Digital Marketing

By: Seven Boats Academy

https://www.7boats.com/academy
/
Trainer: Debajyoti Banerjee
SOME
STATISTICS IN
INDIA - WHY
DIGITAL
MARKETING?
 WHY DIGITAL MARKETING?
Mobile -Current Outlook of Mobile Marketing in Driving
Customer-Engagement- 40% (approx). Future Outlook of
Mobile Marketing in Driving Customer-Engagement- 75%
(approx)

Video marketing - Current Outlook of Video Marketing in

driving Customer Engagement- 37%. Future Outlook of Video
Marketing in driving Customer Engagement- 69%

Email marketing - Current Outlook of Email Marketing in

Driving Customer Engagement- 45%. Future Outlook of Email
Marketing in Driving Customer Engagement- 57%

Social media marketing - Current Outlook of Social Media

Marketing in Driving Customer Engagement- 36%. Future
Outlook of Social Media Marketing in Driving Customer
Engagement- 55%

SEO- Current Outlook of SEO Marketing in driving Customer

Engagement- 21%. Future Outlook of SEO Marketing in
driving Customer Engagement- 40%
Digital population in India as of January 2018 (in millions)
Data Sources: sokrati.com, socialsamosa.com, statista.com, socialbeat.in, comscore
 800% increase in job opportunities in
AND WHAT ABOUT CAREER? last 5 years. Entrepreneurship is also on
big rise. faster career path & more than
60% better than other career courses.

1.8X average salary hike in a year for

right candidates. Huge scope for Part-time
passive income too. Globally accepted
skill.

Huge Demand – Top MNCs, SMEs &

startups have a huge & increasing
demand

Highest Growth – 1/3rd of businesses

are planning to introduce a Digital
Transformation program & 1/3 already
have. Highest industry growth.
 Comparison of Digital Marketing With Other Job Oriented Courses

Probability of Avg Salary per month

Courses Duration Avg Fees job(Freshers) Last 3 years stats for a fresher

2 Years 4-6 Lacs 55% 35/100 Rs.24,000-Rs 35,000

MBA/PGDM

4 Years Upto 8 Lacs 19% 17/100 Rs.13,000-Rs 20,000

B.Tech

3/6/12 Months 50K 97% 97/100 Rs.21,000 - Rs 30,000

Digital Marketing

*This is an overall average in India. Premier B schools of India or discrete cases have not been considered into salary figure..
OVERVIEW
What is Digital Marketing?
IN SIMPLE TERMS, IT’S A PROCESS TO ATTRACT MORE TRAFFIC TO YOUR
ONLINE PROPERTIES AND CONVERTING THEM INTO LEADS/SALES.

ONLINE PROPERTIES - YOUR WEBSITE, FACEBOOK FAN PAGE/PROFILE,

BLOG, INSTAGRAM PROFILE, TWITTER HANDLE, LINKEDIN PROFILE/PAGE,
QUORA PROFILE ETC

TRAFFIC - REAL PEOPLE / VISITORS COMING TO YOUR ONLINE PROPERTIES.

NOT ALL PEOPLE, BUT TARGETED PEOPLE (TG) SPECIFIC TO YOUR
INDUSTRY, BUSINESS NATURE & LOCATIONS

DEVICES USED - DESKTOP, LAPTOP, MOBILE, TABLET WITH INTERNET

CONNECTION
AACRO MODEL OF DIGITAL MARKETING BY SEVEN BOATS

AACRO model of #digitalmarketing has clearly defined

levels and steps of grabbing the attention, getting the
traffic, converting to business, retaining traffic & improving
experience, with measurable KPIs & reporting at each
level. Visit http://www.aacrodigitalmarketing.com
THE 2 BIG QUESTIONS
HOW TO GENERATE TRAFFIC?
(POEM Model - Paid, Owned,
HOW TO CONVERT TRAFFIC INTO
Earned Media)
LEADS?
1. ORGANIC APPROACH / PULL
MARKETING /INBOUND MARKETING BY GROWTH HACKING
(Match your presentation with
(Some useful terms: Lead Magnet, Lead Funnel,
user-intent)
Landing Page Optimization, Conversion Rate
2. INORGANIC APPROACH / PAID Optimization, Using use proof, Exit intent
MARKETING /PUSH MARKETING Trigger, Email automation, Push notification,
ChatBot )
3. BY COMBINING ORGANIC & INORGANIC
APPROACH DEPENDING ON THE
BUSINESS, LOCATION, TG & BUDGET
(IT’S CALLED DIGITAL MARKETING
MIX)
 1. SEO / SXO (SEARCH ENGINE
OPTIMIZATION / SEARCH
EXPERIENCE OPTIMIZATION)
ORGANIC 2. CONTENT MARKETING

APPROACH 3. SOCIAL MEDIA

OPTIMIZATION
INBOUND MARKETING
4. ASO (APP STORE
OPTIMIZATION)

5. AFFILIATE MARKETING
 1. GOOGLE ADWORDS

2. SOCIAL ADS (FACEBOOK,

INORGANIC TWITTER, LINKEDIN,

INSTAGRAM ETC)

APPROACH 3. EMAIL MARKETING

OUTBOUND MARKETING 4. SMS MARKETING

5. OTHER MEDIA BUYING

6. PUSH NOTIFICATIONS
 1. ORM (ONLINE REPUTATION
MANAGEMENT)

2. LANDING PAGE OPTIMIZATION

3. MARKETING AUTOMATION

4. LEAD CAPTURING MECHANISMS

GROWTH HACKING 5. CLICKBAIT /LINKBAIT CONTENT

6. 70-20-10 or 50-50 CONTENT

STRATEGY, INVERTED PYRAMID
CONVERT TRAFFIC INTO
LEADS 7. CONTENT RECYCLING

8. UI/UX / USER EXPERIENCE STRATEGY

9. A/B TESTING

10. DATA ANALYTICS

HOW DO YOU
KNOW YOU ARE
DOING IT
RIGHT?
 1. NUMBER OF LEADS GENERATED PER
MONTH

2. NO. OF ONLINE SALES PER MONTH

3. WEBSITE ENGAGEMENT(HOW LONG

PEOPLE ARE STAYING ON SITE, HOW

MEASURE KPI MANY PAGES THEY VISIT, COMMENT

OR NOT)

4. SOCIAL ENGAGEMENT (LIKE, SHARE,

KEY PERFORMANCE COMMENT, VIEWS)
INDICATORS - FROM GOOGLE
ANALYTICS OR SEARCH 5. KEYWORDS RANKING

CONSOLE AND FROM SOCIAL 6. VOLUME OF TRAFFIC

INSIGHTS OR BY WEB AUDIT
TOOLS YOU GET THESE DATA
The 4 pillars of
digital marketing
that we’ll discuss
 1. SEO
2. SMM
3. GOOGLE
4 pillars
ADWORDS
4 pillars of digital marketing

4. GOOGLE
ANALYTICS
SEO
What is SEO/SXO

The process to get your website/online properties rank higher in SERP (search
engine result pages) for the most relevant keywords (probable words your
customers will type in Google to search your type of business )in organic/natural
way and to enhance your target audience’s user experience on your website.

You have to understand the user intention behind a keyword/s and you have to
develop content in that way. Example - any one searching car loan (the intention
is know the full process, providers names in his location, eligibility, car dealers in
his locations offering finance etc)
 1. Business audit & define target audience

2. Do a website audit

3. Do competitive research (check

features, content structure, popularity,
no. of pages)

Before you start 4. Do keyword research (Focus on long tail

keywords and keyword stemming)

Do these tasks → 5. Define landing pages / cornerstone

content and content hierarchy

6. Benchmark current status

Concept of long tail keywords & keyword stemming
Types of SEO
On page SEO
The process of updating content and
adding/editing technical things
related to SEO on your own website
is called on-page SEO.
Title tag, Meta description, page
content, image alt tags, keywords are
a few things to work here.
Off page SEO
The process of submitting your
business info/website url to other
various websites / social media sites
to get backlinks and popularity.
Quality, relevance, freshness and
naturality are very important while
you do link building by commenting,
participating in forum, online PR,
yellow pages or social media sites.
 1. TITLE TAG

2. META DESCRIPTION

3. META KEYWORDS

Key pointers for

4. STATIC PERMALINK URL

5. BREADCRUMB

on-page SEO 6. HEADING TAGS(H1, H2, H3 )

7. QUALITY & UNIQUE CONTENT

Remember them →
8. BOLD/ITALICS/UNDERLINE

9. IMAGE ALT TAGS

10. KEYWORD DENSITY & PROXIMITY

11. INTERLINKING OF PAGES

 1. ROBOTS.TXT

2. SITEMAP (XML & KML)

ADVANCED 3. RICH CARDS/RICH SNIPPETS

POINTERS FOR ON
4. MOBILE FRIENDLINESS

5. PAGE SPEED

PAGE SEO 6. RSS FEED

7. GEO TAGGING
DON’T THINK TOO MUCH
ABOUT THEM. KNOW THE 8. CUSTOM 404

TERMS NOW :) → 9. 301 REDIRECT & CANONICAL

10. TEXT TO CODE RATIO

11. OPEN GRAPH

 1. FOCUS ON QUALITY, NOT QUANTITY

2. GET LINKS FROM RELEVANT,

QUALITY WEBSITES

KEY POINTERS FOR 3. KEEP LINK BUILDING AN ONGOING

OFF-PAGE SEO
ACTIVITY FOR FRESHNESS

4. ROTATE ANCHOR TEXT WISELY

5. DO NOT COPY PASTE CONTENT FROM

REMEMBER THESE→
YOUR OWN WEBSITE

6. DON’T USE AUTOMATED SOFTWARE

 1. VERIFY YOUR BUSINESS IN GOOGLE
PLACES FOR BUSINESS

2. ADD BUSINESS DETAILS CORRECTLY

KEY POINTERS FOR

& COMPLETELY

3. DON’T PUT KEYWORDS IN TITLE

LOCAL SEO 4. ADD REGULAR IMAGES, POSTS, OFFER

5. UPDATE GOOGLE PLUS

REMEMBER THESE →
6. ADD HOLIDAYS

7. EARN NATURAL REVIEWS FROM

CUSTOMERS
 1. ADD HOMEPAGE PLACEHOLDER
CONTENT

2. ADD UNIQUE PRODUCT

DESCRIPTIONS

KEY POINTERS FOR 3. USE IMAGE ALT TAGS

ECOMMERCE SEO 4. USE STATIC PERMALINKS URL

5. GET MORE PRODUCT REVIEWS

REMEMBER THESE→ 6. USE ROBOTS.TXT WISELY TO BLOCK

DUPLICATE DYNAMIC PRODUCT URLS
FOR SAME PRODUCT WITH
VARIATIONS (SIZE, COLOR, ETC)
SO, WHAT TO DO
1. ADD /UPDATE UNIQUE CONTENT ON
YOUR PAGES AND BLOG POSTS ON
YOUR WEBSITE ON REGULAR BASIS

ON REGULAR 2. SHARE THE CONTENT ON SOCIAL

MEDIA TO EARN FRESH & QUALITY

BASIS? BACKLINKS

3. OPTIMIZE LANDING PAGES FOR

BETTER CONVERSIONS (EXPERIMENT)
CHECK THESE TASKS→
4. ANALYZE PROGRESS AND
RE-STRATEGIZE
 1. WEBSITE AUDIT TOOLS (IWEBCHK,
WOORANK, AUDIT.7BOATS.COM,
NIBBLER.SILKTIDE ETC)

HOW TO MEASURE
2. GOOGLE SEARCH CONSOLE OR
WEBMASTERS (RANKING, BACKLINKS,
SEO PROBLEMS ETC YOU CAN KNOW)

PROGRESS 3. GOOGLE ANALYTICS

4. SOCIAL INSIGHTS (FB INSIGHTS,

FROM THESE TOOLS→ TWITTER ANALYTICS ETC)

5. MANUAL KEYWORD RANK CHECKING

SOCIAL MEDIA
MARKETING

SMO- the organic
way
Interactiveness - images, gifs,
videos, inside story work
better. Don’t always talk
business. Present your company
as a face, not a robot.
1. Keep complete & updated personal
profile with real pic. Share opinions
(domain expertise plus anything you
like)
2. Create fan page with complete details
3. Create a post calendar in advance &
update regularly with short crisp posts
using images/videos
4. Use hash tags, trending topics wisely
5. Invite friends, tag wisely, use notes, use
pulse, use events, checkin features, live
video, join groups (don’t spam)
6. Find out influencers and approach
them (influencer marketing)
It’s all about sentiments. Listen & Relate with your TG
Facts about viral content
Checklist for better content promotion
1. Long-form content has less competition — and gets more shares on average
2. Use images on Facebook.
3. Use images on Twitter.
4. Inspire awe, laughter, or amusement.
5. List posts and infographics are more likely to be shared. If you’re writing a long
form article, make sure it’s easy to skim.
6. 10 is the magic number of lists (Top 10 tips for…..)
7. Make sure your article inspires trust (More shares by influencers)
8. Reach out to influencers before you write your content... and after to get it
shared
9. Write evergreen content and promote your articles regularly after it’s been
published.
10. Tuesday is the best day to publish and promote content

SMM-the paid way
Run ads either for brand
awareness or for conversions
depending on the requirement
of your business. Check most
popular ads →
1. FACEBOOK BOOST POST
2. FACEBOOK PAGE LIKE
3. FACEBOOK CLICK TO WEBSITE
4. FACEBOOK PROMOTE LOCAL
BUSINESS
5. FACEBOOK LEADS AD
6. FACEBOOK PROMOTE OFFER/EVENTS
AD
7. FACEBOOK PIXEL CANVAS FOR
CONVERSION TRACKING
8. TWITTER SPONSORED TWEET
9. LINKEDIN SPONSORED POST/JOB
BOARD ADS
CUSTOM & LOOKALIKE AUDIENCE
You can better target your facebook ads by creating custom and lookalike
audience and also running conversion ads by adding conversion & event pixel
to your website. Also You can run lead ads directly on facebook.
 1. TOTAL IMPRESSIONS

2. TOTAL CLICKS

HOW TO MEASURE 3. TOTAL LIKES

PROGRESS
4. TOTAL COMMENTS

5. TOTAL SHARES/RESHARES
CHECK THE PARAMETERS →
6. CLICK THROUGH RATE (CTR)

7. AVG COST PER CLICK

 HOW TO OPTIMIZE
LANDING PAGES OR
CORNERSTONE PAGES
 1. 3 SEC LITMUS TEST (WHO ARE
YOU, WHAT YOU DO & WHAT
VALUE YOU ADD TO YOUR

THE MOST
CUSTOMERS)

2. TRUST BUILDING FACTORS

IMPORTANT PAGES (TESTIMONIALS, NEWS CUT,

RATINGS/REVIEWS)

OF YOUR WEBSITE 3. GREAT CONTENT COVERING THE

THINK AND DESIGN IT IN A
WAY SO THAT PEOPLE CAN
GET EXACTLY WHAT THEY 4.
ARE SEARCHING AND GET
CURIOUS TO CONTACT YOU→ 5.
USER INTENTION IN DETAILS
ALONG WITH PROPER BLEND OF
KEYWORDS (500-800 WORDS)
BIG CTA BUTTON(CALL TO
ACTION) & LEAD CAPTURE FORM
INTERLINKING TO OTHER
IMPORTANT PAGES
GOOGLE ADWORDS
What is adwords?
It’s a platform by google where you can advertise your business/website/product
as per your daily budget and your target audience/location to show it on Google
SERP, gmail, youtube or on google partner websites.
WHAT IS BIDDING?
Bidding is a process of putting a maximum value you are willing to pay to google
for a click or 1000 impressions or a view.
TYPES OF BIDDING
MANUAL BIDDING
AUTOMATIC BIDDING
PROS - CUSTOMIZED AD SCHEDULING
PROS - LESS MONITORING EFFORT
BID FOR EVERY KEYWORD AND OPT FOR AD
FOR LESS BUDGET
POSITION
MOST OF THE TASKS ARE AUTOMATED
ALL FEATURES.
SUITABLE FOR SMALL TEAM OR INDIVIDUAL
SUITABLE FOR BIG BUSINESS HOUSES
TO GET MAXIMUM CLICK AGAINST A DAILY
BUDGET CONS- CONSTANT MONITORING & CHANGE
BIDDING
CONS- NO AD SCHEDULING
ADVANCED KNOWLEDGE OF ADWORDS
NO BIDDING FOR AD POSITIONS
REQUIRED
 1. SEARCH NETWORK

2. DISPLAY NETWORK

Types of campaigns 3. SHOPPING ADS

Check these types→ 4. VIDEO ADS

5. MOBILE ADS
 1. PPC/CPC (COST PER
TYPES OF CLICK) [DEFAULT
CAMPAIGN AS PER MODE]

OPERATIONAL 2. ECPC (ENHANCED

CPC)/CPA
MODES 3. CPM (COST PER
CHECK THESE→ THOUSAND
IMPRESSIONS)

4. CPV (COST PER VIEW)

CAMPAIGN TYPE AD COPY AD SHOW MODE BEST USED FOR
LOCATION

SEARCH AD TEXT ONLY SERP ONLY CPC MAINLY CLICK /

/ECPC/CPA CONVERSION

DISPLAY ADS TEXT, IMAGE, YOUTUBE, GMAIL, CPM MAINLY, BRAND

VIDEO, HTML5 GOOGLE CPC/ECPC/CPA AWARENESS
PARTNER SITES

SHOPPING ADS TEXT + THUMB SERP ONLY MAINLY ECPC SALES/

IMAGE WITH /CPA CONVERSION
PRICE

VIDEO ADS VIDEO YOUTUBE, MAINLY CPV BRAND

GOOGLE AWARENESS
PARTNER SITES

MOBILE ADS ANY ANY ANY ANY

 Quality score AD POSITION = BV * QS
A score between 0-10 based on
your bid value, keywords
relevancy in ad copy and
landing page. The higher the
QS, lower the per click cost &
better the ad rank
 BROAD MATCH MODIFIER
+i +love +you → this is better

BROAD MATCH
SELECTION OF I love you

KEYWORDS PHRASE MATCH

TRY BROADER KEYWORDS “i love you”

EXACT MATCH
[i love you]

NEGATIVE KEYWORD
Overview of Google Ad panel
Google Ad Tools
REMARKETING
 1. CLICK THROUGH RATE

2. IMPRESSIONS

3. CLICKS

HOW TO MEASURE 4. COST PER CLICK

PROGRESS? 5. MAX CLICK PER KEYWORD

6. AVG POSITION OF AD
CHECK THESE PARAMETERS
IN A DAILY OR WEEKLY OR 7. % SERVED OF AD COPIES
MONTHLY TIMELINE→
8. SEARCH QUERIES
(ACCORDINGLY ADD/EDIT
KEYWORDS, CHANGE BID 9. CONVERSIONS
VALUE, EDIT AD COPIES ETC)
GOOGLE ANALYTICS
 1. NO. OF SESSIONS

2. PAGE VIEWS

3. BOUNCE RATE

WHAT DATA YOU 4. SOURCE OF TRAFFIC & %

DISTRIBUTIONS

NEED 5. MOST VIEWABLE CONTENT

6. DEMOGRAPHY & AUDIENCE

CHECK THESE IN A WEEKLY, 7. OS, BROWSERS ETC

MONTHLY OR FOR A
8. USERS FLOW
SELECTED TIMELINE. YOU
NEED TO HAVE ANALYTICS 9. FUNNEL VISUALIZATION
CODE INSTALLED ON EVERY 10. ECOMMERCE SALES/CONVERSION
PAGE OF YOUR SITE. DATA
WHAT TO DO WITH THESE DATA?
YOU HAVE TO TAKE CONCLUSIVE DECISION FROM THE DATA BY RIGHTLY
ANALYSING THEM

DATA PROBABLE PINPOINTED ACTION TO COMMENTS

REASONS REASONS TAKE
FURTHER READING
1. Visit https://www.7boats.com/academy/ and register. Check free courses &
forum. Get online access to advanced online course on request.
2. Check few good tools of digital marketing here -
https://www.7boats.com/academy/tools/
3. Read the book - Digital Marketing by Seema Gupta, IIM Bangalore &
McGraw Hill Education
4. SEO industry news & learning -https://www.alltop.com/seo
5. Neil patel blog - https://neilpatel.com/
Connect with ME
Debajyoti Banerjee
Founder & CEO, Seven Boats Info-System Pvt. Ltd.
Visiting Faculty, Calcutta Business School & United World School of Business.
Online Instructor at Udemy.com

Facebook: https://www.facebook.com/debajyoti7boats
LinkedIn: https://in.linkedin.com/in/debajyotibanerjee
Twitter: https://twitter.com/debajyotib
WhatsApp: +91 80170 49042
Email: debajyotib@7boats.com
 THANK YOU :)
VISIT - https://www.7boats.com/academy/
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