Lesson-2: Digital Marketing Modules
Hey, guys. Welcome to this lesson two of digital marketing
mastery course. I hope until now you have joined the Facebook
group and also introduced yourself. In lesson one, I gave you an overview of digital
marketing. In today's lesson, we will be talking about
all the channels that when combined, makes up digital marketing. Before starting with this lesson, one important
thing. All the videos in this digital marketing course
are interconnected. So, in order to understand the next video,
you have to watch this video until the end.
And if you are planning to become a specialist
in one of these fields, then you need to go deeper than it and master it. Also, I should mention one very important
point. Digital marketing is highly dynamic. So you need to constantly learn new things,
and apply the same. Now, I will go through each component one
by one, and give you an overview. The detailed explanation will be given in
the later videos.
Hey guys, welcome to the lesson two of this
digital marketing mastery course. Today's video is really exciting because I
will be giving you an overview of what you will be learning in the next few days. Just a humble request to all of you to please
watch this video until the end, because I have an extremely important step that I need
you guys to do in order to learn digital marketing. Without that step, you won't be able to learn
anything. So make sure you watch the video until the
end. I won't make this video too long, rather address
something of what you can expect. So, let's get started. So these are the primary components of digital
marketing. Search engine marketing, social media marketing,
searching optimization, content marketing, email marketing, web analytics, conversion
rate optimization and then the sales funnel. Now, you will be able to build sales funnels
only if you know the rest of the things. Now, since you are just starting your digital
marketing journey, I won't expect you to become an expert in all these fields. Rather, these are very specialized fields. So, there are jobs for just search engine
marketing, there are jobs for just social media marketing.
Similarly for search engine optimization or
SEO. Similarly, for content marketing, email marketing
and web analytics. But as a digital marketer you must know all
of these at least the overview of how these work. Then later on you can find a specialization
for yourself, the one that interests you the most. Get specialized in it, and become an expert
in that. Usually, there are two options. Either you become an expert in one particular
field and grow like that, or secondly you can get a good level of understanding in all
these fields and become a digital marketing manager. Where you'll be handling all the people of
various domains. So, let's start with search engine marketing. Now, I am sure that all of you must have searched
something in Google search engine, right? Like the Valentine's week is going on, so
either you're a boy or a girl, you might have searched on Google for some, like, "gifts
for boyfriend" or "gifts for girlfriend".
So, if you are a guy like me who likes creativity,
then you might have searched on Google like "gifts for girlfriend…" etcetera, etcetera,
right? So, you must have seen a lot of ads on Google. Like here I'll show you the query "buy mobile". So, bost of these listings are ads. "Get New Phone with Visible" and "Cell Phones:
New Mobile Phones…" As you can see the word here, "Ad". So, these two are ads, and these are the organic
resutls. So, let's say if you're a new business. You've just opened up your website. Then you won't be able to rank yourself on
the number one position. Because Flipkart has done a lot to get this
number one position.
So, to drive traffic to your website, you
need to purchase Google Ads. So, that you can instantly get yourself in
the number one or number two position. You can do this using Google AdWords. So you can pay money to Google to get ranked
in the number, one or number two result depending on the quality score of your ad. So, this is what search engine marketing is. Learning the art of running good Google ads
that actually make money for the business. So, it might look simple that you just have
to find the keywords and start the ad, but honestly it is not that, simple. It's a complicated field where you have to
learn a lot of things. The optimization, the right keywords, and
there are so many strategies in that. We will be covering all of that in the Google
AdWords video. You must have seen that I am only talking
about Google AdWords. Because there are other search engines as
well, like "Bing" and "Yahoo", etc.
But since google is dominating the market,
so when I'm referring to search engine marketing, I'm referring to Googl AdWords. But yes, you can even run "BIng Ads" and "Yahoo
Search Ads" as well. Now, most of you must only know about social
media marketing, because for this digital marketing course we are targeting the college
students and people in the age bracket of 18 to 25. So, you must be using "Facebook", "Instagram"
or maybe the new apps like "TikTok" or "Musicaly".
So, all these emerging social media channels,
they have huge, huge audience. Like "Facebook" has multiple billion people
on their channel. Similarly, "Twitter" has their audience. And now people are moving from "Facebook"
rather to "Instagram". Now, "Instagram" is the new trend of the new
social media 2019. And whenever there's a huge audience, there
are opportunities for advertisement. So, this is where social media marketing comes
into play. Now, social media marketing refers to the
process of gaining traffic or attention through social media sites. Now, there are two types of social media marketing,
first is organic and secondly is paid. Now, "Facebook" is a massive advertisement
channel. Like the link in this free digital marketing
course. Majority of you must have seen our ad on Facebook. It could have been a video ad, it could have
been an image ad, but we are really focusing on "Facebook" for the marketing of this digital
marketing course. So, social media marketing is really effective
when your target audience is competitively younger, because you are able to reach a huge
audience. Also, social media marketing has various world
angle.
Like when we talk about "Instagram", we have
"Instagram Influencer". So, we can hire few influencers and you market
through them or we can also grow organically. But primarily, when we talk about social media
marketing, we are looking for more engagement, we are looking to drive more customers and
primarily we'll be focusing more on "Facbook Ads". Because that is a channel that is extremely
popular and gives amazing results. So, we'll be learning the ins and outs of
Facebook Ad, in the future lesson, but yes, I'll be also going through Instagram, specifically
because that is a channel that will definitely grow in the coming years. So, I have a video spefically dedicated for
Instagram. And yes, the video is dominating 2019 and
also in the coming years, YouTube will uh… become the big boss of media marketing. So, we will be talking about how to start
a channel, optimize the channel, how to gain subscribers, how to increase watch time, and
even uh… YouTube Ads. Now, let's talk about my favorite channel
that is Search Engine Optimization, also known as SEO.
It is the process of driving traffic from
search engines like Google, Bing, Yahoo, etcetera to your website. Now, the best part about SEO is that the traffic
is free. Like this example we took for search engine
marketing, like "buy mobile". These two are ads. But the first result here is of Flipkart.com
"Mobile Phones" too. Now, Flipkart does not have to pay Google
to rank here. Let's say ten thousand people searched the
keyword "buy mobile" daily on Google. The average click for the first result is
somewhere close to 60 to 80 percent. So, let's say that 70 percent of the people
click on the first result here. So, Flipkart is driving seven thousands of
daily free traffic.
So, all the people who buy the mobile from
Flipkart after going from Google search results, that is profit for Flipkart. Without even paying for the customer acquisition
cost. Like, whenever you are running Facebook Ads
or even when you're running the SEM. Like the search engine marketing ads. Here, you have to pay money to Google. Whenever someone clicks here, let's say we
click here. Since I clicked on this ad, V's'ble had to
pay money to Google. So, that is the power of search engine optimization. Once your article starts ranking on Google
search engines, you'll be driving free traffic and all the money you make after the traffic,
visit you website that will be a profit. So, that is the reason I focus a lot on search
engine optimization. I'll be sharing all my techniques on how I
rank my website on Google search results, number one position. So make sure you watch the SEO lessons as
well, in the future videos.
So primarily, SEO divided three primary categories:
"Black Hat SEO”, "White Hat SEO" and "Gray Hat SEO". All these will also be discussed in the future
lessons. Now, content marketing has been extremely
popular from the last few years now. Because the customer acquisition model has
changed. Content marketing is a very strategic marketing
approach focused on creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly defined audience to drive profitable customer action. Now, this definition might have sounded very
complicated, but in simple words, content marketing is all about creating content, so
that you can provide value to your prospective customer. So, let's say, in my case, I am teaching digital
marketing. Now, you guys are consuming this free content
and some of you might also be liking the content. Some of you might like my approach of teaching.
So, if in the future if I create a paid course,
and I sell it to you guys, so you might just purchase the product. Because I have already given you so much free
value. So much free content. So, that is the power of content marketing. Giving value to your customers, or rather
prospective customers, and showing them the benefits of joining your services. If it's a SAS product, software aware service,
then I can give them a free trial, I can give them comprehensive blog post, I can give them
free video course. Similarly, if I am an ecommerce company, I
can create wild content, top ten listical articles and then drive people to the website. So there are numerous ways of doing content
marketing. And especially in the last few years, and
also in the coming years, content marketing will be extremely beneficial for businesses
to drive customers. So, we'll be talking all about this in the
content marketing module, where I'll also have many case studies for you. Now, let's talk about email marketing.
Another very important channel, and another
channel, which I really love. Honestly, in India, specifically email marketing
is not that popular. Companies are using it but primarily the blogger
and indie influencers are not using email to communicate with their audience. I'm a strong believer of email marketing,
specially in the affiliate website that I've shown you the analytics for that. Email marketing is also forming a big chunk
of the revenue. Take the case of this digital marketing course.
How am I delivering you the lessons? I am giving you all the lessons through email,
right? So, for me, email marketing becomes extremely
important for my business. So, email marketing is not just uploading
a list of people to send to and spam them. It's much more complicated than that. You also have to use specific tools, you also
have to know the style of writing the emails, creating trip sequences and all. So, all that will be discussed in the email
marketing module. So, make sure you watch that video as well
until the end. Web analytics is the process of analyzing
the behavior of visitors to a website. So, I will be showing you the process of web
analytics and how to use analytics for your advantage in the analytics module.
Now, sales funnel is an extremely important
part for any business. Because the ultimate goal of a business, to
use digital marketing, is to drive sales, to make profit, to sale their product or services. To create sales funnel, you have to have the
knowledge of a comprehensive digital marketing approach. You need to know all the work details of digital
marketing in order to create a profitable and a successful sales funnel. An idle sequence of events someone goes through
to go from traffic to repeat customer is the whole essence of sales funnel. It's a system that adds and removes barrier
for someone to become a customer or a repeat customer when it's appropriate. Let's say Flipkart is selling mobiles. So, they might even show the advertisement
on Facebook, so you might be browsing the timeline and then you suddenly see an ad from
Flipkart. So, you were not planning to visit Flipkart,
you might not even know about the new mobile launch, but in the ad, you might see a new
phone, so you'll click on the ad, you'll visit the website and you might even purchase.
This funnel has four important steps: awareness,
interest, decision, action. Now, this might sound very complicated, but
in simple steps, consider yourself as a customer and think through the journey as a customer
to buy a product. So, first of all, you need to make the customer
aware of the product. Like, in my case I am giving you everything
for free, the free digital marketing course.
So, first of all, you might have seen my Facebook
advertisement or any other banner advertisement on any of the website, right? So, that is the awareness section. I'm getting your attention, because you don't
know me, you don't know who Ankur Aggarwal is, you don't even know about my existence. So, first of all, I need to make you aware. Second, is to grab your interest. Now, I am teaching everything for free. now, this course is sold by various institute
for around 60,000 to 70,000 rupees. Now, I am giving everything for free because
I have an experience of seven plus years.
Now, this for a customer is interesting. Because they don't have to pay any money,
and they are adding a very important, and a very unique skill in their resume. Now, comes the decision. Now, you're in my learning page where I'm
telling you that I am giving this free course and these are the benefits, etcetera, etcetera…
and I'm asking you for your email address. So, you have a decision to make. Either you can close the tab, or you can think
about it, look at the benefits of digital marketing and you might even enter your email
ID. Now, if you enter your email ID, that will
become an action. You took an action. So, for me, my sales funnel is, first making
you aware of my existence, about my offer. Then getting your interest, helping you make
the decision of joining the digital marketing course, and making you take the action of
entering your email ID. It's a very simple sales funnel because, honestly,
this is not exactly a sales funnel because I'm not selling you anything.
Everything is free in this case. Similarly, you can correlate it with any product-owning
company or a service-based company. First, they have to grab the attention or
the awareness, then the interest, then the decision and then making the people buy their
product or service. The more expensive the product, the longer
and more complicated the sales funnel will be. Because it's harder to get someone to pay. All of these might sound confusing, but trust
me it's not. Just keep watching the lessons, ask all your
doubts in the comment sections below, or even in the Facebook group. And soon you will become a digital marketing
pro.
Another important area is the conversion rate
optimization. This is a moderate concept in digital marketing
but a very important one. Conversion optimization helps you in getting
more out of your funnel. Like in the last case when it cost more in
the sales funnel. I'll again take this example here. So, here we have a landing page of the free
digital marketing course. Let's say a hundred people visited this page. And out of those hundred people, let's say
30 people put their email ID here and subscribe for the course. If I can get 50 people to subscribe for the
same course instead of 30, then for the same cost, I am getting more benefit, right? Because I am already spending money to acquire
those hundred visitors. So, if more people are entering their email
ID that's a better conversion rate for me.
So, this is where conversion rate optimization
comes into play. So here you must have seen this exit pop-up. After some time, this pop-up opens up. So this helps in getting a better conversion
rate optimization, getting more email subscribers. So, this is a tactic for conversion rate optimization. Similarly, there are many different tactics
used to increase the conversion rate of a learning page, or a product page, or a sales
page. In an essence, CRO is all about percentage
of people going from one stage of the funnel to the next stage. Now, CRO can drastically affect the performance
of your funnel. Because for the same expense, you'll be making
more money from your funnel. And CRO is all about A/B testing. A/B testing is when you test two different
variants and see which one is performing better. I'll again mention that this all might sound
confusing, but once you get the hang of it, it will be a piece of cake.
Now, there are other modules for digital marketing
as well, like ecommerce marketing, video marketing, influencer marketing. We will be covering all of these in our module. So don't worry, you will become a pro digital
marketer by the end of this course. Now, this is the important step I was telling
you about in the start of the video. In my seven plus years of digital marketing
experience, one thing I can tell you is that I have learned digital marketing not by watching
videos or not by reading articles, yes, I have done that as well. I have watched a lot of videos, read thousands
of articles. I have bought expensive courses, just to learn
what I am teaching you today. But the real learning came, when I started
implementing everything. The best way to learn digital marketing, is
through practice.
I'll keep mentioning the same line again and
again in the future videos as well. But trust me guys, if you have taken this
first step of learning digital marketing, make sure you don't waste your time by just
looking at the videos, but rather implement, rather take action. Digital marketing is not like a book where
you just mock up things and clear the exam. Here it is everything about practice. You need to implement everything I tell you
in all the videos. And the first step, is to start a blog. Practical knowledge is hundred times more
powerful than compared to theoretical knowledge. You'll watch the video, you'll think that
you have understood everything, you'll be able to implement it when the time comes. But trust me guys, I used to feel the same,
I used to think the same.
But I only succeeded when I started implementing
everything. And the best decision of my life was to start
blogging. I still remember the day, I was doing my job,
my first salary was carried to my bank account and my first online purchase was a hosting. Some of you might not even know what a blog
is, or how to start a website, how to start a blog, how to even create a passive income
through a blog. All these will be taught to you in the next
video. But I just want you to understand that if
you want to learn digital marketing, if you want to become good at digital marketing,
you'll have to practice. And the best way to practice is to implement
everything on your blog. So, in the next video, I'll be telling you
all about how you can start your own blog, how you can follow your passion and create
a blog about what you like. Also, having a blog in your resume, really
easily help you out in starting out. And don't just start the blog just because
you want to practice.
You can also create income source from the
same blog. Just few minutes ago, I showed you the example
of one of my websites. Which was driving 1.2 million visitors. Almost 100,000 people every month. And from that I was making more than $30,000
every month. Now, I am not saying that you'll be able to
achieve the same results because for me it took many years. But at last I was able to achieve it.
Because I had a vision. Because I started my first blog. So, whatever I teach you in the future videos,
in the future lessons, you can implement everything on your blog and then you can become a master
at it. The best part about digital marketing is that
you don't have to go to an offline institute to get the certification and all. You can learn everything, just through your
computer or a laptop and an internet connection. This course is completely free. I am giving you everything for free be the
videos, the checklists, the community, and everything is free. I know many institutes out there who are charging
30,000 to 60,000. I even know a few institutes that are charging
100,000+ for the same course. I know students are unaware that everything
can be learned for free.
Even paying the money is fine, but I have
seen the curriculum, I have seen the topics they are teaching. See, the thing is that digital marketing is
highly dynamic. Everything is changing so fast. Like a few year earlier, Facebook was everything. But today people are moving away from Facebook
more towards the Instagram. Similarly, the tools are changing, the consumer
perceptions are changing, the way to drive customers are changing. And the curriculum has been the same for these
institutes. They are still teaching what was working in
2007 or 2010. But those things don’t work anymore. So, don't waste your money on, all these expensive
courses. Rather the best way to learn digital marketing
is to start a blog. So, tomorrow I'll be telling you everything
about what is a domain name. What is a hosting? How to start your blog. I just have one small request for you.
Make a list of all the things that make you
happy. Like, in my case, it could have been salsa,
it could have been guitar, it could have been digital marketing. So what is your passion, what makes you happy? It could be cooking, it could be guitar, it
could be dogs, cats, anything. Because tomorrow, I'll be telling you how
you can start your first blog, about the passion, about the things that you love. So, I'll see you in the next lesson. I hope you understood all the components. Don't worry we will be covering the detailed
explanations in the future videos.
So now, let's talk about how to learn digital
marketing. Starting a website is the most important step
in learning digital marketing. All the knowledge I have, all the expertise
I have, is all because I implemented everything on my website. Even today, I am constantly learning. And whatever, I learn, I make sure that I
practice it on my website. Because practical knowledge is what defines
digital marketing.
My biggest regret is taking too much time
in starting my first website. I give all my students the advice on starting
a blog or website as soon as possible. As it reflects positively on their resume. Whenever I’m hiring a digital marketing
person for a job in my company. If they have a blog or a website, their chances
are ten times more compare to other candidates. Every company needs a person who has practical
experience and not just bookish knowledge. Practical is the way to learn digital marketing. Tomorrow, I'll teach you about what is a domain
name, how to start a website and other basic stuff.
Trust me, it's super easy. And you will be ready with a website in no
time. But make sure you're ready with your niche. And also we have a special ebook for you,
that will help you in deciding the right niche for your website. You can download it below this video. And as always, if you have any questions,
any doubts, you can comment on this video, you can also tweet us at "#askankur" or you
can directly ask it in the Facebook group. Thanks for watching this video, I hope you
learned something new, I'll see you in the next lesson..
