conversions
It will help to gain
more conversions.
14
LPs
Relatable(contextually)
services / products
should be visible to
users on LP too
→→→

15. Funnel
essentials
Funnel – An Ideal customer journey
Lead generation scenario
User comes to LP / website → Fills a form → Gets a call → Follow-up → Customer → Nurturing
15
In Above mentioned scenarios there can be many leakages, focus on leakages like late follow-up
on leads, subscribing issue, longer form during payment checkouts, payment gateway issues, etc.

16. Conversion rate optimization (CRO)
Find the
problem
Find the
solution
16
Try Different
approaches

17. Website push
notification
Exit
pop-ups Chat bot
SMS /
Emailers
Options to increase conversions
Already part of P1 audience
17
• Unlike batch emails that often fail to deliver or end up in spam folders, web push notifications are instantly sent to users
and have a conversion rate 30 times higher than email.
• An exit-intent popup is an interesting way to increase conversions because it captures the customer's attention before
they leave the site. When someone is ready to leave the site, they will see a notification asking them if they would like
more information about what you have on offer.
• The goal of a chatbot is to help prospects enter our funnel. That's how our conversion rates will increase. our marketing
funnel essentially maps out how the customer will interact with our business and their decision process. It starts with
awareness, which can then peak an interest
• But there is no harms in Messaging and Emailing, they also help reach out to existing users and still drive conversions.
WhatsApp communication is also replacing the messaging and gives comfort to user to keep track and avoid spams.

18. ANALYSIS
Before going live with our campaigns, we will
make sure to calculate our Customer life-time
value (CLTV) and Customer Acquisition cost (CAC)
properly
Our CAC should not go beyond 30%-40% of
CLTV to gain you profits from the marketing
activities. This activity will be part of further
analysis with set of past performance data.
18
Suppose we have earned an X revenue from
Year 2021-22 and have targets of X+Y in
year 2022-23.
In this scenario you can achieve our X with
minimum spends on existing channels and
omni channels by retargeting to existing
customers.
Focus on Y from existing channels to new
channels, here CPA will go beyond the
targeted CPA but acquiring a new customer
will add the value to reach the overall
targets.
Seek new channels to create Top-Of-Funnel
(TOF), set the higher frequency on these
users so you can display ads more than 8 /
10 times in week.

19. SEO

20. DRAWBACKS
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1
Meta tags need to be
placed on the
website with respect
to relevant keywords
2
Image alt tags need
to be placed on all
the images on
website.
3
Individual keywords
and phrased need to
be used with
organized content.
4
Header tags are
placed with relevant
keywords as per
search volume and
relevancy on all
pages
5
Some of the links or
buttons on your page
may be too small for
a user to easily tap
on a touchscreen.
6
There is some text on
your page that is
small and may not be
legible enough for
particular users.

21. FIRST STEP ON SEO FOR BASIC IMPROVEMENT
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1
Need to place generic
keywords along with
brand keywords on
website. We need to
use more generic
keywords in content
to rank the website
on Google search
engine organically.
2
Our page has a low
volume of text content
which search engines
can interpret as 'thin
content’. It has been
well researched that
higher text content
volumes are related to
better ranking ability
in general.
3
Need to add more
pages to rank it on
search engines
through blogging on
the website.
4
Reduce the website
home page size to
5MB only, compress
the images and JSS
first.
5
Schema.org is a
structured data
markup for webpages
which helps Search
Engines understand
your site better and
provide rich snippets
directly in their search
results, needs to be
placed
6
A smaller number of
backlinks on home
page or subpages.
Need to structure
content and have to
reduce the too many
backlinks on one
article.

22. ON PAGE
ON-Page
Optimization
CONTENT OPTIMIZATION
DESIGN
STRUCTURE
ANALYTICS
META, HEADER, URL, IMAGES
LOAD SPEED

23. OFF PAGE
BOOKMARKS IMAGE/ VIDEO
SUBMISSION
ARTICLES DIRECTORY
QnA &
BLOGGING
Bookmarks will be
created to strong the
Domain authority from
text Content point.
Image Submission will
be created to strong
the Domain authority
from Image Content
point.
Articles help to gain
the trend on Google
for longer terms and
redirect the users on
main site.
Directory works in the
similar way of
boolmark but provides
the better link quality.
QnA and Blog
commenting increase
the quantity of links
and also help creating
the awareness.

24. WORK PROCESS
ON-Page Implementation Page Content
Articles
Once the complete website
is done with On Page Tasks,
we can initiate the backlink
process to push the site on
ranking.
Page content can be edited
at certain time interval
based upon keyword
rankings.
Monthly at least 10 articles
will be published basis
upon suggestion to make
the ranking better on search
engine for generic
keywords.
OFF Page

25. WHAT ELSE
20XX Pitch Deck 25

26. COMMUNICATION ON SOCIAL
EASY TO USE + SAVINGS
We have to address the audience what problem we are
trying to solve as our targeting is mostly Gen-z and
millennials, it can be alternative objective of medicine
delivery or saving for your next trip / small investment
TRANSPARENCY
Making INR 0 bill on medicines is not possible with INR 299
plan or 499 plan or 599 plans or any other Kenko plan so
instead of saying that we can mention exact or upto % on
plans we are offering.
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27. SUSTAIN THE
CONVERSATION
Jumping from one trend to another trend will always remain
there as that is social media but create our very own and unique
property is always important to sustain the conversation that we
are addressing through our business and making it engaging
through visuals will make it more impactful.
A sitting that will not be painful…………. on your
pocket.
Where we will convey that you will do exactly 3 sittings with
dentist, but you will pay only for 1.5.
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28. PRESS RELEASE
MAKE MORE APPEARANCES
Collab with agency that can offer constantly some releases every month
for the business or can make our founders sit with some interview panels.
MORE COLLABS
Need to display collabs with business more with press release
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29. LARGER PICTURE
WHERE CUSTOME R IS ALREADY AVAILABLE
Insurance
An insurance with collab with XYZ brand that offers not only all
past features with insurance but can also cover OPD, Doctor’s
visits, medicine bills and lab tests.
This can be tried with small insurance firms like Royal Sundaram,
Raheja QBE, LGI, etc.
Online medicine portals
Tata 1MG offers medicines and also has started the care plan
with medicine that is something similar to some part of Kenko
where they offer upto 7% of discount on some selected products
but not all the medicines and that result in some discounts to
users. However with the help of some similar portals, we can offer
such plan where checkout a plan with KENKO, will allow user to
achive upto 50% off on medical bills. Like Tata 1MG care plan, we
can show the feature on checkout point and can ask for 3 months
minimum subscriptions.
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30. MARKETING CAN BE ANYTHING,
BUT NOT AIMLESS
Satvik Mishra
8010563282
2023 30