I gave a talk on Digital Marketing with focus on Content Marketing at the first ever Women Startup Programme 2018 Boot Camp held at IIM Nagpur. I am sharing this presentation for academic purposes for the reference of the participants of the said programme.

1. Women Startup Programme
2018 BootCamp
Digital Marketing for Startups
Indian Institute of Management Nagpur

2. Why?
● WHY do you want to start a business?
● WHY do you want to sell your product?
● WHY and WHO should buy your product?
● WHY should people interact with you on Social Media?
● WHY are you running the SM campaign?

3. Why Digital Marketing?
● Controlled & Cost Effective
● Micro Targeting & Performance Measurement
● Two Way Communication with Audience
● Potential for Organic Interaction
● Brands as Thought Leaders

6. The Basics
● Website - the public face of your company
● Analytics - your dashboard to track performance
● Landing Page - your engine to convert visitors to customers
● Social Media Accounts - digital customer engagement desk

7. The Basics - Website & Analytics
● Mobile-first design and Responsive layout
● Clean typography & clear information hierarchy
● Simple & lucid language with friendly user-interface
● Blog - dynamic content management system
● Google Analytics & Facebook Pixel integration
● Link submissions to optimize SEO

8. The Basics - Landing Page
● Headline – Single, USP-centric line, with a more explanatory sub-heading.
● Hero Image – Image depicting the product / service and humanises it.
● Service List – A list of not more than 3 bullets points.
● Form + CTA – Get the lead Name & Phone No. / Email ID to initiate contact.
● Testimonials – Small social proof in the form of client testimonials / tweets

9. 1A - Headline
1B - Subtitle
2 - Hero image
3 - Feature List
4 - Social validation
5 - Call-to-action (form)

10. What is Social Media?
“Just a bunch of people!”

11. How To - Social Media
● Define your audience - Specify your Target Group’s traits
● Locate your audience - Find where your audience talks about your
product
● Entertain your audience - Design content relevant to the audience and
the channel
● Engage your audience - Interact with others’ content and invite them to
explore yours

13. How To - Social Media
● Relate to your audience - Create 1-1 relation with people interacting
with your Content
● Fraternise with your audience - Foster a community with a value based
agenda
● Run paid Advertisements - For Content + Direct Sale

16. Content Marketing
Types of Content
● Original Content
● Interviewed Content
● Commentary Content
● Crowd Sourced Content

17. Collaborate.

18. Content Marketing
Content Repurposing - Documenting a piece of information and converting
it into multiple media types tailored to be distributed according to each
social media platform.
● Stick to a predictable schedule & Condition the audience.
● Create a hook
● Tailor as per platform
● Recompile work periodically

19. Today’s articles are
tomorrow's e-books.

22. If Content is King,
then Context is the Queen.

23. CONTENTLong Content
Short Content
Image Albums
Videos
Short Content
Short Videos
1-1 Conversation
Website Blog
Long form text content
Link Sharing
Feedback
Discussions
Quotes on Images
Short Videos
Inspiring Images
Long Videos
Pulse: Long Text Content
SlideShare: PPTs
Groups: Community Updates
Long Text Blogs
Q&A
Answering with links
Infographics
Images that Sell
Long form Text Content
Interaction with similar posts
Same as Facebook
Only for SEO purposes
Podcasts
Interviews

24. Respect each platform
and respect its audience.

25. Channel Selection
● Quora - Personalised Questions
● Instagram - Pictures that Inspire
● Pinterest - Pictures that Sell
● Twitter - Short, Meaningful, Peer to Peer Help / Convo
● Facebook - Longform Content with Broader User Base
● Reddit - Discuss, Receive Feedback, Create Community
● LinkedIn - Stay Professionally Updated
● YouTube - Long Term Self Help

27. Live Examples

28. Always Remember
● Make Predictions. Even if they’re Wrong.
● Every Comment, Like & Share Matters.
● Always. Deliver. Value.
● Patience

29. Attention!

30. Kshitij Patil
- kshitij@zetabyte.in
- twitter.com/thekshitijpatil
- linkedin.com/in/kshitijpatil

31. Links
● http://www.makemypersona.com/
● http://xtensio.com/user-persona/
● https://unbounce.com/landing-pages/7-elements-of-a-winning-landing-page/
● http://buzzsumo.com/
● https://image-store.slidesharecdn.com/b0116353-c275-46dd-808b-ab34813e43a1-
original.png