The document outlines a digital marketing plan for DHL Express India to increase its market share. It discusses developing a B2B strategy focused on competing clients. Key steps include creating an effective website with relevant content and keywords, search marketing using Google AdWords, content marketing on LinkedIn and blogs, social media presence especially on LinkedIn, lead generation through webinars and email campaigns, and using analytics to improve performance. Specific tactics proposed are content on LinkedIn, Slideshare and blogs, webinars, an Instagram campaign during festivals, a hashtag campaign, and a testimonial competition to engage customers.

1. B2B
MARKETING
PLAN
Srishti Chawla
150150143118

2. DHL Organizational Structure

3. About DHL Express
▸DHL Express is a division of the German logistics
company Deutsche Post DHL
▸Headquarters at Bonn, Germany
▸Employees-275,000
▸Fleet size-27 Aircrafts worldwide
▸DHL has access to over 22,200 locations in India
in addition to the global network of over 220
countries around the world

4. Characteristics of Service
Intangibility Variability
Inseparability Perishability

5. Competetors

6. Business Goal
To increase market share of DHL Express in India
Communication Objective
Increase digital traction and SOV digitally which will
help in achieving business goal

7. HOW??????

8. “Digital Marketing & SEO is a noun,
verb and adjective
-Todd Malicoat

9. Steps to be followed
▸Step 1: Develop a B2B Strategy
▸Step 2: Make an effective website
▸Step 3: Search Marketing
▸Step 4: Content & Inbound Marketing
▸Step 5: Social Media
▸Step 6: Lead Generation & e-CRM
▸Step 7: Analytics & Improvement

10. Developing a B2B Strategy
Since the goal is to increase the
market share therefore I’ll target my
competetor’s clients Secure Meters,
Suzuki Motors India Ltd., Hero
Motocorp etc. which done minimum
50 shipments a month as that will
help increasing my profit to a large
extent
Defining the
Target Audience
SLeading share-worldwide air cargo
market
Network >220 countries/territories &
275,000 employees worldwide
“World’s Top 50 Cargo Airlines”
position holder
Focus on central procurement & E-
procurement
WGovernment owned
competitors
Competitive segment, the market
share growth is limited
OTie-ups with corporate,
business, e-commerce houses
Opportunities in Financial
markets
Global expansion
T Tremendous increase in e-
commerce
Natural disasters & turbulent
economies
Declination of traditional services
(Letters) due to electronic
communication

11. Seeing
where my
customers
are exactly
e version of
(business)
newspapers

12. Effective Website
PLAN
DESIGN TEST &
DEPLOY
UPGRADE
Since we know what our TG is,
our job becomes simpler. We
offer freight forwarding(both
FCL & LCL in ocean, both Ex-
works & FOB type) , custom
clearance facility through our
in-house CHA, warehousing,
packaging and I’ll buy all
related domains like
dhlindia.com/.co.in/.biz/.info
etc
Creating a mobile app
Format of the site should
not be .php or .flash but
.html. Homepage should
contain images of container
line/air freight/warehouse,
should have 200-250
words, changeable font size
option, color change for
visited links, simple
language, to-the-point
information, yellow &
maroon color theme(DHL
logo color), relevant
keywords
Sufficient test period to
ensure minimal downtime
& avoiding crash security
breaches. Page functioning,
Functionality testing,
Usability testing,
compatibility with iOS,
Android playstore,
Windows app store both
app and mobile website
Constantly updating new
events, new testimonials,
page visits, should be
responsive and answer
queries regularly, separate
login for shipping/airlines
and clients(companies)
keep updating the status
the shipments withheld.
Since it’s a service based
company with no money
transaction involved, it can
be hosted on a shared
server

13. Search Marketing
Search volumes are lower in B2B therefore using long tail strategies can help us hitting
our target and tightly target
▸Defining key brand messages
▸Relevant keywords like import, export, freight forwarding, custom duty, custom clearance,
best import export company in India
▸Google AdWords campaign with a good quality score which will rank our ad higher
▸Using PR and Outreach
▸Geographical targeting and use of localized meta data/ metadescription
▸Pay-per-click technique
▸Integration with Bing, Yahoo apart from Google
▸Initially we’ll drive a paid search later when our company gets going, searches will be inorganic
& earned

14. Content & Inbound Marketing
▸Engaging content; website should contain minimum but relevant to-the-point content
▸Tie ups with LinkedIn, Business Insider, WSJ, ET TOI BBC apps, computer & mobile
website version, regular blogs on wordpress & e-blogger
▸Making the content engaging, listicles on LinkedIn for instance which says “Top 5 reasons
why you should import/export via DHL”, “Top 7 reasons why DHL is your best business
solution”
▸Clickbaits like “Freight Forwarding by Experts at Expert Cost”, “Be the best Logistics guy in
your company”, “Cost cutting in International Logistics”
▸Permalinks since its commercial which will show our blogs in order
▸Transcoding since mobile phones are the in-thing today
▸Coordinating with Google AdExchange & Ad Network so that DHL (DSP) ad appears(using
BigData) whenever someone opens any freight forwarding related website/link/article
▸Integration of clickbaits and permalinks with the actual website so that the user is
directed to the actual website to give him a better experience

15. “Social media is just a buzzword
until you come up with a plan
-Anonymous

16. Social Media

17. Social Media

18. Social Media

19. 57% of inbound marketers have obtained
leads from LinkedIn, 52% from Facebook and
44% from Twitter!
Since it’s a B2B company, chances of getting
queries are more on LinkedIn as compared to
other social media platforms. They’re more
relevant to B2C models. But still DHL has to
remain active on all platforms which special
stress on LinkedIn off-course because many
brands & companies these days are very
active on Facebook & Twitter as their
customers(TG) lie there
Social Media

20. Lead Generation & e-CRM
Only 27% of B2B leads are sales-ready
when first generated, so lead nurturing is
essential but only 35% B2B marketers
have lead nurturing campaigns and of
these only 45% are effective ones!
Leads can also be generated by
conducted Webinars and attracting users
to read onto DHL’s blog posts, regular
newsletters mailed by DHL. Regular
interaction with customers online will
also engage them.

21. Webinars-tech friendly; compatible with all platforms

22. Analytics & Improvement
We’ll take advantage of this
situation and effectively use
Google Analytics to gauge
what our competitors are
doing. We’ll keep a tab of all
our posts, check the CPM of
our posts, KPI’s, increase
profits by PPC’s and hence
see if there’s room for
improvement and improve
the final post

23. DHL’s latest campaign-carried out on Facebook as this campaign
clearly fouses on B2C; no B2B campaign as such hence no LinkedIn

24. Sales growth: Evaluate how effective your marketing is through sales growth
Marketing Qualified Lead: People who have raised their hands (by
downloading an e-book or subscribing for a webinar) & identify themselves
as most deeply engaged audience
Website Traffic- Increase in number of people visiting the website
Blog Post Visits: Knowing the performance of your blog posts is a good
way to gauge what your customers like to read and don’t like to read. This,
as a result builds your brand equity and allows you an opportunity to further
create your content around what your customers want and need.
Lifetime value of a customer

25. Key Performance Indicators (for Social Media)
Total views of blogs and web pages
Total followers on Twitter, e-blogger, wordpress
Total connections on LinkedIn
Total comments on #DHLway
Type of feedback people are leaving on the various social media sites
Use Google Analytics to track success
Total number of app installs and uninstalls

26. Proposed Strategies/Campaigns
LinkedIn & Slideshare
Connect with companies which do
large import & export. Keep updated
them about new developments,
events, regular posts. Cross-platform
with news & business portals where
DHL’s news appear like new
accquisition, mergers, holding, shares
bought etc, uploading ppt’s on biz.
Structure of DHL
e-blogger/Wordpress
Blogs about how DHL has been
consistent in its performance & why
one should prefer DHL to other
logistic service providers. Blogs
about DHL’s developments and
performance is past few years-
clickbaited with catchy titles for
users to deep dig into DHL
Webinar
Regular video conferences &
seminars with clients telling them
live status of their shipment &
educating new joinees about the
SCM & how DHL is playing a vital
role in it. Webinar also to celebrate
small success with clients to make
them feel priviliged
Instagram
During festive time for exchange
of gifts all over the world. This is
B2C strategy which will target
families of clients which may act
as influencers later. If not, it can
be a good CRM strategy
#DHLway
Clients/customers will trend this hashtag
whenever they’ll be handed over Delivery
Order(DO) of their shipment along with 1
line of experience to show how
efficiently has DHL handled their
shipment which will also work as a
feedback mechanism for them
Testimonial of the month
campaign
DHL will keep on getting testimonials
from their clients for 3 months and
thus best 3 testimonials will receive
INR 2500 off on their total invoice for
next shipment

27. THANK YOU