What Is Digital Marketing

What digital marketing consists of, strategies, tools, and trends
People are willing to spend money online more and more often. That's why the Internet is where you should look for your future customers. The era of traditional advertising is long over—people are tired of it and don't trust it anymore, and digital marketing offers new opportunities to tell the world about your product.

What Is Digital Marketing?

Digital marketing includes actions focused on promoting goods and services on the web. The main goal of digital marketing is to convert website visitors into buyers and increase profit.
Digital marketing has 3 key advantages that distinguish it from traditional marketing:
On the web, you can interact with the audience directly, communicate with your clients, and keep things under control.

The tool to identify the target audience from the whole audience available and advertise to this audience specifically.

Web Analytics
It helps you understand which activities were most effective and attracted more leads to the website which converted into sales.
Sales growth in digital marketing depends on attracting website visitors, improving website efficiency, and returning clients. But attracting visitors is not enough—you should turn them into your actual customers as these are the clients who your business profit depends on. All these things should be included in your digital marketing strategy.

Strategy In Digital Marketing

You may be able to do business without a strategy, but it won't be possible to grow it. If you want to grow your business and invest in its promotion, you must have a strategy. Otherwise, it will lead to chaotic and haphazard spending.
First, let's define what a strategy is. Simply put, a strategy is an unspecified long-term plan to achieve a goal.

The goal of digital marketing is to increase sales. Hence a strategy in digital marketing should include a sequence of actions aimed at increasing the company's profits.
Strategy in digital marketing is an action plan to increase sales.
However, having the strategy is not the same as having a magic wand to boost your sales and your business automatically. You have to follow the strategy if you want it to work.

Three Steps To Create a Digital Marketing Strategy

The first step is identifying your target audience accurately. Discover why people buy your products and build your buyer's persona.
The second step is to look at your competitors and understand your position compared to them. It's worth looking not only at the direct competitors but also at how you can solve your buyers' problems in general.
The third step is determining your methods to achieve these goals. Decide on what digital marketing tools you'll use and how.
The strategy is usually designed for a year and revised once every couple of months depending on how it's implemented and what the market situation is. Web analytics plays the important role in implementing the strategy. It shows whether you've chosen the right tools for promotion, what are the difficulties, and what you should pay attention to.
How Do I Know Which Strategy is Right For Me?
The right strategy is aimed at improving the weaknesses and reinforcing the strengths of your business, as well as getting the most out of your available resources.

The strategy in digital marketing is always individual and should be based on your target audience, competitive analysis, your business objectives, and web analytics.
There is no standard step-by-step strategy in digital marketing that works equally well for any business.
Before you start promoting, determine your target audience, analyze your competitors, and set goals—only after that should you start working with digital marketing tools. Which of these tools are effective for you and which are not, you will find out in practice.
Digital Marketing Tools
Landing Page
Why you need landing pages and how to create them correctly
To introduce your product to the audience, you need a space to tell and show everything about it in detail. That's why you should begin with creating a landing page.
Landing page is a one-page website featuring a product or service.
The main purpose of a landing page is to convince the visitor to complete a target action. An example of a target action is to click the "Buy" or "Sign up" button. A landing page always has a call to action.
Target action (target) is the main action that the user is expected to complete on the website.
A landing page is a very effective and low-cost tool compared to any multi-page website. You can design a landing page very quickly by yourself using website builders.

Christopher Morris
Content Marketer, LinkedIn
I find that testing new ideas is a very important yet hard thing to do for most people. Usually, when someone has an excellent idea that they want to try, they typically burn themselves out by not creating an MVP but rather a final, finished product. They think that their idea is only valuable in its final state.

But, there is a better way. Launching a landing page is often easier and can be good as a "proof of concept." By creating a landing page, listing the product/service benefits, and giving people the chance to 'pre-register' or 'be first in line' or 'become a founding member', you will likely have all you need to test your ideas in the real world.

From there, you might even have more energy to create the offering as you have signups coming in from interested parties. Win-win.
Steps To Create a Landing Page
Free write what you want to convey on the landing page and define the goal of the page for yourself. Then break the text into sections and think of informative titles for each of them. These are the future blocks of the landing page.
Select three benefits of your product or service and describe how they can help your potential buyer.
Develop the scenario for the page. Decide on what the visitor should see and understand in the first section of the website. What kind of offer would be interesting for visitors? What doubts can they have? What can their next steps be? What target action are they supposed to complete? Answer all these questions with the help of titles, texts, and calls to action.
Do add a call-to-action button (CTA). It'll help you lead the visitor to the target action. If the landing page is lengthy, place the button not only at the beginning and bottom of the page but also in the middle.
Create a website prototype based on the scenario. To do that, draw the consecutive blocks of the website on paper and think about where and how you want to arrange text and images.
Now start working on the design. Tilda website builder can help you do it. You have texts already, so you should complement them with quality images. Don't use cliché stock photos—they don't evoke emotions anymore. You'd better take the photos by yourself or hire a photographer.
Don't forget to add social media buttons and the subscription form.
For the landing page to be effective, you should understand who your product is for and tell the visitors how it can solve their problems.
Landing page is an effective tool to convert a visitor into a buyer.
Specify the benefits and describe how you differ from your competitors. Share customer reviews and guarantees. Remember that the landing page should be user-friendly, simple, and answer all the questions of visitors.
Learn more about landing pages in the dedicated chapter:

Web Analytics

Why analyze your website and how to set up analytics
Once you've created and launched a landing page or a website, you should add web analytics to it. It helps you understand what your traffic and sales are like and how much you've spent and earned.
Web analytics involves collecting and analyzing information about visitors and their behavior to optimize business processes on the website.
Using web analytics helps you learn a lot about your target audience and understand what works for it and what doesn't.
Reports page from Google Analytics
How To Start Using Google Analytics
Log in to your Google Analytics account or sign up to create a new one.
Create new property (your website): Go to the Admin panel → Create Property → add your website information.
Add a tracking code to all pages you want to follow. To do that, go to the Admin → Data → Measurement ID, then copy the code, and paste it into the Site Settings → Analytics → Google Analytics on Tilda.
Select and configure goals to learn what the visitors do on the website. You can configure up to 20 goals simultaneously. To do that, go to Configure Events Create event.
Follow the reports. To do that, open the Reports tab → Real-time → Conversions. Now you can see the conversion rate and goal completion.
Conversion is the percentage of the number of website visitors who performed a target action (for example, a purchase, registration, or subscription) to the total number of website visitors.
Conversion and goal completion in Google Analytics
After some time, when you obtain enough data, you'll be able to analyze the reports and see who visited the website, where they came from, what they did on the website, and how it affected the conversion.
SEO Optimization
What SEO is for and how to build a semantic core
Once you've created the website and configured web analytics, it's time to optimize the website for SEO so that it can be found on the web easier.
SEO (Search Engine Optimization) is the optimization of the website for search engines which helps to bring it to the first positions in search results.
An example of search engine results
The more often users can find your website in search, the more visitors you get and the better your sales are. That's why you must optimize the website for search engines. Start with building a semantic core.
A semantic core is the list of keywords that describe most accurately what your website offers.

Keywords (keys) are search engine queries that users type to search for information. A keyword can be a phrase with several words, for example, "how to create a no-code website".
You need the semantic core to answer the queries that users type in search engines (in Google, for example).

To build a semantic core, you should select the key queries that lead to your website's pages and are completely relevant to these pages. For example, if you're building a core for a Latin dance school, you don't need queries containing the word "ballet" as you don't offer ballet classes.
How To Build a Semantic Core
Collect all possible queries that describe the subject and activity of your website. To do that, you can use a keyword research service—for example, Wordtracker.
Key queries research in wordtracker.com
Create the list of key queries that people are likely to use searching for a product like yours. Use the brainstorming approach and search engine suggestions.
Add synonyms and keyword stems to these two lists.
Analyze the combined list and get rid of the queries that you can't compete on and won't use to get promoted.
Group the keywords according to your website's structure. Select several keywords for each section of the website.
Assign a specific keyword that is unique in its meaning and content to each page. Then spread the keywords across the page.
Remember that each of the website's pages should respond to a specific key query and be the most relevant to it
The more keywords you use to build the semantic core of the website, the better the website will be presented in search results. A well-composed semantic core is an excellent source of relevant traffic.

Once you've built the semantic core, you should optimize the content and the website's structure.
Key Steps For SEO Optimization
Work with URLs of the pages. Use simple and related words that explain what the page is about. Remember that the first 5 words of the URL have the most weight for search results.
Use the <Title> tag for the title of the page. The tag must include the keywords of the page. Use these keywords at the beginning as search engines show the first 50-70 characters of the title only. Remember that the content of this tag is displayed in search results.
Create a description for each of the pages using the <Description> meta tag. Tell about its content as accurately as you can, because the text from this tag can be used by search engines for a snippet.
Snippet is a text displayed in search results under the title of the page.
Use the <Keyword> meta tag in the page description. Despite search engines almost don't consider its content lately, it's still worth using it. Include key queries of the page to it but use no more than 20 words and don't repeat the same keywords more than 3 times, otherwise, search robots will classify this as spam.
Example of using the <keywords> tag

<meta name="keywords" content="balloons, balloons for wedding, balloons store"  />

Create the Robots.txt file. This file is used to tell search engines what pages of your website are open for indexing and should be displayed in the search results.

For example, if you don't want the system sections of your website to be indexed, you can close them using Robots.txt. This file also contains the main website mirror that should be indexed. That is, if you have several website versions—for example, using www and non-www URLs.
Example of Robots.txt file that allows full indexing

User-agent: *
Allow: / 
Create the Sitemap.xml file. This is a website map that lists all the pages of the website. Sitemap file helps search engines scan the entire website and add it to the search index.
Example of Sitemap.xml file

<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://mysite.com/</loc> 
Add the Alt attribute in the <Img> tag to all the images on the website and add a description for each image to it. It's important for search engines that can search images, like Google Images, and helps boost organic traffic.
Use the <H1> tag for the page title. The title should always contain a keyword—it improves the ranking of the page in search results. Remember that the page should have only one first-level heading (H1) so that the page is properly read by search engines.
Check the website's loading speed using the Page Speed Insights service and improve it by following the recommendations.
Use informative titles for the images on your website. For example, go for "Plastic-windows.jpg" instead of "12-Сopy-untitled-01.jpg."
Add keywords to the texts on the website. They help search engines understand what the website is about and what users' queries it's relevant to. Use key queries naturally and don't insert keywords that don't fit the context.
Adapt the website for mobile devices. A mobile-friendly website gets better positions in search results.
Remember: the better optimized your website is for SEO, the more traffic it'll get.

Christopher Morris
Content Marketer, LinkedIn
SEO is simply a "content distribution channel". It's the where and how you use content to get it seen. SEO can help one stand out but it takes a lot of work to be able to get to that place.

SEO is a long-term strategy and should be treated as such. If you know it is going to be important—start now. If you're not sure, educate yourself but focus more on short-term content channels such as LinkedIn, Twitter, and Discord.

Any direction you take with marketing (in a career or marketing for your business) is going to take a lot of learning. SEO is an essential skill for many roles in marketing but surely not every role. Taking a look at the job descriptions of many marketing roles, almost all of them reference SEO which means you should be conversant in the basics of SEO.
Social Media
How to create a community and start posting content
Social media is a convenient channel for your content distribution. A social media account can be considered a separate website where you can both tell about your company and engage directly with your audience.
On Tilda Facebook page, followers share their impressions and experiences and ask questions.
The main focus in social media should be on building your community, that is, attracting and connecting the people who are fond of your brand and begin to promote it by themselves.
Tips On Social Media Marketing
Find out what social media your target audience likes best and create accounts there.
Select a format for your account. For example, on Facebook, you can have a page or a group. The simplest format is a Facebook page—you decide what information you want to post and let your visitors read and comment. If you want your followers to interact with each other, share useful information, and eventually grow into a community, create a Facebook group and let people post content themselves.
Design your account. Add the profile picture and the cover image. Be creative—the cover image should be catchy and connected to your company. The best profile picture is your logo.
Think of the categories and topics you want to create content about. Make a content plan for a month specifying topics and days for each post. It's handy because it spares you from thinking of what to write about every time. You can add special features at the beginning and in the middle of the month.
If you want to post on all social media simultaneously, use a social media scheduling tool, for example, Socialbee.io or Later.com
Consider the tone of your posts. It's better to keep the tone of social media posts more informal compared to blog posts. Be more open and easy-going on social.
Post daily. Regular posting is good for algorithms.
Schedule important posts. It's commonly assumed that the best time to post on social media—across all industries and platforms—is between 10 AM and 12 PM or starting from 4 PM during weekdays and after 10 PM on weekends. Don't be afraid to experiment with different post times to see what works best for your product and its target audience. All the collected statistics—especially metrics such as likes, impressions, and engagement rate—will help you identify the most optimized days and times to post on your socials.
Each social media has its specific features and its audience, so you have to adapt your content to each one or select what your target audience prefers.
Do test different content with your audience so that you better understand what people are interested in.
Remember to post backstage, announcements, and news.
Add social media links to your website, blog, and newsletter.
If you want to frow your page quickly and win more followers, use paid promotion services and advertise your website, post, group, or page.
Social Media Advertising Tips
To advertise efficiently, identify your target audience as accurately as you can. For example, if you want to get followers for your detox page, you'd better not address all women on social media but only young women interested in beauty, a healthy lifestyle, and yoga.
Use catchy images and informative titles to explain what the page or post is about and why it's useful. It boosts clickability and the number of likes.
It's usually more effective to promote a post rather than a page, because you get better quality traffic.
On Facebook, it's no use chasing after a large number of followers. If you have a couple of dozens fans, new posts are displayed to every one of them, and if you have thousands of followers, your post will be seen by a small fraction of the audience. Facebook lowers the reach deliberately so that you pay for advertising.
The Facebook post has been displayed only to 1126 out of 20 000 followers. An invitation to boost the post appears—that is, to pay so that more people can see your post.
Content Marketing
How to make content marketing work and why it's important
Once you've created accounts on social media, you should fill them with something useful. To do that, you need content marketing. People begin to appreciate and like you more if they read an article that helps to solve their problems or a useful tip. And their positive attitude converts to sales.
Content marketing is the process of creating and distributing useful content that helps people solve their tasks.
A Guide for beginner freelance designers is one of the most popular articles on Tilda Education
The key word for content marketing is value. That is what increases loyalty and encourages people to share content with their network.
Content marketing brings the best quality traffic to your website and improves the brand's reputation.

John McTavish
Content & Community at Paralect
Simply put, great content builds trust between the brand and the target market. Content is a place to showcase a thorough understanding of the problems your user community faces. Then dive deep on how the business solves these pain points—from all angles. Trust broadens when this content is shared out, referenced, and discussed.

Being good at content marketing means understanding the target audience, connecting with subject matter experts, and staying consistent but experimenting. There is a myriad of good ways—one can win with creative copy, memes, or crunch an analytical spreadsheet-driven approach.
Getting started with content marketing
Figure out what you want to write about. Look closely at your customers—learn what problems they have and propose solutions to these problems in your posts. You can get ideas for articles not only from customers but also from competitors. Explore their website and blog, and study what they write about. More ideas can come from your support team or call center.
Develop a content plan—filter out all ideas to keep just the most interesting and desired ones and come up with the subjects. Then create a table to describe what your posts will be about and schedule them on a timeline.
Create an article plan. Select the key ideas you want to share, think of subtitles for each of them, and elaborate on these titles in the text. While using informative writing, be on the same page with your customers.
Informative writing is the use of editing techniques that help keep the text concise, fill it with valuable facts, and improve its readability.
Start writing your article. You can do it by yourself or engage your colleagues with expertise on the subject.
Focus on the subject and not on the keywords. However, you should also use keywords as they bring you traffic from search engines, so remember to include them in the article.
Design your articles so that they are easy to read: Use paragraph breaks, create lists, and write in concise sentences.
Add images to the article. They can help attract and retain the readers' attention. Don't use other people's images, it's better to find suitable images on free resources.
Be sure to proofread your article—errors reduce people's trust.
Add the article to the newsletter, publish it on social media and in the corporate blog.
How to write a good text
Books to improve your writing skills: www.grammarly.com/blog

Clean the text from verbal clutter: hemingwayapp.com
Check the spelling and grammar: www.online-spellcheck.com

Effective content marketing examples
A blog about developing visual taste: tilda.education/en
Design ideas: awwwards.com/blog
Content marketing: contentmarketinginstitute.com

Christopher Morris
Content Marketer, LinkedIn
Content plays a lot of roles and can be executed in innumerable ways. It is used for positioning and differentiation, customer education and entertainment, brand awareness, and consumer psychology through copywriting and conversion rate optimization.

It's a given that you want these skill sets in your organization. It's just not always obvious what mixture of these things you will need and how you'll track the success of these endeavors. But, getting content-minded people on your team is a must. If you are making your first hire, it is probably a good idea to get someone with some skill and experience so that they can teach the organization how to think about and use content.

As for individual content marketers, it takes three things to find success, especially early in their careers. They need a good editor in their corner, solid KPIs to measure against, and they need to have the freedom and encouragement to test new ideas.
Once you've created articles, you need a space for publishing. You can build a corporate blog for this.
A blog is a regularly updated online journal allowing comments and a perfect place for content marketing.
To start a corporate blog, select a suitable blogging service, design your page, and start posting.
Examples of outstanding blogs
Blog Builders
Search Advertising
What is search advertising and how to use Google Ads to create search ads
If you don't have enough visitors on the website or you want to boost sales, you need search ads.
Search ads are ads that are displayed to a person depending on what they look for in search engines.
The first four links in the search results are an example of search ads.
The ads banners you may see on some web pages are also qualified as search advertising. Search ads are paid per click but there is no fixed price, it's determined by the auction.
The advantage of search ads is that they are displayed exactly to your target audience.
Before starting a search advertising campaign, select a suitable service. Think about what search engine your target audience uses more often: If it's Google, you need Google Ads.
Search advertising services
How To Create a Google Ads Campaign
Google Ads has two modes for launching an advertising campaign.

Smart Mode is suitable for beginners and those who don't have time to configure campaigns in detail, and Expert Mode is made for more advanced users who utilize search advertising as one of the key marketing tools. You'll be able to configure campaigns in detail but it may take some time to figure out the full range of settings.

Note that once you've switched to Expert Mode, you can't switch back to Smart Mode.

By default, the Google Ads interface is mostly displayed in Smart Mode for new users—that's what we're going to look into it in this chapter.

To create a Google Ads campaign, you should have a Google account (if you don't have one, it's time to sign up).
Step-by-Step process of setting up a Google Ads campaign
Log in to your Google Ads account and specify your business name and a link to your website.
Select your advertising goal for the campaign. You can select only one goal per campaign—if you want to use multiple strategies, create a campaign for each.
Write your advertisement copy. You can add up to 3 headlines, 30 characters per each headline, and up to 2 descriptions, 90 characters per each description. The more variants of ad texts you show to the system, the faster algorithms find the potential audience.
Select keyword themes. You can select the keywords out of those offered by Google based on the kind of website and titles you've specified before. Add suitable keywords. You can also add negative keywords after you configure the ads. These are keywords that you don't want your ads to be displayed for.
Select the locations to advertise in. You can select a specific area for advertising—a country, for example, the USA, a city, or several cities. You can also use the slider to select the radius to advertise near a specific location. It's useful if you have a store you want to attract buyers to—if you sell mand-made cookies in your city, you don't want this ad to be displayed in other cities.
Select the budget. Google will offer you several options for average daily advertising budgets with estimated clicks you can get. Your average daily budget is what you are ready to pay per day. If you're a beginner in search advertising, don't select the most expensive option. You can also specify your own budget, but we suggest you look at your competitors' budgets to evaluate the expenses—the system will give you the spending range tips.
Launch the campaign. Check the campaign settings: Campaign name and goal, website URL, ad texts, locations, keyword themes, and budget. You can edit the settings if you want or you can do it in the account.

If all settings are correct, you can add and confirm your payment information—you'll need to add the payer's data and select the payment option.

Congratulations, you've created your first Google Ads campaign!

Once you figure out campaign settings, you can switch to Expert Mode: This mode has more settings to manage your ads.
Once you've launched the campaign, you'll have to wait until the advertising system analyzes it and selects the best ratio for headlines and a suitable audience segment. Check your CTR. For search, CTR should be higher than 1%, with an average of 3-8%, depending on the industry. If the CTR value is lower, it indicates low-quality traffic for impressions.
CTR (click-through rate, clickability) is the ratio of the number of clicks on the advertisement to the number of times it is displayed. A high CTR indicates that the advertisement is clicked more often.
When planning search ads, you need to decide what exactly you want to achieve and not how much money you can pay for it. Of course, you also should plan your budget before starting the campaign to understand and estimate your future expenses.
Email Marketing
What is email marketing, why do you need it, and how to create an email campaign in Mailchimp
If getting new customers is as important to you as turning them into loyal customers, you need email marketing.
Email marketing consists of sending bulk emails to your subscribers.
It's not spam as the subscribers have agreed to receive your emails. An important thing is that the newsletter should be useful so that people won't unsubscribe from it at once, and shouldn't be too frequent so that they won't unsubscribe after a while.
An example of a Tilda monthly newsletter
A newsletter is also a good tool for communicating with potential customers. It doesn't limit the number of characters and the emails will be received by everyone you’ve sent them to. To start sending a newsletter, you need to collect a mailing list which is a database of leads with their emails.
Leads are potential customers who have submitted their contact information.
To capture leads, add a subscription form on your website and offer your potential customers to submit their email addresses in exchange for some valuable information, for example, an e-book or article. You need the newsletter so that people who aren't your customers yet become them.

Once you've collected a database of subscribers, you can begin sending emails. Before doing that, however, you need to understand what you are going to write about.
What you can write about in the newsletter:
  • If you want to introduce subscribers to your other products, you can send emails with product reviews and tell them about discounts and bonuses.
  • If you want to boost loyalty, send a newsletter with guides, reviews, or useful tips.
  • Once a month gather all the interesting things about your company and share them with subscribers.
  • The newsletter is also a convenient tool to deliver news and updates to your clients.
Once you've decided on the content of an email, you need to define its subject. It should be informative and engaging so that the recipient will want to open your email.

Continue by writing the copy. Divide the text into sections and add a title for each one. It will be easier to read your email and quickly find relevant info. Remember that most of the time people only read the titles.

Prepare photos or images beforehand, you'll need them when you design the newsletter in the email marketing service.
A newsletter can be created on Tilda as well, using a built-in Email Campaign Builder.

Create a persuasive newsletter with Tilda's templates and send it to your customers using any convenient email marketing service of your choice.
Tilda's Email Campaign Builder
Email Marketing Services
How To Create a Newsletter In Mailchimp
Sign up for Mailchimp and activate your account.
Before creating a newsletter, you need to add your subscribers' database. Go to Audience → All contacts → Add contacts. You can add your leads by adding email addresses manually, uploading a file with your database, copypasting the list from a spreadsheet, or importing contacts from other services.
Click Create → Email Regular, name the newsletter campaign, and add the subject of the email.
You can continue by designing the email out of a template offered to you or create your own design. To begin with, select the simplest template and edit it. Do not use overwhelming templates—they are difficult to navigate and won't be easy for your subscribers to understand.
Send a test email to your own address. Do use this feature to check how a newsletter will look for the recipients, it’ll help you avoid errors.
Select the recipients for your newsletter and schedule it. You can also use the "Send Time Optimization" option to let the system select the best delivery times—this can delay the email for up to about 24 hours.
Done! It's time to send the newsletter.
Proposed newsletter templates in Mailchimp
After you've sent the newsletter, you keep an eye on statistics to learn how many emails have been opened and how many target actions have been completed—for example, link clicks or orders.

And remember, if you don't want the recipients to unsubscribe from your newsletter, it should be useful, well-written, and not too frequently sent.
Examples of some nice newsletters
A/B Testing
What it is, why you need it, and how to do it correctly
Once you've started to receive enough traffic through search ads, content marketing, and newsletter, you can conduct A/B testing to improve your website.
A/B testing is a research that allows you to compare two versions of a page and evaluate which one is more effective.
To do that, the incoming traffic on the website is divided into two groups—A version is displayed to one group of visitors and B version - to another one. A/B testing is a very important tool as it helps you test all your assumptions and find out which of these really work and bring profit.
Before you launch the A/B test, you need to understand what hypothesis you want to test. It should be justified, not invented. Build hypotheses using web analytics and considering visitor behavior on the website. After you've come up with a hypothesis, you should create two versions of the page that will differ by a certain element.

For example, analytics shows that your website's visitors rarely click the "Buy" button. What if it's because the button is green and blends in with the website's background? The red "Buy" button may work better as it's easier to notice.

To test this hypothesis, you should create a test to compare the number of clicks for two buttons. But first, you should conduct an A/A test showing the old version with the green button to both groups. If the results are the same, then the test was correct and you can begin A/B testing. Remember: You should check one hypothesis per test.

How To Launch an A/B Test

To conduct A/B testing, you need a Google Optimize account and a Google Analytics Counter.
Sign up for Google Optimize to create an account. Once you've done it, the system will offer you to create a container. The container is the storage for all your optimization projects, including A/B testing projects.
Create an experience by clicking the "Let's Go" button. Name the experience, add the page URL, and select the "Redirect Test" as the experience type. This is an experience type that suits best for use with Tilda—you can create several variants of the same page on Tilda and Google Optimize will redirect users to different variants.
Add the second variant of your page with a different URL. It should be another website page. Create as many variants as you need for your goal. After you've done it, you can specify how to distribute traffic between variants if you need the unequal distribution for your hypothesis.
Connect Google Analytics. Link your experience to the Google Analytics account by clicking the "Link to Analytics" button.
Copy the code and add it to Tilda. After you've linked the experience to the Google Analytics account, the system will provide you with the code. Copy it, go to Tilda → Site Settings → More → HTML Code For the Head Section → Edit Code → paste the code, save the settings, and republish the website.
Configure the objectives. These are actions that a user should complete on the page: Click the button or fill in the form. You can also select from the objectives offered by Google Optimize.
Check whether you've completed everything. If you've added the code correctly and republished all the required website pages, you'll see a message that the draft is ready to be launched. Run the test by clicking the "Start" button.

You'll see the first test results several days after you've started the experiment.
To understand how long the test should be running, use the calculator. On average, you can compare the results after 10 000 visits or 100 conversions. Regardless of the number of visits, the test should be conducted for 7 days at least, because user behavior is different on different days of the week.

During testing, don't do anything that might affect the results. Don't send out newsletters or create advertising campaigns as these actions can affect the volume of traffic.
You should test all the modifications on the website so that you achieve the highest number of conversions from your page.
After the test, you need to evaluate the target values, for example, the number of sign-ups or purchases. You should also determine the statistical significance and figure out which of the page's variants works better. You can trust the test if its confidence rate is higher than 95%.
Chat, Callback, And CRM Services
Why it's important to interact with visitors and how to keep them on your website
Once you've attracted visitors to the website, it's important to keep them and lead them to the purchase. The visitors will drop out if they won't find what they're looking for. To avoid this, add chat and callback services and connect a CRM to your website.
Website chat allows you to answer the visitors' questions immediately. The chat operator resolves their doubts and helps them make a purchase. Thanks to it, website conversion increases. The chat also helps to find out what problems visitors have and collect their contacts.
Chat is a real-time messenger on the website.
Chatra chat example
Callback Service
Callback service is a pop-up where a client enters the phone number and gets connected to an operator automatically.

Such services increase the number of calls coming from the website and positively affect conversion rates.
An example of a callback on the Cloudtalk.io website
CRM (Customer Relationship Management)
To work with leads effectively, you need a CRM system.
CRM (Customer Relationship Management) is a service that controls and records customers' actions and stores the customer history including submissions, purchases, messages, and contact data.
You need a CRM if you want to get hold of every potential customer and never miss an incoming call or submission.
An example of the monday.com CRM interface
Digital Marketing Trends
Digital marketing is constantly evolving, and it's important to follow the updates to understand what tools don't work anymore—as it happened with buying backlinks—and what methods are gathering pace such as content marketing.
Using cutting-edge tools will increase sales while using outdated and inefficient tools will lead to unnecessary costs.
The Main Trend Is the Growth Of Content Marketing
Content marketing keeps rocking. Marketers are creating more and more content and this will lead to understaffing. The standards of copyrighting will gradually get lowered and the web will be full of low-quality texts.

That's why today it's not enough just to write well. It's important to write high-quality and valuable articles so that they stand out against ordinary ones. The bonus of creating cool content is that it can promote itself through reposts and likes on social media.
The Reduced Role Of SEO
The era when you could reach the top of search results by buying links is over. After Google and others have changed their algorithms, search ranking has changed. Now the websites that buy links will get lowered in search results.

The best ranking is given to websites with good user behavior—good Page Depth and Click Depth. These circumstances also contribute to the need for creating valuable content on your website.
Mobile Optimization
Many more browse the web using their phones than PCs. Mobile website optimization has become trendy, especially after introducing the Mobilegeddon algorithm by Google—this algorithm is aimed at excluding websites that are not mobile-friendly from the top of search results.

The era when a website could have no mobile version or be non-responsive is over. Besides, the mobile traffic increase is contributing to the global refocusing of marketing toward mobile devices.
The Increased Role Of Video Content
Video is becoming more and more popular—at least, 1/3 of the time that Internet users are online they are engaged in watching videos. Adding a video on the main page of a website can increase conversion by 20% on average. Besides, it provides high user engagement and low bounce rates as good video content is the best tool to show how your product works.

John McTavish
Content & Community at Paralect
I believe companies should invest in content that resonates with the target market and matches their team's creative passions. Video can work across a ton of industries, but success is often personality-driven rather than dependent on the quality of video production.

Video is a very direct connection to the audience, so the costs go beyond production — it's stressful so you have to love it to keep it up. But with the right creative team, the benefits for brand reputation and recognition are huge and totally worth it.

Christopher Morris
Content Marketer, LinkedIn
In all its formats and genres, video is under-utilized in the corporate world. And there's good reason for that. Video is expensive in a lot of ways. A writer can have an internet connection and Google Docs and do their job effectively. Video takes specialized hardware, software, and the skills of the creator. It also takes more time and needs to have higher standards in some ways because it is so visible.

Video should be in your content mix. Even if you start with one video a month or quarter, start applying your writers to video scripts right away. Chances are, your writers have never done video and the writing is different—so get them learning that skill now. Take your best-written content and put it into video.

Adding video not only adds channels to your content marketing mix but also increases engagement on your established channels since video can pretty much be used on any platform. It is worth experimenting with as soon as you can.
Storytelling And Infographics
The more content marketing fills the Internet, the more creative techniques you need to use to attract users' attention. Storytelling and infographics can help you do it—they entertain, evoke emotions, and increase trust.
That's it for now! You got to know the basics of digital marketing and have an idea of how to promote your project on the web. In the next chapters, you'll find out more about each digital marketing tool in detail and learn how to work with it.
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Further Chapters
All the essentials for your website promotion: Using web analytics, SEO, context advertising, social media marketing, and more
How to identify your target audience and buyer personas, conduct competitive analysis, create a selling proposition, and more
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