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Pitching for Digital Marketing Projects

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A ready to use template with a sample case study. This can be used as a starting point for an external pitch or an internal audit of digital marketing tactics

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Pitching for Digital Marketing Projects

  1. 1. An external audit template with a case study
  2. 2. Traffic Benchmarking •Manual Check •Tools •Eg: Similarweb Technology Review •Technical Diagnosis •Tools •Eg: Builtwith, Google Competitive Analysis •Manual Visits •Tools •Eg: Spyfu Channel Audits •Individual Channels •Tools •Eg: Screamingfrog Recommendations •Pointers •Suggestions VS
  3. 3. Geojit Financial Services  Digital Presence – A Review VS
  4. 4. Taking Digital Geojit Forward Digital Audit 1 Competitive Landscape 2 3 VS
  5. 5. Auditing Owned Media and Benchmarking VS
  6. 6. Setting the Context – Website Traffic Analysis* Direct 39% Email 10% SEO 33% Referrals 16% Global Rank #234160 Country Rank #11213 Category Rank #989 source: similarweb VS
  7. 7. Avg. Visit Duration 00:05:55 Pages / Visit 4.90 Bounce Rate 43% Avg. Visits Per Day 5000 74% 26% source: similarweb Setting the Context – Website Traffic Analysis* VS
  8. 8. • Missing in strategic locations • No prompt to take an action • Wrong usage of widgets Call to Action • Consistency in Messaging • Some information dates back to 2014 (What’s New in Home Page) • geojit.com vis-à-vis geojit.net Content Update • Slider in Home Page • Comparison of Schemes • Broken Links (Insurance) User Experience VS
  9. 9. Setting the Context – Social Media Presence* 87% 5% 4% 4% Facebook Twitter WhatsApp YouTube 28 Followers 1406 Subscribers 7162 Followers 2,02,211 Likes source: similarweb
  10. 10. • Same message across medium • Sharing across medium Consistency • Effective usage of interstials • Relevance v/s Frequency • Removal of Obsolete Info (Eg – Social FLIP) • Re-Wording of out-dated Info Content Update • Effective Call to Actions • Quick and Relevant Response Engagement VS
  11. 11. How Competitors are Doing? VS
  12. 12. Website Analysis – Traffic Comparison* Direct Display Email Paid Search Referral s SEO Social Geojit 39.0% 0.0% 10.0% 0.0% 16.0% 33.0% 2.0% Angel Broking 46.0% 1.0% 4.0% 4.0% 27.0% 16.0% 2.0% Sharekhan 37.0% 1.0% 7.0% 2.0% 26.0% 24.0% 3.0% ICICI Direct 60.0% 0.5% 2.0% 1.5% 20.0% 15.0% 1.0% Zerodha 54.0% 0.5% 3.0% 1.0% 26.0% 13.0% 2.5% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%traffic source: similarweb VS
  13. 13.  Desktop V/S Mobile  All players have roughly 75 % - 25 % split  Major Sources of Traffic  Direct traffic contribute the main source for all players  Email drive a significant traffic for Geojit compared to other players  Angel Broking use effectively Paid Media among these player (~7%)  ShareKhan effectively use social to drive traffic  Angel Broking, Sharekhan and Zerodha utilizes moneycontrol as a significant referrer Website Analysis – Traffic Comparison* source: similarweb VS
  14. 14. Brand Avg. Monthly Visits Avg. Visit Duration Avg. # of Pages Per Visit Bounce Rate Mobile Friendly? Geojit 0.2M 3:47 3.35 59.65% Angel Broking 1.1M 9:21 5.49 37.74% Sharekhan 2.6M 13:11 11.46 27.22% ICICI Direct 5.3M 10.57 8.66 16.35% Zerodha 4.9M 16.09 14.99 20.98%  Prospective V/S Customer traffic  Geojit seems to enjoy the highest non-customer traffic  This could be because the trading platform is on another domain  ICICI Direct and Sharekhan enjoy close to 40% non-trade-login traffic  Zerodha and Angel Broking has the lowest in the range of 25% Website Analysis – Traffic Comparison* source: similarweb VS
  15. 15. Brand Subscribers Videos Views Geojit 1406 85 548,920 Angel Broking 7233 3866 2,206,531 Sharekhan 6601 3460 900521 ICICI Direct 11,123 291 8,760,878 Zerodha 18,279 48 1,415,409  Primary Theme  Geojit on Products  Zerodha, ICICI Direct on Education  Angel Broking, ShareKhan on Expertise  Most Viewed Videos  Geojit (Product Demo)  Zerodha, Angel Broking (Commerical)  ICICI Direct, Sharekhan (Educational) source: mwpdigital, LinkAlyzer VS
  16. 16.  Primary Themes  Geojit, ICICI Direct  Stock Picks and Reviews  Products  Angel Broking  Expertise  Sharekhan, Zerodha  Occasionally Active  Education and Products  Engagement  All players have a game format (Angel Broking pioneers it)  As a Support Channel  Angel Broking Brand Likes Talking About Engagement Geojit 202,211 551 0.27% Angel Broking 223,492 6728 3.01% Sharekhan 79536 5658 7.11% ICICI Direct 153,800 611 0.40% Zerodha 55757 306 0.55% source: mwpdigital, LinkAlyzer VS
  17. 17. Brand Tweets Followers Following Geojit 12.9K 7162 46 Angel Broking 24.9K 32.5K 25 Sharekhan 33.6K 23.3K 190 ICICI Direct 2581 7557 49 Zerodha 5838 7572 3  Primary Themes  Geojit  Market News and Anything Interesting (Eg: Mashable)  Products  Tips  Sharekhan, Angel Broking  Market Views and Tips  Zerodha  Education  ICICI Direct  Products  Education  As a Support Channel  Sharekhan source: twitonomy VS
  18. 18. source: twitonomy SL # Broker Name 2016 2015 2014 2016 Over 2015 2016 Over 2014 2015 Over 2014 1ICICI SECURITIES LTD 591504 560438 594714 5.54% -0.54% -5.76% 2HDFC SECURITIES LTD 468844 408059 347555 14.90% 34.90% 17.41% 3SHAREKHAN LTD 350509 335843 342592 4.37% 2.31% -1.97% 4KOTAK SECURITIES LTD 257563 246945 268459 4.30% -4.06% -8.01% 5AXIS SECURITIES LTD 236534 184325 120292 28.32% 96.63% 53.23% 6INDIA INFOLINE LTD 222348 262930 286032 -15.43% -22.26% -8.08% 7ANGEL BROKING PVT LTD 208545 170808 160354 22.09% 30.05% 6.52% 8MOTILAL OSWAL SECURITIES LTD 192095 165844 152608 15.83% 25.87% 8.67% 9KARVY STOCK BROKING LTD 174690 166923 172489 4.65% 1.28% -3.23% 10GEOJIT BNP PARIBAS FINANCIAL SERVICES LTD 162414 177397 158271 -8.45% 2.62% 12.08% 11SBICAP SECURITIES LTD 153603 125828 113810 22.07% 34.96% 10.56% 12ZERODHA 128736 61970 #N/A 107.74% #N/A #N/A 13RELIGARE SECURITIES LTD 118389 120282 129609 -1.57% -8.66% -7.20% 14RELIANCE SECURITIES LTD 86794 97390 114086 -10.88% -23.92% -14.63% 15NIRMAL BANG SECURITIES PVT LTD 70302 61362 59283 14.57% 18.59% 3.51%
  19. 19. Creating Geojit Digital ‘Next’ VS
  20. 20. CRAW L • Messaging • Baselines • Technology Stack WALK • Engagement • Benchmarks • Process RUN • Advocacy • Referrals • Analytic Driven VS
  21. 21. CRAWL – Setting the right foundation Messaging •Improving consistency across channels •Aligning with Corporate Messaging / Vision Baselines •Deep Dive Audits of owned, earned and paid properties •Traffic baselines / metrics •Engagement baselines Technology Stack •Aligning the stack used •Optimize – Prune – Add as required Low Hanging Fruits •Adding Call to Actions •Fixing technical issues in website •Removing obsolete information VS
  22. 22. WALK – Engage and Build Audience Goals •Aligning Goals •Selecting mix and KPIs •Service line specific requirements Content Marketing •Focus on Geojit’s Expertise •Automation •Editorials and Update Processes Personas •Build/Develop Personas of Prospects •Collateral based on personas, funnel Lead Generation •Optimize the lead generation engine •Tactical inclusion of paid channels VS
  23. 23. • He is not content with the savings fixed income instruments give • Tactic -- Open content on why it may not be advisable to invest in fixed income instruments always • He looks for other options; but gets easily confused • Tactic -- Open content on comparing various investment instruments • He acts based on speculations, unreliable tips • Tactic -- Webinar on stock investments, fundamental analysis or stock picking for long term • He burns his hands and become sceptical on stock market returns • Tactic -- Open content on why one should not relay on unauthentic sources for stock picking; and why Geojit is the right choice] • He decides to create a trading account with Geojit • Tactic -- Demos on how to use the Geojit platform ; and research reports • He becomes an advocate of Geojit • Tactic -- Incentivize / Call to Action to advocate Geojit services 1 2 3 4 5 6 Persona – Message – Tactic Mapping A young professional who manages to save from salary looking for accumulating wealth VS
  24. 24. Robust Lead Generation System Dashboards Accountability of Revenue Forecasting Capabilities Crafting Lead Generation Programs Demand Generation Mix Lead Qualification Criteria Nurturing Tactics Optimize Lead Generation Lead Scoring Landing Pages Funnel Definition Content Creation CRM + Marketing Automation Actionable Metrics Processes Defined Marketing / Sales Handshake Lead Management System – A Blueprint VS
  25. 25. Lead Acquisition – A Sample Model* Paid Campaigns CRM System Paid Search Organic Assets Lead Scoring Lead Assignment Email PhoneDisplay Partners Social Media Organic Search Event Direct Landing Page Expert Views Stock Tips Stock Analysis Product Enquiry Visitor Activity Page Views Downloads Explicit Profile Score (Age, Income, Risk Profile) Implicit Activity Score (Nature of Collateral accessed) Lead Score Increases in Points Until Qualified (Sales-Ready) Lead Nurturing Multi Step Email Drip Campaign 1. Educative material 2. Market views and Tips 3. Product collateral 4. Demo video 5. Sales rep call brief Prospect Score = 75+ Measure Campaign ROI Lead Qualified Source:AdoptedbasedonANAframework VS
  26. 26. RUN – Building Advocacy Brand Advocates •Editorials / Manpower buy-in •Website Updates Referral Programs •Focus on Geojit’s Expertise •Automation Analytics Driven •Decisions based on data •Robust Lead Generation Engine •Experimentation on website Financial Literacy •Build an authentic knowledgebase •Open Newsletters •Partial Open Stock Picks VS
  27. 27. THANK YOU www.bulite.org @vijaypsankar vijaypsankar@gmail.com vijaypsankar VS

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