Digital Marketing Strategy

Team Indefatigable

MICA

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AGENDA

Facebook Strategy

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Twitter strategy

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Google AdWords Strategy

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SEO Strategy

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Hygiene Factors

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Facebook Strategy

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Facebook Marketing (Paid)

Facebook marketing refers to creating and actively using a Facebook page as a communications channel to maintain contact with and attract customers. Facebook actively provides for this, allowing user to create individual profiles or business page for companies, organisations, or any group attempting to develop a fan base for a product, service, or brand.

Our Strategy: According to our objective we will use two types of facebook ad campaigns

1) Boost your post

2) Promote your page

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Facebook Marketing (Paid)Boost Your Post

Boosted posts appear higher in News Feed, so there's a better chance our audience will see them.

The target audience to whom our post will be promoted will not only be able to see out post more frequently but also like our page

We will be very specific in targeting the audience on facebook

We will target audience based on their interest in biotechnology and pharmacy

We will also target the audience who are studying in bio-tech and pharmacy colleges in India and audience who has interest and has liked biotechnology and pharmacy pages on Facebook

The campaign will run for an entire month

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Facebook Marketing (Paid)Boost Your Post campaign Example:

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Facebook Marketing (Paid)Promote your page

Promoting your Page is a way to create ads that will show in News Feed and on the right side of Facebook. You can also create ads for your Page from the ads create tool.

This will help creating target audience specific ad and promoting to the right target audience.

We will be very specific in targeting the audience on facebook

We will target audience based on their interest in biotechnology and pharmacy

We will also target the audience who are studying in bio-tech and pharmacy colleges in India and audience who has interest and has liked biotechnology and pharmacy pages on Facebook

The campaign will run for an entire month

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Facebook Marketing (Paid)

Promote your page campaign Example:

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Facebook Marketing (Organic)Organic posts are the one which will gain fans, likes and comments on the basis of the quality and relevance of the content and not paid promotion

Our Strategy: According to our objective to spread awareness about AcuBiz among the student community we will focus on publishing content based on theme: BIO-TECHNOLOGY AND PHARMA INDUSTRY

Currently the content published by us on our facebook page is third party content containing articles published on third party website

The posts leading to third party content will not benefit AcuBiz in any way, instead it will benefit the third party website

We should publish our own content like facts about the industry, bio-tech and pharma; new inventions n the industry, news about the industry and everything relating to the industry

This will help AcuBiz to engage with the visitors on the facebook page and the time on the our Facebook page for visitors will also increase

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Facebook Marketing (Organic)

BLOG SECTION: We can create a blog section on our website which will have articles and blogs regarding the bio-tech and pharma industry and we can post its link on the Facebook page.This will lead the visitors of the Facebook page to ore website and engage them increase their time on site

CONTEST: We can also run a contest base on the industry questions and boost the post to our target audience through boost post campaign (paid).This will attract more visitors on the page

To continue the organic campaign for next month we can change our theme like RECRUITING AND WHAT ACUBIZ HAVE FOR YOU.

Our Strategy:

Twitter Strategy

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Twitter Marketing (Paid)

We use the twitter handle in order to engage effectively with our potential customers and create a stronger brand identity and awareness. It can help us get more people to talk about our brand, learn about customers and competitors.Twitter Marketing also helps us to  drive more traffic to our business or website.

Business Objectives Of Twitter Marketing :

• Build Awareness and Visibility of our brand • Drive more traffic to our website • Increase engagement rate

Our Strategy: According to our objective we will use two types of twitter ad campaigns

1) Followers

2) Tweet engagement

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Twitter Marketing (Paid)Followers

Followers campaigns are the best way to promote our account or grow our audience on Twitter

Building a large base of followers is key to fully leveraging our Twitter presence to drive business results

Followers see our content, retweet, engage, and share it with others. This amplifies our message and can help attract even more followers eager to hear more about what our business has to offer

We will use this campaign because currently there are hardly any followers of our twitter and it is very vital to increase the follower base to boost the organic tweets

We will use all the targeting parameters provided by twitter here like FOLLOWERS: People who follows twitter handle related to bio-tech and pharma, INTEREST: Prople who shows interest in this industry and EVENT TARGETING: People who have shown interest in bio-tech and pharma events happening

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Twitter Marketing (Paid)Followers campaign dash board

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Twitter Marketing (Paid)Followers campaign Example:

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Twitter Marketing (Paid)Tweet Engagement

Ads promoted through Tweet Engagement campaigns, also known as Promoted Tweets, are just like regular Tweets - with the added bonus that they can reach more people who are interested in our business.

They should be used to place your best content in front of the audience that matters to you at the right time.

We can also associate our tweet with our brand and the events on bio-tech and pharma. this will give us more tweet engagement

We will use optimally use targeting options like keyword, followers, interest, behaviour and events

Tweet engagement will be vital in driving awareness in following ways: * It will expand the reach of our content * Connecting with brand advocates and influencers * Promote awareness around bio-tech and pharma industry

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Twitter Marketing (Paid)Tweet Engagement campaign dash board

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Twitter Marketing (Paid)Followers campaign Example:

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Twitter Marketing (Organic) We would try to reach the organic audience on twitter and built organic engagement by tweeting about quality content revolving about bio-tech and pharma industries and jobs in that industry

Along with relevant tweets we would also follow some strategies to increase organic base and engagement like:

ASK RELEVANT QUESTIONSThis questions will be around BioTech and Pharma related topicsWe can use keyword trackers to determine the kind of questions that are being asked around the topic

HOLD A CONTESTHave a case study based competition wherein students are asked to solve a live business problem. Provide perks for those provide the best strategy and solutionThe idea here is to build brand awareness and visibility; drive more traffic to our website; increase engagement rate

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Twitter Marketing (Organic)

HOST A LIVE CHAT / WEBINARInvite users to witness and/or join an actual conversation around a topic related to your brand.Keep content relevant, keep it moving, keep it interesting, and keep it clean.

USE PHOTOS AND VIDEOS65% of people are mainly visual learners, in that they easily pick up information with their eyes. Visual learners often associate the things they learn with the images they saw when they first learned the material.This will work because: Photos and videos make sharing colorful information about a company fun and easy. They also allow users to feel more connected to and invested in the companies who do it well. The images immediately draw attention from the observer and inherently encourage interaction.

HAVE AN OPINIONDrop a controversial opinion into an area where people have strong opinions and loyalties (cities, sports teams) and invite comments.

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Twitter Marketing ToolsThere are various twitter marketing tools available in the market to manage your handle and tweets, optimize your tweets performance, maximise the reach of the tweet etc. It would be advisable to use such tools to get the best result for our campaigns.

Some of the tools are:

Hootsuite

Tweoid

Twilert

Tweet Reach

Follower Wonk

Google Adwords Strategy

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Google AdWords Strategy

Google Adwords will help cater to those audience who will teach for our company or revolving around bio-tech and pharmacy.

We will divide the campaign in 3 parts:

1) Brand campaign: This campaign will focus on person searching something related to Acubiz

2) Non-Brand campaign (for clients): This campaign will be or clients who searches terms relevant to our business

3) Non-Brand (for interns/students): Thisn campaign will specifically run for the students looking jobs in bio-tech and pharma industries.

Check some of the examples in the sheet

This will help us cater to right audience who searching our keyword

SEO Strategy

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SEO

Building a structure which allows a scope for targeting all search behaviours

Add digital content best practices

Outreach

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SEOReach Your Audience

Identifying which search terms potential customers are entering into Search Engines to locate a website or business is vital information that the entire SEO strategy will built aroundDon’t target too many generic keywords at first as this will simply dilute the relevance of the site content.

Search Engine Accessibility is important  Index all the pages so that there are no problems navigating between pages.

Keep content fresh , relevant and informative Search Engines will revisit your site from time to time to see if your content has changed. We need to keep adding relevant content to the site like news articles or create a blog that is related to the services.

Focus on long tail keywords and phrases rather than competitive generic keywords.Link building – Gaining the Search Engines Trust  Create content that will generate links to the site which in turn will help build the brand’s credibility and authority within the industry.

Optimize for mobile searchThe mobile site, needs to be equal in presence, content and searchability as the desktop site. Plus, having a mobile-friendly site boosts the ranking slightly from the get-go before diving deep into updates.

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SEO

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SEO

Outreach

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externalwebsites

Hygiene Factors

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Basic Hygiene Parameters DO’S

Create content which is original , non-repetitive and simpleHighlight different information within a postFind the right balance between self-promotion and intriguing content.Take some time to comment or interact with your current clients and prospective clients to show that you’re there, and you care about what they are sayingHave the same theme for both Facebook and Twitter. We run the campaigns on both simultaneouslyConstant innovation with the strategy and attempt to provide the same type of content in different manner.Having a more personalized and meaningful flow of communicatio Instead of utilizing your platform as a means for marketing your products and services try instead to offer information that can help solve the business problem of your prospectsOptimise the Google Adwords Account on daily basis Search for “search terms” to find out what exactly people str searching and accordingly plan negative keywords

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Basic Hygiene Parameters DONT’S

-  Never avoid the customer – always answer his queries  - Don’t sign up for platforms that aren’t going to be used on a regular basis

- Do not follow the same strategy for different social media handles

- Approach different segments of your target audience with the same communication  

Time Line

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Timeline

Thank You