Reach Building Landscape

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Reach Building Landscape

  1. 1. Digital Marketing for Lead Generation & Sales Thanks to our Partners!
  2. 2. Digital Marketing Role in Customer Acquisition Online Presence SEO, Ads,Email, Social Reach Leads Sales Media… Audience Aggregation Analytics (Metrics, Tools) Conversion Optimization
  3. 3. Get your Queries Addressed in realtime! #DVCamp
  4. 4. Changes in Paradigm for Online Customer Acquisition
  5. 5. Message: The Role of Marketing is Sales has changed completely
  6. 6. Message: People are thinking beyond “Sales Ready Leads”Source: http://www.marketingcharts.com/direct/online-research-takes-up-large-portion-of-shopping-time-19002/
  7. 7. Majority is not “ready to buy” yet Majority Ready to Buy Never Buy
  8. 8. Upto 95% of qualified prospects on your website are there to research and not to buy But as many as 70% of them will buy either from you or your competitorSource: http://docs.cdn.marketo.com/definitive-guide-to-lead-nurturing.pdf
  9. 9. Message: Personalization is possible at scale
  10. 10. Case Study: Helzberg Diamonds generated 288% sales lift with animated personalized promoSource: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales
  11. 11. Source: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales
  12. 12. Message: Explosion in ways to reach buyers
  13. 13. Search Engine Optimization Social Media Marketing Affiliate MarketingOnline AdvertisementsEmail Marketing Referral Marketing Content Marketing
  14. 14. Brain Shake: In how many ways can you reach potential buyers today?
  15. 15. Message: The rise of online persuasion
  16. 16. Message: Explosion in ways to Target Buyers
  17. 17. 2 Ways to Target audience Online Interest Demographics Targeting Targeting Type of content Personal & published, Professional Profile consumed or specified by the engaged Users
  18. 18. Digital Media Landscape for Acquiring Reach
  19. 19. How are Businesses acquiring Reach?
  20. 20. Whizlabs – Online Selling of EducationGenerating Online Customers through Search Engines & Discussion Forums
  21. 21. NIX Solutions – IT Services Company Generating $ 2.4 M+/year Revenue through Elance.com
  22. 22. Airbnb leveraging Craigslist in initial days Leveraging Technology to build reach for the property listing
  23. 23. Airbnb: Online Accommodation Booking Google Display Network True Value Ads Nights booked increased from 0.8M to 2M in a year
  24. 24. Building Reach through Mobile Ads 2 M+ Ads Impressions, 26% Install to Click, Less than $3 Cost-to-Install
  25. 25. Balsamiq: Leveraging Blogosphere Got 20% of 40 leading bloggers talked about him
  26. 26. Inject yourself in the conversation
  27. 27. DigitalVidya – Emailer through partners Building reach through Emailers
  28. 28. 42inception – Digital Marketing Learning Generating 90% of Leads through Google Ads & Facebook Ads
  29. 29. Entrepreneur using LinkedIn Generating 3.5 Million of Business through LinkedIn
  30. 30. Eventbrite using Social Media • Users are encouragedDiscover a Share it to share events on theirnew event Social Media profiles • Event sharing provides viral reach and Buy tickets ultimately leads to revenue – Facebook: $2.52 per shareCompany: Eventbrite – Twitter: $0.43 per share – LinkedIn: $0.90 per share Generating Revenue by encouraging Sharing on Social Media
  31. 31. Kitchen Equipment Company & YouTube ~200M Video Views, ~400K Channel Subscribers, 700% increase in Sales
  32. 32. Listen & Engage on LinkedIn Answers
  33. 33. Listen & Engage on Twitter
  34. 34. DropBox using Referral Marketing The referral program permanently increased signups by 60%
  35. 35. Benefits of Digital Marketing
  36. 36. Promotes Immediate Acton Immediate Call To Action (CTA)
  37. 37. Enable Targeting Target options available on LinkedIn
  38. 38. Inbound/Pull/Permission Based
  39. 39. Offer High Value & Engaging Content
  40. 40. Digital Marketing Landscape for building Reach
  41. 41. Ways to Build Reach• Search Engine Optimization• Online Advertisements• Social Media Marketing• Content Marketing• Email Marketing• Referral Marketing• Affiliate Marketing• …
  42. 42. SEO – Search Engine Optimization
  43. 43. SEO – Recent Change – “Author Rank”
  44. 44. Whether SEO is for You or Now?
  45. 45. Online Advertising
  46. 46. Why Online Ads?• Scale (unlimited no of keywords)• Easy to start (almost instant)• Better control – Targeting – Landing Page – Stop-start – Measurability• Lower Risk compared to SEO• Multiple Exposure through Remarketing
  47. 47. SEO Vs SEM Carwale.com Cardekho.com
  48. 48. Social Media MarketingEditorial Content User Generated Content
  49. 49. Facebook vs LinkedIn vs Twitter
  50. 50. Organic Reach Long term ROI but takes time to build
  51. 51. Paid Reach Quick and Flexible way of building reach
  52. 52. Viral Reach Viddy acquired 800K+ users within few months
  53. 53. What is Content Marketing? Content Marketing Is about nurturing a Relationship
  54. 54. Content Marketing – Not a New Concept“Satyagraha would have been impossible without Indian Opinion.” – Mahatma Gandhi
  55. 55. Content Marketing Channels Blog Webinars Infographics
  56. 56. Email Marketing for building Reach
  57. 57. Email Marketing
  58. 58. Comparison for B2B Businesses
  59. 59. Email MarketingB2C marketers report an average 256%ROI Email Marketing — pulling in $256 forevery $1 invested.(Marketing Sherpa)
  60. 60. Why Email Marketing?• Highest Conversion• Longer lifespan• You own the data• Personal & Direct• Control over data (e.g. who’s opening)

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