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Digital marketing - Coggle Diagram

- - - - Analytics can tell Hamish a lot of things about how people interact with his website, like which parts are popular and where the user is coming from. But without asking the user, analytics can't find out if there is anything specific they don't like.
        Using this data, Hamish can draw conclusions and then adapt his approach. For example, if lots of people access his site from a mobile device, he could make sure his website is responsive, or launch mobile-friendly display ads.
  - - - Apps open up all kinds of digital doors — for example, you can create loyalty programmes or automatically send reminders about upcoming appointments.
    - - Hamish has created a website with an online booking system for his salon appointments.
      - He wants to engage more with his customers and came up a list of goals.
      - Help Hamish to match each task with the online tool you think he should use to achieve his goal.
  - - - search engines other websites social media email.
        
        The first is search engine optimisation, or SEO, which helps you promote your business in the unpaid search results.
        
        The second is search engine marketing, or SEM, which lets you buy ad space in the search results. SEO is all about getting your site in front of the right people who are searching for your products and services.
        
        Now, there are lots of ways to do this, we’ll explain them in detail later on, but the key is knowing what words people actually type in — the keywords. They are the most relevant words to your business.
        
        Alongside all of this content you might see ads. This is called display advertising.
        
        Social media sites like Facebook or Twitter are another option for boosting awareness of your business, and they’re especially useful for building relationships with customers
        
        Before we wrap this up, let’s not forget one more pretty important way businesses can use digital: email marketing. :
        
        You can get people to sign up, or “opt in” to receive emails from you. Then the rest is up to you. You can send coupons to people who have made an appointment on your site, advertise special events, or promote sale items.
        Knowing all the ways you can find people online — and knowing how they can find you — can help launch your business big-time.
        
        Understanding these will help you improve how you show up when these words are searched.
        
        SEM, on the other hand, is when businesses pay to advertise to people searching for specific keywords online.
  - - - If your business needs a website, the first step is to understand the basics. Here’s a quick summary of what you’ll need to know:what web servers dohow domain names workhow your website uses these.
        
        To launch a website you need to get what’s called hosting space. Think of it like a plot of land for a house. Sometimes you have to pay a fee. In some cases it’s free. So do shop around before making your choice. This ‘plot of land’ is one of many within a server. Think of a server as a street where many companies rent out space for websites. A bit like sharing the same postcode. Each server has what’s called an IP, or internet protocol, address. This is made up of a string of numbers that can be located by any device that has internet access. Every website has a domain name. This is everything after the www. or World Wide Web part. You can think of this as the physical address of your house. But what if someone wants to find you, or in this case your website? They’d use a browser like Google Chrome. This locates and retrieves the website information, and then displays it. How long a website takes to load depends on things such as the amount and type of information, and internet speeds.
  - - - Here’s the right order:
        
        2-minute HD advertising video for the bakery
        
        Large high-res, full-screen background image
        
        20-second explainer animation
        
        Low-res compessed thumbnail image
        
        Twitter button that links to Twitter page
        
        Text descriptions
        
        People expect websites to load quickly and might leave if they take too long, so you want to make pages load fast while keeping the overall design you want. Choosing the right media mix and hosting solution can help with this.
        
        You should design your web pages efficiently using compressed images and not too many large files such as videos. It’s good to test how long it takes for a business website to load on different devices and connections before it goes live.
        
        Review the answer
  - - - The best website address for Addie’s business would be: www.kneadtoknowbakery.com
        Having the name of the business in the website’s domain name is the best idea for Addie. That way it’s easy for customers to find her online, and also recognise her business in town.
  - - - Addie needs to write in a tone that’s confident, but not intimidating. For her business, everyday language would be suitable, but it may not be appropriate for businesses such as law firms. The tone Addie uses should tell the story of the business and what it offers. The second option uses far too much business jargon. A vision statement might work for a tech startup, but for a bakery it’s too confusing. In this description, there is no mention of the fact that the business is a bakery. Option three comes across as arrogant and over-confident. It’s trying to provide a sales pitch, rather than explaining how the business could meet the customer’s need.
- - - - Easy win: Getting your business on online directories, People look for hairdresers. business shows up on search
        
        Then you can create website :
        
        Then you can go towards social media platform
        
        Then turn visitors into customers
        
        Analytics: whats working well and what can be tweaked
        
        Online customer appointments, or an e-commerce store to sell your products
        
        Add photos and videos of your work
      - Hamish is a successful hairdresser. He’s decided to grow his business by opening another salon.Hamish doesn’t have an online presence yet, but thinks this might help.Which of his business goals could being online help him achieve?