DIGITAL ROADMAP

2017
About QuessCorp

Quess Corp is the Bangalore-based one of the

leading staffing and IT solutions company.
The company has pan-India presence with 47
offices across 26 cities. It serves over 1,300
customers across four segments, namely
Global Technology Solutions, People &
Services, Integrated Facility Management
and Industrial Asset Management.
Objective

Generate awareness for the brand Quess and its sub brands, broadening the brand’s overall
reach.

Continuous Engagement with the customers and prospects through smart content
management, subtle branding, digital collaboration and participation.

Use social media channels to generate leads and convert then into customers followed by
constantly nurturing them.
DIGITAL MARKETING ROADMAP
Our Methodology Phase : Presence

Content
Website
Marketing

Digital
Digital
Brand
Brand
Presence
Presence
Website

Key Elements

• Navigation
• Mobile ready / Responsive
• Engaging Content
• Social Integration
Website : Mobile First Indexing
Google is testing mobile-first indexing, a system that will rank listings based on mobile
content even for desktop searchers.

Responsive or dynamic serving sites should be all set.

Source: Search Engine Land, “Google Begins Mobile-First Indexing, Using Mobile
Content for All Search Rankings.”
Website : Mobile First Indexing

If mobile sites have separate domain

such as m.quesscorp.com, we check
for these factors

• Making sure content is same on both versions of the site

• Mirroring structured mark up for both mobile and desktop
• Using robots.txt to make sure Google can crawl mobile version of
the site
• Verified mobile & desktop sites in Google Search Console

Source: Search Engine Land, “Google Begins Mobile-First Indexing, Using Mobile
Content for All Search Rankings.”
Website : Mobile First Indexing

Almost half of mobile users expect

• Making sure CTAs are easily visible.
websites to load in two seconds or
• Test that all navigation is accessible via less.
touch.
Check for errors with Google’s Mobile-
FriendlyTest.
• Optimize load speed with Google Page
Speed Insights

Source: Search Engine Land, “Google Begins Mobile-First Indexing, Using Mobile
Content for All Search Rankings.”
CONTENT MARKETING

“The challenge for B2B content is that it

competes in a huge array of media fighting for
time against other always-on entertainment.”
John Rudaizky, Brand & Marketing Leader, Partner, EY
CONTENT MARKETING
Effective content marketing depends on two basic
factors

1. Optimize your content marketing

mix for sales qualified leads and
revenue
2. Make content for for both human and
search engines
Content Marketing – Step 1
(Define Success)

Objective – Develop quality leads,

Website traffic, Brand Awareness

Efficiency – Email, Social Media, Organic

Search

Tactics – Videos, Blogs, Case Studies,

White papers, Infographics

Measure ROI
Content Marketing – Step 2 (Content
for both search and human)

Content Analysis – Awareness to

Retention

Organic Search – High converting

keywords to High Volume terms

Proactive with Competition – What

works and what doesn’t work, key word
gap analysis
Blog
Reasons
• Effective way to drive relevant traffic to the website
• Strengthens company’s organic presence on SERP i.e helps in SEO if blogs are listed on
SERP. If a prospect looks for a solution, Quess and others are present right at the moment
• Content marketing through blogs will help build thought leadership over time once the
brand gains popularity

Content
Articles and listicles around various themes from across the companies such as staffing,
recruitment, self help, logistics, industry challenges, solutions etc. Example- Online self help
has it’s cons. Agree or disagree

KPIs
CTR, Conversion rate, Bounce rate, unsubsribers, increase in
mailing list
Strategy For Blog Content
Content Mix

Types of content

Video Textual Images Graphic

Product
Troubleshoot Whitepapers Infographic
pics

Customer Customer Customer

Testimonials Testimonials pics

Corporate Research
AV reports

Case study Blogs

Newsletter
Content Mix - Examples

Quess Blog
 Content Mix - Examples

Ikya Video
Content
Our Methodology Phase : Drive

Email
Marketing
Events &
SEO
Webinars

DRIVE
Social VISITORS Online
Media TO DIGITAL Advertising
PRESENCE
SOCIAL MEDIA

Goals
Building brand awareness with a professional presence to establish
Quess’s expertise in the industry
Developing the business by connecting with clients and prospects and
promoting Quess as a service provider

Objectives
To increase sales enquiries or conversions from social platforms by
10% within next six months
To increase engagement with status updates by 25% in next quarter
Social Media Strategy

Our approach to social media marketing includes platforms tactics and

& KPIs
 KPI’s to be tracked
Metrics used to determine how Quess is performing against its objectives.
Hard KPIs : Easily quantifiable metrics which measure the following

• Engagement
• Leads
• Conversions

Soft KPIs : Intangible indicators that measure brand value, difficult to quantify

• Heightened brand awareness

• Increased visibility
• Relationship building
Linkedin, FB, Twitter – Content
Type
Original articles from company’s blog/website to build credibility. Example- Don’t aim for
work life balance. Do this instead

Latest news from the industry and current technology developments to capture
attention.Example- Where does your company stand on digital compliance

Information related to offline events and webinars to attract prospects and clients Example-
Turning last mile into competitive advantage

Customer narratives and testimonials to display professional expertise and build credibility.
Example- Accenture India talks about Quesss’s multi platform services

Success stories of existing clients in the form of case studies/videos to get leads
Example- How Flipkark benefitted from Dependo’s last mile services

Content in the form of text, video, image and infographics

 Linkedin, FB, Twitter – Content
Type

Goals covered - Brand awareness a nd lea d g e neration

 Linkedin Pulse – Content Type

From the LinkedIn profile of top managers and CXOs

Industry related news and trends
Example-This is Just a Beginning for Digital Compliance Solutions in India
Opinions on technology changes, news and other relevant topic to be the voice of the
company
Example- This is Why I believe reverse logistics has massive potential in India- Ram
Prakash –CEO Dependos
Cross sharing of these Pulse post through official accounts
Links in articles to download entire reports on various topics
 Linkedin Pulse – Content Type

Goals covered – Brand awareness

SlideShare – Content Type
Short videos about the company’s introduction, mission, work culture, etc.
Example- Quess delivers the promise of bringing agility in work culture

How-To guides and facts about various service related topics to help people
(prospects/clients) in need for solutions
Example- 10 Facts about digital compliance softwares

Industry trends in the form of infographics

Example- Last mile delivery solutions changing over time: Infographic

Interviews of influencers and industry bigwigs to gain traction from their followers.
Example- What does Aditya Prahar predict for staffing solutions in 2017

Leads
LinkedIn autofill lead capture form in the end of the slides to convert interested readers into
clients

Content in the form of text, video, image and infographics

SlideShare – Content Type

Goals covered - Brand awareness a nd lea d g e neration

KPI’s Measured
Page followers
Post clicks
Engagement-Likes, shares, comments
Impressions
Followers
Downoloads
Inquiries and leads
Webinar/event registrations
Video views
SEO

Benchmark key user behavior metrics. Always optimize for user intent
• Click through rate
• Bounce Rate
• Page Per Session
• Frequency
 SEO
Boost organic CTR by optimizing page titles and meta descriptions to win more clicks

Page Title

Meta
Description
 SEO
Decrease bounce rate and lift pages per sessions with engaging content

Clear Call To
Actions

Content
 SEO
Create standout content on a regular basis to encourage return visits (frequency)
Email Marketing – Lead
Nurturing
Reasons
Has a larger and direct reach
Message reaches directly in subscriber’s mailbox hence more likely to be opened unlike social
media
Drives conversions- turns leads into customers

Content
Company newsletter and whitepapers
Top performing blogs roundup
Behind the scene look of the company, insider information
Webinar and event invitations

KPIs
CTR, Conversion rate, Bounce rate, unsubsribers, increase in
mailing list
Webinars – Interactive tools for
brand story
Reasons
Webinars and podcasts help in lead generation through registrations
Respect for brand increases by watching/listening brand experts talk about subject matters
Excellent follow-up technique in collaboration with email marketing

Content
Panel discussions related to industry issues
Successful case studies of Quess and other companies
Q nA sessions to address issues and provide solutions
Audio presentation of blogs and articles(Podcasts)

KPIs
Number of participants, views, number of questions asked
engagement-like, share, comment
 Online Advertising

Targeting Managed Site List : Online sites that cater to

specialized niche audiences

Context Led Targeting : Pushing out articles that TG is

most likely to read since its pertaining to their business

Retargeting to Nurture Interest : Retargeting site visitors

through display advertising to stay on top of mind
Our Methodology Phase : Convert

Website Remarketing

Landing Lead
Pages Nurturing
CONVERT
LEADS &
VISITORS TO
CUSTOMERS
 Landing Pages
Landing Pages for lead generation and demographic information about new
prospects
Designing landing pages as per the different target audience
Responsive, easily adaptable across different screens
 Websites
Websites should convert leads into customers.
Needs to intentional
Helps in generating better ROI on digital activities
 Marketing Automation
Three basic nurturing pathways:

Keep in touch : regular content blast)

Trigger : a communications sequence triggered by an action like a content
download or tradeshow booth visit)
Big fish : true 1-1 nurturing using the same content and analytics as the other
pathways but with a dedicated BD or sales rep handling the communications
personally).
Our Methodology Phase : Retain

Advocacy
Programs

Customer
Survey
Service

CONVERT
CUSTOMERS
TO
ADVOCATE
S
 Customer Support
Using content and social media tools to build better customer support

Content
Videos with instructional content
Maintenance/ trouble shooting tips
Weekly tips email / social media update to top customer support questions
Solutions gallery on website : PDFs, web-accessible content, videos and
reference links
Summary
Presence Drive Convert Retain

Website (Redesign, SEO Landing Pages Survey

Optimization)
Content Marketing (Blog, Social Media Website Advocacy
Micro Videos) (Linkedin, Pulse, Programs
Slideshare,
FB,Twitter)

Email Marketing Remarketing Customer

Service
Events & Webinars Lead Nurturing
(Automation)

Display Advertising
Commercials

Monthly Activities One Time Fees Monthly Fees

Complete Social Media Management Across all channels
•Post content calendar – incl. daily management
•Campaign ideation
INR. 75,000
•Post/Campaign creative concept & visualization
•Response management across platforms
•Reporting/monitoring
Content Marketing
•Blog setup - design & development INR. 75,000
•One white paper
•3 blog articles INR. 70,000
•One slidedeck
Email Marketing
•Email nurtutre program strategy INR. 35,000 INR. 18,000
SEO
•Set up - 2 months INR. 85,000
•Ongoing optimization (from month 3) INR. 50,000
Creative Production
•1 email - design & html
INR. 55,000
•Content marketing assets - design
•Campaign & social - design
TOTAL
*taxes additional INR. 1,95,000* INR. 2,68,000*
Commercials
Note -

- Videos, infographics, emails, landing pages and other additional creatives will be charged at
actuals based on the rate card
- SEO set up will include keyword research & recommendation, comprehensive technical
analysis, Navigational structure, Internal linking recommendations, Identifying canonical
inconsistencies, Analysing / Identifying / Fixing duplicated content, Analyzing redundant
redirects, Analyzing and optimizing Page Speed, Fixing Crawl Errors, Schema Mark-ups, Social
Integration, Analysing the Flow of Page Authority and Benchmark SEO report
- Ongoing monthly SEO recommendation includes on-page recommendation for key pages,
blog/articles optimization, monthly technical audit & recommendations and comprehensive
monthly reports
Thank You