Digital Marketing Training in Chandigarh(Mohali)

1. What is DigitalMarketing Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.

2. TableofContents Introduction • Over the last several years, we’ve had an opportunity to talk to tens of thousands of companies about their online presence. In that time, we have also seen some dramatic shifts in digital marketing strategies. When we openedour“digitaldoors”backin2007,someofthetechniquesthatworked forourclientswereverydifferentfromthemajorityoftechniquesthat • we use today. That’s because we are always adjusting and adapting to new search engine updates and best practices so that we can keep helping our clientsseepositiveresults.Infact,thefundamentalsmaybetheonlythings • Duringouryearsinbusiness,wehavespenthundredsofthousandsofdollars on research and data to ensure that we are always ahead of the curve, allowing us to provide quality service to our clients. Part of what we’ve discovered is that the fundamentals will always be the foundation of online success, regardless of any new updates or design trends that pop up. With thisinmind,wewantedtomakeinformationreadilyavailabletoanyonewho wantstolearnmoreaboutthebasicsofdigitalmarketing. • Thepurposeofthisguideisnottogiveyouafulldigitalmarketingstrategy,it istoinformandinstructyouonthekeyconceptsofwebsiteoptimizationand advertisingonabasiclevel.Thisguideismeanttohelpthosejuststartingout tohaveasoundunderstandingofwhattoknowandwhatquestionstheycan askastheyputresourcestowardsmakingtheirbusinessmoresuccessful. • Thesefundamentalswillhelpyousolvethetwomost importantquestionsofonlinemarketing: • HowcanIgetmoretraffictomywebsite? • HowcanIincreasemywebsiteconversions? • At Netmark, our main goal is to help businesses experiencetheonline success theydeserve.Wehope thisguidegivesyoua bitmoredirectionasyoustrive tomakeyourbusinessgrow. • Introduction • -AUserCenteredWebsite • GoodHosting Effective URL StrongWebsite UsefulContent • -SEO-SearchEngineOptimization • Relevant,UsefulandImportant • Start with a Strategy OptimizeYourWebsite • Titles&MetaDescriptions • Up-To-DateSitemap • RelevantContent • KeywordTargeting • GainLinks • -SEM-SearchEngineMarketing • DifferencesBetweenSEO&SEM • KeyComponentsforSuccess • CohesiveCampaigns • RelevantAdPlacement • AdRank&AdPositioning—GoogleAdRank • -SMM-SocialMediaMarketing • BestPractices Platforms • -UXDesign-UserExperienceDesign • ScientificApproach • -EmailMarketing • KeyElements SpecialTricks • Conclusion thathaveremainedconstant. Toyourfuturesuccess! ~ Dan Morley CMO,Netmark DIGITALMARKETING 2 3

3. AUser-CenteredWebsite AUser-Centered Website Having a quality website is critical to success in the online world. After all, your website should be at the center of your online presence. If we are to likenyouronlinepresencetohostinganevent,havinga goodwebsiteislike finding the right location for your event. Despite all of your planning the success of an event can all come down to location, location, location. The rightvenuecanmakeagoodeventevenbetterandabadvenuecanmakean otherwisewellplannedeventfail. Youmaybewondering,whatdoesahostingsitedo?Inshort,theykeep yourwebsiteupandrunning,meaningthatyoursitecannotsurviveand thrivewithoutthem.Thehostingplatformsmentionedabovehavedifferent strengthsandweaknesses.Youneedtodosomeresearchto determinewhichhostingserviceisrightforyou. Picking a hosting platform with the rightresourcesfor your business will set the stage for your website and business in the digitalrealm. Going back to our event analogy; strong hosting for your website is in direct correlation to the environment, location, andresourcesofavenue.Picking ahostingplatformwiththe right resources for your business will set the stage for your websiteandbusinessinthedigitalrealm.Usingagoodvenue — i.e. hosting service — makes all the difference for your guests. In a business situation, the hosting platform will take careofessentialslikefilestorage,emailhosting,serverspace, databasesandmore.Theyprovidethesetypesofresourcesso that you don’t have to provide them yourself. Below we have listedafewkeymetricsandquestionstoguideyouasyoufind therighthostingplatformforyoursite. Ifyoualreadyhaveawebsite,youshouldstartbytakingamomentandreally looking at it. As you look at it, ask yourself some key questions. Does my websiteservethepurposeIoriginallyplannedforit?Doesitconveywhatthe purpose of my business is? Whom do I want to visit my online business? Am I providingcontentthatthosetypesofvisitorswant?Whatismywebsitereally beingusedfor?Theseareallessentialquestionstoaskyourselfaboutyour websiteinordertomakesurethatitisuser-centeredand effective. BasicMetricstoLookForinaHostingCompany: Generally speaking, the end result of all of your work onsocialmedia,searchresults,andonlineadsistoget customersandpotentialcustomerstoyourwebsite.That isbecause,ideallyspeaking,yourwebsiteiswhereyour potentialcustomerscanbeconvertedintotherealdealand wherecurrentcustomerscanfindwhattheyarelookingfor. • Anuptimeof99.9%—thismeansthatyourwebsitewillbeupand runningontheirservers365daysayear.Anythinglesscanandwillbe • damagingtothebusiness. • Unmetered/unlimitedbandwidth • Unmetered/unlimitedwebspaceordiscspace • Qualitycustomerservice • Highratings Ifyoudon’thaveawebsite,weencourageyoutousethe followingstepstohelpyourwebsitebeexactlywhatyour customers—bothcurrentandfuture—arelookingfor. However, we also encourage you to make sure that you are notspendingallofyourbudgetonawebsitethatnobodycan find.Holdsomebudgetbackformarketingyoursite. USERCENTEREDWEBSITE AdditionalQuestionstoConsider: • Howmanydomainscanyou have? • Dotheysupporte-commercefunctionality? • Howmuchdoesitcost? Step1:HaveGoodHosting Step2:ChooseanEffectiveURL Whenitcomestoyoursiterunningwell,hostingmakesallthedifference.In ouropinion,someofthebesthostingsitesare: AURLisbasicallyaglobaladdressforspecificdocuments,pages,orother • Bluehost* • GoDaddy* • HostGator* • AmazonWebServices* resourcesontheWorldWideWeb.Putmoresimply,yourURLiswhatis commonlyreferredtoasyourwebsiteaddressandpeopleuseittolocate 4 http://excellenceacademy.co.in/ 5

4. AUser-CenteredWebsite AUser-CenteredWebsite your site. In fact, the word locater is even in the name: URL stands for UniformResourceLocater.Netmark’sURLisNetmark.com—okay,technically ourfullURLishttp://www.netmark.com/butwe’retryingtokeepthissimple. FollowingthesetipswillhelpyoucreateaneffectiveURL. physicalassets.Asmentionedabove,youmaychoosetousecapitallettersto delineatewordswithinyourURL.Whateveryoudecide,however,makesure thatyouarebeingconsistentinyouruse.To reallybeeffective,itneedsto bebothclearandmemorable.Youshouldalsodetermineifyouwillwantto pursueyourURLasakeywordforsearchresultsbecausethiswillaffecthow MakeitRelevant Your URL should represent either your company name or what visitors will find on your website. It is common practice to use yourcompanynamewithnospacesfollowedbyadomainname like.comor.org.However,therearetimeswhenitmakesmore sensetohavea URLthatisrelatedtowhatyoudoinstead. Eitherway,yourURLshouldberelevanttoyourcompany.Ifyou choose a URL that is not readily associated with your business, you may need to pursue a variety of branding opportunities to connectyourwebaddresstoyourbusinessinpeople’sminds —makingyourURLrelevanttoyourcompany.Believeitornot, therewasonce atimewhennobodyknowwhattheURLGoogle. comwasfor. youuseyourURLonyoursiteandelsewhere. KeeptheUserinMind Long and/or difficultURLscan cause problems and introduce opportunitiesfor typostolandpeople inthewrongplace. Inshort,youneedtokeeptheuserinmindwhencreatingandbrandingyour URL.WhenyourURLismemorableandeasytotype,peoplearemorelikelyto visityourwebsitedirectlybecausestrongURLsmakeiteasyforuserstoget toyoursite. SomeExamplesofStrongURLsAre: • color.adobe.com*–Verysimpleandhighlyrelevanttothesite’scontent especiallysinceAdobeisalreadybrandedinmostpeople’sminds. • www.mashable.com*–Easytorememberandhasbeen brandedinthemindsofusers. • www.idahofallsfamilydental.com* – This example URL has verystrongtiestobothanindustry—familydentistry—and a location—IdahoFalls—makingthis averystrongURL. Astrong,effective websiteshouldbe atthecenterofyour onlinepresence. KeepitShortandSimple TherearealotofgoodreasonstokeepyourURLshortandsimple.Ofcourse, shortisrelativebutyouneedtomakesurethatyourURLisshortandsimple enough to be typed without difficulty. Long and/or difficult addresses can cause problems for users and introduce opportunities for typos to land peopleinthewrongplace. SomeExamplesofWeakURLsAre: • www.manyonline.org*–Withoutstrong,targetedbranding, mostpeoplewouldnotassociatethisURLwiththeMuseum AssociationofNewYork. • www.a4pt.org*–ThisURLissosimplifiedthatitcouldloseall • meaningwithoutstrong,targetedbranding. • www.commoncompanyname.com*–Usingacommonname foryourURLgivesnoindicationofwhatyourcompanyisor ThingstoavoidinyourURL: • Wordsornamesthataredifficulttospell • Excessiveand/orirregularrepetitionofletters • Longstringsofwords • Hyphensandunderscores does,andcanbecomeconfusedwithsimilarlynamedcompanies. Step3:BuildaStrong,EffectiveWebsite WhenlistingyourURLonbothphysicalanddigitalassets,youmaychooseto capitalizethebeginningsofwordstohelpseparatetheminpeople’sminds. For example, if your URL is something like manywordsstrungtogether.com*, youmaywanttothinkaboutlistingitasManyWordsStrungTogether.com*. Thecapitalletterswon’taffectpeople’sabilitytogettoyoursite,butitwill helpseparatethewordsintheirminds. Aswealreadymentioned, a strong,effectivewebsiteshouldbeatthecenter ofyouronlinepresence.Allofyoursocialmediaoutreach,searchengine resultsandonlineadvertisingshouldbegearedtowarddirectingqualified traffictoyoursitesothatyoucansellyourproductsorservices. MakeitEffective YourURLwillbepresentinmanydifferentlocations.Inorderforittobe effective, you’ll need to think about how your URL will be used on your socialmediaplatforms,onotherwebsites,andevenonsignsandother Inordertoaccomplishthis,yourwebsiteneedstobebuilton astrong foundation—on astrongContentManagementSystem(CMS).Someof 6 7

5. AUser-CenteredWebsite AUser-CenteredWebsite office options, you’ll want to make sure that you choose a CMS that is designedtosupportthesefunctions.Thiswillallowyourwebsitetofunction correctlywithouthavingtospenda lotoftimeoncustomcoding. thebestandmostcommonlyusedCMSsareWordPress*,Wix*andJoomla*. Finding the right CMS for your website is the key to effectively managing yourtimewhilestillhavingagreatwebsite.Evenifyouknowhowtocode, manuallycodingyourwebsitecandrain alargeamountoftimeandenergy thatcouldbedirectedmoreeffectivelyelsewhereinyourbusiness.Oneof the main benefits of these CMSs is that they do most of the background codingandprogrammingforyou. Step4:CreateUsefulContent Onceyouhavetherighthostingplatform,asolidURL,andastrongwebsite tosendyourusersto,it’stimetofillitupwithcontent.Ifwegobackto oureventanalogy,contentcorrelatestothedrinks,appetizers,entrées, anddessertsthatyouserveinordertosatisfyyourguestsoncetheyare atyourvenue.Butyoumaybeaskingyourself,whatiscontent?Toputit simply, content is information that you present in order to help your clients and prospective clients. Content comes in a wide variety of forms from on- page text to infographics and videos. This section is not intended to be a comprehensivelookatcontentmarketing,butitshouldhelpyouunderstand thebasicidea. If you don’t have any web design or coding experience, we would strongly suggest that you have your website designed by a web design company. However,you’llwanttomakesurethattheybuildyoursitewith aCMSthat youcanlearnhowtoupdateyourself.Yougenerallydon’twant toberesponsibleformakingbigchangestoyoursite,butbeing able to make small updates without working through a third partycanbeverybeneficialunderspecificcircumstances. The whole point of yourCMSistomake website creation easier, not more complicated. Most hosting services will allow you to connect your website directlytoyourchosenCMS,butit’simportanttomakesurethat youcanusethetwotogether.ThewholepointofyourCMSisto makewebsitecreationeasier,notmorecomplicated. In our experience, content should be used to strategically funnel your website visitors toward the actions you want them to take. To this end, we suggestcreatingavarietyofcontentthatfitsintodifferentsectionsofwhat wecallthecontentfunnel.Eachpieceofcontentshouldbedesignedtohelp yourwebsitevisitorsinsomeway.Themainportionsofthecontentfunnel— andthewaysyoucanhelpyourvisitors—areto: SomeadditionalwaysthatagoodCMScanhelpyouinclude: Pre-DesignedThemes A pre-designed theme is essentially a template that can be used with a specificCMStobuild a strong,attractivewebsitemorequickly.Someofthese themesareavailableforfree,butmostrangeinpricefrom$50toupward of $100 depending on the developer and the features that are included in thetheme.Generallyspeaking,yougetwhatyoupayforsoitcanbeagood ideatoinvestinaqualitytheme.ThemeForest*,TemplateMonster*andWix Templates* offer many attractive, effective, and mobile friendly templates thatcanbeusedtocreateastrongwebsite.Manyofthesethemesarealso designedtoberesponsiveandlookgoodon avarietyofmobiledevicesas wellasinwebbrowsers. • Inform • Instruct • Solve • Sell Inform Instruct Depending on their needs, visitors to your site may enter at different points in this funnel. The bestresultscomewhenyouprovidecontentthat addressestheirspecificneedsatthepointatwhich theyenteryourfunnel.Keepinmind,thatusersare Solve Sell CMSPlugins Most CMSs offer a variety of plugins that can be used to help you create landing pages, slideshows, and more. Most of the plugins are quick and easy toinstall,butyoumayneedtotakesometimetolearnexactlyhowtousethe pluginstoyouradvantage. generallylookingfor asolutiontoaproblemandyou can provide that answer. As with any other strategic funnel, the upper levels aredesignedtoexposealargenumberofpeopletoyourinformation.The trickistouseupperlevelcontenttohelpcreatemorequalifiedtraffictoyour lowerlevelcontent.Contentcantakea widevarietyofforms,butit’syourjob to make sure that it is the relevant solution your users are looking for. And, yes,onepieceofcontentcansometimesfillmorethanoneoftheseneeds. E-CommerceandBackOfficeOptions Ifyourwebsiteneedstohaveecommercefunctionalityoranyotherback http://excellenceacademy.co.in/ 8 9

6. SEO-SearchEngineOptimization SEO SearchEngineOptimization Ifyouhavelookedintodigitalmarketinginrecentyears,it’spossiblethat you’veheardthephrase“SEOisdead.”However,nothingcouldbefurther from the truth. Search Engine Optimization has been the lifeblood of beingfoundthroughsearchenginesearchesforwelloveradecadeandit willcontinuetobeimportantforyearstocome.The“dead”partofSEOis attemptingtomanipulatethesignalsthatsearchenginesuseforranking sites.Inrecentyears,Googleandothersearchengineshavecaughton to these manipulated signals and worked to minimize the effect of the manipulationand/orpenalizethosesitesthathaveusedthosepractices, especiallyinexcess. intocustomers.Don’tgetsostuckonrankings,specifickeywords,andoverall trafficnumbersthatyoulosesightoftheoverallresultsthatcancomefrom yourSEOstrategy. Takingitbacktooureventanalogy,SEOisalloftheplanningthatgoesin ahead of time to make sure that the event runs smoothly and that people are aware that the event is happening so that they can attend. For example, if you’re hosting a public event, you would want to have the event fully planned and scheduled ahead of time so that there are fewer opportunities for problemstoarise.You’dalsoneedtofollowapplicabledeadlines and guidelines in order to make sure that the local newspapers, magazines, and event listings are able to publish information about your event in their events calendars so that people who mightbeinterestedinyoureventcanhearaboutit. Don’t get so stuck on rankings, specifickeywords, andoveralltraffic numbers that you lose sight of the overallresultsthat can come from yourSEOstrategy. Relevant,UsefulandImportant StartwithaStrategy Initstrueform,however,SEOismakingsurethatyourwebsiteisfollowing specific,bestpracticessothatGoogleandothersearchenginescansee andrankyourwebsite.Putanotherway,SEOiscreatingor EstablishinganSEOstrategyislikeplanningyourevent.The morethoughtyouputintowhoyouwanttoattendandhowyou’regoingto improvingyourwebsite—sometimesinwaysthataren’t visible—sothatthesearchenginesrecognizeitasbeing relevant,useful,andimportantinregardstothequestion askedbyasearcher. letthemknowaboutyourevent,themoresuccessfulyou’llbe. YourSEOstrategyshouldbeginwiththesequestions: • Whoisyouridealcustomer? • Wherearetheylocated? • Wheredotheyspendtheirtimeonline? • Whatwordsandtermsmighttheyusetosearchforcompanieslikeyours? • Whatistheirlikelyintentbehindeachsearchquery? Whenasearchenginethinksthatyoursiteisrelevant, useful,andimportanttoasearchquery,itshouldrankwell intheSearchEngineResultsPages(SERPs).Unfortunately, SEO is not a “one and done” process. It can be a relatively slow process at the outset and requires consistent effort to maintain. Search engines are constantly evolving, and yourSEOstrategyhastobeabletoevolvewiththem.The powerofagoodSEOcampaignisunbeatable,butitisavery competitiveandfastpacedenvironment. OptimizeYourWebsite SEARCHENGINEOPTIMIZATION Onceyouhave astrategyinplace,you’llneedtooptimizeyourwebsite. YoushouldalsonotethatsuccessfulrankingsandtrafficfromSEOseldom happenovernight.Instead,youwillneedtoconsistentlyworkonyoursite tomakesurethateverythingisworkingproperlyandbeingseenbysearch engines.Additionally,youshouldunderstandthatSEOisn’treallyaboutbeing ranked number one for one specific keyword. In fact, the best SEO strategies targetmanydifferentkeywordsandfocusongarneringbettertraffic,notjust moretrafficforyoursite.Thinkaboutit,wouldyouratherhave1000visitors withonly10convertingintocustomersor800visitorswith15converting Doingsoislikefollowingtherulesandguidelinesestablishedforhaving youreventlistedineventcalendarsandlistings.Typically,youcan’tjustcall thepublisherofaneventcalendaronthedayofyoureventandexpectit tobelisted.Similarly,youcan’texpectSEOtolaunchyoutothetopofthe searchresultsovernight.Below,we’veprovidedyouwithsomeofthemost foundationalwaysinwhichyoushouldoptimizeyourwebsitetoyieldlong- termSEOresults. 10 11

7. SEO-SearchEngineOptimization SEO-SearchEngineOptimization 1.UtilizeRelevantTitlesandMetaDescriptions Your titles and meta descriptions are very important pieces of information because they show up in the search engine results. A page’s title is the heading that shows up in the search results and it is also the name that appearsonthetaborwindowwhenyouareonthepageina webbrowser.A metadescription,ontheotherhand,istheinformationthatshowsupbelow thetitleinsearchresults.Thesetwoshortpiecesofinformationaregenerally the first impression you get to make on a potential website visitor, so make themcount. and other search engines to better crawl and index your site. By submitting an XML sitemap, search engines are able to discover and index all of the pagesonyoursitemoreeasily.Whenthesearchenginesareabletocrawland index new and updated pages on your website and blog, your organic search rankingstendtoimprove. 3.HaveRelevantContentonYourPages As we’ve already discussed, having relevant content on your pages allows yoursitetoberelevanttosearchers’questions.On-pagecontentneedstobe written and presented so that it can be used by your site’s visitors to answer the questions they have. Search engines exist to help people find what they arelookingforontheInternet.It’syourjobtomakesurethattheinformation on your site’s pages is relevant to the questions your ideal customers are likely to ask. Don’t write for the search engine bots though. If your content isn’t useful to real searchers, they are unlikely to stay on your site and becomecustomers. Example: Page:Netmark’sHomepage(http://www.netmark.com/) Title:Netmark -DigitalMarketingAgency MetaDescription:Netmarkisapremieredigitalmarketingagency specializinginpaidadvertising,socialmediamanagement,andwebsiteSEO. HowitAppearsinSearchEngines: Going after less competitive “long tail keywords” can actually be more productive and result in better qualified traffic comingtoyoursite. 4.TargetKeywordsThatAreRelevanttoYour Business Youron-pagecontentshouldincludethewordsandphrasesthat you want to rank for. If you want people to find your site when theyaresearchingforBlueWidgets,thenyou’dbetterhavethe wordsBlueWidgetsonyoursite. GoogleResult: You should be aware that while ranking for general keywords can be a great goal, it may not be practical due to competition levels and varied searcher intent. Going after less competitive “long tail keywords” can actually be more productive and result in better qualified traffic coming to your site. As an example, instead of targeting just the phrase “Blue Widgets,” you may wanttotargetaphraselike“BlueWidgetsforsaleinYourTown, USA” BingResult: 5.WorktoGainLinksfromHighRankingWebsites ClearbackinthedarkagesoftheInternet(circa1997)LarryPageandSergey Brinwantedtofind a betterwaytoorganizetheseeminglyinfiniteamount ofdataavailableontheWorldWideWebsothatpeoplecouldfindwhatthey were searching for. In the early days of their company — a small endeavor theynamedGoogle—theystartedlookingatlinksbetweenwebsites asvotesapprovingofthosewebsites.Thisgroundbreakingideawould eventuallybecomethefoundationofmostmodernsearchengines. Youshouldalsobeawarethatsearchenginescandisplayalternatetextfrom your page if they don’t feel that your meta description is relevant to the searcher’squery. 2.SubmitanUp-To-DateSitemap A sitemap is essentially a list of all of the pages on your website. An HTML sitemap is generally accessed via a link in the footer or header of your site and helps visitors find a specific page that may or may not be accessible throughyourothermenus.AnXMLsitemap,ontheotherhand,helpsGoogle Overnearlytwodecades,thisideahasbeenrefinedandbecomemore detailedandcomplex.Now,insteadofsimplycountingthenumberoflinks http://excellenceacademy.co.in/ 12 13

8. SEO-SearchEngineOptimization SEM SearchEngineMarketing leadingtoa specificwebsite,searchenginesalsolookatthequalityofsites fromwhichthoselinksoriginate.Ifthelinkslook“spammy”orareirrelevant tothewebsitetheylinkto,thelinkswillbediscountedandthesitepossibly penalizedforlowqualitylinks.Linksfroma.govor.edudomaintendtobe SearchEngineMarketing(SEM)isablankettermusedtodescribeavariety more trusted than those coming from more general domain types like .com because entities have to prove who they are in order to get these types of domains. Nevertheless, .com sites thatarewellestablishedandtrustedbythesearchenginesalso havemoreweightwhenitcomestotheirlinks. ofonlineadvertisingefforts.LikeSEO,itisusedtoattractuserstoyoursite whowillfindyourofferingsvaluabletothem.WhenpeoplethinkofSearch EngineMarketing,theyusuallyonlythinkoftheadsthatareplacedatthetop Sites that are well established and trusted by the search engines have moreweightwhenit comestotheirlinks. andtotherightofsearchengineresultsinsearchengineslikeGoogleand Bing.However,thetermisalsocommonlyusedtorefertopaidadvertising onsocialplatformslikeFacebook,YouTube,Google+andPinterest;onmany As illustrated in the graphic below, large numbers of links can boost your importance but so can a smaller number of links fromtrustedandwellestablishedsites.Inessence,gettinglinks fromhighrankingandtrustedwebsitesislikebringingapopular friend or friends with you to a party: you’re cool by association andthehost’sestimationofyourpopularityisincreased. websites;inmanyappsandthroughoutthedigitalworld. ThistypeofonlinemarketingisalsocommonlyreferredtoasPay-Per-Click (PPC)advertisingbecauseyougenerallypayacertainamounteachtime somebodyclicksonyourad,althoughtherearealsooptionsforpayingper thousandimpressionsonmanyonlineadplatforms. Whetheryou’rereferringtopaidonlineadvertisingasSEMorPPC,thereare somekeyelementsyoushouldunderstandbeforeyougetstarted. DifferencesBetweenSEO&SEM Let’sstartwithsomekeydifferencesbetweenSEOandSEM. As we discussed above, SEO is used to get your website to rank in the regular search engine results, commonly called organicsearchresultsinthedigitalmarketingindustry. Conversely,SEMispayingtoplaceyouradswithyourwebsite information in specific locations, including above or next to searchengineresults. SEARCHENGINEMARKETING Boththeorganicandthepaidsidesofsearchresultscan behighlycompetitive,buttheyofferverydifferentvalue propositions. For example, while SEO tends to be highly effective in the long term, it can take 6 to 12 months — orevenmoredependingoncompetitionlevels—tosee consistentresultsfromyourSEOefforts.Youalsomust continuetooptimizeandrefreshyouronlinepresence in order to maintain rankings. With SEM, on the other hand, you can see placementofyourlistingalmostimmediatelybutmaintainingthatplacement requiresupkeepandaconstantinfusionofmoney. Oneofthebestanalogieswe’veheardforthedifferencebetweenSEOand 14 15

9. SEM-SearchEngineMarketing SEM-SearchEngineMarketing SEM is to think of it like losing weight via diet and exercise or via plastic surgery. SEO, like losing weight through diet and exercise, takes time to be effective, requires constant attention to details, and still requires work to maintainoncethedesiredresultshavebeenachieved.SEMismorelikeusing liposuction to take the pounds off. The results are fast and dramatic, but requiremoneyandconstantupkeepinordertobemaintained. Thebestadplacementsarecontextualtowhatthepersonseeingtheadis doing,seeingorreadingatthattime.Thinkofthelasttimeyouwerelate gettingtothetheater.Youprobablydidn’tmissthebeginningofyourmovie, butyoumayhavemissedsomeofthepreviews.Wereyoudisappointed atmissingthepreviews?Ifnot,doyouknowsomeonewhowouldbe?The answerisprobablyyes.However,thequestionthatarisesis,why?Whywould somebodybedisappointedwhentheymissmovietrailers?After all,they’rejustads. Why would somebody be disappointed when they miss movie trailers? They’re just ads.Butpeoplewant tobeadvertised to under these circumstances. The adsarecontextualto what they are doing and it actually adds to the experience insteadofdetracting fromit. KeyComponentsofSEM The answer may surprise you. Most people don’t like to miss thepreviewsbeforeamoviebecausetheyactuallywanttobe advertisedtounderthesecircumstances.Theadsarecontextual to what they are doing and it actually adds to the experience instead of detracting from it. Contextual advertising — advertisinggoodsorservicesthatarerelatedtowhatsomebody is doing, seeing or reading — has been shown to be highly effective. Because of this, context and relevance are the key to successinonlineadvertising. SEMis asimpleideathatcanhavecompleximplementation.Whilewedon’t havethetimetodelveintoallofthespecificsofSEMimplementation,let’s lookatsomeofthekeycomponentsthatcanmakeyourpaid onlinemarketingefforts a success. “ThePrincessTheory referstoalittlegirl’s princess-themed birthday party… Everything matches the theme. Similarly, yourAdWords, ad groups, and campaignasawhole need to match the sametheme.” CohesiveCampaigns WhenyouworkinSEM,asintraditionaladvertising,youwork in campaigns. A campaign is simply a series of ads that share a commonthemeandaredesignedtoworktogether.InSEM,you createyouradcampaignstotargetspecific,relevantkeywords. Themosteffectivecampaignsarecohesive;theytieeverything —yourkeywords,youradgroups,etc.—togethersothatyou aren’tputtingoutconflictingmessageswithyourads. UnderstandingAdRankandAdPosition WhenworkingwithpaidsearchplatformslikeGoogleAdWords or Bing Ads, your ad position refers to where your ad falls among the ads placed around specific search results. In a traditionaladvertisingauction,thepersonwhoiswillingtopay themostgetsthebestplacement.That’snotnecessarilytruein adplacementbiddingforsearchengines. Here at Netmark, we sometimes call this the Princess Theory. ChrisParrett,oneofourSEMSpecialists,saysthat“ThePrincess Theoryreferstoalittlegirl’sprincess-themedbirthdayparty. Everything—fromthedecorationstothecaketotheparty favors — matches the theme. Similarly, your AdWords, ad groups, and campaign as a whole need to match the same theme.” Google Ad Rank and other search engines’ ranking determinations actually involve a combination of different factors.Remember,searchenginesaretryingtogivethebest andmostrelevantinformationtheycantotheiruserssothat thoseuserswillreturnandusetheirservicesagain.That’swhymostsearch –ChrisParrett, SEMSpecialist enginesusecustomalgorithmstodetermineadplacementbasedonfactors RelevantAdPlacement Anotherwaytomakesurethatyouradsareassuccessfulas possible is to make sure that your ad is relevant to where it is beingplaced.Goingbacktooureventanalogy,placingfliersfor likebidandrelevance.AndonmostPay-Per-Clickadplatforms,including GoogleAdWords,youonlypaywhenyouradisclickedon. GoogleAdRank: agolftournamentinasportinggoodsshopislikelytoyieldbetterresults Let’stakeacloserlookathowGoogleAdRankisdeterminedtoillustrate than placing them in a sewing machine store. Of course, you want people to clickonyourads.But,ultimately,youwantpeopletoseeandclickonyourad who are interested in your solution. What you have to understand is that it doesn’t matter how many people see your ad if the people who see your ad aren’tinterestedinwhatyouhavetooffer. howadpositionisdetermined.HalVarian,Google’sChiefEconomist,says thattheyuseavariationofwhat’scalledasecondpriceauctionforad placement.Inasecondpriceadvertisingauction,theadvertiserdoesn’thave topaytheirfullbid,theyonlyhavetopayenoughtobeatthenexthighest bidderbelowthem. 16 17

10. SEM-SearchEngineMarketing SEM-SearchEngineMarketing Interestingly,ifyourAdRankisn’thighenough,youradmaynotshowupat allbecauseGooglefeelsthatitisn’treallyrelevanttothesearcher’squery. UsinginformationfromGoogle’sAdRanksupportpagesandvideos,we’ve puttogetherthegraphicbelowtohelpmakeiteasiertounderstand. Varian gives an example where Bidder #1 bids $4, Bidder #2 bids $3, Bidder #3 bids $2, and Bidder #4 bids $1. In a traditional auction, each would pay what they bid and be placed in descending order. In a regular second price auction, on the other hand, their placement is still descending but bidder #1 pays $3, Bidder #2 pays $2, Bidder #3 pays $1, and so on. In short, you bid whatyouarewillingtopayasa maximum,butyouactuallypayjustenoughto beatyourcompetition.Inthistypeofauction,thebuyeroftenpayslessthan their full bid. With us so far? Good, because this is where it gets even more complicated. TraditionalAuctionSecondPriceAuction GoogleAdRankandCostperClick MaximumBidQualityScoreFormatImpactAdRank Appx.CPC 20 $1.73 = BidPaymentBidPayment $4$4$3 Bidder#3 $4 $2.42 18 = Bidder#2 Bidder#1 Bidder#1 $3 $3 $3 $2 8 $0.69 = Bidder#4 Bidder#2 Bidder#2 $4 $2 $2 $2 $1 Low No Formats 5 NotRelevant Enough toRank = Bidder#1 Bidder#3 Bidder#3 $1 $1 $1 … As you can see, your ad position is not just about what you’re willing to spend.Bidder#3actuallyhasalowerCostPerClick(CPC)for afirstposition ad placement than Bidder #2 has for the second position because their Ad Rank is higher due to high estimated format impact. If Bidder #2 wants to move to first position, they can improve the quality of their ad or modify theiradformatting—improvingthequalitysideoftheirAdRank—or they can increase their maximum bid — which will also increase their CPC. Interestingly,Ad Rank iscalculatedseparatelyforeverysearchqueryyourad maybeeligibleforinordertodetermineifandwhereyouradwillbeplaced. Bidder#4 Bidder#4 Your ad placement through Google AdWords takes into account more thanyourmaximumbidbecausetheywanttoshowhighlyrelevantadsto theirusers.Therefore,youradpositionisdeterminedusingtheirAdRank algorithm.ThethreecoreelementsofyourAdRankare: While it is a complicated system, there is sound reasoning behind these rankingalgorithms.ToquoteVarian,“…itallgoesbacktotheecosystemthat Google, our users and our advertisers all live in. When users see better ads, they’rehappierandthey’remorelikelytoactuallyclickonthoseadsandthat makes advertisers happier, which makes Google happy because with happy usersandhappyadvertisers,wehavemorepeopleusingoursystem.” Yourmaximumbid. YourQualityScore—includinghistoricandexpectedclickthroughrates (CTR), the relevance of your ad to the searcher’s query, and the quality andrelevanceofyourlandingpage. The expected impact of Ad Formats — including phone numbers, sitelinks,andthepresenceofyourwebsite’sdomainintheadheadline. 18 19 http://excellenceacademy.co.in/

11. SMM-SocialMediaMarketing SMM SocialMediaMarketing As any event planner knows, word of mouth advertising can be invaluable. Thishasalsobeenhistoricallytrueforbusinesses.Goodwordofmouthcan bringinnewpotentialcustomersandbadwordofmouthcanscarethem away.Butdoyourealizejusthowmuchsocialmediahas sitessothatthosewhofollowyouonmorethanoneplatformdon’tsee thesamethingsindifferentplaces. • Don’tjusttalkaboutyourcompany–maintainappx.80%lifestyle/industry contentto20%companycontentinyourpostings. • Don’tspamyourcustomers–spreadoutyourpoststoincreasetheir visibility. addedbreadthandvolumetowordofmouth?Onlinereviews and social media conversations can make or break a business fasterthanalmostanythingelse. ListenCarefully • Respondquicklytoquestions,comments,andconcerns–withinafew • minutes,nothoursordays. • Havesomeoneavailablearoundtheclock. • Alwaysbepolite,courteous,andprofessionalinyourinteractions. In spite of — or maybe because of — this, many business owners feel that using social media for their business is daunting and confusing. Well, you can start posting what “feelsright,”oryoucanlearnhowtopostinstrategicways that will help you engage your audience. The best Social Media Marketing (SMM) is driven by a clear purpose. SMM strategists can help you set clear campaign objectives that leadtothebestresultsintheshortestamountoftimeand following afewbestpracticescanreallyimproveyoursocial mediapresence. SocialMediaPlatforms InSMM,sometimes ThesixSocialMediaplatformsthatbusinessesmostfrequently useareFacebook*,Google+*,LinkedIn*,Pinterest*,Twitter*,and YouTube.*While this is true now, it can always change due to the volatile nature of Social Media. Each of these platforms offers different strengths and abilities to the businesses that uses them. For example, Twitter can be a great way to directly interactwithcurrentandpotentialclientswhohavequestions, butPinterestisgenerallybetterforsharinginformationabout goodsorservicesthatlendthemselvestovisualadvertising. it’sokaytothink SOCIALMEDIAMARKETING nichebecause targetingyoursocial BestSMMPractices mediapresenceto whereyourtarget customersare CreateaGreatResource: • Completeyourprofileforyourchosenplatformsandmakesurethatthey • aresetforpublic access. • Provideuseful,relevantinformationtothosewhofollowyourprofile. • Postregularlyanduseup-to-datephotosandcontent. alreadyengagedcan Using some or all of these major social media platforms is a goodidea,butyoumightwanttoconsiderifthereisanybenefit tousingsocialmediaplatformsthatarelessmainstream. Forexample,siteslikePeriscope*,Snapchat*,Instagram*, workgreat. PrepareYourSiteForSocialSharing Tumblr*,StumbleUpon*,CafeMom*,DeviantArt*,andFlickr*allhavegood • Makeitaseasyasyoucanforotherstosharethecontentonyourwebsite. • Embedsocialsharingbuttonsoneverypageofyoursiteandblog. • Suggesttothoseaccessingyourcontentthattheymaywanttoshareit withothers. sizedfollowingsbutaren’tasbroadintheirreachasthemoremainstream platforms.InSMM,sometimesit’sokaytothinknichebecausetargeting yoursocialmediapresencetowhereyourtargetcustomersarealready engagedcanworkgreat.Nevertheless,it’simportanttoneverusemore socialplatformsthanyoucanreasonablykeepupdatedandengaging. EngageYourAudience Overextendingyourselfcanbejustasbadasnothaving a socialmedia • Postexclusivecontentandrunexclusivepromotionsondifferentsocial presenceatall. Periscope snapchat 20 21

12. UXDesign-UserExperienceDesign UXDesign UserExperienceDesign User Experience (UX) Design, unlike SEO, SEM, and SMM, is geared around how visitors interact with your website. While some people think that UX Designisonlyconcernedwiththeaestheticsofawebsite—howitlooks— good UXDesigncanactuallyimprovetheratioofwebsite conversiontesting. 4.Collectenoughdatatodrawrealconclusionsfromthetestresults. 5.Reviewtheconversionperformanceandmakeadjustments. Whilethisprocesstakestime,itcanhavea powerfuleffectonyour conversionrateandultimatelyyourbottomline.Forexample, if you currently have 1,000 visitors to your site in a week and 1%ofthemareconverting,that’s10conversionsinaweek. In order to double your number of conversions to 20 at your current conversion rate, you would have to figure out how to increaseyourweeklysitetrafficusingSEO,SEMand/orSMM to2,000visitors.Thiscouldpotentiallybeadauntingendeavor. If, however, you can improve your UX Design and increase your conversionrateto2%,youcandoubleyourconversionswithout doublingyourvisitors. visitorswhocompletedesiredactionsbasedoneithersubtle ordirectrequests. Everywebsiteownerhasspecificthingsthattheywanttheir visitorstodo.Whetherthatisbuyingsomething,registering for a membership, downloading a file or completing a contactform,thesespecificactionsconvertsitevisitors into site users and customers. In the Internet Marketing industry, these types of actions are collectively referred to asconversions.ThegoalofgoodUXDesignshouldbeto increasethenumberofwebsiteconversionsthattakeplace withoutnecessarilyincreasingyourwebsitetraffic. USEREXPERIENCE(UX)DESIGN Inoureventanalogy,UXDesignislikehavingtheright decorationsanddetails—therightcenterpieces,theright lighting,therightcolorscheme,therightMC —toturn a genericeventinto somethingtrulymemorableandremarkable.Havingpeopleattend a single eventisn’tenough.Theyhavetoenjoytheeventenoughtowanttoattend moreeventsandmaybeeventelltheirfriendsaboutthem. ScientificApproachtoUXDesign Improving your UX Design can involve changing seemingly insignificant detailsincludingbuttoncolor,on-pageimages,andthewordingandlocation of your Calls to Action (CTAs). While these things may seem unimportant, theycanactuallymakeabigdifferenceinhowusersinteractwithyoursite. We believe that in order to improve your conversion rate strategically, you havetoapproachUXDesignscientifically.Weuseafivestepprocesstoapply scientific analysis in an industry that can be anything but scientific. Our UX Designprocessis: Createahypothesistoimproveawebsite’sconversionrate. Decidewhatneedstobetestedinordertosupportthathypothesis. MaketheappropriatechangestothewebsiteandbeginA/B http://excellenceacademy.co.in/ 22 23

13. EmailMarketing Email Marketing In essence, Email Marketing is a conversation between you and current or prospective customers. It can be used to attract new customers, but it can alsobeusedtomaintainarelationshipbetweenyourcurrentcustomersand yourbusiness.Whenwritingmarketingemails,youhavebeverycarefulof yourtonebecauseyoudon’twanttosoundlikeyoursole purposeistomakeasalespitch. Inoureventanalogy,EmailMarketingislikesendingdirect invitations to people who have either attended one of your events in the past or who have expressed interest in youreventsoreventslikeyours.Youwouldwanttosend invitationstothesepeopletomakesurethattheyareaware of new events coming up but you would also want to make surethattheyaren’tjustthrowingyourinvitationsaway. • Donate • Assistance • Fwd:andRe: • Report • Webinar • Superlativeslikeperfect,wonderful,etc. • This is by no means a fully comprehensive list, but you get the point. You havetolegitimatelygetaperson’sattentioninordertohaveabettershotat havingyouremailopenedandread. • EndingwithaCalltoAction(CTA) • Just like on your website, requesting that people take specific actions can result in them doing so. By ending your email with a CTA, you give them a notsosubtlehintofwhattheyshoulddonext.Willeverybodyperformthis action? Probably not. But if you ask people to do something, more of them willthanwouldhaveifyoudidn’task.Afterall,ifyoudon’task,theansweris • Sale • Free • Help • %Off • Reminder • Daysoftheweek alwaysno. WhileEmailMarketingmaynotseemaseffectiveasitwas ten or fifteen years ago, it can still be a very relevant to moderndigitalmarketingefforts. PersonalandIndividual EMAILMARKETING Your emails should be personable and, when appropriate, personalized. Peopleliketofeelliketheyarereceivingexclusiveinformation.Whilemost peopleknowintellectuallythatemailsfromcompaniestendtobemass When done correctly, it can be your chance to inform and teach—tobuildyourcompanyanditsreputationinthemindsofconsumers andinvitethemtocreateorcontinue a relationshipwithyou. generated, emotionally, they like to feel like they have been singled out to receive this information. Avoid sounding salesy andfocusonsoundinglikearealpersonwhoisreachingoutto themonanindividualbasis. Avoid sounding salesy and focus on sounding like arealpersonwho isreachingout to them on an individualbasis. ElementsofEffectiveEmailMarketing If you decide to personalize the marketing emails you send, make sure that your system is working correctly and your information is up to date. Personalization can actually be harmful to your efforts if you have the wrong data or your system isn’t working right because nobody wants to open an emailwiththewrongnameinthesubjectlineor,worse, aplace holderlike[NAME]. Inboxesarefloodedwithnewemaileveryday.Inordertobeeffective,you needtomakesurethatyouremailsutilizetheseelements: AStrongSubjectLine Yoursubjectlineislikeaminiadallbyitself.Ifyoursubjectlinedoesn’tcatch a person’s attention and, ideally, intrigue them, it is unlikely that they will openandreadyouremail. Take sometimetocraftyoursubjectlinesothatit isbrief,pointed,andinteresting. AvoidanceofSpammyWords We’re all aware of how much email gets filtered out automatically by spam filters. Even if your email makes it past the filters, there are specific words andphrasesthat alotofpeopletendtoignore.Hereis abrieflistofspammy wordstoavoidinyourmarketingemailsubjectlines: Asyoucraftyourmarketingemails,makesurethatyoukeepthe readerinmind.AskyourselfquestionslikewhatwouldIwanttoread?what wouldgetmyattention?andhowwouldIfeelifthiswassenttome? Effective Email Marketing can be a great source of qualified, interested traffic to your site. Simply put, this is because people who have read and reactedtoyouremailsaremorelikelytocompleteconversionsonyoursite. 24 25 http://excellenceacademy.co.in/

14. Conclusion EmailMarketing SpecialTricks Everybusinessisdifferent.Therefore,everybusinessmustapproachtheir Usethe“SecondSubjectLine” We are all consumers and we’ve all become more aware of when we’re hearingorreadingasalespitch.Tobehonest,theattentionspanofmost digitalmarketingwithauniqueplan.Becauseeverybody’spathto success willbedifferent,wedidn’tsetouttoprovideastep-by-stepguidetoonline success. AsDanMorley,Netmark’s CMO, saidinhisintroductiontothis ebook,wewantedtomakeinformationreadilyavailabletoanyonewho consumersissomewherebetweenthatofagoldfishanda wantstolearnmoreaboutthebasicsofdigitalmarketing.Wehopethatby puppy. We aren’t willing to give people (or emails) the benefit ofprolongedattentionanymore.Instead,wemake a judgment callwithin5-7seconds.Thatiswhyyouhavetoworkhardtoget somebody’sattention,andgetitquickly. readingthisbookyouhavelearnedsomefoundationalinformationaboutthe basics—thefundamentals—ofdigitalmarketing. Thesixfundamentalsofdigitalmarketingthatwepresentedinthis book—auser-centeredwebsite,SEO,SEM,Social,UXDesign,andEmail It’s also important to remember that many people have their inboxes set up to show a snippet of the body copy in addition to the subject line. Used correctly, this can act as a second subjectlineandimproveyouropenrates.We’veincludedsome examplesofcorrectandincorrectusageofthe“secondsubject line”below,changingtherelevanttexttoredforemphasis. Marketing—canworktogethertohelpyoucreateasuccessfulonline presence.Eachfundamentalbyitselfcanhelpyoumanagedifferentaspects ofyouronlinepresence,createrelationshipswithexistingcustomers,orgain newcustomerswhoarelookingforwhatyouhavetooffer. Whenusedtogether,however,thesefundamentalscanhelpyourdigital marketingsucceedlikeawellplannedsocialevent.Nomatterwhatindustry Usingthe“SecondSubjectLine”Correctly: yourbusinessispartof,thesesixfundamentalscanhelpcreateaninterestin yourbrand,productsandservicesthathasnotbeentherebefore. ExclusiveDiscountfrom[COMPANYNAME]-Haveyouvisitedwww.samecompanyswebsite.comlately?Ifnot,nowisagreattimetovisit… DefinitiveGuidetoEngagingContentMarketing-HiAaron,Ithoughtyoumightappreciateafreecopyofthelatestmarketingresearch… Usingthe“SecondSubjectLine”Incorrectly: [COMPANYNAME]InvitesYoutoAttendLeadingIndustryEvents-Ifyouhavetroubleviewingthisemail,readtheonlineversion.DearJohn… It’saNewYear!BeBold!BeHeard!WithCustomShapedEarBuds!!-Toviewthisemailasawebpage,gohere.ForwardtoFriendsAaron… AswithmanydifferentaspectsofDigitalMarketing,you’llneedtoperform someA/Bsplit-testingtoknowwhichmessagesworkbest—forexample, ifusingtheirnamereallymatters—butbyutilizingthesecondsubjectline, youoftendoubleyourchanceofgettingtherightmessageinfrontofyour reader. UtilizeandOptimizeaP.S. P.S. Having a post script at the end of your marketing emails can actually improveyourengagementlevels!Manypeoplesimply scan throughanemail withoutreadingallofthetext,butaP.S.canrecapturetheirattentionatthe endoftheemailandgiveyou achancetosummarizewhattheemailisabout andpointthemtowardtheactionyouwantthemtotake. http://excellenceacademy.co.in/ 2

15. THANK YOU Address: Plot No C-133, near Gold Gym, Phase-8, Sahibzada Ajit Singh Nagar, 160055 +91 9317788822 Contact us Email: excellenceacademyhead@gmail.com http://excellenceacademy.co.in/ . 28