DIGITAL MARKETING CHANNEL

-Harshali Panchal

EMAIL MARKETING

With over 144 billion emails sent each and every day, email marketing remains one of the elite channels for business communication.

email is still the best in the business when it comes to generating customer interaction and sales.

Email is an incredible marketing tool. With its widespread reach and viral potential, it

allows your business to connect with prospects in ways that no other marketing medium can.

EMAIL MARKETING

Use a Newsletter Service: Email marketing service provider, such as MailChimp or Aweber. You can also manage email lists, integrate forms and sign-ups

on your website, and track email analytics. Test Your Subject Lines: According to stats compiled by Impact Branding & Design, 33

percent of email recipients open their email based on the subject line alone.

Your subjects should be concise and informative, giving the reader a reason to click through.

Personalize Your Message: When composing your email campaigns, use customizable fi elds

to personalize each message. For instance, if you customize the "To" fi eld, the reader can receive a message that says, "Dear John," instead of an impersonal, "Dear Customer."

STRATEGIES FOR EMAIL MARKETING

Segment Your Emails:create groups into smaller, niche customer groups based

on location, gender, past purchases, and more.Reduce Text and Optimize Calls to Action:Cut down on long-form text, and focus on short messages

that call the reader to action.Provide Visually Interesting Campaigns:the more visually interesting your campaign is, the more

likely the reader is to stick around. Include images and graphics that support your overall message

Provide Means for Social Sharing:According to statistics provided by Impact Branding and

Design, emails that have social sharing buttons generate a 158 percent higher click-through rate than those that don't

Simply AskWhen existing and prospective customers buy

something at your store, have staff members verbally ask if they’d like to sign up for your newsletter as part of the check out process. Keep a sign up sheet close to the register.

Put a Form On Your Website: It’s imperative that you have a form on every page so

that anyone who happens to land there is able to sign up quickly and painlessly for your emails.

use a popup form to collect addresses. Send Postcards Via Snail Mail

WAYS TO COLLECT EMAIL ADDRESSES 

Off er Freebies:Nothing is more attractive to a potential customer

than a free product or a glance at a service that they don’t have yet.

As long as your free gift is relevant to the content of your newsletter, it’s the perfect incentive for prospects who might be on the fence about signing up.

Link to a Form in Your Signature:Simply include a link to your hosted web form in your

email signature, and your prospects can sign up to receive your emails without even closing your personal message.

Utilize Social Media:Put a form on your Facebook fan page so that anyone

visiting your page on the social networking site can easily subscribe to receive email updates.

Ask Twitter followers to sign up for your newsletter by tweeting a link to your hosted web form.

Advertise On Everything You Print:Whether it’s your business card, a brown paper bag

or a receipt, a physical reminder of your website could be the push someone needs to visit your site and fi ll our your web form.

When it comes to pricing, it can really vary.  It all depends on the features as well as the plan.

Pricing is typically based on the number of email subscribers. With this type of plan, you can send unlimited messages. Here’s a monthly pricing breakdown, based on a review of popular email marketing software.

PRICING

Number of Subscribers Price Range

0 to 500 Subscribers $14 to $19 a Month

501 to 2,500 Subscribers $25 to $30 a Month

2,501 to 5,000 Subscribers $49 to $55 a Month

5,000 to 10,000 Subscribers $65 to $100 a Month

POPULAR EMAIL MARKETING SOFTWARE

AWEBER PRICE

AFFILIATE MARKETING

Affi liate marketing is an online marketing setup, wherein a third party (usually a blogger) helps a business or website promote its products or services for a cost. 

These third party marketers are called “affi liates”, and they do not get a regular salary for their services.

Instead, they get paid for every sale, click, download, registration, or any other intended result out of the marketing campaign.

They make use of various tools such as blog articles, guest posts, pop-up ads, email, social media and SEO to reach as many people as possible.

AFFILIATE MARKETING

Use Affi liate Links on your Post: Instead of using direct links on products you’re

recommending, try as much as possible to register for their affi liate program and use affi liate links no matter how small the commission is.

Create a Resources or Tools Page:This is a special page where you list all the tools you use

on your blog (both free and premium) thereby making it easier for your readers to see all your affi liate products at a glance.

Make Use of Banners:You can get the banners of affi liate products you’re

promoting from affi liate companies and implement the code on your blog. 

banners do get the highest click through rate than other

AFFILIATE MARKETING STRATEGY

Make even more money through referrals:This is one big reason why affi liate marketing is so

popular. Growing a network dedicated to promoting a product that is wide-ranging and cheap is exactly what companies want, so companies will usually pay for referrals as they easily make up the costs.

 Choose your niche:One mistake beginners make is getting almost

anything and everything under the sun and promoting them to the same set of audience.

Pick a niche, study it well, then stick to it

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The set-up fee is charged to cover the cost of integrating your site into the network.

To have a trustworthy looking (and search engine friendly) website you will need to get yourself a .com, .net, or .org domain. It this will cost you only around $9 if you use Namecheap.

If you want to have a website for your domain, you will need website hosting. Bluehost could be used for website hosting. usually for 1 year at a time, it costs about $83.

Total you will have spent $90 for the entire year  Network Commission (as % of affi liate commission): 30%

Monthly Cost: Variable For example, if you pay affi liates 10% of the price of every

sale that they refer to your site then you’ll pay an additional 3% of the sale price to the affi liate network, resulting in a total cost of 13%.

PRICING

RSS

Subscribe to industry news sites/blogs to stay on top of industry trends and topics. 

Use it to help brainstorm blogging ideas.Monitor Twitter for mentions of your company and

industry-related terms.Subscribe to other YouTube channels.  Identify appropriate LinkedIn questions.Track specific Google searches.Follow blog comment feeds to identify influencers. Publish your company's feeds on your website so

people can easily find and subscribe to your content.Add a widget that pulls in feeds from specific topics

to display on your blog or website.

MARKETING USES OF RSS FEEDS

GOOGLE ADWARDS

AdWords brings highly targeted traffi c to your website, with the added benefit that you only pay when someone’s interested enough to actually click on your ad and visit your website.

It’s a marketing technique called Pay-Per-Click Advertising, popular because you pay only for the clicks that bring visitors to your website.

GOOGLE ADWARDS

Advertisers bid on keywords in order to serve an ad which, when clicked upon, leads the searcher to a website landing page where a conversion goal, such as a lead generation or purchase, can be completed.

Advertisers compete against one another in the Google AdWords auction for select ad slots on the Google Search results page.  Advertisements will appear primarily above or to the right-handside of organic listings.

The Google AdWords auction is based around two fundamental elements: keywords and cost-per-click (CPC) bidding. Advertisers bid on search terms related to the product or service they provide.  The CPC bid is the maximum amount an advertiser is willing to pay each time their ad is clicked.

HOW DOES GOOGLE ADWORDS WORK?

Customer Demand:  If your customers are not searching for your product or service

in Google, then obviously, AdWords search advertising is not going to work for you. So, before you get too excited about creating your fi rst campaign, you need to verify there is in fact search volume for what you’re going to off er.

Ads: Ads are triggered by the keywords that reside within the same

ad group.   They are comprised of a headline, two description lines, a

display URL, and a destination URL. Keywords: A keyword is a word or phrase that an advertiser selects to bid

upon.  Keywords should be relevant to the advertisers products or services.  When searched by a user, keywords will trigger the ads which are housed within the same ad group.

PROCESS TO CREATE A PROFITABLE GOOGLE ADWORDS CAMPAIGN

CostsAdWords diff ers from traditional forms of advertising. It

doesn’t come with price lists or rate cards. Instead, our standard pricing model relies on a cost-per-click (CPC) based auction:

How much you invest is up to youYou’ll start by choosing a daily budget you’re comfortable

with, and then change it at any time. There’s no minimum spend and you’re not locked into a contract.

Only pay for resultsWith ads on Google you're not charged when your ad is

displayed, but only when someone clicks on your ad to go to your website. In other words, you only pay when your advertising works.

PRICING

You're in control of your cost-per-clickWe set cost-per-click prices via an automated auction

system. As an advertiser, you get to specify the maximum amount (max CPC bid) you're willing to pay for each prospective customer that visits your website by clicking on your ad.

This bid then determines how high up on the search results page your ad appears, which eventually determines how often people notice and click on your ad.

Relevance pays offYour bid isn't the only factor that counts. AdWords rewards

more relevant ads with a higher Quality Score and a higher ad position. So even if your competition bids more than you, you can still win a higher position -- at a lower price -- with highly targeted keywords and ads.

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Here's a quick example:Your daily budget: $10Your maximum cost-per-click bid: $0.50Your average actual cost-per-click: $0.40Approximate number of clicks per day: 25

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GOOGLE ANALYTICS

Google has features that are incredibly useful to business owners who make decisions based on how their audience interacts with their website and social profi les.

Whether you want to boost sales, find more visitors or improve your mobile app, Google Analytics has the answers and insights you need to improve your business.

Google Analytics shows you the full customer picture across ads and videos, websites and social tools, tablets and smartphones. That makes it easier to serve your current customers and win new ones.

GOOGLE ANALYTICS

Google Analytics Reports:The Overview report helps you see which channels

bring in the most visitors, which channels bring in engaged visitors and which channels bring in visitors who convert into email subscribers or customers.

Overview report displays a summary of data, the Channels report displays a more detailed view of your visitor acquisition on a per-channel basis.

GOOGLE ANALYTICS FEATURES

Analytics ABC Reporting:This new report helps you see information about the

acquisition of new visitors, how they behave on your website and how they convert into loyal readers, engaged visitors, email subscribers or customers.

The biggest outcome of this is that now you see a variety of conversion data in the summary view of the report.

Demographic Data:  data collected from DoubleClick third-party cookies is

available in the new Demographic report. You’ll see valuable information about your audience’s gender, age and interests with just a couple of clicks.

Figure out the demographics of your top 15% customers. Improve your remarketing campaigns in Google

AdWords by targeting specific segments of your audience with diff erent ads.

Use Demographics and Interests to analyze A/B tests.Use Content Experiments from within Google Analytics

to conduct A/B tests and then use Age segments to interpret the results and see which version of your test works for diff erent segments.

Google Analytics has two pricing tiers: free and premium. The premium version provides higher data limits, more custom variables, a Service Level Agreement, and a dedicated support team. Pricing starts at $150,000 / year

PRICING

VIDEO MARKETING

Video marketing is one of the most overlooked forms of online marketing. Creating videos is not as complex as it may sound. With a minimal budget, any business can produce quality videos for promoting their products and services. Here are some tips which can help you make the most of your video marketing campaigns.

Video marketing strategies not only work, they are necessary to grow your business

video is asserting itself as a critical component in forward-thinking digital marketing strategies, and with good reason.

VIDEO MARKETING

The pre-roll ads we're all so fond of skipping on YouTube, but those are not what I'm referring to in the context of video "marketing".

The distinction here goes back to the diff erence between paid and earned media. If you create an awesome 1-minute promotional video, and buy ad time on YouTube or any other site to run it, that's paid media.

If you take that same promotional video and run it on your own channel and site, and share it on your own social accounts, that's earned media.

WHAT'S THE DIFFERENCE BETWEEN VIDEO MARKETING

AND ADVERTISING?

Post on YouTube: When it comes to video marketing, the first place to start is

YouTube, the most popular video sharing site which is owned by Google. 

Write great titles: Titles are not only vital for your site pages, but also for your

videos. A great title will not only attract the attention of your audience, but will also enhance the ranking of your video.

Transcribe your videos: One of the best ways of optimizing your videos is by

transcribing them. You can get your videos transcribed professionally for as little as $1 a minute.

 Once the transcription is complete, you can upload it on YouTube as a transcription file. In addition, you can add excerpts of the transcription in your video descriptions.

VIDEO MARKETING STRATEGY

Include a link to your site: After watching your video, many people will require more

details before they buy your products or services. It is therefore very important to include a link to your site or landing page within your video description. 

Backlink to your videos: Backlinks are as important for videos as they are for web

pages. Creating backlinks to your videos can be a very eff ective strategy for enhancing their search engine ranking. Therefore, whenever you write blog posts and articles, be sure to insert links to relevant videos.

Self-host your videos: Self-hosting your videos will allow you to engage your

visitors more eff ectively using calls to action and relevant information.

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MOBILE MARKETING

Mobile’s reach extended to nearly every channel. From social media and email, to brick-and-mortar

integrations such as in-store check-ins and mobile coupons, mobile 

mobile devices take branding and marketing to a whole other level of business-consumer interaction.

MOBILE MARKETING

Cash in on cross-channel promotion: Mobile off ers a plethora of opportunities for marketers to

organically grow their subscriber list via other customer interactions such as email, in-store and online checkout, and even social media. 

Going paperless with QR codes PayPal’s mobile payment QR codes, released in October, to

coupons or ticket codes, retailers and ticket vendors alike are using QR codes to create easy, paperless customer experiences.

Integrate with social media According to First Data, an online payment system provider, 81

percent of smartphone users check social media to read reviews before making a purchase. Marketers who have integrated their mobile program with customer reviews and social media sharing buttons for Facebook, Twitter and Pinterest are reaping the rewards. Amazon and Etsy are two examples.

MOBILE MARKETING STRATEGIES

Send time-sensitive service alerts and notifi cations: Timing is everything for mobile. Marketers who send

notifi cations too early in the morning or during dinner will only annoy subscribers. Let customers set their own parameters for when and how they are contacted via SMS alerts or push notifi cations. Instagram, for example, allows users to customize the types of notifi cations they want to receive via push.

Create seasonal engagement programs: Seasonal programs keep consumers engaged with timely

content. Take Starbuck’s holiday SMS program, which off ered subscribers holiday specials, weekly off ers and cheerful holiday messages.

Deliver coupons via SMS: Marketers who want to raise awareness for special off ers

send coupons via SMS or push notifi cations.

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Make opting-out easy: Marketers can be apprehensive when it comes to showing

customers how to opt-out of mobile notifi cations Analyze customer data: Consumers view their mobile devices as more personal than their

email or web browser, so be relevant and respectful. Use location, age, demographic and other information to segment subscribers and to send them relevant and timely content.

Off er value: Marketers, including Amazon and Modcloth, are using mobile to

send customers alerts or transaction confi rmations when wish list items go on sale. 90 percent of consumers who have joined mobile loyalty programs feel they have gained value from them.

Raise awareness when timing is everything: The average user looks at their mobile phone up to 150 times a

day, according to Visual.ly making mobile a vital channel to raise brand awareness. 

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INSTANT MESSAGING MARKETING

Instant Message Marketing is rapidly becoming accepted in the business community as a viable communications tool and process.

It’s faster than e-mail, free on the client side, and even a novice user can easily grasp the interface in just a few minutes.

It enables remote workers and business partners to “talk” and send information eff ortlessly via the internet.

INSTANT MESSAGING

Now you can easily send instant messages to individual customers or a group.

You can even choose to setup an automated or recurring message to send to your customers at a pre-selected time.

You can incorporate email marketing and text messaging marketing – covering multiple marketing channels for your business.

UZ Marketing can help further target the deliverability of your messages as well.

Their unique feature called SmartBlast allows you to send a single message across multiple modes of communication.

It will detect if a person has read the instant message and stop the same message from being delivered to the remaining modes of communication.

For example, if the recipients are not online to receive the IM, the message will go directly to their mobile phones and email addresses (skipping IM delivery).

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