Digital Marketing

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SEO: Search Engine Optimization

What is SEO?:

Introduction to SEO

SEO is the process of improving a website to rank well in search engine results.
It also improves the volume and quality of traffic to a website from search engines.
It’s a subset of search engine marketing also includes advertising.
SEO is marketing by understanding how search algorithms work and what human visitors might search.

Search Engine Functions

Let’s check that how SEO works
  1. We need to discuss business objectives with clients.
  2. We can begin with an initial keyword analysis (Link)
  3. Identify the home page and keyword combination.
  4. Process and get approval from the client for Keyword/Landing pages.
  5. Finalize ranking and traffic reports and starts with the SEO process.
  6. In this step, you need to do on-site & off-site optimization activities.
  7. Detailed recommendation documents.
  8. Implement your predecided SEO methods.
  9. Perform monitoring and optimizing.

Why SEO

It helps you to measure the success of SEO
  • Keyword ranking.
  • Website traffic.
  • Creating an impression of your website.
  • Increased Revenue/keyword.
  • Lower dependence on Paid Search.
  • Lowering the cost per acquisition.

Types of SEO

There are mainly three types of SEO techniques used to achieve the best ranking in search engines:

  • On-page SEO
  • Off-page SEO
  • Technical SEO

On-Page SEO

In On-Page optimization, you need to put the keyword phrase in the title tag and meta description. Also, need to have effective keyword usage in titles, headings, and site structures along with internal and external links. Our team will get that expected traffic by maintaining the below tasks to rank your site and business to the best level.
  • Title and meta tags
  • Anchor text
  • Image optimization
  • Internal linking
  • Content optimization
  • XML sitemap
  • Robot.txt

Off-Page SEO

In this method, need to perform particular tasks outside of your web pages to increase your search engine position. There are mainly below a checklist that will do the job
  • Guest Blogging
  • 404 Link Building
  • PDF Links
  • Resource Link Building
  • Forum or Q & A sites
  • Slide and Video
  • Creation & Sharing
  • Link Requests

Technical SEO

The main aim of technical SEO is to optimize the infrastructure of a website. Famous online shopping portals like Amazon, and Alibaba use this method to get the highest search engine ranking.
Here are some important tips/checklists for Technical SEO
  • You need to specify a preferred domain in Google Search Console and WordPress
  • Optimize your robots.txt and 404 page
  • Optimize your URL Structure
  • Rethink your navigation and website structure
  • Add schema markup for breadcrumbs
  • Add structured data to your homepage
  • Add structured data to your posts
  • Add structured data to other pages
  • Check all your canonical URLs and analyze them with the help of Google analytics
  • Submit your XML sitemap to Google and Bing search engines
  • Check the loading speed of your website
  • Check the mobile-friendliness of your website
  • Check your pagination and multilingual settings

What is a Search Engine?

A search engine is an internet-based software that helps us to search an index of documents for a certain definition, phrase, or text. It is mostly used to refer to large web-based search engines that search through billions of pages on the internet.

How Does Search Engine Work?

Now in this SEO Tutorial, we will learn how Search Engines work
Search engine function in four different parts:
  1. Crawling: The process starts with a crawler, which reads all the information from the webpage on the website.
  2. Indexing: This method index your web page and its linked pages in search engine results.
  3. Relevancy: In this next process algorithm, compute the relevancy of website pages in their index to the search string.
  4. Retrieving Results: In this step, you will get the result of your web pages according to a relevant search query.

Social Media Marketing

Social media marketing (SMM) is a form of internet marketing that uses social media apps as a marketing tool.
These social media platforms enable brands to connect with their audience to:
  • Build a brand
  • Increase sales
  • Drive traffic to a website
  • Build a community of followers to share and engage with content.
Producing relevant content that users will share with their own networks helps brands increase their exposure. It also extends its reach toward fans, potential customers and even potential employees when used as a recruitment tool.

5 standards of social media marketing

  1. Social strategy
  2. Planning and publishing
  3. Listening and engagement
  4. Analytics and reporting
  5. Advertising

Advantages of social media marketing

  • Reach a wider audience: There are more than 3.6 billion users across all social media channels. A single post share can exponentially increase brand exposure.
  • Improved customer satisfaction: Organizations don’t just market to customers on social media, they also interact with them. This can improve customer service and create one-to-one relationships.
  • Cost-effective tool: When executed correctly, the cost of managing a social media program can be below. Once the knowledge, team, and program strategy are in place, marketing teams find it easy to use with very little overhead.
  • Increase website traffic: Social posts are a great way to drive traffic back to a brand website. Promoting blog content, landing page offers and more can entice users to click through and engage further with a brand.
  • Gain better insights: Using the analytics and reporting features from each social media platform gives insight into who page followers are, what content they are interested in, and how they like to engage with a brand.

How to create a social media marketing strategy?

Here are the steps a company needs to take to build an effective social media marketing strategy

1. Identify social media goals that align with the business goals

Start by setting goals that will act as not only a guide for how to use social media but also a benchmark of data to measure against. Use a SMART goal format to find out what is realistic to accomplish. Examples of goals include the following:
  • Increase traffic to the website
  • Drive more leads
  • Increase revenue
  • Grow audience

2. Research and define the target audience

It’s important to know who the target market is, what they care about and why they need a company’s products or services. Social media platforms are rich with data about users, so this exercise can be done without a substantial market research project. Knowing demographic information and who follows the social channel are great starting points.
It’s also important to know that different platforms attract different users. Knowing what social channels a company’s target audience is on enables them to choose which channels to invest time and resources into.
Here are some of the more popular social media platforms and the uses for each.

3. Perform a competitive assessment

Knowing what the competition is doing enables marketing teams to identify what is working well and what is not for the competition. This provides industry insights as well as opportunities to bring a product or message to market.
Social listening tools can also help brands set up different monitoring streams for competitive content and industry keywords.

4. Create and curate relevant content for the channel

Knowing the goals, audience and competitive landscape will help determine the type(s) of content that brands need to create. Engaging content comes in different forms and media. It can be company generated, curated from elsewhere to share industry news or other thought leadership pieces.
Businesses should publish content frequently and consistently to develop an engaged follower base. Brands can post promotions to increase engagement. They can also create posts that show a more relatable and human side of the organization.

5. Be timely with posts and responses

Posting when convenient for a business isn’t always convenient for customers. Taking advantage of the best times to post for engagement is information that can be collected from analytics. Then organizations can schedule posts ahead of time using available publishing tools. Timeliness of the content is also important as the news cycle moves fast.
Another element of being timely on social media is response time. If customers engage with a brand on social media, they also expect a quick reply. A brand can build authority and respect with its clientele through these one-to-one relationships.

6. Gain buy-in and support from others in the organization

Marketing departments need to engage other departments and stakeholders within an organization. Marketing can learn a lot from sales to inform future social campaigns, but sales can also benefit from marketing’s reach. Sales and marketing alignment is great, but senior stakeholder support is also a necessity.
Supporting other departments’ efforts is a common sign of a strong social media program. Every department in a company can benefit from social support, but HR is usually the next best place to partner. Social media can be a recruitment tool and brand builder for prospective employees.

7. Measure and optimize

The last element of building a successful social media marketing program is to measure what works and what doesn’t. Organizations should monitor the following
  • Posts that get top engagement
  • Followers that continue to buy
  • Ads that yield the highest ROI

Paid Marketing

Paid marketing is one of the quickest ways to help potential customers discover your brand and offerings. With paid marketing, you purchase advertising that allows you to specifically target audiences, instead of waiting for them to find you organically.
Paid campaigns can utilize one or more digital channels, including search engine results pages (SERPs), social media platforms and websites. In addition to the display advertisements you’ve likely seen in SERPs and web pages, paid marketing can also take the shape of sponsored social posts and guest blogs.

How does paid digital advertising work?

Paid digital advertising is a marketing method where companies pay a publisher (like a search engine or website owner) each time someone clicks or views their ads in a search result, on a website, on social media, or on a miscellaneous digital platform.
With this approach, you can essentially buy attention, rather than the (often long-term) approach of earning it organically.

Benefits of Paid Marketing

Today, it’s highly likely that new customers will first encounter your brand online. In fact, 87% of retail shoppers begin their searches on digital channels, regardless of whether they ultimately make a purchase online or in a brick-and-mortar store.
Meanwhile, research from Google indicates that 67% of B2B purchases are influenced by digital content and advertisements.

Without a digital presence, your potential customers may never find your brand. Paid marketing can benefit your growth strategy by

  • Building brand awareness.
  • Encouraging customer engagement.
  • Allowing you to target specific audience segments.
  • Giving you the ability to measure and optimize your campaigns.
Compared with organic marketing, paid marketing offers faster results and more granular targeting capabilities. For example, you can target a blog to a specific audience through a keyword strategy, but you may still reach people who aren’t interested in your offerings. Meanwhile, paid strategies empower you to target your messages based on user signals like search queries and previous interactions with your brand.

Major Types of Paid Marketing

There are four basic forms of paid marketing, each with its own benefits

1. Paid Search Marketing

Also known as search engine marketing (SEM), this strategy serves text and image ads to users searching on platforms like Google and Bing.
Use location-based bidding to target people in your business’s area.

2. Paid Social Media Marketing

This strategy allows brands to target social media users with ads based on their interests and interactions. Posting and promoting content on social media consistently is a secret to pushing your message to the right audience.

3. Display Marketing

Similar to SEM, display networks serve ads to site visitors. Retargeting technology can hyper-target users based on their browsing history.
Make sure your display ads have a clear call to action to encourage the viewer to click.

4. Influencer Marketing

B2B and B2C marketers can work with influencers – people with large social followings – to strategically promote their offerings in a more personal manner.
Be sure to do plenty of research to find a legitimate influencer who you can trust with your company’s valuable marketing dollars – there are plenty of wannabe influencers and fake social media stars.
Each type of paid marketing strategy serves a unique purpose at various stages of the buyer’s journey. Not every brand uses every form of paid marketing, but it’s considered a best practice to use more than one type. Doing so ensures users in various channels see your messages.

How to reach your goals with paid marketing? :

The goal for your paid marketing drives many of the decisions you make throughout the campaign. By having a specific goal, you can increase the effectiveness of your campaign. Here are four common goals and how to use paid marketing to achieve each one.

Sell products directly from the ad

While the goal of all companies is to increase sales, some campaigns’ goal is to sell products directly from the ad. Combine this with other goals so that you can fully leverage the power of paid marketing.
  • Create shoppable social media posts. By using Instagram shoppable posts, you can make it as easy as possible for customers to purchase from your post.
  • Use high-quality images to show off the product as favorably as possible. Make the product the centerpiece, and when possible, showcase the most popular features. If you are selling garden tools, you may use an image with the garden tools next to a beautiful garden. Consider hiring a professional photographer for images or investing in a high-quality camera.
  • Find top influencers in your industry, and offer payment for them to share your content. This increases your reach and credibility because influencers share your product with their network. Paid influencer programs work well when moving into a new target audience or adding new products. Look for influencers whose values align with your brand and whose followers would be interested in your product. While you want an influencer with a sizable following, a smaller, more engaged following that is more targeted to your customer type may result in higher ROI.

Recommended tools

Google Ads

Twitter

Pinterest Ads

Instagram

Instagram

Microsoft Advertising

Facebook for Business

LinkedIn Marketing Solutions

Adsterra

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