Skip to main content

Lesson 1 - How to Defining your target audience

1. Some useful expressions 2. Why is it important to understand your target audience? 3. Making your social media marketing more effective 4. Informing your social media marketing strategy 5. Defining your target audience 6. Key takeouts Quick Links Digital Marketing      Target Audience      Social Media Marketing      Online Presence      Content Marketing Audience Traffic
Post a Comment

Digital Marketing

What Is Digital Marketing?

 

In every level or at a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. While this term covers a wide range of marketing activities, all of which are not universally agreed upon, we’ll focus on the most common types below.

1. Paid Search

Paid search, or pay-per-click (PPC) advertising, typically refers to the “sponsored result” on the top or side of a search engine results page (SERP). You only pay when your ad is clicked. You can tailor your PPC ads to appear when specific search terms are entered, creating ads that are targeted to a particular audience.

PPC ads are flexible, visible, and most importantly, effective for many different types of organizations. They are also contextual advertisements—ads that appear when a person is searching for a particular keyword or term.

2. Search Engine Optimization

Simply put, search engine optimization (SEO) is the process of optimizing the content, technical set-up, and reach of your website so that your pages appear at the top of a search engine result for a specific set of keyword terms. Ultimately, the goal is to attract visitors to your website when they search for products, services, or information related to your business.

SEO can almost be viewed as a set of best practices for good digital marketing. It enforces the need for a well-constructed and easy-to-use website, valuable and engaging content, and the credibility for other websites and individuals to recommend you by linking to your site or mentioning it in social media posts.

67%
of all the clicks are from the first 5 listings on a search results page
71%
of searches resulted in a page one Google organic click.


3. Content Marketing

Have you heard the expression, “Content is king?” If not, you have now. Great content is the fuel that drives your digital marketing activities:
·                It is a key pillar of modern SEO
·                It helps you get noticed on social media
·                It gives you something of value to offer customers in emails and paid search ads
Creating clever content that is not promotional in nature, but instead educates and inspires, is tough but well worth the effort. Offering content that is relevant to your audience helps them see you as a valuable source of information. On top of that, resourceful content makes it less likely that they will tune you out.

4. Social Media Marketing

People aren’t just watching cat videos and posting selfies on social media these days. Many rely on social networks to discover, research, and educate themselves about a brand before engaging with that organization. For marketers, it’s not enough to just post on your Facebook and Twitter accounts. You must also weave social elements into every aspect of your marketing and create more peer-to-peer sharing opportunities. The more your audience wants to engage with your content, the more likely it is that they will want to share it. This ultimately leads to them becoming a customer. And as an added bonus, they will hopefully influence their friends to become customers, too.

47%
of all Internet users are on Facebook.
88%
of product purchases are Pinterest pinned

5. Email Marketing

Email has been around for more than two decades, and it’s not going anywhere anytime soon. It’s still the quickest and most direct way to reach customers with critical information. The reason is simple: Consumers are very attached to their emails. Just ask yourself how many times you have checked your email in the past hour...See what we mean?

But great marketers know that not just any email will do. Successful email campaigns must be engaging, relevant, informative, and entertaining. To succeed, your marketing emails should satisfy these five core attributes:
  • Trustworthy
  • Relevant
  • Conversational
  • Be coordinated across channels
  • Strategic

6. Mobile Marketing

As mobile devices become an increasingly integral part of our lives, it’s vital that marketers understand how to effectively communicate on this unique and extremely personal channel. Mobile devices are kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes marketing on mobile incredibly important but also very nuanced.

From SMS and MMS to in-app marketing, there are many ways to market on mobile devices, so finding the right method for your particular business is key. Beyond the mechanisms to deliver your message, you also need to think about coordination of your marketing across digital channels and make sure mobile is a part of that mix.

7. Marketing Automation

Marketing automation is an integral platform that ties all of your digital marketing together. Without it, your campaigns will look like an unfinished puzzle with a crucial missing piece. Marketing automation software streamlines and automates marketing tasks and workflows. Most importantly, it measures the results and ROI of your digital campaigns, helping you to grow revenue faster.
When used effectively, marketing automation will help you gain much-needed insight into which programs are working and which aren’t. It will give you the metrics needed to speak confidently about digital marketing’s impact on the bottom line.
Marketing Automation - Learn Digital Marketing


How Can I Maximize My Success

While there are important differences between different vendors, success is often primarily determined by three things:
  • Your strategy and process
  • Your content and lifecycle
  • Your people
By investing in these areas, you can achieve solid ROI from marketing automation. The key is to “think big, start small, and move quickly”. In other words, the best results usually come from getting started with what you have today, and then incrementally investing over time to move up the curve.

GOOD LUCK – Happy Digital Marketing


Comments

Post a Comment

Popular posts from this blog

Lesson 1 - How to Defining your target audience

1. Some useful expressions 2. Why is it important to understand your target audience? 3. Making your social media marketing more effective 4. Informing your social media marketing strategy 5. Defining your target audience 6. Key takeouts Quick Links Digital Marketing      Target Audience      Social Media Marketing      Online Presence      Content Marketing Audience Traffic
Post a Comment
Read more

Lesson 5 - How to find your brand voice?

An introduction to the tone of voice with s ome useful expressions The tone of voice how your business speaks – the expression of your values and identity through spoken and written language. Shortened to TOV. Conversational - This is used to describe a personal TOV that speaks to your audience in an informal, genuine and friendly way, which is especially important on social media. Feed - A list of content relevant to an individual user, that is curated for them by each social platform. It’s often created by gathering a recent selection of social posts from within that platform. Each platform gives it a different name. On Facebook, it is called News Feed. TOV Guideline Document -  A definitive description of what your business’s TOV actually is, and how it should be used. It’s designed to be shared with your employees so all communications from your business are consistent.
Post a Comment
Read more

What is the key to succeed in Social Media Marketing of Brand?

Consistency is the key Shifts in TOV can be incredibly confusing for your audience. Once you’ve defined your voice, use it consistently in all of your communications. People need to know what they’re getting from every interaction with you – it’s reassuring and lets them know you’re a reliable business. However, while your TOV needs to be consistent, it also needs to be adaptable in certain situations. For example, you might be a fun, chatty brand. But while you might post something humorous to engage people on social media, you wouldn’t respond to a customer complaint with a joke.
Post a Comment
Read more

How to make your social media marketing more effective?

Making your social media marketing more effective Understanding your target audience is key to the success of your social media marketing strategy. Remember: The social media community is vast and it can seem tempting to try and appeal to absolutely everyone. But this is not the right path to take. Engaging everyone means broadening your message and, as a result, losing your unique identity. Instead, be really clear about who you are targeting. This will help you understand how to appeal to them on social media, ensuring you engage with the right people at the right time. Go beyond their demographics and consider when and why your business would appeal to people. Focusing your efforts on the right people is the first step.  What else can you do to ensure the success of your social media activity? Let’s look at how Vihaan used a deep understanding of his audience to make more informed decisions: Toy shop owner, Vihaan, knows the importance of understanding his targe...
Post a Comment
Read more

How to build relationships with your audience or followers

Build relationships with your followers Retain your new followers by keeping them interested and engaged. The more you listen to them, the more they will feel valued. Respond to people’s comments on your posts and create your own comments too. This can spark a conversation and engage even more people. For example: Imagine you run a restaurant business. Posting your opening times and prices is not very engaging content. But if you share a new dish, ask for opinions or encourage audience participation through polls, discussions, and competitions, this could lead to a more engaged, and potentially bigger, audience. Make sure to spend time with your online community to gain valuable insights into your audience’s needs and interests. This information can also help you shape your business and the products and services you offer to ensure you remain competitive. Consider your followers as a focus group from which you can gain knowledge that will inform both your business and your soc...
Post a Comment
Read more

Knowledge Check Lesson 5

Question 1  of 3 Which of these three statements accurately describes what TOV is? A by-line to include in every post, which describes your business's personality and offering An expression of your business's personality through the language you use A set list of words that businesses must use in every social media post Question 2  of 3 Changing your TOV frequently can help to keep people engaged. True or false?  True False Question 3  of 3 Creating a unique, personable tone of voice for your business can:  Help your customers feel they are developing a real relationship with you  Make your social profile rank higher in search listings Mean you don’t need to post as much visual content on your profile page Click Here to Check Answer
Post a Comment
Read more

Why should we conversational with our audience?

Be conversational Social media is conversational by nature. People don’t want long, dull corporate messages filling their feeds – they want engaging, entertaining, informative content from everyone they follow, including businesses. So be professional, but include personality. Be friendly. Invite responses. Stay relevant and be interested in what your audience are into. A good way to start your thinking is to recall times you’ve delivered great customer service, or had a really fulfilling chat with a customer. What did you do to make that a special, or fun, experience for them? Take this style of verbal conversation and apply it to your written communication. Top tip: Remember that social media is an opportunity for a casual and fun two-way conversation with your audience. Try and avoid sounding overly formal.
Post a Comment
Read more

What is the best way to engage your audience?

Post often is the best way to engage your audience Your followers will stay interested if they hear from you on a regular basis, and the more you post, the more likely people are to see your content. The “recommended number of posts per day” is a bit of a myth. Some marketing experts advise sharing content at least once a day and some say as often as 2-3 times per day across your social platforms. The key is to find what’s right for your business. As long as you have something worth sharing, it’s fine to post. However, you should be wary of spamming your audience, as this can create a bad user experience. Think about the social channels you’re using. One may be very fast moving and suit a business that is able to publish quick, small pieces of content. Another may be slow-paced and suit a business that is more likely to publish once or twice a week. Really think about how you can keep up with the pace of the channel you’re active on. As you post, make sure to look out for com...
Post a Comment
Read more

Answer Lesson 5 Knowledge

Q.1 Q.2 Q.3 Your knowledge check results Q.1 Which of these three statements accurately describes what TOV is? An expression of your business's personality through the language you use Q.2 Changing your TOV frequently can help to keep people engaged. True or false?  False Q.3 Creating a unique, personable tone of voice for your business can:  Help your customers feel they are developing a real relationship with you 
Post a Comment
Read more

Informing your social media marketing strategy

Informing your social media marketing strategy Placing your target audience at the core of your decision-making process can inform many elements of your social media marketing strategy, such as: The type of content you post (images, videos, and blogs) The way you highlight your business’s unique identity The way you share information about your products and services The best time of day to post The best channels to post on For example , You wouldn’t advertise your Mumbai street stall to an audience in Bangalore, and you wouldn’t advertise your restaurant’s breakfast menu at dinner time. It may sound obvious, but these are easy mistakes to make when first starting out. A clear understanding of your audience allows you to use your time and energy more effectively when you’re creating your social media marketing strategy. You can plan your activity around your target audience, only publishing posts that are relevant and exciting for your audience. We will discuss how to ...
Post a Comment
Read more