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2. Agenda
• Introduction
• Orientation to Digital Marketing
• Framework to Multiply Revenue through DM
• SEO & SEM for Lead Generation
• Exercise: Online Adv Strategy for Lead
Generation
• How can you realize your objectives?
• Q & A
42. Understanding the Customer Journey
The customer shopping journey can classified into sequential stages.
Awareness
Consideration
Intent
Due
Diligence
Decision
http://gweb-think-tools.appspot.com/customer-journey-to-purchase/
Not common,
mostly occurs
with high ticket
items
43. Awareness
! Generally shorter key
phrases
! Typically core
business terms or
category terms
! Very high search
volume
! Lower conversion
rates
! Example:
! handbags
! sweaters
! Dresses
Awareness
Consideration
Intent
Due
Diligence
Decision
44. Consideration
! Generally 2-3 word
keywords
! one identifier + the root
! Lower search volume
! Better conversion rates
! Higher amount of
keywords in this stage
! Example:
! Brand + category
samsung mobile
! Gender + category
Women’s sweaters
! Need + Category
plus-size dresses
! Brand + Discount
dominos coupons
Awareness
Consideration
Intent
Due
Diligence
Decision
45. Intent
! Generally 3-4 word keywords
! two identifiers + the root
! Even lower search volume
! Even better conversion rates
! Example:
! Local (keyword)
samsung mobile delhi
! Brand + model (keyword)
samsung galaxy s5
! Price identifier + brand/product
category + product
samsung s4 price
! Best + brand/attribute + model/
product type
best samsung mobile phone under
15000
Awareness
Consideration
Intent
Due
Diligence
Decision
46. Due Diligence
! Common for high-ticket items
! Keywords to understand financial
commitments
! benefit/return of post-purchase,
warranty, reviews (product specific),
comparison
! Example:
! Brand + model + reviews/customer
service/aftermarket
! Samsung galaxy s5 reviews
! Samsung galaxy s5 warranty
! whirlpool gold refrigerator reviews
! samsung s4 vs nexus 5
! 2012 honda city resale value
! Less common for most retail shopping
Awareness
Consideration
Intent
Due
Diligence
Decision
47. Decision
! Generally 4+ word keywords
! four or more identifiers + the root
! Can include “Buy” or “Shop”
! exact specs of product search
! Example:
! Buy + brand + model + attribute +
value prop
! Google nexus 5 free shipping
! levis jeans size 38
! Brand + model + pricing + value
prop
! sony cybershot dsc wx50
digital camera cheap
Generally fewer keywords in this
stage, many customers convert via
direct load
Awareness
Consideration
Intent
Due
Diligence
Decision
87. Google Adwords vs Facebook Ads
• Adwords: intent => higher conversion
• Facebook: targeting
• Facebook: early mover advantage
88. Opportunity of Targeting on Facebook
• Age
• Location
• Gender
• Interest
• Relationship Status
• Social Connection on Facebook
• Occupation
• Education
• Email, Phone or Userid
94. Thank You!
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