Jayakumar K, Digital Marketing Expert; Service areas: SEO, SMO, SEM, SMM

Digital Marketing Services, Singapore, India, APAC. Contact Digital and Inbound Marketing Expert Jayakumar K @ kjay_kumar@yahoo.com,





Lead Generation and Business Development through
online - Digital Tactics
A Strategic Roadmap



Online PR, Reputation Management and Business Lead
generation model through Inbound Tactics
Doc Ver. 04.08.14





















Prepared and submitted by
Jayakumar K, MBA
IRCA Certified Lead Auditor in QMS
Certified Inbound Marketing Expert
Google Certified (Ecommerce Analytics)
Recognition/ Memberships
Information System Audit Controls Association, ISACA ID: 435418
International Association of Computer Science and Information Technology [80344862]
Computer Science Teachers Association (7260664)
Institution of Engineering and Technology-IET(1100253830)
Global Community of Information Processionals (AIIM)
Open Syource Community For Infrastructure Software (OW2)
Member in Editorial board in IJECSE
Consultant MSME Institute ( Trichure), Govt. of India



Strategic Marketing Plan,
Technical Components,
Implementation methods,
Infographics, Statistical data





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C Co on nt te en nt ts s
1 Digital Lead Generation and Campaign tactics - A New Approach ................................................................................... 3
2 Technical and Work Components for Campaign tactics ................................................................................................... 3
3 Role of Internet in Promotional Activities ........................................................................................................................ 4
4 Online Reputation Management and PR Campaign ......................................................................................................... 5
5 Popularity of a News ........................................................................................................................................................ 6
5.1 Undesirable News ................................................................................................................................................... 6
5.2 Right Way to Differentiate News ............................................................................................................................ 6
5.3 Authenticity of News .............................................................................................................................................. 7
6 Method of Response ........................................................................................................................................................ 7
6.1 Get Found Tactics ................................................................................................................................................... 7
6.2 Collaborative Tagging ............................................................................................................................................. 7
7 In Business, Politics and News Industries ......................................................................................................................... 8
7.1 Barring False Publicity ............................................................................................................................................ 8
7.2 Response Method .................................................................................................................................................. 9
7.3 The Interactive Husting .......................................................................................................................................... 9
8 The advantage of this approach over generally practiced tactics .................................................................................... 9
9 Recommended model .................................................................................................................................................... 10
10 Marketing Strategies and Lead Generation ............................................................................................................... 10
10.1 Prologue and applicable areas.............................................................................................................................. 10
10.2 Digital Marketing - Project Abstract ..................................................................................................................... 10
10.3 Scope of Work and work components ................................................................................................................. 11
10.3.1 Phase 1: Pre Execution level ....................................................................................................................... 11
10.3.2 Phase 2: OnPage ......................................................................................................................................... 11
10.3.3 Phase 3: Off Page ........................................................................................................................................ 12
10.3.4 Phase 4: Link Bait, Link Condom, & Link Juice ............................................................................................. 12
10.3.5 Phase 4: Online PR/ Reputation Management ........................................................................................... 12
10.3.6 Phase 5: Inbound Marketing (Continual process) ....................................................................................... 12
10.4 Time Frame ........................................................................................................................................................... 13
10.5 Reports ................................................................................................................................................................. 13
10.6 Strategic Project execution Road map ................................................................................................................. 14
11 Ecommerce/ Business Website and Business Perspectives ...................................................................................... 14
11.1 Deemed as a flexible Advertising Interface .......................................................................................................... 14
11.2 Market scope ........................................................................................................................................................ 14
11.3 Site is growing with your Business........................................................................................................................ 14
11.4 24- 7- 365 ............................................................................................................................................................. 14
11.5 Convenience ......................................................................................................................................................... 15
11.6 Add Value and Satisfaction ................................................................................................................................... 15
11.7 Standardize Sales Performance ............................................................................................................................ 15
11.8 Improve credibility ............................................................................................................................................... 15
11.9 Brick and Mortar Presence in a new dimension ................................................................................................... 15
11.10 Offers and Opportunity ................................................................................................................................... 15
11.11 Responsive Marketing ..................................................................................................................................... 15
12 Monitoring and Control at business websites ........................................................................................................... 16
13 Market Study and Research ...................................................................................................................................... 16
13.1 HubSpot Report .................................................................................................................................................... 16
14 Info Graphics- Inbound Marketing Tactics ................................................................................................................ 18
14.1 Inbound Marketing ............................................................................................................................................... 18
14.2 A Comparative Study ............................................................................................................................................ 19
14.3 Demerits of Outbound Marketing ........................................................................................................................ 20
14.4 Customer oriented Marketing .............................................................................................................................. 21
14.5 Content Optimisation ........................................................................................................................................... 22
14.6 Market Study ........................................................................................................................................................ 23
14.7 ROI Factors in Inbound Marketing ........................................................................................................................ 24
14.8 Inbound Marketing vs Outbound Marketing ........................................................................................................ 25
14.9 Brand awareness and Continual Improvement .................................................................................................... 26
15 Progressive Graph with milestones ........................................................................................................................... 27
16 Reference .................................................................................................................................................................. 27

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1 1 D Di ig gi it ta al l L Le ea ad d G Ge en ne er ra at ti io on n a an nd d C Ca am mp pa ai ig gn n t ta ac ct ti ic cs s - - A A N Ne ew w
A Ap pp pr ro oa ac ch h
The internet is now a core element of modern society especially in business,
sales, News, political campaigns etc. Communication technologies such as e-
mail, web sites, and podcasts for various forms of activism to enable faster
communications by citizen movements and deliver a message to a large
audience. These Internet technologies are used for cause-related fundraising,
lobbying, volunteering, community building, and organizing. Individuals,
professionals, politicians, writes etc are also using the internet to promote their
campaigns.

2 2 T Te ec ch hn ni ic ca al l a an nd d W Wo or rk k C Co om mp po on ne en nt ts s f f o or r C Ca am mp pa ai ig gn n t ta ac ct ti ic cs s




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Defining & Integrating Meta Data
Content Optimization and Lexical Analysis
Image Optimization and ALT Tagging
PR link integration
Blogging and article submission
Content Sharing
Social Media Integration
Cold Calling through Mails
Professional Networking
Collaborative tagging using Twitter and PintRest
PodCasting and VodCasting ( The Husting)
Poster Publishing and Digital Coupons (Link Bait)
Photo/ Poster Sharing
Going paperless with QR codes
Call to Action
Buyer Personal Integration
News lettering
Integrating RSS feeds
Video Integration (Folksonothis)
The Interactive Husting
Astroturfing and supporting Grassroot movement (Online PR)
SERP for respective pages
Content Rating
Mobile SEO/ Responsive site
Click to Call and Mobile coupons
Near field communication (NFC)/ GSM based system
Proximity Marketing
Auditing


3 3 R Ro ol le e o of f I In nt te er rn ne et t i in n P Pr ro om mo ot ti io on na al l A Ac ct ti iv vi it ti ie es s
Every year the number of internet users increases drastically and according to a
recent survey conducted in 2012, India tops on the survey by a massive 20%
increase in internet users.

India also falls third to the countries China and USA, when it comes to the total
number of internet users. USA (80%), China (43%) and India (12%). In India
the total number of Internet consumers are 150 million.

The internet is a realm of possibilities and what that means is that there will
always be promising options, opportunities and aspects that can help gain more
presence online and among the common man. With the help of effective web
promotion services, promotional activities can become more appealing in the
market.

Nowadays Internet is being used as a main medium of staging promotional
activities in business, politics, social problems and education. When compared
to the conventional mediums of promotion such as Television and Newspapers,
social media has much more reach and impact among the common man.
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An added advantage of Social Media promotion is that it reaches the public in
split seconds and the common man can also air his views and opinions instantly.
Since internet can be accessed anywhere and everywhere even in mobile
phones, it has helped in reaching the public 35 times better than the
conventional medium.

4 4 O On nl li in ne e R Re ep pu ut ta at ti io on n M Ma an na ag ge em me en nt t a an nd d P PR R C Ca am mp pa ai ig gn n
New generation considers Internet as one of the major platform for news and
other publicities and has widely been used among the mass.

Compared to other news media
like Radio, Television and Print
advantage is that people would
get a chance to interact with
ones opinion.

Previously stored information/
news in web servers would
have become a major threat for
relevant or updated news,and
not getting relevant publicity
rather old news if it has been
viewed or searched by majority
of people would come first and
tarnish the impact of relevant/
latest updates.

Based on Folksonothis algorithm,
the methods Astroturfing and
Grassroot Movement will be
integrated together and making the
Public Relation(PR) work more
comfortably stopping all type of
false publicity generating an
Interactive Husting platform making people to get more attracted thereby
building strong Reputation Management. This method is very effective for all
type of political and business PR campaigns.

This method of integration is unique in every respect and giving long lasting
results

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5 5 P Po op pu ul la ar ri it ty y o of f a a N Ne ew ws s
The source for news is news portal, blog, surveys, social networking sites and
many other similar mediums.

The popularity of the news depends on the availability of the news in top search
engines first page i.e the popularity depends on SERP (Search Engine Result
Page) and not depending upon the topic. News gets popular online based on
generic search.

Its not the news topic but the eagerness/interest of an user to know more on a
particular topic, that makes the particular topic popular. When news posts that
increases the interest of the user is posted, it helps in promotion.

An user after he reads a particular topic, if he finds it interesting might
sometimes comment on the post or may be ignore the post, but whatever the
case may be internet has always been successful in capturing the attention of its
users and make an user come towards you rather than going to them.

5.1 Undesirable News
Both in politics and business its a trend to utilize the negative and positive
posts as a weapon for promotion. Both the number of negative and positive
posts increase the popularity, i.e when somebody post something negative on a
post, a person who supports the post would put up comments favoring the post;
in such manner the comments increase and involvement of more users in
commenting takes place eventually increasing the popularity of the post.

Most importantly whenever one searches for
details of a particular personality online, its very
unfortunate that all the negative
comments/post/news related to the personality
appears first. This shows that both positive and
negative contributes to promotion and publicity
online.

5.2 Right Way to Differentiate News
When a user is searching for a particular detail online, its necessary that the data
that has been listed corresponding to the particular search is the right
information hence its essential that the content uploaded in the world wide web
is the right information. Unwanted news is widely
spread across the World Wide Web hence we must
nurture only right information during generic search.

Humiliating and controversial news have also gained
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popularity in the web and has always listed easily in search engines and such
information is termed as Google Bombing by Google.

George.W.Bush had got cheap popularity in the internet through an undesirable
word Miserable Failure.

5.3 Authenticity of News
Sources of most of the controversial news would be anonymous mail ids, which
would be functioning only for posting the news after which it wont remain
active as such mail ids owners could be imprisoned under the charges of
cybercrime.

6 6 M Me et th ho od d o of f R Re es sp po on ns se e
When a disease affects us, germs enter your body but we are not sure of how
did the germs enter the body. On having proper medicines these germs would be
eliminated from your system and we would be cured, if not having medicines it
would adversely affect your system and would cause greater damage. Similarly
when a bad comment is written on a public bathroom door/wall, if its not
removed immediately it would silently cause damage to the one concerned.

6.1 Get Found Tactics
News, pictures, videos uploaded online will help in attracting more
users and promoting the activities in an effective manner online.
This method is known as Get Found. This is basically an inbound
marketing strategy that helps attract internet users.

6.2 Collaborative Tagging
Collaborative tagging is a new and innovative logic by which we
can spread news among
multiple people through
various social networking
mediums and once the
news is reached among
users, we can make the
users glue to your
posts/news by frequently
updating the news/posts
through what is called as
feeds. This method of
feeding is known as link
bait. Through such
posts, users get an
opportunity to post
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comments or air their views (both positive and negative) which would in turn
help in popularizing.

Once a user puts his/her comment/opinion on a particular, he would be further
notified whenever another person comments on the same post and this method
is known as link juice.

Link Condom gives the quantity of link juice or magnitude of popularization.
Grouping similar news is known as back linking

All the above mentioned tactics sets the foundation for collaborative tagging.
There are two types of collaborative tagging Passive and Active.

Same news promoted through different blogs, groups, social networking
websites is called as Active tagging and the likes, shares etc received for a
particular post is known as passive tagging. Such type of Active and Passive
collaborative tagging will give more popularity to news in search engines and
social networking mediums and will also appear as the most popular news in
various search engines.

7 7 I In n B Bu us si in ne es ss s, , P Po ol li it ti ic cs s a an nd d N Ne ew ws s I In nd du us st tr ri ie es s
Political and Industrial world has always borne the fruits of online publicity.
Todays youth judge between right and wrong through the web. Hence its
necessary that responsible people remove wrong information from the web and
promote only right and healthy information.

7.1 Barring False Publicity
Utilizing the advantages of Collaborative Tagging and Astroturfing, one should
bring up the positive reviews over the negative reviews on posts so as to
increase healthy publicity.

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7.2 Response Method
By using the right URL information and integrating folksonomy algorithm one
can achieve effective and efficient PR activities. Folksonomy based
collaborative tagging, blogs with mail services integration and search engines
also contribute to it.

7.3 The Interactive Husting
It is a virtual platform for people
where representatives presented their
views before their audience and
public. Generally used for political
campaigns. By metonymy, the term
may now refer to any event, such as
debates or speeches, during an
election campaigns and virtual
roadshows for all most every
business campaigns.

8 8 T Th he e a ad dv va an nt ta ag ge e o of f t th hi is s a ap pp pr ro oa ac ch h o ov ve er r g ge en ne er ra al ll ly y p pr ra ac ct ti ic ce ed d
t ta ac ct ti ic cs s
It has been observed that there is massive information sharing through Social
Media from different people, companies, and organizations in an unorganized
way. Why we can certain that its unorganized?

Unauthorized information spreading across the web in light speed, the response
caused in this news can adversely affect at some extend, when such situation is
identified we can convert the news for your PR purpose, giving authorized
information from a reliable global link

Most of the time it has been observed that all news and information generated
from a single persons blog or social media account like Facebook or
something, and its scope has been limited to his friend circle only, here
technology act as a hindrance to share information publicly among same
minded people

This Collaborative Tagging Method integrating all relevant information
through one of the Folksonothis algorithm based portal and sharing repeatedly
among newer and newer people(but keeping the previous visitors safely) as in
the form of Texts, Streaming Videos, Posters, Images, Referral links, RSS
feeds, Tagged materials etc and Mails suffice to catch the attention of Internet
users.

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Through effective technology integration, we will be distributing information
and topics among various internet channels and take measures to engage people
in discussion topics adopting your own unique algorithm called folksonomy
based collaborative tagging, one of the tested feature derived tested among
various international clients and generated satisfactory reports

9 9 R Re ec co om mm me en nd de ed d m mo od de el l
A 3-tier Business Model of structure as given below

Phase 1:
Analysing the business in general
Defining Key Performance Indicators
Defining buyer personas
Implementing Quality Management System (QMS) for defining Return on Investment (ROI)
parameters
Phase 2:
Re-engineering the website to an effective e-commerce platform
Steps to enhance the presence in online shopping ( Search Engine Result Page Ranking)
Implement Digital/ Inbound Marketing Tactics ( strategic road map is given in session 3)
Phase 3:
Continual Improvements
ROI Analysis
Brick and Mortar in Online

1 10 0 M Ma ar rk ke et ti in ng g S St tr ra at te eg gi ie es s a an nd d L Le ea ad d G Ge en ne er ra at ti io on n

10.1 Prologue and applicable areas
Defining Key Performance Indicators (KPI) and Return on Investment (ROI) parameters for

any online business systems
Ecommerce shops
Business websites
Election campaigns
Event promotions
and online reputation building works
at par with generally accepted QMS standards (ISO 9001:2008) based on the matrices defined
through closed-loop analysis.

10.2 Digital Marketing - Project Abstract
This online business lead generating strategy incorporates online and offline Search Engine
Optimisation (SEO) and Social Media Optimisation (SMO) methods, in order to satisfy outbound
marketing strategies thereby enhancing inbound leads, and further to lead nurturing.

This strategic approach suffice to satisfy the clientele need to generate adequate inbounds for their
business, day to day monitoring provision is the USP factor of your service.

We deliver the superlative results by implementing valuable SEO techniques including links building,
directory submission, optimal usage of keywords, blogging, targeting of relevant traffic and others, so
as to amplify your clientele and enhance traffic on your site. Your team will work in cooperation with
you and will allow the utilization of your budget in the most effective manner, ultimately delivering
desired results.

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10.3 Scope of Work and work components
Inbound Marketing tactics attracts qualified prospects to your business and keeps them coming back
for more and your road map includes the following attributes

10.3.1 Phase 1: Pre Execution level
Site Auditing and non-conformity identification (Pre execution level, Inbound tactics)
Creating accounts in Search Engine Web Master Tools & Analytics

10.3.2 Phase 2: OnPage
Analysing Crawling Parameters (Initial Phase)
Redefining SiteMap.xml, Robots.txt, .htaccess files (If necessary)
Integrating RSS feeds

Site Optimisation
Resolving HTML/ CSS/ XML conflicts
Canonical issue elimination
Demoting unwanted site links through Google Webmaster Tool
Lexical Analysis based on available/ current site content
Content optimisation (short and long tailed keyword management)
Meta Tags and Meta description
Image optimisation and Alt tags
Integrating Tag Clouds
URL Re-writing (making it SEO friendly)
URL Redirect 301, 302, 304, 307 (if applicable, applicable the whole Inbound Marketing Life
Cycle)

Social Media Optimisation and Integration (Collaborative Tagging)
API
Widgets
Likes
Groups
Applications
Event Pages
Open Graphs

Ranking Parameters - 3rd party tool integration (Optional)
Alexa Tool bar
Feed Burner
Readability Integration etc

Ranking Parameters Link Building (Optional)
Back linking/ Reciprocal Linking, Generic Method
Anchor Texts
Link Juice, Link Quantum, and Llink baits

Get Found Tactics
Landing/ Squeeze page integration
Call to Action
Click to Call and coupons
Near field communication (NFC)/ GSM based system
Proximity Marketing
Auditing
Integrating Welcome Page, Thank You Page and Error Pages
News Letter Integration and configuration
Blogs ( Blogger, WordPress, DISQUS etc)
Call to Action process
Mobile SEO (optional)
Marketing Automation using trial services & Competitor Analysis

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10.3.3 Phase 3: Off Page
Article marketing
Guest Blogging
3
rd
Party Business Reviews
Forum participation
Group Participation using #Tag method
Giveaways, Appreciations, like, Follows and product reviews
Keyword submission (continual process )
Directory/ Open directory submission (manual process/ no spamming) DOMOZ etc
Link request emails/ Massive cold calls (Optional)
Follows Competitor links
Marketing Automation using trial services & Competitor Analysis
10.3.4 Phase 4: Link Bait, Link Condom, & Link Juice
Click to Call and Mobile coupons
Near field communication (NFC)/ GSM based system
Proximity Marketing
Auditing

10.3.5 Phase 4: Online PR/ Reputation Management
Integrating Spam Advisor Seal
SSL (optional)
The Husting through YouTube
Local Business Listing (Google, Yahoo, Bing Local etc) and integration using Folksonothis
algorithm
3
rd
Party Business Review Pages (like Yelp, FyourSquare)
Google Map integration
Creation of a press list and contact of all the bloggers/jyournalists in your niche(News Letter)
Public Ranking
Search Engine re-submission with updated SiteMap
Lead nurturing ( Push/ Pull method )
Marketing Automation using trial services & Competitor Analysis

10.3.6 Phase 5: Inbound Marketing (Continual process)
Lexical Analysis
Content Optimisation
Keyword Traffic and competitor Analysis

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10.4 Time Frame

Up to phase 4, total time required is 90 days, and phase 5 will be a continual process

To increase your search engine presence and rankings, this will in turn increase the number of people
visiting your website. This ultimately increases new customers for your company.

I am committed to meeting the search engine optimization & positioning needs of your web site and
implement a campaign plan. Your goal will be to meet your Search Engine Optimization, SERP needs
thoroughly and professionally thereby enhancing your business drastically

Between 85% to 90% of all web site traffic comes from the search engines and directories. Using
those handy-dandy submission tactics we will make steps to get listed your Business in numerous
search engines, directories, local business listings, product searches, yellow pages, blogs, article
sites etc

Just because your site is listed in the search engines wont mean that your customers can find it. In
fact, several search engines will actually penalize your site for using wrong and automated methods
and more over such type for service can be utilised for a short span of time only. Only generic search
engine optimization and positioning efforts end up working. This is because these efforts are custom
tailored to your site and are designed to give the engines what they want and need in order to find
your site among your competitors and other sites related to your category.

10.5 Reports
1. Complete site Performance Audit Report(Month wise)
2. Google Analytics Report
3. Inbound Customer database
Project Deliverables at Macro- Level
Traffic status
Traffic rank for the website
Estimated percentage of global internet users who visit the website
Estimated percentage of global page views on the website
Estimated daily unique page views per user for the website
Estimated percentage of visits to the website that consist of a single page
view
Estimated daily time on site for the website
Estimated percentage of visits to the website that came from a search
engine
Regional traffic rank
Top search queries for the website
Search Analytics
Top queries from search traffic
Search traffic on the rise and decline
Search advertising metrics highlights
High impact search queries for the website
Reviews for the website
Related links
Validation Output
Meta tags report
Reciprocal / Inbound link
Social Plugins/ Widget
Twitter links
Blogger links
Email campaign / Bulk mailing report
Search engine submission list
Performance Graph
Marketing Grade Report

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10.6 Strategic Project execution Road map

Create relevant generic tags
Develop a short list of keywords to focus on. Use them to develop the important tags, such as
HTML Page Title tags and Meta Description tags for most (if not all) the web pages, ideally before
the site is launched.
Managing excess Long tailed keywords
Usage of more long tailed keywords, adversely affects the site.
Anchor Text
High Rank keywords as anchor text.
Integration of social network plugins in the site
It will increase the sites popularity and will generate more traffic to the site.
Bulk Email/ Email campaign (optional)
It will increase the popularity of the site and will results in huge hits to the site.
Search Engine Submissions
If your website listed in search engines that will increase its value and if it receives targeted traffic
from search engines it will make you good money in addition of giving your website a big value to
your business.
Reuse important content
If possible, reuse much of the content on pages of the new site, ideally using the same URL
structure if possible.
Minimize the impact of URL changes
If the URL structure must change, it could impact your search results for months after the site is re
launched as the search engines need to recrawl the site to find the new pages.
Review Incoming Links to the Site from Other Websites
Determine which links to your site from other webpages on the Internet are bringing targeted traffic
to the site, and which links in particular may be helping the pages of your website reach higher
positions in search engine results.
If any of these incoming links point to inner pages of your current website and the URLs to those
pages will be changed, then you need to apply 301 redirects to these pages so that they redirect to
the most appropriate page on the new site.
Ranking and Traffic Analysis
Improving ranking is important for SEO, but more important than the ranking is the traffic that
comes with it. This leads to the last step.

1 11 1 E Ec co om mm me er rc ce e/ / B Bu us si in ne es ss s W We eb bs si it te e a an nd d B Bu us si in ne es ss s P Pe er rs sp pe ec ct ti iv ve es s

Business website concept has changed a lot, rather than hosting a mere website it should satisfy all
the strategic parameters right from appearance, selecting frame work, images, language, contents
and a lot. Some of the goals that can be achieved by launching a website include the following

11.1 Deemed as a flexible Advertising Interface

You can use it to entice people to visit your website and find out about your company and potentially
open two-way communication between the potential customer and a sales person.

11.2 Market scope

The Internet has opened businesses to break through the geographical barriers and become
accessible, virtually, from any locality by a potential customer that has Internet access.

11.3 Site is growing with your Business

As the business grows up and number of customer increases, the site asset and its value has been
increased drastically. A website is not just a medium for representation of your company, it is a form
of media from which everybody can acquire information

11.4 24- 7- 365

No board outside we are closed !!!, No more turning customers away when its time to close shop,
putting up a note saying closed for public holiday , or leaving an irritating message on your answering
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service specifying your trading hours tell them to visit your website for information they are looking
for.

11.5 Convenience

The potential customer can visit your website whenever they like in their own privacy and comfort,
without the stresses and distractions that exist in the real world .

Your website is a self-service medium for example, instead of having to wait in a long cue to pay
your bills, you can now do it online through the respective links.

11.6 Add Value and Satisfaction

By offering convenience, a point of reference and that touch of individualized customer service, you
ultimately add value to your offering and your customers experience a higher level of satisfaction.

Your website can add value in other ways too, by featuring tips, advice and general interest content
you can entertain your customers. This will also help them remember you better.

11.7 Standardize Sales Performance

By looking at which approached / pitches have worked in the past and those which have not, you can
produce the ultimate pitch and use it with your website, so that you use it on every customer. No more
training of sales people and waiting for them to get a feel for your line of trade.

11.8 Improve credibility

A website gives you the opportunity to tell potential customers what you are about and why you
deserve their trust and confidence. In fact, many people use the internet for pre-purchase research so
that they can determine for themselves whether a particular supplier or brand is worthy of their
patronage, and wont take them for a ride.

The Internet also allows for Viral Marketing where your website visitors spread positive word-of-
mouth about your business - your customers do your marketing! Its called inbound tactics since we
are taking effective strategies to keep your customers as far as your they need your service or giving
necessary link juice to make your customers again and again to come back your business, thereby
building potential link quantum (tactics to attract more customers to your business)

11.9 Brick and Mortar Presence in a new dimension

Getting lost trying to find a place can be frustrating for a potential customer. You can publish what
they call a dumthis map on your website, which shows directions and landmarks graphically, and the
potential customer can print it out when looking for your Brick n Mortar premises.

Also, if you have planned to move to a new location, you need not have to wait for the next 'phone
directory to come out before people figure out where you currently are. Because a business website is
flexible you can change the content as you like you can change you contact details instantly and
lower the risk of losing customers when moving to a new location.

11.10 Offers and Opportunity

Offers and discounts and creating new opportunities to build potential customer quantum, it lets
customers to get updated offers time to time without any delay

11.11 Responsive Marketing

Customers can quickly and easily give feedback on your product and/or marketing approach.

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1 12 2 M Mo on ni it to or ri in ng g a an nd d C Co on nt tr ro ol l a at t b bu us si in ne es ss s w we eb bs si it te es s

After successfully implementing the Marketing and Sales Plan (Smarketing), Company management
can use features on its website such as visitor polls, online surveys and your website statistics to find
out what your customers like more and how they feel about certain aspects of your business to
determine how you can improve your product and the way you do business

Website statistics (using effective tools) show you how much traffic your website receives, how the
visitor got to your website and where, geographically, the visitor is from.

Digital analytics is the analysis of qualitative and quantitative data from your business and the
competition to drive a continual improvement of the online experience that your customers and
potential customers have which translates to your desired outcomes (both online and offline).
Your customers purchase journey

Few key elements of digital analytics, starting with the most important part first -- your customers.

For a long time, weve had the marketing concept of a purchase funnel with various stages of custom
er interaction. This funnel consists of the following stages:

Building awareness
Acquiring interest
Engaging with potential customers
Driving them towards a conversion online or offline
Retaining them as customers

With the consumer increasingly in control, the linear purchase funnel is no longer relevant. The
customer is at the center of the universe, with all of their choice and control; we now recognize that
customers can start their purchase jyourney at any point along their decision path.

A marketers job is to figure out how to tap into this new dynamic and anticipate where customers
will appear and what messages they need to hear. This can only be achieved if you are focused on
analyzing the customer, not the individual channel your customer is coming from, or the device theyre
using to find or engage with you

With customers ever more in the drivers seat and controlling the speed and timing of their
engagement, businesses need accessible, reliable, holistic and near real-time customer analytics to
understand how well they are performing.

1 13 3 M Ma ar rk ke et t S St tu ud dy y a an nd d R Re es se ea ar rc ch h

13.1 HubSpot Report

23 Reasons Inbound Marketing Trumps Outbound Marketing

1) 200 million Americans have registered their phone numbers on the FTCs Do Not Call list.
2) 91% of email users have unsubscribed from a company email they previously opted into.
3) 84% of 25-34-year-olds have left a favorite website because of intrusive or irrelevant advertising.
4) 86% of people skip television ads.
5) 44% of direct mail is never opened.
6) 61% of marketers will invest more in earned media (inbound marketing) in 2011.
7) The average budget spent on company blogs and social media has nearly doubled in the last 2
years.
8) The number of marketers who say Facebook is critical or "important to their business
hasincreased 83% in the last 2 years.
9) 2/3 of marketers say their company blog is critical or important to their business.
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10) 67% of B2C companies and 41% of B2B companies have acquired a customer through Facebook.
11) 57% of businesses have acquired a customer through their company blog.
12) 42% of businesses have acquired a customer through Twitter.
13) 57% of companies have acquired a customer through LinkedIn.
14) 48% of companies have acquired a customer through Facebook.
15) Inbound marketing costs 62% less per lead than traditional outbound marketing.
16) 3 out of 4 inbound marketing channels cost less than any outbound channel.
17) 55% of companies who blog reported leads from their blog were below average in cost.
18) 47% of companies who use social media reported leads from social media were below average
in cost.
19) 39% of companies who leverage SEO reported leads from SEO were below average in cost.
20) 27% of companies who use PPC reported leads from PPC were below average in cost.
21) Trade shows were reported as being above average in cost by 47% of respondents.
22) Direct mail was reported as being above average in cost by 27% of respondents.
23) Telemarketing was reported as being above average in cost by 21% of respondents.


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1 14 4 I In nf f o o G Gr ra ap ph hi ic cs s- - I In nb bo ou un nd d M Ma ar rk ke et ti in ng g T Ta ac ct ti ic cs s
(Syource: Inbound Marketing University and HubSpot)

14.1 Inbound Marketing


Compared to all other marketing strategy in this method customers can be made to come back again
and again in your business, there is lot of strategies, plans, technology integration have to be
integrated in order to get the desired output.
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14.2 A Comparative Study










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14.3 Demerits of Outbound Marketing




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14.4 Customer oriented Marketing


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14.5 Content Optimisation




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14.6 Market Study



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14.7 ROI Factors in Inbound Marketing



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14.8 Inbound Marketing vs Outbound Marketing



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14.9 Brand awareness and Continual Improvement



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1 15 5 P Pr ro og gr re es ss si iv ve e G Gr ra ap ph h w wi it th h m mi il le es st to on ne es s

The Following graph is derived based on real world entities like SERP Analysis, various market
studies, Good practices, KPI factors etc.

The statistical data can be assumed for a period of 3 years, the changes in search engine algorithms,
then the market, economical factors, quality of product, automation methods, Search Engine/ Social
Media Marketing plan can affect the data values.

Automated methods can be introduced once the site satisfies all the Inbound Marketing
perspectives




1 16 6 R Re ef fe er re en nc ce e
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