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Marketing has evolved like never before. Traditional ways and means of marketing have been shattered, and this has led to the breakthrough for the all new, evolved version of marketing.
And this new version is nothing but what we have termed ‘Digital Marketing’.
The numerous advantages digital marketing brings along with it is something that changed the face of traditional marketing.
Digital Marketing is in vogue currently and those who know the tricks and techniques of the trade…
…are in for fantastic opportunities, especially in the current scenario.
However, being new to the field of digital marketing (especially if you have been a part of traditional marketing earlier) can be a bit intimidating.
But let me assure you, once you learn the tactics of digital marketing, there will be no turning back from this ever-dynamic, interesting field of marketing!
This post is an all-out guide that will help you learnt the nitty-gritties of Digital Marketing.
We have elaborately described everything you need to know about digital marketing. We have also covered the aspects that would equip you with…
…better knowledge and help you stand apart form the whole crowd of digital marketers out there!
Once you get the hang of all these important points, it will not take you much time to go out there and implement these ideas.
And your career as a digital marketer would take off and skyrocket in no time!
Advertising via different modes of electronic media is what Digital Marketing is all about.
The whole and soul of digital marketing are digital channels. All modes of electronic media are capitalized to promote products and services.
A plethora of aspects encompassed by digital marketing include –
Digital Marketing is not quite similar to traditional marketing as it has a completely different approach to marketing goods and services.
And without any doubts, digital marketing is way more impactful as compared to traditional marketing.
It is lot more than just a fancy word – it has revolutionized the manner in which businesses connect with their target crowd.
Although the term ‘digital marketing’ was coined way back in the beginning of the year 2000, it has actually been around a lot longer.
Just that in the year 2020, this dynamic concept was finally given a name.
The word ‘internet’ has always been associated with the word digital marketing.
Interestingly, digital marketing can be done in both online and offline modes.
Right there, we have busted a huge myth revolving around digital marketing.
However, since the number of people on screen is simply shooting up by the day, offline digital marketing is slowly losing its sheen.
And all that has ultimately stayed back is online digital marketing,
The logic behind why digital marketing is booming is pretty simple– the target audience is on social media.
Directing effort to where your target audience has an active presence is the whole idea of digital marketing.
The average screen-time of people across the world has shot up by 33%.
This means that on any given day, an average person spends more than 8 hours staring at their electronic devices.
As horrifying as it may sound, this, right here, is a huge opportunity for the field of digital marketing.
Businesses require exposure and awareness. Being a digital marketer, you can help these businesses build a solid, unshakable online presence – one that would help them connect with their existing client base while simultaneously generating a lasting impact on their target crowd too.
Every business owner is competitive and in the cut-throat competition out there, having an edge over your competitors out there is something really essential.
And digital marketing is what will help you get this edge.
Digital Marketing is not starkly different as compared to traditional marketing – the main intention is to connect with the target audience.
Whether you are a big, small, just started out or an established organization, you will have global access and reach, thanks to digital marketing.
Fetching leads and converting these leads into sales is a critical aspect for businesses.
Digital marketing aids you in generation of leads and converting these leads into prospective clients is in your hands.
Having a powerful online presence will surely help gain exposure like never before.
Another plus point of digital marketing is that your client base gets an opportunity to leave back their reviews for your products.
These reviews will be globally accessed giving you a great deal of exposure, which you wouldn’t otherwise.
The publicity that you can get from these widely accessed reviews will be a lot more than what you would gain from word of mouth publicity.
Plus, these will be reviews that are honest, straight out from your client base, which makes them even more effective.
Secondly, it’s pretty obvious that these days, every purchasing decision begins with online research.
And this makes it essentially critical to not merely have an online presence, but to make sure you have an impactful online presence.
The term ‘marketing’ was derived from the latin word Mercatus, meaning market place.
Marketing means to persuade someone to buy or sell a product or service.
It first originated in the 1800s as an early form of advertising but had a feeble output.
Over the years, it evolved from door to door marketing and sales and eventually moved into the virtual world of technology – and is now called Digital Marketing.
Today, it has become the most powerful persuasive tool on the planet.
Simply put, this term encompasses marketing that happens online, i.e. it uses the internet and digital technologies (computers, laptops, and phones) to promote products and services.
The late 1900s and early 2000s saw a steady rise in personalized computers, the growth of the World Wide Web and the evolution from print to digital.
The world is now almost completely virtual. Everyone likes to do things quickly with just a swipe of their finger, and this includes mundane things like shopping, banking, booking etc.
Before we get into the different types of digital marketing, we will first understand why it became so crucial in our day to day lives.
Anything online is slowly starting to become more popular than offline experiences.
Here are some of the reasons why digital marketing seems so advantageous and appealing to its users:
Before we go in depth into each of these, we must first rehearse the planning, implementing and optimizing of any given digital marketing program.
B2B – Business to Business type is the basic type of business relationship. They may do digital marketing to help get the maximum conversions from their leads. For b2b, platforms like LinkedIn, Reddit and Twitter may come more in handy.
B2C – Business to consumer is the most common and popular type of business relationship. Here the idea is to get as many people as you can to your website and make them a customer without having to talk to a sales person (unlike in b2b). For b2c, Pinterest, Snapchat and more casual social media apps may be of use.
Search engines are web tools that help users access information across the World Wide Web. Some of the best search engines in the market are Google, Bing, and Yahoo – which comprise 90% of worldwide users.
Ever wondered why some pages appear on the first page of Google and others are pushed to the other pages? This is the result of good SEM or Search Engine Marketing.
SEM is the process of promoting a website by increasing their visibility in search engine results – this means that marketers use SEM to make their website appear on the first page result – this gives the website a higher chance of being viewed by the user and therefore a higher chance of getting clicked.
Like every other type of marketing, this can be done in both paid and unpaid ways.
1. The product or service seller first contacts a PPC advertiser:
This is similar to traditional advertising methods where a brand or company reaches out to an advertising agency.
The seller will not be the only one who is reaching out to a PPC advertiser.
There will be many other competitors who are doing the same thing.
So in order to decide who’s website will appear first, Google and other search engines have come up with a system called an Ad Auction.
As the name suggests this is a bidding system – the highest bidder wins.
Say your company sells hiking gear.
Obviously you’re not the only one who is sells them or the only one trying to get immediate traffic to your site.
So the keyword that you and other companies similar to you will bid for is hiking gear.
The highest bidder wins – their website will appear on the top of the Search Engine Results Page (SERP).
In this case, the highest bidders are Amazon and Flipkart, so their results pop up under Ads (shown in the picture below).
3. The PPC advertiser then creates an ad and generates landing pages for the ads to appear on.
This is the fastest way to gain visibility and traffic to your website. But it lasts for a short period of time.
Unlike organic results, this will not fetch you long term profits or customers. It is just an inorganic way to get traction to your site.
Speaking of long term customers and organic results – it is not impossible, although it does take strategies, time and effort…but most things are like that anyway.
Now that we spoke about the bidding system and the ad auction, we will talk about something called the quality score.
Quality score is the estimation of quality of your ads, keywords and landing pages.
This score is just an estimate of your performance and never has any say in determining your Ad rank in auctions.
If your ad and content and landing pages are all related and relevant, then you’re more likely to see a higher quality score.
If your ad quality is high then there is always a chance that the price reduces and your ad gets a better position.
This is also a method of search engine marketing that comes under digital advertising.
This is a way to organically get results (be seen on the first page) without having to pay anyone for these results.
Search Engine Optimization (SEO) is a way to optimize your website in a way that it improves the quality and quantity of traffic that comes to your site.
Basically you don’t want random people to come to your website because they will not become a consumer of your product or service.
Instead, you need your intended target audience to come into your site so that they can become customers.
SEO bases itself on long term relationships and good brand building and this ensures that in the long run, you’ll probably be the most visited site in the market.
Think of it like needing to hands to clap! The search engines and you have two separate roles that can make this work.
Search engines gather all the information on the web and match it to the information that the consumer is trying to find. That’s their job.
Your job is to make sure that the content you have is the best possible match for the user’s search in the search engine.
This can range from title tags to meta descriptions
they are the title of your link. The clickable headline that the user sees on the SERP.
this is the short description that comes right below the title tag.
The very first and best way to get people to see your website is to make them WANT to come there.
And what better way to do it than a catchy headline and description?
This is what people read first and if they are impressed, then there’s no doubt that they’ll click on your link.
This is the basic process of search engine optimization.
There are three main ways that you can do it.
They are called ‘hats’ because in early Western movies, the hero used to where a white hat and the villain used to wear a black hat.
The SEO industry has used the same phrases to make it easier to understand the different methods you can use to optimize your search engine.
Search engines have certain rules and guidelines that need to be followed by all the people or businesses that are using it.
Which means that anyone doing white hat SEO is someone who is following all the “rules” that are laid out and is using ethical means.
This is the most transparent and legal way of doing SEO and therefore if anyone is doing this, you can think of them as the hero.
This is the opposite of white hate SEO. Strictly speaking, this may not exactly be legal (although it is not illegal) and only in the worst cases can it lead to punishment.
This includes processes that go against some of the search engine’s guidelines but it helps to push the website’s ranking to the top.
White and black mix to form grey, and that is exactly what grey hat is.
Grey hat SEO practitioners mix methods from white and black hat SEO.
Although, these practitioners may violate some guidelines, they don’t have the same intent that black hat SEO’s have (only thinking about ranking).
A does White hat SEO
B does Black hat SEO
C does Grey hat SEO
White Hat tactics include using keywords (bought during the ad auction that was mentioned earlier) to make the content more relevant to the user’s search.
Some of the other techniques include:
Now instead of using a few keywords, black hatters do something ‘keyword stuffing’ –
this means that using excessive and trending keywords even if they have no connection with the content on the site – this is only done to get traffic into the website.
Grey hat is just black masquerading as white. The best example for this is clickbait.
When Youtuber’s or bloggers post something with a very catchy headline, users are tempted to click on it.
This isn’t wrong, because it’s a way to earn revenue, but some times it may lead you to trouble if the clickbait doesn’t match your content.
Eg: “Get abs in 2 weeks! Summer shred program!”
Without a doubt, white hat should be the way to start optimizing your content.
But it doesn’t mean that you later move on to black hat because when the search engines catch up to you (and they will) they have the power to stop or block your website for good.
If you do want to try some quick results, then click baiting through grey hat will do the job, but make sure to not trick the users or the search engine to avoid getting your site banned!
To conclude, here is a very important diagram of Mozlow’s hierarchy of SEO needs.
Social media is almost as big and interconnected as the World Wide Web – kind of like a world within the world.
It is also now the most popular form of internet interaction. Human beings are social in nature – be it in reality or virtually.
This market of social media is a massive sea of untouched, potential customers and marketers have wasted no time in exploiting it.
Social media marketing is therefore a way to promote a product or service using social media as the medium for promotion.
There are various social media platforms and each platform has a different approach to promoting a product or service.
Here are some of the top social media apps and their unique styles of marketing:
As of 2020, there are 2.60 billion active monthly Facebook users all over the world.
Not just that, on a daily basis there are about 1.73 billion active users which is enough to conclude that it is one of the most popular social media conglomerates in the world.
This has not only become a place for people to interact but also a place for businesses to interact with people and vice versa.
Here are some of the ways businesses or brands use Facebook marketing:
Facebook, when it first came out, was a great way to make new friends, socialize and keep in touch with people we often couldn’t meet.
But soon, it added more than just private profiles – you could now make a business page. This marketing tool is free of cost!
They can not only list the products or services they offer but can also share photos, videos, and links for consumers to check out!
It’s also a fun way to interact with consumers since social media is mostly for entertainment purposes and brands have access to free engagement tools (story, post, share etc).
Also called Marketplace Ads, Facebook has their own line of advertising for brands to use. These are sponsored ads – brands pay the Facebook franchise an amount to push their ads to private and public profiles of users. The amount of time the ad is active, the number of people it reaches, and the type (age, sex etc) of people it reaches… all determines the price.
Let’s say a user liked a Facebook ad or post. This action is shown to the user’s friends so that they too get the itch for viewing or liking that post. This works very similarly to word-of-mouth strategies. The user is more likely to click on an ad if she/he sees that a friend has liked it. This makes them want to pay more attention to the post rather than an ad which had no familiar names liking it.
Have you ever visited a cosmetics (Nykaa) or phone and digital gadget website (Samsung) and you suddenly notice that your Facebook page ads are all about cosmetics or cameras or phones? This is Facebook Exchange. Websites ask you if you’re okay with them collecting cookies and you dismiss it thinking it’s nothing – but what’s actually happening is that they are making a note of your online history and the products or services you looked for. The retailers can then display the products or services that you saw on their website on your Facebook page as an advertisement!
This is a bit tricky to use but nevertheless ha rewarding results. The Open Graph is a powerful API (software) that integrates your website to your Facebook page! It’s a program that helps you get information in and out of Facebook much faster and more efficiently than before. The most famous use of this tool was and is the LIKE BUTTON. When people who visit your page click the Fb like button, then they become “fans” of the page. This means that you can now add content to their Facebook feed and that’s pretty powerful! The only downside is that users who click this button don’t really know what they’re signing up for!
While Facebook’s video ads are the most effective ways to get more quality leads, getting your Facebook page up to date will also clearly define your voice on the platform.
Here are some tips to do just that:
You can also create Facebook groups – you can call out to your consumers to join groups where you can market separately and even create fun group events or games. This way you are communicating casually and more personally with them and have formed a sense of community with the people.
Instagram is THE most popular social media app for the last 3 years with 26.9 million users.
Although Facebook has more, there is no app that beats Instagram’s rising popularity and daily usage – especially when it comes to digital marketing.
We see almost more than half of our posts as “sponsored” which means millions of businesses and people are promoting themselves and reaching out to the world to get more likes, followers and engagement on their Instagram feed!
YouTubers and bloggers have a lot of posts and videos about how to grow on Instagram because – let’s face it – people are obsessed about getting more followers and maybe even earning from their posts!
There are again, two ways to go about growing and marketing on Instagram – organically and paid.
Nevertheless, Instagram marketing is a great way for brands to connect with audiences on a personal level and make offers to them based on their likes and dislikes.
First and foremost, if you’re looking to market on Instagram, you must make a business profile!
This means that your page is public and you have access to a tool called Insights which gives you a breakdown of your audience demographic, engagement rate etc.
We’ll get to that later.
Before diving in to see the different kinds of marketing strategies, we must first look at all the available options that Instagram gives to increase your reach organically.
Easily, this is the most popular part of Instagram – sharing photos and videos.
Brands do it too, just like everyone else, but their agenda is not just to tell their story but also to get customers.
Which is why you must follow certain steps to maintain your feed and following:
Stories are short term but are a great place to start engaging. You have options like “Ask me anything”, “Polls”, “Quizzes”, “Mentions” etc.
All these tools call for action and have a counter reaction that they expect which is why many people chose to engage in such activities.
A much longer and more permanent story like feature, this gained popularity most during the Covid-19 pandemic – people put out tutorials, monologues, conversations etc which ranged from 5 minutes to 20 minutes.
Brands could use this as a collaborative method.
Eg: if you own a cosmetic brand and you want to post a make-up tutorial.
The post and story restrict you from posting longer videos, so consumers earlier had to go to other platforms like YouTube or your website to check it out.
But now with IGTV, you needn’t go anywhere – it has become a sort of personalized and customized diary of brands.
Released in 2020, reels are like a mix of post and story.
They’re short videos but they are seen all the time and not just for 24 hours.
The bonus point is that you can combine, cut and add different video clips and then sync them with audio clips to make your video!
This is similar to TikTok and came as a huge bonus for TikTok fans in India and Indonesia after it TikTok was banned.
Like said earlier, there’s nothing you can promote or advertise if you have a private account.
But with the business account (that is linked to your Facebook profile), you have so many options to explore:
The main way to do this is to use the “PROMOTE” option that appears under the post you’ve made.
– this is similar to photo ads. Just that instead of a photo, you’ll be promoting a video.
– Instagram’s recent feature gives business account users the advantage not only to promote posts but also their stories.
– if you’ve seen a series of pictures in a sponsored ad, then it’s a carousal. These ads are best used to showcase a collection or a theme (a carousal ad for party gowns).
– they appear to be a collage (a big picture and smaller pictures below it in the post)
– Explore in Instagram is where people go to find content related to their interests from accounts that they don’t already follow. 50% of consumers use Explore which is the best place for them to discover, shop and connect with people and businesses. Almost 80% of people follow businesses and more than half of them interact regularly with them.
– from June this year, Instagram introduced ads that could be run on IGTV as well but as of now this is still in the initial testing phases. Businesses will have to wait till 2021 to start to earn revenue from IGTV ads.
The best thing about promoting in-app is the fact that you can customize your ad. You can control:
Depending on these factors, the price of the ad will be determined.
There is a minimum amount that you must pay – this is the amount from which everything later increases depending on the time and the location/audience market.
Once you have promoted, you can check your insights for:
Reddit – the front page of the internet
Reddit is often not heard that commonly as any of the other social media apps, especially among the younger demographics.
They are social but a social news website that allows users to vote up or down any content that is being put out on the pages.
Reddit is a bit more strict than other platforms and is very protective of the kind of content and marketing that goes on in the website.
Unlike other apps, there is no marketing that happens in the strictest sense.
However, the best way to make a presence on Reddit is by coming on its front page.
Don’t even think of making a fake account, or using bots because Redditer’s are
No-nonsense people and can see through anyone who is not genuine.
Like Instagram and Facebook, you can market and grow your followers on Twitter both paid and organically.
But it’s a bit more tricky because the shelf life of every tweet is about 18 minutes (half of Facebook) and it’s easy to not get noticed.
People want current, relevant and catchy information – it’s like telling a story by using the least number of words possible.
Next you need to tell Twitter what your objective is. What do you want? Views? Website clicks? App installs? Followers? Engagement? Depending on this, twitter will customize your ad before sending it to the audience.
You will then choose the budget and duration of the ad and finally customize the demographic that it has to reach – region, gender, interests, language, devices, features etc.
And you are finally ready to launch!
Snapchat is an American messaging app with its main feature being that pictures disappear after being available to recipients for a short period of time.
People who ‘snap’ each other frequently create a ‘streak’ with them that they have to maintain in order to save the streak – this is a clever strategy as it makes the user use the app at least once every day!
The first thing to know about snapchat is that it’s not for every business.
So before you go ahead and make an account and start marketing left, right and centre, first ensure that your brand or business coincides with the following pointers:
First thing to do is to create a business account – doesn’t matter how big or small your business is, a business account is what you should have. With a business account, you’ll have
Once you create the business account, you can go to the ads manager and start snapping and launching campaigns.
To make people more aware of you on Snapchat, the easiest way to start is by cross-promoting.
This means that you can upload your snapchat scan code on Instagram, and your Instagram followers who are on Snapchat, can then follow you!
To be successful on snapchat, you need to keep one thing in mind – build curiosity. Snaps are barely seen for a few seconds, less than Instagram stories, so the more curiosity you build using these, the more likely you are to get more people to your account.
Snapchat has a unique feature called a snap code for every user.
People just have to take a picture of your snapcode and click on it within the camera roll of the app to follow you.
Share your snap code everywhere, so people can follow you with ease!
A simple way to do this is by dividing the number of snaps opened by the number of snaps you sent out.
This will give you the Snap Opening Rate. higher the rate, the better you are doing on the app.
Snapchat metrics tell you
Using these metrics, track your progress over the weeks and make sure to keep an eye on your snap opening rate.
This is best used if you are running a campaign and you can use the results of these on improving this campaign or implementing what you learnt into the next campaign.
Out of all the social media apps, LinkedIn is the most professional of the lot.
It’s an American employment service where people can find recruitment, companies or fellow co-workers. While other social media apps may be helpful for you to get an audience, LinkedIn is mostly helpful to get your brand’s name across to other businesses.
So it’s a good idea to invest 30 minutes to set up your profile and make it professional and appealing to potential employees, brand partners etc.
Considering the different market that LinkedIn caters to, the marketing also differs.
Here is what LinkedIn itself advices to businesses or professionals for marketing while setting up a profile:
The campaign manager helps you define your goals and your audience. Here you can set up any relevant features like “click” “follow” etc. you can also use analytics to find out which campaign is doing best and how many people are actually looking at your ads and how many conversions are happening.
LinkedIn is a professional platform, so more than hoping to find consumers, you will probably find new potential employees.
A LinkedIn business account is very much needed especially if you are in the information and technology or software building sector.
Tiktok has 800 million active monthly users with an hour of daily view time – this means it’s currently the hottest social media platform.
Tiktok is probably the only platform with the most varied audience ever – from teens to elderly, from random people to celebrities – it’s got them all.
It has therefore become a treasure box of audiences.
A video sharing platform, Tiktok is best known for it’s lip sync videos, viral trends and challenges.
Ever since it was launched, Tiktok has seen a very steady growth of audiences, which is what makes it a really rich option for marketers.
The best part about Tiktok is that even an account with zero followers can get millions of views and go viral through a video – this is not seen on any other social media account!
Along with creating brand awareness, it can also help drive traffic through your website by clicking the link in bio. However, not everyone can link a website, but everyone can link to their other social media accounts.
This app is fun and so are its ads. Everyone on tiktok is going to want to see engaging, entertaining content so if you use the app’s features the right way, then you’re on your way to victory.
To know if your content will do well on Tiktok, you need to know what kind of content works best on the platform:
Create a Tik Tok ads account.
Create a Tik Tok ad campaign – you can set your budget either daily or a total.
Placements – now you need to mention to tik tok the exact places you want the ad to be seen. This is not only Tik tok but also other platforms like BuzzVideo, News Republic etc. after selecting the platform, you can select your images, names and add about 20 keywords that you think will define your campaign.
Goals – you need to choose what goal must be achieved through the campaign. Do you want conversions? Clicks? Views? Downloads? So on and so forth.
Another feature in Tik tok is their Ad Creation Kit. This feature allows you to create a TikTok video that you can use for your ad.
Optimize your ad – this means that you need to make sure that the ad is appealing on the screen both in design and in its content. The design should have high resolution media, whereas the content should be any CALL TO ACTION. But make sure there is only one call to action in each ad because it will confuse the viewers. If you have an ad for download, let it be just that. If you want to give out coupon codes, make a new ad. If you mix the two, it may put off some viewers or even leave them to stay confused and decide to do nothing.
86% of marketers have used influencer marketing because it is the quickest and surest way to gain followers and traffic.
But as someone who is looking for an influencer, how do you know which one will give the best results and has the same audience as you want to advertise to?
To overcome this problem, TikTok has another feature called “Tik Tok Creator Marketplace”. Once you join the marketplace, the software will give you all the metrics you need to know about any given influencer
However, to join the marketplace, you need to sign up and submit an application. Only when your application has been approved, can you use any of these features available.
Like every other social media platform, tik tok too has an analytics measuring software. In fact, 67% of marketers say that decisions made from analysing data are far more profitable than decisions made using gut instincts. So it’s never too late to go ahead and get yourself a tiktok analytics measurement system. All you need to do is upgrade to a pro account, which is free! This upgrade will let you access detailed analytics collected and offered by Tiktok.
When you start to analyse your data, you need to keep an eye on what type of content of yours is doing good and which is doing bad. This way you can cut down on anything that isn’t adding value to your brand.
Pinterest is very different from any other social media channels. And to be able to market or advertise here, you need to understand how and why it is different from other platforms.
Let me get this straight. Even if pinterest is included in social media, it is not a social media communication platform. It’s a visual search engine. This is not a place where you would go to find and meet people or influencers. Pinterest is a place of solutions and inspirations.
Don’t know how to make a DIY gift? Pinterest.
Don’t have any outfit inspirations for an office party? Pinterest.
Want a new tattoo design? Pinterest.
Want to see some cute home decor ideas? Pinterest.
Here, you need to generate ideas and inspirations so that customers get attracted to your brand and start to click on our website links.
Eg- you own a clothing website, and you just released new pins on Pinterest on a winter wardrobe collection.
If people like it then they will be sure to click on the link through which this collection came from – your website!
You can create these pins and drive traffic to your site both organically and paid.
The best part about paid advertising on Pinterest is that once the ad on the pins is over, the pins are still visible on the platform!
Just because the ad is over, doesn’t mean they remove the content – so it’s now open to organic engagement.
While paid pins may have a shorter life span, they are then left to grow organically.
And the beauty of Pinterest’s organic pin is that they are available for a really, really long period of time.
Behavior of millions of users on the internet has shown that 72% of people say that Pinterest is the one that gives them ideas and inspiration to buy something.
Can you imagine the number of people who depend on this platform? To help businesses even more, Pinterest also publishes a yearly report which gives information on all the things that have inspired people.
Pinterest has more female users than men, but this is changing quickly with more millennial men coming and signing up on the platform.
So if your demographic lies within this sphere that uses Pinterest then it is definitely worth advertising over here.
What you must not expect from Pinterest is fast results. When it comes to the long run, Pinterest will drive people to your website for months and years to come,
but it takes a bit of time to gain traction. So how do you decide if Pinterest is the right fit for your business?
Almost every brand or popular pinner has a Pinterest board.
Think of it like an empty bulletin board that you need to fill up – except, it’s online.
Once you set up a board, it’s your responsibility to maintain it. You need to nurture it – post consistently, relevantly and engagingly.
You need to keep updating it and keep looking for needs to fulfill. Your boards should reflect your goals, value systems and especially your unique style.
Pinterest is a longer term client. It cannot give you immediate results but will give you consistent, evergreen results once you’ve established yourself.
Just make sure to post high quality images because Pinners can be very picky that way!
Content marketing includes creating, publishing and advertising valuable content to a very specific audience online.
It focuses mainly on storytelling – because for as long as humans could speak and listen, we have always tended to lean towards storytellers.
This type of marketing focuses on creating a long-term relationship with the audience – think of it like your grandma is telling you a very interesting bedtime story every night.
You want engaging stories, you want to hear them everyday (consistent) and you want them to have relevance and impact or help you in some way.
In the same way, the marketer is the grandma and the audience are children who want to hear high-quality, relevant and consistent content.
For digital marketing, it is necessary for you to develop a Content Marketing Strategy.
This term is interchangeably used with content strategy and content plan. But what is it?
Content Marketing Strategy is the “why” of your business.
Why are you creating content and who are you helping with this and most importantly: how will you help them better than everyone else?
Your strategy should pin point why you are the best in the market you are hoping to advertise in.
These are some of things you need to keep in mind while developing your content marketing strategy.
It may look simple, but the best strategies root from in-depth research and knowledge on the subject and the area.
Overall, it’s a broad topic but once you get the hang of it, you’ll realise that its application can have far reaching and effective consequences.
Ah, Email. One of the earliest forms of virtual communication. You could call this the mother of all social communications.
However, there are many more social communication platforms and now, email is a more formal way of addressing someone.
Businesses and brands have used this opportunity to send commercial, inviting but formal messages to individuals.
This way, it is more authentic and more serious than reaching out using other social media platforms.
Let’s face it – which message would you take more seriously?
An Instagram DM from an unverified brand or an email from the same?
Like different sections of marketing, email marketing also has its own variations. There are nine main types:
You just signed up or subscribed to a website.
You’d think that’s it but when you’re signing up you’re agreeing to get regular emails from them – and that’s exactly what they will give you.
A standard “Welcome to ABC! We are so glad you are part of our community!” email will surely follow you just minutes after you register with your email ID.
You can even go on to give them a little welcoming present.
This cannot be stopped at just one email. You must go on to send a series. The three main emails in the series are as follows:
Here is an example of the Welcome Email series –
Let us say you are a renowned website that hosts photography competitions.
When an individual signs up or registers, the first email you send is “Welcome to our photography community!
We are excited to see where you will go on this journey into the world of photography!” then you would go on to explain who you are, your history, your mission/vision statements and where you hope to be with the new subscriber.
The second email would then introduce them to any new competitions that are open for them.
To make it more personalised, you would tell them that these competitions are for “new subscribers only”, so that they wouldn’t feel left out and it would be a great welcome to them as well.
The third email would be telling them “Now that you entered a few competitions as a new member, it is now time to explore which other competitions you can participate in!”
This way you are acknowledging that the first few days at the new home is over and it’s time to settle down.
This is the most common type of mail that consumers find in their inbox.
If you have a new campaign or are launching something new, then the best way to promote it through email is using a promotional message.
Use lively font and bold colours for such emails because it needs to grab the viewer’s attention and not just be thrown into the trash folder.
Another thing that could help you get people is by promising them a gift or using and reusing slogans from popular songs.
Make it relatable, funny, eye-catching and interesting.
You are promoting to get an audience and they don’t want to waste their time on anything boring!
We have all received emails during festival time – this in essence is the seasonal campaign.
During festivals, national, international and local holidays, brands find opportunities to send emails to customers. \
Eg – on Friendship day, valentine’s day, christmas eve etc.
Just like the word suggests, this email is delivered after the consumer ‘triggers’ something.
This works as a reaction to an action.
Let’s say the consumer clicks on a promotional link, recently bought something or completed a survey- these actions are responded to with email.
Eg – if the consumer bought a camera from a Nikon website, they will then send an email saying “Since you bought this, why don’t you buy a tripod too? Look at our collection.” This is very similar to Netflix’s “Because you watched ABC, here are closer recommendations!” Except that this happens over email.
These emails are hardly ever seen and are restricted to a small percentage of websites.
They are similar to the trigger email because it comes after an action made by the consumer, which in this case is buying a product.
Eg- if you buy a cosmetic kit from Nykaa, they might then send an email on how to use it, when best to use it, maybe even additional tips to use with that particular product.
This is essentially connecting your email to your social media accounts.
The brand may email you and ask you to visit their social media for feedback.
That way, your opinion and rating is not only on their website but also on their social media pages which is a huge benefit for companies wanting to grow on that platform.
Eg- you just purchased a kitchen gadget. The website you bought it from will then email you to maybe take a picture of the gadget and post it on your story by tagging them – and they will add that to their story!
This is appealing for many consumers if they get to appear on a famous brand’s social media page.
Newsletters are most popularly sent by NGOs, news websites, campaign driven businesses, or even some of the regular businesses.
This is not marketing per se, but like a long letter from the company to its consumer explaining about what has happened in the last month,
what will happen in the coming months and any new offers or products and services to the consumer that are available. This is not a pitch. It’s education with entertainment.
Did you ever put something in your online shopping cart but never really checked it out?
Maybe it was too expensive and you were waiting for a price drop or an offer… so now it’s just stuck in your cart not moving.
That’s when the brand or company will email you reminding you that you have something that you have forgotten.
Eg – “Hey, your Sony camera is still in your cart but now it’s at a better price- we are giving a 10% off on it to encourage you to go on with the purchase!”
There are a lot of consumers who sign up for emails but in a week or month, become inactive users.
They don’t open emails, they don’t visit your website again…they just ignore you.
The re-engagement campaign tackles this issue by emailing the consumer again and reminding her/him about your presence.
But this is also a tactic to see if you will respond.
If you don’t then it’s clear they are wasting their time on you and maybe won’t send you emails as frequently…or not at all!
Email marketing can go both ways – good and bad.
If it’s good, then you can get your customers to do just about anything because it comes from an authentic and formal platform.
If it goes bad, then you’re stuck in unopened or in the trash folder forever!
We already learnt that people who come to our website can always become potential customers.
And the way to get people to click on the link is by using search engine optimization (SEO).
Now that you’ve got the person to click on the website link, it’s time for the next step.
This is where Conversion Rate Optimization (CRO) comes in.
Conversion rate optimization is the process of increasing the percentage of people who take an action on your website.
For example, if your landing page has an action to subscribe to emails, your current CRO might be less – i.e. the number of people who click on your website may be high but the number of people who actually subscribe are very less.
So to get more people to subscribe, or perform an action, you need to start doing CRO.
Conversions come in all shapes and sizes. They can be small actions or bug actions, free or paid.
All weapons are broadly classified into two types:
Micro conversions- these are basic and usually what people start off by doing on the website.
Macro conversions – this is the next step of micro, and usually involves bigger actions.
Before you try to increase your CRO, you should first look at the existing CRO. There are two variables that you must take a note of:
Eg – If you are a first time Amazon member, then your first visit is your first session. You may not do anything on your first visit.
When you visit a second time, it will be your second session. This time you may add something to your cart, so it becomes your first order.
The third visit becomes your third session. If you now go on to purchase a product, then it becomes your second order (second action).
So what will your conversion rate be?
You have 3 visits – 3 sessions
And you have completed 2 actions – 2 orders.
Conversion rate = 2 orders/ 3 sessions
Same way, if there were 600 orders out of 2000 sessions… the conversion rate is 30%.
The key to a successful CRO is data analytics.
You need to know your audience so that you can approach them in the right way to get them to convert into customers.
Start with simple but powerful tools like Google Analytics that give powerful numbers and statistics for you to analyse your audience and its characteristics.
When you get these numbers you’ll be better able to focus and decide on which page or part of the website you should improve.
These are the main statistics and numbers that analytic forums give, along with anything else that you might specifically ask for.
However, these methods and tools are AI powered. There is a more basic and personal way to get certain information.
We have all at least once answered a survey.
Be it short or long. We’ve also given feedback on any product we have purchased.
Businesses ask you questions on the product or conduct surveys to measure customer satisfaction – This is a more personal and manual way to get analytics.
It’s a win win situation because the consumer feels more important in this type of methodology.
A lot of the techniques used will be mostly trial and error because you are dealing with the uncertainty of human decision making.
You may have the best CRO strategy and it may work very well but you should always be ready to see that it doesn’t work on everyone.
This is why, you must try and fail and try again until you find something that best suits your business.
In the previous subtopics (SEM, SEO, CRO) we talked about how to use numbers to get traction.
But who is going to give us these numbers and how exactly is this done?
Web analysis is the process of collecting and analysing web data to understand and optimize a web page.
The key to web analytics is understanding consumer behavior. The better you know the consumer, better the experience you can give to them.
And if the experience you give is much more valuable to them than any other brand, then you get the competitive advantage.
All web analytics use AI powered tools. Smart technology is the quickest, most accurate and customizable way of getting information. This
All the web analytic tools out there do more or less the same thing.
They insert a Java script into the web page’s code. It’s like a tracker and tracks everything that goes in the web page. What things does it track?
There are three types of analyses that it does:
Campaign / event data:
If you think nobody is watching you online, you’re wrong. Yes, even if you’re incognito. But who keeps an eye on you and why?
Data tracking is simply keeping a tab on your activity online.
Third party entities or websites track your activity and can use this information in many ways.
First let’s look at data tracking through an example.
Imagine you just opened chrome and browsed through the net searching for Nike shoes.
Then, on your way to work, you saw a pretty flower, took a picture and storied it on your Instagram.
Finally you looked up a restaurant for an office meeting scheduled that afternoon.
While you did all this, third party entities tracked you – they made a note of which website you visited (Nike, amazon, flipkart), which shoes you liked and put in the cart, which location you were at when you posted a story, which restaurants you picked and if there are similar ones nearby.
They’re trying to figure you out! Third party entities are mainly advertisers.
They want to know you and your preferences and habits so that they can customize and target specific ads towards you. 80% of people don’t know that they are being tracked.
They don’t notice that when they search for watches on Chrome, they’ll get related ads on their social media.
Tracking can be a little uncomfortable to digest. Nobody likes knowing that they are being watched, especially without their knowledge, which is why most of them are kept unaware of this.
Tracking can be both good and them.
Most of the time, the user itself will give them permission to track them – and this is using COOKIES.
Cookies are the “legal” way to track user activity and preferences. Another legal way is terms and conditions.
Eg- when you set up Google Maps, it is mentioned in terms and conditions that the browser will know and track where you are and where you have been if you turn on your location.
This way if you search for a boutique near you on maps, you’ll get boutique ads on other platforms while you are browsing!
The bad side of tracking is that instead of personalizing ads for the user, entities will use it to make a profile on you.
The extreme would be called “targeted surveillance”. To stop what is close enough to be intrusion of privacy, some companies provide private browsing experiences and ad blocking techniques.
But not everyone is interested in this and it’s much easier for them to get targeted advertisements on things they like.
Cookies – they are small files or packets of information that contain your activity on a particular website or web page.
So the next time you come to the website, they can identify that it’s you and give a more personal and better user experience.
Beacons – they are very small, invisible or transparent images that appear on webpage or emails for two purposes – tracking and reporting.
Advertisers use them to determine how many impressions their ads got or how many times the web page was loaded.
Most beacons do not have malicious intent, those that do usually come with spam emails and give spammers information about whether or not your ID is active.
Fingerprinting – this is a bit more complex method of tracking. Unlike cookies and beacons they do not use small files to store information. Instead they look at:
Methods of fingerprinting always change and get more and more complex.
79% of all web pages on the internet track your information. This is a huge number and only 20% of users are aware of this happening.
Strictly speaking, data from tracking is used to give the consumer a better experience.
But over tracking is unnecessary and invasive. There are many loopholes that entities use to sell your private data to another webpage or website altogether.
If you’re not comfortable with tracking, then you can always use a VPN.
A Virtual Private Network is a protected browser that connects various networks and encrypts them.
This doesn’t really stop tracking but they won’t know that they are not tracking you, because VPN directs trackers to a different IP address. This way your information and data remain private!
This is a new field in the ever growing world of digital marketing. This is mainly aimed at start-ups and is slowly gaining popularity among new only entrepreneurs.
All start-ups want to get that one click that hits them off into huge profits and revenue.
It should either grow fast enough or die. Growth hacking is a way to help new businesses grow in the fastest way possible. Growth is what they are after.
But what exactly is growth hacking?
It is an experimental way to to determine which methods are most effective to grow a brand or business (usually start-ups).
It’s simple. People who do growth hacking are called growth hackers.
A growth hacker should be creative. They should come up with new and cost effective strategies that both get consumers and help retain them.
Some of the main things they do include SEO, A/B testing, email marketing, content marketing etc… all of which we have discussed above.
But there are some specifics that you need to know when starting growth hacking.
This is here email marketing comes in handy. As discussed under email marketing, it remains the best way to achieve leads and conversions.
Suppose you have a new product coming up for launch. You need weeks and weeks of preparation and marketing to build curiosity and appeal among the audience.
Start by creating a list of emails. Who are all the people you’re going to mail this to?
They need to be potential and active consumers and even new customers.
When you email them about the launch, give enough information to get them curious but not too less or not too much.
Product Hunt is an online company that helps startups launch ideas on their platform.
Here audiences use the product and give feedback and it’s a great way to get attention to your new product.
Referrals work in any industry. Word of mouth still remains one of the most effective ways of persuasion.
Family, friends, celebrities… they can all be used as referrals to make audiences more aware of your product.
People think that most of Nike’s products are only focused on track and field sports but they don’t know that it includes almost all sports gear.
This means that when they first started they were in the track and field section
but then expanded into other areas as well. Adjacent markets expand your company’s niche and reach so do this once you are well settled into one particular area.
Collaborating and partnering with other businesses is never a bad idea.
It creates buzz in the market and will definitely give you more organic customers and followers.
The other brand’s consumers are more likely to move towards your brand as well. The buzz would create more people to notice you in the market.
MAKE CONNECTIONS. This field is full of people with power and it’s always better to be on the side that will benefit your business.
Meet people in events, invite them to yours, make a professional family that helps you and which you help, put your business card in the hands of as many as possible.
Be ready to learn from the best.
This community is slightly different from the one you make offline. This community is online on social media!
The advantage of social media is that in addition to getting new followers, you also have the opportunity to earn with every post you make if you have a significant following.
Yes they are your competitors, and yes they may be larger than you but there’s a reason why they are successful.
You’ve heard of ‘keep your friends close but enemies closer’ right? Apply the same principle.
Keep an eye on your competitors – see what their strategies are and if you can implement something similar or more unique than that.
What do they have that you don’t?
Monthly competition scans help you compare monthly developments between you and all your competitors.
Take a look at their blogs and the keywords they have used. Which competitor had the maximum impact and why?
See their brand partners and all the methods they have used for growth and implement them.
All content marketing strategies rely on getting feedback from consumers and creating value for your product.
With the feedback they give, you need to work on any possible defects and tell your consumers that “look, we took your suggestions and made this a product you cannot say no to!” unless your content marketing strategy is not audience centric, you cannot grow.
This is similar to partnerships. Instead of partnering with brands, you’ll be partnering with people who have a huge following or a celebrity status.
Influencers are called this for a reason – people do what they do, be it clothing or makeup or accessories.
If they endorse your product, then the people that trust the influencers will also trust you.
This is of course given that your product should be of the highest quality and must deliver to the consumers what was promised.
Have you heard of automation?
Of course you have – almost everything is automated these days. Automation is the process of using technology to tasks and reduce human intervention as much as possible,
we reduce human intervention because it means there is less opportunity for human error to occur.
When we are marketing there are a lot of things that humans can miss out
because we are not machines and lot of factors can drive, deliver and hinder our output – we could miss out a name in the list of emails, we could make spelling errors,
we may lose our cool with customers that are not so friendly, we may forget to post on time…
all these factors may hugely alter the outcomes of our digital marketing strategies.
So the best way to stop such things from happening is to automate the entire marketing process.
Essentially, this means that all the things we discussed above, from SEO, to all kinds of social media marketing, to CMS etc can all be done with the help of automated technology and minimal to zero human work.
Marketing automation is therefore the process of using software to market your product or service online.
The software helps companies automate repetitive tasks and increases efficiency and therefore helps in getting higher revenue at a lower cost and faster rate of workflow.
With marketing automation, you can assign whichever tasks you want to the software, not have to do it yourself and then see how the software has done the job.
As your business grows, you simply may not have time to reply to every email, comment or share.
Or even post daily at the same time or interact and measure your business and consumers like you used to.
You need someone to take care of it with no mistakes and hassles – so you automate parts of your marketing that you don’t have the time to do yourself or assign to someone else.
There are three main layers of marketing automation:
If a company posts at exactly the same time every day or every week, it is again that they have automated the process of posting so as to not waste time on the app and focus on much more important things.
With automation, you don’t have to worry about direct messages, replying to comments, posting, following etc
3. Landing pages – it used to take hours and hours of coding in HTML to make a landing page.
But now you get to use custom templates or copy templates over and over again.
The first thing you need to do is to segment your customers. You cannot obviously send the same email to everyone.
Categorize them according to your convenience – their gender, how old or new they are, their subscription status etc.
Once you segment them, you can then customize which email will be delivered to which customer.
Maybe a special offer for new comers (like a discount on shipping) or a 10% off for an old consumer’s 50th purchase etc, or even a new gift for someone who paid for a higher subscription.
Therefore, the more you segment, the more specialised the emails become and also let users know that you are aware of their status and are willing to do more for them.
Automation comes with a form filling feature for consumers.
Once the consumer fills information, it shows up on the software and you can then use this for marketing, promotion etc.
Another great advantage of this software is they can optimize your content on the mobile screen.
Reading the content or viewing products on the website may be appealing and easy but increasing people like to see their phones for everything.
So it’s important to optimize content (readability and design) on the phone screen as well.
We have all sent an email and received an instant response – maybe the response told us to wait for a few days before the company can actually reply back to any query we have.
Auto responders are used so that the consumer is given a certain time period to wait. It is better to tell the long que to wait for a while instead of not informing them at all and leave them hanging.
The difference between CRM and marketing automation:
The thing is, there is no clear distinction on which one is more useful. It depends on which stage your business is at.
Depending on where your business stands in the funnel represented above, you can use either CRM or marketing automation.
The best software for marketing automation:
Remember that marketing automation is not something you should apply for every task.
Most tasks still need human intervention otherwise your consumers will get angry that they are only interacting with bots and not real people.
You can appear busy, not neglectful.
We have covered every aspect of digital marketing. We have covered what it is, why it is done, the different types under it in detail and even other services included under digital marketing.
This is such a huge topic, it is impossible to cover every nook and cranny in one go.
And because it is so dynamic and ever changing, new developments keep coming and going.
Some of the features mentioned in the article may be completely outdated within the year, or even within a month.
When it comes to marketing online, you just have to make sure you are prepared well in advance for anything that might happen.
It’s twice as unpredictable as the traditional method of marketing, so solutions to any problems you might encounter should be on the tip of your finger.
It can be bad growth on some platforms, or Instagram’s new algorithm is not giving you enough reach as you had anticipated, or your SEO strategy failed – these things are bound to happen but you mustn’t lose heart and just continue to dig in.
As uncertain as it sounds, digital marketing really is somewhat like a trial and error project.
What works in one platform may not give you any results at all in another.
So each part of digital marketing that we talked about above will have different methods that you need to apply effectively.
In conclusion, this is the new age advertising that is required for you to do because otherwise you’ll be left behind in this race to success, with nothing but stagnant pages on the internet.