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Summary The Fundamentals of Digital Marketing - Google Digital Garage
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A summary for the course The Fundamentals of Digital Marketing by Google Digital Garage
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Voorbeeld 4 van de 98 pagina's
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Voorbeeld van de inhoud
Google Digital GarageDigital Marketing Fundamentals
Narek Nazaryan
,1. The online opportunity
2. First steps in online courses
Websites can be useful for building relationships, social networks, selling online, new customers.
Your goal needs to be to turn visitors into paying customers.
3. Build your web presence
3.1 Choosing your online presence:
Most obvious way of going digital is using a website for; helping people do research, chat with
experts, read customer reviews, watch videos, buy things, track orders, …
Some businesses use local listings to create a digital presence, using products like Google My
Business and Bing Places for Business they allow you to publish details like descriptions, reviews,
maps and images. These listings are usually free, and are a good way to help your business appear on
results pages when people search.
You can also use social media as your digital presence since people all over the world use social
media. You can also reach customers their mobile using self-created apps and offering these to your
customer.
Apps can take advantage of a mobile device’s unique capabilities, like GPS, mapping and phone, to
connect with customers. If a customer installs your app on her mobile, the next time she’s near your
shop, the app might send her a special offer, thanks to GPS. Apps could even let her place an order
right then, so when she comes in she can skip the queue, pick up her order and pay by tapping her
mobile against the till. Mobile apps are often used as loyalty tools, to encourage existing, frequent
customers to come back
whether you use a website, local business listings, social media, mobile apps, or all of the above, the
trick is to decide what you want customers to do, then create a home that accomplishes those goals.
Together, these things work as your digital storefront: your space to interact with customers online.
3.2 Build your web presence:
A server is a computer connected to the Internet, with software that allows it to store or 'host' the
pieces of your website: the code, the images, the video clips and anything else that makes up your
site. An IP (=Internet Protocol) address is the address of a server, it’s a long string of numbers that
means any device connected to the internet can talk to the server and find it. Your domain name
(web address) is how potential customers will find you, Everything after the ‘WWW dot’ is actually
what’s known as the domain name. Any device that searches for this address, a tablet, a smartphone,
a laptop,… is communicating with the server. The server then sends that device all the correct pieces
it needs to display the website, things like images and code so that whoever is on the other end of
the device can view your pages. Deciding to build a website for your business starts with
understanding how it all works together: a server ‘hosts’ your site, and a domain name helps people
find it.
,3.3 Key website ingredients:
Ingredients:
• Domain name:
That’s what people will type into a web browser to find you. When choosing a domain name,
you first need to check if the one you want is available (how to know if domain name is
taken? Search for ‘domain registrar’). A good domain name is one that people can easily
remember. Keep it as short, relevant and as to-the-point as possible.
• Home page:
This is the first page people see after they type in your domain name and get to your
website. The home page is your shop window, where you invite people in and explain what
you’re all about. A home page also directs visitors to other pages of your website through
what we call 'navigation'. It’s a menu that lets people travel from one part of the site to
another.
• ‘About’ and ‘Contact’ page:
Tell the story of your business and include photos of some of your best work. There’s no right
or wrong way to organize a site, but you’ll always want to put yourself in your visitor’s shoes.
What’s he or she looking for? What are they trying to accomplish on the website?
• Hyperlinks:
Text and images may also be set up to link to other pages on the internet.
How you organize the site is very important. You must decide what kind of content you want to offer,
and then group it together in ways that make sense. The pages and sections you see on most
websites: things like 'About' and 'Contact' pages. Your website’s Contact page might include your
address, phone number, email and a map with directions.
You want to set things up so it’s super-easy for visitors to find the information they need, like the
working hours, or submitting orders. The navigation signposts ‘About’ and ‘Contact’ should appear
on every page so they can easily navigate around.
Your website is a great opportunity to connect with customers. Choosing the right domain name,
organizing the site logically and including nifty features can help your visitors find exactly what
they’re looking for.
3.4 Websites and your business goals:
When designing your site always keep your goals in mind, and always keep in mind what your visitors
are looking for. As a business, be sure to put your phone number in a very visible location on every
page of your site. If you want more locals to visit your shop, include maps on your website along with
specific directions. Your visitors could also be looking for prices, special offers, quality certifications…
by making sure all of these things are easily available, you match your business goals with your
visitor’s needs.
Your content (= words you use) should be much more than just a sales pitch. Explain how you can
meet the needs of your customer or solve a problem they have. By framing it in terms of what you
can do to help visitors, your content will be much more engaging. Write in a tone that’s confident but
not intimidating. Connect with your visitors by telling a story, or let people make a video review or
write a review. Design and build your website with your business goals and your visitors’ desires in
mind, and it will have a much better chance of success.
, 3.5 Make your website easy to use:
Good navigation means arranging your site in a way that makes sense for your visitors. If you have a
physical shop, like a bakery, think of how your goods are grouped there. Big items like cakes and pies
might be in one area, while individual treats like croissants and cupcakes are in another.
If your site has lots of pages of products, it would be a great idea to include a search box. online,
most people are used to reading dark text on a light background. You’ve worked hard to create your
content—make sure your visitors’ eyes don’t cross when they try to read it.
Don’t make people scroll down too far to see the important stuff. Use headers and bulleted lists to
help them quickly scan your pages and decide if it’s worth their time to stay.
When you’re creating a website, try your best to make it easy to use. Give visitors a clear roadmap to
your site’s pages, keep design consistent throughout, write content that speaks their language, and
give them the experience they’re looking for.
3.6 Website design dos and don’ts:
Tip 1:
If you have images on your pages, use the smallest ones you need. Ditch large, high-resolution files if
they’re only going to appear as thumbnails. Plenty of software programs can resize or compress
images to make them smaller, and this translates to faster loading times.
Tip 2:
Make sure your website is easy to use on a mobile. More and more people are using their
smartphones as their primary device for browsing the web, and if your site is difficult to use on these
devices, you’ll potentially lose customers. ‘Responsive design’ automatically detects the type of
screen being used and displays the site accordingly. If you want to get a sense for whether your site is
mobile-friendly, try Google’s Mobile-Friendly Test tool. Make sure your website responds properly to
smartphone inputs such as swiping or tapping.
To avoid common mistakes, make sure your pages load quickly, and look and behave properly, no
matter what device and browser a visitor uses. And think of your customers when you create
content. Answer their needs, and you have the best chance of bringing them in.
4. Plan your online business strategy
From identifying your goals to knowing how to track your progress, this topic will show you how to
put your best foot forward when creating a digital business strategy. Learn how to stand apart from
the competition and how to impress customers at every point of their experience.
4.1 The benefits of an online strategy:
An online business strategy helps get all the ideas out of your head and into a usable format. This can
help define objectives to work towards and increase your clarity and focus. identifying actions
tailored to your goals will provide you with a better understanding of how to meet your business
needs.
The first step is to clearly define your goals. Perhaps you’d like to increase sales by 20%, or identify
100 potential customers? Setting goals will provide you with direction and a clear path to follow.
Next up is articulating what your business stands for. This can be represented by a simple sentence,
generally referred to as a mission statement.
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