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        Digital Marketing Proposal
    Providing your business with an online
                                 presence
                                 By: Riki Mhatre

              Marketing consultant, Colm Limited
+
    Introduction
    How COLM can market your business online

        COLM can provide a service to raise you business’s online presence by
         using Digital Marketing Tactics detailed in this presentation.

        Objective of this presentation is to outline the methodology which can
         achieve your company’s Key Performance Indicators (KPI). This can be
         done by performing Analysis, laying a strategy, implementing various
         digital marketing tactics and gathering feedback for future development.

        The following slides contains a brief of:
          Analysis   – Situation and competitive
          Setting   KPI’s
          Strategy

          Tactics

          Outcome

          Feedback



                       Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Situation analysis
    Knowing the current situation in the market and
    knowing your audience
      Your    Company’s brief:
          A short brief about your company will be jotted in simple words to justify
           your business’s activities and why it requires digital marketing.

      Where     is your business now?
        We will Review and evaluate your company’s current online presence.
        We can indicate the Site ranking and search engine Page ranking of the
         website.
        We can create a report of related links and competitors analysis for
         building a marketing strategy.

      Who    is your audience?
        The online audience will be analysed which will give you an overview of
         to whom the marketing messages will be delivered.
        Eg: Businesses, Magazines, Corporate houses, Restaurants, Bars, etc.
         Also online intermediaries and blogging partners

                   Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Competitive analysis & Differentiation
    Understanding your online marketplace and setting
    KPI’s
      Wewill access the online marketplace for your business
     activities and recommend Critical Customer Characteristics.
     This would allow your company to differentiate itself from the
     competition
     1.     A digital channel SWOT* would also be carried out.
     2.     Some very basic, and effective, tools for tracking and analyzing
            competitors will be used on request.

      We
        will define the goals and divided into key strategy areas of
     customer acquisition, conversion, customer development and
     growth
          Creating measurable KPI’s to align against objectives and stay on track.
          Setting 5 KPI’s per quarter where the marketing strategy would revolve.

              SWOT- Strengths Weaknesses Opportunities Threats analysis, KPI – Key Performance Indicators
                   Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Strategy
    Following are the phases the project will go through in
    4 months:
                                  Online    Content and
                                 presence   engagement

                    Conversion                            Acquisition
                                                              and
                     strategy                             communication




          Marketing                                                Positioning
            mix




        Targeting                    Marketing                        Retention
                                     Strategy


               Please check the detailed description in the appendix
             Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Tactics
    Implementation of the strategy… Page 1

    1.          Tactics used whilst development of the website to make
                it ready for SEO friendly:
          I.     Generate SEF* URLs
          II.  Advanced SEF URL management
          III.  Generate and manage metadata (component - based)
          IV.  Override default metadata generated by component (title, meta tags)
          V.  Sitemap generation
          VI.  Keywords management
          VII.  Duplicates management
          VIII.  URL caching
          IX.  Editing .htaccess capability
          X.  301 Redirections management
          XI.  404 Page Not Found customization
    Outcome: Search engine can find your page easily.
                  SEF- Search Engine Friendly, SEO- Search Engine Optimisation
                     Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Tactics
    Implementation of the strategy… Page 2

    2.           Content management
          I.       Article marketing – Writing short articles and blogs
          II. Link-building – Creating a web of links directing to your website
          Outcome: Generates a chatter and increases information spread
              across the digital channel, in turn generating inbound
              traffic.

    3.           Online PR
          I.  Registering on various forums and groups to increase visibility of
              your company
          Outcome: Creates a word of mouth online and increases inbound
              traffic for the business.



                       Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Tactics
    Implementation of the strategy… Page 3

    4.      Social Media marketing
          I.      Creating pages and ad campaigns on Facebook and LinkedIn
          II.     Twitter Marketing
          III.    Facebook Marketing
          IV.     Publish news and updates
          V.      Publish photos with watermarks
          VI.     Follow comments and feedbacks
          VII.    Promote an event/ activity published on the social network
                  channels

    Outcome: Brand recognition, Website traffic and feedback.



                       Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Tactics
    Implementation of the strategy… Page 4

    5.           Google Analytics campaign tracking
          I.     Obtain detailed statistical data of the website traffic
          II.    Analyse conversion rate, lead generation and page views

    6.           Pay Per Click campaign creating
          I.     Formation of ad campaigns – launching paid search campaigns on
                 search engines
          II.    Keyword analysis – analyzing which keyword advertises the
                 business in a effective manner

    Outcome: Detailed statistics of customer activity.




                       Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Tactics
    Implementation of the strategy… Page 5

    7.           Email/ Newsletter Management
          I.      Provides information to existing subscribers/customers with timely
                  updates and other information
          II.     This is also a great technique to forward your business information
                  to your potential client

    Outcome: Reminds customer of the brand and make them
     visit the website again.




                       Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Tactics
    Implementation of the strategy… Page 6

    8.    On-page Search Engine Optimization
          I.  Specific Keywords            IX.  Robots.txt Optimization
                targeted                   X.  HTML Sitemap creation
          II.  Image Optimization          XI.  Google XML Sitemap Creation
          III.  META Tags Creation         XII. Google Analytics Setup
          IV.  Home Page optimization      XIII.  3C HTML Validation
                                                W
          V.  Body Text Optimization       XIV.  enchmark Reporting
                                                B
          VI.  Page Title Optimization     XV. Google XML Sitemap regular
          VII. Robot.txt Addition               updation
          VIII.  Monitoring
                &                          XVI.  oogle Analytics
                                                G


    Outcome: Makes the page easier to locate by the search
     engine and uplifts page ranking on search engines.

                 Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Tactical Outcome
    Results of digital marketing

          Tactic          •  Outcome

    Online Advertising •  Branding and Customer Acquisition
           SEO            •  Retention and Acquisition

           PPC            •  Retention and Acquisition

    Affiliate Marketing •  Sales and Branding
       Social Media       •  Branding and Participation

        Online PR         •  Acquisition and Branding

     Email Marketing      •  Customer Retention

             Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Feedback Gathering

    1.           A through feedback will be gathered in order to:
          I.       Lets the developers know of any process flaws or bugs
          II.      Enhances customer experience
          III.     Compliments on products
          IV.      Increases scope of further development
          V.       Increase confidence in new customer
          VI.      Enhances shopping experience




                       Riki Mhatre, Marketing consultant, www.ColmLimited.com
+

    Thank you



                Rikish Mhatre

                Marketing Consultant, Colm Limited

                +44 (0) 7935048309 | Riki@colmlimited.com

                www.colmlimited.com
+
    Appendix
    Strategy Explained
+
    Strategy
    Direction to achieving set objectives

      Targeting
        Focusing on a set demographic characteristics, needs and
         behaviors to its offline customers
        Segmentation targeted though specific content and messaging on
         the site or elsewhere on the web done via advertising and blogging
        Eg: Targeting on print publication house and daily magazines for the
         first quarter


    Result: Clear and precise target market to focus marketing
     impact.




               Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Strategy

      Marketing    mix
         Product – Photographs, prints and subscriptions
       Price – TBC on review
       Place – Sale is carried out on the website

         Promotion - exclusive promotions and merchandising to
          differentiate traffic flow to the website
         5th P – People – Reducing the need of online of telephonic support
          via FAQ’s to deliver “web self-service”




                 Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Strategy

      Online   representation or presence
        This includes web presence of registering on various websites,
         forums and social media channels
        Purchasing multiple domains for crawlers to search the specific
         domain keywords and redirects efficiently


    Result: Increase in chatter and recognition which will direct
     traffic to the website.




                Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Strategy

      Acquisition         and communications strategy
         Implementing various tactics to acquire new customers via:
            Search engine marketing (natural and paid)
            Social media marketing and Online PR

              Lead generation via link building
                   Partner and affiliate marketing
                   Display advertising (advertising on your own website)

    Results: Increase recognition and sales on the website.




                      Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Strategy

      Conversion   strategy
       Conducting user testing and focus group to understand third party
        perspective and gain feedback
       Improving user experience, information architecture, page template
        design, merchandising, messaging and performance
       Make the website easy for visitors to engage and convert it into a
        sale

    Results: First hand feedback on the usability of the system
     which can result in faster customer checkout and increase
     efficiency of the system.




              Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Strategy

      Positioning
         Designing the wireframe/architecture to hold a premium
          representation of Eminnent in customers mind achieved ‘conversion
          strategies’
         Proving credibility via personal portfolios of various members and
          their testimonials
         Including short story of all the images to engross the customer


    Result: Building a professional look and feel towards the
     brand, in turn increasing its reliability.




                 Riki Mhatre, Marketing consultant, www.ColmLimited.com
+
    Strategy

      Content    and engagement strategy
          Collecting user feedback and testimonials

    Results: Increases credibility of the website for new customers
     and builds reputation.



      Retention    strategy
          Implementing Email marketing using various tools like mailchimp and
           verticalresponse

    Results: Return of a customer who comes back to purchase
     more products.

                  Riki Mhatre, Marketing consultant, www.ColmLimited.com

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Marketing plan proposal brief

  • 1. + Digital Marketing Proposal Providing your business with an online presence By: Riki Mhatre Marketing consultant, Colm Limited
  • 2. + Introduction How COLM can market your business online   COLM can provide a service to raise you business’s online presence by using Digital Marketing Tactics detailed in this presentation.   Objective of this presentation is to outline the methodology which can achieve your company’s Key Performance Indicators (KPI). This can be done by performing Analysis, laying a strategy, implementing various digital marketing tactics and gathering feedback for future development.   The following slides contains a brief of:  Analysis – Situation and competitive  Setting KPI’s  Strategy  Tactics  Outcome  Feedback Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 3. + Situation analysis Knowing the current situation in the market and knowing your audience   Your Company’s brief:   A short brief about your company will be jotted in simple words to justify your business’s activities and why it requires digital marketing.   Where is your business now?   We will Review and evaluate your company’s current online presence.   We can indicate the Site ranking and search engine Page ranking of the website.   We can create a report of related links and competitors analysis for building a marketing strategy.   Who is your audience?   The online audience will be analysed which will give you an overview of to whom the marketing messages will be delivered.   Eg: Businesses, Magazines, Corporate houses, Restaurants, Bars, etc. Also online intermediaries and blogging partners Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 4. + Competitive analysis & Differentiation Understanding your online marketplace and setting KPI’s   Wewill access the online marketplace for your business activities and recommend Critical Customer Characteristics. This would allow your company to differentiate itself from the competition 1.  A digital channel SWOT* would also be carried out. 2.  Some very basic, and effective, tools for tracking and analyzing competitors will be used on request.   We will define the goals and divided into key strategy areas of customer acquisition, conversion, customer development and growth   Creating measurable KPI’s to align against objectives and stay on track.   Setting 5 KPI’s per quarter where the marketing strategy would revolve. SWOT- Strengths Weaknesses Opportunities Threats analysis, KPI – Key Performance Indicators Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 5. + Strategy Following are the phases the project will go through in 4 months: Online Content and presence engagement Conversion Acquisition and strategy communication Marketing Positioning mix Targeting Marketing Retention Strategy Please check the detailed description in the appendix Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 6. + Tactics Implementation of the strategy… Page 1 1.  Tactics used whilst development of the website to make it ready for SEO friendly: I.  Generate SEF* URLs II.  Advanced SEF URL management III.  Generate and manage metadata (component - based) IV.  Override default metadata generated by component (title, meta tags) V.  Sitemap generation VI.  Keywords management VII.  Duplicates management VIII.  URL caching IX.  Editing .htaccess capability X.  301 Redirections management XI.  404 Page Not Found customization Outcome: Search engine can find your page easily. SEF- Search Engine Friendly, SEO- Search Engine Optimisation Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 7. + Tactics Implementation of the strategy… Page 2 2.  Content management I.  Article marketing – Writing short articles and blogs II. Link-building – Creating a web of links directing to your website Outcome: Generates a chatter and increases information spread across the digital channel, in turn generating inbound traffic. 3.  Online PR I.  Registering on various forums and groups to increase visibility of your company Outcome: Creates a word of mouth online and increases inbound traffic for the business. Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 8. + Tactics Implementation of the strategy… Page 3 4.  Social Media marketing I.  Creating pages and ad campaigns on Facebook and LinkedIn II.  Twitter Marketing III.  Facebook Marketing IV.  Publish news and updates V.  Publish photos with watermarks VI.  Follow comments and feedbacks VII.  Promote an event/ activity published on the social network channels Outcome: Brand recognition, Website traffic and feedback. Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 9. + Tactics Implementation of the strategy… Page 4 5.  Google Analytics campaign tracking I.  Obtain detailed statistical data of the website traffic II.  Analyse conversion rate, lead generation and page views 6.  Pay Per Click campaign creating I.  Formation of ad campaigns – launching paid search campaigns on search engines II.  Keyword analysis – analyzing which keyword advertises the business in a effective manner Outcome: Detailed statistics of customer activity. Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 10. + Tactics Implementation of the strategy… Page 5 7.  Email/ Newsletter Management I.  Provides information to existing subscribers/customers with timely updates and other information II.  This is also a great technique to forward your business information to your potential client Outcome: Reminds customer of the brand and make them visit the website again. Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 11. + Tactics Implementation of the strategy… Page 6 8.  On-page Search Engine Optimization I.  Specific Keywords IX.  Robots.txt Optimization targeted X.  HTML Sitemap creation II.  Image Optimization XI.  Google XML Sitemap Creation III.  META Tags Creation XII. Google Analytics Setup IV.  Home Page optimization XIII.  3C HTML Validation W V.  Body Text Optimization XIV.  enchmark Reporting B VI.  Page Title Optimization XV. Google XML Sitemap regular VII. Robot.txt Addition updation VIII.  Monitoring & XVI.  oogle Analytics G Outcome: Makes the page easier to locate by the search engine and uplifts page ranking on search engines. Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 12. + Tactical Outcome Results of digital marketing Tactic •  Outcome Online Advertising •  Branding and Customer Acquisition SEO •  Retention and Acquisition PPC •  Retention and Acquisition Affiliate Marketing •  Sales and Branding Social Media •  Branding and Participation Online PR •  Acquisition and Branding Email Marketing •  Customer Retention Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 13. + Feedback Gathering 1.  A through feedback will be gathered in order to: I.  Lets the developers know of any process flaws or bugs II.  Enhances customer experience III.  Compliments on products IV.  Increases scope of further development V.  Increase confidence in new customer VI.  Enhances shopping experience Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 14. + Thank you Rikish Mhatre Marketing Consultant, Colm Limited +44 (0) 7935048309 | Riki@colmlimited.com www.colmlimited.com
  • 15. + Appendix Strategy Explained
  • 16. + Strategy Direction to achieving set objectives   Targeting   Focusing on a set demographic characteristics, needs and behaviors to its offline customers   Segmentation targeted though specific content and messaging on the site or elsewhere on the web done via advertising and blogging   Eg: Targeting on print publication house and daily magazines for the first quarter Result: Clear and precise target market to focus marketing impact. Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 17. + Strategy   Marketing mix   Product – Photographs, prints and subscriptions   Price – TBC on review   Place – Sale is carried out on the website   Promotion - exclusive promotions and merchandising to differentiate traffic flow to the website   5th P – People – Reducing the need of online of telephonic support via FAQ’s to deliver “web self-service” Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 18. + Strategy   Online representation or presence   This includes web presence of registering on various websites, forums and social media channels   Purchasing multiple domains for crawlers to search the specific domain keywords and redirects efficiently Result: Increase in chatter and recognition which will direct traffic to the website. Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 19. + Strategy   Acquisition and communications strategy   Implementing various tactics to acquire new customers via:   Search engine marketing (natural and paid)   Social media marketing and Online PR   Lead generation via link building   Partner and affiliate marketing   Display advertising (advertising on your own website) Results: Increase recognition and sales on the website. Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 20. + Strategy   Conversion strategy   Conducting user testing and focus group to understand third party perspective and gain feedback   Improving user experience, information architecture, page template design, merchandising, messaging and performance   Make the website easy for visitors to engage and convert it into a sale Results: First hand feedback on the usability of the system which can result in faster customer checkout and increase efficiency of the system. Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 21. + Strategy   Positioning   Designing the wireframe/architecture to hold a premium representation of Eminnent in customers mind achieved ‘conversion strategies’   Proving credibility via personal portfolios of various members and their testimonials   Including short story of all the images to engross the customer Result: Building a professional look and feel towards the brand, in turn increasing its reliability. Riki Mhatre, Marketing consultant, www.ColmLimited.com
  • 22. + Strategy   Content and engagement strategy   Collecting user feedback and testimonials Results: Increases credibility of the website for new customers and builds reputation.   Retention strategy   Implementing Email marketing using various tools like mailchimp and verticalresponse Results: Return of a customer who comes back to purchase more products. Riki Mhatre, Marketing consultant, www.ColmLimited.com