Santosh Gannavarapu, Co-Founder and CEO at Sokarti shares his insights and experiences when it comes to targeting untapped SMEs market. In this statistically driven session, Gannavarapu talks about why SMEs don't invest much in websites and keep them idle. He further shares some digital marketing tips and tricks that can get the ball rolling for these enterprises and sheds light on digital marketing hacks that can be implemented by these enterprises. In closing, he tells how difficult it has become to retain SMEs and targeting them for marketing is a biggest challenge for digital marketeers. This session also emphasizes on how to retain them by applying few digital marketing tricks and hacks with the help of feature driven tools, setting up feasible pricing policies and generating a long-term ROI for them. Ctrl F5, powered by ResellerClub is a summit for elite web designers and developers looking to collaborate, network and share knowledge with some of the best leaders of the Internet presence industry in India. Check out: https://www.resellerclub.com/ Subscribe: https://bit.ly/2tUMzqU Facebook: https://www.facebook.com/TeamResellerClub/ Twitter: https://twitter.com/ResellerClub LinkedIn- https://www.linkedin.com/company/1795193/ ResellerClub (https://www.resellerclub.com/) was founded with the objective of offering domain names and hosting products to Web Designers, Developers, and Web Hosts. ResellerClub offers Shared Hosting, Cloud Hosting, Dedicated Servers, VPS, Email, Backup, Security and more with multi-brand options in many of these categories to empower choice. ResellerClub also offers a comprehensive solution to register and manage 500+ gTLDs, ccTLDs and new domains.

1. Online Advertising
Tips & Tricks
Santosh Gannavarapu

2. We have come a long way
2
It is because of your amazing efforts
5 Million domains in 2015

3. But we have a long way to go
3
Each will need a website.
51 Million
SMEs
Only 400K
Websites
Just like they need a phone.

4. Internet users are only growing
4
350 Million Internet Users in
India
2nd Largest Internet Population in
World
+14% Year on Year Growth,
we are adding 34M every
year

5. 5
2014
2015
2016
India is adding a new Australia
every year in terms of Internet
Population

6. But Something is Wrong
6

7. 7
enable an SME to buy a
domain
You, after a lot of convincing about the
potential

8. 8
You also created an amazing Website

9. 9
Its even on their Business Card

10. 10
But when it is time to renew
Please call us later

11. 11
Hmm …
Opportunit
y
Online
Audience
Huge
Many & Growing
Low
=
=
=
Sale or
Renewal
of Website

12. 12
Hmm …
Opportunit
y
Online
Audience
Huge
Many & Growing
Low
=
=
=
Sale or
Renewal
of Website
Something doesn't add up

13. 13
Why is a phone so indispensable?

14. Did you know?
14
4.1 Billion
5.2 Billion

15. 15
Phone is “complete”.
Is the entire eco-system and hence indispensable

16. 16
Unfortunately
For 80% SMEs website is a
cost.
And without any benefit, it is up for
axing.

17. 17
Is there not enough potential?
75% of SMEs rate marketing as biggest
challenge
Businesses online make 49% more
revenues
SMEs is a large base of affinity and
loyalty

18. They will be your customers for life
If you show them value
High=
Sale or
Renewal
of Website

19. Launching a Website
19
Is Only a First Step
To an Amazing Journey

20. Lets Make Websites
20
The salesman of the
year!

21. Digital Advertising is penetrating India
21
Medium Growth Projection Education
TV 6.6%
Radio 4%
Print 2%
OOH 5%
Internet 44.5%

22. Moment of Truth
22
Medium Rates Reach Trackability
TV Low
Radio Low
Print Medium
OOH Very Low
Internet High
$$$$$
$$$
$$$
$$$
$$

23. How “Online Advertising” Started?
• Early 1990s with Display Ads
• Search ads started in 1998
• Started by goto.com, renamed to overture, bought by
Yahoo.
• Google Adwords started in 2000
• The trend now is “Native ads”: weave in ads with content.
• Due to mobile internet penetration.
• It is the only “revenue model” for many companies

24. Every Year New Ad Inventory is Being Exposed
We don't have to worry about ad inventory

25. This is where the opportunity lies
• In addition to the onetime website cost or AMC
that SME is paying
• Expose a monthly recurring advertising solution
• You can easily avail Rs 10,000 per month.
10 30% 10k
New Users
Per Month
Monthly
Churn
Monthly
Revenue/SME
32L
Yearly
Revenue

26. Instead of Ad Terminology
clicks visits CPC CPM

27. SMEs Understand Only Leads
And You Need To Show Them Just
That

28. Transform Website To
Salesman
• Make website faster & mobile responsive
• Speed Thrills, Friction Kills.
• Have Explicit Call to Actions
• Don’t embed “contact information” deep inside
• Website will drive them leads
• You need to show them, leads are driven by you

29. Some Free Tools For You

30. Speed Up Your Website

31. Mobile Insights

32. Desktop Insights

33. 33
website.com
Unique Virtual Number to Traffic
Source
Trigger
Inquiries
Capibar for Explicit Call to Action

34. Customise the value proposition based on visitor
profile
34
website.com
%
1st time visitor: “Explore the website.”
repeat visitor: “Get an offer so the user can convert”
visitor leaving website: “Provide a final
offer”

35. Customise the value proposition based on visitor
profile
35
website.com
%
1st time visitor: “Explore the website.”
repeat visitor: “Get an offer so the user can convert”
visitor leaving website: “Provide a final
offer”
You don’t have to change the website at
all!

36. It is mobile responsive as well
36

37. Automated Coupon Generation for
Footfall
37
Customised coupon for every
visitor.Coupon Tracking Software also
provided
“25% off for Diwali”
“Special Discounts for TCS Employees”

38. Lead Manager
38

39. Tracks Every Lead To Show
Performance
Direct Leads
Justdial Leads
Sulekha Leads
Indiamart Leads
Website Leads
Online Leads
39

40. Your Advertising Product
40

41. Stay Online, Get Customers
41
Mobile Responsive
Website Ad Solution
Show Leads

42. Your Offering
42
Transparent
Cost of
Traffic
Hiding
Cost of
Traffic
Margins: 10-
15%
Margins:
+30%
Reporting Hassles
Threat of
Competition

43. How to price product?
43
Monthly Fee per city/state
marketing budgets included
Flat Subscription Charges
marketing budgets extra
add-ons as cross-sell
Don’t know the
marketing apetite
Easier to sell
Constant Selling
Needed
e.g. Rs 10k per month per city
e.g. Rs 3k per month

44. Bigger Lock-in
44
It takes at least 3 months to show performance
3 months
6 months
(10% discount)
12 months
(20% discount)
60% Customers
30% Customers
10% Customers
Move Them
Into Bigger Lock-ins

45. Do Not Commit Leads
45
I Know Sale is Harder
But Showing them Leads is more delightful

46. Santosh Gannavarapu
santosh@sokrati.com
Happy Advertising!