Bandhan Bank Digital Marketing Strategy Q2 & Q3, 2018

For [DM-Master-Program-Project]© EduPristine
Presented By Amit Mehta
Date – 27th Aug, 2018

Digital Marketing Strategy : Q2 & Q3, 2018
Bandhan Bank

Table of Content
1. About Bandhan Bank
i. Bandhan Bank’s Journey
2. Objective
i. Task at Hand
3. Products - Loans
i. Loan Types
4. KPI
i. Bank’s Target
ii. Deriving KPI
5. Target CPA
i. Target CPA Calculation
6. Budget
i. Allocated Budget
7. Campaign
i. Campaign Idea
8. PART A
i. Keyword Strategy
ii. Linking Website – GA
iii. Linking Website - GST
iv. SEO Activities – On Page
v. SEO Activities – Off Page
vi. Content Building & Marketing
9. PART B – Phase I & II
i. Targeting – Brand & Products
ii. Content Buckets
iii. Mobile Marketing
iv. Google Adwords
iv. Social Media Marketing
v. Affiliate Marketing
vi. Funnel Marketing
vii. Marketing Automation
10. Budget for Paid Media
i. Budget Allocation

About Bandhan Bank

Bandhan Bank’s Journey
• Bandhan Bank began its journey among women in rural West Bengal.
• Chandra Shekhar Ghosh, 58, founded Bandhan Financial Services in 2001 at a time when most established
banks were wary about lending to small borrowers without credit history.
• Bandhan was able to secure bank funds and began expanding. In 2009, Bandhan was registered as a non-
banking financial company providing select banking services.
• Unlike other players in the microfinance industry, Bandhan Bank joined the league of big banks only in
August 2015
• “A single bank can lend only so much to a microfinance institution, but if we become a bank then my funding is
unlimited. Small is beautiful but big is necessary,” Ghosh told The Mint newspaper in 2016.
• Since then, its network has expanded from 501 branches and 50 ATMs to 840 branches and 383 ATMs across
the country as of September 2017. With a customer base of 11 million, it has managed to expand its loan book
to Rs 20,800 crore and has also mobilised Rs 23,500 crore in deposits. Till September 2017, about 90% of the
bank’s business was still made up of the small loans extended to small entrepreneurs.

Objective

Task at Hand
• To increase loan books of the company by targeting potential borrowers through digital medium, during the
upcoming festive season in India (i.e. Q2 & Q3, 2018)

Product - Loans

Loan Types
Loans:
• Retail Loans – Home Loan, Two-Wheeler Loan, Personal Loan, Gold Loan, Loan Against Property, Loan Against
Term Deposit
• MSME Loans – Working Capital Loan, Term Loan
• Small Enterprise Loans
• Micro Loans – Suchana Loans, Suraksha Loans, Srishti Loans, Sushikhsha Loans
• Agri Loans – Kisan Credit Card, Agri Allied, Equipments
*As the festive season is approaching the above highlighted loans will have maximum demand. Hence, we target promoting these products
to increase loan books of the bank and thereby generate long term profit.

KPI

Bank’s Target
• FY 2018 interest earned is approx. 20% higher then FY 2017
• Total incremental value of interest earned is INR . 893 Crores
• Assuming that 10% (i.e. approx. INR 90 Crores) of business
generates from Home loan, Two-wheeler loan & Personal
loan
• Then to have 20% estimated incremental profits for the year
FY ‘2019 from these loans, our approx. target value for the
entire year should be INR 108 Crores.
• Out of these, we maximize Q2 & Q3 2018 target, to be
approx. INR 60 Crores as it will be peak season due to
upcoming festivals.

Deriving KPI
To generate total income, we segregate estimated profits & required conversions for respective products as below:
• Home Loan – 30 Crores – 100 conversion (Approx.)
• Personal Loan – 20 Crores – 250 Conversion (Approx.)
• Two-wheeler Loan – 10 Crores – 500 Conversion (Approx.)
KPIs - Considering conversion rate @ 10% then no. of leads to be generated for respective products will be:
• Home Loan – 1000 Leads
• Personal Loan – 2500 Leads
• Two-wheeler Loan – 5000 Leads

Target CPA

Target CPA Calculation
If we allocate budget as per campaigns then it will help us to generate Target CPA:
• Brand Campaign: INR 5,00,000 – Largely Awareness (Any lead generated is a bonus)
• Home Loan – INR 12,50,000 / 1000 Leads = INR 1250 Target CPA
• Personal Loan – INR 5,00,000 / 2500 Leads = INR 200 Target CPA
• Two-wheeler Loan – INR 2,50,000 / 5000 Leads = INR 50 Target CPA
*Above budget allocation is an assumption as i don’t past records. And arriving at Target CPA is trial, as i have never done this before. Not
sure whether this is the right way to arrive at the target cost per acquition.

Budget

Allocated Budget
PART A – INR 5 Lacs (All the points are Mandatory)
Your presentation will start with 4 mandatory slides
in brief, as below:
• Identify Short Tail, Long Tail, Brand, Core and
Lateral Keywords for your Brand (Minimum 2 and
Maximum 3 keywords in each category) (Maximum
1 slide)
• Steps on linking your website with Google
Analytics and inserting Global Site Tag codes on
your website (Maximum 1 slide)
• Suggest SEO activities, Content Marketing
activities you will use to improve your website’s
search engine ranking (by using mandatory 5 Lacs
budget) [Maximum 2 Slides]
PART B – INR 25 Lacs (Minimum 3 out of 7 points
are Mandatory) The allowable activities are –
• SEM Ads (Google AdWords) – Whatever Ad types
are applicable for your Brand’s Business
• SMM – Whichever Social Platforms and Ads are
applicable for your Brand’s Business
• Email Marketing – Using Mailchimp only (if
applicable for your Brand’s Business)
• Affiliate Marketing – If applicable for your Brand’s
Business
• Mobile Marketing and Mobile Apps – If applicable
for your Brand’s Business
• Funnel Marketing – Should include all stages of
the Funnel
• Marketing Automation – Using
Leadsquared only

Campaign

Campaign Idea
We design a campaign around promoting home loan, two-wheeler loan & personal loan that engages customer at
an emotional level and get attracted to enquire or drop contact details to get in touch with Bandhan Bank
Problem: Loan is actually a liability or a burden in one’s life and at times, people hesitate to opt to fulfil their
dreams. Again it’s a hassle to undergo the process of documentation & disbursal.
Solution: We persuade potential buyers to live with their dreams and make Bandhan Bank a partner to take care
of their immediate finances. At Bandhan Bank, we will make borrower’s journey joyful & hassle-free, and
showcase how one feels achieving their dream without worrying about finances. Thus we create a campaign
called:
#HappyLoans

PART A

Keyword Strategy
• Short Trail – Happy Loan, Home Loan | Personal
Loan | Two Wheeler Loan,
• Long Trail – What is Happy Loan from Bandhan
Bank | Home Loan Interest Rates | Personal Loan
Calculator | Lowest Interest Rate on Two
Wheeler Loan
*As we will do a brand campaign through SEM & offline channel there will be buzz created around the word #HappyLoans and
users/audience will start searching with this term during the campaign period. To leverage this, we will have ‘Happy Loans’ keyword as part
of the overall keyword strategy along with other product specific keywords.
• Brand – [Bandhan Bank], [Happy Loans] :
Happy Loans from Bandhan Bank | Personal
Loan from Bandhan Bank | Bandhan Bank
Interest Rate on Two Wheeler Loan | Home
Loan rate of Bandhan Bank
• Core – “Personal Loan”, “Home Loan”, “Two
Wheeler Loan” : Personal Loan Rate from Banks
| Online Approvals on Home Loan from Bank |
Two wheeler loans from private banks
• Lateral – Best | Lowest | Instant: Best Personal
Loan | Lowest Home Loan Rate | Instant Loan on
Two wheeler

Linking Website – GA
Steps to link website with Google Analytics through GTM:
• Sign up to Google Tag Manager
• Create a container for your website
• Select web as a container
• Agree Terms & Conditions
• Copy both the codes from Google Tag Manager
• At the backend of your website, install & activate Metronet Tag Manager
• Paste copied code in header & footer of Metronet Tag Manager and save
• Website is connected to GTM

Linking Website – GA
Steps to link website with Google Analytics through GTM:
• Create Google Analytics Account
• Go to Admin, create accounts & enter your website details
• Agree Terms & Conditions
• Unique tracking ID UA – xxxxxxxx-x will be generated under tracking code section of property
• Open GTM again and click on “New Tag”
• Edit Tag configuration & select Universal Analytics
• Click on Google Analytics settings & Enter UA – xxxxxxxx-x of Google Analytics
• Select All pages & Submit

Linking Website – GST
Steps to inserts Google Site Tag in the website:
• Copy Google Site Tag code from the Google Adwords account
• Install & Activate Remarketing plug-ins from your wordpress backend
• Open Google Remarketing codes from plug-ins & paste the Google Site Tag code
• Click Save, so your remarketing campaign is tracked

SEO Activities – On Page
Activities:
• Create a micro-site/landing page for the campaign (i.e. #HappyLoans) along with a contact form & drop
down list for type of loan required.
• Optimization content & keyword - Create content of approx. 1500 - 2000 words using keywords like Happy
Loans, Home loan, Two wheeler loan & Personal loan & use Symantec keywords
• Similarly, optimize individual product pages with content & keywords and create internal link to campaign
landing page
• Create anchor text/internal links to Home loan, Two Wheeler loan & Personal loan pages
• Optimize Meta Title, URL & Meta Description with selected keywords using Yoast plug-in

SEO Activities – Off Page
Activities:
• Check page rank of your domain using Smallseotools.com
• Improvise on domain authority by reducing bounce rate, fix broken links, locate links on high page, avoid
cannibalizing keywords, link more pages internally, send links from higher page authority, drive external links to
the relevant page/website
• Do backlink audit of top ranking websites for selected keywords with the help of SEMrush and publish
content for backlinks from high domain authority websites
• Check domain & page authority using Moz,com of third party websites
• Create video, blogs, PR articles based on the keywords selected and publish it on High PR sites, YouTube,
Facebook, Twitter, LinkedIn, & Quora.com respectively

Content Building & Marketing
Videos (2 Lacs for video production): Create
campaign video on #HappyLoans and publish it on
YouTube channel
Influencer Marketing (1 Lac): Promote campaign
through an influencer for 2 days, to build campaign
#HappyLoans
PR Articles (1.5 Lacs for content & publishing):
Publish articles on building brand image & why one
choose Bandhan Bank for loan requirements over
others?
Blogs (0.5 Lac for content creation): Create blogs
using content around selected keywords like Happy
Loans, Home loan, Two wheeler loan, Personal loan.
Below are some respective topics:
• Happy Loans – How happy loans from Bandhan
Bank makes your dream real?
• Home Loan – How to calculate home loan interest
rates? / Why should one select home loan EMI over
paying rent?
• Two-Wheeler Loan – Where can one get quick
disbursal of two-wheeler loan? / Collateral-free two
wheeler loans?
• Personal Loan – Where to find instant money for
your personal needs? / Need immediate cash? Get
your personal loan here.

PART B

PHASE I – Brand Campaign

Targeting – Happy Loans (Brand Campaign)
Age: 20 – 60 years
Gender: Male / Female
Monthly Income: INR 15,000 & above
Location: India
Language: English & Hindi
Period: July & Aug, 2018
Paid Activity: Google - Search Ads, Display Ads,
Video Ads, Social Media Marketing, Mobile Marketing
(SMS)
Budget: INR 5,00,000
Goal: Awareness
Audiences:
Affinity Audience: Banking & Finance, Food & Dinning,
Home & Garden, Lifestyles & Hobbies, Media &
Entertainment, Shoppers, Sports & Fitness, Travel,
Vehicle & Transportation
Re-marketing Audience: Create re-marketing list, based
on audience who visits landing page of the campaign
Bidding Strategy: Search: Target CPA, Display: vCPM &
Video: Target CPA
Keywords: Happy Loans, Happy Loans from Bandhan
Bank, Bandhan Bank Loans, Home Loan, Two Wheeler
Loan, Personal Loan, Lowest interest rates on Home
Loans, ………….

PHASE II – Product Campaign

Targeting – Home Loan (Product Campaign)
Location: India
Period: Aug, Sep, Oct & Nov, 2018
Paid Activity: Google - Search Ads, Display Ads, Social
Media Marketing, Marketing Automation (E-mails &
SMS)
Goal: Leads
Audiences:
In-market Audience: Who looks for property, residential
properties, moving & relocation, Financial Planning,
Investment Services, Car Part & Accessories
on audience who visits home loan page of Bandhan Bank
Bidding Strategy: Search: Target CPA, Display: Target
CPA & SMM: Conversion
Keywords: Home Loans, Home Loan Interest rates, Home
Loan rate of Bandhan Bank, Zero processing fees, Top-up
loan, Housing Loan, Lowest Interest rates in Home Loan

Targeting – Personal Loan (Product Campaign)
Location: India
Period: Aug, Sep, Oct, Nov & Dec, 2018
SMS)
Goal: Leads
Audiences:
In-market Audience: Who looks for Childcare, Early
Childhood Education, Business Services, Cars & Vehicles,
Clothing & Accessories, Consumer Electronics, Education,
Travel
on audience who visits Personal loan page of Bandhan
Bank
Keywords: Personal Loan, Instant Loan, Immediate Cash,
Zero collateral, Bandhan Bank Personal loan

Targeting – Two-wheeler Loan (Product Campaign)
Location: India
Period: Sep, Oct & Nov, 2018
SMS)
Goal: Leads
Audiences:
In-market Audience: Who looks for Motor Vehicles,
Home Appliances, Home Furnishing, Home
Improvements, Financial Planning, Clothing, Jewellery,
Watches, Handbags
on audience who visits two-wheeler loan page of
Bandhan Bank
Keywords: Two Wheeler loan, Instant loan on two
wheeler, Fastest loan on two wheeler, Two wheeler loan
offer, Bandhan Bank Two Wheeler loan

Content Buckets
Happy Loans:
• Make your dream come true with Happy Loans
• Convenient, hassle-free Happy loans at your
doorstep
• Get smile on your face with Happy Loans
Home Loan:
• Zero Processing Fees during festive period
• Bank re-pay last 6 EMI’s
• Limited Documentation | Top-up Loan
Two Wheeler Loan:
• Immediate Online Approval
• Loan amount disbursal on same day
• 50% Discount on 1 Year Insurance
• Purchase your dream bike this Navratra
Personal Loan:
• Instant disbursal | Loans upto 15 Lacs
• Zero Collaterals
• Need cash for holidays/travel | Looking for
financial support for your child’s Education |
Need to stock inventory for Diwali

Mobile Marketing
SMS: (Brand & Product Campaign)
How?:
Here, we create multiple
offer/feature based SMS’s within
character limits promoting campaign
for #HappyLoans along with
individual products and a call to
action no. for a miss call so that we
can connect back to customer for a
respective loan they are looking for.
Why?:
As a bank, we already have 11
million existing customer base and
contact details. We shall use this
database to target existing clients
which in turn becomes an easy
conversion as they are already a
loyal customer to Bandhan Bank

Google Adwords - Search
Search/Text Ads: (Brand & Product Campaign)
How?:
By doing keyword analysis, we choose
keywords based on high search volume &
low to medium to high competition.
Once, we have keywords, we create 4
different campaigns (1 Brand + 3
Products) with individual ad groups for
respective campaign. For each ad groups,
we have 8-10 keywords and atleast 2 ads
for conversion optimization
Why?:
We run search ads for brand campaign
when someone looks for Happy Loan as a
keyword.
Similarly, as the festive season is
approaching, people plan to purchase
home, 2-wheeler & also require personal
loan for their immediate needs. Hence,
search volume of these category of
products will be high during festive
period. Hence, we run search ads to
generate lead conversion on our website.

Google Adwords - Display
Google Display Ads: (Brand Campaign) Remarketing Display Ads: (Brand & Product Campaign)
Why?:
We create multiple display
ads for brand campaign to
increase awareness & reach
of the campaign.
How?:
We create remarketing list of
audiences, who has shown
interest by visiting a particular
page of our website amongst
these loan products or
campaign landing page.
Why?:
As they didn’t submitted their
details in the lead form. We
target this audience for a
period of 1 month and show
ads on Google Display
network so that it persuade
them to take certain decision
for our product.

Google Adwords - Video
YouTube Video Ads: (Brand Campaign)
How?:
We create videos based on
brand campaign using key
benefits of taking Happy
Loan from Bandhan Bank.
Why?:
We shall run this as a skip-
able video on YouTube to
increase brand awareness
and traffic to our website.

Social Media Marketing
Facebook & Instagram: Promote brand campaign video & product campaign by creating multiple single image
ads/GIF, carousel ads (showcase different features of an individual product) targeting affinity audience. Use
Instagram as a channel to target potential audience as it has maximized active user base
Twitter: We create campaign using #HappyLoans and also do influencer marketing to trend as suggested earlier
followed by product campaign
How?:
Brand campaign followed by
product campaign will be
active during major upcoming
festivals like, Janmastami,
Ganapati, Navratra, Diwali,
Christmas (also as per
respective festivals in a
particular state).
Why?:
Since, it’s an audience based
platform, we shall find large
chunk of potential customers
for each product. Our
campaign will be targeted
separately to a specific
audience, based on the type
of loans we are promoting.

Affiliate Marketing
BankBazaar.com: (Product Leads)
Why?:
BankBazaar.com is the leading affiliate
player in the banking space and generate
huge no. of leads on monthly basis.
We shall provide commission fees to
BankBazaar.com for no. of conversions.
Hence, the commission % will be paid
from the business generated and not
consumed from the allocated marketing
budget.
How?:
We have BankBazaar.com as our affiliate
partner who provide lead/conversion for
these type of loans.

Funnel Marketing
Funnel: (Product Leads)
Why?:
Since, we are going to drive a lot of traffic
to our website from different sources, we
shall entice/encourage our potentials
customers to take some action either by
sharing contact details or persuade
enough to visit a nearest branch.
It will help us to generate maximum
leads, which can be nurtured through
marketing automation.
How?:
We use different tactics of funnel
marketing for individual products on our
website that helps us to achieve our long
term goal (i.e. KPI)

Funnel Marketing
Lead Magnet: We create a lead magnet on our
website for home loans to generate maximum leads.
• Home Loan: A perfect guide to home buying
process | Check your Cibil score for home loan
eligibility
Tripwire: A lucrative offer to capture leads for two-
wheeler loan
• Two-wheeler Loan: Avail 50% discount on 1 year
insurance premium along with your two-wheeler
loan | Get zero balance savings account for 1 year
Profit Maximizer: Here, we cross-sell other products
that helps to generate business on a long run
• Personal Loan: Get a savings account with lowest
monthly average balance | Get a credit card free
for lifetime along with your personal loan
Exit Offers: We encourage audience to visit our
branch for a special offer so that we can provide
personal counselling
• Savings Account: Drop at our nearest branch to
avail 6% interest rates on your savings account

Marketing Automation
Leadsquared: (Product Leads)
Why?:
Marketing Automation, will help nurture
leads, help to understand lead score &
help to segregate quality leads for
quicker conversion.
How?:
We create automation for all product leads
separately through leadsquared.

Lead
Generated
Immediately sent –
Thank You E-mail
Opened
New E-
mail
Opened
Send
SMS
Didn’t
open
Didn’t
open
If/Else – After 48 hours
Home Loan
E-mail: Attractive interest rates
on home loans only for you. Visit
nearest branch during the festive
season. #HappyLoans
E-mail: Make us your partner in
fulfilling your dream come true.
Get 90% loan sanction of the
property value. Only for this
festive season. #HappyLoans
SMS: You are just one step away
from your dream home. Call
xxxxxxxxx #HappyLoans
Wait for – 24 hours

Lead
Generated
Thank You E-mail
Opened
New E-
mail
Opened
Send
SMS
Didn’t
open
Didn’t
open
SMS: You are just one step away
from your dream bike. Call
xxxxxxxxx #HappyLoans
Two-Wheeler Loan
E-mail: Your loan is ready to
disburse. Visit nearest branch
during this festive season to avail
attractive offers. #HappyLoans
E-mail: Get your style ride this
festive season. Get 50% discount
on 1st year insurance premium.
Only for this festive season.
#HappyLoans

Lead
Generated
Thank You E-mail
Opened
New E-
mail
Opened
Send
SMS
Didn’t
open
Didn’t
open
SMS: Get personal loans at
attractive rates this festive
sesaon. Call xxxxxxxxx
#HappyLoans
Personal Loan
E-mail: Your personal loan comes with
personal credit card at no extra price.
Get double benefit this festive season.
#HappyLoans
E-mail: Don’t let your personal
needs sacrifice for money. Get
instant loan disbursal today.
#HappyLoans

Budget for Paid Media

Budget Allocation
IN INR
Month - '2018 Festivals Campaign Elements/Budget Monthly Budget Comments
G - Search G - Display G - Video SMM MM MA
Jul NA
Brand
Campaign
#HappyLoans
50,000 75,000 12,500 1,37,500
Launch brand campaign through
display & video to create awareness
and send SMS to existing customers of
the bank
Aug NA
Brand
Campaign
#HappyLoans,
Home Loan &
Personal Loan
25,000 1,50,000 1,25,000 75,000 12,500 50,000 4,37,500
Along with brand campaign, we start
promoting product campaigns on
Google & SMM. And as we generate
leads, we will activate Marketing
automation
Medium: We spend more on Google
Adwords as volume of searches
happening on SERP is huge
Sep
Janmashtami,
Ganpati
Home Loan,
Personal Loan,
Two-wheeler
Loan
75,000 75,000 75,000 12,500 50,000 2,87,500
At this stage, since brand awareness
will be created, we utilize budget for
product promotion as festivity is
round the corner and demand
generation will hike from this month
Medium: As again, our spends will be
more on Google Adwords to target a
customer whose intent is to borrow a
particular loan. Hence it helps to
generate quality leads & faster
conversion

Budget Allocation
Oct Navratri
Home Loan,
Personal Loan,
Two-wheeler
Loan
2,00,000 1,50,000 25,000 2,50,000 25,000 50,000 7,00,000
As most of the purchase transaction
happens during this period, we
increase our spends by more than
double for gaining maximum traction
from our campaign & promotion
actiivities
Nov Diwali
Home Loan,
Personal Loan,
Two-wheeler
Loan
2,00,000 1,50,000 50,000 2,50,000 25,000 50,000 7,25,000
Similarly, due to Diwali most of the
purchase transaction happens during
this month, hence we retain our
spends almost equal to last month for
gaining maximum traction from our
campaign & promotion
Dec Christmas Personal Loan 75,000 25,000 50,000 12,500 50,000 2,12,500
In December, mostly people require
personal loans for travel and gifts.
Hence, we only promote this
throughtout the month
Total Budget 5,75,000 6,00,000 2,75,000 7,00,000 1,00,000 2,50,000 25,00,000
Notes:
G - Search: Google Search Ads
G - Display: Google Display Ads
G - Video: Google Video Ads
SMM: Social Media Marketing
MM: Mobile Marketing
MA: Marketing Automation
*50,000 subscription fees for leadsquared automation for 50,000 contacts

Thank You!

Bandhan Bank Digital Marketing Strategy Q2 & Q3, 2018

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