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Ashish Gupta

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A detailed Case Study: Results froman integrated Digital Marketing Campaign

PERFORMANCEMARKETINGTOMAKE UNITECONOMICSFORONLINE EDUCATIONSUSTAINABLE HowIusedSEM&SEOinterventionsonAakash’sonlinelearningplatform(iTutor)toincreasereve- nuesby30X,reduceacquisitioncostby16x,and improveorganictrafic by2.8xover a9monthperiod TheBrand AakashiTutor is an e-learning portal of Aakash Educational ServicesPvt. Ltd. The brand has emerged as a bench- markin the test preparation domain with its excellent performance in various medical and engineering entrance examsheld acrossIndia. For the last 22 years, it has been producing 1st rankers in various Medical & Engineering Entrance Exams across India. The brand launched its e-learning platform, aakashitutor.com to make education accessibletothosewhocannotmakeittotheclassroomprogramsandthereforescalethebusiness. Challenges Beinganonlineportal,digitalastheprimarysourceofcustomeracquisitionisnatural.However,theuniteconomics of customeracquisition using digital was not working duetoaveryhigh cost of acquisition relative tothe revenue. Theprimarychallengethereforewastomaketheuniteconomicssustainableandthenscale. Highcostperacquisition:2Xspentondigital wasgenerating1Xrevenue.Digitalmarketingcampaigns weregenerating largenumberofleadsbutconversionswereabysmallylow Lowconversionrate:Thevolumeofcustomerswerealsoatascalewhichdidnotmakethee-learning businessvertical attractive. Objectives Getdigital to yield better ROIand then scalethe digital channelexponentially #1

Categoryinsights Thecategoryisanhighinvolvementcategory,thereforemultipletouchpoints,persuasionat different stagesofconversionisneededtoconvert.Multiple,online-offlineconnectswouldbeneeded. Thecategoryrequired ahabitchange,whichisalwaysdifficultand expensivetobringabout. Automationwouldthereforebekey. Inducing trial and then attempting to sell the full-fledged product would be important. Therefore ‘sachet-pricing’wouldbeneeded. Thecomfort and confidencederived fromspeaking withacounsellor would beimportant. Therefore, aconnectwitharealpersonimmediatelybeforethetransactionwouldhelp. Overall strategy t t t t t t t y t t t t t t t A/ t t t t t t t t t t tt t v i t y #2

Strategy ShortTerm LongTerm Mail automation for lead UserExperience nurturing since it was a high involvementproduct Monitoring and improving technical aspectsthat improveuserbehaviourand rankings Salesflow processchanged Securityaudit, encoding of thewebsite toaddhumanvoicetothe product. Customerscould Discoverability directly talk to counsellors. Metataggingandoptimizing website Webassetrevampedtomake contentwith high intent and highly it moreinteractive searchedkeywords A/BTestingtocheckwhat Codeintegration ofSEO andePR,XML worksbest Sitemap,Securityaudit, encodingofthe website. Sachetpricingfor peopleto Referrals “Try and Buy” Modularizing theproductby Authentic backlinksfrom influential reducingtheticketsize websitesandblogs Promotingblogs,images,audioonvarious PPC–Clicktocallcampaigns social bookmarkingsiteswhichlinkback FacebookAds–Students tothewebsite. (age12-18) and parents Codeintegration ofSEO andePR,XML Remarketingefforts Sitemap,Securityaudit, encodingofthe GmailAds website. #3 Relevant content rich with demolectures

Creativity & innovation A/B testing was doneover aperiod of three months.Sourcetracking was put in placeto study all the leadsand acquired customers.Based onthoseinsights,pathahead wasplanned. Telecallingprocess: Itwasfoundthatalltheleadsweresenttoacommontele-callingteam creating difficulty in tracking which leadscamefromdigital Communication: Varioustypesof adsweretested withfocusonvariousfeaturesincluding larger logosizes, etc. Location:Campaigns categorized tometro and non-metro cities to identify any impact of internet penetrationonfinal conversions Channels: Various digital channels (search, display ads, social media) used with multiple targeting options Theexperimentshelpedinidentifying themajorfactorscontributing tohigher number ofconversions. It was discovered that the channel Click to Call was generating maximum engagement.Consumers founditconvenient todirectlycallthetele calling team if theyfound a“clicktocall” button. Building uponthis insight,new campaignsweredesigned.TheROIfromthecampaignswitnesseda significantjump.Conversionratesshotupfrom0.42%to5.7%. #4

Execution Redesigncampaign basedonresults A/Btesting Remarketing onall campaigns 04 throughrelevant 03 05 channels UseSEOand Integrate leads SEMtodrive 02 06 into CRM quality Traffic Identify all 01 07 Automationfor keywords lead nurturing #5

Technology GoogleAdwords–AdvertisementsthroughsearchandGmail;displayadsforremarketing ZohoCRM–Leadsmanagement FacebookBusinessManager–usedforFacebookadvertisements GoogleAnalytics–Analysing thewebsitetrafic GoogleWebmaster–Analysingthekeywordsthatthewebsitewasrankedfor VirtualMobileNumber–Each“Clicktocall”linkedtorespectivemobilenumbersatthebackend MailchimpEmailAutomation–Automationforleadnurturing Freshmail Noresponse.Waitfor aday. Response Send“try&buy” Sachet Salesteamtofollow Noresponsetooffer. Waitfor three days. upthelead Sendcoupon Noresponsetooffer. Waitfor aweek. Contentmarketing #6

Month Total Spend(INR) Total Leads Cost/ Lead Total Sales Costper sale(INR) Dec-Jan2018 1,93,301 85 2,274 12 16,108 Feb 2018 65,000 198 328 6 10,833 March 2018 1,76,310 1031 171 19 9,279 April 2018 2,86,000 1530 187 68 4,206 May 2018 5,35,269 2200 243 130 4,117 June 2018 6,83,549 2887 236 179 3,818 July 2018 5,88,642 2823 208 92 6,398 August 2018 6,39,382 3264 195 142 4,502 September 2018 7,08,266 4443 159 114 6,212 October 2018 6,57,658 4392 150 108 6,089 November2018 7,89,386 4554 173 154 5,125 December2018 9,31,664 5,697 163 172 5416 January 2019 5,75,560 4,778 120 211 2728 February 2019 4,07,790 3,465 118 136 2998 March2019 5,33,863 4,124 129 107 4989 April2019 5,60,964 3,485 161 152 3690 May 2019 8,58,309 5,898 145 205 4186 June 2019 12,97,966 12,091 107

Lead Flow: Month Wise 14000 12000 12091 10000 8000 6000 5697 5898 4443 4392 4554 4778 4000 4124 3264 3465 3485 2887 2823 2000 2200 1031 1530 198 0 85 43132431604319143221432524328243313 43344433744340543435434664349743525435564358643617

Spend vs Revenue Month Spend(INR) Revenue(INR) Dec-Jan2018 1,93,301 3,00,000 Feb 2018 65,000 1,98,000 March 2018 1,76,310 3,19,000 April 2018 2,86,000 15,50,000 May 2018 5,35,269 35,00,000 June 2018 6,91,694 58,76,500 July 2018 5,79,696 34,58,000 August 2018 6,39,382 49,39,000 September 2018 7,08,266 61,36,270 October 2018 6,57,658 37,48,179 November2018 8,57,851 48,18,936 December2018 9,78,802 43,08,814 January 2019 5,75,560 60,77,092 February 2019 4,07,790 54,02,266 March2019 5,33,863 50,84,066 April2019 May 2019 June 2019

Revenue Comparison Jan 2018 – Feb 2019 Chart Title 7000000 61,36,270 58,76,500 60,77,092 6000000 54,02,266 49,39,000 48,18,936 50,84,066 5000000 43,08,814 4000000 35,00,000 34,58,000 37,48,179 3000000 2000000 15,50,000 Spend(INR) 1000000 3,00,000 3,19,000 Revenue(INR) 1,98,000 9,31,664 6,91,694 7,08,266 7,89,386 6,39,382 6,57,658 0 5,35,269 5,79,696 5,75,560 5,33,863 1,93,301 2,86,000 4,07,790 65,0001,76,310