Career in Digital Marketing

While surfing the internet, you come across various things like some cool and funny memes, sometimes useful sometimes irritating ads, some viral videos, some amazingly written blogs, mobile apps etc. Do you ever wish of creating any of these? If your answer was in affirmative then congrats you have made your career choice and that is Digital Marketing.

I know the first question arising in your mind is: What is the scope of Digital Marketing? By the time you reach to the end of this blog I’m sure that you’ll be convinced that a career in Digital Marketing is the best choice that you can make.

Why Digital Marketing?

  • The world is going Digital and by the year 2020, all the companies around the world including India will have online presence and thus creating a lot of career opportunities.
  • It is a progressive field. With technology developing every day, you have to continuously develop your digital marketing skills so that your career keeps growing.
  • According to this research, the digital economy is growing 10 times faster than the traditional economy and firms that engage in online trading are twice as likely to be creating jobs as firms that aren’t.
  • It provides you with various career options. If you love coding, you can go for web designing or if you are a born writer, go for content marketing and so on.
  • You don’t have to spend sleepless nights mugging up the formulas that you are never going to use in your life.
  • You can dress as you like so say bye bye to the boring formals.

why digital marketing

Major Roles in Digital Marketing

Digital Marketing Manager or Digital Director:

You can say that this is one of the highest position in the field of Digital Marketing. To attain this position one must atleast have 5-7 years of experience in Digital Marketing. The Digital Marketing Manager/Director looks after the overall marketing development devising strategies that will drive more traffic, undertaking digital marketing campaigns, making improvements in website and updating it regularly etc.

Web Developer & Web Designer

These are the people responsible for those amazing websites that you come across on the internet. The terms web developer and web designer are used interchangeably but the role of web developer is a specific one whereas web designer does a lot of things. As a web developer/designer, you’ll be responsible for designing, coding and modifying websites making it appealing and user friendly. Prior knowledge of Java Script, JQuery, HTML, CSS and web programming is required to get into this role.

Social Media Executive and Social Media Manager

Job in social media is one of the coolest jobs but don’t mistake it for only Tweeting and Facebooking, there is more to it. As a social media executive/manager you are required to keep a check on the latest social media trends and plan strategies accordingly, co-ordinate with the content team and client servicing team on regular basis, creating quality content or video etc. Knowledge about all the social media platforms and a lot of creativity are a must for this job role.

SEO Executive/Expert

A well designed website will be of no use if the company does not have people who can promote it and thus the company hires SEO executives who make sure that the company’s website is all over the web. SEO executives are responsible for getting traffic on the website and improving the Google rankings. They have to make sure that the content on the website is search friendly, conduct keyword research, research about SEO tools, build sitemaps and submit them etc.

PPC/SEM Expert

The sometimes useful and sometimes irritating ads that we mentioned above are created by these people. They generate a lot leads for the company and therefore there is a great demand for PPC professionals. As a PPC/SEM expert you are supposed to manage PPC keywords, split ad groups, refine landing pages, generate reports, provide suggestions for ad copies and graphics etc.

Content Marketer

If you think that you can write better than what is already there on the web then you are perfect for this role. Responsibilities of a content marketer includes creating content that has all the qualities of going viral, making sure that the content is promoted well through SEO, co-ordinating with other teams and incorporating their inputs in content, following content trends, etc. To get into content marketing you will need an impeccable knowledge of English language along with a lot of creativity.

Other Roles

There are many other roles or designations in Digital Marketing that depend upon company and their requirements. Some of them are:

  • Analytics Manager
  • CRM Manager
  • Email Marketing Manager
  • E-Commerce Manager
  • Digital Agency Account Director

How much will I Earn?

So here comes the answer to the most anticipated question. The salary majorly depends on the type of organization and your role. Here, we give you a general idea as to what you can expect.

Role Salary in Rupees

Digital Marketing Manager

4 lakhs to 10 lakhs

SEO Manager

3 lakhs to 7 lakhs

SEM/PPC expert

3 lakhs to 5 lakhs

Web developer/designer

3 lakhs to 6 lakhs

Social Media Manager

3.5 lakhs to 7 lakhs

Content Writer

2.5 lakhs to 5 lakhs

Source – Payscale

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How do I start?

You don’t require a special degree to get into Digital Marketing but a certification in Digital Marketing will help you to stand out in the crowd and the struggle to find your dream job will become very easy as you will have a higher hand over others.

EduPristine offers career enhancement course in Digital Marketing that covers all the aspects of Digital Marketing which will not only give you theoretical knowledge but will also provide you practical training.

So don’t wait more and take your first step towards Digital Marketing.

If you have any questions or doubts regarding Digital Marketing, do mention it in the comments box below.

What, Why & How of Influencer Marketing

All of advertising & marketing efforts are directed to ‘influence’ decision making of consumers towards a product or service. Though this sounds very simple but it’s the most challenging tasks for new age marketers. ‘Influencing’ a consumer is a complex phenomenon which entails the following:

1) Information dissemination through right channels,

2) Grabbing attention of consumers through creative communications,

3) Getting into the consideration set of consumers,

4) Winning trust of consumers &

5) Finally having consumer to pay for your product or service.

Though all of the above points aren’t sequential in nature but broadly consumers decision making goes through above mentioned steps before concluding a purchase. Traditionally marketing channels were good at reaching out to large consumers but the purchase decision was largely ‘influenced’ by someone the consumer would trust. This could be friends, relatives, colleagues, neighbor etc.

With advent to internet this community of influencers has exploded. Online search, online communities & social media communities have expanded reach of consumers to new age influencers. These new age influencers can be consumers who take to social media for sharing their experiences of using products & services, bloggers who are domain specialists & online communities which have lots of likeminded consumers sharing information with each other.

According to a Nielsen report 84% of consumers will take actions based on reviews from their trusted group of family & friends. They don’t trust ads as much.

The above reports clearly state importance of engaging with ‘influencers’.

Following are few questions which today’s businesses are asking about these new age influencers:

1)Is it worth engaging with these new age influencers?

2)How to engage with new age influencers?

3) What’s the right time to begin this engagement?

4) How to evaluate success or failure of such marketing initiatives?

Answer to above questions lies in defining a framework for ‘influencer Marketing’ for your business.

Here are few steps which one should follow:

1) Identify influencers for your business

2) Define objectives for your influencer marketing campaign

3) Create a campaign plan

4) Track influencer marketing campaign using social listening tools

Let’s now look at one point at a time:

1) Identify influencers for your business:

The hardest & most important step is to identify influencers for one’s business. If we identify a wrong influencer then not only our campaign, will backfire but it will lead to erosion of trust. Hence it becomes critical to identify correct influencers. Every business is unique in terms of size, scale, geographical reach, offerings etc. A B2B business will have a different set of influencers than a B2C business. In case the team running the business knows who are the influencers then the tasks of identification is easier. For example, if you are in a B2C business of selling mobiles, laptops etc. then commonly known review blogs & websites are Digit , NDTV Gadgets etc. In case if the business is of cars then popular review blogs are Team BHP , Auto Blog India if you are in real-estate then Indian Real Estate can be the place to find influencers for your business.

The easiest way to identify influencer is to do a few Google searches around your product & service. I use this approach as the first step. Few months back our organization wanted to engage with influencers in the field of ‘Analytics’ to promote our Business Analytics Course. I went to Google & did few searches around keywords like ‘analytics course in Delhi’, ‘popular free analytics tools’, ‘Is R better than Hadoop for Analytics’. These searches threw multiple websites but two consistent results were Analytics India Mag, Analytics Vidhya . After reviewing content for its freshness, quality & engagement levels, I initiated first round of conversations with the bloggers who are running these websites. Today we use both these websites every month & our association has yielded good results. This route ensures that you get to know high quality sites as only website with high quality content will rank on Google. In case this approach is not working then you can go to specific social networks such as LinkedIn, Twitter etc. to review the list of influencers they publish. LinkedIn recently came up with its list of most watched profiles .

Klout Sample Dashboard

Klout Sample Dashboard

There are lots of tools available which will fetch this information for you. Tools like Klout , Buzz Sumo etc. aggregate info on popular content, influencers & present the same on intuitive dashboards. You can browse through & identify influencers.

Lastly one must review Quora review chatter around ones product & services.

2) Define objectives for your influencer marketing campaign:

The next important step is to define objectives of your influencer marketing campaign. Refer to following table for broadly defining your objectives:

Objective Influencer Type Activity Type Deal
Branding Popular communities & popular bloggers Like on Facebook, Retweet on Twitter, Mention on Blog Impressions & click generation
Lead Gen Domain specific websites Banners on websites, mention on blog Cost per lead
Sales Popular bloggers & domain specific websites Recommendation on blog, shout out on blog, driving traffic through social media channels Comission per sale

It’s important that the influencer with whom you are engaging is aware of your objectives. In todays crowded social media communities there are a lot of self-proclaimed influencers. A lot of them will also boast of huge liker base, follower base but it’s very difficult to determine authenticity of these claims. One can acquire followers through paid campaigns. You should insist on reviewing analytics reports of their social handles on platforms like Facebook, Twitter, and Blogs. These reports will show you multiple metrics like paid v/s organic liker acquisition, user engagement, time on site, bounce rate etc. which will tell you if the individual can actually influence a certain audience. You will not find this challenge if you are engaging with a popular celebrity but that warrants deep pockets. Lastly deliverables should be clearly defined & agreed to. Payment model should be linked to these deliverables.

3) Create campaign plan:

After identifying the influencer & agreeing on the deliverables the next step is to create a campaign plan. The campaign plan should take care of following points:

a) Identify duration of campaign

b) Identify beginning date & end date

c) Creation of content that will be used by influencer

d) Customize content for channels. Facebook, Twitter will be short form content while blog will be long form content

e) Ensure that there aren’t festivities, big ticket events like IPL, elections, big movie release etc. during duration of campaign. These events create their own chatter which will suppress your campaign. Other way to deal with this is to customize your campaign around such events.

f) Provision for last minute surprises i.e. any unplanned event that storms Twitter, Facebook & other online communities. You might want to delay your campaign in case such a thing happens.

g) Create lot of content that will be used around influencer posts. It’s important that you sustain the momentum created by the influencer. Typically there’s a pre campaign duration, campaign duration & post campaign duration.

4) Track influencer marketing campaign using social listening tools & analytics tools:

The last step is to ensure that you deploy a social listening tool & analytics tool to track your influencer campaign. If you are already using these tools then you will just need to make few tweaks like define UTM parameters to track referral traffic in your analytics tool, create new goals & events if necessary in your analytics tool & create social listening campaigns in your social listening tool.

Google Analytics Referral Sample Report

Google Analytics Referral Sample Report

In case you are not using any of these tools then you should sign up for a free analytics tool such as Google Analytics a free social listening tool such as Klout , Google Alerts , Social Mention etc. & start tracking your online campaigns. It’s important that you define benchmarks before begging of influencer campaign as it will help you determine impact of your influencer campaign on traffic & engagement of your website.

Career in Marketing

India is growing fast as a corporate hub and hence, career in marketing is becoming very benefiting(after B.Com too). A career in marketing involves analytics of current market scenario, intensive market research, formulating marketing strategies for business, structuring of techniques to increase profitability and business development, strategizing awareness campaigns, recording customer’s response.

Marketing is considered as the most crucial element and it is responsible for growth of every company. No matter if the business is small or private limited company or has limited financial capabilities or a strong financial back up, marketing efficiency will be able to help to make an impact and help business sustain in the marketplace and earn suitable profits.

According to LinkedIn, Marketing campaign management and Digital Marketing(SEO/SEM Marketing to be precise) are two of the top 5 hottest skill that will get you hired in 2016

Marketing industry is very dynamic in nature and is always introducing new trends. It helps businesses to maintain and strengthen relationship with their customers by communicating with them through various medium. This industry’s dynamic nature presents a lot of opportunities to the professionals who are creative and have a knack for strategy. The various job opportunities under marketing profile include- marketing managers, market analysts, sales managers, digital marketing executives and managers, social media managers etc. Without further introduction to marketing, let’s see what courses can you take in order to make a career in Marketing.

COURSES IN MARKETING

MBA – Marketing

An MBA in Marketing has become one of the most desired degrees in respect to both students and employers in past few years. With the entrance and development of digital media and online marketing, most companies and businesses now prefer to have their own in-house marketing teams which look after all the tasks like maintaining customer relations, bringing traffic to websites, market research, retention and engagement.

While marketing has a number of specific areas, an MBA in marketing course doesn’t limit the scholar to only marketing careers alone. The learnings and skills acquired can be applied in dozens of other career options like Marketing Consultant to Entrepreneurial Management.

MBA in marketing educates the students about sales, marketing fields, executive and leadership management skills, consumer trends, market strategies, product management and market research in different industries.

MBA is usually a 2-year degree program. You can choose the one of your favorites and interested specialization out of the finance, marketing, HR, OM etc.

However, to get admission into any college or university one must have a Bachelor degree with a minimum aggregate of 50%(This a general criteria. There are institutes which accepts admissions of students with < 50% score too) .

There are many reputed colleges and institute in India to pursue Masters of Business in Marketing from. However, to get into these institute a candidate has to clear an entrance exam and an interview.

The list includes:

 Here is the full list of colleges that provide Master’s Degree in India.

PGDM in Advertising Communication

PGDM in Advertising Communication is a program which is provided by various colleges and recognized by the Association of Indian Universities (AIU). By the end of this program, every student will gain a comprehensive view of how to identify a marketing issue and plan a communication program using a prudent mix of traditional and innovative media to address it.

There are many colleges across the country which provide PGDM in advertising communication. However, we recommend the following 5 institutes:

Digital Marketing

As the world is getting more and more digitized in every respect, Digital Marketing is a booming career option today. With striking features like cost-effectiveness, instant response, flexibility, convenience, effectiveness, Digital Marketing is making a strong impact in the world of Marketing and Advertising. Especially, the start-ups prefer going digital to market their brand, products and services. Today ‘Digital Marketing’ and ‘Marketing’ both are becoming synonymous.

On Glassdoor’s recent list of the best jobs for work-life balance, marketing positions occupied six of 25 slots. Digital marketing careers are not only in-demand; they could also be the key to having a life outside of work.

The world is now online. This has made digital marketing channels and social media the most widespread, interactive and essential of all modern marketing tools. Any effective marketing campaign will include them in its strategy.

  • As the name suggests, digital marketing can be termed as or defined as an approach, a strategy, or a branding and marketing exercise using digital platforms. Digital Marketing is the promotion of your brand, product or service online.
  • It is believed that Digital Marketing is now the most important part of the marketing mix. It has grown rapidly in the past few years as more and more businesses are realizing the importance of a good online presence.
  • Digital Marketing includes many advertising channels including SEO, email marketing, social Media marketing, pay per click advertising, Google AdWords, mobile marketing.

According to payscale, the median salary of a Digital Marketing Manager is over INR 450,000.

NOTE: EduPristine is leading training provider for Digital Marketing Course and it has helped many students achieve their career goals. EduPristine has even helped their students get placed in Samsung, ICICI, Bennett Coleman and Co., Max Life Insurance and many more.

JOB OPPORTUNITIES IN MARKETING

All companies and industries requires qualified marketing executives who can take charge of the company’s marketing team and take company to the peak of success. One can join depending upon the skill assessment as a Marketing Executive and can become a Marketing Manager within a short span of time depending upon his/her knowledge and experience.

The students with MBA marketing from reputed institutes often get to choose the company, they wish to work with. They can go into diverse fields like Business development manager, Channel sales executive or manager in any FMCG company like HUL. There are numerous marketing jobs in FMCG sector with excellent salaries and perks. They can even go for IT Industry. The outsourcing business in IT sector solely depends upon the capability of sales and marketing teams.

Listed below table describe the salary structure with the respected job profiles.

It is good if you get good marks in B.COM, but what if you don’t? What do you do? There are plenty of career options and courses available after B.COM even if you have scored less in the exam. Many students go to pursue M.COM after B.COM. Master degree in Commerce is a very good option for career. Some of M.COM students also can’t understand what will be the next. After M.COM, graduates can pursue some courses that will surely help them to kick-start their career. I hope you like the article and found this article helpful. If you have any doubt relating to Company Secretary Details, please comment below.

Integrating Digital & Offline Marketing Campaigns

Integrated Marketing Campaigns

Integration or syncing marketing activities are not new; brands who have tested the success of such campaigns want to repeat it.
However, there are a lot of recognized and renowned brands are struggling to allocate their marketing budget in more efficient manner.
As they are still confused, whether put money in online or offline campaigns.

Digital ad spending to grow the fastest in 2016:

Digital media will remain the fastest growing platform in terms of ad spending; India is one of the few large markets where all traditional media platforms will show positive growth,

Ad spending will grow 15.5% in 2016 to 57,846 crore with digital advertising expanding with the fastest pace of 47.5%. As per GroupM report, Digital advertising will account for 12.7% of all

Ad spending in 2016, the agency projected, rise from 9.9% in 2015. (Source: GroupM

ad spends and growth rate

Image Source: GroupM

All above projections clearly explain how digital media is emerging as one of the most effective platform YOY. But it will become more effective when synced or integrated with the offline campaign.

Importance of Integrating Online & Offline:

Generally, brands have a separate team for online and offline marketing and both have their individual goals such as for online getting traffic on the website, increasing fan base on social etc. Same for offline as well for example creating the brand image through various offline channels TV, Mall activation, print etc.  At the end after spending hugely on marketing activities the biggest problem brands often comes across is inconsistency in their message because of using various platforms or we can say inconsistency due lack of not syncing their activities.

In Most of the scenario objective of any branding or marketing activity is to enhance brand visibility & brand recall. As per traditional marketing   approach or we can say basics of marketing: “the customer needs to be exposed to a message 7 times before making a buy”.

However, statics shouldn’t be taken as thumb rule but the principle remains same. Brands need to consistently showcase their message to the consumer to create a brand image or increase brand recall.

How to convert target audience into customer:

An easier way to spread the message to a target audience is using multiple channels across different mediums and it will create good brand impact if they are carefully chosen.

But another impressive way of doing it more efficiently and effectively, which too many marketers overlooks “using integrated campaigns to keep your branding message consistent across all channels”. Consumers are more likely to recall or connect with the brand if they see the core messaging of the same brand on every medium, regardless where they are hanging out.

Tips to integrate your Online & Offline efforts:

Utilizing event audience:

Events are still a standout amongst the best approaches to engage the audience. Providing activities like selfie station will allow the brand to take their social media details & later brand can utilize details to engage with them on the various social channel. 

Strategies of integrating your event marketing campaign:

Social Media: To boost the exposure you gain from the event, you may photo competition where attendees have to take a photo or video of the occasion and advance it through social channels with a comparing hashtag. You don’t require a third-party tool for this since hashtags are effectively searchable on most of the social channels such as Instagram, Vine, and Twitter. To announce a winner, search for the particular hashtag to see the entries made by your audience.

While promoting your event through social media, you should respond all inquiries promptly: 42% of social media users complain about companies who take more than an hour to respond. If your social media strategy for promoting an event is limited to sharing a link to a landing or event page once a day, then you are not just disheartening some of your followers from going to, you could get an awful notoriety.(Stats Source: Convince and Convert)

With the ascent of live streaming applications, for example, Periscope, you may likewise give a live feed to the individuals who couldn’t go to however are keen on your event.

Microsite: Generally known brands launch a microsite, landing page or an application that’s made specifically for the event. They create a subdomain or dedicate a single page from website to promote an event and increase conversion at the same time.

Half of online brands develop the microsite to promote a new campaign, including events. However, microsite layout must be carefully designed to maximize user experience. An advertising agency can help you with anything from branding to sponsorships and events. Don’t stop your digital strategy after the event: Update your landing page with photos or short clips of the event.

After creation of microsite, the next step is to drive in traffic. Search Engine Optimization or SEO is not practical for promoting a new microsite as it’s a time taking process. Instead, focus on sharing a link to microsite through social channels, paid media, and email campaign.

Email Marketing: Still one of the cheapest ways to promote your campaign. It’s one of the traditional and most effective medium used by brands to promote their events. You should already know the kind of information and subject lines that will grab audience attention. Encourage them to learn more about your event by placing a link to your event microsite.

While creating email template and content, a good strategy would be to make it responsive.

The reason behind most of the people now a day will be reading your invitation on the mobile device. Like your microsite, your email should get straight to the point and highlight the advantages of attending your event. Also include a social sharing link to encourage your audience to invite their friends to attend.

Creating an email list may take time, but it can provide you with an efficient lead generation and nurturing channel for the long-term. To keep your digital strategy going for future events, make sure to collect the email addresses of those who attended your event. Offer something valuable in return for their contact details, like freebies or a free consultation about your product or service. After gathering new email leads, you should send a follow-up email to express your appreciation for their participation.

Using QR codes

Using QR codes are another effective way to bridge online and offline campaign. You can utilize offline campaigns such as sharing QR codes in magazines or newspaper to redeem discounts online. Vice versa share QR codes for a special promotion on the website or Facebook page. Your consumers will be able to use it at your physical business to get special discounts.

Effective Ways to Market with QR Codes:

Now advertisers better understand the purpose of QR codes in the eyes of consumers, so now, brands can more efficiently apply QR codes campaigns. Most important thing we can learn is QR codes are an effective marketing tool when we offer significant value to QR code users.

The most popular types of content accessed in mobile engagement campaigns (campaigns with QR codes) are application downloads, discounts, and sweepstakes. These are examples of marketing campaigns that can benefit from QR codes. Other top uses for QR codes include:

Download contact information, Display coupons, Connect to social media, Display reviews, loyalty program members, contest entry form, Mobile payments, Offer product details, directions to your business, Scan a paperless ticket, and E-mail newsletters.

Buyers are becoming increasingly open to scanning QR codes, so now is the perfect time to start exploring the marketing potential for QR codes. QR codes may not be the easiest marketing tool to use effectively, but they’re powerful with a strategy to back them up!

Enhance engagement with cross-gadget advertising

Cross-gadget or device advertising is an effective approach to help engagement. For instance, connect with clients who are sitting in front of the TV while additionally utilizing their desktop or cell phones in the meantime. One study from Google found that retail advertisers have seen the increase in conversions by 16 to 18 percent by utilizing cross-gadget promotion.

Multi-screen crusades were characterized as those that keep running amid a comparable time period crosswise over two or more screens including TV, PC, tablet, cell telephone and computerized place-based media.

Cross Platform Consumer Behaviour

Image Source: Google

Estimation is the greatest issue for multi-screen promoters. The lion’s share (71 percent) said they utilize an assortment of measurements particular to individual screens, however, 73 percent said they would want to utilize only one arrangement of measurements over all screens.

The challenge for advertisers is in following those cross-gadget transformations.

With an end goal to help them do that, Google a year ago began reporting cross-gadget information in AdWords. Presently, it’s noteworthy a portion of the transformation inspire benchmarks it has seen over numerous commercial enterprises and in four nations.

Share your online networking presence on literature

Standard business cards incorporate an e-mail location and site. Tech-friendly Owners find different spots to promote their online networking channels.

Menus, business vehicles, and flyers are all great spots to distribute your online networking data. Urge purchasers to associate with you on Facebook, Twitter and so forth. Who are your core clients, and which stages do they utilize the most? It’s hard to publicize the greater part of your online networking profiles, so pick the ones your clients are utilizing.

A few words in conclusion

Consider you overall marketing goal, instead of treating online and offline as a separate medium. View them as pieces of overall marketing strategy. Make a core message more consistent that resounds with your audience across all mediums.

How SEO is Getting Changed by Artificial Intelligence

artificial intelligence

Image source: www.1stslice.com

Search engine giant Google frequently brings updates that ensure improvements. The motive behind such updates is pretty straightforward, and that is to make the web a better place for online users. Everyone knows SEO is constantly evolving, and all credit goes to incredible research and development in the different area. One such area that saw a massive advancement in the past couple for years is Artificial Intelligence and today it has been baked in search algorithms.

Since 26th October 2015, a term RankBrain has gained huge limelight across the world. Being engaged in the field of digital marketing, you must have heard this term. If not, then let me introduce you to this.

RankBrain is the creation of artificial intelligence. Google use RankBrain to process search results for providing the more relevant search results for online users. Further, Google has also made it very clear that RankBrain is the third most crucial factor in the ranking algorithm.

Gone are the days when marketers used to create a website with a set of few keywords, acquire few backlinks around the web, and get the desired ranking in a pretty short span. That was an old school approach and no longer effective today. Since then, the time has changed drastically.

Let’s delve deeper to see how SEO is evolving:

Search Engine Optimization (SEO)

The advent of artificial intelligence has changed modern SEO a lot. For instance, Voice-based searches have completely changed the way of finding information online. Let’s see what changes it made in SEO approach.

Long Tail Keyword Phrases

long tail keyword

Image source: it.linkedin.com

No doubt keywords are the heart of SEO. It is still crucial as it was when it comes to targeting known audience. But with the arrival of Artificial Intelligence in SEO, queries in natural tone are expected to soar, especially from mobile devices. Consequently, it will throw a challenge to marketers to focus only on users’ specific keywords in their natural tones. Long tail keyword phrases are now being used extensively, and their usage is expected to explode in future times.

Conversational Content Would Become Top Priority

unhate campaign

Image source: www.melty.fr

Long tail keyword phrases and incoming queries in natural tone will force SEO professionals to think and research from users’ perspective. No wonder, conversational content will play a vital role for companies for boosting engagement rate. 

For instance, if an online user wants tips on content writing, then he/she will simply say “how to write content” or “tips to write effective content.” For this query, they will expect results to be in natural tone and if they get content in a professional tone no doubt they will skip that content. Therefore, it has become inevitable for SEO professionals to use and prefer conversational content.

Link building

link building

Image sorce: www.flickr.com

Major search engine Google still considers link building as a crucial factor, but Artificial Intelligence adoption has changed the picture a lot for marketers. In the year 2012, Penguin release from Google caused a stir in the world of SEO.

With this release, Google has completely banned the process of link buying. Google caught several people through its filters and informed website owners that it has found you are purchasing links. Many people started to conclude that the days of link building is over now. However, that wasn’t the reality. The truth is it is evolving. Google never declared that link building should not be done at all. The point is to earn quality backlinks from credible sites in a natural way. And, it is something that can be achieved by the means of content marketing.

Being a smart SEO professional , strive to create a long-lasting impact on your SEO efforts. A search engine expert should:

  • Identify your audience to curate them with the most relevant content as per their intent.
  • Interact through blogs to increase the credibility of your website
  • Make pages primarily for users. Offer solution by creating meaningful sentences
  • Publish blogs in user-centric tone to deliver real value to the target audience

On-site SEO

on page seo

Image source: techmyntra.in

The introduction of Artificial Intelligence in SEO has changed it a lot from various aspects, one of them is on-site SEO. Experts say Google supports more than 200 ranking factors at present, and on-site SEO covers the maximum part. The process of on-site SEO involves the optimization of HTML tags like title, H1, Image, Meta information, and so on. On-site SEO makes your pages search engine friendly and boosts your SERPs rankings.

On-site SEO involves following factors:

  • Meaningful and search-friendly URL’s
  • Total number of pages in a website
  • Keyword density in content (avoid overstuffing)
  • Image Optimization (Alt & Title to make it easily readable for search engines)

Technical SEO

Technical SEO plays a crucial part as it allows you to let Google understand who you are and what your business is all about. In technical SEO you:

  • Check and optimize broken links of your website for proper redirection
  • Monitor HTTP status code errors
  • Check schema and microdata markup
  • Test mobile-friendliness of your site (one of the ranking factors in the eyes of Google)
  • Page load time

An SEO professional enjoys working on technical SEO part as it allows more to impress search engines.

Let’s take a glance at the Technical SEO factors:

  • Robots.txt file
  • XML sitemap
  • Domain history (age) & status
  • Breadcrumbs and sitelinks
  • Code optimization to improve the performance

Local SEO

local seo

Image source: www.nsitestragies.com

The rise of Artificial Intelligence in SEO has reinvented local searches. Capturing domestic market has become the first and the foremost priority of every business before they plan to expand its horizons on the global platform. Miles Anderson in one of his blog on Bright Local revealed that businesses got more clicks and calls through local searches. Therefore, it has become inevitable for you to give effect to your efforts so that you can fortify your local SEO.

Local citations are pretty essential to create high impact and get relevance in SERPs. For this, listing your business on Google My Business is an excellent way to start with. Local citations ask for business information like name, address, and contact details. Links to well-reputed directories show up first in SERPs, so getting citations on such directories would certainly boost your online presence.

Let’s take a glance at this local SEO checklist:

  • Do Keyword Research.
  • Include your main keyword in your Title Tag.
  • Make your Meta Description informative so that online users could easily understand.
  • Make your pages more clickable and meaningful for both users and Google with Anchor Text Optimization.
  • Do Image Optimization to let Google read your images.
  • Mention your brand through Local Citations to get high relevance in search results.
  • Display your business information with Google My Business.
  • Enhance online credibility with Customer Reviews.
  • Make your search more meaningful with Schema Markup.
  • Boost your outreach by making your website Mobile-Friendly.

If you want to explore more about local SEO, check this complete local SEO guide.

eCommerce SEO

ecommerce seo

Image source: www.bigpresence.com

Artificial Intelligence’s introduction in SEO has worked as a warning sign for those who still follow black hat techniques to uplift their websites. But, doing so they forget that machine never pardons spammers for any of the mistakes. eCommerce business has a pretty tough competition in today’s online competitive space. Big brands have already captured high spots on SERPs and made it difficult for new stores to compete.

No need to worry, though. You don’t have to compete directly with the leading brands. You can leverage them to boost your online presence and drive a good amount of traffic.

Online retail giant Amazon is a good example to consider; around 44 percent of potential online buyers directly search for a product on Amazon and skip Google. Amazon is allowing various online sellers to sell their products through it. So, you can be a member of Amazon so that whenever an online users search for its product that you sell, he/she will be taken to your Amazon sale page.

Creative thinking is the key to run a business in such stiff competition, and you know that. Therefore, try to take advantage of big brands if they allow doing so.

Take a glance at the checklist for eCommerce website owners:

  • Keep your competitors close – perform analysis especially for search queries
  • Leverage big brands for smooth sailing
  • Rely on the power of content to educate and persuade buyers through your blog section
  • Do video marketing

Over to You

Artificial intelligence has been baked to search algorithms with an aim to provide the most relevant search engine results to online users. If we talk about the effect of Artificial Intelligence on SEO, then certainly it will be a big challenge for those who still follow old-school rules. Otherwise, it is yet another opportunity to revamp your strategy and grab the top spot in SERPs.

Why 99% Bloggers fail with Digital Marketing [and How You can avoid those]

Blogs and bloggers are one of the big things in the Digital Marketing world. There are common myths about blogging, such as, “you can be rich by just writing a few pieces of content”. Such myths are useless when it comes to blogging. Blogging requires consistent hard work in the right direction.

If you are a blogger and striving to make your blog successful. This post is for you!

Let’s talk about the numbers first, according to DailyChanges.com there are around 130,000 domains registered every day. What does this say? You can be wiped away every day with 100,000 of blogs or sometimes even more if you don’t take the correct digital marketing approach for your blog or website.

Becoming a blogger is easy, but becoming a successful blogger is very hard. We will be discussing in-depth the common mistakes most of the bloggers commit and how you should avoid it.

Let’s get started.

9 Mistakes that Bloggers Commit in Digital Marketing

Not Identifying Goals of Your Blog

“Forget everything and start writing”, you must have heard this statement everywhere when you have entered into the digital marketing stream. That’s the biggest mistake new bloggers commit. The worst thing they do not recognize that they are taking the wrong approach! Though the line sounds good it will take you nowhere in the blogging world.

Every blog has its own goal. Every blogger writes for a reason. You need to find out what your goals are,

Here are few broader types of goals,

  1. Building a Personal Brand.
  2. Building an Income Source through Publisher and Affiliate Network.
  3. Showcase expertise to drive more sales for products.

So here are the three broad types of goals. Almost all bloggers have their goals falling into above categories. Let’s take them one-by-one.

Personal Branding – If you are willing to build your personal brand on the internet, this should be your ideal goal. Personal Brand can help you in many ways. People do it for such common reasons. To gain leads before they actually start a business. People also blog to showcase their creativity in an aim to wrap up a good corporate job.

Building an Income Source – This is the reason why most of the people dive into the blogging stream. There’s nothing wrong in that. But when you get obsessed with greed to earn money with the blog, you start losing your passion. This hurts your creativity and your writing skills.

A blog can be a great source of income, but it takes time and hard work in the right direction to achieve this goal. This is the major reason most of the bloggers fail. They take blogging as a quick source of high income, fortunately, that’s not true. It requires a lot of dedication.

Bloggers build their blog as a source of income with these three common sources,

  1. Publishing third party Ads on their blog.
  2. Direct Selling of Products.
  3. Affiliate Marketing.

You need to find out what your goals are when it comes to building income source for your blogs.

Showcase Expertise to Drive More Sales and Leads – This goal is pretty hot nowadays in the world of digital marketing. If you already have an online business, you can boost your sales with writing regular blog posts on your business niche. This is called content marketing.

Most of the small and established businesses have a blog section on their website. For example, if you have a small e-commerce website for women’s apparel, you can write content related to apparel and dressing sense in your blog section. If the content is really productive you will see significant growth in sales!

So these are the three broader goals explained. You need to figure out what goal you want to achieve with your blogging efforts. Note them on a paper and create content according to your goals.

Not having enough Education in Digital Marketing

Most of the people start a blog right away without having complete or proper info of digital marketing. Some of them know it, but still focus on only one or two channels and SEO is always one of them.

SEO alone cannot make you succeed with your blogging agendas. There are more channels worth considering. Such as Social Media Marketing, Email Marketing, Newsletter Marketing, paid sources, guest blogging etc.

I’m not saying SEO is bad. It is the hugest source of qualified traffic and that too for free. But SEO takes long time to show results. It requires the month of hard work and patience.

And you as a blogger cannot depend on organic search traffic. You need to pay equal attention to other channels that will benefit you.

You can read about Digital Marketing over here and also other blogs. Just remember one thing, it’s not about reading, it’s all about executing new and creative ideas.

Keyword Research Failure

The world of digital marketing revolves around the usage of keywords. Keywords are the whole key to your success and failure too!

While selecting keywords, many content writers just go onto Google Keyword Planner choose a keyword with medium or massive search volume and stuff those keywords within the content.

This is the biggest mistake you make as a blogger. The reason is, you need to choose a keyword related to your niche first. Then create content related to that keyword or search query that will provide extra value to your readers.

The other mistake that makes blog fail is hitting up either on seed keywords only or the long tail keywords only. Bloggers are just relying on one of them, which hurt blogs in the long run.

I agree as long tail keywords convert better, but you can’t just rely on them. Moreover the belief, long tail keywords are easier to rank is pretty old now. Most of the time long tails are equally hard to rank for. Long tails also have very low search volume.

You need decent traffic, right?

So publishing blog posts on long tails every time is not a good idea!

You need to create an ideal content marketing mix. Use keywords that will bring you decent search traffic, and along with also use long tails that will increase your conversion rate time to time.

A Decent search traffic will get you more eyeballs on your blog with added benefits like, email opt-ins, social shares etc. that will help you build a brand. While long tails will fill decent cash in your pocket!

The absence of Buyer Personas and Reader Personas.

Imagine you are selling pizzas in a medical store! Sounds weird right?

Same is the case with blogging and content marketing. Unless you are particular about who your ideal customers are, you cannot go further. Many of the bloggers avoid making reader personas of their viewers. There is only one problem with that, you don’t get engagement on your content.

Less engagement will give you more bounce sessions, fewer comments and less social shares. The absence of Reader Personas doesn’t show you effect immediately. It shows you its effect in the long run. When you have created lots of high-quality blog posts and there is no second chance to edit them.

You will gradually see a drop in your existing conversions and engagement rate or no increase in both of them. Both of them are harmful to your blog.

So how do you generate Reader Personas and the Buyer Personas?

Simple. Ask yourself these questions:

  1. Who will like most to read my content?
  2. What age group should they belong to?
  3. Who will be interested in purchasing my product? Or what could be their possible interests?
  4. What salary package must they have to buy this product?
  5. What geographic locations should my customers or readers live in?
  6. Which websites do they spend their most of the time?

This 6 questions will help you in generating good Reader and Buyer Personas. You can add more questions to the list according to your business.

Having good persona files help you plan an effective content marketing and social media marketing blueprint for future. This saves you from future hustles.

Choice of Wrong Social Channels

Everybody knows, promoting content on social media channels is important. But very few choose the appropriate ones!

Why choosing the correct platform is important?

Have a look here

It becomes obvious to include social media marketing in your marketing plan. So what three channels you would choose to promote your blog?

  1. Facebook
  2. Twitter
  3. Google Plus

Right? I bet most of you chose these three networks first.

Why not,

Instagram

Pinterest

Tumblr

Reddit

The problem with the giant social networks is that they get crowded fast. Especially Facebook. Twitter is more real time, so it’s a must use channel. But Facebook is not that real-time. If you are expecting people come and like your Facebook page for free, it is getting harder day by day.

Moreover, you have a limited reach when you are just starting on Facebook. So instead of Facebook, focus on Pinterest. Create high-quality graphics for Pinterest it will give you more engagement. Once you get decent followership on Facebook, you can get more of it then.

If you have photography blog or a blog related o artwork, probably Instagram is more favorable to your blog.

The point is, you need to choose social networks the smart way. Not every channel is made for you and your blog!

Writing Boring Content

Many bloggers believe that writing super complex blog posts and the thesis will gain them personal brand and lot of viewership. They write big essays with complex English words with big paragraphs. Who are you trying impress here, you high school teachers?

If you write in this fashion no one will bother to read. How productive it may be, it won’t get engaged. Keep it simple and sweet. Use small lines. 4 lines max per paragraph. It should not look boring.

When it comes to blog posts, another mistake that makes bloggers fail in the long run is the lack of enough depth. Longer blog posts tend to receive good search rankings in the longer run. That does not mean write anything to increase the length of the article.

Cover all angles while writing. If you don’t do it, someone else will and snatch a big chunk of traffic from search engines. The copy should be around 1500 words minimum.

You can have a look at my blog. My in-depth guides cross 3500 words, sometimes even more.

Absence of consistency in publishing fresh content

Often on the internet, it is said that you need not publish multiple posts in a single week. This fact applies to established blogs. Blogs which have good domain authority. If you have a brand new blog and if you follow this rule, it will slow down your blog’s growth.

The reason behind this is a bit technical. As you know search bots crawl millions of websites every day. The websites that have backlinks from authority sites are always on the priority.

In this scenario when you are starting with a fresh blog and do not update your blog with fresh content search bots will decrease the crawl rate. I have experienced this with my own blog. When the crawl rate decreases, it’s real hard to pull it back to normal.

Publish at least 2 High-Quality blog posts every week to ensure your site gets crawled more often.

Moreover, if you publish consistently it sends a positive signal to your readers. This makes them return to your blog more often.

Neglecting off-page SEO

All of us know the importance of SEO. SEO being divided into two types, On-page, and Off-page. Everyone is good at On-page SEO. Optimizing keywords in important areas of blog pages. It’s easy to handle. But it is only the half part of the SEO.

You need to build a concrete off-page SEO plan too. Off-Page SEO consists of building backlinks to your website and blog posts. Promoting your content on social networks etc. The most important thing is building backlinks.

If you want massive search traffic you need to build high-quality backlinks to your website. To build high quality back links you need to partner with other bloggers in your niche. Guest Posting at authority sites will also help you in gaining high-quality backlinks.

The hardest part of SEO is building backlinks, but it pays off in the long run. Once you start hitting the top 5 results for keywords, you will earn natural backlinks because most of the people know that it’s hard to get in the top 5 results. If they see your page in the results it sends a positive indication that your post is highly productive. This makes them link to you every time.

Not Reacting To Analytics Data

Perfection is overrated. Nothing is perfect especially in the space of digital marketing, there will be some errors all the time. You need to iterate on it. One of the deadly mistakes that digital marketers make is not iterating on the content marketing plan.

No content marketing blueprint is perfect. You need to improve your plan along with marketing efforts. How to find the errors in content marketing? Simple. Google Analytics.

If you are a new blogger, you start publishing high-quality content on your blog. You will need at least one month from your website being indexed to see some useful data in google analytics dashboard.

Once you start getting data, start observing and pointing out the loopholes in your plan. You can find what type of content got shared the most. Likewise, you can also find what made people bounce back from your blog posts.

Observing those numbers can easily tell you what worked and what not. You need to craft your marketing plan on behalf of these numbers. This will ensure you and your blog progress in the right direction.

Conclusion

We have seen the top 9 Mistakes most of the bloggers commit which leads them deep into the failure! There are around 200,000 blog posts published every day. Some are highly useful and some are useless. To become a successful blogger you need to first identify your niche and then the target audience.

If you publish high quality and problem-solving content well aligned with your target audience’s mind. There is nothing that can stop you from being a successful blogger.