Digital Marketing Modules | Lesson-2


Hey, guys. Welcome to this lesson two of the digital marketing mastery course. In lesson one, I gave you an overview of digital marketing.

In today’s lesson, we will be talking about all the channels that when combined, makes up digital marketing. Before starting with this lesson, one important thing.

All the articles in this digital marketing course are interconnected. So, to understand the next article, you have to read this article until the end. And if you are planning to become a specialist in one of these fields, then you need to go deeper than it and master it.

Also, I should mention one very important point. Digital marketing is highly dynamic. So you need to constantly learn new things, and apply the same.

Now, I will go through each component one by one and give you an overview. A detailed explanation will be given in the later articles.

Today’s article is really exciting because I will be giving you an overview of what you will be learning in the next few days. Just a humble request to all of you to please read this article until the end, because I have an extremely important step that I need you guys to do to learn digital marketing. Without that step, you won’t be able to learn anything.

So make sure you read the article until the end. I won’t make this article too long, rather address something of what you can expect.

So, let’s get started. So these are the primary components of digital marketing.

Search engine marketing, social media marketing, searching optimization, content marketing, email marketing, web analytics, conversion rate optimization, and then the sales funnel.

Now, you will be able to build sales funnels only if you know the rest of the things.

Now, since you are just starting your digital marketing journey, I won’t expect you to become an expert in all these fields. Rather, these are very specialized fields. So, there are jobs for just search engine marketing, there are jobs for just social media marketing. Similarly for search engine optimization or SEO. Similarly, for content marketing, email marketing, and web analytics.

But as a digital marketer, you must know all of these at least the overview of how these work. Then later on you can find a specialization for yourself, the one that interests you the most. Get specialized in it, and become an expert in that.

Usually, there are two options. Either you become an expert in one particular field and grow like that, or secondly, you can get a good level of understanding in all these fields and become a digital marketing manager. Where you’ll be handling all the people of various domains.

So, let’s start with search engine marketing.

Now, I am sure that all of you must have searched something in the Google search engine, right?

Like on Valentine’s week either you’re a boy or a girl, you might have searched on Google for some like “gifts for boyfriend” or “gifts for girlfriend”.

digital marketing

So, if you are a guy like me who likes creativity, then you might have searched on Google like “gifts for a girlfriend…” etc, etc right?

So, you must have seen a lot of ads on Google. Like here I’ll show you the query “buy mobile”. So, most of these listings are ads. “Get New Phone with Visible” and “Cell Phones: New Mobile Phones…”

As you can see the word here, “Ad”. So, these two are ads, and these are the organic results.

So, let’s say if you’re a new business. You’ve just opened up your website. Then you won’t be able to rank yourself in the number one position. Because Flipkart has done a lot to get this number one position.

So, to drive traffic to your website, you need to purchase Google Ads. So, that you can instantly get yourself in the number one or number two position.

You can do this using Google AdWords. So you can pay money to Google to get ranked in the number, one, or number two result depending on the quality score of your ad. So, this is what search engine marketing is.

Learning the art of running good Google ads that make money for the business. So, it might look simple that you just have to find the keywords and start the ad, but honestly, it is not that, simple.

It’s a complicated field where you have to learn a lot of things. The optimization, the right keywords, and there are so many strategies in that.

We will be covering all of that in the Google AdWords article. You must have seen that I am only talking about Google AdWords. Because there are other search engines as well, like “Bing” and “Yahoo”, etc.

But since Google is dominating the market, so when I’m referring to search engine marketing, I’m referring to Google AdWords. But yes, you can even run “Bing Ads” and “Yahoo Search Ads” as well.

Also Read: Introduction to Digital Marketing | Lesson-1

Now, most of you must only know about social media marketing, because for this digital marketing course we are targeting college students and people in the age bracket of 18 to 25.

So, you must be using “Facebook”, “Instagram”. So, all these emerging social media channels, have a huge, huge audience. Like “Facebook” has multiple billion people on their channel.

Similarly, “Twitter” has its audience. And now people are moving from “Facebook” to “Instagram”. Now, “Instagram” is the new trend of the new social media 2021. And whenever there’s a huge audience, there are advertisement opportunities.

So, this is where social media marketing comes into play. Now, social media marketing refers to the process of gaining traffic or attention through social media sites.

Now, there are two types of social media marketing, the first is organic, and the second is paid.

Now, “Facebook” is a massive advertisement channel. The majority of you must have seen our ad on Facebook. It could have been a video ad, it could have been an image ad, but we are focusing on “Facebook” for the marketing of this digital marketing course.

So, social media marketing is effective when your target audience is competitively younger, because you can reach a huge audience. Also, social media marketing has various world angles.

Like when we talk about “Instagram”, we have “Instagram Influencer”. So, we can hire few influencers and you market through them or we can also grow organically.

But primarily, when we talk about social media marketing, we are looking for more engagement, we are looking to drive more customers and primarily we’ll be focusing more on “Facebook Ads”. Because that is a channel that is extremely popular and gives amazing results. So, we’ll be learning the ins and outs of Facebook Ad, in the future lesson.

Now, let’s talk about my favorite channel that is Search Engine Optimization, also known as SEO. It is the process of driving traffic from search engines like Google, Bing, Yahoo, etc to your website.

Now, the best part about SEO is that the traffic is free. Like this example, we took for search engine marketing, like “buy mobile”.

These two are ads. But the first result here is of “Mobile Phones” too. Now, Flipkart does not have to pay Google to rank here.

Let’s say ten thousand people searched the keyword “buy mobile” daily on Google. The average click for the first result is somewhere close to 60 to 80 percent.

So, let’s say that 70 percent of the people click on the first result here. So, Flipkart is driving seven thousand daily free traffic.

So, all the people who buy the mobile from Flipkart after going from Google search results, that is profit for Flipkart. Without even paying for the customer acquisition cost.

Like, whenever you are running Facebook Ads or even when you’re running the SEM. Like the search engine marketing ads. So, that is the power of search engine optimization.

Once your article starts ranking on Google search engines, you’ll be driving free traffic and all the money you make after the traffic, visit your website that will be a profit. So, that is the reason I focus a lot on search engine optimization.

I’ll be sharing all my techniques on how I rank my website on Google search results, number one position. So make sure you read the SEO lessons as well, in future articles.

So primarily, SEO is divided into three primary categories: “Black Hat SEO”, “White Hat SEO” and “Gray Hat SEO”. All these will also be discussed in future lessons.

Content marketing has been extremely popular for the last few years now. Because the customer acquisition model has changed. Content marketing is a very strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience to drive profitable customer action.

Now, this definition might have sounded very complicated, but in simple words, content marketing is all about creating content, so that you can provide value to your prospective customer.

So, let’s say, in my case, I am teaching digital marketing. Now, you guys are consuming this free content and some of you might also be liking the content. Some of you might like my approach to teaching.

So, if in the future if I create a paid course, and I sell it to you guys so you might just purchase the product. Because I have already given you so much free value. So much free content.

So, that is the power of content marketing. Giving value to your customers, or rather prospective customers, and showing them the benefits of joining your services.

If it’s a SAS product, software aware service, then I can give them a free trial, I can give them a comprehensive blog post, I can give them a free video course.

Similarly, if I am an e-commerce company, I can create wild content, top ten listicle articles, and then drive people to the website.

So there are numerous ways of doing content marketing. And especially in the last few years, and also in the coming years, content marketing will be extremely beneficial for businesses to drive customers.

So, we’ll be talking all about this in the content marketing module, where I’ll also have many case studies for you.

Now, let’s talk about email marketing. Another very important channel, and another channel, which I love.

Honestly, in India, specifically, email marketing is not that popular. Companies are using it but primarily the blogger and indie influencers are not using email to communicate with their audience.

I’m a strong believer in email marketing. Email marketing is also forming a big chunk of the revenue.

Take the case of this digital marketing course. How am I delivering you the lessons? I am giving you all the lessons through email, right? So, for me, email marketing becomes extremely important for my business.

So, email marketing is not just uploading a list of people to send to and spam them. It’s much more complicated than that. You also have to use specific tools, you also have to know the style of writing the emails, creating trip sequences, and all.

So, all that will be discussed in the email marketing module. So, make sure you read that article as well until the end.

Web analytics is the process of analyzing the behavior of visitors to a website.

So, I will be showing you the process of web analytics and how to use analytics for your advantage in the analytics module.

Now, the sales funnel is an extremely important part of any business. Because the ultimate goal of a business, to use digital marketing, is to drive sales, to make a profit, to sell their product or services.

To create a sales funnel, you have to know a comprehensive digital marketing approach. You need to know all the work details of digital marketing to create a profitable and successful sales funnel.

An idle sequence of events someone goes through to go from traffic to repeat customer is the whole essence of the sales funnel.

It’s a system that adds and removes the barrier for someone to become a customer or a repeat customer when it’s appropriate.

Let’s say Flipkart is selling mobiles. So, they might even show the advertisement on Facebook, so you might be browsing the timeline and then you suddenly see an ad from Flipkart.

So, you were not planning to visit Flipkart, you might not even know about the new mobile launch, but in the ad, you might see a new phone, so you’ll click on the ad, you’ll visit the website and you might even purchase.

This funnel has four important steps: awareness, interest, decision, action.

Now, this might sound very complicated, but in simple steps, consider yourself as a customer and think through the journey as a customer to buy a product.

So, first of all, you need to make the customer aware of the product. Like, in my case I am giving you everything for free, the free digital marketing course.

So, first of all, you might have seen my Facebook advertisement or any other banner advertisement on any of the websites, right?

So, that is the awareness section. I’m getting your attention because you don’t know me, you don’t know who Yash Bhalala is, you don’t even know about my existence.

So, first of all, I need to make you aware. The second is to grab your interest. Now, I am teaching everything for free. now, this course is sold by the various institute for around 60,000 to 70,000 rupees.

Now, this for a customer is interesting. Because they don’t have to pay any money, and they are adding a very important, and very unique skill in their resume.

Now, comes the decision. Now, you’re on my learning page where I’m telling you that I am giving this free course and these are the benefits, etc, etc… and I’m asking you for your email address. So, you have a decision to make.

Either you can close the tab, or you can think about it, look at the benefits of digital marketing and you might even enter your email ID.

Now, if you enter your Email ID, that will become an action. You took an action. So, for me, my sales funnel is, first making you aware of my existence, about my offer.

Then getting your interest, helping you decide on joining the digital marketing course, and making you take the action of entering your email ID.

It’s a very simple sales funnel because, honestly, this is not exactly a sales funnel. After all, I’m not selling you anything. Everything is free in this case.

Similarly, you can correlate it with any product-owning company or a service-based company. First, they have to grab the attention or the awareness, then the interest, then the decision and then making the people buy their product or service.

The more expensive the product, the longer and more complicated the sales funnel will be. Because it’s harder to get someone to pay.

All of these might sound confusing, but trust me it’s not. Just keep reading the lessons.

Another important area is conversion rate optimization.

This is a moderate concept in digital marketing but a very important one. Conversion optimization helps you in getting more out of your funnel.

Like in the last case when it cost more in the sales funnel. I’ll again take this example here.

So, here we have a landing page for the free digital marketing course. Let’s say a hundred people visited this page. And out of those hundred people, let’s say 30 people put their email ID here and subscribe for the course.

If I can get 50 people to subscribe for the same course instead of 30, then for the same cost, I am getting more benefit, right? Because I am already spending money to acquire those hundred visitors.

So, if more people are entering their email ID that’s a better conversion rate for me. So, this is where conversion rate optimization comes into play.

So here you must have seen this exit pop-up. After some time, this pop-up opens up. So this helps in getting a better conversion rate optimization, getting more email subscribers.

So, this is a tactic for conversion rate optimization. Similarly, there are many different tactics used to increase the conversion rate of a learning page, or a product page, or a sales page.

In an essence, CRO is all about the percentage of people going from one stage of the funnel to the next stage.

Now, CRO can drastically affect the performance of your funnel. Because for the same expense, you’ll be making more money from your funnel. And CRO is all about A/B testing.

A/B testing is when you test two different variants and see which one is performing better.

I’ll again mention that this all might sound confusing, but once you get the hang of it, it will be a piece of cake.

Now, there are other modules for digital marketing as well, like e-commerce marketing, video marketing, influencer marketing.

We will be covering all of these in our module. So don’t worry, you will become a pro digital marketer by the end of this course.

Now, this is the important step I was telling you about at the start of the article.

In my digital marketing experience, one thing I can tell you is that I have learned digital marketing not by watching videos or not by reading articles, yes, I have done that as well. I have watched a lot of videos read thousands of articles.

I have bought expensive courses, just to learn what I am teaching you today. But the real learning came when I started implementing everything.

The best way to learn digital marketing is through practice. I’ll keep mentioning the same line again and again in future articles as well.

But trust me guys, if you have taken this first step of learning digital marketing, make sure you don’t waste your time by just looking at the articles, but rather implement, rather take action.

Digital marketing is not like a book where you just mock-up things and clear the exam. Here it is everything about practice. You need to implement everything I tell you in all the articles.

And the first step is to start a blog. Practical knowledge is a hundred times more powerful than compared to theoretical knowledge.

You’ll read the article, you’ll think that you have understood everything, you’ll be able to implement it when the time comes. But trust me guys, I used to feel the same, I used to think the same.

But I only succeeded when I started implementing everything. And the best decision of my life was to start blogging. I still remember the day, I was doing my job, my first salary was carried to my bank account and my first online purchase was hosting.

Some of you might not even know what a blog is, or how to start a website, how to start a blog, how to even create a passive income through a blog.

All these will be taught to you in the next article. But I just want you to understand that if you want to learn digital marketing if you want to become good at digital marketing, you’ll have to practice. And the best way to practice is to implement everything on your blog.

The best part about digital marketing is that you don’t have to go to an offline institute to get the certification and all. You can learn everything, just through your computer or a laptop and an internet connection.

This course is completely free. I am giving you everything for free. I know many institutes out there that are charging 30,000 to 60,000. I even know a few institutes that are charging 100,000+ for the same course.

I know students are unaware that everything can be learned for free. Even paying the money is fine, but I have seen the curriculum, I have seen the topics they are teaching.

See, the thing is that digital marketing is highly dynamic. Everything is changing so fast. Like a few years earlier, Facebook was everything. But today people are moving away from Facebook more towards Instagram.

Similarly, the tools are changing, the consumer perceptions are changing, the way to drive customers are changing. And the curriculum has been the same for these institutes.

They are still teaching what was working in 2007 or 2010. But those things don’t work anymore. So, don’t waste your money on, all these expensive courses. Rather the best way to learn digital marketing is to start a blog.

So, I’ll see you in the next lesson. I hope you understood all the components.

Don’t worry we will be covering the detailed explanations in future articles.

So now, let’s talk about how to learn digital marketing.

Starting a website is the most important step in learning digital marketing. All the knowledge I have, all the expertise I have, is all because I implemented everything on my website.

Even today, I am constantly learning. And whatever, I learn, I make sure that I practice it on my website. Because practical knowledge is what defines digital marketing.

My biggest regret is taking too much time in starting my first website. I give all my students the advice on starting a blog or website as soon as possible.

As it reflects positively on their resume. Whenever I’m hiring a digital marketing person for a job in my company. If they have a blog or a website, their chances are ten times more compared to other candidates.

Every company needs a person who has the practical experience and not just bookish knowledge. Practical is the way to learn digital marketing.

Thanks for reading this article, I hope you learned something new, I’ll see you in the next lesson.

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