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Digital marketing

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Digital marketing

  1. 1. Get Started in Digital Marketing  You don’t have to quit your current career to get started in digital  Start by reading digital marketing blogs  Attend conferences related to digital marketing  Start your own blog. (Time to start – 5 minutes)  Take the Free Certification (https://support.google.com/partners/answer/3153810?hl=en)  Select one mentor
  2. 2. DIGITAL MARKETING OPPORTUNITY IN INDIA What are the jobs we can do? Digital Marketing Manager Content Marketing Manager Content Writer Adwords Experts SEO Experts Social Media Experts others
  5. 5. DIGITAL MARKETING OPPORTUNITY IN INDIA Digital Marketing isn’t a part of India’s education system yet Opportunity – 4 X
  6. 6. DIGITAL MARKETING-Opportunity How to earn Extra There are certain no. of ways by which one can earn money through DM such as Free lancer Blogging Affiliate Marketing Top 10 Bloggers http://moneyconnexion.com/top-10-bloggers-in-india-their-earnings.htm
  7. 7. Digital Marketing Salaries in India Digital Marketing Executive 0 to 2 years experience (1.5 to 2.5 lakh/Annum) Digital Marketing TL 3 to 5 years of Experience(2 to 5 Lakhs Per Annum) Digital Marketing Manager 5 to 10 years of Experience(5 to 12 Lakhs Per Annum) Digital Marketing Director 10+ years of Experience(20 to 30 Lakhs Per Annum)
  8. 8. DIGITAL MARKETING-Team Structure
  9. 9. TERMINOLOGY IN DIGITAL MARKETING Keywords- SEO = Search Engine Optimization, SEM = Search Engine Marketing SMO = Social Media Optimization Organic -that appear because of their relevance to the search Inorganic- Ads SERP (Search Engine Results Page) – It’s a list of results that a search engine returns in response to a specific word or phrase query. Page Rank - algorithm used by Google search to rank website in their SEPR Page Authority – Score developed by MOZ that predicts how well a specific page will rank in SERP Domain Authority – SE ranking score developed by MOZ that predicts how well a website will rank in SERP
  10. 10. TERMINOLOGY IN DIGITAL MARKETING Alexa Rank – It is rough measure of a websites popularity compared with all the other sites on the internet by both visitors and pages viewed on each visit. Google Local Business Listing - It offers everything you need for a potential customers to find and use your services, buy your products or visit your business. Keyword Density – Percentage of times a keyword or phrase appears on a web page compared to the total no. of words on the page. Keyword Stuffing – Loading a webpage with keywords or numbers in an attempt to manipulate a sites ranking in Google search result. Anchor Text – It a clickable text in a hyperlink. Cloaking – It is technique where the content presented to the SE is different from the user’s browser.
  11. 11. What Is Digital Marketing? Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.
  12. 12. Introduction to Digital Marketing
  13. 13. A good website will have…
  14. 14. How does a search engine work?
  15. 15. How does a search engine work?
  16. 16. How does Google crawl a website?
  17. 17. Crawling
  18. 18. Crawling
  19. 19. Crawling
  20. 20. Crawling
  21. 21. Storing
  22. 22. Processing and Indexing
  23. 23. Ranking
  24. 24. WHAT IS SEARCH ENGINE A search engine is a web site that collects and organize content from all over the internet. Some of the Examples for SE: Google.com Yahoo.com Ask.com
  25. 25. Google AdSense
  26. 26. Google AdSense Google AdSense: It is the advertisement platforms of goggle through which a site owner can give free space in his website for displaying of Dynamic add. It comes from Google server You are paid 68% of what the advertiser is paying to Google and this income is given either of these formats 1-CPC : Cost Per click Amount you spent on Evert time a visitors clicks on the add 2-CPM: Cost per 1000 Impression The amount is paid for 1000 unique impression on the add if no clicks is received, its range from Rs 2 to 4000
  27. 27. Google AdSense Features of AdSense 1-In a single web page you cannot display more than 8 adds of Google. You can display others advertiser add too You can display 8 Ads Banner ads- 3 Links add-3 Search Adds-2 2-Don’t ever click on the ads by yourself or promote your website in illegal way as Google has strong tracking technique to catch the hackers and spammers easily 3-Don’t have any illegal content in the website like Adult content, movie software, songs, drug addiction etc where you place Google ads 4-You are not allowed to have multiple active AdSense accounts
  28. 28. Google AdSense Applying for Google AdSense Account If you own a private website then you can www.google.com/adsense and apply for website ads by submitting the form shown but the chance of approval are higher only if your site is at least 6 Month old https://www.google.com/adsense
  29. 29. DAY - 2
  31. 31. Types of KEYWORD Short Tail Keyword- Cancer treatment Long Tail keywords- Best cancer treatment in JP nagar Generic keyword- What is cancer Business Keyword – Best cancer hospital
  32. 32. 5 steps to select keyword Step 1- Google search tool,Bar Step2- From competitor Analysis Step3- Keyword reserch tool (Keyword Planner) Step 4- International website Step 5- Google trends
  33. 33. KEYWORD PLANNER It is a free Ad Words tool for new or experienced . You can find new keyword ideas for your search network campaigns that are relevant to your products, services and targeted customers. We can search for Keyword from Ad group.
  34. 34. BLOGSPOT WEBSITE Important Factors for creating a BlogSpot A Catching Headline A Mesmerizing Introduction Subheadings A Strong Conclusion
  35. 35. WEBSITE/ BLOG Domain - It is used to identify one or more IP addresses and in URL’s to identify particular webpage. Hosting - Allows individuals and organizations to make their website accessible via the world wide web(www).
  36. 36. WORDPRESS BLOGSPOT It is a blog Publishing service that allows multi-user blogs with time- stamped entries. It is a free and open-source content management system based on PHP and MySQL. In this we can create a free website or easily build a blog.
  37. 37. DAY - 3
  38. 38. ONPAGE OPTIMIZATION OFFPAGE OPTIMIZATION Measures that can be taken directly within the website in order to improve its position in the search rankings. Measures that can be taken outside of the actual website in order to improve its position in the search rankings.
  39. 39. DAY - 4
  40. 40. SEM(Search Engine Marketing) It is a process of gaining website traffic by purchasing ads on search engines. It also involves the promotion of websites by increasing their visibility in SEPR primarily through paid advertising like: Ad sense Ad words
  41. 41. GOOGLE ANALYTICS Google Analytics is a freemium web analytics services offered by Google that tracks and reports website traffic. It deals with your visitors, user activity, time metrics, incoming search terms ,which pages they visited etc.,
  42. 42. DAY - 5
  43. 43. SMO(Social Media Optimization) What is Social Media? Benefits of Social Media? 1. Face Book Create a pages Creating Paid ads 2. LinkedIn 3. Twitter 4. YouTube
  44. 44. TOOLS OF THE DAY Like4like.org
  45. 45. DAY - 7
  46. 46. EMAIL MARKETING Email marketing is the act of sending a commercial message, typically to a group of people, using email. It is essentially the same as direct mail​ except that instead of sending mail through the postal service, messages are sent electronically via email.
  47. 47. CONTENT MARKETING Content marketing is a strategic marketing approach focused on Creating and distributing valuable relevant consistent content to attract and retain a clearly defined audience .
  48. 48. SEO SMALL TOOLS You need effective SEO tools which are 100% free? Check out our Search Engine Optimization tools for checking back links, tracking keyword positions and more. Text Content Tools Images Editing Tools Keywords Tools Back Link Tools Website Management Tools Website Tracking Tools Proxy Tools Domains Tools Meta Tags Tools Password Management Tools Online PDF Tools
  49. 49. Digital Success story
  50. 50. Vicks – #TouchOfCare https://www.hindustantimes.com/more-lifestyle/vicks-makes-a-strong-case-for-transgender-rights-with- heartwarming-new-ad-watch/story-3ZSl1YsBpryR37daqYfxmK.html Uploaded on Vicks India’s YouTube channel on March 29, the video has garnered over 6.9 lakh views so far
  51. 51. Adidas http://www.adageindia.in/marketing/cmo-strategy/fanthefire-says-adidas-as-it-narrates-the-story-of- indian-athlete-nishchay-luthra/articleshow/59421994.cms #FanTheFire, Says Adidas as it Narrates the Story of Indian Athlete Nishchay Luthra
  52. 52. Adidas http://www.adageindia.in/marketing/cmo-strategy/coolwinks-urges-to-openyoureyes-in-their-latest- spot/articleshow/57173359.cms #OpenYourEyes
  53. 53. Google AdWords Express
  54. 54. How AdWords Express delivers results. Website Google local business page
  55. 55. STEP 1 Create your ad. A-Start by writing an ad that tells people what you offer. B-Next, choose which business category best describes you and set your monthly budget.
  56. 56. STEP 2 People see your ad on Google. When people search for what you offer, your ad can appear above or below the search results.
  57. 57. STEP 3 You get more customers. A-When people click your ad, they’ll see your website or your free Google My Business page. B-They can also call your business directly. C-Best of all, you’ll only pay when people click or call.
  59. 59. IMPORTANT FUNCTION How verified calls works 1. When your AdWords Express ad appears on Google, we will assign and display a unique Google forwarding number in your ads. 2. This phone number will be displayed in your ad instead of your actual business phone number, and calls to this phone number will be forwarded to your actual business phone number. 3. When you get a call from your ad, you’ll hear the following message: “Google Ads customer call.” That way, you’ll know which customers your ad is bringing in.
  60. 60. Need help? Call for free ad setup help at 1800 419 0925 (9.30 A.M. to 6.30 P.M. IST, Mon-Fri)
  61. 61. Google Webmaster Tools (GWT) is the primary mechanism for Google to communicate with webmasters. Google Search Console Google Webmaster Tools helps you to identify issues with your site and can even let you know if it has been infected with malware And the best part? It’s absolutely free
  62. 62. Explain what is digital marketing? Digital marketing is the brand marketing tactics through the internet. It includes various techniques like SEO, SEM and link building. Explain what is SEO? Search Engine Optimization widely known as SEO is the process of improving the structure, content and organization of your site, so that the Search engines can index them correctly. It also involves doing promotional activities to boost your search engine rank. Explain what is on-page and off page optimization? Off page optimization: It is the process of boosting your search engine ranking by getting external links pointing back to it On page optimization: On page optimization directly deals with the content and structure of the website.
  63. 63. What are the activities used to promote Digital marketing? The digital Marketing activities are: Search Engine Optimization(SEO) Search Engine Marketing(SEM) Campaign Marketing Social Media Marketing What is keyword in digital marketing? Keyword is a word that a user enters into search engine to find specific information. Keywords are very important for SEO and better page ranking.
  64. 64. What are Search Engines? Search engines plays a very vital role to find out the specific and relevant information through World Wide Web. Some major search engines are: Google Yahoo Bing etc.
  65. 65. Define some Off page SEO techniques? There are several techniques used in Off page SEO that are given below: Directory Submission Social Bookmarking Classified Submission Article Posting Blog Posting Search Engine Submission Which are the social media channels generally used for marketing? Mostly used social media channels are: Blogs: like blogger, wordpress, tumblr etc. Social networking sites: like Facebook, LinkedIn, Twitter etc., Video Sharing sites: like YouTube, Vimeo etc.
  66. 66. What do you mean by Spider? Many search engines use programs called spiders to index web sites. Spiders follow hyperlinks and gather textual and meta information for the search engine databases. Spiders may also rate the content being indexed to help the search engine determine relevancy levels to a search. What is the difference between SEO and SEM? SEO is a process to get our website appear in the search engine result page. SEM is a search engine marketing to purchase space in search engine result page.
  67. 67. What are the limitations of title and description tags? The title tag should be between 66-70 characters and Meta description tag should be between 160-170 characters. What is Google Analytics and main purpose of Google Analytics? Google Analytics is a web analytics software used to track the traffic on the website. The major purpose of analytics is to analyze the information about the site and make decisions to improve the site traffic and revenue. What is Bounce Rate? The percentage of users who leave the website without visiting any other page is bounce rate.
  68. 68. What Google webmaster tools give us? Google Webmaster Tools shows traffic for each keyword separately; it gives more information about website performance according to Google search query. This tool does not cover search results from other search engines, such as Bing, Yahoo, or Baidu. What’s the difference between internal and inbound links? Internal links are links on a page on your site that go to another page on your site. Inbound links are other websites that link to your content. Both are valuable for SEO. How many internal links do I need on each page of content? Just like you should avoid stuffing too many keywords into your content, you should avoid stuffing too many links into your content. Only include them when it improves the reader experience.
  69. 69. What's the difference between organic vs. paid results? Organic results are the results that appear in search engines, for free, based on an algorithm. Paid -- or inorganic -- search results appear at the top or side of a page. These are the links that advertisers pay to appear on different search engines. What are meta descriptions ? A meta description is the text that appears below your page in a search engine result that explains what the page is all about.
  70. 70. SEO Questions -Interview
  71. 71. What’s the difference between internal and inbound links? Internal links are links on a page on your site that go to another page on your site. Inbound links are other websites that link to your content. Both are valuable for SEO. How many internal links do I need on each page of content? Just like you should avoid stuffing too many keywords into your content, you should avoid stuffing too many links into your content. Only include them when it improves the reader experience.
  72. 72. Do I need to know code to do SEO myself? No
  73. 73. How can I see what pages are indexed? It's as easy as typing in site:www.smallseotools.com to find the pages on your site that are indexed.
  74. 74. How long does it take to see results from SEO? There are a few different factors that will determine how quickly (or slowly) results will come. This list includes, but isn't limited to: • How much content you create • The quality of the content • How the content resonates with your audience • If you're a big or small site with strong or weak domain authority What's a good goal to set for your SEO? When you think about your goal for SEO, don't just think about the top of the funnel and how many more visits you're getting to your website. Think about your full marketing funnel and how much quality traffic you're getting to your website.
  75. 75. 9 Tips To Start A Career In Digital Marketing
  76. 76. 8 Tips To Start A Career In Digital Marketing 1. Familiarize yourself with the basics 2. Different roles in Digital Marketing 3. Network with industry professionals 4. Get formal training and certification 5. Take on independent projects 6. Grow your personal brand online 7. Learn technology 8. Stay updated on the latest trends
  77. 77. Thank You