Digital Marketing Strategy - Escapeart.in & Eastern Escapes.pdf

In this presentation, I outlined a comprehensive digital marketing strategy designed specifically for Escape Art, a premier provider of bespoke luxury travel experiences. My proposal focuses on enhancing brand visibility, engaging high-net-worth individuals, and driving conversions through targeted digital channels.

This is a Free Proactive Work.

Key Highlights:

Market Analysis: An overview of the current travel landscape, including trends, audience insights, and competitive positioning.

Target Audience: Identification of key demographics and psychographics to tailor marketing efforts effectively.

Strategic Goals: Clear objectives aimed at increasing brand awareness, customer engagement, and sales conversions.

Digital Marketing Channels: Proposed strategies across various platforms, including social media, email marketing, content marketing, and SEO.

Performance Metrics: A framework for measuring success through key performance indicators (KPIs) and analytics tools.

Implementation Plan: A step-by-step roadmap for executing the proposed strategies, complete with timelines and milestones.

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1. Digital Marketing Strategy | Scope of Work for
Proposal by Sayantani Banerjee | Digital Marketing Consultant
SB Digital Academy | Registered Office:- A/18/2/LIG/1/9/12 Uday Sankar Sarani, Kolkata - 700095, West Bengal. India

2. Escapeart.in as the go-to platform
for High Net Worth Individuals (HNI)
and corporate clients seeking
bespoke, luxury travel experiences
across the globe. Escapeart is an
expertise in crafting unique,
tailor-made journeys that create
lifelong memories.
https://escapeart.in/
Email: [email protected] | Mobile: [phone]
Understanding Your Brand

3. Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Brand Messaging

4. Website - https://escapeart.in
After the initial surge there is a significant drop in the organic traffic
since December 2013.

Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Observations

5. Website - https://escapeart.in
You have zero organic keyword that is ranking or bringing traffic to
your domain.

Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Observations

6. Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Observations
Website - https://escapeart.in
Right now you have zero SERP features
SERP Features are extra components found on a search
engine results page that introduce new content beyond
the usual text describing a web link. Instead of just
displaying metadata related to a URL, these elements
enhance the user experience. Google labels them as
"search result features" or simply "search features."
SERP Features can be an important factor when it
comes to how Google views your site. Being able to
gain the advantage of SERP Features can help you
bypass your competitors.

7. Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Observations
Website - https://escapeart.in
You issues on your website
➢The Meet The Team page does not exist => poor user experience
➢The https://escapeart.in/values.php page contains thin content =>
users can feel dissatisfied and may quickly leave the site
➢The use of .php extension in your url structure => may not have a
direct effect on SEO but they do have negative effect as it effects the
user experiences. The users would like to have easy to remember urls.
➢Website content not optimised with targeted keyword => Need to
focus on specific keywords that would bring traffic in short time
period.
We will address other website issues after finalizing the pitch.

The strength of your
target's backlink
profile compared to
the other websites
in our database on a
100-point
logarithmic scale.
The total number of
links from other
websites pointing to
your target.
The total number of
unique domains
linking to your
target.

8. Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Observations
Social Media (Instagram) - @the_escapeart
Follower Growth and Engagement:
Followers: With 1,199 followers accumulated since March 2021, the growth rate appears
moderate, especially given the number of posts (277). This suggests that organic reach and
follower acquisition might be slow.
Engagement Rate: The effectiveness of your posts in engaging your audience is crucial. Given
the follower count and post volume, it’s worth reviewing the average engagement per post
(likes, comments, shares) to determine how well the content resonates with the audience.

9. Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Observations
Social Media (Facebook) - EscapeArt
Page Growth:
Likes and Followers: The page has 571 likes and 576 followers since its creation on February 26,
2021. This again indicates slow growth, suggesting that the content or promotional strategies
may not be effectively driving audience engagement or attracting new followers.
Engagement Analysis:
Low Interaction: The absence of reviews and the relatively low number of likes and followers
may indicate limited interaction with the page. Facebook pages often rely on user reviews and
recommendations to build credibility and attract more followers. The lack of reviews can be a
red flag, as it may suggest that users are not sufficiently engaged or motivated to leave
feedback.

10. Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Observations
Social Media (YouTube) -/Escapeart
Channel Performance:
Subscribers: With 56 subscribers, the channel has a relatively small following.
This indicates limited reach and suggests that growth efforts may need to be
intensified.
Videos: The channel has 7 videos, which implies a low content volume. Consistent
and high-quality content is crucial for growing a YouTube channel and maintaining
audience interest.
Content Quality: The quality of video content does not align with the claims or
expectations set by the channel, viewers may be less likely to engage or subscribe.
Ensuring that video content matches the promises made in titles, descriptions, and
promotional materials is essential for building trust.

11. Target Audience
Based on Demographic/Behavioral Traits/Interests:
●High Net Worth Individuals (HNI): Affluent individuals who prioritize
exclusivity, luxury, and personalized travel experiences.
●Corporate Clients: Companies looking for premium travel solutions for
their executives, team-building retreats, or client hospitality.
●Luxury Travel Enthusiasts: Individuals with a passion for high-end,
culturally rich, and unique travel experiences.
●Travel Influencers and Bloggers: Who can amplify the brand’s reach
through authentic storytelling.
Based on Geographical targeting: Global


Goals to achieve:

★Expansion of customer
base, with a strong
emphasis on enhancing
brand awareness.

Target time period:

★September 2024
★to February 2025
Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy: Overview

12. Website Optimization: We need to check on these issues and address to them
if required
1.Enhance User Experience (UX) by optimizing website content with suitable
keywords.
2.Provide valuable, relevant, and well-structured content (wherever it is missing)
that meets user needs.
3.Introduce Blog section for sharing information rich content and optimised with
relevant keywords. This will help gain traffic and rank for your website. Create links
between related content to improve navigation and keep users engaged.
4.Address to technical issues like broken links, missing alt tags to images, page load
speed, etc. Optimize meta titles and descriptions to improve click-through rates
from search engine results.
5.Implement analytics tools for monitoring performance and conduct audits on a
regular basis.
6.Generate backlinks for your site for future traffic generation.
Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy: Search Engine Optimisation for escapeart.in
Roadmap:-
Month 1:-
1.On-page SEO-Address to all technical
issues on site and optimize them
2.Implement Analytics tools
3.Do Keyword research
4.Social Media Marketing
5.Business listing
Month 2 onwards:-
1.Content marketing
2.Off page Link building
3.Business listing
4.Email Marketing
5.Social Media Marketing
6.Local SEO (Use GMB)
7.SEO Audit (weekly/monthly)
8.New Keyword research
9.Press release

13. Luxury Travel Blog: Regularly publish articles featuring
unique destinations, cultural insights, travel tips, and
behind-the-scenes stories of how Escapeart crafts its
journeys. Include interviews with travel experts and
testimonials from satisfied clients.
Forum Posting: Engages with niche communities, builds
credibility, and attracts targeted traffic by sharing
expertise and participating in relevant discussions.
Email Marketing: Develop a segmented email campaign
targeting HNIs and corporate clients with personalized
travel offers, updates on new destinations, and seasonal
promotions.

Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy:
Exclusive Content Marketing for generating awareness and backlinks (traffic)
Video Marketing: Create high-quality videos
showcasing exclusive travel experiences, client
testimonials, and destination highlights. Distribute
these videos across social media platforms, YouTube,
and the website.
Business Listing: Enhances online visibility and search
engine rankings, making it easier for potential B2B
clients to discover and trust Eastern Escapes.
Press Releases: Increases brand awareness and
credibility by announcing important updates,
achievements, or new services to a broader audience,
including media outlets and industry professionals.

14. Off page link building will consist of a combination of content
marketing and backlink generation techniques. We exclusively target
the followings:-
1.Forum Posting
2.Guest Blogging (not considering the influencers)
3.Web 2.0 Blog/Article Sharing
4.Business listing
5.Blog Commenting (if found suitable)
6.Press Release (Free/Paid)

Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy:
Exclusive Off page SEO for generating awareness and backlinks (traffic)
Target to achieve:-

Each month’s target should be:-
1.4 articles on blog section of the
website/month
2.4 articles article for off page link building
(backlink generation) to be shared on
other relevant sites/month
3.20 business listings/month
4.1-2 videos/month (videos to be provided
by client, content will be written by our
side)
5.4 emails/month
6.4 forum posting/month in Quora, etc
7.1 Press Release/month
8.1 guest blogging/month

15. Platform Focus: Prioritize Instagram, LinkedIn, Pinterest and
Facebook for visually-driven content and professional networking.
Instagram/Facebook/Pinterest:
●Utilize high-quality visuals, Instagram Stories, and Reels to showcase
luxurious destinations, behind-the-scenes of travel planning, and client
experiences.
●Engage with influencers in the luxury travel space to amplify reach.
●Run targeted ad campaigns to reach potential clients, highlighting
Escapeart’s bespoke travel experiences and promoting lead generation
through special offers and downloadable travel guides.
LinkedIn: Share thought leadership content, case studies, and corporate
travel solutions. Position Escapeart as an industry leader in luxury travel
for corporate clients.
Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy:
Exclusive Social Media Marketing for generating awareness and backlinks (traffic)
Target to achieve:-

Each month’s target should be:-
1.1 post/day => 30 posts/month. Topics for
these posts should be a combination of
promotional and non-promotional one.
2.1 thematic campaign/month
3.1-2 video posts for YouTube
marketing/month => 4-8 videos
4.Blog links should also be shared
5.1-2 Ad Campaigns/month targeting
specific TG aligned with Escapeart’s client
profile.

16. Collaborate with Luxury Travel Influencers: Partner with influencers
who cater to HNI and luxury travel enthusiasts. Offer them unique
experiences in exchange for authentic content creation and
promotion.
Guest Blogging & Vlogging: Work with travel bloggers and vloggers
to feature unique travel experiences of Escapeart on their platforms,
reaching a wider audience.
Event Sponsorships: Sponsor high-end events, luxury lifestyle
exhibitions, and corporate conferences to increase brand visibility
among HNIs and corporate clients.


Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy: Influencer Marketing for escapeart.in
Target to achieve:-

Each month’s target should be:-
1.There’s no specific target for collaborating
with luxury travel influencers. Subject to
discretion of the client.
2.1 influencer guest blog/month
3.For event sponsorship you should target
the coming festival season of October
2024.

17. Digital Marketing Strategy | Scope of Work for
Proposal by Sayantani Banerjee | Digital Marketing Consultant
SB Digital Academy | Registered Office:- A/18/2/LIG/1/9/12 Uday Sankar Sarani, Kolkata - 700095, West Bengal. India

18. Eastern Escapes is a premier Destination
Management Company (DMC) for
Bhutan, with over a decade of experience
and deep local expertise. They offer fully
tailor-made holidays that immerse you in
the culture, landscape, and people of
Bhutan. Their team of travel specialists,
tour guides, and local experts ensures a
memorable experience, supported by
24/7 on-ground assistance for worry-free
travel.
https://eastern-escapes.com/
Email: [email protected] | Mobile: [phone]
Understanding Your Brand

19. Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Brand Messaging
Value Proposition
Tailor-made Experiences: Emphasize the ability to create fully customized experiences that cater to
specific client needs.
Local Expertise: Highlight the presence of on-ground specialists and tour guides with deep
knowledge of Bhutan’s culture and landscape.
Reliability and Trust: Showcase over a decade of experience in handling diverse client needs with
24x7 support.
Immersive Cultural Experiences: Promote the unique opportunity to immerse in Bhutanese
culture, beyond standard tourist activities.

20. Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Observations
Website - https://eastern-escapes.com/
●Right now you have zero SERP features
●Organic Traffic generation stopped after 2020
●Initially your keywords attained some ranks but
later dropped to zero

21. Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Observations
Website - https://eastern-escapes.com/
You issues on your website
➢Website content is more or less optimised. However we need to
explore more to see if we can target more specific keywords to gain
rank with them.
We will address other website issues after finalizing the pitch.

The strength of your
target's backlink
profile compared to
the other websites
in our database on a
100-point
logarithmic scale.
The total number of
links from other
websites pointing to
your target.
The total number of
unique domains
linking to your
target.

22. Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Observations
Social Media (Instagram) - @dmc_easternescapes
Follower Growth and Engagement:
Followers: With 174 followers accumulated since July 2024, the growth rate appears moderate,
especially given the number of posts 26. This suggests that organic reach and follower
acquisition might be slow.
Engagement Rate: The effectiveness of your posts in engaging your audience is crucial. Given
the follower count and post volume, it’s worth reviewing the average engagement per post
(likes, comments, shares) to determine how well the content resonates with the audience.

Social Media (Facebook) - We couldn’t find any page dedicated to the business

23. Email: [email protected] | Mobile: [phone]
Understanding Your Brand: Observations
Social Media (LinkedIn) -
Follower Growth and Engagement:
Followers: With 576 followers, the engagement might be
low if a significant portion of these followers are not
directly interested in or aligned with the content being
posted. They might not be the right audience for the
niche content related to Bhutan tourism or B2B travel
services.

24. Target Audience
Based on Demographic/Behavioral Traits/Interests:
●Travel Agencies and Tour Operators: Focus on agencies looking to
offer Bhutan as a destination.
●Corporate Clients: Companies interested in organizing corporate
retreats, incentive trips, and conferences in Bhutan.
●Luxury Travel Consultants: High-end travel consultants catering to
HNIs who seek exclusive and personalized experiences.
●Event Planners: Firms specializing in destination weddings and other
events who might consider Bhutan as an exotic location.
Based on Geographical targeting: Global


Objective:

★Strengthen Eastern Escapes'
brand recognition as the
premier DMC for Bhutan,
particularly among B2B
clients such as travel
agencies, corporate
planners, and luxury tour
operators.

Target time period:

★September 2024
★to February 2025
Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy: Overview

25. Goals to achieve:

Increase Brand Awareness in Target Markets:

★Objective: Strengthen Eastern Escapes' brand recognition as the premier DMC for Bhutan, particularly among B2B
clients such as travel agencies, corporate planners, and luxury tour operators.
★Key Metrics: Growth in LinkedIn followers, website traffic from target regions, and mentions in industry-specific blogs
and publications.

Generate High-Quality B2B Leads:

★Objective: Attract and capture leads from travel agencies, corporate travel planners, and event organizers interested in
offering Bhutan as a destination.
★Key Metrics: Number of new leads captured through lead forms, email sign-ups, LinkedIn inquiries, and partnerships.
Track conversion rates from leads to inquiries.
Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy: Overview

26. Goals to achieve:

Enhance Engagement with Existing Followers and Clients:

★Objective: Increase interaction with current LinkedIn followers and email subscribers by providing valuable and relevant
content.
★Key Metrics: Improvement in post engagement rates (likes, shares, comments), email open and click-through rates, and
engagement on webinars or virtual events.

Boost Website Conversions:

★Objective: Optimize the website to convert visitors into leads by improving user experience, content relevance, and
call-to-action (CTA) effectiveness.
★Key Metrics: Increase in the conversion rate of visitors to leads, lower bounce rates, and higher average session
duration.
Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy: Overview

27. Goals to achieve:

Establish Thought Leadership in the Bhutan Travel Industry:

★Objective: Position Eastern Escapes as an authority on Bhutan tourism by sharing expert insights, case studies, and
success stories.
★Key Metrics: Increased content shares, backlinks from industry sites, speaking opportunities at industry events, and
positive PR coverage.

Expand Industry Partnerships:

★Objective: Build strategic partnerships with global travel agencies, luxury travel consultants, and event planners to
promote Bhutan as a destination.
★Key Metrics: Number of new partnerships formed, co-branded campaigns, and joint marketing initiatives.
Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy: Overview

28. A. Website Optimization: We need to check on these issues and address to them if
required
1.Optimize the website for keywords related to DMC services, Bhutan tours, and corporate
retreats.
2.Address to technical issues like broken links, missing alt tags to images, page load speed, etc.
Optimize meta titles and descriptions to improve click-through rates from search engine
results.
3.Implement analytics tools for monitoring performance and conduct audits on a regular
basis.
4.Generate backlinks for your site for future traffic generation.
5.Implement lead capture forms offering downloadable content like detailed itineraries, white
papers on Bhutan tourism trends, etc.
6.Regularly publish blog posts, guides, and articles on topics relevant to B2B clients.
Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy: Search Engine Optimisation for eastern-escapes.com
Roadmap:-

Month 1:-
1.On-page SEO- Address to all
technical issues on site and
optimize them
2.Implement Analytics tools
3.Do Keyword research
4.Business listing
5.Content marketing
6.Off-page link building
7.Forum Posting
8.Press Release
9.Email Marketing
10.Social Media Marketing

29. B. Email Marketing:
1.B2B Newsletter: Send a monthly newsletter featuring new packages, special offers, success
stories, and insider tips on Bhutan.
2.Personalized Email Campaigns: Craft email campaigns targeting different segments (e.g.,
luxury travel agents, corporate planners) with tailored messaging and offers.
C. LinkedIn Marketing:
1.LinkedIn Ads: Run targeted LinkedIn ads focused on travel agencies, corporate travel
planners, and event organizers.
2.Content Sharing: Regularly share insightful content on Bhutan, case studies, and client
testimonials. Engage with travel industry groups and participate in discussions.
3.Direct Outreach: Use LinkedIn Sales Navigator to identify and connect with decision-makers
in relevant industries. Personalized InMail campaigns to introduce Eastern Escapes.
Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy: Search Engine Optimisation for eastern-escapes.com
Target to achieve:-

Each month’s target should be:-
1.1 Email/week => 4 emails per
month

2.1 LinkedIn Ad/month
3.3 posts/week => 12
posts/month

30. D. Industry Partnerships & Collaborations:
1.Partnership with Travel Associations: Collaborate with travel industry associations and
participate in webinars, workshops, and virtual conferences.
2.Co-branded Packages: Offer co-branded Bhutan packages in partnership with international
travel agencies and event planners.
E. Webinars and Virtual Events:
1.Webinars for Travel Agents: Host webinars focused on educating travel agents about
Bhutan’s offerings, how to sell Bhutan as a destination, and exclusive packages from
Eastern Escapes.
2.Virtual FAM Trips: Organize virtual familiarization trips for travel agents and corporate
clients to showcase Bhutan’s attractions and Eastern Escapes' capabilities.

Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy: Search Engine Optimisation for eastern-escapes.com
Target to achieve:-

Each month’s target should be:-
1.There is no specific target to
achieve. Subject to client’s
discretion.

31. F. Content Marketing:
1.Case Studies and Success Stories: Publish detailed case studies on successful corporate
retreats, luxury tours, and events organized by Eastern Escapes in Bhutan.
2.Video Content: Produce video testimonials from past clients and virtual tours of Bhutan,
focusing on the unique experiences offered.
G. Performance Tracking and Analytics:
1.Lead Tracking: Use CRM tools to track and manage leads from different channels and
measure the conversion rates.
2.Engagement Metrics: Monitor website traffic, social media engagement, email open rates,
and LinkedIn interactions to understand which content resonates best with the target
audience.
3.Conversion Rate Optimization: Continuously optimize landing pages, forms, and email
campaigns based on performance data to increase lead conversion rates.

Email: [email protected] | Mobile: [phone]
Digital Marketing Strategy: Search Engine Optimisation for eastern-escapes.com
Target to achieve:-

Each month’s target should be:-
1.1 blog/week => 4 blogs per
month
2.1 guest blog/month
3.2 video content/month

32. Search Engine Optimization (SEO):
1.Comprehensive website audit and keyword research
2.On-page optimization (meta tags, content, images,
technical issues, etc.)
3.Technical SEO (site speed, mobile-friendliness, indexing)
4.Off-page optimization (link building, local SEO, etc)
5.Regular performance monitoring and reporting
6.Blog writing/Guest Blog pitching
7.Email Marketing
Email: [email protected] | Mobile: [phone]
Quotation for Digital Marketing Services: Scope of Services (both projects)
Social Media Marketing (SMM):
1.Strategy development and content planning
2.Creation and management of social media profiles
3.Content creation and posting (images, updates)
4.Engagement with followers and audience
5.Paid social media advertising (targeted campaigns)
6.Performance tracking and reporting

Additional Information:
1.The quoted prices (next slide) are exclusive of any advertising spend or third-party costs.
2.Videos and Advertisement budget to be provided by clients.

33. Published Blogs:-
1.https://www.thesbdigital.com/portfolio/content-
writing-portfolio
Email: [email protected] | Mobile: [phone]
Service Examples:
Content writing
Service Examples:
Social Media Campaigns
Agency works:-
1.https://www.thesbdigital.com/portfolio/digital-m
arketing-portfolio
Escape Art
SEO Services: 4,500/- INR per month (inclusive of tax)
Content Writing: 3,000/- INR per month (inclusive of tax)
SMM Services: 4,500/- INR per month (inclusive of tax)
Graphic Design: 3,000/- INR per month (inclusive of tax)
Total: 15,000/- INR per month
Eastern Escape
SEO Services: 4,500/- INR per month (inclusive of tax)
Content Writing: 2,000/- INR per month (inclusive of tax)
SMM Services: 4,500/- INR per month (inclusive of tax)
Graphic Design: 1,500/- INR per month (inclusive of tax)
Total: 12,500/- INR per month

Service Charges for two projects:

34. Sayantani Banerjee
Digital Marketing Consultant

Services Provided
Digital Marketing | Graphic Design | Content Writing

Registered Office
A/18/2/LIG/1/9/12 Uday Sankar Sarani, Kolkata - 700095, West Bengal. India
Email: [email protected] | Mobile: [phone]
THANK YOU