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Basics of the Digital Marketing

Hello folks!

We are sharing a series of blogs that would help in educating everyone about Digital Marketing and its best practices. 

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Let’s kick off with the basics of the digital marketing this week.

Today’s time of internet has opened numerous ways of online businesses. The online advertising business is one such thing that has evolved to greater heights. Through the various channels of digital marketing, a business enthusiast has found their way to promote their product or brand using online media, which is indeed the easiest medium in our smart world generation.

Let us introduce to those channels we speak of:

  1. Search
  2. Display
  3. Social Media Marketing
  4. Email Marketing

If you’re wondering what’s search? You’re about to find out!

Search channel works on global search engines such as Google, Bing, Yahoo. How this works is, Search splits up into two types i.e., Organic Search and Paid search.

Organic Search isn’t a paid medium. When users around the world browse about products or content on Search engines (Google, Yahoo, Bing, etc), the goal is to have our website show up in the top results. This is achieved by Search Engine Optimization (SEO).

Now, what’s SEO? Don’t worry, we have this covered as well.

To best describe, SEO is a process of optimizing your website in order for it to appear in the top search results when users look up with relevant keywords. Not just keywords, there are a couple of more factors which contribute to the SEO optimization.

In the SEO optimization as well, we have two types:

  • On Page SEO
  • Off Page SEO

On Page SEO:

The key factors here would be the optimization of the website, content and few other points which are related to the website development.

To optimize the website, the crucial point is to have the website structured correctly with:

  • Title tag
  • Meta Tags
  • Meta description
  • Meta Keywords
  • Search Engine friendly URL
  • Internal links
  • Outbound links
  • Sitemap
  • W3 code validation

The website content should have:

  • Keywords in text
  • Keywords in H1, H2, H3 tags
  • Hyperlinks
  • Image description
  • Image title tags
  • Image alt text

Off Page SEO:

The Off Page SEO is basically the promotion of your website through other channels such as links to your website on Social Media, other websites, business directories (ex: Yellow pages, Google+). Also, the Google+ Business page where the reviews of the website would help or the reviews from other renowned sites such as Facebook, Linkedin or any social platform would help boost the traffic and generate the awareness of brand/product. Actively promoting the website on Social Media platforms such as Facebook, Instagram, Twitter, Google+, YouTube would give a great push to the Off Page SEO and improve the Organic Search result listing.

Next comes the Paid Search.  

Paid Search is a medium through which the product/brand related ads are shown based on users searched keywords.

Example: We are basketball accessories vendor and want to sell them online. If you were to buy basketball shoes online, and have used the search keyword ‘buy basketball online’ on Google, the motive is to show our basketball shoes as an ad in the top results page. This is achieved by the Paid Search.

Google uses AdWords to manage the Paid Search ads on Google Search. Likewise, Microsoft uses Bing tool to showcase the Paid Search ads.

So how exactly Paid Search works and contributes to sales?

Paid Search tools work on an auction-based and depending on a couple of more factors, the results show up on Search platforms.

Factors that influence your ad to be on top of the results:

  1.  Right set of keywords for the ads to trigger
  2. Ad Quality
  3. Bid
  4. Ad rank

The right set of keywords will ensure relevance to the user’s search. Good structuring of ads will have good ad quality. Bidding high would help the ads win the auction and boost the ad rank.

Here comes the trending channel:

Social Media Marketing:

Like, comment, subscribe & share. Socializing through Social Media platforms has been trending the charts from past couple of years and it has become the hub for advertisers to grab the target audience. Having ads show up on the Social Media platforms was undoubtedly a great idea and the approach is on point. Through the users’ interests, location updates, likes, subscriptions and page followings, the behavior of the user is captured and utilized to target the right set of audience.

Social Media platforms like Facebook, Twitter, Instagram & snapchat are successfully utilizing their platform-specific targeting and strategies to deliver the ads.

Social Media tools keep a track of what you like, your subscriptions, interests, and followings. When the digital marketers use the Social Media channel, they know whom to target and what to expect.

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