Advance Course in Digital Marketing Notes (Syllabus)

SYLLABUS\ SUBJECT :- Advance Course in Digital Marketing **Unit 1: Application of Digital Marketing concepts** 1.1 Revision of basic concepts of digital marketing. 1.2 Digital Marketing Assets 1.3 Digital Marketing Strategies 1.4 Pay-Per-Click Advertising 1.5 How to set up Facebook ads **Unit...

SYLLABUS\ SUBJECT :- Advance Course in Digital Marketing **Unit 1: Application of Digital Marketing concepts** 1.1 Revision of basic concepts of digital marketing. 1.2 Digital Marketing Assets 1.3 Digital Marketing Strategies 1.4 Pay-Per-Click Advertising 1.5 How to set up Facebook ads **Unit 2: Optimized use of SEO** 2.1 Paid Search Advertising 2.2 Search Engine Optimization (SEO) 2.3 Keyword Tools 2.4 How to Write Blog post? 2.5 How to Write Blog Posts for SEO? **Unit 3: Social media platform utilization** 3.1 Paid Social Media Advertising 3.2 Social Media Marketing 3.3 Conversion Rate Optimization (CRO) 3.4 Content Marketing 3.5 Native Advertising 3.6 What is a Lead Magnet? **Unit 4: Website Building** 4.1 Why creating a website is a good idea? 4.2 Build a Website using right steps 4.3 Word Press basics and advantages **Unit 5: Affiliate Marketing** 5.1 What is Affiliate Marketing? 5.2 what are Affiliates? **Unit 1: Application of Digital Marketing concepts** Revision of basic concepts of digital marketing: Digital marketing refers to the advertising of brands and their products online through channels like social media, search engines, websites, and more. Digital marketing allows brands and businesses to reach new audience (people) who may be interested in their services or products with traditional advertising like billboards, newspaper, magazine, flyers, etc the reach is limited but with online advertising there is no limit on reach with online advertising brands and businesses can reach new audience easily which may never be possible with traditional form of advertising. **Benefits of Digital Marketing** **You can target a local audience, but also an international one**. **Your audience can choose how they want to receive your content**. **Interaction with your audience is possible** **Digital marketing is cost-efficient.** **Data and results are easily recorded**. **Level playing field** **Real time results** **Brand Development** **Viral** Search Engine Basics: ===================== How do search engines work? =========================== 1. **Crawling.** Crawlers discover what pages exist on the web. A search engine constantly looks for new and updated pages to add to its list of known pages. This is referred to as *URL discovery*. Once a page is discovered, the crawler examines its content. The search engine uses an algorithm to choose which pages to crawl and how often. 2. **Indexing.** After a page is crawled, the textual content is processed, analyzed and tagged with attributes and [metadata](https://www.techtarget.com/whatis/definition/metadata) that help the search engine understand what the content is about. This also enables the search engine to weed out duplicate pages and collect signals about the content, such as the country or region the page is local to and the [usability](https://www.theserverside.com/tip/5-tips-to-reduce-webpage-weight-and-improve-user-experience) [of the page](https://www.theserverside.com/tip/5-tips-to-reduce-webpage-weight-and-improve-user-experience). 3. **Searching and ranking.** When a user enters a query, the search engine searches the index for matching pages and [returns the results that appear](https://www.techtarget.com/whatis/definition/search-engine-results-page-SERP) the most relevant on the search engine results page ([SERP](https://www.techtarget.com/whatis/definition/search-engine-results-page-SERP)). The engine ranks content on a number of factors, such as the authoritativeness of a page, back links to the page and keywords a page contains. **SOME OTHER IMPORTANT TERMS** Search engine optimization (SEO) ================================ Content marketing ================= Social media advertising ======================== 4. [YouTube](https://www.webfx.com/digital-advertising/services/youtube/) Social media marketing ====================== Social media networks provide a great opportunity to market online because of how easy it is to use the networks to share information. That's why [social media marketing](https://www.webfx.com/social-media/glossary/what-is-social-media-marketing/) is a great option for your business **Digital Marketing Assets** Almost anything can be a digital marketing asset. It simply needs to be a marketing tool you use online. That being said, many people don't realize how many digital marketing assets they have at their disposal. Here are just a few examples: 1\. Your website 2\. Branded assets (logos, icons, acronyms, etc) 3\. Video content (video ads, product demos, etc) 4\. Images (infographics, product shots, company photos, etc) 5\. Written content (blog posts, eBooks, product descriptions, testimonials, etc) 6\. Online products or tools (SaaS, calculators, interactive content, etc) 7\. Reviews 8\. Social media pages **Digital Marketing Strategies** The list of digital marketing strategies is also constantly evolving, but here are some of the strategies most businesses are using: **Website creation** **Pay-Per-Click Advertising** **Paid Search Advertising** **Search Engine Optimization (SEO)** **Google Ads** **Paid Search Advertising** **Affiliate Marketing** **Blogpost** **Paid Social Media Advertising** **Content Marketing** **Conversion Rate Optimization (CRO)** **Native Advertising** **Email Marketing** **Lead Magnet** **How to create a website?** **Stepwise process** 1. **Purchase Web Hosting And Domain Name.** 2. **Select the Server Location and Choose your web hosting plan.** 3. **Buy a Domain name for your website.** **Domain name must be catchy and easy to remember.** 4. Click on No if you don't have a domain name. 5. Now choose your favorite domain. 6. After selecting your domain name click on continue. 7. Select your Domain name and Click on Checkout. 8. Always Buy Privacy Protect as it keeps your identity hidden from other people. 9. Click on Continue. 10. If you haven't created your account on Hostgator then click on "Create an Account" 11. Fill in your information. 12. After filling all the information click on "Create an Account" and your account on Hostgator will be created. 13. Select your payment option and complete your payment. 14. After payment login to your Hostgator Cpanel by clicking on the link that Hostgator sends you on your Email I'd. 15. After logging in your Cpanel Click on Wordpress Installer. Make sure you leave the directory field blank -- that way, your homepage will be set to your domain (i.e. yourcoolnewdomain.com) instead of a sub-folder. Then fill in the form on the next page like so:  Step 15.1 Choose a Blog Title. If you're creating a personal website, use your name. This can be changed later. Step 15.2 Choose an Admin Username. Don't use "admin", as it's unsecure (since it's commonly used). Anything else is fine. Step 15.3 Enter your first and last name -- these can also be changed later if needed. Step 15.4 Enter an Admin Email. Make sure it's one you use. Step 15.5 Check both of the boxes beneath the text fields. Step 15.6 Click Install Now. Once you've done that, you should see a big green check mark and the words "Installation Complete". 16. Now Design Your Website: WordPress select theme Once you have successfully installed WordPress to your domain, you'll see a very basic yet clean site. There are 1500+ of awesome, professionally designed themes you can choose from and customize for your own site. Most of the WordPress themes are free to use and highly customizable. Step 16.1 Log into your WordPress dashboard  Step 16.2 Access Free Themes There are over 1500 free themes on WordPress so you can choose anyone of them. Just Click On "Appearance" Button and Then Click On "Add New" button To Search For New Theme. Step 16.3 Install Your New Theme Once you have found a theme you like, installing it is as simple as clicking "Install" followed by "Activate" After this Your Theme Is Activated.  Step 17. Install Plugins Step 18. Add Content To Your Website With your theme installed, you're ready to start creating content. Let's quickly run through some of the basics: Step 18.1 Look along the sidebar in the WordPress Dashboard for "Pages" -\> "Add New". Step 18.2 You'll find a screen that looks a lot like what you've maybe seen in Microsoft Word. Add text, images and more to build the page you want, then save it when you're done.  Step 18.3 Adding Pages to the Menu If you want your new page to be linked to your navigation bar, Step 18.3.1 Save any changes you've made to the page by clicking "Update" Step 18.3.2 Click "Appearance" -\> "Menus" in the sidebar of the WordPress Dashboard Step 18.3.3 Find the page you created and add it to the list by clicking the checkbox next to it and then "Add to Menu". Step 19. Adding and Editing Posts If you have a blog on your website, "Posts" will be where you turn to next. You can use different categories to group similar posts. If you want to add a blog to your website, you can use different categories and posts. Let's say you want to create a category named "Blog". Simply add it to your menu and start making posts.  Here's what you need to do: a. Create a new category by going to "Posts -\> Categories" OR b. Create a blog post by going to "Posts -\> Add New". Once you've finished writing your blog post, you need to add the right category for it. Once you've created your category, simply add it to the menu, and you're in business! Customization & Endless Tweaks... In this section, we'll cover some of the basic things we've asked about all the time that will help you tweak your website. Step 20. Changing Your Title and Tagline Page titles explain to searchers what your website is about. They're also a big part of how search engines determine your rankings. You want to be sure they've got the keywords you want to have targetted (but in a natural way, written for real people). You should use a unique title on every page of your site. For example, our site's title is "How to Make a Website". Taglines are added at the end of titles across every page. Our site's tagline is "Step by Step Guide" In order to change the title and tagline on your website, go to "Settings -\> General" and fill in the form below: Step 21. Disabling Comments for Posts & Pages Some websites (business/organization sites mostly) don't want their visitors to be able to comment on their pages. Here's how to shut comments off on WordPress pages: 1. While you are writing a new page, click "Screen Options" in the top right corner. 2. Click the "Discussion" box. The "Allow Comments" box will appear at the bottom. 3. Untick "Allow Comments". Want to disable comments on every new page by default? 1. Go to "Settings -\> Discussion" and untick "Allow people to post comments on new articles"  Step 22. Setting Up a Static Front Page Some people contact me saying they're frustrated that their home page looks like a blog post. You can fix that by making your home page "static". A static page is a page that doesn't change. Unlike a blog, where the first new article will show up at the top every time, a "static" page will show the same content every time someone comes to the site -- like a home page you've designed. To set up a static front page: 1. Go to "Settings -\> Reading" 2. Choose a static page that you have created. "Front Page" denotes your home page. "Posts page" is the front page of your blog (if your entire site isn't a blog). If you don't choose a static page on your own, WordPress will take your latest posts and start showing them on your homepage. Step 23. Editing Sidebar Most WordPress themes have a sidebar on the right side (in some cases it's on the left). If you want to get rid of the sidebar or edit out items you do not need like "Categories", "Meta" and "Archives", which are usually pointless, here's how: 1. Go to "Appearance -\> Widgets" in the WordPress Dashboard. 2. From here, you can use drag and drop to add different "boxes" to your sidebar or remove the items you don't want. 3. There's also an "HTML box" -- a text box where you can use HTML code. For beginners, don't worry about this -- just drag and drop the elements you'd like in your sidebar. **How to set up Google Ads (formerly Google AdWords):** Step 1. Click This Link To Start Or Search Google Ads In Your Browser Search Bar 👉 Google Ads Step 2. Click On Get Started Step 3. Choose your Advertising Goal and Click on Next. If you want more calls then choose option 1. If you want more website visitors or you are selling a product and want more sales then choose option 2. If you are promoting your physical store then choose option 3. Step 4. Since you are promoting your business online you should definitely have a website in step 4 describe your business and click on "Next". Step 5. Choose your audience location and click on "Next" Step 6. Choose your Keyword Theme and click on "Next" means let's say your website is about cricket then choose keyword theme as cricket. Step 7. Describe your product and write headlines for your ad and click on "Next" Step 8. Set up your budget and click on "Next" Step 9. After that Review your Campaign settings and click on "Next" Step 10. After that add your payment info and add money to your account and after doing this click on "submit" and your ad will then go live. **How to set up Facebook ads** Step 1. Create a Facebook account if you don't already have one if you have a Facebook account then move to next step create your Facebook account from here 👉 Facebook Step 2. In order to create Facebook ads you first need a Facebook page so now we will create a Facebook page click on this link to create your Facebook page 👉 Facebook Page and then click on "Get Started" Step 3. Now login to your Facebook account or create a new one if you don't have an account already Step 4. Click on Get Started Step 5. Select your Facebook page name after that click on Next. Step 6. Then choose your page category and click on next. Step 7. Now enter your website if you have one and if you don't have a website then click on the box below and then click on next. Step 8. Now add images to your Facebook page and click on "Done" and your page is ready now. Step 9. Add description to your Facebook page and then share your website post where you sell your product on your Facebook page like given below: Step 10. Now you find a promote button given above on the page click on that button. Step 11. Choose your advertising goal we have choosen boost a post option. Step 12. Now choose the post you want to boost. Step 13. Now choose the goal for your ad if you want more website visitors then choose that option and if you want more engagement then choose that option. Step 14. Now choose your audience for example if you are selling a cricket bat then choose the interest of your audience as Cricket and keeps your audience age bracket between 13 to 40 as 60+ age people people will not buy a cricket bat. Step 15. Now choose your daily budget and duration of your ad spending 500 rupees a day will be a good start to test your ad whether people buy from you or not. Step 16. Now add money to your ad account after that click on Boost Post Now after approval your ad will start running. Important: Facebook ads takes time to deliver results so you must atleast run a Facebook ad for a week with good amount of money and if you still don't get the result you wanted then keep experimenting with your audience and image untill you get the desired result. **Paid Search Advertising** It is one of the best ways to target potential customers who are actively searching for a product or service like yours. **Search Engine Optimization (SEO)** If you want your website to rank in search engine then you have to do proper search engine optimization without proper SEO your website will not be visible. You can use search engine optimization (SEO) to try and rank pages or blog posts on your site organically. You don't have to pay directly for every click, but getting a page to rank usually takes quite a bit of time and effort. **Long Tail Keyword** Much Easier to rank a post on long tail keyword. How to find long tail keywords and keywords which are easier to rank for: To find long tail keywords for your website post use these keyword tools: 1. SEMrush 2. SISTRIX 3. Keywordtool.io 4. Ubersuggest 5. Soovle 6. Jaaxy 7. Google Search Console 8. Ahrefs Keywords Explorer 9. Google Keyword Planner 10\) SECockpit 11\) Moz Keyword Explorer 12\) Keywords Everywhere 1. **Identify highly-effective keywords when looking for post ideas**. 2. **Naturally integrate those keywords throughout your posts.** As you write your blog, your keyword and natural variations should be regularly interspersed throughout the post. Your primary keyword should appear in these key places: Title Headings and subheadings URL if possible Image alt text (search engines can't read images) Throughout the content 3. **Be sure to avoid overusing any keyword (also known as "keyword stuffing") at all costs.** Keyword stuffing may lead to a website being penalized or banned in search engine results pages either temporarily or permanently. But even more importantly, if your keyword appears too often and feels forced, you sacrifice a reader's experience. 4. **Link to influential websites.** Linking to applicable and reputable websites not only offers blog readers additional reading material to expand their knowledge, but it also shows Google and other search engines that you've done your research. And the blogger or writer may even return the favor and link to your site. 5. **Aim for scannable, longer posts.** you would think shorter blog posts are the way to go. But search engines actually prefer longer, in-depth blog posts. The longer your blog post, the greater its chance of appearing in the top search engine results 6. **Internally link words or phrases to other posts on your site.** Linking to other pages or blog posts on your website helps search engines crawl your website and create a more accurate sitemap. It also helps your audience discover more of your content and get to know you as a trustworthy, credible source of information. 7. **Optimize pictures for the fastest possible page speed.** Google rewards pages with faster page speed and places those that lag lower on its rankings. So, it\'s important to make sure your page-load times are as quick as possible. One of the leading culprits of page lag is large photos. If the photo you uploaded is too big, it will make the page take a longer time to load \-- even if the image doesn\'t seem huge on screen. 8. **Preform link building strategies.** it\'s good to write posts that other websites or publications will want to hyperlink within their own posts. You can also write posts on other business\' websites that link back to your website in some way. **Conversion Rate Optimization (CRO)** Conversion rate optimization (CRO) is the art and science of improving your online user experience. Most of the time, businesses use CRO to get more conversions (leads, chats, calls, sales, etc) out of their existing website traffic. **Content Marketing** Content marketing is used by brands and business to build awareness among audience about their products. Content marketing may appears hard but it is not that hard at all if you are a brand or a business selling a product then just write a beautiful blog post or create an infographic or a great video or an informative ebook containing full details about your product explaining your audience about why they should buy it make sure to provide some positive reviews of people using your product and being satisfied with your product this will convince your audience to purchase your product. This is what Content Marketing is all about happy selling 👌👌👌 to you if you follow all these steps. **Native Advertising** Ever get to the bottom of an article and see a list of suggested articles? That's native advertising. Most native advertising falls under content marketing because it uses content to attract clicks. Often, native advertising can be a bit hard to spot, since it is usually mixed in with non-paid content recommendations but that's kind of the point. If you follow our content marketing rules that we have told you in the content marketing section then you generate a lot of profit from bringing audience (people) to your content through native advertising. **How to master native advertising?** Native advertising can be costly if you don't know what you are doing but if you work it out then by paying a very low cost per click (cpc) or cost per mile (cpm) you can generate large sum of money. **So how to succeed with native advertising?** In order to bring traffic (audience) to your website where you sell your products your advertisement image and headline should be interesting and tantalizing so that one cannot ignore it and he/she simply clicks on your website. **How to make your native ad successful?** Use an attractive image for your advertisement and if you are selling a product then on your website post explains what your product is all about and why he/she should buy your product follow the rules we have told you in content marketing section and if you do that than nothing can stop you from success. **Email Marketing** Email marketing is the oldest form of online marketing and it's still going strong. Most digital marketers use email marketing to advertise special deals, highlight content (often as part of content marketing) or promote an event. To do email marketing you first need to generate leads means you have to get website visitors email address after getting leads you can start promoting your products to them through Emails. There are many reasons you should make email marketing one of your top priorities, but here are the top 3: **1 Email is the 1 communication channel.** Did you know that at least 99% of consumers check their email on a daily basis? That can't be said of any other communication channel. **2 You own your list.** On any social media platform, your account (along with all your fans and posts) could be suspended or deleted at any time, for any reason, without notice. However, you own your email list. No one can take those leads away from you. **3 Email just converts better.** People who buy products marketed through email spend 138% more than those who do not receive email offers. In fact, email marketing has an ROI of 4400%. That's huge! And if you are wondering if social media converts even better, think again: the average order value of an email is at least three times higher than that of social media. **How-To do Email Marketing?** **Growing Your Email List** What most people do when they want to build an email list is to put an optin form on their website and hope that people sign up. Unfortunately, this strategy usually doesn't work very well. **What is a Lead Magnet?** A lead magnet (also known as an optin bribe) is something awesome that you give away for free in exchange for an email address. It doesn't have to cost you anything to create; most lead magnets are digital materials like PDFs, MP3 audio files, or videos that you can create yourself at minimal or no cost. **Some popular lead magnet examples are:** Ebooks A cheat sheet of tips or resources White papers or case studies Free trials or samples A free quote or consultation Quizzes or a self-assessment A coupon **What Makes a Good Lead Magnet?** You already know that a lead magnet needs to provide value for free. But if you want your lead magnet to be highly effective, here are 5 criteria for you to consider: 1. **Easily consumed:** Lead magnets are only effective when the audience uses them, so if you deliver a 300-page manifesto, you won't gain traction. 2. **Actionable:** Lead magnets need to provide an actionable tool, skillset, or useful information that your audience can apply. 3. **Creates noticeable improvement:** People continue to buy products and services if they work well. Your lead magnet will become successful if it's as valuable as your products and services. 4. **Relevant:** If you've done your homework about your prospects, you'll have no trouble coming up with a lead magnet subject that solves problems. 5. **Immediately available:** People love instant gratification, so give it to them right then and there. **How to Improve Your Email Open Rates?** So How to improve your email open rate? There are several factors that play a role in whether or not your emails get opened. Let's explore each of them. **1. Avoid Spam Filters** Here are some best practices to keep your emails from falling into spam folders: Send emails through verified domains. Keep your email template code clean. Avoid excessive use of "salesy" language (these are spam trigger words like "buy", "clearance", "discount", or "cash"). Include your location. Include an easy way for subscribers to opt-out of your emails. **2. Remove Inactive Subscribers to Keep Your List Fresh** Keep your list fresh and filled with engaged subscribers, it's a good idea to periodically remove inactive subscribers. An inactive subscriber could be anyone who has not engaged with any email in the past 6 months or more. **3. Perfect Your Timing** Timing can have a huge effect on whether or not your subscribers open and click your emails, so think carefully about what time and day you send your emails out. **4. Make Your Subject Line Stand Out** Here are some tips for crafting creative subject lines: Entice curiosity, but don't be too clever. You want to make them curious enough to open and click, but without being so cryptic that the subscriber hasn't a clue as to what you're talking about. **5. Write to Just One Person** When you draft your subject line and message content, it's natural to think of the thousands of people who are about to receive it. However, it's far more effective to write as if speaking to an individual person, with a personal subject line and a personalized message. **6. Write Like a Friend** When writing your emails, put your corporate hat to the side and write like a friend. This is the only way to really appeal to your subscribers and get them to open and click your emails. **7. Write Amazing Content, Every Time** **8. Inject Some Humor** **9. Optimize for Mobile** **What is an Autoresponder?** An autoresponder is a sequence of emails that are automatically sent to a segment of people on your email list and is triggered by a specific event, such as joining your list, a certain browsing behavior, cart abandonment, downloading a PDF, or buying a product. **How do you create a highly effective autoresponder series? There are 4 basic steps:** Step 1: Choose a Goal for Your Autoresponder Step 2: Map Out Your Entire Email Sequence Step 3: Write an Autoresponder Series that Converts Step 4: Monitor and Improve **Affiliate Marketing** In Affiliate marketing a business or a brand pays a percentage of it's product price to the person who sells it for example ecommerce companies like Amazon, flipkart have their own affiliate program and they pays a percentage of their product price to the person who brings them sale through his/her affiliate link. Who are Affiliates? Affiliates (or partners) use their websites/blogs to drive traffic to your website/page on social media. Review of Key Points in Affiliate Marketing:- ============================================= Here\'s a quick recap of what you need to do to be an affiliate marketing expert: ================================================================================= 1. Choose your niche. 2. Research different affiliate programs and products. 3. Build a site. 4. Produce excellent content. 5. Build an audience. 6. Promote your affiliate product(s). 7. Repeat steps \#4--7 on a continual basis! Steps Involved In Earning Your First Affiliate Commission:- =========================================================== Choose a Niche ( Topic) ======================= - What's your passion ? ===================== - Is there money in this niche? ============================= - What topic could I see myself easily writing 25, 50, 75 or 100 blog posts about? ================================================================================ - Is there room in this niche for another affiliate marketer? =========================================================== - Is there enough interest/demand for products in this niche? =========================================================== - Are there affiliate programs available in this niche? ===================================================== Research Affiliate Programs =========================== - What type of merchants use the program/ affiliate network? ========================================================== - How much commission are you likely to make from the products? ============================================================= - If using Click Bank, products should have over a 50% commission rate (preferably 60% or 70%), and have a high - For CPA (cost-per-action) programs, commissions should be over \$1, and products shouldn\'t be overly restrictive in how you can promote them as if there are many restrictions you will struggle to meet the required criteria. - For physical products, look for commissions over \$50. - Do you want to be associated with the products and services? ============================================================ - What kind of support does the affiliate program provide? ======================================================== Build a Site ============ - Buy a domain. ============= - Purchase and set up hosting. ============================ - Install WordPress. ================== - Install your theme. =================== - Create content. =============== Produce Excellent Content ========================= - Product Reviews =============== - Blog posts that address common problems, questions or issues relevant to your target market. ============================================================================================ - Evergreen content. ================== - Informational products. ======================= Build an Audience ================= - Promote your content via social media. ====================================== - Guest post on high-traffic blogs. ================================= - Build an email list. ====================