Digital Marketing Complete Lecture Notes

[Music] the future of digital marketing seems to be bright and secure as the online World continues to evolve nearly 77 percent of global organizations have already used digital marketing which is among the top 10 most in demand skills more are expected to join the list in order to carve out a position in the digital world hello everyone and welcome to the session you are currently watching an edureka digital marketing full course video by the end of this video you will have a thorough understanding of digital marketing all the way from Theory to practical applications now if you love watching videos like these then subscribe to your records YouTube channel and click the Bell button to never miss out any updates from us also if you want to learn more about digital marketing after watching the session and wish to obtain edureka's digital marketing certification course then please see the link in the description below now let's begin with our agenda where we'll have a brief overview of what we'll cover in this digital marketing full course video we'll start by seeing what digital marketing is what exactly it is used for and why do we use digital marketing so these are some of the concepts that will be covered over here next we will see how to create a digital marketing plan followed by different types of digital marketing now it's time to Deep dive into the Core Concepts used in digital marketing we'll start with search engine optimization here we'll also cover off-page SEO and on-page SEO and we will then compare off-page SEO to on-page SEO technique after which we will see yoast SEO now once this is done we will then understand paid marketing with Google ads tool followed by content marketing and social media marketing we can then see some more Concepts in digital marketing like affiliate marketing email marketing and integrated digital marketing campaign now after all these we will head over to data driven marketing we truly hope that this session assists you in getting jobs in the industry in order to accomplish so we will look at how a career in digital marketing works and how to become a digital marketer followed by some essential digital marketing interview questions with answers so stick till the end now let's get started with our first topic that is what is digital marketing [Music] in this world where we have more than 100 million people who use social media on a regular basis are expected to be at least familiar with the core topics of digital marketing in simple terms I would say digital marketing is the promoting of products over the Internet or any form of electronic media now people consume digital content on a daily basis the like for example in the beginning we would read all the news or the day-to-day news over the newspaper but ever since we've got smartphones we've got tablets everything is bound to the online activity so very soon the traditional marketing platforms will disappear by replacing it with a digital Market which will completely take over the industry there are so many advantages which you cannot even count guys now if we talk about the history or the evolution behind the growth of digital marketing this was first used in the early 1970s where a programmer called Ray Tomlinson sent the first email and through this it was established that you can communicate using machines but this was just the beginning the Lesser did they know that digital marketing would create a revolutionary in the field of marketing as the number of users increase the landscape evolved from email to search engines like Archie Yahoo Google e-commerce sites like Amazon eBay and many more and also the better starting point for the history of digital marketing was in the year 1990. this was when the term digital marketing was first used in the launch of Archie first search engine now what is Archie Archie is a tool for indexing FTP activities allowing people to find specific fake files most of you might not know that Archie is a very first internet search engine this is when the digital marketing term was first used then in the year 1993 the first clickable web advertisement Banner was released so this is also another added wing for digital marketing followed by which in the year 1994 Yahoo was launched which was the first e-commerce transaction over net market and also in the year 1996 smaller search engines like hotbot and Alexa were released next in the year 1998 Yahoo launches Yahoo web search so in this case digital marketing has already been grown to one extent and this was also the birth of Google Microsoft also launched MSN and also in the year 2001 the first mobile marketing campaign took place next in the year 2003 WordPress was released I think most of you know how WordPress Works any of the content creators would know how a WordPress is used and also in the year 2004 Gmail Facebook and Google goes live these are the Milestones which digital marketing has achieved 2005 you have YouTube being launched and in the year 2006 Twitter was launched and also in the Year 2007 tomlo Spotify was launched in the year 2008 and Google launches its first real-time search engine results in the year 2009 and WhatsApp was also launched in the year 2010 which I think this application is used by most of them WhatsApp is also a platform for digital marketing in the year 2011 Google Plus and Google Panda was launched 2012 knowledge craft was launched by Google and also in the year 2013 Facebook Messenger app was launched and also this is the year where Facebook took over WhatsApp also in the year 2015 there was Snapchat so this is exactly how digital marketing took the mainstream one by one year by year you can see that they've come across so many challenges and they've discovered so many new things the mass adoption of the internet into everyday life is the single biggest event that has affected marketing over the last few decades although early desktop publishing software in the first PCS caused search in print Marketing in the year 1980s the computers were a little more than glorified typewriter and also in the coming few years the number of people using the web sold from 16 to 70 million so this is a very huge number you can say that this is exactly how digital marketing was in the play ever since the beginning now let's move ahead and understand this concept in depth so what according to you is digital marketing so it is just a platform or it is just a medium through which you can get a lot of followers or you can promote your product but that's not it digital marketing is one of those fancy new buzzwords that is used in the recent days it encompasses all marketing efforts that promote your product or brand using electronic devices or the internet it leverages online marketing tactics such as mainly search marketing email marketing social media marketing and mobile marketing in order to connect with the current and prospective customers so if you go by the definition digital marketing is basically internet marketing it is also referred as advertising and delivering through digital channels the channels can be social media platforms mobile platforms email or web applications search engines and websites make it simple for you guys digital marketing is any form of marketing product or services that involves electronic devices so this is a major reason why it's been around for more than decades okay so now that you've understood what is digital marketing let's move on and understand why exactly do you need to master digital marketing what's the need what is the necessity for you to learn digital marketing the major reason would be marketing has a lot of options guys it is always related to the strategies associated with it and also you can get creative and experiment with every little aspect of the marketing campaign but when you compare this with the traditional way of marketing this is impossible guys the tasks that you can complete online cannot be done with the help of traditional marketing so the traditional marketing forms would be printing ads phone communication and also physical marketing now say if you want to start off your business and you want to promote them you cannot go to everybody's house knock on their doors and tell I'm going to start this project or I'm going to work on this would you please help me do it no nobody in the recent days do that so one platform where you can actually put across your views put across your ideas about what you're going to be doing is digital marketing so you can actually get a lot of support from the other people who are already working on it and also you can get a lot of guidance so this is exactly why you need to master digital marketing now that you guys have understood why this is required let's move ahead and take a look at the scope of digital marketing digital marketing has several smaller divisions that work in different directions yet contributing to the overall growth of the firm basically digital marketing is considered as an umbrella term which is also known as data-driven marketing and operates over the digital platform that is the internet for the introduction and promotion of various goods and services the future of digital marketing is booming not just in one particular country but all parts of the world in the year 2016 the industry was taken by surprise with over 1.5 lakh job opportunities in the digital marketing domain well what followed this was an even bigger surprise when the only first quarter of 2017 marked close to 8 lakh job opportunities the surveys were conducted by various forums which have predicted this number to grow with digitalization in the nation now digital Market marketing industry is at its peak and the moment due to many reasons are these points it is flexible since the entire work can be done on the internet there is no restriction of a particular place it doesn't matter if you are at office or you are at home even if you are at your native or any place all you need to do is have a device that is connected to the internet and then you are sorted and it is very easy accessing the digital media is no rocket science guys it is just a piece of cake the newest of all the users use to take a minimum of few days to learn how to operate the digital media this is purely a user-friendly medium it also has high engagement ratio this is also considered to be true because the traditional media are being completely overshadowed by the internet-led digital marketing due to the high engagement factors the brands and companies have begun to give extra emphasis to the ad campaigns run on the Internet or over the television advertisements and the next we have the job opportunities like I mentioned the number of job opportunities in the field of digital marketing is very massive the more user engagement the more job opportunities the employment sector has seen a major share of jobs generated by the digital marketing domain the career scope in digital marketing seems very attractive to masses and that is one of the major reason why the professionals are learning this course to enter the industry so you will for sure get a promising job if you take up digital marketing course from edureka now and also it helps in getting immediate results an Advertiser running a social media campaign can easily measure the performance of the campaign in real term without waiting for long intervals you don't have to wait for any of the results that you're looking for the result generation is very easy so these are the major reasons or the scope where digital marketing is required [Music] so as you can see in the television a character is trying to distribute the pamphlets among the people but they are simply ignoring it this is how what used to happen during traditional marketing we also know that time we had no digitalization but now in this digital era you can see that now you have so many platforms where you can just post or just advertise or brand with one click and you can get n number of responses to no communication which increases the client happiness also increases the engagement between the both ends next is investment returns in traditional marketing the Returns on investments for traditional marketing is very challenging and it's quite difficult to measure whereas in the case of digital marketing it is very straightforward to calculate using different analytical tools it makes it more simple to measure the investment returns now if we talk about the effectiveness then in the traditional marketing is not as effective as digital marketing because in traditional marketing you have a more expenditure like you spend more money like in TV advertisements radio banner ads broadcasting sponsorships print ads Etc so it obviously takes a lot of effort and wealth but it ends up showing less Effectiveness because it is only one-way communication plus there is no strong engagement in traditional marketing whereas in digital marketing the expense is very less because nowadays we have search engine optimization pay as per click advertisements web designs content marketing social media email marketing and all these are like open source platforms where you can just easily like advertise your product Brands anything and here you get a lot more effective results as you have good number of Engagement and you get good responses from the customers or new clients if you talk about Targets in traditional marketing there are standardized ways for targeting users that means there are limited ways where you can Target those many number of users You Can't customize it or you can't go ahead the standardized limits whereas in digital marketing the targeting is totally customized and relies on the type of users so here based on the requirement by the user you can just customize your targets like you can either increase your targets or decrease your targets based on your requirements while talking about the reaches here in traditional marketing the reaches are local because as I said that you have a standardized limit and you're only bounded with limited ways like for example TV advertisements pamphlets newspapers which are like only within the locals and you have no accuracy or you have no assurity that you will be getting the response at once so in digital marketing it is totally Global here you don't have to roam around and look on to people you just have to sit and just advertise and people will come to you so these were some of the key differences which let you know that how digital marketing is more better than traditional marketing now talking about the current digital marketing Trends digital marketing is all set to increase to a total of 118 billion dollars statistics also indicate that the Indian marketing traffic is expected to grow 291 times bigger than what it was in 2005. the digital marketing channels like SEO content marketing email marketing and so on 22 percent of the entire world's population is on Facebook and close to 50 percent of Instagram users are on it every day now you can imagine the scale at which digital marketing is growing right now talking about the actual trends of digital marketing industry the first thing we have is the artificial intelligence artificial intelligence is considered as the biggest commercial opportunity for companies Industries and countries and will increase the global GDP by up to 14 percent by 2030. this means that AI latecomers will find serious competition within the next few years so start gearing up guys and have a look at how artificial intelligence works and how digital marketing plays a vital role in this now artificial intelligence is actually considered as a cutting-edge technology and has numerous potential applications in marketing it is also deployed for Content marketing advertising and customer service so this is also considered as one of the hottest job train in the market right now and the next current trend for digital marketing is the chatbots chat Bots will power up to 85 percent by 2020. this AI based technology uses Instant Messaging to chat in real time with your website visitors or customers I think most of you know how chatbots work so nowadays almost 30 percent of the tasks are fulfilled by the chatbots company use chatbots to provide services like customer support generating information and many more with examples like Siri Alexa it becomes clear how chatbot can make a difference in our lives every day and also this chatbot is also known as a chatterbot bought artificial agent and so on and this is basically a software program driven by artificial intelligence which serves the purpose of making a conversation with the user in the form of text or speech so many people across the globe prefer using chatbot as their responsive platform for 24 7 support like I mentioned it is mainly for building a conversation with the user and responding to their queries it mainly helps in answering and it also helps in very accurately recalling your entire buying history but most often these are used to answer simple questions or help a user accomplish a simple task so this is also one of the latest trends at the market right now now talking about video marketing video marketing is one of the most famous and most important market trends today and is likely to continue for the next five to ten years I think most of the viewers out there know the value of a video also a notable fact is that 70 of the consumers say that they have known a brand by watching their brand promotional video on different marketing channels the marketing channels will definitely include social media marketing which is a very wide platform also in addition to this 52 of consumers say that watching product videos make them more confident in online purchase decisions so video plays an important role guys you know you can read a lot about anything that is happening throughout the world but watching a video is equivalent to reading 10 books and also the fun fact is that by 2020 just the marketing videos will make up to more than 85 percent of all the consumers over the internet traffic in the US it's most of them guys now when I say in video marketing YouTube is not the only way to achieve traffic so when you're talking about video Marketing in terms of digital marketing YouTube is not the only way you can achieve traffic right there are plenty of ways to drive higher engagement ratio in terms of video marketing as you have all the chances of making a small video post or start a live broadcast on either any social media platforms like Facebook Twitter Instagram or so on so this is also one of the latest trends of digital marketing right now and the next counts the biggest hit of the Year augmented and virtual reality marketing augmented reality advertisements rank among the top applications used by the marketers throughout the globe using this you can bring static or unreal environments something that would integrate the offer with the reality of the buyer now what do I mean by offer and the reality of the buyer it means to say that you can experience a lot of things right in front of your eyes but just that there's a little difference between what is being offered to you and the reality reality is going to be completely different with the offer now this trend is one of the top highlights of the Year 2019 and according to statista AR and VR worldwide Market size is expected to reach around 209.2 billion dollars in only five years this is definitely a very huge amount guys so Augmentin and virtual reality is going to be the future of digital marketing now the next one that I have on the list is voice search I think most of you use smartphones and also everybody know what our voice assistance and when I say voice search voice search or Google voice search is a Google product that allows your users to use Google search by speaking on your smartphone or your computer that is have the device search for data upon entering information on the what to search into the device by speaking so we have a lot of Technologies intertwined for this also there is something called as Alexa and Siri right these make our lives very easy you can just find any of your restaurant or any of your queries any of your doubts regarding any of the topic you can just say hello Google or OK Google and just say Alexa find me a best restaurant or find me something to wear find me place which is very cozy and all of these right so this is how easy our lives are right now so talking about the stats of voice search in the field of digital marketing 111.8 million people in the US are using voice assistant in a week and also around 31 of smartphone users across the world will be using a voice activated search like CD Alexa and so on by the end of 2020 and as a matter of fact by 2020 that is by the end of 2020 50 of all the queries will be voice based so you can see how drastically Voice assistance or voice search is growing businesses must always focus on their marketing Outreach efforts for using voice engine optimization this helps in letting you know about your target audience who might use your keyword in their voice queries and so on also do focus on long tail keywords this is because the searches are more likely to be more specific when it comes to asking a question you can just ask what is digital marketing by just calling up Alexa just tell me what is digital marketing it'll give you the top search engine results so this is how easy it has become guys and also you can make use of this to promote your product as well now talking about the importance of digital marketing why exactly do we need digital marketing why is it so important in our day-to-day life basis technology well again continues to drive business in the 21st century and Mastery of digital marketing techniques is a must-known predequosite well I guess you guys are aware of the term digital marketing as a medium to promote your product and your business that's absolutely right guys but why do we need digital marketing what's so important or why do you think you need digital marketing for your business strategy and also how do you think digital marketing is important so let me just put out a few pointers to you guys these are the major reason why you should actually have digital marketing so today's marketing strategy completely depends on digital marketing so when you're strategizing your business needs digital marketing plays an important role here so how do you create a strategy in digital marketing each company has its specific set of goals but the majority of them are only concentrating on driving sales to their organizations and finding new gateways to success this is where the marketing strategy comes into the picture to take your company's work more effective you have to take advantage of all the most valuable marketing resources and Technologies when I say digital marketing strategy it is basically a plan of action to achieve your marketing goals the next important thing which will lead to great success of your organization would be the increased number of sales so digital marketing helps in driving more sales to your organization which in turn increases the revenue and also the pay scale now the next one is it helps you brand your company branding your company is a must guys you should be very confident about what your company is dealing with and also you should know how to promote your product promoting your product and planning your product is a little different so please note guys branding your product is making people know that your product is worth buying and also gaining the customers trust now the next one is it is easy to get familiar with the marketing channels so there are close to six to seven or seven to eight marketing channels available and getting a lot along with these marketing channels is very easy well you guys know about seo seo a search engine optimization which is basically used for blogs or articles that you write and email marketing is for prospective customers send out a professional email to them and get a proper response social media marketing mainly deals with promoting your product on the social media platform and so on so getting along with these marketing channels is very easy and also digital marketing helps build a better relationship with your customers or prospects so this is actually why we take up digital marketing getting people's trust building a good relationship with them eventually leads to the growth of your organization digital marketing is one such platform which helps you build a better relationship with your customers now the next one is better Roi return of investment is also an important factor that influences the profit of your company so the amount which you invest in the marketing channel or marketing medium is going to be really very high but by using digital marketing you're going to be getting a lot back the money which you're going to be investing on a digital camping or a digital marketing campaign is definitely going to be coming back with better interest and also digital marketing has a wider and dynamic career opportunities you can be hired as a digital marketer as for the role of SEO manager content manager sem specialist and so on okay so these are the hottest job roles in the market right now guys so grab the opportunity and seize the day and also the important factor which influences your company's growth would be appearing on the search engine result pages that is on the front page of Google so making a company appear on the search engine result pages is a tedious task in hand but by using digital marketing and the techniques you'll be able to make this task easy so these are some notable benefits or I would say importance of having a digital marketing team in your organization so now that you've understood what are the latest trends in the market and also the importance of having a digital marketing team or importance of having a digital marketing campaign in your company now moving on to the next reason why you should actually learn digital marketing is it has a variety of career opportunities digital marketing gives you a huge scope and a multitude of job options right in front of you a recent report also states that there are over 75 000 job listings on the very famous job portal that is indeed.com also do note guys this field is in high demand as many digital marketers start with a salary range of 45 000 US Dollars unlike other fields digital marketing has a lot of opportunities for freshers as well as experienced candidates not only in terms of jobs but also you can earn as a freelancer digital marketer and make some awesome amount out of it this field is actually evolving and hence it creates a lot of opportunities for freshers and experienced professionals if you are out there looking for a job in the field of digital marketing now is the right time to start preparing yourself and also the most important part is it is easy to start a new creative business project you can easily create your own project by making use of very commonly used platforms such as YouTube blog creation and affiliate marketing these are actually a part of digital marketing guys so once you understand how this works you know where to put in more effort which marketing channel you should prefer to reach your target audience and so on and also in addition to this you'll also have enough knowledge about optimizing your blog and the marketing channel of your choice so your audience can find you so this is like you do something for recognition but in return you get a lot of trust so this is like a chain reaction now once people know about your project and also have a variety of career opportunities it is easy to generate results and the digital sales funnel social media platforms like Facebook Instagram LinkedIn and many more are responsible for driving good traffic onto your website these applications even involve advertising your product when a user lands onto your website many tend to browse more than just the web page that you land them on CE they click out the web page that you land them on you probably lost the potential customer lead that you could have to follow upon generating leads from the sales funnel is actually a very difficult task keep a hold of how your customer is going through your videos or blogs or your content that you create and also do answer all the queries that they have about any of the problem that they're facing it is easy to drive traffic to your website from digital markets once the shifter focused to digital marketing there is no turning back guys the reason behind this is having a website and letting the audience know about your product or service is a very difficult task and with digital marketing this is definitely made easy as this plays a major role in generating good traffic to your website you'll have all the opportunities to convert them into sales now the next is digital skills Gap there's an enormous demand for people with digital skills especially the soft skills for those under the income bracket so sticking with ongoing scope in this area even if you're not a complete techie you'll have to look at the foreseeable future of digital marketing the skills cap actually refers to the difference between the skills required for a particular job and the skills the person actually possess the skill Gap is responsible for not being able to perform a complete job so using digital marketing you can upskill your learning or knowledge about the trending technology now the next major reason is the versatility once you master the top skills for the role of a digital marketer you'll have a lot of exposure to the broad set of skills this makes it easy to change your focus later if you decide to switch to a different specialization the actual fact is if you choose a career path or specialization in the field of digital marketing and then decide to Pivot later you're likely to need a little training in order to make the switch also you could work under any specific domain of digital marketing this can keep your skills sharp and your work very interesting in this sense you can upgrade existing skills while still learning new ones but also stay in the same field in digital marketing there are plenty of choices and ongoing learning opportunities where different skills fit together in different ways and the next factor which influences the need for digital marketing is this field is evolving this is an evergreen field which is always evolving digital marketing is one such field where you'll find something new to learn and follow you'll find it interesting and gives you freedom to be more creative in terms of creating a master plan that is a master digital marketing plan it is going to help whether you're taking the lead on the initiatives or not since there are variety of Specialists working on a given agency you'll also be working alongside professionals with a variety of backgrounds and new strategies so get your hands dirty with this amazing digital marketing field right now one major factor which always people look for is how to stay updated with the current trends and how to stay ahead of our competitors adapting digital marketing to your organization is a must guys by doing this it lets you know your own company and also your prospects interest even though you make good content and beautifully design your website you might still end up not getting enough leads this is possible this is like the reality right this might also be because you don't know about the current market trends so unless you're up to date with the current market trends and also try to adapt them in your company you'll have a rough time planning your strategy so digital marketing is one such way through which you can always be one step ahead of your competitors now the next major factor which eventually increases the growth rate and also the job opportunity would be having a good certification course having a digital marketing certificate is definitely going to help you get better job opportunities in this domain also sixty percent of the professionals feel that online certifications have helped them a lot in mastering this amazing Technologies you need to know how to learn digital marketing Jane was aspiring to learn digital marketing she's enthusiastic about web development so she thought of starting off by making a website once it was ready she realized that it didn't look appealing so then she started learning design but even after making her website very appealing she was not able to reach a large audience so then she started learning about SEO now getting a hand in digital marketing she wanted to promote her content further hence she started learning about social media marketing she then found out about the various algorithms used in social media platform for targeting audience to overcome the algorithms she then discovered and started learning about email marketing so you see Jane learned as she practiced and there's now a successful digital marketer now with Gene's success story let's have a look at the steps to take in learning digital marketing to build your success story digital marketing is very wide once one starts they might get lost in the white pool of options but trying to learn everything at once is a wrong approach take into account all the branches and consider your interests for beginners I suggest you start with SEO now that you know that you are supposed to start with one particular Branch next you need to decide on the strategy and tactics you are going to implement at first you need to pick your strategy now that you know that you are supposed to start with one particular Branch next you need to decide on the strategy and tactics you are going to implement at first you need to pick your strategy these are the big picture stuff where you want to focus your efforts first because this is the foundation where all your future marketing tools and softwares are going to be built on if you get this wrong nothing else will work there are many different strategies and methods to digital marketing but I suggest you take into account the core 4 to determine your strategy first you need to pick your model this is about what business you are promoting or what service is available with that also determine what package or price to set based on what's profitable and in demand next know your Market that is the people you are going to serve focus on the ideal customer base taking into account their demographic Geographic and psychographic details next is the message when marketing you need to connect with customer and their problems and deliver how your model helps solve their issue for this you need to understand the market chat with customers to figure out your message and finally the media this is the center of digital marketing this is where you are going to do your marketing such as to Facebook ads Google ads or anything else a lot of people make the mistake of starting with the media like when they hear about let's say Instagram ads or so but without figuring out your model or knowing your Market don't start with this go in the right order and pick your media based on your ideal target market so once you have figured all the major stuff move to the tactics tactics Define how you are going to execute the strategy these are actionable steps to take such as what frequency to post in or what kind of content to post or the level of consistency that you are going to maintain a tactical question would be what's the best time to post on social media whereas a strategic question would be Which social media platform should we post on you now know about the strategy and tactics if you are new to digital marketing SEO is a good way to start off with SEO stands for search engine optimization it is the process of improving the quality and quantity of traffic to our website or a web page from search engines it can be broadly classified in three categories technical SEO comprises of anything technical undertaken to improve search rankings on-page SEO can be anything on your web pages such as blogs product copy web copy Etc and off-page SEO is anything which happens away from your website that helps with your SEO strategy such as backlinks next have an understanding of organic and paid content organic content is what you create for free such as an Instagram ad or Facebook ad or YouTube video I wouldn't call it free content because you put effort or maybe money to put it forward it is Simply Organic because you are not paying to promote it paid marketing is to distribute through media by paying them Facebook ads Instagram ads or YouTube ads are examples organic content shows up in the news feeds of the people who are following you organic is free to promote but limited in reach and paid content costs money of course but reaches a lot of people and also ideal people quickly hence select your content based on your resources once you have your content get acquainted the free tools you do not want to start with digital marketing and go in debt already hence familiarity with tools such as Google analytics Google search console canva or sembrush among others comes handy as you go on eventually you can learn about the paid tools too next let's have an understanding of direct response and brand awareness direct response marketing is Direct in its goals to get response you can create a piece of content and you're focused on getting an immediate and tangible return like a sale a phone call or subscription for example run a Google ad and expect to generate a lead this is easy to track and measure whereas brand awareness is long term it's about building trust and authority and brand name in the market it's harder to quantify branding is useful to build sustainable business for your business you can use a mix of both but be careful don't conduct brand awareness marketing and expect direct response have a good understanding of each once you have learned enough about a certain Branch it's time to start executing theoretical learning is not an ideal approach to digital marketing you need to execute it on action for instance you may help out your friend with an existing business or apply for an internship freelancing as digital marketer is also a good option once you are well versed and experienced in a particular Branch it's time for you to move to other branches such as video marketing website optimization social media or email marketing there is no set order for the branches it's all up to your own interest still confused if you shouldn't on digital marketing let's see why it's better than traditional marketing first of all digital marketing helps you reach a much larger audience not only is your audience larger but also more targeted and ideal it's cost effective compared to let's say putting up an ad on the TV and you receive immediate feedback for your work which makes it easier to track the result foreign [Music] so the first topic is why digital marketing plan is necessary a digital marketing plan is a document that mainly includes the details of your marketing campaigns short and long-term business goals and so on it is also sometimes called a digital marketing strategy now when I say digital marketing strategy what do I refer to or what do I mean a digital marketing strategy is a plan of action to achieve your marketing goals so when I say strategy I think most of you know that strategy means planning and at once right so it is a plan of action which is achieved by a particular goal and you can achieve this by using channels like paid earned social media and all of it which come under the strategy and also depending on your job scale the strategy might involve planning each with a different agenda and the end result so in this session we are going to be focusing on the planning aspect and strategy mainly involves more creative thinking and also it is difficult to create one so let's see how to get started with real advertising your strategy or your planning for your business operation and also planning is basically for maximizing your business benefits and the goals associated with it so why do you think planning is required what does it mean agenda or the main goal of having a plan undoubtedly digital marketing is becoming an integral part of our lives and also our business as well so without this added to your plan structure you are missing out on a lot of opportunities to connect with your customer base so the main goal is to connect your customers and then move forward to how you can improvise yourself or improvise your method of dealing with your customers however you can actually make your strategy work but you should have some clarity in it this Clarity can be got by proper planning so some major reasons that you should consider having a perfect digital marketing plan will be you'll be easily able to attract viewers to your website and also you'll be converting so if you get viewers on your website who are actually looking out for something which they need and you're giving out something which they want so it is going to be becoming a proper conversion rate there you can actually get a sale out of it and also they will become your loyal customers and create a marketing strategy that helps in planning all the actions on how to reach your Target customer Target customer is something which you should analyze or research about guys Target customers are those who actually want something from you and you're giving something to them and they might have some issues or they might have some queries related to what they're going to be paying for so this is how you should make a strategy to reach them in a way that they will find it easier to interact with you and also have trust in you you'll also gain a lot of in-depth knowledge of the market and your target audience so when you do a proper research proper homework on how you can analyze your viewers how you can work your way around the target audience you're good to go guys and this lets you use all the resources that are available in an effective and unorganized way so when I say planning it is pretty sure or pretty obvious that it should be an effective plan where you can utilize all your resources and also you should do it in a perfect way so these are some major reasons why you should take up digital marketing planning and also if you talk about the scale in which marketing or digital marketing is growing you should start planning your business strategy in a way that you shouldn't try to copy other business strategies and try to implement your business plans accordingly so you should be unique in that week okay now moving on to the next topic so what is the structure of a good marketing plan have you guys ever wondered if there can be a structure to a marketing plan well there is a good marketing plan or a good digital marketing plan is a key to all your strategies that will give you a foundation for all key online marketing activities so we have praise to the rescue what is a praise what am I talking about when I say praise praise is nothing but plan reach act conversion engagement so these five put together will make your good digital marketing plan now planning or consider using the data-driven approach to review your current digital marketing Effectiveness custom analysis kpi that is key performance indicator dashboards smart objectives and helps you create a strategy of prioritized improvements on how you can deploy your digital marketing media technology and everything all these come under the plan part of digital marketing planning so planning is very important it will eventually help you guys in conversion also and talking about reach you should be able to build awareness using online marketing channels or mediums like social media marketing SEO that the search engine optimization content marketing and so on and this will drive more visits to your website and talking about act the next following step would be app you should know how to act when you get a lead or when you get a feedback regarding whatever you've done or whatever plan that you've been taking part in always encourage interactions on your website or sometimes social media which will help you generate more leads you should actually involve in more and more interactions with your customers and talking about conversion the superlative goal is to generate Revenue by retargeting nurturing and conversion rate optimization or cro this is used in order to remind and persuade your audience or customers to buy any of your product via one of the marketing channels so this is how the conversion takes place guys you have a viewer on your website he tries to reach you he tries to go through the website what you provide what services you provide what your products are up to and so on so this involves planning here you should know how to Target your customers you should know how exactly they'll stay if you're going to be giving them discounts on any of the course or any of the product that you're going to be interested in and the next one is engagement increase the number of sales from existing customers by improvising personalized communication using web email and social media marketing I think most of you get emails regarding any of the new product launch on Amazon or Flipkart right this is how you build customer engagement so this is how you have praised to the rescue and once you know your way around this let's give you a breakdown of a step-by-step structure of a digital marketing plan first thing you should know is list your business goals you should know what your business goals are you should know how to define your business goals so the very first thing to do when you are developing your digital marketing plan is to carry out an internal and external analysis of your firm they need to be so important to Brand your business but it'll definitely help on your final marketing plan document that sets the stage for everything to come also to do this we have some useful framework called SWOT analysis so this is going to be helping you in looking into matters like strengths weakness opportunities and the market so what is a SWOT analysis something familiar something new all right so let me just not beat around the bush and let me give you a proper definition to what a SWOT analysis so what analysis is a strategic planning technique used to help an organization identify its strength weakness and opportunities threats and everything related to business competition or project planning once you have everything in place strive hard to put up some goals related to your domain also the wonderful part is you can work on developing your digital marketing plan with smart goals now the question is what does Smart stand for is it a full form is it an abbreviation is it just saying smart goals in general let me help you guys smart goals are nothing but the abbreviation for specific measurable attainable relevant And Timely smart goals helps in analyzing your business venture now when I say specific it deals with leads the number of visits that you get on your website and so on measurable helps in providing a specific number of those leads and visits attainable deals with analyzing the benchmarks that you've set and relevant helps in relating back to the overall end goal and last but not the least timely so you should know how to finish everything within the time frame so this is how smart comes into picture and smart goals are very essential if you're going to be starting a business venture of your own now the next is research your target audience this is important for focusing on trying to get the traffic and reaching the Right audience if you don't research your audience before creating your content you might end up creating something really useless so which is definitely not recommended or which is not appreciated so you shouldn't actually do it you need to First analyze their interests and plan accordingly there are so many ways where you can collect prospects information to create a good Persona such as we have we have web analytics data web-based service focus groups and blog post comments so these are some mediums through which you can get some information regarding your prospects and also their interests the next on the list is the design Persona you should design your persona in such a way that people cannot find a single fault in your product if you have the required customer data in hand you're good to create a good bio Persona guys you can't create an effective digital marketing plan without knowing who you want to reach a buyer Persona is important in this case generally a buyer Persona is a fictional thing guys it is people that represents the traits of people you're trying to Target to buy your products or services so it's like a robot in between you and the customer so how does this bio Persona help in digital marketing what does it have to do with anything that is related to marketing field so bio personas help you know who to Target when you're running your campaign in many cases there might be a chance that you might have more than one bio Persona whom you'd be targeting so creating these personas help you Market to different types of buyers based on their interests and needs so buy a Persona is important in digital marketing planning now the next is Define your marketing strategy once you're done with defining your business goals personalizing your strategy and help in planning the major things that affect these would be the strategy the entire strategy on how you're going to be building up your plan so the first thing would be the audience you should know what to focus on whom to focus on and how to focus on so what gives you the answer to what kind of content you should create whom gives you the answer to who to Target that is the prospects that you should consider focusing on and how to Target are the mediums the channels or the marketing channels which you can go for to reach the audience ranking this plays a major role guys you need to know how you're going to be communicating with a unique value proposition and how to do so appropriately in terms of channels so ranking plays a vital role because you'll be having your page or your website rank on Google and which will eventually drive more traffic to your website and the next is content strategy know how to create informative content keyword research social posting and so on so now that you know how to define your goals how to create your strategy how to create a buyer Persona let's take a look at the last thing that you should do after creating an effective strategy that is choose the right marketing platform it doesn't matter if you're new to digital marketing or have enough experience in this field but what matters is your idea about marketing it via the right channels there are a few marketing channels or mediums through which you can let people know about your product so utilize this knowledge and Market it in the right way so the first thing is you cannot stick to one digital marketing channel you need to be well versed in all channels starting from SEO with over 2.7 million blog posts getting published every other day and more than 500 million tweets per day you have no choice but to enhance your knowledge in a particular marketing channel so choose the right marketing platform for your business and your planning is done right and it will eventually lead to more Revenue generation as well now moving on to the next topic we have how to make an effective digital marketing plan so follow these instructions to have an effective digital marketing plan so the first thing you should do is brand yourself the very first thing leading to success of your digital marketing plan is defining your brand it is important to analyze your company's growth your ins and outs of your brand so that you can easily sell your product in addition to this create unique selling points or USPS in general to give proper insights about your brand to the audience also even here focus on the smart goals which is namely specific measurable achievable realistic And Timely so focus on these goals you'll be branding yourself as a trustworthy company so in order to try to increase your audience base follow these instructions so first thing is launch your product so this is more important guys launching your product which is error free bug free and so on so you should focus on creating a product first and reach out to New Markets if you're very confident about your product just reach out to New Markets and it can can vary depending on your location or the type of audience and also try to promote your product promotion is a must even if it's a very minute thing that you've done you've achieved something you've created something on your own try to promote it and also you can improve your Roi that is written on investments usually when I say marketing it costs you a lot of money guys but using a digital marketing the cost that you're going to be spending on marketing campaigns or soon will be less even if it's more you're gonna be getting more back in return that is the Improvement in the ROI and next analyze the market growth and expand your market share with respect to the competition try to optimize your conversion funnel so when I say conversion funnel conversion funnel is something where you will know the exact ratio of how many people are landing onto your website and how many people are actually buying your product so the number of people landing on your page and the number of people who are actually going to be buying your product is very less because the number of viewers will be very more they'll be interested to see how your product will work what you guys are into and so on but eventually when the process takes place they will not be much interested in your product they'll try to say that I found another one which is more interesting which is more nice or very better compared to whatever you are selling so I'm going to be going to that and no I don't want this so these are a few ways where you can try to optimize your marketing funnel and try to attract new customers and increase the number of sales so attracting new customers wouldn't be easy if your product is performing well so make sure that your product is right so these are a few important points you should note for having a perfect digital marketing plan now moving on to creating an effective marketing plan we have choose the right marketing platform if you're creating an effective digital marketing plan you need to choose the right marketing platform there are several marketing channels through which you can easily promote your content and get good leads from it some major channels include search engine optimization content marketing social media marketing pay-per-click email marketing and so on so choose the right one for your business now measure the business once everything is in place you need to know how to measure goals not just create a plan in such a way that it will help users it will help you gain more profit it is not like that you should know how to measure your goals you should know how to analyze where you're losing traffic or where you're gaining interest of people so a strategy or a plan will always yield results and you should always have a strat strategy to measure the results so this is a crucial phase of digital marketing guys it determines whether your business was successful with the efforts that you put in or not you will be done with your marketing plan only if you will be able to analyze and measure the corresponding results and you can measure your marketing strategy results using kpis like I mentioned they are key performance indicators these help in determining your campaign success and also it helps in showing you if you've got an expected Roi or not also in addition to this you should have a real-time data visualization system why do you need a data visualized system this is because the world is evolving towards digitalization and there is much more to explore in this field so be up to date with the current market trends identify opportunities and room for improvement in an instant so these are the ways you can actually improve your marketing campaign or these are the effective ways which you can design your marketing plan now moving on to the next topic we have the best practices for a better digital marketing plan so in order to increase or improve your digital marketing plan you should follow some guidelines or some practices right so the first one would be prioritize your customers need and plan accordingly so when you are into marketing you should always prioritize your customers needs first this is because you'll be giving more and more time to your customers you should know what their thought process about your product is you should know how to analyze the situation give them proper guidelines provide help when they need it and so on and also audit your SEO on a regular basis SEO is mainly into blogs and articles like I mentioned so audit your SEO in such a way that it will help your website rank first on the search engine result Pages conduct webinars and Live Events webinars actually help in improving your knowledge about the subject and also this will eventually help the customers who are looking for an answer so under webinars and Live Events Live Events basically deals with you being there in person and explaining about the product now next is prioritized blog as your primary lead generation media this is because organic traffic drives more traffic to your website guys so focus on creating more blogs or more videos regarding any of your product generation any of your marketing plan make organic traffic your priority like I mentioned blogging video making all of it come under organic traffic generation so give more importance to organic traffic distribute your content on the marketing channels we have so many social media marketing mediums or marketing channels through which you can promote your product we have social media which is like a boon to us and which is helping us in all ways that we need so these are some best practices that you should consider while taking up or while creating a proper digital marketing plan let's take a look at the components or sometimes which is referred to as the channels or types of digital marketing but before you can actually start your selection process to identify the best digital marketing tools you must always be familiar with the various channels that are available so like I mentioned there are mainly five to six channels of digital marketing so the first one on the list that we are going to be discussing would be search engine optimization or say SEO so almost all people using the internet are familiar and are making use of search engines to look for anything that is promising and worth searching for in fact up to 93 of online experiences happening to people usually Begin by using the simple search engine people use search engines to look for information regarding a product a brand or service it is also stated that 60 of search engine users find a local business to satisfy the particular need so SEO is basically the process of optimizing content technical setup and the reach of your website so that your pages appear on the top of the search engine result Pages for any specific keyword the major goal is to attract visitors to your website when they search for products or Services related to your business this is going to profit the visitor as well as the business because the number of views that you get is directly proportional to the number of Revenue or the number of sales that your company deals with also a fun fact to note here is WordPress users alone publish over 2 million posts every day this comes out to approximately 32 blocks every second so this means that the users are publishing over 216 blog posts while you're still watching this video also even in this blog creation sector I would say we spend around two to three hours and also it might go up to maximum five hours when you're writing a Blog this is because we are well aware of the fact that I should make a Content appropriate and very appealing it takes time to make it good make it promising and also give a sales pitch so in order to understood what exactly is search engine optimization let's take a look at a few key points to note while you're optimizing your content so firstly that I have on the list is optimizing your content so try to Target business analysis here you need to be sure about whom to Target and how to Target you might find people with relevant taste and thirst but they wouldn't be convinced with the type of content you create so try to Target the Right audience the keyword also plays a major role in better content creation guys this is basically the development of a prioritized list of Target search items that is related to your customer base and Market segment so do note that guys keyword also is important for search engine optimization now the next thing is web analysis web analysis helps in analyzing visible text and code to determine how well you're positioned for search engine all right now the next way to optimize your content is keyword research as I mentioned keywords play a major role in better content Creations keywords are the targeted list of topics that are related to your customer base do review competitive lists and other pertinent industry sources to get a hold of what are the keywords which are ranking also check for how many websites are competing for each keyword prioritize a keywords and phrases plurals singulars and misspellings okay so keep a note of these guys and also long keywords will help you rank more and do check for search volume guys this helps if you want to know how many people are looking for the content based on your business now once you know this you should know how to rank your keyword so Google ranking plays a major role in creating traffic and generating possible leads so check for your content every month to see where exactly it is positioned so this was about keyword research now the next way to optimize your SEO is by optimizing your content create a proper lens title also it should be keyword based as these established page theme and direction for your keywords use meta descriptions or meta tags that help in providing the user the gist of what is the article about so these are the ways you can optimize your content using SEO so now that you've understood the different ways to increase traffic pay per click which is also called PPC for short refers to the sponsored results on the search engine result Pages or scrp PPC ads are visible flexible and effective for many different types of organizations with paid search you only pay when your ad is clicked so these are basically the ads that are present on top whenever you search for a particular keyword so essentially this is the way of buying Wizards to your website rather than attempting to earn those visits organically SEO is organic marketing and pay per click is your spending money on that ad to get a click or to get people buy your product search engine advertising is one of the most popular forms of PPC now you must have had this thought when I say ads what kind of ads am I going to be seeing these are nothing but Google ads are formally called as Google AdWords PPC is commonly associated with the first Tire search engines like Google AdWords so let me show you guys how exactly this ads look like so if I search edureka over here you can see I'm getting an ad over here it says add eureka.com so this is a paid ad or PPC so this is exactly how Google ads looks like it is going to be on the top rank when you search for a particular keyword so the keyword here is edureka if I'm going to be searching for edureka this thing pops up which is PPC you'll normally find shopping ads and text ads now why do you need PPC how does it help your business it's just spending so much money on something people would not prefer investing on so firstly you need PPC to generate more traffic to your website and as the link stands on the first position the possibility of people landing on your website actually increases and another major reason why you should opt for a PPC in your business is the speed precision and the agility speed as in the advertisers can quickly drive a significant amount of traffic to their website Precision is for creating a highly targeted audience to show your ads and it is straightforward agility refers to the performance measurement data which is available pretty quickly so for all these reasons you should go for PPC for your business now there must be some downfall if there are so many noted Advantage for a business strategy right so what are the drawbacks of using PPC and how you should be aware of the malfunction so the major drawbacks of bpc would be the cost and the volume cost is one major Pitfall of using PPC marketing because the amount of money you spend on each ad is very high so depending on your competition and the business requirement PPC will benefit your organization but you'll have to spend more on it and the volume if the users aren't searching for product or services that you offer search and shopping ads won't generate much traffic does leading to the downfall of your business okay so what sort of PPC AD should you go for are there any types or so on so the types of PPC ads completely depend on your marketing strategy and goals so you should always be aware of the ads that you want to promote trust the interest of the viewer by making it more appealing decide to promote your product this is the must guys because until and unless you like the product that you're promoting nobody would actually go for it right and always be ready to take action on any of the activities that might lead to revenue generation so you should be well aware of what you're doing so what are the notable things that you should know before going for PPC you should know about digital ad strategy digital advertisement design add landing page at targeting and pricing add strategy or the digital ad strategy is the important part of PPC do you know how to develop the foundation of your business with the step-by-step process to create goals and Persona segments for your campaigns also the cross-channel methods for acquisition nurturing building customer loyalty and branding are very important in this phase now the next one is digital ad design if you break down the differences between PPC display and social ads you know that the benefits and the best practices for each find out how to write relevant ad copy headlines lead generation forms and cdas that is call to actions also learn about relevant imagery content including cinematography video flash banners pop-ups and so on okay now talking about the add landing page no matter how much time or money you spend on digital advertising campaign it will all go in vain if your landing page doesn't resonate with your audience optimize your forms ads and landing page designed by platform and set lead generation and social media goals to ensure a seamless and personalized experience for every visitor and how does AD targeting work you need to discover various ways to reach your Target customers including ad content geographic location behavioral and buying patterns audience behaviors specific demographics and many more and at the end pricing you can develop a comprehensive understanding of what the models mean for your business strategy and also do cover the manual and automatic bidding and many more so this was everything that you need to know about PPC marketing so let's move ahead and take a look at content marketing so this is actually considered as the key to success of your organization so there is a famous saying content is anything that adds value to the reader's life and also there is another saying which says content is the king this saying had created a lot of bus amongst the online marketers and this is a different area of marketing like social media and SEO marketing guys so content is the heart of what we do as marketers you talk to the customers clients and the viewers and whomever you want regardless of what form it takes of the content content marketing is the use of that content any of it to help meet a marketing goal of your organization that could be the acquisition of potential customers retention of existing ones reach more people with your brand or your product and really anything else guys so what do you understand by the word content content actually means something that has valuable information in terms of business it is related to data and strategy of how to deliver your product to the audience and the standard definition of content marketing goes something like this it is a strategic marketing approach that is focused on creating and distributing valuable relevant and consistent content in order to attract and retain a clearly defined audience It ultimately helps Drive profitable customer action so what are the major reasons do you think would help you consider content marketing as a career opportunity or for your business aspect as well so content marketing helps increase the sales which in turn increases the revenue you'll be saving yourself from spending more guys the amount you spend on content creating and marketing is less compared to what all the other people do the major reason to shift your focus to content is that you'll gain a lot of loyal and good customers now what exactly is the history behind the growth of content marketing now you'll wonder why the word content marketing comes into picture was it there since the beginning or was it named recently the answer to this is it was used in the year 1732 by a man called Benjamin Franklin who published the first version of his annual Poor Richard's Almanac he did this because he wanted to advertise the new printing business that he had created so this very event laid a proper foundation for what we are today so why content marketing why not any other feed no doubt that content marketing these days is very popular and many short-scale Industries are used in content marketing for the growth of their business organization but you can't do something just because it worked for early adopters and just because massive B2B and b2c businesses are using it today doesn't mean that YouTube is right even for you choose a domain that you are comfortable with working and then strive to reach your Target and also categorize your agenda as to what part you have to put in more effort this will eventually start giving you convenient results okay you will find a lot of people using social media applications like Tech talk Instagram Facebook and all these applications are actually considered as a platform for Distributing the content that you create hence resulting in a lot of traffic onto your website so let's take a look at the sales funnel guys the main reason or the actual reason for you to work on content marketing is to sell your product so the Outlook of content Marketing sales funnel looks something like this here you can see that the number of viewers are high this is the double number of people who are actually purchasing your product guys so stay close to 75 percent of people are looking for information about the content that you already have and the next phase is the one where the users show some interest in your website or your content and has thought about going further with it here he or she has to decide if he wants to invest money on your product or not this is close to 23 guys so these many people are actually looking forward to taking up your product in this phase he or she actually wants to look into more further information regarding your product and has related queries regarding the same so this is also a crucial phase for customers as well as the organizations because there is a chance that the customer might end up not buying or demands a lot of discounts so this is the most important days of content marketing okay so here you can add in or you can talk about your blogs or your videos or your guest blogging and all the achievements of your company as well the last phase is where the customer ends up enrolling or paying for your product the density is very less compared to the number of visitors on your website so this is what content marketing strives at you are going to be striving hard to get the conversion rate to be equal because the number of viewers are very high and the number of people who are actually ending up buying your product is very less so we are trying to make it very equal so that the revenue or even the ROI is going to be equal so this was about content marketing so let's move ahead and take a look at what exactly happens in social media marketing social media marketing is a powerful way for businesses of all sizes to reach your prospects and customers great marketing on social media can bring remarkable success to your business creating devoted brand Advocates and even driving leads and sales it is also defined as a form of digital marketing that involves creating and sharing content in order to achieve your marketing and branding goals but before you consider social media for your business you need to know the strategy behind it so starting off with social media marketing campaign without a strategy in mind is like wandering around a forest without a map it will be fun but you will get lost in the process guys so have a look at how exactly you can build your career or know about social media marketing how can social media help meeting your business goals is this even possible because when you log into any of your social media Pages or accounts all you can find is Tick Tock videos any of the animal pictures or videos or so is there anything that can help you promote your product that is social media marketing increases the website traffic helps build formal conversation with the clients and also helps in raising brand awareness among the people on the social media platform because more than half of the entire world's population is on internet and also most of them are on social media so creating a brand identity and a positive outlook for your organization is done using social media marketing the bigger and the more engaged your audience are on social media networks the easier it will be for you to achieve your marketing goals that is there on your list so to start off with social media marketing campaign I'll help you with some tips so here are a few tips that you should follow or you should try to incorporate on your business sector as well content planning so this is the first one on the list guys we have content planning building a social media marketing plan is very essential always consider keyword research competitive research to help brainstorm content ideas that will interest your target audience um the next one is create great content always be consistent with other areas of online marketing as the content drawings Supreme when it comes to social media marketing do make sure you post regularly and offer extremely valuable information that your ideal customers will find it helpful and interesting create a consistent brand image using social media for marketing enables your business to Showcase your brand image across a variety of different social media platforms so do use social media for promoting your product now the next one is a promotion like I mentioned social media is for promoting a product social media marketing is a perfect channel for sharing your best work with the readers by writing blogs once you gain a loyal fan following on social media you'll be able to post all your new content and make sure your customer or your prospects can find it easily sharing appropriate link social media is a platform where you can leverage your own unique content to gain a lot of followers and fans it is also the best platform to share Links of your content that is relevant if that corresponding content provides great and valuable information your target audience will definitely enjoy so don't forget to link them guys always keep a track of your competitors this is a must guys it is always important to keep an eye on your competitors if your competitors are using any certain social media tactics or any social media channel that seems to be working for them do consider implementing the same but do it in a better way okay now how should you choose the right social media platform for your business there are so many mediums through which you can distribute your content right so a few of them prefer using Facebook Instagram YouTube Twitter LinkedIn and many more so let's see what suits the best for your organization first on the list is Facebook Facebook is a user-friendly casual and easy to use platform and you can easily promote your product as well you require an active social media marketing strategy for this you will want to pay careful attention to the layout of your UI as the visual component is a key aspect of your Facebook experience so there are many groups that are already in use and you can either join these groups or you can create your own group of your own and let people add on to it so if you want to join the groups that are already existing you just have to send them requests post your content and get a number of people to know about your organization it's a simple way to promote your brand as well as your product or your content that you're creating Facebook is just another medium through which you can communicate with people all around the globe and also edureka has a Facebook page where we keep sharing updates regarding any of the recent technologies that we are working on now Instagram is also another medium through which you can promote your product so Instagram is also a growing social media platform and the users use Instagrams for promoting their business and product this is a photo and video sharing social networking service created by Facebook so sharing your content on Instagram is also going to benefit your organization and also make you a socially active person I see most of the people try using Instagram for showing off their social life but Instagram is also used for promoting the product accessible there are groups or there are websites which have the Instagram accounts the tiki posting updates regarding any of the new change which is there in their organization okay so you can add stories about the quiz competition and the offers that you're going to offer your customers you even have something called paid ads on Instagram so when you open Instagram you get ads which you don't want to view but it is already present there so you just have to scroll through it and even in the stories you get a sponsored promotion guys so you can look into it and also yeah you can get paid on Instagram as well it is just like PPC guys okay so let's move ahead and understand how you can promote your product using LinkedIn so LinkedIn is a business and employment oriented service that operates via websites and mobile applications it is mainly used for professional networking by using LinkedIn you can Target your prospects and customers and post relevant content you can join relevant groups on LinkedIn as well and share your content or you can either build your connection by posting it on your timeline itself to let people know about the work you do okay so LinkedIn is a professional way of promoting a product guys so encourage customers or clients to give your business a recommendation on your LinkedIn profile and these recommendations make your business appear more creditable and more reliable for new prospects now the next one is YouTube YouTube is the number one place for creating and sharing video content and it can also be incredibly powerful social media marketing tool it is now operating as one of the Google subsidiary so what is so fascinating about YouTube YouTube allows users to upload view rate share report or comment on videos and subscribe to channels to get more views and likes focus on creating useful instructive videos guys this will help gaining a lot of subscribers and also increase the chances of getting your video to rank on the first page on Google so you can see edureka's posts coming up every now and then right so you can either check for any of the possible keywords by edureka it will be ranking on the first page so this is how you can create your content create more important instructive and easy content so that people or the viewers will understand what you're trying to tell them and also it is a platform where you can earn a lot guys so YouTube marketing is like a boon to us now the next one is Twitter Twitter is one of the most widely used social media marketing tools that let you broadcast your updates across the web it is a micro blogging and social networking service on which users post and interact with messages known as tweets follow tweeters in your industry or related fields and you will gain a steady stream of followers in return always be active on Twitter and be sure to retweet when a customer has something nice to say about your work and don't forget to reply I think I've come across a lot of people who just post something on the social media and just forget about its existence that shouldn't happen if you're working constantly or focusing more on social media marketing do reply to their queries do ask for suggestions do ask what they want from their end all right so doing this will make them feel that you are actually a person and not a bot using Twitter for social media marketing revolves around dialogue and communication so always be confident and interact as much as possible to nurture and build your following so these are some major social media marketing platform which will definitely benefit your business guys so moving on let's take a look at how email marketing works email marketing is one of the oldest and the most professional way to communicate with your clients and Prospects it is the most direct and effective way of connecting with your leads nurturing them and turning them into customers consistently winning out over all other marketing channels how did email marketing come into the bigger picture the first email was sent by Ray Tomlinson in the year 1971 according to a few sources what he sent was nothing really special but it was just a series of numbers and letters that looked more like a password the email was sent from one computer to another traveling through a network of machines unlike the internet we know today this guy also introduced the symbol at in the email addresses to the entire world and voila we are here using emails on a daily basis in terms of work or promotional purposes so email marketing actually helps you to connect with your audience and promote your brand so why do you need email marketing when you have social media marketing and other platforms where you can promote your business for sure even this will have its own reasons right so let's understand what those are apart from being a primary source of communication there are a few more reasons why you should go for email marketing the major reasons are listed here so the first reason would be it gives you a better Roi or high Roi email marketing returns close to 44 dollars for every one dollar that you're going to be spending also it is an effective channel to reach your customers or prospects email marketing is close to 40 times more effective than Facebook Twitter to gain a lot of new customers and also it is easy to integrate with other communication channels and also you can take this chance to enlarge your audience through emails and by blending these emails with your profiles on the social media platforms in fact the recent study shows that 72 percent of people prefer receiving promotional content through email compared to 17 people who prefer getting notifications from social media so this graph here shows the number of people who prefer using email over other medians so yeah email also helps Drive conversions most of the marketers are focused on driving more customers to their product but regardless of whether they do so in the form of lead sales membership the ultimate goal for marketers is to turn potential customers into paying customers this is the right platform because when you talk about conversions there isn't a more powerful Channel rather than email in fact the average click-through rate of an email campaign is around three percent and if you compare it with Twitter the average click-through rate from a tweet is around 0.5 percent so what are the best practices for email marketing if you start with email marketing you would definitely know the best tactics and some ways to improve your skills so a few notable ones among them are build your own list buying email list is actually a waste of time guys you'll be turning off most of the people whom you're hoping to turn them into customers and run the risk of being a labeled spammer so do not buy email lists okay and also do not send out ads all the time use your emails to build rappo with customers by sharing your expertise giving them tips and insights they can value also establish your goals clearly check what you want to focus on and deliver it to the customers as it is required and also select the type of campaign that you want to send up this lays a foundation of what kind of campaign you want to create on your own so this was about email marketing guys now moving ahead let's take a look at Google Analytics Google analytics is basically a web analytics service offered by Google that helps in tracking and Reporting website traffic it is also one of the most powerful digital analytics software this software provides valuable insights that help in shaping your business strategy so what does it mean what valuable Insight do I need to build my business all companies have an online appearance and therefore it becomes very important for you to learn the inner structure of your website to see whether it is accomplishing its goals or not irrespective of the type of website you should understand the study of the behavior of their visitors so why do you need Google analytics Google analytics is free of cost Google does not charge you for using Google analytics and you don't have to pay anything to use this product data collection is also automatic in Google analytics as this has special feature that reduces the work that is required to put Google analytics data into Google Docs sites or spreadsheets and also you can easily customize your results you can create your own reports in Google analytics you can either choose one from all the reports that Google creates or even build your own customized report using drag and drop mechanism it also helps measure internal site search internal site basically reveals what potential customers are looking for after landing onto your website you can track them using Google analytics also this helps you a lot with targeting the right platform social media platforms are a great way to drive a lot of traffic and engage potential customers and using Google analytics you have access to view what catches the attention of the users and then place the ad accordingly so this is a part Google analytics moving ahead let's take a look at cro or what we say is conversion rate optimization conversion rate optimization is a systematic process of increasing the percentage of website visitors who perform desired actions like filling out a form becoming customers and so on the cro process involves understanding how users move through your site what actions they perform and what's the barrier that is stopping them to complete the task for example let's say you're purchasing a product online here you first perform certain actions on the web page and then ask for suggestions from your friends or relatives and so on and finally when you want to decide to go ahead and buy this product you'll have your own set of queries right and you want some assistance for it and you'll go across and call the customer care as to how you can do it why should you want this product and all of it and then finally you decide to buy this product online so this exact process is called conversion rate optimization so how to calculate a conversion rate your site's conversion rate is the number of times a customer or the user completes a task divided by your site's traffic if a user can convert in each visit such as buying a product divide the number of conversions by the number of sessions that is the number of different times a user came to your site if you sell a subscription divide the number of conversions by the number of users so the conversion rate optimization takes place after the visitors makes it to your website this is different from conversion optimization for SEO or paid ads that focuses on who clicks through your site from the organic search results how many clicks you get and which keyword are driving traffic okay so what are the different ways in which cro can benefit your business this while not necessarily directly related to attracting Organic website traffic or ranking on a search engine result Pages conversion rate optimization has distinct benefits for SEO or your company business they majorly include improved customer insights cro can help you with a better understanding of your key audience and find what language or messaging best opens up to their needs cro looks at finding the right customers for your business better Roi higher conversion rate means making more of the resources you have by studying how you can get the most out of your acquisition efforts you're getting more conversions without having to bring in more potential customers it also increases the scalability while your audience size may not scale as your business grows cro lets you grow without running out of resources and prospective customers audience aren't in finite you can turn more browsers into buyers and you'll be able to grow your business without running out of potential customers better user experience is also established when users feel sophisticated on your website they tend to stick around cro studies what works on your site by taking what works and expanding on it you'll make a better user experience and the last and most important benefit is the trust so for a user to share their credit card email and any sort of personal information they have to genuinely trust the site your website is your number one sales person just like an internal sales team your site needs to be professional courageous and ready to answer all your customers questions okay so this was about cro but this let's hop on to the next topic of this video on digital marketing tutorials so let's understand how to become a digital marketer so well in order to become a successful digital marketer you need to possess some desired skill sets some of the top skills that you need to have in order to bag a role of digital marketer are specific marketing channel expertise should have worked on a marketing campaign ability to execute and analyze marketing campaign should have the basic knowledge of Wordpress the working of it and also should be able to sell the product and the most important thing is you should always be updated with the latest technology Trends okay so this is exactly how you can start your quest to become a successful digital marketer so firstly we'll see why do you need search engine optimization well SEO is one of the top digital marketing channels used to generate traffic onto your website this marketing channel is also very important because it is not only the search engines but also it is about having a good SEO which improves the user experience and eventually the website traffic so what does it have to do with your business imagine you have your own company and you're just surfing through the internet what could be the best way to increase the traffic to your website and the simple answer to this would be SEO almost all websites need optimization in order to rank on Google or scrp that is search engine result pages so in short if I have to say about SEO I would say that you need SEO Services because it will help send the right signals to search engines and also push your website up the list of results which help in ranking in the first spot well lots and lots of people search for things right that traffic can be extremely powerful for a business not only because there's a lot of traffic but also there's a lot of very specific and high intended traffic directed towards your website now what exactly do you think works for driving traffic from search engines why search engines are very important people are searching for any manner of things directly related to your business beyond that your prospects are also searching for all kinds of things that are Loosely related to your business these represent even more opportunities to connect to those folks and help answer their query solve their problems and become a trusted resource for them regardless of what search engines you use search results are constantly changing in recent days so Google particularly has updated lot of things surrounding to how they rank websites by way of lots of different animal names recently and a lot of easiest and cheapest way to get your pages to rank and search results have become extremely risky in recent days so how does it work how does Google determine which pages to return in response to what people search for how do you get all these valuable traffic to your website if I have to say Google's algorithm is extremely complex guys I'll share some views about anything that is related to this Google algorithm so you can dive deeper into how Google ranks its sites at the end of each section Google is looking for pages that contain high quality relevant information about the searcher's query so they determine a relevance by crawling your website's content and evaluating whether that content is relevant to what that person is looking for mostly based on the keywords it contains and also talking about the quality it is determined by the number of means and also the quality of your websites that link to your page and the whole site as well now surprisingly additional number of elements are being weighed by Google's algorithm to determine where your site will run this basically depends on how people engage with your site how long do they serve for what action do they perform and so many other things actually play a vital role in shaping your websites traffic and also there's another factor that is the speed of your site how long does the loading speed take and is it mobile friendly and how much unique content you possess if it's a low value content or it's a duplicate content and so many other things so there are mainly hundreds of ranking factors that affect the Google's algorithm considering the fact that you get the response searches and also they're constantly being updated and refined by this process and surprisingly you don't have to be a search engine scholar to rank for valuable terms in search results we'll walk you through the proven repeatable and best practices for optimizing your website for search that can help you drive traffic through your website so this was about why you need search engine optimization for your website moving on we'll see what exactly is a search engine optimization or SEO search engine optimization which is often called as SEO is basically a process of increasing the quality of your website traffic the major search engines like Yahoo Google binge all have primary search results here the web pages are displayed and ranked based on what the search engine selects as the most relevant in accordance with the context SEO helps websites achieve a better ranking on the search engine result pages that is serp when prospects search for a particular keyword related to your products or Services thus this increases the quality and the quantity of traffic on your website through organic results SEO is also the process that organizations go through to help make sure that their site ranks high in the search engines for Relevant key phrases and keywords now let's say for example if you have an article on what is digital marketing in order to get your content in front of the right people you want to try to optimize your blog post so that it will show up on the top results for anyone who searches for the phrase or keyword what is digital marketing or digital marketing there are so many benefits of using SEO for your business by improving your SEO you can work to expand your visibility on search engines this will eventually help you reach and engage more potential customers and also you can create more engaging and effective SEO focused content which will in turn increase your chances of bringing in more targeted organic traffic and also I would also put across this point search is a big source for traffic so here is the most breakdown report as you can see here 60 percent of all the traffic on the web starts with a simple Google search and if you add together traffic from other popular search engines like Yahoo Bing YouTube seventy percent of traffic actually originates from a search engine now let's say for example if your company is a educational site according to google around three lakh people search for online training every single month this might be even more but yeah considering the first result in Google that gets around 20 of all the clicks that is 22 000 visitors to your website each month if you show up at the top but let's quantify this how much are those visitors worth the average Advertiser for that search phrase spends up to one dollar per click which means that the web traffic of 22 000 visitors is worth roughly twenty two thousand dollars a month and that's just the search phrase guys if your site is SEO friendly then you can rank for hundreds or even thousands of keywords in other Industries like real estate insurance and all other part of digital marketing the value of search engine traffic is significantly higher we even have something called as organic and paid traffic organic traffic is something that has got out of the content that you create and how you Market it whereas paid traffic is you're pushing them so that people can see it and get more traffic out of it okay so this was about SEO now that you've understood how it works let's talk about certain myths about SEO optimization so there's this famous myth saying that SEO is all about optimizing Google but the reality is it's not more platforms like Yahoo binge and so on also depend on your business so yeah Ico is not only about optimizing Google another myth is you should pay for traffic to attain SEO this process is actually called black hat and digital marketing it's not about only SEO so this were a few myths about SEO now that you figured out how SEO Works let's understand how digital marketing came into existence its roots and how its branches spread out that is the history of SEO search engine optimization is considered as a millennial it is believed that SEO was first born in the year 1991. during this span is when the world's first website was also launched that is www that is World Wide Web this led to the launch of many such websites that crowded the internet SEO very much revolves around Google today so however the practices that we know as SEO actually predates the world's most popular search engine which was co-founded by Larry Page and Sergey Brin but although when I said it was first started in the year 1991 the story of SEO officially began a bit later around 1997 guys so here are a few series of events that would justify the evolution of the SEO so in the year 1993 search engine excite was launched first by the Stanford students so there were six students of Stanford who helped in developing the search engine called excite and also in the same year in the month of June worldwide Wanderer was launched which was later coined to wandex and in the same year Ali Webb was introduced this site allows the owners to submit their own Pages this is something interesting and also something new in the field of SEO at that point also correspondingly in the year 1994 Yahoo Vista lycos search engine were also created so I think most of them know what Yahoo is Vista I think everybody might know it also in the year 1995 look smart excite Alta Vista were created look smart is a search advertising content management and online Media Company it provides search machine learning and chatbot Technologies so this was created in the year 1995 and also in the year 1996 the initiation of backrob was started even this is a search engine and also in the Year 1997 MSN search engine was built and Google was launched so yeah this was way back before we had Google as a registered domain so now we know where SEO and Google stand right now right so ever since Google was created it wasn't an easy task to move from a particular domain to one particular search engine so Google is a search engine where you can find everything now even a small piece of information that you need or you want to know something you can just Google it and you'll have the information right away but back then it wasn't the case but then as Google was launched everything changed so this is when SEO had a major twist in the field of digital marketing so yeah this was about the history of digital marketing hope this satisfies how SEO came into the picture or SEO came into the mainstream of digital marketing now moving on to the next topic we have the types of SEO in use now talking about the different types of SEO that exist we have a wide range of seos in use a few notable ones among them are white hat SEO black hat gray hat so let's understand each of them in detail and also there are a few techniques which also come under this types so these are not exactly considered as types but yeah we call it techniques which is on page seo off-page seo and Technical SEO now let's start discussing about it SEO is something which is actually used to increase the organic traffic onto your website from search engines so using the right type of SEO you'll be able to achieve this Mighty goal so first on the list we have is white hat SEO as the name suggests white hat SEO basically refers to the most upright practices adapted by the digital marketers worldwide to help rank your product high on the search engine result Pages or scrp this type is strictly abided by the Google guidelines so you should follow the guidelines of Google for better SEO you'll also be able to focus more on the match attacks keywords in the title and body of the content it is also called as ethical SEO guys so whitehard Ico is also called ethical SEO it is most widely used practice for publishing quality content on the website restructuring the links and many more now talking about the exact definition of white hat SEO this white art SEO utilizes the techniques and methods to improve the search engine rankings of a website which don't run a foul of search engines mainly the Google guidelines it also focuses on audience opposed to a search engine guys and people are looking for a long-term investment on their websites rely on white hat techniques okay so the next one on the list is black hat SEO so what exactly is a black hat SEO so this black hat SEO includes certain practices that focus on finding loopholes in Google's algorithm for ranking a particular content higher on the search engine result pages so if I have to say or compare a black hat and white hat SEO black hat SEO is dead opposite to the white hat SEO by this I mean to say that the practices followed by the black hat SEO are totally against the guidelines provided by Google and its algorithms now talking about the techniques that it includes we have a Spam links keyword stuffing cloaking hidden text and links so spam links are nothing but linking your blogs or overlinking your content and keyword stuffing is something that is required if you are going to write an article of close to 5000 or 6000 words and you're not able to being add your keyword at a particular place you'll stuff those keywords at some point so that it gives up heads up to you telling that SEO is good cloaking is a SEO technique in which content presented to the search engine spider is different from that present to the user's browser this is done by delivering the content based on the IP address of the user agent HTTP header of the user requesting page now the next one is hidden text hidden text I think most of you know hidden text is something which is invisible or unreadable so hidden text is mostly achieved by setting the font color to the same color as a background and rendering the text invisible unless the user highlights it okay it can serve several purpose guys so using black hat SEO you can do these so you can link any of your videos or blocks to any of the platform that you're going to be working on so using these techniques you can make your content appear on the serp which is going to generate more traffic to your website and also you'll get good leads out of it now the next one that I have on the list is gray hat SEO generally if I say types of SEO we make use of black hat or white hat but also sometimes we make use of gray hat as well so what exactly is this gray head SEO defining this gray hat SEO is a little tough but I've put across them in certain way that it could help you understand what exactly it stands for gray hat is not something that is between the black hat and the white hat it's much different from what people say guys here in this case it is a practice of using legal methods that help in improving websites traffic these are also referred to as DBS which could one day turn into a black hat also this fall somewhere in the middle as these tactics and techniques are not specifically present in Google's guidelines so this is about the types of seos that are present in the market right now now talking about the different techniques or which is sometimes referred to as typed as well we have something called as on page of page and Technical so you might have come across this keyword on page of page seos right these are nothing but the strategies that you follow to gain more traffic by having content on the page and off the page now talking about on-page Ico this relates to the content that is present on the web page now you might think what's so special about working on the content that is already present on the page well there is all on-page activities primarily include distribution of keywords in the right place inserting external links Match Attax description for it adding a customized URL to your content and also last one but not the one which you should ignore images so all these are present on the page and hence optimizing it in a better way will eventually drive more traffic to your website now talking about the keyword distribution keyword distribution should be done at the right place by this I mean to say that if you're going to be writing a Blog on SEO you need to know where to include the word SEO in the entire block if you're going to be using SEO at the first part of the sentence on every other line is going to be making it very awkward so keyword distribution plays a vital role in generating more traffic or many leads to your website inserting external links you need not provide the links to other blogs or other external resources you can either link to your company's blogs or articles or also you can link something which is more relevant to it even if you think the external source is giving more Enlightenment or giving more opportunity to learn about some other factor that you've mentioned you can always put a link to it links play an important role guys is if you're going to be writing an entire blog about digital marketing you need more facts more resources and also stats for stats and facts you can either refer to the people or companies which are mainly into digital marketing so this is how a links play an important role now talking about meta tag description meta tags are something that is present below your topic on the search engine Pages let me show you guys how it is visible if I type selenium resume you can see that our post is present over here and also you can see a description a small description over here so how to build an effective selenium resume go through this block to understand how to build your selenium resume and Ace an interview so this meta description also plays an important role because you need to add your keyword even over here now talking about adding customized URL to your content adding a different URL is definitely going to be working for you guys because the domain is going to be your company's name that is ours is going to be eduraco.com and followed by which we are going to be adding the keyword also in the URL right so customized URL is going to help to get a better view to your article and images images should have all tags and also these should contain your keyword make sure that you add your keyword in such a way that it would help users to find it very easily and what you're going to be discussing about so this was about the on page optimization or on-page SEO now moving on to the next Technique we have off-page SEO this off-page SEO is also required to increase traffic onto your website but it mainly focuses on external ranking mediums like backlinks internal linking and many more this is most widely referred to as the activities that are performed on the web page after it goes live on the internet link building brand promotion are all a part of this off-page optimization or off-page SEO in addition to this off-page SEO also includes commenting on a post sharing liking and building the user engagement brand promotion is always required guys because branding is something that you should work for from the scratch even if you have SEO even if you don't have SEO it doesn't matter but branding yourself in front of the social world or social media is very important this can be done using off-page SEO this is not going to be dealing with anything that is present on the page but everything that is taken care of after a article is posted online after you finish writing your article or anything regarding a Content marketing you'll have to link your post to one another right now say if I've written a Blog on what is digital marketing I can use this what is digital marketing's link to another blog where I can just refer to just writing digital marketing but not writing the entire definition of it and not giving the exact proper explanation to what was digital marketing I can just mention or put up a link to what is digital marketing and then you're there so this is exactly how off-page SEO works backlinking and internal linking plays an important role in off-page SEO now the next one that I have on the list is technical SEO technical SEO is often related to the parts where there is no content so what's this supposed to mean SEO is basically having a content and optimizing it right so what exactly technical SEO does here it means that you'll have strategies that improve the websites back second structure also as the name suggests it handles the technical parameters that affect the visibility of your website on the search engine result pages so what exactly this means like I mentioned it takes care of all the backend activities and you'll have to make strategies to improve the back end of your post so when I say technical parameters we can talk about HTML CSS HTML CSS JavaScript now traditionally the phrase technical SEO refers to optimizing your site for crawling and indexing so we see what our trolling and indexing in the next part of the session but it can also include any technical process meant to improve search visibility technical SEO is a broad and exciting field covering everything from site Maps meta tags JavaScript indexing keyword research and many more it is called technical because it has nothing to do with the actual content of the website or the website promotion the main goal of the technical SEO is to optimize the infrastructure of a website so this was about the types of SEO and also about the different techniques that are used in the types of SEO moving ahead let's take a look at the working of a search engine search engines are basically used for a better generation of results that you can look up to knowing the working of search engines is definitely going to be useful for better end results so let's see how these search engines work technically speaking search engines have these primary functions that is crawling indexing and ranking so let's learn about them in detail okay now talking about crawling this process is called as spiders of web crawlers it automatically browses the web and stores information regarding the web pages you visit it can also be termed as a Google bot the help in finding new and updated content online so this starts out by fetching the web pages that you had looked for and then follows the link on those web pages to find new URLs by following the trace of links the crawler will be able to find new content and add it to their Index this is called caffeine a huge database of previously searched URLs that can later be retrieved when you are seeking information about the content on a particular URL and think it is a good match to be honest search engines work by crawling hundreds of billions of pages using their own web crawlers so these web crawlers are commonly called as search engine pods or spiders a search engine navigates the web by downloading web pages and following links on these pages to discover new pages that have been made available crawling is a very easy process guys so this image here shows you how exactly this works most search engines build an index based on crawling which is the process through which the search engines like Google Yahoo and bench find a new way to index mechanisms known as Bots or spiders crawl the web using new pages so these Bots typically start with a list of websites URLs determined from previous Scrolls when they detect new links on these Pages through tags like href SRC they add these to the list of sites to index then the search engines use their algorithms to provide you with a ranked list from their index of what pages you should be most interested in based on the query that you've provided then the engine will return a list of results that are ranked using the specific algorithm on Google other elements like personalized and Universal results may also change your page ranking so in this personalized results search engine utilizes additional information it knows about the user to return results that are catered to their interest directly the universal search results combined video images and Google News to create a bigger picture result which may mean a greater competition from other websites for the same keyword so this was about web crawling or crawling so the next process is called as index so how does index work once a spider has crawled through your page a copy of it is stored onto a data center these data centers are massive repository which has all copies of the web pages that were crawled web pages can be easily discovered by search engines and it's done in a better way by adding a data structure called an index it can also be defined as a repository of web pages that are collectively called an index this concept is very simple guys if your website is not on their index it will not appear for any of the searches it is also true that if you have more pages in the search engine index the more are your chances to appear on the search results now talking about the algorithm which is used there's a huge collection of web page copies which are being constantly updated and organized so that you can quickly find what you're looking for but you need means by which you can be ranked in order of relevance to your search term this is where the algorithm comes into play the algorithm is a very complex and the equation which calculates a value for any given site in relation to the search term or your keyword we don't actually know how the algorithm is but the search engines tend to keep this a closely guarded secret from competitors and from people fellow looking to game the search engine and get to the top spots that said enough about the algorithms has been working out to let seos advertise website owners to how they improve their site's traffic and also move up top the list in the ranking search engines don't actually store all the information found in the page in their index but they keep things like when it was created updated title description of the page type of the content keyword incoming and outgoing links and many more these are all done by using the algorithm guys so Google likes to describe their index in the form of something called back of a book or a really really weak book so why do you need indexing in this process why exactly indexing is required so why should you care for having an index so it's very simple guys like I mentioned if your website is not in their index it will not appear for any of the searches this also implies that the more pages you have in the search engine in indexes the more are the chances of you appearing on the search results when someone types a query or something also notice that it is going to appear in the search engine result which means that in any position not necessarily on the top pages all right so this was about indexing now the next topic is ranking so if ranking plays a major role in optimizing your website as well so it is a process in which the search engine will pick highly relevant content and display it on the highest position on the SARP these are nothing but the content you create that is hand-picked by the search engines for better optimized results for a particular keyword you can also say that the higher the website is ranked the more relevant the search engine thinks that it's a solution to a query also talking about a ranking page rank is one of the best algorithms for improving web search results it is also considered as one of the ways to measure the importance of the website and also in addition to this the websites and the content that are present on the first page of the search engine are those which page rank things is the best like I mentioned in indexing if your website is not on their index it will not appear for any of the searches in same way ranking is based on page rank so this is exactly how SEO works or I would say search engines in general work have these three things satisfied and yeah you're good to go with your company's marketing plan now the next one I'm going to be talking about is tactics and the methods that you should follow just having a good website and a great content will not help you rank on relevant keywords on the search engine Pages guys you should follow a few techniques that will help you in better traffic generation and lead generation so here are a few tactics that will help you rank your content on the top of the search engine page so want to be a leader in analyzing and optimizing your content to rank in the first page here are a few tips from my side okay so the first one is good user experience so people landing on your website would often be looking for a smooth interface and you should be able to provide them with this with ease this is because Google only picks those website which put up relevant and quality results or quality content so for Google to include your website as a unique content you should have a good UI and justifying solution to the queries that are put up and according to a recent survey it was also stated that the content that you create should be useful usable desirable findable valuable creditable and accessible so these are some important factors that is required to help have a better user experience now the next one is content creation there's also a saying that longer the content higher is going to be the ranking this is the actual truth guys it has worked in my case as well longer the content higher is going to be the ranking of it say uh there are videos which go beyond 11 hours and also is close to five hours four hours straight right so these content have better chances of ranking because you'll be learning everything from scratch you don't have to sit and watch every other videos that are put up which has bits of content in it like if the video is up to 5 to 10 minutes you'll have information which is straightforward to it you will not be revolving around the topics that is associated with it so longer the content higher is going to be the ranking the content that you create has a major impact on your website's ranking a recent study also says that the longer the content the higher the likelihood of its ranking at the top of the sarps so yeah this is exactly how content plays a major role in SEO organic traffic is way better than generating traffic via paid search or social media platforms so organize your business goals in such a way that it does not hinder your company's growth now talking about how much you're going to be spending on Advertising rather than getting your organic traffic thing done the average business venture spends up to one percent of its total revenue only on Advertising so if your business makes up to one million dollar per year you might have to spend close to ten thousand dollars only on Advertising so think of the better picture here guys organic traffic is never ending organic traffic has no end or has no death whereas if you talk about the money factor here it is going to be affecting you as well as your financial state of your company I wouldn't say the PPC or paid advertising is bad but you should know how to push your content and how to generate leads by them but the main focus that I would say are that I've gone through would be organic traffic is getting more views more traffic and also it is leading to the lead generation which is then converted to sales and also gets you good Revenue so yeah organic traffic and content creation plays an important role now the next one is keyword research till now we've never spoken about keyword analysis or keyword research the entire topic here so we're going to be talking about keyword research here because keyword is an important factor of seo seo is mainly dependent on the keyword that you get how to analyze a keyword how to generate keywords how to build your content on that particular keyword and how to make them rank so keyword plays a vital role in making your content rank Google is evolving and so are its algorithms now the main aim is to understand the intention of the viewers or the prospects what do they want their interest the search volume of a particular keyword and to be more specific watch search results to the keyword will help answer the queries now say for example the search engine shows digital marketing has a search volume of 3 billion per month this is a very huge number guys and you'll be exposed to millions and you'll have to Target it very heavily so creating a content on a particular keyword or the keyword that you're going to be using plays an important role here we'll also see how to optimize your keywords in the next part of the session now moving on let's take a look at content marketing so these are the tactics that you should follow guys now talking about content marketing be a hero in the field of creating good content and delivering it to the Right audience content creating is a must but promoting the content and distributing it across the marketing channels is a task in hand but if your company is in a private sector say industrial or educational it's required to have corresponding articles or videos marketing is not just limited to making uh videos and writing blogs guys it is something which is Way Beyond it you can promote your products by using social media as your platform your good to go platform and also you can go for email marketing as well so when you want to promote any of your product say for example if you're in the private sector and you want to promote the product that you've created on your own I have a friend who is good at quilling she is going to be marketing her product online she chose to use Instagram as a platform her good to go platform I would say because she is getting more views more likes more followers and also people are approaching her with new designs so that she could make and she could deliver it to them what I would say is she's getting something in return for giving something to them so this is how you Market your product now if I say content marketing content marketing is something that is related to creating content and promoting it right you'll have to take the opportunity of writing more article girls and make more videos regarding the keywords that is being given to you even in this case you'll have to make sure that you work on the highest search volume keyword this is definitely going to make your content rank among the top 10 articles or the videos on the SARP now I wouldn't say you should copy whatever is written on the first 10 links or the first page of the scrp you should make a Content which is very unique which has more information additional information regarding a particular topic or the keyword so this was about content marketing content marketing is one of the techniques or a marketing channel which you can go for to get more views to get more people to know about your brand or your product now the next one is create a lot of backlinks backlinking is important to make your website rank on Google links are still the number one factor that determines the website ranking because without these links ranking your website would be very hard also links can be earned through high quality content influential marketing and so on so these are considered to be extremely efficient guys so yeah a lot of backlinking is also important so this was about the tactics and the methods that you should follow now moving on to the next topic of the discussion that is how to optimize your keywords keyword optimization is very much required if you are going to be having a blog or an article follow these steps for a better keyword optimization so the first thing you should do is select your domain and Target the most popular keyword be aware of what domain you're going to be working on and Target the most searched keyword in that feed this is going to help in better content creation and drive more traffic to your website for that keyword like I mentioned selection of keyword plays an important role if you're going to be working on programming languages you should know which programming language you should Target there are so many programming languages in the market which has high demand and also which has a lot of importance like say Java Python c-sharp and so many others right so these are the popular domains programming languages and also keywords I would say so be aware of what you're going to be working on and Target the most search keyword now once you're done doing your homework about selecting your domain and getting the most popular keyword write effective content on that keyword by doing your proper research by adding appropriate optimized keyword in your website's content you'll be able to connect with your prospects and customers online by doing this you can address your viewers in a much simplified way so creating good content based on the keyword that is being given to you plays an important role so you'll just be given a keyword as like I mentioned Java so you should know how to build your content based on that keyword I would say what is Java why is it required how it came into existence what is it as a programming language what are its major uses what are its loopholes and so many other things so you should know how to build your content now the next one is after you know what your keyword is after you know what content to add you should know how to add title tags content strategy links URL and meta description so when you work on digital marketing the success of your organization is mainly contributed by organic traffic which mainly focuses on researching analyzing and many more and the title of your content is also very important guys so make sure that you add your targeted keyword in your title because this is the most important piece of work on your website both on and off page and also try to make sure that you write a title which catches the user's eyes you shouldn't say that we learn about this we'll learn about that you shouldn't be doing that so yeah also add corresponding links to the topics you feel relevant and have inbound and outbound links that help in better optimizing your keyword like I mentioned if you have a digital marketing blog that is what is digital marketing if I want to specify or Define digital marketing in each and every blog that I'm going to be writing it's going to be very hectic for me as well as you because you're going to be going through the same thing again and again so leave links which help in better optimizing your content and it is going to be neat it is going to be making it look good and don't forget to add relevant internal inbound and outbound links internal linking is something that is related to the articles that is already present on the website and you're linking it to this page now if I say python Python's keywords or python blogs will have different keywords right in each of the blogs that you're going to be writing you can add a keyword which is already present you can use the keyword in that blog and also link it to the other block so this is our internal linking Works always make sure that you're adding the slug part of your article this is because this should contain your focus keyword and also if you have a doubt just let me just show you guys how this looks like I had already searched for selenium resume I'm just going to be opening this yeah you can see this is a slug part this is the keyboard which I had and this is exactly how I've used this look so this is exactly how you can optimize your keyword hope this is going to be a proper help for you guys now talking about the next part of the session we're going to be talking about title optimization title plays an important role if you're going to be strategizing your business so even before a viewer clicks on your link he is going to look at the title right so how exactly you should design your title what exactly are title tags so like I mentioned users or the viewer will look for the title even before he clicks on the link that is present on the Google web page so the post title should drag more attention a well-written title holds the power to the interest of the reader but that's all on the side of the audience so make sure that you create a lively or a good title title tags are an important part of the SEO strategy this is because these are unique short and should have the focus keyword in it this is also the first thing that the audience look once they search for a particular query related to your product so you need to focus on Crafting captivating titles so let me just show you guys a title tag okay the blog which I had opened yeah so this is the title tag building an impressive test engineer resume selenium resume I have the keyword and I'm going to be building my words across the topic that is building an impressive test engineer resume this is going to help the viewers get some idea about what is happening and also they're going to be much impressed with the title now how to optimize your title there are some rules even here to follow that you should watch out for every other thing which is going to help your company's name go up and also rank your page on the Google web page so the first thing is watch the length of your title do not display it oddly guys normally the search engines display only the first 50 to 60 characters of the web Page's title so make sure that you fill in the right title within the given spot of 50 characters let me show you guys how it is you can see here this also contains close to 50 to 60 characters in it so yeah this is the maximum length of your blog or the article which you can write always use unique titles do not try to copy or plagiarize your content or title all the web pages are unique guys so customize your title accordingly see you could see that let me show you guys if I go back yeah you could see that there's this title called selenium resume for selenium Webdriver job interview selenium test engineer in all of it if I have to check for digital marketing itself I would say digital marketing see you'll have so many results here and also you can see that this is the ad add something which is called as paid add pay-per-click now take a look at the titles over here if I've told digital marketing it says exceed your marketing goals internet marketing for business if I go down we have digital marketing Made Simple what is digital marketing digital marketing what is digital marketing overview and resources you can see that all the topics are different but just that the keyword is similar keyword is same digital marketing is same but you'll find all the other things revolving it all the other words corresponding to the keyword digital marketing is changing so this is exactly how you should create your titles your title should be very unique do not try to copy anybody else's guys so this is going to result in downfall of your article or your blog that you're going to be writing and it is not going to be present on the search engine pages so yeah and also prioritize your keywords this has to be done because according to the recent research it is said that the keywords at the beginning of the title may also have a lot of impact on the ranking of your page so prioritize your keywords more stuffing is also required I wouldn't say no if you're going to be writing a Blog close to 8000 or 9000 words you should know where to stuff your keyword also prioritizing them accordingly is also important and also this is the best practice to follow guys this is also one of the things which we as research analyst also follow and last but not the least branding your product is important branding yourself is also important if you have a well-known brand take advantage of it by adding it at the end of the title now like I mentioned or like I showed over here you can find the name of the brand so I've mentioned selenium resume automation tester resume and edureka this is the SEO title guys and SEO title is different from the actual title that you're going to be writing for the blog so yeah you should optimize both of them by doing this you'll be driving more traffic to your website and also the prospects would know about your work okay so this was about optimizing your title now let's move ahead and take a look at the tools that you should consider for SEO tools are very important if you're going to be optimizing your website and also you'll be able to find a variety of tools available in the market that helps you in one way or the other the booming tools are namely Google analytics ahrefs Moz ACM Rush Uber suggest and many more so let's take a look at the tools we also have Moz Google search console keyword tool Google Trends keyword research who Rank and so many others so so let's understand them in detail so firstly I would like to discuss about ahrefs this tool is one of the most popular digital marketing tools that is used for analytics preparing backline analysis audit reports URL ranking and many more ahrefs tool is also used for keyword analysis but also a sad news here is it is not a free version you have to pay for it but the features that this tool provides is very very very good and also it's worth paying a bug for it that was one of the important tool for SEO and also talking about ahrefs it is one of the most recommended SEO tools online it is only second to Google when it comes to being the largest website crawlers and SEO experts can't get enough of ahrefs site audit features as it is one of the best SEO analysis tool around this tool highlights what part of your website requires Improvement to help ensure the best ranking from a competitive analysis perspective you likely want to use this ehrf to determine your competitors backlinks to use them as a starting point for your own brand you can also use this SEO tool to find the most linked to your content within your circle now the next one is sem Rush sem Rush is also one of the best marketing SEO tools which is used throughout the world sem Rush tends to be the fan favorite in the SEO community and experts love using this tool as it can easily access your ranking and changes them as well as also the new ranking opportunities one of the most popular features of this tool is the domain versus domain analysis allowing you to easily compare your website to other competitors so if you're looking for analytics reports that will help you better understand your website's search data traffic or even your competitors you'll be able to compare keywords and domains so on page SEO Checker tools allows you to easily monitor your ranking as well as find some recommendations on how you can improve your website's performance well this is a magnificent tool I would say for SEO marketing and IT does your keyword research keeps a track of your business strategy and runs an SEO audit on your blog or article the main agenda of this tool is to create the best competitive intelligence solution for all digital marketing spheres sem Rush is definitely a perfect match for PPC that is pay per click as it allows a ton of keyword research that helps in planning tracking and performance of your paid search campaigns so folks this is one of the best SEO marketing tools which is currently booming in the market right now the next is a KW finder or SEO keyword tool an SEO keyword tool like aw finder helps you in your long tail keywords that have a longer level of computation the experts use this SEO tool to find the best keyword that run analysis reports on backlinks and scrp their rank tracker tool helps you in easily determining your ranking while tracking your improvement based on one key Matrix plus if this is not enough you'll get a ton of new keyword ideas to help rank your website even higher and the best part of the KW finder is how darn easy it is to use but don't let this fool you into thinking a KW finder isn't powerful it's a legit keyword tool that a lot of Pros use the best feature I would say according to me about this tool would be the link profiles Trend this feature basically tells you how many links you'll need to rank for that keyword so if you find a keyword that has a LPS of 50 plus you know that you need to do some more serious link building to rank for that term all right so this is exactly how a KW finder works okay so this was about the most amazing tool that is keyword finder now talking about the next tool that I have on the list is Mars This is the SEO software so SEO software Moss kept popping up as one of the best SEO tools that experts usually use some raved about how Mars was always up to date despite Google's regular algorithm changes and others rate about their chat portal because it allowed them to always use an insightful response to every question asked whether you're looking for a keyword recommendation or a site troll Mars is a full service Powerhouse you can get great insights into how your website is performing but also you can get information regarding how to improve your website's performance we also have something called as a free Moss bar toolbar which you can easily download for free and it allows you to see the stores metrics while browsing any page this was founded by the great grand fishkin and Gillian music in the year 2004 from then on Mars has come a long way from just a Blog and an online community to a giant in the world of SEO and digital marketing so Moz is actually a software which is also used as a tool so the page optimization feature in Moz tells you exactly what steps are required to improve the SEO of your every single page of your website moz's SEO tool improves the business as it provides increased transparency comparing your website to competitors on basis of traffic and optimization has never been easy to say using this tool has been made easy now the next tool that I have is Google search console this is offered for free to everyone with a website that has searched Google by console it lets you Monitor and report on your websites present in Google scrp all you need to do is verify your website by adding some code to your website or going through the Google analytics and submit your site map for indexing although you need a search console account to appear on Google search results you can control what gets indexed and also how your website is represented with this account as an SEO Checker tool a search console can help you understand how Google and its users view your website and allow you to optimize for better performance in Google search results okay so this was about Google search console okay we also have something called SEO spider SEO spider is an effective web trawler but the free version is very limited also the SEO spider was originally created in the year 2010 by the euphemistically named screaming frog okay so one of the most attractive feature of the SEO spider is its ability to perform a quick search of friendly URLs SEO best practices dictate that the search engines are much more likely to index simple relevant and human readable URLs over addresses which are meaningless strings of characters so SEO spider can also crawl your site to check for broken Pages as well this saves you the trouble of manually clicking each and every link to rule out the four or four errors so this is going to be a very good application if you have broken Pages or broken sites in your website this tool also allows you to check for pages with missing title tags duplicated meta tags tags with wrong length and any other feature which is not in line with the SEO practices there is both free and a paid version of SEO spider guys so the free version contains the most basic features such as crawling redirects but it is limited only to 500 URLs so you cannot customize robots and no Google analytics integration as possible this makes the light version of SEO spider suitable for smaller domains so the paid version costs more so and it also has more advanced feature as well as the support and we also have something called Google AdWords Keyword Planner so knowing the right keyword to Target is all important when priming your web copy and the next one that I have on the list is BU rank as a top SEO analysis tool vurank offers free and paid options to track and report on your marketing data you can plug in your competitors to discover which keywords they are targeting so that you can overlap with this try reporting on how keywords perform over time to really understand your industry and optimize for users in the best way possible and the most important thing about burank is understanding the things your website is lacking from both the technical and the content perspective as this tool can identify duplicate content downtime and security issues and provide guidelines on how to fix them so vorank is one of the top listed analysis tool for SEO now Google Trends is also one of the most useful digital marketing or SEO tool so Google Trends has been around with us for years and has never been underutilized not only it gives you the information regarding a keyword but also it offers great insights into Trends about the topic which can be invaluable at the stage of business growth search for keywords in any country and receive information around it like top queries Rising queries interest over time and geographical location depending on the interest of your viewers if you're not sure which SEO keywords are the ones for you this is the best SEO tool you can use this tool helps you give you the insights of a particular keyword and also lets you know that there are not many blogs or videos regarding that keyword so that it can increase the number of views and also it can increase the traffic to your website so these are the tools which you should consider using if you're going to be working on SEO so with this we come to the last part of the session that is what are the different guidelines you should follow to create better content and also optimize it so the first thing that I would say is create content that is extremely relevant to your focus keyword do not beat around the bush in this case if you're going to be working on one content one keyword you should know how to work your way around it you should add relevant topics related to that keyword and then do the stuffing part write a small introduction to the topic this is also called as meta description guys so in this don't forget to add your keyword so like I mentioned meta description also plays an important role in generating traffic to your website yeah so do consider writing a small introduction to it and proper usage of hydro tag for the topics that you're going to be discussing about use a different header for the heading and also for the subtopics as well say for example if you have topics that has been listed and for the first topic you have some two to three sub topics under it so the first header should be H2 and then if the subtopics are present put them in H3 and if those subtopics have further topics to be discussed put them in H4 or H5 have a proper usage of head attacks and appropriate images to your content don't forget to add images guys so images plays an important role if you're going to be making videos or blogs and also if you're going to be making ppts if you're going to be giving a presentation to somebody who's interested in your product yeah you should know how to add images relevant to the topic add all tags to your images even in this case add your focus keyword here so all tags are included in blocks if you're going to be writing blogs regarding a topic and you want to add an image to it all tags are required in which you need to have your focus keyword as well internal linking is a must guys this is a very important factor which helps in ranking the relevant pages so if we've already discussed a lot about internal linking in this session so let's not focus more about it and readability should always be good so if you're writing a Blog the readability of the block should be very very good and the sentence formation should be very simple it shouldn't be complicated it shouldn't make the reader think that you're just adding a few words to make a sentence that shouldn't be the case so readability should be good you should be up to date with the topic or the trends and also you should know how to work your way around in creating your content so these are the few guidelines which I as a research analyst follow for writing a Blog foreign [Music] ahead let's take a look at the different techniques and use so often I come across people who get confused between the types and the techniques of SEO so types majorly include black hat SEO white hat SEO and gray hat SEO now talking about the techniques we have three techniques in use which is on-page seo off-page seo and Technical SEO so let's understand what they are well on-page SEO is the practice of optimizing individual web pages to rank higher on the scr piece and get more relevant traffic from the search engines as the name suggests it optimizes the content that is present on the page now what do you think is the content present on the page these are nothing but the title tags meta tags meta description keyword density URL of the page and so on so these are some strategies that you have to follow to gain more traffic by having the content on the page you might think what's so special about working on the content present on the page well there is as long as you focus is on giving more attention or paying more attention to your content and the way it is presented to your viewer you're in safe hands guys now moving on let's understand about off-page seo off-page seo deals with the actions that are performed outside your website to improve your ranking on the serps a recent study also states that off-page SEO makes up to 75 of a good digital strategy it has everything to do with your social presence link building and many more that doesn't really have to be present on the page putting it across in layman terms I would say off-page SEO simply tells Google or search engines about what the audience think about your website off-page optimization is just link building but there's definitely more Wings to it guys it has strategic control over the way of making you famous over the Internet so do note guys off-page SEO is very important for your ranking and generating more traffic to your website so most widely used off-page SEO elements are backlinks follow and non-follow links anchor text link juice and relevancy so this was about what is off-page SEO now let's understand why is it so important search engine algorithms ranking factor and the tactics are constantly changing and parallely the general Concord is that the trustworthiness relevance and Authority that an effective off-page SEO can afford still plays a drastic role in the page ability to rank links are very important to make your website rank on the sarps so having links which are namely inbound and outbound links and your website could just increase your chance of ranking on the first page on Google to make sure that your content ranked there should be proper visibility to your website often websites don't rank because of off-page SEO guys this is due to the absence of Link building social media videos and blogs so this is exactly why you need off-page SEO now moving ahead let's take a look at the link and non-link related of page factors so backlinks are the heart of of page SEO guys search engines like Google and many more make use of backlinks as certain indicators for good quality content backlink are also the most critical part of off-page SEO so for this purpose you can make use of SEO tools like ahrefs sem rush and so on so ahrefs is one such tool that has a backlink checker which will help you in understanding how to create backlinks and to handle them now when I say link I'm talking about the links that are present on the page connecting it to the other website so I'll mainly be talking about the Three Links natural links manually built links and self-created links as the name suggests natural link is something which is created naturally and manually built link are the ones which you want to rank or you want to link it to and self-created links are anchor tags the major factors which influences these links are the linking site's popularity the freshness of the link the proper usage of anchor text or anchor tags authority of linking domain and the website now how exactly link building is done one of the most effective and most popular ways of dealing with off-page SEO is link building here we have the concept of boards which help in gathering the ranking position of your competitors and your company so there are many ways through which you can include a links guys and a few notable ones are in your blogs you can always have articles pointing to your website getting traffic from other medium like guest blogging and so on is a very important and also it is going to help you get recognized in the field of digital marketing and also help have exposure to the current market trends another way is comment link one way to achieve more customer engagement is by solving their problems and guiding them right so always have the chance of linking your content in the comments section I vertical distribution is also another factor which influences link building this is another way of getting more traffic to your website content marketing deals with creating videos and writing blogs these business articles are not just composed of fancy words but also contain the thirst for getting more traffic and good leads so you should be able to distribute your content right to the right people via the right medium now talking about anchor text which is also used for creating Links of a page anchor text is a visible and clickable text in a hyperlink these are the links that you can find in any article when they are linking to another web page it is often blue and is underlying text guys so anchor tags look something like this so these anchor text is used by the search engines to show how the reflection of how your audience view your website the anchor was used in the previous HTML specifications and now it is used as a element and also you can see this anchor text in our blogs guys if you closely observe the blogs you'll be able to find a few topics put up in the beginning and we'll be linking those to the position where the topic starts so these are called The Anchor tags on the page and also you have links right those links are going to help you to navigate to another web page or another site right so these are called anchor tags or anchor text now moving on we'll take a look at the non-link related of page SEO these factors have a lot more influence on your traffic compared to the ones you've got without SEO or social marketing the few notable ones among the non-link related of page SEO are social media marketing guest blogging linked and unlinked brand mentions influencer marketing and so on also do note this guys that the net result of each of the activities on your website is to somehow create a reference to your site from Elsewhere on the web reference your your refers to the link I mention of your brand or your website over the internet now focusing on the backlinks part let's understand what exactly backlinks are backlinks are also called as inbound links or incoming links these are created when one website is linked to another the link to an external website is often called as a backlink Google and other major search engines consider backlinks as votes for a specific web page it means that the page with the higher number of votes will rank higher on the search engine result Pages like say for example if I have liked a post from X on Instagram I share that corresponding post on my profile and my followers will click on the post that I share this is actually going to create a backlink to the post from X it means here I'll not only be including the post from X but I'll also be getting more views and clicks because I shared one of the top posts from X it's a win-win situation here guys so why exactly do you need backlinks backlinks are important to make sure that the audience know about your business also look out for people to find more sources of information on the same or related topics so how do you create backlink write a lot of guest posts build a good public rapper also helps in reducing broken links so what is on-page SEO on-page SEO is basically a practice of optimizing individual web pages to rank higher on the search engine result Pages this signifies that you will be optimizing both content and the corresponding HTML source code and the best part about this is it generates effective traffic onto your website now talking about the stacks related to on-page SEO in 2019 Google accounted for close to 75 of all search traffic 67 of all clicks go to the top 5 organic search results 93 of Google traffic is based on HTTP site 36 professionalists think title tags are more important and 42 percent of SEO practices are carried out by internal and external links now so why exactly do you need off-page SEO what is the major importance for having on-page SEO internet marketing has grown to its peaks in recent days and most of them have shifted their focus from social media email marketing to SEO practices having an SEO team in your organization has become a necessity rather than a requirement some people think SEO is dead but the reality is completely different guys SEO is more active and also is helping out a lot lately until you optimize your content present on the page you cannot push it to appear on the search engine result Pages the more your website ranks higher the more is the traffic and also the sales also with an estimate of 46 billion reaches across the globe digital marketing is sliding towards programmatic advertising and more than 85 percent of ads would be automated this means time management is sorted and also less Workforce so in order to make your website look appealing and wonderful on-page SEO is required what are the on-page ranking factors no matter how good your content is it wouldn't rank higher if you don't include the SEO techniques ranking your website higher on the scrps is a task in hand guys so let's dive in further to understand the factors that influence the on-page ranking so firstly we have a title tags title tags contribute a lot to your ranking on the serps a title tag is basically an HTML element that simply specifies the title of your website it is always the text displayed on the serps which is a clickable header so what's the point of having a title tag why is it used title tags are the first impression of your organization it is a way a viewer looks at your website majorly title tags are used in scrps this is because the audience can view your content on the search engines also it is used in web browsers to save your content from getting more result it related to the keyword that you're using and also social media Network it gives you a proper recognition in The Social Network so I'll show you guys how exactly title tags look like so I'm gonna search for a Eureka yeah so this is a title tag guys this thing yeah over here this is a title tag even this is a title tag all right you can see that how the title tag is visible to the viewers you can add your corresponding keyword in the title and include the same in your pH content as well so always make sure you have the title tags lens checked don't over add the keywords in the SEO title and always have unique title guys do not try to copy anybody's title or do not try to implement the same which is worked for your competitors add important keywords at the beginning of the title and branding your business is very much important and always add your company's name or your organization's name at the end of the title okay so let me show you why exactly it is required if I see a Eureka block yeah you can see that reviews this goes along with the name of the company it is edureka and if I check or if I click on any of the blogs okay let's say digital marketing itself or if I search for digital marketing tutorial okay if I go in search of this and if I try to find so this is the title tag guys but as a title is a little too lengthy you cannot find the name of the company over here so let me show you another log I'll go for selenium 's class yeah you can see that this is popping up over here and also you can see the name of the company over here so this is how you can brand yourself and also the second important factor which influences the page ranking Factor are using headers headers are used to drive more attention to the topic that you'll be discussing so these are basically used to highlight a particular topic like say if I open this blog and if I scroll down these are called The Anchor text or anchor tags I come here so these try to get more attention or grasp more attention of your viewers thinking that this is the title so the topic starts from here right now the page content now the third perspective or the third important major factor is the page content creating a very impressive content and adding out of the box ideas to improvise your website is definitely going to help the audience know about your business and the quality of content you create linking another article or website is going to benefit you as well as the external post so even backlinks drive quite a lot of traffic onto your website and internal and external links also help your page to rank higher so you can see here I've linked selenium Webdriver over here so if I click it is going to navigate to another web page which is of the same company okay so this is an internal link guys so it is necessary to create content that has your keyword included and also try to include them wherever you can but do not overdo and stuff your keyword add relevant images to include the keyword in the alt text okay so you can see that there are images over here like say if I open digital marketing itself you can see I've already related videos and images and also internal and external links see this is exactly how you can include or generate possible attention of your customers also do note this guys a sample template or any of your articles that you're writing should contain a minimum of 300 to 1200 words in the article also try to use more images in the content a minimum of 3 to 10 images can be added highlighting the subheadings is a must try to make it more attentive and grasping interest linking is a must so add corresponding internal and external links to your content sort out your content and try to make a table out of it as it drives more attention of your viewers so this was about three important factors that influences the on-page ranking factors now moving on let's take a look at the the insights about on-page SEO so the first major factor would be research before building your content try to analyze and build a storyline of what you want to convey then categorize them in a genuine Manner and elaborate them look at how other websites that are ranking on a CRP have pitched in their content and try to implement them in a better way add relevant images and know what images to add and where proper usage of keywords is also pretty important guys so don't try to stuff your keyword until you want to use shortcuts like black hat SEO for making your website rank so research a lot about the stats that justify whatever you're working on another important factor or a proper Insight would be keyword analysis keywords are the building blocks of your content so so the more you focus on your keyword the more content you can add and more involving the website would be so search on Google for search synonyms so as you can concentrate on the synonyms of your keyword also and do add suggested keywords the more you can get all keywords under a single roof the more you can rank on these keywords so on the whole having on-page SEO can help you promote your product as well as be socially active on platforms like Facebook Instagram Twitter LinkedIn and so on so moving on to the next part of the session let's take a look at the best tricks and the practices of on-page SEO okay so on-page SEO is a bit tricky and requires a lot of attention so having some idea about a few easy ways will definitely be your savior so the first trick would be breadcrumbs breadcrumbs are the links that help you in tracking the path from the page that the user is currently viewing these are the ones that appear near the top of the page and reflect the structure of your website so why do you need breadcrumbs why is it important and how do these affect us you let's understand how let's talk about the usability first so breadcrumbs helps users not only Trace their paths but also help them giving similar Pages these help in minimizing the negative factors that decrease the bounce rate of your website it helps the users to understand the layout enables them to scan through your website and helps provide better understanding of your content so how to use breadcrumbs to improve on page SEO make use of breadcrumbs only when they are necessary place them at the top of your web page and always start from the home page and proceed further with the consecutive Pages try not to link to the current page and style them to make them look appealing but not the center of Attraction your breadcrumbs are your secondary navigation guys so they should never be placed in the primary navigation and do include full navigation path in your breadcrumbs skipping a level can confuse the user so don't try to do that do not try to use breadcrumb in the title as it drives more attention and people can get confused so the next one would be meta description a meta description is an HTML tag this holds an overview of what you want to convey to your customers or prospects meta description of any article or any blog which you write looks something like this okay let me show you guys yeah this is a meta description of any website or any article guys optimizing this with the target keyword is a task and also should be of a length ranging up to 155 characters so you can see the characters are more so it is not showing the entire thing over here all right now the next one is Mages and all text as far as your content matters corresponding images also tend to drive more traffic to your website more specifically add keywords in the all tags this will help your images rank on the search engines and all tag is very essential in the name of an image all images should use appropriate all tags for the images not only are all tags good for search engines but they are also good for accessibility and also use Dash between the words that you're going to be adding onto your all tag try to reduce the usage of an underscore guys all right so let me show the images for this as well if I go search for images here yeah you can see that this is ranking over here so this also has edureka in it so yeah this is exactly how you can make your images also rank on the search engines now talking about the best practices of using on-page SEO add your focus keyword always in the beginning and always have a unique title and a description do not try to copy the title or the description of the blog or the article that you're writing try to include the keyword in the URL always do this guys and optimize your sheet loading page try to make it short try to make it less and always have corresponding inbound and outbound links like I mentioned links play a major role in shaping your website so do link post long content make sure that your content is around 1500 to 20 hundred words and always add images with all tags so these are some best notable practices for using on page SEO let's understand the parameters to compare these two optimization techniques so I've noted down a few points or few parameters based on which I'll be comparing both these SEO techniques firstly I'll compare them based on the agenda and then the goal and then we'll talk about the strategy which they use and which one has more weight is it on page or off page which one is used the most okay and also finally I'll compare them based on the result generation how can you measure the results on both these optimization techniques so let's compare these both based on the parameters that are mentioned so the main agenda of on-page SEO describes the changes that can be made to your website this includes the copy page title meta description hair tags and HTML code whereas off-page seo's agenda is relating to any other SEO practices that occur outside idea website it includes link building social media marketing and influencer marketing now what is the goal of using on page and off-page SEO I can say the common agenda for this is generating traffic and getting noted on the Google search engine each technique has a different goal of its own so on page SEO mainly deals with driving relevant traffic to your website it is intended to make it easier for visitors and search engines to understand the nature of your website as well as navigate the content and the structure corresponding to it whereas off-page SEO helps to improve your website's overall Authority this off-page SEO is designed to improve the overall authority of your website and help build your reputation as a valuable resource to other users so this is exactly how they differ based on their goal like I mentioned the common goal is to drive more traffic and generate possible leads but you can see that the goal of on-page SEO is slightly different to that of of page SEO and talking about the strategy which these techniques follow on page SEO basically deals with research best practices and competitor analysis it is always driven by research in proper and relevant keyword to your audience and the latest best practices for compilence with the search engine algorithms as well as using a Content Gap analysis to see which keywords your competitors are using in order to rank on the search engines whereas SEO follows the strategy of backlink research social media and influencer marketing off-page SEO deals with backlink research tools it also helps you get the Insight of where your audience are present on social media and help find the top writers bloggers and Publishers onto your field okay so this is a strategy which both of these optimizations follow now the next one is which weighs more do you think on-page SEO comes in handy or off-page SEO let's find this out on page SEO should be the first point of focus as it is more controllable and sets a solid foundation for engaging and converting traffic that comes from backlinks and other off-page tactics whereas off-page SEO should be prioritized once on-page optimization or on-page SEO takes place and you're confident about your website and also you can please your visitors as well as the search engine okay so this was about which one weighs more I think on page has a lot of capacity to drive more traffic onto your website rather than off page but also you should not forget about the off-page SEO tactics as well just because people get to see what is present on the screen doesn't mean people who don't know about your content should not get to know about it so backlinking is also necessary off-page SEO is also necessary for your business growth now talking about the last parameter that is results how long do the results take to show an effect on-page SEO takes more time to register with the search engines as new or updated Pages must be crawl and indexed again before their impact is felt in the ranking so this will take a lot of time guys uh Even in our case when we write blocks they just don't show up at the first page as soon as we publish them it will take its time you need to push it you need to promote the product you need to Market your product right only when this is done you're going to get proper results and talking about off-page seo off-page seo has a lot of potential to move the needle faster as you can Leverage The Power of domains that already have high Authority and influencers with a wide audience so once you know that the content is created once you know that your own page SEO is perfect you can go for off-page SEO to make this on page SEO rank so it is in your hands as to which one you should focus more generally both on and off page Solutions are implemented to improve the search engine placement but Google ranks your website for search and the two most important signals they use are high quality page content and Link building so this reflects the shared value of your on-page and off-page SEO and the combination of these both in the marketing field would change your career or would change your fate okay so focus on both of these I would say if you are into digital marketing so this was the major difference between on page and off-page SEO foreign [Music] SEO plugin which helps you basically get more visitors from Google and Bing attract more visitors from social media and increase your readers engagement on your WordPress site just out of the box WordPress is actually a pretty well optimized content management system a basic setup can provide a very strong Foundation even without any extensive customization theme optimization and plugins that said there are a few things you should do to increase your chances of ranking refine your workflow and make sure your website is perfectly optimized by putting the right basic settings in place and applying a few simple tools and techniques you can ensure that you have a strong foundation on which to build upon but why yoast SEO to be precise yoast SEO improves your website using three perspectives firstly you have your technical features of yoast SEO now if technical SEO isn't your strong suit what I'm going to say is not exactly going to make sense to you but do not worry yoast SEO exists to make sure that you don't have to know all of these things now the plugin settings are very sensible by default and the configuration wizard also guides you through the steps to get your technical SEO settings right this means that by simply installing the plugin and following the steps in your wizard you're already fixing a lot of important technical SEO things for your website that way you don't have to know about the technical things such as robots.txt clean permalink URLs htaccess files and sitemaps the plugin will take care of these things for you furthermore yoast SEO also makes sure your site has canonical URLs to avoid duplicate content a valid schema.org structured data implementation a no index or non unfollow option for every page open graph tags for every page or article etc etc since the 11.0 release yoast SEO also builds a full structured data graph for every post or page on your website by graph I mean it's a complete piece of structured data with well-defined connections to all the different parts so search engines now not only know what all the parts mean but also how they all fit together if you're a bit more familiar with technical SEO you might enjoy reading more about yoast's hidden technical features that secretly level up your SEO now the second thing used SEO improves your content SEO once your plugin is installed and configured it's time to get started with your content what is important to remember is that the plugin helps you with your rankings but it still relies on your content this means that you have to create good content for the right keywords after you've done your keyword research you'll have to start optimizing the pages and posts on your sites for the keywords and the key phrases that you want to rank for to do that you can set a Focus key phrase for an article in used SEO and then the plugin uses your content SEO analysis to determine how your content scores on different ranking factors such as how many times you use your key phrase the length of your text whether you used any internal links or not so on and so forth with this analysis the plugin is able to tell you how you can optimize your post or page to rank with that particular key phrase and it does this by using these red orange and green bullet it's to indicate how every Factor scores it also gives you suggestions on how to improve on those factors this gives you an easy overview of the overall score and what you can still tackle to increase your rankings and finally yoast SEO improves your readability now optimizing your content to rank with the right key phrase is important but don't forget your reader even if you write amazing content for search engines your audience won't benefit from it if they don't understand it when a person doesn't understand your content the chance of them buying something from you is close to zero the same is true for the odds of them sharing one of your articles with their friends so you need to make sure that your content is not just accurate but also easy to understand and that's where readability as a feature comes in yoasts SEO readability features are well researched analysis that give you feedback on how to optimize your writing now this may sound strange because the way you write can be extremely personal now let me explain how this works the plugin uses an algorithm to check your content on different factors that are proven to increase readability it looks at the use of transition words use of active passive voice your sentence and paragraph lengths bullet points and much more yoast has a carefully crafted algorithm to make sure it's as accurate as possible without being too constrictive and strict this means you're able to adopt the feedback in a way that suits you and your content but your blog or your article will still have your own personal tone of voice so in this section you basically understand what yoast SEO can do for your site to sum it up it basically improves your technical SEO by taking care of a lot of technical things in the background secondly it helps you improve your content SEO by helping you set a key phrase and telling you exactly how you can optimize your content to rank on this particular key phrase and lastly the yoast SEO plugin helps you improve the readability of your content by providing feedback that you can easily incorporate into your own writing style I hope now you have some insight about the use plugin and what it can do for you it also has two versions which is a free version of the plugin and a premium version of the plugin to make sure you're not missing out on the features that will give you the top position and rankings so you can have a look at each of them and decide which suits you the best moving on let's look at how can you freshly install and set up the yoast SEO plugin and the simplest way to do that is to log into your WordPress website and when you're logged in and looking at your dashboard you can click on the plugins on the left hand side and you will see a menu there you can search for yoast SEO install the plugin and activate it and you're done now that's the easy part after the fresh install of the yoast SEO on your WordPress website you need to take care of all the little things that you should configure in the used SEO things that you might forget in your eagerness to get started with your newly set up website for that you have the yoast SEO configuration wizard of course you want to jump right in and configure the plugin using that used SEO configuration Wizard and once you've installed the yoast SEO plugin you'll see a notification in your general dashboard now the configuration wizard basically helps you configure your site to have the optimal SEO settings if it's detected that you have not finished this wizard yet you would be recommended to start the configuration wizard to configure your used SEO Now understand that if this isn't the first time you're using your configuration wizard you'll still find a link to run the wizard again with a message instead will say want to make sure your used SEO settings are still okay open the configuration wizard again to validate them all right so now moving on to the wizard once you've opened the wizard you're going to be guided through the steps via a few questions if you answer these you'll implement the right settings for your website based on the specificity of your answers now this will be done in eight steps the first one will ask you is your site ready to be indexed the first question determines whether you want your site to be indexed or not the reason you are asked is that one of the most important checks in your plugin determines whether Google can index your site or not Google needs to be able to reach your website and index it unless you don't want that and there could be good reasons why you might not want that perhaps you're working on a development site or a staging server or just don't want the public to see your site as yet if that's the case no problem just set your preference in the first step of the Wizard and then click on next to continue the next question would be what kind of site do you have in the next step you will be asked about the type of site you have it could be a blog or an online shop or might even be a new site or a portfolio one of the reasons you ask this question is because it's essential for you to take a moment and think about this what is your site about having a clear idea of this will help you focus on what's important for you and your site so let's take a durraycard.co as an example so you have multiple sections in the website you have the courses the community and the blogs right in the blogs we share knowledge about various different Technologies and then you have the community where we help our Learners with troubleshooting questions they have and our courses on all the newest training Technologies now all of these parts of the websites are equally important sharing knowledge is the main goal so decide for yourself what your answer to the question should be that'll make it easier for you to configure several features in the used plugin and in fact off your website later as plugin developers the information we get from this question is also useful for future improvements for instance it can help you prioritize future editions to our plugin for specific types of sites third question is is it for you or an organization for the right metadata Yost asks you to choose between organization and individual here is your website about you or an organization you represent now if you're a person you might want to include your name and if you're a company you can add the name and the logo this information will be included in the metadata of your website with the goal to provide Google with the right information in for their knowledge graph the knowledge graph as I had previously mentioned is a block of information you see on the right hand side of your search results for instance when you do a company search like Sony or apple in addition to the name of the company you're also asked to let yours to know which social profiles you have again you can provide Google with the right information for their Knowledge Graph here Google seems to be keen on delivering answers to their visitors right away so you'd better make sure your information is on Google with socials being a part of the knowledge graph and your website being linked on the social profile Pages make sure to fill this out as completely as possible step 4 to show or not show posts and Pages now the description in the image is pretty clear this is where you can set posts and pages to be hidden or visible for the search engine if you already know that you don't want posts on your site to show up in your search results you can set this to no question 5 or step 5 would be how many people are publishing content on your site basically do you have multiple authors or not basically what the developers of yoast SEO want to know here is that if your website has multiple authors now there's a reason for that when your site only has one author WordPress will still generate Ortho pages and if you write all the content on your blogs and articles yourself your blog page will show the exact same collection of posts as your author page which indeed is duplicate content now an SEO plugin like yoast called something duplicate content when the majority of a page is the same name as the content on another page Google will get confused on this it won't know what page to rank first and might decide to rank both a bit less this might cost both of your contents a lot of Engagement you obviously want to prevent that right so to guide it this particular check was added to the yoast SEO configuration wizard now the next part is optimizing your page title now in this step the wizard asks you to think about your branding the website name you enter here is the name that your default page title template will put at the end of each page title the default page title template looks like this picture and the last part of the template is a site name and that's what you fill out here now be sure to add it keep it short and make sure that the focus will be on the page or the post title it's nice to have something of your branding in here so people will recognize your pages in the search result pages and if they already know who you are and your website they're more likely to click on one of your links the third party of the template is the separator which is SCP a page title that follows this template could be some title of a post The Hyphen in there is the separator you set at the step in the used SEO configuration Wizard and using an uncommon separator might make you stand out from your competitors in the search result Pages you could also choose to pick the smallest separators to squeeze in another character or two next on the penultimate step is to boost your SEO efforts even more in the next step the good Folks at yoast would like to draw your attention to the newsletter plus some of their awesome products so go ahead and if you think these are absolutely essential to Kickstart your SEO Journey you can try them else you can just let them be and finally step 8 marks your success because you've done all the steps before and have one goal now which is to prepare you and your website for SEO but while this wizard helps you get the general settings of your plugin right your job optimizing your content is far from done to use the used SEO plugin to its full potential you should definitely understand how it works and which settings are which luckily you have this tutorial to help you with that so now you know why you should give the yoast SEO configuration wizard as pin and why it asks certain questions to you the Wizards basically got you covered by setting things correctly under the hood for your website so you can just focus your efforts on optimizing your content without worrying about all these background details so now that you've set up your used SEO plugin completely let's move on to using the yoast SEO sidebar or Meta Box now yoast SEO is most famous for its green orange and red bullets giving you feedback on the SEO friendliness of your content now back in the days you just find these in the used SEO Meta Box below the post editor nowadays you find them as a sidebar as well if you're using the block editor on WordPress so basically there are four essential elements of highlight that you will find in both SEO Meta Box and the SEO sidebar one is your Focus key phrase second your readability analysis third your SEO analysis and finally the Google preview when you write a post or a page for your website checking these four elements should be the bare minimum you do before publishing a post if you want to fully optimize a post you can follow the steps that I shot I'll be going over in a while so first of all you have your Focus key phrase which is the first field in the yoast SEO sidebar and The Meta Box so this is what my blog looks like and I'm using the yoast SEO premium and the first element we are going to look at is the Focus key phrase as you can see the top 10 running Technologies in 2021 is my focus keyframes and it is also the first field in the yoast SEO sidebar or The Meta Box in this field you can either enter the phrase you like your post to rank in for search engines you can select a key phrase on a post by post basis but if you're serious about your rankings you'd better carry out a keyword research first right now the yoast SEO premium allows you to set related keywords as well bottom here add related key phrase using this option you can go ahead and add related key phrases to your keyframes nowadays you really need user-focused and high quality content to rank high in a competitive market and this definitely helps next is your readability analysis now after setting a Focus key phrase and writing your text it is best to check the readability of your copy this is the second tab over here and yoast provides you a convenient readability analysis it helps you check whether your paragraphs are too long do you use a lot of passive voice in your text do you use enough subheadings these are all the elements that make or break the readability of your copy and readability is crucial for SEO now if you are going to write website content you need to understand that online and offline writing are two different things while we take the time to sit down and write great stories in books or the Articles and magazines we tend to quickly scan and process and use the things that that we read online so this post isn't a page in a book you need to understand that very clearly in your head it's information to you to process like most online pages are like Wikipedia per se and yoast has written its readability analysis with that purpose in mind if the bullet is green like you can see here you're doing great on that subject if it's orange or red like it's here you can follow the instructions that follow the bullet and you can also click on this I icon which will just highlight places with those mistakes you can use the I icon and it will highlight areas which need Improvement in purple next you have your SEO tab your SEO analysis after you've checked the readability of your copy it's time to look at the SEO friendliness of it so remember the Focus key phrase that you've set the SEO analysis basically evaluates how well your content is optimized to rank for that specific key phrase for instance it checks whether you've used the key phrase enough number of times and if you've distributed them evenly it also checks whether you've used your key phrase in the introduction your key phrase in meta description and your key phrase in title it should be present in your title meta description images subheadings so on and so forth moreover this also checks the other SEO aspects of your content that are not related to your key phrase for example if you have internal links is or not right now a lot of you might wonder do all of these bullets need to be green for your post to be well optimized the answer is no know not every bullet in your SEO analysis has to be green for your post or page to rank similarly getting your post all green in no way guarantees that it will rank while it's tempting to Simply aim for all green bullets on every post or page without working on other aspects of your SEO that isn't the best SEO strategy proper keyword research and site structure always come before getting these green bullets so keep that in mind while you're optimizing your work and the final thing I want to talk about here is the Google preview as you can see here now in addition to the checks yoast also provides you an editable snippet or Google preview in The Meta Box right you can click here on edit snippet and you can change the SEO title meta description and the slug right the snippet preview which you would have seen before basically shows you how yoast plugin display is your page to Google and other search engines in other words it basically gives us an idea of how your site would appear in the Google search results page so here like I said you can set an SEO title and meta description try and make an effort and write a title and meta description that clearly reflects what your post or page is about like I have done here let people know that they'll find what they are looking for on your site and entice them to visit your site or page there is no guarantee that Google will display your meta description in the results pages but if the meta description you add here is very good it will definitely increase the odds now apart from that there are a few other items in the sidebar and Meta Box but we believe that this is the minimum investment you should make when publishing a post via WordPress as you can see there are a few other things here but we are not going to look at them today now a bit more advanced I want to talk to you about the used dashboard now of course there is much more you can do with used SEO you can access and change many settings of the plugin in the use dashboard but there's usually no need to change anything at all especially if you're an inexperienced User it's kind of wise to stick to the settings you set in the configuration wizard but let me just give you a brief look around to give you an idea of what the options are so this is something I want to talk about which is the search appearance now if you go to the search appearance option which is usually on the left hand side navigation in your WordPress dashboard you can basically adjust how your site appears in search engines take the title separator for instance in the configuration wizard you can choose whether you want a dash asterisk pipe or something else like you must have noticed most of our YouTube and blog contents have a pipe separator some people might have a hyphenated separation and some people might have something else you can always change it here in your search appearance you can change among other things how your plugins are set up your titles and metas your content types where you'll be able to find the default template that you're going to use for your post titles it's always good to know it's there and realize what you can or cannot configure it simply means that you're basically going to use the title of your page or the post as the page title and then add the page number if your post is divided over multiple pages then you're going to go ahead and add the title separator which we just discussed and then the site name you have set while creating a site so in this setup the title basically looks like this now understand that this example does not include a page number after the page title as this post is just one page so this is the setup we recommend it's focused on the page title and has the proper branding at the end which is edureka the reason that I've drawn your attention to this setting is that you should know it's there so you don't have to look for it in other tools in the future this is why your titles are shown like this in Google searches moving on many of us log into our site every day or at least once a week but if you're managing a small business or a one-person blog you can't always spend a lot of time on your SEO you have many other things to do hence before concluding this session we're going to discuss several small yet impactful things you should try to work on a daily or weekly basis to keep your SEO on track firstly have a long-term SEO strategy before we dive into daily and weekly SEO tasks to work on we should stress the importance of having a long-term SEO strategy while it's good to have a list of quick SEO tasks make sure you keep an eye on the bigger picture you should base your strategy on extensive keyword research look at search intent and set goals and analyze how your site is doing holistically now holistic SEO is a lot of work but it'll definitely pay off in the end on days you only have about an hour to spend and on your site consider tackling one of these tasks first of all make sure your content always stays fresh content is important to rank which is why you should aim to regularly add new content to keep existing up to date either writing and Publishing new content or updating existing content is something that should be a part of everyday website optimization you don't have to publish a new post every day just try to stick to a schedule of publishing that's realistic for you if you publish a new post every Wednesday for example your audience will in time look forward to it on Wednesdays odsa you will also have lots of valuable articles lying around that only need a small update before they can be published again if you don't have the time to write new article it's useful to have a list of posts like this and work on those as your daily SEO task a task that's also related to keeping your content fresh and alive if you get a lot of comments on your blog post try to regularly interact with the comments if you don't reply to their comments people can feel ignored and it doesn't really look good to have a load of unanswered comments on your content Pages either work on your internal linking structure working on a good internal linking structure is like rolling out the red carpet for Google but as your site keeps growing you should also continue improving that internal linking structure one of the things to keep an eye out for every time you look at your post overview is an orphaned content it's such a waste having a Content that doesn't get any links from your other posts or Pages as those contextual links add much value have a hard time finding often content the yoast plugin is here to help after installing it there's no need to open every post to see which internal links you've added already simply use the filter in the post overview to locate orphaned content and add relevant links another thing to incorporate into your daily SEO efforts is linking to your Cornerstone content ideally you should add links to relevant Cornerstone content when you're updating or publishing articles but just to make sure you have haven't forgotten any cornerstones check your most recent posts and make sure they include links to relevant cornerstones keep your site maintenance on track most of you will agree that it's better to do a bit of a cleaning every day rather than waiting for a house to become a huge dirty mess it's the same for your website don't wait until the number of the pages have become unmanageable stay on top of things and that is a good advice for everything in life in general one way to do that as a part of your everyday SEO is to look out for cannibalizing your content since you're already making sure you regularly publish or republish content it's only a little bit extra effort to ensure that you're not competing with other existing content on your site unfortunately too much of a good thing such as quality content can still cause problems so take some time to ensure your content isn't repeating itself if you come across two articles on a similar topic from a similar point of view consider combining them into one you can easily do this using a yoast duplicate post it allows you to make a clone of a post so you can easily take take your time to merge both the posts in a new draft then when you're done you can copy and paste the new content in the post you'd like to keep and redirect the other one similarly on the same context don't keep unnecessary pages around regularly factor in some time to check for pages that have lost their relevance and can't be updated delete the pages properly from your site and you'll thank yourself later the fourth point is to work on your technical SEO now many technical SEO tasks require time and expertise but you don't need to be a part of your daily routine nevertheless these are things you need to pay attention to on a regular basis one of them is keeping the size of your images as small as possible having high quality images on your site is a must but you don't want your hand-picked picture to slow down your site right the loading time is of utmost importance a quick task to add to your SEO routine use tools like image optim or websites like jpeg mini jpeg.io or kraken.io to optimize the size of your images another thing to be aware of is duplicate content you're already on track if you regularly look for cannibalized content but duplicate content can also be created accidentally now you don't have to do a duplicate content check every day but you should be aware of the possibility for instance if you're creating a tag that applies to the exact same group of posts as another tag or when you add a printer friendly version of your DIY post make sure to do a duplicate content check one final thing under this point that could be easily implemented in your routine of publishing content is to add structured data not every type of post is suited for Rich results but for many types of content it can make a huge difference yoast SEO is not only automatically adding the most important structured data to almost every page on your site it also makes it super easy to add structured data for how to's and FAQ pages so if you regularly post how to's use SEO structured data blocks to increase your chances of a rich result if yours site focuses on recipes products reviews or events you may even want to learn how to add structured data keep track of your analytics now Google analytics has a ton of interesting data that you can use to optimize your website but mastering every single aspect of the Google analytics takes a lot of time if you don't have enough time to dive in and only have a little understanding of the Analytics tool you can spend some time once a week looking at two reports the first is the source or medium report which you can find in the acquisition section under the term all traffic this basically shows you where your site's visitors are coming from check if you get organic traffic from search engines like Google and try to understand the data you are seeing while sources have a high bounce rate with sources Drive the most traffic to your site and if you look at this data every week you will start to gather a sense of if your site is doing better than the week before the second report that's interesting is the landing pages report that you can find in the behavior section under all pages these pages are the very first Pages people visit on your website this is the one which gives you insight into the things your visitors are interested in it'll basically tell you if the description of a page on Facebook or in a search result was interesting enough to make people click again try to understand this data how the bounce rate of landing pages works is slightly different though it shouldn't have a highest bounce rate like your home page for instance and if you dare add a secondary Dimension like a source to this report so you can immediately see which pages are visited from Google Now if you're not comfortable with Google analytics Microsoft also offers a free Analytics tool called Clarity although it is not yet at the level of Google analytics when it comes to features is still a tool worth trying out and keeping an eye on for future development now you're probably active on one or more social media platforms so regularly posting updates for your followers is a great idea basically it makes clear that your account is active and kicking you can share your blog post but all also pictures you take events from your daily life and other articles you find interesting and so on you know your audience best and you know what they like and while you're at it also try to regularly interact with people leaving comments on your social media pages so you keep them engaged with your site now you can go ahead give this yoast SEO plugin a spin and honestly it'll make a lot of things easier for you thank you let's understand first concept of advertisements sure all of you must have seen various forms of advertisements in several platforms let me take a minute here and explain you how advertisements used to work in the pre-internet era back before 1990 is when internet was not existing properly advertisers mostly used television ads Billboards newspaper ads radio ads direct mails Etc the first three options had very high entry barriers that is very high cost involved and it was difficult for advertisers to know the Roe exactly for example uh Hindustan Unilever which has amazing brand Lux so when uh in the Diwali time Hulu used to come up with v ads newspaper ads several radio ads uh Billboards Etc so uh the end of the the end of Diwali they would calculate their bump up in sale deals and then they would like to understand like which which method worked for them better fortunately there was no direct ways no which which was doing better like newspaper ads did better or the tv ads did better there was no way to understand who is consuming the ads so for example let's say your mom is watching Mahabharata uh back in 1990s and you seeing a cigarette ad so would she relate to it probably no your dad is reading a newspaper and he is seeing a full page Lux ad would he relate to it definitely no to summarize ads were mostly a game of companies with pockets higher you pay more Prime slots or front Place search slots you get in the newspapers and the process was advertisers paid money to TV or newspapers uh books a prime time slot connect so at this point of time is not here there is no check in quality of the ads payment would depend on how Prime the slot is let me quickly move to the era when internet started so the first search engine was found out found by Yahoo back in 1994 and it came as a directory search and within a year we got a number of search engines which were repeating for user attention included Magellan side the faucet Tommy Ulta Vista to name a few basically end users could browse the directory also and do a lot of keyword search also Google came into existence in 1998 using the technology you some of you might have heard is called page rank the point I'm trying to make here is Google came joined the search engine race at late it Rose in prominence in lips and Bounds because the high quality search results it provided similarly for paid advertisements also Google was not the first company to start paid advertisements in search but mastered the game by providing a amazing interface better quality ads but it also help creating a level paying field for small and medium companies as well just understand that how advertising experience changed over the years let me give you an example of Josh furniture shop seriously what used to what they used to do used to come up with newspaper pamphlets they used to get database of people they used to call them and ask them to come to their furniture shop okay so even if they tried they could have never opted for Prime in TV or video or newspaper but what changed after internet came uh Josh furniture created a good website they can they took care of some basic stuff and started search advertisements so whenever people were searching for uh some kind of Furnitures online because Furniture came to came in the search results they came in the paid ads the game completely changed here George Furniture spent one lakh rupees in the ad the month of June and they got 400 legit inquiries which resulted in 600 000 rupees of sales so Roi also is clearly known here please also understand that here the payment will depend on the prime slot as well as how good your ads are it is something called ad quality basically search engine provided right information at the exact moment when people needed them along with highly related advertisements we also created a Level Playing Field which I will explain with this Basics let's move to some facts we all have seen Google Search right do you know how many searches uh Google processes per second is 70 000 searches which translates to 5.8 billion searches per day out of that like and Google is not the only search engine 76 percent of the search engine Market belongs to Google there are other search engines like Bing Yahoo and different other search engines around the world so for paid hit search like paid advertisement the corresponding number is 73 for Google so whenever people search something in Google they get a page which is called CRP search engine result page different data is that 46 of the clicks go to the top three ads in the search result and 63 percent of the people agree that they have clicked on Google ads and lastly Google delivers eight is to one return on investment that is the dollar for every one dollar trend so isn't it amazing so no doubt because of all these things Google has erosion in prominence let's move to the next slide let's try and understand what happens when there is a search is going on so first and foremost let's try and understand sir why are search engines therefore so basically search engines are there to return excellent quality and relevant organic search results to the users search engines what they do is behind the scenes they call millions and millions of sites millions of web pages they crawl the data and various factors into account and they decide that for each and every term that is searched in Google what kind of pages are supposed to be returned so they provide an amazing organic search results and above and below the organic search results they also provide great search so let's understand clearly here that every time uh you're searching for something there is a search option happens it's a fraction of time so let's take the example of Dosh furniture shop once again uh as I said first step this is like advertisers around the world identify the key relevant terms through research so Google has provided some amazing tools like keyword tool Etc so the digital marketing person who is sitting in the George furniture shop he researches a lot of Search terms and he decides okay these are the terms which which would get some relevant buyers for me so uh the terms are like my dining chairs online keep garden furniture rubber wood coffee table buy Home Furniture online in Bangalore so they decide that they decide that these four terms they are going to bid for Simplicity of explaining let's say they bid 100 rupees in Google and they they create good landing pages for each and each of this uh pumps so basically when uh an end user searches for that term for a similar term what Google does is Google reviews all the ads with that keyword or similar keywords and Google uh does a quick test like quality check and Google Narrows down that okay apart from the organic searches there are three good quality advertisers who had before this term so Google assigns an ad rank all these three advertisers so ad rank is decided by factors such as uh big quality bit quantity bit amount add quality add rank threshold context Etc so Google quickly decides the ad ranks at based on the ad ranks will throws the sort page and just understand here the whole thing is a fraction of seconds maybe 0.25 seconds or even less so so basically Google what it does is like apart from the organic search results Google provides a couple of paid search results along with the organic like either above or below fold the organic search results I am taking the example of by dialing chairs online keyword here online option happens Google calculates all the payment basis on Question Time quality and AD rank this is a difficult slightly difficult concept so basically let's say a competitor number one based on the calculation provided by Google competitor number one is supposed to pay 60 rupees for this action and remember that Josh Furniture has made for an amount of hundred rupees so now according to Google's algorithms Josh furniture will pay just one rupee extra above the competitor number one to be on the top slot so please understand here that Josh told Google that the 100 rupees is the maximum amount that I want to prove for this keyword is 61 rupees and gets the number one slot and an important thing to understand here is the Josh Furniture is not paying anything if the ads are not clicked organic results are clicked they are not paying anything so Google only charges the advertisers when when an ad is actually if you understand here correctly there is clearly a quality factor involved so an easier way for Google would have been to go for the maximum bidder Google could have said that one whom appears to be the maximum would always come in the top the search result clearly Google never does that and probably this is the differentiating factor here Google takes care of the quality at very step let's quickly move to the concept of add rank we quickly understand uh getting a high getting a good at rank is very important for advertisers otherwise they will not be able to come up in the source results for in front of their Target customers the higher the ad rank better is the chance of coming in the uh results and hence better is the chance of getting clicks so let's understand what are the parameters on which Google takes care of the drag first thing of course a big the amount of dead set by the advertisers apart from that this is not the only uh thing Google is looking at so I'll just quickly uh quickly uh try to explain one thing to you all when two people uh the two real people work for a bank they ask for an home loan till the bank provide the home loan to these two people at the same interest rate the answer is no uh banks will look at something like the credit score you might have some of you might have heard about civil scores and Transunion scores Etc so depending on the payment history Etc uh this is a score signed to each and every person and basis of which banks and financial institutions provide loans to individual users so this is something like that so apart from the payment part Google will look at the ad and landing page quality so let's quickly understand how this works so remember the search term is uh Furniture online in Bangalore ads and the landing page both of all the three keyword the ad and the landing page two of them should be on the same page should all have the same kind of messaging landing page should be clear it should have a clear UI ux it should have a good uh page load speed and it should have a clearly stating the advantages that you would have spoken on the ad for example if you on the ad you have mentioned between 24x7 support or free shipping for all other orders the landing page should also speak the same language so this is a Advent landing page quality when it comes to impact of AD extension but at this point of time please understand that ad extensions are extra bit of information which advertisers add complement 3D provided details in the landing page or add messages then of course the third factor is uh competitiveness of option it is very clear right higher higher the number of advertisers are there more difficult option becomes here comes the most important two factors first the context of search let's understand why these terms have come so these things have come recently in the last few years because because of the Advent of various devices voice enabled devices search has completely changed so Google Google's AI engines are trying to understand uh not only the comes that person has provided but also the context person is in the context is something beyond the keywords benefits of contextual search include helping the users get faster and more accurate results based on their queries for example if you are searching for Batman if you are searching for the term Batman octo in the month of October most likely you will be shown besides selling Halloween costumes because that is the time of Halloween so let me give you a better example which you all can relate so let's say you're already you have already gone to Goa and you are searching for top Goa restaurants from your mobile phone in your 4G connection versus you are sitting in your home at gurgaon haryana and you are using your home Wi-Fi laptop and searching for Goa restaurants these two are completely different contexts and in all probability the third page and the ads plus them would be very different here at the last year is at rank threshold so clear language add rank threshold the reserve is for your ad now in the previous slide I had explained that Google will charge you just one rupee extra uh in comparison to your yes uh competitor right that is a very basic explanation I gave you the actual calculation is a little bit different let's understand here like maybe there is a situation where uh only one Advertiser is there and that advisor Advertiser not have a good quality score also and time quality score because of the absence of the competitors that that Advertiser is able to show the ads in front of Google people so Google would not like to do that if your bed is lower than the threshold your hands will not show if your bid is lower than the ad rank threshold so let's say that if the ad rank threshold is 60 rupees and if you have bid for 50 rupees for that particular keyword your ad will never show and if none of your competitors are eligible to show the threshold is the reserve price is the price you pay for the click so let me move to the next slide so this is uh in continuation with the previous slides Advertiser which gets the higher ad rank uh they are in the number one position competitor one has got a score of 5.6 so they're at number two and competitor two is at number three so let's move to Quality score which is one of the most important Concepts in Google ads so before moving into quality score let me explain you one thing very uh precisely Google has always been very tight-lipped about uh how is how it uses its auction method Google never gives out the details so for the first time in 2008 so Google Google ad system started back in 2001 2002. for the first time in 2008 Google officially told that quality score plays an important factor is an important factor for showing Google ads so let's understand what is quality score quality score is an aggregate estimate of how well keyword has performed overall the first ad options so let me give you a real real life example here you might have seen on the TV screen there will be like a lot of data given like how many matches Virat Kohli has played how many centuries he have made what is the average score what is the strike rate what is the what are the number of catches so quality score is similar it is a aggregate estimate so whenever a keyword comes into play Google would first look at its quality score each keyword gets a quality score on a scale from 1 to 10 where one is the lowest score and 10 is the highest score so needless to say advertisers around the world are going to get higher quality scores so everyone is trying to teach the quality score of 10 which is the Pinnacle null quality score so generally when you put a word first like when you start an account or you start an ad quality score would all probability will start at null quality score so it will take some time for that quality score to gather enough info enough Impressions or clicks accurately determine the quality score so Google will take some time and then uh General cases the quality score starts at number five which is the midi middle number between 1 to 10. and let's understand the most important Point here quality score is not the same as option time add quality it is not used at auction time to determine ad rank game quality score depends on exact match impressions for now you have to understand that it is score the keyword is uh buy chairs online quality scores would depend on exact match impression and if it does not get a lot of exact match impression it might earn to null let's quickly understand what are the factors to determine quality score again Google has revealed this data so this is on black and white now but if experts are supposed to be believed there are more than 50 to 100 factors on which quality score depends so as for Google first the expected through rate so let's understand what is expected click-through rate expected click through rate is a prediction and it is different from the actual click-through rate or the CTR column that you will find in your account so unlike the actual CTR column status ectr will tell how the keyword will perform both within your account and across all other website advertisers account so Google will take a aggregate understanding about how this keyword is performed across all the advertisers and why the score to that and the status will also be adjusted to eliminate the influence of AD positions and other factors that affect the prominence and visibility of ads such as ADD extension and again this will again depend on uh exact match so uh expected click-through rate are given as above average average and below average so if you have a expected click-through rate of above average or Average status would mean that there is no major problem with your keywords and but if you are getting a below average status that means that you name you definitely should consider changing your ad text and other things to improve the second point is ADD relevance and relevance is how supposedly your ad is related to your keyword so this is kind of a self-explanatory thing if you are bidding on Red Socks for men if you're so your ad should be explaining about Red Socks for men only you cannot tell that buy socks online so if you if you put a text like that your relevance would be lower but if you if you create proper ad groups and create proper ads for them definitely your ad relevance will be high and relevance uh will have average average and below average and again if there is a below average status that mean things your ad or keyword may not be specific enough your ad group May cover too many topics so to get a add relevance below average you might have to revisit your Google ads structure and you might have to get more deadly themed groups Okay the third is landing page experience again I have explained it your keyword your ad relay ad your landing page should be the same page they would should talk about same messaging landing page should have good UI ux your landing page should have good navigability should not have a lot of pop-ups Etc and it should have good speed score this is how it looks like a quality score so depending on the quality score will get some numbers like 6 out of 10 or 7 out of 10 and whenever you see a below average uh like the quality score is definitely uh like need for you to take action so let me give you all a pro tip here from my experience so Google AdWords is a game of Google ads the game of continuous uh Improvement so you cannot create a perfect landing page and you cannot create a perfect ad and sit down on your laurels you'll need to come like always re-evaluate things you'll need to always reevaluate your ads your landing page please look at options to make it better okay so let's understand what are the types of search queries here so uh search queries can be navigational search queries can be informational and transactional let's try and understand what these things are navigational query is a search query entered with the intent of finding a particular website or webpage for example edureka so that you know that edureka is predicting so many good quality uh winners so you you do not remember website exactly what you'll do is you go to Google you will search adureka and you will most probably find Eureka website on the top similarly this person has searched for Best Buy so he's in us he searched for Best Buy and he got organic search result at the top which buy is there the point here to be noted is Best Buy as a company has bid for the term Best Buy because you would not like the competitors should show an ad on top of the page so if Best Buy would not wait for this term Best Buy a competitor like Walmart or competitor like Amazon can put on the term and come at this up for that particular search results so this is this type of search queries would have decent amount of interest from advertisers let's quickly move to the next type of search queries that is informational search queries informational search queries are cover broad topics such as digital marketing or Bangalore so there are thousands and millions of sites are turned and these are generally not targeted by paid marketers but because the topics are so broad it would be very difficult to uh get something out of here as marketeers we should not leave it completely so what strategies we can do for informational search queries is one we can write blog posts full of tips can create how-to videos we can write details step by step guide for example if I write a step-by-step guide on digital marketing so probably I'll come my page will come on the top of the search results probably design an amazing image or infographic third type and the most important type for arcade years is transactional search queries transactional search query is a query that indicates an intent to complete a transaction such as making a purchase to here so recently I am facing a lot of problems in my laptop so I am trying to get a good laptop deal here so what I did is I went and I searched in Google for Buy Lenovo laptop online try and understand before typing these search queries I would have done a lot of informational search queries as well when I searched for my Lenovo laptop online what I can say is like Lenovo is already at the top of uh so here you can see that Lenovo is already in the search of organic search results but they wanted to make sure that the ads are also coming they want do not want to leave the top slots and also the right side of the search result you can see the Google shopping ads so they have also made sure that their ads are coming here as well so advertisers across the world they are trying to get the top results and top slots in front of their Target customers going back to the transactional search queries so to reiterate uh advertisers what they do is they do text ads uh to about the full visibility go for shopping ads which gives them an extra Edge because there are images and other information can be provided but important point to note here is like they cannot neglect the SEO and content marketing part so we saw another one number one of the organic search results also so uh to summarize advertisers should do mechanic and paid efforts both to get results in search results so let's quickly move to Google ads so with Google ads you get access to a broad range of advertising products designed to help you reach your Target customers remember this is the important Point reach your Target customers in the moments that matter right so I have already explained how the moments matter because let's say you are in coorg and you are searching for a restaurant in core but this is a very important moment that matters for you so what you do is that you do a quick Google search you find a good restaurant in Google Maps or Google ads and you visit that place you get some amazing food and you are wowed so you uh like become a fan of Google and that restaurant for the rest of your life so what Google does is based on your business goals Google does a lot of heavily heavy lifting providing wonderful technology and why do you invites you a list of tools for you and list of pinch types for your goals so let me quickly move to goals so the main business goals that some most of us clearly understand uh first is Drive sales and get leads I don't think you need to explain anything you guys because you already understand this let me quickly move to the point build awareness so I'll given I'll given a real life example here is a friend of mine called ratnam he has a company Innovative Products LLC so ratnam has come up with a product called Garuda so Garuda is an augmented reality sunglass for driving assistance so what it does is like when you wear the sunglass and it is obviously connected through 4G and probably 5G etc etc and it will provide you turn by turn navigation details it will give you information about uh what are the restaurants on the road what are uh what is the traffic condition will tell you okay nobody product right the purpose behind build awareness objective is to increase the amount of people that see your ad your business might not be a well-known brand now but with the build awareness objective you are able to spread your brand across the web and in front of the people so now once you start these kind of ads people will start recognizing your brand your logo and your product I quickly tell you about the theory of 16 Impressions you might have probably heard it a brand needs at least 13 to 16 Impressions they registered in a perspective customer's kind we do not it is all happening in subconscious right so we we will think about laptops we think about Apple we think about Lenovo how do these brands have done this how did the brands have done this that is through continuous impressions needless to say uh these type of campaigns like build awareness type of campaigns will emphasize the number of impatience over the number of clicks let's understand quickly how it works imagine you are a new business and you have just invented a new a new product for example Garuda because this product has never been seen or heard before so no one is searching about it no one is searching for a virtual reality sunglass right your advertisement goals for this new product should be like bring it in front of a lot of people so that people understand okay such kind of product also exists so they should learn about your Innovations also so the build awareness objective is a good marketing objective if you are starting a new business or have a new product which is not widely known to the people also it is a good example if you are expanding your business to a new area for introducing customer to to offer is a new business goal for you another example for it can be let's say there is a popular uh South Indian restaurant called chutneys in Hyderabad and it is expanding to the city of Amritsar which is popularly the city of parakeet and chole culture so we are going to uh Treaty of Amritsar we need to create an awareness in front of the people uh that such kind of food habits can also be there okay let me quickly move the next uh next uh topic that is influence consideration so consider influence consideration as the next step to build awareness now that you have built Awareness on the Innovative product Garuda this is the next step so it is called is like moving a step ahead in the buyer decision making funnel remember idas I'll not get into retailers or ideas now basically how it works influence consideration objective includes something called in Market audience targeting and engagement ads so in marketer audience are consumers who are actively researching comparing products across the Google Display Network let me give you an example of my case so as I told you my laptop has started giving problems okay I am started searching to buy a new laptop I do a lot of search on digital marketing I'm a tech Enthusiast I check out whatever new products are coming in Google regular basis I love driving I do online shopping a lot I love driving to new places staying in hotels etc etc also I invest in stock markets and mutual funds so without me knowing Google has collected all this data about me and Google has put me into 10 different sets of in-market audience or not get into technicals but basically you just need to understand the term audience does that mean that Google has given my name to these three advertisers across the world no so Google has anonymously created list of audiences where which kind of people are there imagine Lenovo okay so I need to show my laptop ads to people oh no no one knows that I am the in-market audience of buying a laptop probably the Lenovo will start showing me ads in the Google Display Network so these kind of Engagement ads gives customers more information about your business so basically through these kind of ads you can display your product information in front of thousands of people who are a great customers to influence consideration objective is for businesses who have to differentiate from similar products of their competition switcher allows you to educate your customers about your specific product service in order for them to understand why they should be buying from you so you are creating a differentiating factor for yourself to this uh the fifth business goal is promote your app we are talking about uh the Google the types of Google ads here search ads search ads I don't have anything much to explain anymore because no a lot of it has already been covered in the few slides Google search ads appear on Google search Network so Google search network is not only the Google site it is a group of search related websites so your ads can show near the search results when someone searches uh width comes related to one of your keywords and what are the types of ads in the search networks so they are text ads Dynamic search ads all only ads shopping ads image and video ads so let me quickly move down to the next slide Google search Network Google search network comprises of not only Google search also Google play a store Google shopping so it is like if you do not know it is google.com shopping yes then there is Google image and Google Maps also Google app Google Maps app is also there and let's understand about on Google sites as well so there are a lot of non-google sites also in Google search networks who have a search functionality embedded in their website so for text ads search Partners would include hundreds of non-google websites as well as Google video and other Google sites for product shopping ads third partner sites that display and Link products for sale so this is the Google ads account structure so we have an account which is a unique combination of email and password inside account we have current campaigns each account each campaign would have different sets of AD groups inside the ad groups there will be ads and keywords specified so this is very important whenever we are planning something we need account structure perfectly okay and again every account will have certain budget specified so last Point here is the keywords for text ads keywords are very important uh these are the keyword match types that Google provides uh first is Broad match an exact match broad match modifier phrase match and negative keywords so let me quickly explain with example what are they so let's say I am a teller of Red Socks for men and women so if I am writing red stocks like this this is called an exact match and my ads will only show when someone searches for Red Socks if someone searches for Red Socks for men in the case one it will not show uh so exactly Red Red Socks exact match will show second case Red Socks for men so again exact match will show when someone searches for red shirts for men otherwise it will not show for any other thing then let's come quickly to a fridge match if I put Red Socks like this so if someone searches for Red Socks for sale Red Socks to buy Red Socks for me all these Search terms when it is there the exact phrase match uh these ads will show and the fourth type is like a broad match it is like putting a broad match so it will attract all kind of touch terms like Red Socks for newborn babies are Red Socks cute can Red Socks match with black leather shoes red socks which is a team etc etc so the point here is I've paid marketers we cannot afford to show ads per these uh non-trivial Us Red Sox cute so we'll have to do a lot of hard work we'll have to do analyze the Search terms on a daily basis and we'll have to put a newborn negative Search terms like coupon Babies uh cute shoes cam why etc etc so this is how the Google ads interface will look like this will show your different forms of ads in the left side or clicks Impressions and all the details let's quickly move to display ads let's first understand what is display ad Network so previously we tried reaching at as Market as advertisers we tried reaching our Target customers to only Google Search right now Google will display ad network is a repository of more than 2 million sites and apps it reaches 90 percent of the people on the internet and so basically your ad either gets matched with the content related to your business like your keywords or customers interest so quickly understanding about with the Google Display Network it is much bigger it provides much bigger reach as compared to search Network there's a flip side here to do not do proper targeting there is a high chance of blowing away your budget without achieving anything quickly understanding about display ads so in case of search there were three different parties one was first was advertisers second was the Target customer and interface was the search Network right it was either the Google search website or Google search Network website in case of displaced ads advertisers who are trying to reach their Target customers across the world and there are Publishers so let me explain quickly what is a publisher so Publishers are any website or app who have a good website or app for example I have a fashion website where I write regularly about fashion and give give a lot of information about what is in INS What are pending etc etc so I'm I'm spending a lot of money in keeping the website up keeping the blobs keeping the images etc etc so for Publishers these ad networks provide a way to earn some money by placing ads in their website so how does this work Advertiser is the one who pays money to get his advertisement shown and advertisements are shown in the publisher websites or apps with the help of this ad Networks and Advertiser is money and he makes money by return on investment by selling targeted advertisements products of and services Advertiser owns or controls the product or services that is being advertised because he is the in the command similarly Publishers earn money by giving away slots in their existing website or existing apps and Advertiser advertise advertises actual products or services and drives the users to Publishers page fill out the form or make a purchase let's quickly understand what are the display ads targeting options first one is topic targeting topics are essentially the category of the page user is searching on so actually topics can be very useful for display advertisements for example taking the advert taking the example of George furniture let's say Josh Furniture provides mattresses for beds so a good topic for Josh Furniture can be home and garden class bedroom plus bedding and linen so these are topics which are already provided by Google ddn net like Google interface and if I'm trying to sell mattress I can quickly select this topic and I can quickly move with my advertisements second is interest categories so there is something called in Market audience so in Market audience are users who are actively researching or com comparing products for services across the Google clear Network so Google is collecting all this information through cookies Google is able to understand that okay this person Mr Abhijit is actively looking for laptops or Mr X is actively looking to buy a car this audience is very valuable as these guys already have moved further down in the funnel so they have already uh like they have a need they'll need and they are looking for the real product to buy a good example can be if I am a Kia car dealer so all of you might know that KIA is a new brand which is which has come to Indian market in uh probably last one or two years car dealer can target folks who have been shopping for Hyundai or maruti so it becomes very easy for them Target these people to these audiences uh second is Affinity audience facility audience takes a broader view in allowing advertisers Target users based on their interests so unlike in Market audience so in the previous example I have explained in Market audience Affinity audience are not necessarily in the market to purchase a product at that very moment they are actively searching so in my case Google knows that I am a I search a lot on display marketing I search on a lot about restaurants uh hotels I travel a lot I search about cars so probably I am I'm in the Affinity Market list for all these topics and the best part I love about Google is that it gives standard options plus it allows you to fix and match things so then there are placement targeting so for example I am the Kia car dealer okay so I have a list of 100 websites 100 top websites which car lovers frequent so what I do is instead of going for topic advertisements or interest categories please just put my ads in this top 100 websites because anyways anyone who is going to research about cars is going to only stop tights and uh here an idea can be like you can do a lot of research you can make a list of 100 200 300 websites and you start or you can choose to glow go slow here and pick a list of 20 30 websites first keep on adding fourth one is contextual uh targeting which is a targeting by keywords it works a lot like uh Google text ads so we pick up keywords and we'll uh searches for these keywords for in the websites and Google um this is our ads in the corresponding websites fifth one is demographic targeting so demographic targeting would include age gender and parental status explain this with the example of marketing guy at friends adult typer so if I am selling adult diaper to men so I don't have to do any hard work I'll just take a age category 65 plus and I'll take the gender as men Bingo ads are on it is as simple as that last point is like exclusions so depending on various reasons advertisers would not like to show their ads in different category of websites for example a lot of advertisers do not like to put their ads on gaming sites or Casino sites or sites where content is sexually explicit so you can select these categories you can include exclude you can mix and match things for example if I am working for a company which is not pulling under any standard of standard categories or topics or interests I can create my own categories or I can create my own Market audience be taking care of Topics by adding interests adding contextual targeting including my competitors so it is to me guys it is absolutely amazing so video ads again it is a complete science and there are different forms of ads are skippables in-stream ads are ones which are can be skipped after five seconds and they appear on YouTube watch pages and across websites and apps which are in Google video Partners so please note that there is a Google search partner network with a Google display partner Network and there is a Google video partner Network as well unskippable in-stream ads are the ones which are non-skippable so here you get maximum 15 seconds to provide your message ads cannot be skipped and the ads appear across YouTube videos and across websites and apps running on Google do partners and the third category is video discovery ads only appear on YouTube and Reach people in places where they are discovering content so for example when you go to YouTube and you saw you're searching for something so uh these kind of ads will come they will help other users to discover your content and they will also appear alongside related YouTube videos and on YouTube mobile home page as well and there are bumper ads so you can use bumper ads when you want to reach viewers broadly the short memorable message bumper ads are six second slots and here you can reach people with a very quick messaging very quick powerful messaging consumers as a name suggests it only appears on Google partner sites it does not appear in YouTube these ads are available in Mobile and tablets are designed to give a better experience in Mobile so to help you reach a lot of people who are outside YouTube okay guys so let's move to iPads quickly understanding iPads iPads are automated campaign types you don't have to create any campaigns here they are designed to help advertisers to drive app installs and app conversions across all of Google's inventory so basically we need to understand that there's a lot of app churn goes on and even if you come up with your app it's very important for the Right End users to discover your app so Google provides Google app ads for this purpose so that you can put your ads directly in front of the Target customers they have like two different methods one is cost per install so as the name suggests here The Advertiser is willing to pay a certain amount for each install for example if I have a budget of hundred dollars I say that I'm willing to pay two dollars for each app install a day like and my budget is hundred dollars per day probably I am targeting 50 add 50 app installs to app similarly cost per action is like promoting users to take specific actions inside the apps probably some Revenue generating action or two for gamers are going to the next level is like that dropping ADS works amazing for you if you are a physical or online little retailer for using shopping ads you can promote your online and local inventory you can boost traffic to your website you can get footfall to your local store and you can find better qualified leads ultimately that's the idea right you have to get leads so let's quickly understand how shopping ad works it is very important first we'll have to create like create a Google merchant center account so it is a free account using merchant center account we can upload our inventory data physical inventory data in Google it will up to Google ads and it will provide the data for example in case of just Furniture first Furniture can provide the data of like bedroom Furnitures so we'll just upload it will have to upload the data and Google will automatically show the right ads with images and other details in front of customers so let's quickly understand like what is the differentiating factor for for it for these kind of ads Google text ads are completely text ads there is no display elements there okay but in contrast to text ads shopping ads provide users with a photograph provides a lot of information about title your price your store name and a lot more okay and it also gives you details like free delivery as we can see uh in this example so this is how shopping ad works so let me quickly move to metrics for search engine marketing it is very important to understand the metrics and we are talking about Google ads these are the metrics that I am looking at their Impressions impression share cost clicks first per click convergence click-through rate cost per conversion quality score at position view through conversions etcetera etcetera so let's quickly understand Impressions so an impression is counted each time your ad is shown on a search result page or other sites in Google search Network so it is pretty straightforward so this is the Google ad interface where we can see how many impressions are there so the next point is impression share so it is a competitive Matrix so impression share is provides us with a comparison like what is the number of impression that an ad receives Guided by estimate number of impression that were available so let's take an example of Josh Furnitures here so let's say my daily budget is like just thousand rupees okay and uh her cost click is like click through rate is like 100 rupees cost per click like within uh very soon I am I'm exhausting my uh number of clicks and number of Impressions so if I would have increased my budget probably throughout the whole day I would have got 1000 depressions but because of various reasons I only got 100 Impressions and 10 clicks so my impression share is 10 percent share it shows the opportunity that an Advertiser has in terms of reaching out to two audience it also reflects the performance of your ads and it also gives you performance of the competitor size so you know like Josh at Josh Furniture I know that I'm just getting an impression share of 10 percent but other competitor share other competitors are getting uh 50 impression share so they are in front of the Target customers five times more than me this is definitely a point to a Ponder right it will again it will depend on target settings approval status and quality score if the quality score goes down I uh as a Advertiser can lose on impression shares as well a metrics uh second this one is pretty straightforward cost First is shown across at various levels it is shown for keywords for ad groups for campaigns and at account level first we need to look at costs at every single point of time to know how we are doing ideally the cost would have been on the lower side but actually it is a function of how big the content reaches probably uh the better data to look for is ticks and cost per clicks what is clicks uh we all know like where we all have clicked ads in Google ads right so clicks signifies user interest so when users is seeing something on let's say Google text ads or display ads or wherever whenever so they look just came through all the data they look at the organic search results they look at the paid search results of the one which applies to them most the one that connects with them most click that so if a user is clicking on the ad it means user has found the ad relevant and wanted to know more about the product or service again big data is available at all levels at keyword level ad group level a campaign level and account level and it helps advertisers in deciding if the ads are creating required engagement and generally the higher the click is the better it is CTR next uh metric look for is through rate or CTR so click-through rate is the ratio that denotes number of users who click that versus number of users who saw that so in simple terms it is number of clicks divided by number of impression and click CTR is a very important metric to look forward to because it is the CTR which has a direct impact on quality score so the higher the CTR is Google will know that your ad is very relevant people are clicking it so it will probably start providing a higher quality score your ads it is calculated by dividing the total cost of campaign by the total number of clicks it received or if you are looking for a keyword at keyword level it is like total number of total clicks it has received and total amount it has which has been spent on that particular keyword we should understand that as per click should as marketeers we should always try to optimize the cost per click so cost per click to gradually go down so a lot of sectors such as ads landing page Geographic targeting etc etc is used for optimizing and reduced CTR the next factor is Convergence it is a predefined action for example if it is an e-commerce site and you are you have put a payment Gateway and finally if you want the user to pay at the end of the transaction that is considered as conversion in case of e-commerce probably but in case of normal product or service website it can be as small as a phone call also it can be as small as a form fill up also okay to Define convergence properly and we need to look at convergent data for upper optimization next data is cost per conversion it is the total cost incurred in a campaign by the total number of conversion generated for example if in a campaign which I ran for a week if I got total 150 leads by spending 10 000 rupees then cost per conversion would be 150 divided by 10 000 which is 66.66 piece so cost per conversion is very important because I believe it will give me the Roe of the campaign over the cost per conversion the better Roi is and quality score I have already explained quality score uh it is it is a aggregate score comes on a scale of 1 to 10 and advertisers are always on the lookout to optimize quality score it depends on expected click through rate add relevance and landing page experience at position so depending on your ad rank your ad position is calculated acquisition is available uh the keyword level now Google has gradually started not giving the ad positions also cost per mile it is a display ad metric just like when Advertiser is only charged when ads appear in front of perspective user thousand number of times so thousand Impressions so CPM method of billing is mostly used by an Advertiser when objective is brand awareness which I I had already explained a publisher earns Revenue to CPM methods as well and the visibility here is to improve the stability so let's start with Google AdSense Google AdSense is an ad Network run by Google to which website Publishers in the Google ad network of content sites third different kinds of ads like text ads image ads video ads interactive media ads that are targeted to the target audience of the advertisers these advertisements are administered sorted and maintained by Google so they can they can generate revenue on their pay per click a paper impression basis basically Google AdSense is the ad Network which provides a monetization way for billions of sites in the world so AdSense is a participant in the ad choices program AdSense ads would typically include a triangle shaped and choices cycle so this is how you differentiate like a display ad or text ads in Display Network it would have a triangle with uh I and add choices will be written there at sense requires an Advertiser to submit a sealed beat so basically a seal bit is upgrade which is not observable by the competitors additionally or any given click received advertisers only pay for one bid Implement about the second highest bid so Google has made it made its system so transparent if you say that max amount that you are willing to pay is 100 rupees Google will not pay you 100 rupees So based on a complex calculation Google will calculate what kind of competitors are there this is applicable for both for search ads and AdSense as well and Google will charge you just one increment bit above second highest bid Google currently shares 68 of the revenue generated by AdSense with content Network partners and 51 percent of the revenue generated by AdSense with search Partners we will understand the details of it so before moving to the next slide you have to understand that Google AdSense is not the only ad Network in the world AdSense is the biggest art Network in the world with over over 11 million websites uh using AdSense but then there are multiple number of websites uh or ad networks available for the monetization of your websites some of the notable names are info links blog her Revenue hits media Vine at Thrive media.net monumentric homo ads Google Earth so basically there are a lot of them and every every day new ones keep popping up so let's understand what are the types of ads uh which Google AdSense provide first one is content second is search studies video and fourth is link units so let's proceed to the details okay first let's understand what is content for ad sales so content based advertisements can be targeted for users with certain interest or context how these ads which are shown in the Google Display Network it is based on majorly two things there what content is there in your website based on the keywords of your website which is called context and this is called contextual targeting second is the user's interest might have seen that when you browse the websites you see a lot of ads in various websites depending on your interest areas the targeting can be either cost per click or cost per thousand impression which is called CPM CPC based targeting is most common is applicable for Google search ads as well and this is applicable for the AdSense Network as well add can be simple text ads image ads it can be animated images it can be Flash videos can be videos it can be rich media ads and coming to the number of ads per page previously Google AdSense had put a restriction we can only put b as in a single page but for the time Google has realized that the competition is increasing so as I mentioned there are a lot of competitor websites and they provide a lot more percentage of the revenue also and they do not put any restrictions sensing that competition Google removed this previous restrictions of key ads per page also will allows Publishers to receive 68 of the revenue recognized by Google next let's move to search this one is pretty easy uh this this is like similar to Google search but this kind of search is happening inside the website so basically AdSense for search allows Publishers display ads collecting to search terms on their websites so let's uh let's take an example of a site for example Economic Times okay so economic time says thousands and thousands of pages right so let's say let's say you want to see uh you want to search for a news on um some uh Gujarat flood or something so when you search there is a probability that if they have opted for this kind of ads alongside the search results you will see some ads just remember here search results will provide links from your own website only it won't it won't give you a third third party link so you basically your users will be inside your website they are not going anywhere but they will see ads so uh Publishers received 51 of the revenue recognized by Google so this is like you're not doing anything you have data site you have built your hard work you have created a lot of good quality content image and all put a search function in your when your website and you start getting an extra income so if the site has already built in search functionality a lot of site have that right they already have a built-in search functionality so Google AdSense provides us a custom search ads which can be added to show search ads next to your search results alternatively if you do not have a custom search engine if you do not have a search engine embedded Google AdSense give you gives you a custom search engine which can be added to your site where readers can search the site and see targeted ads okay let's move to the next slides so here here it's an example from a good site called parenting.com so inside parenting.com one perspective parent or one current parent have searched for baby bottles so uh he or she has got got some organic search result uh that display below and ads by Google is displayed in a box and it is highlighted properly okay let's move to the next uh ads that is video ads AdSense for video allows Publishers with video content generate Revenue using ad placement from Google's extensive advertisement Network you have to remember one point here all the bit like if you are showing a video ad to be displayed that has to be definitely hosted in Google uh to cube channels okay so let's understand what are the types of ads which are displayed alongside your video content so it's it can be video content it can be overlay ads it can be full slots ads so let's understand what kind of video ads can appear inside your video content a video ad can appear before in between or after a video content so uh like when it comes before it is called pre-roll then it comes in the mid in the middle comes it is called a mid-roll and when it comes at the end of your video it is called post role okay here we can see the standard non-skippable videos and the day will come in the formats pre-roll mid-roll and post role and it then there are two view uh videos which can be skipped after five seconds so these kind of videos can be shown uh alongside our existing video content second is overlay ads overlay ad is a text image or a rich media creative that usually appears over the bottom third of the content can you see the image it is pretty clear light I'm sure you would have getting these ads on a daily basis fourth this one is a bit tricky this is called Full slot so full slot ads our next adds image ads or rich media creatives that appear before a on pause or after the content so the trick here is users need to close this ad before continuing to the video content for next video because there is a difference here so let's let's uh proceed to the next type of ads that is link units link units are closely targeted to the interest of your users because users directly interact with the ad unit this may be more interested in the ads they were eventually see let me quickly show you what a link unit looks like sure you would have seen these so to also quickly see uh that there is a ad choices um icon here which differentiate and add from the generic website content so coming back to the link units AdSense Publishers are paid for clicks on the ads and ads on the linked page are pay-per-click Google ads similar to those shown in regular AdSense ad units so basically this is like a kind of a textiled individual text ads created into a unit and test Point Link cards are responsive by default they allow you to support a wide range of devices because nowadays ads can come in any devices it can come from computers and laptops phones tablets and there are multiple screen sizes there are multiple resolutions so by default Google has made ads are responsive and we'll have to remember one thing here uh that Google does not disclose how much it is uh for link units so let's understand how how does Google AdSense work so it's actually pretty simple I'm sure you would have some of you would have tried installing issue like initial like installing Google analytics code so basically it is a JavaScript code which has to be put into the website so webmaster a publisher type is the site which is willing to participate in AdSense program to search the AdSense JavaScript code to the website and bingo it works uh start working from that point each time the page is visited by an end user JavaScript code is fired and it fetches content like it fetches right ads based on either context of your website or interest of the users and start showing ads it is as simple as that a contextual advertising system scans the cost of a website for keywords and returns advertisements to the web page based on these keywords the advertisement may be displayed on the web page or maybe also displayed as a pop-up ad for example if the user is viewing website pertaining to sports like I'm sure you must be buzzing a lot of cricket websites so uh so when you are using this website you must be seeing a lot of advertisement related to sports and Electric Company for example a sports good sellers or other sports websites etc etc advertisement also called interest advertisements are in context technology my personal take here contextual ads are less irritating than traditional advertisements that is why it influences users more effectively shows users the area of expertise of area of Interest or expertise of theirs and thus increases the chance of receiving a response let's understand like how do we get paid how do Publishers get paid using AdSense so uh AdSense payment cycle is monthly Publishers act through estimated earnings over the course of some month and then at the beginning of the following month their earnings are finalized and posted as balance on the payments page if the balance exceeds the payment threshold and if there is no payment holds Publishers will be issued a payment between the 21st and 26th of the month so so let me exam let me give you an example so let's say uh Josh Furniture start displays using Google AdSense they accrue limited earnings throughout the month of July okay let's say the payment threshold for their account is hundred dollars which is kind of default for a lot of parties throughout the month of July it will all be calculated it will be accrued by August 3rd we will see their July month finalize total earnings edited to their AdSense payments page so it is not credited to their account it will be credited to their payment stage if that amount has gone more than 100 so it has if it has increased above their threshold amount then Jeff will get George furniture will get a payment for their July earnings and any other credits there's a lump sum payment in and around August 21st also accents would need information about your tax information your personal identification details and address you also need to select a payment method so these are the different payment methods AdSense has been very lenient here depending on different countries and uh rules of the different countries they have they use various methods like repayment electronic fund transfer wire transfer Western Union quick cash appeda and EFT uh so also we need to remember that depending on what method you select and depending on what method is available in various countries it will it might again take some time uh in getting these payments so let's understand the do's and don'ts what should we do to maximize our AdSense income first point produce good quality content that attracts and engages users to provide good user experience create and maintain a Content calendar around the theme if your site is into fashion blogging maintain the theme do not add random new topics just for the sake of AdSense profitable keywords or building guest Force etc etc so stick to your theme definitely it will uh will get good results over time so let me move to the next point follow Google webmaster and AdSense guidelines so uh this point is actually applicable for all the website owners it is just not for AdSense users so Google webmaster guidelines generally asked you create uh create content for people for the people not for our search engines so uh ask webmasters cover things like are using automatically generated content participating in link schemes creating pages with link little or no original content also methods like clocking Nikki thinks Mickey redirects in the website putting hidden text or links in the website using doorway Pages scraped content and the list goes on basically uh and website owners we should always stick to these guidelines we should never use any unnatural ways to get some traffic AdSense guidelines also essentially tell all the same thing we also tell not to tamper with AdSense codes deeper SEO checklist ready so this is again this is important for all the website owners I like I because I have mentioned that I have a couple of websites on my own so I have always kept a SEO checklist ready some of which points are directly on top of my mind like setting up Google search console installing Google analytics setting up Bing webmaster tools yeah one thing here never forget Bing because uh just remember Google is only 76 percent of the search rest 24 percent belongs to different um a search engine so go ignore Google coming back to SEO checklist setting up being webmaster tools submitting XML type map to search engines prepare your robot.txt file use rich rich Snippets keep the URL SEO friendly write long form content include primary keywords in the first paragraph focus on maintaining your density and the list goes on I don't need to tell all the lists to you here you can easily create one for yourself or search for a good one a lot of uh tights that are available in the internet which gives which can give you a free one fourth Point keep an eye on cost per click column while doing a keyword research so it is commonly believed that affect is directly proportional to money in blogging but this is not accurate in terms of AdSense advertisement the reason for this is so many factors which can affect your AdSense incomes some of them are for ad placement which is very important fat types or traffic sources and most importantly the AdSense cost per click so if you are using keyword research for your website keep an eye on the cost per click Factor I use semrush as a tool and I would highly recommend using humorous tool by choosing some keywords which have high ecpc I'm not saying that uh just go out go and choose only hyping if you see keywords first keyword but first thing uh according to the first point it should be as per your team for your site team secondly you should select some of the profitable keywords okay next point mix and match different formats this is also a very important point so many site owners that I have interacted with simply use images because they believe and this is also one of the myths of AdSense that made Arts work better but from my experience believe me is not like that I advise the site owners to use all ad types like we have covered the different type of ads at types right accents for search uh then link based ads and videos videos are generally out of purview for us but then we can easily use AdSense for search and I am a fan of ourselves for search because not only helps you monetize your content it also helps with user navigation so user can find the right content in your website if you put a search functionality to the website there are some Pro tips for WordPress website owners so I'll quickly browse through it this Pro tip and I was recently sitting down with one of my friends who is a site owner who has very good traffic image website so we found these points out we'll recommend using 720x 728 into 90 that is leaderboard image ad unit above the fold home page and below the main navigation bar so depending on the page length so these are for the home page depending on your page like if the page length is good use a vertical add unit of same size just different ad units like there are 160 cross 600 or 300 cross 250 uh medium rectangle in your sidebar or your blog page again or press your website owners are the type of their blogs so it's very important for them this P36 cross 280 large rectangle add unit at the top of the article choose a similar ad unit at the end of post before the comment section similar to the home page it's a skyscraper or a medium rectangular ad unit in the sidebar so these are pro tips very important for you is important to understand don'ts rather than Do's so now that we know the to use you need to understand the don'ts first ever ever try to compensate users or third party players for viewing ads performing searches Google will have to know that you are doing it then there is a high probability that your site and your account is banned because never ever encourage users Google ads using phrases like click the ads or support us never try to draw user attention to the ads using arrows or some graphical gimmicks never try to place misleading images alongside individual ads basically and units should be very clear and your unit should Clearly say these are ads so to place anything nearby Google is not gonna like it never Place ads in a floating box script Google does not like it Tim practice has to be avoided at all costs never try to format your ads so that they become indistinguishable from other content on that page your site and ads should have some gaps like Google sometimes say is that it should be at least 15 pixels so never try to mix things never try to make them indisting people ever try to format site content so that it is difficult to distinguish it from ads so it is the reverse way so be any which way you do it Google will not liking it never try to place misleading tables about Google ad units like ad units can only say that they are sponsored ads or their paid ads units cannot be labeled as favorite sites or today's top offers something like that don't ever click on your own Google AdSense lot of like to go to a AdSense Forum you will see a lot of site owners complaining about this that I am banned from Google AdSense and uh and one of the major reasons is that that do not get any Revenue they get frustrated they click their own ads and you're gone and believe me guys Google is very very serious about its policies once you get banned it's very difficult to reinstate your account then if you recreate the account uh it will have a very high probability that it is going to be banned and the same applies for Google ads as well so never trying to fool around with Google ads or Google AdSense do not use automated click temperature generating tools like robots or deceptive software give me guys there are a lot of black hat things available in the market do not try to use that if Google knows and you know Google is the Big Daddy they will definitely know that you are using some of this automated processes and you will be banned forever okay let's move to matrices now first metric is ADD request add request is counted whenever your site requests add to displayed it is the number of AD units that requested ads for Content ads for search queries for search ads to add reports when add request each AdSense reports and add request each time a request was sent even if no ads were returned let me quickly explain you this so let's say you have a page uh you have a Blog Page and you have input key ad units there so uh 3 is the number of AD requests So based on uh depend based on different criteria like based on your content based on the data Google has about visitor Google will return you the number of ads so it will depend on a lot of things so if some if your if the user is browsing your website at 2 am in the night some people might have put time restrictions also some advertisers so depending on a lot of things you might be able to show three ads can be zero or one as well okay next point is ADD request coverage average is the percentage of AD requests that returned at least one ad generally speaking average can help you identify sites your AdSense is not able to provide targeted ads formula for coverage is at request that return adds so in the previous example if out of the three slots only one slot uh displayed an ad so this is one divided by three uh 200. so uh if two ads are shown on that page out of three slots it is 66.67 percent likewise if you have a search box average of 80 percent would mean that an average of one query out of the five show or out of the five did not show any AD I hope I'm clear about it for coverage is a sign that Google was not able to provide ads suitable for your page and returns it did not return any ads at request ETR I don't know click CTR is Click through rate so add request click-through rate is the number of AD x divided by the number of AD requests very simple if you received seven clicks out of 1000 ad requests so CTR would be and seven percent at request RPM it is revenue per thousand Impressions so add request Revenue per thousand Impressions is calculated by dividing your estimated earning by the number of and requests you have made multiplying it by thousand for example if you earned an estimated 60 dollars from 15 000 ad request so add request RPM would be like sixteen sixty dollars divided by fifteen thousand uh in 2000 which is total four dollars it's pretty simple the number of times a user clicked on a standard content ad first per click in a simple and important Matrix amount you earn each time user clicks on your ad EPC is calculated by dividing the estimated Revenue by the number of picks received earnings again straightforward number estimated earning for a Publishers for that very recent numbers can be a little problematic but you can in your dashboard you can see your recent earnings up to yesterday Impressions so this is this looks like a simple one but this is an important one impression is counted for each ad request where at least one ad had begun to download the user's device is a number of AD units for Content ads or search queries for search ads and loaded ads with a very important Point here to note is there are I told you right there are a lot of AD networks they are available so who maintain a standard but there are standard bodies like the interactive advertisement Bureau which is IAB or the media rating Council MRC they do a lot of research on this they do a lot of periodic reviews update industry standards for impression measurement they also recommended guide guidelines over time the standards for counting and AD impression on the web has evolved from Counting an impression will the ad is served accounting and impression when the ad starts to download on the user's device so there is something called a served impression there is something called a downloaded information impression CTR ratio of impression that resulted in a click straight forward okay uh let's move to managing Google ads so these are the steps for setting up a search campaign so this this is generally first step for each campaign not only for paid campaigns for any campaigns first step is generally to identify miserable goals once we identify measurable goals we move forward and in case of SEO and PPC campaigns we move forward for the keywords so in case of a paid campaigns the second step is like identifying keywords structuring them into proper campaigns and Tech groups this is very important create perfect ads for your Target customer the important point is the Target customer and when you are while you are measuring your goals you need to understand your Target customers perfectly so what kind of searches they are doing what kind of sites they are browsing once you crack all these details you are good in Google ads fourth point to view the results and make changes if required okay let's move on to identifying the measurable goals these are some of the common goals that I identify goals can be much more tricky or complexes but let's keep it simple for the discussion those can be like total number of business leads required from a paid search campaign can be total number of revenues to be generated from a paid search campaign for e-commerce campaigns or visibility campaign books can be a total amount of traffic to be generated fourth for app campaigns goals can be total number of app downloads or in-app actions let me quickly move to the first first point as we discussed is identifying the keywords so Google has given a wonderful tool for free it is called word planner the Keyword Planner once you identify the goals you start searching Google gives you this tool you can as many searches in this tools you just have to for Search terms you can define a photography so if you are targeting United States you can put us to a targeting India you can India if I am creating a campaign specific for Bangalore I can put Bangalore so uh once you do this you will be able to see the keyword search volumes estimated cost per click and so on and you will be able to get an idea like how much approximately you are going to spend ad manager at George Furniture is searching for terms like uh buy Office Furniture online buy garden furniture online sorry buy garden furniture buy furniture online and what data Google is giving he has put location as India it could have been narrowed down it could have been Bangalore or Chennai or or also so yeah once they are putting this data they are getting average monthly searches competition we can see clearly see the competition is very high and because uh they are they've already not started the ads that impression Shares are not shown and can also see the top of the page bid in the low range and higher range so for buy Office Furniture online first Furniture knows that they have to spend something like Rupees to 30 rupees that can what all details it will depend on it will probably depend on their ID score and address let me move to campaigns very important this is the first structure happen is like I generally take this approach I create campaigns according to network geography device segmentation product type and probably many other details so I'll give an example uh brush Furniture selling chairs and tables in Bangalore and Chennai so look at the data point so it's a Furniture Company it can it can sell chairs it can sell tables it can sell uh garden chairs it can sell garden furniture utensil bedroom furniture different set of keywords two different locations Bangalore and Chennai they also have like you can select stats or display ads depending on that you can select uh first first approach is to be at a good campaign structure for search and campaign for garden furniture for Bangalore to choose one keyword theme choose one location and choose one network so search Network one keyword theme which is garden furniture and location Bangalore theater create a campaign first give it a meaningful name start working start optimizing similarly create a display just create one for display ads as well right once you master the structure for the next campaigns you just need to load between settings I have highlighted here that no need to add the campaign setting every time you can just load your campaign settings then comes ad groups very important point groups are part of uh like the ad campaign yeah they are part of the art campaign they help in recognizing the ads by a common theme so if you to select garden furniture you can again go granular so it can be like garden chairs it can be Garden tables can be something else so my advice here go as granular as possible select very tightly themed ad groups choose two three four words Max do not go beyond that level be it targeted ads for those keywords at the ad group level bidding is done to control the ads display so let's move to the next next Point add copy creation okay probably the most important kind for best ads and similarly for display ads so for time constraints I have taken the example of text ads as you can as you can see a text add copy there is a final URL there's a headline one which is 30 characters headline 230 characters headline three study characters uh and to be noted here at line three has been recently introduced you may or may not show so line one and headline 2 will definitely show depending on the devices depending on various other points uh these factors will show then there is a display path which is like your website name slash ath1 path2 so for example in case of George Furniture it can be Dash Furniture shop.com slash garden furniture there is description one which is 90 characters and description two would be 90 characters again when you type things here Google will show you previews and for desktop second for mobiles effectively reach your potential customers next ads should be very specific relevant attractive and empowering some of the good practices that you can follow you can highlight the differentiating factor first then you can you include at least one keyword so remember beside your ad group there are three four five six keywords you can push to go very Broad and you can put 20 keywords but do you know do you think you should get an ad for 20 keywords would you be able to do the justice no right so that is why I told you that keep the things tight give them correctly themed maximum two three four keywords five keywords per ad group then include your call to action like buy now or call us now visit our store fourth Point include prices promotions exclusive self-explained fifth Point make sure the add text matches with the landing page first important point we covered this point whatever is your ad like whatever is the term which is creating your ad so the keyword text and the landing page should all be on the same page this should speak the same language make sure your ad extensions complement your ad copy how we'll see in the next slide to add extension are additional pieces of information such as additional links from your website the phone numbers teller reviews it becomes a part of your advertisement on Google search ads what do they do they actually uh grab more real estate but adding an ad extension the size of your ad increases and you know size does matter right so in the side eyes of the ad increases users would most likely to notice it more click on these ads so there are some examples shown to you here at point you can use extensions based on your business goals very important point if your goal is to get customers to buy from your business location if you want people to get like if you want to direct your direct your prospective customers to your store a restaurant or any other place you can use location extension very important point so apart from location extension there is something called affiliate location extension for example I am Kia company and I am creating my ads for my individual dealers okay so I'm just trying to facilitate them it so instead like I cannot give Kia Motors address there so I'll I'll create an affiliate location and I'll give the address of 3z motors which is a Kia Motors uh authorized dealer and I can give their question example second point is allowed extension and additional text to your ads like free delivery 24x7 customer support etc etc second type of goal if you want your customers to contact you by phone simple use call extension so Google also had a text message uh question but it is not there anymore but goal get customers to convert to your website basically if you want people to visit your website you can use site link extension site link is like you can pick two or four site links uh so that people can come to your website directly for example you can give your hours or order now direct link can be given again call out extension add additional text to your ads like free delivery 24x7 customer support Etc etcetera and as an advanced concept called structured Snippets the structured snippet would also give extra information on your product or service category also there are price extensions and it is not available in all the countries if your goal is to get people download your app I am pretty simple use app extension it comes ad scheduling and scheduling allows you to set custom ends throughout the day when you want your ads to run specific hours for each day for example you can use the ad scheduling for specifying certain number of hours or days of the week when you want to show your ads for example I am a restaurant and I want to give I won't attract people near I want to attract office buyers office course near my Restaurant to my restaurant so what I will do is like I will provide much more importance during the lunch time or the afternoon time when people go and meet other people so I'll put my location extension I'll put my all extension I for these details in the right times only we can also go a step further and set with adjustments increase or decrease your bids for specific days and it's amazing right so by default Google ad campaigns are set to show ads all day so when you do not touch your scheduling part they set to all day conversion tracking are probably one of the most important points it is again a free tool provided by Google ads so you can specify the actions which are important for you for example whether they are buying a product or signing up for your newsletter that they are calling your business or downloading your app pending on depending on on your business goal you can set it up so uh when a customer completes an action uh that you have defined as the conversion you can see the details of convergence I suggested method here use Google analytics conversion tracking methods and for that you need to link your Google ads with Google Analytics let's quickly understand how we do that picking Google ads to Google analytics very important Point probably it's the first step that you should take in order to view Google ads data inside Google analytics account and vice versa basically uh there are two different accounts one is Google ads and there is Google analytics account we need to link them before linking them first step is to enable auto tagging in Google ads otherwise the data may not report correctly between two platforms and remember the the platforms have two different ways to collect this data so we need to be very careful here Analytics as per the screenshot I think you can see the screenshot go to go to your admin view go to properties and do your Google ad links and next steps are practice self section artery I'm sure you will be able to do it once you link your Google analytics account with your Google AdWords account uh then you can view adds data inside Analytics so you you once it is linked you go to Google Analytics go to the overall view you go to the acquisition part you go to you go to the Google ads part then you see go to the campaigns where you will be see you will be able to see the clicks data the cost data as per click data how many users how many sessions uh and increasing part bounce rate just for session these are all uh Google analytics all right you cannot see this data in Google AdWords once you link both the properties you will be able to see the of the data inside in one window similarly you can see your shopping data your display targeting data I have not shown it here you can see it during analytics data in Google ads it is the reverse one now that you have you're able to see the AdWords data in Analytics we'll want you to know that you can also do the reverse thing so apart from the usual AdWords data like campaign data budget status clicks impression CPR that is true rate average CPC we can also see the analytics details inside your AdWords so these are haraj visits Pages for visit percentage new visits etc etc bounce rate this is very important I need your full attention here multi-channel funnel report which is very important um in analytics conversions and e-commerce transactions are predicted to the last campaign so it is by default attribution analytics is set to last step that you that a user did while converting so attribution so by default it is attribution is set to The Last Action so probably it is the last search for last hit add uh so the by default it will be shown like that but what what role did IR website referrals purchase or ads play in that convergence we need to understand that how much time passed between the user's initial interest and his or her purchase so you need to understand in order to understand the user funnel how the user move move from top of the funnel to bottom of the funnel it is very important understand that we need to see the first time the user came to my site using a paid ad then probably he or she came directly and converted or probably they came my website for it using paid search then do some display campaign they converted so in this report we went to all to check this report there are Parts given like that so users have come first they have come via paid search like text ads and all they have come via display ads the users who have come by via paid search then they have come directly to the website and converted and if you are a e-commerce site and if you have installed e-commerce data properly you'll be able to see that how much conversion value it got for normal users the values will be zero so let's come to the last step of our discussion that is optimization very important Google Google AdWords most important point is like doing continuous optimization and how do we do continuous optimization first point is for keywords we need to check the keywords status always are the keywords are are all of them eligible are all of them performing properly they say performing properly are all of them getting good through rate GTR is high or not are the bids uh like are they under bidded like the the top page bit is much higher the impressions are counted but it is not getting mixed so we need to check all of this m into uh go to search term reports on a regular basis so whenever we whenever we need we analyze the search term reports we will see a lot of negative keywords coming so we need to keep adding the negative keywords so that our uh otherwise becomes better we need to review our Max cost per click so this is very important cost per click at the corresponding quality score and gradually improve our idea should be decrease the cost perks gradually basically if our multi-scores will improve our Max cost it will go down new keywords came uh but you you need to come continuously use the tools like keyword tools also from the search from report you will see a lot of new keywords which I use Cash Point test out branded keywords Android keywords are keyword switch uh use your brand name for example Walmart or edureka people people do not remember Edward website you will just type and they will come to your they will uh CRP page we need to uh bid on these as well let's move to the next point Enter map campaign structure the important point the ad group is a bit tightly uh structured it should have maximum two three four keywords for that we can do a Justice to these keywords and put a text which properly caters to all these keywords so tell me what happens when we start our campaigns we are not that particular so we create slightly broader ad groups so in case we had done that nothing to worry about there's always room for restructuring keep reviewing the campaigns and also one point here most of the time advertisers are under pressure that okay we need to deliver it at campaign within one day or two days so initially we don't know we might not get time for a very good ad structuring I would recommend to do that and then when you take time in the future you can always go back to the same campaigns do a restructuring split up ad groups again viewer ads you need to whatever good add your reproduce you know return to Those ads you need to continuously Test new ads the first thing for any AD group you should at least create three key ad groups at least for each ad group minimum three ads then you need to check how these ads are performing are they getting enough clicks are they getting enough conversions are they getting enough Impressions if some of them are not getting any Impressions pause them and uh add new ones message matching is very important again and again your keyword your text and your landing page should all match I Dynamic keyword insertion so Google provides us a way if your ad group has four keywords who can or five keywords or whatever number of keywords you can do uh curly brackets and you can use Dynamic keyword insertion so basically for all these keywords your ads will be triggered so your headline will show or your audio will show never there is a dynamic instruction good practice I always do that would also recommend you to do that never do that if you use a lot of broad keywords because that can clear your ad also utilize the display URL uh low-lying fruit a lot of advertisers forget a display URL so you can use your keyword and you can use important point in the display URL remember it is after your after your website it is there are two uh different fields of 15 characters each whose call to action I've already explained this point before uh stand out from crowd you have to do that by continuous experimenting and demos AP testing I like your USPS again explained it before tap attention with an amazing headlight so headlines are like really boldened so you need to write an amazing piece of headline and practice which I generally follow is I in like to include the keyword in the headline I would also recommend you to do that next Point optimizing your website and landing page again constantly Test new landing pages one very important Point here Google puts a lot of importance on speed and Google always improves quality of page speed like uh Google also gives a lot of importance for mobile page speed as well you need to do that you need to put importance on page speed you need to contently test new landing page you need to take care of UI ux issues make sure there are no UI ux issues Google does not like that keep your language a cultural expects aspects in mind a lot of time what happens is we do a lot of pretty uh targeting like I have also done this in the past I have done the mistake I created a campaign for us and UK so I created this like same I used to same landing page blindly I used the same text blindly trick no no not the country people speak English but where they speak English and the way they pick words are different you need to take care of these small aspects in mind most important point do the on-page fixing of uh landing pages so do the SEO fixing of your landing pages properly like signing a proper deadline tag title TAG Upper meta descriptions assigning proper uh image all tags etc etc optimize your ad extensions add extensions very example I explained you in retail use add extend extensions as per your goals uh use whenever appropriate consider scheduling at extensions as for your office timing or as per your store timing or as for your customers convenience you can measure your ad extension performance so you need to do that periodically Define your search a reviewer location settings very important sometimes like people create an ad campaign for us so let's remember that us has 50 states and U.S east Coast has a lot of search volumes the West Coast has a lot of search volumes central part of us does not have a lot of virtually from my experience I'm telling this so you need to further go down further a good more detailed you can break down your locations from overall U.S to New York probably New York state New York City California like different cities of California and you can also try out specific location targeted landing page believe me they work amazing save money by scheduling schedule your ad only to appear during business hours I explained this increase or decrease your bids depending on the results increase quality score quality score is the most important factor and it depends a lot on true rate click-through rate of your ads can only be increased when you experiment a lot on the text so you need to write keywords you know to do a lot of experimentation or to write good text optimizing landing pages optimizing add text pages very important concept cags is like single keyword ad group so uh recently a lot of advanced experts have been like advising this I have also tried myself believe me it works wonders you take a single keyword based on the search volumes are probably which the one which is most important for your Target customers yet story around it so out of that single keyword you create a landing page you create that ad group and keep optimizing I'm sure and your quality score will increase like anything I tried this my quality score increased from 5 to 8 reached 10. you'll understand how much impact it will have on the cost so probably you will have to pay less than half of what you used to pay before or even even lesser important Point keep optimization as a process you need to implement it as a process you need to be doing it for your CPC and maintain value for money and for high quality scores two scags use tightly themed ad groups and also ask question like do I need to aim for first position because a lot of time first position like the cost per click is very high you can lower your cost per bit you can still be on second and third position uh so you are still on top of the fold paying much lesser so you need to think about things like that then we allocating budgets from under performing campaigns and to remove underperforming campaign or ask them reallocate that same budget two search term reports Cash Point The View competitors build on the competitors names and so if I am Walmart I would probably build on my competitor uh Best Buy's name so you can also do that get ideas from your competitors how would you do that you can use some Innovative pulls I have used a tool called spyfu it is an amazing tool it will give you within a few clicks it will give you all the data about what your competitors are doing you can check out some some of the best practices they are doing remember be different foreign let's take a look at content marketing so it is you know create the content publish or promote it and then distribute it on relevant channels and these this has to be relevant content with which your target audience is looking for and is searching for on the net and this this can be achieved to different marketing channels like you have various social media channels you have your blog uh there are different channels where you can you know put across your content and this once once you are able to do this I mean it's easier said and done but once you are able to do this it will help you in increasing the engagement uh overall with your brand through this content and it will actually drive a lot of business results but the one thing that we need to really make sure and content marketing is the target audience is actually looking out for the content that you're putting out I mean it should on it should either uh satisfy a need or a want which your target audience has or it should be some information which they are seeking uh so so that would be considered relevant contact to your target audience okay okay so let's let's take a look at you know what what are the what are the building blocks essentially of content marketing so I think we we went uh through this in the agenda but so it's basically you know this is a this is a process flow which we have so we it all starts with you know defining your goals and Mission then taking a look at the Target audiences and then they can call on you know which types of content would be helpful to them at various stages of the purchase cycle where they are and then brainstorming and using various methods to come up with content ideas which gets fed into uh when defined content calendar uh and then basically you can you know start your publishing creation promotion of content and then measure how it is helping you move towards your business goals and adding value to your own business so these are the this is the process flow which content marketing typically follows okay so let's let's dive into the first sub topic which we have so it says defining goals and Mission so any any uh marketing initiative which a business takes it it has goals and missions we've clearly uh well-defined rules and missions behind it and this is a very important step to be done because if uh content um if a Content marketing activity does not have clearly defined goals and missions you might end up creating content but it will be difficult to quantify at the end of your marketing efforts that you know what exactly is is it helping your business achieve so let's take a look at some of the goals typically which you might have so what might be brand engagement so in the in the age of online uh marketing brand engagement has grown in increasingly important and if if your content is able to you know engage the audience with your brand it creates a top of a mind recall and over a period of time they might recall your brand and they are making a purchase decision in in the same industry so it is really helpful for brand engagement next is thought leadership so your you might you might want to establish a thought leadership via your content so you see uh you might have seen uh on LinkedIn there are so many people now who are kind of publishing their their own post so the reason is that you know they want to publish themselves as thought leaders in a particular industry in which they operate and that is one of the ways of doing it they are putting out content over there and people come and read it they engage with with the method and that's how over a period of time the author is seen or perceived as a thought leader in that industry so content leadership similarly can help a brand achieve thought leadership in its space then we have new customer acquisition uh this is a very common business goal because it adds directly to your bottom line so you would want to acquire new customers via content marketing and the way content marketing kind of helps is you know it helps push people down the purchase funnel so maybe uh I will talk about it later in in the webinar but yeah content marketing uh can help out if your goal is acquiring new customers then the other thing might be Customer Loyalty might be one of the potential goals that if you already have your customers and say you you have a call center dedicated to answering their queries you can use content marketing and put out you know FAQ Pages or uh or a lot of content basically which they might potentially want to seek information after they have become your customer so that you know it helps them also it helps give them access to information 24 7 and as a business it helps save your money which is spent or call centers which can be you know spent on creating really good content which can be accessed from anywhere 20 so yeah so these are like some of the goals which content marketing campaign might have and the takeaway is that it really makes a lot of sense to Define your goals up front so that you can you know have a well-defined targeted content marketing strategy as you go along okay so so you have your goals defined so what do you do next so you would definitely want to have a look at the audience which you want to Target with your content marketing so you we say that you know we need to create relevant content through our content marketing efforts but you can't the content cannot be relevant unless you know the audience for whom you want to make the content relevant to so that's the entire purpose of this exercise that you want to Define your target audience and uh there are various ways of doing this so let's take a look at the potential customers that your business might have so how can how can you how can you define the target audience maybe you can take a look at the video you can segment them by the demographics right where they line typically right so my demographics it uh refers to you know maybe the the age groups in which they lie in or maybe the location from uh where they are based out of or gender so these are some of the characteristics by which can segment your potential customers you can take uh look at their interests which we generally call as psychologics so what kind of interest do they have so so how does this help say uh for example you you have a you have a segment of your customers created which you know uh shows a lot of interest in uh see Cricket so you might want to connect Cricket uh you might want to have content on your site which connects Cricket to your uh product services or talk about them in an interesting manner so this might not be relevant in all the cases but if you can do that then definitely it might you know help in engaging such kind of customers so you you might also want to look at the buying Behavior which your customers typically exhibit are they impulsive buyers or are they are early adopters or you know they are late adopters we can segment by this method other things you can look at is the digital behavior that you know uh what other what are the digital touch points to do here a Target or genes exhibit where do they spend their time typically on is it you know various social media channels or is it various devices which they use like mobiles or tablets are they present more on the mobile phones and tablets or they use desktop or or many many other channels I mean to like do your customers typically originate from organic search or speed search helping your marketing efforts so you can take a look at you know the behavior which your target audience typically exhibits in the space uh then uh this is a really important the purchase life cycle stage so essentially you can take take a look at you know what is the decision Journey which your target audience typically exhibits so when we talk about decision Journey it could be it is typically segmented into you know awareness consideration and purchase so at an awareness stage a potential customer is just aware of the need so see you're selling a credit card so so he he typically would not you know directly Zone in on a credit card as his name he probably he wants to understand you know how to manage his expenses better so that might be one of the things that he he searches when he recognizes the need so what are the kind of touch points that he had digitally when he has recognized that need and then how does he do the research part of it I mean uh when he's searching for you know the best credit so once he has identified he needs a credit card so his queries like you know best credit cards or you know compare credit cards so what are the kind of content which he goes through or which other type of content which kind of influences his decision to purchase so that is the uh so that's there and then at the purchase uh stage you know uh what is the content which is uh actually uh helping him make a final decision so if I talk about credit cards it might be you end up on a brand site and then you see your list of credit cards and then you try and fit one of those credit cards to your particular needs like you might want to uh have a credit card which gives you more air miles or which helps you in shopping so I mean do you have a proper content created on your site which educates the target audience about this or helps helps make them make that decision so that's why understanding all all these things are really important but doing your content marketing and the the other this is for the potential customers for the existing customers you can uh segment them uh because you have uh access to the analytics data and you can do a lot more with that you can segment them through the life cycle stage or you can segment them by Revenue that that segment particular segment brings in or you can look at the past content consumption Behavior Etc or you can take a look at the engagement Matrix so there are very various methods of segmenting your existing customers so so this is a an important uh aspect of actually you know creating these segments what we call as a buyer buyer personas so personas are nothing but uh something which represents a particular category of customers it's not it's not an individual customer but the information laid out with you will you know typically represent a category of customers and it captures a lot of psychographic and demographic information about that particular customer segment which is the person that is trying to represent and this includes uh you know their interest their needs wants as we discussed their desire desires or the influencers ETC so so let's uh take a look at an example let's uh assume that we are a company that sells uh digital digital marketing product so this is a typical Persona that we might have so let's take a look at it so it says neighborhood though this does not meet mean anything in our context because you know it's representing a particular category but just to represented we have put a name over there it says he's a marketer by profession he works at a large company so he might be a marketing manager at a large company typically leads a team of five people right so we get a clue over there so suppose this person is trying to make a purchase a decision so there might be someone in his team who might be the influencer for it so he is 40 uh married two kids typical uh but yeah uh typically at that position then it says the professor goal is increased sales by making sure the prospect pipeline is full so he is basically a person who is maybe responsible for lead gen for his company and he works in an uncertain environment because it keeps on changing all the time and he needs to understand the landscape better to talk about a better marketing strategy maybe overall it might be additional strategy and uh since he's new he wants to improve digital marketing skills and better better the performance reporting which is currently going on in the company so if I'm a digital marketing Product Company so definitely this is a very important statement to me and I would this is like a sample of the information which we have but I would like to you know fill in more information about this about such segment by you know doing both primary secondary research by primary research we will deep dive into that going for going ahead with the webinar but that means you know conducting interviews with such kind of people or taking a look at uh you know what conversation our CH team is having with such kind of people or or secondary research by you know going on the net and finding out more about them how this would help us uh let's take he works in an uncertain environment and say we are a digital marketing product company and we put put in a very good content on our site or on other channels about you know how are digital marketing product actually kind of helps uh marketing managers come up with a better digital marketing strategy to cope up with an uncertain environment like 10 ways it helps us in doing this so this would be like something which uh Rohan might be searching on and might end up uh interacting with our content and that increases our brand credibility in front of Rohan this is useful content which actually helps him and then our digital marketing product will be will definitely be in his consideration set the next time you know he's trying to make a decision on going with a digital marketing product so yeah that's one of the ways which buyer Persona would definitely help us and our overall content marketing efforts okay so now we would we take a look at Distributing content uh based on the purchase cycle so the purchase cycle uh as I explained so it's been split into four stages over here so I talked about the awareness stage where a person you know is aware about the need and then we have a research state where he kind of does research about solving this problem and then there's a comparison stage where he's trying to get uh a product which basically satisfies the criteria which is going after and then there is a purchase date where he actually goes ahead and makes the purchase decision so so these are uh like some content types which typically help in this various stages so if you look at awareness you know uh you have blog posts so uh or you have social media updates so this is an example of content type which at this stage might help in making the user or the visitor aware about you know that okay this this is one of the ways that my need can my need can be satisfied or you know even making you aware of the need altogether so somebody searching for how to manage my business expenses so you might get uh like five to ten ideas and he might not have heard about two three of them so so basically it helps make him aware about what's there about in the market and uh that might lead him to you know do further research on his end [Music] research typically he would do on the net or he would want to say attend a webinar or look at industry reports or you know in general do research maybe uh look at some YouTube videos then uh then he would then once he's done his research and he's figured out how he's going to solve this problem then he would do a comparison of the top products or the top brands which are available in that space and there are a variety of ways of doing that some of the content which he might use might be case studies or he might have a look at customer reviews and testimonials about their experience which typically every one of us does before making a purchase decision or take a look at demos and figure out you know whether it's a satisfying his criteria for making the purchase and then when he's in the purchase stage definitely you would want to take a look at you know more detailed product pages or other detailed product reviews which would actually give him an indication of how that product is going to ultimately is always need and whether it caters to all the criteria that he's going after and that would help him make the final purchase decision so yeah this slide in a sense gives us some of the different types of content that you might want to look for while guiding your prospects from the awareness to the purchase to it okay so yeah so now we have our goals our target audience and as we said we took a look at you know how we can map the content types to the buying cycle stage so here we have listed uh some of the content types that we can produce so there are there are a lot of content types that can that can be produced so this is just to make everyone aware that you know it's not just a blog entry that we can put or share something on social media there are a lot of engaging content types present it's just that we need to narrow down our goals and target audience and then it will be very easy to figure out which which of the content types might be useful uh depending on our products and services so yeah we have you know case studies we can put out white papers there's email newsletters how to's webinars videos so videos have shown uh increase in user engagement so typically if you put a video on a page we see that people tend to engage a lot more with your page and might be interested in the product uh so we have PDFs guides ebooks tools blogs podcasts games games can be a good way of engaging you can put quizzes so if I take the same example of credit card which I taken earlier so you can have a quiz on your page right so a person comes in and there are five questions which are that you know what what is it that your what is the type of rewards that you're looking for so there might be two three options Mis etc etc what is the type of spend that you do etc etc and once he has quickly clicked on these two three questions it will suggest the top three cards which might be relevant to him so it it makes the the decision that much easier so such kind of content you really have to narrow down you know what your goals are what are the kind of products and services you have for and then it it really becomes much more easy to make a choice of you know which content type would satisfy your the need of your target audience so yeah so these are some of the power types okay so so let's uh let's take a look at uh what we uh call has the content marketing pyramid so yeah so content marketing uh has a lot to do with quantity as well as quality but increasingly over the years it has been proved that you know really high quality content is the one which actually engages the user a lot more gets shared a lot gets linked to a lot and actually you know helps bring in tangible benefits to the brand and its goods so what it what it means over here is the the more efforts you put into your content creation process the the more unique and the more value it will add to users and ultimately the business will benefit a lot more so if you look at the lower end of the pyramid first and the second levels so you have social media posts and tweaks so essentially it's very easy to create a social media post or you know just tweet about something which is happening and typically a brand in today's time tweets you know say 50 to 70 times per day so yeah it requires a comparatively less efforts even curated content which is curated content is nothing but content which is picked up from various sources or you have a blog posts or contributed contract so these these type of content are typically uh require lesser effort but if you start you know taking time out and trying to build quality content then you can come up with things like infographics or a presentation which you can probably share on SlideShare or a webinar which you can have for your customers or you create an e-book or a white paper which actually helps you know solve some problem of your target audience or adds value to them in their research so the these type of content typically cannot be created you know in a span of say a week or a week it typically will require a lot more effort say 15 to 20 days on an average uh that would really depend on your team but it would definitely take a lot more effort and it would add a lot more value and it you will see a lot of visitors over a period of time benefiting from this content would bring in increased engagement so yeah so that's what this content pyramid is essentially talking about that the more efforts you put in to your content marketing the the your the content that you create will be of higher quality and it will add a lot more value to your target audience and this and ultimately to your business so uh now let's take a look at how you can develop content ideas right so you have your target audience you have your goals you have your content type figured out so now you would typically want to figure out you know okay so now what kind of like what what what theme or what what should be the theme of the content or what should the content talk about so there are like various ways that you can used to do this so the first box talks about consult so you can consult a subject matter experts in that industry it will be these are the types of content which you know would be really helpful to somebody who is looking for information in this industry or trying to make a purchase you can do a brainstorm session with your colleagues that's okay so what what are the type of content they feel you know was uh requested by your customers or would would add value to your customers or you can talk to your sales team because your sales team is typically having a lot of conversation with your customers and there are many leads they close or do not close but they do have an idea of what the customers are looking out for or you can directly talk to your customers have feedback or a survey which you can plan and then get a lot a lot many ideas about which content or information your customers are after you can do secondary research uh you can look search on the net take a look at you know what kind of content your property details are developing uh or you can uh you know take up some USB good keywords which are being searched into industry and see you know which are the top results Google is showing up what kind of content is being shown as relevant to the keywords which are you know being searched in your industry so you can uh also use content research tools like there's one mentioned over here ideas dot contentfile.com so later in the webinar we also take a look at one of those tools uh called mastermo so that will give you an uh it is basically a database of content and it can tell you you know what kind of content is popular for a subject or is getting shared a lot on social media networks and you would want to take the content idea and you know and modify it a little and add your unique brand voice and want to put it out so yeah that's one not one method then you would want to review your existing content they might be uh already content on your blog or what you have shared on your social media site which was really helpful to people and you brought in a lot of Engagement and you can republish their content add uh add a spin on it so that you know it adds tags value and also uses the course theme and you can republish it or you can then uh but uh we need to definitely plan ahead we need to have a Content plan and we need to have a Content calendar because uh you know it's very difficult to without planning it could be very difficult to come up with content marketing ideas close to the publishing date for the contract so you need to definitely have a solid content plan and a strategy in place for your content marketing Okay so so yeah this slide uh is uh this is a very good graphic it actually tells you that your content should lie basically you have taken a look at the customer interest and their needs which we have done through the process till now and uh your and there is uh like a need for your content to satisfy your business goals and it needs to communicate your brand expertise and value and uh so typically uh there is something which is the customer wants there is something which your business or your brand wants and you want to have your content in The Sweet Spot which actually lies at an intersection of you know what the customer wants or what his needs are and what your unique uh like the brand proposition is what a unique plan value is and that is the type of content which will also add value to the customer while making uh your customer aware of a brand and what you offer and you know get them interested in your product services and help them make a buying decision in the favor of your brand so yeah so that's what this slide essentially communicates well let's take a look at typically what you would want to include in in your content calendar and why you would want to actually have this content calendar so as we said first of all it helps in having a clear plan that okay these are the types of content that you're going to publish say over the next three months and these are the type of content types so once we have the plan this can be distributed among all the different parties that are going to be involved in the various processes like content creation and uh like content writers who are going to actually write the content or the uh the SEO team they might want to have you know certain keywords inserted in the conference so that it will become relevant to keywords which are actually getting searched for or content narratives who know that you know they are expecting this content to go live at this date and this is when they need to make sure that the copy is done so it is very very important to have the content calendar in place so that there is a set schedule and everybody who's uh a part of it knows you know when to play their role and when they need to essentially uh contribute to that so these are the some of the things which can be included so in the calendar we did see an example in the in the last slide we'll just take you through so we can take a look at the theme which is which it is retracing so theme can be like a Content theme so like how to set up a Twitter profile was one of the examples which we saw so uh so so anything related to Twitter profile uh can be like one thing so what different and kind of content we are going to create to tackle this theme can be included as part of this then we have the planned post date when we know we plan to post this content what is the title of the content like we saw how how to post a Twitter file how to create a crypto profile so that can be the title we can add a short description about the content so we can put in the content publication channels the different channels or the different social media channels or the different blogs where we want according to poll I want we can put the tags so tax can be related to the SEO elements like what keywords we want to Target what if we have a Blog so what category this content should fall under all this can be captured over here so if there's a CPA right if it's a block entry what is the CTA which we should have on it or if there are uh so what what kind of behavior it it is meant to drive like some content would you know drive a newsletter sign some kind of content would drive a purchase on your site so it makes sense to identify that and that that can become the intended goal of the content piece so it makes sense to like these are some of the attributes you indefinitely as you go along you can add to this list but capturing all all these basic elements would really make your content calendar very robust so what what do we need to execute typical content marketing campaign so you as we talked about we need first of all we need the content definitely so we read it in all the various formats which we have mapped to our target audience so it might be ebooks videos article but we need to have a Content calendar in place and we need to have content created uh as per the content calendar then we need a place to host that content the content that we have created so it would also depend on this content type and you know our strategy okay you would want it to reside on so if it's something like a blog post maybe it will decide on our own website or if it's to do with our paid search landing page the content of Lan will rely on our landing page or if it's a video that we have created then we would want to include it on one of our pages on the site and also maybe host it on YouTube because YouTube is the second largest search engine in the world and when we begin when we can discover the video through YouTube itself so yeah we would want to take a call based on the type of content and the strategy that we have in place on where we would want to host that content then we have channels to distribute the content as we said it can be the various social media channels which work for a business or where our target audience typically hands out or it can be if it's a learning PJ testing a same channel or if it's a newsletter that if you have created content for a newsletter then it will tie into our email campaign and ultimately then we will talk about the measurement tools so yeah we have the contents in place we have done the promotion we the users are having this so then you would want to essentially know okay so how how is how I mean how how is the content marketing essentially move the needle on the performance right how uh what were my engagement metrics before and what are they now like which kind of content is actually resonating with my target audience you know which kind of content they actually are finding a lot of value and which can also feed into my uh future content calendar uh if my goal is to you know increase conversions then you would want to take a look at okay so these are the number conversions how is my content actually contributed in getting these conversions it might not be direct but you can use various attribution techniques to you know uh say Okay so this content has actually played a role in in the conversion so it was a part of the customer Journey so such kind of measurement uh tools you would require to actually say a backup with data that's okay this is how your content marketing uh has helped you so what according to you is social media marketing there are nearly 3 billion active social media users across the globe and this constitutes up to 40 percent of the entire world's population and around 90 percent of social media users across the globe access social networks through mobile also the sector is way faster in terms of reaching your customers irrespective of their location status it mainly refers to the process of obtaining more traffic through social media sites so this is the major agenda of using social media marketing guys it is a vast field where you can find Evergreen job opportunities for freshers as well as experienced professionals some major social media platforms include Facebook Twitter Instagram LinkedIn and so on so now that you guys have got a clear idea about what is social media marketing let's understand its benefit how exactly social media is going to benefit you or your business let's have a look social media can help you out in a lot of ways guys it helps you increase your website traffic also helps you raising your Brand's awareness helps you in creating your brand identity and also helps you in improvising your communication with customers or prospects so this is exactly how social media is helping you out in delivering your content to your customers or Prospect effect so moving on let's understand what keeps social media intact and so much more life so let's understand how so we'll mainly discuss about the five pillars in the field of social media marketing so let's see what are they so there are five pillars like I mentioned which helps in keeping social media marketing alive so the five major pillars of social media marketing are is the strategy planning engagement analytics and advertising so let's understand how they help social media marketing first we'll discuss about the strategy so this phase is considered as the major part that drives the growth of your company it lets you analyze set relevant goals and also helps you in planning your business the more effective your strategy is the more are your chances to being successful so talking about the strategy it encompasses everything related to planning setting goals how to meet the desired goals analyzing how to engage with your audience and so on and also another major feature I would say about strategizing your social media campaign would be it lets you know what kind of conversation you should have with what kind of intellectual person or so on something like that so this is exactly how strategy helped in social media marketing now talking about planning a large part of your success in business depends on how well you plan your social media campaigns also before you start posting on social media you need to have an amazing plan guys research about your current market trends and Define your target audience and identify Which social platform is suitable for your business okay in order to create a good plan having an objective is more likely to help you with that as long as you stick to your plan and work on improvising it you'll be in safe hand guys now moving on to the next important pillar of social media marketing we have the engagement Factor as your business grows the reach also eventually increases you'll have a lot of things to take care starting with maintaining a good social profile to interacting with customers on any of the social media platforms you'll be on the edge of your marketing campaign so having good engagement ratio is going to help you with that now the best part is you can track your engagement ratio by using engagement tools like buffer slack and so on it Aggregates all your social media mentions also the posts that didn't tag your business's social media profile including a few messages now this was about engagement now talking about analytics social media is a very vast platform where you can promote any of your product analyzing its roots can give you enough Kickstart your business growth so analyzing your leads from social media tracking them and converting them is very important you can make use of a few Analytics tool like Google analytics this metrics and many more which helps you analyze your website's performance on the sarps now talking about the fifth and the most important pillar of social media marketing we have the advertising Factor have you ever seen some ads which pop-up every now and then while you're watching a video These are nothing but the advertisements that are up for promotions social media is so damn powerful that you can manage the status of who can view your advertisement you can always make use of platforms like Google ads LinkedIn ads Instagram sponsored ads and so on so this is exactly how you can promote your product by pushing it so advertising is one of the major factors or the major reason for you to even create content in the first place as long as you promote your content or promote your work it'll be useful for you as well as the customer or whoever it is on the receiver end so these were the five major pillars of social media marketing now moving ahead let's take a look at the different tools which are used so in this video I'm going to be talking about only two major social media marketing tools so let's understand them in detail so I'm going to be focusing mainly on two tools that are namely puffer and HootSuite so let's understand them in detail firstly we'll talk about buffer so buffer is a software application which is mainly designed for web and mobile it can manage your social accounts by helping you schedule posts on Facebook Instagram and so on and also the best part about this is it lets you analyze your results and provides means to communicate and engage with your customers this is an extension guys and also this browser extension is one of the latest productive hacks I've tried to list out a few notable features of this so let's have a look it is easy to share your posts faster using Buffer's browser extensions it is free of cost guys and you can share your tweets at the right time if you get any tweets or retweets you can just Tweet back or you can just retweet at the right time and also it is easy to track top performing contents if you're going to be working on a keyword like say digital marketing for example if you're going to be working on digital marketing you want to know the top performing content right so this tool helps you give you the insights about the top performing content and also you can easily customize your scheduling process for each platform you can also make use of the chroma extension like I mentioned to add articles and contents from web to your buffer queue or share the content on the go now moving on to the next tool that is HootSuite HootSuite is one among the most widely used social media marketing platforms and it was created by by Ryan Holmes in 2008. this social media marketing platform lets you build smarter workflows scales across your organization and delivers demonstrable Roi this amazing tool allows you to collaborate with your team member alongside the major benefit of seeing your comments and mentions in one place you can also assign tasks plot a social media calendar and schedule your updates over there so this was about the two major tools which are used for social media management now moving on to the next part of the session let's take a look at the different tips that I'm going to be giving you related to social media marketing a few tips from my end to help you out with social media marketing guys so the first thing you should do is identify your Market goals set a proper goal and try to work towards it and create unique and specific strategy for each social media platforms if you're working on Facebook you need to have a different strategy if you're working on Instagram you need to be very unique and different always be consistent guys and always choose the right platform that is right social media platform for promotion see you need to know how to an lies your website guys once you know that you're getting traffic from one of the marketing channels you should focus on that and if you're not getting more traffic from one of the channels you should try focusing on a different Channel and try to you know elaborate or try to be more interactive with your customers and try to create more good content so this is exactly how you can get more traffic also focus on your messaging part because it has a greater impact on your website as well as your business always be up to date with the latest technology Trends this is a must guys if you're working on social media platforms you need to be very up to date with the technology Trends also know how to analyze your results and focus on the part which needs more attention so this is how any company grows this is exactly how anybody comes to the first position in the sarps so know how to analyze your results okay so these were a few tips from my end guys now coming to the last part or the final part of this session let's understand how to choose the best social media platform knowing what to Market and how to Market plays a vital role in choosing the right social media platform so here are a few points that you should consider before selecting any social media platform seek out your target audience guys focus on what your customers are looking for and try to deliver accurate results also Define a good set of goals and build a good business strategy always concentrate on what your customers want and delivering good contents requires a lot of research and also you should be good at social media management tools and also Distributing your content is a must guys if you're working in an e-commerce site you should know how to handle posts you should know how to analyze your results you should know how to track them and so on right so these are a few factors which you should consider before selecting any social media platform foreign [Music] topic of the day which is understanding affiliate marketing and how we're going to do that is we're going to do that by an example we all know about cardekho now Priya an imaginary character in this particular case is planning to buy a new car now she is confused between two different models and what she does is she goes to cardeco.com maybe compare it and get some guidance that is how a usual consumer goes and researches about a product now moving ahead she made check all the details and reviewed all of the details of the two or three options whichever she was looking for on cardeko and she made her choice now she checks all the offers which are available selects her nearest dealer and fills out a form with her contact info what is the business model for car decoder I mean they just simply took the lead and passed it on to the next company which was in this particular case maruti now during the entire process car Decor did not charge Priya anything for the service if he was able to check reviews she was able to check the features she was able to compare all the cars all of this was free of cost so what is car dekho actually doing why are they doing this for free and and the biggest question is how do they make their money now the answer lies in the next slide which is they earn their money through affiliate marketing now let's go step by step into this and see that how it works now the first of all the seller strikes a deal with car deco.com now about this deal we're gonna talk about it places the sellers offer on the website now Priya sees these offers and then she puts out a particular form Now card Deco what it does is either automatically or manually sends the lead to the nearest seller now it could be a showroom as well now seller receives the lead and makes a contact with Priya and let's assume the purchase is made and even if the purchase is not made carloco.com earns a commission for a lead the seller gives the car Deco commission for a lead or for a sale now that is how car dekho.com makes its money now that brings us to the definition of affiliate marketing in simple terms affiliate marketing is promoting a product in return for a commission on the sale now think of Affiliates as commission agents or just think about Affiliates as one of your brokers and just like any real estate broker get some money whenever there's a sale done what a particular house the same way athletes also get their commissions now affiliate marketing is an extension of Performance Marketing Performance Marketing happens within a particular company right affiliate marketing is dependent upon the people who are outside of your company moving ahead let's look at some of the key terminologies which are used in affiliate marketing number one it is a merchant now Merchant also known as Advertiser or a seller is the product owner whose product is being promoted and who sells the product now in case of let's say Amazon tower for example is not a product owner the product owner at this particular point of time because it is displayed on Amazon and Amazon is the merchant or an Advertiser or a seller moving ahead now why Merchant needs affiliate marketing large e-commerce players lack a critical piece of organic traffic or engaging content let's take a very simple example of camera and let's take it as a product which has been displayed on a large e-commerce company for example an Amazon or a Flipkart now the Amazons and the flipkarts have a difficulty in targeting the non-commercial early stage search traffic now the reason why I'm telling you that is let's say you search for best cameras of 2021 and in that particular case assuming Amazon's search result do not come up at the top but an affiliate website or a YouTube video or anything of that sort comes up there and then you find the links and that is how they get more traffic onto their own website now affiliates with high quality relevant SEO friendly content can actually fill in the Gap exactly how it happened or in the case of the camera now small Merchants lack the resources and the market reach and when you are talking about resources it could be the internal team or it could be the lack of marketing budget now Affiliates provide the market access that reach and The Branding as well now in this particular case Affiliates are in extension of a marketing team and they start keeping the marketing cost in check now the merchants because they do not have unlimited amount of money like how large e-commerce's have they can always make sure that their marketing cost is in check moving ahead how affiliate marketing benefits the merchant number one they get a extra set of traffic without spending any money because traffic is not monetized secondly there is no risk advertising that means you have to pay only when someone buys the product number three build the brand especially for the new businesses now assuming I'm a small time T-shirt maker and somebody who's very famous a fashion model or somebody just posts about that and posts through our affiliate link then in that particular case you will be able to get the business from us and they can build the brand for me now again one of the great things about affiliate marketing is that you get a lot of backlinks without doing any effort and the only thing which you will have to do is that you have to pay once the sale is done which is pretty much okay with almost any entrepreneur moving ahead now let's talk about the affiliate affiliate or a publisher is either a site or a company or an individual that is promoting the product and gets a commission for each sale they usually have a niche audience as I told you about the example of camera is the best example here let's say there's a assuming there's a photography.com and then they tell you about the best cameras for 2020 or 2021 they have a very Niche audience of just those photographers and that is what is the best part about being a publisher or an affiliate now why athletes need affiliate marketing because of that actually there are millions of sites that receive heavy traffic but they do not have any product to sell now also in the same scenario some of them might not have large enough traffic but have really really loyal visitors now ads is an effective monetization option when the page is views in millions now any blog lets you start any blog tomorrow and if you have 200 people or 500 people coming onto your website on a daily basis and if you try to put in ads there it is not going to give you a lot of info but again let's assume that you own photography.com and again 500 people only are coming through it but one of them decided to buy a product from your website now in that particular case you're gonna get a very decent cut out of the sale which eventually is going to help you monetize your visitors and also this gives you a source that your information on the website whatever you are promoting is actually making sense moving ahead how affiliate marketing benefits the affiliates first of all you can monetize your traffic because if a person comes over to your website clicks on that camera link goes ahead and buy that camera in that particular case you're going to be monetizing yourself secondly it is more profitable than running ads now the reason why it is more profitable than running ads is first of all we know that there are ad blocker pop-ups there are ad blocking browsers which are available now so ads actually on third party websites are going down as we can already see it then actually it becomes a better option in order to start making money on your website now third thing is that you should have a better control of what visitors see and buy whenever we are talking about better control over what visitors see and by that means you are putting the direct links of the products you are giving a proper photo shoot and you're doing all of those efforts and you have a better control of it because in cases of ads you do not have a very good control that who will be advertising on your platform that is where affiliate makes more sense now number four is that ability to offer custom deals to promote sales that is also one benefit which athletes get moving on there are a lot of affiliate websites which are available now if you want to see a review comparison website we've already talked about car deco.com but if you are into mobiles you must have always heard about GSM Arena secondly now there are some loyalty and reward websites as well because it just doesn't make sense for them so they want a more loyal customers coming onto their website so every time somebody buys anything from their website they provide some sort of a loyalty points as well to those so that they keep on visiting their websites buy again from their affiliate links and so forth and so on now number three are your Google websites coupon Dunya now what they do is like they provide you with a coupon code which might be available somewhere else as well but once they give you that Google code they redirect you to the merchant website number four large media websites it could be Hindustan times it could be Wall Street Journal or anybody of those sort so they are also doing the same thing because again you have more control and you get a lot of money coming out of by doing the affiliate marketing and the last and not least are like blocks again as I told you about let's assume you own photography.com and you are making those blogs and photos moving ahead we're gonna talk about the customer now this is the end point of the cycle now customers are drivers of any affiliate marketing program so basically when a consumer buys a product or service via an affiliate the affiliate also gets a cut and the merchant shares the profits and he gets the sale now this is how the affiliate Network or a platform Works an athlete Network or platform is a third party platform that acts as an intermediary between the merchant and the affiliates the charger fee for being a middleman now think of it as one more layer in the graphs which we saw before and these are the people who actually manage your affiliates so if there's a merchant this is a affiliate Network and there would be multiple affiliate which would be there within a affiliate Network now here are some of the examples of affiliate Network or a platform now first of all is commission then we also have comely we have share a sale and we have qlinks now let's talk about affiliate program affiliate programs are a type of a affiliate Network these are the programs which are set by large companies who want to get their athletes on board and to get more traffic to their website by reaching non-commercial or early stage search traffic now just to give you an example affiliate program is something which has the fee structure that how much are you is an affiliate going to get if he sells a particular product or a particular type of product or a product in a certain category it could also include the basic operating procedure that how do you go ahead and make your own custom links and share it on your blog or a website and it does include the payouts when the payouts are going to happen now how it works is that affiliate program generates the traffic for the website and in turn gives the commission on the sale moving along some of the affiliate program examples are as follows now Amazon Associates is probably one of the most popular affiliate program eBay partner networks is also there Shopify and Flipkart also owns a a program there's some other key terminologies which you should be knowing about the affiliate market number one is fee a percentage of sale or a fixed amount which is paid to an affiliate now fee as I told you previously could be different for each and every company and could be different for each of the categories within a particular company or even to a certain level to a product as well now link views is that how many times the product link was viewed on an affiliate site or a network for example assuming you are an athlete and you put up a link for Amazon on your website now how many times a person has clicked on that link and went over to the website that is what is considered as link views moving on clicks how many people went to the merger Side by clicking the affiliate link number four is our average order value now size of the average order in INR or any applicable currency earning per click which is your total commission how much you have got within a time frame and total number of clicks generated by an affiliate in a given BB moving along we're gonna talk about how it works how affiliate marketing works now first of all in the first step athlete obtains a Merchant's product details and creatives sometimes directly from the merchant or from the affiliate Network number two affiliate uploads the products or creatives with a special link it is also known as parameterized link that contains your affiliate ID so that the consumer visits an affiliate site and clicks on Merchant's product or a creative or a link anything now the cookie or a code is sent on consumer's browser which identifies the merchant affiliate which is you in this particular case and the link moving on consumer is redirected to the Merchant's website now whenever he goes to the website then affiliate identity is captured by the merchant URL moving on the consumer purchases from the merchant website and cookie information is sent to an affiliate or affiliate Network now merchant auto transmits the sales information to the affiliate Network which includes the affiliate ID the affiliate Network tracks the sales and the transactions with matching to that affiliate ID now affiliate and Merchant reconcile the transaction and Merchant pays the affiliate directly now if you are a company who wants to study up their own affiliate marketing how are you gonna do that we're going to be talking about the same thing now what are the basic requirements of a merchant if you want to set up your affiliate Network now number one is that you should have a product to sell then secondly you need an affiliate platform number three you need to have an offer or fee that you will pay to the affiliates number four you should have a very compelling product description number five you should have the creatives such as banners or images or something of that sort or a video email to make sure that whenever you're sending it out to an affiliate Network it actually gets clicked and the last is a sales pitch that why should an affiliate work for you because assuming if you're pitching out to a lot of Affiliates then you need to lure them with something could be a high fee or it could be a instant payout or it could be anything of that sort now moving on the second thing which you have to do if you want to set up your affiliate network is that you need to find your right affiliates now as a merchant it is very critical to find the Affiliates that are in line with your product now what Affiliates to have audiences that need your product but this audience should not be the same as your current set of customers why is that the reason behind that is that you're going to be giving the same a fee to those people who would have anyway come over to your website and bought it from you number three you want the athletes to have an in-depth understanding of your industry however they should also not be your direct competitor Affiliates should get you sales but they should not be pushy now the third thing which you need to do is that you have to decide the fee first of all Affiliates take care of your profits which is true therefore it is important to determine the amount of Revenue you want to share with the affiliate now it depends upon if you already have a certain amount of Affiliates or if you're just trying to set up an affiliate and that is how it's going to work out it should be substantial enough to motivate an affiliate and leave you with your decent margins as well number four the pricing model can be chosen depending upon your business goals now you might pay out a lot of money in the very start if you're a very small company because they're saving you on your marketing budget but let's say you're a big company and you have the upper hand then in that particular case your pricing model could be a little cheaper you could pay a little lesser fee you could pay it and after a couple of months so you have to decide on those particular fee processes now there are multiple pricing models now the first of them is paper sale which is the percentage of the sale price of the product which you pass it on to an affiliate then the second one is pay-per-click this is not very much used now but based on the clicks and traffic generated on the merger's website number three you have paper lead remember the first example which you saw car deco.com that could actually work out as a paper lead number four is paper performance which is based on your pre-decided consumer action now it could be a download it could be a referral or it could be anything else now let's talk about the affiliate platform demo whenever you have a website of your own and you want to set up your own affiliate program you can easily go to sharesale.com and follow the steps to set up your merchant account now in this particular step what you can do is like set up the rules set up the processes set up the fee set up the payout mechanism and all of those details to start your own affiliate program and share a sale is a platform just for that now moving ahead setting up affiliate marketing as an affiliate that is what we are going to start to learn what do Affiliates actually need they first of all need a website with good content now in some cases this could be also a good account of a social media which has a lot of following now you need a large loyal audience now this again could be a social media audience or could be a website audience as well number three the most important step which you need to pass is the merchant approval in order to become their affiliate now these approvals are based on multiple things it could be on your social media following it could be about what type of a website do you have is it secure is it mobile optimized yes no so all of these things Merchant makes and keeps the guidelines off in order to give you an approval to become an affiliate now moving ahead let's assume that you have gotten the approval from the affiliate from the emergent then in that particular case your first big thing would be getting visitors on your website first of all you need to think very carefully that where can you compete now this could be a niche you might be good at or this could be a niche which is a market Gap now once you do that research you make a website on that you start putting content into that and then you start doing those affiliate links now moving ahead you need to leverage social media to promote and build a community number three you need to use your referral links which are there on the related blogs and the website now how that happens is that once you become an athlete you are given an access and then you can create your own special links and you need to use those special reference links on your blogs number four you need to join forums and start promoting your products there number five you need to generate the referral traffic to this website but do not randomly push the affiliate links it will be considered as a Spam it's always a good idea in terms of content marketing you have already learned about it that it's always better to help the person rather than starting to push a person to do a certain action number six you use ads if it is allowed or for your own brand but only after testing the conversions number seven catch people early in their buying stage before they have decided to buy using your SEO again this brings me back to the topic of photography.com if you have a Blog which says the best cameras of 2020 there are chances that you're going to be ranking on the SEO and once you're ranking on the SEO you would be getting a lot of traffic and in turn a lot of sale and in turns a lot of fee coming to you moving ahead SEO and engagements are the key consider your blog again as I say photography.com you need to Target the informational searches now when I talk about informational searches is again bringing back to the same example then you need to focus on the long tail keywords this is a game which you've already learned in SEO but this is a snapshot of how you should be doing it for an affiliate marketing number three is that you create useful in-depth content like tips reviews and resources and number four you need to use lead magnets such as free or samples or something of that so number five you need to create email list using forms and social medias so that you can Target them later again whenever you write a new blog with your affiliate links and those moving on you need to start promoting the right products again we're just going to keep one example as I've already talked about it multiple times you need to search and find the products that fits your niche you could be a photographer you could be a videographer you could be fashionista you could be anybody just focus on your Niche so that it does not sound like spamming assuming you're a makeup artist and you suddenly see that there's a lot of interest on the photography then in that particular case it's ideal that you should not put your photography cameras on your makeup website now number two keep the product portfolio small enough to stay on top of the updates and the changes now when I say product portfolio that means again the products which are fitting in your Niche and you need to keep them there so that you can keep on regularly make changes on it until unless you have a really large team now number three never keep all of your eggs in one basket now when I say that that means don't just Join one affiliate program don't leave all your money on the table with one table itself join multiple affiliate programs number four you need to research the merchant before signing up some of those you know might be extremely new they might not pay you out or something of that sort and on the other hand you can always go with the most popular ones something like Amazon number five Delta is high selling products automated scripts and programs can be used for it now when you say Pride as high selling products it could be high selling in a certain time assuming you are in a situation of covet and you think that selling these masks would be a good idea at this particular point of time you can go ahead and start doing that because they are high selling products right now or hand sanitizers or anything on that sort so what you can do is create a share a sale affiliate account now we've already talked about the merchant account on share a sale you can also create a affiliate account on shares saved now for that you need to visit sharesale.com and create an affiliate account then you will need a live website to create an account share a sale usually takes one business day to review your application and then they're going to come back to you telling you that if your website is good enough to be a part of share a sale affiliate account so whenever you do that you will see a dashboard preview and those dashboard previews will have all of your details of all the mergers you're working for what are you earning from where are you earning and you will get a sample reports which are there here in this particular Slide the other one which is extremely popular is Amazon Associates because Amazon being the largest e-commerce in the world you could always go ahead to affiliate program Dot amazon.in and log in with your Amazon ID now what you need to do is like follow these steps to create your account and your application will be reviewed after your website drives a minimum of three valid sales within the 180 days of registering now what you need to do is to make sure that you are not using any sort of a bad IDs your website is properly secure it has the SSL certificate on it it should have enough content on it and it should not be a very spammy website and that is when you get a green signal from Amazon now once you do that you're gonna see a dashboard from where you could actually create the links and also look at your earning review now in order to create a link on Amazon affiliate you need to find something which is known as the Asin number of a product now once you do that you need to copy paste into the bar and click on go and then after that you could get multiple set of structures of your link so it could be a short link it could be a preview along with the image without the image etc etc so you can go ahead and customize that literally copy paste that code or the link onto your website and you're good to go on the other hand you also get to see your fees bounties and clicks now phases something is what you earned bounties is what you get when you sign up somebody for let's say Amazon Prime and clicks are the number of clicks which you actually got onto the website for the Amazon moving on affiliate marketing since it comes with a lot of upside it also comes with a lot of downside as well now affiliate marketing has a lot of frauds as well so the first fraud which is there is fake conversions that means that you are deploying Bots or using click Farm to generate a fake conversion number two is the content duplication which means that copying content from genuine affiliate websites to create a shadow website of your own number three is Cookie stuffing that means generating malicious cookies that provide a fake tracking code which trigger fake sales number four is your load time fraud loading destination page in the background to fetch the clicks and time spent on the website number five is your type of frauds buying a domain that is almost as same as the official website some amazing facts about email marketing which I have for you one very important point is that during consumer surveys whether in U.S or in India most of the consumers they have always been willing to connect with the brands on email so uh let's say you called uh a motor company and you inquired for a car like okay I want to buy a new car this is a new model can you tell me something more about it and what what are your costs Etc what do you charge upon the ex showroom price those kind of things now receiving an email with the entire details makes things easier for you right so uh a lot of people think that interacting on email makes the entire personal Journey more fruitful for them so that's the reason most of the people asks for for their email correspondence now let's uh shift our Focus to a very important fact that again Facebook is over 1 billion users you have to Twitter around 340 million users as well but email in terms of customers it has three times more customers than 210 Facebook company so that's a very important fact which is which gets neglected and again a lot of people say that uh in email uh even if the number of customers are more the engagement is higher on Facebook and Twitter I agree to some extent yes you can engage with your customer on Facebook and Twitter but there are different uh resources for it so for example for example uh Facebook and Twitter they have their own idea for uh like Facebook you won't go to you don't go to Facebook to see ads or buy a product right it's something like TV when you uh watch television you are looking forward to a show as Etc are targeted to you depending upon your customer profile depending upon what kind of show you are watching so those kind of things happen this happened along with the content but in email if uh the slight difference is that in email actually you are looking for something that's the reason you have subscribed to a particular you have given your email ID to a particular website or a company because you want something from them that is one a very important reason so moving on so why it should matter to you as a business person or as a marketeer or a let's say a student why uh email marketing should be an important field for you right so I just I think I have a question just a second so we have two questions from Kiran Aryan right so how far it is profitable yes uh we will discuss some stats on profitability as well and there's one more question how can we make a short and effective email that may not make the recipient board to read yes uh in fact this not in this presentation but definitely in our email marketing course we have almost an entire module dedicated to how to write an effective email and how to make it more uh how to make it more engaging and how to make it more action oriented for the customer so uh as I was talking about why it should matter to you so email adds value to both your sales and service so if let's let's discuss a sales cycle so what happens in a single cycle is that you reach out to a customer it can be an inbound lead for example it can be a lead which uh the customer came to your website he gave you his email ID and phone number or it can be you have a tele series Network where you are calling prospective customers and getting details from them for the interested customers or it can be pure reference so in each of these once you have started the sales cycle and email becomes an integral part of it we be sharing details uh with the customer beat giving more inputs to the customer let's say I have I want to buy a product and I am convinced with two features of it of the product let's say insurance I am convinced that okay the sun is short is right for me the premium is right for me I just want to know more about the policy in a very simple term which I'm not able to let's say understand from the website so so in that case email plays a very important role the way you naturally same with the service now take a scenario again let's take insurance as an example so there's a customer who has bought a policy from you right and he has made a payment now he's expecting his uh next step for the policy and in an insurance policy either steps there are number of steps after the policy as well from insurance to let's say uh sorry from uh booking to issuance so from booking to issuance it's a whole cycle and then number of steps so let's say if the customer has bought a health insurance policy so next step would be each order will check whether there is any additional document required from the customer whether there is any additional medical required for the customer and then it will go to the underwriter and then so and so forth you will send a communication to the customer your policy has been issued you will send a soft copy and then you will send a hard copy so in all these uh Communications email is not only very relevant is also the cheapest option so giving a customer a call for every minor detail might not be very feasible for an organization especially when you have let's say thousands of customers and you have almost 30 40 000 policies being sold on a daily basis so that in that perspective email becomes a very important tool and whatever be your goal in your organization it can be email can play a very important role in every every uh goal of your organization and in fact in our course uh that we have uh going forward we'll see the different Cycles different kind of business goals that are there for a company it can be there for the company and how email fits into every uh every role basically so it's very important that you align your business strategy in the email strategy it cannot function as a standalone function of your organization it has to be what you are what you want to achieve as a business should reflect in your email strategy and one important myth I want to break that email is only transaction later it's not in fact email like these days Twitter is being used to promote let's say your initial launch or you want to generate hype around something Twitter is a very important tool and yes it is it draws engagement it reaches to a certain people people talk about it yes but email also plays a very important role especially if you want to test a campaign you want to reach out to a set of targeted audience who and you want some response so you can share your campaign you can include a feedback form into it and get some thoughts or if you want to see let's say you just want to promote your teaser so there's a again even if you have a feature on YouTube or any other tool you can share those things on email and see the response from the customer so in all this thing email can play a very important role so let's see how email performs on three very important R's one is uh reach relevance and Roi so uh let's see what are the industries where email makes more sense so as I discussed about the examples of Financial Insurance it makes maximum sense for them because this is uh one industry you can take banking you can take insurance even something like credit cards loans any business so this is one industry where Sales and Service are very highly dependent on email to reach out to their customers so that's the reason they are the top email senders and there should be no surprise about this in fact if we do a similar breakup but overall marketing still finance and insurance will will Top This chart reason being as an industry finance and insurance they have the maximum margin compared to other Industries on their products and they have the biggest marketing uh marketing budgets in their uh in compared to other Industries the reason being that these guys uh they uh they have to the competition they are in plus the kind of uh misgivings customers usually have about the financial products they have to really spend more and reach out to the audience engage more with the audience to get their point across and then uh going down further you can see Telecom is the next best advertising industry itself uses almost uh 12.10 percent uh of the total and that is third on the list next comes your Healthcare entertainment retail Etc even social media to an extent you use these emails so there's a small 4.50 person which is being used by social media let's start the comparison game with email for a moment so let's see how the numbers stack up which is the skills that email is thighs the number of account uh compared to Facebook and Twitter now let's compare with the search engine search engines get the maximum amount of traffic it is widely understood that and it includes all in search engines it includes a Google user Bing Yahoo everyone but compared to email on a daily basis this traffic is only one out of 100 of the total email traffic so that as minute as you can see even in terms of bandwidth what uh email consumes across the world all pages view on the web in a day all pages means all websites everything across the world it just makes up two it just consumes only one four of the bandwidth consumed by email you can see uh the kind of power email has still when the when people think that okay it's not gonna do it's not gonna work well email will be no more very soon so let's see how it Compares with their offline counterparts let's talk about some major measurability of different mediums for example television television is a mass medium no doubt about it it is a very important medium to reach out to a very large audience at a time it also requires a lot of money but the shortfalls for an uh TV is there is no view for who is watching not ad and everything is decided based on a comparative rating system to evaluate how much how many people it reached so it can be in terms of your TV rating system like per thousand or just comparison ratio like 3.9 4.9 compared to others so it doesn't give a very clear picture to what actually happened to your campaigns now the second uh very important is direct mail so through Direct Mail you know who is receiving your mails that is that is for sure because you are mailing them to your customers with your with their addresses and phone numbers Etc but you have no view if the mail has been delivered or has been read by the receiver whether it has reached the mailbox it is just lying in the mailbox or it has just found the Dustbin as it reads the as it reads the customer it has opened or not no idea so this is a one shortcoming the direct mail has coming onto the email the kind of Technologies we have uh as of now you can view who all received your email you have the list you have customer profiles based on your segmentation you can view how many people opened it clicked it and within the email what they did with your email so let's say you have uh four links in your email let's say you are a electronics company and you have sent a mail to a customer with four different mobile phones and four links so you can actually see which in which phone the customer was interested in you can actually get the data on that okay there's a particular iPhone which customer clicked on and reads the landing page and you can then do a back analysis that I sent mail to 100 people with the same four mobile phones most of the customers were interested in this and these will reach the website using this particular phone and then you can have a strategy based on that uh just before we move on we have a uh I just like to take a question so there's a question that from I think from RN uh Kiran RN is there any proper format that to convert an email into a lead yes it's a there's a whole uh sales cycle which involves converting a lead to a conversion so again uh we'll be discussing we'll be we'll be having more discussions on it uh on the uh lead to conversion cycle in our course uh which which will begin very shortly they're moving on so now let's do social media marketing and purely numbers so we have discussed some theoretical things about uh what how email can be more efficient in social media marketing in theory we have discussed but now let's get on some numbered and see what what exactly is happening in different mediums so CTR is a click click-through rate so click-through rate is something like for example let's say uh I have sent 100 emails or 100 advertising messages on Facebook Twitter or anywhere to a customer to a customer to different customers out of those 100 let's say uh five click on that message so CTR for that particular engagement for that model will be 5 out of 100 so that's the CTR so higher CTR means your campaigns are doing well you're performing well so on Facebook with the latest data that we have average CT on Facebook is 1.49 and that's a pretty decent uh CTR for a social media platform on Twitter the ctrs are slightly higher because the customers are slightly more engaged on Twitter so it's 1.64 but nothing in comparison to email where the average CTR on email is around 5.2 percent so it's almost uh like triple of what you have on Facebook or Twitter that's the kind of CTR that you get and CTR is a very important metrics when you are tracking your campaign on online so be it your search engines be it your social media campaigns even your YouTube campaigns companies Target CTR is a very important very very important video now look at the conversion rate so what is the conversion rate conversion rate is something that uh let's say you uh reached out to 100 people five of them clicked on your ad now when they click on your ad they will reach to your website once they have reached your website there will be certain consumer action some uh let's say for you a conversion is if user gives his phone number and email ID and let's say registers for a newsletter so for a company that can be a conversion for a credit card company it can be an application customer went to the website and filled up the entire information which is required for a credit card and submits it so that's a conversion so if we compare the conversion rates of different mediums like search engine social media or email search engine has a very healthy conversion rate which is 2.5 percent social media is slightly low on conversions for obvious reason because it's it gives you more engagement rather than conversions and email again shines through with the highest conversion rate of 4.25 percent so let me explain you a bit about search engine while I compare it with email so in search engine what happens is let's say when you go on Google you type something and then results are displayed so basically there is a user intent let's say I want to buy shoes I will type buy shoes and then I will get to see two ads on the top and then the organic results so the top two ads are based on my query so I have type buy shoes so Those ads will talk about shoes they will not talk about bags or shirts or jeans Etc so there is a user intent which in turns if you give the right kind of AD to a user he will click on it and maybe what he wants he'll get it so uh so that's why that that's the reason this 2.50 figure becomes very important because that is derived from a user intent now email is still beating the user intent and getting a conversion rate of 4.25 percent and that shows how effective the medium is so whether as we discussed whether it's your initial reach you're creating Buzz you're uh engaging with the customer and finally the most important thing for a company conversion email still stands very very uh strong ground on that as well moving on uh see all mediums are important in their own way so we cannot just say that email is uh doing everything for us to really ignore all your Twitter and Facebooks and everyone so these mediums have different purposes so let's analyze the purpose of Twitter and Facebook before we get into the purpose of email so generally as far as Twitter is concerned people use Twitter to find trusting things so when you follow somebody on Twitter you follow that somebody because you want to he hears something from that somebody it can be your uh prime minister of the country it can be your favorite uh actor actress your favorite sport star or any other channel that you want to uh explore if you want to hear from some somebody uh you like their views and you want to hear more from them so that is one one way so how do Brands uses the medium brands use the medium to engage with their customers so one very important uh engagement uh feature of Twitter is that for most brands it has become a grievancy drizzle mechanism so basically uh let's say if I uh if I bought an 80 connection and there is some problem in it I'm not very happy with that connection now I can either write a email to them or I can maybe call them on the customer care which will Loop me into ivr and I'll take a lot more time to reach out to the agent and explain into explaining to them my problem or I can write on Twitter I can write I can just uh write a post on the Twitter handle of Airtel and ask them okay uh what's going on so on Twitter now ATL has to respond pretty quickly because that tweet is is visible to your followers as well so a lot of people can see that this person is facing a problem with Airtel right so when you uh so it becomes the onus is on the company to respond pretty quickly so that's the reason Twitter becomes very important for this kind of conversation also if you want to run a contest on Twitter so you can do that so if you are able to Trend your hashtag pretty well during a day or for uh whatever time your promotional activity is going then you can engage your users by giving some decent contents and participate in it and get respect the word so these are the kind of things that Twitter can be used for now coming on to uh Facebook is generally uh people used to finally interact with their friends and share their stuff so you go to Facebook to see what your connections are doing what are places they have visited uh what was what was the recent uh review that they wrote something like that so what other people are doing mainly a friend uh your friends and your family Etc now as far as Facebook ads are concerned brands have been using it lately even the past one year or so to put relevant ads to attract user attention so over a period of time based on your data they figure out okay what kind of uh what kind of user Behavior you have what what kind of things you like based on your post Etc So based on that behavior they try and give you relevant ads on the right hand side or in the middle so that is a uh so as a medium it helps in getting attraction but again the sole purpose of a of a Facebook ad should not be to convert that user and make him purchase something it should be to reach out to your users and tell them what they are doing what you are doing so communicate with the customers rather than put put them under a bracket at okay now you it's time for you to buy so those that kind of behavior should be discouraged now uh compared to the social media counterparts email is more transactional in this it's a one-on-one kind of a conversation happening between me and the brand so let's say I have subscribed to a website I subscribe to let's say a website which gives me very handy newsletters on what is happening in the email world so instead of and I let's say I I uh respect the views on the website which I respect the content I just like the content and see and the people who uh create that content so for me that becomes a One-Stop shop for my uh for my engagement with uh with that company and knowing more about email marketing so maybe I if if I'm religiously uh following uh the post that they are sending to me maybe I I won't even go to uh Google to search okay email marketing and more or what is happening latest if they keep on serving me so I become a very very long time customer for them if I'm getting the right information from them so that kind of conversation is here and the transaction is happening between me and the brand and again in the sales life cycle you can send a very appropriate message to a customer depending upon where the customer lie at a particular stage so a customer can be just a lead from a uh and the lead can be just without any information it can be uh nurtured lead Now by nurtured lead I mean that you have certain communication that has gone in customer knows about your brand he knows about what kind of product you're you're offering so he is at a certain level so then you can reach out to with a very appropriate message so these kind of again this helps in the one-on-one transaction that we spoke about so depending upon the sales cycle you can explore these options so now let's see uh how it impacts the overall sales process like somebody asked a question about how to convert a lead into a conversion so how how do you create leads basically the first question is that so what are the different ways that lead is created you can have a telecalling network you might be reaching out to your customers through video conferencing that is primarily p2b you can be setting a meeting in person which which is a very common thing in uh Banking and insurance so we're in a personal touch is required because products sometimes are very complex for the customers they're not able to understand what is happening with the product so setting up a meeting helps and that's that's how you get a a lead and uh staying in touch to nurture the lead so basically once you have got the lead so you need to be you need to be very constantly in touch but at the same time not overburden the customer uh consumer at any point of time so too much communication should be avoided but you should be in touch with the customer so that I should add when the customer is finally is in the decision making more so and you never know when the customer will will be can be in a decision making mode and you cannot afford to go off the hook when that particular thing is happening so we discussed about uh how uh how you set up a meeting how you how you nurture a lead Etc but before I mean as we discussed about the service part it it gives you a wholesome picture so let me give you a very very relevant example let's say uh you have entire communication stored for your customer from starting from lead to conversion to post service to post sales service Etc let's say you have the entire conversation with the customer so next time when you are reaching out to the customer or a similar customer with a similar background you know what were the hurdles that you had to cross to convert this customer because you have all these uh conversation or communication documented with you add your backend and you are using your churning data you was using the data to come out with a very relevant information which can help you in making business decisions so these kind of uh customer specific profiling and then reaching out to the similar customers who will fit those profiles can boost your sales which you cannot even imagine the the kind of scale it has so when you talk about big data and all these are the things that constitute the big data and and then the decision making so uh nurturing Elite a bit more on how to nurture a lead So currently what happens is that uh whatever leads that enter your CRM through different resources whatever you have employed telecalling or whatever uh personal mailers or visits Etc these leaves are not qualified there has to be something there has to be a process to make this lead qualified Because unless it is qualified unless the leaves are qualified there is no point wasting your resources the major resources let's say your best uh sales person or your premium uh pitching uh Frameworks on such customers who are not yet qualified so here in the part of email comes into play when you you can use it uh to nurture a lead and it has been proven that if you have nurtured a lead over a period of time through emails those kind of leads result in 40 more sales than those that aren't so if if a non-nurtured lead or a just a let's say a freshly if you put a burden on that lead to convert as soon as possible by bombarding that lead with calls Etc trying to get up get as many meetings as possible then it's very it it becomes very unlikely that a customer will convert in a reasonable time but if you have nurtured the lead over time it will not only give you a sale but it will also result in a long-term customer long-term customer for you that's the place where uh matching becomes very important these marketers are worried why are these marketers worried because marketer number one has a different problem he says that we spent a lot of money and resources to create an SEO friendly and user-friendly website with great content we received a good number of visitors after a few weeks of the website update but now the website traffic has become stagnant what are we missing out on let's talk about marketer number two he says that we have a presence on all major social media platforms we recently launched a campaign to promote a new product using organic and paid advertising on social media generated a lot of traffic on our website but the problem is that the conversion rates were very low so what could be the reason for that moving on let's talk about one more marketers marketer number three who has a good website and a social media presence their sale numbers have been good too but they have a very huge problem of the number of return customers is not as high as they would like so what should they be doing in this particular case now whenever we are talking about these three examples we'll be solving these examples from an integrated digital marketing campaign view now digital marketing is actually like a machine different parts must work in tandem to ensure Peak Performance integrated digital marketing campaigns combines several marketing channels which we have already learned about to promote a consistent message to the target audience these channels could be SEO this can be sem these could be email marketing affiliate marketing or even social media marketing or as far as whatever is required for your business moving on the definitions of integrated digital marketing the first definition comes from the data and marketing Association they say that a method of engaging consumers with your company or brand that combines all parts of marketing Communications to work together and assist the customer along their journey of awareness to loyalty and advocacy second which is given by HubSpot it says that integrated marketing is a process of arranging your different marketing channels to work in tandem to promote your products or services typically through a strategic campaign so these were the definitions of idea now what is the need of IDL the first need is that customers need various touch points before they decide to purchase think about it on your side you went over to Amazon you looked at a product and then you probably forgot about it or you got busy with something so your entry into Amazon was organic but after that you made the purchase once you saw the remarketing ads on Instagram so that is how various touch points are used in order to make a purchase now customers also continuously look out for fresh content in some of the cases where you have a product which is very complicated which cannot be buy without a consultancy or something of that sort then they are looking for different sort of content as well every time now number three is online traffic comes from diverse sources now obvious reason taking Amazon into this picture here again as you probably we learned about it they have affiliate marketers they have done their SEO they are doing their Google ads as well and they're doing their remarketing ads as well and multiple things like that even email marketing there are certain strategies which brings visitors to a website IDM campaigns generate higher conversion rates the reason behind that is very very simple first of all you do not have to get the same target audience again and again over to your website you can get just a few percentage of those target audience and you can take it up with them and go ahead and provide them with a better conversion rate number five the customer engaged through IDM actually spends more the reason behind that is about branding so if you have just one source of traffic coming onto your website but they don't see you about any on maybe let's say all social media channels or maybe any sort of a partnership with other brands then the brand in itself becomes weak so you don't buy from a new e-commerce website but you know that you can buy the product from Amazon and even if the product quality is not good but you trust Amazon now digital marketing channel is continuously evolved this was a very good example when this happened in 2016 if I'm not wrong that the SEO algorithms actually changed and a lot of rankings went down but nothing changed in the social media space so it's all about keeping all of your eggs in different different baskets going ahead the worried marketers the three marketers which we had a conversation about what would it be the advice which we would be giving it to them so the three marketers just a quick recap one the traffic has become stagnant the second marketer has a problem which was conversion rate was very low and the third one was that the return customers were not enough so this is a very basic exercise when it comes to about integrated digital marketing let's say if your traffic has become stagnant using SEO you need to go ahead and start putting in most channels into the picture could be social media could be email marketing could be anything else number two if the conversion rate was very low then you have to again integrate multiple channels so that your all of the channels combined provide a better conversion rate to you and whenever you're talking about written customers are not enough then in that particular case I believe they are not doing the email marketing property because if somebody is buying from your website I'm assuming that they are giving you their email ID and if they're not giving and if they're not running promotions on the emails then in that particular case I think the return customers are not coming because of that now what are the challenges in an integrated digital marketing campaign the first challenge is that how to select the right Channel and the tactics for each of these Channel now this is based upon the different type of businesses let's again assume you are running an e-commerce again which is selling cameras and high-end camera stuff so you know that these people are going to be there on Instagram because being a pictorial platform that is something which a lot of people use a lot of photographers use Instagram so finding these channels understanding about these channels in tandem with your business is a big problem number two what will be the flow of launching a campaign let's say you found somebody for your website for your photography or videography website via Instagram then after that what are you going to do let's say a person showed an interest in buying a certain camera then what so after that it could be remarketing ads it could be email marketing or anything of that sort number 3 how to ensure that the communication is consistent and when I'm saying communication is consistent that means it's not overpowering at several places that no please bye bye bye bye bye and the communication if you're going via helping people of the content marketing side of the things then that is how you make your communication very consistent number four how to tailor the communication for each medium now this comes down to either copywriting or content writing again because if one of the medium is Instagram then you could use stickers on it you could use other type of stuff on it use it on the Instagram wheels or maybe on a story or anything of that sort the same way it's very hard and these are the four challenges which are a major challenge when it comes to launching an integrated digital marketing campaign moving on we're gonna talk about the example which was like by Nike they were making a Breaking 2 camp so let's see what channels did they use when they were making a Breaking 2 campaign now the first of all just to give you a little bit of background Nike obviously you should be knowing that Nike is in the business of athletic wear and Equipment it uses marketing strategies very efficiently to promote their products to the Target demographics number three Nike promoted the shoe line the zoom Vapor fly Elite by live streaming athletes wearing those shoes while attempting to complete a marathon in under 2 hours making that they will break the world record now the channels which I use first was relevant and Niche influencers they found out that there are three long distance marathon runners who are going to be a influencer for them and secondly there was a live event which was live streamed on Facebook and Twitter as an event so you could actually watch it so get more excited about the product or cheer the athletes on while they're wearing those shoes then there was obviously social media marketing which leveraged Twitter or Facebook Instagram to promote the event using the hashtag baking2 now number four was a well produced content which is like they teamed up with National Geographic to document this particular race now here are the results the campaign's message of unlocking the human potential tapped into a very broad audience with the campaign Nike garnered 87 of positive comments which is used in Era of Twitter 5 84 000 mentions on social media hashtag was used more than 400 000 times 2 trillion Impressions and 5.2 x of the digital content engagement now even Drew congratulations from Nike's rival which was on the left you could see that Adidas running actually gave a congratulation to one of the marathon runners again let's go into another example which is of Microsoft integrated marketing communication approach now Microsoft and Carlsberg got into a partnership Microsoft has been continuously taking up various artificial intelligence based projects and has placed AI High updates in its product portfolio now to promote its AI offerings Microsoft teamed up with Carlsberg to use AI to speed up the process of Brewing new flavors of the beer now moving on what they did was Microsoft marketed this project using the integrated marketing approach using a multitude of channels so as you can see on this screen the micro blogs on Twitter a lot of press releases in financial time and then there was also video promotions across Facebook and YouTube as well now how do we actually create an integrated digital marketing strategy now Step One is knowing your target audience which has been a step always now for sub step of that is that who are your Target customers what are their motivations how do they like to get in touch with which Publishers do they read which websites do they visit regularly and which channels are they using what are they talking about right now step number two is to design clear and consistent content that can easily be adapted or used on different Media or channels so using both visual logos and slogans and brand cues which was voiceovers and music consistently all across channels so communication such as messaging and offers must be clear and not be filled with confusing words and faces you don't have to be too fancy whenever you're writing a line that's what it means the messages and offers must be compelling to the receiver obviously if you are providing something if you are spending a lot of money on something then you need to make sure that it's actually needed and we learned that in the step one as well number three is your message should be consistent across channels website it could be phone it could be in store or it could be mobile just so that you create that brand for you step number three is invest only in those channels that have a clear role in the campaign understand what each channel can deliver in terms of reach and cost as attitude towards as vary by Channel and format different media have innate strengths in different regions to give you an example if somebody is coming into India to start its own business the first thing they do is go with Facebook ads why and why not Twitter apps Facebook ads has a very defined targeting of digital marketing whereas Twitter ads it's a little Bleak on that front and Twitter being Twitter costs a lot more compared to Facebook so coming back to the slide which channels do my customers use the most so whatever channels you are using that is what you have to do number two is what are the channels strength and gaps so according to your target audience let's say you are not able to reach that very definite pinpoint audience but could reach to a relevant audience do we want to go ahead with that or not that is the decision which you have to make how will these channels are going to help me attain my business goals now you could use Google for lead generation and you could use Facebook and YouTube for brand awareness just to give your example moving on step number four tailor your content for each Channel while communicating the same message understand the nuances of each of the selected channels and develop creatives that matters to the users on that particular Channel make sure each channel of your marketing campaign is set up to drive traffic to your ultimate goal for example social networks are just Twitter or Facebook could be used for engagement websites for email newsletter subscriptions purchases and reservation keep your URLs and usernames uniform that's a basic hygiene practice and use the same keywords and phrases throughout your integrated marketing campaigns now step number five you have to plan the flow of launching the campaign now the factors influencing the launch flow are first of all the campaign objective so it would be different for different companies it could be different for a different product as well we need to know that what will be the plan to actually launch a campaign user behavior on the channels used in the campaign needs to be checked for example there is a peak time and there's usually a peak time on Facebook at around 7 PM or 8 PM Indian time and so you know that okay if you want to go ahead and start off with a blast then you need to run your campaign at like seven or eight now the third factor is the funnel stage awareness consideration and conversion it's an integrated approach the content and creatives are created for each of these stages now each stage is planned differently but interlinked finally to convert a user so here's a tip to pay a social blog post calendar in advance a good campaign features multiple ads prepare an ad and schedule it moving on step number six make sure your marketing team agencies are working in sync now this is obviously communication which needs to be happening within the team if working with several agencies ensure that there's an in-house team member to Monitor and coordinate with them facilitate team meeting with members working on different projects within the same integrated marketing campaign too keep all the members on the same page keep the message of the campaign consistent and maintain company brand standard across the campaign since I've worked with a lot of agencies I've had an agency of my own I can tell you that this is the real real big problem where agencies are not working in sync so assume there's an agent which creates our images but there's an agency which is creating your video they both need to be in the sync in order to provide a consistent brand message step number seven you need to track your campaigns in an integrated marketing campaign it is vital to utilize the proper analytics and attribution methods that help understand how conversions and results are achieved now you need the analytics for your website for your social media for your email for your search ads and for your display ads and anything else whichever you are doing now here are some of the key metrics which you should be tracking so website site visits maybe traffic by Source or channels number of new visitors versus the number of return visitors bounce rate exit rate interactions per visit all of these you can find in Google Analytics social media marketing you need to figure out the likes comments shares clicks Impressions reach conversions or maybe you could just Bunch it up into an engagement which is for the likes and the comments and the shares are all engagements you can Bunch that up also email marketing you need to figure out the sends open rate the CTR the conversion rate from there the bounce rate the number of people who unsubscribed and the revenue per email which you send number four research and display ads Impressions reach cost obviously engagement rate CDR CPC and conversion rate all of these we have already learned in search engine marketing that what do they mean and now you have to start tracking them when you're making a integrated digital marketing campaign moving on with an example of linkedins In It Together campaign so this was a campaign which was run during the Golden Globes Award so most people viewed LinkedIn platform as platform only for White Collar professionals with this campaign LinkedIn wanted to break a stereotype and connect with a global audience while highlighting the power of the community in finding a job now the channel is used obviously it was LinkedIn then we had videos as well and there was a lot of digital display as well now in in it together it featured people from professions such as musician martial arts culinary arts Bankers teachers entrepreneurs and more campaign featured the real stories of real members across career stages and how they are adapting innovating and learning on their networks to push forward in this new world of work the black and white documentary style videos made them stand out from the commercial ones showcasing their authenticity now let's move on to another example which was of Levi's it's your board campaign now Levi's launched a campaign it's your vote before the voter registration Day in the US the main goal was to encourage its user base to register for voting and cast their votes on election day now the challenge used were several video spots alongside in-store registration boots for votes second was social media to share images of celebrities and what branded apparel number three was a micro site which was used to further promote the campaign now the results were that 60 of users who discovered products on Instagram got involved in the campaign 75 percent of users took action after seeing the Instagram post Now video Squad was also shared on Facebook 64 percent of consumers stated that after watching their video consumers were motivated to buy the products now another example Spotify 2018 wrapped campaign Spotify launched a personalized 2018 wrapped campaign to celebrate each subscribers listening habits so what they did was that once the 18 year was over they said that this year you listen to 6207 different songs on Spotify so they actually gave you a stack which is not required but it just opens up the eyes in front of the consumers saying that this is how much actually I used my Spotify membership or the free trial whatever so channels use was a personalized music playlist for what they did because they already knew about the browsing habits on Spotify they engage with subscribers and gained their interest through data of their personal listening habits number two was that there was customized emails so subscribers received a personalized email with listening data from 2018 and a CDA to access these spotify's data driven micro site now the data driven micro site gave a story like overview of the subscribers listening habits in a similar fashion to a billboard advertising campaign now pass were prompted to share their musical snapshot which made it Twitter's top Global trending topic on launch day moving on here were the results for the Spotify campaign over 34 million fan visits over 400 000 artist visits over 5 million social shares and over 3 billion streams which were driven now as you can see that even for one tweet of 45 they got 172 reads with 724 comments and 3.1 K likes it was for the wrapped 2018 campaign now let's go into another example where we are talking about Ubers Beyond five-star campaign now Uber launched a promotional Beyond five stars campaign to Spotlight some of the tremendous Works its drivers are doing Uber presents each feature driver with a short vacation trip as an acknowledgment of their hard work now the channels which were used the campaign serves as an extension of the brands in app complementing Feature the micro side which was speaking about the Caps drivers and customers experiences the video ads which are featuring several drivers who were bombarded with in-app compliments and the images which were shared on social media platforms now talking about the results the campaign images were also shared by Facebook whereas they have accounted for 75 percent to 90 percent of advertising Effectiveness through this campaign Uber not only attracted more customers but it also attracted an extra number of drivers through the platform so you can see the tweet on the left side where Uber reads when your driver goes beyond five stars share a compliment share some love it only takes a few seconds but it can go further than you think now let's move into another example of Taco Bell's integrated marketing approach which was Taco Bell is you already probably know about it is a Mexican Cuisine inspired fast food chain after a recession in 2011 Taco Bell experienced a slum now draft FCB Taco Bell's advertising agency designed an integrated marketing campaign to position Taco Bell as a multicultural food experience now they launched a campaign named live mass mass is Spanish for more so that makes it live more to make the brand feeling to youth oriented and cross-cultural consumers now they rolled out new products and an upscaled menu to penetrate the market of health conscious customers now they also co-branded with Doritos to launch the famous dlts which was Doritos Locos Tacos now the channels which I used was YouTube ad of a customer who drove 900 miles to try the dlts and the Montage of Instagram post of customers was trying out the dlts for the first time now influencers among fans tried the dlts and spread the word about through their social media channels another short video ad on the live Mass theme featuring a bunch of senior citizens sneaking out of their retirement home to a party a mobile ordering and payment app was also launched and Periscope to live stream the launch of new products to catch generation Z's attention now the results were the integrated marketing efforts created a huge buzz and contributed to nearly a quarter of the taco sales a short video ad featuring senior citizens grabbed a lot of attention on social media and drove a lot of traffic towards the brand now they reported an eight percent decrease in sales what exactly is data driven marketing data driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging it is one of the most transformational changes in the digital advertising that has ever occurred the rising quality and quantity of marketing data have been followed by explosive growth in the Technologies for Creative production and automation these expanding marketing Tech and AD Tech sectors now enable personalization of every aspect of marketing experience data driven marketing is taking the answers to questions like who when where what message and making those answers actionable usage and activation of data often in automated or semi-automated manner allows for a significantly more optimized media and creative strategy this people first marketing strategy is more personalized it has also been responsible for driving considerable rois in the markets now with this we shall move ahead and understand the major benefits of data driven marketing the benefits of data driven marketing and especially data driven advertising are highly significant the first one is the more efficient media buying data-driven marketing is probably the most advanced and pragmatic marketing sector by leveraging algorithms and machine learning at agencies and marketers are removing a lot of guesswork from media planning and buying this in turn enhances customer search experience and runs an advanced marketing capabilities to Sellers and improves their business the second one is targeting the right customers ad spends and marketing messages are optimized to be shown only to the appropriate targets for the marketing campaign here the customers search history is tracked and he or she is targeted with only the relevant ads that help them to find exactly what they're looking for and improvises customer experience the next one is messaging audience with relevant messages the age of generic one size fits all marketing messages is over there is still room for these big ideas for some Brands but for most companies marketing messages must get more granule in order to be relevant enough to resonate with customers to put it down in simple terms all customers are not convinced with the same message marketing teams should understand that what exactly a customer is looking for and Target him or her with only relevant information so now that we understand why exactly we need data driven marketing let us move into the next part where we should discuss where exactly data driven marketing is leading us to data driven marketing has led us to the introduction of many ideas of marketing and reaching out to the customer in the best possible way it also led to the introduction of many softwares one out of them is the CRM CRM or customer relation management allows marketers to track who individual customers are including the name and contact information crms enable direct mailing and therefore direct marketing campaigns batches of customers may receive different types of messages based on whether the marketer thought the segment was good fit and what the customer cares about the CRM gained new prominence in digital marketing with Salesforce Innovation to bring it to the cloud this in turn started the age of sales and marketing automation Digital Data driven marketing came out of the CRM gave birth to new category marketing automation software example leaders in this space include marketing automation companies like Marketo and eloka they pioneered building individual marketing profiles built on customer interaction tracking on the website and email this profiling of customers enabled automated emailing based on certain triggers and activities as well as scoring and Prospects into segments SAS began a new age of marketing automation as marketers began segmenting their customers using marketing data they ran into a new problem around the amount of data on track users being accumulated customers were now being tracked not only on own media on marketer websites and emails but also increasingly in paid media where ADS were running what's now known as pragmatic advertising Solutions like trucks and new star arrows to help marketers aggregate the data in more manageable Manner and produce new insights for new targeting and creative plans thus began the age of data management platforms today marketers are spending over 6 billions on an air on data-driven targeting Solutions like data management platforms and demand side platforms however the majority of marketing teams are not yet fully activating their data they have so far been mostly limited to optimizing media with their data the next stage is activating marketing data through creative and not just media now we will have a briefing about creative data and media first up creative creative is just a message what you create followed by that the data data is who will see the message and what do we know about the people as far as characteristics and their past interactions the next is Media media is where the messages appear and which is also to dictate their creative requirements the data-driven digital marketing you must combine all these three elements depending on media channel you can either combine creative and data into a dynamic creative unit which operates independently of the media or combine creative data and media within the confines of the media platform into a campaign that targets before data creative was produced once with one version for everyone traditionally you only needed one final file or ad this file was self-contained it could run on any publisher in the media channel designers essentially produced a creative file and control its rendering once the file was passed along as Destiny was set in stone flashy ad formats like rich media ads were used to get consumer attention in recent times some Publishers like Facebook have created new formats that require multiple separate assets to be loaded for the publisher itself to render the final ad this became known as publishing a native ad or creative the message is a combination of creative assets presented to the customer in the context of the medium it is running in Native ads Rose just a new depth of customer data was being generated on social media social media quickly surpassed other types of customer data and quality now with Creative Media and data coming in together marketers want to personalize the messages based on who is seeing it and where they are seeing it intrusive rich media ads are dying giving way to nutrients in more consumer friendly formats that use message personalization not intrusion to gain attention social media isn't the only Channel where all of this is possible anymore with pragmatic advertising and marketing automation nearly every aspect of the customer Journey can be personalized keep in mind that data-driven advertising doesn't necessarily require individualized one-to-one messaging like what someone's name appearing in the ad marketers must be careful to balance the customers experience or the cree factor in the ad marketing message instead it means knowing what we know about the targeted person who may belong in larger audience segments of shared characteristics what would we do differently in the Creator but data-driven marketing does mean creative needs to be personalized based on some data attributes of the viewer this may be a large shift in mindset of some agencies and advertisers now we will move ahead and understand how to approach data driven marketing whether you're getting started or looking to improvise your existing marketing strategy there are certain elements that you should be considering these include the following four stages automate and integrate collaboration across teams monitor industry changes continued measurement now we will understand each one of them firstly automate and integrate integrating new tools and Technology into your marketing strategy can be overwhelming at times by creating an automated process that still allows a presentation you will stay true to your objectives and avoid complicating results followed by that you have collaboration across teams because data is something that needs to be managed across the entire organization marketers must ensure information is being shared across departments and teams the next important thing is Monitor industry changes keep a close eye on the competition so that you can either follow suit or learn from their mistakes like every other area in the industry data driven marketing is constantly changing staying up to date on the latest trends will only help you with your own brand strategy continued measurement data driven marketing is not a one size fits all solution it should be constantly monitored and adjusted based on the results that you are seeing this will help identify with tactics that are working and encouraged by and from organizational leaders now we shall move ahead and understand some of the real-time examples of data driven marketing if you are still unsure how data driven marketing might fit into your business strategy here are a few examples that you should offer some inspiration retargeting retargeting is important for All Digital marketers if someone has previously purchased from your e-commerce site or shown some significant interest why not look for them again let's pretend that a member of your target audience is a travel Enthusiast who has recently booked a vacation trip from this data you can automatically offer relevant deals based on traveling and lodging fa and similar other vacation ideas that would be appealing to your target audience next is Dynamic Advertising use social media to your advantage by creating ads across Facebook Twitter and Instagram connect your Audience by allowing them to sign up and receive more information with One Click by turning your social media Outlets into two-way communication channels you have now obtained valuable information that feeds directly into your database followed by that optimized paid search analyze your preferred customers based on types of keywords they search for and consider what the competition is targeting as well leverage this data to position yourself at the top of the most relevant search results and drive valuable traffic to your website the next one is targeted email campaigns is email marketing a part of your existing strategy take a data driven approach to email campaigns by grouping together your desired Target audiences while this data will allow for automation you will also be able to easily personalize messages to make one-to-one connections with each and every customer now we will enter the next phase where we will understand some of the major challenges faced in data driven marketing like most valuable business strategies there are also challenges to successful data driven marketing let's take a look on some of the most common struggles they are their right team due to the complicated nature of the job and analytic skills required it can be challenging to attract the right type of staff that specializes in predictive analysis or audience amplification learning more about data driven or becoming a data scientist May benefit you and your team followed by that the next important challenge is departmental sellers the success of data driven marketing is largely dependent on having high quality and integrated data which is not easy task to obtain frequently different departments will acquire data with goals that contract one another followed by that you can see commitment it would seem foolish to incorporate a data-driven marketing strategy if you aren't completely committed to it yet there are some companies that continue to make that mistake even though they might possess a defined strategy it won't mean much if they are not assimilated with the tools needed to succeed finally integration in 2019 brands on average are using 15 different data sources to run their operations and campaigns but data usage is growing exponentially though our state of marketing reports Salesforce has been tracking brand data usage for past three years we've found that the data is increasing exponentially the massive amount of data we've been collecting and will collect in future is creating a massive data glut making sense of it all is for artificial intelligence all of this data can be analyzed by Ai and leverage in real time to create personalized customer Journeys it's necessary for All Brands to move towards future where every interaction with customers is customized to them if data is like the natural or then applying AI to it is like applying some refinement to it and bringing Out Steel hence this is the reason why we see widespread of adoption of AI by Major Brands now moving ahead the next important stage of the future of data driven marketing is data management platform more than 55 percent of marketing leaders are currently using data management platform and an additional 35 percent plan to adapt one within the next two years although many marketers only see the MPS as useful for solving basic issues like content personalization and frequency caps on ads high performance have begun to unlock an additional DMP feature the next important stage for data driven marketing is find a balance between personalization and privacy today's consumers are increasingly empowered by technology and by government privacy regulations it's now the first order of business for Brands to obtain permission to use consumer data without this permission you cannot use to create personalized customer experiences last but not the least is to hire a chief data officer one third of the marketers say about difficult to meet current data regulations like the EU gdpr and data regulations are only going to get stricter in the future that is why today's leading organizations have started putting someone in charge of managing customers data that is the chief data officer so hiring a chief data officer would be crucial to have a bright future of data-driven marketing so what exactly influence mean in the area of digital marketing it's basically the ability to create an effect Drive outcomes outcomes which are Discerning outcomes which are distinct and which can actually influence consumer Behavior online and which can change consumer Behavior online it's a mix of trust and reach It's a combination of what we call relevance reach and resonance so influencer marketing is a form of collaboration what we see is that a brand or a business collaborates with an influential person to promote a product a service or an idea so how exactly does it work now social content creators with Niche audience can offer more value to Brands these people have dedicated and engaged groups of followers on different channels so yeah where do you find this digital marketing influencers this is a question for you where do you find these digital marketing influencers oh yes yes indeed you find a lot of them on social media okay celebrity endorsement was the earliest form of using a person's popularity to reach a broader audience now the early forms of digital influencers were found on blogs and forums and people used to follow them people used to follow their advice people used to look up to them for fixing some of their issues ETC now what influencer today is someone who won has the power to affect the purchasing decisions of others because of his or her Authority or knowledge or position or relationship with the audience also an influencer is someone who has a distinct following in in a particular niche with whom he or she engages now the size of the following would be a factor of the kind of topics or the area that that influencer is interested in or the influencer endorses so what is the difference between a celebrity endorser and an influencer okay so yeah a celebrity influencer is more of a person who kind of endorses your brand promotes your brand for a certain amount of money all right it's important to note that these individuals the influencers are not merely marketing tools but they are social relationship assets and Brands can collaborate with them to achieve some of their marketing objectives and these are not people who work with you just for the money part alone just for a short duration as long as the money is coming they can be people who can work with you for a longer duration and it can really be a long-term Association all right so the question is who has the largest number of Instagram followers who or what or whom uh which brand or which person has the largest number of followers well it's a tricky question Instagram has the largest number of followers at about 370 million and if you look at the number of top influencers or top people with followers on Instagram you would find a mix of sports person Cristiano Ronaldo is big and a mix of musicians actors reality stars and also there are some Brands which are there which is very interesting Brands like Nat Geo and Nike they are amongst the top 20 Brands which are interested which have the largest number of followers on Instagram can you guess the the profile or the person who has the largest number of followers in India again I see that in India as well it's a mix of sports person and movie stars and of course Mr Modi right so that is what the uh largest profiles or the biggest influencers look like on Instagram in India okay so people do look up to influencers in social media to guide them with their decision making process and influencers in social media people who have built a reputation for their knowledge and expertise on a specific topic they make regular posts about that topic on their preferred social media channels and generate large followings of enthusiastic engaged people who pay close attention to their views so that's what an influencer is so that's who an influencer is and that's what they do so let's look at some of the influencer marketing Trends that's happening across the globe today okay some stats okay influencer marketing is said to make about 31.7 billion by 2025 and this is almost three times of what it is today so that's the kind of growth that's going to happen in this space now let us look at let's look a bit more closely at the different aspects of influencer marketing starting with what are the different types of digital influencer marketing so influencer marketing can be classified based on the number of followers so there is mega influencers mega influencers are people with the vast number of followers on their social networks although there are no fixed roles on the boundaries between different types of followers a common view is that Mega influencers are people who have more than 1 million followers on at least one social platform many mega influencers if you notice like Mr Modi and Priyanka Chopra and Virat Kohli and Ariana Grande and Kim Kardashian Etc have gained their Fame offline so they could be movie stars they could be Sports people musicians uh even as you saw in the case of the Kardashians and Jenners reality television stars you know most of the Kardashian general family is actually one of the biggest some of the biggest Instagram influencers some Mega influencers have gained their vast following through their online and social activities as well now the thing for Brands to take away is that only major brands should approach Mega influencers for influence of marketing the service calls is high some of them charge up to you know 1 million per post kind of a thing and also they are likely to be more fussy about the brand they would choose to partner with and in virtually every case Mega influencers will be working through an agency they are not likely to be working directly with you and also it means you have to jump through lots of Hoops to reach them macro influencers on the other hand are about a level below the mega influences and may be more accessible as influencer marketers you can consider a people with followers in the range of about 500 000 to 1 million as Mega influencers now this group tends to consist of two types of people they are either B grade celebrities who are yet to make it big or their successful online experts who have built a significant following than the other type of influences like micro or mid Tire Etc now this kind of macro influences basically people who are online experts they are likely to be very useful for firms for engaging in influencer marketing they have a very high profile and are excellent at raising awareness and also there are more macro influencers than Mega influencers so it is relatively easier for a branch to find someone who matches with their requirements who has the same kind of Target segment and hence and hence then collaborate with them micro influencers are ordinary everyday people who become known for their knowledge about a particular Niche area as such they have usually gained a sizeable social media following amongst devotees of that niche and you know it's not just about the followers that indicates a level of influence it's the relationship and interaction that a micro influencer has with his or her followers now although views differ you can consider a micro influencer as somebody having between 10 000 to 50 000 followers on a single social platform a micro influencer at times may not even be aware of the existence of a company you know so in that case the company has to first convince the influencer of what the collaboration is worth micro influencers have built up specialist followings and they will not harm their relationships with their fans just for the sake of promoting a product which does not align with their values or their image the requirement for the relationship between micro influencers and Brands to align uh with the target audience mean that influencers are often picky about with whom they work some micro influencers are fairly happy to promote a brand for free others will expect some form of payment regardless of the price any influencer is unlikely to want involvement in an inappropriate brand of for Their audience now the nature of influence is changing micro influencers are becoming more common and more famous in fact some of them have risen from virtual obscurity to being nearly as known as some of the traditional celebrities now this is particularly the case for Generation Z or Generation Z who spent more time on the internet than watching television or going to movies or going through sporting related event in all reality micro influencers are going to be the influences of the future the internet has actually led to fragmentation of media into many small Niche areas and it is these Niche groups and boards that micro influencers establish themselves as genuine influencers a mid tire influencer is somebody who has followings between a micro influencer and a macro influencer all right so that will be about 50 000 to about 500 000 followers in addition to this the newest influencer type to gain recognition is the Nano influencer these people only have a very small number of followers but they tend to be experts in some obscure or highly specialized field you can think of a nano influencer as being you know the big fish in a small pound kind of person in many cases they may have anywhere between thousand to about 10 000 followers but they are very keen very interested followers willing to engage with the Nano influencer and listen to her or his opinions you know while many Brands would consider Nano influencers as being inconsequential they can be of extreme importance to firms which make highly Specialized or Niche products or Niche services for most firms however Nano influencers lack sufficient influence to be of much use they may be cheap and carry tremendous sway with small number of people but it's in small niches so as a brand you might have to work with hundreds of Dyno influencers to reach a broad audience particularly Mass Brands like livers PNG Etc might not be very open to that kind of a tie up where you really need to work with lot of large number of small influencers they would prefer to work probably with one Mega influencer who has a much broader reach of the target audience now this was actually one way of classifying influencers the other ways include based on type of content so it can be bloggers it can be YouTubers it can be podcasters or social media inferences you can tag them based on the content you can also classify influencers based on the level of influence so that would mean Step One is of course celebrities now celebrities were the original influencers if you look at the Journey of influencer marketing and they still have a role to play although their importance as influences is on a vein it's it's raining actually now influencer marketing grew out of celebrity endorsement businesses had found for many years that their sales usually rise when a celebrity promotes or endorses their product there are still many cases of companies particularly high-end Brands using celebrities as influencers you might probably have noticed Brands like Patek Philip and um the Oriental Mandarin who use celebrities movie stars Etc to promote their product at times you might also have seen um a different kind in the sense like um where Brands will work with people who are already in that space now the problem for most brands is that there are not so many traditional celebrities willing to participate in this kind of influencer campaign and they are unlikely to come cheap now the exception will be if a firm makes a product that a celebrity already likes or uses in that situation the celebrity may be prepared to use his or her influence and say how good she believes the product to be product or service you would have noticed that a lot of celebrities movie stars Etc actually campaign for um U.N related activities so there is the world food program which Liam Neeson endorses the Priyanka Chopra in fact works for some of the UNICEF programs so that is one area how Brands can actually work with celebrities but it's it's not an easy thing to do and it's not a very uh common and prevalent thing to do also many musical instrument producers do that kind of an association because many musicians use some of the brands and hence they are used for promoting as well now one common problem that is there with celebrities as influences is that they lack credibility they lack credibility with the target audience now do you recollect the branch of car that Shahrukh Khan used to endorse yeah do you guys remember that brand yes he used to endorse a Hyundai brand yum I10 I think yeah so do you really think he rode that car in his daily life did you really run his errands in that car did he go to Pune or Goa in that car extremely unlikely right so there is a question of credibility when it comes to celebrity endorsement so in addition to celebrities there's also key opinion leaders who can be influencers industry experts and thought leaders can also be considered as influencers and at times they hold important position for brands industry leaders and thought leaders gain respect because of their qualification their position their experience about a particular area and often this respect is actually earned more because of the reputation of where they work now this experts include journalists academicians industry experts and professional advisors you would have noticed that bloggers and content creators often work with industry leaders and thought leaders and it is not uncommon to see them quoted in blog posts and even used in social media campaigns one of the developing things is that the line between traditional media and the social media is blurring the best influencers at times have also built their reputation for being expert in some particular Niche area online now they are similar to key opinion leaders but usually have gained their reputation more informally through their online activity and they have created that reputation through the quality of the social pose they make the blog post their right the podcast they speak and the videos they craft and post on the YouTube channels now this is an agency in the UK which has come out with the term called cromo influencers now these are basically the top 10 percent influencers of a particular brand and they have scored all these influencers based on some 46 crucial factors that impact consumer Behavior that's a very interesting way of putting influencer out there and using influencer marketing and measuring it to see how effective it is so let us look at some of the other Trends now the thing that comes to everybody's mind is so what exactly do they do what does an influencer do so what do you think an influencer does right so contrary to the popular belief that some of us have an influencer is not somebody who spends all their time on social media taking selfies and trying in General trying to sound important they make regular posts about specialized topics which are of interest to them now these postings are on their preferred social media channels they engage with their followers and pay close attention to their views now the storytelling part must be carried out in a simple way that the audience can relate to understand and is incited enough to share it with their Network let's talk a bit about content okay now content that an influencer uses can be in the form of text it can be in the form of images or videos the videos are growing as the largest category of content across the digital media it's going at about 30 plus percentage per annum so it's it's really a very important type of content that social media influencers look at let's explore some of these platforms which are good for videos for short format videos there of course is Instagram and Snapchat and tick tock and for long forms there is definitely Instagram tv YouTube and Facebook now once Tick Tock has been banned there's quite a bit of movement of influence so stick talk influencers from Tick Tock to Instagram because Instagram has also come out with Instagram reels which is a short video format which is quite useful for those small videos that use through uh run on tick tock videos have maximum engagement rate on social media and live videos of brand products get the highest Roi so that's something Brands really love about it in addition to videos there's also motion contents like um gifs which are on high demand and which is actually growing what's also seen is that um in terms of performances videos get a very good lift of 135 percent over other formats other types of content and in general we seem to be spending three times more uh amount of time watching live videos than other forms of content now you would be wondering how exactly does influencers get paid so Brands can engage with influencers for sponsored posts images videos and of course brand campaigns you know this depends on the social platforms where the influencer operates right now some of the common ways that um influencers get paid or in terms of products so there can be free products for example in the case of beauty products let's say L'Oreal has identified an influencer and there is a new product launch that has happened L'Oreal can send a set of the new range to the influencer and the influencer can do a demo create a video talk about the product Etc there can also be co-created products where I have seen it in the quilting space where a lot of Quilters collaborate with Brands sewing machine Brands long machine Brands and there are new features and new additions added to sewing machines at times there are small small tools that get added or introduced based on a feedback from the quilting community so this is an opportunity for how uh Brands can collaborate and what the influencer can get in exchange there can also be sub Brands again I'm going to give you the example of the receiving machine brand so there is this Swiss machine called bani Nam which works with a quilter slash designer called Tula and they have come out with this entire sub brand called Bernina Tula pink so it is a pink colored machine which is promoted by Chula and yeah that is the sub brand that the leading Swiss sewing machine came out with there's also about merchandising opportunity that comes out at times where um the brand or the influencer can have merchandise merchandise items and they can sell it and they can co-brand it and reach out to their fan base so that's about how products can be used in exchange for the content that the influencer is creating it can also be based on fees of course this can be your good old transfers it to my bank kind of a thing or it can even be payments to patreon account I don't know if you have heard of patreon patreon is a website patreon.com is a website which actually helps creators and fans come together on one particular platform so you can pay and you can see some of the very exclusive contents that would have got created it can also be in peace can also be in terms of payments to a charity that an influencer supports or likes or works with payments can also be in terms of Revenue share Arrangement if you would have followed not sure you would see that a lot of photographers actually collaborate with Nat Geo and maybe whenever you make a sale in terms of a photograph or a video there can be a REV share which can be planned between the brand and the influencer now talking about the rates the Hard Cash kind of a thing an influencer who has over 500 000 followers the rate purposed on Instagram can be around seven lakh per post that's a decent good amount of money actually for a nano influencer it will be about a thousand rupees per post and for a micro influencer it can be up to about 18 000 rupees per post now the interesting thing I want to call out here is the fact the way it has grown now that is the most interesting takeaway from this it's not the absolute value but the rate of change that's happening basically it's an indication of how important ins influencer marketing is beginning to look for brands now we talked about in the previous slide we talked about influences with over 500 000 followers so do you remember what's the term for this influencer what do we call this kind of influencers who have more than 500 000 followers this is the pop quiz okay yes it is a macro influencer right you are right so what do Brands gain from this collaboration with influencers why do they work with influencers what's in it for them let's look at some of the reasons why Brands want to collaborate with influencers influencers have both reach and influence on their audience that that makes it an ideal situation for Brands which need the same kind of target audience Brands love social media influencers because they can create Trends they are creative and also they encourage their followers to buy products that they promote so for a brand it's about brand visibility it's about generating leads it's about increased product sales and let's admit it some of these influencers are very creative in terms of product usage in terms of the content they are putting it up and in terms of the other collaborations they do also it brings certain amount of loyalty by virtue of the Loyalty that the audience has towards the influencer and sometimes you know rarely but sometimes the brand might be going through a battle in terms of a scandal in terms of some environmental issue a political issue and they can also use an influencer to create certain amount of positivity around the brand by trying to talk to the audience and telling them it's a reliable brand it's a good brand kind of a thing under a couple of other reasons other reasons could be Word of Mouth it could be referral programs it could be running contests it could be giveaways that the brand is planning Etc so if you are a brand if you are a brand manager if you are running a brand how will you go about the entire influencer marketing part how would you get started with it how will you get going so Step One is often about having a strategy your influencer strategy should align with your social media strategy which in turn should align with your digital marketing your overall marketing and your entire business strategy step two is plan your budget plan how much you are going to spend on your traditional marketing channels and your online marketing channels and what share of your online marketing should be your influencer marketing step three spend time on Research find out more about the industry find out more about the topics that matter in the industry find out about influencers and find about find out about areas that's common between you and the influencer step four how to approach your influencer will you find them organically or are you planning to work through an agency right are you going to use some kind of a tool look at data that's coming in and then go and choose your influencer or you will hire an agency and ask them to find an influencer for you step five is of course shortlisting your influencer and engaging with them and finding common grounds to work on all right then discuss the modalities the type of content the frequency of post Etc step 7 will be integrating with the rest of your marketing calendar this is very important step in fact so you need to make sure that your influencer strategy aligns with the rest of your marketing calendar in terms of your product launches your public relations your other social media activities Etc step it is of course discuss the financial part if there is any the do's and don'ts that the influencers should be aware of and the terms and conditions of the engagement now remember to do a periodic review of The Association from time to time so that can be every month or every three months a quarterly review or a half yearly review and see where you stand in terms of the engagement where you stand in terms of your metrics and how you want to proceed from there and if there are learnings that needs to be brought into both your strategy as well as that of the content plan that the influencer has you need to remember that the influencer marketing isn't about isn't just about finding someone with an audience and offering them money or exposure so that they can say good things that's what celebrities are for that's what celebrity endorsement is for influencers are people who have spent time and energy building their own brand and cultivating Their audience so they are going to be quite protective about their reputation and the people who trust them so that's what's there for the brand now the thing that comes to one's mind is what does it take to be a digital marketing influencer let's look at the other side of it all right so the thumb rule is to ensure that you know your area of expertise well three one is one is that you need to know it as of now two is that you need to be passionate about it to know more about it to dig more about it and to continuously keep improving yourself so what are those steps involved in becoming a digital marketing influencer it all begins with creating content step one create content step two promote your content share your content and be consistent in your postings be consistent with your topics research on other influencers keep an eye on the following versus follower ratio and be careful about your hashtags we will look into each of these areas a little bit more in detail as we proceed in the net proceed to the next couple of slides let's start with content Step One is definitely about identifying your Niche area you cannot be a jack of all trades if you want to be an influencer select an area which plays to your strengths and your passion that way you will constantly be adding to your knowledge and you will be looking for newer creative ways for reaching out to your audience now your topic or your area can be anything from travel lifestyle fashion food Beauty Sports gaming entertainment technology health and fitness it can be any of these things and you don't necessarily have to stick to stick to just these established and fairly well-known niches you can move into something really obscure as well for example vegan travel or you can combine some of these topics like um gaming and Technology Beauty and lifestyle travel and fourth so these are some of the ways in which you can find your Niche area step two is of course decide on your audience determine who is your audience and develop a unique persona for that audience today there are enough and more tools available which will help you to get an understanding of the bonds the needs the challenges and goals of your ideal follower so that you can use that to help solve and address some of their challenges and it it will also point you to the right Niche area where you should establish yourself as a as an influencer promoting your content plan your channel it's important to pick the right social platform where audience with interest that align with your areas of Interest are present and are willing to engage with you so question which are the biggest social media networks for influencers okay right so two of the most prominent social networks where influencers are really thriving today are of course Instagram and Linkedin right however you need to choose a platform based on where your ideal audience is your ideal audience may not be spending most of their time on LinkedIn or install they might be spending it on YouTube so YouTube is what you should be choosing let's look at sharing content okay now your area of interest and your audience profile will influence your content plan if you want to quickly grow your following and establish yourself as a social media influencer you need to make sure that you choose the right social media channel based on your Niche and ideal audience for example although LinkedIn is gaining more traction with lifestyle content influencers can succeed on this platform when they focus on Career or academic tips or job related content but LinkedIn does offer video posting options influencers can also Embrace text more heavily on this platform by publishing either blog styled post or regular text posts now what I would suggest is stick to using two or three networks otherwise you will be spreading yourself too thin and you will find it difficult to build your credibility and your following follow the 80 20 rule spend 80 percent of your time in marketing your content and twenty percent in creating it push your content on various social media platforms first and encourage your followers to share it in their Network and spread the news now content can be a mix of text images videos infographics tutorials Etc you can use a combination of curated content where you can find the best content available on the platform or on the Internet and share it with your followers and of course you need to do the attribution from wherever you have sourced that you can also create your own educational and informative content and also you can add a few posts about yourself so that could be behind the scene post or it could be a bit about what you did on Saturday kind of a thing which basically helps in building up relationship and making it look as if knowing you're not into it just like another corporate brand you should also check out for some of the other best practices this include looking out for the best days and times when to distribute content for each of the most popular social media Networks preferably stick to one theme per social media channel more importantly it helps you to categorize the different types of content you publish and helps you keep organized customize your messages if your if your channels are Instagram and YouTube make sure that they are distinct there are certain amount of difference between them probably you can use a short video format on Insta and a longer duration format on YouTube so that if there is somebody who is common to both the channels feels it convenient feels it good feels it um useful in coming to both these profiles and checking out your content make sure to optimize posts for mobile this is very important because most of us access our social media profiles on mobile and it's extremely critical right now question so how many hours do you spend on the mobile on a day on an average how many hours do you spend on the mobile okay here's some trivia an average person spends over three hours on his or her device and eighty percent of it is actually spent on social media so you have seen it how important it is to reach The Watering Hole so the watering hole is basically where your customers your consumers congregate so you need to reach your customers or or your consumers or your prospective consumers where they like to be at and yes of course maintain your content so these are the three hours of influencer marketing the reach the repetition and the reaction all right so reach is about the number of people so it could be the number of people who are following you or it could be the number of people you are cut and reached repetition is the act of creating content regularly so that you are consistent in your content post on a particular platform for example if you are a vegan advocate you can start a series for vegans combine it with travel and tourism and you need to constantly keep posting about places to travel description of food to eat local Cuisine local culture Etc reaction reaction is of course the engagement that you have with your audience now bigger isn't always better a huge fall over counts is meaningless if those followers aren't interested in what you have got to say and the smaller follower count can be very powerful if it is a niche area Niche influencers can have very dedicated and engaged followers okay it has been found that the engagement rates are often higher for micro influencers and for Nano influencers so basically they have fewer followers but their words are you know as good as gold for their fans or followers research on existing influencers it helps you to understand the areas of improvement it also helps you in finding key areas that are not covered by influencers and hence what you can work on so you should not only see the topics that the influencers have managed you should also look out for where they are sharing these pieces of content so it basically shows you the social media channel that you should be focusing on and probably use it for growing your following the following and the fall over ratio okay so try keeping your following below your follower count particularly if you are working with brands that matter a lot in case if these numbers the number of you're following somebody is much higher Brands will really question your credibility as an influencer but you should always follow accounts of fellow influencers who inspire you add value to you in terms of exploring content in terms of exploring ideas Etc and grow your network while you're still in the process of establishing your credibility and your expertise as the social media influencer you will need to actively grow your follower base one of the most effective ways of doing this is through blogging even though more internet users are turning to social media networks for information the fact remains that you don't entirely own your space there one misstep and you can easily have your account taken down look at what has happened to tick tock people just lost they all their content and followers right blogging can also help you kick-start your follower Base by helping you get discovered by including social media sharing buttons on each of your posts your visitors can share your content with their respective networks of course and remember to engage with your followers when your followers leave a question or comment on your post take the time to acknowledge and respond to them that can make them feel like you know they are valued and you sincerely want to associate with them and it brings a sense of loyalty amongst your followers now of course not all comments and questions will be positive as an influencer expect that and you will have your fair share of negative comments and criticisms make it a point to keep your cool and address them professionally all right hashtags now Instagram hashtags can make or break your Instagram strategy okay use them correctly and you will get your posts seen by more people who are likely to be interested in your products or your brand but use the wrong one and you can actually damage from Annoying potential followers to getting penalized by Instagram's algorithm use hashtag to ensure your content is discovered by the interested audience don't use hashtag which you feel can work back it up with data there are many tools available some free some page which will help you to generate the trending hashtags so there is food suit there is Sprout social Etc which will help you to identify the um training hashtags which will analyze your pages and you can use that data to decide on your hashtags and it's not just the trending hashtags that you can work on you can also look at the related hashtags so people can also choose to follow hashtags you might be already knowing that which means they could see your content or your post in their feed even if they don't really follow you yet okay now um let's look at some of the types of hashtags that's available so it can be about product or service like you know hashtag handbag or hashtag chocolate bar Etc there can also be Niche hashtags now this get a little bit more specific showing where you fitted the con in the context of your industry like travel blogger foot blogger wagon Baker Etc now industry in Instagram Community hashtags these are basically uh there are communities which exist on Instagram and this hashtags can help you find and join them so think of hashtags like um Gardeners of Instagram artists of Instagram painters of Instagram Etc there can also be special event or seasonal hashtags right you can also use location hashtags so even if you geotag your Instagram post it can still be a good idea to include a hashtag that refers to your location for example uh Delhi dabas or Vancouver craft beer or Mumbai eats Etc daily hashtags are other way of putting it up Monday blues Monday morning blues yes Sunday fun day is very popular absolutely okay there can also be relevant phrase hashtags this hashtags combine elements of product hashtags Niche hashtags Community hashtags so this would include hashtags like I am a writer she who wonders solo women bikers some of these are hashtags which are um phrase hashtags what we call as phrase hashtags there's also acronym hashtags can you think of an acronym hashtag Which is popular with you yes there is TBT the throwback Thursday or there is FBF they Flashback Friday and you all know about YOLO yes everybody knows about YOLO you only live once and there's also quite a bit of ootd that I see at times which is the outfit of the day kind of a hashtag many people also use Emoji hashtags like you know hashtag a couple of question marks kind of a thing so the question now is how many hashtags can you use on Insta you can use up to 30 but it's not really recommended to use so many of it you can use up to 30 hashtags on a regular post and maybe up to 10 on a story if you add more your comment or your caption will not get posted and it's better to avoid even 30 is not recommended maybe about 5 to 10 is what would be recommended a word of caution or rather words of caution avoid banned hashtags okay using band hashtags can cause a drop in engagement as your use of legitimate hashtags might also become affected because you will be dropped in the algorithm you'll be penalized in the algorithm right avoid hashtags that are shamelessly uh soliciting likes and followers like for example uh like for like follow for follow follow me like me that kind of hashtags avoid them and third one is of course do not use irrelevant or repetitive hashtags so if you use the same set of hashtags for every post you're likely to get penalized by the algorithm that insta uses a couple of other things that you should keep in mind evaluate your progress most social media channels give you insights and analytics to monitor your progress things like some give demographics some give reach some give engagement rate that will help you to estimate how quickly you are growing and how what is the kind of scale that you can achieve it also tells you what kind of content actually brings it the largest amount of Engagement and hence what you should do more kind of a thing and also if you're planning to collaborate with Brands Brands definitely look for data read data and draw insights out of it their algorithms as it comes to postings particularly sponsored postings Etc your base and you can get a content now if there is one thing that surprised and deliver quality yeah they will stop following you as you mentioned this would suit their Sprout social Etc which will enable you to schedule your post without manually having to do it every day so these are some of the tips for being an influencer one way is definitely a particular apparel or when they are giving a lifestyle so have noticed if you're an insta you would have noticed that lots of photographers collaborate with that National Geographic with their work good amount of explore programs like Amazon's influencer program which is an extension of their existing online Associates program for social media influencers so basically you will have a page on the Amazon site and you can promote some of the products Etc right digital marketer.com and managing marketing campaigns that promote your kafai and evaluate new digital and so many other things to better optimize marketing campaigns so in worldwide jobs in the very first quarter of 2019 and also the cops in the year 2019 and are willing to offer a high salary to get a certified candidate and then booms highly rewarding for you during this hiring process so please take up digital marketing because so being more entities join the online bandwagon for a wider Market reach the job opportunities in the field of digital marketing is ever growing unlike other sectors of employment this early to turn a blind eye like I mentioned people actually prefercation course marketing right so sixty percent of professionals consider that certification LED them to get a new job hence it's ideal to have a digital marketing search and also have a grasp over the marketing tools and techniques of the expert so this helps you get in touch with the industry experts also get recognized in the field of digital marketing so as a digital marketer you'll be having a lot of respite you need to be taking up so why exactly do you need a career in the field of digital marketing why not other field why not private data why not if you manage your work now why the low cost invest like the most important part of having a career in the field of digital Market it is that field which has plenty of room for Tech and creative thinking creative of customizing your strategy right so here are a few reasons why you should shift your focus towards digital marketing right now so firstly I would say digital marketing is more to worry about the money market right now because audience play a vital role in shaping your business so having a good interaction or have will definitely marketing also provides a better Roi for your marketing Investments what is this Roi why is it used so Roi is on investment this is some a marketing plan don't get a better Roi but when you talk about digital Market which in turn increases the productivity of your company and revenues so this is like a cheap and then new for your company quite a lot of money so these people actually make a lot of and also it's why you should definitely digital marketing also talking right and fulfilling the needs of the customer on the internet so people and the marketers are really going bonkers over this in order to transform which focuses on showing of basic requirement are not only available in Metro cities I think it's going to be digital these days so if we talk about digital marketing career in India it's going to be a hit and also on our digital marketing you know their products are given more importance here so this graph clearly shows everything in detail people using internet between 2015 to 2012 259 million which goes up to 331 million in 2000 117 and also it is predicted that the internet users across the globe would be doubled by 2022. this is because the trade in which the country is growing in terms of having to a recent report it is said that the digital economy is growing 10 times faster than the traditional economy and the firms that engage in online trading are twice as likely to be creating a jobs as firms that they aren't this is exactly why you need to cope up with the current technology Trends and also choose digital marketing to have a better future in this field so now that you've understood why should you take up digital marketing as your career option now talking about the certification you should consider to buy yourself a promising job under this digital marketing umbrella we have Google AdWords certification social media certification Google analytics certification and content marketing certification so these are the few certified courses that you should take up to become a digital marketer and edureka's post graduate program covers everything from scratch so all these certified courses fall under this expertly curated program you'll be learning about content marketing social media marketing email marketing mobile marketing SEO and digital campaigns also the end of each module you have assignments that will increase your chances of being practical and will help you get hired foreign next up we'll see what are the skills that are required in order to become a successful digital marketer so here are the top skills that are required in order to become a successful digital marketer so the first and the major skill that you need to possess is you have to be good with the digital marketing channels like SEO that a search engine optimization email marketing social media marketing and so many other channels so you need to be very familiar with these channels and also you need to be good at data analytics data analytics refers to the techniques to analyze data and enhance productivity in order to gain business profit so this is also a must-known skill guys and you need to have certain knowledge of Wordpress also say for example if you're writing a Blog so you need to know which platform to go for and in what way you should put across your points so WordPress plays a major role if you want to write a blog of your own so this will also help your organization if the company is dealing with content marketing or social media marketing next up you need to be good with Google analytics so Google analytics is one such tool which helps analyzing the insights of your website now say for example if your company is dealing with online certification like edureka so Google analytics plays a major role in shaping the business for you guys so what this Google Analytics tool does is it gives you a proper Insight of how many people are landing onto your website and what is the traffic that is generated through a particular medium it can be a Blog a video or any other Factor so it will analyze the aspects of your website and also it will take a look at the part where you'll also see where you're losing traffic onto your website so this particular tool plays a major role in shaping your career in the field of digital marketing now the next one is basic design skills so design skills is must guys in order to generate a website of your own you need to process some design skills that will eventually help your organization so these are the top skills that you should master in order to become a successful digital marketer all right so I think you guys are clear with the skills that are required so these are not just the only skills that you should Master there are so many other skills in the market right now but these are the Evergreen skills that one should Master to build a career in the field of digital marketing and also you need to know the working of excel sales skills objective thinking creative thinking and also ability to adapt to any kind of environment so these are a few notable skills that you should possess to become a successful digital marketer now talking about the job role and the scope in the field of digital marketing jobs play a major role when you want to pursue a career in a specific domain digital marketing is one such domain where you can find Evergreen job rules so what exactly is the scope for job in this field is it easy to get a job or does it require some special skill in order to get a job let's have a look so firstly let's take a look at the roles and responsibilities of a digital marketer so the first responsibility as a digital marketer is to be able to create a marketing campaign on your own and also this might generate leads for your organization so you need to be well versed with creating a marketing campaign of your own right the next one is assist in the formulation of strategies in order to build a long lasting digital connection with the customers so the ultimatum is connecting with the customers right so you have an organization which deals with customer interaction so the first thing you need to be focusing on is generating a good relationship between them this plays a major role if you're wanting to build a career in digital marketing you should also be able to plan and monitor the ongoing progress on social media platforms social media platforms is one such way through which you can reach your customers in just a second so planning and monitoring the way you can handle things on social media is very important you need to plan accordingly to get more leads from the social media platforms always be actively involved in SEO this SEO is pertained to blog writing so SEO plays a major role if you're writing a Blog so search engine optimization is something that you will be requiring if you want to write a blog on your own for your organization so you should be actively involved in writing blogs and creating good content so this is more important okay so creating good content that will help both customers as well as the business is the main agenda for digital marketing and analyzing the insights of your website using Google analytics like I mentioned this is one of the skill set that is required and also this is a responsibility of a digital marketer help maintain a good relationship with the customer so this is what people are hired for and this is exactly why you need to be more open to your customers all right and also have the ability to be more creative and up to date with the latest technology Trends so digital marketing is a growing platform right technology changes also affect the digital marketing platform so you need to be updated with the latest trends in the market currently the digital marketing job field is highly result driven and enhances your knowledge and creative skills there are many digital marketing job roles but I've noted on a few of them that will definitely help you out so the first one that I have on the list is the digital marketing executive as a digital marketing executive it is your responsibility to look into online marketing strategies for businesses you should also be able to plan and execute marketing campaigns and maintain and Supply content for a website okay so this is the responsibility or the role of a digital marketing executive in a company now the next one is digital marketing manager the primary role of a digital marketing manager is to Brand your product out in the digital space you are to develop Implement and manage marketing campaigns that promote the products and services of your own company so this digital marketing manager is a key to the success of your organization next we have SEO executive the primary role of an SEO executive or specialist is to rank a website page on the search engine result page and also the other major factor which influence the traffic in your website SEO sector is thriving day by day and the SEO executive job roles are always in demand so please start applying your resumes right away now so the next one that I have on the list is social media marketing expert so social media marketing experts are responsible for combining marketing and social media Management in order to enhance the company's social media presence interaction with target audience promoting the Brand's engaging content and expanding the opportunities for increasing the revenue so the ultimatum is to generate revenue for your organization and also create better content for your people or customers so this is the role of social media marketing expert so the next one that I have is sem so sem basically stands for search engine marketing so there is a person who's dedicated towards the search engine marketing is called as a sem specialist so this person helps in mainly targeting the number of release and clicks from a given marketing budget marketing bid keyword research analysis and test ads campaign so this person helps in following up things so the next is content marketing manager so this content marketing manager is responsible for creating valuable content and has the desired skills to Market it managing blogs video marketing marketing campaigns ebo Publications guest blocking email communication and so many other tasks are taken care by the content marketing manager me as a person also come under this content marketing team and also we make videos or blogs corresponding to the topics that are given so this is the role of the digital marketing manager so these were few notable job roles under the digital marketing umbrella now moving ahead to the next topic we have pay scale in India and the US so first let's take a look at the salary acquired by a digital marketing manager so this digital marketing salary might vary according to your work profile experience and also the major part your talent if you have all these three combined you'll definitely be able to barge in the opportunity so according to pay scale digital marketing manager in the US makes up to 65 488 dollars so this is the average salary acquired by digital marketing manager and also in India the average salary for a digital marketing manager is around 5 lakh 15 124 rupees so this is the mean average salary guys now talking about SEO manager so the salary is divided into the experience level that is first comes the manager next comes the SEO manager content marketing manager social media manager and so many others all right so the next on the list is SEO manager so the average salary acquired by an SEO manager in the US is around 67 475 dollars and also the salary acquired by an SEO manager in India is around five likes so this is the average salary that I'm talking about guys imagine about the actual salary you'll be getting now the next is social media manager and uh do note this guy is the stats that I'm showing you guys is from pay scale so this might vary according to your experience level and also the location so we're mainly focusing on India and the US the average salary for a social media manager if Us is around 49 881 and in India it's around 3.6 lakhs the next on the list is content manager in US you can make up to 57 734 dollars and in India you can make up to 5.7 lakhs so think about the better future and content marketing is actually a booming field make a note of this guys next we have sem specialist so the average salary for an sem specialist is around 47 186 US Dollars and in India it's around 3.6 lakhs foreign so the first question that I have for you is what is digital marketing and explain it in simple terms digital marketing is all about the tactics for brand marketing via online channels it includes various techniques like SEO that a search engine optimization sem search engine marketing link building email marketing PPC that is pay-per-click affiliate marketing and so many others now when I say digital marketing what comes to your mind so this digital marketing it encompasses all marketing efforts that help you in promoting your product or brand using electronic devices or the internet it leverages online marketing tactics like search engine email marketing social media marketing mobile marketing and so on in order to connect with current and prospective customers so this was about what is digital marketing now moving on let's take a look at the next question so the next question that I have for you is what are the different types of digital marketing so I've mainly listed out a few of them so there are six of them in total first one is search engine optimization or seo seo is used for blogs or any articles that you want to write regarding your company or your product so this basically helps a lot in link building or organic traffic generation the next one is search engine marketing ACM is used a lot in terms of optimizing or marketing your content that you create search engine marketing is analyzing the search engine how it works how Google works and Market accordingly all right now talking about content marketing content marketing deals with creating valuable content and creating a Blog and guest blogging and all of it come under content marketing now the next one is email marketing so if you want to be a professional in the field of digital marketing you should know how email marketing work email is one of the oldest and the most used form of communication in the business aspect so email marketing is another type of digital marketing so I wouldn't say types these are also considered as channels okay so these are some mediums or channels through which you can promote your product now the next is social media marketing when I say social media you think of certain applications that would be used on a day-to-day life basis right so they're namely Facebook Instagram Twitter LinkedIn YouTube and so on so social media marketing plays an important role in enhancing a company is a marketing efforts so know how to promote your product on the social media and the next is e-commerce marketing you can put up your product on the e-commerce website and you can get traffic from it okay so these are the different types of digital marketing available now the next question is how can you categorize digital marketing so this digital marketing is mainly classified into two fields that is inbound marketing and outbound marketing inbound marketing is also called as a magnetic marketing as it allows the organizations to attract their best prospects and those who are actively looking for something or some solutions online so inbound marketing helps pulling the interest of the customer and it is written according to the customer needs a natural habitats are some examples to this would be the blogs social media posts search influencer marketing opt in emails and so on now talking about outbound marketing outbound marketing is also referred as the interruption or the push marketing which uses tactics that gets a message to a lot of people in an effort to make a sale okay so this is like you're pushing your content so that people would know about it and people would get to know about your organization as well and this pushes regardless of the user's interest you might have come across these ads when you're watching a video online right so these just pop up out of nowhere when you don't want to watch it so these are called as push marketing or outbound marketing it is written according to the products need and not as per the customers need and some natural habitat or examples to this would be display ads Terry marketer script magazines tv ads and so on so this was about the categories now talking about the next question according to you what are the most effective ways to increase traffic onto your website so here are a few mediums or ways you can say that will help you increasing the traffic onto your website so the first one would be paid search so you're going to be paying to your content so that it ranks on the first page you might have seen these advertisements or posts which rank on the first page of Google like the first link which has Aid under it so these are nothing but the paid ads or the paid search now the next would be display advertising and email marketing display advertising is something that like I mentioned push marketing and email marketing is also very important guys this will also eventually help you in getting a lot of traffic onto your website send prospective emails to your customers or the viewers who are looking for a solution online okay now and content marketing and content optimization content marketing like I mentioned it is going to help you in creating organic traffic onto your website so your content marketing is a must and you should know how to optimize your content you should know how SEO plays a major role in optimizing your content the content that you create must be up to date it should have interesting facts about any of the topic that you'll be discussing and guest blogging guest blogging is also important guys if you want your organization to grow in large scale you need people who are actually willing to write some interesting blogs regarding your topic or your product now seeking referral traffic this is because if you write a blog on any of the ranking keywords you can either link these blocks to another blog that you'll be writing or you can just promote the same blog in that content you can either leave a link to your existing blog so that you can get more traffic via that channel and Target long tail keywords you should always Target long tail keywords guys because these help in ranking the most and it will eventually get more views also okay now the next question is what is SEO explain it in simple terms SEO is actually a process of optimizing your content technical setup and reach of your website so that your pages appear on the top of the search engine result Pages for a specific keyword so this is a process of increasing the quality of your website traffic guys and major search engines like Yahoo Google binge all have a primary search results right here web pages are displayed and ranked based on what search engine select as the most relevant in accordance with the context and SEO helps websites achieve a better ranking on the search engine result pages when prospects search for a particular keyword related to your product or service eventually this will increase the quality and the quantity of traffic on your website through organic results okay so this was about SEO now moving on to the next question what are the different types of SEO that frequently used in the market so we have namely three types of SEO that are used widely so let's learn about them in detail yeah so the first on the list is a white hat SEO this is the most popular SEO technique that utilizes methods and techniques to improve search engine rankings of your site which do not run awful of search engine guidelines so this follows the search engine guidelines guys so it actually follows the Google guidelines as well so white hat SEO uses techniques like high quality content link acquisition website HTML optimization and restructuring your content with Whitehead SEO you can expect a long lasting growth in your ranking so like I mentioned these white hat SEO techniques are used for high quality content so you will be able to create high quality content using white hat SEO and it strictly follows or it is strictly abided by the guidelines of Google and search engine now talking about black ad SEO it exploits the various weakness in the search engine algorithms to get high ranking the black hat is not in accordance with the SEO guidelines set by the Google search engine or the search engines itself some of the black hat SEO techniques are keyword stuffing link spamming hidden text hidden link and so on so using these techniques you can expect unpredictable quick but short lasting growth and rankings so this is like white money in Black money guys white money is something which is abided by the rules of the nation or the country and black money is something which is illegal but here it is not illegal it is just stuffing or adding more things so that your page will rank on the first page all right now talking about gray hat issue gray hat SEO is neither black nor white it rather combines both of them it is a transformation from black hat SEO to white hat SEO and vice versa okay so this was about the sixth question moving on the next question is explain keywords in digital marketing and how is it important for SEO a keyword is the most significant and fundamental element of the search engine optimization keywords are considered as the core of all your SEO efforts they are crucial for better rankings in the search engine result pages are a CRP it is really important to make your website SEO optimized for keywords that are relevant to your business this would help your website's page to rank higher in the search engine result Pages which will eventually make customers or viewers to find your website very easily now moving on to the next question we have what are the different areas or key areas where you can use keyword to optimize your site ranking okay this is an important question you can use keywords to optimize your site ranking by mentioning them or linking them in your website URL website title meta tags web page context body text and headlines if these contain your keywords it is for sure that your keyword is ranking and the entire page is pertained to one keyword if you want to optimize your content SEO is must so by mentioning in all of these I think you don't have to stuff your keyword in between anywhere okay so the next question is what are on page and off-page optimization on page basically refers to the factors that you can optimize on your own website to grow traffic the main components involved in on-page optimization are title of the page meta tag description optimized image with all tags URL structure high quality content optimize internal links and so on as off-page SEO is all about your online reputation it includes acquiring backlinks for your page from Authority size in your Niche the main components involved in the off-page optimization are acquiring backlinks leveraging social interaction with your site promoting your content via social media platforms adding social bookmarking and guest blogging so these are some major differences between on page and off-page optimization now moving on to the next question what are some useful tools for digital marketing we have some interesting tools for digital marketing guys so I've noted on a few of them we have so many tools in the market right now which helps in digital marketing so we have something called keyword research or keyword Discovery this helps in ranking your keyword or analyzing how to make your keyword rank on the search engine result Pages we have rank watch which helps in ranking most which is also another platform that helps in analyzing the SEO Alexa ranking Google analytics heat Maps sem Rush ahrefs add expresso unbounce and so on so these are some interesting tools that help in analyzing your content and help you in promoting your product now moving on to the next question we have explain PPC or pay-per-click advertising pay-per-click is also one of the most predominantly used forms of marketing PPC is abbreviated as pay per click which is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked essentially if I say it is a way of buying visits to your site rather than attempting it to earn it from the visits organically it is also referred to as sponsored result on the search engine result Pages PPC ads are visible flexible and effective for many different types of organizations with paid search you can only pay when your ad is clicked these are the ads that are present on top whenever you search for a particular keyword essentially this is also a way of buying visits to your site now search engine advertising is one of the most popular forms of PPC now you must have had this thought when I say ads what kind of ads am I going to see these are nothing but Google ads which are formerly called as Google AdWords so pay per click is commonly associated with first Tire search engine like Google AdWords and binge ads okay so this was about PPC or pay-per-click now moving ahead we'll see what a Google AdWords and what do you know about them so Google AdWords is an online advertising service by Google to help marketers reach their customers instantly businesses use this service to display ads on Google and it is advertising Network it is the most famous pay-per-click advertising system in the entire world AdWords allow businesses to set budget for ads and the payments happen when people click on the ads so Google AdWords service focuses on the keywords that you select so this is about Google AdWords now moving on explain Google AdWords remarketing so Google AdWords remarketing is referred to as targeting marketing strategy that assists the marketers to help Reach Out people who visited their site previously but did not complete the purchase remarketing helps in targeting the right people at the right time with the right ad it helps increase conversion rates as the past site visitors may already be familiar with your brand and turn into prospective customers very easily this is how Google AdWords remarketing is used or this is exactly how it plays an important role in digital marketing now moving on to the next question we have name some of the Google AdWords ad extensions okay some of the Google AdWords are extensions would be called extensions call out extensions promote extension structured snippet extension site link affiliate location and app extension so what are these ad extensions ad extensions are extra Snippets of relevant information about your business that can be added to your AdWords text ads so these can include your business's location phone number business ratings and so on in these there are two categories namely ad extension that is automatic and manual ad extensions now moving on to the next question we have what can be the ideal approach for Effective PPC campaign so how do you approach or how can you make good use of PPC campaigns so follow these instructions to have an ideal approach for Effective PPC campaigns add more PPC keywords to expand your reach split ads into smaller segments to have better click-through rate that is CTR so you can just split some ads into smaller segments I think people would have watched serials or some Series where you'll just get ad in between when you're watching a series right so these are nothing but the smallest segment you can divide it into segments and place it in a way that they can click your content now and also review non-performing PPC keywords reviewing is important because you wouldn't know what might rank what might click refined landing pages to align with the search queries editing your landing pages at times to make it aligned with search queries is a must so if somebody is searching for a particular keyword and it is not there in your landing page they would definitely not look for it on or they would not go further with the search right so refining your landing pages is at most and improve marketing relevancy by adding negative keywords so why exactly do we need negative keywords so these negative keywords prevent advertisements from displaying for particular phases so this type of keyword prevents your ad from being triggered by a certain word or a phrase right your ads aren't shown to anyone who's searching for that phrase and this is also known as negative match okay this is also required for an ideal PPC campaign okay now moving on to the next question we have explained responsive web design with an example okay responsive web design is an approach that suggests the design and the development that it should respond to the user's behavior and environment based on the screen size platform orientation and so on it makes web pages perform well on different devices like desktop mobile tablet and so on and it ensures that the user has great viewing experience no matter what device they are using to access your website the practice of responsive design consists of a mix of flexible layouts images grids and a little use of CSS media queries so this is how you can make a simple web design out of it now talking about the example you can consider our website that is edu recap you get a different experience when you are viewing it from your phone or tablet and you'll be getting a different experience if you're going to be using desktop or laptop right so this is something which is required which is called this responsive web design that it changes accordingly and the user experience is good even if they're using different devices or different forms to reach out to your website now moving on to the next question what is the difference between direct marketing and branding now when I say branding The Advertiser has to expose his brand to websites and applications that have a higher audience reach this is something which is called as praising your own brand or keeping up your Brand's name high right now in case of direct marketing The Advertiser is interested mostly in establishing communication with his target audience through different mediums and even here there is a little bit of branding which happened but still it is called as direct marketing because you are going to be focusing only on the communication with the prospect so the basic difference between them is that branding is done to build awareness about your product or your company whereas direct marketing helps companies to reach out to their customers directly now moving on to the next question what is the limitations of online marketing so internet has its own limitations right and also every good thing should have some limitation so that it could catch hold of it and get back on track so what are the limitations of online marketing since online marketing is a platform where everybody is using and it is also so easy to use we have intense competition in the market as it is easily accessible and cost effective it has become a preferred method for most of the brands therefore it has an uphill task to get noticed amongst the intense competition it is also overwhelming at times there is so much information and data and an onslaught of tools that it's easy to get overwhelmed and get confused it takes a lot of patience and practice and experience to get your head around it all the time to get your head around all of it and also analytics is only as good as its user I mean to say that analytics depends completely on the user there is analytics for everything but you can't do anything with plain data unless you know how to read it and make use of it it is becoming misleading sometimes and you can get stuck in chasing vain metrics and burning cash at the wrong places so these are some notable limitations of online marketing now the next question is list some of the most popular PPC tools we have sem Rush optimizely unbounce Keyword Planner AdWords editor and AdWords wrapper so these are some notable tools for PPC marketing now the next question is how can you use social media for marketing any idea guys how can you use social media social media marketing involves creating and sharing content on the social media channels to achieve your marketing and branding goals it includes different activities like posting images videos and other content that drives audience engagement and social media marketing can also help you by increasing website traffic building conversations increasing brand awareness and improving communication and interaction with the target audience so this is exactly how you can use social media for marketing now moving on to the next part of the session that is executive level interview questions so here the first question is what you know about email marketing email marketing is a highly effective digital marketing strategy of sending emails to Target leads and customers effective marketing emails converts leads into customers and turn one-time buyers into loyal fans to your website email marketing is one of the oldest and the most professional way to communicate with your clients and Prospects it is also the most direct and effective way of connecting with your leads nurturing them and turning them them into customers consistently winning out over all the other marketing channels so the next question is what is the difference between SEO and sem SEO enables your website to appear in the search engine result Pages while the sem is search engine marketing which helps in purchasing a space in search engine result pages so this is some important difference between SEO and sem search engine result Pages helps in enabling your website to appear on the result Pages whereas ICM is a search engine marketing it helps you in purchasing a search engine result page okay so you can buy the entire page using sem all right now moving on to the next question we have we'll talk about content marketing so what is content marketing content marketing is a strategic approach focused on creating and distributing relevant and consistent content in order to attract and retain a clearly defined audience and drive profitable customer action the key reasons for Enterprises to use content marketing are increased number of sales the cost you have saved throughout and better customers who have more loyalty so these are some major reasons why content marketing is still booming in the recent days now moving on to the next question why is online marketing preferred more over offline marketing we have some major reasons over here guys people do not use offline marketing much these days everything is online you need something you need to buy food even that you can order online if you want to buy something you have clothes accessories and so many things which you get online right because you can tap a larger audience and expand geographically very easily information is immediately available online so you don't have to just wait for it wait for another person to come and inform you about the product interaction with the customer is also made very easy and you can get in touch very fast and also another added advantage of online marketing is better tracking you can track where your product is when it is arriving what is the cost all of it you can get it online so these are some major reasons why online marketing is preferred over offline marketing now moving on to the next question what are the five D's of digital marketing the five T's in digital marketing Define the opportunities for customers or consumers to interact with brand and for business to reach out to their audience in different ways so the first D is digital devices your audience experiences your brand as they interact with the websites through digital devices including mobile phones desktop tablet gaming devices and so on the next D is a digital platform most interaction on digital devices is through browser or applications from the major platforms like Google Facebook Instagram Twitter Youtube LinkedIn and so on the next de is the digital media many different owned paid and earned communication channels try to reach and engage with your audience through the digital media the next day is the Digital Data the insights that the businesses collect about Their audience and their interaction with the business is called or turned as Digital Data the next D is the digital technology businesses use to create interactive experiences from websites and applications to install email campaigns and so on okay so these are the five D's of digital marketing now the next is what is the role of digital marketing for your business why do you think you need digital marketing having a digital marketing strategy for your business lets you be a dynamic part of the unavoidable and lucrative online marketing strategy so in order to understand what is the role of digital marketing you need to have great exposure digital marketing gives you a fair chance to all businesses that prefer online branding and advertising and also it will help you in generating traffic digital marketing allows you to see the exact number of people who viewed your website's page in real time by using digital analytics software content performance and lead generation also plays an important role with digital marketing you can measure how many people exactly viewed your page where it's hosted and you can also collect some contact details of the person who downloaded it using forms now attribute modeling attribute mode modeling or attribution modeling is an effective strategy for digital marketing that allows you to trace all your sales back to a customer's first digital touch point with your business it helps you identify the trends in which people research and buy your products which help you make informed decisions about what parts of your digital marketing strategy deserves attention Okay so this is exactly why digital marketing is required and moving on to the next question what are the different types or ways to approach SEO to generate traffic to your website okay so these are some techniques which are used to generate more traffic to your website so these are sometimes also referred to as types of SEO so it is not types it is a different approach or techniques to generate more traffic we have something called on page optimization or on-page SEO so it focuses only on creating content that exists on the page of the website by researching keywords for their search volume and intent you can answer questions for readers and rank higher on the search engine result pages to those questions produced now talking about off-page SEO this focuses on all the activities that takes place off the page when looking to optimize your website what are these activities that are not on page but affect your ranking the answer is the backlinks the number of Publishers that link to you and the relative authority of the Publishers affect how you rank for specific keywords you can earn the backlinks by networking with other Publishers writing guest posts on their websites and generating external attention now the next one is technical SEO this focuses on the back end of your website we have something called the image compression CSS file optimization structured data these are some different forms of technical SEO that can increase your website's loadings speed that is an important ranking factor for the search engines now moving on to the next question what is amp amp is a web component framework which helps in creating a user first websites emails add stories and so on it is also short for Accelerated mobile Pages it is a project from Twitter and Google to make fast mobile Pages amp is an open source library that helps create a lightweight and fast loading web page it also enables marketers and Publishers to create mobile-friendly web pages which can be supported at different platforms and is compatible with all the types of browsers the next question is what are the four C's of digital marketing we have four C's like we have four D's of digital marketing we have something called forces of digital marketing that is nothing but customer content context and conversion customer is someone who sees the message or views the message content is the message that the customer sees whereas context is something why the customer needs to see the message and conversion is the communication between you and the customer and moving on to the next question we have what are the three ingredients of digital marketing okay so the three main factors why digital marketing is required is to generate traffic on your website and also know the insights about your website how the analytics is how many people are viewing to your web page and so on so these come under the insights and finally the sales how can you sell your product to a customer so these are some three major ingredients of digital marketing now moving on to the next question how can you drive a digital traffic to your website immediately leveraging social media with posts that link back to your site is one key way to funnel traffic to your website within shorter time frame also posts that include promotions giveaways contests and other engaging and time sensitive material can be more effective in addition to this generating leads through engagement and online public relations such as answering queries where to function as a subject expert or writing a press release for online distribution these are some strong tactics for quickly amassing traffic okay now the next is what is conversion optimization conversion optimization is a practice of determining how a website can increase the ratio of visitors to the actual customers a conversion is a site visitor who has taken a desired action rather than simply viewing content and leaving it one way to optimize conversion is to conduct a b testing this runs Two web pages with altered designs or content to see which is more conversions now the next question is why should you use YouTube for digital marketing with YouTube you can present a better picture of the brand by creating interesting and long videos which can help boost SEO traffic expand your social reach create brand awareness and also improve the ROI you'll be paid more if you're getting more views on YouTube so yeah I think people already know that so YouTube is also another major factor or the major Revenue generation for people now the next question is how do I measure the ROI when I say YouTube gives you a lot of or better Roi what do you mean or how can you measure this ROI ROI is nothing but written of investment so to calculate the ROI of a marketing campaign integrated into the overall business line calculation take the sales growth from the product line and subtract the marketing cost and divide the marketing cost and there you'll have your Roi so you'll be having a better Roi if you're going to be using YouTube as your marketing platform now the next question is what are the webmaster tools Google webmaster tool is basically a collection of web utilities that help website owners ensure that their site is Google friendly these tools have many applications like getting data about incoming search traffic you can also view crawling and viewing reports using these webmaster tools now moving on to the next question we have differentiate AdWords and AdSense AdWords enables businesses to advertise on Google's Network and AdSense enables Publishers to reserve space for AdWords placement on your website both these AdWords and AdSense work together to complete Google's advertising Network that is website owners to put up a space for Google's ads and businesses set budget to display ads on Advertising networks that is AdWords so this is some a major difference between AdWords and the AdSense now the next question is Define your journey as an online Shopper have you ever shopped online the answer would be yes of course people would eventually try to shop something online right how should this user experience be how should a user journey be when you're shopping online awareness the first considerate part or point would be awareness when consumers discover your brand so you're that aware of your brand and the next one would be consideration so the potential cost customers search to check if you offer the product that they need and the next would be the preference online Shoppers establish a preference in terms of which website they want to purchase it from and based on their research they're going to be looking for that particular store or shop now the next one would be the purchase customer makes a decision of purchasing the product so this is how the user journey of an online Shopper is now the next question is do you think digital marketing will replace traditional marketing practices in the near future this question would reveal the level of your Professional Knowledge guys so hence build your answer with personal experiences do not just go with what you've heard one thing that can be safely said is this that it is unlikely that digital marketing will completely replace traditional marketing in the near future rather marketers are integrating both the platforms to optimize their plans for Optimum Roi instead of replacing each other butcher traditional and digital marketing are becoming complementary to each other so this is one safe answer which you can give all right and the next question is explain the process of Facebook marketing for Facebook sharing valuable content that connects with potential customers is your most importantly you can create a Facebook marketing plan by defining your audience setting goals creating a business page on Facebook posting interesting content and incorporating Facebook ads Facebook ads also play an important role guys now the next question that I have on the list for executed level interview questions would be how do you set up track and analyze whether a marketing campaign you conducted was a success here you can discuss about the campaign's driving goals which can vary from enhancing brand awareness lead generation or boosting up social media followers you need to know about tracking the campaigns via Google analytics and other monitoring tools for staying updated with the campaign progress it is also essential that you mention your Visions upon which you can act on so with this we come to the end of this executive level interview questions now moving ahead we'll see what are the managerial level interview questions that we have so what is your approach to structuring the marketing budget so this is the first question that I have on the list for marketing level interview questions there are critical keys to plan and Implement a marketing budget so the first thing you should do is calculate the marketing budget and align your marketing goals with your company's strategic goals and then identify the marketing budget to develop detailed marketing plan that supports your strategy after you have identified your marketing budget allocate your marketing budget dollars and implement the marketing budget plan so this is how you can approach your structuring of marketing budget now the next one is what's the strategy that you're following to rank a keyword how do you make a keyword rank ranking for a keyword is a repeatable process and you won't get results that you want hundred percent of the time especially if your keyword that you're trying to rank is a popular one but content marketing and SEO practices like keyboard research checking out for competition conceptualizing the content optimizing your keyword can help you with rankings okay so this is a strategy that we follow now the next question is what are the ways to measure sem efforts that are successful so if your aim is to spread awareness then tracking clicks and Impressions on paid and organic search listing are possible but if the objective is to quantify the brand performance then measuring it through conversion rate is a must so in order to generate qualified leads it is better to track emails and queries or online registrations so this is how you can measure the sem efforts that are successful now moving on to the next question we have how how are you going to drag the attention of more potential buyers for the product or services that are offered by businesses via social media channels okay so basically how can you attract viewers using social media attention equals Innovative content if you produce good content and display it correctly to the right place at the right time it will definitely give you the proper output a few ways to engage your customers through social media are crafting catchy headlines posting quality visual media hosting contests ensuring that your post has good content focusing on the social presence responding to comments in a timely manner okay so doing these you can attain or you can drag more attention to your product or your website now the next question is can you reduce paid media campaign cost without losing traffic when you answer this question they will get to know that you can make a big difference in the field of digital marketing they don't expect you to answer this question in detail guys but you must be very crisp just research the organization's current objective activity and just think deeper about the 3-14 changes that you can bring to the company for instance success always outline the points that you get and mention them with more ideas in order to eat better Roi or conversion the next question is what are some common social media mistakes that business make one of the worst mistakes that you could make is the inconsistency only postings sporadically and not responding when customers or consumers reach out to you to engage another biggie is using social media as a place to announce your own content and nothing more without ever engaging in discussions or adding comments to your post that makes your audience want to click or like or share so be indulged and be more open in terms of social media because it is a platform where you can gain more traffic and more attention from the users so the next one is how do you stay updated with the latest marketing trends since digital marketing is a dynamic field it is important to stay updated with the blogs books podcasts webinars and so on and many more for the go some of the most popular resources to stay updated on the marketing platforms are websites like Mashable word stream blog social media examiner and so on okay so they are using these you can actually keep updated with the digital marketing Trends now moving on to the next question how do you decrease the loading time of a website so to decrease the loading time of your website you can use external style sheets you can also consider using fewer images and optimize images to reduce the file size without affecting the quality of the image and also you can consider using a CSS Sprites to reduce the HTTP request so this is how you can decrease the loading time of your website now moving on to the next question how much time should social media marketing take timing is everything in social media marketing so the good news is using social media you will have the opportunity to reach your specific audience in time but even though there are many tools that you can use to schedule an automate post to save some time you'll also want to keep a track of the activity on your social media accounts throughout the day so that you can provide timely responses to your audience questions and comments between strategizing creating and posting content and images responding to your audience and checking analytics social media is done right and it can be a full-time job and the last question would be where do you see yourself five years down the line in the field of digital marketing so you should be very thoughtful in this case you should know what your future is going to be and you should know how you're going to be analyzing yourself in the field of digital marketing and you should know how you can actually expertise or you can prove it to them that you will not be someone who is looking only for money me you will also want to show them that you can see yourself as a successful digital marketer and make them believe that you are totally into this job so with this we come to the end thank you for watching this video Happy learning I hope you have enjoyed listening to this video please be kind enough to like it and you can comment any of your doubts and queries and we will reply them at the earliest do look out for more videos in our playlist And subscribe to edureka channel to learn more happy learning

Transcript for:Digital Marketing Complete Lecture Notes

Transcript for:
Digital Marketing Complete Lecture Notes