A

PROJECT REPORT

ON

DIGITAL MARKETING STRATEGIS AND SWOT ANALYSIS OF Egiyok

POULTRY TRADING APPLICATION

IN THE PARTIAL FULFLILMENT OF REQUIREMENTS OF THE AWARD OF

DEGREE OF

BACHELORS OF BUSINESS ADMINISTRATION

PUNJABI UNIVERSITY PATIALA

(SESSION 2019-2022)

SUPERVISED BY: SUBMITTED BY :

MS. TANVI GARG NAME: RAVI KUMAR

ROLL NO :

KHALSA COLLEGE(AMRITSAR) OF TECHNOLOGY AND BUSINESS STUDIES

PHASE-3A, MOHALI

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 GUIDE CERTIFICATE

This is to certify that Mr. RAVI KUMAR has completed the project entitled “DIGITAL
MARKETING STRATEGIS AND SWOT ANALYSIS OF EGIYOK POULTRY
TRADING APP” under my supervision for the fulfillment of the degree of BACHELOR
OF BUSINESS ADMINISTRATION . The work done by him has not been submitted
elsewhere.

MS.TANVI GARG

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 DECLARATION

I Ravi kumar, do hereby declare that the project reported entitled “DIGITAL
MARKETING STRATEGIS AND SWOT ANALYSIS OF THE EGIYOK; POULTRY
TRADING APP” in an original and benefice work done by me under the able supervision
and guidance of Assistant Prof. Tanvi Garg, along with the support of my Team leader
Geeta Bali. This is being submitted in the partial fulfilment of the requirement for the award
of the degree of BACHLOR’S OF BUSINESS ADMINISTRATION (Punjabi University
Patiala). The matter embodied in this project has not been submitted for the award of any
other degree or diploma

Signature
RAVI KUMAR

DATED
PLACE:

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 ACKNOWLEDGMENT

I hereby acknowledge all those who directly or indirectly helped me in drafting of this project
report. It would not have been possible for me to complete the task without their help and
guidance.

It is a great privilege to express my sincere gratitude to ASSIST. PROF. Tanvi Garg for
providing the authority letter on the behalf of Khalsa college (Asr.) of technology and
business studies, Phase 3/A, Mohali for project to be understand at Egiyok Poultry App.

I am beholden to lecturer ASSIST. PROF. Tanvi Garg for according kind permission to take
up this project. I am grateful to her from the core of my heart for this wholehearted support,
which has made the study possible.

I can't do it in a better way if I don’t express my sincere gratitude to Assit. Prof. Tanvi Garg
for giving me timely suggestions and help. I sincerely thanks for her suggestion, consistent
and generous help. Her encouraging and cheering words inspired me from time to time.

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 TABLE OF CONTENT

CHAPTER PARTICULERS PAGE

NO.

1 INTRODUCTION ABOUT AND 6 -10

COMPANY
2 LITERATURE REVIEW 11 - 12
3 NEED OBJECTIVE AND 13 - 14
LIMITATION
4 RESEARCH METHOLODY 15 – 49
DIGITAL MARKETING 15 -21
DIGITAL MARKETING STRATEGY 22 – 40
SWOT ANALYSIS 41 - 49

5 DATA ANALYSIS AND 50 -51

INTERPRETATION
6 FINDGING AND SUGGESTION 52 - 53
7 CONCLUSION 54
8 BIBLOGRAPHY 55
9 Questionnaire 56 - 60

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 Introduction of India Poultry Industry

The organized sector of Indian Poultry Industry is contributing nearly 70% of the total output
and the rest 30% in the unorganized sector. Broiler industry is well dominated by the
southern states in our country with nearly 60-70% total output coming from these states. The
layer industry once again is represented more in southern states especially, Andhra Pradesh,
Tamil Nadu and Maharashtra producing nearly 70% of the country's egg production. India's
75% of egg produce is consumed by the population of 25% living in urban and semi-urban
areas. Presently about 800 hatcheries are operating in India today.
Today India is the world's fifth largest egg producer and the eighteenth largest producer of
broilers and its per capita consumption of such products is poor - 37 eggs and 1 kg of poultry
meat per capita per annum. The growth of the Poultry Industry in India is marked by an
increase in the size of the poultry farm. In past years broiler farms had produced on average a
few hundred birds (200-500 chicks) per cycle. Small
units are probably finding themselves at problem because
of high feed and transport costs, expensive vaccines, and
veterinary care services and the non-availability of credit.
Some small units are reported to be shifting from layer to
broiler production because output in broiler units can be
realized in six weeks. India is the fifth largest producer of
egg and ninth largest producer of poultry meat. India was
well positioned as 17th in the world poultry production.
The Indian poultry production is considered to be the cheapest in the world. The main factors
of rising production in country are:
• The nation is a market with Investment friendly ambience.
• Indian Poultry Industry is booming and emerging as the world's 2nd largest market.
• The growth rate is growing at the phenomenal rate of 12 to 15% every year.
• Poultry Industry in India is constantly on the rise due to the use of modern techniques
and changing from live bird to fresh chilled and frozen product market.
• A new path began with the integrated poultry operations throughout the country.
There is an overwhelming response from all segments concerned and related with poultry.
There is a 100% increase in space compared to earlier years. In a continual endeavor and
efforts to create a strong platform for Poultry India is experimenting with new trends in
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poultry rearing techniques and innovations for processed chicken meat, medicines, feed
additives, health products, equipments, managements & other technical services

Top Leading companies

Leading broiler integrators in India are as follows:
• Venkateswara Group, Pune
• Suguna Poultry Farms Ltd, Coimbatore
• Pioneer Poultry Group, Coimbatore
• Godrej Agrovet Ltd, Mumbai
• Sky Lark group, North India
• Jafa com feed
Market capitalization
With the rise of middle class and increased urbanization, a major population prefer to go for
non-vegetarian. Today about 3 million farmers and 15 million agrarian farmers are employed
in the poultry industry that are usually growing poultry ingredients for feed and contribute
about Rs 26,000 crore to the national income.
Size of the industry
There is a considerable variation in per capita consumption between rural and urban areas and
also across the region. Per capita consumption of eggs is only 7.7 per annum in rural areas
compared with 17.8 per annum in urban areas. In seven states, per capita consumption is less
than 3.5 per annum. Similarly, per capita consumption of poultry meat is 0.24 kg in rural
areas and 1.08 kg in urban areas. Today units with fewer than 5,000 birds are becoming rare,
and units with 5,000 to 50,000 birds per week cycle are common in the poultry management.
Similarly, in the layer farms, units with a flock size of 10,000 to 50,000 birds have become
common
Total contribution to the economy/ sales
Analysts estimate that the Indian Poultry Industry has been growing at a much faster pace,
along with other industries such as BPO and Securities market. Over the years the poultry
industry in India has contributed approximately US $229million, to the Gross National
Product (GNP).

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 INTRODUCTION

Egiyok - All About us.

Coming into existence in 2020 and is centrally located in Mohali, India. "Egiyok" aims to
commercialize poultry into a digitally empowered Industry and economy full of knowledge.
With a user base of almost 35,000 people PAN India. “Egiyok” is set to be India's one of the
first largest digital poultry platforms for all the products and services needed to expand the
poultry industry. We aim to provide "one-tap" services for people involved in it such as
Farmers, Dealers, Poultry service providers, and consumers across the country. "EGIYOK"
increases the reach of common buyers/sellers and empowers them to perform their respective
business activities beyond their usual boundaries. This will indeed open up new business
opportunities as well and it would be instrumental in generating employment

Our Digital Solutions :

www.egiyoknews.com
Android App:
Egiyok: Online Poultry Trading

The Glimpse of our management

Mr. Ashok Kumar, CEO and the man behind Egiyok upholds an experience of more than a
decade in the poultry world, with his supervision and brainstorming he came up with the idea
of revolutionizing the commercial backyard activity and going digital with it. Starting solo
with experience in the industry, Mr. Ashok in less than a year came up with a fully qualified
team of more than 70 people consisting of digital marketers, in house team catering to rates,

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relationship managers, in-house customer support executives for queries and problems and
content writers.

Our Vision :

While being in the poultry world, the CEO brainstormed and found out various loopholes and
where the industry is lacking. Keeping in mind all of the cracks and what needs to be rectified
he came up with our one-tap application, With a forecasted reach of 50,000 userbase by
March 2022, we expect to create an impact in the Poultry world by introducing
digitalization.

OUR AIM: The Aim of Egiyok is to overhaul the traditional poultry trading. We, at
Egiyok, are increasing the reach of common buyers/sellers and empowering them to
perform their respective business activities beyond their usual boundaries. This will
indeed open-up new business opportunities as well as, would be instrumental in
generating employment

The Loopholes :

• Limited Access.
• Lack of a centralized market
• Exploitation by the commissioning agent
• Less of business opportunities and less rate of employment
• Price fluctuations in the market trends and burden of paid rates

Problems Solved with the existence of Egiyok :

o We have created a platform where farmers can buy/sell their products and eliminate the
brokers from the supply-demand chain. In addition, the rates offered are FREE of cost.

o It is a digital platform to fulfill and facilitate all the requirements which means that it
minimizes the gap between the demand and supply.

o It helps to generate new business opportunities and employment. As it would be accessible

PAN India, people would be able to find new business avenues and get employed wherever
and whenever it’s feasible for them.

• We have all the poultry world under one big umbrella, which states that we are a one-stop
destination for all the poultry needs, goods, and services.

• All of our product offerings it simplifies the marketplace for the buyers as well as the
consumers.

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Product Offerings on Egiyok :
• All Birds (Broiler)
• Eggs
• Chicks
• Feed Components
• Poultry Packaging
• Litter and Manure
• Machine and Equipment
• Poultry Medicine
• Chicken Meat

Service Offering on Egiyok:

• Skilled/Non-Skilled Workforce
• Contract (Integration) Farming
• Farm Supervisor/ Manager
• Meat Processing Center
• Doctor Consultancy Services
• Real Estate Services
• Transportation Services
• Cold Storage Services

Why should you choose Egiyok?

• We already have a userbase of 35,000 plus people PAN India and are already in collaboration
with different platforms and different business partners of the industry such as farmers,
poultry associations, esteemed doctor panels, etc.

• We are one of the biggest digital platforms to offer rates, FREE OF COST.

• We target and hit the industry from all angles and cover everything under one roof.

• Because of the experience we have a tried and testing marketing approach for the industry.
We exactly know when and what the market demands.

• EGIYOK has an online portal known as “EGIYOK NEWS “ on which we create an impact
and awareness about the poultry industry by sharing educational VLOGS with experienced
people from the industry.

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 LITERATURE REVIEW
A study on economic and environmental aspect of poultry farming in namakkal district.
Ganesh C.M
Review of Literature is a comprehensive summing up of earlier research
on a particular research area. The literature review investigates scholarly articles,
books, and other sources appropriate to a particular area of research. The review is
capable to enumerate, describe, summarize, objectively evaluate and clarify this
previous research.

Study on production and marketing of poultry eggs in Tamilnadu

Vetrivel, S C
The poultry industry provides a good employment opportunity for newlineboth males and females
along with agricultural activities The poultry newlineindustries were involved with live stock which is
monitored around the clock newlineand the poultry entrepreneurs are very much concentrated in
utilizing the newlinefarm optimally enriching maximum output through selling the eggs and other
newlineallied products like feathers gunny bags and poultry litters etc.

Enhancing the biomethanation of poultry litter by improving the carbon nitrogen ratio
of the feedstock
Balaji S
Poultry breeding plays a significant role in the livelihood of the rural community in a country
like India In India the poultry sector accounts approximately 1 for the nations GDP The
livestock breeding contributes to the reactive solid waste dispersal which influence the
spreading of diseases eutrophication etc.
Isolation of uric acid consuming bacteria - Development of uric acid biosensor and
microbial fuel cell.
Ghosh, Tanushree
Uric acid is the primary end product of purine in human metabolism and excess of uric acid
may lead to gout, hyperuricemia and kidney disorder. The main objectives of the research
were to isolate uric acid utilizing bacteria, their characterization, extraction of uricase enzyme
and development of uric acid biosensor and a microbial fuel cell for power generation.
Impact of biostimulator on production of poultry birds
Singh, Ajay Bikram
The review ofliterature on various aspects pertaining to present study is being
presented in this chapter. Growth promoters in the diet of laying hens improve
performance including calcium metabolism.
Imapct of digital marketing on consumer Buying behaviour a study of consumer
electronics goods
Prativindhya
This study determines the relationship among various aspects of “Consumer Buying
Behaviour is regarding electronic products” with the “Overall Consumer Buying Behaviour”.
The objectives of this study are to find factors influence Consumer Buying Behaviour in the
context of consumer electronic goods. This study is focused on selected consumer electronic
products (Mobile Phones, Laptops, Smart watches, Cameras and Tablets).

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Digital Marketing Framework for Brands to Succeed
Sundaram, Rammohan
The main aim of the study is to explore different marketing frameworks and their significance
on brands. Further, the study aims to analyse the effect of selected factors (Access, Share,
3Cs (Comment, Customize and Collaborate), Engage, Nurture and Target) on brands. Also,
the study aims to develop a comprehensive framework for brands in digital marketing. In
order to fulfil the aims and objectives of the current study, the primary method of data
collection is used.
Study In Digital Marketing In Pharmaceutical Industry
SHEETAL SHIVAJI SHERKAR
Gehrt, Rajan, Shainesh, Czerwinski and O'Brien (2012) did experimental examine to research
Indian online buying (being emerging financial system), using shopping orientations studies.
Questionnaire survey method was led for distinguished on line respondents of consumer
board members.
Usage Of Digital Marketing By Smes A Study On Issues And Challenges Special
Reference To UP East
Priyanka Pradhan
In 21st century a significant positive shift towards online shopping by the newlineconsumers
has been observed. Consequently, companies are increasing their online newlinepresence.
This is challenging for small businesses to showcase their products online and newlineopting
for the right marketing strategy to compete.
Digital marketing in the MSME sector of Kerala
Niranjana C
This chapter aims to build a structured literature review by consolidating the growing body of
academic literature in the field of digital marketing and micro small and medium enterprises.
SWOT analysis and Success rate of Women Entrepreneurship in MSME sector
MARIAZEENA JOHNSON
Economic growth and development of the country is determined by human, physical and
financial resources. An economy can move on to higher levels of growth either by acquiring a
larger quantum of the factors of production or through technical progress.
A Case Study on Entrepreneurship with SWOT Analysis in Udaipur Division Scope For
Make in India
Amit Babel
The term “entrepreneurship” comes from the French verb “entreprendre” and by the German
word “unternehmen”, both mean to “undertake”. Bygrave and Hofer in1891 defined the
entrepreneurial process as ‘involving all the functions, activities, and actions associated with
perceiving of opportunities and creation of organizations to pursue them’

Online Shopping in India

Shah, Faize Ali
Online shopping is unambiguously a growing phenomenon in the Indian market. There are
many parameters that have been investigated in order to interpret the prominent factors that
dominate the customer attitudes, buying behaviour and satisfaction with respect to shopping
online.

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 NEED, OBJECTIVES and LIMITATION

➢ Need of the study

Target Customers: Increasing your business to new customers will significantly help in the
increase of profit shares. You can opt for this objective if you already have a great client base
and you want to get more clients, customers in your business to expand it.

More Website Traffic: increase your website traffic, rank in google with the help of
different techniques of digital marketing like SEO, OFF-Page SEO etc.
Internal environment (Strengths and Weaknesses): the integration and standardization of
processes, the elimination of inefficiencies. Focus on the core of the business.
External environment (Opportunities and Threats) – to have reliable and trustworthy
data, to receive information quickly to support management in strategic decision making and
to reduce errors.

➢ Objective of the study

PRIMARY OBJECTIVE

• The main objective of the study is to understand the commercialization of India

poultry into Digital era.

SECONDARY OBJECTIVES
• To know about the main and forthcoming strength of egiyok

• To know about the threats which may occur in future

• To understand the buying and selling behaviour of clients

• To know about which digital marketing strategy fetch more clients

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➢ Limitation of the study

• Dependability on Technology: Digital marketing is purely based on technology and

the internet is prone to errors. There are times when the links may not work, landing
pages may not load, and page buttons just don’t simply do its job.

• Time Consuming: One of the biggest disadvantages of digital marketing campaigns

is its time consuming nature. Unorganized tactics and strategies may consume a lot of
time and often it becomes difficult to devote the desirable time to the campaign.

• Promotion strategy can be copied: techniques can be copied by the competitors.

photos or images can be used to mislead the clients.

• Lack of Clarity: What do leaders do if a factor is both a weakness and a strength?

How can they manage this using SWOT? Unfortunately, the tool does not provide
a reliable way to do this. Leaders have to attach their values to factors that show
up twice and decide the best step for addressing them.

• The Analysis Is Subjective: A SWOT Analysis is only as functional as the data put
into it. It will reflect the biases and experience of the individual creating it. This
makes it impossible to receive objective data concerning SWOT, so leaders may
wonder if the information is useful.

• Too Many Opinions to Address: During the SWOT process, it is likely that a
leader will involve various managers, department heads, senior executives, and
even frontline employees. While all of their opinions may be valid, it is difficult to
address all of their input. Therefore, some opinions will be left out

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 RESEARCH METHOLODGY

What is Digital Marketing

Digital marketing is the marketing of products or services using digital technologies

on the Internet, through mobile phone Apps, display advertising, and any other digital
mediums. Digital marketing channels are systems based on the Internet that can
create, accelerate, and transmit product value from producer to a consumer terminal,
through digital networks.

The development of digital marketing, during the 1990s and 2000s,

changed the way brands and businesses use technology for marketing. As digital
platforms became increasingly incorporated into marketing plans and everyday life,
and as people increasingly use digital devices instead of visiting physical shops,
digital marketing campaigns have become prevalent, employing combinations of
search engine optimization (SEO), search engine marketing (SEM), content
marketing, influencer marketing, content automation, campaign marketing, data-
driven marketing, e-commerce marketing, social media marketing, social media
optimization, e-mail direct marketing, display advertising, e–books, and optical disks
and games have become commonplace. Digital marketing extends to non-Internet
channels that provide digital media, such as television, mobile phones (SMS and
MMS), callback, and on-hold mobile ring tones. The extension to non-Internet
channels differentiates digital marketing from online marketing.

So, how is digital marketing different from traditional marketing?

The traditional manner of marketing involved businesses to advertise

their products or services on print media, radio and television commercials, business
cards, bill boards, and in many other similar ways where Internet or social media
websites were not employed for advertising. Traditional marketing policies had
limited customer reachability and scope of driving customers’ buying behavior.

Digital marketing is a way to promote brands and products online and through other
digital channels. ....In addition to their website, a company might also use PPC and

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display Ads, email marketing, mobile technology like smartphones, social media,
and other mediums to attract and engage their target consumers.

What does a digital marketer do?

Digital marketers are in charge of driving brand awareness and lead generation
through all the digital channels -- both free and paid -- that are at a company's
disposal. These channels include social media, the company's own website, search
engine rankings, email, display advertising, and the company's blog.
The digital marketer usually focuses on a different key performance indicator (KPI)
for each channel so they can properly measure the company's performance across
each one. A digital marketer who's in charge of SEO, for example, measures their
website's "organic traffic" -- of that traffic coming from website visitors who found a
page of the business's website via a Google search.
Digital marketing is carried out across many marketing roles today. In small
companies, one generalist might own many of the digital marketing tactics described
above at the same time. In larger companies, these tactics have multiple specialists
that each focus on just one or two of the brand's digital channels.

Why Digital marketing?

While traditional marketing might exist in print ads, phone communication, or

physical marketing, digital marketing can occur electronically and online. This means
that there are a number of endless possibilities for brands including email, video,
social media, or website-based marketing opportunities.

How does a business define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to
connect with customers where they spend much of their time: online. From the
website itself to a business's online branding assets digital advertising, email
marketing, online brochures, and beyond -- there's a spectrum of tactics that fall under
the umbrella of "digital marketing."
The best digital marketers have a clear picture of how each digital marketing
campaign supports their overarching goals. And depending on the goals of their
marketing strategy, marketers can support a larger campaign through the free and paid
channels at their disposal.
A content marketer, for example, can create a series of blog posts that serve to
generate leads from a new eBook the business recently created. The company's social
media marketer might then help promote these blog posts through paid and organic
posts on the business's social media accounts. Perhaps the email marketer creates an
email campaign to send those who download the eBook more information on the
company.

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 Types of digital marketing Services

There are as many specialisations within digital marketing as there are ways of interacting
using digital media. Here are a few key examples.

Search engine optimization

Search engine optimization, or SEO, is technically a marketing tool rather than a form of
marketing in itself. Balance defines it as “the art and science of making web pages attractive
to search engines.”
The "art and science" part of SEO is what’s most important. SEO is a science because it
requires you to research and weigh different contributing factors to achieve the highest
possible ranking. Today, the most important elements to consider when optimising a web
page include:
• Quality of content
• Level of user engagement
• Mobile-friendliness
• Number and quality of inbound links
The strategic use of these factors makes SEO a science, but the unpredictability involved
makes it an art.
In SEO, there's no quantifiable rubric or consistent rule for ranking highly. Google changes
its algorithm almost constantly, so it's impossible to make exact predictions. What you can do
is closely monitor your page's performance and make adjustments accordingly.

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There are a few different types of search engine optimization tactics used by most people.

1. On Page SEO
2. Off Page SEO

Let’s look at these two types of SEO strategies in detail so we can understand which one’s to
use to grow your search traffic.

1. On Page SEO: On-page SEO is the process of optimizing your web pages in order

to rank higher search results. On-page SEO refers to any on-site optimization that you
control and include in your website.

the popular on-page SEO techniques;

• Title tag of the web page should be optimized with the relative keyword of
that webpage.
• Meta Tags of the website should be optimized and it should be carefully
written including keywords related to the content of the page and meaningful
for the user.
• Mind your URL, do not write any underscore in the web page URL. Try to
keep some keyword in the URL and it should match with the web page
content.
• Use H Tags of HTML, Try to use H1 tags for the titles and H2 tags for sub-
titles. Most of the experts suggest to use H1 to H6 tags in the web page on
various parameters.
• Responsive Design should be the important criteria for the website. Because
the use of mobile devices has a steady growth and most of the users browse
through mobile devices only. So, it is suggestable to have a responsive
designed website.
• Content of the website should be unique, there should not be any duplicate
content written on the web page. Content is for the user and not for the search
engines. It should be written clean and simple so that it is meaningful to your
web users.
• Try to do Image optimization by writing alt text for all the images in the
webpage.
• Check Google page speed insight for your website and modify the errors
accordingly

2. Off-Page Optimization: Off-page SEO refers to tactics taken outside of your

website to get higher rankings in search results. Unlike on-page SEO, off-page
optimization is about everything that doesn’t happen directly on your website.

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 the popular off-page SEO techniques;

o Blog commenting
o Forum posting
o Guest posting
o Social networking
o Social bookmarking
o Write helpful answer on platforms such as Quora to build links

Content marketing

SEO is a major factor in content marketing, a strategy based on the distribution of relevant
and valuable content to a target audience.

As in any marketing strategy, the goal of content marketing is to attract leads that ultimately
convert into customers. But it does so differently than traditional advertising. Instead of
enticing prospects with potential value from a product or service, it offers value for free in the
form of written material.

Content marketing matters, and there are plenty of stats to prove it:
• 84% of consumers expect companies to produce entertaining and helpful content
experiences
• 62% of companies that have at least 5,000 employees produce content daily
• 92% of marketers believe that their company values content as an important asset

As effective as content marketing is, it can be tricky. Content marketing writers need to be
able to rank highly in search engine results while also engaging people who will read the
material, share it, and interact further with the brand. When the content is relevant, it can
establish strong relationships throughout the pipeline.

Social media marketing

Social media marketing means driving traffic and brand awareness by engaging people in
discussion online. The most popular platforms for social media marketing are Facebook,
Twitter, and Instagram, with LinkedIn and YouTube not far behind.

Because social media marketing involves active audience participation, it has become a
popular way of getting attention. It's the most popular content medium for B2C marketers at

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96%, and it's gaining ground in the B2B sphere as well. According to the Content Marketing
Institute, 61% of B2B content marketers increased their use of social media this year.

Social media marketing offers built-in engagement metrics, which are extremely useful in
helping you to understand how well you're reaching your audience. You get to decide which
types of interactions mean the most to you, whether that means the number of shares,
comments, or total clicks to your website.

Direct purchase may not even be a goal of your social media marketing strategy. Many
brands use social media marketing to start dialogues with audiences rather than encourage
them to spend money right away. This is especially common in brands that target older
audiences or offer products and services not appropriate for impulse buys. It all depends on
your company's goals
To learn more about how Mailchimp can help with your social media strategy, check out the
comparison of our free social media management tools versus others.

FACEBOOK
We all know that Facebook is the major social media platforms for everyone. Be it business
or individual you have enjoyed using Facebook. As per the information on Wikipedia,
Facebook, Inc. is an American online social media and social networking service company
based in Menlo Park, California. Its website was launched on February 4, 2004, by Mark
Zuckerberg, along with fellow Harvard College students and roommates Eduardo Saverin,
Andrew McCollum, Dustin Moskovitz, and Chris Hughes.
Facebook has been the best platform for most of the small business owners even for
startups to market their business easily with no cost. Let us discuss how we can do the
Facebook Marketing and get the best ROI from it. Facebook is popular for the both individual
usage as well as business usage.
For Business you can create pages, groups and spread your business in many of the
communities already present in the Facebook. Your business may be local or global, you can
reach to large number of audiences without any doubt.

INSTAGRAM
It’s been 8 years that Instagram has taken the internet world by storm. It started as a regular
social media platform in the year of 2010. But now it is a complete marketing channel for all
types of business. Be it a startup or a small business Instagram is the perfect platform for the
business marketing.

YOUTUBE
YouTube is the major platform to share your original content videos or advertisements. As
per Wikipedia, YouTube, LLC is an American video-sharing website headquartered in San

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 Bruno, California. Three former PayPal employees—Chad Hurley, Steve Chen, and Jawed
Karim-created the service in February 2005. Google bought the site in November 2006 for
US$1.65 billion; YouTube now operates as one of Google’s subsidiaries.

Pay-per-click marketing
Pay-per-click, or PPC, is posting an ad on a platform and paying every time someone clicks
on it.

How and when people see your ad is a bit more complicated. When a spot is available on a
search engine results page, also known as a SERP, the engine fills the spot with what is
essentially an instant auction. An algorithm prioritises each available ad based on a number
of factors, including:
• Ad quality
• Keyword relevance
• Landing page quality
• Bid amount

Each PPC campaign has 1 or more target actions that viewers are meant to complete after
clicking an ad. These actions are known as conversions, and they can be transactional or non-
transactional. Making a purchase is a conversion, but so is a newsletter signup or a call made
to your home office.
Whatever you choose as your target conversions, you can track them via your chosen
platform to see how your campaign is doing.

Social media optimization (SMO)

is the use of social media networks to manage and grow an organisation’s message and online
presence. As a digital marketing strategy, social media optimization can be used to increase
awareness of new products and services, connect with customers, and mitigate potential
damaging news
KEY TAKEAWAYS
• Social media optimization (SMO) involves using social media platforms to grow a
company or organisation’s online presence.
• It can increase awareness of new products and services and allow organisations to
connect with customers.
• Popular social media platforms such as Facebook, Twitter, Instagram, YouTube,
Snapchat, TikTok, and Pinterest can be used for digital marketing.

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 DIGITAL MARKETING STRATEGIES OF EGIYOK POULTRY
TRADING APP
As we know that there are many types of digital marketing strategy to grow any business or
promote any kind of app so if, I discuss the promotion of any app or online poultry trading
app.
First we talk about App Store Optimization the main factor is to choose the right keyword to
rank any app.Keyword analysis is the process of to choose the right keyword to the product
and services.
➢ KEYWORD ANALYSIS
Keyword analysis is the process of analyzing the keywords or search phrases that bring
visitors to your website through organic and paid search. As such, keyword analysis is the
starting point and cornerstone of search marketing campaigns.

Why is this important?

Because search are looking to return relevant result when someone performs a search. The
closer the word on your web page, blog post or online video are to the search that was
performed, the more likely you are to rank higher for that search.

Tools for Keyword Analysis

1. Google keyword planner: is a free keyword research tool by Google for discovering new
keywords to target for both ads and SEO efforts. Within a few minutes, you can generate a
working list of high-performing keywords. Once these keywords are added to your site, start
tracking your web traffic and conversions. Pay attention to whether they increase or decrease.

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2. Ubersuggest: Keyword TrackingToo: Ubersuggest, developed by Neil Patel, is a
keyword finder tool that helps you identify keywords and also the search intent
behind them by sho. Wing the top ranking SERPs for them. From short to long-tail
phrases, you can find the right terms to use on your website with hundreds of
suggestions from this free great keyword tool. Metrics they include in their report are
keyword volume, competition, CPC, and seasonal trends. Great for both organic, SEO
and paid, PPC teams this tool can help determine if a keyword is worth targeting and
how competitive it is.
3. SEMrush keyword tool: The Semrush Keyword Overview tool shows you updates
on search volumes, trends and the number of related keyword suggestions, and
information on their value for organic and paid research.
4. Moz bar SEO tool: SEO Software Moz kept popping up as one of the best SEO tools
that experts actually use. Some raved about how Moz was always up to date despite
Google’s regular algorithm changes. Others raved about their chat portal because it
allowed them to always get an insightful response to every question asked. Whether
you’re looking for keyword recommendations or a site crawl, Moz is a full-service
powerhouse. You can get great insights into how your website is performing but also
how to improve it. They also have a free MozBartoolbar that you can download for
free that allows you to see your store’s metrics while browsing any page. If you’re
looking to learn more about SEO you should also consider checking out MozCon,
their annual conference.
5. KWFinder: SEO Keyword Tool: An SEO Keyword Tool like KWFinder helps you
find long-tail keywords that have a lower level of competition. The experts use this
SEO tool to find the best keywords and run analysis reports on backlinks and SERP
(Search Engine Results Page). Their Rank Tracker tool helps you easily determine
your ranking while tracking your improvement based on one key metric. Plus, if that’s
not enough, you’ll get a ton of new keyword ideas to help you rank your website even
higher

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 ➢ APP STORE OPTIMIZATION (ASO)

App store optimization is the process of optimising mobile apps to rank higher in an app
store’s search results. The higher your app ranks in an app store’s search results, the more
visible it is to potential customers.
That increased visibility tends to translate into more traffic to your app’s page in the app
store.
“The goal of ASO is to drive more traffic to your app’s page in the app store, so searchers
can take a specific action: download your app.”
Why Is ASO Important?
According to Google, 40 percent of apps are discovered through app store searches. This
makes search in the app store the most used method for discovering and downloading new
apps
Simply put, this means that:
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If you’re not using ASO to increase your app’s search ranking, you’re missing out on the
largest discovery channel available to your app.
With hundreds of thousands of apps in each app store vying to rank above one another, the
reality is most publishers are not investing in app store optimization.
So here’s my gift to you: ASO is your secret weapon. Spend time every week improving your
ASO, and you will meaningfully impact your app’s ranking and overall success.

How to Help Your App Rank: The Basics of ASO

Much of what I’m about to explain is actually SEO basics.
If you’re already familiar with these for web searches, there are still a few key differences
within the Play Store.
Let’s start by breaking down the various components that can affect your ASO:
Main ASO Factors
These factors have the largest impact on where your app ranks, so pay special attention to
these factors.
• App Name/Title: The keyword placed in the title should be the one with the
heaviest search traffic. Spend time researching which keyword that is, because
changing your title too often can be detrimental. As your app begins to rank higher
and gain more reviews, your app’s news will begin to spread by word of mouth.
Changing the title can make it difficult for word to spread about your app.
• Keywords: To improve your search rankings, you need to know which keywords
are relevant and used most often by your target audience. It is helpful to monitor
competitors to realize how you compare week to week.
Besides being the most important ASO factor, the title and keywords can be modified easily.
so you’ll want to optimise them regularly.
Secondary ASO Factors
First impressions matter — but there are several other factors that heavily impact whether
users tap that download button. These include:
• Total # of Downloads: Your number of downloads are significant to ASO, but you
don’t have complete control over them.
• Ratings and Reviews: Also, important and difficult to control. However, there are
ways to incentivize happy users to rate and review
Here’s a complete breakdown of all the factors to keep in mind when optimising your app for
better rankings.
App Store Optimization (ASO) various factors:
1. App name and title
2. Keywords
3. Description

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 4. Subtitle
5. Total number of downloads
6. Ratings and reviews

1. App Title
The title is our first impression online. It’s what drew you to read this post, and it’s what will
draw users to your app.
Optimising with a keyword in the title increases search ranking for that title by 10.3%!
Obviously, some limitations apply, as the Play store is very regulated.

You’re given only 30 characters for a title in EGIYOK, and keyword stuffing is a surefire
way to risk being banned.

Users are also wary of downloading shady-looking apps for privacy concerns.
Think about it — would you rather have “Evernote” or “Note Taking Note App for Notes” on
your smartphone?

Be smart about how you optimise.

Egiyok, does everything right

Its icon is sleek and simple, and with a short name, it was able to fit in three essential
keywords.
When searching the Play Store for “poultry app,” “best poultry app,” you’ll find EGIYOK at
or near the top.
2. App Description
Here’s where things get a bit murky. Technically the Play Store algorithm ignores the
description.
Users, however, are a different story.

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Rather than optimising for SEO, focus on explaining the features and benefits of your
product.

While it seems like you have a lot of space to do this, you actually don’t.

Truncated snippets are shown on your product page, and a few readers will click “more” to
read beyond what you see here.You have 252 characters to make your pitch and convince
someone you’re worth downloading. So. you’ll want to keep it short and sweet.

3.Keyword Metadata

Play store provides you with 100 characters to enter keywords separated by commas.

These help your app get discovered through search and related content.

There’s no need to duplicate efforts here, so choose keywords you haven’t already used in the
title.Some in-depth keyword analysis can be done using Google Search Ads. Some keywords
of egiyok poultry trading app are.

India first best poultry app, tomorrow egg rate, buyer and seller doctor for broiler buy
and sell poultry feed, or get free egg rate

4. App Subtitle

You’re given a subtitle below the title in search results. This is also limited to 30 characters.

It gives you another chance to use more descriptive keywords.

Subtitle= Business

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5. App Reviews and Ratings

Customer reviews and ratings are an important consideration for users, especially those
unfamiliar with an app brand.

Apps with higher ratings also ranked higher. This raises a tricky dilemma: you want more
ratings and reviews, but not if they are negative. So, you need a way to connect with your
customers inside your app, giving them a place to vent and talk directly to the developer.

On the flip side, you want to guide happy customers to leave positive reviews for you.

The average rating of the top 100 free apps in the Play Store is 4 stars!

Quality clearly matters.

The lower your rating, the fewer consumers who will be willing to consider downloading it.

Think about it. When was the last time you downloaded a one-star app?

You may have rated an app one star, but it was likely rated three or more stars when you
downloaded it.

Ratings also affect conversions.

Maintaining a high rating is often easier than raising one from two or four stars.

That’s why it’s important to solicit reviews from customers within the app.

One time is all that’s necessary, and it needs to be done within the first 72 hours.

That’s how long 77% of users will use an app before never again turning it on.

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It’s also important to wait until after the customer has a chance to use the app

Instead of basing it on a timer, consider a push notification when the customer completes
certain actions.

Examples of great times to do this are after the first level of a game or after a customer sends
their first message through your encrypted messaging app.

Try not to be too spammy, though, and keep in mind your app’s performance can affect its
rating.
Ultimately, you want a page full of glowing reviews.

Finally, don’t be shy about replying to negative reviews.

It’s possible a bad customer experience happened due to an error or glitch that’s since been corrected.

Thank users for their reviews whenever possible, good or bad, and correct issues brought up. This is
your time to gather valuable user feedback.

This is your time to gather valuable user feedback.

REVIEW AND RATINGS OF EGIYOK POULTRY TRADING APP

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 6. App Downloads

Ultimately, it’s a download that matters.

An app preview video and screenshots help convert indecisive users.

Both the App and Google Play stores use the number of times an app has been downloaded to
determine ranking.

More specifically, it’s the current download rate.

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 ➢ SOCIAL MEDIA MARKETING STRATEGY

A social media strategy is a document outlining your social media goals, the tactics you will
use to achieve them and the metrics you will track to measure your progress.

Your social media marketing strategy should also list all of your existing and planned social
media accounts along with goals specific to each platform you’re active on. These goals
should align with your business’s larger digital marketing strategy.

Finally, a good social media plan should define the roles and responsibilities within your
team and outline your reporting cadence.

The Best Social Media Marketing Platforms For Business

The best social media marketing platforms for business include Facebook, YouTube,
Instagram, LinkedIn, Twitter, TakTak, and various many more other platform. Different social
media marketing sites require different approaches, so here’s a brief overview on each one—
its user base, main vibes, pros, cons, and content types.

You can get a comprehensive look into each platform here: The Biggest, Baddest, Most Popular
Social Media Platforms and How to Wield Their Power.

Facebook Marketing

Facebook has to be the first social media platform we mention because it is considered the largest of
them all. There are very large number audience is only here in the form of various groups. Facebook
offers the ability to network with customers and market your business in organic and natural ways.
Their unpaid Facebook Ads are also great for reaching more people without doing too much work.

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 Why Facebook Marketing?

As already discussed in the above sessions Facebook is the largest and major social platform
to reach the vast audience. You can reach your target audience as per the segmentation
process. You have number benefits when you think that why you should focus on Facebook
Marketing for your business. Some of them are.
• Generate leads.
• Boost Branding
• Thought leadership
• Increase vast number of audiences
• Increase website traffic
• Customer acquisition
• Better customer interaction
• Reputation management
• Effective Feedback system.

Facebook Marketing Strategis:

Be Professional: Make sure that your facebook posts are professional. Your posts will
represent a company. The message is from a company on social media channel. So, before
posting anything in facebook, you need to recheck twice or thrice.

Use of Hashtags: Using hashtags in the content can generate or attract number of followers
and impressions. But, using too much hashtags can hamper your content. It may be
considered as SPAM also. So, beware while writing the content using hashtags.
Hastag should be memorable and catchy. The campaigning # should sound local but the reach
should be global. Ask your followers to like, share the post with the # campaigning word in
it. Make sure that you will engage your audience with the campaigning.

Trending Hashtags: Using trending hashtags is good to have huge number of impressions
and shares. But, make sure that it is related to your company’s business. For Ex: if your
company is into FMCG Industry and where as you are doing a tweet with a trending # of
entertainment Industry which is not at all corelated. But there might be few situations where
it can work. Majority of the trending hashtags are good for individuals and small businesses.

Add Image & Video: Try to add image or video to your facebook posts, it will have a good
impact on the targeted audience. They can easily understand what you are talking about

Engage with Polling: Create a Poll that your audience may like to get engaged. Try to post
polls related to the trending topics and poll segments of your Industry.

Post Message: Make sure that you will establish a positive brand voice and facebook
strategy. Be original with your facebook messages. Convey the message correctly. Reflect
your companies or brand core values on facebook.

Have Conversations: Engage with your audience by having a conversation on relevant

topics. Make sure that you are not arguing with them. It should be a soothing and positive
discussion.

INSTAGRAM Marketing

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Instagram is great for marketers because of how many people use it every month – about
400 million. Showcasing your goods or service is made easy with the ability to share
images and short videos. Instagram is only good for brand promotion very few poultry
farmer are available here.

Instagram Marketing Strategies:

Get Fix on your target audience: Determine your target audience in Instagram. For whom
and the reason that you are posting content on Instagram. Check out the followers profiles,
their interesting behaviors, likes etc. Have an eye on your competitors or parallel business
followers to have an understanding of your strategies.

An Eye on competitor strategies: Focus on your competitor strategies for the Instagram
marketing. Stalk their profiles and check for their style of writing the BIO, Profile picture,
URL’s etc. Check their number of followers and how they are doing so differently that their
Instagram profiles are good. Some of the aspects or important point that you should consider
are:
• Check out their image/video posting styles, themes, colors, retain strategies.
• Check out their comments section, what their followers or people are loving to discuss
with them.
• How regularly they are posting the content.
• What are the niche strategies that they are following.
• What popular hashtags are they using in captions.
• Check out if anything is missing

Brand Consistency: Follow a brand consistency by looking at your brand identity. How
would you like to position your brand to your target audience. What is the brand value o
score you are planning to hit? Manage a perfect branding combination with your posts and
content so as to meet your branding goals at right time and right place. If your content, posts
and themes are different, then there might be a chance that your audience may get confused.

Paid Campaigning: You can start using paid campaigning or Instagram advertising
strategies to reach the target audience. It will connect with the Facebook advertisement
dashboard.
1. Brand Awareness.
2. Reach.
3. Traffic.
4. App Installs.
5. Engagement.
6. Video views.
7. Conversions.
Based on the above objective and your selection, you can plan your budget for the
advertisement.

You will find the Promote button in the below of your posts

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Check The Length Of Your Captions: Work on the length of your captions, Make sure that
it should not cross 2200 characters. Put the most important content in the first two lines of the
caption. So, it is not necessary to keep yourself struck with 2 sentences only. It is a story
telling medium, try to write engaging content with some story telling ideas with it. Use the
Hashtags as per your post and content. Do not make the caption clumsy with numerous
hashtags. While sharing your content on Instagram try to use geo tags, Which have high rate
of engagement compared to a normal post.

How To Use #HashTags: This is really a tricky and interesting thing that a marketer should
look for. While posting a content on the Instagram try to do a brainstorm with your team for
the keywords related to the post. Then go to the explore tab of Instagram wall and search for
that #hashtag including Geotags. Check for the most recent, top hashtags, branded hashtags
etc. Use them properly in your caption. Encourage your audience to use those hashtags while
in conversation. Please make sure that you do not make your post caption a SPAMMY one.

Instagram Tools: Tools are an important aspect for every social media marketer. Because
you can strategize, optimize and analyze your posts with the help of tools. There are number
of tools available online, but let me put forward few of them which can help you to
understand for the usage and features of it.

YOUTUBE Marketing

One of the world’s largest and most popular video-sharing social media networks was born
in 2005. Fast forward 15 years and the site is more popular than ever. It allows users to share
and enjoy videos and comment on them. As a brand, you can upload videos for your
customers to get a better view of your services or goods. You tube is most important
marketing tool because every one youtube if they don’t know anything.

Advantages Of YouTube For Marketing

YouTube has number of advantages for marketers so as to get the best ROI from this social
channel. Let us discuss some of them.
• Second best search engines and most helpful for SEO.
• Brand Building.
• Inform or educate your YouTube users/subscribers.
• Promote your videos

YouTube Videos

After the video uploaded and done with the SEO work. You need to work on few things to get
best out of it.

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 1. Checkout the interest of your subscribers/users and prepare videos accordingly. Or else
try to prepare videos which can engage your audience.
2. Use Your Logo in the video as watermark.
3. Use social media channels in the video, ask the viewers to follow/like the social
networks.
4. Share the video links in social media networks including WhatsApp.
5. Write the title, description of the video perfectly. So that the video can rank better.
6. Use End notes in the video- Put other videos of your channel to appear at the end of the
videos. This can be done through video manager section in YouTube.
7. If possible, add subtitles to your video or if it is a song then try to add lyrics to that.
8. Use Call to actions to convert the viewers as subscribers even to customers for your
business.
9. Last but not lease, Be Consistent. Post the videos in the regular intervals so that your
scribers stay connected with your channel.

Here are some social media marketing best:

o Decide on your platforms, your tone, and keep it authentic and consistent:
As with branding in general, you should establish your business’s voice and
keep it consistent. Only share photos and connect with influencers who share
your philosophy or promote your brand in an authentic way.
o Use compelling visuals: Embracing a platform like Instagram can mean having
an optimal place to share your brand’s identity, message, and direction. Stay on-
brand, whether you are using lifestyle imagery, product shots, or sharing quotes
and information. Make sure your assets are compelling, interesting, and
professional.
o The customer service angle: Using a social media platform allows customers to
connect with the brand and allows for another outlet to raise concerns, ideas, or
questions. Like with Amazon questions and Amazon reviews, you will want to
comment and interact with customers to know you are paying attention.
o Share interesting third-party content or mentions: This is a great way to cross-
promote. Tagging and networking is a big part of social media and should be
implemented as part of your strategy. This can increase your followers, brand exposure,
and engagement.
o Put faces with your brand: Consider sharing photos from events or snapshots of
your employees. There isn’t much space for this type of content in an Amazon Brand
Store or product detail page. Social media allows for almost unlimited sharing of
information, spaced out exactly how you want it. Consider how you can tell your brand
story in an authentic and accessible way that interests customers on a personal level.
o Be a part of groups or communities within the wider social network
audience: This helps combat low organic engagement and gives you a jumping off
point to increase followers, as well. Using relevant hashtags can also boost discovery
and contribute to growth and awareness on and off the web
o Create a content calendar and post regularly: Like any marketing strategy, it’s
not a one-and-done approach, but a consistent and engaging presence that will create
visibility. Make sure you are consistently posting engaging content, which will help
with algorithms and engagement, boost likes, follows, shares, and more.
o Test your methods and frequency: Your posting timing and frequency will depend
on your industry, audience, and current engagement. You want to retain customers and

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 put out stellar, timely content, without overwhelming your audience. Be sure to test
your timing and post-type to see what works for your particular situation.
o Measure your results: Your effort is only as worthwhile as the results it gets you
business. Measure post performance and capitalize on what gets traction. You won’t
always be able to measure or gauge influence, but use the tools each platform offers to
ensure your plan is working.
o Tie it all together: So you have a business web page, Amazon, Instagram, LinkedIn,
etc. as part of your strategy—that’s great. But how do you make it cohesive? One way
to do this is to make sure users have a place to access social media from your other
marketing activities. Include social media links on your website, in your emails, etc.
For example, if you are making a YouTube video, be sure to tag where people can
purchase the product.
o Outsource as necessary: If you are a smaller business or simply have limited
resources, handling a growing social media presence can be a strain on your time.
eCommerce Nurse is a full-service Amazon agency that can integrate your marketing
strategies, branding, social media, and more.

On, the other hand Egiyok poultry trading app do have Facebook account in which there are
thousands of followers in they advertise there everything and provides daily rates service to the
customer and advertise all over the India, they do have YouTube channels also by the way of
making different YouTube videos regarding poultry feed and consultancy the market situation
and many more.

➢ PAY PER CLICK MARKETING STRATEGY.

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 What is Pay-Per-Click Advertising?
Pay-per-click advertising, also known as PPC or search engine marketing (SEM), is a tactic
where a brand places an ad online and pays each time a user clicks on it. There is no cost to
place the ad. The cost is only incurred when users engage with the ad.

Pay-per-click marketing can be broken down into two categories:

• Search advertising: Ads that appear as search results on search engine results pages
(SERPs)
• Display advertising: Ads that appear as graphics, videos, or paid posts typically found
on social media feeds and other third-party websites.

The Most Popular PPC Platforms

While there are multiple platforms for pay-per-click marketing, most marketers use Google
Ads for their PPC search ad campaigns.

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Google Ads, formerly Google AdWords, is the most popular PPC search advertising
provider.

Because most people use Google for search, it’s the ideal place for placing paid search ads.
These ad results show up on SERPs and include an “Ad” designation that shows they are
paid, not organic, listings.

Other popular pay-per-click marketing providers include other search engines and also social
media sites such as:

• Bing Ads
• Facebook Ads
• Twitter Ads
• Promoted Pinterest Pins
• LinkedIn Ads
• Quora Ads

The Egiyok poultry trading uses the facebook pay per click marketing strategis for their
ads. Because in facebook there are large audience base of poultry sector. In india now
days every one is uses the facebook app for there work they make groups in which there
lots of same genre people from different city state village areas,

How Facebook Ads Work?

Today, there are a variety of ads associated with the platforms, which vary in format. You
have single images, videos, and post ads. You also have the option to define your target
audience based on location, demographics, and interest, with a couple of other options.

The Pixel is a small piece of code that advertisers are advised to install in order to get the
most out of their ads with Facebook. The Pixel allows the platform to collect data about
visitors to your site.

Advertisers can also define look a Look-Alike Audience, which allows you to assess all the
commonalities of the current audience.

The feature then allows you to target similar users with FB Ads. You can also build custom
landing pages for each type of audience which raises the click-through rate (CTR)

The other great use of the Pixel (as it’s called) is Retargeting Ads. Similar to Google
Remarketing Ads, the goal of retargeting is to follow users who may have visited your
website with ads about your products or services.

A similar form of Facebook advertising is to boost posts. You can click to boost a post, which
transforms your basic post on the business page into ads shown to anyone you choose.
You can also customize placement, timeline, and budget similar to other Facebook
advertising. The level of customization means a higher return on ad spend.

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 ➢ CONTENT MARKETING STRATEGY

A strategy is a plan for getting where you want to go. So, what specifically is a content
marketing strategy? Let’s distinguish it from a few similar industry terms:

• Content marketing strategy: This high-level strategy deals with mapping out the
implementation and distribution of your brand’s content marketing materials
• Content strategy: A content strategy involves the creation of content for your brand.
It often focuses on understanding and adopting tactics around keyword research, user
intent profiles, and personas
• Content plan: You will sometimes hear this referred to as a “content calendar.” A
content plan helps you organize your material implementation in a neat and orderly
fashion

We found out that 42% of brands are still taking their first steps in content marketing, and
over 40% of them don’t have a documented strategy yet. So, why is it important to map out
and document your content marketing strategy?

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It helps you move from chaotically creating content to building an organized system with
specific goals, success metrics, and processes for continuous improvement. Out of the 1,500
marketers we surveyed for our State of Content Marketing report, 78% who felt their content
marketing strategy was exceptionally effective in 2021 had documented their strategy

The 5 Elements of a Powerful Content Marketing Strategy

An effective Content Marketing strategy should have these five core elements to be
successful: audience personas, brand positioning, owned media value proposition, business
case, and an action plan. Let’s see why these elements are essential and how you can start
implementing each of them.

1. Audience Personas: You can’t really tell the story of your brand if you don’t know
who you are telling your story to. That’s why your first step will be to identify the
audience you are attempting to target with your content. There are multiple ways to
do this:
A. Survey your existing customers
B. Analyze industry trends
C. Know who you aren’t trying to target
D. Keep close tabs on whom your competitors are targeting

Once you have your audience in mind, you can use our free Personas tool to put them into
writing. You’ll want to be able to clearly and succinctly communicate who your audience

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 is to all stakeholders and anyone involved in brand messaging. Start by exploring these
persona examples for your inspiration.

2. Positioning Your Brand and Story: A clearly defined brand and product positioning
will help you provide a consistent experience for your audience and build the right
image through all your content marketing channels.

These questions will help you brainstorm your positioning in the market:

• Who are my existing and potential customers, and what are their goals?
• Who are my top competitors, and how do they market their brands?
• What is my brand’s unique value?
• What problems does my product help to solve?
Use this information to shape the main pillars of your brand story, which will help you
complete the next step: your content marketing mission statement. Focus on the following
elements:

• The hero of your story (your customer) and their goals and challenges
• Your brand’s personality
• The purpose of your brand and key brand values
• The way your product and your content can help reinforce all the above and empower
your hero

3. Content Marketing Mission Statement and Owned Media Value Proposition:

To establish your brand as a credible content publisher, define your owned media value
proposition. What unique value do you provide to your audience with your content? How do
you stand out from other content creators? Why should readers choose to follow your content
channels?
Another important item to include in your strategy is your content marketing mission
statement. It should summarize why you are creating content and provide information on who
can benefit from it.

Make sure to include the following elements:

• The audience you are creating your content for

• Their goals and how your content will help achieve those

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For example, “Our blog is where content marketing managers learn about the most effective
ways to create and distribute content so that they can fuel their companies’ organic growth.”

4. Business Case and Content Marketing Goals:

Providing value to your audience is an integral part of a successful content strategy. But in
addition to attracting new readers and followers, content marketing should drive your
business forward.

Identify business goals your company needs to achieve and figure out how content marketing
will bring your company closer to those goals. How many resources do you need to invest in
your content strategy and what results do you want to generate?

A documented business case will help you better understand the benefits, costs, and risks of
implementing a content marketing strategy in your company and convince the decision-
makers of its value for the company.

5. Action Plan:

Finally, listout your main content marketing campaigns and projects on deck for the year and
add them to your content plan. Think about how they will achieve the content marketing
goals you’ve previously set for your business.

Doing this will allow you to think through each content strategy step. Make sure to
include the following information:

• Content formats you want to focus on

• High-level content topics and campaigns
• Channels for content distribution and promotion.

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 SWOT ANALYSIS

SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used to

evaluate a company's competitive position and to develop strategic planning. SWOT
analysis assesses internal and external factors, as well as current and future potential.

A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look at the

strengths and weaknesses of an organization, initiatives, or within its industry. The
organization needs to keep the analysis accurate by avoiding pre-conceived beliefs or gray
areas and instead focusing on real-life contexts. Companies should use it as a guide and not
necessarily as a prescription.

KEY TAKEAWAYS

• SWOT analysis is a strategic planning technique that provides assessment tools.

• Identifying core strengths, weaknesses, opportunities, and threats leads to fact-based
analysis, fresh perspectives, and new ideas.
• SWOT analysis works best when diverse groups or voices within an organization are
free to provide realistic data points rather than prescribed messaging.

How to Do a SWOT Analysis

SWOT analysis is a technique for assessing the performance, competition, risk, and potential
of a business, as well as part of a business such as a product line or division, an industry, or
other entity.

Using internal and external data, the technique can guide businesses toward strategies more
likely to be successful, and away from those in which they have been, or are likely to be,

43
less successful. Independent SWOT analysts, investors, or competitors can also guide them
on whether a company, product line, or industry might be strong or weak and why.

A Visual Overview
Analysts present a SWOT analysis as a square segmented into four quadrants, each
dedicated to an element of SWOT. This visual arrangement provides a quick overview of the
company’s position. Although all the points under a particular heading may not be of equal
importance, they all should represent key insights into the balance of opportunities and
threats, advantages and disadvantages, and so forth.

Strengths

Strengths describe what an organization excels at and what separates it from the
competition: a strong brand, loyal customer base, a strong balance sheet, unique technology,
and so on. For example, a hedge fund may have developed a proprietary trading strategy that
returns market-beating results. It must then decide how to use those results to attract new
investors.

Weaknesses

Weaknesses stop an organization from performing at its optimum level. They are areas
where the business needs to improve to remain competitive: a weak brand, higher-than-
average turnover, high levels of debt, an inadequate supply chain, or lack of capital.

Opportunities

Opportunities refer to favorable external factors that could give an organization a

competitive advantage. For example, if a country cuts tariffs, a car manufacturer can export
its cars into a new market, increasing sales and market share.

Threats

Threats refer to factors that have the potential to harm an organization. For example, a
drought is a threat to a wheat-producing company, as it may destroy or reduce the crop yield.
Other common threats include things like rising costs for materials, increasing competition, tight
labor supply. and so on.

SWOT Table

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Strengths Weaknesses
1. What is our competitive advantage? 1. Where can we improve?
2. What resources do we have? 2. What products are underperforming?
3. What products are performing well? 3. Where are we lacking resources?

Threats Opportunities
1. What new regulations threaten operations? 1. What technology can we use to improve operations?
2. What do our competitors do well? 2. Can we expand our core operations?
3. What consumer trends threaten business? 3. What new market segments can we explore?

How to Use a SWOT Analysis

Internal

What occurs within the company serves as a great source of information for the strengths
and weaknesses categories of the SWOT analysis. Examples of internal factors include
financial and human resources, tangible and intangible (brand name) assets, and operational
efficiencies.

Potential questions to list internal factors are:

• (Strength) What are we doing well?

• (Strength) What is our strongest asset?
• (Weakness) What are our detractors?
• (Weakness) What are our lowest-performing product lines?

External

What happens outside of the company is equally as important to the success of a company as
internal factors. External influences, such as monetary policies, market changes, and access
to suppliers, are categories to pull from to create a list of opportunities and weaknesses.

Potential questions to list external factors are:

• (Opportunity) What trends are evident in the marketplace?

• (Opportunity) What demographics are we not targeting?
• (Threat) How many competitors exist, and what is their market share?
• (Threat) Are there new regulations that potentially could harm our operations or
products?

SWOT Analysis Example

In 2015, a Value Line SWOT analysis of The Coca-Cola Company noted strengths such as
its globally famous brand name, vast distribution network, and opportunities in emerging
markets. However, it also noted weaknesses and threats such as foreign currency

45
fluctuations, growing public interest in "healthy" beverages, and competition from healthy
beverage providers.

Its SWOT analysis prompted Value Line to pose some tough questions about Coca-Cola's
strategy, but also to note that the company "will probably remain a top-tier beverage
provider" that offered conservative investors "a reliable source of income and a bit of capital
gains exposure."

Five years later, the Value Line SWOT analysis proved effective as Coca-Cola remains the
6th strongest brand in the world (as it was then). Coca-Cola's shares (traded under ticker
symbol KO) have increased in value by over 60% during the five years after the analysis
was completed.

To get a better picture of a SWOT analysis, consider the example of a fictitious organic
smoothie company. To better understand how it competes within the smoothie market and
what it can do better, it conducted a SWOT analysis. Through this analysis, it identified that
its strengths were good sourcing of ingredients, personalized customer service, and a strong
relationship with suppliers. Peering within its operations, it identified a few areas of
weakness: little product diversification, high turnover rates, and outdated equipment.

Examining how the external environment affects its business, it identified opportunities in
emerging technology, untapped demographics, and a culture shift towards healthy living. It
also found threats, such as a winter freeze damaging crops, a global pandemic, and kinks in
the supply chain. In conjunction with other planning techniques, the company used the
SWOT analysis to leverage its strengths and external opportunities to eliminate threats and
strengthen areas where it is weak.

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 SWOT ANALYSIS OF EGIYOK: POULTRY TRADING APP

Today, we’re going to study the swot analysis of EGIYOK : POULTRY TRADING APP.
Our focus here would be to analyze the strengths, weaknesses, opportunities, and threats
impacting the poultry farming industry.
STRENGTH OF EGIYOK: POULTRY TRADING APP
• Wide Variety of products services: egiyok provide all varieties of birds on the
Egiyok app, including broiler, layer cull bird, and parent cull bird. We provide rates
for eggs, hatching eggs, chicks, and broilers, such as current rates, selling today's rate,
tomorrow’s rate, current selling price, and market forecast among other things.which
fulfils the needs of every type of customer from a basic buyer to a premium customer.

• Authentic Poultry Rates: Egiyok has worked with registered poultry-related

organizations across the country to obtain the most up-to-date and accurate poultry
rates. Egiyok is the FIRST organization to provide PAN-India authentic rates for the
following products: all types of broiler, chicks, and hatching eggs, eggs, and feed

• Egiyok for ALL: - India is a country with diverse cultures and languages, Egiyok
reflects this by offering a MULTILINGUAL PLATFORM to its users. Users will no
longer be limited to Hindi and English.If you have a great poultry business plan and
want to bring it to life, or if you are a supplier or retailer looking for a great poultry
business solution app, this is the one for you. This poultry manager app will assist you
in keeping accurate inventory records

• Real-time reach: Using the chat/call option, the Egiyok app will establish a real-time
connection between buyers/sellers/service providers, allowing for a smooth user
experience when doing business. One of the best features of this app is its ease of
communication. When communicating with suppliers is simple, you can really enjoy
doing poultry business. Whether you're placing an order or negotiating a long-term
contract with a supplier, this poultry app will make all of your communications go
much more smoothly.

• Free of cost : All the service provided through the Egiyok poultry marketing
application is absolutely free, there are no hidden fees or commissions on trade.
Moreover, there is not any type of app purchase either. This application is completely
free for every individual farmer.

• Digital : After the covid pandemic the digital trend has been boosted all over the
India. Egiyok is in digital expansion that enables faster innovation and there is an
advantage of cutting-edge technology.

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 WEAKNESS OF EGIYOK POULTRY TRADING APP

• Lack of knowlegde of farmers in rural areas: In India, almost 90% of poultry farmers
are uneducated and part of the backward region of India. This will result in them not
knowing how to use a smartphone or even they don't know what the Internet is. From
a digital perspective, it was very hard to say what service and what benefits they would
get. it will take lots of effort and time.
• Reach: The Egiyok poultry application is a new application in the market, and it is
startup, it will take a long time to cover all the village, city and state of India. The
concept of this egiyok is different and it takes a lot of time to figure out what actually
the type of service we provide.
• Two step-verification: There is an option in egiyok poultry trading is two step
verification, which is prominent in my way, because no one can trust on an app so they
can't provide their proof. Because the egiyok application is on its departure, so at this
point it names of the egiyok is not at the top. The reach is not that much that. This is
the undervalued threat of the egiyok application.

• Less Reliable : The Egiyok poultry application also provides the day-to-day and future
poultry product rates. So they know the rates of today, poultry products from the
different vendors or apps there are lots of chances that sometime due the
miscommunation between two parties can lead the direct effect on to the customer.
They depends only the third party. For their future poultry rates if the market fluctuation
is more today than the rate they provide the rate can be changed by tomorrow, it comes
by misleading the client. It will bring about their relationship or the trust they can break
with that client.

• Bugs and Glitches: We have to make our application as compatible as possible with
every device, and then we have to check for bugs and glitches if anyone is confronted
with that and fix it. sometime a small bug can stop the whole app this will directly
impact of losing intrest of a consumer from our app.

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 OPPORTUNITIES OF EGIYOK POULTRY TRADING APP

• Local Collaboration: Tie-up with local players can also provide opportunities of
growth for the EGIYOK POULTRY TRADING APPLICATION in INDIA markets.
The local players have local expertise while EGIYOK POULTRY TRADING APP
can bring national processes and execution expertise on table.

• Helping small Business: In India there are lots of farmers who have small poultry
farm Egiyok poultry trading app must help the small business by selling their products
to customers, the main vision behind this is to promote small and local businesses and
fast track the growth of existing ones.

• Less competitors: Having less competitors, EGIYOK POULTRY TRADING APP

can make the best of every market opportunity. They enjoy unlimited chances to
experiment and improve their services in the market. They can strategically tie up
with farmers and vendors to improve operations. This will help them meet higher
customer expectations.

• Marketing channels: There are two types of marketing channels, direct or indirect,
the direct market is a marketing channel that calls upon a professional to
communicate directly with potential customers. On the other hand, the indirect
channel consists of digital communication. Egiyok app should have to target the
digitally marketing chhannels to promote their app now days the social media play an
important role in advertistemnt, almost every person of india now use
facebook, youtube so Egiyok should have to target on this. There are lots of Facebook
groups and they influence farmers in India by making YouTube channels.

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 THREATS OF EGIYOK POULTRY TRADING APP

• Employee Treatment and Working Environment: For companies providing a

quality working experience to the employees is a key to earn credibility. EGIYOK
POULTRY TRADING APP must ensure that the employees have the right workplace
environment.False

• Active Users: There are a lot of users they just download the application and they
can't use it, the problem is that they can't understand the interface and functionality of
our application. We must make our application as easy as possible, because in poultry
background the number of literates is much lower when compared with illiterate
people. This is the one the most and underrated threat of an app.

• Competitor: In the poultry sector the competitors are less but there are competitors
whose have a great customer base and experience of the market and its state. While
our application is new on the market, we don't have a great customer base or a great
name in the market. Competitors have a better day to day operation and it is very
difficult to attract the customers of our competitors. Competitors do have a better
relationship with the vendors and they have good reach in the market.

• Market condition: The sudden outbreak of the COVID-19 pandemic had led to
the implementation of stringent lockdown regulations across the nation
resulting in the disrupted supply chains for poultry products.the market is not at
the top of its growth because of harmfull disease in chickens have Bird Flu or
Avian Influenza is a chicken viral disease that spreads in crowded poultry farms. It’s
significant to mention it here that it doesn’t happen often. When it does happen, then
it would destroy the entire livestock of your farm. "Chicken consumption has reduced
by 60 percent, resulting in price reduction. We have to reduce the prices due to bird
flu while the shop keepers haven't reduced it."

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 DATA ANALYSIS

Data analysis of Egiyok poultry trading app

Time period (December) Number of users
1-5 2000
I 6-10 2200
11-15 2800
16-20 3600
21-25 4000
26-31 3200

Y-Values
4500
4000
4000 3600
3500 3200

3000 2800
No. of users

2500 2200
2000
2000

1500

1000

500

0
0 5 10 15 20 25 30 35
Date
n

The month of December

• users increased by the percentage of 10% (i.e. 200 in number) from day 6 to 10.

• users increased by the percentage of 27% (i.e. 600 in number) from 11 to 15.

• users increased by the percentage of 28% (i.e. 800 in number) from 16 to 20.

• users increased by the percentage of 11% (i.e. 400 in numbers) from 21 to 25

• users decreased by the percentage of 20% (i.e. 800 in numbers from 26 to 31.

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Total number of download of the app in December is 1200

Between 1 to 5 there are total number active users is 2000, then between 6 to 10 date the total
number download are 200 and the active users will now 2200, between 11 to 15 total number
of download is 600 the total number of active users now 2800, between 16 to 20 total number
of download are 800 the active users are now 3600, between 21 to 25 the total number of
downloads are 400 the active users are now 4000, between the 26 to 31 the active of users are
now decreases by 800. Total number of actives have added in December are 1200.

INTERPRATATION

The results of survey tell that most of the people are downloaded the app but due to lack of
knowledge or there are some issues with in the app. Egiyok should notice this issue and fix it
all all if they to fix it. In poultry sector the farmers have less knowledge of anything they should
made a simple face of the app and website.

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 FINDING

• With the study of digital marketing strategy, I came to its emergence and extreme
growth in today scenario.

• Most of the sector initially opt the digital marketing strategies and later they think
about the other channels which means this channel is highly acceptance

.
• Indian poultry industry now growing very fast and effectively after the it comes into
digital sector. There are lots of users who are now use the internet services.

• From the first part of this research itself, we know that customers are highly
information seeker. It may be the reason for high trust in online ads. They can search
for more information after seeing an ad or online is the only two-way communication
channel for customers.

• By swot analysis a company can know its strength weakness opportunity and threat
after knowing all this thing in future they do more effectively work to achieve their
aim.

• There are lots of poultry farmers are interested in online poultry, this will remove the
dependency of farmers on other vendors.

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 SUGGESTION

• Still app is not launched for iOS platform the users have to go the website to use the
Egiyok POULTRY TRADING APP services which are more complicated to the
anyone. And there are some minor bugs which need to be fix that.

• The two-factor authentication system is not pretty much important the farmers are less
knowledgeable they don't about the features of this, and sometime the farmers will not
trust the app because no one can give their personal details to any app.

• The reach of the Egiyok poultry trading is not all over India. He has to fix this. They
have to increase his reach to all of India.

• Develop their existing talent as well, giving them new opportunities. Keeping things
fresh and interesting for staff will help stop them from looking for other opportunities.

• Most of the these poultry customer are uneducated and are attracted mostly via words
of mouth from their known associates. To create brand awareness among them,
regular advertisement in Facebook Instagram and all other social media platforms.

• It is very difficult to find information of poultry product on internet. Firstly Egiyok

POULTRY TRADING APP should be created product offered, and product
specification and dealer location.

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 CONCLUSION

The successful completion of this project indicates that the future growth of the Indian
poultry sector is increasing very fast. The development of digital marketing, during the 1990s
and 2000s, changed the way brands and businesses used technology for marketing. As digital
platforms become increasingly incorporated into marketing plans and everyday life, and as
people increasingly use digital devices instead of visiting physical shops, digital marketing
campaigns have become prevalent, employing combinations of search engine optimization
(SEO), search engine marketing (SEM), content marketing, influencer marketing, content
automation, campaign marketing, data-driven marketing, e-commerce marketing, social
media marketing, social media optimization, have become commonplace.

SWOT analysis of Egiyok poultry trading shows the strength, weakness, opportunity, and
threat, which will help him to deal with the competitor and enhance its every day
operation. A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look
at the strengths and weaknesses of an organization, its initiatives, or within its industry. The
organisation needs to keep the analysis accurate by avoiding preconceived beliefs or grey
areas and instead focusing on real-life contexts. Companies should use it as a guide and not
necessarily as a prescription.

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 BIBLOGRAPHY

Introduction about company from www.egiyok.com

Data for data analysis from www.egiyoknews.com

SWOT Analysis from www.investopedia.com/swot

Digital marketing information from www.investopedia.com/digital-marketing

About Indian poultry from www.indianmirror.com/indian-industries/poultry

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 APPENDIX

Appendix 1 : Questionnaire

Understand Consumer Buying Behaviour of Indians

This questionnaire will be used to understand the consumer buying behaviour of Indians.

1) How do you get information about products?

Friends

Family

Advertisements

News

Other sources

2) Do you collect the information before purchasing the product?

Yes

No

3) What type of information will you collect?

Price

Quality

Attributes

Quantity

Customer's Experience

4) Did you ever purchase from an online site?

Yes

No

57
5) If yes, then what type of product/ service did you purchase online?

Apparels

Electronic

Books

Travel Products

Fashion accessories

Kitchen and Home items

Toys

Sports equipments

Health and Beauty Products

Gifts

Automotive

6) Do you watch television?

Yes

No

7) Do you watch television programs through online?

Yes

No

8) Do you read newspaper?

Yes

No

9) Do you read News through online?

Yes

No

10) Do you have mobile phone or smartphones?

58
 Yes

No

11 ) Do you have a laptop or PC?

Yes

No

12) Do you have a tablet?

Yes

No

13) Do you have internet connection in any of the above mentioned gadgets?

Yes

No

14) When do you use these gadgets?

While watching TV

Office

College

With friends

15) What you do with these gadgets?

Games

Surfing

Shopping

News reading

Blogging

E-booking Reading

Watching Videos

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 Chatting

16) Do you ever notice advertisements?

Yes

No

17) If yes, from where?

TV

Online

Newspapers

YouTube

Magazines

Out Door Hoardings

Radio

18) Mention one form of media from the list below, which you give more importance?

TV

Online

Newspaper

YouTube

Out Door Hoarding

Radio

Display ads in shops

19) How do you normally purchase a product?

Research in mobile and purchase from retail shop

Research in laptop and purchase from retail shop

Research in mobile and purchase from laptops

Research and purchase from mobile

Research and purchase from laptop

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 Visit the retail shop and purchase from mobile

Visit the retail shop and purchase from laptop

Visit and purchase from retail shop itself

20) After purchase, what type of experience will you share with others?

Nice deal which you got in terms of price

Bad experience with the product

Good experience with the product

All the above mentioned

21) How will you share your experience with others?

Social networking sites

Messaging

Write a blog

In company website

Through face to face talk

Age

Gender

61