DM Module-2

Module-2
Search Engine Optimization (SEO):
It is a process of improving the structure and content of your site and doing promotional
activities to increase the traffic, and thus ranking on search engine result pages.
On-Page SEO:
It refers to all the measures or methods used by website owners within their websites to increase
the traffic and ranking of a website on search engine result pages. Within the website means
you deal with such elements of SEO that are in your control, such as meta tags, technical tags,
content quality, etc. So, there should not be any delay in resolving on page SEO issues to
maintain and improve the ranking.
Some of the important On-Page SEO factors are as follows:
1) Meta Tags: Meta Tags are HTML tags that contain meta data and provide information about
the content of a webpage. They tell what the page is about when it was updated, and who has
created it. This information is very important in terms of SEO as it helps search engine crawlers
understand and index the page.
These tags are placed inside the head section of a HTML page, e.g., <head> meta tag</head>.
The users who visit your site can't see these tags, but the search engine can see them for
indexing and deciding the ranking of your site.
There are mainly three types of meta tags:
i. Meta Title: It is the title tag which is also your page title. It appears on the title bar of
the browser window in search engine result pages.
ii. Meta Description Tag: It is the summary of the information contained in your page. It
is displayed below the URL of your page when your URL appears on the search engine
result pages in response to the search query made by a user.
iii. Meta Keywords tag: This meta tag contains all of your key keywords related to the
content of your page.
2) Page Length: The search engine prefers long pages to rank higher than short pages. It knows
that users do not get satisfied with basic information. Instead, they expect a full explanation
3) Outbound Links: You can give links of other sites on your page that provide similar
information. It may act as a trust factor for Google.
4) Internal Links: Interlinks your popular pages to new pages so that traffic from one page
may be diverted to other pages.
5) Canonical Tag: This tag is used to prevent the duplicate issues that arise when you have
two URLs with similar content. It tells Google that two or more pages with similar content are
equivalent to one another and belong to the original page.
6) Image Optimization: Image is required to be optimized using alt text, description, etc.
Additionally, instead of naming your image as "image1.jpg' use descriptive filenames, for
example, 'boy-playing-in-the-park.jpg.'
7) Sitemap: A sitemap is created for a site. It helps search engines in indexing pages of your
site.
8) Content: The content of your pages should be unique, relevant, and the latest and should be
related to highly searched topics, keywords, etc.
9) URL Optimization: Keep your URL less than 255 characters, and use hyphens '-' to
separate different parts of the URL. Additionally, it should be short, descriptive, and contain
your main keywords. For example, www.javatpoint.com/smo-tutorial -for-beginners. Also,
optimize the structure of URL by making categories that help search engines and users to find
the content with ease. For example, Homepage>Social Media>Facebook>Post
10) Mobile Friendliness: Around 60% searches in Google are made through mobile phones
and other such devices. So, make sure your website is mobile-friendly.
Off-page SEO:
Although Off-page optimization has the same objective of increasing traffic, it is different from
On-page optimization. In On-Page SEO, we deal with the factors that are in our control, i.e.,
within the website, but in Off-page SEO, the measures are taken outside the site, which is not
in the control of a website owner such as blog submission, article submission, forum posting,
etc.
Some of the important Off-Page SEO factors are as follows:
Off-Page SEO techniques mainly deal with increasing the links to a site which is called Link
popularity. These links can be internal or external. The internal links come from your own
webpages, and external links come from other websites or webpages. High link popularity
indicates that you have more connections to your site, which is a plus for SEO. Some important
off page SEO techniques to increase link popularity are as follows:
1) Influencer Outreach: If your content is unique, relevant, and the latest, you should share it
with influencers in your industry.
2) Guest Posting: There are many authors or blogs that allow you to submit your post or
content as a guest post on their sites. If you have written quality content, you can post it there
to get backlinks from them.
3) Social Bookmark Submission: There are many social bookmark submission sites where
you can upload your webpage or blog post containing a link to your site to drive traffic to your
site.
4) Forum Submission: In this method, you participate in forums related to your business,
websites. Here, you can reply to threads, answer questions and queries, and provide feedback
and suggestions. For better results use, "Do-Follow" forums.
5) Directory Submission: Here, you can submit your pages in directories to build backlinks.
You should choose relevant directories and categories.
6) Article Submission: There are also many article submission sites where you can submit
articles, again choose relevant categories to submit articles.
7) Video Submission: You can create videos with proper title, description, tags, and reference
links and submit them to video submission sites to get backlinks.
Image Submission: You can share your images in various image submission sites. But, don't
forget to optimize your images with the relevant title tag, URL, alt tag, description, etc
9) Infographics submission: Infographic is a visual representation of information or data such

as graphs, charts, etc. You can submit it to infographic submission sites with links to your
website.
Pros and cons of SEO
Pros of SEO
The main benefit of SEO is the visibility you will achieve in Google search engine.
Not only will you have more exposure, but you’ll be in front of people interested in what you
do right when they’re looking for you.
Other advantages are:
1. You will generate more visits to your website
On average, there are 40,000 searches on Google every second. That is to say: 3.5 billion daily
queries.Therefore, ranking on the first page for a search can earn you millions of views.
2. You will increase the visibility of your brand
With SEO practices you will build a community that tomorrow will give you ‘free publicity’
by sharing everything you do with your acquaintances.
3. You will close more sales
If you are a reference in your area , it is much more likely that you will make a sale , since you
have the trust and support of an entire industry.
4. You will become a market leader
The better positions you occupy in the Google results page, the closer you will be to dominating
the market through the Internet.
5. You will provide valuable content
One of the advantages of SEO is that you can know exactly what people are looking for.
For this reason, you will then be able to offer a tailor-made piece: an article that answers all
the concerns of users on a topic related to your industry. This way you will create the best
possible text that will provide the potential consumer with a solution to their problems.
5. You will attract potential clients
With SEO you draw the attention of potential buyers because your content is important to them.
Remember: you will help them solve a problem or answer a question.
6. You will avoid disturbing others
Thanks to SEO, you can give people what they want, the moment they are asking for it.
Unlike advertising , where you interrupt users with your ads and messages, SEO is about
gaining the user’s attention instead of buying it.
This strategy considers that the only way to get people’s respect and admiration is by offering
them valuable content without expecting to close a sale overnight.
7. You will generate a high return on investment
On the Internet it is much more profitable to bet on SEO and to rank with valuable articles
than to pay for Google to advertise you .
Cons of SEO
As we already mentioned, equipping your website with SEO best practices will be very
beneficial for your brand.
However, there are certain disadvantages when doing SEO that you should consider:
1. SEO takes time
That SEO takes a long time is one of the main ‘buts’ that executives have before investing in
web positioning
How long does it take to appear on the first page of Google? The definitive answer is: it
depends.
What does it depend on? Of many factors . Some of the most important to consider are:
• How big is your website.
• How new is your domain.
• How recent and fresh your content is

• What keywords are you using to rank
Thanks to our experience we have verified that, with good SEO knowledge , you could see
positive results in weeks .
2. By doing SEO you compete against the rest of the Internet
The competition in the online world is greater than you imagine.
On the Internet, thousands of websites create content about your same product or service and
you must define how you will differentiate yourself from them.
3. In SEO, results are not guaranteed
It is impossible to predict the results of an SEO project .
The main reason is that Google’s algorithm is constantly changing, as are trends and search
volumes for each query.
In addition, performance will be affected by what the competition does or does not do.
Therefore, when doing search engine positioning, it is irresponsible to ensure things like:
• “We will increase traffic 70%”.
• “We will attract 7,000 visitors a month.”
• “We will sell 150 products every week.”
4. SEO requires constant vigilance
SEO requires permanent review so as not to lose the progress made.
In the SEO Maintenance stage, it is convenient to review what was done during the SEO On
Page and Content Marketing and propose adjustments.
5. SEO is not profitable at the beginning
At first you will invest a lot of money and you will not see the return. That is, you will make
an effort without receiving greater gain.
Also keep in mind that visits are not sales: not all the people who come to your website will
buy from you.
If you cannot afford the advice of an expert for your SEO project, study the subject and
experiment with your website.
Google Adwords
What is Google Ads:
Google Ads, which was earlier known as Google Adwords, is a paid search engine marketing
platform of Google. It is also known as PPC advertising or pay-per-click advertising. It offers
PPC advertising, including banner, text, and rich media ads.
It allows advertisers to bid on certain keywords for their clickable ads to appear in Google's
search results. Advertisers pay for these clicks, and this is how Google makes money. It is
called PPC (Pay per Click) as you only pay once when someone clicks on your ad.
Google Ads comprises two networks Google Search Network and Google Display Network.
Google Search Network: In this network, the ads appear on the search engine result pages.
When users make queries using keywords related to product or service, your ad is displayed
on the search engine result pages above the organic results.
Display Network: In the display network, your ads are displayed on websites that have given
space to Google to run advertisements. Here, the users don't search for your products or
services. However, when they visit a website, they see a banner ad. If they like it, they click it
and thus diverted to your site. For example, Text Ads on websites, Image Ads on websites,
Video Ads on websites, and Ads on mobile websites.
Creating A Adwords Campaign Are As Follows:
1. Determine your goals: Decide whether you want to increase sales, drive traffic to your
site, want to increase subscribers or inquiries, etc.
2. Set a budget: Decide how much you can invest in starting a campaign. You can run a
small campaign with a small investment to test the market and its functioning.
Furthermore, you can set limits on how much you will pay per click and how much you
will pay per day to keep your cost in line.
3. Make a keyword list: Choose the right keywords that are relevant to your target
market, and within your budget, for that, you can use Google AdWords Keyword
Planner.
4. Bid on keywords: This step is like an auction where you bid on chosen keywords. If
you have a sufficient budget, you can bid more than your competitors for a keyword. If
you do so, your ad will appear higher on search engine result pages than your
competitors for that keyword. The more you bid, the higher your ad appears on Google
Search Engine.
5. Set up different keyword campaigns: If you have different products and services, you
may create separate campaigns to make more profits.
6. Use keyword-optimized headlines and ad copy: Incorporate keywords in your

headlines and body copy. Users use keywords as search terms while searching for
products and services that you sell.
7. Create unique landing pages: A landing page is a page that a customer lands on after
clicking on your PPC ad. Avoid sending users to your homepage, instead send them to
unique landing pages that contain the relevant information and keywords as searched
by the users. How to set up Google AdWords Campaign / How to run Google
advertisement or PPC advertising campaign:
Setting up Google AdWords Account

Create a Google Account: A Google account is needed to use AdWords. If you already have
one, you can use it.
Go to Adwords.Google.com and sign in: Follow the steps one by one and provide details to
complete the form to set up your campaign. Some of the basic steps are as follows:
o Set your budget based on the daily rate or expenses that you can bear.
o Choose your target audience by defining the location, network options (Google Search
or Display) and keywords
o Select the bid amount, or Google sets the bid amount automatically in a way that you
get the most clicks for your budget.
o Write the text ad, here you are supposed to insert the URL of the landing page, two
headlines, and a short description, and option to enable phone calls from the ad. After
completing the form, click "Save and Continue."
o Add your payment info by providing the payment info on the billing page. After this,
click "Finish and create ad" to complete the setup. Now, your Google ad campaign is
ready to go.
Keywords Types and Determining the Right “Keyword Match”
There are four keyword match types that determine how you want your ad to be displayed.
Broad match: The broad match is the default setting on AdWords. According to Google, it
“allows your ad to show for searches on similar phrases and relevant variations, including
synonyms, singular and plural forms, possible misspellings.”
Broad match allows to you to reach the widest part of your audience. However, since broad
match also shows your ads for synonyms and one part of your keywords, your ad may show
up in a lot of irrelevant search results.
For instance, you might be targeting for “fine dining restaurants Manchester”, using broad
match, your ad may also show in the results for “pizza in Manchester”.
Broad match modifier: The broad match modifier gives your more control. By simply
adding a ‘+’ before a term, you can lock it into place. Only when a search term contains the
phrases or words after the ‘+’, will your ad appear in the results.
For instance, if you bid for “+fine dining Manchester”, your result will never show for search
terms like “pizza in Manchester”.
Phrase match: The phrase match offers even more control to business owners. When you
choose phrase match, your ad is only displayed in results for search terms that are in the same
order as your chosen keyword.
This means, if you choose “fine dining Manchester”, your ad will not show for “Manchester
fine dining”. In order to specify phrase match, simply put your keywords between quotations.
Exact match: As the name suggests, this option will ensure your ad only appears when
someone searches with a search term identical to your chosen keywords.
If you have chosen exact match and your keyword is “fine dining Manchester”, your ad will
not even appear for search terms like “best fine dining restaurants in Manchester”.
To specify exact match, put brackets around your chosen keywords. (Example: [fine dining
Manchester]) Tip: Using exact match can be a safe and slower way to scale our your
campaigns when just starting out.
Negative keywords: Negative keywords are the terms help you ensure your ad is not shown
to irrelevant audiences. This feature of AdWords comes in handy if you have a
product/service that may share keywords with something that is not related.
Types of Google Ads Campaigns

You can select from one of five campaign types on Google Ads. Let’s cover the optimal uses
for each and why you might choose one over the other.
1. Search Ad Campaigns
Search ads are text ads that are displayed on Google results pages. As an example, a search for
“pocket squares” returns sponsored results:
The benefit of search ads is that you’re displaying your ad in the place where most searchers
look for information first — on Google. And Google shows your ad in the same format as other
results (except for denoting it as an “Ad”), so users are accustomed to seeing and clicking on
results.
Responsive Search Ads

Responsive Search Ads allow you to enter multiple versions of headlines and ad copy (15 and
four variations, respectively) for Google to select the best performers to display to users. With
traditional ads, you create one static version of your ad, using the same headline and description
each time.
Responsive ads allow for a dynamic ad that is auto-tested until you arrive at the version that is
best suited for your target audience — for Google, that means until you get the most clicks.
2. Display Ad Campaigns
Google has a network of websites in various industries and with an array of audiences that opt
in to display Google Ads, known as the Google display network. The benefit to the website
owner is that they’re paid per click or impression on the ads. The benefit to advertisers is that
they can get their content in front of audiences that are aligned with their personas.
These are typically image ads that draw users' attention away from the content on the webpage:
3. Video Ad Campaigns
videos. Remember, YouTube is a search engine, too. So the right keywords will place you in
front of a video, disrupting the user’s behavior just enough to grab their attention.
Here's a video advertisement that pops up in the middle of another video on how to tie a tie:
4. App Ad Campaigns
Google App Campaigns promote your mobile application through an ad displayed on Google
Search Network, YouTube, Google Play, Google Display Network, and more.
You can run ads that encourage your audience to install your app or, if they already use it, to
take a certain action within your app.
Unlike other ad types, you don't design an App ad campaign. Instead, provide Google with
your app's information and audience, and place a bid. Google does the rest to get your app in
front of the right eyes:
5. Shopping Ad Campaigns
Another type of Google Ad is Google Shopping Ad Campaigns. Shopping Campaigns like
these other types of ads, are displayed on SERPs and include detailed product information such
as price and product imagery. You can run a Shopping Campaigns through Google Merchant
Center, where you input specific product information that Google pulls from to create your
shopping ads.
Instead of marketing your brand as a whole, Shopping Ads allow you to promote specific
products and product lines. That's why, when you search for a particular product on Google,
you'll see ads for different brands pop up along the top and/or side. This is what I see when I
search "running shoes." The ads at the top are Google Search ads, but the specific products
advertised on the side are Shopping ads optimized for the keyword "running shoes":
Customer Relationship Management (CRM)
• From the viewpoint of the Management, CRM can be defined as an organized

approach of developing, managing, and maintaining a profitable relationship with
customers.
• By equating the term with technology, the IT organizations define CRM as a software
that assists marketing, merchandising, selling, and smooth service operations of a
business.
Components of CRM
Take a look at the following illustration. It shows the components that work together to form a
successful CRM system.
Here are some of the important components of CRM −
• Analytics − Analytics is the process of studying, handling, and representing data in

various graphical formats such as charts, tables, trends, etc., in order to observe market
trends.
• Business Reporting − Business Reporting includes accurate reports of sales, customer

care, and marketing.
• Customer Service − Customer Service involves collecting and sending the following
customer-related information to the concerned department −
o Personal information such as name, address, age
o Previous purchase patterns.
o Requirements and preferences.
o Complaints and suggestions.
• Human Resource Management − Human Resource Management involves employing

and placing the most eligible human resource at a required place in the business.
• Lead Management − Lead Management involves keeping a track of the sales leads
and distribution, managing the campaigns, designing customized forms, finalizing the
mailing lists, and studying the purchase patterns of the customers.
• Marketing − Marketing involves forming and implementing sales strategies by

studying existing and potential customers in order to sell the product.
• Sales Force Automation − Sales Force Automation includes forecasting, recording
sales, processing, and keeping a track of the potential interactions.
• Workflow Automation − Workflow Automation involves streamlining and

scheduling various processes that run in parallel. It reduces costs and time, and prevents
assigning the same task to multiple employees.
Objectives of CRM
The most prominent objectives of using the methods of Customer Relationship Management
are as follows −
• Improve Customer Satisfaction − CRM helps in customer satisfaction as the satisfied

customers remain loyal to the business and spread good word-of-mouth. This can be
accomplished by fostering customer engagement via social networking sites, surveys,
interactive blogs, and various mobile platforms.
• Expand the Customer Base − CRM not only manages the existing customers but also
creates knowledge for prospective customers who are yet to convert. It helps creating
and managing a huge customer base that fosters profits continuity, even for a seasonal
business.
• Enhance Business Sales − CRM methods can be used to close more deals, increase
sales, improve forecast accuracy, and suggestion selling. CRM helps to create new sales
opportunities and thus helps in increasing business revenue.
• Improve Workforce Productivity − A CRM system can create organized manners of

working for sales and sales management staff of a business. The sales staff can view
customer’s contact information, follow up via email or social media, manage tasks, and
track the salesperson’s performance. The salespersons can address the customer
inquiries speedily and resolve their problems.
CRM Models
We are discussing here:
• IDIC Model
• QCI Model
• CRM Value Chain Model
• Payne’s Five Process model

IDIC model
The IDIC model was developed by the Peppers and Rogers Group as a generic blueprint for
implementing CRM in a variety of situations. IDIC stands for the four stages of CRM
implementation: identify, differentiate, interact, and customize.
Identify
The first step is to identify your customers, which businesses can accomplish by collecting
information like the customer’s name, address, and purchase history at each point of contact
across the company.
The goal is to collect as much information or data as you can on each customer in order to
better understand their needs, wants, and purchase behaviors.
Differentiate
The next step is to differentiate or segment your customers based on their current and projected
lifetime value. Remember: Not all customers will have the same value to the business.
By differentiating your customers based on their value to the company, you can prioritize your
customer relationship efforts on the most valuable clients and tailor your interactions to best fit
each segment for optimal profitability.
Interact
The third stage is where you get to apply your CRM plans for interacting with your customers.
Once your customers are analyzed and categorized, you can develop customized interactions—
for example, for valued customers, you might offer loyalty benefits or rewards to encourage
retention and continued spending.
Keep in mind, you should be learning from each interaction to continually improve future
interactions.
Customize
After you have documented your customer interactions, you can then analyze them to develop
more customized one-to-one service. The goal is to ensure that your customers’ needs and
expectations are met and that you have pinpointed them individually (or very narrowly).
Quality Competitive Index (QCI) MODEL
The QCI model is also a product of a consultancy firm.
The model’s authors prefer to describe their model as a customer management model, omitting
the word ‘relationship’.
At the heart of the model, they depict a series of activities that companies need to perform in
order to acquire and retain customers.
The model features people performing processes and using technology to assist in those
activities.
This model includes the series of activities related to employees, people, and organization, and
technology as well.
According to this model, relationships process with the external environment. Because when a
customer wants to start selling process or wants to interact with the organization, external
environment directly affects the customer experience. External environment also affects the
planning process of the organizations.
Now as you can see in the figure that customer experience affects three activities future:
customer proposition, customer management activity, and measurement.
Customer proposition means something that a company offers to the customer against the price.
Customer management activity is a process of capturing customers, start with targeting,
conversation, selling and end with retaining or winning back the customers.
Customer management activity affects customer’s experience that how a company acquires,
retains a customer and also penetrates.
Finally, measurement process also affects the customer experience.
People and organization have relation with the planning process, customer proposition,
customer management activity and measurement.
Because CRM starts with people and ends with people.
Infrastructure deals with the organization in a sense of technology, customer information, and
process management.
One big thing is that each activity, people, organization, process, and technology have a dual
effect and intercorrelated with each other.
CRM Value Chain Model
CRM, the meaning of those three letters, is emotionally contested. For some, CRM is simply a
bridge between marketing and IT: CRM is, therefore, an IT-enabled sales and service function.
It has been five years in development and has been piloted in a number of business-to-business
and business-to-consumer settings, with both large companies and SMEs: IT, software,
telecoms, financial services, retail, media, manufacturing, and construction.
The model is based on strong theoretical principles and the practical requirements of business.
The ultimate purpose of the CRM value chain process is to ensure that the company builds
long-term mutually-valued relationships with its strategically-significant customers
Not all customers are strategically significant. Indeed some customers are simply too expensive
to acquire and service.
They buy little and infrequently; they pay late or default; they make extraordinary demands on
customer service and sales resources; they demand expensive, short-run, customized output;
and then they defect to competitors.
These are called strategically-insignificant customers.
Five primary steps to profitable relationships
The five steps in the CRM value chain are customer portfolio analysis, customer intimacy,
network development, value proposition development and managing the relationship.
Customer Portfolio Analysis
CPA, the first step in the CRM value chain acknowledges that not all customers have equal
value to the company.
CPA asks the question: ‘who are our SSCs (strategically significant customers)?’
SSC’s is defined thoroughly above so let’s move toward CPA. CPA tells us what are our
customers giving value to us?
A customer portfolio comprises the mixture of groups that make up the customer base of a
business.
For example, Coca-Cola’s customer portfolio consists of restaurants, grocery stores,
amusement parks and sports arenas.
Customer Intimacy
Selecting customers to serve with your product is one thing and knowing your customer is
another thing. Most companies collect customer data.
Some industries are overwhelmed with information – scanner data, loyalty card data,
complaints files, market research, and geo-demographic data.
Now the question is how you will use this data in order to serve best ways to your customers.
Long-term relationships require more knowledge about you customers.
Knowing about what, who, why, when and how of customer behavior is most important for a
company to manage long-term relationships with loyal and strategically insignificant
customers.
Develop the Network
A company’s network position i.e. its connectedness to other parties who co-operate in
delivering value to the chosen customer is a source of great competitive advantage.
In order to serve customer’s relationships, it is important for a company to create value for a
customer on every stage of the selling process.
It means the company must create a complete network for customers to serve profitably.
A good network may contain suppliers, manufacturers, employees, investors, technology,

distributors, and retailers.
CRM is not a quick fix; it requires owners and investors who will commit to the long-term
investment in the people, processes, and technology to implement CRM strategies.
Value Proposition Development
By the fourth step of the CRM value chain, you will know who you want to serve and will have
built, or be in the process of building, the network.
Now the network has to work together to create and deliver the chosen value(s) to the selected
customers.
Network develop by the company now will create a value proposition.
Every member in a developed network works together as a whole to creating value for
customers.
Managing the Relationship
This is the final step of primary stages.

All previous steps help the company to create the relationship and start the relationship.
Now, this depends on company how a company manages these relationships so that parties,
company, and customer, get value for the long term.
Five supporting conditions of CRM value chain model
These are five supporting conditions to fulfill the CRM value chain model.
• Culture and leadership
• Procurement processes
• Human resource management processes
• IT/Data management processes
• Organization design
These are some basic conditions that a company even must consider while managing the CRM.
Company’s culture defines that whether you will manage long term relationship or not because
sometimes your culture doesn’t allow you to do such activities.
Company procurement process and HR process also suggest that how you will do such activity.
Without IT and Data management process you cannot do CRM because customer’s information
and data related to customers save on technology.
Payne’s Five Process model
The Five Process CRM model was developed by Adrian Payne and Pennie Frow. This model
emphasizes a cross-functional approach for effective CRM processes.
There are two main components to the model: cross-functional CRM processes and key
elements of CRM implementation.
1. Strategy development. In the Payne and Frow model, strategy development comprises
your business and customer strategies. Your business strategy includes your unique
vision for your company and what distinguishes it in its industry and market. Your
customer strategy involves creating ideal buyer personas and otherwise identifying the
qualities that might make a customer choose you.
2. Value creation. In this step, you’ll determine the value you bring to your customers
and vice versa. For example, maybe your events company has access to one-of-a-kind
spaces that consumers just can’t get elsewhere – that’s the value your customers
receive. The value you receive is customers who remain loyal to you, since nobody else
offers spaces like yours.
3. Multichannel integration. After developing your strategy and creating your value, you
should inform your whole team of everything you’ve established. That means not just
your sales team but marketing, customer service and all the subdepartments within
each.
4. Performance assessment. Once your multichannel approach has been put to work, you
should reassess your strategy. If your customers are happy and your team is meeting its
key performance indicators (KPIs), then you should be all set. If not, revise your
strategies and values based on input from your team and customers.
5. Information management. This step comprises your front-office and back-office

applications, IT framework, and all your other CRM analysis tools. You’ll add
information to these platforms as you move through the model, which will inform your
future movements through the model. For example, if a customer says on a tech support
call that they are considering upgrading their subscription package, the support agent
could enter that information into the CRM, signaling sales and marketing teams to try
upselling that customer.
These are the four elements of the Payne and Frow process:
• CRM readiness. You should prepare to implement CRM software before

implementing the Five Forces CRM model.
• CRM change management. You should have protocols in place for modifying
your CRM workflow, CRM dashboard and other software components before starting
with this model.
• CRM project management. You should know how projects administered in your
CRM will be managed from start to finish.
• Employee management. You should have a firm sense of which employees are
responsible for which tasks along your sales pipeline. You should also know which
sales reps are assigned to which prospects or customers.

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Module-2

Search Engine Optimization (SEO):

Some of the important On-Page SEO factors are as follows:

There are mainly three types of meta tags:

Some of the important Off-Page SEO factors are as follows:

9) Infographics submission: Infographic is a visual representation of information or data such

Pros and cons of SEO

Other advantages are:

1. You will generate more visits to your website

2. You will increase the visibility of your brand

3. You will close more sales

4. You will become a market leader

5. You will attract potential clients

Remember: you will help them solve a problem or answer a question.

6. You will avoid disturbing others

7. You will generate a high return on investment

1. SEO takes time

• How big is your website.

• How new is your domain.

• How recent and fresh your content is

2. By doing SEO you compete against the rest of the Internet

The competition in the online world is greater than you imagine.

3. In SEO, results are not guaranteed

It is impossible to predict the results of an SEO project .

• “We will increase traffic 70%”.

• “We will attract 7,000 visitors a month.”

• “We will sell 150 products every week.”

4. SEO requires constant vigilance

SEO requires permanent review so as not to lose the progress made.

5. SEO is not profitable at the beginning

What is Google Ads:

Creating A Adwords Campaign Are As Follows:

6. Use keyword-optimized headlines and ad copy: Incorporate keywords in your

Setting up Google AdWords Account

Keywords Types and Determining the Right “Keyword Match”

Types of Google Ads Campaigns

Responsive Search Ads

Customer Relationship Management (CRM)

• From the viewpoint of the Management, CRM can be defined as an organized

• Analytics − Analytics is the process of studying, handling, and representing data in

• Business Reporting − Business Reporting includes accurate reports of sales, customer

o Personal information such as name, address, age

o Previous purchase patterns.

o Requirements and preferences.

o Complaints and suggestions.

• Human Resource Management − Human Resource Management involves employing

• Marketing − Marketing involves forming and implementing sales strategies by

• Workflow Automation − Workflow Automation involves streamlining and

• Improve Customer Satisfaction − CRM helps in customer satisfaction as the satisfied

• Improve Workforce Productivity − A CRM system can create organized manners of

We are discussing here:

• CRM Value Chain Model

• Payne’s Five Process model

Quality Competitive Index (QCI) MODEL

The QCI model is also a product of a consultancy firm.

CRM Value Chain Model

These are called strategically-insignificant customers.

Five primary steps to profitable relationships

Customer Portfolio Analysis