Digital Marketing Tools

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Agenda
In this session, we will discuss:
● Introduction to Digital Marketing
● OverGreat Learning for free DMFTF
● view of Digital Marketing Tools
● Website and SEO Tools
● Content Creation and Management Tools
● Social Media Management Tools
● Email Marketing Tools
● CRM and Analytics Tools

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Introduction to Digital Marketing

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Introduction to Digital Marketing
● Digital marketing refers to the marketing of products or services using digital technologies, primarily on
the internet, but also including mobile phones, display advertising, and any other digital medium.
● Components of Digital Marketing:
○ SEO (Search Engine Optimization): Enhancing online visibility through search engine rankings.
○ Content Marketing: Creating and distributing valuable content to attract a target audience.
○ Social Media Marketing: Utilizing social media platforms to promote products or services.
○ Email Marketing: Reaching out to potential customers through targeted email campaigns.
○ PPC (Pay Per Click): Online advertising model where advertisers pay a fee each time their ad is
clicked.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Introduction to Digital Marketing
Why is Digital Marketing Important?

● Wide Reach
○ Access to a broader audience globally.
○ Ability to target specific demographics effectively.
● Cost-Effective
○ Compared to traditional marketing, digital marketing can be more cost-effective.
○ Offers a higher return on investment (ROI).
● Measurable Results
○ Utilizing analytics tools, marketers can track the performance of their campaigns in real-time.
○ Enables data-driven decision-making to optimize campaigns.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Introduction to Digital Marketing
Why is Digital Marketing Important?

● Engagement and Interaction

○ Provides opportunities for direct engagement with customers.
○ Facilitates two-way communication, helping in building relationships and trust.
● Flexibility and Adaptability
○ Digital marketing campaigns can be modified in real-time based on their performance.
○ Allows businesses to adapt quickly to market trends and customer preferences.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Overview of Digital Marketing
Tools

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Overview of Digital Marketing Tools
Different Categories of Tools

● Website and SEO Tools: Optimizing website performance and improving search engine rankings
● Content Creation and Management Tools: Streamlining the content creation and distribution process
● Social Media Management Tools: Managing and analyzing social media platforms more efficiently
● Email Marketing Tools: Enhancing email marketing campaigns with automation and analytics
● CRM and Analytics Tools: Managing customer relationships and analyzing data for business insights

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Overview of Digital Marketing Tools
Importance of Digital Marketing Tools

● Efficiency: Automating repetitive tasks to save time

● Data-Driven Decisions: Providing analytics and insights for informed strategy planning
● Customer Engagement: Facilitating improved communication and engagement with the audience
● Cost-Effectiveness: Offering cost-effective solutions for marketing campaigns
● Scalability: Allowing businesses to scale marketing efforts with growth

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Website and SEO Tools

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Website and SEO Tools
SEO Basics

● How Search Engines Work

○ Crawling: Search engines use bots to crawl pages on the web, going from site to site, collecting
information about those pages.
○ Indexing: Pages that the bots find are indexed, or stored, to be retrieved when needed.
○ Ranking: When a user performs a search, the search engine retrieves the most relevant pages from
its index, ranking them based on various factors like relevancy and popularity.
● Organic vs. Paid Search Results
○ Organic Search Results: Listings that appear due to their relevance to the search terms, not
advertisements.
○ Paid Search Results: Listings that are advertised via Google AdWords
or another advertising platform, which are displayed above or alongside
organic search results.
Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Website and SEO Tools
SEO Tools

● Google Analytics
○ Setting Up and Exploring the Dashboard
○ Tracking Website Traffic and User Behavior
○ Goal Setting and Conversion Tracking
● Ahrefs
○ Exploring Ahrefs Dashboard
○ Backlink Analysis and Link Building Strategies
○ Keyword Research and Rank Tracking
● SEMRush
○ Overview of SEMRush
○ Performing SEO Audits
○ Competitor Analysis and Keyword Gap Analysis
Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Website and SEO Tools
Google Analytics

● Tracking Website Traffic and User Behavior

○ Traffic Sources: Analyzing where your website visitors are coming from (direct, organic search, paid
search, referral, or social).
○ User Behavior: Understanding how users interact with your website, including pages viewed, time
spent, and actions taken.
○ Demographics: Reviewing the demographic information of your audience, including age, gender,
and location.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Website and SEO Tools
Google Analytics

● Goal Setting and Conversion Tracking

○ Setting Up Goals: Establishing specific user actions as goals, such as form submissions, page views,
or transactions.
○ Conversion Tracking: Monitoring how well your site fulfills your target objectives and
understanding the user paths that convert.
○ E-commerce Tracking: If applicable, analyzing purchase activity on your site, understanding which
products are being purchased, and how often.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Website and SEO Tools
Ahrefs

● Backlink Analysis and Link Building Strategies

○ Backlink Profile: Analyzing your website's backlink profile, identifying new, lost, and broken
backlinks.
○ Link Building: Identifying link-building opportunities through competitor analysis and keyword
research.
○ Anchor Text: Understanding the text that is used most often to link to your site.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Website and SEO Tools
Ahrefs

● Keyword Research and Rank Tracking

○ Keyword Research: Identifying potential keywords using keyword explorer based on various
metrics like keyword difficulty, search volume, and clicks.
○ Rank Tracking: Monitoring keyword rankings over time and understanding the impact of your SEO
efforts.
○ Competitor Keyword Analysis: Understanding which keywords your competitors are ranking for.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Website and SEO Tools
SEMrush

● Performing SEO Audits

○ Site Audit: Identifying and fixing on-site issues related to crawlability, HTTPS, internal linking, and
more.
○ On-page SEO Checker: Receiving recommendations for improving on-page SEO for specific
keywords.
○ Organic Traffic Insights: Combining Google Analytics, Google Search Console, and SEMRush data to
analyze organic traffic.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Website and SEO Tools
SEMrush

● Competitor Analysis and Keyword Gap Analysis

○ Competitor Analysis: Identifying who your SEO competitors are, analyzing their top pages and
keywords.
○ Keyword Gap Analysis: Identifying keyword opportunities by comparing your keyword profile with
competitors.
○ Backlink Gap Analysis: Finding backlink opportunities by analyzing the backlink profile of your
competitors.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Content Creation and
Management Tools

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Content Creation and Management Tools
Content Creation Tools

● Graphics Creation
○ Canva: Explore templates, create social media graphics, presentations, posters, documents, and
other visual content.
○ Adobe Spark: Learn to create graphics, web pages, and video stories.
○ Piktochart: Develop infographics, presentations, posters, and reports.
● Video Creation
○ InVideo: Learn about video creation with pre-made templates, and explore video editing features.
○ Animoto: Understand how to create professional videos with ease using various templates.
○ Lumen5: Explore how to transform text content into engaging videos using AI.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Content Creation and Management Tools
Content Creation Tools

● Writing and Editing

○ Grammarly: Understand how to utilize Grammarly for grammar checking, spell checking, and
plagiarism detection.
○ Hemingway App: Learn how to make your writing bold and clear by identifying lengthy, complex
sentences and common errors.
○ ProWritingAid: Explore advanced writing feedback with suggestions for style improvements.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Content Creation and Management Tools
Content Management Systems (CMS)

● WordPress
○Installation and Setup: Learn how to install WordPress and configure the essential settings.
○ Themes and Plugins: Understand how to install themes and plugins, and customize according to
needs.
○ Content Management: Explore creating, editing, and managing posts and pages.
● Joomla
○ Introduction to Joomla: Understand the basic framework and usability.
○ Extensions: Learn about various extensions and how they enhance functionality.
○ Content Management: Explore creating and managing various content types.
● Drupal
○ Understanding Drupal: Learn the basics of Drupal and its architecture.
○ Modules: Understand how to use modules to extend functionality.
○ Theme System: Learn toProprietary
use content.
themes for Allmulti-purpose
©Great Learning. Rights Reserved. Unauthorizedlayouts.
use or distribution prohibited
Social Media Management Tools

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Social Media Management Tools
Elements of Social Media Management Tools

● Dashboard Interface
● Content Management
● Engagement Management
● Analytics and Reporting
● Social Listening
● Collaboration and Workflow Management

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Social Media Management Tools
What is Content Management Systems (CMS)

● A Content Management System (CMS) is a software platform that allows users to create, manage,
modify, and publish digital content on the web without needing specialized technical knowledge.
● CMSs are typically used for web content management (WCM) and enterprise content management
(ECM).

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Social Media Management Tools
Content Management Systems (CMS)

● Buffer
○Scheduling Posts: Learning to schedule posts for different social media platforms.
○ Analytics: Understanding social media performance through Buffer’s analytics.
○ Engagement: Managing and responding to social media messages and comments.
● Hootsuite
○ Dashboard Management: Navigating and customizing the Hootsuite dashboard.
○ Content Curation and Scheduling: Managing and scheduling posts across different platforms.
○ Analytics and Reporting: Analyzing social media metrics and creating reports.
● Sprout Social
○ Inbox: Managing messages from all social media platforms in one place.
○ Scheduling: Planning and scheduling content across platforms.
○ Social Listening: Monitoring brand mentions and relevant conversations.
○ Analytics: Understanding andcontent.
Proprietary reporting
©Great Learning.social media
All Rights Reserved. performance.
Unauthorized use or distribution prohibited
Social Media Management Tools
Social Media Analytics

● Engagement Metrics: Understanding likes, shares, comments, and overall engagement.

● Reach and Impressions: Differentiating between reach and impressions and understanding their
importance.
● Click-through Rate (CTR): Analyzing the effectiveness of your call-to-actions and social media ads.
● Conversion: Understanding how social media contributes to conversions and sales.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Email Marketing Tools

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Email Marketing Tools

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Email Marketing Tools
Email Marketing Platforms

● Mailchimp
○ Creating Campaigns: Learning to set up and launch various email campaigns.
○ Audience Segmentation: Segmenting your audience based on behavior, preferences, and
demographics.
○ Analytics and Reporting: Analyzing email performance through open rate, click-through rate, and
conversion rate.
○ Automation: Setting up automated email sequences for various customer journeys.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Email Marketing Tools
Email Marketing Platforms

● SendinBlue
○ Email Design: Utilizing templates and design tools to create engaging emails.
○ Email Automation: Creating automated workflows for transactional emails and customer journey
touchpoints.
○ Analytics: Understanding how to analyze email campaign data and utilize insights for optimization.
○ SMS Marketing: Exploring SMS marketing capabilities within SendinBlue.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Email Marketing Tools
Email Marketing Platforms

● Constant Contact
○ Email Creation and Personalization: Building personalized email campaigns using templates and
custom fields.
○ Contact Management: Organizing and managing email lists and segmentation.
○ Email Tracking: Monitoring email performance and user interaction.
○ Integrations: Integrating with various apps and tools to enhance functionality.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
CRM and Analytics Tools

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
CRM and Analytics Tools
Introduction to CRM

● Customer Relationship Management (CRM) refers to the strategies, technologies, and practices that a
company utilizes to manage and analyze interactions and data throughout the customer lifecycle.
● The primary goal is to enhance business relationships with customers, assist in customer retention, and
drive sales growth.
● A CRM system helps companies stay connected to customers, streamline processes, and improve
profitability.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
CRM and Analytics Tools
Core Components of CRM

● Interaction Tracking: Recording interactions with customers, including emails, calls, and meetings, to
maintain a comprehensive contact history.
● Lead Management: Tracking and managing prospective customers (leads) and nurturing them through
the sales pipeline.
● Email Automation: Automating email communications, tracking email interactions, and utilizing email
marketing campaigns.
● Customer Support: Managing customer support requests, tracking service interactions, and ensuring
timely resolution of issues.
● Analytics and Reporting: Analyzing customer data and interactions to generate insights and reports
that aid decision-making.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
CRM and Analytics Tools
CRM Tools

● Salesforce
○Navigating Salesforce: Understanding the dashboard, tabs, and features.
○ Managing Leads and Customers: Utilizing Salesforce for tracking and managing leads and customer
data.
○ Sales Analytics: Using Salesforce analytics to derive insights from sales data.
● HubSpot
○ Inbound Marketing: Understanding how HubSpot supports inbound marketing through lead
generation, marketing automation, and analytics.
○ Customer Management: Exploring tools for managing contacts, companies, and deals.
○ Marketing Analytics: Analyzing website, email, and campaign performance.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
CRM and Analytics Tools
CRM Tools

● Zoho CRM
○ Customer Management: Learning how to manage customer data and interactions.
○ Automation: Exploring workflow automation in sales, marketing, and customer service.
○ Analytics and BI: Using Zoho's analytics and business intelligence tools for deriving insights.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited
Summary
Here is a brief recap:
● Search engines use bots to crawl pages on the web, going from site to site, collecting information about
those pages.
● Automating email communications, tracking email interactions, and utilizing email marketing
campaigns.
● HubSpot supports inbound marketing through lead generation, marketing automation, and analytics.

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited