What is Digital Marketing

• Digital marketing is the act of promoting and selling products and

services by leveraging online marketing tactics such as social media
marketing, search marketing, and email marketing
digital presence will help you in
multiple ways

• It will make it easier to create awareness and engagement both

before and after the sale.
• You can convert new buyers into rabid fans who buy more (and more
often).
• You’ll enjoy all the benefits of word-of-mouth and social sharing
Digital Marketing Disciplines
That Create Awareness

• Digital Advertising
• Search Marketing
• Content Marketing
• Social Media Marketing
• 11
• Community Management
• Copywriting
What Is A Marketing Campaign
A marketing campaign has two critical components:
•A call to action
•A traffic source
•The call to action is what you want people to do. If the marketing campaign you’re
creating is aimed at the Subscribe stage of the Customer Journey, your call to
action might be for people to download a whitepaper, checklist, or video resource.
If it’s a campaign in the Convert or Ascend stage, your call to action might be to
buy a product or service. If the campaign you are creating is for the Awareness
stage, the call to action might be as simple as listening to a podcast episode or
reading a blog post.
•The traffic source could be digital clicks from ads, email, social media sites, or
search engines like Google. Offline marketing could include direct mail, TV, or radio
advertising, print ads, or anything else that gets the call to action in front of your
prospects.
Reaching audience through
Digital channels
Four ways you can identify and
engage the right audience with digital marketing
1. Learn What’s Important to Your Audience
2. Speak Your Audience’s Language
3. Know Your Organic Keywords
4. Stay Top of Mind with Retargeting
Audience
• As marketers and business operators, we have near
• limitless amounts of data at our fingertips.
•  Google Analytics and Search Console can tell us how
• people find our store and what they do upon arriving.
•  Facebook Insights and Ad Manager can tell us the age,
• location, relationship status, interests and behaviors of
• our fans and customers.
•  Social media listening tools can tell us what customers
• think about our company and products, and what other
• topics are interesting to them.
•  Use these tools to unearth insights about your
• audience’s demographic and psychographic profiles.
•  Retarget or push ads out to pull additional clients back
• to your site.
Know Your Organic Keywords
• Organic search is typically the largest source of traffic for any website.
• Informational Keywords: Used to find broader topics or items. The user probably
doesn’t know what they want or need just yet. They’re still researching. This is
your opportunity to be helpful and/or interesting,increasing likelihood that you’ll
be considered when they are ready to purchase.
•  Navigational Keywords: Used to find a specific website or product. For
example, they may be searching for your brand name, or a specific product you
carry. These users have likely already done their research or know exactly what
they want, but may not be ready to purchase just yet. Or, they may be existing
customers coming back for a repeat purchase.
•  Transactional Keywords: Used to find a product to purchase. For example,
“buy bicycle tires.” The user is either ready to purchase immediately or well on
their way
Introduction to online marketing
Environment
• Also known as Internet marketing, Web marketing, digital marketing
and search engine marketing (SEM)
•  set of powerful tools and methodologies used for promoting
products and services through the Internet
Limitation
• The main limitation of online marketing is where goods are being
sold, the lack of tangibility means that consumers are unable to try
out, or try on items they might wish to purchase.
•  Generous return policies are the main way to circumvent such
buyer apprehension
Advantage of online marketing
• Low costs: Large audiences are reachable at a fraction of traditional
advertising budgets, allowing businesses to create appealing consumer
ads.
•  Flexibility and convenience: Consumers may research and purchase
products and services at their leisure.
•  Analytics: Efficient statistical results are facilitated without extra costs.
•  Multiple options: Advertising tools include pay-per-click advertising,
E-mail marketing and local search integration (like Google Maps).
•  Demographic targeting: Consumers can be demographically targeted
much more effectively in an online rather than an offline process.
Relationship Marketing And
The Internet
• Relationship marketing is all about keeping the customer for the long-term
so that you can benefit from the life time value the customer has to offer.
• some of the strategies firms use to develop long term relationships with
customers through the internet.
1. Social Networking
2. Customisation
3. Online Questionnaires
4. E-vouchers
5. Online Chat
6. Customer Service
Search Engine Optimization (SEO)
• SEO can be understood as the process of optimizing the structure,
design, and content of your website so the Search engines can index
them accurately and position sites in the top results of SERPs. SEO
also incorporates different promotional activities that boost search
engine ranking of your site.
How does Search Engine Work?
• Generally, most of the Search engine does- Spiders or Web Crawling, Indexing &
Displaying.

• Spiders & Crawlers: In this, spiders crawl over the web for searching the content.
Once spiders finish the scanning process, they copy the searched content to store
that in a search engines database. Web crawlers collect following information
from webpage
• Indexing: Search engines crawl and index the content of different
web pages and additionally, they keep track of all those relevant
pages in keyword-based indices. To determine ranking, search engine
looks into the content of the page, Page URL, Page Title, Domain Age,
Topicality, Domain Trust, Social Signals, Number and relevance of
external pointing links to the page and other factor
• Displaying: This is the last step in how search engine works and it
involves retrieving of the best-matched results for the search queries
and then displaying of the search result to the visitor
Role of Keywords in SEO

• keywords play the most important role in SEO, as its right use is the
key to successful SEO . It is what a user enters on the search bar to
find specific information. Different important terms associated with
Keywords are-
• Keywords in URL- You need to know that first word is best position
for keyword in URL
• Keywords in Title tag- Keywords should be in beginning of title tags,
10- 60 characters, no special characters
• Keywords in description meta tag- Show theme less than 200
characters
• Keywords in Keyword meta-tag- Show theme less than 10 words
• Keywords in Headlines- Use Hx font style tags appropriately
Off-Page Optimization
• It is the process of boosting search engine rankings of your website by getting external links
pointing back to your site. The more effective quality links you can get to your webpage, your site
will have better chance to rank in SERPs. A quality Backlink has following qualities-
• Incoming links from high page rank webpage
• Use of different anchor text
• Use of Do-follow or No-follow links
• Having Backlink from similar niche blog or website
• Avoiding black hat SEO
• High Trust
• Good Domain Authority
• High Relevance in the subject matter of the linking and destination domains
• Site Age that shows site stability
On-Page Optimization

• On-page optimization is directly related to the content and structure

of the website and it focuses on-
• Unique title tags and Headlines
• Keyword frequency in the URL, Body Text and Headings
• Synonyms
• Copywriting
• Adding description to images
• Good Internal Navigation
Social Media Marketing

• Social Network Marketing incorporates marketing strategies that use

social media channels as marketing tools for optimizing exposure of a
brand, targeting audiences, conversions and returns. Social Media
marketing can be done by adding social media links to the site
content

• Social Media Marketing aids an online business get direct feedback

from their customer on different social websites like Twitter,
Instagram, Facebook, LinkedIn, MySpace, Instagram, YouTube, etc