There are lot of subtopics in digital marketing, we will see them one by one.
❖Website Planning
Website planning is a process to completely set up a website for a business or service from scratch as website is the foundation of digital marketing. It is a piece of real estate your business owns on internet where you can tell people about your product. It involves understanding domain names, set up hosting based on the purpose and user. More it involves adding web pages to our website and content in different format which is the most essential thing. Building the website using content management system (CMS) software. It also includes landing page optimization.
❖ SEO (Search Engine Optimization)
Search Engine Optimization is basically a process of ranking a website in search engine like google, yahoo, etc. to make your website more visible to visitors according to the niche or keywords. SEO works on the basis of keywords. Keywords are mainly the words or phrases that searches enter into search engine to get the information they want. The more familiar keyword will be there on your website the higher it will rank in search engine. There are different type of keyword like shortail, longtail, short term, long term, product defining,
customer defining, geo-targeting, LSI. There are lot of tools available to research on keywords accordingly like google keywords planner.
There are two ways to SEO:
1. On page SEO
2. Off page SEO
1.On page SEO
On page SEO is the practice of optimizing individual web page content to rank higher in search engine.
How to do On page SEO
✓ Keyword research and analysis
✓ Focus on keywords with more sales transaction.
✓ Including title tags, headers, URLs, internal links.
✓ Improve title tag and description metatag
✓ Writing effective headlines, sub heading
✓ Adding cornerstone content
✓ Adding more visual content
2.Off page SEO
Off page SEO refers to the collection of set of activities you do outside your website so as
Rank your website higher in search engine.
How to do off page SEO
✓ Broken link building
✓ Outreach bloggers to grow with their followers
✓ Being active on various discussion forums to get engagement on your posts
✓ Doing Q&A with various platforms and giving value to people
✓ Sharing pages or sites to social bookmarking sites like Digg, StumbleUpon, etc.
✓ Submitting images used in the site to various image sharing directories.
✓ Submitting interesting content documents to sites like Scribd, SlideShare, etc.
✓ Reaching to influencers.
✓ Promoting sites on social media.
✓ Keeping user informed about your latest product using newsletters.
❖ Social Media Marketing
Social media is the blessings of the technology that facilitates the sharing of ideas, thoughts and information through the building of virtual network and communities. For digital marketers social media provides a platform for direct communication between your customers, prospect and employees. It is basically a driver of content and brand visibility online.
Types of Social Media Marketing
With more than 2.5 billion active users on Facebook, it is the most popular social network in the world. It is a very powerful platform for marketing. It allows us to do highly targeted paid advertisements and organic posts, allowing brands to put their product and service Infront of the massive audience. Facebook provides advertisement in lot of formats like video ad, image ad, slideshow ad, lead generation ad. Collection ad, carousel ad. Facebook allows to connect our marketing campaign to email marketing. We can also use data collected on Facebook for email campaigning.
With more than 1 billion active users Instagram is growing everyday. It has become an essential element for businesses to grow their brand. According to a research 90% of Instagram users follow at least one business page and 83% of users say Instagram has helped them discover new products and services.
Then why not to promote your business on Instagram?
Instagram allows you to make business account and get customers engagement through paid ads or organic reach.
LinkedIn is a social network that you can use to engage with prospective customers as well as prospective employees. It is a very formal platform for businesses. It is the number one B2B lead generation platform. We can set up ad accounts here, run campaign and according to our budget. It is the best platform to hire employers for a company.
Twitter is a great tool for marketing your business and engaging with your audience. It can be very useful for small businesses. The retweet feature makes it easy to share relevant content and good customer comments and reviews. Rather than lead generation it’s an important tool to listen to your consumer’s opinion and leverage
that information to create relevant and engaging content for their audience. Twitter is a great place to promote blogs and websites by including links in your tweets.
YouTube
YouTube is an amazing video sharing service that allows users to watch videos posted by other users and upload videos of their own. It has 2 billion users worldwide. The best thing is that it has everything in the form of videos which is the most effective way to get engagement. It is easy to digest, entertaining with it’s visual and music effect. Videos has a huge return on investment. Around 75% marketers prefer video marketing as a tool. YouTube is very easy way to share any information, listen songs, watch movies, etc. The most amazing thing about YouTube is it’s a monetized platform i.e. you can earn money by number of views, likes and ads on your videos. They provide facility to do live virtual event. Nowadays YouTube has become a great tool to bring visitors from YouTube to website. We can also get more engagement on YouTube by using proper keywords like SEO. YouTube has full analytics of all our videos which we can use to analyze our progress. We can also share text information through description. We can run ads on YouTube which may be little costly but very effective to grow your business.
We have lot of tools to optimize social media effectively.
❖ Google AdWords
Google AdWords is a google advertising system in which advertisers bid on certain keywords so that their clickable ads appear in google search result. Depending on the keyword competitiveness you are bidding for, AdWords may or may not work. But it is very effective for most of business as long as proper keywords are used. To run Google Ads we has to pay per click (PPC) to google. The actual position of your ad is determined by the quality score of Ads. You should not simply run google ads but with proper campaigning plan and proper use of keywords. The more useful your ad is to the user based on ad’s click through rate, keyword relevance and the quality of landing page, the better will be the quality score. We have alternate bidding methods in google ads by CPM and CPA. CPM is the cost for an advertisement based on how many impressions it picks up per thousand impressions. CPM bidding ensures that you only pay when your ads can be seen. CPA is the average amount you have been charged for a conversion from your ad. Average CPA is calculated by dividing the total cost of conversion by the total number of conversions.
❖ Email Marketing
Email marketing is the act of targeting consumers with a commercial message through email with the goal of driving sales, increasing customer loyalty or communicating important information. Email marketing is the best way to build loyalty and trust in your brand, to build relationship with prospect, leads, to give them free content like e-books, regular updates, etc. We need to run proper campaign for email marketing that is very important.
Strategy to run email marketing campaign
✓ Making a long list of emails of customers to send regular updates.
✓ Set up an account with an email service provider (ESP) to send bulk email like Mailchimp.
✓ Adding pop-up on website or blogs to collect email of visitors.
✓ Creating good and attractive content with good subject line and templates.
✓ Sending email to subscribers regularly but do not spam instead give value to customers.
✓ Regularly analyzing email analytics is very important to know conversion rate.
✓ Use tricks to land in inbox instead of spam folder of customer.
❖ Content marketing
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience. Most business miss out on a lot of opportunities because their vision for content marketing is not properly planned. Content mainly works best when it is delivering the right information to your prospect at the right point time.
Types of content
➢ Blogging
Blogging is a very effective ways to inform your audience, increase brand awareness, among customers and also to increase traffic on website.
➢ E-books
E-books are becoming a powerful lead generation tool for brands hoping to grow their email marketing subscriber list.
➢ Video
Videos are the best way to educate users about anything. They are very entertaining as well. It is easy to digest videos with it’s visual and music effect. It has a huge return on investment.
There are different types of video content :
▪ Product demonstration
▪ Vlog
▪ Company culture
▪ How to tutorials
▪ Webinars
▪ Interviews
▪ Testimonials
▪ Animation
▪ Video emails
➢ Images
According to a study images are the most frequently used type of visual content. An image can communicate a block of text message in a few seconds.
➢ Infographics
These are the most liked and shared content on social media three times more than any type of content. It shows stats, interesting facts and benefits altogether.
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