store. Today, Internet shoppers can access many thousands of electronic storefronts. Each storefront features a unique uniform resource locator (URL), or Internet address, at which buyers can place orders. Some electronic storefronts are extensions of physical stores like Hermes, The Sharper Image, and Walmart. Others are new businesses started by entrepreneurs who discovered a distinct segment on the online . Manufacturers and retailers also use storefronts. Whereas an electronic storefront represents one store, an electronic mall, also referred to as a cybermall or an e-mall, may be a collection of individual shops grouped under one Internet address. If it's designed correctly, a storefront may be a great asset to your company. Potential buyers will evaluate the standard of your products and services (and maybe even the corporate itself) supported the design and feel of your online shop. the general design and its ease-of-use are critical factors. Stay consistent and make sure your brand colors, imagery and overall messaging are according to your company's main website. Every element in your store must reflect your brand’s position, value and promise. 7.6 E-MARKETPLACE The e-marketplaces have witnessed tremendous growth potential in recent years. they're here to remain for an extended time. the sole thing which may change are going to be the model and therefore the workflow of the platform. As such, if you're getting to start your e-marketplace venture, it becomes necessary to settle on a versatile marketplace software that adapts to the changing requirements within the market. It enables you to make a scalable and versatile marketplace website as per the demand within the market. E-commerce and e-marketplaces have similarities, yet there are several distinctions that sellers and makes must consider when crafting their online strategies. Learn the differences here. In today’s digital world, one might consider online marketplaces and e-commerce websites to be synonymous. From a general consumer’s standpoint, they're both platforms to browse and buy products online for delivery. Yet, there are several distinct differences when it involves the operational and marketing aspects that brands and retailers must consider when planning their online strategies or channel expansion. Below, we break down the definitions of e-commerce platforms and online marketplaces, the advantages and disadvantages of every , and therefore the key factors to stay in mind when developing your business’s online selling strategy. 18 CU IDOL SELF LEARNING MATERIAL (SLM)
7.6.1 E-Marketplace Platforms On the opposite hand, an e-marketplace is a web platform that connects buyers and sellers, allowing third-party sellers to plug and sell their products on the platform and invoice the customer for a sale directly. it's a segment of e-commerce during which the marketplace owner doesn't own the inventory or invoice the customer for a sale . Rather, the e-marketplace serves to present other sellers’ inventory to a consumer and facilitate a transaction. Amazon and eBay were among the primary e-marketplaces, birthed within the mid-1990s when the web was gaining mainstream traction. In today’s digital-first world, e- marketplaces are disrupting the e-commerce landscape, with Amazon at the forefront. Amazon and Walmart, specifically, are samples of hybrid e-marketplaces, as they provide their own products and products of other brands and third-party sellers. The top online marketplaces within the world sold a whopping $2.03 trillion in 2019, and sales on e-marketplace sites, like those operated by Alibaba, Amazon, eBay et al. , accounted for 57% of worldwide web sales in 2019, consistent with an analysis by Digital Commerce 360. Indeed, shoppers are drawn to the “one-stop shop” convenience of e-marketplaces, where they will search, browse, compare, and buy countless products across a good sort of brands and merchandise categories instead of visiting different standalone e-commerce websites to buy brands individually. In Feedvisor’s 2019 Amazon Consumer Behavior Report, 89% of respondents agreed that they're more likely to shop for products from Amazon than other e-commerce sites. Walmart (52%) and eBay (43%) ranked highest among the opposite website’s consumers said they shop on — compared to retailer websites (38%) and brand websites (21%) — indicating the dominance of e-marketplaces across all e-commerce channels. 89% of consumers are more likely to shop for products from Amazon than other e- commerce sites. 7.6.2- 5Types of E-marketplace E-marketplaces connect buyers and sellers together on one platform for business activity . once you mention marketplaces, you actually hear terms like B2C, B2B, C2C or peer- to-peer. So, what are they and the way they differ from each other? The way how they're connected and the way the services or products are being sold on the platform categories the marketplace into differing types . These marketplaces also are often defined under the term multi-vendor marketplace and sharing economy platforms. Here are some marketplace basics to assist you opt what quite multi-vendor store is that the right business model for you. 1. Product Online Marketplace 19 CU IDOL SELF LEARNING MATERIAL (SLM)
This type is what we typically call as an ecommerce marketplace, where people buy and sell products. The platform brings together all kinds of sellers into a one-stop-shop that's convenient for consumers to not only check prices for the simplest deals but do so all under one electronic roof. Also, with features like auction and glued price sale, the vendor lists a product and sets a deadline; buyer with the very best bid gets the item. Usually, this sort of marketplace is owned by an operator who enables third-party sellers to sell products alongside the marketplace owner's regular offerings. Examples include Amazon, Flipkart, eBay, etc. Here, the seller business model plays a serious role that determines the profit for marketplace owners. Hence, it's knowing choose the proper multi-vendor software that features a flexible model and suits your requirements. 2. Online Service Marketplace The online marketplace is not any longer restricted to only selling products. you'll even cater to the industry . For a startup business that desires to launch a marketplace with minimal input, it's good to supply different services that folks look for . In a services marketplace, the invention of services forms the idea of its offering to customers and opportunities for paid work form the idea of its offering to freelancers. Platforms like Fiverr, Upwork are freelance services marketplaces. With the service business, all you've got to try to to is to supply a strong & reliable online platform to attach service seekers with service providers. The platform acts as a bridge connecting both these ends. you'll earn a commission on each successful transaction. 3. Online Rental Marketplace When it involves online rental marketplace, the transportation and apparel industry are popular among investors and aspiring entrepreneurs. However, within the past few years, the rental marketplace for home appliances, electronic accessories, gears, isn't too far behind to become famous. Mobile apps like Uber, Ola are fantastic samples of this model, which are giving an enormous rise to peer-to-peer marketplaces that are renting through online mediums. As an aspiring entrepreneur, you'll specialize in niche-based online rental marketplaces like vacation rental, hire car , bike rental and equipment rental with the assistance of rental ecommerce platform. 4. Hybrid Model in Ecommerce There are often two sorts of hybrid online marketplaces. One category is where people expect to sell and buy both services and products on an equivalent platform. the web marketplace like Olx fits into this category. Another one is where people want to urge the combined benefits of shopping for from the web and offline stores. during this model, the customer first books the products online. 20 CU IDOL SELF LEARNING MATERIAL (SLM)
then , they walk right down to the nearby physical store to shop for those products. Currently, ticket booking websites like BookMyShow works supported this model. As per the newest update, big retailers like Reliance Trends and Myntra raid the ecommerce segment with a hybrid online-offline model. This model creates shared profitability by integrating offline stores via the web platform. intrinsically you'll launch hybrid online marketplaces to bring local merchants to sell their products through its website. 5. Hyperlocal Marketplace The concept of hyperlocal came into the image when people start to seem for the nearby options while checking out shops, restaurants, etc. through search engines. during this marketplace model, the aim is to supply facilities and services within the shortest possible time from local vendors. The hyperlocal ecommerce marketplace is sort of almost like marketplaces like Amazon. the most difference is that the purchasers are going to be only ready to buy products from vendors who can ensure delivery within 24 hours. Examples for this marketplace model includes UrbanClap, Big basket, ClickYourMed, etc. Also, the food delivery marketplaces like Zomato and Swiggy comes under this category with bit tweaks in their workflow. 7.6.3 Benefits of E-Marketplaces E-marketplaces offer a more convenient shopping experience to get , compare, and buy products from an array from brands on one platform. they supply shoppers with a good sort of products compared to one website, and help consumers find the foremost reasonable price for the best-quality product they're trying to find . Given the number of sellers operating on marketplaces, prices are often less than in-store or standalone e-commerce websites, as sellers are often competing on price to win the conversion. you'll improve your organic sales by using an AI-based pricing technology that responds to plug conditions and competition levels to optimize your product prices in real time consistent with your business objectives. additionally , e-marketplaces collect troves of feedback from customers, like product reviews, which allows them to curate an assortment which will best appeal to shoppers’ needs. For sellers and brands, e-marketplaces offer numerous benefits to their business: Reach: Smaller sellers or vendors who might not have the resources to establish their own e-commerce website can align themselves with an established e-marketplace to gain visibility and scale their reach through expanded fulfillment options. This can include overseas expansion, given opportunities to sell on international e-marketplaces. 21 CU IDOL SELF LEARNING MATERIAL (SLM)
Revenue: An e-marketplace serves as an additional sales channel to market and sell products, providing a level of increased revenue to sellers and brands. Customer acquisition: Operating on an established e-marketplace puts your brand and products in front of a vast audience of shoppers who already frequent the platform to make purchases. Rapid delivery: For brands and sellers who do not have their own fulfillment and warehouse capabilities, they can leverage an e-marketplace’s fulfillment services to store, pack, and ship their products, often with rapid delivery options that entice consumer purchases and loyalty. Customer service: For brands and retailers who leverage an e-marketplace’s fulfillment services, such as Amazon FBA, the e-marketplace handles not only the delivery of the product but also customer service, including exchanges or returns. 7.6.4 Challenges of E-Marketplaces Certainly, there also are several challenges related to selling on e-marketplaces. Because the products are offered from many third-party sellers, delivery speeds can vary, causing confusion for the buyer , compared to a brand or retailer e-commerce site, which might offer an equivalent delivery options across the platform. In addition, the knowledge provided about those products can have discrepancies across third-party sellers, leading to a poor shopping experience and potentially damaging a brand’s reputation. Plus, the vast number of merchants that sell on e-marketplaces causes intense competition to win conversions. From pricing to organic ranking to advertising and more, competition is increasingly intensifying, and makes and sellers must invest time and resources into maintaining a competitive edge while also appealing to their customers. 7.7 SUMMARY To run a successful operation on an e-marketplace today requires an advanced technology platform to automate operational processes and optimize marketing performance to ensure your prices are competitive, inventory is replenished, and advertising is optimized to maintain market share, increase visibility, and drive conversions at profitable prices. An electronic storefront is an e-commerce solution for merchants who want to host an internet site that advertises their products or services and that consumer transactions are generated online. Another name for an electronic storefront is a web storefront. The concept of hyperlocal came into the image when people start to seem for the nearby options while checking out shops, restaurants, etc. through search engines. 22 CU IDOL SELF LEARNING MATERIAL (SLM)
during this marketplace model, the aim is to supply facilities and services within the shortest possible time from local vendors. An electronic mall, in its basic form, consists of a set of e-shops, usually enhanced by a standard umbrella, for instance a well-known brand could also be enriched by a standard granted payment method. 7.8 KEYWORDS PPC:Pay-per-click SERP:search engine results page SEM:search engine marketing Consumer behavior:The habits or attitudes of a consumer that influences the buying process of a product or service CDN:Content Distribution Network 7.9 LEARNING ACTIVITY 1. List out Top 10 E- Malls in world _______________________________________________________________________ _______________________________________________________________________ 2. Discuss on E- Market Place _______________________________________________________________________ _______________________________________________________________________ 7.10 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Define E-Malls? 2. What is E- Market? 3. What are the four types of E-Mall stores? 4. What is a specialized E-Malls? 5. What is a Regional E- Malls? Long Questions 1. Discuss about E-Markets with examples 2. Discuss about E-Malls 3. List and explain the types of E-Malls with Examples 23 CU IDOL SELF LEARNING MATERIAL (SLM)
4. Explain in detail about the trending concepts of E-Mall from different perspective of Customer and Seller 5. Discuss about electronic storefronts. B. Multiple choice questions 1. E-commerce is a trend started in ____________with the transfer of funds, with the arrival of the World Wide Web a. 1970 b. 1977 c. 1975 d. 1969 2. Government to consumer, this is a variation of _______ for the public administration. a. B2C b. C2C c. B2B d. B2E 3. An _____________consists of a set of e-shops, usually enhanced by a standard umbrella enriched by a standard granted payment method a. E-store b. E- Market Place c. Websites d. E-Mail 4. ________________ is that the direct sale of products and services a. E-store b. E- Market Place c. E-Retailing d. E-Mail 5. one-stop shopping place that gives a good range of products and services is a. E. Mall b. E-Market Place c. Websites d. E-Store front Answers 24 CU IDOL SELF LEARNING MATERIAL (SLM)
1-a, 2-a, 3-b, 4-c, 5-d 7.11 REFERENCES Alt, R. and S. Klein (2011). \"Twenty Years of Electronic Markets Research – Looking Backwards towards the Future.\" Electronic Markets 21(1): 41-51. Kaplan, S. and M. Sawhney (2000). \"E-Hubs: The New B2B Marketplaces.\" Harvard Business Review 78(3): 97-103. Malone, T. W., J. Yates, et al. (1987). \"Electronic Markets and Electronic Hierarchies.\" Communications of the ACM 30(6): 484-497. Österle, H. and B. Schmid (2008). \"Quo Vadis Electronic Markets?\" Electronic Markets 18(3): 206-210. Standing, S., C. Standing, et al. (2010). \"A Review of Research on E- Marketplaces 1997-2008.\" Decision Support Systems 49(1): 41-51. https://feedvisor.com/resources/e-commerce-strategies/what-is-an-e-marketplace/ Fan, Ming, et al. Electronic Commerce and the Revolution in Financial Markets. Stamford, CT: Thomson Learning, 2002. Fan, Ming, Jan Stallaert, and Andrew B. Whinston. \"The Internet and the Future of Financial Markets.\" Communications of the ACM 43, no. 11 (2000): 83-88. North, Douglass C. Institutions, Institutional Change, and Economic Performance. Cambridge: Cambridge University Press, 1990. https://webcreatify.com/blog/?Trending-Concept-of-E-Malls&id=85 Bahaddad, Adel & Drew, Steve & Houghton, Luke &Alfarraj, Osama. (2015). Factors attracting online consumers to choose e-Malls for e-procurement in Saudi Arabia. Enterprise Information Systems. 1-32. 10.1080/17517575.2015.1091952. https://www.techopedia.com/definition/7013/electronic-storefront http://blog.ironmarkusa.com/get-started-ecommerce-storefront https://www.purchasecommerce.com/blog/types-online-multi-vendor- marketplaces 25 CU IDOL SELF LEARNING MATERIAL (SLM)
UNIT– 8: DIGITAL MARKETING TOOLS- I STRUCTURE 8.0 Learning Objective 8.1 Email Marketing 8.2 Website 8.2.1 Creating a website 8.2.2 Website marketing 8.3 Social Media Marketing 8.3.1 Advantages of social media marketing 8.4 Pay-per click advertising 8.4.1 Working model 8.4.2 Pay-per click models 8.4.3 Keywords 8.4.4 Main platforms 8.4.5 Simple steps 8.4.6 Conversion tracking 8.4.7 Advantages of PPC 8.5 Summary 8.6 Keywords 8.7 Learning activity 8.8 Unit end questions 8.9References 8.0 LEARNING OBJECTIVES After studying this unit, the student will be able to learn about the major digital marketing tools such as Emails, website, SMM, PPC Familiarizing with detailed study on the digital marketing tools Understand Email Marketing Explain what website marketing is. 8.1 EMAIL MARKETING In the process of building your empire, winning new customers is as important as nurturing the relationships with customers you already have. Stay in touch with your loyal followers with emails that go beyond the announcement of new products. Instead, build connections with: Newsletters - increase brand awareness and drive traffic with what’s new on your site 1 CU IDOL SELF LEARNING MATERIAL (SLM)
Seasonal emails - stay on your customers’ radar with Christmas or birthday emails Exclusive offers - make loyal customers feel special with the odd discount or gift Reminders - if a subscription is ending, drop a friendly email Flash announcements - boost sales with flash discounts, like a 48-hour sale Check out this instance from Brooks Sports. When Desiree Linden won the 2018 Boston Marathon, she became the primary American woman to win the race in additional than 30 years. To her shoe and apparel sponsor, Brooks Sports, it had been a chance to celebrate their long partnership together. The resulting email campaign focuses almost entirely on the Olympic marathoner’s amazing accomplishment. Email campaigns like this one allow companies to demonstrate their loyalties and add value to the products their best users have chosen. The blue CTA button at rock bottom of the e-mail reads, “See Desiree’s go-to gear.” What better products to signalize to than the things worn by America’s latest legend? Collecting email subscribers depends on the optimization of your digital marketing efforts: confirm your blog, social media and paid campaigns are driving to a landing page that’s optimized for conversion to gather lead information. There are dozens of easy-to-use email services (including Hubspot!) that permit you design emails, manage your address list and track analytics like the amount of opens and clickthroughs. Less is more. find out a transparent objective for each email you send - to market your printing operation of soaps, remind customers you exist, get them to download your app? Test, test, test: What sorts of subject line words end in the very best number of opens? Where are your readers clicking? 8.2 WEBSITE A website may be a great marketing tool. It represents your business on the web and it’s one among the foremost important digital marketing channels you'll use to urge more traffic or make more sales. Every business that desires to succeed online must have a clearly defined website marketing strategy. this is often not optional but a ‘must-have’ for businesses who want to survive within the highly competitive online market. Websites play a crucial role in Digital marketing. In fact, the primary thing to start out off Digital marketing is to form an internet site . All other techniques are to bring people towards the web site . this is often the representation of your whole business. 2 CU IDOL SELF LEARNING MATERIAL (SLM)
People visualize your business supported the web site . If website design is poor with outdated themes, then it'll affect your business during a bad way. an honest looking and mobile-friendly website are all you would like at the beginning . Digital marketing is completed driving traffic to an internet site . Representation of your business: Let’s say, you've got your business setup and running great locally. If you would like to expand your business and profits, fixing the business on new location needs marketing. People there should realize your business. Many people still follow traditional marketing which is outdated. it's more priced and lower outcome in terms of profits. Now the planet is digitized. many of us are spending their time online and your business needs online presence. this is often achieved with an internet site . The details about your previous projects, pricing, and get in touch with details are often displayed on websites. Sometimes a situation arises sort of a person wants to form business, but he/she won't have contact details. Websites remove of these problems and acts as a representation of your business online. A website with good content and traffic creates many Leads: People won’t spend money that easy. As there's tons of competition altogether categories, people look for reviews and ratings before buying. generally , people look for information online and your website should contain articles covering common topics and misconceptions associated with business. As time goes, users share your articles and even check in for an internet site if they're finding the data helpful. This successively leads to getting more leads. Staying in-tuned with users through email is extremely handy. Articles and special discount offers of products, everything are often sent via email and there are more chances of converting from results in potential customers. Interacting with customers is possible with websites: Every customer wants an honest customer service because, at one point or another, users may face problems. E-mails are already in use but options like live chat and commenting on articles is completed in websites. So a replacement user with doubts in mind or a client with some issues can approach the customer care with websites which is effectively easy. Quick response makes clients happy and builds a healthy relationship with them. Your business is visible worldwide with the help of websites: A website are often accessed from any a part of the planet provided they ought to have an online connection. So, people can see an internet site and realize your business too. it's 3 CU IDOL SELF LEARNING MATERIAL (SLM)
easy for marketing if your business is opening a replacement branch or shifting to new place. Just add the web site address in brochures and pamphlets and other people who have an interest will see the location and get in touch with . confirm the web site is user-friendly and well organized in sections. Update your business details on the web site blog in order that the business is a web presence all the time. Websites help in improving the business: Mostly, businesses are of two types, product based and repair based. Company offers products to shop for in product based business and offers services in service-based business. Whatever type be the business, customer satisfaction should tend top priority. For a product based business, websites help the business as follows. People visit the web site and look for products supported their needs. As soon as they place an order, they get redirected to a payment gateway. Customers will do payment and merchandise is added to Queue. Delivery time depends on the place they live and is notified to the customer. For a service based business, websites help the business as follows. People visit the web site and look for the services they have . Payments are displayed as hourly based or can communicate with customer care. Once agreed, the need of a customer is shipped to people on the web site . After finishing the work, payments are done on the web site itself. Websites are beneficial for both parties (owner and client). Lot of your time and money is saved and business is improved with profits. Success is achieved in less amount of time if strategy of marketing works out well: Gone are those days where the business needs time of a minimum of 1 year to settle. It all depends on the charisma and purpose of business you're fixing . Adding to those , efficient digital marketing techniques including targeting specific audience will generate revenue in less time. In the starting days, you would possibly not reach your expectation or milestones. But, optimizing and changing the plan consistent with requirement will certainly make the business successful. Your website is that the place where most of the people will interact together with your business. Both your online and offline marketing activities will presumably send users to your website. Whether it’s to urge information about your services and products, to form bookings or purchases, or to urge contact details. 4 CU IDOL SELF LEARNING MATERIAL (SLM)
You might operate an excellent marketing campaign only to be disappointed by sales because your website’s landing page doesn’t convert. an internet site can underperform for variety of reasons, including site speed, responsiveness or navigation. You shouldn’t underestimate the importance of a top quality website to the success of your digital marketing strategy. 8.2.1 Creating a Website Who is your website for? First, identify what your target audience is and build the site that they’d want. Is it for: Potential Customers/Leads Existing Customers/Members News/Media Staff/Internal Stakeholders Public Other Once you know who your audience is, you can build personas for each segment and create a user journey around them. This will help you understand how they get to your site and how they’d navigate it to reach your intended objective. What does your target audience want? Take the time to know your audience and their online behaviour before you create any changes to your website. It’s often an honest idea to check some designs on your current site before you modify the whole thing. this might be achieved by having an internet designer create the landing pages for your marketing campaigns. you'll then run some A/B tests together with your email or ad campaigns to ascertain what was simpler . From there, you'll further refine the page by making slight alterations to the page’s call to action (CTA) to know what works for your audience . Once you’ve collected the info , you'll use it in your plans to create an optimised website. Your website should be in-line together with your |along with your\"> together with your branding and include all key messages that your audience would expect from interacting with your brand through the other marketing channel. Defining your website’s goals Your digital marketing strategy should define your objectives. These could include lead generation, sales, or brand awareness. These objectives should be central to any website redesign. When choosing an internet designer or agency, you ought to ask them to specify how their design will meet these objectives. It is also important to line out measurable KPIs for every objective. you'll base them on conversions, visits, bounce rate, average time on page, or keyword rankings. 5 CU IDOL SELF LEARNING MATERIAL (SLM)
To ensure that your website meets your goals, your website design needs to consider: Search Engine Optimisation (SEO) Conversion Rate Optimisation (CRO) User Experience (UX) Brand Identity Search Engine Optimization (SEO): Search engine optimization is about increasing your organic visibility on search engines, which can be achieved through various on and off-site techniques. It is essential that your site is seen on search, because roughly 93% of online activity starts on a search engine. Conversion Rate Optimization (CRO): Conversion Rate Optimization is the process of enhancing your site to increase the chances that a user will complete a desired action and improve your conversion rate (CR). A conversion doesn’t always have to be a product purchase, it will entirely depend on your objectives. It can include: Contact Form Submissions Email Submissions Booking Completion Account Creation Transaction Completion You must design your site so that it drives users to these call to actions. While the management and analysis of CRO is down to your marketing team, they’ll need the support of designers to make the most of A/B and multivariate testing. User Experience (UX): User Experience focuses on user satisfaction. once you design an internet site , you would like it to be easy-to-use, accessible and worthwhile for your user. UX is important to web design, and it’s closely linked with SEO and CRO. Search engines try to match up what a user wants with the foremost relevant websites, which can think about sites with the simplest UX. And once you are optimizing your website to convert, you’ll need a site that cares the user journey across your site. A visually appealing website is vital as they're going to have a greater emotional response by seeing something that they find pleasing. However, tons of internet sites prioritize looks over functionality. this is often dangerous because users might just like the look of a site, but if they find it difficult to use and pages take an extended time to load, then they’re unlikely to possess an excellent experience and return. 6 CU IDOL SELF LEARNING MATERIAL (SLM)
Brand Identity: A website speaks volumes about your business. most of the people will get an initial impression of your brand by visiting your site, so confirm that you’re proud of how it’s represented. Brand identity is vital to UX and CRO because it builds trust between the user and your business and it'll influence their deciding . a nasty experience on your website will reflect on your brand and will have a detrimental impact on performance. If your brand prides itself on being simple, quick and straightforward , then your site experience should reflect this through navigation, structure and visuals. Brief your designer on your brand guidelines, values and messages and confirm that these translate to your website. 8.2.2 Website Marketing Website marketing is that the process of promoting your website on the web . it's one among the web marketing channels you'll use as a part of your overall digital marketing strategy. the most goal of an internet site marketing campaign is to urge more visits to your website. A well-planned digital marketing strategy will assist you utilize all available channels for promoting your business online. By preparing a technique alongside an idea , you'll know exactly which tools to use, the way to use them, and what to expect as realistic results from each tool. additionally , an idea makes it easier to speak your goals within your business in order that all departments are aligned together with your strategy. Sooner or later every business will get into the digital marketing game and things will become even tougher. to urge before the sport , you ought to take your online promotion more seriously and therefore the best place to start out is by creating an internet marketing strategy. 10 steps for a successful website marketing strategy: To successfully promote your website on the Internet, you need a solid strategy that will take advantage of all digital marketing channels. Perform a website design review 7 Optimize your website for SEO Optimize your website for social media Create a content marketing plan Promote your website on social media networks Use Paid Ads to reach more customers Utilize email marketing to engage with your audience Use remarketing to get users back to your website CU IDOL SELF LEARNING MATERIAL (SLM)
Keep your website and content up-to-date and move forward Measure, Analyze, rinse and repeat Step 1: Perform a website design review: The first step is to create a website that accurately represents your business. This is not directly related to the visual aspect of it (i.e. how it looks) but on the quality of the information provided. Your website is the same as your shop window. It should look good on the outside and when customers enter your shop, everything should be organized and in place. Before starting any campaigns, take some time and review your website and make sure that: It has a simple hierarchical site structure It’s user-friendly and functional It has accurate information about your company and products It’s fast and mobile-friendly Step 2: Optimize your website for SEO: The next step is to start thinking about your SEO strategy. A well-defined SEO plan will eventually increase your rankings and traffic from search engines. SEO is the process of increasing your website’s visibility in search engines and it consists of a number of steps: Technical SEO – Making sure that your website is free of crawl errors and other issues that might keep search engines from indexing your website properly. On-Page SEO – Making your webpages SEO-friendly and your content easy to read by search engine crawlers. SEO Content – Writing content that satisfies the user’s intent. Off-Page SEO – Promoting your website for the purpose of getting high-quality links from other websites. Local SEO – Optimizing your website for location-aware searches and for getting more clients to your brick and mortar store. Step 3: Optimize your website for social media: The next step is to optimize your website for social media. This is not the same as social media marketing (we’ll talk about this on step 5), but it has to do with: Having visual elements (images, video) on your website that can be shared on social media networks. Adding social media sharing buttons on the pages you want to be shared on social networks. 8 CU IDOL SELF LEARNING MATERIAL (SLM)
Making sure that when a user clicks the share button (or shares your URL directly), the generated snippet is well-formatted. Adding the necessary open graph meta tags and using image sizes and formats supported by all major networks is recommended. Many webmasters skip this step and it’s a mistake that can negatively affect your social media promotion efforts. Step 4: Create a content marketing plan: The next step in your website marketing plan is to design a content marketing strategy. Fig:8.1 Content Marketing Strategy When you promote a website online, you essentially promote the content of your website and that’s why it is referred to as marketing. The main purpose of content marketing is to help you create the right type of content that will attract new users to your website and keep them engaged. To create a good strategy, you first need to: Do your keyword research and find out which SEO keywords to target with your content. Perform competitor analysis and find out what is working for your competitors. Analyze Google search results to find out what type of content Google wants for your target keywords (length of content, images/video, etc.). Step 5: Promote your website on social media networks: Now that you have a constant flow of content being generated, the next step is to start promoting your website on different social networks. Follow the steps below: Create Business Accounts on Social Networks Complete your Social Profiles 9 CU IDOL SELF LEARNING MATERIAL (SLM)
Link your website and social media pages Grow your social media following Create a social media calendar Step 6: Use Paid Ads to reach more customers: It takes time for SEO to work and to get a decent number of followers on social media organically. This means that if you want results faster, you need to add one more ingredient to your website marketing and that is paid advertising. With paid advertising, you can get targeted traffic fast and start making sales or conversions. There are various advertising platforms you can use but the most common are: Google Ads – Target people based on the search terms they use on Google or show your ads on other Google properties (YouTube, Gmail) and websites that participate in Google AdSense. Facebook Paid Ads – Promote your Facebook page, social media postings, or ads to people using Facebook, Instagram, or Facebook messenger. Step 7: Utilize email marketing to engage with your audience: One of the most effective sales channels is email. In fact, one of the goals of your website marketing campaign should be to grow your email list. Having an active email list is a great way to get people back to your website, let them know of new content, or directly sell them a product. Step 8: Use remarketing to get users back to your website: Publishing new content on a frequent basis and using social media marketing and email marketing are all great ways to achieve this but there is one more method that is highly effective and this is remarketing. Fig 8.2 How Remarketing Works With remarketing you use advertising platforms (either Google Ads, Facebook, or even Twitter) to re-connect with people that visited your website at least once. This has a 10 CU IDOL SELF LEARNING MATERIAL (SLM)
number of advantages including more targeted traffic, lower advertising costs, and higher conversion rates. Step 9: Keep your website and content up-to-date and move forward: When you do website marketing, you should not forget two important things: 1. To keep your website up-to-date This means upgrading your website software to the latest version, ensuring that your website is secure and that is using the latest technologies. For example, as part of your strategy, you may consider accelerated mobile pages (AMP), which is the new HTML format supported by Google and other networks. 2. To keep your content fresh and relevant Besides publishing new content targeting specific keywords and increasing your organic reach, you also need to go back and audit your existing content. As your website gets bigger and older, some of your content will become outdated and this is not good for users or search engines. Step 10: Measure, Analyze, Rinse and repeat: No marketing strategy is complete without proper monitoring. In the digital marketing world, everything can be measurable and analyzed so it’s important to have the right tools and metrics in place. In the majority of cases, you can get the data you want from Google Analytics, so you need to make sure that you have Google Analytics installed on your website and properly configured. 8.3SOCIAL MEDIA MARKETING (SMM) Having an excellent social media presence may be a prerequisite for Digital Marketing. If you’re already writing brilliant content that shows off what your brand is all about, paying to market posts can get those posts into the news feeds of individuals who aren’t following you - yet. You’ll want to seek out the social networks that your audience uses. for instance , if you discover that 80% of your audience is active daily on Instagram, you’ll want to focus your social media energy on your Instagram channel. Here are the top social media channels laid out, but depending on your audience, they may be using more niche social networks. Facebook : 2.2 billion users Twitter: 335 billion users Instagram: One billion users LinkedIn: 645 million users 11 CU IDOL SELF LEARNING MATERIAL (SLM)
YouTube: 1.9 billion users Snapchat: 300 million users Pinterest: 250 million users 8.3.1 Advantages of Social Media Marketing Cheap - cost per click can start at as little as 5 cents Effective - Facebook ads can have a click-through rate up to nine times higher than banner ads on other sites Easy - you can have a campaign up and running in a couple of clicks Community management – you need to be prepared to deal with comments and bear in mind that some users can find business messaging in social spaces annoying. So your content will need to be respectful of that difference 8.4PAY-PER-CLICK ADVERTISING Having an excellent website helps you organically crop up higher in search results, but you'll also leapfrog to the highest of a page of results by using paid search ads linked to a group of keywords relevant to your brand. You buy each click on your ad (which is why these ads also are referred to as pay-per-click, or PPC). Getting a billboard into that highly visible area involves winning an automatic auction that takes under consideration the price-per-click you bid on a given keyword, also because the quality (as determined by SEO principles) of your site. PPC is a web advertising model during which advertisers pay whenever a user clicks on one among their online ads. There are differing types of PPC ads, but one among the foremost common types is that the paid search ad. These ads appear when people look for things online employing a program like Google – especially once they are performing commercial searches, meaning that they are trying to find something to shop for . this might be anything from a mobile search (someone trying to find \"pizza near me\" on their phone) to an area service search (someone trying to find a dentist or a plumber in their area) to someone buying a present (\"Mother's Day flowers\") or a high-end item like enterprise software. All of those searches trigger pay-per-click ads. In pay-per-click advertising, businesses running ads are only charged when a user actually clicks on their ad. Other sorts of PPC advertising include display advertising (typically, serving banner ads) and remarketing. In order for ads to seem alongside the results on an enquiry engine (commonly mentioned as an enquiry Engine Results Page, or SERP), advertisers cannot simply pay more to make sure that their ads appear more prominently than their competitor’s ads. Instead, ads are subject to what's referred to as the Ad Auction, a completely automated process that Google and other major search engines use to work out the relevance and validity of advertisements that appear on their SERPs. 12 CU IDOL SELF LEARNING MATERIAL (SLM)
You can have a billboard built and online during a matter of minutes using platforms like the foremost widely used Google AdWords, also as similar offerings from Yahoo and Bing. Find which keywords your ideal customers would look for . Start with a selected description of the merchandise or services you sell and include your location to assist you target the foremost likely buyers. rather than ‘knitwear’ (too broad), choose ‘hand-knitted angora sweaters, North London’. Pay-per-click ads are often an efficient thanks to drive more traffic to your site, but they require a more substantial investment. because the name implies, businesses only pay when someone clicks on the ad. PPC is best when utilized in tandem with another effort like content marketing, because visitors need more information than can slot in a billboard before they create a sale decision. Consider targeting different audiences with unique appeals, like calling out unique value propositions or promoting blog posts that address different audience needs. 8.4.1Working Model The pay-per-click model is based on keywords. for instance , in search engines, online ads (also referred to as sponsored links) only appear when someone searches a keyword associated with the merchandise or service being advertised. Therefore, companies that believe pay-per-click advertising models research and analyze the keywords most applicable to their products or services. Investing in relevant keywords may result during a higher number of clicks and, eventually, higher profits. The PPC model is taken into account to be beneficial for both advertisers and publishers. For advertisers, the model is advantageous because it provides a chance to advertise products or services to a selected audience who is actively checking out related content. additionally , a well-designed PPC ad campaign allows an advertiser to save lots of a considerable amount of cash because the value of every visit (click) from a possible customer exceeds the value of the press paid to a publisher. For publishers, the pay-per-click model provides a primary revenue stream. believe Google and Facebook, which give free services to their customers (free web searches and social networking). Online companies are ready to monetize their free products using online advertising, particularly the PPC model. 8.4.2 Pay-Per-Click Models Commonly, pay-per-click advertising rates are determined using the flat-rate model or the bid-based model. 1. Flat-rate model In the flat rate pay-per-click model, an advertiser pays a publisher a fixed fee for each click. Publishers generally keep a list of different PPC rates that apply to different areas of their website. Note that publishers are generally open to negotiations regarding the 13 CU IDOL SELF LEARNING MATERIAL (SLM)
price. A publisher is very likely to lower the fixed price if an advertiser offers a long- term or a high-value contract. 2. Bid-based model In the bid-based model, each advertiser makes a bid with a maximum amount of money they are willing to pay for an advertising spot. Then, a publisher undertakes an auction using automated tools. An auction is run whenever a visitor triggers the ad spot. Note that the winner of an auction is generally determined by the rank, not the total amount, of money offered. The rank considers both the amount of money offered and the quality of the content offered by an advertiser. Thus, the relevance of the content is as important as the bid. 8.4.3 Keywords As its name implies, the Ad Auction may be a bidding system. this suggests that advertisers must bid on the terms they need to “trigger,” or display, their ads. These terms are referred to as keywords. Say, for instance , that your business focuses on camping equipment. A user eager to purchase a replacement tent, bag , or portable stove might enter the keyword “camping equipment” into an enquiry engine to seek out retailers offering these things. At the instant the user submits their search query, the program performs the complex algorithmic calculations that the Ad Auction is predicated upon. This determines which ads are displayed, during which order, and by which advertiser. Since you've got to buy each click on your ads, it's imperative to only bid on keywords that are relevant to your business, so you'll make certain to urge ROI from your ad spend. A keyword tool can assist you find the proper keywords to bid thereon are both likely to drive sales or conversions and aren't prohibitively expensive. 14 CU IDOL SELF LEARNING MATERIAL (SLM)
8.4.4 Main Platforms Google Ads Run on Google, Search Partner sites, and Display Network sites, Google Ads is the largest pay-per-click platform. Google Ads was launched in October 2000 and has gone through several iterations over the last 17 years. Google Ads is geared toward the entire spectrum of companies from small businesses to Fortune 500. Microsoft Advertising Similar to Google Ads, Microsoft Advertising is a pay-per-click platform showing ads on the Microsoft and Yahoo networks. The platform also utilizes Search Partners. Microsoft Advertising is primarily keyword-based advertising. As of 2017, Microsoft Advertising has 137 million unique desktop searchers on the Bing Network*. 8.4.5Simple Steps Write your ad. Who’s your customer? You have one line to catch their attention and get them to click your link in a sea of similar-looking links. Set your maximum daily budget. Keep in mind that popular keywords cost more per click than less common terms (because other companies are bidding for them too). Use your platform’s conversion tracking. If an ad isn’t driving the traffic or sales, reword it, and test, test and test. 8.4.6 Conversion Tracking Advertisers have the ability to create conversion goals in order to gauge account performance. Both platforms provide code snippets that can be placed on key pages— generally order confirmation or thank you pages. Advertisers are able to determine whether ad clicks are turning into conversions. Google Ads allows many types of conversion tracking, including: Webpage Mobile or tablet app Calls from ads using call extensions Calls to a Google forwarding number on your website Clicks on a number on your mobile website Imported goals (from third party platforms like Salesforce) Google Analytics Google Ads accounts can be linked to Google Analytics accounts to provide information on post click behavior. It is highly recommended that these accounts be linked in order to 15 CU IDOL SELF LEARNING MATERIAL (SLM)
get a more complete picture of the conversion funnel. In order to link the accounts, the Google Ads ID number must be entered in the “Admin” section of Google Analytics. 8.4.7 Advantages of PPC You know your leads are quality - the people who clicked on your ad had searched for something you’ve got. Fast results - much quicker than waiting for your natural search ranking to rise Easily targeted - you can bid by keyword, and by region Competitive - common search terms might be expensive Text only - you can’t show images or have much control over how your ad will look Costs - easy to manage, as you pay on a cost-per-click basis 8.5 SUMMARY Digital Marketing Tool is the process of building your empire, winning new customers is as important as nurturing the relationships with customers. A website may be a great marketing tool. It represents your business on the web and it’s one among the foremost important digital marketing channels you'll use to urge more traffic or make more sales. Website marketing is that the process of promoting your website on the web . it's one among the web marketing channels you'll use as a part of your overall digital marketing strategy. the most goal of an internet site marketing campaign is to urge more visits to your website. A well-planned digital marketing strategy will assist you utilize all available channels for promoting your business online. 8.6 KEYWORDS • Bounce Rate:Percentage of people who visited a site or page but didn’t take any action or look at any other pages as compared to the total number of page or site visitors. • Marketing-Qualified Leads (MQL):The ratio of generated leads to MQL is the total number of “good fit” leads collected from your lead magnet as compared to the total number of leads generated • Social Media Plan (SMP):It is the master document that guides an organization’s presence on social media, and it covers all aspects to be considered when setting up, maintaining and integrating social networks in the organization’s digital marketing strategies 16 CU IDOL SELF LEARNING MATERIAL (SLM)
• Marketing Strategy:Strategic planning employed by a brand to determine potential positioning within a market as well as the prospective target audience; involves two key elements: segmentation and positioning 8.7 LEARNING ACTIVITY 1. Checkout different Websites of Traditional Travel agents, Online travel agents and airlines. _______________________________________________________________________ ___________________________________________________________ 2. Analyze and list out top 5 best websites on each category _______________________________________________________________________ ___________________________________________________________ 8.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Define Social Media Marketing 2. What is Brand Identity? 3. What is a Website? 4. What is website marketing? 5. What is pay per click Advertising? Long Questions 1. Explain the steps involved in creating a website and website's role in digital marketing 2. Define website marketing and explain in details the steps for a successful website marketing strategy 3. What is SMM? 4. Explain PPC and its working model. 5. Discuss about conversion tracking. B. Multiple Choice Questions 1. __________ emails make loyal customers feel special with the odd discount or gift a. Seasonal Emails b. Newsletters c. Reminders d. Exclusive Offers 17 CU IDOL SELF LEARNING MATERIAL (SLM)
2. ___________ emails are used to stay on your customers’ radar with occasions like Christmas or birthday a. Seasonal Emails b. Newsletters c. Reminders d. Exclusive Offers 3. __________ emails make loyal customers feel special with the odd discount or gift a.Seasonal Emails b.Newsletters c.Reminders d.Exclusive Offers 4. __________ emails are sent if a subscription is ending, as a friendly email a.Seasonal Emails b.Websites c.Reminders d.Exclusive Offers 5. __________ marketing will become even more personalized method of marketing in the future says the records a. Email b. Digital c. Online d. Social media Answers 1-d, 2- a, 3-d, 4- c, 5-a 8.9REFERENCES PricewaterhouseCoopers (2013), \"2012 Internet Advertising Revenue Full-Year Report,\" April, http://www.iab.net/media/file/IABInternetAdvertisingRevenueReportFY20 12POSTED.pdf/ ^ Basil, Michael D (1994). \"Multiple Resource Theory I: Application to Television Viewing\". Communication Research. 21 (2): 177– 207. doi:10.1177/009365094021002003. S2CID 141021179. 18 CU IDOL SELF LEARNING MATERIAL (SLM)
^ Chatterjee, Patrali (2001), \"Beyond CPMs and Clickthroughs: Understanding Consumer Interaction with Web Advertising,\" in Internet Marketing Research: Theory and Practice, Ook Lee, ed., Hershey, PA: Idea Group, 209–16. ^ Lee, J.; Ham, C.; Kim, M. (2013). \"Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action\". Journal of Interactive Advertising. 13 (1): 1– 13. doi:10.1080/15252019.2013.768048. S2CID 145332829. ^ The Sage international encyclopedia of mass media and society. Merskin, Debra L. Thousand Oaks, California. 2019. ISBN 978-1-4833-7551- 9. OCLC 1130315057. ^ \"Content Marketing\", The SAGE International Encyclopedia of Mass Media and Society, SAGE Publications, Inc., 2020, doi:10.4135/9781483375519.n154, ISBN 978-1-4833-7553-3, retrieved 2020-04-19 ^ Chandler, Daniel. (March 2016). A dictionary of social media. Munday, Rod., Oxford University Press. (First ed.). Oxford. ISBN 978-0-19-180309- 3. OCLC 952388585. ^ Patrutiu-Baltes, Loredana (2016). \"Inbound Marketing - the most important digital marketing strategy\". Bulletin of the Transilvania University of Brasov. Economic Sciences. 9: 61–68 – via ProQuest. ^ Jump up to:a b Tiago, Maria Teresa PinheiroMeloBorges;Veríssimo, José Manuel Cristóvão (2014). \"Digital Marketing and Social Media; Why Bother?\". INBAM, Business Horizons. 57 (6): 703– 708. doi:10.1016/j.bushor.2014.07.002. ^ Jump up to:a b c d Ramsaran-Fowdar, RoomaRoshnee (2013-03-31). \"The Implications of Facebook Marketing for Organizations\". Contemporary Management Research. 9(1): 73–84. doi:10.7903/cmr.9710. ^ Jump up to:a b c d Parsons, Amy L.; Lepkowska-White, Elzbieta (2018-04-03). \"Social Media Marketing Management: A Conceptual Framework\". Journal of Internet Commerce. 17 (2): 81– 95. doi:10.1080/15332861.2018.1433910. ISSN 1533-2861. S2CID 158177839. ^ \"ICC Code, Digital Interactive Media - ICC Codes Centre\". codescentre.com. Retrieved 17 October 2015. https://www.wordstream.com/pay-per-click-advertising https://corporatefinanceinstitute.com/resources/knowledge/ecommerce-saas/pay- per-click-ppc/ www.advertise.bingads.microsoft.com The Ultimate Guide to PPC Marketing is producedbyHanapin Marketing, 19 CU IDOL SELF LEARNING MATERIAL (SLM)
https://www.ppchero.com/ppc/ https://sproutsocial.com/insights/digital-marketing-tools/ https://blog.hubspot.com/marketing/digital-marketing-tools https://digitalmarketinginstitute.com/resources/lessons/introduction-to-digital- marketing_tools-for-digital-marketing_mocf https://www.reliablesoft.net/website-marketing/ https://www.netscapeindia.com/role-of-website-in-digital-marketing-for-every- business https://www.brafton.com/blog/distribution/website-marketing-the-definitive- guide/ 20 CU IDOL SELF LEARNING MATERIAL (SLM)
UNIT– 9: DIGITAL MARKETING TOOLS- II STRUCTURE 9.0 Learning Objective 9.1 Introduction 9.2 Search Engine Optimization 9.2.1 Mozlow’s critical needs of SEO 9.2.2 SEO Techniques 9.3 SEM 9.3.1 How SEM works? 9.3.2 SEM Overview 9.3.3 SEM Techniques 9.3.4 Keywords 9.3.5 SEO vs SEM 9.4 Blogging 9.4.1 Blog Marketing 9.4.2 Recent statistics 9.4.3 Importance of blogging 9.5 Classifieds 9.5.1 The use of Classifieds Ads in SEO 9.5.2 Benefits of classifield SEO Ads 9.5.3 Things to keep in mind 9.5.4 Classifield AD Posting 9.6 Keywords 9.7 Learning activity 9.8 Unit end questions 9.9 References 9.0 LEARNING OBJECTIVES After studying this unit, the student will be able to To know the importance of digital marketing tools such as SEO, SEM, Blogs and classifieds To learn the applicability of keywords in digital marketing To understand Search Engine Marketing 9.1 INTRODUCTION Each search engine uses tracing software for websites for their indexing. Thesoftware used is known as Internet bot, Web crawler or Web spider, and periodically tracks the 1 CU IDOL SELF LEARNING MATERIAL (SLM)
Web looking for new content or modifications on sites. The search engine processes Web tracking, while it uses its own algorithm to classify websites and offer its results, as well as their order, depending on the search termsused. Therefore, both in order to improve the organic result (SEO) and to improve the efficiency of advertising campaigns (SEM), selecting a specific search engine is of essence. Despite the fact that there are several search engines available (Ask, Bing,Yahoo!, AOL, Baidu, Yandex, etc.), Google ranks as the search engine with the deepest worldwide penetration. In fact, Google is the search engine with the highest market share in most countries in the world. In countries such as Japan, Russia, China and North Korea, it ranks second. In order to optimize resources for positioning, organizations need to adapt to the search engine’s algorithm most widely used when speaking about positioning in browsers, usually meaning SEO and SEM action in Google. Google started in 1998, and in a few years, it became a world reference, thanks to an innovation they introduced in the result system: PageRank. This algorithm gives marks to each page depending on the quality of their incoming links; thus, the results are more closely adjusted to Web searches. In recent years, Google has introduced changes in its algorithm in order to avoid anomalous positioning and bad practices in its results. Thus, Panda (2011) and Penguin (2014) have refined their positioning criteria. 9.2 SEARCH ENGINE OPTIMIZATION One of the simplest ways to succeed in new customers is to form sure your site’s appearing when your customers are checking out answers to their problems or questions you are doing this through program optimization (SEO)— optimizing your site within the right thanks to improve the rank of your results when people look for terms associated with your market. 2 CU IDOL SELF LEARNING MATERIAL (SLM)
Google accounts for nearly 90% of the searches on desktop, so if you would like to travel direct to the source, read their SEO guide to assist the indexing of your site. this may happen automatically Google’s ‘spiders’ continuously crawl, categorize, and rank all web page against an enormous number of measurements. Then, to deliver the right information to users, search engines analyze two factors: Relevancy between the search query and the content on a page. Search engines assess it by various factors like topic or keywords. Work to improve relevancy is called on page SEO. Authority is measured by a website’s popularity on the Internet. Google assumes that the more popular a page or resource is, the more valuable it is to readers. How does a website become more popular? You can tell if a website is popular if other websites link to it. For example, if you have 10 websites that link to your website, your website will be more popular than a website that has 5 websites linking to it. Work to improve authority is called off-page SEO. Checklist When you’re looking at your site’s content, make sure it’s: Relevant — update it regularly and use the same words people are searching to find your product or service. Easy to read — don’t use images as headlines, and make sure description tags for pictures or videos are accurate. Credible — if another site links to yours, that’s a vote in your site’s favor. So if other people have recognized this expertise by linking back, that will help. Honest — similarly, if you try to load up your site with keywords or links on hidden pages that are intended to be seen by crawlers but not customers, that counts as deception and can incur a ranking penalty. Well-built — if it’s easy for people to navigate, Google will probably like it. Make sure the links to your sub-pages are logically named, and minimize add-ons like auto-playing videos or pop-ups asking for email addresses. You’ll also want to make sure that your site loads quickly. Accurate — like most people, Google doesn’t like spelling mistakes or broken links. They can count more than you might expect. Optimized for mobile — more people now search on mobile over desktop, so sites which are more mobile-friendly are rewarded over those which are not. 3 CU IDOL SELF LEARNING MATERIAL (SLM)
9.2.1 Mozlow’s critical needs of SEO If you need a comparison to traditional marketing strategies, then think of SEO like supercharged business listing in a phone book. Rather than paying for a large ad in the yellow pages, SEO tactics can help your business listing reach the top of the page where interested customers can easily spot your information. When customers have a need, one of the first things they do is turn to a search engine. SEO ensures that your business is front and center, enabling a steady flow of traffic to your website. 9.2.2 SEO Techniques SEO positioning is improved by performing on two aspects: internally or externally, counting on the control level that the Webmaster has over the web site . Internal SEO means undertaking actions to enhance content, code and/or accessibility, aspects associated with the web site to be controlled by the Webmaster or company. Regarding this, keywords must be adapted to the website.Such keywords must be included on: Title tag: the website title, visible on the top bar of the browser. Meta tags: even though they are losing importance (especially meta tag keywords),meta tag description is very useful, both for Web crawlers and for users, as the content of that tag is used as a rich snipped in the browser results. 4 CU IDOL SELF LEARNING MATERIAL (SLM)
Links: using keywords on friendly URLs. Content: keywords must be within the content of the website. In order to be considered relevant, the content of each website has to be over 300 words and the position and density of keywords have to be looked into. Regarding location, so as to optimize the utilization of keywords, they need to be placed near the online heading and on the title or subtitles of the text. Likewise, so as to enhance positioning, the density of keywords should be over II Chronicles but not over 5 just so that browsers don't penalize the location. With the newest update of Google’s algorithm, content has become more important. Offering original and quality content is one among the recommendations by Google for those that want to urge started within the optimization for Web searches. aside from selection and use of keywords, improving Web positioning requires the event of other actions on the website’s structure and code. for instance , having a sitemap helps Web crawlers index the web site . A sitemap may be a file with different URLs that structure the web site . Another action during this line is to point to Web spiders which content has relevancy and which isn’t, in order that they trace it (or not) and index it (or not). This action is completed through the robots.txt file, located on the basis directory of the web site . On the opposite hand, external SEO focuses on aspects that are less controllable for the corporate , for instance incoming links (coming from other websites), with the goal of gaining popularity and better quality of the links. A link is perceived as a top quality link when it's created by a site or reference platform from the world the corporate is in and/or that works on an equivalent topic. Since 2012, Google penalizes malpractice associated with external links, for instance link farms (group of internet sites that each one hyperlink to each other site without having any sort of theme or sector link); therefore, it's important to figure so as to make quality links to other websites relevant for the world .This technique is known as link building and can be implemented through concrete actions such as: Exchange of links between different websites sharing themes and content. Links from social networking sites such as forums or social networks, adding the link and the signature to the message or the content shared. Link baiting: publishing content that encourages visitors to create links from their websites to that content. The key to success lies in their viral or mimetic nature, and though it's a way that's difficult to master, the results are outstanding. Quality external links could even be improved by registering an internet site on general or theme-based directories. This practice is not any longer used since Google stopped considering them in their update of the algorithm in 2013. 5 CU IDOL SELF LEARNING MATERIAL (SLM)
On-Page SEO Audit An On-page SEO audit will offer you a thought of how SEO-friendly your website is overall. this is often where you optimize your website around keywords that your target customer searches for in Google, Bing and other search engines. for instance , one on- page SEO best practice is to incorporate your main keyword in your title tag, meta description and webpage URL. Here’s how you do it: Get a list of your pages Export all of your site pages to a spreadsheet, sort them by the most frequently visited Once you’ve completed your keyword research, take your keyword categories and see which fit best by page. Add that category into a column alongside the page name Add another column for any keywords you’ve not currently got covered Now, You’ll need to work in those keywords to your priority pages on, especially within your metadata. Metadata tells search engines what your content is about. Metadata includes things like your pages’ Titles, Descriptions, Headings & Content, Images Titles & Alt Text, URLs Off-Page SEO Off-page SEO is all about getting trust and authority signals from other websites. This mainly involves building high-quality backlinks to your site. But Google may also use other off-page signals to size up your site’s authority, like E-A-T and social media sharing. Technical SEO Here’s where you make sure that Google and other search engines can crawl and index all of the pages on your website. Technical SEO also includes things like making sure your pages load quickly. And that your site architecture is set up correctly. User Interaction Signals The way that users interact together with your site helps Google find out if your page may be a good match for someone’s search. for instance , if your page features a high bounce rate, that would be a symbol that your page isn’t giving someone the solution to their query. And if Google considers your page a nasty fit that keyword, they will drop your rankings down a touch bit. Or completely off of the primary page altogether. Black Hat SEO The importance of search engines as ways to access information of an internet site has opened an area for a replacement professional profile: optimizer of search results— organic or paid—to increase traffic to websites. These experts master the algorithm of 6 CU IDOL SELF LEARNING MATERIAL (SLM)
browsers and may make the simplest of the websites. This mastery allows them to understand the bounds of the browser and implement anomalous SEO improvement. Black Hat SEO may be a set of practices that attempt to illicitly improve the positioning of an internet site within the search results. Such practices are against the standards of search engines. during this sense, each update of the search algorithm penalizes a number of these practices and finds out which websites have improved their positioning using them. One of the oldest Black Hat SEO practices is to put keywords or links of an equivalent color on the website’s background. The text, invisible for users, is indexed by search engines, increasing the density of keywords and therefore the number of outgoing links. This practice is named hidden text and lost momentum when Google started penalizing keyword density over 5 %. Another type of Black Hat SEO practice are the above-mentioned link farms, a set of artificially connected websites through incoming and outgoing links. This practice tries to manipulate the popularity of these websites presenting them to the search engine as more relevant sites and, therefore, suited for better positioning. 9.3 SEM Search engine marketing (SEM) may be a sort of Internet marketing and digital marketing strategy that involves the promotion of websites by increasing their visibility in program results pages (SERPs) primarily through paid advertising. SEM may incorporate program optimization (SEO), which adjusts or rewrites website content and site architecture to realize a better ranking in program results pages to reinforce pay per click (PPC) listings. While the industry term once mentioned both organic search activities like program optimization (SEO) and paid, it now refers almost exclusively to paid search advertising. With an increasing number of consumers researching and buying products online, program marketing has become an important online marketing strategy for increasing a company’s reach. In fact, the bulk of latest visitors to an internet site find it by performing a question on an enquiry engine. In program marketing, advertisers only buy impressions that end in visitors, making it an efficient way for a corporation to spend its marketing dollars. As another bonus, each visitor incrementally improves the website’s rankings in organic search results. Since consumers enter search queries with the intent of finding information of a billboard nature, they're in a superb state of mind to form a sale, compared to other sites like social media where users aren't explicitly checking out something. Search marketing reaches consumers at precisely the right time: once they are hospitable new information. Unlike the bulk of digital advertising, PPC advertising is non-intrusive 7 CU IDOL SELF LEARNING MATERIAL (SLM)
and doesn't interrupt their tasks. Results are immediate with SEM. It is arguably the fastest means to drive traffic to a Website. 9.3.1 How SEM Works? Search engines use complicated algorithms to make sure the foremost relevant results are returned for every search, including location and other available information. In paid search advertising, sponsored ads appear at the highest of and on the side of program results pages to realize more visibility and prominence than the organic results. Let’s say that you simply are a customer trying to find a product or service online. You attend an enquiry engine and sort in your search terms (also referred to as keywords). In your search results page, you'll encounter various company ads whose keywords match the keywords in your search. These ads appear in prominent locations on the page – alongside the opposite search listings that match your keywords. The paid listings are highly relevant to your specific search, making it likely that you simply will click on them. Now let’s take a look at how SEM campaigns work from the marketer’s perspective. SEM networks are self-serve operations. Once a marketer selects a network, he or she can get a campaign up within a short period of time. When setting up a campaign within an SEM network, the marketer is prompted to: Conduct keyword research and select a set of keywords related to their website or product; Select a geographic location for the ad to be displayed within; Create a text-based ad to display in the search results; Bid on a price they are willing to pay for each click on their ad. Text-only ads are easy to produce. Marketers enter a headline, text for the body of the ad, a call-to-action and a URL for the hyperlink. Search engine marketing is considered by many to be the most efficient way to spend marketing dollars. Examples of Search Ad Networks The two primary search networks that SEM professionals target are Google Ads (formerly Google AdWords) and the Bing Ads. Google AdWords is actually two networks: Google Search Network and Google Display Network. The first network consists exclusively of search-related websites owned by Google, while the second includes properties such as YouTube, Blogger and Gmail. The Bing Ads allows customers to buy ads on both the Yahoo’s network of websites and Bing’s network.While Google Ads is a much larger network (around 2x the size), the pricing is often lower on Bing Ads. Marketers may be able to get a better rank for a competitive keyword phrase for less than they get on Google. And some report that the clickthrough rates are higher as well. 8 CU IDOL SELF LEARNING MATERIAL (SLM)
9.3.2 SEM Overview Remember: SEM is a high-level term that includes SEO. So everything that I just outlined above for SEO also applies to SEM. But in addition to SEO, SEM also includes PPC. And PPC is a field that has its own set of features, best practices and more. Bidding: Whether you use Google Ads or Bing Ads, paid ads in search is all about bidding. With PPC, you bid on a specific keyword. And when someone searches for that keyword, your ad shows up. The rankings of the ads are usually proportional to how much someone is bidding. So if you’re the highest bidder, you’ll appear above all of the other ads.And when someone clicks on your ad, you pay whatever amount that you bid. The amount that you pay when someone clicks on your ad is known as cost per click (CPC). Quality Score: Quality Score is a super important Google Ads metric. It’s basically Google’s way of figuring out if your ad is a good match for whatever someone’s searching for. Google calculates Quality Score based on a combination of click through rate, the quality of your landing page and your Google Ad account’s overall Quality Score. And if your ad has a high Quality Score, you’ll get a discount on each click. Ad Copy: Writing compelling ad copy is a HUGE part of doing well with PPC. Why? Great ad copy=high CTR. And a CTR means a good Quality Score. Which means that you pay less for the same click. The opposite is also true. If your copy doesn’t push people to click, your Quality Score will suffer. And your PPCs will start to get super expensive. Ad Groups and Account Management: Here’s where you use the data in your Google Ads account to optimize your ad spend. 9.3.3 SEM Techniques SEM campaigns require being conversant in the keywords that are associated with the business one tries to market . Each click of a user who isn't a part of the target is lost money. In order to optimize a marketing campaign using browsers, one has got to know the structure of a billboard .a billboard usually features a title of but 25 characters linked to the destination site: a clear URL, which require not be the destination site URL, and two lines of text, around 35 characters per line. The content of these texts must be carefully decided because it must create interest in users, especially within the body of the message because the ad are going to be placed on locations where only one line are going to be visible. 9 CU IDOL SELF LEARNING MATERIAL (SLM)
The most important ad platform for browsers is Google AdWords, which operates its own program and a network of associated websites (display network). so as to possess SEM in Yahoo or Bing, the 2 other most generally used search engines, Bing Ads has got to be used. In order to successfully develop a SEM campaign, one has to consider the following questions: An ad must have the keywords of the destination site. If keywords that are different from the content of the website are bought to raise interest in users, many hits will be registered, but they will lack any value and shall only waste resources. Ads ready to pay more per word will be placed at a better spot. The value of keywords correlates with demand. Ads with more clicks are located in a better position. When designing a text, the most important aspect is that it matches the searches of users, in order to optimize the click ratio: concordance can be wide, of a sentence, exact or negative. A/B Testing Since you are already making an investment in search engine marketing to bring traffic to your website, it is a worthwhile effort to optimize that traffic for conversions and increase the efficiency of your spending. A/B testing your landing pages is an easy way to maximize your spend, either by optimizing for average order value or revenue per page. Optimizing your landing page can increase your Quality Score with search engine marketing networks, thus reducing your average CPC. Optimize – and other platforms like it – can help you easily structure and implement your A/B tests, offering real-time results to give you confidence in your business decisions. Optimize has integrations with popular ad networks such as Google Ad words and Face book that make setting up ad- related experiments quick and easy. 10 CU IDOL SELF LEARNING MATERIAL (SLM)
9.3.4 Keywords Keywords are the terms or phases that users use to look something on Internet. When trying to position a site using some search criteria, several words are used for every keyword, avoiding generic terms in the least times. These words are going to be increased and/or modified with time. The extent of use of those keywords on a specific website is additionally important, because it is checked against the entire number of words on the online page. the share obtained is understood as keyword density, and it must be over II Chronicles and below 5 %. Likewise, in many sectors, several websites want to position themselves with an equivalent keywords. The degree of competition to position an internet site over another one using an equivalent keywords is named keyword competence. The SEM section is especially relevant, as there's more competition and this may increase the costs to urge those keywords. Tools to Select Keywords In order to select the keywords, a manual list is prepared with the marketing and site goals to be optimized. This manual list can be filtered and improved using some useful Web services. Google Trends is a Google tool showing quantitative data regarding term searches by their users. The evolution of Web searches of one or several terms can be observed, thanks to this service by using three parameters: Time trend or interest through time, from 2004 until the present Seasonality throughout the year, to be chosen since 2004 (the year the service started) Location, so that the result can be shown in global terms or per country Google Trends provides information regarding how certain search terms behave within the end of the day , and this is often quite useful to discard or optimize an inventory of keywords before implementing them on an internet site . Google AdWords may be a PPC (Pay Per Click) advertisement management platform by Google and thus the SEM of this browser. This platform includes a keyword measurement tool called Keyword Planner. Keyword Planner offers information on the potential performance of a term list with data regarding the typical monthly searches and competence of keywords for SEM campaigns. thanks to this, Keyword Planner becomes another value tool to pick keywords. Other interesting tools to plan keywords are Uber suggest, which suggests alphabet-based replacement terms for a keyword; Soovle to suggest added value keywords for the foremost important search engines; or SEMrush to watch competitors. 11 CU IDOL SELF LEARNING MATERIAL (SLM)
A successful keyword research accomplishes 2 things. It helps the proper people find you and improves the program ranking of your posts and pages. And if you are doing it correctly, you won’t need to spend money on pay-per-click (PPC) ads. Poorly chosen keywords, on the opposite hand, leave your website in obscurity. Even worse, they will damage your rank if they don’t line up with the customer’s intent. As you are doing your SEO keyword research, you would like to think about the buyer’s intent behind particular phrases and whether your content matches it. There are 4 primary types of search intent. Informational (your prospects want to learn something) Navigational (they are looking for a specific company or website) Transactional (they are comparing specific products and are almost ready to purchase) Commercial (they are prepared to buy now) When your content matches the shopper’s intent, they stay on your page longer. This helps you rank with search engines and build relationships with consumers. User intent trigger phrases Each of the 4 main types of user intent listed above is associated with specific kinds of keyword searches. Choosing the right trigger phrases to include will help you target users who are searching for the type of content you are offering. Informational Prospects looking for information will be asking questions like who, what, when, where, why, and how. Informational searches could include phrases such as “signs of lactose intolerance,” “best recipe for baked chicken legs,” or “history of Dayton, Ohio.” Navigational Navigational searches often include the name of the business or request key details about them. For example, “Bank of America login” or “LA Fitness hours.” Transactional Transactional search trigger words include “reviews,” “compare,” “best,” “vs.,” and “top 10.” These shoppers are close to buying and are examining their options to decide which product or service is their best fit. Commercial Commercial searches are used by prospects who are ready to buy. They include brand names, specific products (“Android phone,” “Ledger Nano key”), product categories (“floral dresses,” “cast iron pans”), and words such as: 12 CU IDOL SELF LEARNING MATERIAL (SLM)
Buy Discount Shipping Coupon Join Subscribe If you are selling a product, you’ll want to use transactional or commercial search trigger words. Include these keywords in the title, meta description, and on-page copy (like headers) of your webpage to help you rank for searches where people have more intent to buy. keyword types and terms To get the most from your keyword research, you should know a few basic terms. Focus keyword A focus keyword or phrase accurately describes the content of your blog post or page. It is the primary word or phrase you want the page to be found for in Google. If your post is long, you may have several target keywords, but your focus keyword will be in the title, URL, meta description, and text. Long-tail keywords Long-tail keywords contain 3 or more words. They are specific phrases that shoppers are more likely to use when they’re further along in the buying cycle or when they’re using voice search. A long-tail keyword strategy is particularly valuable when there’s a lot of competition in your market. Instead of competing to rank with short, popular phrases, you can set yourself apart by targeting long-tail keywords. In general, long-tail keywords bring in more qualified traffic to your website. A user searching for “toaster” could be at any stage in the buying or research process or might simply need an image of a toaster. A shopper who types in “4 slice chrome toaster” has a specific idea of what they want and might be ready to buy. Search volume Search volume is that the average number of monthly searches for a keyword or phrase. you'll search the worldwide search volume for a keyword, otherwise you can narrow it right down to a selected city, county, state, or country. a better search volume means more potential traffic for you and your website. Competition 13 CU IDOL SELF LEARNING MATERIAL (SLM)
An essential goal of keyword research is to rank in Google and other search engines for your target phrases. Competition tells you ways difficult it's to try to tothat. Your ideal keyword features a high search volume in your target market but low competition. If you target keywords with an excessive amount of competition, you’re setting yourself up for a difficult fight. Suppose you’re during a highly competitive industry. therein case, it’s better to concentrate on long-tail keywords with a lower search volume and fewer competition than to undertake to rank with highly competitive keyword phrases. It’s crucial to notice that paid competition and organic competition are separate. Google’s free Keyword Planner will tell you ways competitive a keyword is for paid traffic. Sometimes, that correlates with organic traffic. However, to urge that kind of insight, you’ll need to subscribe a paid research tool like Ahrefs or Ubersuggest. 9.3.5SEO Vs SEM The main difference is that program Optimization (SEO) is concentrated on optimizing an internet site so as to urge traffic from organic search results. On the opposite hand, the goal of program Marketing (SEM) is to urge traffic and visibility from both organic and paid search. Google’s search results are divided into two main categories: the paid search results and therefore the organic search results. The goal of SEO is to rank your website within the organic search results. you'll also get your website within the paid area of the search results via pay per click (PPC). SEO is where you focus 100% on ranking within the organic results. SEM is once you tap into both SEO and PPC so as to urge traffic from search engines. One of the most differences between SEO and SEM is speed. the very fact is, SEO takes time. tons of your time . Especially if your site is new and doesn’t have tons of backlinks yet. In fact, an analysis by Ahrefs found that it takes a mean of two years to rank on the primary page of Google. and lots of of the top-ranking pages were first published 3+ years ago. This doesn’t mean that you simply should expect it to require 2 years to rank in Google. If you target long tail keywords and implement SEO best practices, you'll start to ascertain some results within a couple of months. On the opposite hand, if you focus your SEM efforts in PPC, you'll start to ascertain results just about instantly. you'll run a billboard within the morning, and begin to urge traffic and conversions within the afternoon. But that doesn’t mean that you’ll get an ROI on day 1. In many cases, it can take months of testing and tweaking to urge a positive ROI from PPC. Even so, there’s no doubt that PPC starts working far more quickly than SEO. 14 CU IDOL SELF LEARNING MATERIAL (SLM)
9.4 BLOGGING What if there was one digital marketing strategy that might increase your leads by 67 %, make it 13 times more likely that you simply would enjoy a positive ROI for your effort, and assist you to receive 97 percent more links to your website? That essential piece of digital marketing strategy is business blogging. If you've got embraced digital marketing as how to succeed in more of your B2B clients, you recognize that your website is vitally important to the method . Effective blogging is an important a part of an overall digital marketing strategy. It drives traffic to your website, generates new leads for your company, helps you nurture those leads, and provides you increased insight into your customer base. Blogging is cost- effective and yields measurable leads to terms of positive ROI. The term blog comes from the mixture of \"web\" and \"log\" or \"weblog,\" and was eventually shortened to \"blog.\" within the 1990s when blogs first appeared, they were primarily online diaries, where people would offer personal accounts of their lives. They since have grown to incorporate writing and media on topics like news, politics, music, food, business, and far more—there are even blogs about blogging. Like many new resources that crop up , visionary entrepreneurs recognized the blog format as a marketing tool and commenced using it to supply information and updates to their customers, and as how to attract new business. From there, blogging grew into a replacement and effective marketing strategy. So, how does blogging help your website do its job? Blogging helps in several ways. SEO and Traffic First, believe the way a client searches for your website. In most cases, the client might not remember of your business name. He or she is just typing an issue or search query into an enquiry engine box somewhere. as an example , if the name of your company is XYZ Inc. and you sell widgets, your potential client is more likely to type in \"widget sales\" than \"XYZ Inc.\" 15 CU IDOL SELF LEARNING MATERIAL (SLM)
So, so as for your client to seek out you, your website must be ranking with search engines. By posting regular, high-quality blogs on your website crammed with relevant content about the acceptable keywords and search phrases your client are going to be using to seek out you, you'll acquire a better page rank with search engines. the upper your rank, the more likely your website is to be seen and therefore the more traffic you'll have. So, business blogging helps with SEO. The more consistent an individual blogs then the more frequent the program spiders will come and crawl your site. once they come and crawl your site and see new content, they're going to determine that your site is active, is being managed and typically more relevant than static websites. Our motto for the past several years has been your website must be more sort of a publication and fewer sort of a brochure. Lead Generation, Nurturing, and Conversion Once you've got all that traffic coming to your site, an honest blog will keep your clients curious about interacting with you. By providing content via your blog that answers client questions, addresses issues your clients have, and offers real solutions, you'll turn traffic into qualified leads. As leads come again and again to read your latest blog post, you're building a relationship with those leads, nurturing them through the customer journey. you're building trust and establishing your brand. The result? When it's time for your results in make a purchasing decision, your brand are going to be top of mind for them. that's when conversions happen. Insight into Your Audience Blogging also helps you develop your detective skills in two important ways. First, arising with topics for a daily blog causes you to need to think like your audience thinks. When writing an honest business blog, you're constantly asking yourself what the reader wants to understand , the way to best impart that knowledge, and the way to maneuver the reader to require action. Secondly, capturing analytics for your blog reveals much about the way your web visitors think and feel. Blog analytics allow you to work out what topics are hottest among your readers, which content they share on social media, and even what time of day they read your content. The more you recognize about your leads, the more empowered you're to nurture them and obtain all of them the way through the sales funnel. 9.4.1 BLOG MARKETING Blog marketing is that the process of reaching your home business' target market through the utilization of a blog. Initially, business owners had a blog break away their websites, but today, you'll easily integrate the 2 to form it easier for you to manage, also as easier for visitors to access. Many business owners use a blogging platform, like WordPress, for both their website and blog. Further, as blogging has grown in ease and recognition , 16 CU IDOL SELF LEARNING MATERIAL (SLM)
many of us have created businesses from blogging all on its own, as against having a business first then blogging. for instance , some food blogs are businesses in and of themselves. Blogging is super important when it involves marketing. It can increase your leads by 67% and obtain you up to 97% more links to your website. Blog marketing is any process that publicizes or advertises an internet site , business, brand or service via the medium of blogs. This includes but isn't limited to marketing via ads placed on blogs, recommendations and reviews by the blogger, promotion via entries on third party blogs and cross-syndication of data across multiple blogs. It is through the well-written and informative blogs that the visitors are ready to gain extensive knowledge about your business and therefore the products and services that it's to supply . With blogging, you're ready to form a crucial medium to convert visitors into customers. An effective digital marketing strategy always revolves around a business’s website. the upper number of individuals you're ready to attract towards your website, the more people you change . A well-executed blog can create relevant content for your visitors also as existing customers. Social Media Platforms like Facebook, Twitter, LinkedIn, Instagram and Pinterest can help boost your blog views. Creating a link to any of your social media platforms will make sure that your social media followers will scroll through your blogs which might indirectly help to extend the conversion rate. this may also give your social media followers a reason to click through to your website. Simple Steps for Blog Marketing Starting a blog and using it to promote your business can be set up within minutes. It's the ongoing management and marketing that will take time. Make a Blog Marketing Plan: What are you going to share on your blog? News, tips, resources, etc? How often will you update your blog? (Daily, weekly, etc.) Create Your Blog: Decide on your blogging platform, and set it up, including customization that fits your business. Be sure to use the same logo on your blog as on your website (if you have a separate website) to retain consistency. If you use a free blog platform (not recommended for business blogging), have a domain name pointing to the blog to make it easier for consumers to get to your site. Fill Your Blog with Several Posts ASAP: Readers don't like to visit a blog with only one or two posts. Add ten or more posts quickly to start out, and then switch to your regular post schedule. 17 CU IDOL SELF LEARNING MATERIAL (SLM)
Market Your Blog: It's very easy to integrate social media into your blogs so that your blog posts go out to your followers. Include your blog on your marketing materials as well. Reply to Comments: Remember, blogs are social, so people will ask questions, provide feedback, or share their opinion. Delete spam posts. Use Your Blog to Encourage Email Signups: Signups are another great way to keep people who are interested in your business coming back to your blog, which again, gives them more opportunity to spend money with you. Blog Advertising Ads on blogs can be in the form of banners, text links, streaming video, audio clips, flash animation and even plain text. Most blog-based advertising involves payment in some way or the other to the blog owner. Owners of popular blogs will typically capitalize on their readership numbers via a combination of ad formats and Google AdSense ads. Recommendations & Reviews A nod from a trusted blogger can result in considerably higher sales for the recipient. Trusted figures in industry, popular product reviewers and critics often maintain blogs where they provide information about their experiences with some products and services. Readers tend to trust these reviewers and critics more as they are often unbiased. Businesses, however, do pay popular bloggers to review or mention their products. Examples of popular technology blogs that provide a lot of product reviews include Engadget and Tech Crunch. Viral Marketing The greatest power of blog marketing comes from the viral effect of some blog posts. News travels very fast via blogs. Readers pick up interesting stories and blog about them on other, third-party blogs. Their readers in turn spread the word to others. All this is done at very little cost to the advertiser, and often has a snowball effect that can be started off with just a few strategically placed blog entries and comments on others’ blogs. While blog marketing presents a fantastic opportunity for marketing agencies and businesses, it can be a dangerous medium, as originators often have very little control over the message that gets spread. If users perceive the blog marketing effort to be objectionable, they can easily turn the tables and create a PR nightmare for the advertisers. Pros of Blog Marketing 18 CU IDOL SELF LEARNING MATERIAL (SLM)
The very nature of blogging makes them ideal for marketing since they provide new content to draw people back and offer a way for consumers and businesses to interact. Here are a few other benefits: 1. Inexpensive to Start and Run: For the cost of a domain name and web hosting, you can have a customized blog marketing setup. 2. Easy to Use: Most blogging platforms are simple to use. If you can copy, paste, type, drag and drop, and upload, you can have a professional-looking blog. 3. Builds Website Traffic: Offering tips, updates, and other new content gives people a reason to come and return to your business website, which gives them the opportunity to buy. 4. Improves Search Engine Ranking: Google, in particular, likes to find and rank new content. For that reason, many entrepreneurs use blogging specifically for search engine optimization (SEO). 5. Allows You to Gain Trust and Credibility: People like to know who they're doing business with. With a blog, you can prove you're an expert and provide helpful tips and other valuable information—all of which help consumers feel good about spending money on your product or service. 6. Engages Your Market: While most businesses now use Twitter and other social platforms more than blogs for engagement, blogs can allow you to have a conversation with your market. This gives you the opportunity to build trust and rapport, as well as get feedback and provide customer service. 7. Creates More Opportunities for Revenue: You can accept advertising, promote affiliate products and get sponsors, adding additional sources of revenue to your business. The Cons of Blog Marketing Like just everything else in life, there can be a downside to blogging. 1. Can Be Time-Consuming: Creating new content and updating your blog can take a significant amount of time. Hiring freelance writers and a virtual assistant can help. 2. Needs a Constant Stream of Ideas: Along with time, thinking of new content ideas is one of the biggest challenges bloggers face. 3. It Can Take Time to See Results: It can take time to begin building an audience for your blog—you won't necessarily see traffic right away. 4. It Needs to Be Marketed Too: You're using the blog to market your business, but for it to work, people need to know about it, which means you have to find your target market and entice them to your blog. 19 CU IDOL SELF LEARNING MATERIAL (SLM)
9.4.2 RECENT STATISTICS (2020) Marketers who prioritize business blogging efforts are 13x more likely to see positive ROI -HubSpot People will tend to read blogs with titles between 6-13 words. These blogs get the most consistent amount of traffic and hits -HubSpot 60% of consumers feel engaged/positive with a brand or business after reading custom content on their blog -Content Plus 47% of B2B buyers read 3-5 blog posts or content pieces prior to talking with a salesperson -DemandGenReport 82% of marketers who blog consistently see positive ROI from inbound links and increased rankings in search engines -State of Inbound 1 in 10 blog posts are “compounding”, meaning that organic search steadily increases their traffic over time and improve lead generation -HubSpot compounding blog post generates as much traffic as 6 regular posts combined - HubSpot When it comes to executing a successful digital marketing strategy, blogging is still a very powerful key component. Building trust with your customer is crucial and important in growing your business. Quality content on your website displays how well-versed you are with your products and services as well as the market it is in. It is imperative to understand and appreciate the need for consistent and interesting content . This is vital for growth, gain and success. 9.4.3 IMPORTANCE OF BLOGGING Blogs form a crucial medium to convert the visitors into your customers. The four reasons mentioned below effectively highlight the importance of blogging in digital marketing: 1. Generating traffic: A productive digital marketing strategy always revolves around a company’s website. The more the amount of individuals you're ready to attract towards your website, the higher the conversion rate. With the assistance of a blog, you'll create relevant content for your visitors also as existing customers. If you have already got an account on social media platforms like Facebook, Twitter, LinkedIn etc then you'll post links of your blog articles on these platforms with relevant visuals. this may make sure that your social media followers will scroll through your blogs which might indirectly help increase the conversion rate also . 2. Improve SEO and SERP: An updated website are some things which the Google, also as your audience will find worth watching . Addition of latest content to your website also can assist you to enhance 20 CU IDOL SELF LEARNING MATERIAL (SLM)
your rankings on the Google program Results Page (SERP). Plus this also helps you to use specific keywords about your business or service which helps to spice up your search keywords. Although it's very difficult to regularly update your static contenti.e. your service or product pages, you'll add some interesting new articles from your team members by getting them to share their experiences at events otherwise you can even write on the newest trends within the industry. 3. Bolster brand position: Detailed blogs are a superb way of strengthening the image of your brand within the market. Posting new and informative content on your website not only shows your knowledge about the merchandise but also will help to display your skills and services to potential customers. If you're a retailer then you'll write on your products in order that customers will visit your website and can cause you to their knowledge source before buying anything. just in case you're in B2B, then you'll post well-researched content about the services that you simply offer. 4. Improves customer engagement: Your prospective client would want to find out about your product intimately from your website and posting that required content is that the best thanks to strengthen the reference to them. Blog posting helps you to directly engage with user queries and questions which otherwise are left unattended on the web site . These questions assist you to understand whether your customers are becoming the knowledge that they have from your blogs and also helps to know if your keywords are performing well. Building trust together with your customer is a crucial pillar in growing your business. Quality content on your website displays how well-versed you're together with your products and services also because the market. it's vital to know the necessity for a daily , interesting content vital to your website’s success and assigning the required resources to urge it done effectively. 9.5 CLASSIFIELDS You must have seen classified advertisements in newspapers. When such ads are posted on online media like news portals, e-magazines, blogs etc., they're mentioned as classified SEO ads. they're not only cheaper than other sorts of advertising, but they're often free to be used , and may be an excellent thanks to increase the visibility of your blog or your brands. Whether you've got a little business or a startup, or if you're a private owning a blog, you'll enjoy classified SEO ads, and not only use them to extend your visibility but also recover revenue. The most common use of advertisements is in optimizing the traffic on the web site or blog. But the utilization of advertisements must be done smartly so on get the simplest benefit out of it.Website traffic isn't a static target and is more like flowing water. 21 CU IDOL SELF LEARNING MATERIAL (SLM)
Promotional activities must be smartly done in order that they will end in improved sales and better profits. you'll target better website traffic if you enter for paid advertisements , but that's difficult if your funds have dried up. Free classifieds are then the simplest answer . When you use free advertisements, you've got twofold benefits. you are doing not got to pay anything, and you'll start getting the results of your ads soon . Different Aspects of a Classified Ad Any classified ad usually has three distinct parts. Headline of the ad This is the most important part because this is the part which draws the visitor’s attention and gets him to read the actual copy of the ad. Actual body of the advertisement This is where the details of the product, service, or specific offer are provided. Call to action With a button like ‘Click Here to Buy’ or ‘Sign Up today’. It could also include pertinent contact details or a simple button like ‘Contact Us’. Every classified ad would have its own unique features, but this is the standard structure that almost every ad has. 9.5.1 The Use of Classified Ads in SEO Most digital marketers use advertisements to usher in prospects who can become likely results in future revenue. These ads often end in a greater number of clicks and may also end in the viewer navigating back to your website. If your ad has been posted with backlinks to your website, then the results are often seen soon after the ad is posted. This is the rationale SEO specialists just like the use of advertisements such a lot . These ads are an easy thanks to reach bent prospects and convert them into customers. The content within these ads must be written smartly in order that the messaging is clearly conveyed to potential customers. The content must be written with one eye also on program s in order that you'll get higher ranks on search engine results pages. This is the simplest use of advertisements in SEO. Whether you're employing a free ad or a paid one, the classified advertisement can help your webpage or blog get indexed on search engines, which successively helps your SEO efforts. 9.5.2 Benefits of Classified SEO Ads Let us take a look at some of the specific benefits you can get if you use classified SEO ads. 22 CU IDOL SELF LEARNING MATERIAL (SLM)
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