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“My journey into the world of digital marketing started with a passion for web development. As a computer science graduate, I was fascinated by the endless possibilities of the web and its potential to transform businesses. After working as a web developer for initial 2 years, I realised that my true interest lies in using my technical expertise to help companies achieve their business goals through digital marketing, especially SEO”
Meet Vinayak Purshan, Senior Manager, Digital Marketing at Cashfree Payments in the very first edition of Shadow The Cashien. This is our space where we talk to Cashiens about their typical day at work and what keeps them excited in their current roles. Read on to get some expert tips and gain quick learnings from Vinayak.
Curious by nature, one of Vinayak’s favourite activities is finding ways to automate digital marketing tasks using Python. “I enjoy creating scripts that can simplify tedious and repetitive tasks, freeing up more time for other activities. Additionally, I like to dive deeper into website coding and learn new techniques to improve my skills in web development.”
He spends a lot of time outside work learning and experimenting with various technologies to enhance his knowledge and skills. This attitude is why Vinayak has been very instrumental in building the strong Cashfree Payments’ digital presence that we see today.
Let’s get into how he cracks it every day!
How did you find your path to digital marketing?
My first foray into digital marketing was as an SEO consultant for a small agency. I helped many businesses build their online presence, optimise their websites for search engines, and run social media campaigns. This experience gave me a taste of the excitement and challenges of digital marketing, and I knew I wanted to pursue it further. I then moved on to work for a mid-sized Swedish company as an SEO manager. Here, I gained a deeper understanding of various aspects of digital marketing across geography, including email marketing, content marketing, PPC advertising, analytics and also product management.
After a few years in this role, I found my way to Cashfree Payments as a Senior Manager in Marketing. This was an exciting opportunity for me because this was a large team developing and executing marketing strategies for a rapidly growing company.
At Cashfree Payments, I have been able to leverage my technical background to understand and analyse the company’s data, develop an effective SEO strategy and optimise the user experience.
Looking back at my path to digital marketing, I realise that my journey has been shaped by my passion for technology and my desire to help businesses succeed. Digital marketing has given me the opportunity to combine these two passions and make a tangible impact on the success of companies.
What are your ‘Business As Usual‘ tasks?
As an SEO Digital Marketer, my main task is to ensure that there is no drop in website traffic and the keyword ranking in Google (Search Engine Results Page) SERP. In order to ensure this, I break down my tasks into the following daily activities:
- Everyday website audit to ensure that nothing is broken in terms of user experience
- Traffic and ranking check on Google
- Find new avenues to improve traffic
- Keep a closer eye on our competitor’s moves & strive to stay ahead
What are some special projects that you have worked on?
Out of the multiple projects I’ve done, the following are the ones that pushed me to go the extra mile!
- Improving Domain Authority from 36 to 50+ within 12 months
- My approach to achieving this is to maintain the technical sanity of the website without compromising on the quality of the content.
- Also, I was aggressive with creating backlinks, keeping Google guidelines in mind.
- Migration of the Cashfree Payments’ blog from a subdomain to a subdirectory
- The stakes were very high as this could have hampered our blog traffic very badly
- With help of the tech and infra team, we did it with zero negative impact on overall website traffic
I believe confidence comes with preparation. So when it comes to handling such critical and time-sensitive projects, I plan out all the use cases in advance and have a backup for damage control.
What is your daily motivation at work? How does it add to your learning curve?
The challenges! I find them both interesting and rewarding in terms of learning.
Seeing my efforts pay off with improved rankings and increased traffic to our website definitely tops the list.
I also brainstorm a lot on finding and implementing new SEO strategies that work better than previous ones and staying up-to-date with the latest search engine algorithm updates and adapting our strategy accordingly.
Another thing is understanding users. The fintech target audience is very different, they have unique and dynamic behaviour. It is exciting to experiment, analyse and develop strategies that pull them in.
Then comes collaboration! We have some amazing marketing folks in our team and I simply love working with them, creating integrated campaigns, experimenting with content strategies and likewise. Similarly, working with a diverse range of clients and industries keeps the work interesting and varied.
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