I gave a talk on Digital Marketing with focus on Content Marketing at the first ever Women Startup Programme 2018 Boot Camp held at IIM Nagpur. I am sharing this presentation for academic purposes for the reference of the participants of the said programme.
2. Why?
● WHY do you want to start a business?
● WHY do you want to sell your product?
● WHY and WHO should buy your product?
● WHY should people interact with you on Social Media?
● WHY are you running the SM campaign?
3. Why Digital Marketing?
● Controlled & Cost Effective
● Micro Targeting & Performance Measurement
● Two Way Communication with Audience
● Potential for Organic Interaction
● Brands as Thought Leaders
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5.
6. The Basics
● Website - the public face of your company
● Analytics - your dashboard to track performance
● Landing Page - your engine to convert visitors to customers
● Social Media Accounts - digital customer engagement desk
7. The Basics - Website & Analytics
● Mobile-first design and Responsive layout
● Clean typography & clear information hierarchy
● Simple & lucid language with friendly user-interface
● Blog - dynamic content management system
● Google Analytics & Facebook Pixel integration
● Link submissions to optimize SEO
8. The Basics - Landing Page
● Headline – Single, USP-centric line, with a more explanatory sub-heading.
● Hero Image – Image depicting the product / service and humanises it.
● Service List – A list of not more than 3 bullets points.
● Form + CTA – Get the lead Name & Phone No. / Email ID to initiate contact.
● Testimonials – Small social proof in the form of client testimonials / tweets
11. How To - Social Media
● Define your audience - Specify your Target Group’s traits
● Locate your audience - Find where your audience talks about your
product
● Entertain your audience - Design content relevant to the audience and
the channel
● Engage your audience - Interact with others’ content and invite them to
explore yours
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13. How To - Social Media
● Relate to your audience - Create 1-1 relation with people interacting
with your Content
● Fraternise with your audience - Foster a community with a value based
agenda
● Run paid Advertisements - For Content + Direct Sale
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16. Content Marketing
Types of Content
● Original Content
● Interviewed Content
● Commentary Content
● Crowd Sourced Content
18. Content Marketing
Content Repurposing - Documenting a piece of information and converting
it into multiple media types tailored to be distributed according to each
social media platform.
● Stick to a predictable schedule & Condition the audience.
● Create a hook
● Tailor as per platform
● Recompile work periodically
23. CONTENTLong Content
Short Content
Image Albums
Videos
Short Content
Short Videos
1-1 Conversation
Website Blog
Long form text content
Link Sharing
Feedback
Discussions
Quotes on Images
Short Videos
Inspiring Images
Long Videos
Pulse: Long Text Content
SlideShare: PPTs
Groups: Community Updates
Long Text Blogs
Q&A
Answering with links
Infographics
Images that Sell
Long form Text Content
Interaction with similar posts
Same as Facebook
Only for SEO purposes
Podcasts
Interviews