Hello everyone welcome to this video In today's video we are going to see SICK Enhancement Course of Delhi University Semester 1 Digital Marketing You have to watch the video till the end I am going to explain the full level in this one short video You will get the notes Check the notes in the description box And just like that I have made many videos on SICK WEG It takes a lot of effort and time to make videos So you can check out my channel Go to playlist and you will get the playlist of notes due in the playlist section I have already made a lot of videos on the sec-vec and there are many more in the process which you will get in a week or two you will get all the material before the exam so subscribe to the channel and share it with your friends let's start first of all, you will see the syllabus because some people don't even know the syllabus that's why I put the syllabus in the notes so here the syllabus is first unit 1 marketing and digital world now I want to say one more thing I will show you how to solve this problem. One unit is 3 weeks syllabus and the other is 2 weeks syllabus. I will tell you that syllabus is very lengthy. And I will solve all the lengthy syllabus in one video. So, it will not be a deep dive but it will not be a small thing.
So, you understand that. You will get good marks in exam. So, let's start. So, you have 4 units here.
See this. First unit is about marketing and digital world. In this we will learn about concept and features of digital marketing.
Then we will learn about traditional marketing and how it shifted from traditional to digital marketing. In second unit we will learn about content and email marketing. In which we will learn about how email is marketed, what are the strategies and all. In third unit we will learn about social media marketing and display marketing. In which we will learn about ads, social media, Instagram, etc.
Instagram, LinkedIn, YouTube, Facebook, etc. And the last unit is the fourth unit, which is Search Engine Marketing. How it works, what is SEO, and many other things.
We are going to see everything. How we run campaigning, how we run ads, all these things. So...
I am not feeling well so my voice may be a little different. So don't mind that. Let's see further. Let's start.
So first of all, what is the concept of digital marketing? Digital marketing refers to the use of digital channels, platforms and technologies to promote and advertise products and services to a target audience. Understand this very carefully. This is a very important skill.
If you understand and learn digital marketing then you will get job options. Digital marketers are earning a lot. What is digital marketing? They use digital channels and platforms to sell their products or services. to advertise your target audience that is called digital marketing like if I have a product suppose I am selling my notes so if I run an ad on my Instagram that I will post that this is a course of Sec and digital marketing and its notes are like this and I will make a poster of it and post it on Instagram and I will make a poster of it and post it on Instagram I will promote it, run ads and set a target for it which audience should see this post etc.
So we will call it digital marketing because I am advertising my product digitally online. audience, the target audience reach them, that is called digital marketing. So, you understood the concept, it is a very basic concept. It encompasses a wide range of online activities including search engine optimization, social media marketing, email marketing, content marketing and much more. So, in this digital marketing, many things come inside it like doing search engine optimization, then marketing of social media, marketing through email, content marketing and many more things.
Example, if you see sponsored post on Facebook or receive promotional emails from your favorite brands that's digital marketing in action so some people put our app a email may up we have could be a be up now I'm a male checker or a coca is our emails digs and get a select promotional joy males digs and get you a brand so think of a couple a guy a guy a kissy kissy come a lap a mailbox mrs. Prada offers something about that they tell you so they are doing their digital marketing email marketing basically doing it inside the digital marketing a lot of marketing email marketing social media marketing social media optimization etc etc ok yes second if you are watching a post on Facebook and it is written sponsored below it means If someone has started a digital marketing campaign and is advertising his product then that digital marketing is done. I hope you understood it very well. Now let's see what are the key components of digital marketing. So first of all is online presence. Establishing and maintaining a presence on the internet through websites, social media and other online platforms.
If you want to do digital marketing then you have to create an online presence. through website, social media or any online platform you should have online presence to do digital marketing next is content marketing creating and distributing valuable relevant content to attract and engage the target audience if you are online then you have to make content you can make content either it can be a poster or a video format any format you can make content only then you will distribute it to your target audience. So, the second component is content marketing. Third is social media marketing. Leveraging social media platforms for brand promotion, customer engagement and community building.
So, what happens in social media marketing? In this, you promote using social media. The engagement and interaction between you and the customer happens. And a community is formed there in which people are following you and supporting you. It is becoming your community.
Next is Search Engine Optimization. Optimizing online content to improve visibility in search results. Search Engine Optimization is what you call it.
Like you are posting on Instagram. So obviously your account will be public because you are a brand. So you will use relevant hashtags in it. You will put good captions. And you will tag the targeted things.
So what will happen with this? Because everyone knows that there is an Explore section on Instagram. There you can find everything. type and put, then you will see related things. So if I have used the right hashtag in my post, I have tagged correctly, then if any user is searching for things related to that term, then my post will look more up.
So that's called search engine optimization. Optimize online content in this way so that its search visibility looks right. Means rank.
Similarly, website has search engine optimization, which means we put keywords in the website, use keywords which are relevant, and if any person searches it, then the website comes in the top. Next is email marketing. Email marketing is targeted, means we target our audience and send them promotional mail. So, these are all the key components.
Now, next is features of digital marketing. What are the features of digital marketing? First of all, Targeted Marketing You can target.
Digital marketing allows for precise targeting based on demographics, interest, behavior and other factors. There are many factors. You can target very precisely and correctly. If someone wants to target me, he will definitely do it.
Because there are so many options available. First, he will target India, then Delhi. then college students and then he can target the university so things related to that will happen then he can target campus wise off campus, out campus so targeting can be very precise age etc. so first of all this is targeted marketing example Facebook ads can be targeted to specific age groups, locations and interest ok so if we are running a Facebook ad you can target it according to age group, location and interest. Now, what I have told you, you don't take it very seriously that how can I be targeted in Delhi University South, etc. There are not that many options.
It is simple. If you are campaigning on Facebook then you get age, interest, city options, all these options are there. So, from there, you can target very precisely. If someone selects, if I want to run my Facebook ad, So I will select Delhi in the state I will select Delhi in the location And in the age group I will select 18-19 years or 18-20 years So all the people who are using the smartphone in Delhi And those who are 18-20 years old They will get my ad And I will put in interest that Delhi University, DU, College students If I put a keyword like this So, I will get ads from those people who are 18-20 years old and from Delhi and they search for college or university related things.
So, I will get ads from them. You can target a lot. So, we target in this way. 2nd is Measurable results. Digital marketing provides tools for tracking and analyzing campaigns performance in real time.
So, there are many tools in digital marketing, through which you can track your campaigns. The ads you are running, whether it is successful or not, whether results are coming or engagement is happening, you can check all that. and it has many tools like Google Analytics tool which helps you what is converting or not converting in the ads what traffic is coming, what is the behavior of the user they track you and tell you the results next is cost effectiveness so compared to traditional marketing, digital marketing often offers more cost effective options like if you put a billboard and if you If you want to advertise on a highway, you are putting a billboard or banner or poster somewhere, then it will be very expensive.
Making a poster, then putting someone's label and then whatever it is, it is very costly and very complicated. But the same online digital marketing is very easy, it is very targeted, so it is very good. For example, email marketing can reach a large audience.
at relatively low cost. If we are doing email marketing and we have to send mail to someone and we have to send mail to 10,000 people then we will send mail to 10,000 people in very low cost. But if we have to reach 10,000 people offline then it will cost lakhs of rupees. Now next comes Integrity One second Yes, Integrity, sorry Interactivity Digital marketing allows users, digital marketing allows for two-way communication between brands and consumers. So, what happens here is that there is more interaction.
If you are promoting your post, then the user will engage in it and react to it. Like social media platforms enable direct engagement through comments and messages. Clear?
So, this gives feedback and increases engagement. Now, let's talk about Global Reach Digital Marketing enables businesses to reach global audience regardless of their physical location. For example, e-commerce websites can sell products internationally. So, it is very clear that we are making products online in our country. Internationally, we can reach the audience because there is no restriction in online.
You can reach the audience worldwide and make profit. Now, let's talk about the difference between traditional marketing and digital marketing. So, here... I have made a box and added this, which you can read.
What is the medium of traditional marketing? Print, newspaper, magazine, TV, radio, direct mail, billboard, etc. What is digital marketing? Internet, social media platform, email, mobile app, search engine, etc.
If we talk about reach, then primarily local and regional. There are very few options for targeted in traditional marketing. Whereas in digital marketing, there is global reach, extensive targeting and demo. based on the interest and behaviour. Talking about cost, traditional marketing has a lot of cost because printing, distributing and placing whereas digital marketing is cost effective and scalable.
Next is measurement, difficult to measure. If you are doing traditional marketing, then it is difficult to keep the measurement. How much you are spending, where, what you are getting, then it is very difficult to keep the measurement.
measurement problem is there. But here, how much money you are investing in digital marketing will be analyzed one by one. You get tools like analytics where you can track. And in offline, you don't even know that if I put my poster in Delhi let's say in South Campus then how will I know how many people are coming to me after converting whatever product I have. advertisement kar raha hu toh.
Pata nahi chalega kuch loge aa bhi ranke kuch loge dekhe nikal bhi ja rahe hoge jase ye apko haath me parcha deta hai log coaching wala toh aap saare bache coaching muth hoche nahi chala jata hai uske toh usme measurement thot nahi ho paada hai ki kitne maine parche diye aur kitne batlam aise kitne bache interact kar rahe ha rahe hain parche toh sab le lete haath se thik hai. But aate kitne ho measurement nahi ho raha hai. Jabki digital marketing me kya hai agar ek bhi banda aara hai jabki you can measure all the tools and analytics there how many people have seen your ad, how many people have seen it and bought it how many people have seen it and ignored it all the ads will be there so these are the things next is personalization there are limited personalization options in personalization whereas in digital marketing you can target a lot so I have put a lot of things here I will explain everything in notes.
It will take a lot of time. Rest, everything is very easy. moving from traditional to digital marketing now we have to understand the story of moving from traditional marketing to digital marketing understand your audience identify where your target audience spends time online this knowledge will guide you digital marketing strategy first of all you have to understand where your audience spends time online, offline, what is it?
Then create a digital presence. If you want to go into digital marketing, you have to create a digital presence. You have to create an account on your social media, you have to create a website.
Then you have to create content. After that you have to publish it and advertise it with the help of Google Ads. Google Ads, other social media ads, influencer marketing, collaboration etc. etc. You will promote it and market it.
After that, the table is... Measure and adjust. I am making a video at night. I am working so hard at Apple that I am making a video at night. So, support me.
Measure and adjust. Use analytics tools. Now we have collaborated and promoted.
So, we will do measurement. We will measure with the help of analytics tool. How many conversions have come, what is new etc.
Next is content strategy. Develop a content strategy to provide value to your audience and improve search ranking. We have to make content strategy so that we can publish good content and give valuable things to our audience. And we can improve our search ranking by adding better things.
Adaptability comes. Stay informed about digital marketing trends and technologies, adapting your strategy accordingly. And we have to have an attitude of adapting because In digital marketing, new tools are being added and new technologies are being introduced.
So, we will have the knowledge to adapt and better it. Next is intent-based marketing channels. Intent means to improve organic search visibility and drive unpaid traffic.
What does it mean? Organically, to make the search visible and to bring traffic without spending money. That is called intent-based marketing.
In this, it involves optimizing website content and structure, focus on keyword, meta tag and quality content. For example, a user searches for best smartphone and website with optimized content appears in the top search result. You can see yourself by searching for best mobile phones and you will see the link of some website at the top.
At the top, there will be something like sponsored and it will be written as sponsored. But after that, the first website which will be without sponsored will be Why did that website come on top? Because the content of that website is good, it has put the content in a good way, its structure is good, it has put keywords in such a way that if anyone searches, then it will come on top. He has put good keywords, he has put good things in meta tags, meaning the keywords of them.
So, so he has put so many things in a good way. Plus, their views will be good. So, due to all these things, their views will be organically increasing.
So, this is very important. If you want to learn unpaid traffic, then you have to optimize it. You have to put good content and tags, keywords, you have to put all these.
Now, it is Search, Advertising, Pay Per Click, Pay Per Click, PPC. What is its intent? To appear in paid search results and drive targeted traffic.
So what happens in this is that we spend money and bring paid traffic. Like we will promote our website, so we paid it, put an ad, so any person will search related to it. So our first ad will be sponsored and will be written.
This will be the story of search. Next is brand based digital marketing channel. So in brand based digital marketing channel, display advertising comes in which awareness etc. etc. things are there.
create a channel to engage the audience Example Banner ads on news website promoting a new clothing line So you see that sometimes ads come below the news channel So that is display advertising Next is a community based digital marketing channel In which social media marketing is done Its main purpose is to make an engaging community Thank you Promotion and interaction on social media platforms like Facebook, Instagram, Twitter, LinkedIn For example, a company shares behind the scenes content on Instagram to connect with the audience Many companies create a reel of their office culture and post it on their social media So this is Social Media Marketing They are posting content on social media to engage their audience and make them feel good They want to create a community Other There are digital marketing channels, in which affiliate marketing comes, in which sales happens, through which you get the sales done by a company. Like there is Amazon, the products of Amazon. You can become Amazon's affiliate marketer and then whatever products you will make, you will share their link on your website or if you have a big channel or a big website, then you will share that you will buy this product through my link. So you will get profit from it and you get a commission like this in some percentage. Okay.
Like a beauty blogger earns a commission of promoting and selling makeup brand products Or many influencers, you all must be knowing, this is not necessary to tell, everyone must know How influencers do affiliate marketing with brands Or many things like this, where they get commission directly Now comes email marketing, in email marketing, you have to directly connect with the audience Means if I am sending a promotional mail, then my purpose is straightforward My product is this, you can buy it. These are the straightforward mails. What is there in content marketing? To provide valuable content and attract, engage and convert audience.
In content marketing, you are writing blog, article, making video, putting something informative on your Instagram, Facebook or YouTube so that your audience gets attracted to it. Like I am putting a video right now. I have put a video of notes, I have put many videos.
So what I am doing is I am creating content so that you people are getting attracted to it and you people are coming here and when this will become a big community then a trust will develop then after that I can launch my product and you will show interest in it so this is how digital marketing works A software company publishing in depth guides on and Industry best practices So, whatever companies are good, you will see that they have a blog website or any social media page. They are providing you with some content that is helpful for you. Now let's talk about mobile marketing.
What is mobile marketing? Send some ads through SMS. Food delivery guys send push notifications through apps.
You have a lot of info in all this. So, they will send push notifications to your app. They do such explosive marketing that you will understand that it is full of humor, they will send you push notifications.
So that was mobile marketing. Next comes the customer value journey, 5 A's framework. Let's understand that it is a 5 A's framework. First is awareness, means the target audience should know about your brand. So first of all, this awareness should work.
Now what we can do in this? We can do content marketing by advertising social media and by optimizing search engine. And for example, if you want to understand, you can understand it. A beauty brand launching a social media campaign to introduce a new skincare line. Means, there is a beauty brand launching a social media campaign for a new skincare.
So, it means, it is promoting and wearing products for its new skincare. Second is Attract. Second is to capture the attention of the audience and engage with them. Convert aware prospects into interested leads.
Now the person who knows that this is my product, I sell these things. So now it's time to attract him. First of all, it is the time to be aware, that is, tell him that I am selling this, I am doing this work.
Now the second is that you have come to know that I am doing this work or this is my product. So the second story is that you will attract him. So, in attracting, what we can do is, you can produce high quality content, you can give compelling offers, lead magnets, lead magnets means, you can make such offers which will attract the audience.
So, if you do all this, then the audience will be attracted. For example, we will offer free e-book and webinar in exchange for email sign-ups. So, there are many such things which we will attract. Then comes next, authority.
Position the brand as an industry, authority and trusted resource. Then you have to prove this. that you upload high quality content from your case studies, interviews, etc. on your Instagram, website or any other platform and show your brand's presence in the industry, show your feedback from customers, show all these things, show case studies, export reviews, and make your content so that people feel that you have some authority.
Next is ASCEND which means move customers to higher value products and services. In this, things like upselling, cross-selling, loyalty programs are used so that customers understand your product and service more and you get more If you are interested in more features like Fitness app offering premium subscription with advanced features And this is everywhere Flipkart also has premium, Plus, Amazon also has Prime Every product has this and that You will get programs which are above average There are subscription programs One is for normal users and other is for subscription Means you can target your normal user and bring him in your premium user And last is advocate. Advocate means turn customers into brand advocates who promote the brand.
You have to make your customers your own advocate. If your customers are satisfied, they will give reviews or people will say that this is a good product, you should also try it. So what will happen with this, your lawyer will become your customer. He will promote you by himself, he will give you good reviews, if your product is good then or you have satisfied your customer, then they will become your lawyer and will help you a lot.
For example, a clothing brand encourages its customers to share their reviews and the clothes they wear and the brand they have bought and post it on social media. So, with all these things, your influence increases a lot. Next, we want to talk about the Ozone O3 concept.
In this Ozone O3 concept developed by digital marketing expert Brian Ansberg compliments the 5a framework by providing a more granular approach to customer engagement it outlined three key phases so this is O3 concept O3 Ozone concept so first is O-origination means this phase focus on attracting new customers to your brand the first thing that happens in this phase is originate means attract new customers from your brand it involved creating relevant content Utilizing effective targeting strategy and optimizing website conversion rates Clear? I hope there is no need to explain in this First of all, what do you have to do? New customers to attract What will you do for this? You will make content You will plan effective targeting strategy And you will optimize your website Second is orchestration Once customer have engaged with your brand Once the customer has engaged with your brand Then the second goal is The second goal is That you have to make a good relationship with him so that it can repeatedly drive your business means if someone buy my product then I hope that he will like the product and if he likes the product means if my product is so good that he likes it and he will buy the product again and again this involves providing personalized experiences offering value added services for string customer loyalty and for this you can do it personally you can offer those customers you can give some value added services Next is optimization.
Final phase involves continuous improvement and optimization of your marketing effort. This includes analyzing customer data, identifying areas for improvement and implementing data-driven strategy. And the final stage is how you can improve and optimize your marketing effort.
In which you can analyze your customer's data, what they like, what is their interest and accordingly you can optimize it. Next is traits of online customers. Let's see what are the characteristics of online customers.
First is Digital Savvy. They are very digital savvy. They are very comfortable with digital platforms. They have good online experiences.
Second is Information Seeking. Online customers always research products and services, they watch reviews and then they buy something. That is the nature of information seeking.
Third is Socially Connected. Because online customers are always on social media, they watch recommendations and other people's experiences. They are socially connected. Time sensitive.
Online customers'time is very important. They always want quick transactions. They want things to be fast.
Next is value consciousness. They look for value in terms of quality, discounts and benefits when making purchase. They want the product to be worth the value and money. They look for quality, discount, benefit.
For example, if my friend is buying something and is wearing a status, then I get influenced by him. This is what I mean by this. Next is instant gratification.
Another trade is that they prefer quick and convenient online transactions and services. They want to work smoothly and without any issues. So these are all the characteristics of online customers. Now let's come to content marketing step by step. Content marketing is a strategy marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and ultimately to drive profitable customer action.
Means to make good content, distribute it consistently so that it attracts audience and your sales increase. Content marketing is a long term strategy that aims to build relationship with your audience and establish your brand as a trust and authority in your industry. Content marketing is thought for long term because whatever content you are putting in, you will put it slowly so it will become your online trust and all the effort you are putting in it will pay off later because you are making your brand whose authority will also be included and it will become a good face value because making content is not easy and being consistent is also not easy so if these two things are happening in a good way then it is beneficial for long term So step by step guide to developing a content marketing strategy First of all define your goal What is your goal?
Are you trying to generate leads, increase brand awareness, drive sales or something else? So first define your goal Second know your audience What audience do you want to reach? What are their interests?
What are their pain points? Third create buyer personas After that you have to make a detailed profile of the ideal customer you want to create a profile of your ideal customer this will help you create content that is tailored to their interest next is conduct a content audit means review the content you are putting in it what is good and what is not good choose your content channels where you will distribute your content either youtube, instagram, facebook, website you will have to see it Develop Content Calendar You should plan what to post, when, what to post, high quality posting should be done. You have to see all these things. Create and distribute your content. After that you can distribute in many formats.
Either in blog post, infographics, video, social media post. So you can do it like this. Next is Analyze and measure results. Then you have to track whether it is benefiting or not.
Ok, so you have to track. Now is developing a content marketing strategy. So here content marketing strategy is a planned and outline how will you create your distribute measure your content it should be based on All your goals and budget Okay, so some key elements of a content marketing The first target audience then content goals then what format is it?
What is the distribution channel? What is the budget of the content? What is the calendar?
When will you publish and how will you measure? I have told you all this and then the same things are repeating Next is your email marketing In email marketing, the most important thing is that you understand what email marketing is. Email marketing is a powerful marketing strategy that can be used to achieve a variety of business goals including generating leads, increasing sales, and building brand awareness.
It's a cost-effective way to reach a large audience and it can be tailored to your specific target audience or target market. You must have understood that email marketing is very affordable and you can target easily. You can reach maximum audience with lower cost and specifically target.
And you know how to send brand emails. So, types of emails in marketing First one is Welcome emails These emails are sent to new subscribers and welcome to the list and introduce them to your brand in which you send an introductory message and tell about your brand and reports Second one is Newsletter emails These emails are sent out regularly to keep subscribers up to date on company's news, update and promotion and weekly newsletter emails are sent out in which New updates, events, etc. Next is promotional emails.
These emails are used to promote your products or services. Simple. Next is transactional emails.
These emails are sent to confirm orders and send invoices or deliver other important information. For example, if you are ordering from a vendor, you will get an email with details related to your order. You will get details related to the order and your transactions. Next is triggered emails. These emails are sent automatically based on subscribers'behavior such as abandoning a shopping cart and opening your previous mail.
You must have experienced this on Flipkart. I have done it. On Flipkart, I have added a product to the cart to do swapping.
I have changed my mind. I have kept it in the cart and haven't bought it yet. When I check the mail, I get a message that something is wrong.
you missed something in your card etc etc these are the emails that come so that is triggered email you understand in which it triggers that we will buy their product next is email marketing best practices so what best practices should be done those who are doing email marketing so first of all build a clean email list very clean email list means in which nothing is useless the subscribers if they want to remove themselves and add and you should have the same permission to send emails so that there is no problem segment your list divide your list into segments based on interest, demographics and other factors so that they can send targeted emails you have to divide your audience according to your segment what is their interest, what is their demographic and you have to send different emails to different people then it will be better use a clear and concise subject line subject line should be very clearly written what is this email about so that people are not confused Personalize your emails. Use your subscribers names and segment your list to send personalized emails. Like, the mentor who sends you emails, he would say, Hi Abhishek, or Hi Ankita, or Hi Rashita, or whatever your name is.
So, use that personalized name that you like. If someone says, my name has come here, then they play with psychology a little bit. So, you should do it like this, so that it looks good. I mean it has a better impact and it may be targeted that it may interest more so read your email.
Make your emails mobile friendly. Because most people use mobile, so the email should be framed according to the mobile. So that it looks good on the mobile, not that you are keeping it according to the laptop orientation. So that will not be good. Next, you should have a clear call to action that you want to get subscribed, subscribe and if you want to buy then write clearly bye now.
Don't write it in a mess. It should be a clear call to action. If you want to follow, then write it. Test your emails.
Test different subject lines, sender names, and email content to see what performs best. You should test everything. Which suits which, which is being reacted to by the audience, which is being responded to, which is being opened. It will be better if you keep testing it.
Track your results. You have to track your results. How many clicks did you get on an email? Did you subscribe to it?
Did you like it? Next is Social Media Marketing Social Media Marketing is the use of social media platforms and websites to promote a product or service. Social Media Marketing can be used to build brand awareness, drive traffic to a website and generate leads.
Next is Building a Social Media Strategy First of all, set a clear goal, know the audience, choose the right platform, create engaging content, then consistency is the key, post content regularly, engage and interact. Next is Marketing build relationships with comments and messages and then analyze and adjust accordingly Now comes Facebook, Facebook's concept is audience diversity Facebook targets a wide range of audience there are a lot of people on Facebook so various businesses and industries are also on Facebook so audience diversity is here Next is Algorithm and Engagement The platform's algorithm prioritizes content based on engagement, likes, comments, and shares. Increasing interaction is crucial.
So, there is a system on Facebook, the algorithm is that the more likes, comments, the more the post will engage. So, this... It is advertised that if the content is good then only people will like it.
If the content is not good then people will not like it. If people don't like it then the post will not reach the people. Then there are advertising options. Facebook has advertising options.
Facebook ads manager which provides extensive targeting audiences and allowing precise audience segmentation. We get those options to add ads on Facebook. Next is strategy.
So what should be the strategy for Facebook? So visual image, video, infographics should be good. Use Facebook Live for real-time engagement. Next is Community Engagement.
It is about creating and participating groups related to your industry to foster engagement and build community around your brand. You can also advertise on Facebook. What is LinkedIn?
The story of LinkedIn is that it is a professional networking website where professionals, working professionals, job seekers use this platform, mention their skills and look for their job. And nowadays, LinkedIn has become very saturated. What should I tell you?
That's why I don't use LinkedIn much. So much LinkedIn people have done that they have made LinkedIn as Facebook. Earlier it was fine, professionalism was seen in it. But now it is also becoming nonsense.
It has become saturated because of this. So, we don't want to blame it in this video. Because we want to see that We are a professional networking website, Nignin. We make connections here. We make connections directly from business to business.
We do career development and industry related networking. So, what kind of posts should we put here? We should put business oriented content. We should put leadership, industry insights, career related things here.
And then we should generate leads through this. What should be the strategy? Professional content sharing, share articles, industry insights, professional updates. Okay? networking engagement join relevant groups engage in discussion connect with industry etc linkedin ads will there utilized sponsored content and sponsored email or text ads to reach targeted professionals youtube youtube is the best platform for video youtube is the second largest search engine globally and thrives on video content seo for videos seo is crucial because you have your You have to optimize your video title, tag, description, thumbnail so that it can reach more people.
Audience engagement is here. Like, share, subscribe. People can like the channel and share the videos.
So this is a good audience engagement. What is the strategy for YouTube? You have to make high quality video content.
Engaging, informative and consistent. You have to optimize by adding title, tag, keyword, description. So that your search result is more visible.
Community building, interact with audience through comments, reply to comments, live stream, solve queries of subscribers. You can do all these things. Over-arcing strategy to across channels, consistent branding, analytics and optimization, targeted advertising, engagement and interaction.
Now comes display advertising. What is display advertising? Work of display has ad creation. What happens in ad creation? Ad creation is to create ad.
Design visually appealing ads that convey a message or promote product style. Targeting. Define the audience's parameters like demographics, interest, behavior to display relevant users.
Bidding and placement. Advertisers bid on ad placement through ad network or direct deals with publishers. Ads are placed on websites or apps placed on targeting criteria.
Next, Ad display. Whenever users visit a website or app, the ad network publisher shows the ad relevant on targeting criteria. And the next is tracking and optimization. Track ad performance such as impressions, clicks, conversions and optimized campaigns.
I hope you understood. If you didn't, I am explaining again. What is the working of display advertising?
How does it work? First of all, we will make an ad. How will we make an ad?
I make a poster. I explained you in the beginning. Now, here is display ad. So, we will make a poster with display. Whether it is a video or a photo in the display.
and what we will do is, first we will make an ad for what ad we want to show we will make content for that ad, whether it is a poster or anything else if it is a display ad then it will be a poster after that we will target who we want to show this ad in demographics we target location, then interest, then behavior etc etc we will look at the options available after location, then bidding, meaning bidding what is its price, per pick, click, how much is it We will decide that we will not spend more money on this. After deciding that, your ad will start. Whatever website or app you open, the target ad will be there. At that point, the ad will be displayed and you have to track and optimize it that where it is working or not, how is its conversion coming. What are the benefits of display advertising?
The brand will be very visible. Wherever you are advertising your display, your brand's visibility is increasing. Targeted reach, if you are targeting specific locations, that means if you are targeting display advertising, your targeted reach will increase.
The target you are targeting, the reach will increase. It's not that you are putting it anywhere because you are putting it targeted. So you are showing to whom you want to show, so you are reaching specifically. Visual appeal, what is appealing, where it will attract the audience.
You have used engaging visuals, so there is also performance tracking here, so you will get a better return of investment. There is also flexibility because there are a lot of formats, so you can change it. What are the challenges in display advertising? Challenges are that some users employ ad blocking software reducing ad visibility Like I myself use Brave browser so there are no ads So it is like this This can be a little bit of a challenge in display advertising Banner blindness Often users ignore and overlook banner ads due to habitual exposure Many times people don't even look at the ad Because people are used to it that the ad is going to come on this site So people don't pay attention to it, people do their work and leave So there can be a little bit of a problem in this too Ad fraud, issues with fake impressions and clicks can lead to time wasted ad spend. Sometimes it happens that people do fake clicks with bots.
By making them click fake, they get the click and the money is wasted. And when that bot is clicking, when that human is not clicking, then how will he get engaged, how will he buy any product? He just clicks the bot and leaves it.
So this is called ad fraud. Viewability, ensuring that ads are viewable to users is a meaningful way can be a challenge. And this is also because, it is not known whether the viewers are taking the ads in a meaningful way or not. Ad fatigue, showing the same ad to the same audience repeatedly can reduce its effectiveness over time.
So, these are some challenges that are in display advertising. I have also told you the other benefits, challenges and workings. Overall display ad process is customer, the entity, individual or business seeking to advertise a product. Publisher is the owner or the website, app or platform where the ad is displayed. Objective is goals set by the advertiser such as increasing brand awareness, driving traffic, generating leads or boosting sales.
Now let's talk about some of the differences. Format refers to layout or type of ads such as banner ad, video ad etc. Budget is the amount for advertising. Media is platforms or channels where ads are displayed.
Ad format is different type of ad, banner, video etc. Ad copy is text, image and call to action within the ad that encourages engagement. Breakdown of components.
Format. The choice of ad format depends on the campaign's goals. What is the goal? What conversion do you want? You will choose different formats according to that.
What is the budget? According to that, you will see how many people you want to reach. What is the topic? What is your thing?
According to that, the budget is defined. You can define this according to the budget. You will look at the how many people you have to reach, what is the scale then what is the media on which platform you have to put on social media, where, on website these are all things, then there are ad formats different format suits different goals then there is ad copy, text and images call to action is done so all this is also very important, watch what is process overview in this you have to do planning you have to make strategy Then you have to create ads, targeting and placement, then campaign launch, then optimisation and analysis which I have told you again and again.
And now the last unit is Introduction to SEM Search Engine Marketing. Search engine refers to digital marketing strategy that involves promotion of websites by increasing their visibility in search engine results pages through paid advertising and search engine optimization. The primary objective of SEM is to drive traffic to websites by increasing their visibility. When users search for specific keywords Means any user I have already told you I have given you an overview How if I am searching something Then the website that is coming in the first number Which is not sponsored So they organically do it through SEO Search Engine Optimization They put such keywords That yes, that website should come on top And if we want to do paid Then we do the same in it We do search engine marketing Which we promote So that our ad comes first So, what is the working of search engine?
Crawling Search engine uses automated bots to score the internet and discover web pages. Indexing Once a web page is crawled, search engine analyze its content and index it based on relevance and quality. Third, ranking algorithm Search engine use complex algorithm to determine the order in which the page appears in SERPs considering the factor like relevance, authority and user experience.
So, search engine works like this There are some bots which crawl the internet I mean, they crawl the internet It is like a spider. And first of all, after this, whatever content is there, We analyze the content, see the quality of the content, and what is not, index etc. After that, the ranking is done according to which the content is good, and the keywords are good, whatever the relevance is, according to that, we rank it.
So what is the SERP position? Search Engine Results Pages SERP display a list of web pages that are deemed most relevant to the user's search query. A the query that I have searched on the internet so it will show the best possible match of my search so first of all relevance means how closely the matches the search query suppose the search I have done the most close things will be the same web page will open in front of me or the same website will come on the first number second keywords if in that page the same keywords that I have searched will come first okay Backlinks, the number and quality of links pointing to the website. There are so many backlinks that the link of your website is listed on other websites. Okay?
Which can be redirected from there. User experience, factors like site speed, mobile friendliness and user engagement. This also depends.
Online search behavior is understood as keyword queries. Users type specific words or phrases into searches to find information. This is called keyword query.
What is its intent? User searches with different intents such as informational, navigational, looking for a specific website or transactional, seeking to make a purchase. Long tail keywords, users might use longer and more specific keywords to find precisely what they are looking for.
DMI5P Customer Search Insight Model This was the search behavior of the customers. Some people search for queries, some for buying, some for searching. etc.
Let's see for this. First of all, what is the purpose? Here 5 P is told about the customer search model. So the purpose is to understand the intent behind the user search query.
Process is analyzing the steps users take in search journey from research to purchase. Pain points, identifying the challenges and problems users face during each process. Performance, monitoring and measuring effectiveness of your search marketing efforts. Prioritizing and recognizing the most critical aspects for search marketing that align with your business perspective.
These five P's are the insight model of how a customer searches and purchases. These are the stories that we should pay attention to. We should pay attention to any digital marketer.
What is the purpose of searching for customers? What is the purpose of searching for customers? What process is he following? What journey is he going through? What are his pain points?
Then monitor it. Measure its effectiveness. And then prioritize it. See what are its priorities?
And how can you align it? Overview of SEO process. Search engine optimization. What happens with this?
Organically we can rank our website. So, What should we do for this? Search.
We have to put relevant keywords in our website's tags section. Then on page optimization, title, tag, meta, description, heading, whether everything is properly structured or not, whether there is proper content in it or not, we have to see all this. We have to see technical SEO, whether the site is mobile friendly or not, its crawlability, indexing, structured data, site map, whether all this is correct or not.
Content creation optimization, whatever the content is, is it high quality, is it relevant or not, whether it matches the keyword or not, you have to see all this. Off-page SEO and link building, meaning high quality backlinks, whether they are with the authoritative website or not, meaning whether my website is featured somewhere or not, you have to see all that. After that SEO if Local SEO means optimized for local search if the business operates in specific geographic locations then it should be according to that like if my business is operating in a small village then I will SEO it according to that locality locally Then what happens in monitoring and analysis?
Continuously monitor and performance Using tools like Google Analytics, Google Search Console We should keep on using these tools to see where and how traffic is coming from Now comes goal setting in SEO To set goals, we need to see traffic generation Which is a common goal of SEO It focuses on overall traffic growth and specific increase in traffic organic research Second is lead generation Lead generation leads to organic search This could involve optimizing landing pages, forms and content to encourage visitors to become leads Conversion Rate Optimization CRO Improving the conversion rate of visitors into customers and subscribers This goal might help Optimizing user experience, CTA and page elements Brand awareness Reputation management Managing and improving online reputation by addressing negative reviews or content and promoting positive content You can understand how to manage your reputation How to manage bad feedback and how to focus on positive Revenue generation directly attributing SEO efforts to revenue generation. This involves optimizing for high commercial intent keyword and improving the overall sales funnel. Keyword ranking improvement. How we can improve this with higher search results which might lead to increased visibility in traffic.
What is on-page optimization? On-page optimization also known as on-site optimization is a practice of optimizing individual web pages to rank higher in search results. Result.
It involves making changes to content and structure of a webpage to make it more relevant. So, the webpage that we want to rank higher, we can change the structure of that webpage and add relevant tags. We can search keywords.
Using other keyword tools like Google Planner, SEM, Rust, etc. we can add good keywords. We can add long tail keywords. Competitor analysis can be done to see what strategies are used by the competitor in that field.
In SEO process, site structure, URL structure, create SEO friendly URLs that are descriptive and content relevant keywords. Navigation and hierarchy should also be good, logical navigation should be good so that users don't have any problem. Internal linking should also be done so that your page is linked to a site so that users don't have any problem. High quality content should also be done. So these are all the things, in technical mechanics, title tag, schema break up, tags etc.
Mobile friendly design etc. Heading etc. Image, alt text, social sharing etc.
Site map etc. You should see all these things. What happens in off-page optimization?
Off-page optimization also known as off-site SEO is the process of optimizing your website for search engine by building its link for other websites to your own. This helps to improve your website's authority or relevance which can lead to higher ranking in search engine. So this is the website, off page optimization is for a website and here in text link format we optimize text link Text link are the most common type of link, this consists of x text that hyperlink to another website So here hyperlinks, you must know that the link in blue color is in the form of text If you click on it, it redirects to the website So we use that type of link Text link off page optimization are embedded in the images when user clicks on the image link they are taken to website that image is linked to similarly we can add image or some buttons like if we click on follow on social media and then click on that link like if you click on the icon of social media then you will reach that page of social media or if you click on any image then you will reach that image's respective thing because there is a link behind it so we can use that type of thing Social Media Outreach, Off-Page Optimization What is it?
Broken Link Building Process of Finding Website with Broken Links and Contacting Sometimes links break down in the website So we have to fix it So these are the things Guest Blogging, Off-Page Optimization, Social Media Outreach Can be used to connect with websites and influencers in your industry This can lead to the opportunities to build backlinks In blog post we can collaborate with influencers and post it You can ask them to put the link of our website in your blog or something else so that we can do organic search. Now content marketing, content marketing I have told you all the same things will come here again and again so I will not explain again and again, you can read it in your notes. Search advertising and overview, search advertising is called pay per click, which is the same thing that I had told you above that how we put ads, how we run ads, what we target, what we bid, I have already told you all these things.
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