stack of books

Facebook Link

LBB, Bangalore

What Is The Group About?

LBB gives recommendations about the latest and greatest events, food joints and shopping destinations in your city, which you can experience with your friends.

In their own words,

LBB is a discoveries and recommendations platform, to find and share awesome things in your city.

Some Interesting Stats

  • Number of likes: 212,673 (as per May 2019)
  • Posts per day: ~10
  • Average engagement per post: ~10 likes, 2 comments
  • Number of followers: 214,268 ( as per May 2019)
  • % of traffic that comes through Facebook: More than 94% of their social traffic comes from their Facebook pages, and social is around 8% of their total traffic.

similarweb social traffic for lbb

Source: https://www.similarweb.com/website/lbb.in#social 

Want to leverage Facebook for your business? Check out our Facebook Checklist to get started today!

How Do They Use Facebook?

lbb post about place to visit near bangalore

  • As a way to promote their ongoing offline events

lbb_events_list

  • Show off user-generated content: Users use the tag #ifoundawesome to share any awesome things they found in their neighbourhood, and LBB shares a few of them on their Facebook page.

#ifoundawesome things to do

  • As a way to interact with their customers: They have messenger, where customers can talk directly to their staff.

lbb messenger

lbb post about new drive in theatre in bangalore

Types Of Posts

  • Videos

video content lbb

  • Simple posts + images

lbb post with images

  • Sponsored content

lbb sponsored content fabindia collab

Looking for a full marketing breakdown, not just Facebook? Head on over to see how Nearbuy grew to 100,000+ locations.

How Have They Grown To 200K+ Likes

LBB carved a niche for itself as a place to find the newest and hottest things happening in your city. With the introduction of localised Facebook pages (each page catering to one city), LBB’s popularity only increased.

  • Tertiary/ Secondary content: No such content on the Facebook page. It is mainly used to drive traffic to the website.
  • Primary content:
    • Things to do/ see/ eat in Bangalore
    • Contests to win tickets to events
  • Offline events: Mostly collaborations with sponsors, could be –
    • New business
    • New locations of existing businesses
    • Seasonal events
    • Events to sell their products

Facebook Ads

LBB has 160 active ads in India with the CTA ‘Install Now’ or ‘Shop Now’ (on their website) or ‘Read Now’.  The ads can be broken down in three categories.

Type 1

Objective – Download the app.

Target – New customers who enjoy travelling or eating out

Ad Copy – “Foodies, We found the BEST places for eating out or ordering in!” or “Want To Get Out Of Town? Check out cool vacay spots on the LBB App 🌴”

ad to download app

Type 2

Objective – Drive Sales.

Target – New and Existing customers.

Ad Copy – “Workwear Clearance sale, 24 hours only.”

ad to drive sales of their products

Type 3

Objective – Drive traffic to website.

Target – New and Existing customers.

Ad Copy – Has the title and featured snippet of a blog post.

ad to drive traffic to website

Source: Facebook Ads 

Want us to feature your company in a marketing breakdown?

Email us at ani@growthspartan.com with Subject Line: Company name<> Feature Us

Facebook_swiggy

Facebook Marketing Breakdown Simplified

  1. What is the Page about?

    • Swiggy is an on-demand food delivery platform designed to provide food from neighborhood restaurants to the customers. The page is all about brand awareness and customer engagement/support
  2. Facebook Link: Swiggy

  3. Some interesting stats:

    1. # of page likes: 875k (as per May 2019)
    2. # of posts a day: 0 to 3
    3. Avg Engagement Per Post: 100+ likes, 200 comments(Number vary of the post is promoted)
    4. # of Admins/Moderators: Swiggy has 197 people managing their page from India and 6 people from Australia
    5. The comment section is mostly filled out with order related queries where swiggy is actively responding for each of the customer’s query/suggestion/issues.
    6. % of Traffic that comes through Facebook: 11.09%  (Data: SimilarWeb)swiggy_social traffic
  4. How do they use Facebook?

    • As a community building channel
    • As a platform to share details about their current offers
    • As a platform to announce the addition of new delivery locations
    • For Customer Support
  5. Types of posts

    • Simple posts + Images (addition of new delivery locations)swiggy new location
    • Posts around the current trending topics over the internet like Game of Thrones, General elections in India, Cricket Worldcup 2019.swiggy worldcup2019swiggy-Game of thrones
    • Short promotional Videos where content will be related to trending topics like IPL  or special days like mothers day, labor day and others
  6. Posts By

    • Admin
    • Social media managers
  7. How have they grown followers – Things they do different

    • Customer support executives responding for each and every queries/complaint in the comment section and following up with them until it is resolved
    • Keeps their customers update to date with new delivery locations
    • Creative posts based on trending events

Tertiary content

  • About Swiggy delivery partners

swiggy tertiory

Secondary Content

Primary content

  • Video Ads(Content related to Special days like Social days, Religious festivals, IPL, and other trends)
  • Most of the posts are about promotional offers and announcements, memes.
    • Their customer support is making the facebook page more engaged with all the customer queries
    • Facebook Ads: At the moment of writing, there were around nearly 3400 ads running from the swiggy Facebook page as per ads library

swiggy_facebook_ads

8. Closely analyzed, various types of ads are being run by Swiggy as follows:

  • Majority of ads are aimed for new app downloads, specific offers based on events like the cricket world cup 2019, Ads specifically on food items like Ice creams and other chilled items because of the summer season
  • Their ads are more of customized using a specific dish, location, and popularity of the dish targeting new and existing customers.
  • One can appreciate the Swiggy’s effort in placing this huge number of ads while making sure that the ad is shown to the targeted audiences

Sample 1:

  • Objective: To increase the number of delivery partners
  • Target: New Delivery Partner
  • Ad Copy: Earn up to 25000/- per monthswiggy delivery partner

Sample:2

  • Objective: Drive order placements
  • Target: New and Existing customers.
  • Ad Copy: Swiggy Match Day Mania is back! Get up to 50% off* from the best restaurants in town. Order now. TCAswiggy match
  • Miscellaneous adsswiggymisc

 

FACT SHEET

  • Company Name: Clever Tap
  • Type: B2B
  • Founded : May 2013
  • Founders: Sresh Kondamudi, Sunil Thomas, Anand Jain
  • Headquarters: Sunnyvale, California, US
  • One-liner: CleverTap helps brands improve customer lifetime value and profitability by delivering consistent customer experiences across all touchpoint”- Sunil Thomas, CEO & Founder
  • Industry: Marketing Analytics
  • Desktop/App: Mobile / Desktop only
  • Logo

TABLE OF CONTENT

What do they do?

How they got their early adopters

Marketing Funnel Breakdown

Major Traffic Source

Marketing Breakdown Today

Top Growth Hacks


WHAT DO THEY DO?

CleverTap is SaaS-based mobile analytics and mobile marketing company. CleverTap announced its US launch in September 2015 during TechCrunch Disrupt Battlefield in San Francisco (it was called WizRocket before that).

  • It provides mobile app analytics and user engagement products to more than 8000 companies. CleverTap combines real-time customer insights, an advanced segmentation engine, and powerful engagement tools into one intelligent marketing platform.
  • CleverTap got its first Seed round of funding in July 2014 for $1.6 million. Major product advancements came after that.
  • With a Series B round of $26 million in April 2019, it reaches a valuation of $150 million now. It currently employs around 100 employees.

How They Got Their Early Adopters:  

BookMyShow was their first customer acquired in October 2013 because co-founder Anand Jain had worked for BookMyShow as a client previously at Network 18 and Ashish Hemrajani (founder, BookMyShow) was looking out for a similar solution.

PRESS RELEASE

Before Series A funding

Post Series-A funding in August 2015

(WizRocket was running in stealth mode before this; this was when they changed their name to CleverTap)

 

BLOGGING

Initially on CleverTap/ WizRocket blog (which got them good SEO traffic)

GUEST BLOGGING

Blogged once a month (mostly status updates) by Anand Jain, co-founder & CTO on WizRocket Blog

DIRECTORIES

  • Mumbai Start-ups List (here)
  • Slideshare (here)
  • Crunchbase (here)

 

WORD OF MOUTH

  • It was a very important source of early client acquisition because founders were already in Media circles (Anand Jain: Burpp.com founder)
  • This could happen because early adopters unlocked great revenue growth using their customer targeting platforms.

FACEBOOK

Page created in Aug 2015 (after series A funding)

QUORA:


MARKETING FUNNEL BREAKDOWN


MAJOR TRAFFIC SOURCES

(Similar Web data)

  • Average Traffic – Monthly: 3,30,000
  • SEO – 53.18% (out of which organic- 7.5%)
  • Direct – 35.92%
  • Social – 3.21%
  • Referrals– 11%
  • Mail – 5.51%
  • Display – 0.07%

 

MARKETING BREAKDOWN- TODAY

Top of the funnel

Search Engine Optimization (SEO)

  • Traffic from SEO: 53%
  • Articles/month: 10-15 (https://clevertap.com/blog/)
  • Articles Review: 1000- 1500+ words – text, image & infographics heavy.
  • Soft sell Webinars: Distributed through email campaigns and directly on social distribution platforms)
  • Keywords Analysis (top keywords they rank for): Clever tap, Bookmyshow, Sony liv app, Sonyliv, Hotstar app, Ixigo, Freecharge, Marketing SMS, App notifications

Content Categories

Primary content (Business)

  • General (around mobile marketing, user experience)
  • Case studies –Customer Spotlight (Industry & Client specific solutions)
  • Knowledge Base—Engineering (Tech & Tools around Analytics)
  • Product (How & What)
  • What they do (Updates, Milestones, Culture & About work)

Secondary content (Industry based)

  • Data Science

Tertiary Content (Interests & Persona)

  • Customer Spotlight (Industry & Client specific solutions)
  • App User Lifecycle (Industry Specific & General)

Paid Ads

  • PPC Ads-keywords: Push Notification, App Engagement
  • Branded: 18.71%
  • Generic & Competitor: 81.29%
  • Amount of money they’re spending: $1580/ month

Social

FaceBook

    • FaceBook Page- CleverTap
    • Use of FaceBook as a Distribution platform for webinars, eBook, blogs, podcasts
    • CTA button: Sign Up & Send Message
    • Contact Details: info@clevertap.com
    • Number of members: 17,029 followers
    • Posting Frequency: 1-2 posts on daily basis, 10 posts on weekly basis
    • Cover picture: Video Format
    • Type of Posts:
      • Event & Milestone Updates
      • Sharing blog, eBooks, Webinar links

Webinar content examples

-How Mobile Payment Apps Engage & Retain Users

-How AI & ML are transforming modern marketing

-Media & OTT App User Lifecycle

-Build a high ROI engagement strategy with AppInbox

-How to Re-engage Mobile App Users

LinkedIn

    • Number of Followers: 3334 followers
    • Posting-Frequency: 10 posts weekly
    • Type of Posts
      • Posts showing company updates or milestones
      • Founders chats interviews or podcasts
      • Company event updates, or showing how is to work at CleverTap have high engagement

Podcasts

The Playbook Podcast by co-founder Anand Jain.

Referral Traffic

 

Offline

Events

  • Apps Flyer Business Mixer, Bangalore, Feb 2019
  • CT Connect, Jakarta, Jan 2019
  • Mobile Growth meetups in collaboration with clients( bookmyshow, hungama, etc.), Dec 2017
  • Mobile Growth Summit,2017, SFO
  • The Open Mobile Summit, Bay area, 2016

Conferences

  • Digital Marketing Leaders’ Summit
  • Mobile Marketing Summit
  • CMO Innovation Summit

 

Middle of the funnel

  • Constant engagement with Email of types:
  • Knowledge, product based blog links
  • How other mobile apps used their product to drive growth (case studies)
  • Webinar links
  • Free Resources (Templates, Guides, eBooks, Quiz)

Bottom of the funnel

  • Product Demo
  • Customized Product Demo on request
  • Sales Call

Top Growth Hacks

  • Calibrating the product so that small/medium businesses with lesser traffic can also use it: After returning from YCombinator ‘14 interview, they worked on the feedback and started with this huge change. (Eventually, CleverTap started coming as a free product to companies with traffic lesser than 5 million). This increased their data exposure and user base.
  • Making their product Dashboard driven so that marketing folks could use it without involving their engineering teams.
  • Targeted, personalized Push Notifications (only to customers who were likely to take action instead of spamming all users with broadcasts) to unlock revenue for clients
  • Building first Omni-channel user engagement platform (other competitors didn’t have this feature at the time), a feature which targets the customer across multiple channels, all from a single dashboard.
  • Remained in stealth mode until Series A funding round (2 years after start acquiring 300 customers), improvising the product in private beta, customizing as per client requirements thereby gaining deep insights about their product before launching to general availability.

 

quick heal

As more & more people and businesses are becoming active online due to increase in the internet penetration, online security has become need of the hour. Due to increase in the number of cyber threats, malwares, and ransomware attacks, online security cannot be ignored. There are many companies in India which provide internet security services and Quick Heal Technologies Ltd. is one of them.

Since its inception in 1993, Quick Heal Technologies Ltd. has come a long way in revolutionizing the internet and IT security market in India.

 

Quick Heal- Fact Sheet

quick heal

Brand: Quick Heal Technologies Ltd.

Business Type: B2B ( Business to Business)

Industry: Computer Security, Virus Protection

Founders: Kailash Katkar, Sanjay Katkar

CEO: Kailash Katkar

“Channel development is more about understanding the channel partners, who need good margins and respect” – Kailash Katkar, CEO & MD of Quick Heal

Quick Heal Technologies is India’s leading provider of Internet Security tools and is a leader in Anti-Virus Technology in India. Quick Heal antivirus provides the IT security solutions for PC, Mac, Mobile, Tablet, and Enterprise Network. Each Quick Heal product is customized to suit consumers, small businesses, Government establishments and corporate houses.

As of now:

  • It is 1300 employees strong.
  • It has offices in over 36 cities in India.
  • It’s enjoying an active license user base of more than 7 million and has more than 24 million product installations.
  • It has a strong global presence with offices in over 40 countries.
  • It has a well-connected network of 19000+ channel partners in more than 80 countries worldwide.

Annual Revenue: Quick Heal Technologies generates an annual revenue of $48.9 million.

Desktop/App: Quick Heal provides antivirus security products for desktop, tablet, and mobile(apps). The products are available for Windows, Mac, and Android operating systems.

Investors: With an aim to boost its business and innovative technology, in 2010, Quick Heal partnered with Sequoia Capital, a venture capital firm, resulting in an investment of 12 Million USD from Sequoia Capital.

Acquisitions: Quick Heal acquired Junco Technologies in June 2016. Junco Technologies specializes in providing end-to-end information security, IT infrastructure and cyber intelligence solutions.

Competitors: Following companies are Quick Heal’s top competitors:

  1. Symantec (USA)
  2. McAfee (USA)
  3. Kaspersky (Russia)
  4. Trend Micro (Japan)

Reaching this stage was never easy. Quick Heal had its own share of struggles before it became one of the leading IT security services in India and abroad.

Table of contents

  1. How it all started?
  2. How Quick Heal Got its Early Adopters?
  3. Marketing Summary – Today
  4. Top growth hacks that stood out for Quick Heal

1. How it all started?

Belonging to a small village of Rahimatpur in Maharashtra, Kailash Katkar, was living in a lower middle class family. He grew up in Pune because his father used to work there as a machine setter at Philips.

Due to poor financial circumstances of his family, Kailash had to drop his studies after completing SSC. In order to help his family, he took up a job at a local radio and calculator repair shop. Working there and later on in other electronics repair shops helped him gain an in-depth knowledge in fixing computers, calculators and radios.

Kailash encouraged his younger brother, Sanjay Katkar, co-founder of Quick Heal, to pursue his education in Bachelors in Computer Science. Eventually, Sanjay developed an interest in coding and started to work on computers that Kailash used to repair.

In 1990, Kailash had an idea of starting his own calculator repair shop. In order to set up his shop, he rented a small 100 sq ft office in Pune with an investment of Rs.15, 000.

His company managed to gain a profit of Rs.45,000 within its first year. Kailash worked hard to expand his venture by updating his skill set and pursuing short term computer courses.

In 1993, Kailash started his new venture called, CAT Computer Services ( The company was renamed as Quick Heal Technologies Pvt. Ltd. in 2007).

As the internet penetration was slowly increasing, the risk of viruses also increased. So, there was a need to create an antivirus software that could protect the computers.

Kailash insisted his younger brother, Sanjay to design an antivirus based on all the tools developed by him. In 1995, the antivirus was developed and was named as Quick Heal.

Quick Heal launch

The team at the launch of the first version of Quick Heal antivirus

 

2. How Quick Heal got its early adopters (customers)?

Kailash did not have enough knowledge about marketing and experience in generating business.

Moreover, at that time the IT security market space in India was dominated by the giants like McAfee and Norton.

So to increase the sales, a marketing guy was hired but he was unsuccessful in selling even a single copy.

a. Reaching out to hardware repair people

Kailash decided to handle the marketing on his own. He started reaching out to hardware repair people after    failing in convincing software vendors because they did not trust Indian products. Kailash successfully convinced them of the advantages of selling antivirus software along with hardware.

b. Reselling

Kailash was also successful in convincing and educating the vendors about the advantages of selling hardware and software as a package. Eventually, most of the vendors realised the advantage of this practice.

After launching the reseller program, Quick Heal got 10 hardware shops to resell its software. As people started seeing the value in it, other hardware vendors also started to pick it up, and in over 2 years (1998–2000), the company had over 400 hardware vendors reselling Quick Heal antivirus just in Pune. After that it expanded to other Tier-2 cities of India.

3. Marketing Summary – Today

Top of the funnel

SEO(Search Engine Optimization)

  • Number of blog articles- Quick Heal Blog – Quick Heal publishes an average of 8 articles per month. The articles are about cyber crimes, cyber safety, vulnerability, computer security, hacking, cyber security news, mobile security, etc.
  • Article length- The blog articles are usually 1000+ word long and are image & text heavy.
  • Website traffic From Search– 35.62% traffic comes from search ( 98.97% organic search traffic and 1.03% paid traffic). (Data collected from SimilarWeb).
  • Website traffic From Social Media Platforms– Youtube(69.2%), Facebook(12.80%), Twitter(7.84%). (Data collected from SimilarWeb).
  • Ranking keywords: It is ranking for 16,782 organic keywords and 20 paid keywords. Top organic keywords- quickheal total security, quick heal antivirus, antivirus download. Top paid keywords- quick heal security, quickheal pro, quick heal online. (Data collected from SE Ranking).

Type of content they create

i. Business – Primary content:

a. Knowledge-Based articles related to internet threats, cybersecurity, cyber crimes, computer security. Some of the article written by them Quick Heal detects malware misusing the fame of Patanjali’s Kimbho app, Quick Heal Security Predictions for 2016: Be Alert, Be Secured and Stay Safe!.

b. Articles related to new product release. Some of the article are The New and Latest Version of Quick Heal is here! and Quick Heal Gadget Securance: Stay Connected, Stay Fearless!

ii.  Industry based – Secondary content:

National and International news related to cyber attacks. Article like The 6 Biggest Data Breaches of 2015 So Far, Beware of the ‘Free Cycle Distribution Yojana’ WhatsApp message. It’s fake! were written.

iii. Interests & Persona – Tertiary Content

Articles related to cyber security tips. Some of the article links are below:

Here’s how you can stay safe from the Android Banking Trojan that targets banking apps

Essential cyber safety tips every woman should follow

Paid Ads

i). Type of Ads it’s running– Google ads. It is ranking for 20 keywords using Google Adwords. Paid keywords( Branded only): quick heal security, quickheal pro, quick heal online and 17 more keywords.

ii). Its Competitor- Symantec.com( 348 paid keywords, $9,528 traffic cost)

iii). Amount of money spent on ads- $25(monthly budget)

iv). Ad campaigns:

  • In 2016, Quick Heal launched an ad campaign titled, ‘Free Wala Antivirus Mehenga Padta Hai’. The campaign was started in order to draw the consumers’ attention towards the risks associated with free antivirus solutions and promote company’s flagship product, Quick Heal Total Security. The ad was aired on television and the company’s social media channels.
  • In 2017, Quick Heal launched a campaign ‘Khushiyon Ki Security’ with the objective of encouraging consumers to gift security software to their loved ones ensuring safety and security. The target audience for this campaign was of age group from 16-55 who are digitally connected with at least one device. A vox pop video was created where stories of cliché gifts from the customers was captured. The campaign was aired on radio in 74 cities across India.

Social Presence

i). Facebookhttps://www.facebook.com/quickhealav/

  • The Phone no is provided on the its page.
  • Number of likes on the page- 206,008.
  • It posts 8-10 times on a weekly basis.
  • Audience engagement is very low. Number of likes, comments, and shares are hardly in 2 digit figures.
  • It changes cover picture to broadcast messages related to the contests it conducts.

Quick heal fb contest

  • The page posts are related to internet security tips, contests it conducts where it provides gifts on purchasing Quick Heal products, blog article links, and online show it sponsors. Short videos(<60 seconds) related to gift winning contests and winners of the contests  are also posted. Some of the posts are as below:

ii). Twitter- https://twitter.com/quickheal

  • It has 93.8K followers on Twitter
  • It does 1-2 tweets/re-tweets per day.
  • Posts are similar to that of its Facebook page.
  • The Audience engagement is very less. Number of likes, replies, and retweets are hardly in 2 digit figures.
  • It changes cover picture to broadcast messages related to the contests it conducts.

iii). LinkedIn- https://www.linkedin.com/company/quick-heal-technologies-pvt–ltd-/

  • It has 30,140 followers.
  • It posts 10-20 times a month.
  • Posts are related to internet/cyber security tips and facts, and blog article links. Secondary content related to cyber security is also posted. Type of posts that have really high engagement- Images/Infographics.
  •  Audience engagement is less.
  • It is active in posting jobs.

iv. Youtube- https://www.youtube.com/channel/UCmJinXi0ocHKJxuRS8SUj8w

  • It has 3,376 subscribers.
  • It post videos on its product setup tutorials, cyber security tips, product advertisements, and webinars. The 50-60 minute long webinars are about internet security tips.
  • It has an inconsistent posting schedule.
  • The videos have less views.

Referral Traffic

85.67% referral traffic from quickheal.com, and 12.69% traffic comes from cyberswachhtakendra.gov.in. The ” Cyber Swachhta Kendra ” (Botnet Cleaning and Malware Analysis Centre) is a part of the Government of India’s Digital India initiative under the Ministry of Electronics and Information Technology (MeitY) to create a secure cyberspace by detecting botnet infections in India and to notify, enable cleaning and securing systems of end users so as to prevent further infections. Cyber Swachhta Kendra has partnered with Quick Heal. A link to Quick Heal’s free bot removal tool is provided on cyberswachhtakendra.gov.in. which results in 12.69% traffic to Quick Heal’s website.

Press release- Quick heal has featured in:

i). Yourstory- How Sanjay Katkar built India’s most successful IT security firm Quick Heal

ii). Yosuccess- Kailash Katkar, Story of SSC Dropout who founded an IT Security Solutions Company!

iii). Business Standard-Repair shop to Quick Heal IPO, a long journey for Katkar brothers   

iv). Daily Hunt- How Sanjay Katkar built India’s most successful IT security firm Quick Heal

Offline

Events- Quick Heal occasionally conducts offline events such as: Cyber Theatre Festival and Vaccination Drive against Ransomware

Middle of the funnel

i. Offering free product trials and free virus scans for computers. Also, send promotional offers via email.

ii. It conducts gift winning contests/schemes.

iii. It also provides discount offers on products.

iv. Users can also download Quick Heal annual threat reports for free.

Bottom Of The Funnel

After successful installation of the antivirus, free trial, or free scan it displays a thank you page.

4. Top Growth Hacks That Have Stood Out For Them

i). Low-price products- Providing antivirus products at cheap prices as compared to its competitors. As compared to the products of other IT security giants, Quick Heal’s products are quite cheap and better.

ii). Understanding the needs of Indian customers- There were many problems which were specific only to the Indian consumers. Quick Heal understood their challenges and focused on creating solutions. This made it unique in its approach. Quick Heal antivirus solved many problems which other anti-viruses couldn’t solve. This led more people to trust and buy it.

iii). Quality over Quantity- Quick Heal has always focused more on quality than the quantity of its products. It aims to provide the best experience to its customers.

iv). Contests- Quick Heal has conducted several gift winning social media contests and campaigns like- ‘Khushiyon ki Security’ and ‘Quick Heal Kharido Assured Gift Pao’. These campaigns have helped in increasing its customer base.

 

Email us at ani@growthspartan.com with Subject Line: Company name<> Feature Us

 

 

Cult.Fit Marketing Breakdown

CureFit aims to be a one-stop fitness ecosystem by bringing together all aspects of a healthy lifestyle on one platform. They have 4 major components – cult.fit (group workout sessions), mind.fit (meditation and yoga classes), eat.fit (healthy meal services) and care.fit (medical consultation).

Table Of Contents

CureFit Fact Sheet

Name: Cure.Fit

Type: B2C

Founded: Jul 1, 2016

Founders: Ankit Nagori, Mukesh Bansal

“CureFit is an end-to-end solution that will enable users to take full control of their health to improve the quality of life and reduce long-term healthcare costs”

~ Ankit Nagori, Co-Founder, Cure.Fit

Industry: Fitness, Healthcare, Wellnesscurefit logo

Online Presence: They have a website https://www.cure.fit/ and an app (available for both iOS, Android) as well as fitness centres across Bangalore, Delhi, Mumbai, Hyderabad, Chennai, Pune and Jaipur.

Android App: 1,000,000+ downloads, 4.6 stars of 18,374 ratings

iOS App: 4.8 stars of 24.1K ratings

Funding:

Number of funding rounds – 7 (Source)

Total amount raised – $176.4M

Announced Date Name Number Of Investors Amount Raised Lead Investors
Jul 30, 2018 Series C 5 $120M Accel,
IDG Ventures,
Kalaari Capital
Apr 16, 2018 Venture Round 2 ₹41.8M Ananth Narayanan,
Binny Bansal
Jan 30, 2018 Debt Financing 2 $10M Axis Bank,
HDFC Bank
Dec 22, 2017 Venture Round 2 ₹60M Brun Raschle,
Endiya Partners
Aug 28, 2017 Series B 4 $25M
May 8, 2017 Venture Round 4 $3M RNT Capital

How Cure.Fit Got Their Early Adapters

Cure.Fit Marketing Summary: Today

Avg Traffic – 760.20K (Source)

  • SEO – 43.1%
  • Direct – 47.4%
  • Social – 5.2%
  • Referrals – 2.25%
  • Ads – 1.86%
  • Emails – 0.28%

curefit traffic sources

Sales Funnel

curefit sales funnel

Top Of The Funnel

  • Majority traffic from Direct source – Since this is Mukesh Bansal’s (Founder of Myntra) second venture, there was a lot of press coverage about his new venture.
  • Followed by Search (mostly organic)
  • Referrals coming from partners – Many companies such as CRED have tied with CureFit to offer free month packages on purchasing their product.
  • Social traffic mainly from Facebook
  • Have referral scheme – For now, it is Rs 300 fitcash for the referrer and 25% off up to Rs 1000 for the person referred.
  • Content type –  free workout videos, free cooking videos, product announcements, lots of ongoing sales

SEO

  • ~73% of SEO traffic is from Organic Search. The major keywords that CureFit ranks for are – cult fit, Curefit, eat fit, cult. (Source)
  • As for non-name related search, the top things that CureFit ranks for is – fitness centers near me, order food, gyms free, online doctor consult. (Source)

SEO is the best way to bring traffic to your website. Check out our post on keyword research to understand how you can also leverage SEO as CureFit did!

Social Channelscurefit social traffic

Youtube

  • Joined 20 Apr 2017
  • 12K subscribers
  • Free workout content
  • Very few views on non-ads
  • Types of posts: Ads, how to workouts and meals  

Facebook

  • 282,636 likes
  • Check out our Facebook for Business Checklist to learn how you can do the same for your business!
  • Around 3 posts a day
  • Not too much interaction per post (around 20 likes).
  • Types of posts: Ads, how to workout and meals, stories of students/ instructors

Twitter

  • 5,819 followers
  • 2-3 posts a day
  • Not too much interaction per post (around 11-12 likes)
  • Type of posts: Ads, how to workout and meals, stories of students/ instructors

Instagram

  • 58.9k followers
  • Seems to be their biggest platform
  • Around 3000 views per post
  • 10 posts per week
  • Type of posts: Images of instructors/ classes, recipes with CTA to get the full video on the App
  1. Ads (television, YouTube and newspaper) that have celebrities (Hrithik Roshan, Tiger Shroff etc) that tell people it is easy to be healthy with CureFit.
  2. Banners on major roads
  3. Some SEO
  4. Only ~2% of the traffic comes from paid ads, mostly from YouTube, Zee5, Cricbuzz and Yahoo Mail.

curefit ads traffic

Offline

  • Tied up with supermarkets to offer discounts on the purchase
  • Walk into the centre and get 2 free classes
  • Banners on major roads

Middle Of The Funnel

  • Sign into the app for access to free workout videos
  • Can book 2 free classes on signup
  • Send notifications, message, email on sales
  • Frequent sales and offers with freebies (get 3 months extensions, get 10% off with HDFC card)

Bottom Of The Funnel

  • Sales emails and messages
  • Congrats message on purchasing the pack
  • Thank you page

Top Growth Hacks That Have Stood Out For Them

  1. Good keyword research and SEO
  2. Partnering with Hrithik Roshan for HRX
  3. Providing frequent sales
  4. Acquiring companies with expertise and good name
Acquired Organisation Announced Date
Rejoov Apr 12, 2019
Seraniti Nov 20, 2018
Fitness first May 22, 2018
a1000yoga Jul 19, 2017
Kristys Kitchen Mar 1, 2017
Tribe Fitness Club Feb 2, 2017

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Learn more about the Facebook Marketing Strategy of the most Promising Furniture Brand from Bangalore.

Facebook Page: Jaypore

What is the Page about?

Jaypore is an E-commerce website, they curate best designs from artisans and craftsman from across India and deliver them to the global audience.

Some Interesting stats:

  • No of Followers/Page likes: 448,170 as on 1st May 2019
  • Posts per Day: 2 or 3 posts per day
  • Average engagement per posts is between 150 to 400 i. e they at least 100 likes for their posts. And around 3-5 comments.
  • Jaypore gets 10.01% of their traffic from social media channels. And out of 10.01%, traffic from Facebook is 19.59% of their social traffic i.e approximately 2% of their traffic comes from Facebook.
  • Jaypore has 26 people managing their page from different locations.

How they use Facebook?

  • As a community building channel.
  • As an assisted conversion channel.
  • For support.

Type of Posts

  • Image posts with Link to the Product Page
  • Video posts.
  • Sale posts.
  • Event posts.
  • Facebook Live videos

How have they grown to x members- Things they do different

1. Facebook Ads:

  • They run ads displaying their products.
  • Jaypore uses Carousel Ads and Photo Ads displaying their products. These ads are linked to their product page on their website.

2. Types of contents

Primary Content

  • They share their product images

.

  • Share their upcoming sale

  • Shares their Offline events

  • Share live videos of their events

Secondary Content

  • They share videos of craftsmen working on a different type of materials.
  • They share craftsmen working on meenakari material, how Lucknowi embroidery is done.

Tertiary Content

  • Jaypore share monument images, Food images from other pages and credit them.
  • They share videos of a traditional form of musical instruments.

3. Each and every post has a link to their website.

4. Good quality product images.

5. Showing top contributors.

6. Responding to the customer’s messages.

Digital Vidya is Asia’s leading Digital Marketing & Data Science training company and the first to launch Social Media Marketing Workshop Series in India. It has its head office in New Delhi but offers training services globally.

Digital Vidya has trained over 35000+ professionals (including CXOs) from 15000+ brands since 2009. Some of the leading brands like Google, eBay, Reliance, MakeMyTrip, Nokia, Reliance, SAP, Star, TV, Cisco, Citibank, Intel, Toyota, ITC, CNBC, Madison, and CII have participated in 3000+ Digital marketing and Data Science training.

Since 2009, over 35,000+ professionals (including CXOs) from 15,000+ brands such as Nokia, Google, eBay, Reliance, Star TV, Cisco, MakeMyTrip, Naukri, SAP, Citibank, Toyota, Intel, ITC, CNBC, Madison and CII have participated in more than 3,000+ Digital Marketing & Data Science trainings by Digital Vidya across Asia.

Fact Sheet

Brand: Digital Vidya

Digital Vidya is a pioneer institute that offers Digital marketing and Data Science training. It offers the Certified Digital Marketing Master (CDMM) course, which is a government certified course.

Founders: Pradeep Chopra & Kapil Nakra

Type: B2C/B2B/B2B2C

One-liner: Quote from one of the founders:

There’s an ever-growing demand of skilled digital marketing professionals. While a lot of academic institutions including IIMs have added digital marketing in their curriculum or even started to offer standalone programs, they have not been able to do justice to this demand

—Pradeep Chopra, Co-Founder, and CEO of DigitalVidya.com

Industry: Edu-Tech

Why The Name Digital Vidya?

Since Digital Vidya’s main motive is to impart knowledge on Digital Marketing & Data Science, they thought of naming it as “Digital Vidya”. Vidya is Hindi means knowledge and so it complemented the vision perfectly.

What Do They Do?

Digital Vidya is Asia’s leading Digital Marketing & Data Science training company and the first to launch Social Media Marketing workshop series in India

They offer customized Digital Marketing & Analytics Training Programs for corporations to scale up their businesses.

They are Google & Microsoft India’s official training partner to train their agencies & partners respectively.

Desktop/App: Mobile only, Desktop only or App

Desktop & Mobile/No App


Table Of Content

Early Days

Launch of Idea

The idea to First Set of Customers

Demand Validation to Growth

Growth to Expansion

Summary of Growth

Future Plans

Challenges Faced By Digital Marketing Industry

Founder Insights

Top Growth Hacks


Early Days

Pradeep Chopra and Kapil Nakra graduated in BTech from IIT Delhi (1995-1999). Chopra worked in TCS for a year while Nakra worked with Kizna a Japanese startup before the entrepreneur bug bit the duo. In 2000 they started Whizlabs Software. Whizlabs proved to be the foundation for their foray into the internet market.

This is where they learned Digital Skills. They were forced to sell their products online recalls Chopra. Since no one was buying their e-learning programme for Jaba certification, they posted it online.

It was picked up by various discussion forums and the product started selling. Whizlabs was so successful that they could sign top clients like Cisco without even meeting them. In 2004 Whizlabs was given the ‘Most Innovative IT company’ award by NASSCOM. The successful use of online marketing for Whizlabs convinced the two that this is the future and they decided to specialize in it.


The Idea

Till 2009 they were informally supporting other professionals and entrepreneurs in learning Digital Marketing by sharing their experience with them. That time a friend suggested that they should consider imparting training formally as that was the need of the hour.

That gave birth to Digital Vidya. Digital Vidya was set up in November 2009 with an initial investment of `5 lakh. At that time it was a completely new field with no formal education available.


The idea to The First Set of Customers

Extensively used SEO to rank on the Google SERP and attract prospects to their program. Conducted free online webinar to convert the prospects to clients. Initially, they started with conducting a two days social media workshop. They called it the social media boot camp and started with only two cities i.e Delhi and Mumbai for the first two years. And gradually expanded to other metro cities like Bangalore and Chennai.

In the year 2011, they also conducted Bootcamp in Singapore.

The biggest challenge the company faces is to convince people to learn Digital marketing as most of the people feel that the all the digital marketing knowledge is freely available on the web and its very easy to learn Digital marketing in a short span.


Demand Validation To Growth

From 2013 they decided to offer a full stack Digital Marketing training program using online platform. This led to the birth of their flagship CDMM program (Certified Digital Marketing Mastery) which is an instructor-led online course.

They started offering training services across three verticals

  • Public training (Workshops & Online Courses)
  • Corporate Workshops(Customised to organizational needs)
  • Institution Workshops (1 day to 1-year programs)

With a view to impart and disseminate information and knowledge on Digital Marketing and the concepts revolving around it, Digital Vidya has been actively associated with NASSCOM and 10000 Startups so as to render the information pertaining to different domains of Digital Marketing, thus equipping the startups with the knowledge of the same.

Digital Vidya has previously mentored several startups. Pradeep Chopra was a guest speaker at an event hosted by Nascom office in Delhi in 2015. He spoke on “Digital Marketing & How to Pitch an Idea to an investor”.


Growth to Expansion

In 2017 they ventured into Data Science & Analytics and launched the Data Analytics certification program. Today Digital Vidya has trained over 35000 professionals through 3000+ trainings across 55+ countries in 9 years.

Their blog gets more than 250000 visitors per month. They are the official training partners for Google and Microsoft.

Marketing Summary (Today)

The Digital Vidya website gets around 5,00,000 visitors out of which 2,50,000 visitors are first-time visitors. Around 58% of the traffic is from India followed by the USA which constitutes 10% of traffic.

Around 70% of the traffic is from Organic search which is because of the SEO tactics that they focus on. Since Digital Vidya has established its brand name so 22% of its traffic is Direct.

The traffic from Emails, Referrals, Social and Paid ads is around 1% to 2%. 56% of the social traffic is mainly from Quora followed by 20%traffic from Youtube and 10% from Facebook. Traffic source images


Top of the funnel


1. SEO (Search Engine Optimization)

  • 1 to 3 articles/day – Check their blog
  • 1,000+ word articles – video & text heavy
  • Soft sell on Webinar
  • Online Scholarship Tests
  • Search-70.10% traffic comes from search( 97.96% organic search traffic and 2.04% paid traffic)
  • They also rank for keywords: Digital Marketing Courses.

2. Type of content they create

Business – Primary content

Industry-based – Secondary content

Interests & Persona – Tertiary Content

3. Paid Ads

    • They get 1.50% of their traffic from paid ads.
    • Type of Ads they’re running: Generic and branded keyword ads.
    • Some of their paid keywords
      • Digital marketing course syllabus
      • Digital vidya
      • Digital Vidhya
      • Digital Marketing course by government
      • Digital marketing course in Bangalore

4. Social

  • 2.74% of Digital Vidya’s traffic comes from social channels.
  • Quora contributes to 52.82% of their social traffic.
  • Youtube contributes to 24.40% of their social traffic.
  • Facebook contributes to 10.96% of their social traffic.
  • LinkedIn contributes to 5.11% of their social traffic.
  • Whatsapp Web apps contribute to 2.43% of their social traffic.

Facebook – Check out their profile

  • Chat window pops out
  • Placed phone number here for easy call
  • Number of members: 72,934
  • Post 2 times a day

LinkedIn – Check out their profile

  • 8226 members
  • 4 posts a month
  • Low engagement

6. Offline


Middle of the funnel/constant engagement with


  • Email: Once a prospect attends the webinar, The Digital Vidya team follows up with them through emails. They share the syllabus and course fees.

Bottom Of The Funnel


  • Sales Call: After a few emails the sales team calls the prospects to understand whether they want to join the course

Future Plans

Digital Vidya plans to start Job oriented courses in the next two years.

They plan to increase their market share by 200%. The COO of Facebook, Sheryl Sandberg has personally endorsed their work on her FB page for helping small scale businesses to go digital. Digital Vidya would like to further strengthen its position in India and also expand to newer geographies. They would also like to tap newer audience in India itself.


Challenges faced by the Digital Marketing Industry according to the founders

  • Finding Right Talent: Finding an appropriate talent in the digital marketing industry is very challenging as there is a huge gap between the demand and supply of skilled digital marketing professionals.

  • Most Dynamic Industry: As Digital marketing is one of the most fasting changing fields it is difficult for traditional companies to experiment with it for getting success in Digital Marketing.

  • Working with Agency: Organisations are still not mature in working with agencies and lack sufficient understanding of what to expect from agencies. There is a low entry barrier in forming an agency. Working with agencies as a vendor (vs partner) is another reason for significantly higher failure rates.
  • Measuring ROI: It is difficult to measure the ROI of digital marketing for a large number of organizations. Measuring ROI is the key advantage of digital marketing still it is a feature that is less unused.


Founder Insights

  • Digital marketing is a volatile and constantly evolving field so it is difficult to predict for a long time.
  • Predictions don’t really give value when you talk about Digital Marketing. The best way to understand the future is to follow the trends and keep monitoring the markets and customer behavior.
  • The more you personalize your Digital marketing efforts, the more edge you will get in promoting your product or service.
  • Regardless of the Digital marketing channel you use, the tactics will go a long way.
  • The best way to get ahead in Digital marketing is to keep yourself updated with the latest trends, find out what’s working best for your website and implement it. Keep learning from top blogs or take Digital marketing courses if possible. Get help from mentors so that you can avoid making some big blogging mistakes.
  • Learning Digital Marketing is for anyone with good analytics & language skills. This is a dynamic field but anyone can enter it. That’s because it is a very logical science.
  • If there’s one thing that can bring massive success to your business, it would be mostly SEO as the visitors who come from search engines convert really high.

Top Growth Hacks

SEO

Digital Vidya focusses greatly on SEO to get traffic to their website.70% of their traffic comes from search. They post quality content on their blog regularly. They post around 3 to 5 blog posts a day.

Webinars

Right from the inception, Digital Vidya has been using Webinars to convert their prospects to customers. That’s have been a key to their success.

Online Marketing Helpline

In 2016 Digital Vidya launched Ask Digital Vidya – an online digital marketing helpline. Ask Digital Vidya is a community of digital marketing enthusiasts and experts, who are committed to contributing to each other’s growth by asking questions and providing answers across various aspects of digital marketing such as SEO, SEM, Social Media, Content Marketing, Growth Hacking, Mobile Marketing and Web Analytics.

FACT SHEET:

  • Company Name: Indeed.com
  • Type: B2B2C
  • FoundersPaul ForsterRony Kahan
  • Year Founded and HQ: November 2004, Austin, Texas and Stamford, Connecticut; USA
  • Quote from the Founders:
    “”When we launched Indeed in 2004, Monster spent $250 million on advertising that year, The only way were going to be able compete with Monster being bootstrapped was to provide a product that is 10x better.”
    – Rony Kahan (2013)
  • Industry: Recruitment/ HR

 



  • Desktop/App:
    Both  Desktop and Mobile App
    Mobile: Both Android and IOS
    Android : 50M+ Installs ; 832K+ Reviews
    IOS – 7.5K+ Ratings; Ranks #18 in Business Apps

 

Indeed App Screenshots

Timeline:

What Do They Do?


Indeed is an employment-related search engine. The site aggregates job listings from thousands of websites, including job boards, staffing firms, associations, and company career pages. In the year of 2011, Indeed started to allow job seekers to apply directly to jobs on the site itself. Indeed also started offering resume posting and storage.

Indeed.com is a global company having a presence in over 60 countries and 28 different languages. It has a database of 16 Million+ Jobs.

Table Of Contents:

1. The Idea Behind Indeed

2.How They Got Their Early Adopters

3.Marketing Summary

4.Top Growth Hacks That Have Stood Out For Them

 

The Idea Behind Indeed


Post the acquisition of their company jobsinthemoney.com, Paul Forster and Rony Kahan were in search of their next big idea. This was at the same time when Google went Public.

Paul and Rony were particularly impressed with Google’s pay-per Click business model as it offered better value to the advertisers. With their knowledge of the Job Market, They decided to come up with a search engine for jobs and Thus Indeed was born.


 

How They Got Their Early Adopters-

a. Blogging –
Blogged 3-6 times a month on various topics like Job MarketTop JobsIndeed’s New FeaturesUpdates on Indeed.

b. P.R Coverage –

c. SEO– Location-based targeting- Real-time jobs in the location from which one is searching

d. Word of mouth – Word of mouth played a huge role in indeed acquiring its early adopters

Marketing Summary –

              Top of the funnel-

SEO

a. Indeed.com has 4 sets of blogs. Indeed Blog, Engineering Blog, Career Advice, Hiringlab. On average, Indeed.com posts 7 articles /month
b. 800+ word articles – text heavy
c. Top web competitors: monster.com, Simply Hired, Glassdoor, Monster, Career Builder and LinkedIn.
d. 51% of traffic comes from SEO, Highest traffic comes from SEO.
e. They also rank for keywords :

Organic :

Keyword Percentage Share
Indeed 48.96%
Indeed Jobs 2.46%
Indeed Login 1.48%
Indeed.com 1.38%
Indeed job vacancies 1.04%

Paid Keywords:

Keyword Percentage Share of Traffic
Jobs 12.27%
Job Search 5.12%
Jobs near me 3.42%
Indeed Resume 3.31%

 

 Type of Content They Create

  • Indeed  Hiring lab– Hirelab offers insights regarding factors that drive the global labor market conversation.
  • Career Advice– Tips/Tricks to succeed in the job industry
  • Find out/ Compare Salaries–Search and Compare Salaries using either company name or job title


Paid Ads:

Type of Ads they’re running

a.  Google Ads :
Indeed.com is Very Aggressive on Google Ads. It runs ads for generic location specific  Keywords like jobs near me, jobs in X ( X=location), hire and job search; Branded keywords like Indeed, Indeed Jobs, Indeed Resume; Keyword based ads for targeting Hiring Managers eg: Recruit, Recruit top talent.

Indeed ranks for Company names as well

 

b. Facebook Ads:

Indeed runs ads for:


Social

a. Facebook –
Indeed uses the Global Page feature on FB to provide localized versions of their content for their users/ audience all over the world, but only with one universal brand name, total fan count and vanity URLs for Different Countries.

 

Indeed also has a specific Facebook page to advertise it’s work culture and jobs at Indeed. The following are the attributes of the Inside Indeed Page

  • Learn More as their primary CTA
  • Send chat button as secondary CTA -Chat window pops out immediately
  • Post 5 times on a weekly basis
  • Recently they have begun to Change the cover picture to broadcast messages
  • Total Likes: 11K
  • They post mostly about the Events organized/ attended by their employees, culture at indeed.com- #insideIndeed, stories about their employees and day in the life of an Indeed.com Employee

 

b.LinkedIn
Check them out here

c. Instagram
Check them out here

d. YouTube –

  • Youtube plays the biggest role in Indeed.com’s social strategy. Youtube is a frontrunner and drives in 43% of the traffic in all Social platforms.
  • They essentially upload videos that can be run as Ads.
    Check out their youtube channel here
  • They post Videos about Job search tipsIndeed Client StoriesRecruiting and hiring tips and Just like their fb strategy – they’ve dedicated playlist videos for their target countries –USNetherlandsAustraliaGermanyUKIndiaCanada, and France.
  • They have uploaded 444 videos so far
  • Their videos have been viewed over 226,187,493 times.


Referral Traffic:

TOP Referring Sites
a. Indeed.co.uk
b. Indeed.ca
c. Indeed.co.in
d. Indeed.fr
e. yahoo.co.jp

Offline

a. Events:
Indeed.com has a dedicated site for conducting events.

b. Conferences:
Through this site they conduct dedicated conferences to help job seekers gain insight into the latest hiring trends, reach out to industry innovators, and gain and network new connections.

             

            Middle Of The Funnel-

Email :
On the basis of your previous search history, indeed keeps sending you emails containing job openings.

         

             Bottom Of The Funnel-

Email :
After Applying to the Job, Indeed usually comes up with a list of similar jobs along with a status of the application.

Top Growth Hacks That Have Stood Out For Them:

  • Building a team having local market expertise: Indeed.com started hiring local experts who had a solid understanding of the local job market in every city/state/country they expanded to. This is to ensure the site remains tailored to local job needs/ requirements.
  • Delivering relevant results with proper translation
    Indeed.com has a dedicated team that verifies every translation so that the context still remains the same and has employed a 3 step process to ensure seamless translation.
  • Ensuring searching a Job remains location specific
    Indeed.com lays a lot of emphasis on being accessible to job seekers in markets outside of the US and for this exact reason they keep location-based needs in mind. For eg, In some places, one might need some additional documents other than the resume while applying for any jobs. Indeed.com solves this problem very well- Keeping local needs in mind.
  • Clean interface -Easy to use- Very helpful with the tags that differentiate jobs :

    Indeed.com has a very clean interface

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