Digital Marketing Basics
In this chapter – 2 , digital marketing basics, we will first try to understand what is digital marketing and digital marketing basics.
2.1 What is Digital Marketing?
Marketing is Systematically communicating your products value to the market. Now if the communications channel used to pass on the product value is through the Digital Channels or through Internet then it is called Digital Marketing.
Digital Marketing is not just a marketing method. All the marketing methods that use digital media or Internet are brought under one umbrella and termed it as Digital Marketing.
2.2 Types of Digital Marketing – digital marketing basics
- SEO (Search Engine Optimization)
- SEM/PPC (Search Engine Marketing / Pay Per Click)
- SMM (Social Media Marketing)
- Content Marketing
- Affiliate Marketing
- Video Marketing – YouTube Marketing
- Viral Marketing
- Influencer Marketing
- Email Marketing
- Mobile Marketing
1. SEO (Search Engine Optimization)
Definition: The process of optimizing your website for the search engines to get good quality traffic by ranking on the top for the search results for a particular set of keywords.
Why Do we do it: To increase traffic from search engines to our website without any costs. (Free of Cost traffic)
How do we do it: It is done in 2 types.
2. SEM/PPC (Search Engine Marketing / Pay Per Click Advertising)
PPC Definition: The process of advertising on Search Engines to get more traffic to your website in quick time by paying the search engine each time the ad is clicked is called as SEM – Search Engine Marketing.
Since we pay per click on your ad it is also called PPC Method of advertising. – PAY PER CLICK.
Why Do we do it: To increase traffic from search engines in a quick time by paying the Search Engines.
How do we do it: By using the search engine Ad platforms, Google AdWords for Google.
3. SMM (Social Media Marketing)
Definition: The process of using social media sites sites as a marketing platform for interacting and Engaging with your customers to build good customer relations is called as Social Media Marketing.
Why Do we do it: To Interact and Engage with your customers and to build good customer relations. Thus establish brand engagement that could help in the longer term sales.
How do we do it: By using the social Media platforms like Facebook, Instagram, Twitter, LinkedIn.
4. Content Marketing
Definition: The process of creating and sharing content (Text, Images & Videos as blogs, Vlogs, Social media posts) to promote a brand and create interest in its products or services.
Why Do we do it: To spread brand exposure and increase traffic from search engines to get more leads & sales.
How do we do it: By using the platforms like Blogger, YouTube for Blogs and Vlogs, Social Media platforms for posts. Quora for Q & A type content.
5. Affiliate Marketing
Definition: A way of performance-based marketing where individuals or Teams (Affiliates) market products for which they make a commission on each sale that happen through them.
Why Do we do it: To generate sales and leads which would increase the revenue of the person or the team
How do we do it: By using Affiliate Partner programs and Networks that connects the affiliates & product owners and facilitate them with the tech. required to track sales.
6. YouTube Marketing – Video Marketing
Definition: “Generating video content for your brand/product and using that video content for marketing by uploading them onto video platforms like youtube is called as YouTube Marketing or Video Marketing.”
Why Do we do it: Videos are the way to go. videos can convey a lot of information in quick time and with better impact. So we can use Video marketing to create an impact on users and turn these users into customers.
How do we do it: We use video platforms like YouTube and others.
7. Viral Marketing
Definition: “Viral marketing is a marketing technique that encourages, influences, inspires users to spread or share the message with other users which could lead to multi-fold sharing making the content Viral.”
Why Do we do it: To increase exposure for the brand and to bring visibility and reach to the content.
How do we do it: By generating viral content, which has emotions, sentiments, humor that is influential and promote it on social media.
8. Influencer Marketing
Definition: Influencer marketing is a marketing technique where instead of companies marketing directly to consumers, it will use the key leaders to market their product by inspire/hire/pay them for influencing the consumers.
Why Do we do it: To increase exposure for the company to a targeted set of consumers.
How do we do it: By inspiring or hiring or paying a key leader/influencer to market our product on different media and platforms.
9. Email Marketing
Definition: Email marketing is the process of sending a commercial message, using email, typically sent to a potential or current customer.
Why Do we do it: To increase user engagement and targeted Sales.
How do we do it: Using bulk Email Marketing Tools available in the market.
10. Mobile Marketing
Definition: Mobile marketing is the process of Attracting mobile users by Advertising on Mobile Applications.
Why Do we do it: To increase brand reach, visibility and traffic.
How do we do it: Reaching a specific audience on their Smartphone, tablets through responsive websites, SMS, MMS or mobile applications.
2.3 Digital Marketing Vs Traditional marketing – digital marketing basics
- Better Geographical reach
- Focused Targeting
- operational costs
- Control over budget
- Analytics and Reports
Better Geographical Reach:
In traditional marketing, if you are setting up a hoarding or distributing brochures/pamphlets, your marketing is restricted that location only. While in Digital Marketing, you can market in any location and get a wider reach for your product/brand.
In traditional marketing, you can’t really focus on the exact set of the target audience (Poor focus). While in Digital Marketing you can target users based on their Age, gender, Location, Interests and more.
No Operational Costs:
In traditional marketing, we have operational costs such as printing, transport and so on while Digital Marketing has no operational costs involved.
Control Over Budget:
In Digital Marketing, there are predefined costs involved that you can’t control. While in Digital Marketing you can control over budget, you can decide on how much you wanted to spend.
Analytics and Reports:
In Digital Marketing you can get a detailed report on how your ad is performing, while in Traditional marketing there is no such possibility.
Traditional Marketing Funnel
2.4 Brand/Product Visibility and its importance
Visibility – Get Seen/ Become Visible.
Being Found when someone is searching – 100% Targeted.
Your Product and its message need to be heard repeatedly to rise above the noise of your competitors.
How Do We Achieve –
- SEO/SEM – Get Found when a user is searching for it.
- Encouraging Brand Mentions. – SMO, Hashtags.
- Targeting the most relevant keywords.
- Keeping an eye on the Competitor.
- Creating Viral Content.
- Creating online Buzz / Make it Hot & Trending.
- Generating Positive PR for a brand – Reviews, Referrals.
Importance of Visibility:
- More Visibility – More the chances for visitors.
- The more your prospective customers see, hear, and read about you the more you are seen as an expert.
- Visibility also attracts affiliates, partners, and joint ventures.
- Visibility encourages and motivates the customer to look at the product along with the brand attributes.
2.5 Traffic – Targeted VS Untargeted Traffic
Traffic: The Number of people visiting your website is called the traffic of your website.
Types of Traffic:
- Direct Traffic
- Organic Traffic
- Paid Traffic
- Referred Traffic
- Social Traffic
- Email Marketing Traffic
Direct Traffic:If the user is landing on your webpage directly by entering the URL directly in the browser. – Branding is the way of doing it.
Organic Traffic: The process of getting traffic from the search results on search engines – Done by SEO.
Paid Traffic : The process of getting traffic from the Ad Campaigns that are run by paying money to different platforms or tools is called paid traffic. – Done by AdWords.
Referred Traffic: The process of attracting visitors from other websites/blogs to your website. – Done by a proper link building Strategy.
Social Traffic: The Process of getting traffic from links posted on Social media platforms is called Social traffic. – Done on Facebook, Twitter, LinkedIn, Instagram, Pinterest.
Email Marketing Traffic: The process of getting traffic from links that are in the emails sent out as a part of the email marketing campaign. – Done by Email Marketing Campaigns.
Targeted Vs Untargeted Traffic: If the Traffic that is coming to your website is from targeted Keywords or Targeted Audience then it is called as targeted Traffic.
SEO/SEM(PPC) – Targeted Keywords
SMM/Email/Referral – Targeted Audience.
- High Cost
- High Conversions
- Better ROI
- Positive Impact on SEO
- Improve brand Awareness and brings Brand retention.
UN Targeted Traffic:
- Relatively Cheaper Cost
- Poor Conversions
- Bad ROI
- Negative Impact on SEO
- Could improve brand Awareness but no retention.
2.6 Converting Traffic into Leads.
Unless your business is an E-commerce business where you would expect sales from the website, most of their business would target to get leads from the traffic that is coming to the website.
What are Leads?
From the website traffic that is brought from the potential customers, if the users show interest in the product/service/Brand and drop their contact details in the website then it is called as Leads.
How do you convert traffic to Lead?
When a website visitor willingly gives their contact information to you, this is called traffic-to-lead conversion.
Attract the customer to drop his details. Have lead generating content.
What Should You Offer to Capture Leads?
- Webinars (An invitation to sign up or to download a previous recording).
- Free trials
- Free consultations
- eBooks on a topic related to your products/services
How Much Information Should You Ask for?
- Just enough data to follow up the lead.
- Most cases just Name, Email and Mobile Number
2.7 Visitor Engagement
Who is a visitor:
Anyone who is landing on your website is a visitor.
All the users visiting the website is traffic and Single User is called as Visitor.
2.8 Visitor Engagement:
Visitor engagement is very important to convert the visitor into a lead or a sale.
Every bit of content on the website should have a purpose – No Nonsense, please
10 Ways to increase visitor engagement
- Rich User Experience
- Clean and Neat UI
- Optimize your content
- Proper interlinking
- Engage them with the call to Action Buttons
- Write about debatable topics
- Write topics related to your target Audience.
- Optimize website speed.
- Easy navigations
- Optimize for Mobile Traffic
2.9 Visitor Retention
Bounced user: If a Visitor is landing on a webpage and leaving the page in a QuickTime without making any action in the page, or without moving further pages in the same website then he is called a bounced user.
Visitor Retention: The Process of keeping the visitor on the website for long without letting him jump out of our website is called visitor retention.
10 Ways to improve visitor Retention
- Videos on the home page.
- Cut Out the unnecessary or non-value content.
- Easy to Navigate buttons throughout all pages.
- Website Speed
- Triggering Chat – Live chat on Website.
- Put solutions Above Fold.
- Triggering exit intent on pivotal pages
- Website internal Search would help
- UI & UX
- Study Analytics and Focus on KPIs – Key Performance Indicators.
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Next chapter – Web Basics for Digital Marketing