Digital Marketing

Digital MarketingPromoting products and services using digital distribution and social media channels to reach consumers in a timely, relevant, personal and cost effective manner .Leverages traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion .Delivered via Internet, mobile text messaging, display/banner ads and digital outdoor signage.

Main types of Digital Marketing:-

1-Search Engine Optimization-SEO is the process of improving your website so that it attracts more visitors from search engines.

SEO aimed to optimize the ranking of the portal on the search ensuring quality traffic. SEO simply increases the chances of your website to be founded through searching in Search Engine like Google, Bing. When they search about which you provide in your website.

Search Engine send “spiders” to crawl through the web, searching for that content which is being searched.

So for that spider to crawl your portal first your page need to have certain things.

SEO Strategy to get your website found first-

• Do keyword strategy :- Keyword is the word which is typed in the search engine.

Example- 1) Which is the best TPA in India??

2) Which TPA provide best Service In India??

Make a list of keywords the customer would be typing on the search box then rank it the most likely typed keyword.

Expand that list by searching the web for alternatives.

• Create content around your keyword :-

Search Engine have become smart, they are more focused to know the buyer intent. So Try to make a keyword which could know the buyer intent and give the results according to that, means shows your website when that keyword is typed which has intent to be searched for your website.

• Optimize content around a primary keyword :-

WHAT DOES A SUCCESSFULLY OPTIMIZED WEBSITE PAGE LOOK LIKE??

Social Media Marketing

It is a business through social media (blogs, forums, social networks, videos/photos sharing sites).Social media is like writing a research paper .First you conduct research. Then you write. Finally, you get feedback.

How to do?• Social monitoring is the research stage :-It should be used during

the research stage of developing a social media strategy. We will search for the things looking by a customer, we will monitor different other pages on a social networking site, analyze it and then make our content according to that.

• Social Publishing is the writing stage :-This is where you post content across your social media platforms. When you complete your monitoring thing then you build your content according to that and publish it and also you demonstrate your newfound knowledge by developing and distributing content.

• Social reporting is the assessment stage :-It helps you assess your efforts and make changes to your strategy.

How to do social monitoring?

• Determine your goal.

• Segment your audience.

• Personalize responses.

• Monitor for the right terms

How to do social publishing?

Customize your content-

• Create a publishing schedule -

• Twitter: 4-6 Times a Day

• Facebook: 2 Times a Day

• LinkedIn: 2 Times a Week

• Google+: 2 Times a Week

HOW DO I MEASURE MY SOCIAL MEDIA EFFORTS?

Establish benchmarks. A performance metric that allows you to compare your business results to other businesses in the industry.

Calculate ROI-It’s important to assess how your time was spent and what the numbers reflect.

How to calculate ROI?

Content Consumption-How many people viewed your content.

Social Sharing-How many people shared this content?

Lead generation-What is the conversion rate for this content.

Revenue-Did this content help close a customer?

Check your results often to make the marketing strategy a week ahead.

Search Engine Marketing

SEM stands for “search engine marketing.” It is the process of gaining traffic from or visibility on search engines. The phrase is sometimes shortened to “search marketing”.

It is important to know that SEM is at times a general umbrella term that covers:-Gaining traffic through free , organic SEO efforts.

Gaining traffic through paid search advertising , also referred to as PPC (pay-per-click)

PPC: PPC stands for Pay-Per-Click and refers to the basics of running paid ads on the various PPC networks to target potential customers using the search engines.

Benefits of Search Engine Marketing:

Excellent ROISEM compared to other advertising channels, is very inexpensive with keyword clicks often falling to under $0.15.

100% Opt-in TrafficThe only people seeing your ad listings are people specifically seeking the type of service or product you are advertising about..

Instant ResultsWhen a person clicks a link on a search engine that is one of your ads, they will immediately be sent to the specific landing page you designate on your site .There are no hoops to jump through to gain this potential customers attention.

Budget ControlUnlike other advertising channels, where a test might require a large budget, for SEM, you can run testing with a limited initial test budget.

Measurability:All search engine generated traffic is measurable. You will know what keyword the user searched for, the ad copy they click on, and the conversion will be recorded.

Brand & Traffic Protection : You might rank well in SEO and feel less of a need to allocate budget for SEM .But your competitors could leapfrog your top SEO rankings by positioning themselves #1-#3 in SEM. They can even do this to your brand name, putting you in position #4 for your own brands

Brand Awareness

Search engine marketing also has a residual effect. For expensive keywords, one can bid a lower price, gain fewer clicks, but get their ad and brand in front of more eyeballs. This will improve the chance that a user might see your brand andrevisit using a search of your brand name, which will be much less expensive.

How PPC/SEM takes place?• Bid on keywords & keyword combination.

• Auction system determines price.

• Popularity and bid determines position

• Click-through traffic gets delivered to unique URL

• Can deliver outstanding ROI

• Can be used to reinforce & tune your SEO work

Criteria-

• Ad Position determined by ‘Quality Score’

• Bid Price

• Click through rate –The rate/frequency of your website getting a click.

• Relevance of keyword to ad

• Landing Page Quality

Strategy- Content/Category Review

You will want to review the content of the Web site you'll be marketing to carefully, to understand the subject matter and offerings. You may want to "scrape" the site for keywords as you go through this process, noting any terms that you deem relevant to the campaign.

If you are developing a campaign for a new site launch, you can use the content map or Information Architecture (IA) wireframes and copy decks to help understand how content will be organized and what types of themes will be present.

In addition, if the category or offering is completely new to you, it may be helpful to do additional research on the topic to broaden your general knowledge based on the topic. These efforts should leave you with my next point.

• Account Structure Development

Once you have a good sense of what the category, site, and product/service offerings are all about, you can begin to group your initial content/keyword findings into high level themes or content blocks. These can be used as the basis for your campaign's structure and will help guide your keyword research.

For example, if you are working with a Web site for a home renovation company, you may find the following key content areas/themes:

Home renovation - general

Home improvement contractors

Kitchen renovations

Bathroom renovations

Finishing a basement

Home renovation guide/how-to

Based on the relative importance of the topics in this list, you may decide to assign a budget proportionately to each of these areas.

• Keyword Generation

Now that you have your high level structure in place, you can begin comprehensive keyword generation. This involves employing various keyword research tools to take your initial list of tens or hundreds and turn it into thousands.

Your goal is to discover as many related terms, keyword variations, synonyms, related terms, and misspellings as you can. With paid search, you start with a big list of keywords for testing purposes and then whittle down your list as you find what is working and what's not.

It might make sense to tackle each key content theme/topic individually and capture the output of that research on individual tabs in a spreadsheet. This will come in handy when we move to the next step.

• Keyword Grouping

With your keyword generation exercise complete, you should now be sitting with long lists of keywords under each high level content area. Your job now is to divide these lists into very narrow groupings of similar keywords called "ad groups." So, for example, under your "bathroom renovations" group, you might create the following ad groups:

Modern bathroom renovation

Redoing your bathroom

Bathroom upgrade

Retiling shower

Replacing bathroom cabinets

Bathroom sink installation

Within each of these ad groups would be highly focused keywords in close relation to each other. There is no set number of recommended ad groups or keywords within each ad group, but the smaller and tighter each ad group is, the better.

• Match Typing

Armed with highly focused keyword groups, you can now go through each group or keyword and assign the match type. (Match types help define the rules around which queries your ads will be shown for.) Many people will simply default to "broad match" - meaning your ad will be shown on any and all queries that contain your keyword - and that's fine. However, you may want to assign a more narrow match type such as "phrase match" or "exact match" if you want to restrict when your ad is shown, limit your spend, or if you want to test out various match types.

In addition to regular match types, you can also assign negative matches to each of your ad groups. "Negative" keywords are essentially terms that you don't want your ad showing for. So, for example, if you put all your keywords on broad match, anytime the word "home renovation" is part of a keyword phrase, your ad would show up. Which means it could also show for undesirable queries such as "horrible home renovation" or "home reno companies to avoid." To avoid your brand being associated with these terms, you can added such keywords as "negative" terms to your account, which restricts your ad from showing in those instances.

• Ad Copy Creation

With your ad groups and keywords well defined, it's time to create ad copies for each group. Ideally, you will run more than one ad per ad group at any one time for testing various messaging. The rule of thumb is to run at least three ad copies at a time. There are many approaches to developing A/B testing methodologies for search ads, but that's a whole other discussion.

What's most important is that you make sure your ad copy is as relevant to the keywords as possible. So, for example, in your "modern bathroom reno group," you might explicitly state in an ad that your company "specializes in creating stylish bathrooms with a modern aesthetic." In your "retiling shower" group, you might ask, "Thinking about retiling your shower? Learn how a professional contractor can help."

• Landing Page Selection

The final step in the process is landing page designation. As part of your ad copy development, you will need to select "display" and "destination" URLs for each of your ads to drive to. The display URL is what will actually show in your ad copy (usually the domain), whereas the destination URL is where the ad will actually drive (usually a sub-page).

For each ad group, your goal is to find the page on the site that is most relevant to the group's keywords. In some instances you may choose to promote a specific "call-to-action" in your ads and therefore drive directly to an action page. You might also want to create campaign landing pages to up your chances of conversion. You can also test drive the same ad to various landing pages to see which generates a more engaged visitor.