Are you ready for one?
If I were to describe myself in one sentence, I'd say I am a huge fan of simplicity. Successful business professionals have been well-acquainted with its significance.
Whether you are a digital marketer or a student willing to get his hands dirty in this field, this article will serve you well.
To begin with, there are two widely used marketing channels:
One is your traditional media like television, newspaper, radio, magazine and then come the digital channels like Google, Facebook, social media, e-mail and websites.
Impact: Televisions and newspapers are still an inevitable part of our life, and probably always will be. Even though the advertisements have nothing to do with us, when published in newspapers or broadcasted on television, they still manage to catch our attention. On the other hand, advertisements on digital platforms just appear annoying. Imagine you are browsing the internet for work or entertainment purposes and suddenly an ad pops-up. Spoils your mood, breaks the link and sometimes, even quitting the channel or website altogether, sounds tempting.
Impression: Advertisements on traditional media have a long-lasting effect. You must have watched ads on the television and internet. Which one do you still remember?
Familiarity: Television and newspapers were widespread sources of information even before you were here to be informed. We are all familiar with these sources. Every household has a well-resting and thoroughly utilised television, and more than 80% of the world still has access to newspapers in the form of print media.
Cost: Advertisement on television and print media is a costly affair. Digital media is a clear winner in terms of cost. You can advertise your brand/service on digital media to about a thousand people for less than $3.
Ability to measure: Measuring the success of your advertisement through traditional media is impossible. There is no way to know whether people are viewing your ads and what impact do your ads have on them. However, there are a plethora of tools available to measure the success of your ads on digital media and even interaction with ad viewers is possible.
Ability to target specific audience: When you publish your ads in television or newspaper, they reach a wide range of people, covering even the ones who have no apparent need for your services. A doctor seeing the advertisement of an adventure park seems odd. It would be more beneficial if this advertisement is seen by a kid. But with digital media, you can target your ads to the specific audience whether it is demographics or geographic or based on the interest of people.
Now consider an instance. You place two ads on digital media. Chances are that the ad viewed more will not result in sale, while a less clicked ad does.
Digital marketing offers you the freedom to know what is working for you and what is not. You get the real-time data of how many people are clicking your ads, buying products through your ad or sharing your ads.
Both forms of marketing have their pros and cons, but which one suits you? According to a survey, about 36% of the population on earth is on the internet, so it is a pretty good idea to use some digital marketing there. However, most people's daily does of information still comes from newspapers and television. So the conclusion of the story is to mindfully choose a platform that suits your business.
If you are going to use digital media to market your business then blogs are made for you
What is a blog?
A blog can be defined as an online diary which is used to express feelings and convey information. However, today blogs are being used by the companies as a means to promote their products or services.
Let's imagine two bakers, Eric and Dave, who decide to write blogs to promote their business. Eric integrated his blog with his website while Dave used Blogger to host his content.
After a few months, Eric was seeing a lot more traffic to his website than Dave, and the credit goes to his strategy.
Dave’s decision to host his blogs on Blogger failed to convince Google that he has valuable content and does not provide him with any SEO benefits. These free platforms host the content outside your website.
Now that we know it's a good idea to integrate blogs with websites, we can either use a subdomain or a subfolder.
What is sub-domain and sub-folder?
Before knowing about sub-domain, we must acquire a domain name. A domain name is your identity on the internet. If you consider the internet a city, a domain is the address of your house, which helps people find you. Similarly, people find you on the internet with your domain name.
A subdomain is another house bought by you in the city. Why do I need another house ,one is sufficient for me. You will know the reason soon.
Moving on to subfolder. If a domain name is your house then subfolder is your car garage in your house. It is easy as pie.
Both of them serve a single purpose of storing information for you.
Maybe you have heard about it “What should I use a subdomain or subfolder for my blog?”. This was the evergreen question of 2019 in the digital marketing field.In lay man language you may say "Should I buy a new house or built a garage for storing? "
Google’s head of search trends, John Mueller, claims the search engine has become much better in identifying subdomains of the main website and allocating keywords where it belongs but the truth is opposite to what they claim.
Let me rephrase the above sentence "Google is excellent when it comes in finding the addresses in the city but it is still difficult for it to identify all the houses bought by the same person."
So what should we do?
So, to be on the safer side and reap the benefits of SEO or search engine optimisation, I prefer you to use subfolders for your blogs.
However, there are instances when subdomains will prove beneficial than a subdirectory. It all depends upon the situation. If you are writing about so many topics which are not interrelated to each other like cars, food etc I suggest you use subdomains. You may take the example of Wikipedia, it also uses subdomains because of the diversity in its content. However, if you are writing about a particular niche, go for a subfolder.
Now that you are well-versed with the understanding of media and its aspects, which one are you going to employ for the growth of your business? Think logically, observe your competitors and then decide.
Let me know what you think, in the comments.
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