Digital Marketing concepts useful for beginners from scratch

Digital marketing is the brand marketing tactic over the Internet.

Digital marketing includes various techniques like SEO, SEM, link building,…

Categorize digital marketing into the 2 main categories of digital marketing:

• Inbound: Use multiple platforms so that customers are aware of what the company is doing.
• Outbound: Reach potential customers.

A beginner, those who want to do or have already taken a digital marketing course, will know some tools like Keyword Planner, Search Console, Google Analytics, etc.

The limitations or challenges of digital marketing are the dominant online marketing today, but offline marketing also succeeded.

• For a reason and it appealed to older generations.
• Don’t be completely influence towards the online world.

The difference between SEO On-Page and SEO Off-Page are

• On-page SEO activities are used to regulate website traffic through page turns.
• Tasks such as improving the structure of websites, interconnection, page load time, title tag, meta description are some examples of optimization activities on the page.
• Off-page SEO activities are aimed at improving website presence and visibility on the internet.
• Tasks like creating contextual backlinks, social media marketing (like / share), guest blogging, question and answer websites (Quora), etc.

SEO is about indicating relevance.

A keyword in digital marketing is important from an SEO point of view.

A keyword in digital marketing is the word that a user or person enters into a search engine to find specific information.

From an SEO point of view, for a better page ranking, keywords are very crucial, How and where the keywords have been used will reflect the ranking of the site.

The key areas where keywords can be used to optimize site ranking or For better page ranking,  use the keywords in areas of

• Website URL.
• Website title.
• Meta tag.
• Content of the web page.
• Keyword density in the body of the text.
• Keywords in the headlines.

PPC or pay per click advertising, also known as cost per click, is a technique used to drive traffic to websites.

In this technique, advertisers pay the publisher (website owner or website host) when the ad is clicked.

In other words, it is the amount spent to click on an ad.

The main models for determining pay per click are

Flat-rate PPC:

In this type of model, both the publisher and the advertiser agree on a fixed amount that will be paid for each click.

In most cases, the publisher has a rate sheet for the PPC plan based on different areas of their website or network.

The amount varies depending on the content that generally attracts more or fewer people.

Bid-based PPC:

In this type of model, the advertiser competes with other advertisers in a private auction organized by a publisher.

The advertiser will inform the publisher of the maximum bid amount that he is willing to pay.

Google Ad Words is the most popular PPC advertising system in the world.

Google Ad works on the pay per click model.

The AdWords platform allows the business to create ads that appear on the Google search engine and its other properties.

For an effective pay-per-click campaign, just need to do things that are 

Add more PPC keywords: By adding more keywords that are relevant to the business, expand the reach of pay per click.

Split ad groups: By dividing the ad groups into smaller, more relevant ad groups, improve the click-through rate (CTR).

Review Costly PPC Keywords – Review costly and underperforming keywords.

Refine the landing page: To align with individual search queries, modify the content and call-to-action of the landing page.

Add negative keywords – To improve campaign relevance and reduce wasted spending; add terms that do not lead to negative keywords/conversions.

(When searching with that keyword, it won’t show the website/content.)

List of some of the useful online marketing tools that are

• Google analytics.
• Digital point keyword tracker.
• Crazy Egg Heat Maps.
• Keyword discovery.
• Stumble upon.
• XML sitemap generator.
• Favicon generator.
• Submit Express Link Popularity.

The characteristics of “bad links” are

• Links from sites that are not related to the sites.
• Low page rank links and low traffic.
• Links from link exchanges.
• Links from those sites that are not in the Google index.
• Paid Links.
• Link to the same anchor texts from various sites.
• Fraudulent links from blogs or articles.

The role of digital marketing over traditional marketing because of the age of digital marketing and the prospects are extraordinary.

Some of the reasons that contribute to the success of digital marketing over traditional marketing are

• Profitability and higher internet penetration.
• Easy analytics.
• Better Lead and performance tracking. 
• ROI focused on performance. 
• Interaction with customers.
• Faster / real-time optimization.
• Global reach.
• Easy access to product / service information for consumers.

The difference between Branding and direct marketing are

• Branding is a digital marketing strategy, in which a business creates a name, logo, or design that can be easily identified as a brand.
• It is a long-term process, achieved consistently and deliberately, and is believed to be one of the most effective.
• Branding is a digital marketing technique to reach potential customers.
• Through different approaches are such as emails, mails, brochures, catalogs, flyers and others.
• The basic difference between the two is the time and the way to reach consumers.
• Digital Marketing is done to create awareness, while direct marketing helps companies reach their customers directly.

Pay per click or PPC is a form of paid marketing where ads can be displayed in the sponsored results section of the results page of each search engine for a fee, while SEO is a free activity that helps generate traffic by achieving high rankings in organic search results.

Marketing automation tools or scalable digital marketing automation tools are:

• Any growth
• io
• LeadFuze
• Marketo
• Eloqua
• io
• Constant contact
• HubSpot
• ExactTarget / Pardot
• Userfox

Content marketing is a marketing technique for creating and distributing relevant and valuable content to attract.

Gain and attract the attention of a well-defined target audience, to promote them to be future customers.

The content marketing need is a good content marketing strategy that helps to

• Increase the site traffic.
• Generate brand awareness.
• Educate the market.
• Increase engagement with the brand.
• Generate sales in the medium term.
• Boost lead generation.
• Increase lifetime value.
• Reduce the cost of customer acquisition.

A brand marketing strategy is only successful when:

• The purpose of the brand is clear.
• The target market is well researched.
• Create the right message for the intended audience.
• Brand guidelines are created well.
• All competitors are investigated.