Client-ready plan (6 months)
Mumbai-focused
Lead generation + brand authority
Digital Presence & Lead Generation Plan
A structured, multi-channel roadmap to strengthen Ashwamedh Infotech’s digital visibility and build a repeatable pipeline for payroll/HR automation enquiries—starting in Mumbai and scaling responsibly.
Note: This proposal outlines strategies and process deliverables. Outcomes (leads, conversions, rankings)
depend on factors such as ad budget, market competition, sales follow-up, offer clarity, and website conversion performance.
Quick Snapshot
What we’ll build in 6 months
6
Landing Pages
Core + city + industry pages
12
SEO Blogs
2/month to build authority
24+
LinkedIn Posts
Education + credibility
Google Search Ads
SEO + Local SEO
LinkedIn Organic
LinkedIn Ads (optional)
Retargeting
Email/WhatsApp Nurture
Partnerships (CA/HR)
Priority: Start with conversion-ready pages + tracking, then scale paid campaigns and build long-term SEO.
1) Overview
Context, goals, and a 6-month approach
Background
Ashwamedh Infotech has strong product credibility and a long market presence. Until now, growth has come mainly from referrals/word-of-mouth. This plan introduces an “always-on” digital system that improves visibility and creates a reliable enquiry pipeline.
Primary Objectives (6 months)
- Build consistent inbound lead flow through high-intent channels.
- Improve brand visibility among HR/Finance decision makers in Mumbai (then expand).
- Create authority assets: landing pages, case studies, videos, and SEO content.
- Implement measurement & reporting for continuous optimisation.
Approach Summary
Phase 1 (Months 1–2): Foundation + tracking + conversion-ready pages + launch Google Search.
Phase 2 (Months 3–4): Authority building + LinkedIn + lead nurture + stronger creatives.
Phase 3 (Months 5–6): Scale winning campaigns + industry pages + partnerships + expansion.
Phase 2 (Months 3–4): Authority building + LinkedIn + lead nurture + stronger creatives.
Phase 3 (Months 5–6): Scale winning campaigns + industry pages + partnerships + expansion.
What makes this plan “aggressive” (without wasting spend)
- Focus on high-intent keywords first (people already looking for payroll software).
- Use dedicated landing pages to improve conversion and reduce CPL.
- Layer in retargeting + nurture to convert visitors who don’t enquire immediately.
- Add trust assets (case studies, testimonials, “since 1998”, local presence).
2) Audience & Targeting
Who we target and where we start
Primary decision makers (highest intent)
- HR Manager / HR Head – wants payroll accuracy, automation, reporting.
- Finance Manager / Accounts Head – wants compliance, reconciliation, fewer errors.
- Founder/Owner (SMEs) – wants control, predictability, and less dependency on manual work.
Influencers (support closing)
- Payroll executive / HR executive / admin manager
- CA / compliance consultant / payroll outsourcing agencies
Ideal company size (starting focus)
- 30–500 employees (high payroll pain, faster decisions than enterprises)
Industries (priority)
Manufacturing
Trading & Distribution
Logistics / Warehousing
Retail chains
Hospitality
Healthcare / Clinics
Education institutes
IT / Services (where payroll complexity exists)
Mumbai-first launch (MMR)
- Western line SME belt: Borivali → Malad → Goregaon → Andheri
- Central belt: Ghatkopar → Kurla → Vikhroli
- Navi Mumbai: Vashi / Nerul / Belapur / Turbhe
- Thane: Wagle Estate + nearby business clusters
- Extended: Mira–Bhayandar, Vasai–Virar (SME density)
Expansion (months 5–6, optional)
Pune
Ahmedabad
Surat
Other cities based on sales readiness
3) Positioning & Messaging
How we communicate value (simple, clear, trust-first)
Proposed Core Message
“Automate payroll end-to-end with compliance-ready accuracy—built for Indian businesses.”
(Final wording can be aligned to product features and market segments.)
Trust anchors (for conversion)
- “In market since 1998” (credibility)
- Mumbai presence (local confidence)
- Customer testimonials / case studies (authority)
- Clear support & onboarding process (reduces purchase anxiety)
Value Pillars (used across ads & landing pages)
- Time saved: reduce manual payroll work through automation.
- Accuracy: fewer errors, cleaner reconciliation.
- Compliance: structured payroll processes and reports.
- Visibility: attendance/leave integration and payroll reporting.
- Support: guided setup, training, and post-go-live assistance.
CTA options
Book a Demo
Get Pricing
Request a Payroll Audit Call
Download Payroll Checklist
4) Channel Strategy
A balanced mix: quick leads + long-term authority
| Channel | Why it matters | Primary goal | Key actions |
|---|---|---|---|
| Website + CRO | Improves conversion of all traffic sources. | Higher enquiry rate | Landing pages, CTAs, trust blocks, forms, WhatsApp/call tracking |
| Google Search Ads | Captures high-intent prospects actively searching. | Qualified leads | Keyword clusters, dedicated landing pages, extensions, optimisation |
| SEO | Builds long-term inbound pipeline and brand authority. | Organic enquiries | Technical + on-page, content plan, internal linking, local pages |
| Google Business Profile | Local discovery + credibility via reviews. | Local trust | Optimisation, posts, review acquisition plan, citations |
| LinkedIn Organic | Builds credibility with HR/Finance audiences. | Brand authority | Educational posts, short product clips, stories, FAQs |
| LinkedIn Ads (optional) | Precise targeting for HR/Finance decision makers. | Higher-quality leads | Title targeting, geo targeting, lead magnet, demo offers |
| Retargeting | Re-engages visitors who didn’t enquire. | Better conversion | Audience segmentation, creatives, landing page reminders |
| Email/WhatsApp Nurture | Converts leads over time with structured follow-up. | More demos | Automated sequences: brochure → case study → invite to demo |
| Partnerships | Fast trust via CA/HR networks. | Referrals | Referral program, partner collateral, co-marketing |
We first make the website conversion-ready and measurable, then build organic visibility (SEO + local SEO).
This improves performance across every paid channel and reduces long-term acquisition cost.
Google Search captures high-intent demand immediately. LinkedIn can be added for role-based targeting of HR/Finance
leaders—often higher quality but typically higher CPL than Google Search.
A large share of B2B prospects research before contacting. Retargeting and lead nurture keep Ashwamedh top-of-mind,
improving demo rate and overall conversion quality.
5) Website & Conversion Plan
Landing pages, CTAs, trust, and tracking
Landing pages to create (recommended)
- Payroll Software (core solution)
- Payroll Management System (feature-led)
- Payroll Software Mumbai (local intent)
- Attendance + Leave + Payroll (integration-led)
- Industry page: Manufacturing payroll
- Industry page: Logistics/Warehouse payroll
Conversion elements (CRO checklist)
- Primary CTA: “Book Demo” + Secondary CTA: “Get Pricing”
- WhatsApp and click-to-call (tracked)
- Trust blocks (since 1998, client logos, testimonials/case studies)
- FAQs that address buying objections
- Simple lead form with fewer fields + fast follow-up flow
Tracking setup (measurement foundation)
- GA4 + GTM baseline events: form_submit, call_click, whatsapp_click, brochure_download, demo_booked
- UTM structure across all campaigns
- Lead source mapping to capture which channels drive enquiries
Recommended: Maintain a simple CRM pipeline sheet (New → Contacted → Demo → Proposal → Won/Lost).
This helps measure lead quality, not just lead quantity.
6) SEO & Content Plan
Long-term visibility + trust building
Keyword themes (example)
Payroll software
Payroll management system
HR payroll software
Payslip generation software
Payroll software Mumbai
Attendance + payroll software
Payroll automation
SEO activities
- Technical SEO checks (indexing, speed, metadata basics)
- On-page improvements for service/product pages
- Internal linking between pages and blog resources
- Local SEO: Mumbai page + citations + GBP updates
- Backlink outreach (relevant directories/industry mentions)
Content plan (2 blogs/month)
| Month | Blog Topic Ideas |
|---|---|
| Month 1–2 | Payroll compliance checklist • Manual payroll vs automated payroll • Common payroll errors and fixes |
| Month 3–4 | Attendance & leave impact on payroll • Payslip automation guide • HR reporting essentials |
| Month 5–6 | Industry-specific payroll (manufacturing/logistics) • Payroll process audit guide • Choosing payroll software |
Authority assets: Add 2 case studies + 1 lead magnet (Checklist/Template) to improve both SEO and paid conversion rates.
7) Paid Media Plan
Google Search first, then role-based targeting (optional)
Google Search Ads (primary lead engine)
- Campaign groups: payroll software / payroll management / payslip / attendance + payroll
- Mumbai-first geo targeting (MMR), then expand after performance stabilises
- Ad extensions: call, sitelinks, structured snippets
- Dedicated landing pages per ad group to improve conversion
- Ongoing optimisation: search terms, negatives, ad copy, landing page tests
Goal of Month 2–3: identify the best keyword clusters and landing pages that generate the most qualified demos.
LinkedIn Ads (optional, selective)
- Target titles: HR Manager/Head, Finance Manager, Accounts Head, Admin Manager, Founders
- Geography: Mumbai + Thane + Navi Mumbai
- Offers: demo invite / payroll process audit call / checklist download
- Use LinkedIn when you want quality and role precision, not pure volume
Recommendation: Start LinkedIn Ads in Month 4 after the website, tracking, and core messaging are stable.
8) Retargeting & Lead Nurture
Convert more of the traffic you already paid for
Retargeting campaigns
- Audience: website visitors (7/14/30 days)
- Segment by intent: visited pricing/demo pages vs blog readers
- Creative rotation: demo reminder, trust proof, checklist download
- Platforms: Google Display/YouTube, Meta (optional), LinkedIn (optional)
Email & WhatsApp nurture (example flow)
| Day | Message | CTA |
|---|---|---|
| Day 0 | Thank you + brochure + quick overview | Book Demo |
| Day 2 | Case study / success story (short) | Schedule Call |
| Day 5 | Feature highlight: attendance/leave integration | Get Pricing |
| Day 10 | Checklist/Template resource | Download |
| Day 14 | Reminder + “15-min payroll audit” invite | Book Slot |
Important: Follow-up speed impacts results. A process for timely call-back and demo booking improves conversion significantly.
9) 6-Month Implementation Timeline
Month-by-month deliverables
Month 1
Foundation & setup
- Tracking: GA4 + GTM events + UTM standards
- Website CRO updates (CTAs, trust blocks, forms)
- Build 1–2 landing pages (core + Mumbai)
- Google Business Profile optimisation + review plan
Month 2
Launch lead generation
- Google Search Ads live (high-intent keywords)
- Retargeting setup (basic)
- SEO baseline (technical + on-page priority fixes)
- Initial content publishing begins (2 blogs/month cadence)
Month 3
Authority & conversion improvements
- Case study creation (1–2)
- Lead magnet (Checklist/Template)
- Email/WhatsApp nurture setup
- Optimise ads with performance insights
Month 4
LinkedIn & segment expansion
- LinkedIn organic: 3 posts/week
- Short demo videos (2/month)
- LinkedIn Ads (optional) for HR/Finance titles
- Industry landing pages (start with 1 priority)
Month 5
Scale what works
- Increase spend only on best-performing keyword clusters
- Add 1 more industry page (manufacturing/logistics)
- Expand geography cautiously (Pune/Thane/Navi Mumbai focus)
- SEO content continues + internal linking improvements
Month 6
Systemise growth
- Testimonials + proof assets collection
- Partner referral program for CA/HR consultants
- Webinar plan (optional) for HR/payroll leaders
- Reporting framework refinement + next-quarter roadmap
10) KPIs & Reporting
How we measure and improve performance
Primary KPIs
- Website traffic growth (by channel)
- Qualified leads generated (forms/calls/WhatsApp)
- Cost per Lead (CPL) and lead quality indicators
- Demo bookings and sales pipeline stage movement
- SEO: keyword visibility and organic landing page clicks
- Local SEO: GBP actions (calls, direction requests)
Quality focus: Not all leads are equal. We track lead-to-demo and demo-to-proposal ratios to guide optimisation.
Reporting cadence
- Weekly: quick performance check (ads, leads, CPL, search terms)
- Monthly: full report + insights + next month action plan
- Quarterly: strategy review + scaling/expansion decisions
What the monthly report includes
- Channel-wise performance summary
- Lead & demo trend charts (summary)
- Top keywords, ad groups, and landing pages
- Actions taken + next steps
11) Budget Bands
Choose based on growth speed and sales capacity
| Package | Suggested monthly budget band | What’s included | Best for |
|---|---|---|---|
| Starter | ₹60k – ₹1.2L | Google Search + basic retargeting + landing pages + local SEO + content cadence | Controlled scale with focus on ROI learning |
| Growth | ₹1.5L – ₹3L | Search + retargeting + LinkedIn organic + nurture + stronger creative + more landing pages | Higher lead volume with quality improvements |
| Aggressive | ₹3L – ₹6L | Full-funnel: Search + LinkedIn Ads + multiple industry pages + expansion cities + webinar plan | Fast scale if sales team can handle volume |
Typical allocation (can be adjusted): 60–70% ads, 20–30% content/SEO/creative, 10% tools/automation.
12) Next Steps
How we kick off smoothly
Kickoff checklist (Week 1)
- Confirm target industries + primary geography (Mumbai-first)
- Finalise primary CTA: Demo / Pricing / Audit Call
- Access: website CMS, GA4/GTM (or create), Google Ads, GBP
- Collect trust assets: client logos (if permitted), testimonials, product screenshots
- Approve 1 landing page wireframe + ad messaging direction
Immediate quick wins (first 10–14 days)
- Optimise Google Business Profile and start review collection
- Launch one Mumbai-focused landing page + tracking
- Start Google Search campaigns with high-intent keywords
- Setup retargeting + basic nurture workflow
Suggestion: A single point-of-contact from sales/support improves follow-ups and reduces lead leakage.