Content Marketing, Digital Strategy, Social Media Strategy, Branding, Digital Marketing, Ajio, Reliance, Ajio Business Launch Plan

1. Content marketing plan

2. Index:
• Rationale
• Execution plan
• Content approach
• Launch
• Post launch
1. Content bucket
2. Search Approach
3. Social media content matrix
4. paid strategy
• Targeting & notification tool
1. Behavioural funnel
2. Must have features for tools

3. What Retailers want ?
Convenience while buying, product range
from different part of India, best quality, easy
payment facility & better margin.
What sellers want ?
Better price for their products,
more buyers, more reach in India
Common traits?
• Smart in doing business
Common problem?
• Middlemen minimises their profit
• Travels a lot before fixing up a deal
• Payment issues
However, we need to convey to them… (Go to Next Slide)
Retailer Manufacturer
Rationale:

4. Sirf Smart Nahi
#AJIOsmart Bano
English version:
Don’t be just Smart, Be #AJIOsmart

5. Create a Buzz among the Audience by making content on -Smart Phone Ke
Fayde”, Smart TV ke Fayde, Smart Computer ke Fayde, & advantage of other
smart things in life.
Introduce #AJIOsmart as smart application to make fashion retail business
successful in India
Finalise on content- categories, PR, going live on social handles with experts,
publish content based on content- calendar & initiate Hero content to deliver
authority, awareness & engagement
Improve awareness, engagement, initiate loyalty programs, Blogs, increase
campaign reach by PPC marketing & online reputation management
Pre-Launch
Launch
Post Launch
Execution Plan:

6. Awareness
To deliver authority &
increase awareness
Engagement
Get engagement
on social handles,
mobile app, website
& new customer
registration
Decision
Retailers &
Manufacturers
coming onboard
Retention
Engage with
customers
through loyalty &
referral programs,
contests on social
media
Advocacy
To get word of mouth
• Introducing our
proposition on digital
communication,
• PR, FB live
• Digital catalogs,
• Sending emailer to
internal database
• New user registration
offers promotion
• Communication on
range, quality & price
• Displaying our reach in
India through digital
communication,
• Building on vernacular
content
• Showcasing demo on
how to use app
conveniently,
• Conversion of leads by
sales team & cluster
team
• Providing customer
service
• Giving loyalty points
to customers on
every purchase
• promote loyalty &
referral programs
• Run Net promoter score campaign
• Create testimonial videos
• Improve online reputation and
after sales customer service
Content approach:

7. Launch our proposition

8. Being #AJIOsmart
Feels So Good…
Thanks To ‘AJIO’

9. Post-Launch

10. AJIO Business
Driving Engagement
& Traffic

11. Monday Tuesday Wednesday Thursday Friday Saturday Sunday
*Note: Product post (Website link)/Any Event/news coverage/ new launch shall be announced in
addition to these fixed posts. Also, Contests & other engagement posts will also be additional
#AJIOsmart
AboutAJIO Business/
Why AJIO Business
Appa? (Something to
motivate TG to install
the app)
Different offers from
the brands we work
with
Audience sharing their views
about AJIO Business App
Share with us the
smartest thing that you
have done in your life
#AJIOSmart
Different offers from the
brands we work with
Tips for successful fashion
retail business, checklist
Mobile App Install link post
(Carousal Video/Image)
Content Bucket:

12. Search Approach
Search Approach

13. PR
(SEO
Focused)
-Product &
Company News
-Industry Analysis
-Sector Research
-Blog posts
-Video on Hero
Proposition
-Press Release
-New installs
-SEO Back links
-Social Followers
-Company blog
-Social Media
- Online
Communities
Creating News
Valuable Stuff
Gain
Shareable Stuff
PR focused SEO:

14. Brand Terms Competitors
Term
Generic Term Related Term
Ajio Business Amazon
Business
Wholesale
dresses
What is Ajio
Business?
Ajio business
account
Udaan Business Wholesale
clothing
How does Ajio
business works?
Ajio Business
membership
ShoeKonnect Jeans
wholesale
suppliers
what is the
benefits of Ajio
business
account?
Keyword Approach:

15. TECHNICAL
ELEMENT
(Identify
technical
elements of
the Mobile
App &
website)
On Page
Elements
(Redrafting the
elements with
the proper use
of Keywords)
URL Revision
(Two or more
URL Running
same content
on Webpage)
Content
(Content
Optimization
& Internal
Linking
Improvement)
Off Page
Activation
(Content
based focused
off page
activities)
Better Crawl-
ability of the
section & good
user experience
Push Ranking on
Keywords that
have low
competition
Remove Duplicity
issue of the
website
Better density
keyword based
content & Anchor
text using relevant
Keywords
Support in
ranking of critical
keyword

16. Social Media content Matrix

17. Rational
Emotional
Awareness Conversion
Entertain
Inspire
C
onvince
Educate
Quizzes/contest
Viral
Widgets
Conversing
with
Audience
Articles
Tips
Trends
Infographics
Checklist
Price promotionApp feature
Vernacular content

18. Paid Strategy

19. To reach out Largest
Addressable
Qualified Audience
To Reach out
Audience with Some
commercial intent
To Reach out
Audience with a lot of
commercial intent
Liker base campaign Targeted PPC Ads
Search engine & online reputation management
Click to call & call only ads
Display Campaign
Email Marketing
Usage of chatbots on social media, Mobile App & Website
Re-marketing
Brand Awareness
Branded Queries,
Conversion
Conversion rate,
Sales,
Profit

20. Targeting & Notification tools

21. Make a purchase
or do not purchase
Comes to the Mobile App & website
& bounce back immediately
Stays on Mobile App & website but
do not register
Enquire with us & follow us on
social channels
Go to the product
page or abandon
filled cart or exits
Following customer & prospects
through
-Drip push notification
-Drip Mails
- Retargeting
Audience
Behavioural Funnel:

22. Must have features for Targeting & notification tool:
• Advanced Reporting
• Multi-language support
• Remote API
• Analytics support
• Location-based tagging support
• Push Scheduling
• Cross Platform service

23. Hope you like the approach!
- Sumit Maurya, sumitmaurya1993@gmail.com, +91-8767371460