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

logo of pepperfry

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


  • 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


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-


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:


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


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


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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Zomato's Marketing Breakdown

From 2008 to 2019, Zomato’s marketing has gone through a major upheaval. Find out what worked and what didn’t and how they have transformed to become an international brand with quirky content and a strong online presence.



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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