session 2: digital marketing
TRANSCRIPT
29 July 2021
National Workshop on Promoting Women Businesses, SMEs and Start-Ups through Digital Marketing and E-Commerce
Session 2: Digital Marketing
Ms. Deepali Gotadke
• Introduction to Digital Marketing
• Types of Digital marketing
• Linking to Social Media platforms for digital marketing
• Facebook, Instagram, LinkedIn, Twitter
• Digital Marketing Measurement
Presentation structure
Digital Marketing
• The right marketing is very important for the success of any product or service, whether it is traditional business or E-commerce
• In E-commerce, marketing becomes even more important, as the website will not be visible to customers
• Digital marketing is the use of the internet, mobile devices, social media, search engines, and other channels to reach consumers
• It is the best way of growing your business and providing service of your products via digital technology
a) Search Engine Optimization (SEO)
b) Search Engine Marketing (SEM)
c) Social Media Optimization(SMO)
d) Social Media Marketing ( SMM)
e) E-mail Marketing
f) Content marketing
11
Types of Digital Marketing
Image Source: digihunts.academy
Business on social media platforms and digital marketing
Key Messages Description
Digital Marketing Understanding different ways of digitalmarketing mainly Social media
Business on Social Media Platforms
Facebook Business Page
Instagram Business Profile
WhatsApp Business Profile
Content Creation Photography and content creation tips for social media marketing.
Search Engine Optimization(SEO)
• A search engine is a web-based software which enables users to find information on the World Wide Web. Popular examples of search engines are Google, Yahoo!, and MSN.
• SEO stands for "search engine optimization" It is the process of getting traffic from the free, organic, editorial, or natural search results in the search engines.
Types of SEO
• On-page Optimization
• Off-page optimization
• Your website will be found in Google giving better competitive edge
• Expand your customer base and target audience
• Cost effective Higher sales (ROI)
• Long term standings
• Free & targeted traffic
• Global reach
• All the results can be measured
• Pull marketing
• Increased visibility
• Your own 24 hour marketing team and shop front
Advantages of search engine optimization (SEO)
Search Engine Marketing (SEM)
• Search Engine Marketing (SEM) is used to explain different online advertising efforts. Like SEO, it is used to attract users to your website.
• Ads that are displayed at the top and to the right of search engine results in various search engines like Google and Bing
• Pay-Per-Click (PPC) advertisement because you generally pay some amount every time the users click on your ad
The present & future of the web is social media
How social media helps e-commerce business?
• For businesses, social media is a powerful marketing tool that helpsthem connect to thousands of people in their market, fellow playersin the industry, and even influencers that can help them penetratethe market better.
• Social media marketing refers to business activity on social media platformswhich contributes to marketing objectives such as brand awareness, websitetraffic, and customer acquisition.
• This activity is predominantly in the form of content —such as text, images andvideos — but also includes community engagement and paid ads.
• At the heart of great social media content is the audience’s desire to share it.When your audience share your content, they become your channelof distribution.
What is Social Media Marketing (SMM)?
✓ High return on investment (ROI)
✓ Does not require specialization or vast technical skills
✓ Increased visibility
✓ Targeted traffic
✓ Content promotion
✓ Helps with PR
✓ Ability to go viral
✓ Expedites online brand development
✓ Market research (what are your customers talking about?)
✓ Create relationships with your customers
✓ Campaigns has the ability to drive huge amounts of traffic
Advantages of social media marketing
It is a tool for businesses to manage their presence across Google. Whenlocal businesses verify and edit their business information, they allowpotential customers to locate them easier.
Google My Business
1.“Founded in 2004, It is a world's largest social network. Facebook’s mission is to give people the power to build community and bring the world closer together. Facebook represents a continually evolving marketing platform and communication channel especially given the recent news coverage and insights.
2. Facebook has 2.74 billion monthly active users (Facebook 2021)
3. There are more than 200 million small businesses around the world usingFacebook’s tools.
3. 1.3 billion people use Facebook Messenger. There are 10 billion messages sent between people and businesses on Messenger every month.
4. Facebook has an advertising audience of 2.14 billion. That's the number of people
who can be reached with ads on its platform.
• Source : https://www.oberlo.in
https://blog.hootsuite.com
• Facebook offers Facebook Marketplace and Facebook shop forselling your products.
• In Facebook Marketplace buyers get the information about theproducts and the seller
• It is not possible to carry our sell or purchase on FacebookMarketplace.
• In Facebook Shop, buyer can buy the product, Facebook
directs the buy link to dedicated online marketing stores like
Amazon, Flipkart or own website.
Facebook Account
• To create account visit www.facebook.com
• To finish creating your account, you need to confirm your emailor mobile phone number
• Enter your name
• Email or mobile
• Phone number
• Password
• Date of birth and gender
• Click Sign Up
Facebook Account
Facebook Business Page
Having a Facebook Business Page makes it easier for people to discoverand interact with your brand online.
Steps to create a Facebook business page:
Step 1:
Facebook business pages are created using a personal Facebookaccount, so you’ll need to first log in to your Facebook account.
Step: 2
Go to Pages section and Click on “+ Create New Page”.
Facebook Business Page
Step: 3 :Enter Your Business Information
• Tell Facebook what you want the name of your business page to be.
• choose a business category that best represents what your business offers.
Facebook Business Page
Step: 4 :Upload Your Profile Picture & Cover Photo
• Choose a photo to upload as your business page profile picture. Businesses commonly use their
• logo as a profile picture, but you may use any photo that represents your business and your business’ branding.
Facebook Business Page
1.Instagram is one of the biggest social networks today built aroundsharing photos and videos.
2. Since its launch in 2010, Instagram has taken the social media worldby storm.
3. Instagram marketing is the way that brands use Instagram to connectwith their target audiences and market their offerings.
4. It’s gained popularity as an exciting method for brands to show offtheir cultures, recruit new employees, engage with customers, andshow off products in a new light.
5. There are 1.074 billion Instagram users worldwide in 2021.
Source : https://blog.hootsuite.com
1. The average Instagram business account posts once per day. To make the most of that content, make sure to post at the right time.
2. Instagram business accounts see an average 1.46% monthlyfollowers growth.
3. Instagram’s potential advertising reach is 1.16 billion users.
3. 200 million+ Instagrammers visit at least one business profile daily.
4. 130 million Instagram users tap on shopping posts every month.
Source : https://blog.hootsuite.com
Instagram for business
Creating Account in Instagram
To create an Instagram account from the app:
Instagram encourages the user to post via phones hence it does not allow to update through the photographs or content through desktops or laptops.
1. Download the Instagram app from the App Store (iOS) or Google Play Store (Android).2. Once the app is installed, tap to open it.3. Tap Sign up with Email or Phone Number (Android) or Create New Account (iOS), then enter your email address or phone number (which will require a confirmation code) and tap Next. You can also tap Log in with Facebook to sign up with your Facebook account.4. If you register with your email or phone number, create a username and password, fill out your profile info and then tap Next. If you register with Facebook, you'll be prompted to log into your Facebook account if you're currently logged out.
To create an Instagram account from a computer:
1. Go to instagram.com.
2. Click Sign up, enter your email address, create a username and password, or click Log in with Facebook to sign up with your Facebook account.
3. If you register with an email, click Sign up. If you register with Facebook, you'll be prompted to log into your Facebook account if you're currently logged out.
If you sign up with an email, make sure you enter your email address correctly and choose an email address that only you can access. If you log out and forget your password, you'll need to be able to access your email to get back into your Instagram account.
Instagram Business Account
Why Its necessary?
• In business account, Insights of number of users who view the posts
• Business account will help you to connect Instagram to Facebook business page
•In business account, We can promote posts to reach more people
1. Twitter is an online news and social networking site where peoplecommunicate.
2. Twitter is easy to use as either broadcaster or receiver. You sendbroadcasts (tweets) up to 280 characters daily, hourly, or asfrequently as you like.
3. The strategy to market on Twitter is to engage users and followers,increase brand awareness, boost conversions, sales and more.
4. There are 192 million daily active users on Twitter. 63 percent of allTwitter users worldwide are between 35 and 65.
Source : https://www.oberlo.in
.
▪ Customize and brand your profile
▪ Create Twitter Lists
▪ Host a Twitter Chat
▪ Advertise on Twitter
▪ Use Twitter Moments
▪ Drive traffic to your website by using correct hashtags
▪ Focus on building your follower count
How to use twitter for business
Advantages of using Twitter for business
Twitter has more than 300+ million active users and will help your business connect with new audiences and spread brand awareness.
➢Monitor your brand
➢Communicate with followers
➢Drive traffic to your website
➢Twitter Ads for businesses
1.LinkedIn is a social networking site designed specifically for the business community and for job seekers
2.LinkedIn profile is like a resume or business card, it's essentially a marketing tool.
3. LinkedIn can help you to start and grow a home business. It provides you with an opportunity to communicate and collaborate with other professionals interested in sharing business and industry knowledge.
Currently has over 740million members from 200 countries, representing 170 industries. According to Reid Hoffman, 27 percent of LinkedIn subscribers are recruiters.
30 million companies have LinkedIn profiles and 50 percent of B2B web traffic originating from social media comes from LinkedIn
How to use Google Trends to help you find your next customer
• go to Google Trends and in the search box, type in the words you think people looking for your services might use
• Using trends for customer acquisition.
• Keeping up with current trends.Since a trend is something that is constantly changing, you
have to stay on top of what is popular; search engine results evolve based on the activity of the users at any given week, day, hour or even minute.
Google Trends is trends search feature that shows the popularity of a search term in Google.
PPC definition
Pay per click (PPC) is a type of sponsored online advertising that is usedon a wide range of websites, including search engines, where theadvertiser only pays if a web user clicks on their ad. Hence the title,'pay per click'.
Advertisers place bids on keywords or phrases that they think theirtarget audience would type in a search field when they are looking forspecific goods or services.
What is pay per click (PPC)?
• Very fast ,Get targeted visitors within hours or even in mins
• Provides a path for search engine optimization
• Can yield highly profitable results
• Great testing platform and can be highly targeted
– Time of day
– Geographic area
– Keywords and phrases
– Content network (Google)
– Immediate feedback
• Easy implementation
• Flexible
Advantages of pay per click (PPC)
It is one the most important marketing trend today and likely for the next 5-10 years. These numbers show the importance of incorporating video into your digital marketing strategy in 2019:
• 70% of consumers say that they have shared a brand’s video
• 72% of businesses say video has improved their conversion rate
• Video is by far the most popular way customers want to learn about new products video marketing campaign is that it allows you to easily reformat your content.
VIDEO MARKETING
• Video is by far the most popular way customers want to learn about new products
Source: https://www.digitalmarketingcommunity.com
Calculation
✓ ROI (return on investment) = [(Payback - Investment)/Investment)]*100
Many tools and systems are available to calculate your ROI and to measure the effectiveness of your digital marketing campaign.
ROI tools
✓ Google analytics
✓ Google webmasters tools
✓ Basic google search
✓ Google adwords
✓ Social media monitoring tools
✓ Sentiment analysis tools
Digital marketing measurement
.
Advantages of Google Analytics
✓ Its free does automatic collection of data
✓ You can create customization reports
✓ Easy integration with other tools and platforms
✓ Ability to measure internal site search
✓ To understand why visitors are bouncing off your website
✓ To know the age, gender, interest, device and location of your audience.
✓ To understand which social platforms to target
✓ To understand what kind of content you should write
✓ To check if you are achieving goals
Google Analytics
▪ Google Analytics is one of the most popular digital analyticssoftware.
▪ It is Google’s free web analytics service that provides valuableinsights that can help you to shape the success strategy of yourbusiness.
THANK YOU!!
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