What is Digital Marketing?
How do we Market things online? ● By reaching the Right audience at the Right Place and Time!
What Assets do you need? ● A Dynamic Website and Blog ● Presence on Social Media (Facebook, twitter, linkedin, etc) ● Listings (Google Business, Just dial, etc) ● Branding Assets (Online brochures, lookbooks, etc) ● Marketing/Customer Interaction Tools
What Tactics do we use? ● SEO - Rank your website in the search engines, for free! ● PPC - Paid search (Pull Marketing) ● Social Media Marketing - Post, Tweet and Boost! (Push Marketing) ● Affiliate Marketing - Pay someone to get more payments! ● Email, SMS and WhatsApp Marketing - Nurture them, nicely! ● Marketing Automation - Be lazy. Let the machines communicate! ● Content Marketing - Create the creator!
The Basics- Branding. Marketing. Advertising
Branding Branding = Understanding Yourself • Who are we? Who do we serve? How are we different? What problem do we solve for our customers?) • Things like brand strategy, logos, color-schemes, messaging and maintaining that work are all part of the branding equation.
Marketing Marketing = Understanding Your Customer • Market research, product development, pricing, customer support, websites, brochures, social media, SEO, publicity, public relations, event planning, blogging, community outreach, etc., etc. are all subsets of marketing.
Advertising Advertising = Paying Someone to Reach your audience ● Create ads on a third-party platforms
What Is Earned, Owned & Paid Media?
Funnel of the campaign
Leads will be Digital generated at Campaigns targeting the this stage people who already fill the SEO Google lead form Paid Campaign Facebook Landing Page Registration Campaign Form Branding Campaign Linked-In Twitter People who click on Campaign Campaign Register Now Button Lead on the Mailer & SMS Generation Campaign Campaign
SEO: Search Engine Optimization
SEO ● SEO - Rank higher.. Higher.. And Higher…... ● Google Analytics - How you doin? ● Few other Tools
SEO Process
Now we get technical ● On Page optimization: While making your website. ● Off Page optimization:- After Making your website.
Activities in ON-Page SEO ● Title tags optimization: When you hover the mouse on the tab of your page, it shows the title of the page along with the keywords. Each page should have its title tag optimization done ● Meta tags optimization:- The meta title, meta keywords and meta descriptions should be updated on the each page of the website ● Alt tag optimization : Google is not able to decipher the images so it is important to name the banner/image since it helps Google in crawling of the same image ● Content optimization: The keyword should be in the content of the each page since that helps in optimize the SEO activity
Activities in ON-Page SEO ● Image optimization : Google Says; “Compress those images before you upload” ● Heading tag optimization: The content on the web page should be segregated into different sections with a different heading tag. This helps the crawler to understand the flow of the content on the page ● Keywords optimization:- The keyword should be in the title, description & content of the page
Activities in ON-Page SEO ● Review optimization : The reviews should be mentioned on the website to improve the overall credibility of the website ● Website Page load optimization: The website loading time should not be more than 5 seconds otherwise the bounce rate increases resulting in decrease in the ranking of the website ● Manual Crawling:- If you have created a new page on your website, then you can submit the URL to Google for Manual Crawling. Go the page :- https://www.google.com/webmasters/tools/submit-url?hl=en to submit the URL
Robots.txt “The robots exclusion standard, also known as the robots exclusion protocol or simply robots.txt, is a standard used by websites to communicate with web crawlers and other web robots. The standard specifies how to inform the web robot about which areas of the website should not be processed or scanned”
How to find the robots.txt for a website? 1. Type www.websiteurl.com/robots.txt 2. User agent in the robots.txt denotes the crawler name. If there is marked * against robots.txt, it means the instructions for access of the webpage of all the crawlers 3.The last visit of any crawler can be found after clicking the option- “ Cache” on the URL of the webpage on the search engine
Confused already? Here are some examples
Sitemap “A site map (or sitemap) is a list of pages of a website accessible to crawlers or users. It can be either a document in any form used as a planning tool for Web design, or a Web page that lists the pages on a website, typically organized in hierarchical fashion.”
How to create sitemap 1. Go to Google and search:- “online site map generator” to create sitemap for the websites created in PHP/Java/Dot net etc. 2.Incase the website is created on wordpress then the searched keyword should be “Online site map generator in wordpress” 3. Download the sitemap and send it to the website development team to upload the same file on the server 4. Whenever there is any change in the URL of the website the sitemap needs to be updated
Webmaster “Google Webmaster Tools is a really valuable instrument for SEO. It gives you at a glance data about all important SEO aspects of a site, such as keywords, links etc.”
How to set up Webmaster 1. Go to the website:-http://www.google.com/webmasters/tools and sign in with your Google account - preferably the same one you use for GA 2. Click 'Add a Site'. And enter your site's URL. 3. Next, you'll need to verify that the site is yours. 4. You can use either recommended/alternate method to verify whether your site is provided.
What is the role of Webmaster in SEO 1. It helps in finding the loopholes in the website with respect to duplicate links/meta titles 2.The new URL should be indexed in the Webmaster so that crawler can visit the webmaster and update the URL in the database
Activities in OFF-Page SEO • Blog Posting • Social Profiles • Business Listings • Review Submission • Question - Answer
Google Analytics • Whether you're managing a website for a large corporation or a small business, Google Analytics—the industry standard for web analytics—can help you find out how your website is performing. This powerful platform provides you with the tools you need to measure site traffic, conversions, and ad performance, and understand how people use your website. • Let’s learn this the Practical Way: analytics.google.com
Other Tools ● Google Trends ● Similar web ● Push Notifications - One Signal ● Fan page karma
Exercise No.1 (Time allocated : 20 mins) • Using the online tool: https://www.similarweb.com/pro and find the following statistics for Flipkart and Snapdeal (28 days data) and find out which website is performing better than the other • Country Rank • Social Traffic • Display Traffic • Average Visit per duration
Facebook Marketing
Types of FB marketing: • Organic Marketing • Paid Marketing - Post on Pages and Profiles - Create ads with different objectives - Post in Groups and Communities - Boost your organic posts - Create Events - Target your exact audience - Write Notes and Articles - Create audiences and analyze them
Generate High Quality Content • Types of Content - Engagement oriented content; Serve what they want. - Informative enough so that your audience understands your brand. - Relevant to your brand. - Interactive: Videos and GIFs.
Organic Marketing • Create a page • Understand Page Settings • Facebook Page Insights • Target organically and use proper #tags
Important Metrics • Engagement on post (Like, Share, Comment, Reaction) • Page likes • Engagement rate: Number of engagement on the posts in a specific time period/ Total number of Followers on the page till the same time period *100 (should be more than 4%)
How to approach the social media marketing? 1) Create the social media objective(what company wants to achieve) 1) Conduct a social media audit(where are we today?) 1) Choose the most relevant social media platforms to work with? Choose the networks which best the company’s social media objectives 1) Get social media inspiration from industry leaders,competitors and key opinion leader in the online community 1) Create a content and timeline for company’s social media efforts 1) Test,evaluate and adjust your social media marketing plan. The entire plan should be constantly tested.
Assignment No.1 (30 mins) • Do a detailed competitive analysis of SCMHRD in terms of social media presence • How will you approach the social media marketing for SCMHRD? Submit a report on the same with 6 steps mentioned in the previous slide!
Basic Advertising Terminology • CPC: Cost per Click • CPA: Cost per Acquisition • CPL: Cost per Lead • CTR: Click Through Rate • CPM: Cost per 1000 Impressions
Paid Marketing • Ad accounts setup • Ads Structure • Facebook Page Insights • Target organically and use proper #tags
Types of Targeting • Demography wise • Interest wise • Behaviour wise • Facebook Categories • Custom Audience • Lookalike Audience • LTV Lookalike Audience
Ads Structure
Ads Objectives
Facebook Pixel Code <!-- Facebook Pixel Code --> <script> !function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(window, document,'script', 'https://connect.facebook.net/en_US/fbevents.js'); fbq('init', '897120750438809'), { em: Email, fn: First Name, ln: Last Name, }); fbq('track', 'PageView'); </script> <noscript><img height=\"1\" width=\"1\" style=\"display:none\" src=\"https://www.facebook.com/tr?id=897120750438809&ev=PageView&noscript=1\" /></noscript> <!-- End Facebook Pixel Code -->
Custom Conversions • Custom conversions are deployed to track specific actions people take on your website, and use them to optimize, track and see reports about your ads. • You can create up to 40 custom conversions for each Ad account. • After the custom conversion is created, then it can be used in the Conversion type Campaign
Set up a Ad • Choose Objective • Target Well • Write your Ads
How to optimize the Facebook Ads? • The creatives should be changed every week • The Relevance Score should be monitored everyday so as to evaluate the performance of the Ad • The feedback of the client is imperative to do the tweaks in the campaign • If the metrics like CPM,CPC,CPL starts increasing for any campaign over the period of time,then it means the audience is exhausting
Approach for running the Facebook Ads • The selection of the creative should be based on the proper research in terms of needs of the Target Audience • The audience chosen for the campaign must be relevant to the communication being done otherwise the irrelevant clicks take place • The experimentation should be done while running the ads but it should be based on calculated guess/gut feeling • Strong data analysis should be done every week to unearth the facts like a)Which day is good for getting maximum conversions b)Which regions are fetching good conversions c)Which day of the time is good to target the audience in order to drive maximum results
Exercise No.1 (10 mins) • Visit the website: http://www.publicdial.com/free-bulk-email-id-list55to60K.aspx and copy at least 500 email ids to your excel sheet • Create Custom Audience(by uploading the excel sheet/copy paste of email ids), Look alike Audience & LTV Audience from the same database. • Name each created audience and use the Look Alike Audience in the Lead Generation Campaign Type
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