Digital marketing including SEO, E mail marketing, Pay per click,

1. Digital Marketing

2. First of all….
 “It is one of the most important tool for remarkable success
of any dam business in this era of Google!!
 So, all the aspiring entrepreneurs, people who have
submitted their ideas in i – Start or any other incubation
center and others interested in the field of marketing can
be benefitted from this presentation.
 P.S. - We will be majorly focusing on internet marketing and
Google!

3. So, what is Digital Marketing?
 Digital marketing is an umbrella term for the targeted,
measurable, and interactive marketing of products or services
using digital technologies to reach and convert leads into
customers and retain them.
 The key objective is to promote brands, build preferences and
increase sales through various digital marketing techniques and
using internet (majorly), mobile, traditional TV and radio.
The fundamental concept in digital marketing is based on
the inbound marketing approach or generally its called
customer centric approach.

4. Why Digital Marketing?
 Traditionally businesses used to market their
product/service using platforms like newspapers, salesmen,
radio, yellow pages, etc.
 The product/service marketed using these media used to
reach out to all the users of these media even if they are
least interested to use the product/service. This was the
major drawback of these systems which made it least
efficient in terms of money spent.

5. Why Digital Marketing?
 Meanwhile all these the Google enters into the market in
the year 1998 bringing in the revolutionary search engine
which operates on two major factors:
1. Keywords
2. Backlinks (also known as citations to the website).
With the entry of Google people started consuming more
and more digital content on a daily basis – on mobile
phones, laptops, desktop computers at work, etc. The word
Google became a verb replacing the word search within no
time!

6.  Eventually this led to an unconventional marketing platform
for the business. The product/service marketed on these
platform targeted the customers who were actually in need
of the product which let to higher returns and hence higher
efficiency on money spent for marketing.
 Newspaper ads. became search engine rank of the
company website.
 91% of the consumers started using search engines to
search for anything and everything they wanted.
Why Digital Marketing?

7. Components of Digital Marketing.

8. What is Content Marketing?
Keywords:
 Keywords are the few specific words used in the content of
a business’s website which are related to the business.
These keywords will affect the visibility of a website or
a web page in a search engine's unpaid results - often
referred to as "natural," "organic" or "earned" results.
 Organic search results are listings on search
engine results pages that appear because of their relevance
to the search terms(keywords) and not due to
advertisement.

9. Backlinks:
 In search engine optimization (SEO) terminology
a backlink is a hyperlink that links from a Web page, back to
your own Web page or Web site. Also called an Inbound
Link (IBL) these links are important in determining the
popularity (or importance) of your Web site.
 It is important because more the number of backlinks,
higher will be the rank of the website in organic search
results.
 Keywords and Backlinks both are subcomponents of
Content Marketing.

10. Backlinks:

11.  When you type
the words
“Event
Management
Companies” in
the search bar,
you obtain
following
results:
Example of working of
Keywords and backlinks!
Inorganic results Organic results

12.  Inorganic results are those results which appear first in the
search engine because they have paid handsome amount
of money to Google to put their website at the top. “Money
makes it all”!!
 And organic results are those which appear first in the list
after advertisements on searching the relevant keywords
because they have used most suitable keywords and have
maximum number of backlinks to their website.
 The websites at the top of the organic search results are
experts of Search Engine Optimization (SEO) or they have
hired best SEO agencies.

13. So, what is Search
Engine Optimization?
 Search engine optimization (SEO) is the process of affecting
the visibility of a website or a web page in a search engine's
unpaid results - often referred to as "natural“, "organic" or
"earned" results.

14. How SEO is conducted?
With reference to Keywords.
 Find most relevant and highly searched keywords for your
website content.
 Put the keywords in your page’s URL.
 Put the Keyword / Keyword Phrase in the Page’s Title Tags.
 Put Keywords in the Page’s Meta Tags.
 Keywords Should be Placed in the Heading Tags.
 Use Keywords in the Page Content.
 Monitor Your Rank.

15.  Backlinks to the website areincreased by building a digital
community for your business.
 This is done by using all the social media platforms like Facebook,
twitter, Quora, LinkedIn, Pinterest, etc.
 By making an interactive community on social media the
customers will interact with each other as well as with the
company about the product/service. They will also share the
website links in their groups leading to more and more backlinks
to the website which will help the website to crawl up the organic
search results and hence more leads and visitors to the website.
How SEO is conducted?
With reference to backlinks.

16. Digital Community!

17. Affiliate Marketing.
 Affiliate marketing is a type of performance-
based marketing in which a business rewards one or more
affiliates for each visitor or customer brought by
the affiliate's own marketing efforts.
 When the business starts growing the company outsources
the organic trafficking on their websites to the affiliates.
These affiliates are given their share if they bring in
business on board for the company.

18.  By doing this company distributes the burden amongst the
affiliates and creates scope for expansion of the business.
 This also leads to increase in number of backlinks which
further leads to search engine rank improvement. “Double
benefit – Why not??”

19. E – Mail Marketing.
 Email marketing is directly marketing a commercial message to a
group of people using email. In its broadest sense,
every email sent to a potential or current customer could be
considered email marketing.
 In E – mail marketing the most important thing is whom to send
and when to send.
 Managing the consumer data is another major component of e –
mail marketing.
 Flipkart collected 1000TB of customer data on big billion day in
2014. Today you must be receiving mails from them.

20. Whom to send…
 If a customer has viewed a product and bounced or left
website/page from website.
 If a customer has a particular product in his wishlist or it is
present in his cart
 If the customer has done activities either or both of the
mentioned above on another website
 These data is collected from website visits, customer
history, etc.

21. When to send…
 The e - mails must not be sent on absurd times like
midnight. Consumer must not feel irritated.
 List out the seasons and festivals when your product will
have highest demand and send the mails accordingly.
 The frequency of the e – mails sending must be regulated.

22. Pay Per Click (PPC).
 There are many websites like “The logical Indian”,
“ScoopWhoop”, etc. and applications on Google Play Store
where you must be finding advertisements Pop – Ups.
 This is because they have monetized their website/application
by making account on Google AdSense to earn money from
their websites.
 So, if you want your business’s advertisement on such
websites then you need to pay money to Google AdSense on
pay per click basis.
 Same is with other search engines like Yahoo, Bing, etc.

23. Website Design
 Website is the most important part in selling your
product/services as the initial information is obtained from
it which sets the initial impression.
 The websites must be designed in such a way that the
visitors from search engines convert into your customers.

24. Leads to
Customers:
1. Signup/login
2. Feedback
3. Gift Cards
4. Attractive
offers like
free shipping,
50% off on
OYO booking,
Exchange on
mobile
phones.

25. Leads to
Customers:
1. Feedback
2. Submit
story
3. Partners
4. Links to
their social
media
accounts
5. Join the TLI
community

26. Conversion Rate Optimization
(CRO)
 Conversion rate optimization (CRO) is the process
of optimizing your sponsored search ads, landing pages,
and overall website design to raise your conversion rate.
 In other words, the goal is for the highest possible
percentage of visitors to your site to convert, or complete
your desired action i.e. to increase your number of visitors
and perform desired action.

27. Steps to CRO.
 Recognize bounce rate and exit rate on your website to make visitors stay on your
website.
 Do continuous SEO and keep updating your keywords.
 Make your website such that it takes minimum time to load. 3 seconds ideal.
 Also make mobile friendly website.
 Keep feedback option on your website. It will help you to improve your landing
pages as well as engage your regular customers.

28. Thank You!
 This was the brief outline to digital marketing.
 There are many things which are not covered as the field is
expanding every minute.
 Hope this helps your business website to crawl the search
engine results.