Digital Marketing for Micro-Small & Medium Enterprises - Digital Marketing Trends & Importance of Digital Media for MSME - Basics of Web Designing, SMART GOAL, SEO, Social Media, Paid Ads and Analytix....by wwww.emerchantdigital.com or contact at 04-23300827 or 9849256286

2. Internet as One of Life's Fundamental Resources
 Air
 Water
 Internet
One of every three college students and employees
surveyed globally (33%) believes the Internet is a
fundamental resource for the human race
Go Online

3. How Does the Web Affect Your
Business?
The Web is dramatically influencing consumer behaviour
and changing how your business connects with potential
customers.
Web presence that allows
Consumers to find you
Connect with you
Support you
Do business with you online.
This isn’t just a trend. It’s a new way of doing business.

4. We Spend Lot of Time Online
Today, most of citizens have
access to and are using the
Internet.
In the U.S. alone, 82% of adults
use the Internet, with the typical
user spending an average of 38.8
hours per month online.
That’s a little over an hour a day.
And
they spend a lot of that time on
social networking, searching, and
reading content.

5. Website Necessities
Whetheryou’re a
Barber
Plumber
Restaurant owner
Jewellery maker
Massage therapist
Bakery
Medical

6. SMEs Business Changings
How much the Indian SMEs use the Internet for
running their business?
Just one out of 20 Indian SMBs has online presence
What are their expectations from the online channel?

7. SMB in India

8. SMBs Contribution

9. SMBs Contribution

10. Online Customer Segment

11. Indian SMEs Online
Over 57% SMEs said that they now use their website as a sales channel
and get direct business leads from their website.
While accessing email is the #1 purpose for using the Internet for a
majority of SMEs
71% also use the Internet to search for vendors and suppliers
40% of them use the Internet to create online listings and advertise
online.
An interesting trend that emerges is that more than 50% of them see
website as a sales media.

12. Every Businesses Need an
Online Presence
85% of consumers are searching forlocal businesses online. But, there’s a
big numberof small businesses that might not show up online.
Consumers Searching
forLocal Businesses
Online
Small Businesses
Without a Website
Small Businesses
That Don’t Show Up
in
Search Results

13. Set your Website Goal
A website without a goal is
like a ship without a rudder

14. What is your website going
to do for you?
Set a SMART goal
S pecific
Measurable
Achievable
Relevant
Time-Bound

15. Examples of good website goals
To increase email
subscription numbers
by 50% within 6
months
To attract 10 new
online requests for
services perweek
To sell Products
online with a total
value of US$5,000
PerMonth

16. Don’t try and appeal to everyone
You will only dilute your
Impact

17. Why would someone be interested in
your website?
Identify the benefits that your website provides

18. Finally: Revisit your website goal
and include any findings

20. in Digital Marketing…
• Search Engine Optimization (SEO)
• Online Ads (PPC/CPM)
• Email Marketing
• Social Media
• Conversion Optimization
• Data Analysis

21. What is SEO?
Why should you care?
• SEO is an abbreviation for search engine optimization.
• SEO is the process of improving the volume or quality of traffic
to a web site from search engines via search results.
• SEO aims to improve rankings for relevant keywords in search
results.

22. WHY SEO
• SEO is an abbreviation of Search Engine Optimization. This is
the process of structuring a web page so that it is found,
read, and indexed by search engines in the most effective
manner possible.
WHY SEARCH ENGINE ?
• Search engines are the biggest resources of your websites traffic.
• Higher traffic means more visitors.
• More visitors mean more customers and higher profit.

23. SERP
1
2
3
4
Shopping
Images

24. SEO vs PPC
SEO
PPC

25. SERP a bit deeper
Search phrase in the title of the page
SEO
Description

26. Result Elements
Title
URL
Description

27. History of Search
• Lycos, Dogpile, Excite
• Altavista circa 1995
• Google circa 1998/2000
The authority algorithm

28. Why is Google the best?

29. SEO Ranking Factors

30. Code

31. Code
• No Tables
• Fast
• Semantic Code
• Hierarchical

32. Specific Code
• Meta Keywords
• Title
• Meta Description

33. Content

34. Keywords
• User terms vs marketing
terms
• Often Questions
• Title a page and write to it
• EX: Keyword “Adopt a Pet”
• Where can I Adopt a Pet?

35. The King of On-Page
• <Title>
• URL
• <h1>

36. Other important Locations
• <h2>,<h3>, <h4>, <h5>, <h6>
• <img src=”keyword” />
• <img alt=”keyword” />
• <li>keyword</li>
• <b>, <strong>, <i>, <em>
• <p>keyword</p>

37. Off-Page optimization vs On-page Optimization
Off-Page Optimization On-page optimization
Results in 1-2 days Results take 2 weeks to 4 months
Easier for a novice or one little
knowledge of SEO
Requires ongoing learning and
experience to achieve results
Generally more costly per visitor
and per conversion
Generally more cost-effective, does
not penalize for more traffic
Ability to target “local” markets More difficult to target local markets
Better for short-term and high-
margin campaigns
Better for long-term and lower
margin campaigns

38. Links/Social

39. Back to Authority
• Popular/Authoritative sites
are worth more
• Very difficult, any easy/paid
link strategies get found out

40. Social is the new player
• Shares
• Likes
• Comments
• Followers
• RTs/Mentions
• Links

41. Authority Still Matters
• A mention or a follow from an influencer will do more than
a mention or a follow from me

42. SEO Ranking Factors

43. Mobile Strategy
• Do you have to pinch to enlarge?
• Visible Categories
• Google Maps & Phone Accessible
• Thumb able Links & Buttons
• Highlight Themes (prices, offers)
• Optimized for Local.

44. Measuring Success - Google Analytics

45. PANDA & Penguin Algorithms
PENGUI
N

46. PANDA
• First rolled out in February 2011
• Targets low-quality sites
• Duplicate content, excessive ads, little content,
content farms
• Panda ranking factor updated frequently

47. PENGUIN
• Announced in April 2012
• Targets “webspam”
• Link buying, link networks, links from low-quality
sites, overoptimization
(use of same keyword phrase)
• Updated less frequently

48. WHEN YOU WILL SEE RESULT?
•Depending on your industry.
•The competitive level of your keywords.
•The previous success of your website and subject to the
engines updating their data, you may see minor results in 30
days with move significant frequency of top 10 and top 20
rankings with in approximately 3-4 months

49. Tools to Monitor and Measure

50. Tools for SEO’s…..
• There are various paid and free tools are available for Search
Engine optimizers.
• Free tools provided by Google to generate analytics and
keywords are Google Adwords,Google Analytics.
• There are various online tools are also available such as
alexa.com,www.compete.com,www.quantcast.com and many
more..
• Paid tools which are used by SEO’s are SEOmoz

51. Questions?