Please enable JavaScript.

Coggle requires JavaScript to display documents.

RHH Sampling, SAMPLING - Coggle Diagram

- - - - Partner with influence
      - Use bio space for link to website or offering
      - Use compelling descriptions
      - Re-gram content (did you share the discovery with your friends?)
  - - - Research shows that 15 second video ads perform well online. Shorter ads (e.g. the 6 second bumper ad on YouTube) are becoming popular as well. While ads shorter than 15 seconds may not give you as much time to put your brand message across, they can be powerful for conversion focused ads as well as remarketing
    - - Humor worked best if the objective is to generate awareness about a brand or product. Emotion was more powerful to create brand affinity (or liking), and informational ads did better at converting users to a purchase.
    - - Higher quality ads will do a better job conveying the quality of your product
      - Use the targeting options available to you and make them match your target audience as closely as possible
  - - - Location is very precise. Could target a close to the shop for eg.
    - - related blogs, websites,...
    - - put a certain product in an online basket
      - bought certain products
      - based on visiting certain websites,
    - - an ad that shows the user the product that he was checking out but did not buy
      - checked out a product but did not buy it
  - - - Why should they care and what do they get
      - Clear call to action
      - Be concise and to the point
      - Create a sense of urgency if applicable
      - 25 - 40 characters
      - separate ads for separate target audiences
      - They should know what to expect
      - Test different ad copie
  - - - Post engagement: Drive the number of comments, shares and likes of a specific Facebook post
      - Page like: Increase the number of people who like your page
      - Traffic: To drive traffic to a specific destination inside or outside Facebook, such as a blog post or product information page. Facebook will deliver your ad to the people who are most likely to click on the link.
      - Event responses: Promote events people can register for
      - Offer claims: Get people to redeem a sampling offer to them.
      - Lead generation: Campaigns collect contact information such as the email address of your audience, so you can follow up with a specific offer or a newsletter.
    - - Store visits: If you want to drive users into one of your stores, you can use the store visits objective to build dynamic ad campaigns that are locally relevant to each store. To set up this
        campaign type, you must have a Facebook page per location and connect your local pages to your main pages.
      - Dynamically promote products out of a bigger catalog to people who have engaged with a web store or shopping app before.
  - - - Pf = 0.05 (5000 / 1,00,000) 1L fans see the video. 5000 people re-post the video.
      - Pv=0.25 (assume that 25% of people who see the video link, watch the full video.)
      - The number of additional views we can expect from every video view is 1.25. X=1.25 (0.05 x 100 x 0.25) = 125000 additional views
      - N=100 (let’s assume for every re-post an extra 100 people see the video)
    - - In keeping with what others are doing.
      - Evokes emotion (e.g. humor or other). Strong emotions often trigger sharing.
      - Practical value / news people can use
      - It triggers something from the top of their mind
      - People love stories
      - People want to increase their "social currency". / Share content that makes them look good.
    - - harder to influence
      - targeting influencers for more visibility
      - Boosting (paying) posts
    - - make it appealing to watch
      - A/B testing titles, formats, media, description
  - - - Instant Communication
      - Instant real time results
      - Versatile
      - Cost-efficient (Can control spends)
      - Reach is Maximum
      - Easy to reach target Audience
      - Easy to mesure & optimise campaigns
    - - E-mail
      - Affiliate Marketing- Merchant to promote the product (amazon, BB, etc)
      - SEM - Search Engine Marketing (Paid Ads)
      - Social Media Marketing. FB, Instagram, Twitter, etc.
      - SEO- Search Engine Optimisation
      - Content Marketing (Youtube videos, Blogs, etc.)
      - Mobile Marketing - Whatsapp, SMS, Google pay scratch card
    - - Why does a customer need your product?
      - What solutions does your product proved?
      - What does your brand offer?
      - In this stage, help potential customers discover the brand with the help of Content Marketing SEO, SEM & Social Media
    - - What features make my product valuable to customers?
      - How will I increase customer engagement towards my product?
      - In this stage, consumers consider the product. So help them understand how the product is valuable to them with the help of Mobil, Display, Ads in Social Media.*
    - - Is my brand more credible than others?
      - How are my price compare to my competitors?
      - According to Econsultancy 83% of the online audience require encouragement to complete the purchase
    - - How to improve customers purchase experience?
      - Will the customers refer us to others, and if so, why?
      - What additional product could the customer buy?
      - Nurture the relationship with consumers to ensure they remain loyal to the brand
    - - Provide different metrics to help determine how well the campaign is doing
      - Allow you to provide personalised user experiences
      - Allow ad campaigns to be visible across India or the globe
      - Provide cost effective alternative to traditional marketing
      - Small investment can provide ROI
      - Enables targeting users based on their action & presence
      - Helps build brand awareness & reputation of the business
      - Provides a platform for to be interactive with the audience helping to stay relevant and competitive
    - - SEO (Google Planner)
        
        On-Page SEO
        
        Our web-site
        
        Featured Snippet
        
        Featured snippet is the search result that is shown on top of search engine's organic results • Some of the common featured Snippets are: 1. Paragraph 2. Table 3. List • according to Getstat, paragraph snippet is the most popular featured snippet NEED QUALITY CONTENT
        
        Page Speed
        
        • Page Speed can also be known as "page load time" • It refers to the time taken to load the content of a webpage ˆSlow page speed may result in high bounce rate and low average time spent on the web page • Recently, Backlinko conducted a study where they analysed over one million SERP's on Google. According to their analysis: Fast site speed will help to rank high on google. Check the site speed on GOOGLE ANALYTICS
        
        Image Alt Text
        
        Image alternative text is also called as alt tags or text tags • It is displayed on the webpage when an image fails to load on a user screen • It is also used by search engines to drive meaning from images
        
        Header Tag
        
        Header Tag is used to identify headings and subheadings of the web page • The hierarchy of a header tag goes from H1-H6 • H1 is the main heading of a web page where H2-H6 are the optional headings.
        
        Sitemap
        
        Two types of Site maps
        
        HTML sitemap • It's written in hypertext markup language • It is designed for users • It helps to explore a website easily
        
        XML Sitemap • It's written in extensible Markup Language • It is designed for search engines • Fast indexing of a website is done using XML sitemaps Submit XML SITEMAP to "GOOGLE SEARCH CONSOLE"
        
        Sitemap is a hierarchy list of web pages (or of a website) which is accessed by search engine spiders • It helps to improve search (for users) and indexing (for crawlers)
        
        Schema
        
        Schema is a microdata that you can add to your website in order to give enhanced description to users on search engine result page
        
        sitelinks
        
        price with currency symbol
        
        Rating and reviews
        
        product availability
        
        images thumbnail
        
        Title Tag
        
        The title tag is the title of a web page that appears on search engine result page. This tag summarise the website content, so it's important to have a relevant title tag that describes what the content is about
        
        Meta Description
        
        Meta Description is a short description that summarise the content of the web page, so it's important to have a unique description for every page on the website. They appear underneath the URL on SERP
        
        URL (Uniform Resource Locator)
        
        • A URL specifies the location of a web page on the internet • It is important to create SEO friendly URL, as they bring traffic to the website. eg. https://www.amazon.in/Running-Shoes-Puma-Sports • Protocol / Domain / Subdirectories
        
        URL Structure • A URL consists of a protocol, domain and subdirectories (specific folders or subfolders) • A Well-structured URL provides both users & search engines a clear information of what the web page is about
        
        According to Backlinko analysis, short URL's tend to rank better than long URLs
        
        Meta Description
        
        • Meta description is a short description that summarizes the content of the web page, so its important to have a unique description for every page on the website • They appear underneath the URL on SERP • This description can be between 50-300 characters
        
        Internal Link
        
        • An internal link is a type of hyperlink which goes from one page of the domain to another page on the same domain • It improves indexing of a website • It helps in spreading link juice
        
        Web site architecture
        
        It gives search engine an idea of the website's structure
        
        Site architecture and navigation, Responsive Design, Optimize for the crawlers, Create a consistent URL structure & Robot.txt
        
        A good site architecture not only makes content easier to find but also helps to gain traffic
        
        Some of the important features of a good site architecture are: • Build a URL structure that follows the site's navigation hierarchy • code the side navigation in CSS or HTML programming language • Build a comprehensive structure of internal linking • Create breadcrumb navigation which will improve a site's internal linking structure
        
        Types of SEO
        
        Gray Hat SEO
        
        Gray hat SEO is a combination of black hat and white hat SEO • it is a practice of improving page rank by following search engine policies, but they are considered as ethically dubious. (Link purchasing Excessive internal linking, SEO squatting, Spun content)
        
        Black Hat SEO
        
        Black hat SEO is a technique used to improve page drank on SERP by violating search engine rules and policies (Link Manipulation, Keyword stuffing, Duplicate content, Sneaky redirects)
        
        White Hat SEO
        
        White hat SEO is a technique used to improve search ranking on SERP. it follows search rules and policies. (Use relevant keywords, create high quality content, improve your website navigation, speed up the website load time)
        
        Local SEO
        
        Local SEO is the method of optimising a website to gain traffic from location-based searching • It helps to market your products and services to local customers
        
        Set up in Google my Business
        
        Name. Address. Phone Number (NAP) should be consistent for the better results
        
        How to measure the SEO performance
        
        Keyword Ranking
        
        Tracking keywords gives an understanding of where the webpage rans (on SERP) for a particular keyword.
        
        Important Metrics • Keywords ranking for desktop and mobile across locations • Average position of keyword and pages on a weekly basis • Average click-through rates • Top performing, gaining and losing keywords.
        
        Track performance of Keyword using GOOGLE SEARCH CONSOLE
        
        Local Visibility
        
        This metric is important for people maintaining local SEO GOOGLE MY BUSINESS
        
        Mobile Traffic
        
        Mobile ranking is different from desktop ranking • Suppose you are getting more mobile traffic, it means the website is responsive and has hight engagement metrics.
        
        Track the mobile visitors • Monitor user behavior • Measure the page speed.
        
        Engagement Metrics
        
        •Engagement metrics shows how users are engaging with the website • They plan an important role in determining rankings
        
        Some of the engagement metrics are • Bounce Rage • Average session duration • Pages per visit
        
        Organic Traffic
        
        Monitoring the website's Organic Traffic will help to understand how effective the SEO strategy is With the help of GOOLGE ANALYTIC TOOL
        
        Backlinks
        
        The content having more backlinks from good domains will help to improve SEO performance. (What website has our websites link)
        
        Domain authority of our own website • Number of inbound and outbound links to the site • Ratio of referring domains to backlinks • Number of new backlinks received from relevant and high quality sources • Citation flow and trust flow • Ratio of link distribution • Number of dofollow and nofollow links.
        
        Off-Page SEO
        
        Others web-site
        
        Link Building (Our name in others site)
    - - What goal we want to achieve? What are we creating & for who?
      - E-book
      - Blogs
      - White papers
      - Videos
      - Case Studies
      - Infographics
    - - User generated content
      - Process for Social Media Marketing
        
        Understand what content is best for TA
        
        Research about the competition
        
        Set a goal
        
        Conduct a Social Media Audit (What's working & not working)
        
        Set up a accounts in social channels & define a strategy to be used in each of them
        
        Take inspiration from case studies and other famous brands
        
        Create a SM content calender
        
        Test, Evaluate and Adjust the strartegy
      - Interactive content
      - Contests
      - Infographics
      - Videos
      - Content with Image
    - - It is an advertising model that can be used to direct traffic towards our website, by paying a fee each time someone clicks on the advertisement. These advertisement include text ads, images ads, video ads, etc.
      - Determine the goal to achieve for the campaign
      - Choose a list of relevant keywords best suited for the brand
      - Finalise the keywords and bid on it
      - Set up the attractive headline for the ad campaign
      - Monitor how well the campaign are doing and measure the results
      - Optimise the campaign and retarget potential customers
      - Google allows to add 3 separate headlines
      - https://ads.google.com
    - - Setup rules, guidelines, image specification, commission cost, etc.
      - Affiliate apply to advertise on your behalf
      - Platform find affiliate to advertise the product
      - Select an affiliate that is best suited for the brand
      - It's a form of digital marketing that involves paying commissions to a website or other entities for advertising the merchant's product using referrals
      - customers click on ads or link which will sends the user to the merchants website
      - More we sell at Affiliate place they make more commission
    - - These Advertisement that are featured on a platform alongside the content that isn't paid (Like our Ragi Dosa rating site)
    - - Identify target audience and create segment
      - Crete a campaign and se an appropriate Call to Action
    - - It involves obtaining online coverage with digital publications, blogs and other content-based websites. It works like PR in traditional marketing, but for the online space
      - Connecting with reporters on social media to develop a relationship with them (digital news paper)
      - Use engaging user reviews to help humanise the brand
      - Responding to the comments helps generate proactive conversations.
    - - SEO
        
        Free
        
        Google Search console
        
        Paid
        
        Semrush
        
        MOZ
        
        Google keyword panner
        
        Screaming Frog
        
        Ahrefs
        
        Search for a list of relevant keyword