UGCA(1944)

Digital Marketing Laboratory

SUBMMITTED TO:- SUBMMITTED BY:-

Mr.Pardeep NARENDER SINGH
ROLL NO.:- 2011237
COURSE:- BCA
SEMESTER:-6th
 Index

SNO TOPIC Sign

Explore Facebook, LinkedIn, Twitter, Video, Instagram, blog etc
1.

Explore Online Display Advertising, Ecommerce Marketing, Mobile Web

2. and Content marketing.

Explore Email Marketing; Google AdWords and Google Analytics

3.

How to increase online presence and drive more traffic for a website.
4.

Search result visibility in Google for chosen keyword and phrases.

5.

Using e-mail marketing to drive traffic for a website.

6.

Posting social media content for lead generation.

7.

Tools to create and manage content.

8.

Use of Blogging as content strategy

9.

Show results for Search Engine Algorithms & Page Rank Technology
10.

How to promote home page, SWOT Analysis of Website & finding right
11. appropriate keywords.

Monitoring and recording results to improve content marketing campaigns

12.

Writing and posting content on the web and in social networks.

13.

Create a Video/ YouTuber

14.

Manage a Video/ YouTuber platform and enhance viewership.

15.

PRACTICAL 1:-

Explore Facebook, LinkedIn, twitter, video, Instagram

etc.
Facebook:-
Facebook is a social networking website where users can post comments, share photographs, and post links to news or other interesting content on
the web, chat live, and watch short-form video.

Shared content can be made publicly accessible, or it can be shared only among a select group of friends or family, or with a single person.

My Facebook page:-

LinkedIn:-
LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to enable registered members to
establish and document networks of people they know and trust professionally.

LinkedIn is also a resource for professionals to find jobs, research companies, and get news about their industry and business connections.
LinkedIn gathers data across LinkedIn profiles to provide policymakers, employers, workers and educators with data-driven insight into patterns
that help align workforce supply with demand worldwide.

Such patterns include when people generally look for the next step in their career, work migration trends in specific geographical locations, skills
gaps in specific industries and what cities are "stickiest," i.e., areas that employees are less likely to move away from.

My LinkedIn page:-

Instagram:-
Instgram, the new revolutionary photo-sharing program, making it easier that ever to share your best pictures with the world. The social media
program allow you to upload, add digital filters, and then post your pictures on your Instagram-feed, as well as other social networking sites. You
can connect your Instgram account with Facebook, Twitter, Tumblr, Flickr, Foursquare and your email account. This makes it easy to share your
pictures on multiple platforms all at once

My Instagram page:-
Twitter:-
Twitter is one of the most popular social media platforms in today’s date. Launched in 2006, it is a micro-blogging platform that witnesses 100
million active users and 500 tweets daily. You can use the platform to share small messages, read the latest news, follow celebrities and know what
is trending on Twitter. 

My twitter account:-
PRACTICAL 2:-

Explore online display advertising, ecommerce

marketing, mobile web and content marketing:-

Online display advertising of my Facebook, Instagram pages:-

Facebook:-

Instagram:-
Also the advertisement can be adjusted according to how many days it needs to be kept and amount is according to the duration of advertisement

PRACTICAL 3:-
Explore email marketing, google AdWords and google
analytics

Email marketing:-
Email marketing is one of the most popular marketing techniques because it gives the highest return on the money invested in it. Many organizations
collect email addresses by giving free swags to sell their goods and services through the email that they received.  

Types of Email for Email Marketing:

Informational Email

Promotional Email

Welcome/onboard Email

Transactional Email

Because of the popularity of email marketing, many companies started opening the job role as “Email Marketers”.But do you know what are tools
those email marketers use to do email marketing and provide profits to their company?  

So in this article, we are going to tell you about 5 popular email marketing tools that are used by most email marketers.

1. Mailchimp: Mailchimp is one of the most famous and affordable options for email marketing. It was started in 2001 by Ben Chestnut and Mark
Armstrong who were making e-greeting cards at that time. In, 2021 this company was acquired by Intuit

Mailchimp offers four plans and those are-Premium, Standard, Essentials, and Free. In those Standard is one that Mailchimp recommends using. In
the Free plan only you can send emails for free without paying any money but that plan is up to 2000 email contact per day. Overall you can send
10,000 emails in the free plan on monthly basis.

If your email contact is more than 2000 then you have to choose from the other three paid plans according to the service that you want. The monthly
price of the other three programs also varies according to your number of email contacts and other services.

Advantages of Mailchimp:

It can be integrated with many other tools.

You can do email marketing and can sell products online on Mailchimp.

It offers overall reporting of a client like Social Media, Geo Tracking, and Google Analytics Integration.

Disadvantages of Mailchimp:

In the free plan, they have no support like email support and chat support.

In the free plan, there is no feature of Email Scheduling. Earlier they had that feature but now they have removed that.

They have a very strict policy for Affiliate Marketing.

2. Sendinblue: This company was started in 2007 by Armand Thiberge and Kapil Sharma. It can be integrated with many different tools like
WordPress, WooCommerce, Shopify, Google Analytics, Microsoft Outlook, Wix, etc.

This platform has a very smooth User Interface and you can do all the required work very easily. This is available in 6 different languages.

Sendinblue offers four varieties of plans and those are free, lite, premium, and enterprise. You can choose any one of them according to your need.
Here the free plan is free to use but other plans are paid. Free plans have limited monthly email but in plaid plans, you can send as many emails as
you want to send by paying money.

Advantages of Sendinblue:

It tells about the emails that are active

It can be integrated with many tools.

Its website is available in 6 languages

Disadvantages of Sendinblue:
It can be integrated with many tools but it can’t be integrated with all the useful tools

Very fewer Templates

A lot of limitations in drag and drop features

3. Active Campaign: ActiveCampaign was started by Jason VandeBoom in 2003. In 2003 it was started as a consulting firm. It can be integrated
with more than 800 different platforms like WordPress, Shopify, Salesforce, Paypal, Stripe, Facebook, Woocommerce, etc.

It has 4 different plans: lite, plus, professional, and enterprise. None of these 4 plans are free to use but they offer 14 days of free trials on every
plan. The price of these plans varies on the basis of the no. of contact that you have. Usually, for 500 Email contacts, the Lite plan is 9$ per month,
Plus is 49$ per month, Professional is 149$ per month, Enterprise is 259$ per month.

Advantages of Campaign:

It offers migration if you are moving from any other tool in the market.  

It provides integration with more than 250 tools

Disadvantages of Campaign:

Generally, it provides bad reporting  

No free plans are available

4. Convertkit: Convertkit is an email marketing company that helps us to send an email, automate email, and many more email-related services. It
was started by Nathan Barry in 2013. It has more focus on subscribers rather than audiences means it treats each subscriber as one. It does not
matter how many times that subscriber subscribed, Convert kit will treat that subscriber as one.  

It offers three plans and those are the free creator and creator pro. In these plans, “creator” and “creator pro” plans are paid. The free plan offers
some limited services for 300 subscribers. If your subscriber is more than 300 then you have to choose anyone from creator and creator pro. The
price of those two paid plans also varies according to the number of subscribers.  

Advantages of Convertkit:

Provides good features like tags and segments by which we can organize people.  

Take money only for unique subscribers

Provides integration with many other tools.  

Disadvantages of Convertkit:

It have lack cold subscriber customization

It has very limited A/B Testing

It has very limited template customization

5. Drip: Drip is one of the email marketing Companies. It can be integrated with Shopify, WooCommerce, BigCommerce, Sleeknote, Magneto, etc.

This has 2 plans. One for Email and the other for Email+SMS. The price of both plans depends upon the number of contacts. In an email plan, you
can send an unlimited number of emails to a fixed no. of contact. In the Email+SMS plan, you can send unlimited emails but not unlimited
messages. The more no. of messages you want to send the more money you have to pay.

Advantages of Drip:

It has a liquid email templating feature

It also allows Split testing

Disadvantages of Drip:

No free are Plans available

It lacks Landing page featuresjason

PRACTICAL 4:-
How to increase online presence and drive more
traffic for a website:-
My Instagram page after a month:-

My twitter account after a month:-

PRACTICAL 5:-
Search result visibility in google for chosen keywords
and phrases
PRACTICAL 6:-

Use email marketing to drive traffic for a website:-

Email traffic indicates the number of visitors driven to your website through email marketing campaigns.
Suppose the primary goal of your email marketing campaign is to reach larger target audiences, convey
your message and drive conversions
PRACTICAL 7:-

Posting social media content for lead generation.

PRACTICAL 8:-

Tools to create and manage are of many different

types in digital marketing. Some of the following are
discussed as follows:-
Semrush
Semrush is a digital marketing toolkit that provides businesses with insights and data on their online
presence and competitors. It offers a suite of tools for search engine optimization (SEO), pay-per-click
(PPC) advertising, and content marketing.

Features:

It provides data on advertising trends and performance, including ad copy and landing pages, to help
businesses improve their PPC campaigns.

It provides insights into the content performance which includes keyword ranking.

It offers in-depth competitor analysis.

It analyzes a website’s technical SEO and provides recommendations for improvement.

Most Distinguished Feature:

The comprehensive data and analytics capability sets Semrush apart from other digital marketing tools and
allows businesses and digital marketing professionals to make informed decisions and drive results.

Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports traffic on the website.
It provides businesses with insights into their website performance, user behaviour, and marketing
campaigns.

Features:

Google Analytics provides real-time data.

It allows for the customization of reports and dashboards, enabling businesses to see the data that is most
relevant to their goals and objectives.

It is used to track website performance and collect insights accurately.

It integrates with other Google products, such as AdWords and Tag Manager, allowing businesses to
connect and analyze data from multiple sources.

Most Distinguished Feature:

The most distinguishing feature of Google Analytics is its vast data collection and reporting capabilities.
Google Analytics collects data from a variety of sources, including websites, mobile apps, and other digital
assets, and provides detailed and customizable reporting on various aspects of user behaviour and website
performance.

CANVA:-

Canva is a graphic designing tool that is used to create different types of visual content like posters, logos,
social media advertisement templates, presentations, etc. It was founded by Melanie Perkins, Cliff Obrecht,
and Cameron Adams. Initially, it was launched in 2013. It supports different platforms like Web, Android,
Mac, Windows, etc. It is available in multiple languages.

Features:

Canva offers a vast library of templates and graphics, including images, icons, and illustrations, to help
users create professional designs quickly and easily.
Canva allows multiple users to work on a design simultaneously, making it easy for teams to collaborate on
projects.

Canva provides a range of options for printing and exporting designs, including PNG, JPG, PDF, and more.

Canva integrates with popular tools such as Google Drive, Dropbox, and Slack, making it easy for users to
work with the tools they already use.

Most Distinguished Feature:

Canva provides an easy-to-use interface for creating designs. Users can simply drag and drop elements to
create their designs.

Typeform

Typeform is a web-based platform that allows users to create and share forms, surveys, quizzes, and other
types of interactive content. It allows anyone to create professional-looking forms and surveys without the
need for any coding or design experience.

Features:

It can be integrated into other tools.& platforms such as Slack, Google Sheets, Zapier and many more.

It follows strict data privacy and security standards to protect user data.

It adds images, videos and other interactive elements to create engaging forms and surveys.

It has easy distribution as it helps you share your forms and surveys easily via social media, email, or
embed them on your website.

Most Distinguished Feature:

The most distinguishing feature of Typeform is that it has a really enjoyable user experience. It keeps the
users engaged & which is what makes it popular in every community.

Adobe photoshop:-

Adobe Photoshop  is a graphic editor which is used to create and edit different types of images and allows
users to save them in different formats. Thomas and John Knoll is known as its author and the development
credit for this software goes to Adobe Incorporation. Initially, it was released in 1990 and its stable version
was launched in 2022. It comes with a large number of tools to create and edit images like shape tools,
selection tools, clone stamp tools, pen tools, etc.

Advantages of Adobe Photoshop

It is a professional photo editing software that helps in editing photos in an easy way.

Almost all the image formats are supported by this software.

It is available for various operating systems.

It provides a large number of templates to use.

It is an all-round software that produces high-quality images which are compatible with different platforms.

Disadvantages of Adobe Photoshop

Buying for a lifetime is not available, only monthly and a yearly subscription is available.

It is heavy software that requires a lot of memory and space on your system.
PRACTICAL 9:-

Use of blogging as content strategy

PRACTICAL11:-
How to promote home page, SWOT analysis of website and
finding right appropriate words
How to promote your home page online

1. Search engine optimization

Search engine optimization, or SEO, is arguably the biggest thing you can do to promote your website.
With more than 2 billion websites on the internet, and more being created every second, you can easily risk
your website getting lost in the ocean of content if you don’t make your website search engine friendly.

2. Guest blogging

Guest blogging is an underutilized yet fantastic way of building links to your new website. With this method,
you write a guest post for an authoritative blog in your industry (or an adjacent one) to showcase your
expertise. With each guest post linking back to your website at least once, you’ll be able to direct traffic from
a reputable source back to your new website.

3. Content marketing

Content marketing is a great way to promote your website because it both improves your SEO and
generates content that your audience will find useful. A common misconception is that to do content
marketing, you need to blog, but that’s not necessarily true. While blogs are the tried-and-true content
marketing avenue, you can produce videos, create a podcast, or even start a newsletter around something
related to your work.

4. Social media

Social media is the best-known free method of promoting new websites — and for good reason. Platforms
like Facebook, Twitter, and Instagram have billions of users each, and it’s easy to connect with other local
businesses and promote your own through these platforms.

5. Email marketing

If you’re looking for a tried-and-tested method of promoting directly to your customers, then email marketing
is a great option. Once you’ve got your website up and running, it’s easy to start an email marketing
campaign, and many email marketing services are available that you can use for free or on a limited budget.

SWOT: Strengths, Weaknesses, Opportunities and Threats

A SWOT analysis covers four key areas: Strengths, Weaknesses, Opportunities and Threats. This is a true

back-to-basics approach you can use to understand where you currently are in regard to optimizing your
website and improving your SEO.

This is achieved through a simple grid system that has four panels, two rows and two columns.
Figure 1.0 – SWOT chart

The top row outlines strengths and weaknesses, which are usually internal to the business. The bottom row
has the opportunities and threats, which are typically from external sources.

The first column, with strengths and opportunities, details factors that should be helpful in achieving your
objective. The second column has the weaknesses and threats which are harmful to achieving your
objective.

In an ideal world, your SEO SWOT will build on your digital marketing strategy so you will have all your
strategic ducks in a row, and SOSTAC is your friend here.

SEO SWOT Analysis

To use a SWOT analysis for SEO, we have to look at a business’s strengths, weaknesses, opportunities and
threats from an SEO perspective. To help you put this into play, let us consider the following fictional
business: Bob’s Widgets.

Bob’s Widgets

Bob’s Widgets has a WordPress website and is a true widget industry expert. Bob’s Widgets can serve
users from their local store in Birmingham, UK, but the big win is targeting people looking to buy widgets
online.

Bob does not show up in the local results when users search with a local intent. And while Bob is publishing
some useful, informative content on a weekly basis, this content does not rank on the first page and receives
very little traffic from search engines. Some competitor content does rank on the first page, but it is simply
not in the same class as the content published by Bob and his team.
 Bob’s Widgets currently has some SEO software that is reporting some technical issues, but currently, there
is no plan in place to improve organic search results. The site is also not well-optimized beyond the home
page and major service pages. There is currently no SEO plugin in place for the WordPress CMS, and the
SEO software is reporting some duplicate content.

Bob has identified the important commercial keywords and currently ranks around the bottom of page 2 for
these terms. Bob’s two main competitors rank around the top 5, with competition from Wikipedia, Amazon
and eBay filling out the remaining spaces.

There is some search content around the problems that Bob’s Widgets solve, and often these searches
show SERP features like featured snippets and “people also ask” results.

Bob’s Widgets has been going for nearly 15 years, yet far newer companies are starting to show up on the
front page of results. Comparing these businesses, we see that although newer, they have more authority
metrics than Bob’s Widgets. It appears they are actively engaged in improving their SEO.

The website does generate some inquiries, but Bob has no idea what sources of traffic are working
currently.

Strengths

 Industry expertise.

 Expert content.

Weaknesses

 Low domain authority metrics.

 Poor rankings for primary commercial keywords.

 Site not well-optimized.

 Some duplicate content.

 No SEO plugin or technical optimization.

 No local results for local queries for Bob’s Widgets.

 Very basic analytics setup with no conversion tracking.

Opportunities

 Rank in the top five results for commercial search terms by building links and authority.

 Improve the ranking of existing useful and informational content.

 Continue to publish useful content.

 Target featured snippets and “people also ask” results.

 Build links to useful content pieces to build authority.

Threats

 The gap between the major competitors is growing.

 Newer and less experienced competitors are overtaking Bob’s Widgets in organic.

 The gap in authority between Bob’s Widgets and competitors is growing.

PRACTICAL 12:-

Monitoring and recording results to improve content

marketing campaigns
PRACTICAL13:-

Writing and posting content on the web and in social

networks.
PRACTICAL 14:-

Create a video/ YouTube

My youtube account:-
PRACTICAL15:-

Manage a video/ YouTube platform and enhance

viewership