Search Case Studies by Pallab

Sunday, 23 April 2017

See how to breakthrough Product launches for rewarding results!

Online product launches for multi varied clients & products via #hshdsh
Digital Marketing Solutions via +Hash Dash Digital
Hash Dash Digital flights into referencing various strategies to collaborate online product launches for multi varied clients & products. 

Be it mobile phones or clothing retailers, these suggested assertions will surely enable brands to propagate and amass mass recognition of their products in the minds of the prospective consumers. 

Agenda: Give three different routes to launch following products. Include platforms like FB, Twitter, Instagram, Snapchat etc.

See how to breakthrough Product launches for rewarding results!
See how to breakthrough Product launches for rewarding results!

Plot: A premium lifestyle phone (Samsung, HTC level) with USPs consisting of an excellent camera, very good design and interface

Plan A
Create a pool of participants who had to prove that their current handset is faster than new handset in contention here at a specific task such as taking a picture and posting on FB. Those who succeed will get ₹XXXX but that won’t happen as all of those tasks will be handpicked based on developer inputs of the new phone. Back up the plan with an aggressive social media marketing plan that will ensure that all available promotional slots are owned for the new phone launch.

#SERP Solutions via #HSHDSH
SERP Solutions
Note: Task here will depend on the features of the new phone and one listed above is generic. 

There has to be good amount of brainstorming before the final set of tasks are picked for the final pre-launch roll out.

Plan B
Use exact and broad match keyword search terms to drive people through to the brand’s website and display new phones exclusive features and specifications. 

Find out keywords based on what consumers are looking for and target them for maximum reach further fueled by remarketing.

Plan C
Recognizing that many target customers aren’t tech savvy by creating a promotional video about the new phone features that can be accessed by simply texting or via a QR code. Create small snippet videos explaining the new phone features and why it scores better than the others in its category and create a constant trigger channel for the effective buy decision. Texting to receive the videos will work considering most mobile users are still deeply embedded to SMS. If it’s a free SMS it works even better!
Align breakthrough solutions for your online marketing goals via #hshdsh
Align breakthrough solutions for your online marketing goals via +Hash Dash 

Plot: A heavy duty phone that any techie would love to use with USPs consisting of a superfast ROM, processor, good storage and smooth/glitch free interface

Plan A
Create a target audience of tech savvy professionals and offer them ordinary mobile banner ads run through continuously. Ensure “rich media” ads so that audience can watch videos, view an image gallery of the phone, download it as wallpaper and of course enter their zip code to find the nearest dealer, enter an email address for an e-brochure or click-to-call to know more specifically about the new phone.

SERP Ranking via #HSHDSH
SERP Ranking
Plan B
Hire a content marketing team to create storyboards about the phones iconic features and specifications to create an organic reach that triggers opinionated buzz marketing.

Create a virtual experience of how the phone looks and works via a mobile app.

Storytelling ideas for the content marketing team will be based on:
  • 1  Who is the intended audience i.e. demographics?
  •  In what contexts the consumers will look for the new phone?
  • 3  Campaign message and consumer targeting will be vital and base objective is to create a cohesive consensus about the new phone as the next big thing in smartphone technology.
  • 4  Include a comprehensive pricing comparison with other competitors in the same category.

Plan C
Try out a limited period invite only incentive plan to purchase the phone followed by another leash of buy without an invite only on a particular day of the week. Appeal for this radical campaign is when something is invite-only, everyone wants it and everyone talks about it. If the limited period invite only plan does not pan out well, we can always roll back to traditional back up plan.

This plan will work even better if we club both Plan B and Plan C to strengthen the back link spread about the phones features and specifications socially. The quotient will be to precede the phones must-have reputation for the tech-savvy can only be achieved if references of its features are found across tech-oriented sites to ultimately cement brand awareness.
Bots for your Business Branding & Goals via #HSHDSH
Bots for your Business Branding & Goals via #HSHDSH

Plot: A new range of premium denims from a brand like Levi’s

Plan A
Facebook Enabled QR Codes – Allow consumers use QR codes to like about the new jeans and get a discount on it which is like a fair exchange for basically advertising the item to all your Facebook friends.
Breakthrough Online Marketing
Breakthrough Online Marketing
Plan B
Location based proximity marketing Campaign – Customer sees a poster inside the brand’s stores that says “Opt in for text alert promotions when you’re in our neighborhood. Opt out at any time.”

Brand uses geo-fencing to figure out your location. (Geo-Fencing is when three cell phone towers figure out where you are bouncing signals off your smartphone). 

Now that brand knows where you are, it can send you a text message about special offers next time we’re near one of their stores. Location based advertising and location based services are the next big waves in mobile marketing.

Plan C
Offer a select group of customer’s mobile alerts about new stock arrivals, exclusive viewings or personalized offers and encourage them “elite” to forward the SMS to a friend by incentivising the forwarding process as an entry for a competition or a gala reward. 

Site & Social Audit by @HashDashDigital via #HSHDSH
Site & Social Audit by +Hash Dash Digital 

About Hash Dash Digital: 

1st we study
Identify keywords related to business and respective rankings on SERP. Understand expectancy from online audience, types of lead, conversions & what is expects out of leads.

2nd we curate
What site your customers are currently visiting? What material is available on your website for visitors to define content marketing strategy based on objectives?

3rd we republish
Responsive landing pages to outline for index prefaces of business brochures. Outline conversion strategy to collate leads from centralized digital user interfaces.

And for even more or to get started with your website, visit us at or just tag #hshdsh to @hashdashdigital

Wednesday, 8 March 2017

12 Unparalleled Ways to Increase College Admissions Growth

Comprehensive case study on improving conversions totaled with campaign audit, strategy evaluation & optimization schedules to upsurge BTech admissions for various Indian colleges.

How to improve College Admissions with absolute guarantee? #HSHDSH
How to improve College Admissions with absolute guarantee?

Goal – Increase Admissions

What’s Ahead!
Step by Step narrative outlaying online media marketing strategies and conversion optimization tips for Premier Universities & colleges to accomplish XXXX admissions in XX days from targeted audiences with an investment of ₹XX,XX,XXX

Table of Contents

1) Align Campaign Goals to Business Goals

2) Establish Marketing Media Goals

3) Determine Campaign Marketing Goals

4) Audit Social Presence

5) Survey Search & Display Audience

6) Core Keywords of Target Audience

7) Core Keywords of Target Audience
8) Know BTech Competition
9) Take Action Post Audit
10) Search Keyword Audit Learning
11) Develop Campaign Content Strategy
12) Measure Campaign Progress

Align Campaign Goals to Business Goals

Campaign Goals
  • Brand Awareness
  • Product Leadership
  • Viral Co-Efficiency
  • Leads
  • Sales
Business Goals
  • Reach
  • Reviews & Testimonials
  • Shares, Likes, Retweets
  • Drip Marketing Actions
  • Conversion
College Admission Tips for Higher Enrollments via #HSHDSH
College Admission Tips for Higher Enrollments

Establish Marketing Media Goals

Campaign goals are brand awareness & product leadership attributes that will help create an ideal win-win scenarios for registrants (students). What are the value additions and how we explain them to prospective students?
     Objective is to achieve conversions and not limited to lead generation.
     Campaign CTA include XXXX admission registrations wherein each registration will pay INRXXXX to be eligible for campaign objectives
     Create pool of eligible prospects from unsuccessful leads to be filtered as ready to convert for future campaigns. Design drip marketing plan to keep them interested

Campaign Marketing Goals

Primary goals are:
  1. Admissions: XXXX Successful B Tech Admissions
  2. Branding: Impression Visibility on Search & Display Networks
  3. Remarketing: Identify, assign & nurture leads for conversions.
  4. Drip Marketing: Roll out communication plan for unsuccessful leads.

Audit Social Presence

Review all social media marketing platforms to formulate dedicated approach plans for each dashboard. Aim for more positive reviews, likes & ratings from both Facebook and Google. Nurture possible conversions via 1-on-1 social counselling using Twitter & Drip Mailers. 

Consolidate competitive visibility across search and paid display networks.
Automate social media updates across all social media dashboards using advance scheduling.

Create funnel of lead conversion categories to assign conversion communication planner.
Automate drip mailer communication planner for various forms of unsuccessful leads.

12 Unparalleled Ways to Increase BTech Admissions Growth via #HSHDSH
12 Unparalleled Ways to Increase BTech Admissions Growth

Audit Social Presence

Activity Details
  1. Schedule updates for next 30 days
  2. Initiate 1-on-1 conversations
  3. Boost branding experience & create impressions of successful conversions
  4. Create network of alumni and prospective students
  5. Posts from thought leaders & students
  1. Visual Updates with hashtags & post CTA analytics
  2. Target popular trends with an ideal post CTA explainer.
  3. Create explainer videos and alumni reviews
  4. Career newsfeed updates backed by informative data that creates impact for registrations.
  5. Share success stories around NU experience.

Survey Search & Display Audience

Tally keywords that are coercive to successful conversions in B Tech Admissions including broad, phrase & exact matches. Tally CPC of each keyword and determine various display network categories.

     Increase enrollments for B Tech course
     Create search marketing campaigns to attract top listings on core keywords
     Create display marketing visibility across top websites frequented by students.
     Create re-marketing extensions across both Search and Display ad networks to encourage conversions by improving communication collateral.

Core Keywords of Target Audience

  • Top Engineering Private College | 1K – 10K Average Monthly Search @ ₹6.66
  • “B Tech Admissions” | 100 – 1K Average Monthly Search @ ₹25.68
  • Engineering Degree Courses | 10 – 100 Average Monthly Search @ ₹52.27
  • Admission for degree courses | 10 – 100 Average Monthly Search @ ₹54.07
  • [Jaipur B Tech Colleges] | 10 – 100 Average Monthly Search @ ₹6.18
  • “Colleges for B Tech” | 10 – 100 Average Monthly Search @ ₹32.31

Know BTech Competition

Identify competitor campaigns to analyse communication collateral. How different they are when it comes their paid campaigns? List Call to Action (CTA) denominator that will single handily influence conversions. Ensure ad copies and landing pages are best optimized for better quality score.

     Deploy Influence Marketing channel from an anonymous domain that will offer “an almost unbiased” comparison of other competitors including your brand, where your brand scores better.
     Deploy PPC marketing campaigns directing students to this “Influence” dashboard for comprehensive opinion that your brand’s B Tech is best out there!!
     Look at what type of content competitors are creating, how often they are sharing it, & what influences they are interacting with.

Know BTech Competition

  • Urban Pro – Just a Lead Generation Channel
  • Bennett University – Times Group Company
  • Shiksha – Just another lead generation channel but listings here will be a plus
  • SRM University – Informative website
  • PES PESSAT – Clean Website
  • Manipal – Good Clean Landing Page
  • SMU – One of the best website with rich visual appeal conducive for successful conversions

Take Action Post Audit

Create PPC search marketing campaigns across both Google and Bing/Yahoo network. Deploy display marketing campaigns triggered with remarketing attributes to constantly encourage conversions. Create FB brand visibility campaigns along with Trending schedule across Twitter.
     Initiate 1-on-1 counselling with prospective leads
     Deploy drip marketing schedule for various lead stages from the conversion funnel.
     Refer to the following Keyword Planner Sheet to measure the ROI of search marketing campaigns.

Search Keyword Audit Learning

  1. Shortlist keyword ideas and assign them to various ad groups
  2. Identify “Long Tail Keywords”, bid on them and analyse traffic patterns to deploy both organic and inorganic search marketing strategies.
  3. Determine the Commercial Intent of Shortlisted keywords
  4. Analyse and evaluate keyword competition to broadly define average cost per click by improving quality score.
  5. Deploy keyword research for other search platforms and identify competition if applicable.
  6. Create keyword chart for organic search terms including prepositions and questions based on core keyword “B Tech”.
  7. Boost organic visibility of core keywords based on prepositions & questions.
  8. Plan inorganic traffic using Buy Now (Sign Up Now) Keywords, Product Keywords, Informational Keywords & Tire Kicker Keywords.

Develop Campaign Content Strategy

Determine content mix and posting cadence across all paid marketing channels. Content is key and therefore content scores for best title must include powerful, emotional, common & uncommon words. Title optimization is of paramount priority.
Create online search marketing campaigns based on following keywords:
     Top of the funnel
     Middle of the funnel
     Bottom of the funnel
       Campaign Call to Action deliverable needs to be honored.
       Display Re-marketing Visual Appeal is ultimate key to successful conversions.  

Measure Campaign Progress

Use various campaign performance analysis tools including Analytics & Social Insight Reports to continuously cross evaluate progress. Deploy additional Traffic analysis dashboards to determine best performing content storyline.
     Align Analytics with Conversion Optimization Goals

     Social Media Marketing evaluation based on advanced analytics & custom reports, Facebook Insights & Google Analytics (who, when, and how many people are viewing and interacting)