DIGITAL MARKETING COURSES WITH PLACEMENTS IN BANGALORE

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DIGITAL MARKETING COURSES WITH PLACEMENTS IN BANGALORE

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1. 1 | P a g e componentss of Social Media Marketing and their fundamentals • Search Engine Optimization • Social Media Platforms •content marketing
2. 2 | P a g e CONTENTS Introduction………………………………………………………………………. 03 Search Engine Optimization…………………………………………………03-07 Social Media Marketing……………………………………………………….08-13 Content marketing……………………………………………………………….14-19 INTRODUCTION The development of online entertainment is only uncommon and in barely 8 years Facebook has gone from a little site set up by 4 Harvard understudies to the most often utilized site on the planet. In equal, Twitter has developed from a method for correspondence for representatives working inside a unit projecting organization back in 2006, to producing more
3. 3 | P a g e than 50 million tweets each and every day in 2012. As of late, virtual entertainment made huge news when it outperformed email with regard to the number one web-based action. Online Entertainment Advertising is tied in with perceiving that your current clients are your best resources and innovation currently empowers us to impact customer conduct both when the deal. With minimal expense and simple to-utilize apparatuses like online entertainment and email, one no longer needs to trust that clients return and carry their companions with them. Presently we can contact our current. clients to remind them to return and make verbal exchanges as simple as tapping the offer, like, or tweet buttons. Here let us put the energy into understanding Online Entertainment, and how it works. What are its parts, its basics? The way things are associated with conventional showcasing ways? What does the future advertising master's find in this possibility of promoting?? Let’s focus on three components of Social Media Marketing and their fundamentals • Search Engine Optimization • Social Media Platforms •content marketing Search engine optimization Presentation The Internet has a huge number of sites. How do customers track down the site of a required organization? They basically Google It! This truth underlines the significance of web search tool advertising/Advancement.
4. 4 | P a g e Website optimization Definition Website streamlining (Search engine optimization) is the most common way of working on the volume and nature of traffic to a site from web indexes through "normal" ("natural" or "algorithmic") query items. Typically, the previous a site is introduced in the list items or the higher its "positions", the more searchers will visit that site. Website optimization can likewise target various types of searches, including picture search, nearby pursuit, also, industry-explicit vertical web crawlers. Search engine optimization isn't really a fitting system for each site and other Web advertising techniques can be significantly more powerful, contingent upon the site administrator's objectives. An effective Web promoting effort might drive natural indexed lists to pages, yet it additionally may include the utilization of paid publicizing on web search tools and different pages, assembling top-notch website pages to connect with and convince, resolving specialized issues that might hold web search tools back from slithering and ordering those locales, setting up investigation projects to empower site proprietors to quantify their triumphs, and further developing a site's change rate. SEM Definition Web index Showcasing, or SEM, is a type of Web Advertising that tries to advance sites by expanding their permeability in the Web crawler results pages (SERPs) and has a demonstrated return on initial capital investment (Profit from Speculation). As indicated by the Web crawler Showcasing Experts Association, SEM techniques include Site improvement (or Website optimization), paid position, and paid consideration. Different sources, including the New York Times, characterize SEM as the act of purchasing paid search postings, not the same as Web optimization which tries to acquire better free pursuit postings. Industry Standards The search industry is always changing, updating, and re-inventing itself, and as industry standards and trends change, evaluation criteria must be updated to get the best overall information possible. The goal is to provide reports that will allow you to see Meta and keyword data so that the information about your website to begin evaluating your SEO needs is there. It’s important to learn as much about SEO as possible and apply it, therefore, we are providing basic information to act as a launch point for those who want to pursue it further. Much SEO data is open to debate and opinion, even among respected experts in the field; therefore, we will take a safe, moderate, and general approach to give our users the best possible overview for use over the greatest number of applications. SEO vs. SEM Search engine marketing involves click costs. Search engine optimization works through free traffic. Those two facts are the basis of a popular myth: that it’s easier to get good ROI through SEO than it is to get the same ROI through SEM. In SEM, you decide on the landing page your visitors see. In SEO, a search engine spider decides on the landing page visitors see. That’s a difference in control, and that difference makes all the difference.
5. 5 | P a g e 3 Tags Next, we talk about 3 different tags. The Title tag, the Description tag, and the Keyword tag. These ‘tags’ are housed in the source code and if you right-click on any website and ‘view source’ you will see these tags towards the top of the document. Title Tags Title tags are what the user will see at the top of the browser window above the (File Edit View, etc). For example, go to www.rimrockauto.com and you will see Rimrock Auto Group | New and Used Cars in Billings Montana. Search engines will grab any or all of those words and index them. When a person types in ‘New Cars Billings’ a search engine will know that rimrockauto.com has those words indexed and it will catapult your search engine rankings toward the top based on relevance. Relevance meaning: all of those words were in the title tag. This is overly generalized, but a nice illustration. Title tags are currently considered the most important Meta tag from a search engine perspective, the Title tag is a MUST. Getting it right can take a little time and research, but it is worth the effort. And, as with all Meta tags, place the most important keywords at the start and the lesser ones at the end of the tag. Recommended length varies by search engine and directory. The average accepted length is about 70 characters (this includes letters and spaces). One major engine considers 60 the right length, where several of the other major players prefer 70 characters. Some larger and more moderate size engines and directories allow up to 130 characters. What if your tag is too long? Most engines will simply truncate (or chop off) whatever characters go over their limits, which is why it is very important to place the best keywords at the front of the tag. If you submit your site to a large variety of search indexes and engines, remember that anything over 60- 70 characters could be removed, and plan accordingly. Best way to start? Figure out the best keywords for your Web page. Go through and list search terms you would like new visitors to use to find your page, check the search popularity of the words/terms and look at your competitor's sites and see what their tags say, and how they rank in the search engines. This will help you build a short list of highly relevant keywords and search phrases. Once you have the list, prioritize them by importance, whether it is your importance or by search popularity is up to you. Use the very best ones in your title tag. You no longer need to include your website name or domain in a title tag, unless you have a highly recognizable name or domain. You want to focus on describing the page and its products in your Title tag. Write it like a title, with each word capitalized, but do not write the title in all caps. It is also not recommended to use punctuation in the Title tag. Description Tags Not considered as important as it used to be, the description tag still has a valid purpose. Even though it has less value to a spider or "boot" driven search engine these days, it is still highly
6. 6 | P a g e useful for search directories and various online listings. Think of it as a short, keyword-rich "classified ad" In just a few words you want to convey your Web page's message and do it with as many rich keywords as possible. Write it in a basic sentence structure, beginning with a capital letter and ending with a period. (A couple of short sentences are fine, too, as long as the character count stays good.) Recommended length varies by search engine and directory. The average accepted length is about 200 characters (this includes letters and spaces). One major engine considers 170 the right length, where several of the other major players prefer 200 characters. Some larger and more moderate size engines and directories allow up to 250 characters, with one having no limits. Keep in mind that there are a growing number of search engines that do not use Description tags, and it is mostly valued by search indexes and directories. Keyword Tags Currently considered less important than the Title and Description Meta tags, it is debated whether Keyword tags are of much use at all anymore. However, right now it does not hurt to have them, and there are still some engines and directories that do take them into account to some degree. Recommended length varies by search engine and directory. The average accepted length is approximately 800 - 900 characters (this includes letters and spaces). Some allow 1000 characters, whereas others prefer under 800. It is best to use the right keywords, not overuse them, and stay relevant for the page. If only two or three words fit that guideline, then use them. Do not worry about trying to fill the Keywords tag to make it longer. The key is relevance, not length. You do not want to waste any opportunity to use relevant keywords, but if you do not need the space, you will not be penalized for it. What is the best way to format this tag? There are two accepted ways to format the keywords. They both agree to separate each keyword and keyword phrase with a comma. Where they differ is, some advocate using a comma and space (keyword, word, word2), and others prefer commas and no spaces (keyword, word, word2). Either format is accepted by the majority of search engines that use Keyword tags. Why are Keyword tags losing their value? Search engines are always adjusting and changing their algorithms, methodology, and criteria, always seeking to improve search technology and eliminate unfair ranking and cheating. The current trend is leaning away from a Keywords Meta tag and putting a higher value on keywords used in the copywriting of a Web page's textual content. The desire of the search industry is to bring a closer match to what the site visitor sees and what a search engine uses to rank a site, all in the goal of making the search experience more precise for the Internet user. White hat versus black hat
7. 7 | P a g e SEO techniques are classified by some into two broad categories: techniques that search engines recommend as part of good design, and those techniques that search engines do not approve of an attempt to minimize the effect of, referred to as spamdexing. Some industry commentators classify these methods, and the practitioners who employ them, as either white- hat SEO, or black-hat SEO. White hats tend to produce results that last a long time, whereas black hats anticipate that their sites will eventually be banned once the search engines discover what they are doing. An SEO tactic, technique, or method is considered a white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to game the algorithm. White hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical. Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in a region invisible to the user like an invisible div, or positioned off-screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One infamous example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for the use of deceptive practices. Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list. Social Media Marketing
8. 8 | P a g e INTRODUCTION Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., websites, social networks, instant messages, news feeds) about an event, product, service, brand, or company. When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself, this form of marketing results in ‘earned media’ rather than ‘paid media’. Social networking websites and blogs2 social networking websites allow individuals to interact with one another and build relationships. When companies join social channels, consumers can interact with them. That interaction feels personal to users because of their previous experiences with social networking site interactions Social networking sites and blogs allow individual followers to “retweet” or “repost” comments made by the product being promoted. By repeating the message, all of the users’ connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company. In 2009, bloggers had an enormous impact on fashion, affecting everything from print publishing to how brands market themselves online. There are thousands of style-related blogs on the web these days, and those dedicated to their craft have earned industry recognition. A number of unknowns earned recognition from Dolce & Gabbana, Burberry, Alexander McQueen, and leading publications such as Vogue. They participated in fashion design collection collaborations and received front-row, international Fashion Week seats next to some of the most notable figures in the couture world. A recent Financial Times article notes that being a style blogger is a perfectly respectable career for someone in the fashion industry. The social web has removed the gatekeepers of an industry that was notoriously hard to penetrate and build a name in. These sites have succeeded because of the quality of their content. While each is unique, they’ve built a cult following around their areas of expertise and passion.
9. 9 | P a g e Through social networking sites, companies can interact with individual followers. This personal interaction can infuse a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience. Social networking sites also include a vast amount of information about what products and services prospective clients might be interested in. Through the use of new Semantic Analysis technologies, marketers can detect buying signals, such as content shared by people and questions posted online. Understanding buying signals can help salespeople target relevant prospects and marketers run micro-targeted campaigns. Mobile phones Mobile phone usage has also become beneficial for social media marketing. Today, many cell phones have social networking capabilities: individuals are notified of any happenings on social networking sites through their cell phones, in real-time. This constant connection to social networking sites means products and companies can constantly remind and update followers about their capabilities, uses, importance, etc. Because cell phones are connected to social networking sites, advertisements are always in sight. Also, many companies are now putting QR codes along with products for individuals to access the company website or online services with their smartphones. Local businesses Small businesses also use social networking sites as a promotional technique. Businesses can follow individuals’ social networking site uses in the local area and advertise specials and deals. These can be exclusive and in the form of “get a free drink with a copy of this tweet”. This type of message encourages other locals to follow the business on the sites in order to obtain promotional deals. In the process, the business is getting seen and promoting itself (brand visibility). Platforms for Social Media Marketing: Twitter Twitter allows companies to promote their products on an individual level. The use of a product can be explained in short messages that followers are more likely to read. These messages appear on followers’ home pages. Messages can link to the product’s website, Facebook profile, photos, videos, etc. This link provides followers the opportunity to spend more time interacting with the product online. This interaction can create a loyal connection between the product and the individual and can also lead to larger advertising opportunities. Twitter promotes a product in real time and brings customers in. Facebook
10. 10 | P a g e Facebook profiles are far more detailed than Twitter accounts. They allow a product to provide videos, photos, and longer descriptions. Videos can show when a product can be used as well as how to use it. These also can include testimonials as other followers can comment on the product pages for others to see. Facebook can link back to the product’s Twitter page as well as send out event reminders. Facebook promotes a product in real time and brings customers in. As marketers see more value in social media marketing, advertisers continue to increase sequential ad spending on social by 25%. Strategies to extend the reach with Sponsored Stories and acquire new fans with Facebook ads contribute to an uptick in spending across the site. The study attributes 84% of "engagement" or clicks to Likes that link back to Facebook advertising. Today, brands increase fan counts by an average of 9% monthly, increasing their fan base by two times the amount annually. Foursquare Four Square is a location-based social networking website, where users can check into locations via their Smartphones. Foursquare allows businesses to create a page or create a new/claim an existing venue. A good marketing strategy for businesses to increase footfall or retain loyal customers includes offering incentives such as discounts or free food/beverages for people checking into their location or special privileges for the mayor of that location. Google+ Google+, in addition to providing the profiles and features of Facebook, is also able to integrate with the Google search engine. Other Google products are also integrated, such as Google Ad words and Google Maps. With the development of Google Personalized Search and other location-based search services, Google+ allows for targeted advertising methods, navigation services, and other forms of location-based marketing and promotion. Instagram Instagram is a free photo and video-sharing program and social network that was launched in October 2010. The service enables users to take a photo or video, apply a digital filter to it, and then share it with other Instagram users they are connected to on the social network as well as on a variety of social networking services. Instagram debuted as a photo-sharing network but implemented support for video on June 2013. As of June 2013, Instagram had 130 million monthly active users. Blogs Every day there are more reasons for companies to use blogging platforms for their social media repertoire. Platforms like LinkedIn create an environment for companies and clients to connect online. Companies that recognize the need for information, originality, and accessibility employ blogs to make their products popular and unique, and ultimately reach out to consumers who are privy to social media. Blogs allow a product or company to provide longer descriptions of products or services. The longer description can include reasoning and uses. It can also include testimonials and can link to and from Facebook, Twitter, and many social network and blog pages. Blogs can be updated frequently and are promotional techniques for keeping customers. Other promotional uses are acquiring followers and subscribers and directing them to your social network pages. In a similar fashion, online communities benefit businesses because online communities enable businesses to reach the clients of other businesses using the platform. These online
11. 11 | P a g e environments can be accessed by virtually anyone; therefore, consumers are invited to be a part of the creative process. To allow firms to measure their standing in the corporate world, Glassdoor is a site where employees can place evaluations of their companies. Some businesses opt out of integrating social media platforms into their traditional marketing regimen because their employees dislike such isolated online environments. There are also specific corporate standards that apply when interacting online. Other corporations fear that the general public has too much power over how their marketing is perceived, due to the accessibility of Internet-retrieved information. To ensure having an advantage in a business- consumer relationship, businesses have to be aware of four key assets that consumers maintain: information, involvement, community, and control. LinkedIn LinkedIn, a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others. Through the use of widgets, members can promote their various social networking activities, such as Twitter streams or blog entries of their product pages, onto their LinkedIn profile page. LinkedIn provides its members the opportunity to generate sales leads and business partners. Members can use “Company Pages” similar to Facebook pages to create an area that will allow business owners to promote their products or services and be able to interact with their customers. Due to the spread of spam mail sent to job seekers, leading companies prefer to use LinkedIn for employee recruitment instead of using different job portals. Additionally, companies have voiced a preference for the amount of information that can be gleaned from LinkedIn profiles, versus a limited email. YouTube YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language used in the commercials and the ideas used to promote the product reflect the audience's style and taste. Also, the ads on this platform are usually in sync with the content of the video requested; this is another advantage YouTube brings to advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube, “for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos”. YouTube also enables publishers to earn money through YouTube Partner Program. Delicious & Digg Delicious and Digg are also popular social marketing sites that used social media promotion. They are heavily used by social media marketers to promote their websites due to their ability to share links.
12. 12 | P a g e Social media marketing tools Besides research tools, various companies provide specialized platforms and tools for social media marketing: • Social media measurement • Social network aggregation • Social bookmarking • Social analytics • Automation • Social media • Blog marketing • Validation • Brand ambassador Disadvantages of Social media marketing Social media marketing provides organizations with a way to connect with their customers. However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. A flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a combined $4.3 million in damages in 2010. The top three social media incidents an organization faced during the previous year included employees sharing too much information in public forums, loss or exposure of confidential information, and increased exposure to litigation. Due to the viral nature of the internet, a mistake by a single employee has in some cases shown to result in devastating consequences for organizations. An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in 2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at [Kenneth Cole's website]". This reference to the
13. 13 | P a g e 2011 Egyptian Revolution drew an objection from the public; it was widely objected to on the Internet. Kenneth Cole realized his mistake shortly after and responded with a statement apologizing for the tweet. Numerous additional online marketing mishap examples exist. Examples include a YouTube video of a Domino's Pizza employee doing unspeakable things to pizza ingredients, which went viral on the internet. A Twitter hashtag posted by McDonald's in 2012 attracted attention due to numerous complaints and negative events customers experienced at the chain store, and a 2011 tweet posted by a Chrysler Group employee that no one in Detroit knows how to drive11. When the Link REIT opened a Facebook page to recommend old-style restaurants, the page was flooded with furious comments criticizing the REIT for having forced a lot of restaurants and stores to shut down; it had to terminate its campaign early amid further deterioration of its corporate image.
14. 14 | P a g e CONTENT MARKETING Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question-and-answer articles, photos, etc. Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information". History: The following examples demonstrate the early use of content to disseminate information about a brand, and build a brand's reputation: • 1895: John Deere launched the magazine The Furrow, providing information to farmers on how to become more profitable. The magazine considered the first custom publication, is still in circulation, reaching 1.5 million readers in 40 countries in 12 different languages. • 1900: Michelin developed the Michelin Guide, offering drivers information on auto maintenance, accommodations, and other travel tips. 35,000 copies were distributed for free in this first edition. Although Michelin eventually began selling these books, the publication still set a precedent for both informative guides and content marketing distribution. • 1904: Jell-O salesmen went door-to-door, distributing their cookbook for free. Touting the dessert as a versatile food, the company saw its sales rise to over $1 million by 1906. The phrase "content marketing" was used as early as 1996, when Rick Doyle led a roundtable for journalists at the American Society for Newspaper Editors. In 1998, Jerrell Jimerson held the title of "director of online and content marketing" at Netscape. In12 1999, author Jeff Cannon wrote, “In content marketing, content is created to provide consumers with the information they seek.” Who is using content marketing?
15. 15 | P a g e Content marketing is being used by some of the greatest marketing organizations in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. According to the 2013 B2B Content Marketing Benchmarks, Budgets, and Trends research, 9 out of 10 B2B marketers are using content marketing – regardless of company size or industry. And they are doing what it takes to bring about desired results: • On average, B2B marketers employ eight different content marketing tactics to achieve their marketing goals. • 60 percent report that they plan to increase their spending on content marketing over the next 12 months. • Marketers, on average, spend over a quarter of their marketing budget on content marketing. Content Marketing vs. Social Media Marketing: What’s the Difference? In social media marketing, the center of gravity — the focus of the marketing activity — is located within the social networks themselves. When marketers operate social media campaigns, they are operating inside Facebook, Twitter, Google+, etc. As they produce content, they place it inside these networks. In contrast, the center of gravity for content marketing is a brand website — whether it is a branded URL like AmericanExpress.com or a microsite for a brand’s specific product, like Amex’s Open Forum. Social networks are vital to the success of content marketing efforts, but here, Facebook, Twitter, and Google+ are used primarily as a distributor of links back to the content on the brand’s website — not as containers of the content itself. Types of content In social media marketing, content is built to fit the context of the chosen social platform: short messages in the 140 characters range for Twitter; contests, quizzes, and games for Facebook, etc. Evolution of online marketing Social media marketing is top-of-mind for almost every marketing department, while content marketing is a (relatively) new term and a new practice for many. The internet has unleashed a revolutionary ability for every brand to communicate directly with its customers — without the need for a media industry intermediary. Social media marketing is the natural first step in this process: Access to users is direct (users spend tons of time on social networks), and content is generally formatted into shorter chunks, which makes the publishing process relatively easy. But as brands become more familiar with their new role as publishers, the natural progression will be to move toward content marketing. Yes, the bar here is higher: In content marketing, brands must produce longer-form, higher-quality content and build audiences on their own site — they must become true media publishers. But the rewards and results are, arguably, more
16. 16 | P a g e powerful. Brands can engage more deeply with their customers through content marketing efforts. And by driving consumers to its own website, the brand has a greater opportunity to gain leads and move them down the conversion funnel. The 7 Business Goals of Content Marketing: Inbound Marketing Isn’t Enough What is inbound marketing? “Inbound Marketing is about getting found online, through search engines and on sites like Facebook and YouTube and Twitter… Inbound marketing is a critical component of the new rules of marketing. Creating compelling and valuable content and distributing that content through a variety of online channels, as well as getting active in online communities, are essential for all companies today. That said, if you only focus on inbound marketing, you will fail as a marketing professional. Why you need a content marketing mindset Content marketing is the practice of creating relevant and compelling content in a consistent fashion for a targeted buyer, focusing on all stages of the buying process, from brand awareness to brand evangelism. Content marketing, unlike inbound marketing, has been around for hundreds of years, most notably starting in 1895 with John Deere with The Furrow magazine (although I argue that the cave people were drawing stories on walls to sell products). While inbound marketing (as opposed to outbound marketing) and getting found online by prospects are critical, what do you do with your story once they find you? If content marketing were a football field, inbound marketing would get you to the 35-yard line. Definitely critical, but hard to score from that distance. After inbound marketing, you need to lead nurturing. Once the lead is nurtured and becomes a customer at some point, you need customer service content. What if you want to up sell or cross-sell to the customer? Well, that’s a whole set of different content. What if your goal is customer retention and loyalty? Well, that’s another content strategy as well. Lots of valuable
17. 17 | P a g e content spread out around the web will help you reach a few of your content marketing goals, but not all of them. Content marketing must include strategic planning, content creation, distribution, and metrics for multiple stages of the buying cycle to multiple customer personas. In my view, that means a complete content marketing strategy would incorporate inbound marketing principles, but it would also take a more holistic approach to meeting a business’s overall marketing goals. The business goals of content marketing: With content marketing, there are a number of overall business goals you could have: Brand awareness or reinforcement this is almost always the first thing that is thought of when you look at content marketing. The goal may be that you are just trying to find a more effective way than advertising to create awareness for your product or service. This is the long-tail strategy. Content marketing is a great vehicle for that, as it’s organic, authentic, and a great way for you to start driving engagement with your brand. Content marketing and inbound marketing overlap in this area. Lead conversion and nurturing The most basic part of inbound marketing is the conversion metric. How you define a lead will vary — but from a content marketing perspective, this is where you have (through the exchange of engaging content) encouraged someone to give up enough information about themselves that you now have permission to “market” to them. This can include signing up for a “demo”, registering for an event, subscribing to your e-newsletter, or gaining access to your Resource Center. Once you have the prospect’s permission, you can use content to help move them through the buying cycle. Customer conversion In many cases, you already have a ton of content in this area. This is where, as marketers, we have traditionally focused — the “proof points” to the sale. Examples include case studies you send to your prospects that illustrate how you’ve solved the problem before — or the “testimonials” section on your client page. Ultimately, this is the content you’ve created as a marketer to illustrate to the hot prospect why your solution is better or will uniquely meet his or her needs. Customer service this is where content marketing can really earn its “subscribe” stripes. How well are you using content to create value or reinforce the customer’s decision AFTER the sale? This goes well beyond the user manual, the documented process for success, and the FAQ on your website. These are the best practices for how to use your product or service. How can customers get the MOST out of your product or service? What are the successful, innovative ways that you’ve seen your product or service get extended into other solutions? Customer loyalty/retention
18. 18 | P a g e Just like you have a planned lead nurturing process to turn prospects into customers, you also need a planned customer retention strategy. If your ultimate goal is to turn customers into passionate subscribers who share your stories, this area needs major attention. Options may be a customer e-newsletter or printed newsletter, a print or tablet magazine, or possibly a user event or webinar series. more frequently (certainly not in a creepy way) and engage them with additional value. Customer up-sell and customer retention goals can work hand-in-hand. Passionate subscribers if you can successfully move customers to this stage, you have really accomplished something. Content — and especially content generated by satisfied customers — can be one of the most powerful ways for us to reach any business goal. This is when content marketing starts to work for you exponentially. Apple Computer is the quintessential example of this. Ask yourself what their content marketing strategy is. They have no social media presence. They have no blog. But they have successfully built their passionate subscriber base — and these people create fan sites, write, share, and evangelize the Apple brand. Your ultimate goal should be to create a community of evangelists who are prepared to fight for your brand. So, which of these goals makes sense for your content marketing? Maybe it’s only an inbound marketing initiative and you’re just trying to help drive more leads into the sales and marketing process. Maybe you’re trying to create a program that increases awareness, drives down the cost of organic traffic to your website, and increases your position with search engines. Maybe you are working to improve your customer retention rate. Content marketing – Do you have a content marketing plan? Ever since the inception of the World Wide Web, there’s one thing that’s been at the core of many a successful digital marketing effort and that’s good, relevant, fresh content. Every time prospective client seeks information online, they are looking for speedy answers to questions or solutions to a problem. What’s more, they are looking for answers or solutions that are clear and concise. This is where great content marketing comes in. With the meteoric growth in social media, solid content marketing becomes even more important and as a result, needs to be at the forefront of all your online marketing plans. So why is this? In essence, shoppers have become extremely savvy! Now, prior to making a purchasing decision, more and more people are searching for information, reviews, and product details online before parting with their hard-earned cash. This means that more than ever before there are now…….  Increased channels where you need to establish a presence and provide quality information  Increased competition that is only too willing to get your prospects’ attention  Increased access to speedy and up-to-date information
19. 19 | P a g e So, what’s the future for online marketing and what should you do? The insatiable need for great content isn’t going to go away and as such informative and engaging content is, and always will be, king. All businesses need a clear and concise content marketing strategy and therefore you need to look at….  Your content marketing goals and what you hope to achieve  The type of information you want or need to publish  How often you’re going to publish your content?  Where are you going to publish and which channels are you going to use to promote it?  How are you going to measure your success? The problem is that Content marketing isn’t as simple as writing a blog post or article and sitting back and waiting for the traffic to start rolling in. Instead, you need to have a clear idea about what you are looking to communicate and where or who you are going to communicate it to. It also needs to be structured so that you get the maximum effect from every piece of content you generate. Therefore, having the right mix of social media, SEO, email marketing or article/blog marketing is the key.
20. 20 | P a g e NIDM - Was Founded by Shri M.S. Kumar, India's Top Digital Marketing Faculty In the year 2011 with a vision to create Successful Careers in The Digital Marketing Industry, With his expertise and guidance we have trained more than 30,000+ Students and 2500+ Batches, Students from 20+ Countries, Trainees got placed in Top MNC companies in India and guided over 100+ Startups. NIDM (National Institute of Digital Marketing) Bangalore Is One Of The Leading Digital Marketing Institute In Bangalore, India And We Have Brand Value For The Quality Of Education Which We Provide. Our Curriculum/ Courses Are Designed with Practical knowledge and are Fully for Job Orientation Bases.