DIGITAL MARKETING THE ULTIMATE - AMIT JADHAV
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The ultimate A-Z Guide for Digital Marketing that you need for 2020!
ABOUT THE GUIDE
With 2019 almost coming to an end, I’m sure
every business or brand’s focus would be on how to
skyrocket sales in 2020. Marketing on digital platform
has become utmost important for all businesses and
it’s mandatory to incorporate digital marketing in your
existing marketing strategy to stay ahead of all and
reach out to the right people on digital platform. This
guide covers A To Z of digital marketing that you need to
know in 2020 and implement them in your marketing
strategy to up your game! We have specially curated
this guide for all brands right from small to large scale
businesses, we hope you find this useful! Please do share
it with your colleagues so that we get one step closer to
making masses DIGITALLY SMART!
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 2
100 TERMS BY CATEGORY
A H Q
• Audience • Hashtags • Quora
• Analytical tools • Hyperlinks • Quality Score
• Adwords • HTTPS
• Affiliate marketing
• Augmented Reality
• HubSpot
R
I
• Artificial Intelligence
• Reddit for Business
B
• Ranking
• Remarketing
• Instagram for business
S
• Influencer Marketing
• Brand Awareness • Infographics
• Blogging • Impressions
• Browser Compatibility • Search Engine Optimization ( SEO)
J
• Backlinks for Businesses • Schema markup
• Search Engine Marketing (SEM)
C
• Social media Giveaways
• Join communities
T
• Joomla
• Chatbots • Jacking
• Call To Action (CTA)
• Collaboration
• Customer Relationship
Management
K
• Keyword Research
• Twitter for business
• Tumblr
• Traffic
• Testimonials
• Canva
• Keyword density
D
• KPIs (Key Performance Indicators)
• Keywords Everywhere U
L
• User Generated Content
• Digital Platforms for • Uniform Resource Locator (URL)
Business • UnSplash
• Double Loop Marketing • LinkedIn for business
• Dynamic Content for
more leads
• Digital Marketing Funnel
• Landing page
• Live Streaming V
M
• Voice Search
• Demographics • Visual Search
• Virtual Reality
E • Micro blogging • Video Content
• Mobile friendly websites • Vimeo
W
• Email marketing for • Medium
N
businesses
• Edge Rank • Whatsapp for Business
• Engagement • Webinars
• Ephemeral marketing • Neuro Marketing • Whitehat SEO
• E-Commerce Marketing • Newsletters • White papers
• Evergreen Content • Niche Marketing
F
• Non Profit Marketing
X
• Facebook for business O • XML Sitemap
• Forums for digital marketing
• Free online content creation tools
• Freebie Marketing
• Organic Traffic
• On-page Optimization
• Off-page Optimization
Y
• Youtube For Business
G
• Yext
P • Yelp
• Yoast SEO
Z
• Google My Business (GMB) • Pinterest for Business
• Google Search Console • Pay Per Click (PPC)
• Geotagging • Podcasts
• Google Reviews • PlugIns • Zoho
• Guest Posting • Power words • Zapier
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 3
AUDIENCE
It wouldn’t be wrong to call audience as “the Heart of
digital marketing strategy”. To market effectively, you need to
know who your audience is. Otherwise, how can you appeal
to them? Hence the key lies is first identifying your target
audience and then design a strategy that would help you
convert these audiences into your customers and eventually
A
your loyal buyers! This isn’t as easy as it seems to read on your screens. You need to do
extensive research on how to select a target audience for your brand/business. Here
are the key criteria to consider while choosing the right audience:
• Choose specific demographics to target- Age, Gender, Profession, Income etc.
• Analyse your competitor.
• Study your current customer base.
• Define your products or services.
Study the psychographics of your target audience- Interests, Lifestyle, Hobbies,
Shopping style etc. Then perform a self assessment to see how well your product or
services fits your target audience. Have a checklist in place that would cover key
questions like :
• Does your product or service fits into your potential customer’s lifestyle?
• Is my product or service cost effective?
• Do I have a proper customer service in place to answer audience queries?
• When would the target audience use the product ?
• What would bring them back to you for a repurchase?
Finding an answer to all these is very crucial so that you know you are targeting
the right audience and not just investing your time and efforts at the wrong place.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 4
ANALYTICS TOOLS
A
Social media analytics tools is a prime part of the marketing strategy. As a business
or brand its very important to understand what’s working in your favour and what’s not!
Social media analytic tools gives you an insight of how your posts are performing.
Monitoring the content you post is as important as coming up with fresh content. In fact
both the things are interlinked with each other. From the insights of the posted content
you would get a fair idea about the how the audience is responding to the posts and
accordingly you can modify your strategy for the upcoming posts. Below is a list of
social media analytics tools which can serve the purpose.
• AgoraPulse • Sprout Social • Audiense Connect
• Brandwatch • Brand24 (Twitter)
• BrandMentions • Followerwonk (Twitter) • TweetReach (Twitter)
• TapInfluence • Iconosquare (Instagram • Tailwind (Pinterest and
• Hootsuite and Facebook) Instagram)
• Rival IQ
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 5
ADWORDS
A
Adwords is a keyword based advertising service by Google that allows
businesses to reach out to a wider audience on the digital platform. Whenever a
user searches a particular keyword which you have targeted using Google adwords,
your business ad would be triggered to show up to that user. The ads would be shown
up as sponsored links on Google search results as well as on Google partner pages
like Ask.com and AOL.
AFFILIATE MARKETING
Affiliate marketing is a strategic marketing approach of getting sales through
a third party, commonly referred to as an “Affiliate” who in turn gets commissions
on sales made through his/her channels. This helps businesses to reach out to larger
masses through affiliates and thereby boosting the sales.
Affiliate marketing is actually a win win situation for both- the businesses as
well as the affiliates. Businesses wins because they are able to get new customers at a
guaranteed rate which barely involves any risk. Affiliates win because they don’t have
to invest any money in creating their own product or services nor do they have to pay
to join an affiliate program.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 6
A
AUGMENTED REALITY
Augmented reality is slowly gaining attention on digital platform and is expected to change
the whole social media marketing game. Augmented reality can take user experience to the next
level. With this technology coming into the picture, brand can offer a try and buy experience to their
buyers through virtual catalogue. For instance Real Estate owners can give a virtual home tour to their
customers through augmented reality. Likewise beauty brands can also add an option wherein the
customers can see how a particular lipstick shade or nail paint colour would look on them. This would
make the whole shopping experience hassle free and more realistic.
ARTIFICIAL INTELLIGENCE (AI)
Artificial intelligence is currently the future of digital marketing. AI can
help businesses increase sales, detect fraudulence, improve customer experience,
automate work processes and also provide predictive analysis. The scope of Artificial
intelligence for businesses is innumerable. Automated chatbots, virtual assistants
like Apple’s Siri, Alexa by Amazon, Google Home are all examples of of
AI technology. Harnessing the power of AI has become the need of the hour for
businesses to sustain in the market.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 7
BRAND AWARENESS
Every brand has a voice that needs to be heard and that
is where the whole concept of brand awareness comes into
the picture. Raising brand awareness on digital platform has
now become an utmost need for businesses. In fact, it’s one
of the chief reasons they invest in digital marketing. There are
many ways of getting people talk about your brand. Listing a
few of them below:
B
1) Influencer marketing
Rope in the right people who’s got the power to influence the audience on social
media to promote your products/ services. They can be a key resource to reach
out to a wider audience.
2) Partnerships
Join hands with the right people in the industry who can help grow and expand
your brand. They can be people associated to your niche who can partner with
you for cross promotions. For instance you can be a baby food manufacturer and
can consider partnering with those into baby skincare product manufacturing to
cross promote each other on your respective social media platforms.
3) Run ads
For brands that can afford it, advertising is a classic way of building awareness.
For example, pay per click ads are something a business cannot miss on integrating
in their digital marketing strategy. In addition to it you can also run Facebook ads
to create brand awareness.
These are just a few strategies to name, some brands use them individually while some use
them in combination.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 8
BLOGGING
Blogging has become an important part of inbound
marketing. Basically a blog can be referred to a platform for
sharing information or knowledge on a digital platform. It
B
can be pertaining to anything related to your expertise or your business niche. Blog
improves website traffic growth, conversion rates and also improves your visibility on
the internet. There are usually two types of blogs- Personal or individual and second
that’s run by a group of people or an organization as a business blog. Both will usually
include content related to a variety of topics. These can be articles, photos, videos,
experiences of different events etc.
BROWSER COMPATIBILITY FOR BUSINESS PAGES
With Internet Explorer, Mozilla Firefox, Google Chrome, and so many more
browser options for the users, Businesses need to be sure their websites shows up the
same way irrespective of the type of operating system and browser a visitor uses. Your
business website should look perfect in order to convert a visitor into a customer. Here’s
a list of some tools which can help you check browser compatibility of your business
website.
• LambdaTest • CrossBrowserTesting • TestingBot
• Experitest • Sauce Labs • MultiBrowser
• Functionize • Browsershots • Browser Sandbox
• BrowserStack • BrowseEmAll • Browserling
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 9
B
BACKLINKS FOR BUSINESSES
Backlinks for your business website is very important from SEO point of view, to
help you rank on Google. Having high quality backlinks is very important to attract
visitors to your website. Higher the number of backlinks to your website, greater are
the chances of being ranked by Google. Check out the tools mentioned below which
can help you with backlink analysis of your business website.
• Linkstant • Check My Links • Pitchbox
• Linkody • Broken Link Builder • Monitor Backlinks
• Linkbird
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 10C
CHATBOTS
Chatbot for digital marketing have shown an immense growth over the last couple
of years and have been implemented by many brands irrespective of their business
size. Chatbots is great option for managing the initial steps of the marketing process,
whether that’s gathering contact details and information for a sales call or answering
general customer query online.
In addition to that, AI enabled chatbots offers following added advantages
to businesses:
• Deliver perfect message every time.
• Better conversion rate when a visitor chats on the website.
• Fast track your sales.
• Accelerated revenue with chatbots.
• Get more leads.
• Build contextual & personalized experience that stands out.
• Get more customer interaction on the website.
• Help save time and human efforts.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 11C
CALL TO ACTION (CTA)
As the title implies CTA should be strong and compelling enough to encourage a
visitor to take action after reading the content. It can be anything from “Contact Us to
Know More” to “Sign Up Now!” It may even include a link to free materials, such as an
ebook or free tool kit. CTA can be inserted on the website in various forms like a button
or a banner or even a pop up window that comes up when a user is browsing through
the website. The main goal of CTA button is to convert a viewer, visitor, or reader into a
lead for the sales team. CTAs can drive a variety of different actions depending on the
content’s goal.
COLLABORATION
The term itself is self explanatory. Collaboration is all about joining hands with
others in the business to get collective benefits for everyone who is a part of the activity.
Collaboration offers a number of benefits like it helps you grow your network, it saves
time, effort and money as well as it’s a collective approach. Guest posting is one very
good example of collaboration between two businesses or brands to give backlinks to
each other’s websites.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 12C
Customer Relationship Management
Customer Relationship Management is all about the methods and software that
helps businesses manage their customer relationships in a methodological and organized
way. Customer management is the heart of any business and having a system in place
is indispensable for any business. There are so many CRM tools available on the net
that can be utilized for this purpose. HubSpot, Zoho, Infusionsoft, Hatchbuck, NetSuite
CRM+, Infor CRM are a just a few to add to this list.
CANVA
Canva is a graphic designing tool that’s user friendly which is apt
for everyone irrespective of the level of expertise a person has. It is used by
non-designers as well as professionals. The tool can be used for both web and print
media design and graphics.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 13DIGITAL MARKETING PLATFORMS
D
Social media marketing is a powerful way for businesses to reach prospects
and customers. Hence its very important to stay connected with the audience through
different social media platforms like Facebook, Twitter, Instagram, Pinterest and so on.
Also with changing times and trends, more and more new platforms are added to the
list, hence it’s very important for businesses to stay updated about them and keep a
check on how the competitors are utilising these platforms to attract customers.
Using social media in marketing not just improves site traffic and but also helps
businesses reach more customers. Hence upping your game on social media is utmost
important for brands and businesses.
DOUBLE LOOP MARKETING
Double loop marketing is a strategy that suggests small businesses to first build a
relationship with the audience through blogs, free webinars etc to interact and gain the
trust of your potential customers and then move to e-commerce. To sum up in one line - “
FIRST MARKETING THEN COMMERCE”. This type of marketing works great for NGOs
and Educational Institutes.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 14B E C R E AT I V E
D
DYNAMIC CONTENT FOR MORE LEADS
Content on the internet is of two types - Static & Dynamic. Static content is the one
that always remains the same and Dynamic content is the new content that’s being added
to your website on a regular basis. With changing data trends,customer behaviour
and choices, it’s very important for businesses to adapt to dynamic content to stay
relevant and relatable. Dynamic content increases the chances of business conversions
by making the customer experience more pertinent and intuitive.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 15DIGITAL MARKETING FUNNEL
D
Digital marketing funnel involves a 5 to 6 step process that covers
everything right from attracting clients to retaining customers. The breakdown of
the steps is as mentioned below:
1) E
XPOSURE: Exposure is all about creating awareness about your brand or business.
This can be done by SEO, content marketing, community sharing and so on.
2) D
ISCOVERY: Once a potential customer visits your business page, it’s very important
to keep him/her glued to the page. The best way of doing this is giving them
recommendations similar to the ones they are looking for. Classic example of this
would be Amazon.
3) C
ONSIDERATION: This is the step when a prospect considers of buying your
products/ services.
4) CONVERSION: When a customer finally makes a purchase.
5) C
USTOMER RELATIONSHIP: After a purchase is made, it’s very important to
maintain a good customer relationship through prompt communication, query handling,
customer services
6) C
USTOMER RETENTION: Last but the most important step of Digital Marketing Funnel,
is customer retention by creating value and maintaining excellent user experience.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 16D
DEMOGRAPHICS
Demographics refers to Personal information about users or customers (usually
collected, studied or used in marketing in the aggregate – i.e. not identifiable to a
specific individual); e.g. age, gender, occupation, education level, zip code, number
of people in the household, marital status and so on. Demographics can be segmented
into several markets to help an organization target its consumers more accurately.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 17E
EMAIL MARKETING FOR BUSINESSES
Email marketing is one of the most resourceful tool which businesses often
tend to neglect in their digital marketing strategy.It can be used for various purposes
right from branding, engagement, traffic generation, direct or indirect sales, for
promotional activities and much more. But it’s important to understand what is the whole
purpose of using email marketing and how to use it correctly without spamming people’s
inboxes. Email marketing is not just for profit or growth, but the purpose of email
marketing is to transition your customer from the initial phase of being a potential buyer
to a loyal buyer through a smooth phase.
EDGE RANK
Edge rank is an algorithm that Facebook uses to decide what articles are to
be displayed on a particular user’s feed. It is one of the most important algorithm in
marketing. EdgeRank formula is based on three elements- Affinity, Weight and Time
decay. For anyone looking to market a product or service on Facebook it’s essential that
you understand how this algorithm works.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 18E
ENGAGEMENT
Engagement is the interaction of the audience in the form of likes, shares, retweets
of the content you are posting on social media platforms. Understanding these insights
is very crucial for businesses. It gives a clarity on the effectiveness of the content that’s
been shared with the audience and also helps to build relationships and brand loyalty
with the potential customers. You can use different social media analytics tools for
this purpose. Examples include Facebook insights, Twitter analytics, Pinterest analytics,
Slideshare analytics, BuzzSumo, Google analytics and many more.
EPHEMERAL CONTENT
Ephemeral content is usually visually appealing content in the form of images,
videos that’s available only for a brief period of time. Instagram stories, Facebook
statuses are some classic examples of such type of content. The goal of ephemeral
content is-
1. To elicit an immediate response as the content is short lived, it generates a sense of
momentousness that’s fueled by the fear of missing out (FOMO).
2. To increase user engagement as this type of content is more relatable and instantly
connects with the users.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 19E
E-COMMERCE MARKETING
Ecommerce marketing is the act of promoting the brand or business over an
e-commerce website for driving sales. Ecommerce marketers can use social media,
digital content, search engines, and email campaigns to attract visitors and facilitate
purchases online. It can be done in different ways like Email marketing, guest posting,
Youtube content creation, etc.
EVERGREEN CONTENT
‘Evergreen’ content gives good information and value no matter when a reader
finds or sees that content, it is timeless and lasts and doesn’t have a season. Evergreen
content tends to get higher search engine rankings for your site, higher traffic, and can
be a page you refer to internally for some time. This is content that will help you for a
long time after you publish it.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 20FACEBOOK FOR BUSINESS
F
Facebook can be your prime source for reaching out to the right people on the
internet. You can start with creating a professional Facebook page and remember, organic
reach on Facebook can be extremely limited, so consider a cost-effective Facebook ad
strategy, which can have a big impact on your organic Facebook presence! Irrespective
of whether you are into B2B or B2C, your marketing strategy should have Facebook at
the top of the slot.
FORUMS FOR DIGITAL MARKETING
As a business or brand it’s not just important to follow the latest digital trends but also
be an active part of the discussions with those in similar domain to maintain a competitive edge
over others. And thus come into picture the digital marketing forums. In these forums you get to
raise questions, discuss trending issues, share and gain knowledge and hence
grow your business and yourself. Here are some forums you definitely need to check out
if your goal is to grow with others.
• Aff Playbook • Click Newz • Quora
• Apex Forum • Digital Point • SEO Mastering
• Black Hat Naija • Growth Hub • Smart Insights
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 21FREE ONLINE CONTENT CREATION TOOLS
Content creation is the foundation of digital marketing.
Coming up with new and fresh content every time can be
quite challenging and daunting for brands. Also if you are
just a start up who’s new to this whole concept of SOLID
CONTENT CREATION, then it would be the best option for
F
you to look into some free tools to create professional content that’s visually appealing
and engaging for the audience. Here are some of the best of the best tools which can
be exploited to the fullest for the said purpose.
1) UNSPLASH: Unsplash offers the best high-resolution stock photos for your social
media accounts, blog posts, or promotional campaigns.
2) CANVA: Visual content creation tool with free pre available templates and many
more assets.
3) SLIDESHARE TEMPLATES: For creating shareable, embeddable SlideShare
presentations.
4) THINGLINK: For creating clickable images so that users can visit the embedded links.
FREEBIE MARKETING
It is a strategy of selling one product at a lower price (like almost for free)
with purpose of increasing the sales of the other complementary products.
Often referred to as the “Razor and Blades Business Model”, freebie marketing
idea is to lure the customers to buy a bigger product by giving away a smaller one
for free. Mcdonald’s would be a perfect example for this. They usually offer free fries if
you opt for a meal.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 22GOOGLE MY BUSINESS (GMB)
G
GMB is probably one of the most underrated tool which is often overlooked
by many businesses. GMB listings are meant to display all the information shoppers
need to streamline their search and decide whether a business can meet their specific
shopping requirements These pages appear in Google search, Google maps, and
on Google+. Hence it’s crucial for a business to set up a GMB Page to increase the
chances of their visibility. GMB page of a business should be neat and should cover all
the basic information of your business like address, operation timings and days, contact
number, website and so on.
GOOGLE SEARCH CONSOLE (GSC)
Popularly known as “Google Webmaster tool” in the past, GSC is a free service that
helps you analyse your website. You can track the traffic that’s coming to your website,
whether people are visiting the site from desktop computer or mobile devices, which
pages on your website are getting more traffic and so on. You can submit a sitemap as
well using a Google Search Console. It also shows you site errors and helps fix them.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 23GEOTAGGING
Geo tagging increases your business visibility and makes
you visible to people even when they are not trying to search
you. Geo tagging option is available across almost all social
media platforms. Content that’s geo tagged gets significantly
G
more engagement than content that’s not geo tagged. Check-in on Facebook is one such
way of geo tagging your content. Likewise Snapchat allows you to create a geofilter of
your own for your brand.
GOOGLE REVIEWS
Google reviews may seem quite common term for all but it is one of the most principle
or key factor when it comes to building customer trust and attracting more business.
They also increases your business’s indexing on Google maps and Google My Business.
Hence it’s very important to request your customers to leave feedback in the form of a
Google review. In order to have a competitive edge over your counterpart, you need to
have 3 times more reviews than them to rank higher on Google.This means you should
try to earn 3 reviews for every review your competitors earn.
GUEST POSTING
Guest posts can get you and your products in front of relevant audiences. Guest
posting can either be done as a free or a paid collaboration. Submitting guest posts will
also help you get more domain authority for your site, thereby telling search engines
that you have a reliable site. Guest posting remains the most effective digital marketing
strategy to build your online influence.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 24H
HASHTAGS
It is a symbol (#) that is used before a word which makes it easier to for people to
find the post when they search for the same topic. Though it’s now popular on all social
media platforms, it was initiated originally by Twitter to make it convenient to find all
the related posts by creating conversation threads using a specific hashtag. Likewise a
brand/ business can have a unique hashtag that would be specific only to them so that
when users searches using that hashtag only your brand’s content would be available
to them.
HYPERLINKS
Hyperlinks are the underlined blue letters that are clickable and takes the user
to the targeted page in a less span of time. They can be inserted into a website page,
word document, spreadsheet or any database infrastructure. It improves SEO, increases
page views, improves trustworthiness. When added to the Call to action words (like
Buy Now, Add to cart) they take the users to the landing page and thereby increases the
chances of conversion. Inshort they play a very critical role in improving brand’s online
presence.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 25H
HTTPS
HTTPS stands for Hypertext Transfer Protocol Secure. It protects the integrity of
your website. HTTPS websites are more secure and have higher chances of ranking
in Google searches. Furthermore, websites that have HTTPS appear more trustworthy
to the visitors and they would interact with more assurance which would lead to more
business.
HUBSPOT
HubSpot is an inbound marketing and sales software that can be used by
companies for building client database to customer relationship management. They
have tools that divided into “Hubs”. These tools can be used for many purposes right
from social media management to tracking leads, In short this is one in all marketing
software for any brand or business.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 26I
INSTAGRAM FOR BUSINESS
With more than 200 million users visiting an Instagram business profile everyday,
we cannot stress on how important it is for a brand or a business to be on this massive
digital platform. The engagement rate on Instagram is terrific and it will grow tremendously
with coming years. The Ads platform on Instagram has an access to some of the most
advanced social media advertising targeting options which makes it one of the best
platform for marketing after Facebook.
INFLUENCER MARKETING
Social media influencers, bloggers, personal shoppers whatsoever you may
call them, these are the ones who have a major impact on their audience’s lifestyle
and purchasing decisions. People tend to connect with these people more easily than
connecting with a celebrity. Moreover, hiring a social media influencer is way more
economical than hiring the latter. Hence Brands and businesses should consider bringing
in authentic social media influencers on board for upcoming years.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 2701
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INFOGRAPHICS
Infographics are widely being used by businesses to capture the attention of the
viewer. Infographic is a set of information that is represented in a graphical manner to
make it visually more appealing and easy to grasp. Infographics tells brand’s story in a
better understandable way and they are far more engaging than a plain text.
IMPRESSIONS
The number of Impressions is directly proportional to the number of users who have
seen your online content. Impressions are usually categorised into two types- Served
Impressions and Viewable Impressions. The latter are based on the data collected
from user’s device whilst served impressions are those that purely rely on server data.
Tracking impressions is very important in content marketing when you are building your
brand.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 28JOIN COMMUNITIES
Joining communities is very important for brands and
businesses on social media. It keeps you updated on the latest
trends online also it helps you create your own brand awareness.
Not all communities can be merely considered for business
purpose. Some are for building connections and relations.
J
Communities can be grouped into different types like...
1) Communities of interest - Example: facebook.com, myspace.com
2) Communities of Task - Example: urbandictionary.com, wikipedia.com
3) Communities of Vocation - Example: TrueAviation.com
JOOMLA
Joomla is a free and open-source content management system (CMS) for
publishing web content. Brands can build dynamic powerful websites and
applications with online web store, directories portal, customer service system,
membership sites or even a blog site using Joomla. There are thousands of extensions
available on Joomla extension directory.
JACKING
The term may sound a bit new for many when talking about digital marketing.
Jacking or more precisely trend-jacking is a term used my social media marketers and
writers when they try to optimize the content (blog/website) by inserting a trending
hashtag or topics to get more traffic and visitors.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 29KEYWORD RESEARCH
Keyword research is one of the prime factor in Search
Engine Optimization and cannot be ignored. Keywords are
actually the search words, it can be one or more than one
word. These are the words that would help people find your
business on the internet. Hence it’s very important to choose
keywords that are relevant to your business so as to attract the
right audience. There are usually two types of keywords:
K
1) Short tail keywords 2) Long tail keywords
Here are some free keyword research tools which can be used for choosing appropriate keywords.
• Google Trends • Keyword Surfer • Google Search Console
• Keyword Sheeter • Keyworddit • Ahrefs
KEYWORD DENSITY
Keyword density refers to the percentage of how often the focus keyword is used
on a webpage in relation to total words on that page. It can be calculated using a
simple formulae.
(Number of keywords/ Total number of words) * 100
1 to 3% is considered to be an ideal keyword density by many SEO experts.
Also it is not advisable to stuff keywords in your article just to increase keyword density.
Ideally keywords should be placed at the following places in the article:
• Permalink • Meta title tag • As actor text in the
• H1 tag • Start of the article images
• H2 tag • End of the article
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 30K
KPIs (KEY PERFORMANCE INDICATORS)
Marketing KPI as the name suggests is the quantifiable value that companies use to track
the success of marketing across all channels. Some of the popular marketing KPIs include
Cost Per Lead, Quality and Quantity of Leads Acquired, Return on Investment (ROI), Cost Per
Acquisition (CPA), Conversion rate and Website Visits Per Marketing Channel.
KEYWORDS EVERYWHERE
Keywords Everywhere is a free Chrome and Firefox extension that shows you
monthly search volume, CPC & competition data on 15+ websites. This extension will
help you find the search terms that you can rank for which will drive mountains of traffic
to your website. It’s even recommended by huge digital marketers like Neil Patel!
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 31LINKEDIN FOR BUSINESS
LinkedIn is one of the more professional social media
marketing sites and especially crucial for B2B sector. LinkedIn
Groups is a great place for having a professional conversation
with people in similar industries as yours. Requesting
your existing or past customers to give your business a
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recommendation on LinkedIn can be beneficial to your business to a great extent.
Recommendations makes your business appear more trustworthy and reliable for new
customers.
LANDING PAGE
Landing page is also called rightly as the “ LEAD CAPTURE PAGE”. The main
purpose of a landing page is to compel the user to take an action either in a way to
make them subscribe to a program, make a payment or even register for any course.
Hence it’s utmost important to make sure your landing page is effectively optimised.
The key components of an effective landing page are headline, copy, keywords, social
sharing buttons, lead capture/conversion form and image.
LIVE STREAMING
2019 has witnessed a considerable rise in usage of live feature across various
social media platforms and it will continue to soar in 2020. Right from Instagram,
Facebook to YouTube almost all of these platforms now provide brands an option to
connect in real time with their audiences. Engaging with your customers should be
a key focus for every brand in 2020 and there couldn’t be anything better than live
streaming to showcase your new collection, product launches or even to host a Q&A
with your clients to understand their requirements better.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 32MICROBLOGGING
Microblogging is about sharing content with your
audience in a short precise format, usually within the range of
150 to 300 characters. Not everyone would be interested in
reading content in a long format like blogs, hence microblogs
are perfect ways of sharing information with your audience
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in a precise time saving manner. Twitter, Tumblr, Pinterest, Instagram are some of
the best examples of microblogging platforms. Also the engagement rates are higher
on these microblogs.
MOBILE FRIENDLY WEBSITES
Mobile internet usage has always been higher than desktop usage and If your website
has not been optimized for mobile use, then you are committing a Himalyan
Blunder. Moreover, irrespective of the mobile device, your website should
look the same across all devices. Also with the Google Algorithm change
that occured in 2015, the websites that are optimised for mobiles,
rank higher than those that are not. Apart from this, mobile friendly websites offers other
perks as well like higher conversion rates, better customer experience, faster responses,
more reach and much more.
MEDIUM
Although this content platform wasn’t welcomed on a grand scale like the others
but drawing more than 30 million user visits per month, Medium isn’t a bad deal for
marketers. If you are a start up and looking to create a digital presence without wanting
to create a business website, Medium is one of the best platform to start with. If you
already have a website you can also cross promote your blogs on Medium. You can
create captivating stories on Medium about your blogs, you can drive quality traffic to
your business website.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 33FLAT DESIGN SUBSCRIPTION POPUP
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NEURO MARKETING
One of the latest trends in marketing which is catching up pace and is being
adopted by business in recent times. Neuromarketing is all about getting in human
brain to cut the noise on social media and so that your brand can truly resonate with
the audience. It helps you identify customer preferences, choices, likes/dislikes so that
the brands can then adjust their product or services to reflect subconscious consumer
needs. Neuro Marketing involves the use of technologies such as functional magnetic
resonance imaging (fMRI) and electroencephalography (EEG) to measure specific types
of brain activity in response to advertising messages. The drawback of this marketing
strategy is that it’s quite expensive and cannot be afforded by all businesses.
NEWSLETTERS
Newsletters are used by marketers to send product/ service related information
to the subscribers. It can be used as a medium to show that a Brand cares for their
customers. Newsletters need to be professional but with a hint of personal touch to it.
They need to be conversational, appealing and compelling enough to urge the user to
take an action on it.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 34N
NICHE MARKETING
Niche marketing is a strategic approach that focuses on targeting a unique market
for advertising your products/services. Niche marketing can be extremely beneficial for
brands to stand out in the business and resonate more specifically with a distinct set of
people. Niche marketing is a 4 step process that consists of the following steps:
1) Determine your brand’s strengths.
2) Do Niche specific industry research and competitive analysis.
3) Get to know your potential customers.
4) Choose a niche marketing campaign, test it, adjust it, repeat it.
5) Reach your niche market.
NON PROFIT MARKETING
Marketing of a product, service, cause for which overall goal is not to make
a monetary profit for the organization/marketer. It may include promoting or selling
goods or services to support organization, but profit is not primary. It often includes
same marketing mix, channels or tactics as for-profit marketers.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 35O
ORGANIC TRAFFIC
Organic traffic refers to the visitors who land onto your business page through
unpaid search results. These visitors are not referred to your site through any paid ads,
but purely through search engines like Google, Bing and so on. Driving organic traffic
to the website is not as easy as it sounds here. You need to consistently post high quality
content that’s likable by the search engines. Organic traffic is one of the best strategy
for gaining new visitors to your website. Below are some tips to increase organic traffic
to your website:
1) Use trending keywords.
2) Write a compelling headline.
3) Incorporate secondary keywords as well in the writeup.
4) Insert visually appealing images.
5) Use the power of social media to share your blog/article to get traffic.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 36CONVERSION
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optimization
ON-PAGE OPTIMIZATION
Optimization means to enhance your website and pages so that they can be
easily located by the search engines. The term On-Page Optimization refers to making
the required changes on the page itself to optimize them for search engines. Examples
of on-page includes optimising the content for meta description and meta tags.
OFF-PAGE OPTIMIZATION
Off-Page optimization involves making changes off your website or page in order
to improve its ranking on search engines. Some of the ways of doing off-page optimization
are backlink generation through guest posting, forum submissions, free directory
submissions, answering questions on platforms like Quora etc.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 37P
Pinterest for Business
Pinterest is one of the fastest growing social media marketing platform.Pinterest allows
businesses to showcase their product offerings with unique attractive pinboards. When
developing your Pinterest strategy, remember that Pinterest’s primary audience is female.
If that’s what your business audience requirement is, then you need a presence on
Pinterest!
Pay per click (PPC)
Pay per click is an online marketing model where in an advertiser pays a certain
fee to the publisher of the ad whenever the ads get clicked. PPC is very important
marketing approach because sometimes it may take a while to get organic views for
your website. But using PPC campaigns businesses can buy direct visits to their site. A
successful PPC ad depends on certain factors like keyword relevance, landing page
quality, Google Quality score and so on. Businesses definitely needs to consider PPC
ads for growing customer database and getting more leads at a low cost.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 38PODCASTS
Podcasts are audio recordings that are pre-recorded
and are available for users for downloading on computers
and mobile devices. With lifestyle on-the-go many listeners
prefer to listen to podcasts while doing their activities, be it
cooking or driving or even working out. Hence brands can
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leverage them to tell their brand story to the audience. Podcasts can also be done in
collaboration with other brands/ businesses to create fresh content for the listeners and
keep them glued.
PLUGINS
Plugins are the software add-ons that help to add more features to the website
to add more value to the website. Many different types of Plugins are available for
download online. You can add a plugin simply to add a contact form on your website
or a plugin for adding a shop option to your business website. They give additional
functionality to the site.
Power Words
Power words are emotionally-charged or strong words or phrases that have
a strong impact on the reader. They often used to set a scene, create a mental
image, inspire, persuade or influence a reader. There are positive and negative
power words. Be careful not to overuse the negative ones. Example power words
for marketing: Filling fast, attention, frantic, maximize, mind-blowing, survival, struggle,
fooled, vulnerable, amazing, eye-opening, spectacular, delight, bargain, jackpot,
proven, and guaranteed.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 39Q
QUORA
Launched in 2009, this question and answer platform has grown tremendously
since then. Earlier this was mere knowledge sharing platform with very less visibility but
not anymore. With more than 400–500 million monthly users on Quora, there lies a
great potential for business to indirectly market themselves on this platform. Since this
is a knowledge sharing platform, it’s very important to avoid frequent self-promotions
unless needed. You can indirectly highlight your services or products by answering
questions relevant to your business and diverting the readers to your target page.
QUALITY SCORE
Quality Score is Google’s rating of the quality and relevance of both
your keywords and PPC ads. Quality Score is a major part of how Google decides
which ads to show and how to rank them. Consistently update the landing pages of
your ads to improve the quality score. Optimising for relevant keywords can also help
increase quality score.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 40REDDIT FOR BUSINESS
With over 2 billion page views a month, Reddit has
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incredible social media marketing potential, but marketers should be warned that only
truly unique, interesting content will be welcomed. Posting on Reddit isn’t a cakewalk.
Submitting spammy or sales-focused content can get you into trouble on Reddit
community. Hence you need to be very cautious when posting on Reddit communities
to avoid being barred on the platform.
RANKING
Ranking is an SEO term that refers to the position or rank of a website on search
engine result pages. A higher website rank attracts more traffic to the website and
hence higher chances of visitors turning into customers. There are a number of factors
that influence the ranking of your website.
1) Number of backlinks
2) Sitemap and internal linking
3) Usage of keywords in text elements like meta titles, meta descriptions, text etc.
4) URL structure
5) SSL certificate
6) Site speed
7) Time on site and bounce rate (how long a visitor spends on the page)
8) Website traffic
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 41R
REMARKETING
Remarketing is one of the smartest marketing strategy that involves showing your
ads to those people whos have already visited your website or checked out your products
and services on your app. Remarketing increases the chances of sales conversions as
you are reaching out to people who were already interested in your product or services.
Remarketing is just like giving gentle reminders to those potential buyers.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 42SEO
S
SEARCH ENGINE OPTIMIZATION (SEO)
Search Engine Optimization is a process of strengthening website content so
that it appears in search engine results. SEO helps you stand out amongst your
competitors online and makes it easy for customers to find you on the internet.
SEO is an integral part ofany digital marketing strategy. A proper SEO makes
a website rank on the first page of SERP.
SCHEMA MARKUP
Schema markup is a form of microdata. Schema markup is code that you put
on your website to help the search engines return more informative results for users.
Schema markup increases the visibility of your website. It does improve your site’s rich
snippets, which can help your site appear more prominently in SERPs.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 43S
SEARCH ENGINE MARKETING (SEM)
Websites that opt for SEM appear in the “sponsored ads”at the top of a search
engine or they appears as number 1 or 2 on the first page of Google. SEM can be
accomplished either through Pay per Click or Search Engine Optimization.SEM, is
one of the most effective ways to grow your business in an increasingly competitive
marketplace.
SOCIAL MEDIA GIVEAWAYS
Social media giveaway is one of the best strategy for gaining engagement.
It can be a great way for your brand to stand out from the crowd.
Hosting these giveaways can help you get more following, create
brand awareness, get more email subscriptions and much more. Testing
different platforms, playing with contest types and alternating prizes are
all great ways to see success from your social media giveaways.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 44T
Twitter for Business
Twitter is the social media marketing tool that lets you broadcast your updates
across the web. Follow tweeters in your industry or related fields, and you should
gain a steady stream of followers in return. Keep your tweets fresh and also unique.
Incorporate tweets on your profile about specials, discounts, and news with fun and get
people talking about it.
Tumblr
Tumblr is yet another microblogging social network platform for sharing content
with the audience. Though this platform has around 345 million users still it never got
the limelight like the rest platforms. The best part is many businesses use Tumblr as their
website. It also has an inbuilt social media functionality that helps you to share your
content across other platforms too. You can also advertise on Tumblr to reach a wider
audience. But before anything else, first understand Tumblr community, identify your
niche and then start creating content that’s relatable and more personalized.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 45T
TRAFFIC
Website traffic refers to the number of visitors that visit your business website.
Greater the number of visitors, higher is the chances of them getting converted into your
customers. Hence generating traffic to your website is very essential from business point
of view. There are many free online tools/websites for carrying out competitive analysis
of your business website. To name a few are:
1) Alexa 2) SEMrush 3) Google Insights 4) Ahrefs.com 5)Compete.com
TESTIMONIALS
It is written or video recommendation or referral from a happy, satisfied user/
customer/client. Testimonials affirm the quality, value, customer service, performance
of a product or service. Testimonials are powerful marketing tool because of the weight
we give to evaluations from other customers and their experience. Testimonials add
credibility, trustworthiness and reputation to your brand.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 46USER GENERATED CONTENT
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User generated content is always considered to be more trusted than branded
content. Audience find it more relevant and authentic. Brands do it in different ways
like reposting customer post, or resharing their stories. For instance Airbnb is a major
pioneer of this concept. Their social media posts comprise 90% of user generated
content.
UNIFORM RESOURCE LOCATOR (URL)
A URL is human-readable text that was designed to replace the numbers (IP
addresses) that computers use to communicate with servers. They also identify the file
structure on the given website. A URL consists of a protocol, domain name, and path.
URL structure has some benefits like:-
1) Improve user experience 2) Ranking of the website 3) Linking
UNSPLASH
Unsplash is a website that allows photographers to upload their pictures under
Unsplash license. These stock pictures are available for free online use. Marketers can
use these images for content creation without any copyright issues.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 47V
VOICE SEARCH
With virtual voice assistants like Siri, Alexa and so on, people are looking out for
more options that would make browsing simpler and handfree. Hence integrating voice
search optimization into digital marketing strategy is recommended for businesses to
make sure they aren’t missing out on the trend. According to Forbes, 30% of all website
sessions will be conducted without a screen by 2020.
VISUAL SEARCH
“The future of search will be about pictures rather than keywords,” stated Pinterest
CEO, Ben Silbermann. Google, Amazon, Pinterest have already developed significant
capabilities in this area. Visual search enables you to search for a particular product
using a picture and then enables you to buy an identical product that you are looking
for. This saves a lot of time in comparison to performing search using keywords.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 48VIRTUAL REALITY (VR)
Virtual reality marketing is no more a new term for
marketers now. VR opens the doors to more interactive,
creative, and engaging content. VR in marketing can take
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shopping to the next levels. The buyers need not step out of their house to go to the
showroom to see the products. VR marketing can give the buyer a real feel of the
product with just one click while sitting at their home sipping coffee.
VIDEO CONTENT
Video marketing has been the current trend on digital marketing platform and
hence it is very important for the brands to understand that leveraging it can help you
grow your business ten folds. No matter if you are a start-up or an established firm,
incorporating video in your posts is indispensable in current digital age. Here are a few
powerful video editing software that can help you create videos of professional quality.
• Adobe Premiere Pro CC • Final Cut Pro X (For Mac)
• KineMaster • Filmora9
• CyberLink PowerDirector 17 Ultra
VIMEO
Vimeo is similar to YouTube, It is a platform for storing, sharing and uploading
video content. The platform has grown to over 80 million creators. Most of them are
artists in film, animation, music and other works of art who’ve been able to use Vimeo
as a way to share and promote their work.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 49W
WHATSAPP FOR BUSINESS
Whatsapp for Business allows companies to safely and securely send messages
to customers on this platform. Recent updates on this app also allows the brands/
businesses to display product catalogues and website link. Also statistics option is now
available on Whatsapp Business. Utilising WhatsApp Business as part of your marketing
strategy can be a game changer for your brand as this platform has become a major
part of everyone’s daily life across the globe.
WEBINARS
Webinars are actually virtual online seminars that are conducted on the web and
people across the world can attend them with just a mere Internet connection. Webinars
open doors for many marketers to reach out to audiences over a wide geographic
locations at very low costs. Webinars should be engaging enough to keep the audience
glued for that fixed period of time and also compelling enough to make them want more
of it. They are one of the most cost efficient ways of generating leads for your business.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 50W
WHITEHAT SEO
Whitehat in SEO terminology refers to SEO practices that are in line with the
terms and policies of major search engines like Google.
Some examples of White Hat SEO techniques include using keywords and
keyword analysis, backlinking, link building to improve link popularity. Whitehat SEO
is also called as Ethical SEO.
WHITE PAPER
White papers are shorter than an Ebook; well-written, researched paper, guide
or report to address a specific problem and provide a valuable solution. White paper
may also contain recent research and statistics in text and graphical form. Use of white
paper is often seen in a business-to-business (B2B) marketing or sales scenario – as
white papers can be technical, serious and slightly academic in tone.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 51X
XML SITEMAP
An XML sitemap is a file on your website that tells search engine
crawlers what you want them to look at on your site. The XML sitemap is
meant for crawlers and helps them find new pages to index. Hence Sitemaps can
have a positive effect on your SEO.
The ultimate A To Z Guide For Digital Marketing That you need for 2020! 52You can also read
