If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.

1. How to Create a
Business-first Digital
Marketing Strategy
19 AUG. 2017
BANGALORE

3. HEAD - DIGITAL MARKETING
FUSIONCHARTS
Managed 2Crs of Ad Spends, 15+
Clients including Quikr Homes
SME UpGrad’s Digital
Marketing Program
Consulted 50+
Entrepreneurs
Content | PPC |
Inbound | Growth

4. 1] UNDERSTANDING THE
DIGITAL FRAMEWORK (15%)
2] CHANNEL & TACTIC
LEVEL PLANNING (60%)
3] CROSS CHANNEL
STRATEGY (15%)
4] CHERRY ON THE CAKE (if
time permits!) (10%)

5. Outcomes of Session:
1) How businesses should think
about Digital Marketing
2) What does the ecosystem of
Digital look like
3) Session will guide you to learn
different elements in Digital;
but not be an expert in it!

6. UNDERSTANDING
THE DIGITAL
FRAMEWORK (15%)

7. We’ll be focusing on
the 80% of Strategies
& Tactics in Digital
that are effective for
most businesses
during most times.

8. P
S
T
PRIMARY LAYER : Goals across the funnel
SECONDARY LAYER : TOFU Brand recall
TERTIARY LAYER : Networking & Contacts
AWARENESS
CONSIDERATION
PURCHASE
ADVOCACY
T
Y
P
E
S
O
F
B
U
S
I
N
E
S
S
E
S

9. With increase in
penetration, consumer
cycles are now increasingly
becoming more complex.
This complexity is directly
proportional to:
1) Increase in
Purchase Value
2) Need of Domain
Knowledge
3) Nascent Domain
4) Switching cost is
high
5) Moving from B2C
to B2B

10. Why still focus on the Linear Funnel for Digital?
• Defining Check points in the Customers Life
Cycle
• Allotting Conversion Rates across each step
• Realizing which Digital Strategies can improve
which parts of the funnel:
• Volume
• Quality
• CAC or Customer Acquisition Cost
• Experimenting with a Digital Strategy

11. DIGITAL MARKETING LANDSCAPE
CHANNELS/WEB REALESTATE ASSISTS/TACTICS
PPC CONTENT SEO SOCIAL
EMAIL
WEBSITE
&
APP
DISPLAY
EVANGELISM REMARKETING
AUTOMATION
CRO
&
A/B TESTS

12. DIGITAL STRATEGY COMPONENTS
ANALYTICSMARCOMTARGETING
STRATEGY
Marrying persona
to goals
INTERFACE
S/TOOLS
CAMPAIGN
GOALS
MEDIUMS

13. DIGITAL STRATEGY COMPONENTS (Example)

14. CAMPAIGN
GOALS
INTERFACE
S/TOOLS
MEDIUMS
ANALYTICS
MARCOM
TARGETING
STRATEGY
Marrying persona
to goals
RESULT
REPEAT/OPTIMIZE BASIS RESULTS
DIGITAL STRATEGY COMPONENTS (Example)
Growing
adoption
of term
insurance
5000
Leads at
8%
conversion
to sales
Google
Search,
RLSA,
Facebook,
GSP
Respective
channel
tools +
SEMrush,
InvisionApp
Persona
based –
Keywords,
Demography
, placements
on display
Umbrella –
USP level,
persona
focus,
lifestyle
focus
Impr, Clicks,
Cost, Leads,
CPCs, CPL,
CTR, CVR

15. CONCEPTS : ORGANIC vs PAID Marketing
ORGANIC MARKETING
Content Marketing, SEO Activities, Influencer/Evangelism
Community generation, Email Drips (Lead Nurturing)
PROS
- HIGH STICKINESS
- EVERGREEN
- LOW MAINTENANCE
- VALUED MORE FOR
BUSINESS WITH
HIGHER
CONSIDERATION
PHASE
CONS
- VISIBILITY
- CANNOT CONTROL
VELOCITY
- TIME TO BUILD
- DEMAND DEPENDEN
- NOT COMPLETELY
FREE

16. CONCEPTS : ORGANIC vs PAID Marketing
PAID MARKETING
Any type of ad spends. Be it on Search Networks like Google,
Social like Facebook, or display inventory like Quora
PROS
- VELOCITY
- ACCURACY
- CREATE DEMAND
(Display)
CONS
- EXPENSIVE
- SCALABLE ISSUES
- CAC
- VOLUME (search)

17. CONCEPTS : PULL vs PUSH MARKETING
PUSH MARKETING
Any activity which clusters users basis behavior &
says if person A likes X, he will like Y, show him Y!
PROS
- VELOCITY
- SCALE
- DEMAND GEN
CONS
- EFFICIENCY
- TARGETING (CONV
RATE)
- NOISE (FORMATS)

18. CONCEPTS : PULL vs PUSH MARKETING
PULL MARKETING
Any activity which focuses on genuine interest of
the user.
PROS & CONS
- Inverse of Push, except Velocity (for mature
categories for search velocity is high)

19. CONCEPTS : PULL & PUSH HYBRID
PULL
ORGANIC PUSH
PAID
- EMAIL MARKETING
- INFLUENCER/PAID
- PROMOTIONS & CONTENT
- PAID SOCIAL
- REMARKETING

20. CHANNEL & TACTIC
LEVEL PLANNING (60%)
I now understand the
Digital Framework
(well, almost!)

21. KEY TERMS IN DIGITAL MARKETING
PRIMARY METRICS
- Impressions
- Clicks
- Visits to page
- Average time on page
- Leads
SECONDARY/DERIVED METRICS
- CTR
- CPV
- CPL
- CPT
- QS
- DA
- PA
Imagine these primary metrics as the different checkpoints across your consumer journeys. The secondary metrics
will help you gauge the efficiency of your user from one journey to another.
- MQLs
- SQLs
- Converts
- MAU
- DAU

22. CHANNEL & TACTIC
LEVEL PLANNING (60%)

23. CREATING/REVAMPING WEBSITE or MOBILE APP
Persona Mapping Models:
• Tasks
• Influences
• Overall goals
• Pain points
• Feelings
• Attributes - Geography
Personas help you discover different user
life style patterns; which in turn help you
contextually choosing the right
combination of Digital Strategies.

24. CREATING/REVAMPING WEBSITE or MOBILE APP
Heat maps (Hotjar)

25. CREATING/REVAMPING WEBSITE or MOBILE APP
User Flow (Google Analytics)
High Percentage of
users coming from
U.S. who bought
the product; also
visited the angular
charts (product
type) web page.

26. CREATING/REVAMPING WEBSITE or MOBILE APP
PAGE DEPTH REPORT
High percentage of
users came in from PHP
charts page to
development center &
stayed 2X longer than
for other pages.

27. CREATING/REVAMPING WEBSITE or MOBILE APP
Competitor Analysis: You don’t have to reinvent the Customer Journey!

28. CREATING/REVAMPING WEBSITE or MOBILE APP
GOING BEYOND PERSONAS : Jobs To Be Done
Jobs to be done - The Milkshake Problem
• A milkshake brand did everything from psychographic segmentation to understand and then market to that
target audience. But it didn’t bring any additional revenue.
• The insight was hiding behind one fundamental principle - focus on the job customers hire a milkshake to do.
• They did just that, and found that people commuting to work wanted milkshake to be more of a companion
than a drink. (drumrolls.... )

29. CREATING/REVAMPING WEBSITE or MOBILE APP
GOING BEYOND PERSONAS : Jobs To Be Done
Jobs to be done - The Mattress Issue
• The push of what is happening currently: “This mattress is pretty
uncomfortable. I’m waking up multiple times in the night with back pain.”
• The pull of a new solution: “If I get a new mattress, I can sleep better. I’ll be
in a better mood at home and at work.”
• The anxiety of what could happen: “What if the new mattress turns out to be
just as bad as the old one? I can only try it out for a few moments in the
store.”
• The attachment to what you currently have: “I’ve had this mattress since
college.”
“The customer rarely
buys what the business
thinks it sells him.”
-Peter F. Drucker

30. CREATING/REVAMPING WEBSITE or MOBILE APP
GOING BEYOND PERSONAS : Jobs To Be Done
JTBD will help you unearth:
• Why your customers want your
product.
• Place hooks at the right moments
in the buyer’s journey.
• Perspective on what to highlight
in your marketing
communication.

31. CREATING USER JOURNEYS
• Compile all Persona
details
• Wear the persona hat:
what does she want to
achieve?
• Wear the marketer hat:
what do you want?
• Make discoverability
intuitive, justify each
section/module of your
website
• Cross validate with all
your analytics &
competitor data
• Once everything is
locked only then move to
final wire framing

32. RESOURCES
• Intercom JTBD - https://marketing.intercomcdn.com/assets/books/Intercom_on_Jobs_to_be_Done.pdf
• Original JTBD - https://jtbd.info/wcakc/home
• Coggle MindMap - https://coggle.it/
• Creating Wireframes - https://www.invisionapp.com/
• Heatmap monitoring – https://hotjar.com
• Design Inspirations - https://chrome.google.com/webstore/detail/muzli-2-stay-
inspired/glcipcfhmopcgidicgdociohdoicpdfc?hl=en

33. CHANNEL & TACTIC
LEVEL PLANNING (60%)

34. CONTENT MARKETING STRATEGY
Strategy
AnalysisDistribution
Creation

35. CONTENT MARKETING STRATEGY (Quick Example)
Major Personas:
• Developers: Who want to
Create charts & dashboards
into their business
applications.
• PMs & Decision makers: Who
Consume these charts &
dashboards.
On one hand you need to focus on implementation of charting content for developers. On the other; focus
on Data Visualization content for Product Managers & Business Decision Makers.

36. CONTENT MARKETING STRATEGY
1) Building your persona & themes
CREATOR
(DEVELOPERS)
CONSUMER
(PM, DESIGNER,
BUSINESS OWNER)
TOFU
Awareness on Data Viz
MOFU
Charting & Dashboarding
BOFU
Tech implementation

37. CONTENT MARKETING STRATEGY
2) Building your persona & themes
Identify
persona
needs
Identify themes
mapping to
persona &
Funnel
Identify Pull (
having high
volume) Vs Push
themes (requires
high distribution)
basis Keyword
Volume
Create priority
order through
some logic &
variables
Publish the
calendar
The Research Phase

38. CONTENT MARKETING STRATEGY
2) Building your persona & themes
Creating the Priority scores:
During your strategy focus on the
following, to build a priority score:
• Geography Focus
• Theme multiplier
• Keyword volume
• Keyword difficulty
• Parent & Child keywords

39. CONTENT MARKETING STRATEGY
2) Prioritizing your content pieces
INPUT FACTORS
CONTENT PIECE PRIORITIES

40. CONTENT MARKETING STRATEGY
3) Final content calendar

41. CONTENT MARKETING STRATEGY
3) Creating the Content
Plus: Streamline the process of writers, are their multiple writers, for multiple
types of content? Are there external writers as well?

42. CONTENT MARKETING STRATEGY
3) Distributing & Analyzing content
Plus: Streamline the process of writers, are their multiple writers, for multiple
types of content? Are there external writers as well?

43. POWER OF
DISTRIBUTION
BUZZSUMO
1) Top Posts for a Keyword
2) Top backlinks for that content
3) Top influencers for that post
4) Influencers for a Keyword

44. RESOURCES
• (MicroSite Inspirations) Autopilot Flight School: https://flightschool.autopilothq.com/
• (Microsite Inspirations) KlipFolio: https://www.klipfolio.com/resources/kpi-examples/digital-marketing
• UxPin E-Book section: https://www.uxpin.com/studio/ebooks/
• Content Marketing Playground: http://www.contentmarketingstack.co/
• Content Marketing Matrix: https://www.distilled.net/blog/the-content-matrix/
• Step by Step Content Marketing Strategy: https://workflowy.com/s/NGgimNy4Ag
• Ahrefs (for content understanding): https://ahrefs.com/
• BuzzSumo (for social outreach): http://buzzsumo.com/
• Brian Dean’s Content writing methods: http://backlinko.com/blog
• Neil Patel’s Advanced Guide to content marketing: http://neilpatel.com/blog/the-advanced-guide-to-
custom-content-marketing/
• Content Marketing Periodic Table: https://twitter.com/surayacasey/status/897452861218357248
• Neil Patel’s content marketing quide curations: http://neilpatel.com/blog/get-your-mba-in-content-
marketing-with-these-15-guides/
• 150 Buyer Persona Questions: http://sujanpatel.com/marketing/150-buyer-persona-
questions/?ref=contentmarketingstack

45. CHANNEL & TACTIC
LEVEL PLANNING (60%)

46. Building your SEO Strategy
On Page Activities
ExpansionMonitoring
Off Page Activities

47. Building your SEO Strategy
Identify
persona
needs
Identify themes
mapping to
persona &
Funnel
Identify Pull Vs
Push themes
basis Keyword
Volume
Create priority
order through
some logic &
variables
Publish the
calendar

48. Building your SEO Strategy
1) On Page SEO Activities
• SEO/Content Hygiene
• Intra back-linking
• CTA mapping to link click
performance
• Keyword LSI checks
• Duplicate Content checks across
sources
• Hygiene
• Meta, Alt, File Names, Hero
Image, Sitemaps
2) Off Page SEO Activities
• Back-linking
• Inter - Across 3rd party blogs
• back-linking performance
• removing poor performing backlinks
• Intra - Across web real estates for FusionCharts
• back-linking performance
• Hygiene
• NoFollow, DoFollow checks, 404s, page
load times
• Non Gated to Gated
• New Landing Page creations
• Landing Page optimizations
• Repurpose content & make gated

49. Building your SEO Strategy
3) Monitoring Efforts
• Webmaster Hygiene
• GA reporting
• Goal Monitoring for LPs
• DA, PA
• Top Keyword themes ranked for
• Outcome analysis - Traffic & CPD
estimates from entry page
• Keyword themes need to rank for
• Content Ideas - Data driven
• Competitor Profiling
• Keywords
• Top content pieces
• Back-linking strategy
4) Traffic Expansion
• Expanding keyword themes to be ranked for
• Initiate PPC campaigns for whitespace keywords
• Launch PPC campaigns
• Monitor KPIs - CTR, CPC, CPD
• Microsite/Product buildups
• DV Course
• DV Community building
• Repurpose (work with content strategist)
• Formats
• Clustering
• 3rd Party redistribution
• Content Distribution (work with Dev Ex)
• Back-linking strategy
• Social Network Real Estate building (collaboration
with Dev ex)

50. SEO Case Study
Read the entire Story here

51. RESOURCES
• Whiteboard Fridays (Videos on SEO-Moz): https://moz.com/blog/category/whiteboard-friday
• Brian Dean (Learning SEO tactics –Backlinko): http://backlinko.com/blog
• Spyfu (SEO Tool): https://www.spyfu.com/
• Seo-Moz (SEO Tool): https://moz.com/
• Ahref (SEO Tool): https://ahrefs.com/
• Woorank (SEO checklist): http://backlinko.com/skyscraper-technique
• 200 Google Algo Factors: http://backlinko.com/google-ranking-factors
• Skyscraper Technique:
• Google Algorithm Synopsis (Neil Patel): http://neilpatel.com/blog/the-ultimate-google-algorithm-cheat-
sheet/
• Google Algorithm change history: https://moz.com/google-algorithm-change

52. CHANNEL & TACTIC
LEVEL PLANNING (60%)

53. Building your Paid Strategy (Google Search)
Campaign
Strategy
OptimizationsAds
Keywords

54. Building your Paid Strategy (Google Search)
Brand
Campaigns
Non
Brand/Generic
Campaigns
Competitor
Campaigns
Mimic Site
Structure
for Ecom
Location
Specific for
Real Estate
Funnel
Intent for
BFSI
….
1) Campaign Structures

55. Building your Paid Strategy (Google Search)
Search Terms Match Types
Quality Score
• Landing Page
• Ad Relevancy
• Ad Extensions
Broad
Match
“Phrase
Match”
[Exact
Match]
2) Keyword Frameworks (Targeting)
+Broad
+Match
+Modifier
Cost Per
Click
Negatives

56. Building your Paid Strategy (Keywords)
Match types, bidding tricks – up,
down, pause, impr shares, QS
factors, WT avg QS

57. Building your Paid Strategy (Google Search)
Search Ads
Ad Extensions
• DKI
• CTR
3) Ad Messaging (Marcom)

58. • Time
• Network
• Device
• Top Vs Other
4) OPTIMISATIONS: CAMPAIGN SEGMENTS
Building your Paid Strategy (Google Search)

59. 4) OPTIMISATIONS: CAMPAIGN SETTINGS – Bid adjustment
Building your Paid Strategy (Google Search)

60. 4) OPTIMISATIONS: AUCTION INSIGHTS
Building your Paid Strategy (Google Search)

61. Brand Lift
4) OPTIMISATIONS: CAMPAIGN DIMENSIONS
Building your Paid Strategy (Google Search)

62. CHANNEL & TACTIC
LEVEL PLANNING (60%)
(Almost done!)

63. Facebook Paid Marketing
Goals &
Structures
Settings/Analytics
Ad
Formats/Marcom
Targeting

64. Facebook Paid Marketing (Goals)
Your campaign objective will determine ad formats, and method in which Facebook will showcase your ads
to your target audience.

65. Facebook Paid Marketing (Campaign Structure)
• Campaigns determine how much
you spend for different objectives.
• Ad Sets define how you want to
target different types of people
basis intent.
• Ads define how you want to
communicate with a particular ad
set.

66. Facebook Paid Marketing (Targeting)
Your campaign objective will determine ad formats, and method in which Facebook will showcase your ads
to your target audience.
• Location
• Age
• Languages
• Education
• Income Brackets
• Parental & Family
• Age
• Gender
• Relationship
• Job Title, Industry
• Life Events
• Business & Industry
• Entertainment
• Family & relationships
• Fitness & Wellness
• Food, Drinks
• Hobbies & Activities
• Shopping & Fashion
• Sports & Outdoor
• Technology
Demographics Interests

67. Facebook Paid Marketing (Ad Formats)
Ad Formats will be a function of
your campaign objective, the
type of CTA, the activity post
click that you want your users
to take & the level of detail of
ad communications.

68. Facebook Paid Marketing (Settings & Analytics)
• A/B Test your Ad variations, see which ones
have higher CTR & run these.
• Play with your audience sizes, add and
remove targeting to see how your ad set
CTRs are changing.
• Create Similar Audiences basis your
campaign effectivity.
• Similar Audiences of your best performing
audiences yield great results.
• Make sure your not competing with your
own campaigns.
• Explore all the different metrics that
Facebook has, and see what campaign
insights you can get around engagement.

69. Display Marketing (A small Note)
• Similar to Facebook, but will macro level ad
targeting capabilities.
• Campaign level display negatives are a must when
you launch.
• Make sure you allocate stringent budgets when
setting display campaigns.
• Make sure irrelevant display sites are removed.
• Keep optimizing & removing placements basis your
CTR & Click Assist conversions.
• Check the true performance of your display
campaigns by diving into the MCF reports in
Analytics – see how many times display ads have
been a part of your conversion funnel.

70. CHANNEL & TACTIC
LEVEL PLANNING (60%)
(Almost, almost
done…)

71. Remarketing
List Creation
Options
Marketing
Communication
Channels Available:
Display
Facebook
Social – Ln, Youtube
Search (RLSA)
Custom Audience

72. Remarketing
Different Channels let you create remarketing lists basis the cookie power their systems have. Similar
audiences & email remarketing lists have become really popular.

73. CHANNEL & TACTIC
LEVEL PLANNING (60%)
(Let’s tie it all
together)

74. Marketing Automation
Tools
(Price)
Dynamic Web
Personalization
Lead Scoring &
Thresholds
Acquisition
Channels
(Web & Beyond)
Distribution
Channels
Emails,
Remarketing
Account Based
Marketing
Progressive
Profiling
Sales Integration

75. Marketing Automation (Lead Scoring & Thresholds)
These will determine how different prospects in your Database will move
from one nurturing workflow to another.

76. 3] CROSS CHANNEL
STRATEGY (15%)

77. Cross Channel Strategy
1) Understanding the Business - We will define the
Business for which we are creating the marketing
strategy and identify the target audience.
2) Creating the Pilot - We will explain a step by step
method to create the 1st month’s budget plan.
3) Expanding the Pilot - We will then discuss how to
expand the 1st month’s strategy into a 3-month
budget plan.
4) Aligning Strategies to Your Marketing Spends -
Finally we will talk about a set of sample strategies
that you can start off with aligned to the travel use
case that we are discussing.
Get the E-Book Here

78. Cross Channel Strategy (Understanding the case)
Target Audience
Trafinity is ideally
for the Middle &
upper class
families residing
in different parts
of United States.
Based on our
research we see
that there are
certain times
during the year
when these
families travel to
APAC for holidays.
Business
Trafinity is a travel
retreat start-up
that sells Holiday
destination
packages across
Asia Pacific.
Budgets
$10-$12 to create
a 3 month plan.
Goal: CPL of $45
Channels
Google (Search,
RLSA, Display) &
Facebook

79. Cross Channel Strategy (Creating M1 Plan)
1) Setting Channel &
Network Budgets
• Google : Facebook
– 75 : 25 split
• $800 on search,
$200 on RLSA,
$500 on Display
2) Setting CPCs for
All Networks
• SEM Rush CPCs -
$1.5 on search,
$1.7 on RLSA,
$0.18 on Display
3) Setting CTRs &
Conversion Rates
• CTRs 3-5% (20-
30% Lower)
conservative
model
• Display CTR is
1/10th of Search.
• Conversion Rates
are 2-3% (Landing
page &
competitive
pricing
4) Setting Primary
Metrics
• Clicks (Cost/CPCs)
• (Clicks/CTR)
• Leads (Conv
Rate*Clicks)
5) Adjusting
Conversion Rates
• Changing CPLs by
either changing
Conv rates or
CTRs

80. Cross Channel Strategy (Creating M1 Plan)
• Just like we focused on Google, we can do the same thing with Facebook
by understanding the industry averages of the CPCs, CTRs, Conv rates.
• Remember, Search is a Pull medium, where as Facebook is a push medium,
as you increase scale, your CAC will be affected, because you’ll be focusing
on less relevant traffic.

81. Cross Channel Strategy (Creating M2 & M3 Plan)
• Just Over the 1st month you
will be optimizing keywords
(search terms, targeting,
ads, negatives, micro &
macro level.
• This will help you reduce
your secondary metrics like
CPCs & Conv rates.
• This will in-turn help you
reduce your CPL.

82. Cross Channel Strategy (Creating M2 & M3 Plan)
• Adjust your CPLs across the 3 months to apportion your
improvements over time.
• Also apportion your spends like: $2K, $3.5K & $5.5K.
• Optimize by introducing & Experimenting with new channels
like GSP & Remarketing.

83. Cross Channel Strategy (Strategies to Spends)
• Start personalizing your campaigns.
• Expand components that are working, and cut on
components that are not.
• Keep in mind how each channel functions (Pull,
Push, Hybrid, Organic, Paid; when you make all
your campaign optimizations.
• Focus on CAC vs Scale
Scale
CAC
Low CAC,
Low Scale
Low CAC,
High Scale
High CAC,
High Scale
High CAC,
Low Scale
Focus Efforts

84. 4] Keeping Up to
date with Digital &
building influencer-
ship!(15%)

85. 1) Stay up to date with all the latest in Digital, Products, Marketing; keeping track of all the top posts.

86. 2) While you find awesome content, share it with your network on social. Build your credibility.

87. 3) Hack your way up the follower ladder, but be selective in whom you are following & follow relevant people back!

88. You can connect with on the
following:
Mail:Reachout2neil@gmail.com
TW: @neilgoesdigital
LN:www.linkedin.com/in/nilotpalroy