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8 Goals for 2013

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by

Chinky Tewary

on 14 February 2014

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Transcript of 8 Goals for 2013

Create content ecosystem on social media across multiple content formats
Marketing Activities FY-2015
Branding and Visibility
Integrate Online Marketing Efforts
Search Marketing
Target Audience
Frequent Trader
Existing in Markets
Experienced Investor
Objective: Lead generation & Branding
5. Social Media
Reach out to the audience
Talk about our products, launches, promotions, education etc.
Build a community of edelweiss.in users
Focus on on-page
and
off-page optimization on the site
Take decision based on analytics
Reduce the bounce rate by
right targeting and content
Complete entire system and structure optimization by June, 2014
Among top 5 positions for relevant search results on Google
Increase traffic from SEO by 2.5X
Drive marketing efforts smartly with integration of all channels for better ROI
Website,
SEO,
ORM,
SMM,
Content,
Mobile
Objective wise channel selection based on results it can deliver and not the spend
Measure performance based on final outcome of the set objective
Low cost -High impact visibility to the target audience using offline and online channel
Regular visibility is very critical
Relevant properties to be acquired and be present throughout the year
Display campaign to support acquisition on internet
Evaluate various options and initiate targeted visibility
Text,
Video,
Audio,
Info-graphics
Case-studies,
PPTs,
e-Book,
How-to-guide formats
It should work as drip marketing leading to brand recall
and
support for better conversions
Customize content to pull traffic through search (long tail)
Make it easily accessible and share-able on website.
Make necessary changes on website, accordingly.
Increase subscription/consumption by promotion on the site and through email.

INVESTORS EDUCATION
PR and ORM
Initiate aggressive use of ‘Public Relations’ and ‘Online Reputation Management’
Acquisition and Sale support
b. Free Leads: From website, references, customers service & social media
a. Online medium will play a primary role for lead generation.
c. Paid leads: Start SEM, Display, Context and Affiliate Marketing
Increase acquisitions and reduce cost per acquisition
Email and SMS
Content
Branding
&
Visibility
Integrate
Online
Marketing
Efforts
Search
Marketing
Social
Media
PR
&
ORM
Acquisition
&
Sales Support
Email
&
SMS
Broad Activities
Website
Support
Function
Print: Pointer/Small Ads
or
co-branding properties

Internet: Sponsorships
&
Co-branded properties
to be started
Initiate local search optimization
PPC
Start SEM for the purpose of lead generation
Increase the Performance Score for better result and low cost of leads
Create two-way communication platforms with our social group
Enhance the complete Edelweiss experience for users
Facebook
Twitter
2500 Followers
Slide Share &
Youtube
1,25,000 Total Views
150 Subscribers
75,000 Likes
1500 Talking about us
Website & Experience
Introduction of investor education
Managing, enhancing and marketing of Edelweiss.in
Support Function
Support to:
Products
Activation
Technology
OPS
Edelweiss Broking Ltd. should play the role to give right advice that investors trust on and the high quality of investment experience provided to investors
Content
Create content to educate and add value to investors for empowering them to take right investments decision
Hire a Online PR + ORM agency and with help of the PR team
Be part of stories like:
Broking
Technology
Innovation & use of technology in investing
service
Focus on regional language publications
Achieve one of top 3 spots in SOV in Broking segment
Get an agency on-board who manages the optimization
Work towards higher delivery, read and response rate
ROI on e-mail to be monitored and regularly improved
Get proper briefs and relevant drafted content from stake holders
Opt-in and Opt-out features for customers
Innovate communication
Increase it by 2.5x
Enhance LMS and Lead qualification
Enhance the lead management system

Target the calling to be completed in half an hour

Improve monitoring and reporting
Sales support
Create & Provide sales collaterals

Support with required campaigns
Full transcript