DIGITAL MARKETING

All You Need to Know

 Digital Marketing On average an Indian spends
about 4-5 hours a day on digital
platforms

Digital marketing is the marketing of products/services

using digital technologies, mainly on the Internet. In
other words, any form of marketing that exist in online.

India is undergoing a golden period of

digital marketing growth ever since 2013

According to DAN (Dentsu Aegis

Network) report Digital Ad spend
in India is estimated to be 692
billion in 2019!
Different Types of Digital Marketing

01 Search Engine Optimization (SEO)

SEO is the process of optimizing a web page/Website using different strategies, tactics
and techniques, in order to increase the organic website traffic.

02 Search Engine Marketing (SEM)

Promotion of websites by increasing their visibility in search engine
results pages primarily through paid advertising is called SEM .

03 Social Media Optimization (SMO)

SMO is the process of increasing the reach & brand awareness of a
product or service by using different social media outlets and tools to
generate viral publicity & quality traffic.

04 Social Media Marketing (SMM)

SMM is the use of social media platforms to connect with your
audience, to build your brand, increase sales, and drive website traffic
through SMO along with paid advertisements on social media
channels.
Different Types of Digital Marketing
05 Email Marketing
Email marketing is the act of sending a commercial message, typically to a
group of people, using email.

06 Content Marketing
Content marketing is a form of marketing focused on creating, publishing, and
distributing valuable, relevant, and consistent  content for a targeted audience online.

07 Viral Marketing
A method of marketing in which consumers are encouraged to share
advertiser's message on digital platforms.

08 Influencer Marketing
Influencer marketing is a type of marketing that focuses on using key leaders or
influencers to promote your brand/ product/ services to their audience/large market.

09 Affiliate Marketing
Affiliate marketing is an online marketing tactic that lets a product owner increase
sales by allowing others targeting the same audience
 Search Engine Optimization
 Search Engine Optimization is the process of optimizing a Website using different strategies in order to
increase the organic website traffic, by obtaining a high ranking in the SERP of a search engines.

 We need to ensure a good CTR (Click-through-rate) for websites which are ranked on search engines.
snippets of text, meta title, meta data are optimized to ensure your snippet of information is appealing for
audience.

 CTR = (Total number of clicks/Total number of impressions) * 100

 SEO is divided into two main areas, On-Page SEO & Off-Page SEO

 On-Page SEO is the technical corrections & optimizations of a website.

 Off-Page SEO refers to techniques that can be used to improve the position of a website in the SERPs.

 Off-page SEO contributes 80% in total SEO 

 Search Engine Optimization

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 Search Engine Marketing

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 Search Engine Marketing
 Search engine marketing (SEM) is a form of Internet marketing that involves the promotion
of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid
advertising.

 Search Engine Marketing blends organic search engine optimization (SEO) with paid search or pay per
click (PPC) advertisement to increase exposure of your website.

 PPC - Pay-per-click, also known as cost per click, is an internet advertising model used to drive traffic to
websites, in which an advertiser pays a publisher when the ad is clicked.

 Search Engine Marketing Campaign Types

 Search Network Campaign / Search Ads

 Display Network Campaign/ Display Ads
 Shopping Campaigns/ Shopping Ads
 Video Campaigns/ Video Ads
 App Campaigns
 Search Engine Marketing Campaign Types
 Search Network Campaign / Search Ads - Ads can appear above or below search results on
Google Search. They can appear beside, above, or below search results on Google Play, Google
Shopping, Google Images, and Google Maps.

 Display Network Campaign/ Display Ads - Display ads are the text/ image/ video ads you see
on advertising-supported websites.

 Shopping Campaigns/ Shopping Ads - Shopping Ads are product listing ads (PLAs) that are featured
across Google's search and shopping results. These product-based ads are important for retailers
because they feature products at the top of Google's search engine results page.

 Video Campaigns/ Video Ads - Video campaigns shows video ads on their own or within other
streaming video content on YouTube and across the Google Display Network.

 App Campaigns – App campaigns promote your apps across Google’s largest properties including
Search, Google Play, YouTube, Discover, and the Google Display Network.

Google Ad DEMO
Some Interesting Facts About Google!
Google accounts for over 79% of all global desktop search traffic

Google receives over 63,000 searches per second on any given day

75% of users never click past the first page of search results

81% of people perform some type of online research

before making a large purchase

Worldwide digital ad spend is predicted to reach over

$679 billion by 2023
 Social Media Optimization
Social Media Optimization(SMO) is the process of increasing the awareness of a product, brand or event
by using a number of social media outlets and communities to generate viral publicity.

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 Social Media Optimization
 Find the right network for your business - Focus on Social Media platforms communities
and groups where most likely to find your target audience.

 Optimize your social media profiles - Treat your social media profiles the same way as your
website. Profile should have  information about your product / services in an interesting way using
keywords for your areas of expertise.

 Creating unique interesting content for your audience - Original content along with curated
third party content makes a perfect recipe, and you nee

 Regular Updates - Update your social media profiles with worthy interesting content, on a
frequent basis. Proceed with active engagement activities to acquire Likes, Shares, Comments &
Mentions.

 Enable and encourage interaction with your Website / Blog Content – You must have
social media share buttons, social media logins and other call-to-actions on your website.

 Cross posting on Social Media Platforms – Cross posting your content on different social
media platforms will helps you in gaining more engagement and reach.
 Social Media Marketing
Social Media Marketing refers to the process of gaining traffic or attention through social media sites,
while promoting products or services via social media channels, this includes paid promotions as well.

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 Social Media Marketing- Benefits
Why 97% of marketers are using Social Media Marketing for their Business ?

 Advanced Targeting - You can target your audience based on age, gender, location, behaviour,
interest etc

 Direct Customer Access - Social media allows you to connect with your target market, prospects,
and customers at any time, by providing their contact information.

 More reach & Brand awareness – There is no restrictions in the number of audience you can
reach on social media platforms, it is completely depends on your targeting, business

 Lower Advertising Cost – Comparing to direct marketing online ads is much affordable

 Lead & Conversion Oriented Ads – ROI centric advertising options.

 Analytical Reports – Complete statistic report of your Ad

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 Classification of Social Media Channels
 Social Networks - These types of social media channels are used to associate with individuals (and
brands) on the web. They help your business via branding, social awareness, relationship building,
customer service, lead generation, and conversion.
E.g - Facebook, Twitter, LinkedIn

 Media Sharing Networks – These kind of digital channels are used to share visual content, like
photos, videos, live videos, graphic & animated content etc. These platforms will also help you in brand
building, lead generation, targeting and so on. 
E.g – Instagram, YouTube, Snapchat

 Discussion Forums – These types of social media channels are used for finding, sharing and
discussing different kinds of information, queries, opinions, and news on different domains.
E.g – Quora, Yahoo Answers, Reddit

FACEBOOK AD DEMO
 Content Marketing
Content is the present – and future – of marketing

 Content marketing is a form of marketing focused on creating, publishing and distributing, valuable,
relevant and consistent content for a targeted audience through digital platforms.

 Content marketing attracts prospects and transforms prospects into potential customers .

 This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport
with the audience.
List of content formats in Content Marketing
eBooks, Graphs/Charts, Email News Letters, Cartoons/Illustrations, FAQs , Blogs

Q&A sessions, Book Reviews, Webinar, Infographics, Interviews, Comments, Vlogs

Videos, Templates, Surveys, Slideshare, Quotes, Quizzes, Polls, Podcast, Pinboards

Photo Collage, Press Releases, Photos, Company News, Timelines, Reviews etc
Content Marketing Assets Fall Into 3 Main Categories

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 How Online Marketing Will Benefit Your Business
 Attract attention and generate leads
 Expand customer base
 Generate or increase online sales
 Increase brand awareness or credibility
 Engage an online community of users
 Increases the visibility of your brand
 Creates loyalty and trust among your audience and customers
 Generate traffic to your website to improve lead generation
 Helps your customers to move through purchase decisions more quickly
Tips & Tricks to
Bost Your Sales
Now you know the basics of
Digital Marketing, but which
is not enough to generate
good results, so here we are
sharing some secrets that
works like magic for your
business!
 Follow these guidelines to get revenue
from social media – Tips to Boost Your
SALES!

1. Use The Social Channel That Your Followers Use

The first step to driving sales using social media in 2019 is to figure out where your
target customers are spending their time online, and use the same social channels that
they use.

A best practice for making the most of your time is to concentrate on a few key platforms,
rather than using up precious resources building multiple accounts.
Being present in social platforms where your target audience is gives you a great
opportunity to attain your goals.

If you can reach audience in their native habitat while they are in the mindset to buy, then
you increase your chances to drive sales.
 Follow these guidelines to get revenue
from social media - Tips to Boost Your
SALES!

2. Create Great Content But Don’t Make It Sound

Salesy Or Pushy

While prioritizing on quality over quantity sounds obvious, most digital marketers still get
it wrong. Social media users are very savvy. If you create mediocre content, you will not
get the engagement you’re looking for.

Rather than dispatch a series of run-of-the-mill posts, spend the time creating a smaller
amount of high-quality content. That way you’ll also be sharing your content at a pace
that both you and your prospects can handle.

As you create content, do not make it sound too pushy or salesy. You must consider that
social channels are not solely meant for buying and selling. The majority of people are
still there to socialize virtually.
Here are a few suggestions for posts that
achieve a good balance between salesy and
helpful:
• Create images inspired by real-life situations
• Post pictures and videos that include recipes/tips for using your products
• Share images of prospects using or engaging with your products

Experts says:

“We encourage my clients not to focus so directly on sales when it comes to social,
unless they’re driving an ad campaign with revenue-driven objectives. That’s not the point
of social media, although it does happen often because of the role social plays in the
consideration process.”

We’re not implying that social media cannot drive sales. Of course, it can. But your best
bet for getting people to buy is to give them engaging and valuable content that makes
them want to become your customer.
Follow these guidelines to get revenue
from social media - Tips to Boost Your
SALES!
3. Share User-Generated Content

Potential customers tend to read multiple reviews before buying anything to make sure the
brand and product are trustworthy and worth their money. More people are also turning to
social media to find authentic reviews and see products and services in action.

So how can you get these reviews into your social media presence to help prove your brand
is worth their hard-earned money?

If you have customers sharing positive experiences with your products or services or show
them in use, share that content.

Whether it is a retweet on Twitter, sharing an Instagram story, or duetting their video on

TikTok, use their content to help bolster social proof. This also brings authenticity to your
profile that you can’t get by just creating your own content.
Follow these guidelines to get revenue
from social media - Tips to Boost Your
SALES!
4. Enlist the Help of Influencers and Customers
There are many influencers out there, all with different audiences.

Find influencers that have a similar target audience as yours and serve your industry. This bit
of due diligence will ensure that they have followers interested in your product or service.So
how can you get these reviews into your social media presence to help prove your brand is
worth their hard-earned money?

Ask them to promote your brand by honestly reviewing your products on their profiles in
exchange for a discount or affiliate link or potentially a free sample. Some influencers do
charge for these reviews. This will put you in front of their massive following and is proven to
increase sales.

If you aren’t quite ready to use influencers, you can enlist the help of your more passionate
customers. Ask them to review their experience or promote your products in exchange for
things like discounts, freebies, or other perks..
Follow these guidelines to get revenue
from social media - Tips to Boost Your
SALES!
5. Promote Flash Sales
Promoting flash sales is another important how to in increasing sales through social media.

A flash sale is, just as the name suggests, a limited-time sale. They are different from regular
sales, which are usually held at the same time every year.

Most companies will announce flash sales at most an hour or two before it starts. These
types of sales are great for creating a sense of urgency in your customers, especially since
these sales usually only run for a day.

You can promote your flash sale on your social media to get the most engagement and sales.
Most companies will turn to Facebook and Instagram for these types of sales promotions.

For your Facebook followers, you can create an event if you want to start generating buzz
early. For Instagram, you can publish posts or Instagram stories about the sale.
Follow these guidelines to get revenue
from social media - Tips to Boost Your
SALES!
6. Paid Ads / Paid Marketing on Regular Intervals
Posting frequently to social media and replying to comments alone is not enough to drive
sales. The most suitable strategy for making the most of your social accounts is via paid ads.

While organic reach on social channels goes on dropping, paid media helps you reach and
boost your audiences quickly.

Every social media channel has advertising abilities. Facebook, Instagram and other Social
media channels also features extensive targeting tools and options. This makes it really easy
for businesses to develop successful campaigns. You must do paid campaigns on a regular
intervals for reach, audience expansion, content penetration and lead generation. Paid
campaigns let you reach your target audience and generate results based on your goals.
 Conclusion
We have covered some of the most effective strategies for driving sales applicable to
different social media channels

These methods involve having an active presence where your prospects are, and creating
educational, optimized content without focusing solely on sales.

All these social media strategies aim at reducing friction and minimizing all the
unnecessary steps that might hinder interested customers from buying.

Thank You!