Video Transcript

Store Owner(Crying): What will I do now? My business is finished!

Thedigitalfellow: Hey! What’s wrong? Why are you crying?

SO: Oh! Thank God Subho, I’m glad you’re here. Please help me!

TDF: What happened? Where’s all the jewellery? And where’s all your staff?

SO: You see… It all started 6 months ago. Sales were good. Actually, they were great! But growth had come to a standstill! It was then that I spoke to my daughter. She asked me to promote my business online. I also noticed that online ads are cheaper.

So, I decided to give it a try! Then, I created a Facebook page and boosted it!

TDF: Wait… You boosted your Facebook page?

SO: No no no! I didn’t boost it… My daughter did!

TDF: So, I’m guessing your daughter understands Digital Marketing.

SO: Well, I’m sure she does! She has got tons of online followers. So…

TDF (Interrupting): Does she have any training whatsoever in Digital?

SO: No, but she’s a talented fashion designer. She knows her stuff & the right people! Trust me! Whatever she was doing worked! My shop used to be full of customers after those ads! I mean, why else would I decide to stop putting out hoardings?

TDF: What happened then?

SO: Then my daughter left for Paris to work for some famous fashion designer. She has been guiding my team from there! But it’s so complicated! It’s not like a hoarding or a newspaper ad. Throw some money & your ad is up! Help me please!

TDF: Hmmm… Tell me then… Did you do any persona interviews before your err… Campaign Boosting?

SO: Uhh… No… But what about it?

TDF: Mhmmm! And what offers have you given to your customers?

SO: Uhh… No… I … I’m not sure… I just boost!

TDF: Is your website as per the best practices?

SO: Silence

TDF: Look, my friend! It’s good that you’ve made serious effort towards going digital with your business… But it’s not as simple as creating a Facebook page & boosting it. There’s a way to do it.

SO: But… how? I don’t follow…

TDF: Well then, let me show you the digital process through the process of making diamonds!

Here’s digital marketing in terms of 5 Cs of diamonds!

01. Cut = Content

 Content can be anything. Your cut will shape it beautifully as:

• • • • Video
      • Blogs
      • Photographs
      • Infographics

02. Colour = Visual Impact

Your content should be delivered with relevant & meaningful:

• • • • Colour
      • Design
      • User Interface

03. Clarity = Research

You should do intensive research on:

• • • • Buyer persona
      • Pain areas
      • Keywords
      • Social media usage

04. Carat = Engagement

Content attracts engagement in the form of:

• • • • Shares
      • Likes
      • Loves
      • Comments
      • Shares

05. Certification = Link Building

You would develop credibility if your content is linked to by:

• • • • NGOs
      • Government bodies
      • News Publications
      • Educational Institutions
      • Hospitals