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What is Digital Marketing? Getting Started with Why, How & Who. (2021)
Almost every third household around the globe now has access to basic internet facility, with an increase in the number of smartphone users in recent years it’s now easier to surf on the internet and purchase & sell products and services online.
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Did You Know?
There are around 4.57 billion users on the internet around the globe.
Yes, you read that right, and which is almost 59% of the world’s population. (source: Statista)
So if you’re looking for a way to get the attention of all these users and convert them into your potential customers then digital marketing is the most reliable way to do it.
As we all known Marketing is the activity a company offers to promote the purchasing or selling of goods or service. It includes advertising, selling, and distributing products to customers or other businesses.
But before we get into the how, let’s first understand digital marketing.
What is Digital Marketing?
Digital Marketing, also known as online marketing is the process of promoting and selling products or services on the internet through different digital channels such as Search Engines like Google, Social Media like Facebook, Instagram, YouTube etc., E-mail or any other channel which can be easily accessed on the internet via your mobile devices, laptop, desktop or tablets.
What are the different types of digital marketing?
1. Search Engine Optimization (SEO): SEO is the marketing process to increase the organic visibility of a website on a search engine.
Traffic via SEO is free, direct and considered to be of the highest quality as users come to your website because it ranks for targeted keywords on the first page of google.
Google, being the most popular of all search engines, controls around 86.2% of the search market share, followed by bing and others. (source Statista)
That’s amazing, right? But the next question you have is “How can I do SEO”? Well, there are 3 ways you can do SEO.
a. On-Page SEO: The digital marketing strategy focuses on optimizing the content of individual pages on your website to increase (free) traffic and boost the rank on google for relevant keywords. This SEO type is fairly straightforward and the simplest of all. If you’re looking for a good keyword research tool you can check out Ubersuggest by Neil Patel (chrome extension)
b. Off-Page SEO: This refers to all the SEO activities that are external or away from your website to get traffic and boost your ranking on Google. These activities or marketing efforts include building backlinks (also known as inbound links) from reputed websites (domain authority), social shares (shares on social media platforms) and increasing brand search on Google.
A great tool to measure the efforts of your digital marketing campaigns (in terms of SEO) is small SEO tools. Additionally, you can track your digital marketing activities on google analytics as well
c. Technical SEO: As the name suggests, this type of digital marketing strategy deals with the code of your website, basically the backend. This includes compressing images to an ideal size, page speed, structured data, and the code: HTML, CSS etc. which helps to load your website fast. If you’re using WordPress there are plugins for this process. You could also consider setting up AMP(Accelerated Mobile Pages) to improve load time on a smartphone. Optimizing the user interface of a website improves the customer journey and builds a positive experience for users visiting your website.
2. Social Media Marketing (SMM): This is the process of promoting your products/services using social media channels. Social Media helps you to create a brand image, generate traffic to your website and get leads that can convert into potential customers. Some of the popular social media platforms which you can use for marketing:
Metrics for a successful social media campaign can be tracked via respective social media dashboards or tools such as Hootsuite or publr.io. Social media channels also act as a credibility factor for a business and build customer loyalty.
3. Search Engine Marketing (SEM): The practice of advertising your website and increasing its visibility on a search engine like Google is called SEM. It is also considered to be part of PPC, but not all PPC ads are SEM, as it focuses on Ads on Search Engine. Traffic via SEM is paid and is considered good quality provided the ads are properly optimized to appear for buying intent keywords to the right target audiences.
The most popular platform to use is Google Ads, followed by Bing Ads.
Digital marketing can also be classified into other categories / types:
4. Pay Per Click (PPC): This is a type of digital marketing activity that focuses on driving traffic to a website by clicking on an ad that is published on an external platform. Google Adwords is also considered to be a PPC. Pay Per click also includes:
a. Facebook Ads: The method of creating an ad via Facebook Ads Manager to publish sponsored content on Facebook. These ads are of different types such as video ads, carousels etc.
Facebook ads can also be changed to the number of impressions (views) depending on the campaign and content marketing strategy.
b. Instagram Ads: The marketing department uses this platform which uses the same tool (Facebook Ads Manager). It allows you to select an objective, choose the different ad type and placement.
However, the analytics (insights) for Instagram is only valid for 14 days before it refreshes. Ads on Instagram can also be changed to number to impressions based on the campaign.
c. Twitter Ads: A Twitter Ads account lets you set up, run, and analyze Promoted Tweet campaigns on Twitter. The process is quite similar to the rest of the social media platforms.
d. Sponsored LinkedIn messages: Sponsored Messages are an effective way to connect to a potential audience on LinkedIn with a native ad presented right to their inbox/message.
5. Affiliate Marketing: Affiliate marketing is the method of obtaining a commission by advertising/promoting a company’s products/services.
Typically you start off by finding a product/service you like, advertise it and earn a part of the profit for each sale that you make.
Some great affiliate marketing programs to try out:
6. Email Marketing: Email marketing is the process of carrying out a commercial broadcast to a group of people, utilising email preferably using an email marketing solution. Some popular email marketing solutions are Mailchimp, Sendgrid, Amazon SES.
Content of the email can be categorized into advertisements, requesting business, or solicit sales.
7. Content Marketing: This term indicates the creation and promotion of content assets with the objective of generating brand awareness, increasing traffic and lead generation for a business. It includes the following:
a. Blog posts: Writing and posting articles on a website allows a company or user to display his/her business expertise which aids in generating organic search traffic for a business. This eventually gives you (business) more possibilities to convert website visitors to potential leads for your business.
b. Ebooks and whitepapers: Ebooks, whitepapers, and similar long-form content assists in educating website visitors. It also allows businesses to trade content for a reader’s contact information. Thus generating leads for a company.
c. Infographics: Most, readers prefer visual content rather than text. Infographics offer a form of visual content that allows website visitors to visualize concepts that can help them learn something
8. Online PR: The process of building online coverage with digital publications, blogs and relevant sites. It’s similar to the traditional type of PR but happens online. The different channels which can be used to maximize PR efforts are:
a. Reporter outreach through social media: Speaking to journalists on Twitter is one of the best ways to build a relationship with the press which can produce obtain media opportunities for your business.
b. Responding to customer reviews: Engaging with company reviews benefits in humanizing your brand and helps in building a reputation online.
Who is a Digital Marketer? What are different roles of a digital marketer in an organisation?
Digital Marketers are those people who create brand awareness and generate leads for business using different digital channels.
Common Job Roles and responsibilities for a Digital Marketer:
1. Digital Marketing Executive: Generally this role of digital marketing executive requires the digital marketer to engage customers and establish an online presence.
Typically, a digital marketing executive is responsible for promoting content online on social media and other websites. The objective is to generate leads from different platforms.
Salary insights: According to Glassdoor the average salary for a digital marketing executive is ₹307K / yr.
2. SEO Executive: SEO’s are accountable for analyzing, evaluating and executing optimizations on the website.
In terms of content for on-page SEO, building links in terms of off-page SEO and assisting tech teams to figure out actionable elements to improve technical SEO.
Salary insights: According to Glassdoor the average salary for an SEO executive is ₹244K / yr. This also varies on experience and expertise.
3. Social Media Expert/Specialist: Social Media Specialists are in charge of planning, monitoring and executing campaigns on Social Media platforms.
Social Media experts need to build a strategy to increase brand recognition and increase sales by driving traffic to a website from the company’s social media pages.
Salary insights: According to Glassdoor the average salary for a Social Media Specialist is ₹414K / yr.
4. SEM Specialist: Search Engine Marketing Specialists make sure that brands are ranking for the relevant content on the top pages of Google.
Ideally in terms of paid aids such as Google Ads (Google Adwords)
Salary insights: According to Glassdoor the average salary for an SEM Specialist is ₹344K / yr.
5. Content writer: Content Writers are those who create engaging content. They are responsible for creating articles, blog posts, and other kinds of written material.
Experience: A portfolio which consists of a few writing samples gives you an edge
Key Skills: Good writing, grammar, research and structuring content is a must.
Salary insights: According to Glassdoor the average salary for a Content Writer is ₹321K / yr.
6. Content Marketing Specialist: Content Marketers are responsible for conducting market research and ensuring that the content is engaging to a target audience.
Additional Duties May Include:
a. Promoting your content on social media, emails or any activity which drives traffic to your website.
b. Building email funnels that can convince your subscribers to become paying customers for your business.
Salary insights: According to Glassdoor the average salary for a Content Marketing Specialist is ₹478K / yr.
7. Social Media Influencer: These are people who use a digital marketing strategy to build an online reputation on a specific topic. These influencers create a digital marketing plan which involves creating content usually in the form of videos that connect to the audience.
Some of the most popular social media influencers include:
- Ashish Chanchlani – Content: Comedy & Others
- Neil Patel – Content: SEO & Digital Marketing
- Huda Kattan – Content: Beauty Expert
- Cooking with Mima: Content: Food & Cooking
Salary insights: No data on how much social media influencers get paid, as this varies on multiple factors like reach, domain, content, brand ties ups and more.
8. Digital Marketing Manager: A Marketing Manager is someone responsible for creating, maintaining and executing marketing campaigns that can improve a company’s online presence and generate leads for its products and/or services.
The primary difference between a digital marketing executive and manager is the level of responsibility.
Salary insights: According to Glassdoor the average salary for a Digital Marketing Manager is ₹701K / yr.
9. Brand manager: Brand managers are in charge of developing and implementing branding campaigns to position the brand online.
Brand Manager will focus on developing engaging content that builds a connection with the users.
Salary insights: According to Glassdoor the average salary for a Brand Manager is ₹1,650K / yr
According to yourstory.com the key elements of a brand:
- Brand position.
- Brand promise.
- Brand personality
- Brand story.
- Brand association
Some important branding guidelines:
- A brand’s core colour palette
- The Typography used by a brand (font)
- Brand Logo on its materials (banners, posters etc)
- Content Structure or creation
10. Growth Hacker: Someone who uses creative, low-cost digital marketing strategies to help companies acquire and retain clients.
Here are some examples of growth hacking campaigns which have been successfully executed:
a. Dropbox used a rewards program that allows existing users to invite new ones to receive additional storage.
b. Initially, Hotmail (currently known as live.com) appended a sentence to each outgoing email that encouraged people to sign up for a new account.
c. Airbnb used Craigslist to target people who are looking for affordable accommodations.
Salary insights: According to Glassdoor the average salary for a Growth Hacker is ₹691K / yr
Hey, I hope I was able to give you a quick overview of digital marketing.
Which of these would like to learn first? Did I miss anything you were looking for?
Would like to know more or have any questions mention down in the comments below
Also, feel free to let me know your takeaways in the comments.