This slide was part of a Webinar conducted by Mohit Maheshwari ( MD , NEW MEDIA GURU www.newmediaguru.co.uk) - a full service digital marketing agency based out of New Delhi , India and servicing clients all over the world. This webinar covered practical steps which SMBs can take for strategizing and executing Digital Marketing campaigns. The core techniques , tools which enable quick goto market strategies will be discussed in detail in the webinar.We would also show some example or case studies explaining these concepts. 1. How to build and grow your website 2. How to attract traffic to your website using SEO, Social Media, Email Marketing, Pay per click (PPC), Video marketing, Blog Marketing and blogger outreach campaigns and Digital PR 3. How to set up , track and manage your online reputation 4. Tools for tracking About Mohit Maheshwari Mohit Maheshwari is co-founder and Managing Director of NEW MEDIA GURU (NMG) www.newmediaguru.co.uk - a full service digital marketing agency. NEW MEDIA GURU was started from London and now works with a broad range of clients and partners from all over the world including US ,UK, Australia,Singapore, Malaysia and over 20 other countries. The company clients include large brands,SMBs,digital agencies,funded and non-funded technology startups . Mohit has been in the industry for the last 13 years and has worked on digital marketing strategies for clients such as GE Money, Yahoo!, Intuit, TUI, Bacardi,Nikon,Citibank,Intel and has worked with large advertising agencies such as JWT and helped small and mid size agencies in US, UK and Australia scale up their operations through offshoring operations and sales, marketing strategies for business development. Mohit also has taken Digital Marketing sessions and trained young Fashion designers at JD Institute of Fashion in his early career. He has also given motivational workshop on Discipline of Sales. He was one of the early bloggers from India and covered IAMAI events in its inception years. Mohit has also given presentations at un conferences and meetups organized by Indiatimes, Microsoft and helped in organizing entrepreneurial meet ups. He is a member of TiE, SEMPO and NEW MEDIA GURU is a member of IAMAI, Microsoft Partner Network (MPN), Amazon Web services ( AWS) Partner network and Google Engage and Adwords partner. Mohit has extensively travelled across US, UK, Europe and is passionate about helping clients and organizations irrespective of their scale and size. He is also featured in various newspapers and publications like Silicon Angle, Hindustan Times, Economic Times,Times of India and Digit magazine. Mohit plans to write his own book someday and work towards contributing to society through various social causes. When not busy with work , he makes it a point to attend EDM Music Festivals and loves to travel.

1. by Mohit Maheshwari

2. Agenda
• Build and grow your website
• Attract traffic to your website
• 25 Practical strategies for Digital Marketing
for SMBs and Startups
• Tools and Resources

3. Some pointers for Webinar
• Webinar is being recorded and will be available
on NEW MEDIA GURU’s blog
• Recording will be available in 2-3 days
• Slide deck will be uploaded on Slideshare.net
• Follow up on email for further learning and
details (mohit@newmediaguru.co.uk)

4. Speaker
• About Mohit
• Managing Director of NEW MEDIA GURU (NMG)
• 13+ years in the Internet Industry
• Practicing and training Digital marketing
• Worked with clients in more than 25+ countries
• Clients range from large established brands to agencies and start ups globally
• Member of TiE , SEMPO , IAMAI
• Active speaker , writer and digital enthusiast
• About NMG
• Team of 85+ digital professionals
• Established in 2007 in London with primarily UK clients to begin with
• Full service Digital marketing agency offering Web Solutions , Search Engine
Marketing , Social Media marketing , mobile app development and cloud based
services.
• Presence in US , UK , Australia and clients in over 30+ countries
• Member of IAMAI ,Microsoft partner network (MPN ) , Amazon Consulting
Partner (APN) , Google Certified Adwords Partner , SEMPO Member

5. Challenges for SMBs and Start ups
• Need to focus on the core business
• Product line are evolving
• Senior Management time very limited for approvals
• Website and Digital marketing not a priority in some
cases
• Marketing strategy not evolved
• Limited Budgets

6. Building your website

7. Ground Rules for Website Project
• Needs Assessment
• The website must meet the needs of the
client
• A website is not an event.
• It is a flexible, extensible communications
tool which evolves with your business

8. Role distribution
Role Source
Internal Stakeholders In house
Project manager In house or consultant or agency
Copywriter
( Editor)
In house or consultant / agency
Website designer In house or consultant / agency
HTML coder
(HTML , CSS , js)
In house or consultant / agency
Web or CMS Developer
(Open source , .net or others)
In house or consultant / agency

9. Role distribution
• One person can play multiple roles
• Big web team is not necessarily is a QUALITY web
team. Small one on one teams are equally effective
if not more
• Focus on planning and project management
• You don’t need to do everything in house
• You don’t need to outsource everything
• You don’t need a DEDICATED team for everything
• Be smart. Spend wisely. As you will see DIGITAL is a
long ongoing journey and not an EVENT .

10. Project Management
• There is no project management without a project
management tool
• Basecamp http://goo.gl/LG5m8Z

11. Project Management
• Trello http://goo.gl/xQyarg

12. Build your customer persona
Tool to build persona
• Upclose and Persona http://goo.gl/Wi4Gs1

13. Example of customer persona

14. Content is Marketing
• Content is NOT just text !!
• Images
• Documents (PDFs)
• Audio
• Video (i.e., embedded from YouTube or Vimeo, or self-
hosted)
• Adobe Flash files (for animated tutorials)
• Content feeds (from other websites, news sources, social
feeds )
• Photos(stock pics, original photography , user generated )
• Social Streams (Facebook ,Twitter ,Linked In ,Pinterest
etc)
• User generated content ( guest post , conversations
,industry round ups)

15. Quality Content = VALUE to user
• Good photography
• Good Videos
• Good Writing

16. THINK LIKE A MAGAZINE
BUSINESS OWNER

17. Digital can learn from Magazine business
• What a magazine has
• Scheduled distribution ( adhere to deadlines)
• Note from Editor
• Structured table of content ( you know what to find where as a regular
reader)
• Dedicated writers to dedicated topics
• For example a tech magazine has separate writer for laptops , pcs and separate for
mobile computing / tablets and separate for consumer electronics
• Latest news from Industry and happenings
• Interviews
• Guest columnist ( industry speakers , industry voices)
• Insightful coverage of things really important
• Surveys
• Annual report of industry
• Rankings of industry players
• Awards
• Letter to the editor (user feedback)
• Fun sections relevant to the audience
Take inspiration about your website , social , marketing content from
magazines and you will not go wrong !

18. Sitemaps , Wireframes and Content structure
• Think of various sections of your website
based on your customer persona
• Do some keyword research with your
SEO team before finalizing the sitemap
• Tools to help you build easy sitemaps
• Slickplan http://goo.gl/TTVjNz
• Tools to help you build easy wireframes
and mockups
• Creately http://goo.gl/7qu44D
• Wireframe.CC http://goo.gl/TmAz1z
• Tools to help you write content
• Scribe SEO http://goo.gl/NMvvaa

19. Value of Good design
• A great design is half the battle won
• A great design feedback and
its implementation is the WAR

20. How to give and get design feedback
• Smart sophisticated pixel by pixel feedback using design feedback tools
• Designing by committee don’t do it
• How to give feedback to designers ( tools)
• Invision App http://goo.gl/JnH8HG
• Red Pen http://goo.gl/93Lrlc
• Bounce App http://goo.gl/9VxjHY
• Prevue http://goo.gl/m4MV2V
• Go Visually http://goo.gl/ITzbYj
• How to get user feedback on designs ( Before launch , Post launch - tools)
• Critique the site http://goo.gl/0GjThN
• Please critique me http://goo.gl/Z40TyJ
• User testing.com http://goo.gl/amAb6t
• Feedback Army http://goo.gl/fRLIuF
• Usabilla http://goo.gl/ISjKZl
• Five second test http://goo.gl/x4ErQ7
Detailed review of some tools here http://goo.gl/88WpZF

21. Example of Pixel by pixel feedback

22. Improving design based on Actual user data
• AGAIN .Website is NOT an event. Its an ongoing process.
• Design is not an event. Infact your conversion rates (CTRs, CPAs)
are hidden in your design ….Looking to be optimized..
• How to measure real time audience interaction with your
website design , landing pages and how to improve them
• Lucky Orange http://goo.gl/YgUqsA
• Chartbeat http://goo.gl/d93Rzu
• Session Cam http://goo.gl/2xo3cD
• Clicky http://goo.gl/HR6Zql
• Woopra http://goo.gl/qP4nI7
Designing by committee don’t do it

23. Example of Real time visitor data analytics

24. Simple Pre launch Checklist
• Finalize hosting ( Cloud based AWS , Rackspace recommended , Cheaper options
Godaddy)
• Check Browser compatibility ( IE , Chrome , Safari for Mac and PC, Firefox)
• Check mobile version of website ( if responsive website check on mobile devices and
tablet devices)
• Check if all Internal and external links work
• Check if interactive features work
• Check all forms and designated email ids for auto emailers
• Images are sized properly
• All placeholder content has been replaced by the final copy
• All stock images have been purchased
• Check integrations for third-party software, such as
• Email Marketing (Like mailchimp)
• Payment gateway
• CRM ( likes Salesforce)
• Shopping cart (if 3rd party)
• Google Analytics set up
• Goals set up
• Google Webmaster set up
• SEO Tools set up
• All content is proof read and ready .

25. Build Anticipation and Virality (Pre launch)
• Strategies
• Viral loop
• Exclusivity and scarcity
• Glimpses of the beta
• Social proof
• Viral content
• Methods
• Create coming soon pages and video introductions
• Incentivize early sign ups on facebook , twitter , coming soon page , build
email list
• Offer never before or never ever to be offered deals only for pre launch
members
• Build sign up widgets ( to be used for email marketing later)
• Integrate sign up via facebook , Twitter , Google+ 1 for social sign ups
• Start talking about your product , service business and build key critical
mass

26. Build Anticipation and Virality (Pre launch)
• Pre launch promotion tools
• LaunchRock http://goo.gl/UGma51
• Launch Effect app http://goo.gl/aXuUHr
• Kick off labs http://goo.gl/MCB3XG
• Hello bar http://goo.gl/
• Email Marketing tools
• Mail Chimp http://goo.gl/iYcePK
• Constant Contact http://goo.gl/yY6VFA
• Aweber http://goo.gl/BxSTUl

27. Great Examples of building Pre launch audience

28. Great Examples of building Pre launch audience

29. Great Examples of building Pre launch audience

30. Great Examples of building Pre launch audience

31. Great Examples of building Pre launch audience

32. Great Examples of building Pre launch audience

33. Grow Traffic to your website

34. Marketing Strategies
Type Content oriented marketing Media spend oriented
marketing
Digital Organic Search
(SEO , Local SEO , Social SEO , Video SEO ,
Multilingual SEO )
Paid Advertising
( Paid Search , Display ads
/Banners , Video ads
Contextual ads )
Digital Social Discovery , Influencing and Publishing
(Facebook pages , Facebook groups , Twitter list ,
Linked In Groups , Youtube )
Question and Answer websites (Quora etc)
Paid Social Marketing
( on FB , Twitter ,Linked
In,Youtube )
Digital Content Marketing
( Blog ,Whitepapers , Ebooks , podcasts , Videos,
Webinars , Info graphics)
Sponsored sections
on popular industry websites
, industry , webinars ,
whitepapers
Digital Opt in Email list Paid Email list
Offline Speak at events ,conferences , Meet ups with
bloggers , Write for newspapers , magazines
TV , Radio , Print , magazine

35. SMBs / Startups get more value from content oriented marketing
• Helps build knowledge assets and marketing
collateral
• Can be used repeatedly
• Benefits are life long once established
• Builds brand of the company and personal brand
of the founders / leadership team
• Builds perception in industry of thought leadership
for the company and brand
• Effort driven marketing and not media driven
marketing helps save limited budgets

36. Why Organic Search is important

37. Keyword research is foundation to content
• Most people don’t do enough good quality keyword
research.
• The best place to go to learn keyword research for free
Distilled University http://goo.gl/ATQBFy

38. Keyword Research
Tool name Tool link
Google Keyword Planner http://goo.gl/YfmvKd
Ubersuggest http://goo.gl/GVcJ8v
Google Trends http://goo.gl/s2l3Bj
Google Correlate http://goo.gl/ZEYoeM
Merge Words http://goo.gl/Ln2rrt
Word Tracker http://goo.gl/9X6Bqe
Hittail http://goo.gl/7V7TBo
Detailed review
http://goo.gl/W7ZeFh

39. Forms of SEO
• Onpage SEO
• Site speed Optimization
• Mobile Site optimization
• Local SEO ( Google+ Local , Bing Local , Yahoo Local , yelp , etc)
• Video SEO ( youtube videos optimizations , video marketing)
• Social SEO ( Social media optimization for SEO benefits)
• Multilingual SEO ( for targeting other languages and search engines)

40. Universal search “paris hilton”

41. Universal search “paris hilton:

42. Wait there is more “paris hilton:

43. Onpage SEO
Visual guide to keyword targeting by MOZ (2013) http://goo.gl/npt8YY

44. Site Speed optimization
• Tools for Site speed measurement
• Gtmetrix http://goo.gl/hdVnYm
• Pingdom Tools http://goo.gl/xQoTgh
• Google Webmaster on Site speed http://goo.gl/wYExX6

45. Site Speed optimization
Before
After

46. Local SEO

47. Local Search Ecosystem (US)
• Source : David Mihm’s The 2013 Local Search Ecosystems http://goo.gl/AgXzNJ

48. Importance of optimizing G+ business pages

49. Local SEO
• Google’s official guide to optimizing for
Google+ business http://goo.gl/rN42Kf

50. Make customer review gathering simple

51. Optimizing Onpage for Local SEO
Source http://goo.gl/aHEFhj

52. Local SEO Ranking factors
• Local SEO Ranking factors http://goo.gl/O3Wv4b
• Proper category associations
• A physical address in the city being searched
• Consistent, high-quality citations from sources that are:
• Authoritative
• Trustworthy
• Industry-relevant
• Your Company Name , Address , Phone (NAP)
information featured clearly on your website
• Your location as a keyword in title tags and headlines (for
website)
• Some good (long ) reviews on both Google and third-
party sites
• A handful of high-quality inbound links

53. Why Blogging is important

54. Example of Good business blogs

55. Example of Good business blogs

56. Why Facebook marketing is important

57. Example of building Pre launch audience on FB

58. Why Tweeting is important

59. Twitter is your new research database

60. Innovations of a tweet – Pay with a tweet (real world stuff)

61. Scheduling Social Media Content

62. Content Marketing ideas for SMBs
• Make stuff people want
• Educational ebooks
• How to videos / Education video series
• Online Tools , small apps and calculators
• Planning tools and templates
• Answer to common questions
• Build trust and credibility and goodwill
• Share and give to community
• Give great direction
• Great landing pages
• Clear call to actions
• Compelling offers
• Invest wisely

63. Example of content marketing in niche verticals
Howto videos on youtube

64. Example of Long term content asset
in niche verticals

65. 25 Marketing ideas for
SMBs and Start ups

66. Being interviewed (Or help a Journalist)
Find Interview Opportunities
industryName + intitle:interview -job
industryVertical + intitle:interview -job
competitorName + intitle:interview -job
industryName + inurl:interview -job
industryVertical + intitle:interview -job
competitorName + inurl:interview -job
Keyword + intitle:”experts
interview”/talk/discuss/answer
http://siliconangle.com/blog/2013/06/03/look
ing-for-entrepreneurial-inspiration-meet-your-
new-media-guru/

67. Tools for PR outreach and Media Mentions
• HARO – http://goo.gl/cpQitY
(Detailed guide on HARO http://goo.gl/1XsXEz )
• Muck Rack - http://goo.gl/dBC3KN
• Reporter Connection - http://goo.gl/BG1X2k
• Media Kitty - http://goo.gl/7cZegb
• Profnet by Prnewswire ( PAID) -
http://goo.gl/eRJ41j
• Source Bottle http://goo.gl/rqiGNQ
• Pitching notes http://goo.gl/iiChMF
• Mediaspot.me http://goo.gl/mpLdFy
• My local reporter http://goo.gl/4EXbZh
• Expert Engine http://goo.gl/xPG4G0

68. Interviewing an authority on your blog
http://lighthouseinsights.in/in-conversation-with-pradeep-
chopra.html

69. Crowd source a book ( or book bait)
http://goo.gl/W2JQQE

70. Crowd source a book ( or book bait)
http://goo.gl/r74b3r

71. Broken link building
Broken Link building guide : http://goo.gl/sgcr0X
Broken link buidling from noob to novice http://goo.gl/u7kefu

72. Building a tool / app

73. Getting links that your competitors
have
Competitor link building with OSE and Buzzstream http://goo.gl/bcUzWm

74. Getting links from your copied images
Google Search Operators which work with Google Image Search:
allintitle:, allinurl:, filetype:, inurl:, intitle:, site:
Google Advanced image search http://www.google.com/advanced_image_search

75. Guest Blogging
• Guest blogging helps build thought leadership
and brand
• It helps reach to customers we would not usually
reach through our blog
• Helps build readership of our main website
• Tonnes of traffic
• Helps participate in industry round ups and build
industry relationships

76. Guest Blogging : Tools
Myblogguest Website http://goo.gl/mlgjqo
Guestr Website http://goo.gl/P7QRAx
Blogdash Website http://goo.gl/Bo2GQ1
Bloggerlinkup Mailer http://goo.gl/gX1HuW
Buzzstream Tool http://goo.gl/cUyD80
Guestblogit Website http://goo.gl/7x6oGT
Outreachr Website http://goo.gl/4Ztik2
Blogsynergy Website http://goo.gl/HUlbbR
Triberr Website http://goo.gl/Qk089M
Post Joint Online tool http://goo.gl/DOy1QQ
Inkybee Online tool http://goo.gl/hVhqpK
Bloggers Required Online tool http://goo.gl/ryrs19

77. Queries to find Guest blogging oppurtunities
Keyword/yourCompetitorName + “guest blog”
Keyword/yourCompetitorName + “guest blogger”
Keyword/yourCompetitorName + “guest Column”
Keyword/yourCompetitorName + “guest article”
Keyword/yourCompetitorName + guest post
Keyword/yourCompetitorName + guest author
Keyword/yourCompetitorName + “write for us”
Keyword/yourCompetitorName + “write for me”
Keyword/yourCompetitorName + “become a contributor”
Keyword/yourCompetitorName + “contribute to this site”
Keyword/yourCompetitorName + inurl:category/guest
Keyword/yourCompetitorName + inurl:contributors
Keyword/yourCompetitorName + “guest blog” + inanchor:contact
Keyword/yourCompetitorName + “guest blogger” + inanchor:contact
Keyword/yourCompetitorName + “guest Column” + inanchor:contact
Keyword/yourCompetitorName + “guest article” + inanchor:contact
Keyword/yourCompetitorName + “write for us” + inanchor:contact
Keyword/yourCompetitorName + “write for me” + inanchor:contact
Keyword/yourCompetitorName + “become a contributor” + inanchor:contact
Keyword/yourCompetitorName + “contribute to this site” + inanchor:contact

78. Guest Blogging
Keyword + site:wordpress.com
Keyword + site:blogspot.com
Keyword + site:typepad.com
Keyword + site:edublogs.org
Keyword + site:livejournal.com
Keyword + intext:”powered by
wordpress”
Keyword + intext:”powered by typepad”
Google Search Operators which work with Google Blog Search
You can use following search operators with Google Blog Search:
inblogtitle:keyword – restricts search to blog titles
blogurl:keyword – restricts search to blog URLs
link:http://www.abc.com – find blogs linking to the given page
inpostauthor:”Author Name” - find blog posts written by a specified author

79. Example of a guest post

80. Infographics

81. Tools to build Infographics
• Ease.ly http://goo.gl/ggJ0oo
• Google charts http://goo.gl/fe6k2c
• Piktochart http://goo.gl/uLaemj
• Info.gram http://goo.gl/Bv2Gvo
• Visua.ly http://goo.gl/Ay19uG

82. Industry roundups

83. Industry Social Round up

84. EGO BAIT

85. Link bait (infographics , social round ups , ego bait)
industryName + intitle:tools
industryName + intitle:badges
industryName + intitle:widgets
industryName + intitle:infographics
industryName + inurl:tools
industryName + inurl:badges
industryName + inurl:widgets
industryName + inurl:infographics
industryName + top/recommended/useful/favorite/amazing/awesome
tools
industryName + top/recommended/useful/favorite/amazing/awesome
badges
industryName + top/recommended/useful/favorite/amazing/awesome
widgets
industryName + top/recommended/useful/favorite/amazing/awesome
infographics

86. Live blogging and tweeting an event

87. Link reclamation
“your-company-name-without-space”
“your-company-name-with-space”
“your-1st-product-name-with-space”
“your-1st-product-name-without-space”
“your-2nd-product-name-with-space”
“your-2nd-product-name-without-space”
“your-Nth-product-name-with-space”
“your-Nth-product-name-with-space”
“company URL”
“key-employee-name”
“your-1st-website-name/url”
“your-2nd-website-name/url”
“your-Nth-website-name/url”
“http://www.yoursite.com”
“www.yoursite.com”
“yoursite.com”

88. Monitor for brand mentions without a link
• Google Alerts -
http://www.google.com/alerts
• Social Mention -
http://www.socialmention.com
• How Sociable -
http://www.howsociable.com

89. Monitor for social shares of your content

90. Press release with a purpose
http://siliconangle.com/blog/2013/06/03/look
ing-for-entrepreneurial-inspiration-meet-your-
new-media-guru/

91. Take bloggers to an event

92. E-book Promotion

93. Giveaway promotion

94. Monthly newsletter (build your email list)
• Build email in house db with a mission
• Set target numbers to achieve for opt in emails
• Use Amazon Simple Email service , Mail Chimp
, Constant Contact ,Aweber as email marketing tools
• Use marketing automation tools like Acton , Infusion
Soft or others
• Send monthly blog round ups , industry news , conduct
polls or surveys .
• Use it as a brand recall tool
• Simple text email work – don’t go for high end design
• Focus on power of content

95. THINK LIKE A MAGAZINE
BUSINESS OWNER

96. Thank You
Mohit Maheshwari
mohit@newmediaguru.co.uk
www.facebook.com/newmediaguru
@new_media_guru
@mohitinhere
http://in.linkedin.com/in/mohitinhere
www.newmediaguru.co.uk