SUMMER TRAINING REPORT

ON
ROLES OF DIGITAL MARKETING OVER CONVENTIONAL
MARKETING

Submitted in partial fulfillment for award of degree Master of Business Administration (MBA)
ACADEMIC SESSION: [2022 – 2024]

ALI AHMAD ADVISOR

ID NO-22MBA059
MBA SEMESTER III Dr. HARSIT ERIC WILLIAMS

Submitted To:-

Joseph School Of Business And Commerce (JSBS&C)

Sam Higginbottom University of Agriculture Technology And Sciences
Prayagraj
 ACKNOWLDEGMENT

I take this opportunity to thank everyone who played a supportive role for helping me to
complete my summer training report on the topic of Digital Marketing of Advertising Company
I would like to thank my Advisor to “Dr Harshit Eric Williams "for guiding me through this
project and continuously encouraging me. It would not have been possible to complete this
project without his support.

I am also thankful to all the faculty members of Department Joseph School Of Business Studies
And Commerce for her guidance towards my project.

Finally, I am grateful to my family and friends for their unending support.

ALI AHMAD
 TABLE OF CONTENTS

PARTICULARS PAGE NO.

Introduction

Chapter 1.A : Profile of the organization

About us
Achievement

CHAPTER B. RESEARCH METHODOLOGY

Project Work
Objective....................................................................8
Methodology..............................................................8
Data Source................................................................8
Data Sample...............................................................9
Method of Data Analysis..........................................9
Presentation of Data..........................................10-17

CHAPTER 3.C LEARNING

Website Auditing Report

Finding……………………………………….
Conclusion…………………………………….
Annexure 1: Online Survey Questionnaire

Reference
 Raghav Rathi
Author of the Project (167141)

Company Name Diksha Advertising

Company Address Flat No.A-2 & B2,Anuj Apartment,93L

Dalibagh, Lucknow, Uttar
Pradesh-226001

Posting Office Address Dalibagh, Lucknow, Uttar Pradesh-

226001

Mr. S.K Kalani (Head

Organization Guide
of Organisation)

SAM HIGGINBOTTOM
Institute Name
UNIVERSITY OF
AGRICULTURE
ANDSCIENCES
Prof. Dr Harshit Eric
Faculty Mentor Williams

Submitted as partial fulfillment of the

Purpose of Report
requirement of the MBA Course (2022-
2024)
 Executive Summary

This internship report focus on the work experience I have gathered as an Intern at Diksha
Advertising. This internship was of eight weeks starting from 1st July, 2023 to 31ST August,
2023. In this report, I have mentioned my project work on Roles of Digital Marketing
communication over Conventional Marketing. During this tenure, I mainly have incorporated
my experience into research and development. The project report is based on the online
survey and personal interviews to understand the project title, where different new findings
came out. This report will provide good information to digital marketers.
 PART A: PROFILE OF THE ORGANIZATION

About the Company

 About Us

Diksha is an emerging name in the world of advertising and designing in Lucknow, Uttar Pradesh.
Diksha provides an unmatched combination of award-winning creativity, strategic insight, and
innovation regionally and locally within the country in which we operate. It was established by the
brothers-duo Punit Ohri & Aman Ohri in the year 1996.
It was no impetuous move by two enterprising youngsters has been proved by the steady and
multifarious growth of the company as a dependable advertising agency. Its long list of satisfied
customers besides, of course, the Government of Uttar Pradesh, includes such corporate giants as
TATA Motors, Maruti, Bajaj, Samsung, Airtel, Seagrams, etc

Our strategic approach evolved from our founding and enduring Truth Well Told philosophy is built
on our core belief that brand truths can catalyze generating powerful ideas that succeed because they
help brands play a meaningful role in people’s lives. Through our integrated world-class
capabilities, Diksha today helps our clients to drive their brand growth across disciplines, media
platforms, technologies, languages, and geographical boundaries.

Achievements:

 Award of best outlet political party advertising in Lucknow since1997

 Advertising studio awards for advertising
 Number ONE advertiser in Lucknow (2001)
 Award for Excellence (2004)
 Award for best Ads coverage constantly
 Super Achiever Awards (2002,2005)
 Outstanding Performance Award (2001,2006)
CHAPTER 2 RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

Objective

The primary objective of this corporate engagement was to understand how digital marketing
communications taking over traditional marketing, from a customer’s point of view and how
business houses react on the same. Besides, the geographic scope of this report is limited to
Lucknow Methodology

Qualitative Analysis: I took in-depth interviews of some employees, managers, and clients.
Although the number of such interviews was less, it was done to get the roles of digital
marketing communications. All the data was collected through one to one interview and online
survey . All the questions discussed below were explained to the respondent proper care has
been taken to see that respondent understand the question clearly and answer to in without any
hurry. All the respondents were interviewed at their convenience so that there is no chance that
the interviewer comprehends. The responses were clearly taken without suffering from any
ambiguity.
2.2.2 Online Survey Questionnaire: Also, to understand the customer’s perception of digital
marketing in their day-to-day life, an online survey questionnaire was designed and floated.

Data Source - This report is based on both primary and secondary data.

Primary Data:
I used an online survey and in-depth interviews to conduct or research. The online survey
questionnaire contained 15 questions on lieu with the objective. The survey was conducted on
162 people from the target group. The responses were collected with the help of Google forms
and I used social media, email network to collect the responses.

Secondary Data:

This consisted of sources like the internet, social network sites, and other sources
Data Sample

I selected a sample size of 162 people from the target population. This sample was selected
randomly, as the survey was anonymous. This online survey was kept anonymous because in
today’s world most of the people surfing online are particular about their privacy. I used this
primary data and this has been gathered for this research project specifically.

Method of Data Analysis

This is one of the most inevitable of a research project. During my internship period, I tried
collecting the qualitative as well as quantitative data by using Google Forms and personal
interviews. We used Google Forms for the online survey as they have a strong database and
equipped with numerous tools that can help in making the analytical charts and graphs. Also,
exporting the data to MS Excel was easier from Google Forms. I used MS Excel for further
analysis for my research project.
 Presentation of Data

The presentation of data is in two parts. The first part describes the data on the online survey and
the second part describes the personal interviews.

First Part: Online Survey

The copy of the questionnaire is attached in the

annexure. Question 1

Figure 1

The first question of the survey is about gender. From figure 1, it was found that 65.8% were
male and 34.2% of them were female. With the help of this data, it can be easily deduced that
more males use digital media than females.

Question 2

This question asked them about whether they use social media daily or not. Interestingly of
100% of the people responded said ‘Yes’. As per the Internet and Mobile Association of
India, Lucknow has 3.22 million active internet users in 2022 as compared to 2.35 million in
2020 and 97% of them use mobile phones to connect with the internet.
Question 3

Figure 2

In this question, the respondents were asked about which online platform they use the most.
As per figure 2, it is evident that Facebook is at top of the chart as 69% of the people use it.
According to my senior colleague Mr. Tarun at Diksha Advertising, Facebook is the best
social media to promote products and services as it provides several tools as well as user
base to operate and conduct our activities.

Question 4

Figure 3
This question was regarding their income. From figure 3, it can be easily seen that people
who have an income group of 5000 or less spend most of their time on digital media.
However, if we consider the factor that earners generally make the buying decision then
33% of the people considering the category of 20001-30000 and 30001 or more, will make
the buying decisions.

Question 5

Figure 4

This question asked about the profession. Figure 4 shows that 55% of the respondents are
students. Also as per msopi.nic.in 50% of the population is under 25 years of age. This
massive young population stimulates brands to design youth based products and services.
Also, if we compare the results o+f question 4 the majority of the population has an income
group of 5000 or less. This group refers to the students only. This age group prefers to spend
on digital media than conventional marketing media platforms like television, print, etc. This
age group is a major factor in ruling out conventional marketing platforms.
Question 6

Figure 5

Through this question, we came to know that 44% of the respondents prefer internet for
communication and 82% use it for communicating with friends. From this, it can be deduced
that advertisers must focus on emotional appeal for brand promotion so that they can capture
the greater market. Advertisers must create their content more oriented towards friends and
family so that people can relate to it and get attracted to the brand. Even online shopping has
increased manifold during the past 5 years as around 42% of the respondents use the internet
for shopping online. Marketers must focus on tapping online platforms to increase their sales.

Also, business communication is one another important aspect which can’t be completely
ignored, this explains that reaching to different stakeholders of the business through internet
is getting easier day by day.

Question 7 and 8

These questions were kept to find out the ratio between the effectiveness of an
advertisement through an offline platform as compared to the online platform. As per the
data of responses, only 40% of the respondents were able to recall an advertisement on a
billboard as compared to 90% of the responses were able to recall an online advertisement.
It is evident that online platforms are more effective as here you can present more content as
compared to an offline platform. Also, few platforms allow users to interact as well so that it
creates a long-lasting impact on their memory for that particular brand. Also, online
platforms are more economical than conventional marketing platforms.
Question 9 and 10

This section describes the role of digital marketing in terms of trust and a facilitator for
selling products and services. As per the data responses, most of the people that is around
92% sample population agrees with the statement that digital marketing is trustworthy and
plays a vital role in product/service selling. Now a day’s even small-scale organization has
started digital promotion to create their presence in the virtual world and this number is
rising day by day.

Question 11

Figure 6

This question was asked to know their line of thought on how they perceive information on
the new products. This question was also asked with the motive of effective is Digital
Marketing over Conventional Marketing. From figure 6 you can see that almost 31%
Strongly Agrees while 56% Agrees that digital marketing plays a vital role for the same. My
senior colleague Mr. Tarun at Diksha Advertising explained the example of marketing
strategy of Oneplus’s flagship model OnePlus 7’s. The company started promoting the
model, 6 months before the launching of product, on social media’s so that people can get
more information and time in making their buying decision. Also, they offered pre- booking
offers to attract more customer base.
Question 12 to 15

These questions were dedicated to ask about the marketing process and which marketing
process out of digital marketing, personal selling or direct marketing is more important for
the respondents on the scale of 1 to 5. Out of the data, collected 96% of the respondents think
digital marketing is highly important on the other hand only 38% think personal selling is
highly important to them. While talking with my senior colleague at Diksha Advertising, he
told me, that in today’s world customer are very cautious and doesn’t want to get influenced
by a marketer. Instead, they prefer to do their homework on the product with the help of the
internet and thus, make their buying decision. Also, around 80% of the respondents think
advertisement is important to them. According to Kotler, P.(2009), advertising is any paid
form of non-personal presentation and promotion of goods and services or ideas by an
identified sponsor. Advertising is important to create awareness in today’s world.
Second Part: Personal Interviews

Through such personal interviews with the client, we tried to assimilate information about how
big these organizations are and how much they are spending advertising and through which
channels.

Figure 7

Through the survey, I came to know that 84% of the respondents have micro business with
fewer than 5 people working for them. This factor had a huge impact on our survey results as
the majority of the respondents who completed the survey belongs to micro businesses and
unlike big business houses with bigger budgets for marketing, they don’t have to take any
tough decisions based on their time and resources.
 Figure 8
The top for marketing activities as per 8 are SEO, Email Marketing, Content marketing and Social
Media Marketing. It clearly shows marketer preference activities don’t require much expenditure and
focus on attracting customers through content marketing
 The top for marketing activities as per figure 8 are SEO, Email Marketing, Content
Marketing, and Social Media Marketing. It clearly shows the marketer preference for
activities that don’t require much expenditure and focus on attracting customers through
content marketing.

Figure 9

As per figure 9, we can easily see that the majority of the chunk don’t either don’t spend who
spends less than 4000 bucks on their digital marketing promotion. From figure 8 we can draw a
relationship over here that people do prefer marketing channels like SEO and email marketing
and social media marketing as they cost them less and create a virtual presence as well. Less
than 1% of the respondents willing to spend more than 40000 bucks monthly for activities like
content marketing.
CHAPTER 3 SEO AUDITING
PART C: LEARNINGS

My Internship duration of 8 weeks at Diksha Advertising was one of the most challenging
and amazing experiences. Diksha Advertising provided me hands on experience on the
theoretical and textbook knowledge. Subjects like PRM (Principles of Research
Methodology) and MM (Marketing Management) helped me a lot in carrying out my day-to-
day job during my internship. Although I faced many difficulties, but thanks to the support
and guidance provided by my mentor and my fellow colleagues that this duration of
internship passed smoothly.

Working with Diksha Advertising gave me exposure to know the details of research methods
and provided me a platform to apply my little knowledge over the same. Working and
interacting with people in this industry helped me to learn about digital marketing
communications, shift in communication trends and factors affecting such communications.

Personal Interviews with the clients helped to understand the dynamics of digital marketing
and what channels people prefers to promote their products and services. To gather the right
information one thing that was made clear in my mind was: fluency and command over
language is of great importance to keep the client interested. I learnt the importance of a
structured research as Diksha Advertising has recently diversified into Digital Marketing
Communications and they are going to use such research projects to offer selective services
to the target market.

I learnt a great deal about measuring and tracking of progress. Once, I started with the
internship I found it a little cumbersome to send weekly interim report to the college.
However, when I spent more time on the project I realised the importance of feedback
mechanism to keep the quality of data. My mentor kept a track of work and provided me
continuous suggestions to improve my project work.

The interaction I had with my senior colleague, Mr. Tarun, helped in better understanding of
my research particulars as he gave me real life examples to get a gist of it. I tried to mention
such examples in my report as well.

By the end of these 8 weeks, I was more efficient handling database like google forms,
google analytics and MS Excel. With each week passing by and suggestions of mentor, my
efficiency also increased. Majorly this tenure changed my perception about digital marketing
communications handling. With each week passing by and suggestions of mentor, my
efficiency also increased. Majorly this tenure changed my perception about digital marketing
communications And auditing of the website of the company

www.dikshaadvertising.com
dikshaadvertising

Assignment:
1) SEO audit and report on Diksha advertising website

Submitted To: dikshaadvertising.

Submitted By:
Ali Ahmad

SEOAudit Report

Website- http://www.dikshaadvertising.com/index.html

Prepared By-ALI AHMAD

SEO AUDIT REPORT
MOB: +91-8009682497
Email:[email protected]

Hello,
Thank you for giving us the opportunity to submit this SEO Audit Report.
I’ am excited to evaluate your website. We have highlighted some specific areas for improvement. We
hope you will find this report interesting and insightful.
Please feel free to contact me if you have any questions. We look forward to helping you grow your
online business!
Sincerely,

@Ali Ahmad

http://www.dikshaadvertising.com/index.html
/
1. Google Page Rank:“0”
 Why is Page Rank Important?

Page Rank (PR) is an algorithm in Google to rank the web page of the website in Search Engine Result
Page. The values 0 to 10 determine a page’s importance, reliability and authority on the web according to
Google. Page Rank reflects the importance of your website in Google result page.

 Tools Used: https://checkpagerank.net/

2. Search Engine Saturation:

Google index is 3

Number of pages indexed across Major Search Engines.

Search Engine Saturation refers to the number of your website pages that Search Engines have indexed.
So, if you’re entire page is indexed in search engine so it means the visitor can find all the page of your
website.

 Tools Used:SEOquake Analytics

3. Title Tag:diksha a

(Need to be updated)
Title Tag describes a title to your webpage content. The title tag is the FIRST place the search engine
spiders will look when they come to crawl your site. It will tell them what your web site is about.
  Tools Used: Google SERPs.

4. Meta Description:

(Need to be updated)

A Meta description tag is used to give accurate description to the content of your website. Meta Description
tag is supposed to be a brief and concise summary of your pages content.
We have to include our focus keywords in our meta description not only the niche keyword

 Tools Used: SeoQuake

5. XML Sitemap:“Not Found”(Need to be Updated)

An xml sitemap is essentially a road map that tells search engines where to find your site’s content.

 Tools Used:seo quake

6. Robot.txt:“Not Found”

Robots.txt file tell search engines which pages they are allowed to
index.https://hindustaniverbum.in/robots.txt
Tools Used:seo quake

7. Google Analytics: “ Not Found”

Google Analytics code is implemented to track the visitors.

 Tools Used: view-source:https:///

8. URL SEO Friendly: “not friendly”

 Tools Used: https://www.cdikshaadvertising.om/seo-friendly-url-checker

9. HEADERS:“Found”

Allheadersin order of their appearance in HTML.

10. IMAGES:“Found”
OFF-PAGE AUDIT REPORT:

1. Internal Back link: “Found-not found”

Anchor tag on 2 images 38 anchor text

TOTAL INTERNAL >>>>>>>>>>> “38”
An internal link is a hyperlink between two pages on the same website. They pass Page Rank (or SEO
value) as well as context through anchor text and surrounding content. It makes your pages of the websites
more cohesive in the eyes of Search Engines.

2. External Back link: “Found- 8”

Generating INBOUND and OUTBUND link is the one of the most important factor of generating the
Ranking in the SERP, because generating links is not an enough it’s a daily basis process which gives you the
drastic ranking on the SERP – “Search Engine Result Page”.

 Tools Used:

3. Back link: “Not Found-1”

Building link popularity helps improve the Page Rank of yourWebsite. Back link is also known as Inbound
Links. A back link

is created when a website gets linked with another website.

4. Domain Authority: “6”(Need Improvement)

Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a
website is to Rank in search engine result pages (SERPs). Ideal DA should be considered – above 30 as
per the Google Search Engine.

 Tools Used:https://websiteseochecker.com/(MOZ)

5.Spam Score: “44”(poor)

Represents the percentage of sites with similar features we'vefound to be penalized or banned by
Google.

6.Alexa Rank: “N/A”(Need Improvement)

Alexa rank is a measure of website popularity. It ranks millions of websites in order of popularity, with an
Alexa Rank of 1 being the most popular.

7.Broken Links: “No Broken Links Found”

A broken link is a hyperlink a website which is linked to an empty or non-existent external webpage.
When a

Broken link is clicked, an error message is displayed. ... A broken link is also known as a broken
hyperlink or a dead link.

1. SSL Certificate:“Not Found”

Technical seo audit REPORT:

An SSL certificate is a digital certificate that authenticates a website's identity and enables an encrypted
connection. SSL stands for Secure Sockets Layer.

2. Canonicalization Code: “ Not Found”

Why is Canonical Code Important?

Canonical is a way of showing the right version of you. It is used to give information to the crawler. It is
also used to resolve issues related to content duplication. Pages that do not use canonical URLs are
susceptible to duplicate content issues, which can negatively impact search engine rankings.
  Tools Used:Seaquakes Analytics

3.Social Media Presence: “Not Found”

4.Speed Test :

Need to work on the interface of the Website; the cumulative layout of the Web Site is not good enough
because of that the bounce rate will be increases day by day which are not good to rank on the SERP.
  Tools Used:Page Speed Insights

5.404 Error:“Not Found”

The HTTP 404 notfound response status code indicates that the server cannot find the requested resource.

6. XML Sitemaps – “ Not Found”

Tool – Seo quak

Domain Information Results

URL https://http://www.dikshaadvertising.com/
index.html#/
Alex Rank N/A
Google Page Rank 0/10
Back links 1 do follow
Internal Links 0
External Links 0
Google Indexed Pages 3
Bing Indexed Pages -
 Live Indexed Pages -
Demos Listing Not Found
Demos Category Not Found
Host IP -
Site Hosted in -
Owner -
Site Age 13 years
Created 2010

Meta Information

Title Found
Description Not Found
Keywords Keywords are missing!
H1, H2, H3 H1, H3, H4
Google Sitemap Not found
Robot Tag Not Found

Content Narrow Content

Conclusion:

I found few of error which create the hindrance in the SERP ranking or in the eyes of Crawler if it is not
resolves as soon as possible then it may be highly chances that your website named as
http://www.dikshaadvertising.com/index.html#/get degraded and losses it’s domain authority day by day.
One Big serious issue is that the focus keyword is not used in the content which creates hindrance the
problem in ranking factors, the website only contain the seed/ Niche keyword not the Primary Keyword.

On the other hand, there are lots of positive thing also which we found in the present website is that URL is
well optimized, no broken links found, we get social media account connection also which help the users to
visit the social media platform which helps to increase the relevancy and promotional score.

The Overall I graded the entire website – “D” Grade

Instant Action Plan –

With the help of Google analytics firstly we have to analyze full report of the website in which he has to
notice what’s the bounce rate, total no. of new sessions, on the basis of that we track the new record that
what’s the success rate in last one month and what are chances are showing in upcoming one month.
 FIRSTLY, WE HAVE TO DO THE KEYWORD RESEARCH –

Because as per the audit report and analysis we had found no target keyword would be used in the web site
pages, according to the use of proper LSI, PROXIMITY and ideal KEYWORD DENSITY we are easily able
to fetch the traffic and increase our online presence on the SERP.
 IMAGE OPTIMISATION –

After that we have to optimized the images because the images are not properly used in the web pages, we
have to mention the ALT text in the web pages which help the crawler to read and give you priority over the
search query.
 HEADING TAG –

We have to optimized the heading tags which we crate the high impact in reducing bounce rate and with the
help of proper heading tag we are able to hold the existing user and helps to increase the engagement rate of
the website which increases out ALEXA ranking

On the basis of above illustration, we get to know ion which part of the SEO we have to work more.
 Amount of Content

As per the audit we get to know that your website is based on the blogging site it means it is informational
 website it means you have to write the article in about 720 words and your page has a low volume of text
content which search engines can interpret as 'thin content'. Word Count: 400 it has been well researched that
higher text content volumes are related to better ranking ability in general.
----------------------------------------------------- After that we have to work on Text/HTML ratio 13.28% —
ouch! Your websites ratio of text to HTML code is below 15%. We suggest adding a lot more text to your
website.

If we work on the conclusions of website audit for one month then we can Increase ranking of website on
SERPS, Increase Domain Authority(DA), Increase Page Authority (PA), Improve AlexaRank and also,
we will get more traffics.
************************************************************
LANDING PAGE SUGGESTION

8 Essential Components of a LANDING PAGE

 A main headline and a supporting headline.

 A unique selling proposition.
 The benefits of your offering.
 Images or video showing context of use.
 Social proof.
 A reinforcement statement.
 A closing argument.
 A call to action.

Landing page = your landing must contain the blend of two skill

COPY WRITING + CALL TO ACTION

 Best Example Some Landing Pages Are - https://www.payperco.com/?
gclid=EAIaIQobChMIi9Gi5JuB9gIVygorCh3aYAtDEAAYAiAAEgISbvD_BwE

You whole landing page should be only Sale oriented not the informational oriented
“Don’ts of Landing page” Never give the exit point or the anchor tag on the Landing pages,
because if you give the exit point or the anchor tag in the landing page then you might lose your audience and
the conversion traffic.

What does a digital marketer do?

Digital marketers are in charge of driving brand awareness and lead generation through all the
digital channels -- both free and paid -- that are at a company's disposal. These channels include
social media, the company's own website, search engine rankings, email, display advertising, and
the company's blog.

The digital marketer usually focuses on a different key performance indicator (KPI) for each
channel so they can properly measure the company's performance across each one. A digital
marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of
that traffic coming from website visitors who found a page of the business's website via a Google
search.

Digital marketing is carried out across many marketing roles today. In small companies, one
generalist might own many of the digital marketing tactics described above at the same time. In
larger companies, these tactics have multiple specialists that each focus on just one or two of the
brand's digital channels.

Why Digital marketing?

While traditional marketing might exist in print ads, phone communication, or physical
marketing, digital marketing can occur electronically and online. This means that there are a
number of endless possibilities for brands including email, video, social media, or website-based
marketing opportunities.

How does a business define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to connect with
customers where they spend much of their time: online. From the website itself to a business's
online branding assets digital advertising, email marketing, online brochures, and beyond --
there's a spectrum of tactics that fall under the umbrella of "digital marketing."

The best digital marketers have a clear picture of how each digital marketing campaign supports
their overarching goals. And depending on the goals of their marketing strategy, marketers can
support a larger campaign through the free and paid channels at their disposal.

A content marketer, for example, can create a series of blog posts that serve to generate leads
from a new eBook the business recently created. The company's social media marketer might
then help promote these blog posts through paid and organic posts on the business's social media
accounts. Perhaps the email marketer creates an email campaign to send those who download
the eBook .
 DIGITAL MARKETING CHANNELS

Here are the main types of digital marketing you should consider for your business.

1. Content Marketing

Content marketing is a type of digital marketing that focuses on creating and distributing content
for a target audience. The content aims at being valuable, relevant, and (ideally) consistent. Its
ultimate goal is to drive a profitable customer action.

The crucial part here is “valuable” and “relevant”. This is what tells content marketing apart
from traditional spammy advertising. The target audience should want to seek the content out
and consume it.

2. Search Engine Optimization(SEO)

SEO, or Search Engine Optimization, is the process of getting quality traffic from free, or
organic, search results on the search engines (like Google and Bing).

It’s important that the traffic you drive to your website is relevant to your industry. If you
manage to attract a high volume of visitors searching for Macintosh computers while what you
actually do is selling raincoats, the traffic will do you no-good.
 SEO is one of the most important types of digital marketing. By optimizing your content for
search engines, you can increase a steady stream of relevant traffic that will only grow over time.
Without search engine optimization, people simply won’t be able to find you on the Internet.

What is SEO and how it works?

In other words, SEO involves making certain changes to your website design and content that
make your site more attractive to a search engine. ... SEO is the process that organizations go
through to help make sure that their site ranks high in the search engines for relevant keywords
and phrases.

Best Search Engine Optimization (SEO) Tools:

1. A hrefs: SEO Keyword Tool

A hrefs is one of the most recommended SEO tools online. It’s only second to Google when it
comes to being the largest website crawlers. SEO experts can’t get enough of Ahref’s Site Audit
feature as it’s the best SEO analysis tool around. The tool highlights what parts of your website
require improvements to help ensure your best ranking. From a competitor analysis perspective,
you’ll likely use Ahrefs to determine your competitor’s backlinks to use them as a starting point
for your own brand. You can also use this SEO tool to find the most linked to content within
your niche

2. Google Search Console: Top SEO Tool

Offered for free to everyone with a website, Search counsel by Google lets you monitor and
report on your website’s presence in Google SERP. All you need to do is verify your website by
adding some code to your website or going through Google Analytics and you can submit your
sitemap for indexing. Although you don’t need a Search Console account to appear in Google’s
search results you can control what gets indexed and how your website is represented with this
account.
3. SEMRush: Marketing SEO Tools

Marketing SEO tools like SEMRush tend to be fan favorites in the SEO community. Experts
love that you can easily assess your rankings and changes to them as well as new ranking
opportunities. One of the most popular features of this SEO tool is the Domain Vs Domain
analysis allowing you to easily compare your website to your competitors. If you’re looking for
analytics reports that help you better understand your website’s search data, traffic, or even your
competitors, you’ll be able to compare keywords and domains. The On-Page SEO Checker tool
allows you to easily monitor your rankings as well as find some recommendations on how to
 improve your website’s performance. Liraz Post an, a Senior SEO & Content Manager at Out
brain, recommends SEMRush as one of the best SEO tools. She says, “My favorite SEO tool is
SEMrush with the feature of “organic traffic insights”. This feature lets me see all my leading
articles with one dashboard, along with keywords related, social shares and word count- lets you
a quick overview of what’s working and where to optimize. I generally use SEMrush on my
daily work, love this tool, as well as site audit to optimize our site health. We improved our site
health by 100% more since we started using SEMrush, and we increased conversions by 15%
more from our content pages.”

4. KWFinder: SEO Keyword Tool

An SEO Keyword Tool like KWFinder helps you find long-tail keywords that have a lower level
of competition. The experts use this SEO tool to find the best keywords and run analysis reports
on backlinks and SERP (Search Engine Results Page). Their Rank Tracker tool helps you easily
determine your ranking while tracking your improvement based on one key metric. Plus, if that’s
not enough, you’ll get a ton of new keyword ideas to help you rank your website even higher.

5. Moz: SEO Software

SEO Software Moz kept popping up as one of the best SEO tools that experts actually use. Some
raved about how Moz was always up to date despite Google’s regular algorithm changes. Others
raved about their chat portal because it allowed them to always get an insightful response to
every question asked. Whether you’re looking for keyword recommendations or a site crawl,
Moz is a full-service powerhouse. You can get great insights into how your website is
performing but also how to improve it. They also have a free MozBartoolbar that you can
download for free that allows you to see your store’s metrics while browsing any page. If you’re
looking to learn more about SEO you should also consider checking out MozCon, their annual
conference.

6. Ubersuggest: Keyword TrackingToo

Ubersuggest, developed by Neil Patel, is a keyword finder tool that helps you identify keywords
and also the search intent behind them by sho. Wing the top ranking SERPs for them. From short
to long-tail phrases, you can find the right terms to use on your website with hundreds of
suggestions from this free great keyword tool. Metrics they include in their report are keyword
volume, competition, CPC, and seasonal trends. Great for both organic, SEO and paid, PPC teams
this tool can help determine if a keyword is worth targeting and how competitive it is.
7. Answer The Public: Free SEO Tools

Free SEO tools like Answer The Public allow you to easily find topics to write about for
your ecommerce blog. I’ve used this tool in the past to create content around specific keywords
to better rank online. Say you’re in the ‘fitness’ niche. You can use this free SEO tool to create
content around for keywords like fitness, yoga, running, cross fit, exercise and cover the entire
spectrum. It’s great for finding featured snippet opportunities. Say you hire a freelancer to create
content for you, all you need to do is download this list and send it over to them. And it would’ve
only taken you five minutes of effort making it one of the most efficient ways to come up with
SEO topics for new websites.

8. SpyFu: Free SEO Tools

While SpyFu does have an amazing premium version, many of our experts raved about their free
features. If you’re just starting out, you can easily grow into the paid features as you start
succeeding. You can easily view the number of times a keyword gets searched each month while
easily determining the difficulty to rank for that keyword. You can also do some research on
your competitors to determine which keywords they use. You can search your competitor’s, or
your own, website to easily see how many organic keywords they have, how many monthly
clicks they get, who their paid and organic competitors are, the ads they created on
GoogleAdwordsand more. It’s one of the most detailed SEO analysis tools on the market

Woorank: SEO Ranking Tool

As a top SEO analysis tool, Woorank offers free and paid options to track and report on your
marketing data. You can plug in your competitors to discover which keywords they are targeting
so you can to overlap with theirs. Try reporting on how keywords perform over time to really
understand your industry and optimize for users in the best way possible. And most importantly
understand the things your website is lacking from both a technical and content perspective as
this tools can identify duplicate content, downtime, and security issues and provide guidelines on
how to fix them.

9. Majestic: Marketing SEO Tools

Majestic is one of the best marketing SEO tools according to experts. It has countless useful
features like The Majestic Million which lets you see the ranking of the top million websites. Did
your website make the cut? The Site Explorer feature allows you to easily see a general overview
of your online store and the number of backlinks you have. It also works as an SEO keyword
tool allowing you to find the best keywords to rank for while also having features geared to site
comparisons and tracking your rank.

On-Page Optimization Checklist:

• Title tag of the web page should be optimized with the relative keyword of that webpage.
• Meta Tags of the website should be optimized and it should be carefully written including
keywords related to the content of the page and meaningful for the user.
• Mind your URL, do not write any underscore in the web page URL. Try to keep some
keyword in the URL and it should match with the web page content.
• Use H Tags of HTML, Try to use H1 tags for the titles and H2 tags for sub-titles. Most of the
experts suggest to use H1 to H6 tags in the web page on various parameters.
• Responsive Design should be the important criteria for the website. Because the use of mobile
devices has a steady growth and most of the users browse through mobile devices only. So, it is
suggestable to have a responsive designed website.
• Content of the website should be unique, there should not be any duplicate content written on
the web page. Content is for the user and not for the search engines. It should be written clean
and simple so that it is meaningful to your web users.
• Try to do Image optimization by writing alt text for all the images in the webpage.
• Check Google page speed insight for your website and modify the errors accordingly.

Off-Page Optimization:
Off-page optimization plays a vital role for search engine ranking. As per Google having
number of quality backlinks can increase your website rank in SERP. Inbound links are
important. What is the inbound link? Links to pages of a website from other sites are termed as
 inbound links. Based on these links search engines rank the website. Search engines look for the
relevance of the link and the quality of the link from where it is originated. Having high quality,
links give your website a thumbs up in ranking. The link should be from good quality websites
and should not be from a spam website. Some of the off page optimization techniques are;
• Social Media Marketing: Create profile page on various social channels like facebook,
Instagram, Google+, Twitter, Pinterest, LinkedIn etc. Check the appropriate channel for your
business and create account accordingly. This will help you to create brand awareness, lead
generation, and converting social media traffic to web traffic. Do some meaningful posts in your
account so that you can engage your audience and generate some lead out ofit.
• Video Marketing: Create & Upload your corporate videos, service or product offering videos
on YouTube, Vimeo, and Daily motion so as to increase chances of web traffic and brand
awareness.
• Content Marketing: Write and Post some useful articles in your blog. Submit articles on
various article submission sites like Ezine articles, Hub pages etc.
• PR Submission: Make some press releases about your new services, websites, awards and
accolades, certifications and so many things. This helps you to develop an important inbound
link to your website as well as building brand through onlinemedia.
• Directory Submission: Submit website URL to local directories and all the leading directories
which help you to build backlinks also. Some of the general directories give delayed results but
you get results forsure.
• Social Bookmarking: Bookmark your articles, blog posts, important page URL’s on social
bookmarking sites such as Reddit, Digg, Stumble upon, Delicious etc. The results depend upon
your submission and effective of using tags in the social book marking websites.

3. Social Media Marketing(SMM)

Simply put, social media marketing refers to the process of using social media platforms to
attract traffic and attention. By using social media, you can increase exposure and build
meaningful relationships with your customers.

While everybody can benefit from SMM as a type of digital marketing, B2C and SaaS
companies tend to get the most out of it. Social media marketing is all about listening to what
your customers have to say, engaging in the conversation, and sharing valuable content.
Together, content marketing, SEO, and social media marketing constitute what is
called “inbound marketing”. It is a marketing methodology that aims at attracting, engaging, and
delighting leads. Some goals of inbound marketing include attracting users’ attention, driving
relevant traffic to the website, and converting it into happy customers.

Social media is really an amazing platform to build your brand, generate leads and promote your
products or services. You can create your own Facebook business page also. You can add details
about your business, website URL etc. The page likes your business page makes your brand
more popular, the increase in page likes or post likes, shares helps you to build your brand easily.
The same concepts with few tweaks are applicable to other social media channels like Twitter,
Google+, LinkedIn, and Pinterest. In Twitter account, you have retweets, favorites whereas in
LinkedIn likes, shares and +1’d in Google+. The no.of shares, likes, retweets etc. helps you to
build a strong brand. The engagement rate of the audience with your page shows your social
media score. Likes growth, PTAT, Engagement Rate, Posts per week, Posts per type, Timing,
length of posts, curiosity and hashtags are some of the parameters which we have to take care
while building the brand in social media.

It is important for a business to choose the network that supports your brand image. Do not be
more social, with your presence on all the social networks. Understand your target audience and
work accordingly.

Know the statistics:

 There are just over 3 billion active Internet users (45% of the world’s internet users).
 Nearly 2.1 billion people have social media accounts.
 3.65 billion mobile users have access to the internet via smart phones and tablets.
 Close to 1.7 billion people have active social media accounts.
 Facebook: There are nearly 1.4 billion Facebook users.
  47% of all Internet users are on Facebook.
 4.5 billion likes are generated daily.
 Twitter: Twitter has 284 million active users at last count.
 88% of Twitter users are on mobile4.
 Google+: Google+ cost over half a billion to design and develop.
 363 million users.

TWITTER

Twitter is a micro blogging platform with less than or equal to 280 characters enables you to post
short message updates with images and videos. The social network was launched in the year of
2006, with 300 million active users around the world. In the initial days it started with 140
characters only. Most of the business use twitter as one of their social media platforms to reach
the target audience.

Twitter marketing strategies are different, and it is not related to Facebook marketing strategies
or any other social media marketing strategies. As twitter is a quick and short social media
channel to reach your target audience. By visiting twitter website or app, people can know the
latest happenings, news and other alerts quickly. Customers can know the latest business news
and company updates through this social platform. Twitter can be a powerful marketing & PR
tool.

Why Twitter Marketing?

Having a marketing business goal and to achieve it you need to have better marketing channels.
Be it reaching your target audience, brand awareness or generating leads twitter is one of the best
social media platforms to do. With twitter marketing you can reach your target audience and
customers easily. Even people can get to know about the brand quickly.

With Twitter Marketing you can:

 Generate leads.
 Boost Branding.
 Thought leadership.
 Increase vast number of audiences.
 Increase website traffic.
And many more benefits, when you work on twitter marketing for your business.
Important Tips For Twitter Account:
As you are creating account for your/client company or business, so make sure that the details
what you are filling are correct and professional. Each element of profile is important as this is a
replica of your business card.

 1. Add profile photo (Try to keep your company logo)- Profile pic size:400X400.
 2. Add header image: (Try to keep the header image neat and clean, by conveying the
products and services clearly). Header pic size:1500X1500.
 3. Add Bio (Write the details for the page and company details in short).
 4. Location: Add the company location, if you have multiple branches, then keep the
head Quarters details.
 6. Theme Color: Choose the theme color for the profile, try to have the theme profile
matching with your logo color (approx. is also fine).

Important Marketing Tips For Twitter:

1. Be Professional: Make sure that your tweets are professional. Your tweet will represent a
company. The message is from a company on social media channel. So, before tweeting
anything in twitter, you need to recheck twice or thrice.
2. Use of Hashtags: Using hashtags in the content can generate or attract number of followers
and impressions. But, using too much hashtags can hamper your content. It may be considered as
SPAM also. So, beware while writing the content using hashtags. We have discussed about
various hashtags above. Use location-based hashtags when you are mentioning about a location
or a geographical area in the tweet. And, exactly would be the same scenario with event hashtags
&brand hashtags.
3. Campaign Hashtags: If you would like to do something different and make it viral on twitter.
Then start your own campaigning strategy with a # hashtag word. Make it short and simple. It
should be memorable and catchy. The campaigning # should sound local but the reach should be
global. Ask your followers to retweet (RT) the tweet with the # campaigning word in it. Make
sure that you will engage your audience with the campaigning.

4. Trending Hashtags: Using trending hashtags is good to have huge number of impressions
and retweets. But, make sure that it is related to your company’s business. For Ex: if your
company is into FMCG Industry and where as you are doing a tweet with a trending # of
entertainment Industry which is not at all corelated. But there might be few situations where it
can work. Majority of the trending hashtags are good for individuals and small businesses.
5. Add Image & Video: Try to add image or video to your twitter posts, it will have a good
impact on the targeted audience. They can easily understand what you are talking about.
6. Engage with Polling: Create a Poll that your audience may like to get engaged. Try to post
polls related to the trending topics and poll segments of your Industry.

7. Brand Voice or Message: Make sure that you will establish a positive brand voice and twitter
strategy. Be original with your twitter messages. Convey the message correctly. Reflect your
companies or brand core values on twitter.
8. Have Conversations: Engage with your audience by having a conversation on relevant topics.
Make sure that you are not arguing with them. It should be a soothing and positive discussion.
Have a healthy mix of replies and organic tweets.
9. Promote: Paid tweets or promoting your tweet with twitter ads can be a powerful way to
reach the mass audience at a time. It can help you to build brand awareness and even generate
leads by promoting.

INSTAGRAM

It’s been 8 years that Instagram has taken the internet world by storm. It started as a regular
social media platform in the year of 2010. But now it is a complete marketing channel for all
types of business. Be it a startup or a small business Instagram is the perfect platform for the
business marketing.

With Twitter Marketing you can:

1. As of June 2018, there are nearly 1billion monthly active users.
2. Like button is hit an average of 4.2 billion times per day.
3. Brands see engagement rates 10X higher in Instagram than they do on the Facebook.
4. 70% of user’s lookup for a brand in Instagram.
5. 80% of users follow at least one brand on Instagram.
6. 60% of users learn about new products through Instagram.
7. 30% of users say they’ve bought a product they discovered on Instagram.
8. More than 200 million users visit a business profile at least once daily.
By looking the above statistics, it is clear that our most of target audience are present on
Instagram. And, it is the apt digital platform to reach target audience on time. So, you might be
thinking to start your Instagram marketing journey now. But, how to get started with Instagram
marketing. Let us discuss the steps below.
Instagram Marketing Strategies:

Get Fix on your target audience

Determine your target audience in Instagram. For whom and the reason that you are posting
content on Instagram. Check out the followers profiles, their interesting behaviors, likes etc.
Have an eye on your competitors or parallel business followers to have an understanding of your
strategies.

An Eye on competitor strategies:

Focus on your competitor strategies for the Instagram marketing. Stalk their profiles and check
for their style of writing the BIO, Profile picture, URL’s etc. Check their number of followers
and how they are doing so differently that their Instagram profiles are good. Some of the aspects
or important point that you should consider are:

 Check out their image/video posting styles, themes, colors, retain strategies.
 Check out their comments section, what their followers or people are loving to discuss
with them.
 How regularly they are posting the content.
 What are the niche strategies that they are following.
 What popular hashtags are they using in captions.
 Check out if anything is missing.
Brand Consistency:
Follow a brand consistency by looking at your brand identity. How would you like to position
your brand to your target audience. What is the brand value or score you are planning to hit?
Manage a perfect branding combination with your posts and content so as to meet your branding
goals at right time and right place. If your content, posts and themes are different, then there
might be a chance that your audience may get confused.

Paid Campaigning:
You can start using paid campaigning or Instagram advertising strategies to reach the target
audience. It will connect with the Facebook advertisement dashboard.
1. Brand Awareness.
2. Reach.
3. Traffic.
4. App Installs.
5. Engagement.
6. Video views.
7. Conversions.
Based on the above objective and your selection, you can plan your budget for the advertisement.
 You will find the Promote button in the below of your posts.

Check The Length Of Your Captions:

Work on the length of your captions, Make sure that it should not cross 2200 characters. Put the
most important content in the first two lines of the caption. So, it is not necessary to keep
yourself struck with 2 sentences only. It is a story telling medium, try to write engaging content
with some story telling ideas with it. Use the Hashtags as per your post and content. Do not make
the caption clumsy with numerous hashtags. While sharing your content on Instagram try to use
geo tags, Which have high rate of engagement compared to a normal post.

How To Use #HashTags:

This is really a tricky and interesting thing that a marketer should look for. While posting a
content on the Instagram try to do a brainstorm with your team for the keywords related to the
post. Then go to the explore tab of Instagram wall and search for that #hashtag including
Geotags. Check for the most recent, top hashtags, branded hashtags etc. Use them properly in
your caption. Encourage your audience to use those hashtags while in conversation. Please make
sure that you do not make your post caption a SPAMMY one.

Instagram Tools:
Tools are an important aspect for every social media marketer. Because you can strategize,
optimize and analyze your posts with the help of tools. There are number of tools available
online, but let me put forward few of them which can help you to understand for the usage and
features of it.

YOUTUBE

YouTube is the major platform to share your original content videos or advertisements. As per
Wikipedia, YouTube, LLC is an American video-sharing website headquartered in San Bruno,
California. Three former PayPal employees—Chad Hurley, Steve Chen, and Jawed Karim—
created the service in February 2005. Google bought the site in November 2006 for US$1.65
billion; YouTube now operates as one of Google’s subsidiaries.

Why YouTube For Marketing?

 Total number of YouTube monthly viewers worldwide – 149 million(Statista)

 Total number of YouTube daily viewers worldwide – 63 million (YouTubestats)
  Hours of video watched daily – more than 1 billion(YouTube)
 More than 50% of YouTube views are coming from mobile devices (YouTubestats)
 Total number of YouTube users logged on – 1.8 billion(Recode)
 Hours of Video Uploaded to YouTube per minute – 300+ (OmMalik)
 Hours spent on YouTube per month – 19 (Business Insider)
 YouTube top channel – T-series with 2.2 million views / month (Source:Statista)
 YouTube top celebrity – PewDiePie with 54 million subscribers (Source: Business
Insider)
 YouTube top video – Despacito with 5.12 billion views (Source:Wikipedia).

Advantages Of YouTube For Marketing

YouTube has number of advantages for marketers so as to get the best ROI from this social
channel. Let us discuss some of them.

1. Second best search engines and most helpful for SEO.

2. Brand Building.
3. Inform or educate your YouTube users/subscribers.
4. Promote your videos.
• Increase your reach to the vast audience of
YouTube. Marketing Strategies For

YouTube Videos:

After the video uploaded and done with the SEO work. You need to work on few things to get
best out of it.
1. Checkout the interest of your subscribers/users and prepare videos accordingly. Or else try to
prepare videos which can engage your audience.
2. Use Your Logo in the video as watermark.
3. Use social media channels in the video, ask the viewers to follow/like the social networks.
4. Share the video links in social media networks including WhatsApp.
5. Write the title, description of the video perfectly. So that the video can rank better.
6. Use End notes in the video- Put other videos of your channel to appear at the end of the
videos. This can be done through video manager section in YouTube.
7. If possible, add subtitles to your video or if it is a song then try to add lyrics to that.
8. Use Call to actions to convert the viewers as subscribers even to customers for your business.
9. Last but not lease, Be Consistent. Post the videos in the regular intervals so that your scribers
stay connected with your channel.
5. Pay-Per-Click Advertising(PPC)

Pay-per-click is a model of advertising where marketers pay a fee every time people click on
their ad. Basically, it’s the process of buying visits to your site, as opposed to getting them
organically via SEO or other types of digital marketing.

PPC is one of the types of paid search. It’s similar to SEM (search engine marketing) but can
also include display advertising (cost-per-click based), and affiliate advertising.

What is PPC?
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each
time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than
attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid
for ad placement in a search engine's sponsored links when someone searches on a keyword that
is related to their business offering. For example, if we bid on the keyword “PPC software,” our
ad might show up in the very top spot on the Google results page
Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a
small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than
what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale,
then we’ve made a hefty profit.

A lot goes into building a winning PPC campaign: from researching and selecting the right
keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting
up PPC landing pages that are optimized for conversions. Search engines reward advertisers who
can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad
clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less
per click, leading to higher profits for your business. So if you want to start using PPC, it’s
important to learn how to do it right.

PPC Keyword Research

Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important.
Your entire PPC campaign is built around keywords, and the most successful Google
Ads advertisers continuously grow and refine their PPC keyword list. If you only do keyword
research once, when you create your first campaign, you are probably missing out on hundreds
of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving
traffic to your site.
An effective PPC keyword list should be:

 Relevant – Of course, you don't want to be paying for Web traffic that has nothing to do
with your business.
 Exhaustive – Your keyword research should include not only the most popular and
frequently searched terms in your niche, but also to the long tail of search. Long-tail
keywords are more specific and less common, but they add up to account for the majority
of search-driven traffic. In addition, they are less competitive, and therefore less
expensive.
 Expansive - PPC is iterative. You want to constantly refine and expand your campaigns,
and create an environment in which your keyword list is constantly growing and
adapting.

If you want to find high-volume, industry-specific keywords to use in your PPC campaigns, be
sure to check out our popular keywords.

Managing Your PPC Campaigns

Once you've created your new campaigns, you’ll need to manage them regularly to make sure
they continue to be effective. In fact, regular account activity is one of the best predictors of
account success. You should be continuously analyzing the performance of your account and
making the following adjustments to optimize your campaigns:

 Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that
are relevant to your business.
 Add Negative Keywords: Add non-converting terms as negative keywords to improve
campaign relevancy and reduce wasted spend.
 Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up
your ad groups into smaller, more relevant ad groups, which help you create more
targeted ad text and landing pages.
 Review Costly PPC Keywords: Review expensive, under-performing keywords and
shut them off if necessary.
 Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing
pages to align with individual search queries in order to boost conversion rates. Don’t
send all your traffic to the same page.
6. Affiliate Marketing

Affiliate marketing is one of the popular ways people make money online these days. If your
affiliate program is successful, you might earn quite a decent passive income.

Basically, affiliate marketing is a type of digital marketing where a person partners up with other
businesses in order to receive a commission for the traffic s/he generates for this business.
Imagine this: you put a link to an external website on your own blog or website. Every time a
user proceeds to this external website and makes a purchase, you receive a commission.

This marketing strategy might work especially well for bloggers, since they can write different
types of articles on the given topic and naturally include affiliate links.

7. Email Marketing

Email marketing is one of the most popular types of digital marketing. To put it shortly, it’s the
use of email for promoting one’s products or services.

If you go a little deeper, email marketing might also refer to building relationships with your
customers. Ideally, emails you send out to your clients should not only speak at them but also
encourage meaningful interaction with your brand.
 There are many things that contribute to the success of your email marketing strategy, from the
content you create to the time you send your emails. One thing is certain, though: email
marketing is far from being dead and should definitely be part of your overall digital marketing
as to promote the product/services/offers of the company.

Why E-Mail Marketing?

There are various other methods to reach your target audience, but why e-mail marketing is
popular and most of the marketers choose e-mail marketing.

With E-mail marketing usage you have number of benefits, some of them are:

1. Can be tracked.
2. Unlimited reach.
3. Cost effective.
4. Allows targeting.
5. Data driven.
6. Builds loyalty: Promotional e-mails special offer e-mails, newsletters.
So, e-mail marketing helps marketers to track, monitor and analyze their online pitching
strategies. Whether the strategies are working perfectly or not.

Types Of E-Mail Marketing:

1. Newsletters.
2. Event E-mails.
3. Retention E-mails.
4. Direct E-mails.
5. Lead Nurturing E-mails.
6. Milestone E-mails.
7. Promotional E-mails.
 IMPORTANT PARTS OF E-MAIL MARKETING

For any e-mail to be effective, we have to take care of few aspects. Before discussing about the
aspects of the e-mail, let us go through the important parameters of E-mail.

Sender: From which e-mail id are you sending the e-mails. Please check your name and details
in that e-mail. Because you are the sender of thee-mail.
Subject- Check the subject of the e-mail. The most vital part of the e-mail. Do not mention
unnecessary things in the Subject line.
Context and Design: If you are sending an HTML template e-mail or even text e-mail make
sure that your context and design of the e-mail are perfect.
Content: The major element of any e-mail is the e-mail body content.
Links: Check out the links associated with the e-mail. It may be to your landing page or signup
page.
Images: If you have added any images in the e-mail, then check out the responsiveness of the
image. The resolution, look & feel should be good.
Before sending the e-mails always TEST-TEST-TEST the e-mail with complete specifications,
whether you have everything correct or not.

E-MAIL Campaign Strategies

For any e-mail to be effective you have to follow few steps.

 Planning.
 Design &Develop.
 Text or the body of thee-mail.
 Delivery of thee-mail.
 Tracking and monitoring of the data.
These 5 are most important parameters for any e-mail campaign to be effective. But As per DMI,
for e-mail campaigns you need to follow 4 steps such as:
Data: You need to have Data ( Validated) to send successful e-mails.
Design: Design of the e-mail should be professional.
Delivery: Scheduling of e-mails and delivery details. and
Discovery: Track and monitor data of open rate etc.

Layout Specifications For Effective E-Mail:

 Use soothing colors for images.

 Use perfect CTA’s.
 Should be less than 700 pixels wide, All important content must appear in top 300pixels
of an E-mail.
 Use basic HTML5.0, avoid using JS, image maps, attachments, and embedded media.
 Avoid using flash/other plug-ins.
 Should be visually appealing.
 Standard HTML font formatting procedures.
  Do not keep important content matter only in images
 Must have an unsubscribe link.

E-MAIL Marketing Tools

Some of the important marketing tools which are available both for free as well as for paid
versions. Some of them are:

1. Mail chimp.
2. Zoho E-mail Campaign.
3. Active Campaign.
4. Sendy.
These tools have all the required fields that a marketer need to send e-mails for a successful e-
mail marketing campaign.

Facebook Marketing

We all know that Facebook is the major social media platforms for everyone. Be it business or
individual you have enjoyed using Facebook. As per the information on Wikipedia, Facebook,
Inc. is an American online social media and social networking service company based in Menlo
Park, California. Its website was launched on February 4, 2004, by Mark Zuckerberg, along with
fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin
Moskovitz, and Chris Hughes.

Facebook has been the best platform for most of the small business owners even for startups to
market their business easily with no cost. Let us discuss how we can do the Facebook Marketing
and get the best ROI from it. Facebook is popular for the both individual usage as well as
business usage.

For Business you can create pages, groups and spread your business in many of the communities
already present in the Facebook. Your business may be local or global, you can reach to large
number of audiences without any doubt.
Why Facebook Marketing?

As already discussed in the above sessions Facebook is the largest and major social platform to
reach the vast audience. You can reach your target audience as per the segmentation process.
You have number benefits when you think that why you should focus on Facebook Marketing
for your business. Some of them are
 Generate leads.
 Boost Branding.
 Thought leadership.
 Increase vast number of audiences.
 Increase website traffic.
 Customer acquisition.
 Better customer interaction.
 Reputation management.
 Effective Feedback system.

Things To Note In The Facebook Page:

Name & Username: The name which you have given while creating the facebook page will
appear here in the name section. You can create your own username of your own, you can click
on the username and create your own username. Try to use your business name or brand so that
people can find you easily. You will get an URL of facebook according to your username, so be
sure of selecting the apt username. Even you can edit it anytime but there should be an
availability of the username at that time.
Invite Friends: If you already have an account and the page is correlated to your account then
you will get a pop up below as shown. You can Invite Friends to like your page and follow the
page.
Add Button: If you click on the add button, You will get a pop up as shown in the below image.
This is one of the call to action button which can help you for the conversions.

Facebook Marketing Tools:

Use social media marketing tools to schedule the facebook posts and do them with one click.
You can save lot of time and at the same moment you will not miss anything to reach your prime
audience when they are online. There are some of the top and known tools available on the
marketing as free and paid versions. Some of the mare:
  Hoot suite.
 ZOHO social.
 Sprout social.
 Fan page Karma
 Buffer.
 Drum up.
Get going with these tools, so that you can engage your audience well and boost your ROI from
your facebook account.

Important Marketing Tips For Facebook

Be Professional: Make sure that your facebook posts are professional. Your posts will represent
a company. The message is from a company on social media channel. So, before posting
anything in facebook, you need to recheck twice or thrice.
Use of Hashtags: Using hashtags in the content can generate or attract number of followers and
impressions. But, using too much hashtags can hamper your content. It may be considered as
SPAM also. So, beware while writing the content using hashtags.
should be memorable and catchy. The campaigning # should sound local but the reach should be
global. Ask your followers to like, share the post with the # campaigning word in it. Make sure
that you will engage your audience with the campaigning.
Trending Hashtags: Using trending hashtags is good to have huge number of impressions and
shares. But, make sure that it is related to your company’s business. For Ex: if your company is
into FMCG Industry and where as you are doing a tweet with a trending # of entertainment
Industry which is not at all corelated. But there might be few situations where it can work.
Majority of the trending hashtags are good for individuals and small businesses.
Add Image & Video: Try to add image or video to your facebook posts, it will have a good
impact on the targeted audience. They can easily understand what you are talking about.
Engage with Polling: Create a Poll that your audience may like to get engaged. Try to post polls
related to the trending topics and poll segments of your Industry.
Post Message: Make sure that you will establish a positive brand voice and facebook strategy.
Be original with your facebook messages. Convey the message correctly. Reflect your
companies or brand core values on facebook.
Have Conversations: Engage with your audience by having a conversation on relevant topics.
Make sure that you are not arguing with them. It should be a soothing and positive discussion.
 8. Instant Messaging Marketing

Instant messengers are the latest communication trend. There are 1.5 billion people globally using WhatsApp
on a monthly basis, followed by Facebook Messenger If you want to be where your audience is, enter instant
messaging
This type of digital marketing exploded over the last couple of years. People are much more
likely to trust the information sent via a messenger (as if it comes from a good friend) than email
or SMS that are vulnerable to spam.

There are different ways how you can proceed with instant messaging marketing, from using
them for customer support to updating your users about new posts on your blog. But just like
with any other digital marketing type, before diving right in, I’d recommend that you develop a
strategy first.

DIRECTORY SUBMISSION

Directory submission is defined as the practice of submitting your website URL and its details
on the web in a directory under a particular category. This is a way which helps you to improve
your link building.
Directory Submission is an off page factor which helps to optimize your webpage. In these
directories, your own website is submitted to another website.
There are different categories under which you can submit your website. For example, if you
have a site related to Health, then you will submit your site under Health category which will
help you to get backlinks from them. It very interestingly build links in one way. These
directories are somewhat similar to the phone directories which has a list of websites in each
category.

There are three types of Directory Submissions:

 Paid or Featured Web Listing: In this, the owner of Directories site will charge for
Submission and your link will be approved in some moment or within 24 hours. This will
help you in getting backlinks from this type of submission. Some sites offer this package
for yearly or lifetime.
 Free or Regular Web Listing: It is free for Directory Submission, no one charges for free
or regular submission but there is no guarantee of the websites getting approved by the
Administrator. Also, this involves time.
 Reciprocal Regular Web Listing: In this, a reciprocal link must be submitted to your site
when you activate Directory Link, only then the Directory administrator will approve your
link.

Business listing means listing of your business according to category on classified sites,
while in directory submission you submit your domain to another site so they can update
their directory by adding you in specific category/section.
 Importance of Directory Submission in SEO

Directory submission being a basic aspect of Off page optimization helps in doing search
engine optimization. Directory submissions also attracts traffic on your website and getting.
Directory submissions help in increasing your page rank by building authority back links.
For the people who have just started doing blogging, it is a must for them. This way you
will see growth in the rankings of your website and blog by submitting your URL to web
directories.

Method of Doing Directory submission in SEO:

While doing Directory Submissions for effective SEO, make sure you choose the category
which is of your niche. Search and research about the directories which are best suitable for
your website.
Before you submit your website or a blog find a particular category where you have to
submit a link or insert your blog’s URL. That’s all and you are done!

Some Tips for Not going Wrong on Submission

 Submit your website to the most suitable subcategory.

 Do not submit your website to the wrong category just for gain full is tings.
 Remember, not to spam a directory.
 Make sure the physical address or blog stats you provide are correct.
 Try to avoid a site that requires a link back or banners on your site. Having badges and
site wide link backs to the directories may harm your site’s SEO score. So
better stay safe.
 FINDING
Digital marketing is assisting both businesses and customers. Digital marketing helps to feed the
consumer’s hunger for information and to satisfy this hunger many of the business firms are
transforming their marketing department into the marketing and communication department. Based
on the analysis done a few of the key findings are mentioned below;

1. The social media user base has increased in Lucknow. The reason behind this can be cheap mobile
phones and easy availability of data packs at reasonable prices. In addition to this student or young
population accounts for the largest share in such a user base.

2. Brand awareness has got the utmost importance for business houses as the customer tends to
research the product before purchasing it.

3. Business house prefers low-cost marketing activities as they are working on small-scale and don’t
have enough budgets to dedicate.

4. Digital marketing has grown manifold over the past 5 years and disrupted other channels of
marketing like personal selling.

5. Even a small scale business house prefers to have its presence on social media to create a virtual
identity.

6. Facebook still dominates the market in terms of content generation as around 69% of the
respondents use this platform regularly.

7. Content generated by the business house must focus on emotional appeal.

8. Consumer privacy in this digital era is of utmost importance.

9. Digital marketing through mediums like SEO or social media is not expensive but content for
promoting through these mediums is expensive.
 CONCLUSION

Working with an organization like Diksha Advertising was a great experience and I am glad that I
completed my last phase of under graduation with this organization. For young blood like me, it
was a great adventure working with such creative professionals. I believe this report reveals some
surprising insights. As per the analysis and results, it is evident that people tend to get more
attracted to digital marketing than conventional marketing as it provides a platform to satisfy their
information hunger. Also, the easy availability of mobile phones has played a major role in
boosting digital marketing.Facebook and Instagram are listed as the most popular social media
platforms. As conventional media channels taking back seat these platforms are acting as a creator
of content. Facebook has a huge user base and also provides various tools for marketing and
promotion of products and services at a low cost.SEO and email marketing are considered the most
effective and popular methods for marketing and are highly respected for the quality they deliver at
such low costs. On the other hand pay per click has lost its charm as online advertisements are of
no interest to consumers. Today’s consumers are confident about their knowledge and prefer to
select a product on their own without getting influenced by some marketers.And the conclusion of
digital marketing has now become a hot topic for discussion. Modern technology has changed a
lot. Besides the growth of modern technology, the technique of businesses has also changed. In this
regard, digital marketing comes to take the leading position. Modern generation does not want to
go to any shop or shopping mall to buy anything. They want to buy everything online. So, the
various companies always try to stay connected with their consumers or customers via the internet.
To get the best of it, consumers and marketers must know the advantage and disadvantage of digital
marketing. If you do not know the benefits and harmful sides, then you won’t get the full advantage
of digital marketing.
References

1. https://hafizmuhammadali.com/blog/digital-marketing-porters-five-forces-model/
2. https://www.warc.com/Welcome
3. https://neilpatel.com/what-is-digital-marketing/