pitching for digital marketing projects
TRANSCRIPT
An external audit template with a case study
Traffic Benchmarking
•Manual Check
•Tools
•Eg: Similarweb
Technology Review
•Technical Diagnosis
•Tools
•Eg: Builtwith, Google
Competitive Analysis
•Manual Visits
•Tools
•Eg: Spyfu
Channel Audits
•Individual Channels
•Tools
•Eg: Screamingfrog
Recommendations
•Pointers
•Suggestions
VS
Geojit Financial Services Digital Presence – A Review
VS
Taking Digital Geojit Forward
Digital Audit 1
Competitive Landscape 2
3
VS
Auditing Owned Media and Benchmarking
VS
Setting the Context – Website Traffic Analysis*
Direct
39%
10%
SEO
33%
Referrals
16%
Global Rank #234160
Country Rank #11213
Category Rank #989
source: similarwebVS
Avg. Visit Duration
00:05:55
Pages / Visit 4.90
Bounce Rate 43%
Avg. Visits Per Day
5000
74% 26%
source: similarweb
Setting the Context – Website Traffic Analysis*
VS
• Missing in strategic locations
• No prompt to take an action
• Wrong usage of widgets
Call to Action
• Consistency in Messaging
• Some information dates back to
2014 (What’s New in Home Page)
• geojit.com vis-à-vis geojit.net
Content Update
• Slider in Home Page
• Comparison of Schemes
• Broken Links (Insurance)
User
Experience
VS
Setting the Context – Social Media Presence*
87%
5%
4%4%
YouTube
28 Followers
1406
Subscribers
7162 Followers
2,02,211 Likes
source: similarweb
• Same message across medium
• Sharing across medium
Consistency
• Effective usage of interstials
• Relevance v/s Frequency
• Removal of Obsolete Info (Eg –
Social FLIP)
• Re-Wording of out-dated Info
Content Update
• Effective Call to Actions
• Quick and Relevant Response
Engagement
VS
How Competitors are Doing?
VS
Website Analysis – Traffic Comparison*
Direct Display EmailPaid
Search
Referral
sSEO Social
Geojit 39.0% 0.0% 10.0% 0.0% 16.0% 33.0% 2.0%
Angel Broking 46.0% 1.0% 4.0% 4.0% 27.0% 16.0% 2.0%
Sharekhan 37.0% 1.0% 7.0% 2.0% 26.0% 24.0% 3.0%
ICICI Direct 60.0% 0.5% 2.0% 1.5% 20.0% 15.0% 1.0%
Zerodha 54.0% 0.5% 3.0% 1.0% 26.0% 13.0% 2.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%tr
aff
ic
source: similarweb VS
Desktop V/S Mobile
All players have roughly 75 % - 25 % split
Major Sources of Traffic
Direct traffic contribute the main source for all players
Email drive a significant traffic for Geojit compared to other players
Angel Broking use effectively Paid Media among these player (~7%)
ShareKhan effectively use social to drive traffic
Angel Broking, Sharekhan and Zerodha utilizes moneycontrol as a
significant referrer
Website Analysis – Traffic Comparison*
source: similarweb
VS
Brand Avg. Monthly
Visits
Avg. Visit
Duration
Avg. # of Pages
Per Visit
Bounce
Rate
Mobile
Friendly?
Geojit 0.2M 3:47 3.35 59.65%
Angel Broking 1.1M 9:21 5.49 37.74%
Sharekhan 2.6M 13:11 11.46 27.22%
ICICI Direct 5.3M 10.57 8.66 16.35%
Zerodha 4.9M 16.09 14.99 20.98%
Prospective V/S Customer traffic
Geojit seems to enjoy the highest non-customer traffic
This could be because the trading platform is on another domain
ICICI Direct and Sharekhan enjoy close to 40% non-trade-login traffic
Zerodha and Angel Broking has the lowest in the range of 25%
Website Analysis – Traffic Comparison*
source: similarweb
VS
Brand Subscribers Videos Views
Geojit 1406 85 548,920
Angel Broking 7233 3866 2,206,531
Sharekhan 6601 3460 900521
ICICI Direct 11,123 291 8,760,878
Zerodha 18,279 48 1,415,409
Primary Theme
Geojit on Products
Zerodha, ICICI Direct on Education
Angel Broking, ShareKhan on Expertise
Most Viewed Videos
Geojit (Product Demo)
Zerodha, Angel Broking (Commerical)
ICICI Direct, Sharekhan (Educational)
source: mwpdigital, LinkAlyzer
VS
Primary Themes
Geojit, ICICI Direct
Stock Picks and Reviews
Products
Angel Broking
Expertise
Sharekhan, Zerodha
Occasionally Active
Education and Products
Engagement
All players have a game format (Angel Broking pioneers it)
As a Support Channel
Angel Broking
Brand Likes Talking About Engagement
Geojit 202,211 551 0.27%
Angel Broking 223,492 6728 3.01%
Sharekhan 79536 5658 7.11%
ICICI Direct 153,800 611 0.40%
Zerodha 55757 306 0.55%
source: mwpdigital, LinkAlyzer
VS
Brand Tweets Followers Following
Geojit 12.9K 7162 46
Angel Broking 24.9K 32.5K 25
Sharekhan 33.6K 23.3K 190
ICICI Direct 2581 7557 49
Zerodha 5838 7572 3
Primary Themes
Geojit
Market News and Anything Interesting (Eg: Mashable)
Products
Tips
Sharekhan, Angel Broking
Market Views and Tips
Zerodha
Education
ICICI Direct
Products
Education
As a Support Channel
Sharekhan
source: twitonomyVS
source: twitonomy
SL # Broker Name 2016 2015 2014 2016 Over 2015 2016 Over 2014 2015 Over 2014
1ICICI SECURITIES LTD 591504 560438 594714 5.54% -0.54% -5.76%
2HDFC SECURITIES LTD 468844 408059 347555 14.90% 34.90% 17.41%
3SHAREKHAN LTD 350509 335843 342592 4.37% 2.31% -1.97%
4KOTAK SECURITIES LTD 257563 246945 268459 4.30% -4.06% -8.01%
5AXIS SECURITIES LTD 236534 184325 120292 28.32% 96.63% 53.23%
6INDIA INFOLINE LTD 222348 262930 286032 -15.43% -22.26% -8.08%
7ANGEL BROKING PVT LTD 208545 170808 160354 22.09% 30.05% 6.52%
8MOTILAL OSWAL SECURITIES LTD 192095 165844 152608 15.83% 25.87% 8.67%
9KARVY STOCK BROKING LTD 174690 166923 172489 4.65% 1.28% -3.23%
10GEOJIT BNP PARIBAS FINANCIAL SERVICES LTD 162414 177397 158271 -8.45% 2.62% 12.08%
11SBICAP SECURITIES LTD 153603 125828 113810 22.07% 34.96% 10.56%
12ZERODHA 128736 61970 #N/A 107.74% #N/A #N/A
13RELIGARE SECURITIES LTD 118389 120282 129609 -1.57% -8.66% -7.20%
14RELIANCE SECURITIES LTD 86794 97390 114086 -10.88% -23.92% -14.63%
15NIRMAL BANG SECURITIES PVT LTD 70302 61362 59283 14.57% 18.59% 3.51%
Creating Geojit Digital ‘Next’
VS
CR
AW L• Messaging
• Baselines
• Technology Stack
WA
LK • Engagement
• Benchmarks
• Process
RU
N • Advocacy
• Referrals
• Analytic Driven
VS
CRAWL – Setting the right foundation
Messaging• Improving consistency across channels
• Aligning with Corporate Messaging / Vision
Baselines
• Deep Dive Audits of owned, earned and paid properties
• Traffic baselines / metrics
• Engagement baselines
Technology Stack
• Aligning the stack used
•Optimize – Prune – Add as required
Low Hanging Fruits
• Adding Call to Actions
• Fixing technical issues in website
• Removing obsolete information VS
WALK – Engage and Build Audience
Goals
•Aligning Goals
•Selecting mix and KPIs
•Service line specific requirements
Content Marketing
•Focus on Geojit’s Expertise
•Automation
•Editorials and Update Processes
Personas•Build/Develop Personas of Prospects
•Collateral based on personas, funnel
Lead Generation
•Optimize the lead generation engine
•Tactical inclusion of paid channels VS
• He is not content with
the savings fixed
income instruments
give
• Tactic -- Open content
on why it may not be
advisable to invest in
fixed income
instruments always
• He looks for other
options; but gets
easily confused
• Tactic -- Open
content on
comparing various
investment
instruments
• He acts based on
speculations,
unreliable tips
• Tactic -- Webinar on
stock investments,
fundamental analysis
or stock picking for
long term
• He burns his hands and
become sceptical on
stock market returns
• Tactic -- Open content
on why one should not
relay on unauthentic
sources for stock
picking; and why Geojit
is the right choice]
• He decides to create
a trading account
with Geojit
• Tactic -- Demos on
how to use the Geojit
platform ; and
research reports
• He becomes an
advocate of Geojit
• Tactic -- Incentivize /
Call to Action to
advocate Geojit
services
1 2 3 4 5 6
Persona – Message – Tactic Mapping
A young professional who
manages to save from salary
looking for accumulating wealth
VS
Robust Lead Generation System
Dashboards Accountability of Revenue Forecasting Capabilities
Crafting Lead Generation Programs
Demand Generation Mix Lead Qualification Criteria Nurturing Tactics
Optimize Lead Generation
Lead Scoring Landing Pages Funnel Definition Content Creation
CRM + Marketing Automation
Actionable Metrics Processes Defined Marketing / Sales Handshake
Lead Management System – A Blueprint
VS
Lead Acquisition – A Sample Model*
Paid Campaigns
CRM System
Paid
Search
Organic Assets
Lead Scoring Lead Assignment
Email PhoneDisplay PartnersSocial
Media
Organic
SearchEvent Direct
Landing Page
Expert Views
Stock Tips
Stock Analysis
Product Enquiry
Visitor
Activity
Page Views
Downloads
Explicit Profile Score
(Age, Income, Risk Profile)
Implicit Activity Score
(Nature of Collateral
accessed)
Lead Score Increases in Points Until Qualified (Sales-Ready)
Lead Nurturing
Multi Step Email Drip
Campaign
1. Educative material
2. Market views and Tips
3. Product collateral
4. Demo video
5. Sales rep call brief
Prospect Score = 75+
Measure Campaign ROI
Lead Qualified
Sou
rce : A
dop
ted
base
d o
n A
NA
fra
mew
ork
VS
RUN – Building Advocacy
Brand Advocates
•Editorials / Manpower buy-in
•Website Updates
Referral Programs
•Focus on Geojit’s Expertise
•Automation
Analytics Driven
•Decisions based on data
•Robust Lead Generation Engine
•Experimentation on website
Financial Literacy
•Build an authentic knowledgebase
•Open Newsletters
•Partial Open Stock Picks VS
