The complete beginner’s guide to Digital Marketing for Startups & Digital Marketers

Do you want to learn digital marketing and start a career in digital marketing?

Do you want to grow your business with digital marketing but don’t know how to start?

If you have these questions in your mind, then read the below guide. That is a complete beginner’s guide to digital marketing for startups and digital marketers.

Marketing is important for businesses to create awareness, build relationships with customers, and gain sales. Previously, people received information through TV, radio, newspapers, outdoor advertising, etc. Nowadays, people are interested in receiving content through “Digital” media.

What is “Digital” media?

Digital acts as media. The media channels in digital are search engines(Google, Yahoo, Bing), Social platforms, Email, Mobile applications(Apps), and other websites. 

So, in the present day, people are turning to digital media for their content. Therefore, digital marketing has become a necessity. A medium is any way that information can be transferred or presented. Digital media will probably change in the future, but the concept of marketing will remain the same.

To know more about the concept of marketing, please visit the article below.

The simplest ways to make the best of digital marketing careers

What is Digital Marketing?

Till now, we discussed the media, which is Digital. Now coming to digital marketing, it is marketing through the internet to attract customers for businesses.

At present, a majority of people have access to the internet. People search for most things through their browsers. Every business requires digital marketing to grab the attention of users.

Digital marketing has been integrating into four parts. Those are search engine optimization, social media optimization and marketing, search engine marketing(Google, Yahoo, Bing), and email marketing.

1) Search Engine Optimization:

Every business must have a website to sell their products or services through search engines as well as the website must be optimized into search engines(Google, Yahoo, & Bing) rules. 

How does a search engine work?

The search engine has a process. Those are crawling, indexing, and ranking.

Search engine crawling: 

Search engines send spiders to find new content, updated content, images, videos, and PDFs. The whole process is a discovery process in which the search engine spiders discover new content and store it in the database.

Search engine index process:

The search engine uses spiders to discover content on the internet. The users input their queries into the search engine, which returns relevant web pages. The search engine then organizes the information and presents it to the user in an organized manner on their result page.

Search engine ranking process:

The process of ranking in search engines depends on the relevance of your content to what users are searching for. When a user enters a keyword, the search engine will analyze and present relevant web pages on its search engine result page. To rank well in Google, you have to have relevant content.

Till now, we discussed the search engine process. Now, we look into search engine optimization.

What is search engine optimization?

Search engine optimization is a process of making websites more visible in search engines. It usually involves adding new content to the site and optimizing the page to make it easier for search engines to find. The search engine optimization short form is SEO.  

Search engine optimization has been mainly divided into three types. Those are on-page optimization, technical optimization, off-page optimization.

On-page optimization: 

On-page optimization happens within the website. The on-page optimization factors are a) URL structure

b) Meta Tags: Title and Description

c) Generating a sitemap

d) Adding a website to google analytics and search console

e) robots.txt file

f) Image alt tag optimization

 a) URL structure: 

A well-crafted URL structure is beneficial to both users and search engines. URLs contain information about the page’s content, which makes it easier for users to understand the page’s content. It also helps search engines determine how well a webpage will rank when someone searches for related keywords.

Below is the URL structure example

well-crafted-url-structure-examples
URL Structure

Below is an example of the wrong and right keyword structure.

Wrong URL structure:

Wrong URL structure
Wrong URL structure

The above URL structure is not conveying the message to the search engines as well as users.

Right URL structure:

Right URL structure
Right URL structure

The above URL structure is conveying the message to the search engines as well as users.

b) Meta Tags: 

Meta tags are titles and descriptions. These are used on the web page so users can easily understand what they are reading when they search for something.

Below is the example for meta tags.

For example website https://weddingready.com/

Title: Bridal flowers online | Wedding ready

Description: Wedding Ready is providing fresh bridal flowers online. Get the flowers at your doorstep.

C) Sitemap: 

The sitemap contains a list of URLs of the website. It helps the search engine spiders to crawl the website more efficiently.

Below are the options to generate the sitemap for the website.

XML sitemap: 

Yoast SEO: Yoast SEO is a plugin and automatically generates the sitemap after installing it into a WordPress website.

d) Adding website to Google analytics and search console:

Google analytics: 

  • Google analytics covers the data of users from the website. 
  • Google Analytics provides information about real-time users, audience, acquisition, behavior, conversion data.
  • Google analytics provides complete data on traffic like organic, referral, paid, and social. And also it gives data on the country, city visitors.
  • Google Analytics provides information on bounce rate, sessions, demographics, and conversions.
  • Google Analytics visitor’s data helps to retarget the audience by creating campaigns.

Google search console:

  • Google search console covers the insights of user queries from search engines.
  • Google search console provides information about search queries, impressions, clicks, index status of the website.
  • Google search console helps to identify the organic performance of the website in the search engine.
  • Google search console provides the data on back-links. 
  • Google search console provides the data on CTR and average position of the website for the search queries.

e)Robots.txt file:

Robots.txt file is a text file that gives instructions to search engine bots about what pages are crawled by them or are disallowed from being indexed in the SERPs.

Below is the example for the robots.txt file.

Example: https://example.com/robots.txt

File: User-agent: *

Allow: /

Using the above text file would give instructions to search engine bots to crawl the website pages on the exmple.com website.

Example: https://example.com/robots.txt

File: User-agent: *

Disallow: /

Using the above text file would give instructions to search engine bots not to crawl the website pages on the example.com website.

f) Image alt tag optimization:

The alt tags are useful for image optimization. This helps search engine bots to crawl and index properly by understanding what the image is about.

Below is the example for alt tag:

alt text example
alt text example

<img src=”flowers.png” alt=”White colour elegant fresh flowers available on cart.”>

Technical optimization:

  • a) Analyze the page speed for web pages by using the Google page speed insights tool. Google page speed insights tool provides insights on page speed of the website, asset minification(CSS & Javascript), image optimization, and mobile-friendly optimization.
  • b) Use SEO tools like Ahrefs.com and NeilPatel.com/ubersuggest to find out duplicate content on the website. Example: https://example.com/keyword.html and https://example.com/short-keyword.html pages are having similar kinds of content. Then the search engine crawls both pages and indexes only one web page and another web page marks as a duplicate content web page.
  • c) Find broken links on the website by using SEO tools like SEMrush.com, Ahrefs.com.
  • d) Find duplicate meta tags on the website by using SEO tools like neilpatel.com/ubersuggest.
  • e) Analyse website crawl errors and sitemap status by using the Google search console tool.

Off-page Optimization: 

Off-page optimization is the process that happens outside of the website. It helps websites to rank higher on search engines. Off-page optimization is done by creating quality content, engaging in social media, and building backlinks. Building quality content is vital for off-page optimization. Through quality content, the website can earn back-links. If the user can find the quality and value of website content, then the search engine may rank the website higher on the search engine result page. 

These three types of methods are helping to earn back-links through content for any website. 

a) Blog – Blogs are used to create awareness of the products and services that are placed on the website. They build trust among users, which helps in increasing sales. The content posted on blogs is shared by users on social media websites like Facebook, Twitter, Linked In, etc., as well as other online review sites like Yelp and Angie’s List to spread the brand name. 

Before you write blog content, it’s necessary to understand your target audience. First, create a buyer persona. For example, my target audience is below:

Buyer persona:

A buyer persona helps to create the content on blogs. 

DemographicsNameNeeds
Anitha Rao, Female, 32 years married, 1 kid(3 years) Postgraduate in computer science works as a freelance Google ads analyst lives in Hyderabad, India. Husband is an employee in TCL income of family Rs.75k per monthAnitha RaoNeed a professional mentor for help Professional stability in a freelance career
HobbiesGoalsPain points
Stitching, Cooking, YogaIncreasing her freelancing services in Google ads across India, Professional growth in freelancing Google ads analyst career, generating quality leads for clients, achieving financial independence maintaining professional/personal life balanceUnable to handle higher budget ads, Difficult KPI targets need to improve the conversion rate on client websites, unable to analyze ad performance
Buyer Persona

b) Guest blog: Write content on other websites. Use the below queries to find the guest blogs in search engines.

Website keyword + guest post

Website keyword + write for us

Website keyword + guest blog

Website keyword + submit blog post and so on.

c) Email outreach: Finding website niche blogs and sending mail to niche blogs. 

2) Social media optimization and marketing:

Social media helps to build the brand and awareness of the websites. Every business needs social media traction. Creating social media business pages and posting quality content helps to gain user attention to the website. Social media paid ads to help to get more traffic and leads to the website. The social media platforms are Facebook, Twitter, LinkedIn, Instagram, etc. 

3) Search engine marketing(SEM): 

Search engine marketing is also called SEM. SEM is paid marketing.  

SEM is promoting products or services through search engine ads like Google, Yahoo, and Bing. 

4) Email Marketing: 

Email marketing is permission marketing. Email marketing helps to build trust with the customers through engaging with quality conversations. The landing page is vital for any website to get the leads for the business. After gaining leads, converting those leads into sales is the primary goal for the organizations. 

snov.io, getprospect.io, findthatlead.com are some of the email marketing tools to generate leads. sendgrid.com, hubspot.com, etc. are the marketing automation tools to engage with customers. 

Below is the process for any website to start with digital marketing.

Process of digital marketing for any website
Process of digital marketing for any website

Every business needs traffic to generate leads. The first step is through search engine optimization and social media channels. After the traffic, companies need to create a landing page that can capture leads. Then, they can convert those leads into sales with marketing automation.

For more information on email marketing please read the article “How can we increase lead generation? Here is the 5 proven techniques that will sure-shot give you business.

Below are the bonus articles:

Niche selection: 10 Popular Blog Niches Mommy’s can start That Drive Traffic and Make Money (That aren’t Mommy Blogs)

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