MC4015 DIGITAL MARKETING

Unit V

TRENDING DIGITAL MARKETING SKILLS

The digital marketing landscape is constantly evolving, driven by rapid technological

advancements and shifting consumer behavior. Here are some of the key trending digital
marketing skills

Technical skills

Search Engine Optimization (SEO) & Search Engine Marketing (SEM): SEO remains
critical for organic traffic growth by optimizing website visibility on search engines, while SEM
focuses on increasing visibility through paid advertising campaigns. This includes keyword
research, on-page and off-page optimization, technical SEO, and understanding the impact of AI
on search results.

Content Marketing & Video Marketing: High-quality, engaging content, especially video, is
crucial for attracting and retaining audiences. Skills in creating diverse content types (blog posts,
articles, videos, podcasts) and adapting them for different platforms (e.g., short-form video for
TikTok and Instagram Reels) are highly valued.

Data Analytics and Interpretation: The ability to collect, analyze, and interpret data from
various sources (websites, social media, email campaigns) is essential for optimizing campaigns,
understanding customer behavior, and proving ROI. Proficiency in tools like Google Analytics,
Tableau, and Power BI is crucial.

AI and Automation: AI is transforming digital marketing by enabling personalization,

predictive analytics, and automation. Marketers need skills in using AI-powered tools for content
generation, email automation, ad targeting, and data analysis. Understanding the ethical
implications of AI use is also critical.

Social Media Marketing: Mastering social media marketing involves understanding different
platforms, creating engaging content (including videos and images), managing communities, and
analyzing performance. Staying current with emerging platforms and trends like social
commerce and influencer marketing is important.

Paid Advertising (PPC): Running effective paid campaigns on platforms like Google Ads and
Facebook Ads requires expertise in budgeting, targeting, and optimizing ads.
Soft skills
 Adaptability and Innovation: The digital landscape is constantly changing, so adaptability
and a willingness to embrace new technologies and trends are crucial.
 Creative Thinking and Problem-solving: Developing innovative campaigns that resonate
with the target audience requires creative thinking and the ability to solve marketing
challenges.

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 Communication Skills: Digital marketers need strong written and verbal communication
skills to interact with clients, users, and stakeholders.
 Strategic Planning and Brand Development: Developing a clear marketing strategy,
aligning it with business goals, and building a strong brand identity are vital for success.

To enhance your digital marketing skills:

 Stay updated on industry trends: Follow reputable blogs, attend webinars, and participate
in industry conferences.
 Gain practical experience: Work on personal projects, volunteer for marketing initiatives,
or pursue internships.
 Take specialized courses and certifications: Numerous online platforms offer
comprehensive digital marketing courses covering various specialties.
 Utilize AI and marketing automation tools: Familiarize yourself with tools like Google
Analytics, SEMrush, HubSpot, and ChatGPT to streamline workflows and enhance
campaigns.
What is SEO?
SEO is the process of improving a website’s visibility in organic (non-paid) search engine
results. It helps attract more visitors by making the site more relevant and authoritative in the
eyes of search engines like Google and Bing.
Why is SEO Important?

 Increases website traffic

 Enhances user experience

 Builds brand credibility

 Improves conversion rates

 offers long-term marketing ROI

Types of SEO
Type Description

Optimizing content, HTML tags, and site structure for better

On-Page SEO
search ranking

Building backlinks and external signals to improve domain

Off-Page SEO
authority

Technical SEO Improving site speed, mobile-friendliness, crawl ability, and

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indexing

Local SEO Optimizing for location-based searches (e.g., “near me” queries)

On-Page Technique

On-page optimization refers to all measures that can be taken directly within the website in order
to improve its position in the search rankings.

Keyword Optimization-This involves researching and strategically placing relevant keywords

throughout your website's content, including titles, headings, meta tags, and within the body of
the text.
High-Quality Content-Creating valuable, informative, and engaging content that resonates
with your target audience is vital. High-quality content can attract organic traffic and
encourage backlinks.
Meta Tags-Crafting compelling meta titles and descriptions that include target keywords can
improve click-through rates in search results.
Header Tags - Using header tags (H1, H2, H3, etc.) to structure your content not only helps with
SEO but also enhances readability.
Optimized Images - Properly optimizing images by using descriptive alt tags and reducing file
sizes can improve page loading speed and enhance user experience.
Internal Linking - Interlinking relevant pages within your website can improve navigation and
help search engines understand the structure of your site.
Mobile Optimization - Ensuring your website is mobile-friendly is crucial, as Google
considers mobile-friendliness a ranking factor.
Page Speed Optimization- Faster loading times lead to a better user experience and can
positively impact search rankings. Techniques include optimizing images, using browser
caching, and minimizing HTTP requests.

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Schema Markup-Implementing structured data using schema.org markup can help search
engines understand the content on your site and may result in rich snippets in search results.
User Experience (UX)- Improving the overall user experience, including website design,
navigation, and usability, can indirectly impact SEO by reducing bounce rates and increasing
time spent on the site.

Off-page SEO

Refers to all the activity that takes place away from your website, which determines where you
rank within the search engine results pages(SERPs).Optimizing for off-site SEO ranking factors
is crucial for improving the relevance, trust worthiness and authority of your website.

Link Building-Acquiring high quality backlinks from authoritative websites is a fundamental off
page SEO technique. Natural, earned backlinks are seen as endorsements of your content's
quality and relevance.
Social Media Marketing
Active engagement on social media platform scan help promote your content and brand,
potentially leading to increased traffic and mentions.
Content Marketing
Sharing valuable content through guest posting, info graphics, and other content types on
external websites can help build your site's authority and generate back links.
Influencer Marketing
Collaborating with influencers in your niche can help amplify your brand's reach and drive traffic
to your website.
Online Reputation Management
•Monitoring and managing your online reputation, including responding to reviews and
addressing negative feedback, can positively impact your brand's perception.

Local SEO

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For businesses targeting a local audience, optimizing for local search results through techniques
like Google My Business optimization and local citations is essential.
Guest Blogging
Contributing guest posts to relevant blogs and websites can increase your visibility and establish
you as an authority in your field.
Online PR
Building relationships with online journalists and publications can lead to media coverage and
mentions, which can boost your online presence.
Forum Participation
Actively participating in forums and communities related to your industry can help establish
your expertise and generate traffic to your site through forum signatures or mentions.
Content Syndication
Republishing your content on reputable platforms or content syndication networks can increase
its reach and potentially drive traffic back to your website.

Search Engine Marketing (SEM)

Search engine marketing, or SEM, is one of the most effective ways to grow your business in an
increasingly competitive market place.

With millions of businesses out there all vying for the same eye balls, it’s never been more
important to advertise online, and search engine marketing is the most effective way to promote
your products and grow your business.

SEM ads are placed at the top of a SERP, above the organic results generated by SEO.

They appear similar to organic results and include the following characteristics: Headlines or
title tags summaries of the webpage content, known as the meta description calls to action
meaning text that inspires visitors to make a certain action, such as buying a product or
subscribing to a service URL hyperlinks

Search engines are searchable databases of web content

Search engines go through three stages:

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 Crawling
 Indexing
 Ranking and Retrieval
Crawling
A web crawler is a program used by Google to make an index. It is designed for crawling, which
is a process in which the crawler browses the web and stores the information about the webpages
visited by it in the form of an index.

•The search engines have the web crawlers or spiders to perform crawling, and the task of
crawler is to visit a webpage, read it, and follow the links to other webpages of the site.

•Each time the crawler visits a webpage, it makes a copy of the page and adds its URL to the
index.

•After adding the URL, it regularly visits the sites like every month or two to look for updates or
changes.

Indexing

The copies of webpages made by the crawler during crawling are returned to the search engine
and stored in a data centre.

•Using these copies, the crawler creates the index of the search engine.

•Each of the webpages on search engine listings is crawled and added to the index by the web
crawler.

•The index comprises the URL of different web pages visited by the crawler and contains the
information collected by the crawler.

•This information is used by search engines to provide the relevant answers to users for their
queries.

•If a page is not added to the index, it will not be available to the users. Indexing is a continuous
process; crawlers keep visiting websites to find out new data.

Ranking & Retrieval

 Search engines are answer machines. Whenever we perform an online search, the search
engines scour its database for the most relevant results. Also, it ranks these results based on the
popularity of the websites.

 Search engines use algorithms to improve the search results so that only genuine
information could reach the users.

E.g:-

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•Page Rank is a popular algorithm used by search engines. It shifts through the pages recorded in
the index and shows those webpages on the first page of the results that it thinks are the best.

Relevance and popularity are the most important factors to be considered by these search engines
to provide satisfactory performance.

Ranking algorithms differ for different search engines. An engine might assign a weight to each
entry, relative to their appearance in the title, meta tags or the sub-headings.

Email Marketing

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital
marketing that uses email to promote your business’s products or services.

•It can help make your customers aware of your latest items or offers by integrating it into
your marketing automation efforts.

•It can also play a pivotal role in your marketing strategy with lead generation, brand
awareness, building relationships or keeping customers engaged between purchases through
different types of marketing emails.

Social Media Marketing (SMM)

Social Media Marketing Social media marketing is the use of social media platforms and
websites to promote a product or service. It is the marketing that targets social platforms like
Facebook, Instagram, TikTok for brand promotion, target audience growth, driving website
traffic, and increasing sales.

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Role of Social Media Marketing

Social media marketing provides companies with a way to engage with existing customers and
reach new ones while allowing them to promote their desired culture, mission, or tone. Social
media marketing has purpose-built data analytics tools that allow marketers to track the success
of their efforts.
Social media has become the most influential and important virtual space where the platform is
not only used for social networking but is also a great way of digitally advertising your brand
and your products.
Social media's power is commendable as you get to reach a large number of people within
seconds of posting an ad, helping you reduce your costs, and making your ads reach out to your
potential audience through these social media advertisements.
With the huge number of online users, which is almost 59% of the world’s population, marketers
must not miss out on their chance of marketing on these digital forums where they can reach all
the maximum number of potential buyers compared with print or television media marketing.
Social media sites let you know what is popular. They also provide a platform for people to talk
about pertinent issues and what they prefer. Social media was initially personal but has extended
to the business realm. It plays an essential role in marketing strategies by increasing traffic and
serving as a part of your SEO strategy.
Businesses need to work on their social skills and how they interact with their customers online
for the best results. Success in social media marketing involves being strategic and innovative.
Social media drives traffic with referrals and the additional advantage of taking up a considerable
amount of time spent online. Marketers are becoming increasingly aware of the need to allocate
time and resources to social media sites.
The benefits of SMM include:
• Increase brand awareness
• Boost website traffic
• Faster and easier content distribution
• Regular interaction with the target audience
• Industry, marketplace and competitor insights
Goals and Strategies of SMM
• Set goals that make sense for your business
• Take time to research your target audience
• Establish your most important metrics and KPIs
• Create engaging social content
• Make your social presence as timely as possible
• Assess what’s working, what isn’t and how to keep improving
• Start using platforms like chatbots
Identifying Target Audiences in SMM
1. Identify or create buyer personas.
2. Find out where your audience is most active.

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3. Look at your competitors.

4. Survey your customers.
5. Research which social channels your audience uses.
Social Media Platforms
 It is a system for disseminating information over the Internet to a selected group of followers.
 Social media platforms are used by people to publish their daily activities, comments and
photos as well as re-publish information posted by others.
Examples of Social Media Platforms are: Facebook, Instagram, Twitter, Tiktok, Pinterest,
Linkedin etc.
Social Network Sites
Social networking sites (SNSs) are virtual communities where users can create individual public
profiles, interact with real-life friends, and meet other people based on shared interests. Example:
Snapchat, TikTok, and YouTube, LinkedIn LinkedIn is a popular site, which helps connect
professionals with coworkers, business contacts, and employers. ( ***Read about all social
networking sites and observe their functionality) *** You may be asked to write about a
particular social networking site in detail.
Microblogging
Microblogging is a combination of instant messaging and content production. Microblogging
refers to the act of creating concise posts for short audience interactions, often on common
microblogging platforms such as Twitter and Tumblr. In addition to text, a post on a microblog
can include links, audio, images, and even video. With a microblog, you share short messages
with an online audience to improve engagement. Social channels like Twitter, Instagram,
Facebook and Pinterest offer popular platforms for microblogging.
This form is best used when:
 The topic or post has low search intent but high potential for virality.
 You want to take advantage of the communities on common microblogging platforms.
 You're covering a live event or providing timely updates.
 You're using your microblog as a vehicle for delivering multimedia content without a lot of
accompanying text.
Video Marketing
Video marketing is using videos to promote and market your product or service, increase
engagement on your digital and social channels, educate your consumers and customers, and
reach your audience with a new medium.
Various steps of creating videos for social Media Marketing are:
• Set goals for video marketing
• Decide on your platform(s)
• Select your video types
• Plan content production
• Know what post-production entails
• Schedule & promote the videos

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• Understand & analyze metrics

Content Marketing
• Content marketing is an integral part of social media marketing. It is a method for companies
to educate, inform, entertain and inspire the action of existing and potential customers. Content
marketing promotes the product or service by raising brand awareness and by shaping the
consumer perception.
• Content marketing is the marketing strategy which is used by the marketers to establish
credibility, trust, and loyalty among customers.
• Content marketing includes collaterals such as blog posts, videos, and web pages. These pieces
of collateral help organizations to educate and entertain their target audiences.
Mobile Marketing on Social Networks
Mobile social media marketing is a technique of marketing via social media on mobile devices. It
is researched that nearly 71% users access social media on mobile devices. Mobile devices are
over taking desktops/laptops as they come handy to users; thus, making them a great channel for
advertising and so are the social media get influenced by them. Advertisers find mobile devices
more convincing ground than web and consider it as the perfect medium for marketing.
Tools for Managing the Social Marketing Effort
Social media management tools are software marketers use to better monitor and manage social
media channels. They often help marketers plan, draft and schedule content more efficiently. The
tools which will be used regularly are as follows.
• Customer Relationship Management (CRM)
• Online Advertising.
• Social Media.
• Search Engine Optimization (SEO)
• Content Creation and Design.
• Video Marketing.
• Event Marketing.
• Lead Capture and Conversion.

What is Email
Marketing?

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Email marketing is
using e-mail as a
means of
promoting your
products or
services. This can
be
direct one to one
e-mails but
typically it relates
to sending e-mails
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to a group of
people that have
subscribed to a
mailing list.
Email marketing
is a digital
marketing
channel that
engages

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prospects at
various stages of
the
funnel, engaging
and maintaining
their interest.
Because of its
versatile nature,
email is a vital
tool for online
retailers who
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want to stay
top of mind
with
consumers. Email
marketing is a
good
and cheaper
alternative to
sending direct mail
(via the post).

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For example
some people may
subscribe to
receive a regular
newsletter from
you. In general the
term “Email
marketing” is used
to refer to:
Email Marketing:
Email marketing is using e-mail as a means of promoting your products or services. This can be
direct one to one e-mails but typically it relates to sending e-mails to a group of people that have
subscribed to a mailing list. Email marketing is a digital marketing channel that engages
prospects at various stages of the funnel, engaging and maintaining their interest. Because of its
versatile nature, email is a vital tool for online retailers who want to stay top of mind with
consumers. Email marketing is a good and cheaper alternative to sending direct mail (via the
post). For example some people may subscribe to receive a regular newsletter from you.
In general the term “Email marketing” is used to refer to:

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Sending promotional e-mails in order to acquire new customers or convincing current customers
to purchase something immediately.
➢ Sending emails specifically designed to enhance relationships with current or previous
customers, to encourage customer loyalty and repeat business.
➢ Adding advertisements to others companies’ e-mails (on a partnership basis) to gain exposure
within a new market.
How online businesses use e-mail to engage customers: Email is utilized throughout the sales
funnel and is a key revenue driver for many online retailers.

Common emails include:

• Newsletters: Engage users with information about the industry, company news
• Promotions: Often sent to existing customers, promotional emails alert users to new products
and sales.
• Abandoned Cart Notifications: Indecision, non transparent shipping charges, and a variety of
other reasons cause customers to leave a cart before purchase. These notifications remind them
and can boost conversion by 15% or more.
Measuring the Success of Email Marketing: The following metrics are used to judge the
overall success of email marketing:
➢ List Growth Rate: This measures how many addresses are being added to the company's list
of contacts. More contacts is not necessarily better - a small list of leads who are likely to buy is
better than a large list that doesn't care.
➢ Bounce Rate: A 'bounce' is an email that was never successfully delivered. This indicates a
problem such as the account no longer being in use, and businesses need to trim these addresses
on a regular basis.
➢ Click-Through-Rate: This calculates how many people are clicking one or more links in the
email (typically taking them to a product page or special offer), and is one of the major signs of
interest in an online store.
➢ Conversion Rate: An extension of the previous metric, the Conversion Rate calculates how
many people are finishing what they've been prompted to do. The most common criteria for this
is purchasing a product or service, but it is possible to use other criteria, such as filling out a
form to provide more information about themselves.
➢ Revenue Per Message: This metric calculates how much profit, on average, a company made
throughout its campaign. The calculation is a simple division of total revenue by the number of
marketing emails sent.
Checklist for an Effective Marketing Email:
Individual needs for e-commerce businesses vary, but the following elements of marketing
emails have been proven to improve the overall conversion rate.
• One Topic: Emails with multiple marketing messages are seen as "busy." Restricting them to
one topic focuses the reader on the actual message and tends to result in measurably higher
revenue per message.

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• Attractive Design: Simple designs that complement the message without distracting from it
are best. Remember that many emails will be opened on mobile devices and many accounts have
disabled images.
• A Clear Call To Action: Readers should never be wondering what to do next, especially when
you want them to purchase something.
• The Result of Experience: Every campaign should teach something new about customer
behavior and what elements (designs, offers, etc.) they are responsive to. Use this experience to
improve the messages on a regular basis.

Types of Email:
Promotional Email: Promotional email is to promote a product or service, usually to entice
customers to make a purchase. Every Business almost would enjoy this benefit. Promotional
emails are short and sweet. You might want to create a special graphic to complement your
email copy; otherwise, it’s not a time consuming process.
creating a Promotional Email:
➢ Make the offer clear. Your customers may not take the time to read your email, but if you
have a clear offer that’s front-and-center, they won’t be able to ignore it. In the promotional
email below, there’s no question what the deal is.
➢ Create a sense of urgency. Give customers a reason to act quickly, rather than let the
email sit in their inbox. In the example above, the dates of the promotion are apparent. Use
active language as well. To tie in with a seasonal promotion, this email from Banana
Republic Factory injects a little personality into their CTA language, encouraging readers to
“hop to a store.”
➢ Keep it short. Promotional emails don’t require a lot of explanation. State the deal, then
tell customers how to redeem it before it expires. No need for a lot of flowery words.
Take a look at the example below.
1. In less than 45 words, the retailer sums up the deal.
2. New inventory email Its Purpose is to let your customers know about new items. It falls
under the promotional email umbrella. You’re updating customers, but also hoping for a
sale. Any business can tell customers about a new item in stock. Fashion and retail
businesses may get the most bang for their buck. Time is spent taking a good picture of the
new product, but these don’t require a lot of text.
creating a new inventory email:
➢ Send the email out as soon as the item arrives. As soon as you have the inventory in
stock, create the email and hit send. This shows you’re on top of new trends and want your
customers to have the latest, greatest items available.
➢ Take a killer picture. You don’t have to get artsy, but you do need to showcase your new
item. In fact, these types of emails are more about the photo than text. Take the email below,
for example. It’s all about the picture. With just a few words, Nike gets its point across.

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➢ Convey the point in your subject line. You know subject lines can determine whether or
not your customer opens your email, and this email is no different. Be sure to tell your
customers that you’ve got something new and fun for them to check out.
3. Newsletter email
Newsletter email purpose is to inform customers about company news, improve brand
awareness and build a relationship with your core audience. Almost Business would benefit
with this type of email. It takes a bit of time to create a solid newsletter, but it’s a valuable
marketing tool.
creating a newsletter email:
➢ A newsletter doesn’t mean long format. Break the copy in your newsletter into short,
digestible and actionable sections of content, copy, images and calls to action.
➢ Create an easy-on-the-eyes design. Think of your newsletter like a mini newspaper. You
want clear lines and divisions between your content. You want a simple layout with basic
fonts. Don’t go crazy with the color scheme, either:
➢ Include your contact information in the newsletter. You always want your contact
information in an easy-to-find area on the newsletter. The purpose of your newsletter isn’t
necessarily to sell, but if your customers are inspired to reach out to you because of the
newsletter, you want them to be able to find you. You could put social media contact buttons
in the header or footer of your message; you could go the more traditional route, and include
your phone number and email address; or you could do both.
4. Welcome email Its purpose is to welcome new email subscribers to the family and
establish a good relationship. Creating the email doesn’t take long, but you need to know
when a new customer signs up.
creating a welcome email:
➢ Write in a conversational tone. A welcome email is like a virtual handshake that accepts a
new member into your group. It should be inviting and warm. Show the personal side of
your business. Take a look at the email below. It specifically welcomes new subscribers into
a community, and the tone is friendly and casual, but still professional.
➢ Consider offering a reward. In celebration of a new customer, you could offer a discount
or some sort of perk. You could offer 10 percent off the next purchase like Society did in the
example above, or offer another perk like free shipping.
➢ Remind new users about the benefits. Thank your new customers for signing up and
reinforce their decision to join. Tell readers what they’ll get out of this new partnership. The
email below does exactly that.
5. Product advice email The purpose of this mail is to offer your customers advice on how
to get the most from your business or product. At the same time, to establish your authority
in the industry. This kind of email has more information, so your time will go toward writing
and proofreading.
creating a product advice email:

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➢ Create valuable content - The key to this kind of email is to offer tips that your customers
want to read. Help solve problems they may have or obstacles they may need to overcome.
Or, offer tips to help your customers use and maintain your product or service. If you sell
cameras, send an email that teaches customers how to use certain features. Whatever your
business is, create an email that gives your customers a helping hand.
➢ Proofread - No matter what email you send, you should proofread it several times. Read
it from the bottom up so your brain isn’t reading words that aren’t there. Then, have
someone else read it. Take it through an error-check process before sending. Nothing cuts
your credibility like misspellings and grammatical errors.
➢ Focus on customer service - Emails that offer product tips should also showcase your
commitment to customer service. Emails like this tell customers, “We’re here for you.”
Follow through with that message by adding contact information to the email. The email
below, for example, offers tips to wear a certain piece of clothing, but you’ll also notice
there is a “contact us” option in the top right corner.
Educational Email provide customers with industry knowledge that’s connected to your
business or product. It helps build relationships and trust between your business and your
customers. It takes time to brainstorm ideas and to create a sharp email.
creating an educational email:
➢ Offer relevant content - When you send an educational email, you’re trying to build a
relationship with your customers. The best way to do that is to teach them something.
However, you want to teach them something that has a connection to your business. For
instance, Monster.com, the job search site, sends its customers information about life in the
workplace. An example is below.
➢ Consider offering bite-sized information - Take a cue from the Monster.com email above
and write bite-sized pieces of information in the article; let your customers decide if they
want to read more. The “Read more” link takes your customer to your blog for the full
article. It’s a great way to engage with customers via email and boost blog traffic.
➢ Add a mini-promotion - You can add a promotional element to this kind of email, but it
shouldn’t be the main attraction. For example, Lumosity, the brain game site, offers an
educational article as the main feature, but notice a promotion on the right side for a family
membership. It’s subtle and simple.
Reorder email Reorder Email is To remind customers that it’s time to reorder a certain
product. Any business that sells products or services needed on a regular basis would
benefit. Examples include products like printer cartridges, contacts, pet medications and
vitamins. Basic text and images are needed.
creating a reorder email
➢ Clear call to action - The purpose of a reorder email is to encourage your customers to
replenish your product or perhaps renew a subscription for a service. You want to make the
buying process as simple as possible. To do so, create a simple, easy-to-find button that says,

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“Reorder now.” For instance, in the example below, customers can reorder pet medication
from Pet Wellbeing
➢ Remind customers of the value - In the email, tell your customers why reordering is a
good idea. Maybe it’s to keep vital pet medications on hand, or to avoid the hassle of
running out of toner at the office. You could also offer a discount to those who reorder
within a certain time frame.
➢ Mention past purchases - If you want, you can mention in the email what your customer
purchased in the past, so they can reorder the same thing. The pet supply store below does
this for its customers. It’s a nice addition to the email, but you can send it without this
information.
Testimonial Email: Its Purpose is to reinforce how valuable your business or product is
through customer feedback. Every business would benefit with this mail and It takes a bit of
time to collect testimonials. You may need to be persistent to get customers to give them to
you.
1. Email Marketing Campaign Process: Planning your Email Marketing Campaign Before
you get started actually creating your email campaign and designing the layout of your
email, you first need to think about the purpose of the campaign and what you are trying to
achieve.
The types of things we need to include:
➢ What am I trying to achieve? — This is where you think about the purpose and goals of
your email marketing campaign. You may have a long term goal, whereby you want to
communicate with your customers on a regular basis to keep them informed of the latest
offers, new services you have added to the hotel, and so on.
➢ Who do I want to target? — identify who you want to send the email to. Your existing
customers, such as, families or couples who have stayed with you before. You may even
want to split up all your e-mail subscribers to groups and tailor communication based on the
group.
➢ How will I get people to subscribe to my mailing list? — By law you have to get specific
permission from people to send them a marketing email. This is sometimes referred to as an
“opt-in” and there are many ways you can get people to subscribe (or opt-in) to your mailing
list. For example, you could have a sign-up form on your home page so that people can
subscribe to your newsletter.
➢ How frequently will I send these emails? — How frequently you send out your emails
will depend on their type and purpose. For example, you may send out special offer and
promotional emails as and when they are available, whereas you may send out a newsletter
once a month. But try and keep the number of promotional communication’s to a minimum
(1-2 a month) as too many emails could potentially annoy and alienate your subscribers
causing them to unsubscribe.
➢ Calls to action — This is what you want to get the reader to do once they have read your
email. When designing your email you need to lay out exactly what you want the recipients

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of your email to do, and design it to make that path clear and easy to follow. For example,
don't distract with too many links or offers, and make not only the call to action clear but
also what recipients can expect when they click through. This can be as simple as "Click
here for a 20% discount on your next weekend trip". For more information on calls to action,
see the section in the guide “Getting the Most from your Website” which is part of this series
of guides. E-mail Marketing has evolved, moving from simple one-way messages and auto-
responders (now referred to as e-mail 1.0) to a much more sophisticated way of
communicating with your customers referred to as e-mail 2.0. It's an advancement in
technology, entrepreneurs now have the ability to tailor the messages they send based on
their customers' interests, preferences and purchase history - and targeted e-mails yield
greater results. With all the capabilities now available in e-mail marketing systems, there are
a few basic things we need to know about e-mail marketing to build deeper relationships
with your customers to increase revenues, grow your business and get ahead of your
competition.
Here are seven steps to creating and launching a successful EMail Marketing 2.0
Campaign.
1. Choose the Right E-mail Marketing Software System CRM systems can range from
simple database models to more complex systems that include sales force management,
shopping carts, affiliate programs and e-mail behavior campaigns. Infusion soft offers
complete CRM capabilities, which include not only database and campaign management but
also offer information on interest, preference and purchase behaviors so that you can tailor
your message and campaigns. Other systems, such as Mail Chimp, Constant Contact and A
Weber offer more basic e-mail database and campaign management services. Decide what
capabilities you want and use a checklist to compare systems. Most e-mail programs have
training and free support to guide you through the learning process.
2. Build a List Even if you only have 10 e-mail addresses, you need to start somewhere.
Add those to your database. Once you have your list started, make sure that you launch a
campaign to keep in touch and in front of your contacts without overwhelming their inbox. I
suggest two e-mails per month maximum. It's not about e-mail quantity; it's about quality.
3. Set up Contact Information Capture Forms It's easy to add forms to your website or blog
to allow visitors to give you their contact information, such as e-mail address, name and
phone number.
4. Decide What You Want to Accomplish Before you launch your first campaign, you need
to decide what it is that you want to accomplish. Do you want to deepen the quality of
relationships, take your list through the sales cycle, educate them? Why are you sending
your e-mails? Set clear goals before you send your first e-mail, and build your messages and
campaign around those goals.
5. Set up Auto-respond E-mails Set up at least six e-mails that will automatically release on
the dates and times you choose to send out to your list. Keep them short, simple and to the
point. Do not make them "sales pitchy"; use auto-respond e-mails to educate and build

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relationships, and the rest will follow. Make sure that each auto-respond e-mail has several
links for more information; this is how you will gauge their interest and determine how to
keep marketing to them.
6. Add Triggers to E-mails Here's an example of a trigger: Your client clicks on a link in one
of the e-mails you sent her about your product or service. As soon as she clicks on that link,
it automatically triggers the release of a message sending her information about a similar
product or service based on the original link. Triggers are used to send clients into a new
sales cycle based on topic.
7. Monitor Results Once per month, look at reporting (metrics) to see which e-mails are
more effective and have a higher rate of opening as well as click-through. Use the lessons
learned to build your next campaign. It's important to know how your list is responding to
the e-mails that you send. If you aren't getting a good click-through response, the problem is
either the quality of your message or the topic. Test a few e-mails with your top customers to
see what they respond to and what they don't respond to (one common test is to send the
same message with several different subject lines to see what your list favors). Offer
recipients a discount on services for their time. Not only has e-mail technology and software
evolved, but the way people use it to communicate has changed how entrepreneurs and
small-business owners market and grow their businesses. Email 2.0 marketing is an effective
way to increase relationships, response rates and conversions through smart, targeted
communication.
Content Marketing
Advertising uses the content to describe the business, brand, and business reputation. The
content can be in various forms such as news, webpages, videos, white papers, infographics,
podcasts, blogs, case studies, and photographs. Content is what is sold or accessed on the
Internet. Content developers create the content to provide the information to the viewers. It
can be in the form of text, graphics, and animation. Content marketing refers to the approach
of creating and sharing of informative, relevant, valuable, and consistent content to convert a
group of audience into customers and retain them. Content marketing is non-interruptive way
of marketing. Good content helps customers become more knowledgeable about the product
or service and make better buying judgment
Goals of Content Marketing
The goals of content marketing are as follows:
 Brand Awareness: It marks the presence of your brand.
 Sale: It boosts lead generation at quicker pace.
 Customer-Vendor Relationship Building: It helps in creating engagement between buyer
and the company.
 Customer Retention: Pleasing content attracts customers and helps one in retaining him.
Types of Content
They contain news about new product release, updates on products, etc. For example, news of
releasing new mobile handset on website of NDTV gadgets. Webpages SEO webpages can

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hold the content in the best possible way and sell the content. Videos They say, video is the
second-best thing to pursue a viewer in person. Creating crisp and compact videos can bring
good market at doorstep. Promote your business videos across multiple channels, and ensure
that your videos are optimized for mobile viewing, as an increasing number of users view
them from their mobile devices Infographics These are long, vertical graphics or columns that
include graphs, charts, statistics, and other information. Infographics makes use of the fact
that 90% information transmitted to human brain is visual, which makes people perceive it
faster than text. Podcasts They are digital files available in the form of episodes, which can be
downloaded on the PC. They can come in various formats such as audio, video, e-Pub, and
pdf. It allows people to subscribe and it can prove as a powerful medium to communicate a
range of ideas, products, and information to audience. The businesses engaged in podcasting
are − IBM, Oracle, Yarn Craft, etc. Blogs Business blogs deliver excellent content marketing.
Blogs are required for a business to survive in the race of content marketing. Case Studies
Case studies are detailed studies pertaining to a particular problem, action, individual,
organization, event, or action, existing at a specific place at a given time. They encourage
content marketing to build trust in the product and in turn business. Photographs A picture
speaks a thousand words. Pleasant and relevant pictures can stand as a good content for
content marketing and boosts the business.
Content marketing is good for your bottom line — and your customers Specifically, there are
four key reasons – and benefits – for enterprises to use content marketing:
 Increased sales
 Cost savings
 Better customers who have more loyalty
 Content as a profit center
Content is the present – and future – of marketing
Go back and read the content marketing definition one more time, but this time remove the
relevant and valuable. That’s the difference between content marketing and the other
informational garbage you get from companies trying to sell you “stuff.” Companies send us
information all the time – it’s just that most of the time it’s not very relevant or valuable (can
you say spam?). That’s what makes content marketing so intriguing in today’s environment of
thousands of marketing messages per person per day Marketing is impossible without great
content Regardless of what type of marketing tactics you use, content marketing should be
part of your process, not something separate.
Quality content is part of all forms of marketing:
 Social media marketing: Content marketing strategy comes before your social media
strategy.
 SEO: Search engines reward businesses that publish quality, consistent content.
 PR: Successful PR strategies should address issues readers care about, not their business.
 PPC: For PPC to work, you need great content behind it.
 Inbound marketing: Content is key to driving inbound traffic and leads.
Content strategy: Content strategy is part of most content marketing strategies
5 Benefits of Content Marketing
 More online visibility
 More leads

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 More authority
 More customer engagement
 More budget
Steps to Create an Effective Content Marketing Strategy
1. Set Content Marketing Goals
2. Identify and Describe Your Target Audience
3. Choose the Right Content Formats and Channels
4. Create a Content Marketing Calendar
5. Create a Content Distribution Plan

Product marketing
A product is a bundle of attributes (features, functions, benefits, and uses) that a person receives
in an exchange A product can be:
• An idea (recycling)
• A physical good (a pair of jeans)
• A service (banking)
•Any combination of the three Products are divided into consumer and business or B2B products
Types of Consumer Products Consumer products are often classified into four groups related
to different kinds of buying decisions
1. Convenience - bread, pain reliever, power cords
2. Shopping - shoes, microwaves
3. Specialty - highly differentiated, custom goods
4. Unsought products - funeral plots, pest-control
Product Marketing Responsibilities: Inputs to the Company
• Define market needs or problems that the product should address
• Complete a competitive analysis to understand other offerings in the market
• Identify which market segments the product will target
• Define market requirements for the product
• Create buyer persona documents that describe the personality, behaviour, and desires of buyer

types
• Determine price
Product Marketing Responsibilities: Outputs to the Market
• Define key messages to the communicate product benefits to the target market
• Create marketing materials about the product
• Define the sales approach
• Create lead generation plans
• Develop sales materials such as Web site content, brochures, presentations, and product
demonstrations
• Provide training and support to distribution channel partners

Marketing 68 – The Created Content: Online Copywriting

Definition: Online copywriting is the art and science of writing persuasive and engaging text
(copy) for digital platforms, designed to capture attention, influence readers, and encourage them
to take action.

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Difference from traditional copywriting:

o Traditional: Focused on print ads, brochures, radio/TV.

o Online: Focused on websites, blogs, emails, social media, digital ads.

Why it matters: In a digital-first era, strong online copywriting builds trust, strengthens brand
presence, and drives measurable results (clicks, leads, sales).

Role of Online Copywriting in Marketing

 Creates a brand voice that connects with audiences.

 Builds credibility and trust through clear, consistent messaging.

 Drives customer engagement (likes, shares, comments, website visits).

 Boosts conversions (sales, subscriptions, inquiries).

 Supports SEO for better visibility on search engines.

Key Principles of Effective Copywriting

 Clarity – Write simple, jargon-free, and easy-to-read content.

 Relevance – Align the message with the needs of the target audience.

 Persuasion – Use emotional and rational appeals to influence action.

 Consistency – Ensure tone and style reflect brand identity.

 Action-driven – Every piece should guide readers toward the next step (CTA).

Understanding the Audience

 Conduct market research (demographics, psychographics, online behavior).

 Develop buyer personas – profiles of ideal customers.

 Identify pain points – problems customers want solved.

 Speak in the audience’s language – mirror their tone, needs, and values.

Types of Online Copywriting

1. Website Copy – Homepages, product/service descriptions, landing pages.

2. Blog Articles – Informative, SEO-friendly content to attract and educate readers.

3. Email Marketing Copy – Subject lines, newsletters, promotional offers.

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4. Social Media Copy – Short, engaging captions, hashtags, and paid ad copy.

5. E-commerce Copy – Product descriptions that highlight benefits and encourage

purchase.

SEO Copywriting

 Definition: Writing content that is both engaging for readers and optimized for search
engines.
 Key Elements:

o Keyword research & placement (headlines, subheads, body).

o Strong meta titles & descriptions.

o Clear formatting with headings and bullet points.

o Internal linking to related content.

 Balance: Avoid keyword stuffing; write naturally for humans first.

Copywriting Techniques

 AIDA Model:
o Attention – Grab with a strong headline.

o Interest – Provide relevant, engaging info.

o Desire – Show how it benefits the reader.

o Action – Encourage a next step (buy, sign up, click).

 Storytelling – Narratives that emotionally connect with readers.

 Power Words – Words that trigger emotion (e.g., "exclusive," "proven," "instant").

 Social Proof – Testimonials, reviews, case studies to build trust.

Call-to-Action (CTA)

 Definition: A prompt encouraging users to take immediate action.

 Examples: "Shop Now," "Download Free Guide," "Join Today."

 Tips for effective CTAs:

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o Use action-oriented verbs.

o Create urgency (e.g., “Limited Time Offer”).

o Make it visible and easy to click/tap.

Best Practices in Online Copywriting

 Keep sentences short; make content scannable.

 Use headings, bullet points, and visuals to break text.

 Maintain consistent tone across all platforms.

 Test content effectiveness through A/B testing.

 Write with mobile readers in mind.

Future Trends in Online Copywriting

 AI-powered tools (ChatGPT, Jasper) for idea generation and drafting.

 Conversational content via chatbots and virtual assistants.

 Voice search optimization (natural, spoken queries).

 Hyper-personalization using customer data and AI.

What is Blog Marketing?

Blog Marketing is a deliberate and strategic method that makes use of blogs to promote
products, services, or brands. Its purpose is to entice and involve a specific target group by
producing and distributing valuable content through a blog. The ultimate aim is to establish
brand recognition, establish expertise in a particular sector, and ultimately boost website traffic
and conversions. Through well-crafted blog posts, companies have the opportunity to establish
a deeper connection with their audience by providing informative and pertinent content that
addresses their needs and interests.
Elements of Blog Marketing
By incorporating all the elements mentioned below, a business can craft a dynamic and
impactful blog marketing that not only draws in readers but also sustains their interest and
inspires them to interact further.
1. Compelling Headline: A compelling headline is a brief and captivating phrase that strives
to grab the reader's interest and entice them to delve into the complete blog post. It should be
informative yet alluring, providing readers with a clear understanding of what to anticipate
while igniting their curiosity. Successful headlines frequently incorporate keywords that

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pertain to the content and evoke emotion or pique curiosity, compelling readers to click and
continue reading.
2. Introduction: A successful introduction not only entices the audience with a hook but also
presents the main idea or issue that the post will tackle. By doing so, readers are compelled to
keep reading, making a strong foundation for the rest of the content. Crafting an engaging
introduction is key to capturing and maintaining the attention of readers.
3. Clear Structure: A clear structure is needed for organizing and presenting content in a way
that is both logical and easy to understand. It involves breaking the post down into distinct
sections, such as an introduction, body, and conclusion, each with a specific purpose. By
utilizing subheadings, bullet points, and concise paragraphs, a clear structure can be achieved,
leading readers through the narrative or information with ease.
4. Relevant and Valuable Content: Writing impactful blog posts requires creating content
that speaks directly to the needs, interests, or worries of the readers. This requires sharing
valuable insights, information, or solutions that cater to their individual desires. Maintaining
relevance to the blog's purpose or the audience's expectations, while also offering tangible
benefits, is key to building a strong connection and level of trust with the readers.
5. Visual Appeal: Visual appeal refers to the captivating and immersive nature of the visual
components woven into the content. This encompasses images, graphics, formatting, and
overall design. Thoughtfully chosen visuals elevate the reader's journey, interrupt lengthy text,
and aid in digesting the information. Furthermore, maintaining a consistent and visually
appealing aesthetic can contribute to creating a distinct brand image for the blog.
6. Engaging Writing Style: An effective way to infuse energy and interest into blog posts is
by utilizing language that hooks and keeps the reader engaged. This involves adopting a
conversational tone, sharing relatable personal anecdotes, and striking a balance between being
casual and maintaining a professional tone. Injecting a touch of personality can all contribute
to crafting an engaging writing style, making the content more memorable and captivating for
the reader.
7. SEO Optimization: Boosting blog post visibility through SEO optimization requires
crafting content that is easily searchable by search engines. This involves skillfully
incorporating targeted keywords, using relevant meta tags, and producing top-notch, easily
shareable material. By implementing trustworthy SEO strategies, the blog post strives for a
coveted spot on search engine rankings, effectively drawing in a wider readership.
8. Internal and External Links: Internal links are like signposts directing readers to other
pages within the same website or domain. They play a crucial role in helping readers navigate
through the site, encouraging them to discover more content, and contributing to the overall
structure of the site. In contrast, external links take readers to pages outside of the current
website. These links provide additional information, citations, or references, giving more
credibility to the content by connecting it to reliable sources.
9. Call-to-Action (CTA): The Call-to-Action, or CTA, serves as a powerful prompt that
directs readers towards a specific action. It acts as a strategic guide, encouraging them to take

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action, such as subscribing, sharing content, or exploring related articles. Both internal and
external CTAs hold significant value in molding the overall impact and effectiveness of a blog
post, with the former directing users within the same website and the latter leading them to
external links or actions.
10. Mobile-Friendly Design: Mobile-Friendly Design includes carefully considering the
layout and formatting to provide a better experience for users on their mobile devices. By
optimizing visual and interactive elements, the goal is to make navigation, readability, and
functionality effortless on smartphones and tablets. With the rising number of individuals
accessing content on mobile platforms, prioritizing this approach allows for improved
accessibility and satisfaction among a varied audience.
11. Authoritative Voice: Authoritative Voice encompasses a tone and writing style that
exudes expertise and trustworthiness. This involves presenting information with confidence
and referencing reliable sources, ultimately establishing the author as a credible source and
adding to the post's overall credibility and impact.
12. Social Media Integration: Social Media Integration encompasses the seamless integration
of various social media channels into the overall content strategy. This includes the use of
share buttons, making it effortless for readers to spread the content on platforms such as
Facebook, Twitter, and Instagram. By enabling this feature, the post's exposure is amplified as
audiences can easily share captivating content with their social connections, promoting
heightened interaction and exposure. Furthermore, incorporating live social media feeds or
showcasing real-time updates on the blog can bring about a dynamic and engaging experience
for the readers.
13. Comments Section: The Comments Section allows readers to interact and share their
thoughts on the content, fostering a sense of community within the blog. This space also
provides a direct line of communication between the audience and the author. Beyond that, it
boosts the visibility and pertinence of the blog by showcasing a variety of perspectives and
generating more content through user comments.
14. Conclusion: Conclusion effectively summarizes the key points and reinforces the article's
purpose, leaving a lasting impression on the reader. It offers potential actions or considerations
for the audience to further explore the article's message, making sure they depart with a clear
understanding of the main ideas discussed. In essence, the conclusion serves as a cohesive
wrap-up, encapsulating the core concepts throughout the content.
15. Meta Description: The Meta Description summarizes a blog post's content with brevity
and effectiveness. Its placement within the HTML code allows for a short blurb, typically
under 160 characters, to convey the post's relevance and appeal to both search engines and
potential readers. Creating a compelling meta description requires skillfully weaving in
relevant keywords and captivating language to entice clicks from search engine results.

How Blog Marketing Works?

Given below is the procedure of how a Blog Marketing works:

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1. Content Creation: In order to effectively harness the power of blog marketing, it is

important to craft top-quality content that resonates with the desired audience. By producing
valuable, insightful, and captivating blog posts, the marketers can establish a solid base for
their marketing efforts.
2. SEO Optimization: It is imperative to employ search engine optimization (SEO) tactics to
boost the visibility of the blog content in search engine results. This involves incorporating
relevant keywords, optimizing meta tags, and creating a well-structured URL that increases
discoverability. With these measures in place, the blog will have a higher chance of reaching
and engaging with the target audience.
3. Social Media Promotion: Expanding the audience for blog posts can be achieved through
strategic social media promotion. By sharing posts on multiple platforms and incorporating
captivating captions and eye-catching graphics, visibility and social sharing can be
significantly increased.
4. Email Marketing: The power of email marketing lies in the ability to build a subscriber list
and establish direct communication with the audience. Through newsletters, marketers can
effectively share blog updates, exclusive content, and promotional offers, fostering a deeper
connection with readers.
5. Collaborations and Networking: Working with popular figures or fellow bloggers in the
same field can expand the reach of the blog. Teamwork initiatives, such as inviting guest
contributions or combining forces on projects, tap into established audiences and attract fresh
followers.
6. Analytics Monitoring: Utilizing analytics resources enables close monitoring of blog post
performance. By examining factors like page views, click-through rates, and user interaction,
marketers can fine-tune their tactics for maximum influence.
7. Paid Advertising: By investing in paid advertising, like PPC campaigns, the brand can
achieve a higher visibility on search engines and social media platforms. With skilled targeting
in place, the ads have a greater chance of reaching the ideal audience and converting them into
loyal customers.
8. Community Engagement: Nurturing a strong online presence involves actively engaging in
relevant communities and forums related to the blog's niche. By regularly replying to
comments on the blog and social media accounts, the marketers establish a tight-knit
community around their content.
9. Mobile Optimization: With the growing reliance on mobile devices, it is imperative to
prioritize mobile optimization for the blog. Adopting a responsive design and optimizing
loading times are essential for providing a seamless user experience, which influences both
user satisfaction and search engine rankings.
10. Continuous Improvement: In order to achieve success in blog marketing, it is necessary
to view it as an ongoing process. Consistently monitoring performance metrics, staying
informed on industry developments, and making adjustments accordingly are key elements for
maintaining continued growth and relevance in the ever-evolving digital realm.

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How to Do Blog Marketing?

1. Defining Purpose and Niche: Before promoting the blog, it's crucial to establish its purpose
and define a targeted niche. Understanding the audience and pinpointing the blog's unique
qualities will guide the marketing strategy.
2. Creating High-Quality Content: The next step is creating exceptional, relevant, and
engaging content. High-quality content is key to attracting and retaining a loyal readership.
Conducting in-depth keyword research is essential for incorporating relevant terms.
3. Establishing a Blogging Schedule: Maintaining a regular and reliable blogging schedule is
key to success. Marketers must carefully plan out a practical and sustainable schedule, whether
it be weekly, bi-weekly, or monthly. This routine not only sets expectations for the audience,
but it also improves search engine rankings.
4. Optimizing for SEO: To improve the online visibility of a blog, marketers should
implement effective SEO strategies. This includes strategic use of relevant keywords,
optimizing meta tags, and creating clean URLs. These techniques will boost the blog's search
engine ranking and attract organic traffic to the site.
5. Setting Up Social Media Profiles: Marketers must create compelling profiles on leading
social media platforms that align with their desired audience. Eye-catching designs will elevate
their social media presence, while actively engaging with followers through sharing blog
content and responding to comments will enhance their reach.
6. Building an Email Subscriber List: From the outset, marketers should implement effective
email marketing tactics. By offering alluring incentives such as exclusive content or
personalized newsletters, they can entice visitors to join their email list. This ultimately allows
for direct and effective communication with interested readers.
7. Engaging in Online Communities: Marketers must immerse themselves in forums and
online groups related to their blog's niche. By sharing valuable insights, offering helpful
solutions, and gradually introducing their blog to the community, they can establish credibility
and attract traffic to their blog.
8. Utilizing Basic Analytics: Installing tools such as Google Analytics is crucial for marketers
to effectively track their blog's performance. By monitoring metrics like page views, user
engagement, and popular content, they can gather valuable insights that can help them refine
their marketing strategy.
9. Networking with other Bloggers: It's important for marketers to reach out and connect
with other bloggers within their niche. By establishing relationships with others in the blogging
community, it can lead to exciting collaborations, opportunities for guest blogging, and cross-
promotion, ultimately expanding the reach of the blog.
10. Exploring Paid Advertising (Optional): In addition to organic growth, marketers can also
explore paid advertising as a means of increasing exposure. However, this may not be feasible

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for everyone, especially for those on a limited budget. If opting for paid advertising, it's crucial
to customize ads to target the specific audience of the blog.
11. Optimizing for Mobile: It's necessary for marketers to ensure that their blog is optimized
for every type of mobile device. With the use of responsive design and prioritizing quick load
times, they can elevate the user experience and tailor their content for the diverse ways their
audience consumes information.
12. Learning and Adapting: To succeed, marketers must stay informed on cutting-edge
industry trends, innovative marketing strategies, and fluctuations in algorithms. They must
constantly expand their knowledge and adapt their blog marketing strategy accordingly,
utilizing data analysis and evolving audience preferences.

Benefits of Blog Marketing

1. Enhanced Visibility: By utilizing blog marketing, an organization can greatly enhance its
online presence and reach a wider audience by providing a dynamic platform for sharing
industry-related content. This heightened visibility can result in improved organic search
rankings and expanded reach for the business.
2. Establishing Authority: Consistently publishing valuable and insightful blog posts can
establish a business as an authority in its field. By sharing thoughtful and informative content,
an organization not only attracts readers but also builds credibility and trust, showcasing itself
as a trustworthy source of industry expertise.
3. Driving Website Traffic: Blogs are powerful tools for driving traffic to a company's
website. By offering captivating and relevant content, blogs attract potential customers and
effectively showcase products or services, resulting in higher conversions.
4. Building Community Engagement: Readers to leave comments and share their opinions,
blogs create a space for interaction and connection with the brand. This sense of community is
vital for fostering brand loyalty and retaining customers.
5. Social Media Amplification: Social media amplification is a powerful tool for leveraging
blog content. By sharing it on various platforms, the reach of the content is extended, attracting
fresh audiences and igniting a cascade of engagement that boosts an online presence.
6. Cost-Effective Marketing: Blog marketing is a highly efficient and cost-effective method
of promotion compared to traditional advertising methods. Unlike paid ads that require
continual investment, well-crafted blog posts continue to generate value over time, providing a
long-term impact.
7. SEO Benefits: By consistently creating and sharing up-to-date and relevant content,
websites can gain favor with search engines and improve their ranking. This not only increases
the chances of appearing in relevant search results but also brings in organic traffic.
8. Showcasing Expertise: By addressing industry challenges and trends and offering
solutions, businesses can establish credibility and attract customers who are looking for

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reliable and knowledgeable services. Through blog marketing, companies can effectively
demonstrate their knowledge and stand out as experts in their field.
9. Lead Generation: One powerful strategy that is often utilized in well-written blog posts is
the inclusion of calls-to-action (CTAs). These CTAs prompt readers to take further action,
such as signing up for a newsletter or accessing additional resources. This not only enhances
the overall quality of the blog, but also aids in generating potential leads and guiding them
through the sales process.
10. Adaptability and Flexibility: One of the key strengths of utilizing blog posts for
marketing is their adaptability to fit different objectives. Whether the goal is to educate the
audience, promote new products or services, or stay relevant with current trends and customer
demands, blogs can be tailored to suit specific needs. This level of flexibility is invaluable for
businesses in reaching their target audience and achieving their desired results.

Disadvantages of Blog Marketing

1. Limited Reach: One potential drawback of using blog marketing is its limited reach
compared to other digital marketing methods. While it may still reach a specific target
audience, this narrower scope could hinder efforts to broaden brand visibility.
2. Time-Consuming: The process of creating well-crafted blog content and maintaining a
regular posting schedule can be quite time-consuming. For businesses looking for speedy and
effective marketing strategies, this could present a challenge.
3. Saturation and Competition: The vast expanse of the blogosphere presents a daunting
challenge for individual blogs to stand out amongst the crowd. Fierce competition adds to the
difficulty, potentially diminishing the effectiveness of blog marketing strategies.
4. Dependency on Search Engines: The fate of blog marketing hangs in the balance of search
engine rankings. A shift in algorithms can greatly impact visibility, causing fluctuations in blog
traffic and possibly undermining marketing success.
5. Measuring ROI: Calculating the Return on Investment (ROI) for blog marketing can be a
complex task. Compared to other digital marketing strategies, it can be difficult to accurately
attribute specific results to blogging efforts.
6. Content Quality Concerns: Ensuring top-notch content is a crucial aspect of successful
blogging. Without captivating, educational, and relevant material, there is a risk of failing to
captivate and retain an audience's interest.
7. Evolution of Consumer Behavior: The evolution of consumer behavior can greatly impact
the efficacy of blog marketing. Consider if the target audience is more inclined towards
consuming information through other channels, the effectiveness of blog marketing may
diminish significantly.
8. Dependency on Niche: The success of blog marketing is heavily dependent on the chosen
niche. It is vital to select a niche that is not only relevant but also has a broad appeal. Focusing

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on a highly specialized or uninteresting niche can pose challenges in reaching a wider

audience.
To be successful at blog marketing, it's necessary to maintain a constant flow of high-quality
content and have a thorough understanding of the target demographic. By regularly providing
valuable information, businesses can establish themselves as thought leaders and win the trust
and loyalty of their readers. When combined with strategic promotion and optimization
techniques, blog marketing can greatly enhance a company's overall digital marketing strategy
and lead to increased brand awareness and customer engagement.

Why is local marketing

important?
Local marketing is important for a lot of reasons. The first, and most
obvious, being that you want to get customers for your business in
your area. Why? Because these are the people who are most likely
to buy from you or do business with you.
In order to target, engage with, and attract those local customers,
you need local marketing and localized marketing strategies.
The second reason local marketing is important is that people are
searching for local businesses.
You want your business to appear for the searches with local intent,
because, again, those searchers are your most likely customers.
Without localized marketing strategies, you might be missing out on
getting in front of buyers searching for your products or services
right in your area.

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13 major types of local

marketing
Now that we’ve talked about what local marketing is and why you
need it, let’s talk about the different types of local marketing. I’ll
warn you: there are a lot. But, it’s important to understand each
type in order to create a localized marketing strategy that works for
your business.
First, a preview of the types of local marketing you might encounter:
1. Local SEO
2. Local PPC
3. Your Website
4. Social Media Marketing
5. Local Facebook Advertising
6. Local Listings
7. Local Display Advertising
8. Local Branded Content
9. Local Print Advertising
10. Targeted Email Marketing
11. Direct Mail
12. Local Sponsorships & Event Marketing
13. Local Video Advertising
It’s just 13 – it could be more, right? Now that you have a preview,
let’s dive into how local marketing can help you grow your small
business and the types of local marketing to consider.
How to use local marketing to grow
your small business

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Local marketing encompasses many different strategies and tactics

meant to help you grow awareness for your small business, get new
customers, engage with existing customers, and build your brand.
The best local marketing strategies include multiple local marketing
tactics, or types, to work together toward these goals.
1. Local SEO
You’ve probably heard of SEO, or search engine optimization,
already, but here’s a quick refresher: SEO is a marketing strategy
that helps your website show up on the search engine results page
(SERP) for searches relevant to your business and your offerings.
Basically, it’s how you show up on Google or Bing in the organic
search results.
SEO includes optimizing your website both in the backend and in
your content for specific keywords and topics your most likely
consumer would search for you with. It also has to do with your site
structure, load time, and mobile friendliness.
Local SEO includes optimizing your content for local search
intent and takes into account offsite factors like your local listings to
help you improve visibility on search engines, review sites, and local
listings, like on Google Maps.
2. Local PPC
Paid search advertising, also known as search engine marketing
(SEM) or pay per click (PPC) advertising, is a marketing strategy that
allows you to run ads on top search engines like Google or Bing
With paid search advertising, you only pay for clicks on your ad
rather than impressions (or how many times a searcher sees your
ad without clicking on it).

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PPC ads show on the top of search results but can also appear on
the side panel in desktop search results and in maps.
PPC ads provide a valuable way for your business to get in front of
interested searchers and build awareness for your brand.
When you run PPC ads, you have an opportunity to localize your
strategy in a few different ways. Obviously, as with any ads, there
are geotargeting options available so your ads are only shown to
searchers within a specific area.
You can also run local PPC ads by incorporating local keywords into
your bidding strategy and by enabling location extensions in Google
Ads. Location extensions are used in local PPC to drive customers to
your business and show up in search results and Google Maps, and
can also appear in the Google Display Network and in YouTube video
ads.
3. Localizing your website
Every business needs a website, especially for local marketing. Your
website is the hub for your business – the place all your other
marketing strategies should be driving traffic and interest to. It also
serves as its own powerful local marketing tool.
Your website includes your contact information, including your
address, which makes it a localized marketing tact

And, by creating local keyword-rich content, you can localize your

website and increase your chances of appearing in local search
results.

4. Social media marketing

Social media marketing, which includes having a presence for your
business on social sites like Facebook, Instagram, Twitter, and

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LinkedIn (if it makes sense for your business), is another local

marketing strategy that’s important to consider.
Your Facebook and Instagram profiles allow you to include business
information like your address, and you can add a location to your
pictures and posts, allowing you to get found by potential customers
in your area.
On Facebook, Instagram, Twitter, and LinkedIn, you can also use
location-specific hashtags to help local users find your page.
5. Local Facebook (and Instagram)
advertising
Facebook advertising allows you to target users on both Facebook
and Instagram with ads about your business to expand your reach
and get more customers – at least, that’s the goal!

Facebook has powerful targeting capabilities so you can serve your

ads only to users in a specific location, increasing the chance that
they’ll do business with you.
With local Facebook advertising, you can get pretty granular, which
works in your favor if there’s a specific ZIP code you want to target

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within your community – or you can leave it more open and target
your whole town or city.
6. Local listings
Business listings, like Google My Business and Yelp, allow searchers
to find information about your business in SERPs but also in apps on
their phones. Listings are local in nature – each listing is built around
your basic business information like your business name, address,
phone number, and website.
7. Local display advertising
Display advertising involves placing visual ads on sites across the
web. For example, you can run a display ad on a local news site, like
the Indy Star as pictured below, to get in front of local buyers
Display ad retargeting allows you to further target local customers
who have visited your site without converting (submitting a form,
making a purchase, calling your business, etc.). Once they leave
your site, they see display ads from your business with the goal of
bringing them back to your website and becoming a lead or
customer.
Geofencing is another display advertising tactic. With geofencing,
you draw a virtual fence around a specific area using GPS
technology. Once a person enters that area with their smartphone,
you can show them ads in the form of offers or promotions to
encourage them to visit your business.

8. Local branded content

Branded content is content that is essentially sponsored by a
business and placed on a third-party site. Branded content can take
many forms, including articles, infographics, quizzes, videos, and

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more. The purpose of branded content is to increase brand

awareness, educate or inform the public, and promote the
trustworthiness of your business.
For example, if you own a plumbing business, you can run a
branded content series on your local news site about keeping your
home safe from plumbing disasters during the holidays. The content
isn’t meant to sell – simply to inform – but when it comes time for
someone to find a plumber for their emergency, why wouldn’t they
choose the business that’s been providing such helpful information
12. Local sponsorships and event
marketing
Sponsoring or hosting events is a tried-and-true local marketing
strategy that allows you to connect with your community while
giving back.
Local sponsorships are just what they sound like: an opportunity for
your business to sponsor local events or organizations. You can
sponsor charitable events like charity runs or larger community
events
3. Local video advertising
Did you know that YouTube is the second-largest search engine in
the world – after Google (which, consequently, owns YouTube)?
When you run YouTube advertising, you can choose the target
audience for your ads. When you define your audience by
geographic location, you can run local video advertising that gets
you in front of local buyers when they’re consuming content on
YouTube.
Local YouTube advertising is a great localized marketing strategy
because it can help you build awareness with local consumers, drive

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traffic to your website or a specific landing page, and engage with

customers in a format they enjoy.
Short-term goals for local marketing
Short-term local marketing goals are, as the name implies, goals
that can be completed within days or weeks. Long-term goals can
take several months, or even several years, to meet. While long-
term goals are key to establishing your ultimate vision, and while
they guide the direction of your short-term goals, they’re not as
actionable as short-term goals.
Short-term business and local marketing goals are things you’re
going to be focusing on on a daily basis. Without them, your long-
term goals, all those grand “big fish,” will never see the light of day.
1. Increase website traffic
Your website is the foundation for your local marketing. More
website traffic tends to lead to more customers, and if you’re
running local marketing, that means those customers will be local.
Try to set weekly or monthly goals, such as a 5% increase in website
traffic each month.
2. Increase conversions
In marketing, conversions are defined as the act of converting site
visitors into paying customers. Conversion marketing incorporates a
variety of techniques to lower the barriers of entry to purchase and
encourage site visitors to buy a product.
For example, a company might offer new site visitors 20% off their
first purchase in order to encourage them to place an order right
away with the goal of increasing conversions by a certain percent.
3. Increase follower counts

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If you’re running any form of social media marketing or advertising,

increasing the follower counts on your social media sites is a good
short-term goal. The more followers you have on Facebook, the
more people can see your posts and engage with them. Set
reasonable markers weekly or monthly to make social media work
for your small business and build a loyal following of local
customers.
Long-term local marketing goals
Long-term local marketing goals take longer to acquire and are not
necessarily as quantifiable as short-term goals. They often start as
seemingly impossible to attain but over time, and with hard
work, long-term business goals become easier to reach.
1. Name recognition
As consumers, we’re more likely to trust the names of companies
that we know or have heard of. Getting your business name
recognized in your local market will help you get more customers
and grow your business.
Make getting your name recognized in your local market a long-term
goal of your business. Get involved in local events, post on forums
and Facebook groups, and conscientiously network in order to
create a buzz about your business in your community.
2. Increased brand awareness
As your business grows and more people become aware of it, you’ll
naturally begin to pick up more brand awareness and exposure in
the appropriate places. Make brand awareness a long-term goal,
whether it’s being featured in the local news, authoring branded
content articles, or winning a “best of” title in your local market.
3. Improved brand reputation

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A business’s reputation builds over time and is extremely important

when it comes to getting more local customers. Because people rely
so much on reviews, ratings, and brand perception, you want to
make a stellar brand reputation a long-term goal for your local
marketing.
You can work toward this goal in your local marketing by
maintaining accurate local listings, responding to reviews, and
getting new reviews for your business.
4. Better local search ranking
For small businesses, setting goals related to your local search
presence is a must. You want your business to appear in local
search results for queries related to your products or services. If
your long-term goal is to appear at the top of local map results,
some short-term goals may be to collect one Google review per
week or to optimize your Google My Business profile in one month.

Tools for local marketing

 A website.

 A way to track marketing success.

 A way to manage leads.

 A budget.

 The right strategy.

 The right partner.

What is your local marketing

strategy?
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Now that you know how much you can spend on your local
marketing, it’s time to determine the right marketing plan for your
business.
Don’t ignore the power of building your
brand
When it comes to local marketing, there are certain strategies that
are great at directly contributing to getting you new customers. PPC
and Facebook ads are oriented around getting people to take an
action – and that action is usually to learn more about or contact
your business.
But, you can’t ignore the power of other local marketing tactics, like
local display advertising, local branded content, and local social
media marketing when it comes to building your brand and
awareness for your business.
I’m pretty sure we covered that a person needs to see information
about a brand 7-10 times before deciding to do business with them,
and these brand-building local marketing strategies are going to
help you get to that number.
You have to spend money to make money
While there are a number of organic (read: free) local marketing
strategies you can use to promote your business and build
awareness for your brand, many of them aren’t as effective without
their paid components.
For example, organic social media marketing – posting and
engaging on Facebook and Instagram – will help you build an
audience over time, but Facebook advertising will allow you to grow
that audience quicker and reach specific local marketing goals.
A multichannel marketing approach is

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best
Because people are searching for local businesses in a lot of
different ways–search engines, map apps, social media sites, etc.–
and seeing information about local businesses in those different
places and much more, the best approach for marketing your small
business is a multichannel one.

Multichannel marketing means running different types of local

marketing so you can ensure your business is reaching customers
no matter where they’re looking or spending time both online and
offline.
But, once you understand that you need to run your local marketing
on different channels, how do you determine the right channels and
types of local marketing to focus on? That’s where a local internet
marketing company comes in.

E-Mail Marketing E-Mail marketing is promoting your business by sending overt E-Mails
andnewsletters. It uses promotional letter clubbed with product and service details to deliver
thebusiness message to audience. It is cost effective method to convey your message to highly
targeted visitors. Results of E-Mail marketing are quantifiable and measurable. Types Of E-
Mails Transaction E-Mails You get these mails after you are done with any transaction such as
buying a product. They confirm the business transaction with information such as cost per unit,
number of units bought, total cost, mode of payment, shipping details, delivery time, etc.
Newsletters They include information to keep customers involved. They foster relationship with
customer. Promotion E-Mails They carry details of any promotional activity such as sale, new
offers, etc. E-Mail marketing being cost-efficient and measurable, needs strategic planning and
creative execution of campaign. You need to personalize message, deploy it, and analyze the
results. Setting Up an E-Mail Marketing Campaign These are the general steps taken to set up an
E-Mail marketing campaign. • Create a database of customers. You can buy it or can generate
from your website backend. Embed the customer details such as contact information, client
status, lead source, etc.

Create a newsletter. Put in the relevant information they may need. Set the subject line timings
and frequency. Add discounts and bonus you offer. • Make it look eye-catchy, informational, and
useful. • Mention deal expiry date and time. • Drop a link in email if necessary. • Buy servers
capable enough to bear the load. • Test you email before you send it. Check all details, images,
and links. • Deploy your newsletter. • Analyze the performance of E-mail advertise. For

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example, E-mail delivery rate, email opening rate, conversions etc. Tracking an E-Mail
Marketing Campaign The essential metrics you should be tracking for E-Mail campaign are − •
Click Through Rate It gives you clear view of how many people engage with your mail and are
interested in what you offer. • Conversion Rate It helps you know, to what extent you are able to
achieve your goals. • Bounce Rate It lets you know how many consider you as a spammer of
worth time wasting. • Subscribers’ Growth Rate It lets you decide how much you are able to
extend your reach. • Email Forwarding Rate The more is the rate the more interested are your
customers. • Overall ROI The gist of tracking is how many leads you are able to generate
through your campaigns. Definition Electronic Design Automation, or EDA, is a market segment
consisting of software, hardware, and services with the collective goal of assisting in the
definition, planning, design, implementation, verification, and subsequent manufacturing of
semiconductor devices, or chips.

What is Mobile Marketing Mobile marketing is a multi-channel, digital marketing strategy aimed
at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via
websites, email, SMS and MMS, social media, and apps. Mobile is disrupting the way people
engage with brands. Everything that can be done on a desktop computer is now available on a
mobile device. From opening an email to visiting your website to reading your content, it's all
accessible through a small mobile screen. Consider: • 80% of internet users own a smartphone. •
Mobile platforms, such as smartphones and tablets, host up to 60% of digital media time for
users in the U.S. • Google anticipates search queries on mobile devices to surpass desktop
searches by the end of 2015. Types of EDA Tools Simulation Simulation tools take a description
of a proposed circuit and predict its behaviour before is it implemented. This description is
typically presented in a standard hardware description language such as Verilog or VHDL.
Simulation tools model the behaviour of circuit elements at various degrees of detail and perform
various operations to predict the resultant behaviour of the circuit. The level of detail required is
dictated by the type of circuit being designed and its intended use. If a very large amount of input
data must be processed, hardware approaches such as emulation or rapid prototyping are used.
These situations occur when a processor’s operating system must be run against real-world
scenarios, such as video processing. Without a hardware-assisted approach, the runtime for these
cases can be untenable. Design Design tools take a description of a proposed circuit function and
assemble the collection of circuit elements that implement that function. This assembly process
can be a logical one where the correct circuit elements are chosen and interconnected to
implement the desired function. Logic synthesis is an example of this process. It can also be a
physical process where the geometric shapes that implement the circuit in silicon are assembled,
placed, and routed together. Broadly this process is known as place and route. It can also take the
form of an interactive process that is guided by a designer. This is called custom layout.
Verification Verification tools examine either the logical or physical representation of the chip to
determine if the resultant design is connected correctly and will deliver the required
performance. There are many processes that can be used here. Physical verification examines the
interconnected geometries to ensure their placement obeys the manufacturing requirements of
the fab. These requirements have become very complex and can include far more than 10,000
rules. Verification can also take the form of comparing the implemented circuit to the original
description to ensure it faithfully reflects the required function. Layout vs. schematic, or LVS, is
an example of this process. Functional verification of a chip can also use simulation technology
to compare actual behaviour to expected behaviour. These approaches are limited by the

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completeness of the input stimulus provided. Another approach is to verify the behaviour of the
circuit algorithmically, without the need for input stimulus. This approach is called equivalence
checking and is a part of a discipline known as formal verification. Types of Mobile Marketing
Strategies • App-based marketing: This is mobile advertising involving mobile apps. While 80%
of mobile time is spent engaged with apps, you don’t have to create an app yourself to get in on
the action. Services like Google Ad Mob help advertisers create mobile ads that appear within
third-party mobile apps. Facebook also allows advertisers to create ads that are integrated into
Facebook’s mobile app. Facebook’s mobile Promoted Post ads integrate so seamlessly with
Facebook’s news feed that users often don’t realize they’re looking at ads. • In-game mobile
marketing In-game mobile marketing refers to mobile ads that appear within mobile games, like
in the example below. In-game ads can appear as banner popup, full-page image ads or even
video ads that appear between loading screens.

QR codes QR codes are scanned by users, who are then taken to a specific webpage that the QR
code is attached to. QR codes are often aligned with mobile gasification and have an element of
mystery to them, since users who scan them don’t always know exactly which rabbit hole they’re
jumping down. • Location-based marketing Location-based mobile ads are ads that appear on
mobile devices based upon a user’s location relative to a specific area or business. For example,
some advertisers may only want their mobile ads to appear when users are within a 1- mile
radius of their business. • Mobile search ads These are basic Google search ads built for mobile,
often featuring extra add-on extensions like click-to-call or maps. • Mobile app A mobile app is a
software application developed specifically for use on small, wireless computing devices, such as
smartphones and tablets, rather than desktop or laptop computers. Mobile apps are designed with
consideration for the demands and constraints of the devices and also to take advantage of any
specialized capabilities they have. A gaming app, for example, might take advantage of the
iPhone's accelerometer. Why are SMS campaigns important? • Extra ordinary open rates.
According to Gardner, SMS campaigns achieve a remarkable 98% open rate (ninety-eight
percent, Charles!) and a 45% response rate. • Drives customers to take action. SMS messages are
useful because they create a feeling of time sensitivity. In other words, SMS campaigns inform
people about a limited time to take action, and if anyone wants to take advantage of the offer,
they should hurry up. There’s no other marketing channel that creates a feeling of urgency so
strong, that many decide to act rapidly. • Easy & instant. Plain SMS is the standard while
marketing emails are supposed to be well designed using HTML, so SMS takes only a few
moments to create. Besides, the significant results are achieved much faster, because 95% of all
texts are read within 3 minutes after being sent. It means that you can carry out your tasks in no
time.

Multifunctional. Desirable for any business. SMS marketing opens a vast field of opportunities
for all sorts of companies. SMS campaigns inform about new products, services, allure clients
with exclusive sales and offers. It also can deliver updates and notifications or remind them
about the appointments. Besides, an SMS campaign can be used to report some relevant news or
for support and customer services’ improvement. • Work well with other marketing channels.
Did you know that an SMS campaign can improve the results of an email marketing campaign?
You can send SMS to “catch up” those people who never opened your email. So, think through
the usage of an SMS campaign strategically, and support it with the efforts from other marketing
channels. Profit Target Also known as “take profit”, a profit target is that predetermined point at

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which a trader would want to exit his profitable trade to make an anticipated amount of profit. It
is that level at which the profit is deemed to be enough for the risk taken.

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