Digital Strategy Made Easy Webinar Recap | UrsDigitally

If you missed our Digital Strategy Made Easy
Webinar which took place on 17th December, you can catch up on everything you
missed right here!

Panelists:

●     Amit Lakhmani – Founder and CEO, MaxMobility

●     Mitul Das – Co-Founder and CEO, UrsDigitally

●     Abhishek Chamaria – Co-Founder and Director, UrsDigitally

●     Mouli Basu – Sales Head, UrsDigitally

●     Priti Pandit – Growth Leader, UrsDigitally

●     Priyanka Mandhyan – Marketing Head, UrsDigitally

●     Nirupama Paul – Senior Digital Marketing Executive, UrsDigitally

The Insights:

Our webinar started off with an interesting
structure. All panelists had a role to play in a hypothetical situation. The
client (Mouli Basu) has approached the CEO of UrsDigitally (Mitul Das) for a
pitch on Digital Strategy. Mitul calls upon his trusted team for insights from
his martech expert (Amit Lakhmani), SEO Expert (Nirupama Paul), Content Expert
(Priyanka Mandhyan), Media Expert (Abhishek Chamaria), and E-Commerce Expert (Priti
Pandit).

Let’s see what they all have to say!

The Client Brief

The company Tools India Pvt Ltd is an expert
in manufacturing. Until February, the brand thought that sales via online
mediums was not possible. Unfortunately due to the pandemic the on ground sales
team got affected. So how could they still garner sales?

Following were the asks:

●     ROI

●     Can a product like tools be sold online?

●     What should be the ratio of spends between organic and inorganic
mediums?

●     How can we build a tech stack and accumulate leads on one platform?

Digital Maturity:

●     1 Website

●     1 Facebook Page

See the detailed client brief here.

The Digital Strategy Process

●     Figuring out the pain points or Domain Analysis:
To complete a thorough domain analysis, you require an answer to the following
3 questions:

○     What was the journey in financial year 19-20?

○     What does the brand want to achieve in 2021?

○     What kind of actionables does that achievement require?

Tools India Pvt Ltd.
already has a website and Facebook channel but is not getting the results that
it truly desires. So the UrsDigitally team needed to know what happened last
year, what were the hits and misses, and what they were trying to achieve in
2021.

●     Understand the business KPIs through background research

Tools India Pvt Ltd had the following KPIs in FY19-20 as presented as a vision
map:

When working in digital marketing, there are many verticals. Whether it is SEO,
Content Strategy, Social Media Management, etc. Many times all these verticals
are treated in a compartmentalized way. But it is important to draw a vision
map, i.e., a visual representation of what is the common goal and what are the
aspects to be achieved for the goal, such as the one you can see above to bring
synergy to everything being done in digital marketing.

Going further into the KPIs, it is important to understand what was happening in the last two years in a comparative format.

Following was the analysis for Tools India Pvt Ltd:

Some things that can be analysed include profitability, increase in number of
SKUs, number of channels or introduction of new channels, organic marketing,
etc.

After a careful analysis of the above data from Tools India Pvt Ltd, we found
the following:

We found these to be the most important takeaways:

○     Lack of integration between strategy and analytics

○     Inability to inculcate the voice of consumer

Since the consumers were mainly from rural areas, the brand was unable to
create contextual communication targeted to them.

The essence of strategy lies in understanding what the data is trying to tell
you, what your business objective is, what your consumer wants from you, and
ultimately how far you are from that goal.

Keeping that in mind, we found that the following KPIs were most important for
Tools India Pvt Ltd during FY 20-21:

●     Create vertical-wise strategies

○     The Martech Strategy

To create any martech strategy, it is important to first be clear with the
goals and map them with the kind of tools that would be required.

In the specific instance of Tools India Pvt Ltd, it is important to keep 3
components in mind as per the KPIs and domain analysis:

■     The tools and technologies that help keep them connected with
customers

■     Tech tools to streamline sales and marketing operations

■     Tools that can provide key measurement metrics and provide a
performance report

Step 1: Go through a basic checklist. This will map the current tech
maturity.

Find the full tech stack audit template along with an example of the audit
for Tools India Pvt Ltd here.

Step 2: Find the tools and apps that are fulfil the gaps

Step 3: Measure data and analyze

There are a few metrics that every business owner should be monitoring:

●The Search and Organic Strategy

Step 1: Website Audit and Competitor Analysis

This helps us know the issues that need to be fixed. The competitor analysis
adds on by providing an insight into the backlink strategy and keyword strategy
of the competitors and where your brand can grab at an opportunity.

Step 2: Keyword Research

Selecting keywords in which search volume is high and competition level is low.
A mixture of high to low competition level is usually good to have. Tools like
Google Trends, Keyword Planner, SEMRush and Ubersuggest can be used to search
for these keywords.

Following are the keywords shortlisted for Tools India Pvt Ltd:

Step 3: Find the Specific Target Audience for Google Ads

Targeting based on geography, types of websites and apps, and mapped against
your various target audiences is one of the best ways to get good results from
Google Ads.

Following is the targeting for Tools India Pvt Ltd:

Step 4: Plan for Organic Distribution

Whether it is Facebook groups, LinkedIn groups, guest blogging sites,
infographic sites, forums, or presentations sites, it is important to be
present everywhere after carefully choosing the platforms on which your
customers are present and mapping out these platforms Target-Audience wise. Once
platforms are chosen, you just need to chart out your content and provide links
to your website to improve your rankings!

Here’s a look at the organic distribution plan for Tools India Pvt Ltd:

Find the SEO
planning template here.

●The Content Strategy

Step 1: Determine the goals and Target Audience

Since the goals have been defined in the domain analysis and KPI understanding
steps, we need to look at our target audience in a deeper way.

That’s where Buyer Personas come in.

While determining a buyer persona, there are few things you need to research
about your target audience:

○     A fictional name

○     Intended job profiles

○     Demographic details

○     What metrics their job performance depends on

○     Who they report to

○     Who are they influenced by

○     Who do they influence

○     Which resources they trust

○     Which platforms they spend their time on most

○     What a day in their life looks like

○     Their interests, likes and dislikes

○     Their favourite TV shows, books, etc.

Here’s a template you can follow.

This process allows
you to humanize your target audience and understand what they really care
about. It also gives you an insight into what kind of content you can create
and through which channels that would convince them the most.

Here’s a buyer
persona for Tools India Pvt Ltd:

Step 2: Topic Research

Using tools like SEMRush,
Ubersuggest, Buzzsumo or the rest, it is now quite easy to see what is trending
on search engines for your specific keywords as determined by the SEO
specialist. Just insert the keyword, choose your region, and you’re good to go!

Choosing a topic that
has a high search volume is definitely a good move. But SEMRush also gives an
idea of the kind of questions people are asking about the topic. Answering
these questions through blog or social media posts gives immense value and
increases search rankings.

Here’s what SEMRush
has to show about Tools India Pvt Ltd’s keyword hoe agriculture:

Following the
results, we can definitely create a pricing guide for garden tools and write a
blog post about the most common farm tools and equipment.

Step 3: Make a Content Plan

It is important to
make a detailed content plan that lays out all your goals, KPIs and desired
results, and mapping your content to those goals.

The content plan also
includes:

●     Funnel – wise Mapping
We map the content according to the sales funnel we follow in UrsDigitally:

○     Lead Magnet – a piece of content that attracts your target audience
so that they provide their information.

○     Nurture- Keep communicating with the audience to keep them
interested in your brand

○     Tripwire- Offer the most engaged people a free offering so they at
least try your product

○     Core Product- Market your main product to people who have already
tried it by providing benefits or discounts

○     Profit Maximizer- Upselling or cross-selling products to an audience
that has already bought from you

○     Return Path- Keeping the audience loyal to your product through
loyalty programs and offers

So what pieces of
content will you use as a lead magnet, how will you nurture your leads, what
will you offer so the audience tries your product, what features will you
promote of your core product, how will you upsell or cross-sell, and how will
you keep your audience loyal. Furthermore, what platforms will you use to
conduct these activities?

●     Target Audience – wise Mapping

The same content can
be divided as per the different target audiences you are targeting.

In case of Tools
India Pvt Ltd, since our target audiences are plumbers, farmers, gardeners and
the like, dealers and distributors, and people who like to try DIY projects, we
need to plan content for each one of these target audiences and define it in
our content plan.

●     Platform – wise Mapping
Charting out your social media calendars, email marketing calendars, blog
calendars is something you need to do in your monthly content plan itself.

Do remember that it
is good to post at least 3 posts on social media per week, 4 blogs on your
website, 3 blogs on platforms such as wordpress, blogger, and medium, one
infographic on infographic sites and one presentation on presentation sites.
This forms a good backlink and SEO strategy as well.

For Online
Reputation Management, it is recommended to answer 1 Quora/Reddit/Answer per
day and answer negative reviews taking it as constructive criticism.

You can find a
monthly content plan template here.

View the content
plan of Tools India Pvt Ltd here.

●     The Media Strategy

The first and
foremost thing to understand before starting off the Media Strategy is to
understand how the sales are doing currently. What is the amount of sales you
are getting versus the amount you are spending on marketing?

Step 1: Understand the number of new customers needed per month

Step 2: Calculate the Customer Acquisition Cost

Step 3: Measure your Cost Per Lead for the campaign once executed

Step 4: Measure the ROI for the campaign once executed

While running the
campaign, it is important to retarget the people who have interacted with your
company. Facebook allows for multiple types of custom audiences who are people
who have either interacted with your posts, page, videos, or lead ads. You can
retarget people who filled your lead form but didn’t submit it, creating
targeted communication and so much more.

Find the media
template complete with formulae required to complete all of the above steps here.

View the media
plan of Tools India Pvt Ltd here.

●     The Commerce Strategy

Since ROI is
important for every brand and the commerce marketplaces such as amazon,
flipkart, big basket, grofers and more have started gaining value, digital
sales depends heavily on such platforms.

Step 1: Analyze the sales platform-wise versus marketing budget

This will cover in
detail what is the minimum and maximum marketing budget required, what has been
the performance over the past year, what has been the assistive spend (that is
marketing budget on other channels leading to the ecommerce portal), what are
the new portals that can be considered and the associated paid and organic
activities, as well as the assistive marketing plan.

It is important to
decide which products need paid optimizations and which ones require organic
optimizations. Organic optimizations would include reviews and product
description SEO.

You can find a
template for defining these parameters here.

The commerce plan
for Tools India Pvt Ltd can be found here.

Step 2: Measure the impact

Measuring and
garnering insights from each of the above activities is extremely important to
improve upon the strategy the next time. The reporting needs to involve the
revenue report, target of new portals to be added, product optimization and
addition report, ad campaign report, assistive ads report, and organic listing optimization
report.

You can find this
reporting template here.

The report for
Tools India Pvt Ltd can be found here.

View the
Webinar Recording

Keep an eye out for more such webinars coming
your way soon!