Digital Marketing 101

As a business person, we hear the term Digital Marketing a lot. Let us see briefly what  Digital Marketing is.

Digital Marketing is any form of Marketing products or services that involves electronic devices.Digital Marketing can be done Online as well as Offline.

digital marketing

 

 

The channels used for Digital Marketing includes-

1.Social Media Platforms ( Facebook, Twitter, Instagram, Linkedin)

2. Websites ( such as this one)

3. Search Engines ( GOOGLE, Bing, Baidu, Naver, etc)

4. Web Applications

5. Email

6. Mobile Applications/ Apps

 

Digital Marketing gives you and your business an opportunity to put your business on the global map of products and service providers. Digital Marketing gives you access to Billions of people in the world through the above-mentioned channels.it has changed how the global population lives and interacts.in today’s world almost everyone has access to electronic smart devices which has access to the internet/interwebs. the above-mentioned channels are starting to become an inseparable part of people’s lives.

Gone are the days of advertising and the sales will come.in today’s competitive landscape the share of sales must be earned by diligence.instead of advertising on billboards, companies are starting to spend that much amount on digital advertisement where the returns and other key parameters can be quantified.based on the analytics a better business decision can be made both in the short term as well as the long term.

In Digital Marketing everything is measurable.even the number of people who cannot be reached due to non-existing email addresses or people who have full email inbox.

Every single parameter can be studied which makes it one of the best avenues to identify performing products and services.it is increasingly becoming more and more deeper and establishing it as a core of business along with sales, value creation, logistics, and operations, value delivery and Finance.at this moment business’s simply cannot afford to ignore customer needs as mentioned through Digital Marketing channels especially Social Media.

The share of people spending more time online is only increasing dad by day and adding to the significance of digital marketing.

 

TYPES OF DIGITAL MARKETING

A) OFFLINE MARKETING

B) ONLINE MARKETING

 

 

OFFLINE MARKETING

 

 

Offline Marketing is the subset of digital marketing where electronic devices are used for marketing purposes. all these aforementioned devices are not necessarily connected to the internet but they still use electronics products.offline marketing is also known as outdoor marketing.

some types of business benefit more from offline marketing in certain circumstances however it is increasingly getting outdated by online marketing. for most businesses’s a great approach would be to integrate both forms of digital marketing into their strategy.

offline marketing is not to be confused with traditional marketing. both of them are very similar in function except for the inclusion of digital devices.

 

TYPES OF OFFLINE MARKETING

1.Enhanced offline marketing

2.Radio marketing

3.phone marketing

4.television marketing

ENHANCED OFFLINE MARKETING

 

 

 

This type of marketing is similar to traditional marketing however electronic devices are used which makes it a subset of digital marketing.

Types of enhanced offline marketing include

1.Electronic billboards

2.Digital product demos(  PlayStation games, software demo cd’s, etc)

3.Digital product samples. (model electronic devices at electronic stores like maple)

 

RADIO MARKETING

 

 

 

This type of offline marketing is familiar to everyone.it includes advertisements over the radio.it includes

  1. Show sponsoring

2.Radio commercials.

TELEVISION ADVERTISING

 

Everyone has seen a tv commercial before. they are a part of offline advertising. types include

  1. Tv commercials
  2. Teleshopping
  3. Super bowl commercials

 

PHONE MARKETING

 

Types of phone Marketing includes-

  1. cold calling

2. Text message marketing( coupons, giveaways, loyalty programs)

3.QR Codes

 

 

 

 ONLINE MARKETING

 

 

 

 

ONLINE marketing as the name suggests is the use of the internet for marketing of products and services.

 

TYPES OF ONLINE MARKETING

1 . SEARCH MARKETING

A. SEARCH ENGINE OPTIMIZATION

B. SEARCH ENGINE MARKETING

2.CONTENT MARKETING

3.SOCIAL MEDIA MARKETING

4.PAY PER CLICK(PPC) MARKETING

5.AFFILIATE MARKETING

6.INFLUENCER MARKETING

7-EMAIL MARKETING

 

 

           SEARCH MARKETING

 

 

 

 

 

 

SEARCH MARKETING CONSISTS OF

  1. SEO { SEARCH ENGINE OPTIMIZATION }

2.  SEM {SEARCH ENGINE MARKETING}

SEO

 

SEO IS THE ART OF RANKING HIGH ON A SEARCH ENGINE’S RESULT PAGE(SERP) IN THE UNPAID ORGANIC SECTION.

Search engine optimization includes working on webpages (on page) and working on linking with  other websites (off page)

 

 

SEM

 

 

SEM IS THE ART OF GAINING TRAFFIC AND VISIBILITY FROM PAID EFFORTS/PAID SEARCH LISTINGS.

Search engine marketing can be done on all search engines.sem is done in the paid section of all search engines and their network websites.

 

SEM includes majorly

1 google ads

2 bing ads

 

CONTENT MARKETING

 

 

Content Marketing is a long term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is relevant to them on a day to day basis.

eventually, when a product is offered, they will purchase from you because of the good first impression and loyalty.

 

SOCIAL MEDIA MARKETING

 

 

 

Social media marketing is the use of social media to promote a product or service. its also used to maintain and grow a customer-client relationship with potential customers.

Social media channels include-

1 facebook

2. twitter

3.instagram

4.linkedin

5.pinterest

6.reddit

 

PPC MARKETING

 

 

 

PPC stands for pay per click which is a digital marketing umbrella term for all sorts of advertisements that are charged on the basis of how many clicks it receives.

 

AFFILIATE MARKETING

 

 

Affiliate marketing is a type of performance marketing in which the business rewards the affiliate for each transaction helped by the affiliate marketer. This is a particularly new form of digital marketing.

 

 

 

 

INFLUENCER MARKETING

 

 

This is also a new type of digital marketing. it is very similar to affiliate marketing, but the difference here is that instead of being paid per resulting transaction, the influencer is paid a lump sum for the promotion. generally, influencer marketers are celebrities with large social media following.

 

 

 

EMAIL MARKETING

 

 

EMAIL marketing is the art of adding subscribers to the mailing list. cultivating subscribers and providing them with quality relevant content and occasionally making the sales pitch via email.it is the most effective form of digital marketing with the highest ROI.

 

 

INBOUND MARKETING – it is a business methodology that attracts valuable customers by creating customer-centric content which is relevant fresh and informative in nature. it forms connections with customers and solves problems they already have.

OUTBOUND MARKETING- it is a disruptive type of marketing that interrupts customers and causes them to leave the mailing list.it should be avoided as much as possible.

 

 

TYPES OF MEDIA

 

 

 

1 PAID MEDIA-

 

it encompasses traditional as well as digital marketing methodologies .any form of advertisement that requires the business owners to pay for the advertisement is known as paid media irrespective of the channel. a native advertisement is also a form of paid media. native advertisement means information and advertisements of other platforms (not own platform). whenever an advertisement is being sold it is known as paid media.difference between content marketing and native is that content marketing is done on one’s own platform whilst native is done elsewhere. the confusion is because are highly targeted in nature.

examples – online display ads, PPC, sponsored social media posts, tv slots, radio slots, print advertisements, billboards,direct mail, and sponsorship.

 

 

 

2 EARNED MEDIA- it is the positive advocacy and third party feedback that comes off the marketing efforts.it is mostly positive in nature. it is basically a goodwill gesture by other internet users on your handles.

examples include- press coverage, influencer relations, testimonials, word of mouth, social media buzz, brand mentions, and backlinks.

 

 

 

3 OWNED MEDIA- it is all the assets that you actually own in the digital and offline space.

examples include-website, youtube channels, social media pages, video content, blogs and vlogs, white papers, podcasts, ebooks, and webinars.

 

 

 

4 SHARED MEDIA- any social media platform is shared media. it has a lot in common with earned media. owned media + earned media = shared media.it is the shared content of the original owned by the business.it is the content posted plus the advocacy gotten off it.

example- any social media platform.

 

 

as we can infer the many forms of marketing co-exist with each other and are indispensable to each other in this digital world.the best way would be to utilize SEO to improve rankings and build a list of subscribers and producing top-grade content and posting in a systematic way on all owned media and gaining as much third party thumbs up at the same time.

 

 

How SEO affects your business

How SEO affects your business

If you’re a business, there are some very real and specific benefits to having a consistent, ongoing search engine optimization strategy. For the first time in the history of marketing, users are offering up their actual intent through the words that they type and speak into search engines. And more than ever before, you can measure the results of your SEO efforts as a marketing channel. While search engines don’t charge you for listing your webpages, planning and implementing SEO in your organization is certainly not free. You’ll need to spend the time, the money, and the resources to do this the right way.

The good news is that this can help you reach a tremendously large audience, attract more targeted visitors, and measure the impact of your efforts in terms of a return on your investment. More and more content appears on the web every second of every day. And your customers need search engines to help make sense of it all. People search to find answers to their questions, to buy products, to find a place to eat, to book travel, to get news. Just about everything we do online starts with a search. We call the motivation behind a given search intent. And it’s not just done around the family PC anymore.

The explosion of connected mobile devices and voice assistants means that we have access to search just about anywhere in the world with just a few key strokes or voice commands. What people search for and the words they choose when making their query says a lot about their intent, or what actions they want to take at a specific moment in time.

And this has traditionally been the Holy Grail of marketing research. If somebody searches for hiking trails in California or where to buy a digital camera, it’s very easy, as a marketer, to understand what they’re looking for. The role of search engines is to match those user search queries to pages that match that topic.

And if you sell cameras, well, what that means to you is that you can create relevant content that meets the needs of the searcher at exactly the right moment.

Good SEO can essentially provide you a stream of some of the most targeted, intent-driven traffic that you could possible ask for. But more than that, one of the biggest benefits of search engine optimization is the ability to actually measure your results. You can use your website analytics data to find out exactly how successful you are in acquiring search engine users. And you can see if those users’ actions are in line with your business goals. You can evaluate the effectiveness of your content in attracting and advancing the user through your sales file. And you can measure what they do and what they don’t do on your website and beyond.

By attaching real dollars and cents to those actions that began with a simple search, you’ll be able to truly measure return on investment from your SEO channel.

Why you need a keyword research plan in Search Engine Optimization

Why you need a keyword research plan in Search Engine Optimization

Before you can optimize your website, you need to know what you’re optimizing for. Finding the right keywords to focus your SEO efforts on, can be challenging, but fortunately there’s a lot of data out there, and a structured approach that we can use for our keyword research. 

Keywords are watch searchers type into a search engine, search engines like Google and Bing will go out and fetch the most relevant results for your search query based on everything they know about you and all the content on the entire internet. But it’s important to remember that search engines, have a hard time understanding what a user is after, unless it’s really spelled out. This is why you’ve probably followed up one search with another more descriptive search, more than a few times in your life. You try one keyword or query but it doesn’t give you just what you’re looking for. So you get more specific or you try it another way. 

The bottom line is that people all over the world, are typing in all kinds of keywords, every second, of every hour, of every day. And it’s important for us to understand what they type in so that we can optimize our pages to be in the search results for those terms. Formal keyword research is the foundational piece in SEO, that will help you understand what people are typing in the search engines. The intent of those keywords, as the search engines understand it, how frequently they do it, how relevant those terms are to your business objectives, and how competitive those terms will be to try to rank for. 

Let’s take an example, say you sell cars, you might think that the keyword car is something that you want to rank for. But after you’ve done a little keyword research, you’ll probably find that it won’t make your list. Why, well even though that word gets typed into search engines with a very high frequency, think about its relevance, how many reasons could somebody type the word car into a search engine. They might be looking for toys, a place for repairs, a car wash, car parts, a rental car, any one of hundreds of things that have nothing to do with actually buying a car. And think of all those people out there that are also trying to rank for the word car in the search engines. This is an extremely competitive term, a phrase like buy new blue Toyota Camry might not get typed in as much, but if that’s what you’re selling, it’s extremely relevant and much less competitive. Keywords like this will very likely end up on your list of keywords to optimize for. 

Now that we understand a bit more about keywords and keyword research, it’s time to talk about planning. An effective keyword research plan involves having a sound, structured approach, that will lead to the discovery of keywords that you can use in the content of your website. 

Ultimately, a keyword research plan, would give you the data that you need to make decisions about which keywords will give you the biggest bang for your buck. 

And having the highest likelihood of being both relevant, and profitable for your business. With billions of queries searched each month, it’s important that we understand the goals of keyword research, what we’re looking for, and how we collect and analyze that data, to make decisions around our website.

Keyword Research in Search Engine Optimization

Keyword Research in Search Engine Optimization

Everyone will eventually develop their own approach and process for doing keyword research and you’ll ultimately need to find something that works for you. But the most important part of keyword research is to forget about you and your business and put yourself in the shoes of your potential customers. The process typically begins with brainstorming and answering some key questions. This stage is important from an organizational perspective because it will force you to look at different areas of your business. Start with answering a basic question, what products and services do you offer? Be as comprehensive as possible and list out as many keywords and phrases as you can.

But make sure that you do it from the customers perspective. As people who work in our businesses day in and day out, we might have a very different way of explaining our products and services. Take for example, a discount travel website, you might be tempted to write down keywords like high-value air transport or fare class eligible discount ticket.

But at the end of the day, none of your perspective customers are typing that into a search engine. While those things makes sense to you, your customers are looking for cheap flights. It all comes back to intent, understanding the intent of your customer base is critical in developing a good seed list of keywords. While brainstorming can get you started, there are some great tools that can find and suggest similar keywords and expand your list of possibilities considerably. To seed your keyword list, Google Search Console offers insights into exactly how people are finding your site today. And it’s a great place to start. Once you have a solid seed list of keywords, you’ll need to expand on it.

Two favorite keyword expansion tools in the SEO industry are Google Trends and AnswerThePublic. Both offers suggestions around new target phrases based on your chosen keyword and both help you understand exactly how people are searching for things on the live web. Once you’ve got that list of potential keywords, the next thing you’ll need to do is take a look at search volume metrics to see what kind of demand there is for those phrases. As you do this, you’ll notice that while a handful of keywords get typed in thousands and thousands of times everyday, there are a whole lot more that don’t get typed in nearly as often. These are probably more descriptive keywords or less common variations but the important thing to note is that these are known as long-tail keywords.

 

Long-tail keywords in SEO are incredibly useful. They let us go after a much larger amount of less competitive keywords that tend to be extremely relevant to our business objectives. And while individually, there’s not a lot of search volume on each term, they each do have some search volume. For example, if I were selling iPhone cases, I may start looking into the keyword iPhone cases, a term that gets typed into search engines a lot. It’s extremely competitive and it’s probably going to be very difficult to rank for.

But I might also take a look at a more long-tail keyword like protective blue iPhone cases, it’s going to be extremely relevant, less competitive, and easier to rank for, at the expense of raw search volume.

But here’s the important part, you might be able to find hundreds or thousands of these long-tail keywords that together have the potential to get you more traffic than ranking for iPhone cases would have from the start. Finally, you’ll want to add some meaning and organization around the keywords that you’ve collected. You can do this by identifying themes or topics to group your keywords around, a process known as keyword categorization. Back to the example with the blue iPhone case, we may want to create a group that will just be about blue iPhone cases that includes all the different models of the phone.

Alternatively, we could categorize these, not by phone model but instead by color. There’s no right or wrong way to do this. Only a way that works for you and allows you to manage these groups of keywords as you optimize for them. Remember, in the end this is an exploratory and discovery exercise. Everyone searches differently and you’ll find lots and lots of data as you dig deeper and deeper. Be open-minded, put yourself in the mindset of your potential customers and make sure to consider all of your options as you evaluate your keyword performance over time.

Basics of Search Engine Optimization-104

Basics of Search Engine Optimization-104

Determining Searcher Intent: Challenge for Search Engine Marketers and Search Engines

  1. Good marketers are empathetic and smart SEO practitioners, as well as search engines, share the same goal of providing searchers with results that are relevant to their queries.
  2. Therefore a crucial element to building a smart online marketing Strategy around SEO and organic search visibility is understanding your audience and how they think about, discuss, and search for your brand online.
  3. Searchers and search marketers should be aware that search engines are tools.
  4. Searches are performed with intent. the user wants to find specific information on the web rather than land on it by happenstance.
  5. Because of this specificity, search traffic is generally of higher value than other types of web traffic.
  6. Using the search box is fundamentally different from entering URL into the browser’s address bar, clicking on bookmarks, or clicking on a link to a website.

Basics of Search Engine Optimization-103

Basics of Search Engine Optimization-103

The human goals of Searching

  1. The basic goal of a human searcher is to obtain information regarding to a specific set of keywords and/or phrases entered into a search field also known ad as query
  2. A user may formulate the query as a question, but a vast majority of searches are performed by users simply entering word combinations.leaving the search engines to determine the intent on their own.
  3. One of the most important elements to building an SEO strategy to a website is developing a thorough understanding of the psychology of your target audience and how they use words and concepts to obtain information about the services and products you provide
  4. Once you understand the average searcher and more specifically how your target market utilizes query-based search engines, you can more effectively reach and keep those users.

The three stages of human searches

  1. User experiences a need for information.they may be looking for a website, or buy something or learn something.
  2. The user formulates the need using a string of words and phrases.
  3. The user executes the query and searches the result.
  • Search is a major source of valuable traffic.
  • Google is dominant player in most world markets.
  • Users tend to use shorter phrases, but they are gradually getting longer.
  • The search covers all types of marketing.

Basics of Search Engine Optimization-102

Basics of Search Engine Optimization-102

The Mission of Search Engines

  1. As a web searcher, we can use any of the many available web search engines to find out what we seek
  2. this makes it extremely important for search engines to process and display relevant and important results in an ascending manner.
  3. Not only do the results have to be precise and relevant, but they also have to be fast as well.
  4. This is why teachers gravitate towards a search engine with a better output.
  5. This makes search engines invest a tremendous amount of time, effort and capital in understanding the audience and improving their SERP (search engine results page).
  6. This includes extensive studies of search results, comparing their results with other search engine’s results and conducting eye-tracking and click-through rate studies along with PR and Marketing campaigns.
  7. The search engine generates revenue through paid advertising and since they depend on the quality of their results so much, manipulations of results are taken very seriously.

The Market share of Search Engines

Search Engine Global Market Share

1. Google 92.54%

2. Bing 2.44%

3. Yahoo! 1.64%

However, in some markets, google is not dominant. Baidu, Yandex, and Naver are some of the major search engines in these markets. anyways a focus on GOOGLE is a smart SEO strategy in most world markets.

Basics of Search Engine Optimization-101

Basics of Search Engine Optimization-101

Search: Allegorism of Human intentions

  1. Internet searches have become a part of modern human lives
  2. The popular search engine GOOGLE now processes 40,000 searches(Queries) per second on average. This translates to 3.5 billion searches per day and 1.2 Trillion searches per year worldwide.
  3. In addition to the number of queries the people who use popular internet web search engines have gotten accustomed to relevant results in less than a second.
  4. To obtain the information that one obtains via popular web search engines, one would have to physically search through volumes of books at a public library.
  5. This could easily have consumed an hour or more because of physical searching through books.
  6. Through online search engines, people can do shopping, banking, and social networking. this wasn’t possible a few years ago.
  7. This dramatic shift is because of the internet
  8. The internet is labeled as something disruptive because it has changed in a fundamental way how the people of this planet live, work and interact.
  9. Search engines are at the center of this internet infused system.
  10. And as of today having a business’s website appear prominently in SERP(Search engine results page)is extremely beneficial when the query(search)the user has intended is close to the idea of products and/or services they offer.

The Five Parts Of Every Business

The Five Parts Of Every Business

A business that makes nothing but money is a poor business – Henry Ford

Roughly defined, a business is a repeatable process that

  1. Creates and delivers something of value
  2. That other people want or need
  3. At a price, they are willing to Pay for
  4. In a way that satisfies the customer’s needs and expectations
  5. So that the business brings enough profit to make it worthwhile for the owners to continue operation

Take any of these factors away and you don’t have a business.

A venture that doesn’t create value for others is a hobby. a venture that doesn’t attract attention is a flop. a venture that doesn’t sell the value it creates is a non-profit. a venture that doesn’t deliver what it promises is a scam. a venture that doesn’t bring in enough money to keep operating will eventually close.

At the core, every business is fundamentally a collection of five different interconnected processes, each of which flows into the next.

  1. VALUE CREATION- Discovering what people want or need and then creating them
  2. MARKETING- Attracting attention and creating demand for what you have created
  3. SALES- Turning prospective customers into paying customers
  4. VALUE DELIVERY- Giving your customers what you have promised and ensuring that they are satisfied
  5. FINANCE- Bringing in enough money to keep going and make your effort worthwhile

How blogs can be misleading on the world wide web and what we can do about it.

Since backlinks are a very important feature for ranking high on the search engine results page, everybody blogs .some of them are mindlessly creating content just for the sake of creating backlinks .some do it for generating original content , building trust and authority , all while being relevant.since many of the topics are ambiguous in nature(like fitness ), it adds fuel to the fire of blogging.bloggers include every single detail proving their  Words right, including scientific studies, making the content compelling and far more difficult to disparage after spending considerable time on it.and since it is better to have all angles of the tacit debate ,its better for the world wide web to have more content . Especially from a purists point of view. However what I think is that more and more content makers should be reading much more about the topic they sincerely seek to blog about to make sure that their blog is relevant , crosses over edges smoothly  and care-fronts controversial points with a neutral and progressive agenda in mind. This would make the blog-o-sphere a much better place and one worth reading even more.some might call my views a little pessimistic, but in my opinion I’m trying to make the blog-o-sphere a better place by assimilating what I read and trying to make  the web a better place(I mean even better.it already is a great place although ).it is essential for bloggers to see the big picture and blog/create content responsibly whilst keeping in mind the bigger picture.it is easy to get lost in information in here on the world wide web.but if you are principle oriented, it is much easier to behave responsibly here on the world wide web.