Last week I had written an article on “Sales is not Marketing” in which I explained the process of marketing and how people are confused that marketing is sales. In that I had also mentioned that the next big thing in the world of Marketing is Digital Marketing.
In simple, Digital Marketing is marketing on or using the internet. Everyone in the world has access to the internet now. Everyone has smartphones which have access to the internet 24*7 so it’s like internet is your canvas and you have to market using it at the right time.
There are various aspects in Digital Marketing, such as:
- SEO a.k.a. Search Engine Optimization
- PPC a.k.a. Pay Per Click or SEM a.k.a. Search Engine Marketing
- Social Media such as Facebook, Twitter, Pinterest, etc
- E-mail Marketing
- Affiliate Marketing and Ad Sense
- Mobile Marketing
SEO stands for Search Engine Optimization. So first we will get into what’s a search engine. Search engine is a program/website that allows a user to search for anything he wants in the internet database that correspond to words or characters specified by the user. Doing good SEO helps you to rank well on the SERP (Search Engine Result Page). The reason you would want to rank well is because people these days want instant results and are not patient enough to wait, so in Google SERP people just go through the first page and don’t bother to go to the next so it’s vital for your website to come in the first page if you want people to visit your site. And there are many Search Engines like Google, Bing, Ask, Yahoo, etc.
Google has a lot of guidelines that you should follow in order to be in top of the SERP. They’re called as Webmaster Guidelines. There are around 200 formulas that decide in which position your website should be shown, which is called as Page Rank.
There are 4 simple things you can concentrate on to help you be on top in the SERP. They are:
- Page Title
- Page URL
- Meta Description
- Quality of the content
The term used in the Page title should appear in the URL and Meta Description and once or twice in the content. Make sure you don’t stuff that term into your content or description a lot because that is against the rules of the Search Engine and it might lead in the elimination of your page from the Search Engine.
PPC stands for Pay Per Click. It’s the ad that appear on top of the search results which are highlighted. This is a paid feature. How it works is you need to have a Google Adwords account and you need to bid on the keywords for which your ad should be shown. Say for example you own a hotel in Bangalore, and you want your ad to be shown whenever people search for it, for this you have to bid on that whole sentence or on some of the keywords individually.
And PPC is of 2 types. Search network – which comes on SERP and Display Network – which comes on YouTube and banner ads in different websites, etc.
One of the aspects of Digital Marketing is Social media. And social media is a vast thing because there are many social medias like Facebook, Twitter, Pinterest, LinkedIn, etc and some platforms like Facebook, LinkedIn, Pinterest have their own features like PPC. You can advertise on social media or you can create a page and raise awareness about your product/organisation. But it all depends on the type and quality of content that you share. You shouldn’t use these platforms to advertise much but to educate people. For example if you are a firm that does digital marketing then share the content that’s happening in the world of digital marketing rather than advertising yourself, if you are an interior designing firm share your ideas with the people, show them interesting stuff and this in-turn will lead to conversion.
People think E-Mail marketing is old and outdated but it’s not that much. E-mail marketing still helps in conversions. If you have a blog then you can ask people to sign up for your newsletter so every week you can send an update to them regarding what all you wrote last week, this ensures they don’t miss a topic that you write. If you are an e-commerce platform you can send a catalogue of new products you have available on your website once a month or a week. E-mail is very underestimated but it’s got a lot of potential. Some of the websites you can use for sending bulk e-mails are Mailchimp, Send in Blue, Get Response, Aweber, etc.
Affiliate marketing and Ad Sense
Affiliate marketing is Display Ads in PPC. If you have a website with ad space you can partner with Google and let them to show ads in that ad space. This helps both the website owner and the people who want to advertise. Say for example you need brand awareness, you can use Googles Display Network to show your ad on any website that has partnership with google like Times Of India, etc. If your competitors website has an ad space you can put your ad on their website too.
Ever since smartphone was released mobile platform became the next big thing. Almost everyone has a smartphone now. Before mobile marketing used to be all about SMS/MMS campaigns but now it’s much more than that. Since smartphones have a lot of apps you can advertise on them, like Games, Messaging apps like Snapchat, etc.
About the Author: Aditya Gupta is the Social Media Specialist and content-writer in Web Marketing Academy.