A beginner's guide to digital marketing Learning at home

As a start-up owner or a budding entrepreneur, you would like to reach to a broader audience, have more conversions, get more traffic and have your budget on-track. While anybody can tell you how digital marketing course is the way to go, you can only find out how tricky, confusing, and a mess it could be once you enter into this domain. However, an expert digital marketing company can help you find out some core tenets that are tested and tried and take the guesswork out of your digital marketing strategy when you are on a shoestring budget and can't afford to make a mistake.

Effectively using negative keywords: The up-and-coming e-tailers rarely pay enough attention to negative keywords. Negative keywords can maximise your search and revenue for Google Ads campaigns. After SEO, Since PPC ads require money to run and often a new business, it is essential to make a wise investment and don't show your advertisement when your business doesn't fulfil a customer's intent for search. Negative keywords also prevent you from bidding on irrelevant keywords and thus, saving money on your PPC budget. Preparing a list of negative customers also can help you bank correctly on your products' features and remain in the reach of your targeted audience.

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Re-targeting: Retargeting in digital SEO is referred to as behavioural targeting or display advertising. Often when a user visits a website, they might see different display ads of the products or services from the same website. It is usually a gentle 'nudging' to the users with banner-based advertising and to 'remind' them that they were interested in the products, they might be now. It is the rekindling the first-sight love between the user and the company.

Sidelining social media: Social media platforms like Twitter, Facebook, and Instagram can help in bringing organic traffic to your website. Apart from your website, social media double up as the 'storefronts' and can make or break the general perception of the users regarding your business. If you aren't listening in on your social media what your customers are saying about you and leaving their complaints or feedback unaddressed, you not only are missing out on their business but also shooing the new customers away. This is why having a seamless and strong presence on social media platforms is vital for your business. Intend to make friends on social media, and not customers- and you will do just fine. A social media platform in search engine optimization is a way to connect with your customers. It has a consistent voice that comes directly from the brand- not via a middle channel or PR- making these channels quite straightforward and transparent while offering an unparalleled opportunity to businesses to enhance their penetration.

Utilising content: Your content needs to be a balanced mix of images and text. You have less than two minutes, and almost sixty per cent of online readers scan through the content. They don't read through mind-numbing long paragraphs or articles irrespective of how brilliant it is written. Besides, repurposing of the content, updating it keeping recent development in mind and promoting it on your business' social media platforms is as important as writing new content for your business. Your content should fulfil the intent of a search conducted by a user. When your customers are looking for 'how', your content needs to be specific with the query. You can tell them a 'why' and keep your fingers crossed for a surge in traffic. Not focusing on new topics, or new types of content such as video or podcasts can also result in you missing out on a new stream of traffic and unique set of customers.

Not knowing your customers: Every digital marketing tenet could come crashing down like a house of cards if you don't know who you are talking to. It would help if you mapped user personas, demographics, and their buying triggers to decode their purchasing psyche. You might be advertising your products aggressively on Facebook, but if your customers aren't on Facebook, to begin with, you can't reach them despite all your efforts. As a decision-maker, you need to ensure that your decisions are in the right direction and where your customers are. The changes in your customers' data should also be incorporated in your business decision, and it is why you should focus on the data-driven strategy that lets you stay on top of the things.

Hiring a reputable digital marketing strategy can help you to solidify your presence in a relatively volatile domain. Not doing it can wipe out your efforts and goodwill in one go practically. Scouring through the internet and looking for some 'Gyan' there can't replace the experience and expertise of a digital marketing company. Choose for a digital marketing partner to help you with a bespoke start-up marketing plan for your business, its challenges, and needs.