Presented by

The Journey of a
Digital Marketer
INTRODUCTION
Digital Marketing is exciting. And the love for it among witty smart brains is ever
https://www.digitalvidya.com/blog/what-is-digital-marketing/

increasing. It seems that you also are one of those lovers, and desire to make it big
in Digital Marketing.

In this booklet, we are going to unveil the steps and experiences through which the
Journey of a Digital Marketing sets in motion. It will give you a clear pathway as to
how you can start and find success in Digital Marketing. But let us start by giving
you a backdrop.

Digital Marketing encompasses all marketing efforts

that use an electronic device or the internet.
Businesses leverage digital channels such as search
engines, social media, email, and other websites to
connect with current and prospective customers.
HubSpot

The world of Digital Marketing that you see today was not like this earlier. It all
jumped off in the early 80s with the launch of the first personal computer by IBM.
And now, with the inclusion of Artificial Intelligence and Augmented Reality, the
world of Digital Marketing has become ubiquitous and is ready to shape up the
human civilization in due course of time. Digital Marketing has been quite
dynamic and evolving ever since its inception.
https://www.digitalvidya.com/blog/history-of-digital-marketing/
It is still following the same path and is inevitable for the businesses and
companies that are trying to progress into this new age i.e. Digital Age. In today’s
time, Digital Marketing plays a key role in:

Public Relations

Visibility & Brand Building

Customer Success

Streamlining Techniques to Convert Visitors and Browsers into Customers

Pulling in more Clients, Retaining them and Offering more Personalized

Services

Using Data and Tracking Company Growths

So, when it comes to diving deep into the journey of a Digital Marketer, it is
significant to start with the basics and then moving deep into the Digital
Marketing world, associated channels, opportunities, career paths and so on.

In this e-book, we will cover:

What is Digital Marketing?

Growth of Digital Marketing Industry

Why should I learn Digital Marketing?

Job, Prospects, & Salary in Digital Marketing

Channels of Digital Marketing

How to Learn Complete Digital Marketing Landscape

How to Start and Run your Blog?

Right Career Path of a Digital Marketer

So, without any further ado, let us get started with the steps involved in the
Journey of a Digital Marketer.
 Content

What is Digital Marketing?

Growth of Digital Marketing Industry

Why Should You Learn Digital

Marketing?

Job Prospects & Salary in Digital

Marketing

The Main Channels of Digital Marketing

- SEO
- SEM
- Social Media
- Affiliate Programs
- E-Mail Marketing
- Video Marketing

How to Start and Run your Blog?

-Why is a Blog Needed?
- Fundamentals of Blogging
- Domain Name and Choosing blog name
- Hosting
- Introduction to WordPress
- Themes, Plugins, Pages, Posts & Widgets
- Monetizing your blog

Career Path of a Digital Marketer

 The Journey of a
Digital Marketer
The very first step of the journey of a Digital Marketer is being aware
of what Digital Marketing is and how it can be used for optimizing
the online presence, sales, conversions or increase in follower/fan
base of different ideas, products, services, personalities, etc.

Career Scope of Digital Marketing in India

Chief
Marketing
Officer
Digital
Marketing
Strategist
Digital
Marketing
Digital Manager
Marketing
Team lead/
Asst
Digital Manager
Marketing
Digital Expert
Marketing
Trainee Analyst

YEAR 0-1 YEAR 1-3 YEAR 3-5 YEAR 6 YEAR 8 YEAR 9 YEAR 10

So, are you keen to know what Digital Marketing is? Let us
unravel the mystery here and now:
Chapter 1

What is
Digital Marketing?

Digital Marketing is the modern way of

making people aware of the services and
products in the market. Organizations use
the internet or electronic devices to
market and advertise their products and
services. Businesses clout digital channels
such as search engines, social media, or
emails to rope new customers and con-
nect with current customers.

Digital Marketing uses various tactics to

create a broader base of customers. They
connect with them online, which is where
they spend most of their time. Good digi-
tal marketers have a clear goals in their
mind, and they achieve it with the help of
various online marketing strategies such
as email marketing, blogging, PR, SEO,
Paid Search Engine Marketing etc.

These strategies help the businessmen to

achieve their larger goals. Depending on
their goals, the marketers support cam-
paigns through free or paid channels
according to convenience.
Digital Marketing Channels
Paid Search
A paid search or pay-per-click advertising (PPC) is a “sponsored results" on the top or side of
the search engine results page (SERP). You pay once the ad is clicked. The ads can be tailored
to appear when a particular search is done by the target audience. These advertisements are
flexible, effective, and a great way to attract customers.

Search Engine Optimization

It is the process of optimizing content, technical set-up and the architecture of the website so
that the site appears at the top of the search results and gets a lot of organic traffic when a
user searches a particular keyword or a set of keywords.
It is one of the best practices for Digital Marketing. Not only does it promote high usage by
internet users, but it also keeps the website clean and organized.

Social Media Marketing

In this era where everyone is on social networking sites all the time, businesses need to have
their presence there so that they get noticed. 47% of all internet users are on Facebook. 88%
of product purchases are Pinterest-pinned.
Only Facebook and Twitter presence are not enough for a business. The business must be
delicately woven into social media content, just like sequins woven into a cloth. If the social
media user engages with your content, it makes them more likely to share it. And more inter-
action leads to more popularity.

Mobile Marketing
69% of the time spent consuming digital media is on a Smartphone. This means all the
advertisements and marketing strategies, brochures, web ideas must be mobile friendly as
well. By keeping this in mind, you will be able to achieve better lead generations, conversions
and sales.

Top Channels
Paid Search
Organic Search
12.60% 33.70%
Email
Direct

20.80% Social
Referral
22.10% Others

General Digital Marketing Spend Across Industries

 Chapter 2

Growth of Digital
Marketing Industry

1990 1990s 1999 2000s 2008

TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print Print Print Print
Display Display Display Display Display
Website Website Website Website
Search Search Search Search
Online Display Online Display Online Display Online Display
Paid Search Paid Search Paid Search
Microsites Microsites Microsites
Webinars Webinars Webinars
Blogs Blogs
Social Media
Mobile Marketing

Almost all business sectors in India have adopted Digital Marketing. Not to
https://www.digitalvidya.com/digital-marketing/

mention its widespread growth across the world.

Digital Marketing growth has been observed in sectors such as online shopping,
online banking, real estate, media, matrimonial services, payment systems, and
content management. Digital Marketing helps in eliminating geographical
borders to make a global market for all businesses and customers. Any
transaction can take place anywhere and at any time.

India has been witnessing a significant growth rate in the Digital Marketing
industry. The growth of Digital Marketing have a substantial impact on advertising
and marketing.
India’s
Digital
Marketing
History

1971-1972
ARPANET was used to arrange a sale
between students at the Stanford
Artificial Intelligence Laboratory and
the Massachusetts Institute of
Technology.
1979
Michael Aldrich demonstrated the first
online shopping system.
1981
Thomson Holidays UK was the first
business-to-business shopping system
to be installed.
1996
IndiaMart B2B (Business-to-Business)
market was established in India.
2007
Flipkart was set.
2011
Advertising through the mobile was
200% lower than in the following
years. Net worth was $2 Billion.
2012
Geometric progression in growth was
seen as net worth increased to $6
billion.
2013-2015
The total investment increase was over
$1.5 billion than in previous years.
2013-2019
There have been continuous growth
opportunities for E-commerce,
internet advertising, social media, and
online content. In 2013, the total
media ad spending was $5.56 billion.
In 2019, the complete media ad
spending is estimated to be $8.53
billion.
The growth in Digital Marketing in India is continuous and increasing. The
use of communication tools has increased this year. Not many people
trusted online deals before, but that has changed now.

Trust in online marketing and sales has increased over the years with the
help of highly efficient customer service of online business houses. The
lowering cost of smartphones and internet data are increasing the
number of internet users, which in turn creates a broader base for the
growth of online business.

The middle class in India also has had a significant change in lifestyle.
They all have access to Wi-Fi and mobile data which has revolutionized
the working of a Digital Marketing scenario. It was discovered that changes
in lifestyle and standard of living had increased the level of consumption,
quality, and also the pattern of use.

By 2016, almost 34% of the companies had a Digital Marketing strategy. It

has also been noticed that over the years, 92% of social media users are
from mobile devices. This expands the horizon of the Digital Marketing
base.

The various channels for online marketing are:

Mobile Marketing

Email Marketing

Video Marketing

Search and SEO Marketing

 Chapter 3

Why Should You Learn

Digital Marketing?

Digital Marketing is one of the most

exciting careers today, giving opportunities
to everyone. You can be a business owner,
student, homemaker, fresher, marketing
professional or anyone else, Digital
Marketing is always an option for you to
find career success.

Digital Marketing has caught everyone’s

attention suddenly because of the
outbreak of communication devices and
easy accessibility to the Internet services. It
has become an absolute necessity for all
service providers for the following reasons:

It is indicated that Indian internet traffic

in 2021 is going to be 291 times bigger
than that in 2005

The Digital Marketing growth rate is

estimated to increase from 25% to 40%

There is a vast job scope in this industry

With the growing internet infiltration, it

is an outlet for every business owner to
accept digital platforms finally
Source - KVR Web Tech
 Reasons to
Learn Digital
Marketing

Dynamic Career Opportunities Own Ventures

Digital Marketing has multi-faceted
opportunities, and jobs that are active
and exciting. They do not entail main-
stream desk job but require
out-of-the-box thinking and a creative
approach to problems. Robust analytics
and research are essential. These jobs
are very adjusting and allow freelance
as well as easy work hours.
These jobs are apt for the youth who
Digital Marketing helps to promote your
startup at a little cost. It also means that
you have complete control over how
the world perceives your business.
Needed Skills for B.Com,
BBA and MBA students
Having a good concept about a Digital https://www.digitalvidya.com/blog/digital-marketing-strategy/

want a thrill and wish to explore and Marketing strategy is a prerequisite for
https://www.digitalvidya.com/blog/digital-marketing-strategy/

create, love new challenges, and want all marketing students. People with
freedom in their work. such skills will have an early advantage.
Traditional marketing methods are
shifting, and enterprises or businesses
Preference and Pay
have also started to integrate and
If you are a student who has an MBA implement Digital Marketing. Hence,
with a course in Digital Marketing, you students of business studies and
will get preference over the others. It is a commerce need people who have an
skill to possess, and these individuals understanding of digital media.
will also be paid better than those who
are not well versed in handling product
and service advertisements on Digital
Marketing Channels. Engineering
students have started paying attention
to online marketing as well and have
been able to crack leading Digital
Marketing roles due to their strength in
analytics.
 Chapter 4

A Career in Digital Marketing

Job Prospects & Salary in Digital Marketing

The Digital Marketing industry is the fastest growing industry in India. There is a
broad scope of jobs, and as it is still a relatively new field. All this means that
https://www.digitalvidya.com/blog/top-8-digital-marketing-job-opportunities/

there is a lot of growth opportunity for individuals. The market is unique,

prospects are fresh, and many avenues have not been discovered yet. This leads
to a high potential for employment, growth and rewards in a Digital Marketing
Career.

Reasons are as follows:

Job scope will increase by 2020
In the year 2020, over 20 lakh jobs are going to be created in the Digital Marketing
field. This number includes different roles in Digital Marketing. All this does not
change the fact that the demand for a few profiles, including technical & analytics
skilled professionals is always going to exceed the available talent pool. Although
agencies do not advertise many online marketing jobs, there are 28,500 jobs
updated on Naukri.com daily. In 2018 the daily number was 18000+. This shows
an increase in demand for Digital Marketing professionals.
Good Salary Package
The job of a digital marketer pays very well. There is an increasing gap in the supply
https://www.digitalvidya.com/blog/digital-marketing-salary/

and demand for Digital Marketing jobs and individuals with quality skills. A graduate
with no experience can earn INR 15,000 to 20,000 monthly. The head of Digital
Marketing in a large brand or agency can earn INR 2,50,000 to 3,00,000 per month.

Smartphone users will increase tremendously:

According to a study by Gadgets 360, an NDTV Venture, India will cross 530 million
Smartphone users by 2020, and according to the economic times, India will cross
800 million Smartphone users by 2022. India took ten years to develop from 10
million to 100 million online users. It took three years to grow from 100 million to
200 million and a single year to reach 300 million from 200 million. These statistics
prove that the growth rate has increased manifold. New growth will come from the
rural areas of India. India will continue to remain as the fastest growing country in
terms of internet users' growth.
Digital Marketing spending will increase
According to the Economic Times, Digital advertising is expected to grow at 32%
CAGR to reach Rs 19,000 Crore by 2020. The primary factors for this growth include the
growing penetration of smartphones and lower data tariffs.

India will cross the US in terms of e-commerce

As per research, the Indian e-commerce industry, which is currently estimated at $53
billion, would cross $100 billion markets by 2020.

As Digital India took place, Digital Marketing jobs became among the top jobs in India.
Businesses are going online, so are the job opportunities. There are excellent career
opportunities in the Digital Marketing landscape. The job prospects are vast, which
improves the chances for people getting employed and embarking their journey
towards building a successful career.
Jobs in Digital Marketing in India

Digital Marketing Head

Being the senior-most profile holder in the Digital Marketing domain, a Digital
Marketing Head maps number of activities. Some of his work patterns include:
Building a Digital Marketing Roadmap
Monitoring Digital Marketing Channels
Measuring ROI and KPIs
Preparing Digital Marketing budgets
Managing and improving online content
Considering SEO and Google Analytics
Monitoring competition and staying up-to-date with Digital technology
The above parameters indicates the role of a Digital Marketing Head. His average
salary ranges from Rs. 10 Lakhs to Rs. 30 Lakhs per annum.

Digital Marketing Manager

A Digital Marketer Manager is a multitasker who has the creativity, skills, needed
expertise, AI, and ability to brainstorm when running, apprehending, and measuring
various aspects of Digital Marketing. A Digital Marketer is responsible for everything
from SEO, PPC, Content Marketing, Social Media Marketing, Email Marketing, and
Web Analytics.
A Digital Marketing Manager’s salary package ranges from 15 to 20 lacs per annum.
Depending upon the experience of a Digital Marketing Expert, the salary can go as
high as 25 lacs.

Journey to Success as a Digital Marketer

Chief
Marketing
Officer
50

Digital
Marketing
Strategist
25
Digital
Marketing
Manager
11 Digital
Marketing
Team Lead/
7.5 Digital Asst Manager
Marketing
Digital Specialist/Expert
5 Marketing
Analyst

4.5

Year 0-1 Year 1-3 Year 3-5 Year 5 Year 8 Year 10

Digital Marketing Specialist
A Digital Marketing Specialist is responsible for developing the strategy used in
marketing a company's product/service online. His core role is developing and
executing Digital Marketing Strategies to expand the business. To become a Digital
Marketing Specialist, one must be proficient in:
SEO
SEM
Graphics
Web Advertising
Social Media and web development
The average salary of a Digital Marketing Specialist ranges from Rs. 1,75,000 to Rs.
6,65,000 per annum.

SEO Executive

The role of an SEO executive is to optimize the website in such a way that it can rank
higher on the search engine results for a devoted search query. An SEO Executive is
responsible for running different marketing campaigns for the website. It is one of the
most challenging jobs in the field of Digital Marketing today. Average Salary of an SEO
Executive ranges from Rs. 2,23,000 to Rs. 4,48,000 per year.
Social Media Marketing Expert

Expertise is required in ensuring brand awareness increases, website traffic grows, and
online presence of businesses enhances by promotions on different social media
platforms such as Facebook, Twitter, Instagram, Snapchat, YouTube, etc. In case you
want to opt for Social Media Marketing Expert jobs, the average salary you may expect is
Rs. 4,92,366 per year.

Copywriter
A copywriter is someone who can convert a visitor to the web platform into a customer
with the help of engaging, exciting, and convincing content. It demands excellent writing
skills in order to connect with the users. A copywriter should be proficient with the
language so that he/she can use it to the best of his/her ability and increase the traffic on
all digital media platforms. Strong research skills are a must to become a proficient
copywriter. The average salary of a copywriter ranges in between Rs. 3,23,000 to Rs.
6,42,000 per year.

Marketing Automation Specialist

The work profile of the Marketing Automation Specialist includes setting up email
automation & marketing campaigns. They use analytics to optimize targeting, increase
conversions and automate customer communication. The average salary of a Marketing
Automation Specialist is Rs. 669,069 per year.
Inbound Marketing Manager

The concept of Inbound Marketing is to "pull" customers towards your service or

product. It further means to attract them enough to notice the object being marketed.
An Inbound Marketing Manager draws people in, to the website, with the help of SEO,
Social Media, Blogging, E-Mail and also word of mouth. The average salary of an
Inbound Marketing Manager is Rs. 9,52,362.

Web Analytics Specialist

The job role of a Web Analytics Specialist includes proficiency in market research and
analysis. A Web Analyst determines the costs, benefits, and effectiveness of the website.
They use a variety of tools to extract and analyze data generated by online user activity
& also understand the behaviour and expectations of online visitors. The average salary
of a Web Analytics Specialist is Rs 5,32,000 per year.

SEM Expert

Search Engine Marketer are one of the most important job profiles in the Digital
Marketing domain. Their main role is to capture the required number of target leads and
clicks from a given Digital Marketing budget. Being responsible for analyzing search
campaigns and bid management, an SEM Expert also focuses on keyword research, ad
copywriting and split testing the ad campaigns to get better results. The average salary
of a Search Engine Marketer anges from Rs. 2,51,000 - Rs. 7,50,000 per year.

Content Marketer
As the profile name suggests, Content Marketers are responsible for developing an
optimum content to promote the product in the market. Their job role includes the
following activities:
Managing the blog
Sales page copywriting
Ebook publications
Video marketing
Guest blogging
Email communications and PR
The average salary of a Content Marketer is Rs. 575,608 per year.
Conversion Rate Optimizer
A Conversion Optimizer is responsible for optimizing the company's lead generation and
conversion strategy. Their key conversion points include:
Marketing funnel
Manage and optimize landing pages
Website calls-to-action (CTAs)
Lead-generating forms
They also collaborate with teams responsible for blogging, email and social media, in
order to optimize each conversion path & increase funnel marketing efficiencies. The
average salary of a Conversion Rate Optimizer ranges from Rs 4 Lacs to Rs 6 Lacs per
year.

Email Marketer

Email Marketers are responsible for planning, developing, implementing and

maintaining the overall email marketing strategy of a company. Their role includes:
Determining the target audience
Devising campaign
Launching email campaigns to create awareness or generate leads
The average salary of an Email Marketer is Rs 531,025 per year.
Link Building Specialist
Link Building specialists work with web developers, designers and writers to produce
optimal content. Their responsibilities include:
Working with a lot of links to boost web traffic
Buying advertisements
Monitoring website traffic.
The average salary of a Link Building Specialist ranges from Rs. 2,50,000 - Rs.
3,50,000 per year.
Chapter 5
Getting Deeper into the Main
Channels of Digital Marketing

SEO
Search Engine Optimization is the unpaid form of SEM or Search Engine
SEO or https://www.digitalvidya.com/blog/seo-marketing/
Marketing which helps marketers to enhance or improve the ranking of a website
or webpage in due organic lists. It is considered as one of the most important
types of Digital Marketing techniques which can make the web pages rank higher
amongst SERPs i.e., Search Engine Result Pages.

This is achieved by increasing the visibility, reach, authority as well as the domain
scores of the website. If the webpage has a higher rank in the list, it will make the
website more striking, apparent, and significant. This will help the webpage to
receive more activity, traffic, leads, and conversions.

Search Engine Optimization follows certain sets of principles which include

optimizing a page for a keyword, managing links from other sites which use
similar keywords, so on and so forth.

Some of the predominant SEO practices include:

Keyword Research
High-quality Content Initial Analysis
& Analysis
1 2
Guest Blogging Competitor
SERP
Report Analysis
Images and Videos 10 3

Public Relations Search

Direct Blogging
Link
Engine
9 4
Social Presence
Popularity
Optimization Sitemap+RSS
Feed Inclusion
Collateral Material
Process
Meta Data 8 5
Articles Search Engine +
Submission Directory Submission
7 6
Blogs+Press Social
Release Creation Bookmarking
SEM
SEM or Search Engine Marketing is one of the primary or predominant methods of Digital
https://www.digitalvidya.com/blog/ppc-tutorial/

Marketing that helps businesses to acquire costumers through advertisements on search

engines such as Google, Bing, or Yahoo. SEM plays a crucial role in optimizing and
enhancing a brand's presence as well as the conversion of business through paid and
unpaid advertisements.

So, SEM can be briefly described as the method of getting traffic, appearance, and
visibility from search engines through paid means. Unpaid SEM is called SEO or Search
Engine Optimization, and paid SEM is called PPC or Pay-per-click. PPC is one of the most
convenient and fastest forms of Digital Marketing that drives targeted traffic to your
website and related services.

PPC or paid SEM is usually utilized and works best for companies and businesses that
have a good spending plan and can afford costlier ways of acquiring traffic to ensure
better online recognition in the quickest turnarounds. The entities involved in PPC
Advertising are:
Product Seller

PPC Marketer

Landing Page

Landing Page Provider

The viewer or the Visitor

Social Media
Social Media or Social Media Marketing is the youngest, most innovative, effective,
https://www.digitalvidya.com/blog/social-media-marketing-tutorial/

and powerful method of Digital Marketing. It is a very effective method to improve or

enhance a brand's image in a trendy setting.

TWITTER
330 M active users
500 M tweets per day

INSTAGRAM PINTEREST
813 M active users
300 M stories per day 200 M active users

FACEBOOK LINKEDIN
2,23 B active users 500 M registered users
1,37 B daily visits 260 M active users

SOCIAL
MEDIA
STATISTICS

These days, Social Media Marketing is preferred by businesses to enhance the image
for a brand, product, individuals, or a website. Social Media Marketing usually makes
use of social networking websites such as Facebook, Twitter, Instagram, Pinterest,
LinkedIn etc. In addition to these, there are also various niches, discussions, forums,
dynamic blogging groups as well as places where a two-way conversation takes place
which come under the Social Media Marketing pathway.

Creating and distributing content in a well-targeted setting is a more forceful approach

which comes under the Social Media Marketing radar. A few steps to successfully and
effectively using SMM techniques are mentioned below:
 Researching & knowing your audience

Picking your social media platforms

Writing your social media playbook

Creating a plan to schedule posts

Posting relevant content

Use all social media channels separately

Measuring, reporting & reanalyzing

Affiliate Marketing
Affiliate Marketing is one of Digital or Online Marketing Channels wherein someone
https://www.digitalvidya.com/blog/learn-affiliate-marketing-guide/

else sells or markets a product on your behalf. This technique that involves selling
somebody else's item can also be termed as a commissioned sales job.

The individual who is marketing the product may utilize one of the higher parts of the
Digital Marketing strategies under this technique to sell the related products. Each
affiliate-marketing program is characterized by a set of unique guidelines, controls,
and prerequisites for a dealer to note and stay in the program.

Many affiliate marketers give their substance to the program in combination with the
related service or product to form an estimation of the deal. Similarly, the individual or
organization creating a similar product may have their own set of difficulties to
acknowledge.

The affiliate service or product designer

should make a standard arrangement
of advertising materials for their
associates to offer which incorporates
content, recordings, videos, an
assortment of banners in all sizes, etc.
 Email Marketing
Email Marketing is one of the oldest and most important processes of Digital
https://www.digitalvidya.com/blog/learn-email-marketing/

Marketing, which creates a link between the highest point of your business channel
i.e., SEO, Social Media Marketing, and related sales. Even though it isn't as sturdy and
trendy as it's contemporary called SMM (Social Media Marketing), it is more efficient
and optimized.

Find Email Marketing Success

with this Hierarchy of Steps

10.Test, test, & test again

9. Set up tracking

8. Create an effective landing page

7. Create a clear call to action

6. Focus on design and compatibility

5. Optimize for your brand

4. Pay attention to timing

3. Create a compelling headline

2. Segment your audience

1. Create a clear goal

It facilitates and enhances the number of engagements which is the reason why
Email Marketing is effective and important. Marketers often use this method to
develop relationships with their potential clients and subscribers, which helps them
to generate leads and ensure their conversions. An email is a notable form of Online
Marketing as it enables you to attach dollar ads up to individual clients after
appropriately setting your email campaigns.

Besides, making email campaigns for every phase of the client's life cycle, it can help
you generate loyalty and effective conversions.
 Video Marketing
Video Marketing is one of the most popular, effective, and essential means of online
https://www.digitalvidya.com/blog /video-marketing /

marketing because of its potential of being extremely social and innovative. Today, it is
redefining the lines for branded campaigns. Videos are also one of the most interactive
types of Digital Marketing Content.

Videos also have the potential to be an unimaginably great source of creating

engagement, delivering the right message to the targeted market, and bringing in
appropriate clients from the very initial stage of marketing.

Video Marketing Best Practices

1. Don't make videos randomly, have a documented Video
Marketing Strategy which helps you audit & adapts.

2. Make it short, 15% of viewers believe a video ad should be

no more than 15 seconds.

3. Have subtitles as 85% of Facebook videos are watched

without sound.

4. Don't set your videos on autoplay, 82% of consumers

have closed a browser due to autoplay videos.

5. Have valuable content in your video, 56% of viewers are

likely to skip online ads.

YouTube, being the second most used search engine and third most visited website, is
the perfect platform conveying the effectiveness of Video Marketing strategy.

Video Marketing is a complex merger of SEO, Copywriting and Video Production, which
gives it a definite edge over its contemporaries and hence, marketers most prefer it for
generating leads, and traffic.
Chapter 6

How to Start &

Run your Blog

Starting a blog is the basic task that you need to do when you want to learn
Digital Marketing. The journey of a Digital Marketer generally starts with running
a blog, optimizing it and finally monetizing it. The concept of writing how you
feel about something is a way to put yourself out there and blogging revolves
around this. Anyone can open a blog without a lot of technical knowledge.

Why is a Blog Needed?

A blog is a portal for oneself where you
can share your opinions and express
your feelings about specific topics. The
blog can also be made up of
photographs that have significance to
the individual.
For many people, the concept of
blogging is cathartic. It helps them to
resolve uncertain issues by writing it out.
It is a way to let out and almost works
the same way as meditation works.
However, blogging can be used to
market and advertise products and
services in a company.
A company blog has content related to
their work, experiences of employees,
exciting and captivating words to attract
customers. It is one more way to "pull"
customers into the organization's hold.
Fundamentals of Blogging
The concept of blogging is a straightforward one. There are various websites that
guide users to start a blog. They have tutorials and guides which the user abide by to
https://www.digitalvidya.com/blog/start-a-blog/

start their own blog. These websites have a free or a paid blog option which allows
many users to make a choice. A paid blog usually has extra premium features. The
unpaid blog meets basic needs and all the options to make a blog successful.

You need to remember these three things to create any blog:

Name of a domain, which will also be the name of the blog

An account for web hosting. This will be the virtual address of your blog
Your attention for nearly thirty minutes.

Creating a blog step by step and going through the entire process takes around thirty
minutes.

To start a blog, you need to answer the following questions:

How can you get a Domain Name without any charge?

How to select a good Web Hosting?

How to Install WordPress?

How can you change the theme?

How can you write the First Blog?

How to design WordPress using Plugins?

How to insert a Contact Form?

How to build Tracking for Google Analytics?

How to Optimize the Website for Search Engine Optimization?

How to generate Money from the Blog?

Resources to Learn and Master WordPress

Domain Name/Choosing a Blog Name
The name of the website is known as a domain name. Usually, organizations use the
name of the company itself to create a domain name. This helps increasing traffic on
the blog if the organization is searched on a search engine. It helps the users to relate
the working of the business to the experiences and content displayed on the blog.

The cost of a domain is generally is from 150 to 100,000 INR Per Year. You need to buy
this before anything else.

Hosting
Web hosting is where the website will live. It's your website's house on the internet.
Every site needs hosting. A good web hosting plan costs around 1200 per year. So buy
one.

Introduction to WordPress
WordPress is an online open-source website creation tool written in PHP. In simple
words, it is the most comfortable and most powerful blogging site and website
content management systems in existence today. It is open-source software that is
used by many to create beautiful websites and blogs. It can be used to make a simple
blog or even a business website with all the features.

Here are the steps to creating a blog on WordPress.

Setup
For 95% of users, it makes more sense to use WordPress.org, also known
as self-hosted WordPress. Why? Because it is free to use, you can install
plugins, customize your site design, and most importantly make money
from your site without any restrictions. Your hosting provider will help you
with details on it.
Install WordPress
In the cPanel, one can get a lot of services and features. Most of them aren’t of any
use. Go to the installation screen in WordPress where you enter a domain name, site
name, and password. Then check all the boxes which will complete the installation
process.

WordPress login URL will look like this: http://yoursite.com/wp-admin. Click on the
WordPress login link to login to your dashboard.
This is how you create a WordPress blog. It is effortless, and as long as all the steps are
followed, it is a straightforward process.

Themes, Plugins, Pages, Widgets, and Posts

Themes
Themes maintain the visual look of any
blog. It is said that the first impression
is the last impression. This is true even
for the appearance of a blog. If it looks
dull and drab, viewers will not want to
read or visit the content displayed. The
selection of the right theme helps in
increasing traffic on the blog.
The look and feel of your blog are, by
far, the most exciting and rewarding
parts of the journey of creating your
WordPress site. You can click on a
particular theme and see the preview.
This allows you to choose the most
appropriate theme, depending on the
blog content.
Pages
You can now create a new page in
WordPress by going to Pages » Add New
and call it 'Contact.' On the edit screen,
you will notice a new 'Add Form'
button.
Posts
If you want to create a blog post, click
on the Posts in the “Add New” menu
present in the WordPress dashboard.
As soon as the blog is done, click
“Publish” button on the right to publish
your first blog post to the world. You
can use tags and categories to organize
the posts depending on the feel of the
job.
Plugins
After completion of the blog post, now
it's time to add some plugins. Plugins
such as contact forms, galleries, slides,
etc. The WordPress plugins are
applications that help to increase the
features on the blog.
There are over 55,000 plugins on
WordPress. This means that no matter
which features you want to embed in
the blog, there is a plugin for it.
Monetizing the Blog
Once the blog is made and customized to your
liking, then you can start making money from your
blog. There are a lot of different ways to
successfully monetize your blog. Here we deciper
each for you:

Google AdSense
It is the largest advertising platform for bloggers
and publishers. It acts as a middleman between
you and the advertiser. It helps you to get the best
rates possible for the ads. Google allows
advertisers to bid for the keywords matching your
content.

Affiliate Marketing
Affiliate Marketing is the second most commonly
used monetizing strategy among bloggers.
Affiliate Marketing means that you recommend
products and services to your readers. When they
make a purchase, you get a referral commission.
Only products and services you trust should be
recommended for the best results of Affiliate
Marketing.

Online Store
Many bloggers sell many things directly from their
blog. There can be a variety of things that you can
sell, such as physical products, eBooks, art, music,
or even provide consulting services. You can make
WordPress blogs specifically for reviews, fashion
blogging, food blogging with recipes, and more.
Each of these blog types brings you more unique
opportunities to make money.
 Chapter 7

Career Path of
a Digital Marketer

Chief Digital
Officer,
VP Digital & Sr. VP - Digital
Marketing, & Marketing
Head Director -
Ecommerce & Digital Channel,
Digital VP - Data &
Business
GM- Digital Digital
Solution
Manager, Marketing,
Digital AVP - Digital
Marketing Sr. Manager
Digital Marketing &
Asst. Manager Manager, Analytics
Business Marketing
Digital Media
Content Manager SEO,
SMO
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