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


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


  • 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 

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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


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


  • 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



  • 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


What do they do?

How they got their early adopters

Marketing Funnel Breakdown

Major Traffic Source

Marketing Breakdown Today

Top Growth Hacks


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.


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)



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


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


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



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


Page created in Aug 2015 (after series A funding)




(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%



Top of the funnel

Search Engine Optimization (SEO)

  • Traffic from SEO: 53%
  • Articles/month: 10-15 (
  • 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



    • FaceBook Page- CleverTap
    • Use of FaceBook as a Distribution platform for webinars, eBook, blogs, podcasts
    • CTA button: Sign Up & Send Message
    • Contact Details:
    • 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


    • 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


The Playbook Podcast by co-founder Anand Jain.

Referral Traffic




  • 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


  • 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.


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 – (group workout sessions), (meditation and yoga classes), (healthy meal services) and (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 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


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,
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


  • ~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


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


  • 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


  • 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


  • 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


  • 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

Want us to feature your company in a marketing breakdown?

Email us at with Subject Line: Company name<> Feature Us

logo of pepperfry

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

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


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.


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.



Company NamePolicy Bazaar Insurance web Aggregator Private Limited.


One-Liner “Compare buy save” – Tagline.

Industry: Insurance.

Sector: Fintech.


Policy Bazaar is an online platform that aggregates insurance plans and serves as a marketplace for policies.

Policy Bazaar has tied up with insurance companies to provide their customer with information like price, terms, insurance cover, benefits, etc. They have more than 9.394M unique visitors to their website every month.

Policy Bazaar had a growth of 228% in 2017-18.

They sell more than 17,000 policies per month.

In 2018, they had raised $200M as funding from the Japanese based conglomerate, Soft Bank. With this Policy Bazaar became the second Fintech company to enter the unicorn club after Paytm. Policy Bazaar has more than 5000 employees headquartered in Gurgaon, Haryana.

Founded: 2008.

Founders: Yashish Dahiya, Alok Bansal, Avaneesh Nirjar

CEO: Yashish Dahiya.

Desktop/App: Responsive and Mobile friendly Website.  App on Google Play and the App Store.

Table Of Contents:

      1. The Idea to start Policy Bazaar

      2. Investors

      3. Competitors

      4. Early Adaptors

      5. Marketing Summary-Today

      6. App

      7. Top growth hacks that have stood out for them

1. The Idea To Start Policy Bazaar

Yashish Dahiya’s first venture was First Europa, a car Insurance comparison service company established in London, 2005, which failed to take off although it served across nine geographical locations. Besides, he had the experience of working with an online travel aggregator. With all these experience he moved to India in 2007-08.

While he was analyzing his father’s financial documents he came to know that his father was not given the full information about his insurance and that his father was cheated by an insurance agent. These suspicious activities lead him to start Policy Bazaar in India with Alok Bansal and Avaneesh Nirjar.

2. Investors:

Policy Bazaar has 12 investors with total funding of around $346M.

Their investors are:

i). Intel Capital, May 2011.

ii). Intel Capital and Inventus Capital Partner, March 2013.

iii). Inventus Capital Partner, Info Edge, and Intel Capital, April 2013.

iv). Tiger Global Management, May 2014.

v). PremjiInvest, Tiger Global Management, Ribbit Capital, Steadview Capital, ABG Capital, April 2015.

vi). Temasek, Tiger Global Management, PremjiInvest, Info Edge(India) Ltd and other investors not disclosed, October 2017.

vii). Soft Bank and Info Edge(India), May 2018.

3. Competitors:

When it comes to business, it is good to have competition. Similarly, Policy Bazaar also has competition.

Here is the list of few competitors of Policy Bazaar:

i). Bankbazaar.

ii). Coverfox.

iii). Easypolicy.

iv). PolicyAdvisor.

v). Acko.

4. How They Got Their Early Adaptors

i). SEO: Yashish Dahuya says that in the early days they had a digital marketing team dedicated to SEO and content.

ii). Guest Blogging: Yashsish Dahiya did Guest blogging on Livemint at the very start.

iii). Television ads and Featuring on personal finance tv/online shows.

5. Marketing Summary – Today



Top of The Funnel


 SEO(Search Engine Optimization):

i). Articles related to the insurance industry.

ii). Text-heavy articles.

iii). Articles with a word count ranging from 500 to 6000.

iv). Policy Bazaar is not consistent with publishing articles.

v). They post 0-13 articles per month. Not consistent. 

vi). 55.13% of their traffic comes from organic search.

Types Of Content They Create:

i). Business-Primary Content: Policy Bazaar shares content explaining various benefits of using their services.

They have written articles like “PB Assurance-mediclaims made easy”,Benefits of Buying Insurance Online and many more.

ii). Industry-Based- Secondary Content: Articles on the insurance industry and insurance companies and their benefits. They cover topics like “What type of policies they are selling and what benefits they are providing to the customers”.

 Articles such as Best Health Insurance Plans in India, Best Insurance plans in India 2018, Top 10 Benefits of United India Health Insurance can be read on their website.

iii). Interests and Persona-Tertiary Content: Policy bazaar aims at solving customer queries and problems with their content. The articles include tips, criteria to consider, guide or methods.

Articles like How to check Life Insurance policy status online, Tips to Buy and Renew Cigna TTK Health Insurance Online,

 Things You Shouldn’t Ignore While Buying Maternity Plans.

Paid Ads:

i). 11.13% of their traffic comes from paid traffic.

ii). Policy Bazaar has 33 Google PPC keywords.

iii). They have around 307 ads running at any point in time.

iv). They run Text ads, Image ads, and HTML ads.

v). Policy Bazaar has a total of 806 image ads, 2071 HTML ads and, 17456 text Ads running.

vi). The total ads spent on Policy Bazaar range from INR 1.5L-3L per month. 

vii). Policy Bazaar runs branded keyword ads, generic keyword and competitors keywords ads.

    • They have ads with brand name+main category, which act as a branded keyword ad.
    • They run generic keywords ads where they target a particular category of the Insurance sector. Example: Life insurance plan 2019.
    • Competitor keyword ads: Policy Bazaar’s competitors are the insurance companies itself, selling their policies directly on their website.

xi). Yashish Dahiya in one of his Youtube video said that Adwords helped them in their starting days. He states how their traffic increased with the use of AdWords.

Social Channels:

1.17% of their traffic is from social media. They are active on major social media platforms, but engagement is not that encouraging.

i). Youtube: Channel Name: Policy Bazaar

  • Policy Bazaar has 12,475 subscribers on their channel.
  • Shares primary, secondary and tertiary videos.
    •  Primary content- explaining policy bazaar and its benefits.
    • Secondary content- explaining the benefits of different types of insurances like SIP, ULIP.
    • Tertiary content: Policy Bazaar conducts discussions and events with common people and guides them. They share views regarding current events, eg. women’s day, Holi, etc.
  • In social media channels, youtube acts as a major traffic driver.
  • They share 7 to 9 video per month.
  • It contributes to 43.64% of social traffic to the website.
  • There are 405+ videos with 12,000 + subscribers on youtube which explains the benefits of policy bazaar, how to use it, how they can make a profit from Policy Bazaar and so on. Traffic to their website is driven by these videos as well.

ii). Facebook: Policy Bazaar

  • Facebook contributes to 27.69% of policy bazaar’s social traffic.
  • They contribute 5 to 6 posts per day.
  • Type of posts: Primary, secondary, tertiary posts.
    • Primary content: Shares features of Policy bazaar website like mentioning benefits of “my account” on their website.
    • Secondary: Shares 2 to 3 articles from their website.
    • Tertiary: Sharing customer feedbacks.
  • Sharing videos from their youtube channels.
  • They have a Facebook page dedicated to their help desk named as PolicyBazaar Help Desk.
  • On their Policy Bazaar HelpDesk page, they share customer feedbacks and features of PolicyBazaar like explaining benefits of “My Account”.
  • They contribute one post per day on their help desk page.
  • They spend on Facebook Ads to reach their customers on Facebook.

iii). Quora:

iv). Twitter: Policy Bazaar

  • 12.2k+ followers.
  • They tweet 4 to 5 times per day.
  • Share content similar to facebook.

v). Linkedin: Policy Bazaar

  • 18,861+ followers.
  • They post 4 to 5 times a day.
  • It contributes 1.66% to their social traffic.
  • Articles from their website.
  • New features of the website.
  • Employees birthdays, employee awards are shared.
  • Events, discussions videos from their youtube channel are shared.

Referral Traffic:

i). 7.39% of Policy Bazaar’s traffic comes from referrals. 

ii). They use affiliate marketing.

iii). Platforms used for affiliate marketing:

  • Outbrain
  • VCommission
  • PopAds
  • Taboola


i). Television ads: Akshay Kumar, the famous Bollywood actor is their brand ambassador 2018-present.

There are Tv commercials featuring Akshay Kumar to generate awareness to the wider population.

ii). They are increasing their expenditure on television ads. HotStar acts as a catalyst to generate awareness among young people about insurance. 

iii). Featuring on personal finance shows: Experts from Policy Bazaar attend personal finance shows and answer queries related to insurance industry. They have appeared on ZeeBiz.comIndia today, News24, CNBC Awaaz, headlinestoday.


Middle Of The Funnel/Constant Engagement With

i). Visit the website to compare policies.

ii). Submit phone number and email id. They send quotes to our email id.

iii). Compare different policies.

iv). Make a purchase.

v). If we don’t make a purchase we get a sales call, helping us to decide and make a purchase.

Bottom Of The Funnel

i). After buying we get all the information to our e-mail.

ii). Thank you page.

iii). “Thank you” e-mail with purchase details.

6. App(Android and IOS)

i). They have 1M+ app downloads.

ii). Policy Bazaar App is easy to use on the go.

iii). All the purchases are visible under My Account section.

iv). The Funnel for the App works the same as the website.

v). As we install the app, we are asked to create an account.

vi). Compare policies.

vii). Get call from sales team explaining policies.

viii). Make a purchase.

ix). Thank message along with purchase details.

7. Top Growth Hacks That Have Stood Out For Them

i). SEO

Articles: Policy bazaar has a praiseworthy collection of quality content on their website. There is a detailed explanation of each and every category/topic. Every category page has a detailed explanation of their products. Content on their website targets various keywords/age-group related to the Insurance industry.

If you type a search phrase related to insurance; Policy Bazaar appears in the first 3 positions on Google. Their articles are very informative. This attracts traffic to their website and in turn results in the sale.

ii). Policy Bazaar has Call to Action on every page and in their article page.

iii). Television Ads:

The use of television commercials to educate the larger population attracted more people to visit their website. The use of famous comedians like Kapil Sharma and Bollywood actor Akshay Kumar worked well for their digital awareness campaigns.

iv). Customer Service:

At Policy Bazaar they believe that business growth is when they solve customer problems faster and effectively. So, Use of Amazon Polly, a text to speech solution helped them solve their customer queries. This resulted in happy customers.


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Fact Sheet

Company Name: Freecharge Payment Technologies Pvt. Ltd.

Type: B2C.

One-liner:  “It is this homework that helps you demonstrate a workable solution and helps to make Naa Se Haan possible.”- Kunal Shah

Industry: Internet and Telecommunication/Financial Services.

Available on: Desktop and mobile.

Freecharge Logo

Desktop/App: Desktop and Mobile App

  • Android App:
    • Downloads: 10 Million
    • Rating: 4.3 out of 5 for 11,08,518 ratings.freecharge android app
  • iOS App:
    • Rating: 4.6 out of 5 for 197.8K ratings

Freecharge’s Journey and Funding:

Table Of Contents

What do they do?

How They Got Their Early Adopters

Marketing Summary – Today

Top Growth Hacks That Have Stood Out For Them

What Do They Do?

 A brief about Freecharge:
  • Freecharge was Founded on August 2010, headquartered in Mumbai, India. Owned by Axis Bank.
  • Current employee strength- 200 to 500.
  • Founded by Kunal Shah and Sandeep Tandon with the current CEO as Sangram Singh.
  • Freecharge can be used as a wallet to pay bills, recharge a mobile phone, and purchase goods on Snapdeal, book movies on BookMyShow, and tickets on IRCTC, among others. But along with this, the FreeCharge wallet can also be used to transfer money to other users, bank accounts, and to NGOs.
  • Freecharge’s Services include Recharges, Bill Payments, UPI Money Transfers, Deals, Gift Cards, and Mutual Funds.
  • In 2015 Snapdeal bought Freecharge for an undisclosed amount and later in 2017 Freecharge is bought by Axis Bank which it’s current owner. It raised $177.6M in total from 6 private funding rounds.

How They Got Their Early Adopters?

  • The initial idea of Kunal Shah was to provide coupons for “Distributing retail coupons with recharge“. Early on August 2010, Freecharge had around 50 transactions a day with the website launched among their friends.
  • The team started working towards increasing usage of credit/debit cards (They targeted Student communities at IIT’s, NIT’s, ISB Hyd and IIM’s) among the public while approaching retailers to accept the Freecharge coupons.
  • Offline events
    • Presented at Startup Saturday event where they got conversion from college students
  • Social Media Marketing
    • Freecharge gained traction in twitter in the form of tweets as a response for the offline events they conducted which aimed at spreading awareness about freecharge.
  • Freecharge got Featured in
  • Apart from all, Freecharge team also worked on Blog posts about various recharges offered by service providers and other blog posts (Cricket match prediction competitions are one of the kind)
  • Freecharge observed an increase in transactions from 50 to 500 while the team started facing real difficulties in terms of operations and coupon delivery. (They were depending on the courier system to deliver the coupons).
  • Later Freecharge started onboarding more partners and then in later stages upon growth, mergers and acquisitions took place

Marketing Summary –

They get their most of the traffic from Direct search. (All stats are at the time of analysis).
  • Avg Traffic – 7.25 millionTraffic sources for freecharge
  • SEO – 75.66%.
  • Direct – 52.17%.
  • Social – 0.41%.Freecharge Social traffic
    • Youtube: 55.95%.
    • Facebook: 22.28%.
    • Whatsapp Web app: 11.73%.
    • Quora: 3.51%
    • Twitter: 2.60%.
    • Others: 3.93%.

Top of the funnel

freecharge marketing funnel


  • 1 article/month – Check their blog (no new articles in 2019).
  • 200 to 500-word articles, few articles have videos(2 to 5).
  • 75.66 % of traffic comes from SEO.
    Freecharge paid search terms

Type Of Content They Create:

Business – Primary content.

  • Offers
  • Product updates
  • How to

Industry-based – Secondary content

  • Emerging industry trends

Interests & Persona – Tertiary Content

  • Content-based on Social Causes

Paid Ads

  • Display Advertising
    Freecharge display advertising
    FREECHARGE AD sampleSource: (Semrush)
  • Facebook Ads
    • 5 Facebook ads are running at the time of writing thisFreecharge facebook ad
  • Newspaper Ads

freecharge news paper ad

  • PPC



  • A chat window pops out
  • They are actively replying for comments that have been made and are actually trying to help out their customers
  • 1,412,142 members
  • Posts 5 to 15 times on a monthly basis
  • Changes the cover picture to broadcast messages
  • Posts are about offers and any new integrations with new companies
  • Conducting challenges or a task for freebies like coupons. These type of posts observed much better engagement when compared with others
  • Interactive videos which are less than one minute based on Sentiment, Appraisal, Explaining the features of the app, Cashbacks, National events/Special days observed
  • In Initial stages, Freecharge ran ads in FB
  • Retargeting


  • 37,416 members
  • 1 post a week
  • No much engagement noticed in their LinkedIn channel
  • They don’t have LinkedIn Icon along with other social media Icons in the website footer.


  • 57k Subscribers
  • All are promotional videos explaining the offers and latest updates


  • Seasonal Contests are working better for Freecharge on twitter
  • Actively replying for the comments/queries by users
  • #KahaniAppraisalKi is being used for creating engagement while Freecharge is awarding prizes for good/interesting appraisal story

Referral Traffic: 5.78%

  • Referrers are mainly the payment gateways through which all the transactions happen and few other sites like IRCTC, Swiggy and other partners of Freecharge while the customers avail coupons for every transaction they make from the Freecharge’s partnerFreecharge referrals
  •  Top Referrers:


  • Initially, they had participated in college events to bring brand awareness and later on there are no notable offline events held.

Middle Of  The Funnel/Constant Engagement

  • Email
    • Sends out promotional emails which include coupons for every transaction, also the offer varies for each customer based on their previous transactions made.
  •  Text Messages
    • Sends out offer messages for customers to make them transact again
  • Coupons
    • Free coupons valid across Freecharge’s partner outlets/businesses

Bottom Of The Funnel

  • Give’s customized offer based on previous transactions

Top Growth Hacks That Have Stood Out For Them

  • Freecharge offers coupons for every recharge or a transaction made on its platform.
  • Freecharge partnered with very popular brands like McDonald’s, KFC, Costa Coffee, Café Coffee Day, Myntra, Barista, Domino’s, PVR Cinemas, etc which obviously attracted more people to transact using Freecharge.
  • Got Mentioned in a viral reality show named Emotional Atyachaar which is based upon the state of romantic relationships amongst the Indian youth. At the end of the particular episode, the following text is displayed: “Issued in public interest by” as Credits which gained the viewer traction.
  • Adopting UPI for its payments, Introduced Freecharge on WhatsApp where users can send and receive money
  • It’s a win-win situation where the transactor and the service provider are beneficiaries. (Which is the core idea) The win-win situation is one strong reason behind Freecharge’s existence in this competitive field. This may not be a growth hack but this is something which helps Freecharge to standout.

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