These days, there’s no getting away from advertising on digital channels, be it search engines, social media, apps or email. Navigate your way through the digital maze with these tips. Your ultimate guide to digital marketing. Digital marketing is one of the most needed skills of today’s time. With increasing internet penetration and reduction in data rates, more and more Indians are coming online and consuming more content online than ever before. This has unfolded new opportunities for businesses to draw these people towards their brand, services, and products. Every business, right from retail to movies, travel to events, etc., has a dedicated budget and team for digital marketing. While there are more resources for learning digital marketing available on the internet than you can ever imagine, it is easy to get overwhelmed by them. With the right amount of hard work, creativity, planning and genuine resources, anyone can start in this field and gain knowledge to take their business or career to the next level. In the past few years, I had used digital marketing to promote Bollywood movies, celebrities, and brands. I had penned down this plan to help everyone get started in this field. I wish I had a plan like this when I was starting out in this field some years back.
Day 1: Customers Behaviour
Researching your Customers Everything about the business should begin from the customer or the end-user. In marketing, understanding the needs wants, motivations and problems of your customers is an absolutely critical first step. We call this research as building user persona or buyer persona. There are a lot of good resources online to learn this.
Day 2: Basic of WP & HTMS
Basic of Html and WordPress A basic knowledge of HTML and WordPress will add to your skills as a digital marketer and will make your life easier. You should have a basic understanding of common HTML tags, how a web page is treated by browser, usability best practices and more. In WordPress, you should be able to make forms, install plugins and make landing pages. Keep in mind that you do not need to learn these things like a pro and that there are a lot of services and products available in the market which can help you crack your job with basic knowledge.
Day 3: Search Engine Optimization (SEO)
Search Engine Optimisation SEO is one of the main techniques of digital marketers. While it is not essential that SEO can work for every business, but it can prove to be an edge for many of them. You should have an understanding of Keyword Research, On-page optimization, Off-page optimization, building backlinks, and Google’s webmaster tools. Don’t jump in and try to learn every bit of it in the beginning; learn other methods as well and choose at the end where you want to go deep.
Day 4: Social Media Marketing (SMM)
Social Media Marketing Although there are a lot of social marketing channels, you need to focus on the top six, Facebook, Twitter, Linkedin, Pinterest, Instagram and Google Plus (just because you don’t want Google to hate you!). Initially, you should limit yourself to building profile pages, understanding how each network works and what are the best practices. Every platform is unique in some way and the following guides will be a good start.
Day 5: Discussion Forums and Influencer Marketing
While learning about persona, you will get to know about the various places on the internet your audience hangs out at. There’s business advice on Clarity, personal advice on Quora and views on politics at Reddit. Learn about the forums your audience is a part of. Identify key influencers in your industry and pull them in to talk about your products. Nowadays there are various agencies that help you in getting these influencers and manage your campaign for you.
Day 6: Paid Marketing “Google Ads”
Google Ads Google and other search engines give you a way to promote your business to someone who is looking exactly for the kind of solutions your business provides through Google search. In this section, you need to focus on how to choose keywords, how bidding and auction works, how to create clear and concise ads, conversion optimization and how to perform competitor research. Google also gives access to a large number of sites to put your ad on; these ads are not keyword-based but intent and interest-based. For example, you can place an ad for your furniture shop on a blog that writes about ideas on homemaking and interior decor. Here, you need to learn about ad placements, choosing websites, bidding, writing correct and engaging copies for your ads, designing good ads and designing landing pages.
Day 7: Paid Marketing “Facebook ads”
Facebook ads and Remarketing Facebook is the world’s largest social network and is known to have about 3 billion active users. Facebook ads provide the best ad targeting and audience management settings possible. You can pinpoint your ads for honeymoon trips to people who have gotten married in the last year. Its ad platform lets you define your audience by demographics, interest, behaviors, etc., which helps you get your message across to exactly the right set of audience. Here you should learn about: Defining your audience Using various bidding settings [per click, conversion] Various promotion options [lead ads, website clicks ads, page boost, post-boost, etc.] Designing your ads for the audience Creating landing pages in resonance with your ads
Day 8: YouTube
Video Marketing and YouTube Videos are big things in today’s digital world. Every brand is creating video campaigns on Facebook, YouTube, and other platforms. As a marketer, you should have an understanding of how video marketing works, the content of viral and engaging videos, and tools to create simple videos for your campaigns. YouTube is the world’s second-largest search engine for content and has helped brands reach millions of customers daily. To understand how to shine on YouTube and use it for your marketing campaign you should study: YouTube search optimization How to make engaging videos How to increase your subscribers How to use YouTube like a paid channel to bring more customers
Day 9: Google Analytics
If it cannot be measured, it cannot be improved”. Every marketer should understand the value of analytics, testing, and experimentation in digital marketing. You will have to test various versions of ads, landing pages, copies, call to actions, etc. to get everything right. Google Analytics is a free service by Google that lets you measure how many people have come to your site/app, which page they visited, where did they come from, how much time they spent, etc. As a beginner you should focus on learning the following: Integrating GA in your website Understanding the GA reporting dashboard Setting up UTM parameters and using them to measure and test your results
Day 10: Affiliate Marketing
Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts.
In this type of marketing, the affiliates show the ads for the businesses on their own website and get paid if the customers click on their ads and visit the website of the respective business. It is a wonderful way to cover a large part of the internet space with very little effort from you.