The document discusses different digital marketing approaches, including search engine optimization (SEO), social media marketing (SMM), and pay per click (PPC) advertising. For SEO, it describes on-page optimization techniques like optimizing titles, headlines, images and content, as well as off-page techniques like link building through blogging, directory submissions, and social bookmarking. For SMM, it outlines best practices for major platforms like Facebook, LinkedIn, and Twitter. PPC advertising is contrasted with organic SEO in terms of speed of results and cost per visitor.

1. DIGITAL MARKETING
APPROACH
Presented By:
Varun Mittal

2. Basic Digital Marketing Elements
2
1. Search Engine Optimization (SEO)
2. Social Media Marketing (SMM)
3. Pay Per Click Advertising (PPC)

3. Search Engine Optimization
Pictures can also be presented more dramatically in widescreen.

4. Search Engine Optimization [SEO]
4
Search Engine Optimisation (SEO) is the process of improving organic
search engine ranking using:
 On page optimization
 Off page optimization
 Detailed keyword research and selection

5. Basic On-page Elements
 Title Tag – Should match to
keyword phrases
 Headlines – Should match to
keyword phrases
 Relevant Meta tags
 Image Optimization – Should
match to keyword phrases
 Optimization Canonical Issues –
Defined in next slide
 Content Optimization – The
more the better
 URL Structure: Should include
primary keyword
5

6. What is Canonical Issues?
6

7. Solution:
<link rel="canonical" href="http://yourdomain.com/pageURL"
/>
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8. On Page SEO Work Segmentation
 Page Title: Includes one primary keyword
with company name.
 Headlines: Include primary and secondary
keywords.
 Meta tags: Should include a primary keyword
with company name.
 Image Optimization:
► Alt tag: With proper keyword
► Title/ Caption: Have proper keyword
 Canonical Issues: discuss with Designing
Team
 Content Optimization: Proper Scanning with
keyword density and other guidelines.
 URL Structure: should have one primary
keyword.
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9. How to Achieve #1 Rank – Off Page SEO
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10. Off Page SEO Elements
10
 Search Engine Submission:
It helps for indexing websites in search
engines and update the existing ones.
► List of Search Engines: Altavista, Ask
Jeeves, Lycos, Netscape, Yahoo, AOL,
Excite, MSN, Overture, Looksmart, DMOZ,
Alltheweb

11. Off Page SEO
11
 Directory Submission:
It helps to get one-way back links.
This is the best and quickest
method of obtaining back links.

12. Off Page SEO
12
 Blogging:
Blogs are very essential part of SEO It is
a great way to make clients aware of
specific areas of our business and more
easily attain high search engine
rankings for relevant keywords. It can
easily attracts new visitor, increase
overall website traffic, creates inbound
links to our blog articles.

13. Off Page SEO: Blog Commenting
13
 Here we submit comments on others blog site, it must be relevant
with our business site. By this process we can gain more back links
and branding.

14. Off Page SEO
14
 PPT Submission
Power point submission is not only cooperative to develop back links
but furthermore Power point submission proposal can develop huge
traffic and ranking. Using following sites we can target our primary
and secondary keywords.
Popular Sites: SlideShare, SlideServe, AuthorStream, SlideFinder

15. Off Page SEO
 Article Submission:
► It helps to improve search
engine ranking and effective in
driving traffic for website.
 Social Bookmarking:
► It helps to increase traffic
and Google page rank for
individual WebPages
 Classified Submission:
► It helps in marketing products
or services to desired visitor.
► Improve branding and generate
sufficient traffic.
 Press Release (PR):
► Press Release is a major
source of news information
typically for business or
organization.
15

16. Off Page SEO
 Review Posting:
► For getting link back to our site
we post review to different
forums.
 Forum Posting:
► Through it we can gain back
links and knowledge. Forum
signature links will give more
traffic & Massive link to our
website.
 Video Submission:
► It is best way to attract new
users and helps in online
branding.
 Yahoo Answers:
► It helps to generate most
targeted and valuable traffic to
our website.
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17. SEO Risk Management Process
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Identify risks
Analyze risks
Prioritize risks
Risk management
Risk monitoring
Risk Management Planning

18. Social Media Marketing
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19. Top Social Media Sites
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 Facebook
 Twitter
 LinkedIn
 Google Plus
 Stumble Upon
 Instagram
 Pinterest
 Flickr

20. Basic SMM Strategy
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 Create overall business goals, target audiences, specific
message for each audience
 Create SMM strategy that supports your audience and
marketing goals
 Implement tactics on multiple social media channels that set
out to deliver of goals
 Reporting

21. • Statistics
• 845 million monthly active
users
• 2.7 billion “likes” are performed
(on average) daily
• The average user is younger
than Twitter, as the largest age
group on Facebook is ages 18-
30.
• Updates
• It is generally agreed that
posting 1-4 times weekly is
best.
• Generally, posting 2 times
weekly is recommended.
• Posting between 1pm-3pm
on Monday-Fridays is ideal,
however it may be easier to
remember to post if done in
the morning with Twitter.
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22. 22
• Goals
• To build a recognizable, visible brand using the multi-media
capabilities of your company’s Facebook page.
• To gain at least 10 Face book Page “likes” per month.
• To actively engage with and respond to all user interaction
• Get found by people who are searching for your products or
services
• Create a community around your business
• Promote the content you create including webinars, ebooks, blog
articles, press releases, videos and photos.

23. Facebook Community & Brand
Pages
23
Community Page separate from the
brand-created page
Brand Page brand-managed

24. • Statistics
• 250 million+ active users
• 79% of LinkedIn users are 35 or
older
• 60% of members are interested
in industry insight
• 53% are interested in company
news
• 43% are interested in new
products and services
• Updates
• LinkedIn’s busiest hours are
morning and midday,
Monday through Friday.
• Post at least 20 status
updates per month to
maximize your reach to
approximately 60% or more of
your unique audience each
month.
• Our best-in-class marketers
are posting 3-4 status
updates per day, per
audience.
• 20% of followers are typically
reached with one status
24

25. 25
 Goal
• Target the specific audience by updating specific group posting
• Participate in the conversation with follow-up questions or answers
• Write updates that include clear calls to action (e.g., like, share, or “Tell us
something”)
• Ask questions to spark participation in the discussion thread
• Post updates that give followers a sneak peak into your company’s upcoming product
or service launches.
• Ask followers for their opinion with questions that elicit an emotional response and
inspire passionate conversations.
• Try posting the same status update at different times of the day, different days of the
week, or with different headlines to maximize reach.
• Plan the editorial

26. LinkedIn Company Page
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 Welcome Message & Description, Industry,
Location
 Post Company Status Updates – Target
 Products/Services – Keyword/Value Rich - Target
 Liquid Content – Video, Slideshare, Info graphics

27. LinkedIn Strategy
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 Touch up our profile at least monthly
 Join 25 Groups
 Get weekly updates for 5-10 Groups
 Spend 1 hr/wk involved in discussions of interest
 Send personalised connection invitations to people you meet in
discussions
 Ask connections if they would like to connect by phone or Skype

28.  Statistics:
 140 million active users in 2012
 The average user spends 89 minutes
per month on Twitter.
 Largest age groups: 30% of users are
ages 26-34, 27% are ages 35-44
 Updates:
 Experts agree that 5-10 updates daily
the optimum number of tweets.
 To maintain convenience, we will start
at 1 tweet daily, with an expansion
goal of 3 tweets daily.
 The update should be posted from
8am -11am, on a weekday, for
maximum reach. (Additional updates
should be posted throughout the day,
before 8pm on Mondays-Thursdays)
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29. 29
 Goals:
 To connect with potential clients in the targeted area through the promotion and
distribution of useful, engaging content.
 To offer EHS expertise to the larger Twitter community in an effort to gain
credibility and trustworthiness in the eyes of potential clients in the social
community.
 To gain at least 10 non-spam followers per month
 To follow 5 new users per week

30. 30
 Hashtag (#): Putting “#” before a word or phrase (without punctuation) helps give
your tweet a searchable theme or category. For example:

31. 31
 Mention (@): To direct a tweet to another user, put “@” before their Twitter
name (or Twitter handle).
 Direct Message (DM): We can send a private message to our followers, they may
ask to send a DM. This is only possible if both you follow them and they follow
you.
 RT Retweet
 Dynamic Content & Engage – Media Multiplies Uptake

32. SMM Strategy for other Social
Platform
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1. Diversify Social Media Presence
2. Efficient & Organised – Editorial & Drop Calendars
3. Share Photo & Video Content
4. Revamp/Review Content Marketing Strategy
5. Clear Goals & Measure!!!
(Engage with customers in real time)

33. Search Engine Marketing
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34. PPC vs. “Organic” SEO
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35. PPC vs. “Organic” SEO
• results in 1-2 days
• easier for a novice or one little knowledge of SEO
• ability to turn on and off at any moment
• generally more costly per visitor and per
conversion
• fewer impressions and exposure
• easier to compete in highly competitive market space
(but it will cost you)
• Ability to generate exposure on related sites
(AdSense)
• ability to target “local” markets
• better for short-term and high-margin campaigns
•No fear of Search engine updates
•results take 2 weeks to 4 months
• requires ongoing learning and experience to achieve
results
• very difficult to control flow of traffic
• generally more cost-effective, does not penalize for
more traffic
• SERPs are more popular than sponsored ads
• very difficult to compete in highly competitive market
space
• ability to generate exposure on related websites and
directories
• more difficult to target local markets
• better for long-term and lower margin campaigns
•First page results for Competitive Keywords are
not guaranteed
35
Pay-Per-Click “Organic” SEO

36. Basic approach to SEM
36
Search Engine
Marketing
Organic Search
(The free results)
Pay Per Click
Advertising
(Paid results)
Search
(Alongside free
results)
Contextual
(Advertising on
3rd party sites)

37. Advertising Network
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 Text Ads
 Display Ads

38. Text Ads- F Pattern
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39. Google Adwords
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 How it works?
create ads
 Why it works?
•Choose keywords
•Set budget
•Decide where ads
will be displayed
• Helps to reach new audiences
• Excellent control
• Highly measurable results
• No minimum spend requirements
People click on ads
and connect with our
business

40. SEM Strategy
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 Prepare - Build an integrated search engine marketing campaign
and launching.
 Monitor - Track clicks and website activity daily
 Report – Reporting back activity and results
 Review - Analyse components of the campaign for sales
effectiveness.
 Revise pay per click campaign - Improve bids, test and amend
copy. Add or remove keywords terms. Switch budgets between
networks.

41. Reporting
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42. Google Analytics
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No. of visits
vs
Pageviews
Avg. Time
on Site
% New
Visits
Bounce
Rate

43. Map Overlay
43

44. Keywords
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45. Alexa.com
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46. Google Webmaster Tools
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Questions?
Varun Mittal
Sr.Digital Marketing Executive