Reliance Jio as Case Study and Test on LIC business.
Learning from these websites and other sources:
Google Digital Unlocked, Self Learn EN, Smart Telugu, Google, HubSpot, WikiHow,
Basics - Stretching is Good than Running, THINK WITH GOOGLE
1. Goals -
-Define Business Goals
-Mission Statement
-USP Unique Selling Point
-Launch Website
-Targeted Digital Marketing Campaign (Target Audience)
-Establish Customer Base
2. Online Presence -
-Business Plan
-Website (Blog, Videos, Photos, Docs, Phone numbers, E-Mail, MAP, Driving directions, Feedback/Review/Testimonial, E-Commerce, Online orders, Live Chat, Forms) Keep updating.
Homepage, Navigation (Menu), Organise, Content, Templates, Hyperlinks,
Prices, Special Offers, Certification, contact address on every page as a footer,
CONSISTENCY in design > LOGO(Home page), Search Bar, MENU on every page
Avoid Technical Jargon, use Everyday Language, Questions tags (Content), Images (PNG), Headlines, Bullet points, Page Layout, Colour - Light Background with Dark Text
SPEED: same background on most pages, Thumbnails PNG,
TEST: Mobile data, no to wifi, Responsive Design, Google Webmaster (mobile friendly test tool),
ICONS (Widely used), No to extra plugins install (user end),
PROBLEM-SOLVING - Quality content
-Quick > FB Page, Instagram, WhatsApp, Telegram, Pinterest
-Long term > Web App, iOS/Android App
-Servers (Hosting - GoDaddy, Namecheap, Host Gator, Wix, WP) IP Address (Web Address - Domain Name, Short, relevant, other domain extensions like .red, co.in), Browsers (Chrome, Edge, Safari, Firefox, Opera), Mobile OS's (Android, Custom UI Android, iOS)
3. Marketing -
-Website content creation, Rave Reviews, Mobile App (GPS)
-Blog, FB, Instagram, WhatsApp, Telegram, Pinterest posts
-Ads (Snapchat, Facebook, Google, LinkedIn) SEO, SEM
-E-Mail Marketing (opt-in, Sign Up - coupons, sale items)
-Types of customers
-Local Listings (Google MyBusiness, Just Dial)
-Google Keyword Planner
-Integrate USP in all levels of channels
-SWOT Analysis > Strengths, Weaknesses, Opportunities and Threats
4. Analyse and Adapt -
-Digital Plan
-Google Analytics
-Forward Thinking
-Up to date with trends (Google Trends)
-Customer Touchpoints
-See. Think. Do. Care (Online and Offline behaviour)
-Audience Segmentation
-Survey
-Review Competitors, Google Alerts
-Problem-solving - Customers
-Keywords > Business Name, A Product or Service, Local competitors
5. Search
1.Search Engine Basics
- Search Query > Keyword, Relevant, Targeting, Strategy
2. How Search Engine Works
- Crawling using Bots, Indexing, Ranking and Results. Keywords in Content.
Write own content to get better results. Proofread by the same domain expert, Write Blogs, Place Maps)
3. How search see web
- The Index, Optimise Pages (HTML), Page Title, CMS (Content Management System to handle HTML automatically), Alt Text/Tag (Alternative Text/Tag - Yoga to Dhyana),
NAMING: Images, Files, Title, Pages, etc., fetches more results. Accessibility Features (image.jpg don't work, parrot.jpg works! Alt Text to parrots.jpg)
4. Organic Search
- Unpaid results (SEO - Search Engine Optimisation) - Good, Relevant and Content
5. Paid Search
- SEM (Search Engine Marketing) - Keywords, Quick Returns, Related Ads, Bid and Quality.
6. Google Search Console - Keywords and Page Titles
- Search Analytics Reports
- Clicks, Mobile Usability Report
- Crawl and Google Index Reports
- Google.com/Webmasters
6. SEO
1. Test Search Terms (Keywords), Algorithms, Localisation
2. SEO Plan - Review Annually or whenever need, Deadline for each task
- Optimisation
- Keyword Research (Google Trends), Related Topics,
3. SEO Process - This is an ongoing process
- Keyword Research, Stay update (Algorithm changes), Changes (Effects on Website), Compare with competitors websites, social media, free shipping etc.,
- Interact with customers and take feedback
4. How to choose keywords
- Don't be too specific or generic. Maintain Balance.
- Keep updating keywords with trends
- Frequency, Competition, Long Tail, Relevance.
- No to keyword stuffing, Design the content with Human in Mind and not Bots!
- Make a list of Keywords/Longtail and enable.
- Use Google Keyword Planner/Bing keyword research tool and apply for the products and services.
5. SEO Goals - Measure the success (Buy bread online like phrases)
- Define
- Turning visitors into buyers.
- Engage customers with content.
- Acquire new customers.
- Analytics and Webmasters help to track/monitor the activity of customers.
- Adjust accordingly and approach SEO Agency if needed.
6. OPTIMISATION of Webpages
- HTML (Title, Meta Tags), Headings, Page Content (Keep it Human), Specific Items relevance.
- OFFSIDE Optimisation (Backlinks - Build a relationship with similar brands, Quality Content makes others to share our links/Content Marketing/Content Strategy)
- Language, Localisation, Country Targeting (Separate URL for each language, No to mixed content (different languages on the same page), Avoid Auto Translate feature as it considers as spam, Annotate is a good practice, currencies, metrics, measures, timings (timezones), contacts in local languages).
7. SEM (Search Engine Marketing)
- Pay Per Click - PPC
- This is the opposite of Traditional Marketing (News Papers, TV Ads, Bill Boards etc.,)
- This is target Ad marketing. And welcomes buyers by the Keywords
- SEM Auction is based on Relevance more than the highest bid (Quality Score)
- Keyword plays a major role in getting Relevance, Traffic and Competition
- A keyword can be a phrase. Balanced phrases are recommended instead of specific ones
- Google Keyword Planner/Bing Research Tool
- Make a standout Ads by promoting discounts, Call to Action (CTA) like buy now, click here, View our gallery.
- Improve your search campaign
- Relevance, Landing Page, SEM Plan makes Ads to a higher position
- Divide product and services as campaigns
- Google Keyword Planner for suggestions and use Negative Keywords to target genuine buyers
- Keyword match types - Broad Match, Phrase Match, Exact Match
- Tracking Comparision tool > Place conversion tracking code in (contact us/orders etc.,) as 'Tag'
8. Get Noticed Locally
- Local Search: CTC (Click to Call),
- Google My Business, Bing Places and Yahoo Local, Just Dial, Review Sites, Social Sites,
- Local Profile: Business Name, Business Address, Telephone Number, and Working Hours (core), Maps (Directions), Website, E-Mail, WhatsApp, Telegram, Messenger, Category, Description, Postal Code, Photos, and Videos. And make to maintain the same naming across local directories.
- Nearby tag
- Track everything using Spreadsheets like (Microsoft Excel, Google Sheets etc.,)
- Local Ads > use nearby, limit to 16 km like keywords.
- Post on FB/LinkedIn business pages with mentioning location (Maps/Directions)
- Search for the competitor Ads on Web
- Make use of Apps on mobile. (Maps/GPS/Paid Ads)
- Submit a website to Google Search Console
- Local Content (blog, proximity search, local offerings)
9. Social Media basics
- New Customers, Customer Interaction, Social Sharing,
- Network Categories: RSVP - Facebook, Photo sharing - Instagram, Pinterest, Customer Support - Twitter, Hiring - LinkedIn,
- Professional Networks/Niche Networks - Trip Advisor, Zomato with customising updates
- Select four Social Media Accounts: FB, TW, LIn, IG etc., (LUCY) - Personal/Content Sharing/Professional
- Goals: Raising Awareness, Social Platform, Interaction.
10. Deep Dive into Social Media
- Create a Plan for Social Media:
- Long-term plan (6-12 months) in Calendar/Notion
- Topics, Audience, Five W's (What, When, Where, Why, and Who)
- Social Media Management Tools like Hoot Suite, Zoho,
- Ads on Social Media
- Target Ads/Limit Ads
- Budget Friendly, Promoted Content (Tweet)
- Shared by Followers, Localisation
- Measuring Success in Social Media
- Tracking, Analytics, Monitoring, Management
- Hoot Suite, Google Analytics, Zoho Social, Sprout Social
- Avoiding Social Media Pitfalls
- Don't Aggressively sell
-What's New? What's coming soon!
- Follow up complaints
- Positively respond to Negative Feedback
- Focus on a couple of social media sites instead of on each and every media site!
11. Possibilities of Mobile
- Responsive Design: which adjust the webpage accordingly to the screen size.
Fonts, Buttons, Navigation, Action
- Mobile SEO: Performance and Usability (UI/UX), no to high-resolution photos
Google Mobile-Friendly Test/GTmetrix.com
- Mobile Web Browser, Mobile App (Camera, GPS, Loyalty Program, Checkouts, Push Notifications, PWA - Progressive Web App), App Maker/AppyPie
12. Mobile Ads Marketing (Inspiration: Google Mobile Web Design)
- Click to Call (CTC Ads), Mobile Web Search, Shorter Phrases/Keywords are preferable,
- Display Ads (Text, Video, Photos), Concise Message, In-App ads, Ad Extensions
- Search Ads > Commuters, Mobile Friendly Website, Keywords
- Google Keyboard Planner, Landing Page (No selling Ads),
- Limit Ads to Mobile Viewing Only, Bid Adjustments
- Display Ads
- Screen Sizes, > Mobiles, Tablets, Watches, Folded Phones
- Google Ads, In Mobi,> All shapes and sizes.
- Google's Display Planner
- Social Media Ads
- Social Sites selection (Twitter, Facebook, LinkedIn, Snapchat etc.,) and its objectives.
- Image-Based (Microsoft Office Lens (Immersive Reader))
- Monitor and Adapt (Age, Location, and Interest).
- Video Ads > YouTube Ads, Snapchat Ads
- 360 Degrees Ads, min. 90 Sec ads, Content, Call to Action.
13. Content Marketing
- Brand Identity and Right Audience ( Keep the customer in engaging and reply to them)
- Audience Segmentation (Groups, Genders, Tastes, Locals, Timings, Placements)
> Find out who the Audience is
> Then segment into groups
> Publish content and promote it.
- Format: Infographics (Canva), E-Books (G docs), Immersive Reader (Microsoft OneNote), 100/300 words content (photos, videos, audio) transparent photo with text (Intro(Title), Body and Extro using Canva-Fonts, League Spartan, Chunk Five), Google Docs, Gmail Smart Compose, Grammarly.
- Writing for Online Audience
> CTA Click to Action (buy, subscribe, call, directions), Concise message, notification
> Target Audience, Maintain Consistent Style and Tone of Voice
- Market your content (Guerrilla Marketing)
> Content Calendar (Time Frame using Notion.so/G Cal) 3-12 months entries
> How consumers consume the content?
> Seasonal Content
- Measure your success in Content Marketing
> Daily review your goals and objectives
> Demographics, How long they spend on content
> Smart Telugu - Content Writer, ebooks, email marketing, FB Group, YouTube tutorials
14. Connect through e-mail
- E-Mail Marketing Basics
>Mail Chimp, Database Marketing - sending on mid-week or End-week is preferable.
>Set goals - Contact list and ask their permission
> Intro Email, About Company, Give coupons, Tips
> Weekly/Monthly/Seasonal emails, feedback/reply
- E-Mail Marketing Options
> Store in Spreadsheet (Name, Email, Address)
>Subscribe/Unsubscribe form (short and easy to fill)
> Segmentation emails
> E-Mail Template campaigns (Mobile in mind)
> E-Mail scheduling, tracking, behaviour learning
- Crafting Great Marketing Emails
> First Impression (Business Name, the Subject line under 10 words)
> Highlight Offer
- Managing Successful Email Campaign
> A/B testing (two versions of email)
> Landing Page, Open and Click through Rates
>Analytics tools
- Measuring success in Email Marketing
> Understand audience behaviour
> open rate, click through rate (CTR), bounce rate (metrics)
15. Adverts on other websites
- What is Display Advert?
> Billboard, Tv Ad, Paper Ad etc., (Traditional approach)
> Ad Networks, Deal directly with owners
> Target Audience: While browsing display Ads
> Retargeting: Display Ads reminds the customer
- Search Adverts VS Display Adverts
> Active Search - Location based
> Words and Phrases - Forums, Blogs, Local Listings, Websites
> Text - Photos/Videos/Audio/Text
- The Ins and Outs of Display Adverts
> User Groups
> Targeting options (languages, days, seasonal etc.,)
> Placements, Banner Adverts, Video Adverts, Campaigns
16. Deep dive into display marketing
- Making Display ads meet your goals
> Visually attractive, CTA (Click to Action)
> Goals: New, Existing customers, awareness programs
> Build Awareness first, Attention Getters
> Ad words, retargeting (near misses campaign)
> Text with Image ads are recommended
- Understanding Ad Networks
> Buying and selling by Ad networks
> Marketplace by Yahoo, Google Display Network etc., (ad space, bidding)
> Topics, General News (Target Ads)
> Tracking, Money Management,
- How Retargeting (remarketing)works?
> Define Audience, Criteria Code, Anonymous List, Customise Content (offers, coupons, etc.,)
> Click through Rate
17. Video Marketing (Make the most of Video)
> The rise of Online Video
- Technology evolved, Video Versatility
> How video fits into your online strategy
- 300 million hours per day (YouTube)
- How-to videos, Goals
- Video Ads > Segmentation
> Plan the release schedule
Storyboard the video content
Decide on a location and source prop
Find a video crew and film the videos
Edit, then upload the videos.
> Sharing and promoting your videos
- Email Marketing, Social Media, Own Website, and #hashtags
> Ads on Video sharing sites
- Target Audience, Topics, Set Budget, and Monitor Campaigns
> Measuring video performances
- Analytics and Short videos are fine.
18. What is Web Analytics?
> It shows us customer patterns
> Data Collection
> Metrics, Dimensions, and Conversions
> Making web analytics work for you.
- Measure, Insight, and Identity
- To maximise revenue,
- To improve margins,
- To cut costs.
> Tracking specific goals with web analytics
- Data, Tracking, and Adjust
> Find success with analytics
- Web Analytics and Organic Search
. Search Engines are the heart for websites
. Monitor from organic traffic difference web search site
. content relevant or re-write
- Tools to measure SEM
- Breaking down your data for the insight
. Segmentation (geographic, local ads, responsive websites)
19. Turn Data into Insights
- Using data to understand audiences
. Collect and analyse the data
. target strategy
. quantitative (stats/numbers), qualitative (opinion/reviews)
- Understanding the data cycle.
. plan, do, check, act
. goals, campaign, redesign, repost
. review datasets a couple of times in a month
- Creating actionable insights from your data.
. plan, do, trends, recommendations, action, review
. Case Study: Buttercups BRA Company
- Managing numbers using spreadsheets
- presenting data effectively
20. Build your online shop
- Goals - web payment, website (shop), instamojo, UPI, Paypal, Bharat QR, NFC, Wordpress templates, photos, videos, reviews, content - Shopify
- Marketplace like Amazon, eBay, Facebook
- Taking payments and managing orders
. Third party payment process (PayPal), Instamojo
- Off the shelf: Wordpress, Shopify, Build a bazaar, Wix
- Order Management: coupons, different payments, inventory details, shipping, financial and accounting software
21. Sell more online
- Creating smooth e-commerce experiences
. Analytics data (desktop, laptop, mobile), responsive design/dedicated mobile website
. Navigation: survey website (search tool)
. Gallery: videos of the product (content)
. optimise via customer view (Account)
- product promotion and merchandising
. google shopping (Online shop) - category and subcategory
. promotions - seasonal, landing pages
. predict - recommended items/related products
- retargeting for e-commerce
. product retargeting/remarketing
. tracking codes (behaviours)
22. Expand Internationally
- Intro to international marketing and export
. search trends, analytics, localisation, translate, currency, infrastructure, packaging, regulatory, laws, and e-commerce
- validating your new markets
. google market finder, google keyword planner, web analytics
- being understood abroad
. localisation, translations (change according to time, place, and circumstances)
- advertise across borders
. word of mouth, organic search, google keyword planner, display ads, social media ads, email, retargeting
- the support systems you will need
. consulting services,
. customer support/email/website/telephone
. local laws, regulatory, taxes, import/export
. supply chains
- helping customers abroad with your products
. language, localisation, payments
- delivering to the customers across the globe
. shipping, customer service
Learning from these websites and other sources:
Google Digital Unlocked, Self Learn EN, Smart Telugu, Google, HubSpot, WikiHow,
Basics - Stretching is Good than Running, THINK WITH GOOGLE
1. Goals -
-Define Business Goals
-Mission Statement
-USP Unique Selling Point
-Launch Website
-Targeted Digital Marketing Campaign (Target Audience)
-Establish Customer Base
2. Online Presence -
-Business Plan
-Website (Blog, Videos, Photos, Docs, Phone numbers, E-Mail, MAP, Driving directions, Feedback/Review/Testimonial, E-Commerce, Online orders, Live Chat, Forms) Keep updating.
Homepage, Navigation (Menu), Organise, Content, Templates, Hyperlinks,
Prices, Special Offers, Certification, contact address on every page as a footer,
CONSISTENCY in design > LOGO(Home page), Search Bar, MENU on every page
Avoid Technical Jargon, use Everyday Language, Questions tags (Content), Images (PNG), Headlines, Bullet points, Page Layout, Colour - Light Background with Dark Text
SPEED: same background on most pages, Thumbnails PNG,
TEST: Mobile data, no to wifi, Responsive Design, Google Webmaster (mobile friendly test tool),
ICONS (Widely used), No to extra plugins install (user end),
PROBLEM-SOLVING - Quality content
-Quick > FB Page, Instagram, WhatsApp, Telegram, Pinterest
-Long term > Web App, iOS/Android App
-Servers (Hosting - GoDaddy, Namecheap, Host Gator, Wix, WP) IP Address (Web Address - Domain Name, Short, relevant, other domain extensions like .red, co.in), Browsers (Chrome, Edge, Safari, Firefox, Opera), Mobile OS's (Android, Custom UI Android, iOS)
3. Marketing -
-Website content creation, Rave Reviews, Mobile App (GPS)
-Blog, FB, Instagram, WhatsApp, Telegram, Pinterest posts
-Ads (Snapchat, Facebook, Google, LinkedIn) SEO, SEM
-E-Mail Marketing (opt-in, Sign Up - coupons, sale items)
-Types of customers
-Local Listings (Google MyBusiness, Just Dial)
-Google Keyword Planner
-Integrate USP in all levels of channels
-SWOT Analysis > Strengths, Weaknesses, Opportunities and Threats
4. Analyse and Adapt -
-Digital Plan
-Google Analytics
-Forward Thinking
-Up to date with trends (Google Trends)
-Customer Touchpoints
-See. Think. Do. Care (Online and Offline behaviour)
-Audience Segmentation
-Survey
-Review Competitors, Google Alerts
-Problem-solving - Customers
-Keywords > Business Name, A Product or Service, Local competitors
5. Search
1.Search Engine Basics
- Search Query > Keyword, Relevant, Targeting, Strategy
2. How Search Engine Works
- Crawling using Bots, Indexing, Ranking and Results. Keywords in Content.
Write own content to get better results. Proofread by the same domain expert, Write Blogs, Place Maps)
3. How search see web
- The Index, Optimise Pages (HTML), Page Title, CMS (Content Management System to handle HTML automatically), Alt Text/Tag (Alternative Text/Tag - Yoga to Dhyana),
NAMING: Images, Files, Title, Pages, etc., fetches more results. Accessibility Features (image.jpg don't work, parrot.jpg works! Alt Text to parrots.jpg)
4. Organic Search
- Unpaid results (SEO - Search Engine Optimisation) - Good, Relevant and Content
5. Paid Search
- SEM (Search Engine Marketing) - Keywords, Quick Returns, Related Ads, Bid and Quality.
6. Google Search Console - Keywords and Page Titles
- Search Analytics Reports
- Clicks, Mobile Usability Report
- Crawl and Google Index Reports
- Google.com/Webmasters
6. SEO
1. Test Search Terms (Keywords), Algorithms, Localisation
2. SEO Plan - Review Annually or whenever need, Deadline for each task
- Optimisation
- Keyword Research (Google Trends), Related Topics,
3. SEO Process - This is an ongoing process
- Keyword Research, Stay update (Algorithm changes), Changes (Effects on Website), Compare with competitors websites, social media, free shipping etc.,
- Interact with customers and take feedback
4. How to choose keywords
- Don't be too specific or generic. Maintain Balance.
- Keep updating keywords with trends
- Frequency, Competition, Long Tail, Relevance.
- No to keyword stuffing, Design the content with Human in Mind and not Bots!
- Make a list of Keywords/Longtail and enable.
- Use Google Keyword Planner/Bing keyword research tool and apply for the products and services.
5. SEO Goals - Measure the success (Buy bread online like phrases)
- Define
- Turning visitors into buyers.
- Engage customers with content.
- Acquire new customers.
- Analytics and Webmasters help to track/monitor the activity of customers.
- Adjust accordingly and approach SEO Agency if needed.
6. OPTIMISATION of Webpages
- HTML (Title, Meta Tags), Headings, Page Content (Keep it Human), Specific Items relevance.
- OFFSIDE Optimisation (Backlinks - Build a relationship with similar brands, Quality Content makes others to share our links/Content Marketing/Content Strategy)
- Language, Localisation, Country Targeting (Separate URL for each language, No to mixed content (different languages on the same page), Avoid Auto Translate feature as it considers as spam, Annotate is a good practice, currencies, metrics, measures, timings (timezones), contacts in local languages).
7. SEM (Search Engine Marketing)
- Pay Per Click - PPC
- This is the opposite of Traditional Marketing (News Papers, TV Ads, Bill Boards etc.,)
- This is target Ad marketing. And welcomes buyers by the Keywords
- SEM Auction is based on Relevance more than the highest bid (Quality Score)
- Keyword plays a major role in getting Relevance, Traffic and Competition
- A keyword can be a phrase. Balanced phrases are recommended instead of specific ones
- Google Keyword Planner/Bing Research Tool
- Make a standout Ads by promoting discounts, Call to Action (CTA) like buy now, click here, View our gallery.
- Improve your search campaign
- Relevance, Landing Page, SEM Plan makes Ads to a higher position
- Divide product and services as campaigns
- Google Keyword Planner for suggestions and use Negative Keywords to target genuine buyers
- Keyword match types - Broad Match, Phrase Match, Exact Match
- Tracking Comparision tool > Place conversion tracking code in (contact us/orders etc.,) as 'Tag'
8. Get Noticed Locally
- Local Search: CTC (Click to Call),
- Google My Business, Bing Places and Yahoo Local, Just Dial, Review Sites, Social Sites,
- Local Profile: Business Name, Business Address, Telephone Number, and Working Hours (core), Maps (Directions), Website, E-Mail, WhatsApp, Telegram, Messenger, Category, Description, Postal Code, Photos, and Videos. And make to maintain the same naming across local directories.
- Nearby tag
- Track everything using Spreadsheets like (Microsoft Excel, Google Sheets etc.,)
- Local Ads > use nearby, limit to 16 km like keywords.
- Post on FB/LinkedIn business pages with mentioning location (Maps/Directions)
- Search for the competitor Ads on Web
- Make use of Apps on mobile. (Maps/GPS/Paid Ads)
- Submit a website to Google Search Console
- Local Content (blog, proximity search, local offerings)
9. Social Media basics
- New Customers, Customer Interaction, Social Sharing,
- Network Categories: RSVP - Facebook, Photo sharing - Instagram, Pinterest, Customer Support - Twitter, Hiring - LinkedIn,
- Professional Networks/Niche Networks - Trip Advisor, Zomato with customising updates
- Select four Social Media Accounts: FB, TW, LIn, IG etc., (LUCY) - Personal/Content Sharing/Professional
- Goals: Raising Awareness, Social Platform, Interaction.
10. Deep Dive into Social Media
- Create a Plan for Social Media:
- Long-term plan (6-12 months) in Calendar/Notion
- Topics, Audience, Five W's (What, When, Where, Why, and Who)
- Social Media Management Tools like Hoot Suite, Zoho,
- Ads on Social Media
- Target Ads/Limit Ads
- Budget Friendly, Promoted Content (Tweet)
- Shared by Followers, Localisation
- Measuring Success in Social Media
- Tracking, Analytics, Monitoring, Management
- Hoot Suite, Google Analytics, Zoho Social, Sprout Social
- Avoiding Social Media Pitfalls
- Don't Aggressively sell
-What's New? What's coming soon!
- Follow up complaints
- Positively respond to Negative Feedback
- Focus on a couple of social media sites instead of on each and every media site!
11. Possibilities of Mobile
- Responsive Design: which adjust the webpage accordingly to the screen size.
Fonts, Buttons, Navigation, Action
- Mobile SEO: Performance and Usability (UI/UX), no to high-resolution photos
Google Mobile-Friendly Test/GTmetrix.com
- Mobile Web Browser, Mobile App (Camera, GPS, Loyalty Program, Checkouts, Push Notifications, PWA - Progressive Web App), App Maker/AppyPie
12. Mobile Ads Marketing (Inspiration: Google Mobile Web Design)
- Click to Call (CTC Ads), Mobile Web Search, Shorter Phrases/Keywords are preferable,
- Display Ads (Text, Video, Photos), Concise Message, In-App ads, Ad Extensions
- Search Ads > Commuters, Mobile Friendly Website, Keywords
- Google Keyboard Planner, Landing Page (No selling Ads),
- Limit Ads to Mobile Viewing Only, Bid Adjustments
- Display Ads
- Screen Sizes, > Mobiles, Tablets, Watches, Folded Phones
- Google Ads, In Mobi,> All shapes and sizes.
- Google's Display Planner
- Social Media Ads
- Social Sites selection (Twitter, Facebook, LinkedIn, Snapchat etc.,) and its objectives.
- Image-Based (Microsoft Office Lens (Immersive Reader))
- Monitor and Adapt (Age, Location, and Interest).
- Video Ads > YouTube Ads, Snapchat Ads
- 360 Degrees Ads, min. 90 Sec ads, Content, Call to Action.
13. Content Marketing
- Brand Identity and Right Audience ( Keep the customer in engaging and reply to them)
- Audience Segmentation (Groups, Genders, Tastes, Locals, Timings, Placements)
> Find out who the Audience is
> Then segment into groups
> Publish content and promote it.
- Format: Infographics (Canva), E-Books (G docs), Immersive Reader (Microsoft OneNote), 100/300 words content (photos, videos, audio) transparent photo with text (Intro(Title), Body and Extro using Canva-Fonts, League Spartan, Chunk Five), Google Docs, Gmail Smart Compose, Grammarly.
- Writing for Online Audience
> CTA Click to Action (buy, subscribe, call, directions), Concise message, notification
> Target Audience, Maintain Consistent Style and Tone of Voice
- Market your content (Guerrilla Marketing)
> Content Calendar (Time Frame using Notion.so/G Cal) 3-12 months entries
> How consumers consume the content?
> Seasonal Content
- Measure your success in Content Marketing
> Daily review your goals and objectives
> Demographics, How long they spend on content
> Smart Telugu - Content Writer, ebooks, email marketing, FB Group, YouTube tutorials
14. Connect through e-mail
- E-Mail Marketing Basics
>Mail Chimp, Database Marketing - sending on mid-week or End-week is preferable.
>Set goals - Contact list and ask their permission
> Intro Email, About Company, Give coupons, Tips
> Weekly/Monthly/Seasonal emails, feedback/reply
- E-Mail Marketing Options
> Store in Spreadsheet (Name, Email, Address)
>Subscribe/Unsubscribe form (short and easy to fill)
> Segmentation emails
> E-Mail Template campaigns (Mobile in mind)
> E-Mail scheduling, tracking, behaviour learning
- Crafting Great Marketing Emails
> First Impression (Business Name, the Subject line under 10 words)
> Highlight Offer
- Managing Successful Email Campaign
> A/B testing (two versions of email)
> Landing Page, Open and Click through Rates
>Analytics tools
- Measuring success in Email Marketing
> Understand audience behaviour
> open rate, click through rate (CTR), bounce rate (metrics)
15. Adverts on other websites
- What is Display Advert?
> Billboard, Tv Ad, Paper Ad etc., (Traditional approach)
> Ad Networks, Deal directly with owners
> Target Audience: While browsing display Ads
> Retargeting: Display Ads reminds the customer
- Search Adverts VS Display Adverts
> Active Search - Location based
> Words and Phrases - Forums, Blogs, Local Listings, Websites
> Text - Photos/Videos/Audio/Text
- The Ins and Outs of Display Adverts
> User Groups
> Targeting options (languages, days, seasonal etc.,)
> Placements, Banner Adverts, Video Adverts, Campaigns
16. Deep dive into display marketing
- Making Display ads meet your goals
> Visually attractive, CTA (Click to Action)
> Goals: New, Existing customers, awareness programs
> Build Awareness first, Attention Getters
> Ad words, retargeting (near misses campaign)
> Text with Image ads are recommended
- Understanding Ad Networks
> Buying and selling by Ad networks
> Marketplace by Yahoo, Google Display Network etc., (ad space, bidding)
> Topics, General News (Target Ads)
> Tracking, Money Management,
- How Retargeting (remarketing)works?
> Define Audience, Criteria Code, Anonymous List, Customise Content (offers, coupons, etc.,)
> Click through Rate
17. Video Marketing (Make the most of Video)
> The rise of Online Video
- Technology evolved, Video Versatility
> How video fits into your online strategy
- 300 million hours per day (YouTube)
- How-to videos, Goals
- Video Ads > Segmentation
> Plan the release schedule
Storyboard the video content
Decide on a location and source prop
Find a video crew and film the videos
Edit, then upload the videos.
> Sharing and promoting your videos
- Email Marketing, Social Media, Own Website, and #hashtags
> Ads on Video sharing sites
- Target Audience, Topics, Set Budget, and Monitor Campaigns
> Measuring video performances
- Analytics and Short videos are fine.
18. What is Web Analytics?
> It shows us customer patterns
> Data Collection
> Metrics, Dimensions, and Conversions
> Making web analytics work for you.
- Measure, Insight, and Identity
- To maximise revenue,
- To improve margins,
- To cut costs.
> Tracking specific goals with web analytics
- Data, Tracking, and Adjust
> Find success with analytics
- Web Analytics and Organic Search
. Search Engines are the heart for websites
. Monitor from organic traffic difference web search site
. content relevant or re-write
- Tools to measure SEM
- Breaking down your data for the insight
. Segmentation (geographic, local ads, responsive websites)
19. Turn Data into Insights
- Using data to understand audiences
. Collect and analyse the data
. target strategy
. quantitative (stats/numbers), qualitative (opinion/reviews)
- Understanding the data cycle.
. plan, do, check, act
. goals, campaign, redesign, repost
. review datasets a couple of times in a month
- Creating actionable insights from your data.
. plan, do, trends, recommendations, action, review
. Case Study: Buttercups BRA Company
- Managing numbers using spreadsheets
- presenting data effectively
20. Build your online shop
- Goals - web payment, website (shop), instamojo, UPI, Paypal, Bharat QR, NFC, Wordpress templates, photos, videos, reviews, content - Shopify
- Marketplace like Amazon, eBay, Facebook
- Taking payments and managing orders
. Third party payment process (PayPal), Instamojo
- Off the shelf: Wordpress, Shopify, Build a bazaar, Wix
- Order Management: coupons, different payments, inventory details, shipping, financial and accounting software
21. Sell more online
- Creating smooth e-commerce experiences
. Analytics data (desktop, laptop, mobile), responsive design/dedicated mobile website
. Navigation: survey website (search tool)
. Gallery: videos of the product (content)
. optimise via customer view (Account)
- product promotion and merchandising
. google shopping (Online shop) - category and subcategory
. promotions - seasonal, landing pages
. predict - recommended items/related products
- retargeting for e-commerce
. product retargeting/remarketing
. tracking codes (behaviours)
22. Expand Internationally
- Intro to international marketing and export
. search trends, analytics, localisation, translate, currency, infrastructure, packaging, regulatory, laws, and e-commerce
- validating your new markets
. google market finder, google keyword planner, web analytics
- being understood abroad
. localisation, translations (change according to time, place, and circumstances)
- advertise across borders
. word of mouth, organic search, google keyword planner, display ads, social media ads, email, retargeting
- the support systems you will need
. consulting services,
. customer support/email/website/telephone
. local laws, regulatory, taxes, import/export
. supply chains
- helping customers abroad with your products
. language, localisation, payments
- delivering to the customers across the globe
. shipping, customer service
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