Digital Marketing is the marketing done utilizing internet and online technologies.
Online marketing encompasses marketing efforts using digital channels, such as search engines, social media, email, and other online touch-points to connect with customers and prospects.
Digital presence and digital content is so common that people now expect and rely on it to Learn, Interact and Connect with Brands and Products
As digital platforms are becoming part of everyday life, and as people increasingly use digital devices, Digital Marketing has become prevalent.
Digital Marketing Encompass
- SEO (Search Engine Optimization)
- SEM (Search Engine Marketing)
- Content Marketing
- Social Media Marketing
- Email Marketing
- Data Driven Marketing
Search Engine Optimization (SEO)
SEO (Search Engine Optimization) is the process or efforts of ranking higher in the unpaid listing of a search engine.
In simpler words it’s the process of optimizing your online content in such a way that search engines show it as a top result for searches of a certain keyword.
Components of Search Engine Optimization
- Keyword Research
- On-Page SEO & Off-Page SEO
- Create A Link Building Plan
Keyword research is a practice of finding a relevant search terms that people use to search a particular topic. The idea is to find a lower competition search terms to rank better for those. As it is very hard to rank on higher competition search terms with over a billion websites out there, and who knows, millions trying to rank for that particular keyword or phrase.
On-Page SEO & Off-Page SEO
SEO is categorized in two broad categories: on-page SEO and off-page SEO.
On-page SEO involves all of Search Engine’s ranking factors that they use determine where they are going to show the page on search result page. Search engines do this by crawling the concerned web page and looking at various factors, such as your headlines, content, and page structure.
Off-page SEO refers to all variables outside of your control, that a search engine looks at while determining the rank of a web page. These other sources includes social networks, other blogs in your industry, and the personal history of the searcher.
Therefore You need to get both right in order to do well with SEO.
Create a Link Building Plan
Link Building is the process of acquiring back-links from other websites to your own. Search engines use these links to crawl the web.
These web crawlers, sometimes called spider or spiderbot are software programs that systematically browse the entire world wide web, typically for the purpose of indexing.
The links between websites creates an importance of the content for these crawlers, more the number and quality of these links, more the importance the search engine AI gives to the content.
There are many techniques for building these links, and if you can build high-quality links, it can truly put you ahead of your competition.
Search Engine Marketing (SEM)
Search Engine Marketing (SEM) involves efforts to promote websites by increasing their visibility in search engine results pages (SERPs) and gaining traffic through paid advertising.
With everyone trying to rank their website on search engines and with over a billion websites, it becomes very hard to rank these days, the search engine marketing is the most effective way to promote your products and grow your business.
Keyword Research For Your Internet Marketing Plan
Keywords are the foundation of search engine marketing. As users enter keywords (as part of search queries) into search engines to find what they’re looking for, it should come as little surprise that keywords form the basis of search engine marketing as an advertising strategy.
Pay Per Click Advertising
PPC stands for pay–per–click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.
Search Engine Marketing Platforms
Most Search Engines have an ad platform for Search Engine Marketing. Most important and effective among all of them is Google Adwords. Other important to be notes are Bing and Yahoo.
A thing to note here, not all Par Per Click Advertising platforms come under SEM, for example Facebook Ad Platform falls in the category of per-per click but Facebook is not a Search Engine.
Content Marketing is a component of marketing that involves the creation and distributing of valuable, relevant and consistent content through digital medium. Such as videos, blogs, podcast and social media posts.
The purpose of Content Marketing is not to explicitly promote a brand, instead it is intended to make a connection with it’s audience and create trust and authority.
As they say Content is King, No matter what approach or approaches you take in your online marketing approach, Content Marketing should always be an integral part of it.
Without content there is no SEO and without content there is no SMM.
Social Media Marketing (SMM)
Core of Social Media Marketing
Before you go into marketing on social media, either paid ads or organic marketing, you need to have a Social Media Strategy in place.
Define Your Goals: The first thing you want to do is define what you want to achieve with your social media marketing. having well defined goals keeps you in track.
It could be Brand Awareness, It could be After Sale Support, It could be Driving Website Traffic, Engagement, Creating a Community or even a Customer Support Channel
Choose Your Channels: Decide on what social media channel you want to use to market. Every social media channel will have a different content and different audience engagement strategy.
Social Media Marketing works well when you have a consistent presence and have positive interaction with your audience.
Timing of your Social Media Posting is as important as the actual content, with billions of active users across platforms and much more content posted everyday, you don’t want your target market to miss your post. SO post when highest number of your audience is likely to see your posting in their feed.
As your social media presence grow, conversations about you will also go up. People will comment on your social media posts, tag you in their own posts, or message you directly.
They may even talk about you on social media without you knowing about it. Therefore it’s paramount that you monitor social media conversations about your.
Engaging with people who are engaging with you is a great way to build trust and respect and people don’t buy from the best, they buy from who they trust.
When marketing your product, service, brand or business, you want to track how your marketing efforts are performing. Is your outreach working to get more eyeballs on your content? How is your brand engagement with your audience. Are people hashtag-ing you?
The social media platforms provide a basic level of analytics but to get more in-depth analytics data, you can use the wide range of social media analytics tools available, both free and paid.
Social Media Advertising
An another way to leverage social media is using their paid advertising platform. Every major Social Platform has an ad platform, be it Facebook, Youtube, Instagram or Pinterest
In it’s broadest sense email marketing is the practice of sending a commercial message, to a group of people, using email.
While any marketing message sent via email is considered email marketing, but not all email marketing involves sending commercial message, any value addition, relation development effort through email do fall in the same categoy.
It is cost effective: Comparing to other marketing efforts an email marketing campaign is very cost effective.
If you have a list of prospects, leads and/or customers, you can just automate the whole process of sending emails and capturing feedback.
The only thing you want to consider is SPAM. While email providers have system in place to capture marketing emails and dump them in spam folder, however there are ways to optimize your email campaign to not fall in the category of spam.
Customization to the level of personalization: Emails can actually be customized to have a personal touch for your audience. You can sort your email list according to several factors and have different email campaign for different group.
Tips For Email Marketing
Build Your Own List: Never buy email list. It won’t fetch you results you are hoping for, moreover it will hurt your brand image more then serve the purpose. Building your own list is a slow process but it is also the most rewarding, people who willingly entered their email address for you are the people who will engage with your brand, product or service.
The CAM-SPAM Act: The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.
Don’t Sell: Don’t try to sell to everyone on your list, and even if you do to some of them, don’t try to sell all the time. The best results are where the value is. If you provide value to your email list and create engagement, then down the lane you won’t have to justify your product or service to them.
Data Driven Marketing
Data driven marketing is a process of gaining insights and trends based on in-depth analysis informed by data.
Strategies built on insights taken from the analysis of big data, collected through consumer interactions and engagements, to form predictions and road map to future marketing is called Data Driven Marketing.
This involves understanding data already collected through various analytics tools, and to organize, analyze, and apply that data to better marketing efforts.
Data driven marketing can be a key asset in your Digital Marketing toolkit. Let’s see what strategies we might want to have for our data driven campaign.
Data Driven Marketing Strategy
Demographic Data: People behave differently, depending on age, sex, income and other such demographic factors, therefore it’s very important to collect and analyze demographic data when planning your marketing strategy.
Geographic Data: There are many factors which define user behavior, some are cultural, some are driven by language or weather of the place they live. For example, we can not expect to sell winter clothes to people from central India.
Trends: When working on your marketing strategy, keep the current trends in mind. There are various tools that you can use to get a grab of latest trend. Google trends is one of the famous one.
Accessing Impact of Industry Changes: Always keep an eye on what’s going on in your industry and optimize your marketing efforts around those changes, Some changes might need you to pivot your whole marketing campaign, on the other hand some changes might encourage you to simply optimize your campaign messaging.
In this world of fast changing digital landscape, if you are not online you are sleeping with your eyes open.
Digital Marketing is vast topic and must be left to professionals to handle, after all it is the most important part of any business.
Having said that, there is no one stopping you to learn the tricks of the trade and start your own marketing journey.