A Comprehensive Digital Marketing Planning Guide

Learn and master the concepts of Internet Marketing & Digital Marketing. 

This guide will teach you everything you need to know about Digital Marketing and step by step planning. Make sure you go through the list of tools will help you devise an effective digital marketing and SEO strategy.  You can use this guide to create a Digital Marketing Plan from the ground up, step-by-step.

Digital marketing is helping numerous companies in winning new customers via online advertising and interactive digital touchpoints.

Various methods are being used so that the attention of the prospective customer is aroused.

The aim of any successful digital marketing campaign is to build trust and commitment online through strategic positioning, social media marketing, search engine optimization and content marketing. An important aspect is creation of high-quality content which is distributed through inbound marketing in a need-oriented manner.

I will skip the theory in most parts of the Guide, this article is about DIGITAL MARKETING ACTION! This means I will be covering 'action-oriented' steps that will help you start your Digital Marketing Campaign and Digital Marketing Plan quickly and with the correct sequential approach.

So what are you waiting for? Grab you cup of coffee and let's begin! 

 Introduction  

1. What is Digital Marketing?

Digital Marketing covers all activities that related to targeting potential and existing customers on various electronic devices such as Desktops, Laptops, Smartphones, and Tablets.

Digital marketing is not a single activity. A typical campaign involves many techniques, applications, technologies and platforms such as websites, email, apps, and social networks. Many organizations combine traditional and digital marketing tools.

2. What is the difference between Digital Marketing and SEO?

There is no need to get confused by these terms. Search Engine Optimization, Social Media Optimization, Online Marketing are all part of Digital Marketing and they should never be looked at in isolation. 

Always remember that its about building trust about your brand. This thinking will never let you down  while making your online strategy. 

3. Different People, Different Needs

Content targeting is an integral part of Digital Marketing. You cannot use the same content everywhere. It has to tailored as per the channel and it's audience. This is covered in detail in the Content Marketing Section. 

4. The Four Elements

These four elements form the four pillars to a digital marketing strategy:

  1. ​Capture attention of prospective and existing customers.
  2. Generate Leads.
  3. Convert Leads to Customers.
  4. Convert customers to brand loyal advocates by building trust.

 Goals of Digital Marketing

As is true with any activity, its best to have clear goals in mind before you begin. A solid online marketing strategy is backed by the following goals: 

  1. ​​Search Engine Optimization
  2. Relevant Content
  3. Call to Action

Search Engine Optimization 

1 ​. What is SEO?

Search Engine Optimization

Search Engine Optimization (SEO) is the process of aligning a website to meet search engine’s indexing and ranking criterion.

SEO Goal: The website or webpage ranks on the first page of results under a given keyword phrase in a search engine.​

2. What optimization is Not:

Optimization is not a “magic bullet or “one size fits all” there are steps and processes to           follow

Optimization is also not a guaranteed sale. – Even if you rank well, your content, call to              action, graphics, etc. need to be aligned for that user to become a customer

3. ​SEO…organic or paid? 

  1. SEO focuses on organic search, not paid search. 
  2. Paid Per Click(PPC) focuses on paid search, not SEO.
Google Search Results

4. Indexing

​This is the first step in the search engine process. 

1: This process begins by registering your site with a search engine

2: This will establish the pages you want the search engine to crawl on your site.

3: Go on Google and type your website url in the search box to see what Google is 'indexing'.

5. What We See


6. What Search Engines  Sees


7. ​Indexing checklist

Tips to get your site indexed

1. Creation of a sitemap  

2. Create an account at Google Search Console and submit your sitemap to Google.

Make sure your website has 'clean navigation'  - this has been covered in detail later. 

List of other useful tools for sitemap generation and submission

  1. ​www. sitemaps .org
  2. Bing Webmasters

There are some distinct advantages of creating a Google webmaster account and monitoring it. You can read about them on detail once you are comfortable with the basic concepts of website indexing. 

8. ​Capturing

This is the second step of the search engine process after indexing

  1. ​Capturing a site begins with a search engine bot or crawler.
  2. Bot/spider takes a snapshot of your site called “caching”
  3. Bot/spider takes that snapshot back to the search engine’s database

9. ​Ranking

This is the third step of the search engine process after indexing and capturing. This process includes how each page filters through the algorithm of the specific search engine.

The algorithm is the criteria associated on how the search engine qualifies webpages. The weights associated with that criteria is what makes the search engine unique – Google has different weights associated with their algorithm as opposed to MSN or Yahoo!

All search engines are unique in their own way.

10. Ranking Like a Scorecard

Ranking

1: You need to associate the weights with           your webpage.

2: Consider on page and off page criteria.

11. Components of Ranking:

There are key components to assist in possible better ranking in search engines.

1: Content and Body text

2: SEO tags 

3: Backlinks.

12. Components of Ranking: Content

Its important to point out here that these are not hard and fast rules you have to follow. Relevancy of the content and its ability to get the message across is more important than anything else. The last thing you want is unreadable text that is stuffed with keywords or spelling errors. 

In relevance to web page content, make sure your webpage includes the following:

​1: Amount of text:  350+ words (average)

2: Keyword Placement: Keyword close to the beginning and the end of content

3: Keyword density: 2.5% to 5% per page (average)

4: Text in hyperlinks: Great way to have keyword insertion

5: Spell it out: Watch the amount of fluff but don’t over generalize

13. Components of Ranking: Tags

On page criteria 

  1. ​Page title
  2. Body text
  3. Header tag<h1>
  4. ​Anchor text
  5. ​Alt Tags

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​Off page criteria:

  1. ​Description tag
  2. Keyword tag
  3. Inbound links
  4. Domain name characteristics
  5. ​ Bounce rate

14. Components of Ranking: Links

Links are another component to the ranking process.

These are the most common types of links:

  1. Inbound links: from other trusted sources
  2. Internal links: navigate through your site
  3. Outbound links: to other sources (like footnotes)
Components of Ranking

15. Relevancy 

Relevancy is one of the most important factor when it comes to Digital Marketing Strategy or SEO. Since Google search algorithm is moving more and more towards AI, you need to look at the following factors closely:

  1. Focused message, point and topic.
  2. Consistency is key in relevancy.
  3. Page must be easily identified around one keyword or keyword phrase..
SEO Relevancy

16.Relevancy: Activity 1

What do you think is the keyword this landing page is trying to exemplify?

GetPromoted

Relevancy: Like a Scorecard

  1. Criterion: Items you need on your webpage whether on or offline.
  2. Weights:The numeric values placed on your current status of your webpage.

Weights Associated with the individual Criterion

Keyword Research and Relevancy

​Search engine optimization is all about Relevancy!

1. Focus on Target Keyword Phrase

​“Think about what the user is going to type.”

Choosing the right keyword phrase to attract the most QUALIFIED PROSPECTS is the single most important step in search marketing.

​Guidelines:

  1. Choose customer focused keywords
  2. Check keyword for search value & competition
  3. Check if keyword has multiple meanings
  4. Optimize for a keyword phrase not a keyword

2.  ​Organize Your Research

3. Keyword Research

To begin, gather a list of keywords from a brainstorming meeting that you believe represent your webpages

Then you need to take those words to a Keyword Validation Tool such as:

4. Keyword Research: Google

How to use Google Keyword Tool:

1.) https://adwords.google.com/select/KeywordToolExternal

2.) Type the keyword you are targeting

3.) Look at the following:

  • ​Number of searches being done using that word
  • ​Related keywords to that keyword
  • Related searches

4.) Copy & paste those results into Microsoft Word or Excel

5.) Determine the amount of competitive web pages for keyword

6.) Go to Google and type that google keyword planner  in the search bar

7.) Place the number of competitors for that keyword in the Microsoft Word or Excel document

8.) Refine your search

9.) Choose the words having the most detail in the description

10.) Choose the words with the highest number of searches and the lowest amount of competition

5. Keyword Density

The second step to keyword research includes looking at the keyword density all of your webpages and your competitors.

  1. Words per page:350+ average (no less than 150) 
  2. Keyword density: 2.5% to 5% average

You can check your webpage’s keyword density at http://webconfs.com

1.) Go to the Keyword Density Tool on http://webconfs.com

2.) Type in your website’s URLs and see what your current keyword density is for every webpage

 Put that in your spreadsheet

1.) After finding all of your webpages’ keyword density, then type in 3 to 5 competitor’s URL’s into the tool

These are the competitors you found while searching on Google in the previous part of the keyword research

1.) Looking at your competitors (who are top ranking results in Google) you will see the type of keyword density that will help you begin to rank higher

Results of a keyword density report:

6. Keyword Mapping

Taking the set of targeted keywords and mapping them to their rightful associated web pages.

7. Keyword Mapping: Keyword Parameters Page

After completing the background research the template can be filled in:

8. Keyword Mapping: Content Building / Re-building

1. 350+ words focused on main topic per page

2. Keyword phrase should be 2.5% to 5% density

3. Keyword phrase should be most dense phrase

4. Bold keyword at least once per page

5. Make sure keyword phrase is at top and bottom of page

Take a copy of the flow chart you made on VISIO or by hand and color code the following:

– Existing content

No Changes

– Existing content

Need Modifications

– No existing content

Needs to be created

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9. Keyword Mapping: On Page Elements

on page maping

10. Keyword Mapping: Off Page Elements

11. Keyword Mapping: SEO Codes

1: Page Title

2: Description Tag​

3: Header Tags

4: Alt Image Tags


12. Keyword Mapping: Page Title Tag

  1. The title of the page should be relevant to the target keyword.
  2. Every webpage in a browser shows the page title.
  3. It also shows up in search engine results as the bold blue text at the beginning of the listing.
  4. Page Titles = 80 Characters or less The target keyword or phrase should be at the beginning of the title where it is most relevant and be unique for every page of the webpage.

13. Keyword Mapping: Header Tag

It appears on the actual page and must be bold and larger than the paragraph style text.

It should have the keyword in the header statement. The key here is that the actual text is formatted with a <h1> tag in code

This is sought after search engines as having significant importance.

There should be only 1 <h1> tag on a single web page. 

This is usually ignored by most developers and replaced with a useless graphic.

14. Keyword Mapping: Description Tag

The description tag is a synopsis of the page and should reflect the target keyword along with a brief compelling statement.

It is not visible on the page itself but is      visible in the search results directly            underneath the page title.

Description tag = 150 Characters

15. Keyword Mapping: Alt Tag

  1. The “Alt” tag (short for alternative text tag) is designed to give graphics and images a text attribute.
  2. Graphics and images cannot be read by a search engine
  3. The Alt tag gives a slight improvement by adding a text attribute.
  4. This should never be a complete substitute when text is recommended.

Keyword Parameters

Link Building: Link Popularity

Inbound Links: Links coming to your site from relevant web sources (votes of relevancy).

  1. Type of Link: Graphic – Text – Anchor Text
  2. Link Sources: Trust, Relevancy, Ranking

1. Link Building: Image Link

Image link are commonly used in footer.

2. Link Building: Domain Name Reference

Domain Name Reference has the entire URL listed in the text.

1: Link Building : It is a strategy, not a task.

3. Link Building: Keyword In The Link Plus

Keyword in the link that is in the content/body of the webpage.

link keyword

​4.  Link Building: Link Research

Look at top ranking sites and see what Google links they have.

5.  Link Building: Link Hubs

Hubs are very important to ranking also:

– Hubs are sites that links in common with one another all from trusted and quality sites

– Having links in common with sites from expert hubs is something (especially Google) is              looking for in a link building strategy

6.  Link Building: What NOT To Do

Link Farm

Is a list of links on a website that do not relate to any one subject.

Keep in mind that people might look at your back links and might assume you are associated to everyone that links to you.

Link exchanges

Someone sends you a link to add to your site and they will do the same for you.

If you are found conducting in link exchanges – Google will rank you so far into the results that you will not even exist – Google may even kick you out of the index

link exchange request email

7. Speeding It Up

There is a simple process to registering with search engines that is accepted by Google, Yahoo, MSN and Ask.

1. Create an XML site map at http://www.xml-sitemaps.com

2. Upload site map into root directory

3. Add Sitemap to Google Webmaster Tools

4. Upload verification Code

5. Check Account to see if site map was accepted.

Speeding It Up: Robot.txt

One thing to do while registering with a search engine is to create a Robot.txt file

– The Robot.txt file is the invitation for bots and spiders to crawl your website.

– This file is seen as a type of permission and provides direction for Yahoo!, MSN and Ask to  your view your website.

– Create a file in notepad called robots.txt

Speeding It Up: Tools To Check Out

1: MOZ

https://moz.com/

2: SEO-Centro

https://www.seocentro.com/

3: Get Listed

https://moz.com/local

4: Google Keyword Search

https://adwords.google.com/intl/en_in/home/tools/keyword-planner/

Speeding It Up: Tools for LOCAL Search

Google determines the top 4 local businesses for a given local search.

 local businesses

​Local Search:

 – Get listings in all local directories

– Add an hcard to contact page

– Make sure data is normalized

– Get Citations

– Getlisted.org

Local Search tools

If you can’t or don’t want to do SEO yourself. You CAN hire someone to help you with it. But you should be well informed when you do.


Finding an SEO provider

If you cannot conduct your SEO in-house then you might need to think about outsourcing        this task to a reputable SEO firm

Make sure the firm is ethical and provides quality strategies for your website and never be      afraid to ask questions.

1. Finding an SEO provider: What To Beware Of

Get into Google in 7 days or your money back! 

If an SEO provider ever mentions any of the following, politely excuse yourself from the meeting and don’t go back because they are trying to scam you:

– Creation of any doorway pages

– Cloaking or Steal thing

– Spoofing

– Guarantee for a top place ranking in any search engine

– Know SEO secrets or algorithms

– Percentage of Pay Per Click (PPC) they can arrange for you

– Use Web Position Gold to get results for SEO

2. Finding an SEO provider: Google’s Advice

Google’s Own Advice about Hiring and SEO Firm

If you're thinking about hiring an SEO provider, the earlier the better. A great time to hire is when you're considering a site redesign, or planning to launch a new site.

Some useful questions to ask an SEO include:

– Can you show me examples of your previous work and share some success stories?

– Do you follow the Google Webmaster Guidelines?

– Do you have SEO certifications?

– Do you offer any online marketing services to complement your organic search business?

– What kind of results do you expect to see, and in what timeframe?

– How often do you optimize the website?

– What's your experience in my industry?

3. Finding an SEO provider: Questions To Ask

  1. Find out how long the SEO Company has been in business.
  2. Does the SEO firm or its principals have marketing experience background?
  3. Do they have long-term satisfied clients? Make sure they prove it with client testimonials and references
  4. Do they have detailed case studies to show you with verifiable results of search engine positions they've achieved for clients?
  5. Will they perform an analysis of your competition's websites to understand why the other sites rank highly?
  6. What will the SEO company base their keyword recommendations on? Keyword research is a necessity to determine relevant, targeted keywords in order for an SEO campaign to succeed.
  7. What are realistic traffic expectations for your site?
  8. Does the SEO differentiate between "traffic" and "qualified" traffic?
  9. Does the SEO Company adhere to search engines’ posted best practices and a strict no-spam policy to avoid your website being penalized, possibly indefinitely, by search engines?
  10. What methods will the SEO Company use to increase traffic? How many pages will they be optimizing in your website?

Web Development Best Practices  

1. Top Ten Technical Tips

1. Keep your content focused on the target keyword phrase.

2. Make sure your content code shows up above line 100.

3. Never nest tables in tables – if possible use DIV tags.

4. In the head section place SEO tags in this order.

  • ​A) Page Title
  • B) Description Tag
  • C) Keyword Tag

5. Avoid fly out menus or drop down menus avoid java menus.

 6. Avoid Using Flash Animation- Avoid unnecessary page widgets.

7. Incorporate target keywords into folders and file names.

8. Balance your text content with your images.

9. Make every page’s code and content relevant to specific keyword targets.

10.Eliminate unnecessary codes by using CSS Cascading Style Sheets

2. Cascading Style Sheets

CSS is designed primarily to enable the separation of document content (written in HTML or a similar markup language) from document presentation, including elements such as the layout, colors, and fonts.

Cascading Style Sheet

Instructions detailing all the Element Positions

Page Backgrounds

Page Colors

Font and Text Colors Etc. 

Individual Web Page (HTML?)

<Reference to Cascading Style Sheet>

Instructions detailing the content of the Web Page Etc.

There are many ways to layout the information of a webpage. The following includes ways to layout information:

Good

• Div Tags

• CSS

• Static HTML

​Bad

• Frames

• Fly-out Menus

• Structural Tables

• Dynamically Generated Content

3. Search Engines Like

Quality unique text and content

High quality inbound links

Ordered file structure

Focused content

Cross linking of internal pages

Updated/relevant/fresh content 301 Redirects

Search Engines Like 301 Redirects

301 Redirect: “Is a method of telling web browsers and search engines that a web page or site has been permanently moved to a new location or platform”

Check your redirects – http://www.webconfs.com/redirect-check.php – Type your URL into here:

301 Redirect

4. Search Engines Don’t Like

  1. Duplicate Content
  2. Anything to trick search engines
  3. Pages with limited text/all graphical elements
  4. Poor coding
  5. Body content showing up after line 150 in code
  6. Poorly formatted structure

Search Engines Dislike Duplicate Content

How a search engine determines duplicate content:

Search Engines Dislike Limited Text / All Graphics

Search Engines Dislike

Search Engines Dislike Poor File Structure

Folder Directories Should Be Basic (Close To Root Directory)

– Nested folders or too many folders can be interpreted by major engines as being secondary in importance and deemed less relevant.

– The result = lower ranking or no indexing

Poor File Structure


Content Marketing

Capture their attention and taking action!

  1. Visual Call Outs of Action
  2. How-to Content
  3. Testimonials / Success Stories
  4. Linking Internally
  5. Value Proposition – Overt Benefits

1.  Customer Questions

A: Answer these 3 most important questions that your customers will ask you?

1: Why Should I Care?

2: What’s In It For Me?

3: Why Should I Believe You?

3 customer question
Answered

Overt Benefits and RRTB Are Relative

  1. Customer
  2. Market
  3. Problem
target

​Customers do not easily give up current products or services.

Dramatic Difference is

what is MOST important

to the new customer.

Ask yourself this question - “What makes us great? ”

1: Our Quality

2: Our Service

3: Our People

Benefits ARE

NOT features

Features =>

Facts

Figures

Technology

Benefits ARE

“What’s in it for the customer."

•Receive

•Enjoy

•Experience

•Money.

​•Time

•Trouble

•Trust

Did you know: Adding A NUMBER to the benefit of your offering increases odds of success by 52%!

“But my customers are only interested in low price!

How to beat competitors selling for low price?

Low price is specific and numeric.

The only way to BEAT a specific promise of LOW PRICE is with a specific promise of MORE VALUE!

2.  5 strategies to add Real Reason To Believe

Probability of Success

1: ​Tell the truth

2:  Testimonial  

3: Pedigree Data

4: Demo  Guarantee

5: Guarantee

42%

 41%

 41% 

45%

60%

Guarantee

"If for any reason your Craftsman hand tool ever fails to provide complete satisfaction, return it to any Sears store or other Craftsman outlet in the United States for free repair or replacement. This warranty gives you specific legal rights and you may also have other rights which vary from state to state."

3. Web Developers cannot read your mind.

  1. Web Developers want to understand your target market. 
  2. Web Developers want to understand your goals.
  3. Web Developers need to know your budget.
  4. Web Developers should love your knowledgeable assistance.

Web Developers need to know timelines.


Social Media Marketing

Social media marketing (as I define it) is the process of delivering a marketing message via the most appropriate social communication channels to a targeted audience. Todd Mintz

​Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.

Asking “should we have a Facebook page (or a Twitter account, or a blog)?” is a little like asking, “do we need a hammer?” No one knows unless you tell them what you are trying to build.

Type of Tools

1. Social Media Marketing: The Classifications

Classification

2. Social Media: The Players

 Bookmarking

Social bookmarking is a method for Internet users to organize, store, manage and search for bookmarks of resources online.

3. ​Media sharing 

Multimedia sharing sites facilitate the storage, sharing, and sometimes creation of audio, images, and video.

Video sharing sites are driving the vast majority of the SEO connected to media sharing.

Multimedia sharing


 Media Sharing: Video Benefits

Examples of ranking vs. competition

Media Sharing Video Benefits

Video also provides great “multitasking” purposes in marketing.

– Online Content (Web & Email)

– Search Engine Optimization

– Trade Show & Kiosk Presentation

– Lobby Presentations

– DVD Sales Brochure

– Training Manuals & Sales Tools

4. Social Networking

Communities already exist. Instead think about how you can help that community do what it wants to do.

Mark Zuckerberg, Founder and CEO, Facebook

1. Facebook:

Opinions vary on who can benefit from Facebook. B2C seems to be a natural, but B2Bs question their fit . Either way, the statistics prove out that Facebook is a powerful force in the business world.

2. LinkedIn:

LinkedIn was first developed to be a networking site for professionals looking for work and employers looking for new talent. It has since become more generally a business based networking site.

In LinkedIn you can have a personal professional presence, a company presence that your professionals can link to, and you can host groups that members may use to discuss topics of interest to group members.

3. Twitter

Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".

This one-to-many communication medium got its start as a platform for individuals to announce “what they were doing.” However, it has grown up significantly and has also become a communication medium for short bursts of information that are timely in nature.

facebook thumbs up

Facebook is like a dinner party. You’d likely invite your friends, relatives and neighbors. But when you get to know them well enough, you also start inviting those you work with or maybe even do business with. Mixing a little business with pleasure shows you are human and likeable. People appreciate that.

LinkedIn is like a business meeting. Sometimes the meetings are meant to make a deal or find a job, but they are always conducted in a professional manner. Sometimes people from different companies get together to discuss like issues and they call themselves a community of practice. Linked in has those too, they’re called Groups.

linkedln

Twitter is a lot like an invitation to your dinner party, or a meeting request to your office. It helps people who care about what you are thinking to know what you are thinking. Whether that is. “I’d like to invite you to my dinner party,” or ,”I’m working on a new project, want to help?”

4. Media Sharing: Video Voting

Like

Favorite

Subscribe

Comment

- Views

5. Media Sharing: Promotion

1) Embed the video on your web page.

2) Post a link or embed video on Facebook.

3) Use Video as landing page for email marketing campaign.

4) Burn Video for DVD Trade Show Displays, Lobby Presentations, and DVDs

Media Sharing Promotion

8. Blogs

If your clients are tech savvy and tend to come to you through the web with special needs, then Blogging might be the right tool for you.

1. Blogs Marketing

Blogs, if done correctly, generate new keyword phrase content on a regular basis. Search engines LOVE new content.

Blogging is not for everyone. If you sell face to face or over the phone, you will likely not benefit greatly.

Blogs Marketing
“Remarkable social media content and great sales copy are pretty much the same — plain spoken words designed to focus on the needs of the reader, listener, or viewer.” BRIAN CLARK FOUNDER, COPYBLOGGER

2. Blogging: 7 SEO Blogging Rules

1) Use the keyword or keyword phrase (3-5) words, you are targeting at the Beginning of your Title or it is your Title.

2) Use the Keyword phrase you are targeting once in each paragraph or approximately every 100 words.

3) Use the keyword phrase Once in the beginning of your description and again if it can look natural.

4) Use the keyword phrase in your tags along with 2-4 related keyword phrases.

5) Keywords need to be 3-5 or more word phrases related to topic product or company you are focusing on to promote.

 6) Keywords need to be researched with tools like Word tracker, Google AdWords tool, Firefox Rank Checker, or other tools with equal options and functions.

7) Tag your blogs with videos that are also keyword titled to same keyword phrases you use in your blog post.

3. ​Content Syndicating:

Blogging and Content Syndication are a lot like writing a piece for a trade magazine. You know you need to be helpful to the reader and at the same time you are trying to show your expertise to attract customers. But, you have to be careful not to be too blatantly sales focused or the editors will not accept the copy. In this case, the editors just happen to be the clients.

JOE PULIZZI & NEWT BARRETT , AUTHORS OF GET CONTENT, GET CUSTOMERS

social media sharing

Media Sharing is like the mixed tapes you made in high school (OK, CDs for the younger folks). You were trying to show your personality and share your interests with your friends. Sometimes your cool taste in music and your boom box got you some attention. Now you have a different set of interests and your audience has changed, but you’re still trying to convey a message and get noticed.

Bookmarks can be thought of as restaurant recommendations you make to friends or product / service advice you give to a colleague. It is you sharing the knowledge you have gained over time & travels. In this case, “cruising” the web.

Social-Bookmarking-Site

Web Analytics

"The price of light is less than the cost of darkness." - Arthur C. Nielsen

1: Analytics: Why They Are Important?

Analytics can tell you:

– How many unique visitors came to your site

– How long they stayed and how many pages they read

– It can tell you geographic information about visitors

– How they got to your site

– How effective your content is

– If your site is really driving business

What’s Wrong with using only a Visitor Counter?

– Only counts hits

– What are Hits?

– Hits are not visitors but the number of files accessed

– Hits can be faked

– Refresh Button

– Hits don’t give you enough information to make your site successful.

There are many tools out there but Google Analytics is a totally free program and offers the same basic tools as analytics programs costing thousands of dollar per year.

Google Analytics is :

- Easy to learn

- Easy to Install

- Provides basic and detailed reports expected from any top rated analytics programs 

– Data is downloadable into Reports

2.  Analytics: Installing Google Analytics

1. Register for a free Google Account

2. Go to Google Analytics

https://analytics.google.com/

Google analytics login

3. Select Add a New Profile

4. Follow the prompts

5. Copy The Code Provided

6. Paste the following code directly before the closing head tag of each web page. This looks like

Installing Google Analytics

7. Wait 24 Hours

8. Log into Google Analytics

Analytics: Google Analytics Tour

The Dashboard:

google analytics seo dashboard

Visitors (Not Hits)

1: Page Views

2: Pages Viewed On Average

3: 2 Pages is Average

Analytics: Google Analytics Tour

Google Analytics Tour

Top Content Pages

we see

Media Sharing: YouTube Analytics

Youtube Analytics

Web Analytics is powerful tool.

It realizes its power when it is properly integrated in a company's web strategy.

Look for movement caused by:

1: Your on-line actions.

2: Your off-line actions.

3: Market conditions.

4: Competitors moves.


Next Steps: 

Congratulations on learning the concepts and tools of Digital Marketing. I hope this comprehensive step by step Digital Marketing Guide has helped you in understanding things better. However, this is just a beginning of your online marketing journey. 

Once you are comfortable with the techniques and tools discussed above, you can take things to the next level by looking at List Building, Creating Viral campaigns, Mobile App development and Public Relations.

Stay tuned for more updates and useful guides for Digital Marketing, S.E.O and Online Promotion.  

About the Author

Nitin Jain has more than 12 years of hands-on experience in Digital Marketing, Corporate Communications, Website Design and Mobile Application Development. He founded GetPromoted, a professional website designing company in Gurgaon, to provide quality online marketing services. Nitin is a regular speaker at various conferences and has been covered by publications including The Economic Times and Hindustan Times. Under his leadership, GetPromoted has won numerous International Awards.

Leave a Reply 6 comments

James Garcia - October 10, 2017 Reply

I can see some action points that I can implement in my Digital Marketing Plan right away! Keep it up, Nitin!

    Hillary Clipton - October 19, 2017 Reply

    Hi guys, my name is Hillary!

    I`m a professional writer. This guide has some great points that I can implement in my business.

    Nitin, what are your thoughts on outsourcing content versus in-house content building?

Robi Willy - October 12, 2017 Reply

Very well laid out. Good for someone looking for a Digital Marketing Strategy and Plan, step by step.

    Jessie - October 14, 2017 Reply

    Nice stuff! I really like the Content Marketing section!

    Jill Brold - October 15, 2017 Reply

    Excellent post! I’m bookmarking it for my reference. This post is covering all the recently updated concepts.

Navneet Rao - October 12, 2017 Reply

Nice post. Digital marketing is the only platform which helps a business to gain web traffic & growth of the brand. Thanks for sharing such an informative post on digital marketing planning guide. This is a helpful blog.

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