Before delving into digital marketing skills, let me explain what digital marketing is to those who are not familiar with this term.
Digital marketing is a broad term, including all marketing channels and methods that can be used to promote products or services on the Internet and digital devices (such as TV, mobile phones and electronic billboards).
Digital marketing skills
search engine optimization
Baidu search advertisement
Tencent paid advertisement
Redirect advertising plan
Social media marketing
video marketing
1.？ search engine optimization
Search engine optimization is a digital marketing technology that optimizes your website to attract visitors from search engines. This is an important part of any digital marketing strategy.
It is so important because it is the largest source of network traffic among all digital marketing channels.
Baidu is the largest search engine in China and the most visited Chinese website in the world. Search engines make it easy for people to find almost any information they can think of. Because of this, websites get billions of searches every day.
Therefore, whether you are selling physical products, providing services or making content, this platform can help you reach the target audience.
The working principle of search engine
So how does the engine work and how can the page be presented to the target audience?
How to search engine functions has three main components; Crawl, index and rank the results.
Search engines perform three basic operations: crawling, indexing and ranking websites.
You may have heard that spiders, spider robots or reptiles are related to search engines. These strange terms are just the names of special software used by search engines to discover new websites and web pages.
As the name implies, a crawler crawls the web by using hyperlinks to jump from one page to another. Once they find a new page, these diligent little robots will index it in the database.
When you are searching for some content, the search engine will query its index page database and provide you with the most relevant content according to your query. This is the whole point of ranking-displaying pages in order related to the query.
Factors affecting ranking
Search engines hope to provide the most useful answers to users' questions.
They decide which pages are the most suitable algorithm, and there are countless ranking factors.
Although not all the algorithm details are known, there are many ranking factors that are an important part of SEO. Here are some of the most influential SEO ranking factors.
1. "Birth"-the authority and credibility of the producer;
The producer has professional certification, and the published content is focused, recognized by the public and has certain influence.
2. "Yan value"-the ease and pleasure of browsing experience:
The page loading speed is fast, the content layout is exquisite, and the picture quality is high-definition.
3. "Connotation"-richness and professionalism of content:
The theme of the article is consistent, the logic is clear, it can provide users with rich and comprehensive information, and it has certain professionalism in this field.
4. "Word of mouth"-users' favorite:
The content is loved by a large number of users, and users have a strong willingness to share and interact.
If you want to know more information, please take another 5 minutes to read:
What about the concept and working principle of search engine? Understand what a search engine is and how it works.
Dry goods must be Baidu search quality content guide? What kind of content is good? What kind of content can better meet the needs of users?
2. Baidu search advertising
Search engine marketing (SEM) is the first online marketing strategy you can use, and it has two main components. SEO (search engine optimization) and PSA (paid search advertising).
In short, search engine optimization will help you get more natural access from search engines for free, while paid search advertisements can get access from search traffic, but you must pay for it.
What is your goal for SEM? Your goal of using SEM is clear: through natural search or through orientation? PPC？ Activities get more access from search engines.
How to: To get more visits from search engines, you need to make sure that your website is optimized for search.
Your page title, description, page speed, design and structure, content freshness, alternative text of pictures and so on are all important.
Tools: you can pay attention to a lot of SEO and? PPC？ Guide, although each rule is important in itself, if multiple rules are applied together, it will produce better results.
Tip: You can monitor your page through Baidu search resource platform to improve its ranking.
3. Tencent paid advertising
Tencent advertising is also a sales channel, but this is not their best field. They are more suitable for brand awareness, image communication, social concern, networking and connecting your audience.
When you log on to WeChat, your main concern is not to find something to buy or search for information, but to see what your friends are doing, watch the news and interact with them.
Tencent ads will display ads in your timeline, which doesn't mean that this is what you want, even though sometimes you may find it interesting.
If you are a startup, a small business owner, a publisher, an event organizer or a non-profit organization, and you want to spread information quickly or build an audience, then Tencent advertising is what you need.
The main advantages of Tencent advertising:
You can use words, pictures and videos in advertisements.
You can locate people according to their interests and the characteristics of crowd portraits.
You can transfer from Tencent's platform or similar audiences and contact people who visit your website.
This is a good marketing tool, especially in raising awareness.
There are several ways to define how you want to price an advertising plan.
You can conduct an A/B test by trying different advertising activities and ideas.
4.？ Redirect advertising plan
Redirected advertising is a marketing strategy that aims to find people who interact with your business and show them digital advertisements to bring them back to your website.
These advertisements will be displayed to different audiences according to the past behavior of your website (such as the pages they view).
In order to track user behavior on the website, redirection relies on tracking pixels. These small pieces of code are added to the back end of your website. They can put cookie on visitors' browsers.
Each visitor gets an anonymous ID (Visitor ID), which the advertising network uses to track their behavior. With Cookie, the ad server can access the visitor's ID and automatically add it to your re-marketing list.
Redirection used to be limited to real-time behavior. But now, you can use a redirect advertising program on social media to show your ads to people who have interacted with your business.
If someone views the page or likes your article, you can quickly add them to the redirected advertising series to see if you can encourage them to participate further.
Redirected ads usually use the CPC payment model. However, some people also use the bidding strategy of cost per presentation (CPM) and cost per acquisition.
5. Social media marketing
Social media marketing is naturally the next marketing strategy for your enterprise. You already have high-quality content (from the previous strategy), so it's time to spread the message. The best way is to promote this strategy through social media.
What is your social media marketing goal? Your social media activities should have two purposes.
The first is to get as many target followers as possible, so that your content and brand can get as much attention as possible. The second is to get in touch with social networks and eventually turn them into customers.
How to: You need to build a good image on major social networks (WeChat official account, Weibo, Zhihu, etc.). ) interact with people who are interested in your website, product or brand by sharing useful and relevant content on a regular basis.
Social media traffic can indeed be transformed (although a few years ago, many people thought it was difficult for social media visitors to become customers)
6. Video marketing
Video marketing is the use of video content to promote products or services, improve brand awareness, generate participation, and ultimately increase sales. Now, what kind of video content you will create depends entirely on your specific goals, your brand value and the ordinary audience you want to show these videos to. So before you start making videos, it is very important to determine these three factors.
As for the most suitable platform for uploading and sharing videos, there are many places where you can upload videos (which can be decided according to the actual situation).
According to the statistics of Questmobile, during the rise of short and medium-sized video platforms such as Tik Tok, Aauto Quicker and bilibili, the number of users increased by more than 25%, which was higher than the traditional video industry's 17%. The 20021China research report on the development of network audio-visual shows that by the end of 2020, the number of network audio-visual users in China was 944 million, of which the number of short video users was 873 million, exceeding the number of comprehensive video users (including long video) by 654.38+69 million.
According to "20021China Network Audio-visual Development Research Report", Iqiyi, Tencent Video, Youku, Mango TV and Bi Li Bi Li account for 88.3% of the comprehensive video platform.
Video marketing type
You can use many different types of videos to achieve your specific marketing goals. We will list some of them:
Product/service videos-If you have a product to sell and want to share with potential customers how it actually works, these videos are great. This is also a good opportunity to make detailed product reviews and discuss the multiple functions of each product. Explaining the benefits can help users determine whether the related products are really useful to them, which means that these types of videos have great sales growth potential.
Educational (tutorial, how-to) videos-The starting point of how-to videos is usually very similar to product videos, but they go further. In other words, these types of videos provide value to the audience, enabling them to learn practical skills, usually in specific fields, and more importantly, helping them solve problems. They can be used to teach listeners how to use a specific product (or service) in detail, and even focus on a target market. For example, your educational video can explain how to use skills to learn English, or it can be about a broader topic, such as "10 strategies to improve oral English pronunciation".
Recommendation-In essence, these types of videos are a good way to take your product to a whole new level. As the name implies, these videos focus on a real event, a real customer, who tried to use your product and had a positive impression on it.
Brand/behind-the-scenes videos-These videos are very suitable for your audience to better connect with your brand. They usually focus on the real people behind the scenes and their dynamics, "humanize" your brand in some way, and narrow the distance with potential customers. These can be simple videos of employees sharing their work experience, a review of a meeting, or even a group building and party of the company. As long as you can let the audience see the face behind the brand and successfully have a positive impact on your business, your choice of making these kinds of videos is unlimited.
Of course, you can make many other types of video content to successfully market your brand, such as interviews, webinars and live videos. But this time, we decided to list only a few examples to give you a simple idea of your choice.
The Best Technology for Creating Convertible Video Content
Now that we have determined what video marketing is and discussed several different types of marketing videos, it is time to look at some useful video creation techniques. The following are your best strategies for creating attractive video content, which can increase the conversion rate and improve your overall marketing strategy:
Make things interesting-from beginning to end
Keep it short-introduce your ideas in 10 seconds.
Add some animation material
Optimize your audio
Add a call to action (CTA)
Introduce an unforgettable person
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If you see this, you have learned all the technical tutorials about digital marketing in this guide.
By using these skills to carry out digital marketing activities, your company will eventually establish higher brand awareness and brand loyalty, and bring more transformation to your products and services.