A workshop conducted for the senior management of Smt Parvatibai Chowgule College of Arts & Science, Margao, Goa to effectively understand and use digital marketing to promote courses & engage all the stakeholders.

1. A W O R K S H O P T O E F F E C T I V E L Y U S E T H E
D I G I T A L M E D I U M
Digital Media Marketing

2. Vernon Fernandes
Director, Web Design & Digital Marketing

3. What we’re gonna cover
 Gain an understanding of the digital landscape
 Put your best foot forward with your website.
 Search Engine Optimisation (SEO) v/s Content
Marketing
 The Whys and Whats of Search Engine
Marketing (SEM)
 Story telling using Social Media
 Digital Marketing Trends for 2016.

4. So where do you start?

5. The Current Social Media Scene

6. Which is the best platform?

8. T H E W E B S I T E
Let’s begin at the top

9. Putting your best foot forward.
 What makes a great website?
 Lets take a look at the top Indian
educational Institutions 2015 as per India
Today
 Some of our work in the education sector in
Goa
 A view of some popular international
universities.

10. A Website that Wows!
Responsive, user
friendly, attractive
design.
Interactive &
engaging - videos,
helpdesk, polls
Links to social media
networks, blogs.
Clear CTA, share &
subscription buttons
SEO optimised,
behavioural targeting
Trust factors -
testimonials
Elements Needed

11. Use the right tone
 Be conversational, informative & helpful
 Don’t overwhelm with too many headlines, walls of
text
 Use persuasive copy, address the audience directly
 Be unique, innovative & leverage trends
 Develop your voice and be authentic
 Maintain consistency but don’t be boring!

12. S E A R C H E N G I N E O P T I M I Z A T I O N
&
C O N T E N T M A R K E T I N G
Now to be searched!

13. Lets do a very basic search
 Colleges in Goa
 College in South Goa
 Arts College in South Goa
 Colleges in Margao
 College in Margao
 Photography Course Goa

14. The basics
SEO
On Page Off Page

15. On Page Optimisation
 Technicalities of the website have to be ensured
 Appropriate <TITLE> and DESCRIPTION tags
 All images, lists have appropriate titles & alt tags.
 Use of Heading Tags
 Content has sufficient amount of keyword density
 Images are optimised to load faster
 Website adheres to Google Page Speed norms.
 Sitemap Generation
 Submissions to search engines.

16. Off Page Optimisation
 Creation of regular content areas like a Blog
 Building links on other websites to yours.
 Listening to other popular blogs and
appropriately contributing and promoting
links on them
 Encouraging social sharing and
bookmarking
 Getting into Content Marketing strategies

17. “A brand is no longer what we tell the
consumer it is – it is what consumers
tell each other it is”

18. The Content Marketing Matrix

19. Content Marketing
 People love stories
 Maintain a clear consistency in the tone
used.
 Use various mediums and see what works
best.
 Be innovative & original

20. Typical Content Plan Schedule

21. S E A R C H E N G I N E M A R K E T I N G
GOOGLE ADWORDS
Better Visibility Needed!

22. Avenues within Google Adwords
Adwords
Search Display Remarketing

23. Google Adwords - Search

24. Google Adwords - Search
 Primarily revolves around KEYWORDS
 Selection of keywords are done based upon
1. Search Volume in a month for the keywords
2. Competition for that keywords
3. Regions you wish to promote
 Ad format is Text Ads
 Key Terms : Impressions, Clicks, CTR, Avg Position,
Conversion, Conversion Ratio, Cost, Average CPC
 Bidding formats : Cost per Impressions (CPM), Cost
Per Click (CPC), Cost per Acquisition (CPA)

25. Google Adwords – Display Networks
 Ads are placed on third party websites who lease out
real estate on their websites to Google
 Ads are placed based on
 Keywords on the Page
 Manual Placements
 Interests & Topics
 Location
 Ad Format : Text Ads, Image Ads, Animated Ads
 Provides for a better visibility to the product/brand

26. Google Adwords - Remarketing

27. Google Adwords – Remarketing
 These ads follow you across the internet on all the
Google friendly websites.
 Every time you reach a website, it installs a cookie on
your device which intimates your surfing trends
 Ad Format : Text Ads, Image Ads, Animated Ads
 As the visitor already has visited your page, he is re
targeted to get them to come again and influenced to
make a purchase.

28. W H E R E I S A L L T H E B U Z Z ?
The Social Media Platforms

29. The Noisiest of em all
and many more…

30. Facebook
 Social Media has seen poor ROI at most times.
 Its an ideal platform to engage visitors and build
brand visibility
 Facebook Profile
 Facebook Page
 Facebook Groups
 Organic display to visitors is almost dead. You need
to pay to be visible.
 Post content as per the Content Marketing Plan.
 Encourage links back to the official website.

31. Twitter
 Short text format, Twitter allows you to follow
people, brands & trends.
 Introduced to the world the concept of Handles and
Hash Tags.
 Hash Tags are used as a concept to bind various
forms of content across platforms with one thread.
 Create campaigns based on content marketing plan.
 Encourage interactions by posting opinion
generating tweets.

32. Instagram
 A picture says a thousand words, thus the visual
appeal of Instagram has gained it a number of
followers.
 Post formats include image & video
 Again, follow the content marketing plan, use it to
showcase.

33. Whatsapp
 Officially not allowed to use it for promotion or
business purposes
 Become a very popular platform for healthy
discussions, quick delivery of service and inter
personnel communications.
 Creation of broadcast groups helps push the
message.
 A primary platform to engage with students and
alumni.

34. In a nutshell

35. The User Journey
EnrolmentEnquiryInteractionDiscovery
Social Media
Facebook ads
SEM
SEO
Display Networks
Content Tie-ups with
platforms
Social Media
Campaign Landing
Page
Testimonials
Course Information
Video/Digital Asset
A Minimilistic
enquiry form
Counsellors to take
over

36. A V E R Y B A S I C P L A N
How to market your courses?

37. Identify key Products to market online.
 Identify key courses that can be marketed online
 Ensure enough literature of the same is present on
the website.
 Ensure there is a robust content marketing plan.
 Understand that the span of the audience is between
30-45 seconds. Thus content has to be snackable.
 Avoid Information Overload, choose 3 -4 key points
only

38. Course Visibility across Platforms

39. Marketing Flow

40. A S N E A K P E A K I N T O 2 0 1 6 T R E N D S
What’s the future looking like?

41. Expected Trends for 2016

42. Thank You
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