The document outlines digital marketing strategies for different platforms. It discusses using paid campaigns on Facebook and Twitter to boost posts, promote pages and gain followers. It also discusses organic strategies for these platforms like creating engaging content. For Google AdWords, it proposes campaigns targeted at different audiences. It emphasizes the importance of SEO best practices like keyword research, fresh content and link building to reach target audiences.

1. Digital Marketing Strategy
Team
Indefatigable
MICA

2. 02
AGENDA
Facebook Strategy
1
Twitter strategy
2
Google AdWords
Strategy
3
SEO Strategy
4
Hygiene Factors
5

3. Facebook Strategy
03

4. 04
Facebook Marketing (Paid)
Facebook marketing refers to creating and actively using a Facebook page as a communications channel to
maintain contact with and attract customers. Facebook actively provides for this, allowing user to create
individual profiles or business page for companies, organisations, or any group attempting to develop a fan
base for a product, service, or brand.
Our Strategy:
According to our objective we will use two types of facebook ad campaigns
1) Boost your post
2) Promote your page

5. 05
Facebook Marketing (Paid)
Boost Your Post
Boosted posts appear higher in News Feed, so there's a better chance our audience will see them.
The target audience to whom our post will be promoted will not only be able to see out post more
frequently but also like our page
We will be very specific in targeting the audience on
facebook
We will target audience based on their interest in
biotechnology and pharmacy
We will also target the audience who are studying in
bio-tech and pharmacy colleges in India and audience
who has interest and has liked biotechnology and
pharmacy pages on Facebook
The campaign will run for an entire month

6. 06
Facebook Marketing (Paid)
Boost Your Post
campaign
Example:

7. 07
Facebook Marketing (Paid)
Promote your page
Promoting your Page is a way to create ads that will show in News Feed and on the right side of
Facebook.You can also create ads for your Page from the ads create tool.
This will help creating target audience specific ad and promoting to the right target audience.
We will be very specific in targeting the audience on
facebook
We will target audience based on their interest in
biotechnology and pharmacy
We will also target the audience who are studying in
bio-tech and pharmacy colleges in India and audience
who has interest and has liked biotechnology and
pharmacy pages on Facebook
The campaign will run for an entire month

8. 08
Facebook Marketing (Paid)
Promote your page
campaign
Example:

9. 09
Facebook Marketing (Organic)
Organic posts are the one which will gain fans, likes and comments on the basis of the quality and relevance
of the content and not paid promotion
Our Strategy:
According to our objective to spread awareness about AcuBiz among the student community we will
focus on publishing content based on theme: BIO-TECHNOLOGY AND PHARMA INDUSTRY
Currently the content published by us on our facebook page is third party content containing articles
published on third party website
The posts leading to third party content will not benefit AcuBiz in any way, instead it will benefit the third
party website
We should publish our own content like facts about the industry, bio-tech and pharma; new inventions n
the industry, news about the industry and everything relating to the industry
This will help AcuBiz to engage with the visitors on the facebook page and the time on the our Facebook
page for visitors will also increase

10. 10
Facebook Marketing (Organic)
BLOG SECTION: We can create a blog section on our website which will have articles and blogs
regarding the bio-tech and pharma industry and we can post its link on the Facebook page.This will lead
the visitors of the Facebook page to ore website and engage them increase their time on site
CONTEST: We can also run a contest base on the industry questions and boost the post to our target
audience through boost post campaign (paid).This will attract more visitors on the page
To continue the organic campaign for next month we can change our theme like RECRUITING AND
WHAT ACUBIZ HAVE FOR YOU.
Our Strategy:

11. Twitter Strategy
11

12. 12
Twitter Marketing (Paid)
We use the twitter handle in order to engage effectively with our potential customers and create a stronger
brand identity and awareness. It can help us get more people to talk about our brand, learn about customers
and competitors.Twitter Marketing also helps us to drive more traffic to our business or website.
Business Objectives Of Twitter Marketing :
• Build Awareness andVisibility of our brand
• Drive more traffic to our website
• Increase engagement rate
Our Strategy:
According to our objective we will use two types of twitter ad campaigns
1) Followers
2) Tweet engagement

13. 13
Twitter Marketing (Paid)
Followers
Followers campaigns are the best way to promote our account or grow our audience on Twitter
Building a large base of followers is key to fully leveraging our Twitter presence to drive business results
Followers see our content, retweet, engage, and share it with others.This amplifies our message and can
help attract even more followers eager to hear more about what our business has to offer
We will use this campaign because currently there are hardly any followers of our twitter and it is very
vital to increase the follower base to boost the organic tweets
We will use all the targeting parameters provided by twitter here like FOLLOWERS: People who follows
twitter handle related to bio-tech and pharma, INTEREST: Prople who shows interest in this industry and
EVENT TARGETING: People who have shown interest in bio-tech and pharma events happening

14. 14
Twitter Marketing (Paid)
Followers campaign dash board

15. 15
Twitter Marketing (Paid)
Followers campaign
Example:

16. 16
Twitter Marketing (Paid)
Tweet Engagement
Ads promoted through Tweet Engagement campaigns, also known as Promoted Tweets, are just like
regular Tweets - with the added bonus that they can reach more people who are interested in our business.
They should be used to place your best content in front of the audience that matters to you at the right
time.
We can also associate our tweet with our brand and the events on bio-tech and pharma. this will give us
more tweet engagement
We will use optimally use targeting options like keyword, followers, interest, behaviour and events
Tweet engagement will be vital in driving awareness in following ways:
* It will expand the reach of our content
* Connecting with brand advocates and influencers
* Promote awareness around bio-tech and pharma industry

17. 17
Twitter Marketing (Paid)
Tweet Engagement campaign dash board

18. 18
Twitter Marketing (Paid)
Followers campaign
Example:

19. 19
Twitter Marketing (Organic)
We would try to reach the organic audience on twitter and built organic engagement by tweeting about
quality content revolving about bio-tech and pharma industries and jobs in that industry
Along with relevant tweets we would also follow some strategies to increase organic base and
engagement like:
ASK RELEVANT QUESTIONS
This questions will be around BioTech and Pharma related topics
We can use keyword trackers to determine the kind of questions that are being asked around the topic
HOLD A CONTEST
Have a case study based competition wherein students are asked to solve a live business problem. Provide
perks for those provide the best strategy and solution
The idea here is to build brand awareness and visibility; drive more traffic to our website; increase
engagement rate

20. 20
Twitter Marketing (Organic)
HOST A LIVE CHAT / WEBINAR
Invite users to witness and/or join an actual conversation around a topic related to your brand.
Keep content relevant, keep it moving, keep it interesting, and keep it clean.
USE PHOTOS ANDVIDEOS
65% of people are mainly visual learners, in that they easily pick up information with their eyes.Visual
learners often associate the things they learn with the images they saw when they first learned the material.
This will work because: Photos and videos make sharing colorful information about a company fun and easy.
They also allow users to feel more connected to and invested in the companies who do it well.The images
immediately draw attention from the observer and inherently encourage interaction.
HAVE AN OPINION
Drop a controversial opinion into an area where people have strong opinions and loyalties (cities, sports
teams) and invite comments.

21. 21
Twitter Marketing Tools
There are various twitter marketing tools available in the market to manage your handle and tweets,
optimize your tweets performance, maximise the reach of the tweet etc. It would be advisable to use such
tools to get the best result for our campaigns.
Some of the tools are:
Hootsuite
Tweoid
Twilert
Tweet Reach
Follower Wonk

22. Google Adwords
Strategy
22

23. 23
Google AdWords Strategy
Google Adwords will help cater to those audience who will teach for our company or revolving around
bio-tech and pharmacy.
We will divide the campaign in 3 parts:
1) Brand campaign: This campaign will focus on person searching something related to Acubiz
2) Non-Brand campaign (for clients): This campaign will be or clients who searches terms relevant to our
business
3) Non-Brand (for interns/students): Thisn campaign will specifically run for the students looking jobs in
bio-tech and pharma industries.
Check some of the examples in the sheet
This will help us cater to right audience who searching our keyword

24. SEO Strategy
24

25. 25
SEO
Building a structure
which allows a scope for
targeting all search
behaviours
Add digital content best
practices
Outreach

26. 26
SEO
ReachYour Audience
Identifying which search terms potential customers are entering into Search Engines to locate a website or
business is vital information that the entire SEO strategy will built around
Don’t target too many generic keywords at first as this will simply dilute the relevance of the site content.
Search Engine Accessibility is important
Index all the pages so that there are no problems navigating between pages.
Keep content fresh , relevant and informative
Search Engines will revisit your site from time to time to see if your content has changed.We need to keep
adding relevant content to the site like news articles or create a blog that is related to the services.
Focus on long tail keywords and phrases rather than competitive generic keywords.
Link building – Gaining the Search Engines Trust
Create content that will generate links to the site which in turn will help build the brand’s credibility and
authority within the industry.
Optimize for mobile search
The mobile site, needs to be equal in presence, content and searchability as the desktop site. Plus, having a
mobile-friendly site boosts the ranking slightly from the get-go before diving deep into updates.

27. 27
SEO

28. 28
SEO
Outreach
Connect with
influencers in
recruitments
pace
Par4cipate in
communi4es
of elite
Basic hygiene –
broken link
check, brand
cita4on from
external websites

29. Hygiene Factors
29

30. 30
Basic Hygiene Parameters
DO’S
Create content which is original , non-repetitive and simple
Highlight different information within a post
Find the right balance between self-promotion and intriguing content.
Take some time to comment or interact with your current clients and prospective clients to show
that you’re there, and you care about what they are saying
Have the same theme for both Facebook and Twitter. We run the campaigns on both
simultaneously
Constant innovation with the strategy and attempt to provide the same type of content in different
manner.
Having a more personalized and meaningful flow of communicatio Instead of utilizing your platform
as a means for marketing your products and services try instead to offer information that can help
solve the business problem of your prospects
Optimise the Google Adwords Account on daily basis
Search for “search terms” to find out what exactly people str searching and accordingly plan
negative keywords

31. 31
Basic Hygiene Parameters
DONT’S
- Never avoid the customer – always answer his queries
- Don’t sign up for platforms that aren’t going to be used on a regular basis
- Do not follow the same strategy for different social media handles
- Approach different segments of your target audience with the same communication

32. Time Line
32

33. 33
Timeline

34. ThankYou