Digital Marketing

Lesson-2: Digital Marketing Modules

Hey, guys. Welcome to this lesson two of digital marketing mastery course. I hope until now you have joined the Facebook group and also introduced yourself. In lesson one, I gave you an overview of digital marketing. In today’s lesson, we will be talking about all the channels that when combined, makes up digital marketing. Before starting with this lesson, one important thing. All  this digital marketing course are interconnected.

And if you are planning to become a specialist in one of these fields, then you need to go deeper than it and master it. Also, I should mention one very important point. Digital marketing is highly dynamic. So you need to constantly learn new things,and apply the same. Now, I will go through each component oneby one, and give you an overview. The detailed explanation will be given inthe later article. Hey guys, welcome to the lesson two of thisdigital marketing mastery course. Today’s  is really exciting because Iwill be giving you an overview of what you will be learning in the next few days. Just a humble request to all of you to please watch this article until the end, because I have an extremely important step that I needyou guys to do in order to learn digital marketing. Without that step, you won’t be able to learnanything. So make sure you watch the article until the end. I won’t make this article too long, rather addresssomething of what you can expect.

Digital Marketing Modules
Digital Marketing Modules

So, let’s get started. So these are the primary components of digitalmarketing. Search engine marketing, social media marketing,searching optimization, content marketing, email marketing, web analytics, conversionrate optimization and then the sales funnel. Now, you will be able to build sales funnelsonly if you know the rest of the things. Now, since you are just starting your digitalmarketing journey, I won’t expect you to become an expert in all these fields. Rather, these are very specialized fields. So, there are jobs for just search enginemarketing, there are jobs for just social media marketing. Similarly for search engine optimization orSEO. Similarly, for content marketing, email marketingand web analytics. But as a digital marketer you must know allof these at least the overview of how these work. Then later on you can find a specializationfor yourself, the one that interests you the most. Get specialized in it, and become an expertin that. Usually, there are two options. Either you become an expert in one particularfield and grow like that, or secondly you can get a good level of understanding in allthese fields and become a digital marketing manager. Where you’ll be handling all the people of various domains.

So, let’s start with search engine marketing. Now, I am sure that all of you must have searched something in

Digital Marketing Modules
Digital Marketing Modules

Google search engine, right? Like the Valentine’s week is going on, soeither you’re a boy or a girl, you might have searched on Google for some, like, “giftsfor boyfriend” or “gifts for girlfriend”. So, if you are a guy like me who likes creativity,then you might have searched on Google like “gifts for girlfriend…” etcetera, etcetera,right? So, you must have seen a lot of ads on Google.

Like here I’ll show you the query “buy mobile”. So, bost of these listings are ads. “Get New Phone with Visible” and “Cell Phones:New Mobile Phones…” As you can see the word here, “Ad”. So, these two are ads, and these are the organicresutls. So, let’s say if you’re a new business.Digital Marketing 3

You’ve just opened up your website. Then you won’t be able to rank yourself onthe number one position. Because Flipkart has done a lot to get this number one position. So, to drive traffic to your website, you need to purchase Google Ads. So, that you can instantly get yourself in the number one or number two position. You can do this using Google AdWords. So you can pay money to Google to get ranked in the number, one or number two result depending on the quality score of your ad. So, this is what search engine marketing is. Learning the art of running good Google ads that actually make money for the business.
So, it might look simple that you just have to find the keywords and start the ad, but honestly it is not that, simple. It’s a complicated field where you have to learn a lot of things. The optimization, the right keywords, and there are so many strategies in that. We will be covering all of that in the Google AdWords. You must have seen that I am only talkingabout Google AdWords. Because there are other search engines as well, like “Bing” and “Yahoo”, etc. But since google is dominating the market,so when I’m referring to search engine marketing, I’m referring to Googl AdWords.But yes, you can even run “BIng Ads” and “YahooSearch Ads” as well.


Now, most of you must only know about socialmedia marketing, because for this digital marketing course we are targeting the college students and people in the age bracket of 18 to 25. So, you must be using “Facebook”, “Instagram”or maybe the new apps like “TikTok” or

Digital Marketing
Digital Marketing

“Musicaly”. So, all these emerging social media channels,they have huge, huge audience. Like “Facebook” has multiple billion peopleon their channel. Similarly, “Twitter” has their audience. And now people are moving from “Facebook”rather to “Instagram”. Now, “Instagram” is the new trend of the newsocial media 2019. And whenever there’s a huge audience, thereare opportunities for advertisement. So, this is where social media marketing comesinto play. Now, social media marketing refers to theprocess of gaining traffic or attention through social media sites. Now, there are two types of social media marketing,first is organic and secondly is paid. Now, “Facebook” is a massive advertisementchannel. Like the link in this free digital marketingcourse. Majority of you must have seen our ad on Facebook. It could have been a video ad, it could havebeen an image ad, but we are really focusing on “Facebook” for the marketing of this digitalmarketing course. So, social media marketing is really effectivewhen your target audience is competitively younger, because you are able to reach a hugeaudience.

Also, social media marketing has various worldangle. Like when we talk about “Instagram”, we have”Instagram Influencer”. So, we can hire few influencers and you marketthrough them or we can also grow organically. But primarily, when we talk about social mediamarketing, we are looking for more engagement, we are looking to drive more customers andprimarily we’ll be focusing more on “Facbook Ads”. Because that is a channel that is extremelypopular and gives amazing results. So, we’ll be learning the ins and outs ofFacebook Ad, in the future lesson, but yes, I’ll be also going through Instagram, specificallybecause that is a channel that will definitely grow in the coming years. So, I have a video spefically dedicated forInstagram. And yes, the article is dominating 2019 andalso in the coming years, YouTube will uh… become the big boss of media marketing. So, we will be talking about how to starta channel, optimize the channel, how to gain subscribers, how to increase watch time, andeven uh… YouTube Ads.

Now, let’s talk about my favorite channelthat is Search Engine Optimization, also known as SEO. It is the process of driving traffic fromsearch engines like Google, Bing, Yahoo, etcetera to your website. Now, the best part about SEO is that the trafficis free. Like this example we took for search enginemarketing, like “buy mobile”. These two are ads. But the first result here is of”Mobile Phones” too. It is the process of driving


Now, Flipkart does not have to pay Googleto rank here. Let’s say ten thousand people searched thekeyword “buy mobile” daily on Google. The average click for the first result issomewhere close to 60 to 80 percent. So, let’s say that 70 percent of the peopleclick on the first result here. So, Flipkart is driving seven thousands ofdaily free traffic. So, all the people who buy the mobile fromFlipkart after going from Google search results, that is profit for Flipkart. Without even paying for the customer acquisitioncost. Like, whenever you are running Facebook Adsor even when you’re running the SEM. Like the search engine marketing ads. Here, you have to pay money to Google. Whenever someone clicks here, let’s say weclick here. Since I clicked on this ad, V’s’ble had topay money to Google. So, that is the power of search engine optimization. Once your article starts ranking on Googlesearch engines, you’ll be driving free traffic and all the money you make after the traffic,visit you website that will be a profit. So, that is the reason I focus a lot on searchengine optimization. I’ll be sharing all my techniques on how Irank my website on Google search results, number one position. So make sure you watch the SEO lessons aswell, in the future Post.

So primarily, SEO divided three primary categories:”Black Hat SEO”, “White Hat SEO” and “Gray Hat SEO”. All these will also be discussed in the futurelessons.



Now, content marketing has been extremelypopular from the last few years now. Because the customer acquisition model haschanged.

Digital MarketingContent marketing is a very strategic marketingapproach focused on creating and distributing valuable, relevant, and consistent contentto attract and retain a clearly defined audience to drive profitable customer action. Now, this definition might have sounded verycomplicated, but in simple words, content marketing is all about creating content, sothat you can provide value to your prospective customer. So, let’s say, in my case, I am teaching digitalmarketing. Now, you guys are consuming this free contentand some of you might also be liking the content. Some of you might like my approach of teaching. So, if in the future if I create a paid course,and I sell it to you guys, so you might just purchase the product. Because I have already given you so much freevalue.

So much free content. So, that is the power of content marketing. Giving value to your customers, or ratherprospective customers, and showing them the benefits of joining your services. If it’s a SAS product, software aware service,then I can give them a free trial, I can give them comprehensive blog post, I can give them free article course. Similarly, if I am an ecommerce company, Ican create wild content, top ten listical articles and then drive people to the website. So there are numerous ways of doing contentmarketing. And especially in the last few years, andalso in the coming years, content marketing will be extremely beneficial for businessesto drive customers. So, we’ll be talking all about this in thecontent marketing module, where I’ll also have many case studies for you.


Now, let’s talk about email marketing. Another very important channel, and anotherchannel, which I really love. Honestly, in India, specifically email marketingis not that popular. Companies are using it but primarily the bloggerand indie influencers are not using email to communicate with their audience. I’m a strong believer of email marketing,specially in the affiliate website that I’ve shown you the analytics for that. Email marketing is also forming a big chunkof the revenue. Take the case of this digital marketing course.

email marketting

How am I delivering you the lessons?

I am giving you all the lessons through email,right?

So, for me, email marketing becomes extremelyimportant for my business. So, email marketing is not just uploadinga list of people to send to and spam them. It’s much more complicated than that. You also have to use specific tools, you alsohave to know the style of writing the emails, creating trip sequences and all. So, all that will be discussed in the emailmarketing module. So, make sure you watch that video as welluntil the end.

Web analytics is the process of analyzing the behavior of visitors to a website. So, I will be showing you the process of webanalytics and how to use analytics for your advantage in the analytics module. Web analytics

Now, sales funnel is an extremely important part for any business.Because the ultimate goal of a business, touse digital marketing, is to drive sales, to make profit, to sale their product or services. To create sales funnel, you have to have theknowledge of a comprehensive digital marketing approach. You need to know all the work details of digitalmarketing in order to create a profitable and a successful sales funnel. An idle sequence of events someone goes throughto go from traffic to repeat customer is the whole essence of sales funnel. It’s a system that adds and removes barrierfor someone to become a customer or a repeat customer when it’s appropriate. Let’s say Flipkart is selling mobiles.sales funnel So, they might even show the advertisementon Facebook, so you might be browsing the timeline and then you suddenly see an ad fromFlipkart. So, you were not planning to visit Flipkart,you might not even know about the new mobile launch, but in the ad, you might see a newphone, so you’ll click on the ad, you’ll visit the website and you might even purchase. This funnel has four important steps: awareness,interest, decision, action. Now, this might sound very complicated, butin simple steps, consider yourself as a customer and think through the journey as a customerto buy a product. So, first of all, you need to make the customer aware of the product. Like, in my case I am giving you everythingfor free, the free digital marketing course. So, first of all, you might have seen my Facebook advertisement or any other banner advertisement on any of the website, right? So, that is the awareness section. I’m getting your attention, because you don’tknow me, you don’t know who Muniappan is, you don’t even know about my existence. So, first of all, I need to make you aware. Second, is to grab your interest. Now, I am teaching everything for free. now, this course is sold by various institutefor around 60,000 to 70,000 rupees. Now, I am giving everything for free becauseI have an experience of seven plus years.

Now, this for a customer is interesting. Because they don’t have to pay any money,and they are adding a very important, and a very unique skill in their resume. Now, comes the decision. Now, you’re in my learning page where I’mtelling you that I am giving this free course and these are the benefits, etcetera, etcetera…and I’m asking you for your email address. So, you have a decision to make. Either you can close the tab, or you can thinkabout it, look at the benefits of digital marketing and you might even enter your emailID.

Now, if you enter your email ID, that will become an action. You took an action. So, for me, my sales funnel is, first makingyou aware of my existence, about my offer. Then getting your interest, helping you makethe decision of joining the digital marketing course, and making you take the action ofentering your email ID. It’s a very simple sales funnel because, honestly,this is not exactly a sales funnel because I’m not selling you anything. Everything is free in this case. Similarly, you can correlate it with any product-owning company or a service-based company.

First, they have to grab the attention orthe awareness, then the interest, then the decision and then making the people buy theirproduct or service. The more expensive the product, the longerand more complicated the sales funnel will be. Because it’s harder to get someone to pay. All of these might sound confusing, but trustme it’s not. Just keep watching the lessons, ask all your doubts in the comment sections below, or even in the Facebook group.

And soon you will become a digital marketing pro. Another important area is the conversion rate optimization. This is a moderate concept in digital marketingbut a very important one. Conversion optimization helps you in gettingmore out of your funnel. Like in the last case when it cost more inthe sales funnel. I’ll again take this example here. So, here we have a landing page of the freedigital marketing course. Let’s say a hundred people visited this page. And out of those hundred people, let’s say30 people put their email ID here and subscribe for the course. If I can get 50 people to subscribe for thesame course instead of 30, then for the same cost, I am getting more benefit, right? Because I am already spending money to acquirethose hundred visitors.

So, if more people are entering their emailID that’s a better conversion rate for me. So, this is where conversion rate optimizationcomes into play. So here you must have seen this exit pop-up. After some time, this pop-up opens up. So this helps in getting a better conversionrate optimization, getting more email subscribers. So, this is a tactic for conversion rate optimization. Similarly, there are many different tacticsused to increase the conversion rate of a learning page, or a product page, or a salespage. In an essence, CRO is all about percentageof people going from one stage of the funnel to the next stage. Now, CRO can drastically affect the performanceof your funnel. Because for the same expense, you’ll be makingmore money from your funnel. And CRO is all about A/B testing. A/B testing is when you test two differentvariants and see which one is performing better. I’ll again mention that this all might soundconfusing, but once you get the hang of it, it will be a piece of cake.

Now, there are other modules for digital marketingas well, like ecommerce marketing, video marketing, influencer marketing. We will be covering all of these in our module. So don’t worry, you will become a pro digitalmarketer by the end of this course.

Now, this is the important step I was telling you about in the start of the articles . In my seven plus years of digital marketing experience, one thing I can tell you is that I have learned digital marketing not by reading articles, yes, I have done that as well. I have watched a lot of articles, read thousands of articles. I have bought expensive courses, just to learnwhat I am teaching you today. But the real learning came, when I started implementing everything. The best way to learn digital marketing, is through practice.articles I’ll keep m entioning the same line again andagain in the future videos as well. But trust me guys, if you have taken this first step of learning digital marketing, make sure you don’t waste your time by justlooking at the videos, but rather implement, rather take action. Digital marketing is not like a book whereyou just mock up things and clear the exam. Here it is everything about practice. You need to implement everything I tell youin all the videos. And the first step, is to start a blog. Practical knowledge is hundred times morepowerful than compared to theoretical knowledge. You’ll watch the video, you’ll think thatyou have understood everything, you’ll be able to implement it when the time comes. But trust me guys, I used to feel the same,I used to think the same. But I only succeeded when I started implementingeverything. And the best decision of my life was to startblogging. I still remember the day, I was doing my job,my first salary was carried to my bank account and my first online purchase was a hosting. Some of you might not even know what a blogis, or how to start a website, how to start a blog, how to even create a passive incomethrough a blog. All these will be taught to you in the nextvideo. But I just want you to understand that ifyou want to learn digital marketing, if you want to become good at digital marketing,you’ll have to practice. And the best way to practice is to implementeverything on your blog. So, in the next video, I’ll be telling youall about how you can start your own blog, how you can follow your passion and createa blog about what you like. Also, having a blog in your resume, reallyeasily help you out in starting out. And don’t just start the blog just becauseyou want to practice. You can also create income source from thesame blog. Just few minutes ago, I showed you the example of one of my websites.

Which was driving 1.2 million visitors. Almost 100,000 people every month. And from that I was making more than $30,000every month.

Which was driving 1.2 million visitors Now, I am not saying that you’ll be able toachieve the same results because for me it took many years. But at last I was able to achieve it. Because I had a vision. Because I started my first blog. So, whatever I teach you in the future videos,in the future lessons, you can implement everything on your blog and then you can become a masterat it. The best part about digital marketing is thatyou don’t have to go to an offline institute to get the certification and all. You can learn everything, just through yourcomputer or a laptop and an internet connection. This course is completely free. I am giving you everything for free be thevideos, the checklists, the community, and everything is free. I know many institutes out there who are charging 30,000 to 60,000. I even know a few institutes that are charging100,000+ for the same course. I know students are unaware that everythingcan be learned for free. Even paying the money is fine, but I haveseen the curriculum, I have seen the topics they are teaching. See, the thing is that digital marketing ishighly dynamic. Everything is changing so fast. Like a few year earlier, Facebook was everything. But today people are moving away from Facebookmore towards the Instagram.

Similarly, the tools are changing, the consumerperceptions are changing, the way to drive customers are changing. And the curriculum has been the same for theseinstitutes. They are still teaching what was working in2007 or 2010. But those things don’t work anymore. So, don’t waste your money on, all these expensivecourses. Rather the best way to learn digital marketingis to start a blog.

So, tomorrow I’ll be telling you everythingabout what is a domain name.

What is a hosting?

How to start your blog?

I just have one small request for you. Make a list of all the things that make you happy. Like, in my case, it could have been salsa,it could have been guitar, it could have been digital marketing. So what is your passion, what makes you happy? It could be cooking, it could be guitar, itcould be dogs, cats, anything. Because tomorrow, I’ll be telling you howyou can start your first blog, about the passion, about the things that you love. So, I’ll see you in the next lesson. I hope you understood all the components. Don’t worry we will be covering the detailedexplanations in the future videos.

So now, let’s talk about how to learn digitalmarketing. Starting a website is the most important stepin learning digital marketing. All the knowledge I have, all the expertiseI have, is all because I implemented everything on my website. Even today, I am constantly learning. And whatever, I learn, I make sure that Ipractice it on my website. Because practical knowledge is what definesdigital marketing. My biggest regret is taking too much timein starting my first website. I give all my students the advice on startinga blog or website as soon as possible. As it reflects positively on their resume. Whenever I’m hiring a digital marketingperson for a job in my company. If they have a blog or a website, their chancesare ten times more compare to other candidates. Every company needs a person who has practicalexperience and not just bookish knowledge. Practical is the way to learn digital marketing. Tomorrow, I’ll teach you about what is a domainname, how to start a website and other basic stuff.

Trust me, it’s super easy. And you will be ready with a website in notime. But make sure you’re ready with your niche. And also we have a special ebook for you,that will help you in deciding the right niche for your website. You can download it below this Artcle. And as always, if you have any questions,any doubts, you can comment on this Article, you can also tweet us at “#Muniappan SEO” or youcan directly ask it in the Facebook group. Thanks for Reading this Article, I hope youlearned something new, I’ll see you in the next lesson.


Lesson-1: Introduction to Digital Marketing

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