Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital Marketing Strategy by Deepak Narayanswamy - Volini

1,169 views

Published on

S]

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Digital Marketing Strategy by Deepak Narayanswamy - Volini

  1. 1. Digital Marketing – Volini Deepak Narayanswamy EMBA Pharma Sem V https://www.volini.com https://www.facebook.com/MyVolini https://twitter.com/MyVolini https://www.youtube.com/channel/UCxB3py_PwOE xS2NCKDGoJVA
  2. 2. DIGITAL AUDIT OF VOLINI.COM
  3. 3. Volini.com: Website ranking for selected keywords Keyword Google page rank Rank on page Pain Spray 1 1 Pain Gel 1 6 Best pain relief spray 1 3 Best pain relief gel/cream Not listed NA Pain relief medicine/drug Not listed NA Source: Google.com
  4. 4. Volini.com - Keyword density report Keyword/Phrase Count Density Check Single Words Volini 10 10.00% X Pain 8 8.00% √ Spray 4 4.00% √ Relief 4 4.00% √ Herbal 4 4.00% √ Gel 4 4.00% √ Effective 3 3.00% √ 2 Word Phrases Volini spray 3 10.71% X Spray launched 2 7.14% √ Herbal formula 2 7.14% √ Volini herbal 2 7.14% X Explore volini 2 7.14% X Best pain 2 7.14% X 3 Word Phrases Volini spray launched 2 25.00% X Angle volini spray 2 25.00% X Gel formula kill 2 25.00% X Source: www.addme.com 1-3% of keyword density is recommended by experts. There is however no defined standard.
  5. 5. Volini.com: Page SEO score and Speed score Source: www.neilpatel.com Load time needs improvementWebsite is relatively error free though few images throw warnings
  6. 6. Volini.com: Comparative analysis with moovspray.com Source: www.neilpatel.com
  7. 7. Volini.com: Competitive analysis 12 3 Source: www.neilpatel.com Significant scope for improvement of site speed – key factor in gaining and retaining customers
  8. 8. Volini.com: Competitive analysis Source: www.neilpatel.com Advanced digital marketing needed to face competition from moovspray.com
  9. 9. Volini.com: Backlink statistics Source: www.backlinksinfo.com
  10. 10. Volini.com: Backlink details No. Backlink URL OBL Type of website 1 http://www.sujatawde.com/2015/11/ 96 eNews magazine 2 http://www.thewiprochennaimarathon.com/sponsors.php 118 Sports / Event 3 http://www.sunpharma.com/products/otc 212 Company 4 http://medialoving.com/2016/11/21/volini-helps-over-800..... News/Entertainment 5 http://prfeed.in/2016/11/volini-members-lounge-at-delhi..... 70 News 6 http://businesswireindia.com/news/news-details/ranbaxy-..... 60 New 7 http://businesswireindia.com/news/news-details/ranbaxy-..... 62 News 8 https://paulwriter.com/volini-helps-8000-runners-recove..... Blog Source: www.neilpatel.com
  11. 11. Volini: Social Media Marketing Volini associates itself with marathon events as recovery partner Volini Ads appears on the marathon event pages which have links to Volini FB page and website However, candidates marking “interested” option in marathon events don’t get Ads – An Opportunity exists. Source: www.neilpatel.com
  12. 12. Volini: Digital Advertising  Youtube Ad based on Marathon event  Emotional connect  Encourages both old and young to participate in marathons – Indirectly promoting Volini Source: www.youtube.com
  13. 13. Volini.com: Lead Generation http://www.volini.com/recoveryprogram/  Provides safe running tips  Stretching and sprain relief tips – promoting Volini all the while Source: www.volini.com
  14. 14. Volini: Events and campaigns through microsites Microsite – volinipatontheback.com FB, Twitter, SMS and IVR based campaign Source: www.volini.com
  15. 15. Volini.com: Email Marketing  Increase potential customers  Retain gained customers  Generate brand advocates  Assess success of campaign Source: www.volini.com
  16. 16. Volini.com: Responsiveness Desktop View Source: www.volini.com
  17. 17. Volini.com: Responsiveness Tablet View Source: www.volini.com Volini.com: Responsiveness
  18. 18. Volini.com: Responsiveness Mobile View Responsiveness across desktop, tablet and mobile is good Source: www.neilpatel.com Volini.com: Responsiveness
  19. 19. Acquisition & Retention
  20. 20. Volini.com: Suggested keyword planning Keyword Statistics from Google Adwords Present / Absent Lower back pain 450000 Backache , can be replaced Knee pain 301000 Yes Back pain 246000 Backache , can be replaced Shoulder pain 201000 Yes Neck pain 165000 Yes Hip pain 135000 Absent, but an opportunity Sciatica pain relief 110000 No – NA Back pain relief 110000 Backache , can be replaced Joint pain 110000 Yes Pain management 90500 Absent, but an opportunity Leg pain 90500 Ankle pain Pain relief gel 10K-100K Absent, but an OpportunitySource: Google Adwords
  21. 21. Volini.com: Suggested promotion through keywords using Google Adwords services Identified keywords will be promoted through Google Adwords services
  22. 22. Volini: Suggested lead generation on social media Source: Facebook.com
  23. 23. Volini: Suggested lead generation on social media Source: Facebook.com Volini: Suggested lead generation on social media
  24. 24. Advertisements on social media Facebook campaign  Target users who have a liking for running / physiotherapists  Advertise to this selected range of customers  Request the users to like the page to get daily running tips - asking to purchase marathon pack (new SKU)  Request interested users to subscribe to newsletters  Send contest and campaign details  Send reminders  All redirects to Volini.com and Youtube page  Selfie points at marathon venues which go directly to FB page of participant Youtube  Show training videos – stretching, running and post run recovery  Celebrity athletes videos Whatsapp  Create Whatsapp group – Mass messaging about Volini and running
  25. 25. Volini.com: Proposed landing page design
  26. 26. Email Marketing for Target Audience Acquisition • Facebook campaigns – lead generation • Running events • Events on website • Email Ids through form on landing page Email marketing • Welcome email • Newsletters • Reminder emails • Performance emails Current Gaps  Website doesn’t do push marketing  FB Ads are rare  Microsites are campaign specific SMS Notifications  Mass messages prior to events
  27. 27. Emails from Volini.com Email 1: For participants of upcoming marathons Sub: Running the next marathon ? Run safe with us Dear Pacer: Email 2: For participants who ran a marathon Sub: You made it…Finisher Dear Finisher: Congratulations
  28. 28. Email 3: Monthly Newsletter Sub: Keep running says your pain partner Emails from Volini.com
  29. 29. Thank You

×