Digital Marketing is growing at a faster pace in India. Companies and brands are taking it more seriously than ever before. One of the advantages that digital marketing brings to the table is measurement. It solves the problem with reporting and analytics and helps in optimization of ad campaigns. Email ads, display ads, social media ads, etc. all is measurable and computers do not make mistakes in calculating. We can find out which of the banner gets maximum CTR, which ads convert the best and how to get highest open rates on what subject lines for the emails.
Display ads social media marketing, PPC and content marketing, email marketing, all these are the digital marketing methods which has the most attention of the companies which usually invested only in traditional marketing.
Display ads social media marketing, PPC and content marketing, email marketing, all these are the digital marketing methods which has the most attention of the companies which usually invested only in traditional marketing.
Forget the Old School SEO. It may hurt you.
SEO has also gained momentum but because of the recent algorithmic changes by Google, marketers are not sure about the right approach to it. By now, I guess many companies have realized that hiring a SEO agency to do traditional SEO stuff like link building, directory submissions and article making can do more harm in the long term than good.
There are so many digital marketing methods now to be exploited; the question arises as to how to use all of these in a way that every method complements each other?
Investment in social media must help SEO; SEO must help content marketing which further helps in social media and SEO. The art of blending all digital marketing activities into a single efficient system is known as Integrated Digital Marketing Solutions.
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It works in such a way that all the digital marketing
methods complement each other instead of trying to achieve the goal of
increasing branding or sales on its own. For e.g. since conversion rates are
low, social media advertising gives a poor ROI but it happens only when the
marketers tries to use social media ads to drive the sales directly.
When trying to build a following, spreading the word about ideas or brand,
social media is best utilized as a listening tool instead of sales machine.
From the following diagram, it is clear that how each digital marketing method
can complement each other and helps to build a following/ tribe which further
helps in branding, lead generation, sales and getting feedback regarding
products and services of a company.
Content marketing is the central focus in integrated digital marketing. Content development
in marketing helps build a brand online, build trust authority in the market place.
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Content Marketing is Vital
Search engines pick up quality signals through behavior of the users when a good content is published. For e.g. if a search result is clicked and the visitor spends a lot of time on the page without clicking the back button, then it’s obvious that the page is of good quality and relevant to the search keyword.
Thus, content marketing or rather quality content marketing can help in SEO. In the above diagram, orange lines are for signals and black ones means the traffic flow.
Social Media Marketing
When new visitors come through search engines and find the content very useful, they will be encouraged to share it with their friends. They gain credibility among their followers by sharing something useful it with their friends. Quality content is the key to an effective social media strategy. If a page is shared 100 times over Facebook, that information helps the search engines in ranking the pages.
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Off Page and On Page SEO
Off page optimization is dead but not SEO because off page signals are to be sent to the search engines through user behavior and not webmaster. No social sharing or less time spent on site signifies that the web page is either of poor quality or of low relevancy. You cannot off page optimize a website. There is no such thing as off page optimization now days. Webmaster has nothing to do about off page signals.
On page optimization is webmaster communicating to the search engines about the quality and relevance of a website. It has to be done properly because the search engines are robots and not humans. The data has to be spoon fed to them so that they understand what the site is all about. This information blended with off page signals help them to rank a website accordingly.
Off page optimization is dead but not SEO because off page signals are to be sent to the search engines through user behavior and not webmaster. No social sharing or less time spent on site signifies that the web page is either of poor quality or of low relevancy. You cannot off page optimize a website. There is no such thing as off page optimization now days. Webmaster has nothing to do about off page signals.
On page optimization is webmaster communicating to the search engines about the quality and relevance of a website. It has to be done properly because the search engines are robots and not humans. The data has to be spoon fed to them so that they understand what the site is all about. This information blended with off page signals help them to rank a website accordingly.
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How it all comes together
When a new content is published, email subscribers are updated with it and those will share it on social media. This sends user behavior social signals to search engines and new users will come to the content channel via search engines which will help in increasing the social media followers and email subscribers as well.
When a new content is published, email subscribers are updated with it and those will share it on social media. This sends user behavior social signals to search engines and new users will come to the content channel via search engines which will help in increasing the social media followers and email subscribers as well.
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