We all know that digital marketing is nothing but promoting your business and products online with the main intention is to generate more number of leads by targeting right set of customers and drive profit from leads through their purchases. With the help of digital marketing we can run targeted campaigns for right set of customers and can expect the desired outcome in short span of time. Various digital marketing strategies we can incorporate are:
1. SEO(Search engine optimization)
2. Search engine marketing
3.Email Marketing
4.Content marketing
5.Affiliate Marketing
6.Mobile marketing
7.Webinar marketing
8.Video marketing
9.Google Ads
10.Social media marketing
SEARCH ENGINE OPTIMIZATION
Search engine optimization is a technique used to increase the visibility of the websites in the SERP(search engine result page). Each and every website present on the web would be scanned by google bots/spiders/crawlers. These spiders would scan each and every content present on the web page such as links, content, images, and so on. The spiders can scan up to 1000 pages per second. After scanning Google bots would be involved in the indexing process indexing is the processing of information gathered during the crawling process.
If the crawlers find any information which is of quality content then it would be added to Google searchable index. Here the crawlers would analyze words on the page and also alt and various header tags during indexing. Now let us see the different types of SEO
a.On-Page SEO
b.OFF Page SEO
On-Page SEO mainly deals with elements within the webpage such as title, meta description. Various elements that has to be optimized during the on-page SEO are:
1.Title
The title tag is one of the most important tags present on a webpage. According to the search engine standards, the ideal character length of the title tag should be between 55-60 characters. If the character length is more than 60 characters then it would not be considered as part of SEO.
2.Meta description
The meta description tag is mainly used to provide a summary of your webpage. It is one the most important tags as search engine bots look for meta description on a web page. If the meta description is not present on the web page then it could not be considered for ranking factor and your website would be having a low ranking. The ideal character length of the meta description should be around 160 characters.
3.URL
The URL Of the web page has to be SEO friendly in order to increase the ranking of your website. The various factors that affect the URL as part of SEO are:
a. Relevant content should be present in the URL
b. Each word should be separated by a hyphen character
c. Right keywords should be mentioned in the URL
d. Upper case letters should not be present.
Following are the examples of good and bad URL structure
1.https://www.amazon.com/about-us/(Good practice)
2.https://www.fxyz.com/t44545sd(Bad practice)
4.Header tags
The header tags are an important part of SEO. The title of the web page should be present in the h1 tag and subtitle in the h2 tag.
All the other important content should be present from h3 to h6 tags. It is important to make sure that to include the right content for the right tags
5.Alt tag
The Alt tag is used to give a name to an image. If an alt tag is not present for your website then search engine bots would decrease the ranking of your website considerably. By using alt tags it will give a positive impact on your website rankings
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6.Keywords
Right keywords that are most commonly searched by users in the search engine must be included in our content of the web page. We must include those keywords that have high volume and low competition. High volume keywords should be included in the h1 tag, URL.h2 tag, title tag, URL of the web page
7.Content
The right content should be written in the right place. Plagiarism should not be followed while writing content and the practice of keyword stuffing, keyword cannibalization should not be used. High-quality content should be used throughout the website
8.Internal Links
Internal links are those that on clicking navigate from one web page to another web page within the same website. Internal links are very important from an SEO point of view as google bots like content which are having more number of internal links present.
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9.Sitemap.xml
Sitemap.xml helps the search bots to navigate to a preferred web page in the website quite easily. It helps in faster indexing and scrolling. It can be generated by Yoast SEO. Without sitemap.xml search bots may not navigate easily to preferred page easily
10.Robots.txt
Robots.txt is a text file that instructs the search bots on which page of the website should not be crawled. We can use robots.txt file to hide web page which contains sensitive and confidential information and instruct them not to crawl the page
OFF-PAGE SEO
OFF Page SEO refers to a set of actions/strategies we incorporate outside of our website in order to increase the ranking of our website in SERP. Various techniques followed in OFF Page SEO are:
1.Guest blogging
2.Blog commenting
3.Posting on bookmarking sites
4.Broken link building
SEARCH ENGINE MARKETING
Search engine marketing is one of the marketing strategies used where we focus on paid advertising. SEM is also called Pay per click where we pay for listing only when the user clicks on our advertisement. Google Ads is one of the most common methods of doing search engine marketing
EMAIL MARKETING
Email stands for Electronic mail. Email marketing is one of the most effectively used digital marketing strategies that make our email subscribers receive relevant content about promotion, discounts, and so on. With the help of email marketing, we can build our email list and generate more number of leads in a cost-effective way.
BENEFITS OF EMAIL MARKETING
1.Exact ROI can be tracked
2.Cost effective
3.Easier segmentation and personalization
4.Time saving
5.Enviornmental friendly
6.Increased conversion rate
7.We can trigger welcome emails to new customers through automation
8.We can measure the results of email campaigns through web analytics software
9.We can target the right set of audience through their website activity
In Email marketing having the right database is very much important. By having the right database we can target more number of contacts and subscribers Email marketing service providers(ESP)
Some of the most commonly used Email service providers are :
1. Aweber
2. Mailjet
3. Convertkit
4. Drip
5. Email Campaign
6. Mailchimp
7. Vertical response
8.Marketo
9. Sendlane
10. Sendpulse
A digital marketing strategy is a plan for establishing an internet presence through online channels such as organic search, social media, paid ads and other 360 marketing channels.
