The success stories speak, shouting that those who understand the world are making a killing in this digital business world. Watch the success stories of these people with humble backgrounds making it big in digital international business.

Now, friends, I will talk about four small case studies of four entrepreneurs from India who made it big on their own terms using digital channels to export their goods.

The stories of these four people will be very inspiring to you, and you will understand how they are taking advantage of digital channels in this emerging new world. Without any major training in international business or exporting, they have managed to achieve great success. Their stories have also been featured recently in The Economic Times and other media outlets. I have selected these four case studies and brought them to you in this course so that you can understand how they entered the export business, what products they are exporting through digital channels, and which platforms they are using to export their goods and services.

I was talking to you about the four case studies of successful people in digital export marketing. These success stories begin with Mr. Deven Rao.

As you can see here, Mr. Deven Rao is now 32 years old and has a brand called Monkey Brand. His famous product for export through digital channels is tooth powder, which he sells to Russia.

The first success story starts with Mr. Deven Rao, a 32-year-old entrepreneur who exports indigenous FMCG products, herbal creams, and Ayurvedic concoctions. His brand, Monkey Brand, has become popular in countries like Russia, Turkey, and Israel. He exports his famous tooth powder and black tooth powder to Russia and Turkey, along with various other products. He digitally sells these products on eBay, Amazon, CQout, and iOffer. These are the main platforms he uses to export his products.

His annual turnover in Indian rupees is already more than ₹2 crores, and his number of listings across these platforms is around 2,500. With 2,500 listings of different products, he has built an impressive international business and digital export marketing empire. You can see his Monkey Brand products—simple packaging but a clear USP. He understood the international environment and realized that customers are ready to try indigenous products, which are the result of thousands of years of Indian research and traditional knowledge.

These are not products made by large FMCG companies, but by small Indian manufacturers using common knowledge and organic ingredients. Being a chemical engineer, he used his qualifications, knowledge, and understanding of the global environment—where people are increasingly seeking natural products—to develop his business. He focused on indigenous FMCG products, herbal creams, and Ayurvedic formulations, which are based on centuries-old Indian wisdom. Many of these products are made from natural ingredients such as turmeric and neem and contain no chemicals. This is a very good example of how understanding global trends can create export success.

Another example is that of Mr. Tausif Ansari. He is 27 years old and lives in Asia’s biggest slum area in Mumbai, the commercial capital of India. He is only a 10th-standard pass-out, not a highly educated person, yet he sells leather jackets online. He started his online sales in 2012 when he was around 20 years old. He sells his products on two platforms—eBay and Amazon—with around 1,000 to 2,000 product listings. His revenue has already reached ₹60 to ₹80 lakh.

This is a remarkable success story of Mr. Tausif Ansari. Despite having little formal education and no special knowledge about exporting, he effectively uses digital channels like eBay and Amazon to sell his products globally. It is very likely that he communicates with his clients through social media and engages in some form of digital marketing as well. As you can see in the picture, his manufacturing setup is very modest. Yet, with this small setup, he is successfully exporting internationally through digital platforms.

These case studies of small-timers making it big in the exports digital marketing industry indicate that anyone with the right knowledge and passion can conquer the world of business; however, a small investment they can make to start the process. Keep watching the next video.

Now, let us talk about Mr. Surendra Nagaia.

He is a 63-year-old retired commander from the Indian Navy. His expertise lies in dental equipment, and he has been selling dental equipment since 2012 on platforms like eBay, Amazon, and several local dealer sites. He has not disclosed his revenue, but he is listed under the company name Golden Nimbus on IndiaMART. I am very sure that he is highly successful in the digital export business. Single-handedly, he sells different types of dental equipment through digital channels and has achieved remarkable success. He was also featured in a well-known article published recently in The Economic Times.

Similarly, we have another person, Mr. Devang Shah. He is 33 years old and, by qualification, a commerce graduate—not highly educated but extremely resourceful. What he does is sell unclaimed imported goods auctioned by the Indian Customs Department. These may include garments, chemicals, machinery, marine goods, and even aircraft parts.

He buys these imported, confiscated, or undeclared goods through various auctions organized monthly by Indian Customs at different ports across the country. He attends these auctions and purchases unclaimed goods, whether in small or large quantities, depending on availability. He then sells these goods internationally on eBay.

He has been doing this since 2001, and his annual turnover has already crossed ₹5 crores. He is, therefore, a very successful person.

What I was trying to tell you through these four case studies is that these are simple people with modest backgrounds who started on their own, without many resources, using digital platforms and channels. They had no major knowledge about exports and no strong financial backing. Yet, coming from humble beginnings, they achieved tremendous success in the digital export business.

These stories show that exporting digital marketing requires understanding the business, the changing environment, and how to identify and exploit opportunities with the right preparation. These four individuals prepared themselves for the changing times and seized the right opportunities. They understood the reasons behind why their goods sold online, who would buy them, and what those buyers were looking for.

For example, in the first case, Mr. Devendra Rao must have conducted research and studied consumer behavior in countries like Russia, Turkey, and Israel. He likely discovered that people in those countries were looking for unique FMCG products, different from standard international brands, and perhaps chemical-free alternatives. He created a USP around this understanding. He evaluated his product offering, pricing, and how well they matched the expectations of his target customers.

That is the important point I want to emphasize. As I have been telling you in the last few sessions, understanding the world and the changing business environment—both domestically and internationally—is crucial. You need to know what opportunities to tap into and how to identify your USP, which forms your marketing strength.

You must define what you are offering, the right price, the right product, and the right communication. You need to know how to tell your buyer what you are offering, how it creates value for them, what value addition you are providing, and at what price and to whom.

These questions must be answered clearly. The four case studies I just discussed are perfect examples of people who found the right answers to these questions. That is why they could successfully sell simple products—products that are not hard to find in the market—but targeted the right people. They correctly answered who their target customers were, what products to offer, what value to add, and what price to set. These correct answers, backed by proper research and analysis of the changing international business environment, led to their success.

That is what I am trying to tell you. This is what export digital marketing truly is. Marketing is the pursuit of finding the right answers—who the customers are, what they want, how to meet their needs, and what is the right communication for them.

From these case studies, this is what I wanted to explain to you. All these great success stories of digital exporters demonstrate that with the right strategies, an understanding of changing scenarios, evolving technologies, and shifting international consumer behavior, it is not difficult to set up your own export digital marketing system.

Based on these insights and this understanding, you can create your own international export digital marketing strategies.

Thank you very much.

Self-creating the website and maintaining it is not only a cheaper option, but it also keeps your trade secret from leaking and damaging your export business. You will never like to share your leads generated online with the data sharks on the net. Watch the next few videos to get started on your own.

Hello friends,

Welcome back to the second part of this VJ Exports Mastery Series course titled Entire Exports Digital Marketing in One Course.

In the earlier episodes, I discussed your preparation for communicating effectively with international buyers through digital media. To do that, it is essential to understand how the world works—how it operates, how geopolitics affects the power equation in global trade, and to have a general understanding of the playground this planet represents. This understanding is very important.

That is what I will continue to discuss with you and provide you with the basic concepts. I aim to help you gain the confidence to understand your buyers, who can be from anywhere in the world. In digital communities, you will frequently receive inquiries from different countries, locations, and types of buyers. You must be prepared to handle them effectively and communicate with them in a way that converts inquiries into business. That was the idea behind Part One.

Now, in Part Two, beginning with this episode, I will start with how you can create your own effective export e-commerce-ready professional website or export online store, which will serve as your business website. This website will work as a complete business portal where everything about your organization will be available in one place.

Later in this course, I will also explain how you can create your online export store on trade portals. These portals are like export malls, frequently visited by overseas buyers. I will show you how to create your export online store there as well, which will also be covered in Part Two. Then, I will help you understand the various aspects of digital export marketing that you must carry out systematically and strategically to get international orders and build strong relationships with foreign buyers.

The entire second part of this course will focus on the technical aspects of export digital marketing, with a direct goal of obtaining international orders, attracting overseas buyers, increasing international traffic, and managing relationships across different countries and digital communities. That will be the primary aim of this part.

In this episode, we will start with the process of developing your e-commerce-ready website, which will serve as a comprehensive platform providing complete information about your company, profile, offerings, and everything you want to communicate to your international clients. This website will also show you how to create one with minimal resources and almost no cost.

In creating an export-ready e-commerce website, the first and most important requirement is to get a domain name. This domain name should reflect your business name, product profile, or the domain in which you operate. If you are exporting services, it should reflect either your organization’s name or the nature of your services. The domain name should be chosen carefully, with thoughtful brainstorming. It should ideally be short—no more than 12 letters if possible—and should clearly reflect your business or product domain. However, if a suitable name within 12 letters is unavailable, you may go for a slightly longer one.

This is a very important step. Booking a domain name is not costly. You can do this through several domain registrars such as GoDaddy.com, Namecheap.com, or HostingRaja.com. Many websites offer both domain registration and web hosting services. With the same provider, you can also book space for your website.

The process of booking space for your website is equally important and should be part of your overall export strategy. The amount of space you need depends on your product range, the type of website you want, the number of products you plan to list, and the expected volume of visitors. You must decide based on whether you expect many small-quantity buyers or fewer large-volume buyers. Based on that, you can determine your space requirement, bandwidth, and traffic needs.

Typically, a general package includes unlimited bandwidth, unlimited domains, and an SSL certificate. The SSL certificate ensures that visitors can safely share private data on your website. Your hosting should also have CDN (Content Delivery Network) support, which makes your website highly optimized, dynamic, and fast. You can buy such a complete package at a very reasonable cost, and prices for the first year are usually quite low.

Often, when you purchase web space in such packages, you get one domain name free for the first year. When you book web space, you typically get a control panel—most commonly a cPanel—which is the standard interface used to create and manage websites.

In this session, I will demonstrate how you can create your e-commerce-ready, export-ready website at no cost and in simple steps with minimal effort. I will use an example based on the cPanel interface to show you exactly how this can be done.

Friends, typically, you get this kind of cPanel interface, which is the most common interface provided by web space providers.

When you buy a hosting package, they give you the username and password details, and using those credentials, you can log in. When you log in to the cPanel, you enter a complete control panel where you have full control over your web space—you can upload your website, create email IDs, and manage your files.

A lot of things can be done through this panel. You can do these tasks yourself or outsource the process of setting up your e-commerce website. Since it is a somewhat technical process, though not very difficult, you can either outsource the creation and management of your website or do it yourself.

In this course, I am giving you a brief explanation of how you can create your own e-commerce website that is export-ready and optimized for international business. Of course, many professional agencies can do this work for you as well.

I will now give you an example using the cPanel interface and the login details that are typically provided by a hosting company. I will show you how you can create your e-commerce website using free resources.

Let’s begin.

When you get access to cPanel, you need to search for the software that will be used to create your website. The most commonly used software for this purpose is WordPress. Normally, at the bottom of the cPanel, you can find the WordPress button, which allows you to access the software needed to set up your website.

When I press the WordPress button, I reach a page showing the panel where WordPress can be installed on the space provided by the hosting company. We will start from here. As you can see, the basic website layout looks like this—the default index page that appears after installation. I will show you how to redesign this basic website to make it professional, export-ready, and fully functional for e-commerce, including payment gateways and other features.

Normally, we install the software on the main website. For example, if the domain name is anuvasah.com, then you should leave the subdirectory field empty. This means the website will be installed directly on the main domain. That way, when anyone types anuvasah.com, it directly loads the website.

However, for this demo, I am using a subdirectory so that the website is not visible to the public. If I did not use a subdirectory, the website would go live immediately, which is not suitable for demonstration purposes. Therefore, I am installing this software in a subdirectory named wp.

Next, you can fill in your company’s name. Suppose it is a garment export company—you can write Anuvasah Garment Creations Limited. In the site description, you might add The largest ladies’ garments exporter from India.

You will also need to create an admin account. This account allows you to manage the website after it is uploaded. Once your WordPress website is active, you do not need to come back to cPanel repeatedly to make changes. You can access your website’s admin panel directly using the admin username and login details created here.

The cPanel is primarily used for the initial setup of your website. After that, all changes and management are done from the WordPress admin panel itself. That is the beauty and benefit of using WordPress—it gives you complete control once the website is installed.

In this example, by default, the admin email ID is used, and the username will be admin. You can set any password—for example, 123456. The language is English, and no additional information needs to be filled in. After that, click Install.

Now you can see that WordPress has been successfully installed on the website. The basic website is available on the domain anuvasah.com/wp. As I mentioned, I used the WP subdirectory for demo purposes. In a real case, you might install it directly on the main domain.

You will also see an administrative URL, which means you no longer need to return to cPanel. You can use this admin URL and the login credentials you just created to make changes directly to your website.

Let’s check whether the website is active. Yes, as you can see, the website is live on the domain name chosen for this demo. The company name and description we entered are visible on the site. This is a very basic web page automatically created by WordPress, which we can further improve and customize.

Our website is now successfully loaded.

We can go back to the Softaculous section of the cPanel, where WordPress is installed, and find the admin URL to access the website’s dashboard. When we click that URL, we are taken to the admin page of the website. Since we accessed it through cPanel, we are already logged in and do not need to enter the credentials again.

This is the typical WordPress admin page, also called the dashboard, where you can make all the necessary changes.

What we will do here is work on the basic website that has been created by WordPress. We will first remove the default elements so that we can design and customize the website according to our requirements—an export-ready e-commerce website that is fully functional, complete with an online store and payment gateway. That is the kind of website we aim to create.

To do that, we must first clean the already installed features. The first feature we will remove is the plugins that are automatically loaded by the WordPress software. We do not need these plugins since we are going to create and customize our own website. Therefore, we will first clean them out.

The process begins with deactivating those plugins. By deactivating them, their effect on the website is nullified. Once the plugins are deactivated, we can delete them. Now, all the plugins have been deactivated and removed, and this part of the process is complete.

The next step is to adjust the permalinks under the Settings area. Permalinks define the format of web addresses on your website. They should be simple and self-explanatory. You can see several formats available—the default one being “Day and Name.” However, the simplest and most user-friendly format is the Post Name option. This allows your website URLs to remain clean and easy to find.

We will select the Post Name option before setting up the website so that all pages can be easily discovered using this simple URL structure. This step is now complete.

Next, we will clean the Posts section. All posts must be moved to the Trash and then permanently deleted. Now, the Posts section is clean.

After that, we move to the Pages section. Here we find some default pages that we do not need, as we will be creating our own. We will move these pages to the Trash and then delete them permanently.

Now, all the preparations for the new website are complete. We have deactivated and removed all plugins, deleted all posts and pages, and modified the permalink to the simplest structure—the post name.

The next step is to create the theme for our website. We must choose a theme suitable for building an e-commerce site. There are many options available, but for this demo, I will use the Astra Theme, which is one of the most popular themes and provides free resources to create e-commerce websites.

The Astra theme is excellent and easy to use. We will now add it to our website. The theme has already been installed but not yet activated. After installation, the next step is to activate Astra. Once we activate it, we get a helpful message from Astra confirming that the theme is now active.

We are now ready to start building our website using the Astra theme. We will click the Get Started button to proceed. Astra provides various pre-built templates that include export-ready e-commerce website designs with payment options.

Astra gives you the option to use one of several page builders: Elementor, Beaver Builder, Gutenberg, or Brizy. The most popular among these is Elementor, as it provides a wide range of free resources for setting up your website. We will use Elementor for this purpose.

After selecting Elementor, you will see a list of Elementor-compatible website templates. Some of these templates are free and come with complete e-commerce functionality, including payment gateways. We will filter the results to show only free templates.

These are all free website templates based on the Astra theme with Elementor as the page builder. Among them, we will select the Simply Natural template, which is one of the most commonly used and versatile templates. Once we load this template, it will give us all the features of an e-commerce store, and we can customize it according to our own business needs.

For example, since we are discussing garment exports, our website will be redesigned to display different types of garments. The Simply Natural template may initially display other products, but we can easily replace those with our own. This approach is far more efficient than creating a website from scratch, which could take months. Using a ready-made website template allows us to import and set up a complete site within minutes, after which we can replace the images, text, and products as needed.

This makes the process easy and fast, which is why we are using it.

The Simply Natural template includes a homepage, an About Us page, and a Contact Us page. It looks beautiful and professionally designed, displaying products clearly. It also includes essential e-commerce elements such as free shipping, product collections, and money-back guarantees. Therefore, it is perfectly suitable for our purpose.

To make the process quick, we will import the Complete Site and load it onto our website. This will automatically install all the plugins and resources required to run the site. The import process takes about 7 to 10 minutes.

All the images and text that come with the template are for demo purposes and can be replaced later. I will show you how to modify these elements—how to change the images, update the text, and add your own products. I will guide you step by step on how to do all of this.

OK, it has taken less than five minutes, and the whole process of importing has been completed successfully. Now we are ready to view the website.

This website is available free of cost. As I have mentioned earlier, everything has been loaded—it is already a ready-made website. Now, we can view this website here.

One thing to note is that since we used a subdirectory named WP, the website is currently available at anuvasah.com/wp/. However, when you create your own website, you can remove this subdirectory, as I have already explained how to do.

In this case, we can now see that we have a completely ready-made website. It already carries the company name we entered earlier. This is the first page, a fully designed, readymade page. It includes everything—starting from the logo, which can be changed, to the company name, the header section with navigation links, and the banner area.

On this page, you can see featured products displayed, along with statements that guide visitors and testimonials that can be customized later. You can replace these testimonials with real feedback from your buyers. You can include the buyer’s name, their company, and even change their photos.

At the bottom, you have the footer area, which includes the logo, where you can add your brand or company name. You can also link your social media accounts here. The footer includes various quick links to important pages on your website.

All these are already pre-designed, ready-made elements.

If you go to other pages, you will find an About Us page, which contains details about your company background, vision, and mission. You can edit this section to include your own content, such as team members’ names and photos.

Next, there is a Contact Us page, which is also predesigned and can easily be customized according to your needs. You can replace the default content with your company’s address, phone numbers, and email ID. You can also change the map location so that your business address appears correctly.

All these modifications can be done very easily.

Then, you can go to your Store page. Here, some ready-made products are already displayed. These are organized into different categories—for example, “Plant Cactus Plants.” Each product listing includes a name, rating, and price.

If we click on any product, it takes us to the Product Page, where we can see an enlarged image of the product. You can upload multiple images, which will appear as thumbnails below the main image. You can replace these pictures with your own product photos. The product page also includes a short description, the price, and links to similar products.

This is a complete e-commerce website. Suppose you want to buy a product—you can click Add to Cart. Once it is added, you can view the cart and proceed to Checkout.

At checkout, you will see the payment options. Right now, the credit card payment gateway is not yet linked, but once it is, buyers will be able to make secure payments. Buyers can also create their own accounts on your website.

This is a complete, ready-made e-commerce website. It allows buyers to have their own accounts, access their dashboards, and browse through various product categories—such as cactus plants, which you can easily change to match your own product range.

This is how the website has been created, and now it can be modified to suit your requirements. I will show you how you can make these modifications according to your business needs.

Here, since we are in an admin account, we see a black bar at the top from where we can make modifications.

One modification option is through the Customize section, where we can change the logo, the color of the text, the buttons, and the header menu according to our requirements. The header portion offers many customization possibilities using the Customize button.

For modifying the footer area, we can use Edit with Elementor, because, as you may recall, Elementor is our main page builder. Any design-related changes must be made through Elementor. When we select the site footer in Elementor, we can make the necessary changes to the footer area.

Let me show you how to change your logo, for example. This is the Elementor editing panel. Here, you can see the logo section. To change it, we must first upload our new logo. Let’s upload the logo by selecting it from our files. We’ll use this logo. Now, you can see the logo has changed.

Next, we can adjust its width under the Style section. In the Simply Natural section, we can also add our brand or company name. We will use “ANUVASAH” as the company name. After updating, if we look at the footer, we will see that both the logo and the name have been changed.

Now, when we return to the home page, we can see our new logo in the footer. This demonstrates how you can change your logo and company name.

For changing the logo in the header, we use the Customize button. Go to Header, and under Site Identity, you’ll find the logo option. Here, we will change the logo and upload our new one. We’ll skip the cropping step. You can now see that our logo has been updated, but it appears too small, so we’ll increase its size. After adjusting the size, click Publish.

When we go to the homepage again, we’ll see that the logo has been updated correctly, and the company name is already visible. Everything looks fine now.

We can also change other elements on the website, including images and text. For example, if we select Edit with Elementor on the homepage, we can modify the text. Instead of “Amazing Variety of Plants,” we can write “Amazing Variety of Ladies’ Garments Starting Just at USD 60.”

We can also modify the text below it, for example, changing it to “Best Quality Readymade Garments.” After making these edits, we’ll click Update to save the changes.

If we wish, we can also change the image in the banner section. To do that, we’ll go to the section where the image is placed and replace it with a picture of garments. Let’s select a picture of a lady’s garment to upload. Before uploading, ensure that the image dimensions match the required size—for example, 1920x1280 pixels. We’ll upload the selected image and insert it.

Now, as you can see, the new image has been inserted successfully. We can also change the text color to white to suit the design better.

When we return to the homepage, we can see that everything has been updated—the picture and text have changed. However, we notice a small issue: the cart icon has shifted out of place. To fix this, we can either reduce the logo size or adjust the company name.

We’ll go back to Header in the Customize section, reduce the logo size slightly, and modify the text to “ANUVASAH Garments.” After adjusting the text size as well, everything aligns correctly. The cart is now in its proper position.

Now, our website has been successfully customized. This is how you can change the look and feel of your website.

You can also go to the Dashboard and open the Products section to make changes to your products. For example, if there’s a product called “Money Plant,” we can edit it and change it to “Wedding Dress for Ladies.”

You can also add new product categories. For instance, create a new category called “Wedding Garments” and assign it to this product. You can change the product image by uploading a new picture—let’s use the same garment image for this demo. After updating, if you view the product, you’ll see that it has been changed to “Wedding Dress,” with the new image and price visible.

This way, you can make all product changes directly on your website. Using the Edit with Elementor button and these simple steps, you can modify the entire website easily.

This is a simple demo and an easy method to create your e-commerce website. If you face difficulty or are short on time, you can outsource the work to a professional agency. However, learning to do it yourself is highly beneficial because it allows you to continuously update your website and products as needed, keeping full control in your hands.

You won’t have to depend on third parties every time you want to change prices, update images, or modify your website’s design. Therefore, it’s advisable to learn the entire process I have explained here.

If you face any difficulty, you can always refer to the many YouTube tutorials available on how to use Elementor as a page builder to make website modifications. These resources are easily accessible and very helpful.

It is always best to manage your website yourself so that you can make changes anytime and serve your customers better.

This is how you create your export-ready, fully functional e-commerce website.

Thank you very much.

Hi there!

I hope you are doing well and making great progress in this course.

I wanted to take this small moment to congratulate you on your remarkable progress in this course.

Your dedication and commitment to learning have truly impressed me.

I have been following you and your journey closely, and I must say, I am delighted with the efforts you are putting in.

This course is part of the VJ Export Mastery Courses Series, a collection of 25 different courses targeting the area of export management designed to equip you with the knowledge and skills needed to excel in the field of export and international trade.

On my part, I am committed to helping you expand your learning journey by providing access to more similar courses in the series, but at the same time on your part.

I have a small request for you as well.

Your feedback is incredibly valuable in refining this course and ensuring it remains world-class and is refined to its best.

So I kindly ask you to leave a rating for the course along with your honest feedback, if you have not yet done so.

Your input will help me continue to improve and tailor the course to meet your needs and those of future learners.

Thank you once again for your dedication and enthusiasm.

Keep up with the fantastic work that you are doing and remember, I am here to support you every step of the way.

Together, let's continue on the journey of learning and growth.

What are international malls, and marketplaces? What is FIEO Mall? Why are these new properties to succeed in international business? Watch the next few videos to learn all about high business traffic B2B and B2C international marketplaces.

Hello friends,

Welcome to the next episode of this VJ Exports Mastery Series course titled Entire Exports Digital Marketing in One Course.

In the last episodes, I discussed how you can easily and freely set up your e-commerce website, which is fully functional and capable of attracting international buyers. I explained a simple, step-by-step method for creating your fully operational website with a complete payment gateway system and a full range of products displayed on your site.

I just want to remind you that creating your own website is not enough. The easier and faster method to bring international traffic and overseas buyers is through trade portals or the so-called online malls that cater to international customers. Many of these trade malls are frequently visited by large and regular global buyers.

In today’s episode, I will discuss some of these trade portals where you can create your online export store—similar to your own website but with additional features and functions provided by these trade malls, trade forums, or international marketplaces, as they are more commonly called.

To begin with, I highly recommend one marketplace that is particularly suitable for exporters from India. If you are an exporter from India and want to quickly start your digital marketing, begin receiving business inquiries and orders, and immediately increase your visibility, the best portal to start with is a new service launched by the Government of India. The link to this service is available on the Indian Trade Portal, which I have discussed in one of my other courses.

This Indian Trade Portal is extremely useful for international market research, market identification, and product identification. I have already covered that part in detail in another course, so I will not repeat it here.

The Indian Trade Portal provides a link to the Federation of Indian Export Organisations (FIEO) Mall, another very important international marketplace. As an Indian exporter, you can create your exports digital store or exports online store on this platform.

This is an absolutely free service and is fully functional with all features available at no cost to Indian exporters. If you are a member of FIEO, you can even use the FIEO logo on your export online store at the FIEO Mall.

The only requirement is that you must have an IEC number (Importer Exporter Code) as proof that you are a registered exporter from India. Obtaining this IEC number is very easy and can be done online through the Directorate General of Foreign Trade (DGFT) website. Once you have your IEC number, you can create your free export online store at the FIEO Mall.

Later in this episode, I will take you through the FIEO Mall and demonstrate how you can create your export online store there.

Before that, I will also introduce you to some other similar international marketplaces that are equally good. Many successful exporters from India are already using these platforms effectively for export digital marketing.

I will show you a list of these marketplaces and explain which types of products and features make each one more suitable for specific categories of exports.

Let us now look at the list of several international marketplaces where you can sell your products globally through digital channels.

So what are the most performing digital marketplaces? Keep watching the next video.

Let us look at this website, OFX.

It talks about the top ten marketplaces for selling internationally. This is a very interesting website, and this particular webpage is especially insightful. Let us now explore the ten best marketplaces listed here for selling internationally.

The first and most popular marketplace for selling internationally is Amazon. Over 40% of total sales on Amazon are generated by third-party sellers, making it one of the best platforms for both domestic and international sellers. You can sell in more than 30 product categories and access 11 global marketplaces, with Australia being added soon.

Using FBA (Fulfilled by Amazon) and FBA Export, Amazon provides a unique system where all logistical and international supply chain complexities are handled by Amazon itself. This means exporters don’t have to worry about shipping, returns, refunds, or international logistics. Amazon manages these through 109 fulfillment centers around the world, making it one of the most professional international marketplaces.

The second top marketplace for selling internationally is eBay. It is one of the oldest and most popular marketplaces in the world. eBay allows buyers to either bid on items or purchase them at a fixed price. It is very easy to manage once you set up your seller account. You can increase visibility by purchasing an international listing upgrade or by directly visiting any of eBay’s 26 international sites to post products. You can choose to upgrade your existing seller account for international listings or list directly on different regional eBay websites.

The third popular marketplace, particularly for the Japanese market, is Rakuten. Rakuten serves millions of customers and operates Japan’s largest e-commerce website. Its global presence allows online merchants to sell a wide range of products in more than ten categories. There is a seller account fee on Rakuten, but if you want to target Japan or nearby countries, this is an excellent option. You can visit their website to explore which countries they are active in and decide based on your product suitability.

Another very popular marketplace is Etsy. Etsy is ideal for creative sellers offering custom items such as artwork, crafts, handmade goods, home décor, and even exclusive garments. It is a premium marketplace with more than 30 million global shoppers and around $3 billion in annual sales. Etsy also offers a feature called Etsy Patterns, which allows sellers to build and customize their own e-commerce websites with personalized domains.

Beginners can start with a free account on Etsy, and once familiar with the platform, they can switch to a professional account, which includes paid listing options for premium categories.

Another highly regarded marketplace is Shopify. If you are looking to set up your own online shop for selling products domestically and internationally, Shopify is an excellent choice. After creating your account, you gain access to powerful tools to customize your store, manage inventory, accept payments, and track orders. It’s a user-friendly and feature-rich platform, similar in many ways to FIEO Mall, which I will discuss in the next episode.

Next, we have Zibbet, an international marketplace great for selling handmade items, fine art, vintage collectibles, jewelry, and photography. Sellers can create their own storefronts and join a community of more than 50,000 artists, crafters, and vintage collectors, exposing their products to millions of consumers globally. Zibbet is ideal for creative entrepreneurs who specialize in unique, handcrafted products.

Another good international platform is Fruugo. Fruugo offers millions of products from thousands of brands and retailers. It enables you to sell in 32 countries, in 21 currencies, and in 17 languages, all through a single global checkout system. This is Fruugo’s unique feature. Once your account is set up, you can use built-in translation tools to easily reach an international audience. Fruugo has distinct advantages that make it worth exploring.

Next on the list is Bonanza. Bonanza is often compared to eBay and Amazon due to its similarity in design and functionality. It has been recognized as one of the top online marketplaces in recent years. Sellers can list products in multiple categories, such as books, fashion, home goods, beauty products, sports equipment, and art. After signing up, you can customize your store to stand out and set up international shipping options.

Among all marketplaces, the Amazon FBA model remains unique because it handles all logistics, supply chains, and customer service both domestically and internationally. However, several other marketplaces, including Bonanza, also offer some level of logistics and shipping support.

Another interesting global marketplace is Newegg. Newegg primarily focuses on technology and electronics, but also allows listings in a wide range of other categories. With more than 30 million customers worldwide, Newegg Global lets you sell in over 50 countries. It can even handle taxes, customs duties, and tariffs on your behalf, as well as manage international shipping—similar to Amazon’s FBA system.

Finally, among the top marketplaces, we have Alibaba—one of the largest and most recognized platforms in Asia. Alibaba connects suppliers with businesses of all sizes and allows sellers to quickly set up accounts to offer products globally. You can sell in more than 40 categories, including apparel and electronics, and access buyers in over 190 countries. Alibaba is the ideal platform if you want to engage in wholesale e-commerce.

I have now given you an overview of ten of the top international marketplaces. There are many more you can explore, and you will find that some suit your specific products and business goals better than others. That evaluation and selection process is something you should do carefully.

In the next episode, I will explain, step by step, how to create your online export store for digital marketing on some of these sites. I will start with a detailed example of setting up your export online store on FIEO Mall. Once you understand that process, you will see that creating stores on other platforms works in a very similar way.

In this episode, my goal was to help you understand that while creating your own e-commerce website is important, it is only the first step. To gain visibility in the international market, you must also create your online export digital stores on these international marketplaces, which can give your business much broader exposure.

In this case study of Indian exports, we will learn why FIEO mall presence is a must for Indian exporters. The sooner the better. Watch the next video.

Hello friends,

Welcome back to the VJ Exports Mastery Series course titled Entire Exports Digital Marketing in One Course.

In the last episode, I discussed various international marketplaces where you can set up your online store. The creation of an online export store is key to attracting international buyers through digital mediums.

In today’s episode, I will discuss a very interesting marketplace—an initiative by the Government of India—called FIEO Mall. On this platform, I will show you how to create your own export online store. Since it is sponsored by FIEO (Federation of Indian Export Organisations), it holds great credibility and reliability for Indian exporters. You can expect a significant number of international buyers on this platform, as FIEO has been playing a vital role in promoting India’s exports globally.

Let’s explore this platform together. We will visit the Indian Trade Portal website to find the link that allows us to create our export online store on FIEO Mall, as I promised in the last episode.

In today’s episode, I will take you step-by-step through the process of creating your online export store on FIEO Mall. The procedure for creating your online export store here is quite similar to that of other international marketplaces such as Shopify, Amazon, eBay, and Rakuten, which I discussed earlier. This example will help you understand how to create your export online store effectively.

To create an online export store on FIEO Mall, we first go to the Indian Trade Portal website. When we open the portal, we find a blue banner that talks about the FIEO Mall. This blue banner clearly states that merchandise exporters, service exporters, and technology exporters can create their online export store on this website. This is an absolutely free service.

We click on this blue banner to reach the FIEO website for creating our export online store.

To create your online export store, you must first sign up. During the signup process, you enter your mobile number and receive an OTP (One-Time Password) for verification. Once you verify using the OTP, you are directed to the Export Online Store creation page.

At this stage, you must fill in all the required details, such as your IEC number (Importer Exporter Code) and other basic information about your export organization.

After entering the OTP, you arrive at the Profile Creation Page, where you must provide detailed information to complete your account setup with the FIEO portal. You will be asked whether you are a member of FIEO or not. Even if you are not a member, that’s perfectly fine—you can simply select “No.”

Next, you must enter your IEC Code Number. As mentioned earlier, having an IEC Code is very important.

Then, you need to provide details about your type of business—whether it is a proprietorship, LLP, or another form. You will also enter the year of establishment and specify the nature of your business operations—whether you are a manufacturer, merchant, exporter, or service provider.

If you are already engaged in exports, you will provide details of your turnover for the last three years and mention the countries you are currently exporting to. You can list two to four countries. Additionally, you must list a few countries (around four or five) where you would like to export your goods in the future.

If you are not yet exporting to any country, you can leave that section blank.

You will also provide the number of employees in your company. For a new company, you can simply indicate “1 to 10.”

Next, you must describe the advantages of dealing with your company from a buyer’s perspective—your company’s strengths, unique selling points (USPs), and details of any new or innovative products you have introduced. You can also specify whether your innovation lies in the product, operations, or processes.

Finally, you will be asked what type of proposals you would like to receive from foreign buyers—such as distributorship requests, agency collaborations, contract manufacturing, or joint ventures. If the type of buyer or proposal you are seeking is not listed, you can describe it manually.

Once all these details are filled in and submitted, you will be directed to the Product Information Page. From there, you can access your Dashboard.

This is how you complete your profile and open your account with FIEO.

A fully functional online store on FIEO Mall is free for Indian exporters. Learn the process of creating your online export store on FIEO Mall today. Don't wait. No need to outsource the creation online. Keep watching.

Friends, after we have created our online export store on FIEO Mall, we arrive at the dashboard.

The website may either take us directly to the “Add Product” page or to the dashboard—both serve the same purpose. From the dashboard, we can also add our products.

To do that, we go to the Quick Access button and start adding products. Here, we can list our products on the mall. For example, let’s say we want to add a product.

First, we need to find the appropriate category where our product fits. Suppose you are a business services provider—you can select this category and then choose a suitable subcategory. For example, if you provide software development services, you can select “Software Development” as your subcategory.

Now, we can add the product name. Let’s say we offer Python Coding Services—that will be our product name.

You can enter your IEC number if you have one. However, IEC numbers are generally required for merchandise exports, not for service exports. Therefore, for services, you can leave this field blank as it is optional.

Next, you can mention the price. For instance, if your Python coding services start at $100, you can write that. You can also specify details such as “Basic Python coding services; minimum order: 100 man-hours of Python coding at $100.”

Under Fulfillment Capacity, you can mention your availability, such as 10,000 hours per month. Then you can add your company name—for example, Ebizee—and your brand name, as well as specify product level (Python) and product tech (Coding).

You can also add your brand logo. For example, let’s upload a logo file and add it here. After adding the brand logo and name, we move to the next step—adding an image for your product.

We can upload an image representing our Python Coding Services. Once we upload the image, we can save the product.

Now we have successfully added our product under the Software category. We can preview the store to see how it looks.

Our store, for example, Ebizee.com, already displays the logo we uploaded during the store creation stage. Some products may already have been added earlier for demonstration purposes. You can now see the product Python Coding Services – $100 listed here.

If we click on this product, we can view all the information we entered earlier—such as the price, description, and other details.

This is how you create your store. Once you are satisfied with your store setup, you can click the button to update it.

You can also add a store image or banner. To do that, go to the Online Store Settings section.

Here, you will find your store URL, store name, currency, phone number, and email ID. This section also contains the profile details you entered earlier during store creation—such as your IEC number, company address, and other basic information.

Now, let’s add a banner. This is where you can upload a banner image to display at the top of your store. After uploading the image, click Save and then Preview Store to see if the image appears correctly.

You can also add a slideshow section. The Banner 1 area displays your first image, and you can add a Banner 2 image as well to create a rotating slideshow effect.

After previewing the store, you’ll see that the pictures and banners have been successfully added. The store now displays all the images, products, and banners you uploaded.

You can continue enhancing your store by adding more components—these include products, store images, banner images, slideshows, and even videos.

Most international marketplaces follow a very similar process for creating online stores. Step by step, you can build your online store by uploading products, visuals, banners, and videos. You can also use these features to increase your visibility by showcasing your production process, factory setup, or product innovations—highlighting your company’s unique selling points (USPs) and how your products differ from others.

This is how you create your online export store on FIEO Mall. The same method can also be used to create export stores on other international marketplaces.

Understand the world of international digital business and international business communities. Watch the next video to know more.

Hello friends,

Welcome back to this VJ Exports Mastery Series course titled Entire Export Global Marketing in One Course.

In the earlier episodes, I discussed with you the different international marketplaces where you should start your online export store. I also explained how you can create your online export store, and before that, I showed you how to create your e-commerce website, which is fully functional and export-ready.

In export digital marketing, the most crucial part is how to promote your global business. That is the key focus of today’s discussion.

Let us look at that aspect. We need to understand what online promotion strategies should be adopted. In export digital marketing, you must be strategic and plan your activities well in advance. Digital promotion strategies require specific skills, which I will explain in this episode.

To frame your digital marketing strategy, it is important to identify the areas that need to be promoted.

The first and most important area is the promotion of your e-commerce website. You need to frame strategies to promote your website effectively.

How do you do that? How do you carry out activities that bring traffic to your website? What is the role of search engine optimization (SEO)? How do you optimize your website to meet the requirements of major search engines like Google?

The second area is the promotion of your products and services, where your online export store plays a very important role. Your products and services should be promoted through your online stores and supported by your e-commerce website.

The third and equally important area in promoting your export business is digital brand promotion across major digital and social media communities such as Facebook, Twitter, Instagram, and LinkedIn. Your presence on these platforms is extremely important.

How do you make your presence felt? Those strategies must be learned and developed. You need to acquire the skills to frame effective social media strategies.

These social media strategies will help you promote your brand, while product and service promotion will focus on attracting customer attention. Both can be achieved through well-planned social media marketing.

Your ability to use these platforms effectively will determine your success in building visibility for your brand, products, and services.

Let us now look at the ways and means of promoting your website.

The first and foremost area is to understand web analytics.

With web analytics, you can analyze the traffic coming to your website. You can use Google Analytics for this purpose. To use it, you need to add a tracking plugin to your website, which monitors the flow of visitors and their behavior. It will also help you understand the origin of traffic, user demographics, and engagement trends.

Google Analytics will help you plan future strategies for website promotion based on real data.

Website analysis is a very important area for every exporter. There are also third-party websites that provide free website audit services. One such platform is LifeMarketing.com. If you submit your website there, the tool will automatically generate a report analyzing your website’s performance and recommending improvements.

The second major method of website promotion is Search Engine Optimization (SEO).

SEO is essential for ensuring that your website appears among the top results in search engines. There are four key areas of SEO:

1. Keyword Research – Finding the right search terms that your target audience uses.

2. Content Optimization – Modifying and creating content that aligns with SEO best practices.

3. On-site Optimization – Ensuring your website’s structure, internal linking, navigation, and simplicity support easy search engine crawling.

4. Link Building – Creating internal and external links that improve your website’s authority and ranking.

These four elements are the foundation of SEO. I will take one complete lesson later in this course to explain how SEO can be implemented effectively on your website.

The third method of website promotion is Content Marketing.

Content marketing involves creating and sharing various types of content such as blog posts, videos, e-books, infographics, and more. All of this content should align with your brand message and promote your products and services.

You can create videos showcasing your products, your company’s activities, and your day-to-day operations. These videos can be uploaded to your YouTube channel and embedded on your website for greater reach.

There are several methods of content marketing, which I will explain in detail later in this course.

The fourth aspect of promoting your website is enhancing your social media presence.

Social media platforms such as Instagram, Facebook, LinkedIn, Twitter, and Pinterest offer vast opportunities to reach global audiences.

Your social media presence should be consistent, stable, frequent, and sustainable. Building this presence requires careful planning and creativity. You must determine the best way to engage your audience so that they follow you, respond to your posts, and become interested in your offerings.

Another important point in social media marketing is to focus on platforms that align with your target audience.

For example:

• LinkedIn caters primarily to professionals and B2B audiences.

• Facebook attracts a wide and diverse audience.

• Instagram is most popular among younger users aged 18–30.

If your products are targeted toward younger consumers, Instagram campaigns can be highly effective.

Ultimately, your choice of platforms and strategies will depend on your products, services, and target market.

What is Email Marketing? What is its role in the overall digital business, focusing on international sales? Watch the next video

Now, another method of promoting your website is through email marketing.

Using email marketing, you can amplify your promotion efforts. Email marketing has its own advantages, and the call to action from the target audience can be more effective and engaging. Therefore, email marketing should be an integral part of your website promotion strategies.

Another effective method of promoting your business, products, and website is through paid advertisements.

Paid ads can include Google Search Ads, Google Display Ads, and Facebook News Feed Ads. These are various types of paid ad campaigns that you can run to reach a wider international audience.

Once you have planned your digital marketing activities, you need to implement your overall strategy—this includes your social media presence, email marketing, mobile-based marketing, content marketing, and search engine optimization.

All these strategies, which you develop through experience and practice, must be continuously updated and implemented regularly. This is how you promote your business, brand name, products, website, and export online store.

You have several different areas to promote, and you need to create a complete, structured set of digital marketing strategies.

To promote your products and services effectively, the first step is to analyze your product. Study the strengths and weaknesses of your products and services. You should know your unique selling proposition (USP), the innovations you have introduced, and how your offering differentiates itself from your competitors.

This kind of analysis requires constant brainstorming—continually reviewing your products, identifying strengths to build on, and weaknesses to improve.

The second step in promoting your products and services is to identify their key features. You need to examine your products closely and determine what makes them stand out. These features may relate to price, functionality, quality, design, or any other aspect that distinguishes your product from competitors.

You must be very familiar with your products and services—understand them deeply and stay in constant touch with them. Only then can you accurately identify the features that are most appealing and marketable.

In export digital marketing, one of the most important aspects is keyword research.

You need to identify the keywords that people around the world, especially in your target markets, are using to search for products and services like yours. Keyword research helps you understand how potential customers find solutions to their problems—solutions that you provide through your products and services.

Keyword research is a continuous process. It helps define the interface between you (the service provider) and your customers.

Once you know the right keywords, you can use them to improve your content marketing, optimize your website pages, and design better landing pages. In digital marketing, keywords are among the most critical elements to focus on.

Next, you need to prepare your creatives.

A creative is a complete set of marketing materials and messages that you will share across different digital media—such as social media, your export online store, or your e-commerce website.

These creatives include images, videos, banners, and text messages. They should all align with your overall digital export marketing strategy.

You should prepare attractive flyers and banners related to your business, products, and services. Send these creatives to peers, successful exporters, friends, and even family members for feedback and suggestions.

It is important to take the help of experts, as they can provide valuable insights that might take you months or even years to learn on your own. Experts can quickly identify key improvements and areas of focus in your digital marketing approach.

Discuss your research and creatives with trusted professionals who are willing to help. Once you receive feedback, finalize your business messages—the core messages that will be conveyed to your customers through digital channels.

You need to adapt your messages for different platforms. The tone and format for social media are different from those for traditional media, but consistency across all platforms is crucial.

Focus your messages in all social media campaigns and build a story around them.

In digital marketing, stories sell.

You need to create and share stories that capture your audience’s interest and emotions, inspiring them to take action. This triggering of audience response is very important.

Your search engine optimization (SEO) and search engine marketing (SEM) efforts should always align with your goals and budget.

Finally, you can take the help of professionals or outsource specific activities. For example, you can outsource:

• The creation of your e-commerce website

• The setup and management of your online export store

• SEO and keyword optimization

• The creation of marketing creatives, flyers, and banners

• The development of digital marketing messages

Expert help can save time and bring professional results. However, if you can manage these tasks yourself, that is always the best option, as it gives you full control over your digital marketing efforts.

So here is the original recipe for brand promotion on socials. Create your social media strategy and enjoy the taste. Watch the next video.

Are you wondering what approach is used to create brand promotion strategies for online promotion of your business on social media and digital platforms?

I think you are looking for the correct recipe.

What are the ingredients of that recipe?

What is required to frame a successful online presence and social media strategy that can put your products, your brand, and your business in the limelight?

It can increase visibility.

What is required to create that kind of winning strategy? What is the recipe?

I will discuss this recipe and the different ingredients required to create a meaningful, long-lasting, and profitable social media presence.

Okay.

Let's see what the recipe is.

What does the recipe contain? What are the elements and ingredients of this recipe?

The recipe for brand promotion on social media.

The first ingredient is hashtag marketing. You need to know the method, procedure, and concept of hashtag marketing and where it is required — on which platforms hashtags work better. This information is essential, and I will discuss it with you.

The second ingredient of this recipe is reputation management.

How do you maintain your reputation?

Because, at the end of the day, your audience will look at your digital reputation.

In today’s world, international buyers can hardly physically find out about you or conduct due diligence on your business. It has become quite traditional and impractical to do so. Your reputation on social media and digital platforms is, therefore, extremely important.

You also need to use certain types of scheduling tools — tools that help you time your communication with customers.

Because your customers are located in different countries and regions of the world, depending on their location, demography, and even age groups, they respond to you at different times throughout the year.

In different months, their activity timings also change.

Planning when to communicate with them on social media requires certain kinds of scheduling tools.

In this recipe, there is also a role for adding a spice of emotions.

It is very important because emotions trigger emotions.

You create emotional aspects through your communication on social media, and if it is successful, it will likely trigger emotions in your audience. That emotional trigger will make them act on your offer or message in the way you intend. A certain level of emotional connection is therefore required.

How do you do that?

Up till now, we have discussed four ingredients: hashtag marketing, reputation management, scheduling tools, and emotions.

In addition, you need some technical jugglery as well.

This technical jugglery involves optimizing the resources you are using on social media and analyzing conversions.

What is conversion?

Conversion means your target customers or audience are responding — their emotions are triggered, and they are getting hooked to you.

That is conversion.

You cannot keep putting in resources and expect conversions to happen inorganically.

Resources are always limited, so you must optimize them and observe convergence.

A balance between optimization of resources and convergence has to be achieved.

This jugglery, though a bit complex, is an essential part of the recipe for brand promotion on social media.

You also need to analyze your competitors.

You have to evaluate which practices are giving them results.

You need not copy them, but you should observe and tweak them to suit your requirements and create practices unique to you.

They should not be identical to what your competitors are doing, but this is still a vital part of the recipe for brand promotion on social media.

Behind-the-scenes stories also play a great role in brand promotion on social media.

It has been practically observed that behind-the-scenes stories often trigger emotions, which is exactly what you want — the ability to evoke emotions so that your audience and customers act the way you intend.

Behind-the-scenes stories help trigger emotional responses and engagement. They are therefore an important ingredient in the recipe for brand promotion on social media.

Finally, as I already mentioned, your content must be unique.

If it is not unique, you will not have a distinct identity on social media. Without a unique identity, you will not be visible.

In this vast pool of social platforms, to be visible, you must be unique and consistent.

These eight ingredients we have discussed are very important in creating that recipe for brand promotion on social media.

There are some more, which I will discuss later.

What is the conversion rate?

With what resources and what kind of ROI did you get?

Those numbers have to be worked upon.

Another ingredient is to derive insights from these numbers.

Can you derive some common learnings, common patterns, or common statements from these numbers?

I will give you some examples of this.

The analysis and derivation of insights depend on your intelligence quotient — your IQ level.

That is where business sense comes in.

On social media, when we talk about the right recipe for brand promotion on these platforms, unless you are able to derive insights from these numbers, you cannot actually benefit from them.

These numbers tell you something.

You need to understand what these numbers are saying.

The inference you draw from these numbers is the insight, and that insight helps you act further.

It gives you feedback and helps you act again in the right manner with optimized resources.

Finally, you have to keep track of the reviews and feedback of your target customers and audience.

They will keep giving you reviews and feedback about whether you are right or wrong.

This is a good thing.

Let me tell you, the people who always tell you that you are the best may not be giving you the best feedback.

You need people to tell you where you are going wrong.

This is the recipe for brand promotion on social media that I wanted to share with you. In the next episode, I will discuss all these ingredients in a little more detail.

You will then have a clearer idea of how important these aspects are and how these ingredients actually give you real control over social media and its benefits.

Ultimately, in digital platforms and export digital marketing, the results come from effective brand promotion on social media, and that effective brand promotion depends on this recipe of different ingredients, which I will discuss in the next episode.

Let me tell you, this is the most important part — the one you cannot outsource.

This is the only area that you definitely should not delegate to any third party.

It has to be done by you.

The whole purpose of this course, from the very beginning, has been to prepare you for this part because this is the communication part.

This is the part where your personality will be visible. This is the part where your reputation will be visible. This is the part where your unique identity will be visible, and this is the part where conversion will take place with limited resources. This is also the part where you will be able to trigger emotions and find ways and means by which your customers and audience act the way you want them to.

The search for the tools and techniques on social media that help you gain control over your target audience and customers is crucial.

Even if you can operate that control handle by 50 to 60%, your job is done.

That is the real essence of export digital marketing — or digital marketing in general.

The biggest skill of an online marketer and social media expert is triggering the response of the customer to your actions. For this, you need to trigger the emotions, but in a positive sense, rather than in a self-damaging manner. Remember, social media is a serious business, not a personal war of ego. Keep watching the next video.

Hello friends,

You now know the recipe for successful social media strategies.

But do you really want to understand how the ingredients of this recipe work?

What do you have to do with each of these ingredients in the recipe?

How is hashtag marketing done?

How do you optimize resources and keep track of conversions?

How do you identify key performance indicators and derive insights from these numbers?

And, very importantly, how do you maintain and build your reputation on social media?

These are some of the questions that are still unanswered.

In today's episode, I will discuss these unanswered questions.

I will give you the answers to several questions related to the different ingredients of the successful recipe for effective social media marketing strategies.

Let us start with triggering emotions.

One of the most important ingredients of a successful social media marketing strategy is how you create and trigger emotions among your audience and target customers.

That is very important.

For this, you need a story.

A story can spark emotions on the screen in a virtual audience.

If you can achieve this, half the job is done.

You build a long-lasting relationship.

It is not easy.

Your stories have to be truly awesome, unique, inspiring, or exciting — depending on what message you want to convey and how you want to promote your brand or products.

What kind of story sells?

That story is very important.

There is no single method for creating these emotions.

You really need to look at your product, your processes, and your vision and mission.

Accordingly, you have to create the story.

This story should be able to trigger emotions — that is very important.

Some of the things you can keep in mind in the process of sparking emotions include identifying the listeners.

Who are the listeners? On what platforms? What is their demography? Where are they located? Which platforms do they use most? What time do they respond?

Timing is also very important.

How do you engage them?

What are the best methods of engaging them?

Is it through a story, or through some other kind of action you take?

For example, if you are targeting a certain group of students, you may need to create contests, questionnaires, or competitions.

It may be very different from the story format I am talking about.

It all boils down to the result.

And the result is that you should be able to trigger emotions on screen, which is a very difficult task.

It is truly an art form.

This is a very important area of the overall social digital marketing strategy.

A few more things you can do to accomplish this difficult task include identifying what feelings your product or service can trigger in people.

That is very important.

To give you an example, suppose you are selling baby products.

Depending on what kind of products they are, you can think about what kind of story or feelings you can build around that product range and the solutions you are providing.

What kind of content you can create that triggers emotions online will depend on your ingenuity and the level of innovation you bring to your ideas.

For example, suppose you are selling baby feeding bottles.

You want to market them and create the desired response from your audience.

You might talk about the material used — say, plastic — and discuss whether it is biodegradable.

Can you make the product biodegradable?

Is it food-grade?

Can you emphasize that your baby requires toxic-free, safe plastic?

Those are the kinds of facts and emotional hooks you can build around your product.

If such facts do not yet exist, you can work on creating them by improving your product.

Your product has to be modified to match the feelings you wish to create on social media.

That is also very important.

Another example: a company from Mumbai imports medical tablet crushers and splitters.

After importing these from overseas, they help handicapped people pack the products for final marketing in India.

They put a sticker on every product stating that it has been packed by a handicapped person employed by the company.

This is an interesting way of creating an emotional connection in an imported product, which was fully built outside India but repackaged locally.

That small act adds a human story and helps create feelings of empathy and respect among customers.

There are many such examples.

Basically, what you need to do is analyze the emotions you can create.

It’s a kind of emotional mapping — that’s what you’re trying to do.

You have to think from the customer’s point of view.

Be in their shoes and imagine that you are the user — the one being exposed to online stories and emotional content.

Do those triggers spark emotions in you?

Try to experiment with yourself, your friends, and your relatives.

See whether it works — kind of a pilot project you have to run.

You need to be in the customer’s shoes to understand the impact.

Your aim should be to create a long-lasting relationship — that is very important.

Without that, sparking emotions is almost impossible.

You really need to think long-term.

That should be the focal point and the foundation of any meaningful communication.

That is very important.

These are some of the aspects — not exhaustive — in the process of sparking emotions.

Ultimately, you need to find ways and means to spark those emotions through trial and experimentation on social media.

But make sure that, in the process, you do not lose your reputation.

That is very important.

Behind the scenes, stories can trigger emotions. But try to be as consistent and predictable as possible. Watch the next video.

Another very interesting way of sparking emotions is by showing behind-the-scenes stories.

I will give you an example. You normally see in today’s Bollywood movies that when the movie ends, at that point, the filmmakers often show behind-the-scenes footage from the shooting locations — things that did not appear in the movie itself.

You already know that such behind-the-scenes stories actually create emotions. You carry those emotions with you and share them with others, telling them how much you liked the movie. That impression stays with you.

Another thing they do is show a completely different setup of some of the main characters through songs, dance sequences, or entirely different musical numbers. You see, it’s quite different from the movie’s main theme.

These are ways and means of triggering emotions.

Something similar should be done on social media in your digital and social media marketing strategies.

It should be a key part of your overall strategy to show behind-the-scenes stories. You will find that the way you do it — and how creatively you can present these stories — will determine the results. Those results will tell you the right methods for showing behind-the-scenes stories.

Behind-the-scenes stories can engage your audience with your brand and products much more effectively and can also trigger emotions.

They can help your audience respond and even create content.

By showing such stories and observing the responses that come from your audience and customers, you are able to create content for future conversations and for your business.

Encourage them to respond and motivate them to take action. That is the key suggestion in this process of showing behind-the-scenes stories.

By sharing your experiences in running or expanding your business, or in dealing with your customers, you can show parts of your journey that are worth sharing — and these will definitely trigger emotions.

You can also show behind-the-scenes stories of the making of your products or services, your factory premises, your office activities, or even special occasions and celebrations.

These can also trigger strong emotions among your audience.

Of course, video clips related to your products, workplace, employees, vendors, operations, logistics, and supply chain can also be used.

A variety of such video clips related to your business should be readily available and used frequently on social media. By using them effectively and efficiently, you can accomplish the goal of creating emotions.

These behind-the-scenes stories are an innovative process, and how creatively you execute them will determine your success.

Large digital communities can contain users in hundreds of millions, whom it is impossible to target. # hashtag marketing makes it easy to do segmenting, targeting, and positioning in digital marketing. Keep watching.

Then, friends, a very important area of all types of social media marketing is hashtag marketing.

Hashtag marketing has become extremely important, especially on certain platforms.

On platforms like LinkedIn, Instagram, and Twitter, hashtag marketing has truly revolutionized the way you establish your presence on social media.

These hashtags can generally be categorized as hygiene hashtags.

Hygiene hashtags are those directly related to your products and services and are not difficult to identify.

They are the popular hashtags that have a direct connection with your business and industry domain.

These are called hygiene hashtags.

There are many apps that, depending on your product range or services, can suggest — free of cost — which hashtags you can use.

Those hygiene hashtags should always be used whenever you communicate online.

They help you reach the right audience because what hashtags actually do is create clusters of people with similar interests within digital communities.

You cannot target digital communities en masse or cover the entire population of online users.

It is not practical and will result in wasted resources.

What is required is to target specific interest groups.

These interest groups are formed through hashtags that cluster people with similar interests.

Hygiene hashtags are clusters of people, audiences, or customers directly related to your business, industry, and domain.

In addition to hygiene hashtags, you should also use self-created hashtags or the branded hashtags of competitors or industry associations that deal with your products and services.

You can also create your own hashtags — these can be very helpful to you.

The third type of hashtags includes those that may not be directly related to your brand, products, or services but are highly trending during a given time or environment.

How creatively you connect your products and messages with those trending hashtags will help you improve your discoverability and identity on social media.

By using these three types of hashtags, you achieve three main objectives of hashtag marketing.

The first objective is discoverability.

By using hygiene hashtags, you enhance your discoverability among targeted interest groups.

The second objective is branding, achieved through branded hashtags — either created by you or related to your competitors, associations, or industry bodies.

The third objective is trend participation, which comes from using trending hashtags that help you become part of the current conversation.

By joining the bandwagon of popular topics and trends, you align your content with what is currently engaging audiences.

Thus, trending, branding, and discoverability become your three very important objectives of hashtag marketing.

You must maintain a balance between these three objectives while using the three types of hashtags — hygiene hashtags, brand hashtags, and trending hashtags.

Friends, in spite of the fact that you really need to look very unique and distinctive — your personality must stand out on social media in order to be noticed by the audience — that does not stop you from engaging in creative collaboration.

It can be with people who may not be directly related to your products but who support them. They may have some interest or motivation to be part of your story on social media.

How do you create such collaborations, which can sometimes even involve your direct competitors? It is very much possible.

How you approach these creative collaborations will determine your success in building communities around your brand and creating conversations that are useful, interesting, and worthy of responses from your target audience and customers.

Creative collaboration helps build a community around your brand, fosters meaningful conversation, and brings variety to keep the audience and target customers interested.

This area is a very important ingredient of an overall social media marketing strategy.

You have to maintain your uniqueness while also not shying away from creative collaboration or co-creation.

Social media is a 24x7 activity, happening around the clock throughout the year.

Social media never sleeps — it is always energized. Especially in the global context of digital communities, you never know when activity will surge.

Many times, it is difficult to predict the activities happening on your social media — the timing and the trends.

However, general trends are often predictable.

You already have data and numbers that help you determine the times, days, and months in a particular year when you should target or communicate with your customers.

Scheduling this manually sometimes becomes very difficult, especially when you are located in a particular time zone.

You may not have the liberty to communicate with your audience at your convenience.

For this, you need automated scheduling tools.

Examples include Sprout Social, TweetDeck, Hootsuite, CoSchedule, and Planable.

These apps are available on mobile devices and can be used to automate the delivery of your messages.

Scheduling tools help decide what content themes you need to add to your content feed and when.

They help you plan both the timing and the category of your content.

You can also manage which category of content should appear on different social media platforms and at what times.

That part can be effectively handled by automated scheduling tools.

These tools help you build an audience across different time zones.

For exporting digital marketing success, you must effectively manage communication across multiple time zones.

What works? What triggers the emotions most? What actions of yours give the best ROI on the net? Thanks to several tools and techniques, it is easy to find a trade-off between the investment in resources and conversion to maintain an acceptable ROI. Watch on.

Now, another very major ingredient of a social media strategy is finding the trade-off between the optimization of resources and conversion.

You have limited resources and limited conversions, and many of the conversions may not give you the kind of ROI you expect.

What you need to determine is which activities and resources actually convert your customers and audience the way you want them to, and whether the returns on your actions — the ROI — are as per your expectations.

These aspects have to be balanced in a way that optimization and conversion are in sync with each other.

This is a very technical and complex process, and you really need time to master these techniques.

But with experience and consistent effort, you will start learning this process.

In optimization, you scale up your resources to increase impact with the same level of input.

For example, you will learn which specific video clips perform well, in which time zones, at what times, and for what category of people.

Those clips that trigger emotions and make customers or audiences act according to your objectives are the ones you need to scale up.

For instance, if a particular video performs well on Instagram, you should explore how effectively you can use a similar or the same video on other platforms.

This is how you scale up.

You also need to categorize your resources and your ads — whether paid or unpaid — and determine what types of ads and messages you want to use.

Each of these should serve specific objectives, which must be clearly defined.

You should know what you are aiming to achieve from your social media activities, and accordingly, the kind of banners, creatives, and graphics you use will depend on those objectives.

In the optimization process, you have to perfect both the creative side — the front end of your ads — and the marketing side, which is the back end.

Optimization must be applied to both areas.

Web analytics or social media analytics should be able to provide useful insights that you can use for improving conversions.

Conversion and optimization go hand in hand.

You need to check whether the user takes the desired action when you measure your ROI.

If a user does not provide the expected ROI, that segment or activity may not be worth pursuing.

There may be areas where conversion is happening but not yielding useful results — in such cases, you should consider leaving those areas.

Use successful events to reverse-engineer the reasons behind their success.

For example, if certain resources or campaigns on social media generate successful results, analyze and reverse-engineer those successes to understand why they worked.

Use a personalized, customer-focused approach because that can definitely produce better results.

All these aspects form part of the trade-off between optimization and conversion — a complex but essential process.

With time and experience, you will learn how to create and manage this balance effectively.

A successful digital marketer needs to understand the numbers, created by several analytical tools and artificial intelligence, built around digital and social media marketing. These numbers show the path and enlighten the mind to success.

Friends, we discussed finding the trade-off between the optimization of resources and the conversions that are happening — the results you are getting.

In this episode, I will talk to you about some of the other important ingredients for improving your presence on social media and achieving your objectives.

Another ingredient, which I discussed in an earlier episode, is identifying key performance indicators (KPIs) and deriving insights from them. That is very important.

When we talk about KPIs, we are talking about numbers.

How do you get hold of different types of numbers? Through Google Analytics, various software tools, or even your own ingenuity.

You need to manage things carefully — keeping track of your customers, the people sending you queries, and those engaging with you.

You have to find effective ways of analyzing those numbers.

The best tool remains Google Analytics, which you can use.

I will talk to you about Google Analytics later in this course. It is a very important area for developing winning strategies on social media.

You need to check the numbers — they are crucial.

Key performance indicators must be identified and worked upon. This is one of the major roles you have to play on social media.

What are these numbers?

Things like how often people hear about your brand and products, how frequently they engage with you, and at what times they engage with you.

You can categorize these numbers according to time, time zones, demographics, and conversion rates — and analyze how these conversion rates vary over time and across regions.

Factors such as the overall increase in your customer base will give you a clear idea of your progress and success on social media.

The goal is to identify what your success factors are and what brings that success.

Focus on what determines success and eliminate wasteful efforts.

That is how you optimize your resources, create valuable insights, and use those insights to enhance your performance and ROI on social media.

Socials are the places to trigger emotions and actions by the audience. Taking the audience's reaction to war will severely erode reputation. Need to find ways to manage adverse reactions of the audience and clients on socials for overall advantage. Keep watching the next video.

And then, friends,

one very important area is how you maintain your reputation on social media.

That is extremely important.

This reputation is very different from physical due diligence, which today does not hold as much importance because international buyers neither have the time nor the means to conduct physical due diligence.

It is therefore very important that you have a special focus and clear strategies for managing your reputation.

What is required in reputation management is that your conversations should be healthy, progressive, and goal-oriented. You are conversing — not engaging in a war.

You should not argue with people or get into chains of comments and counter-comments as if there is some kind of battle going on. That must be avoided.

You need to remain open to feedback from people. That is very important.

Your audience and customers should have a strong feeling that you are ready to listen — not only to listen but also to act on the feedback they provide.

This is a key area for improving your reputation on social media.

Ideally, you should be able to respond to every feedback, suggestion, or reaction on social platforms. You need to find out how you can achieve this effectively.

You must remember that you are not perfect — in fact, nobody is perfect on social media either. You should always keep in mind that it is a continuous process, a work in progress. That is very important.

Finally, another important ingredient for improving your presence on social media is keeping track of your competitors.

You should always ask yourself how the competition is operating and what is happening with your competitors.

To do that, you first need to identify your competitors. They may be direct competitors or indirect ones, because indirect competitors may enter your domain sooner or later and become direct competitors.

You need to keep track of both direct and indirect competitors.

You absolutely should not imitate them. That is not a good approach.

The important fact remains that on social media, you must create a unique personality for yourself.

That uniqueness cannot be diluted.

Although, as I mentioned earlier, you can engage in creative collaboration or co-creation, your uniqueness cannot be compromised in any way.

Study, analyze, and get inspired by your competitors — but do not imitate them. This is the key principle.

You should regularly and frequently perform competitor analysis.

The main objective of doing competitor analysis is to identify the key performance indicators (KPIs) of your competitors, because if they are working for them, there is a strong possibility that those KPIs may also work for you.

And finally, maintaining a healthy and open mind on social media — ready to listen, maintain your reputation, and improve it — requires a calm and refreshed mind.

This is only possible if you take care of yourself.

You should remember that while for others, social media may be fun or entertainment, for you, it is business.

It is your office.

And just like any office, you need a break from it.

Take time to switch off from social media — treat it like your office — and do this as often as possible.

In the next video, I will explain how you can create a Google Analytics account for your export website.

Are you looking to understand what Google Analytics is?

Have you always wondered how Google Analytics can help you in your digital marketing strategies, and whether it is free?

Is it easy to use?

How can you set up your Google Analytics account?

What kind of information can you get from a Google Analytics account?

Today, in this episode, I will be discussing everything about Google Analytics for beginners.

That is the topic of this episode.

In past episodes, I discussed various aspects of international business, globalization, and geopolitical power shifts.

I talked about how the world works.

I also explained the methods of creating an e-commerce website suitable for exporting purposes and setting up your global e-commerce business.

I explained how you can set up your export online store on high-traffic international marketplaces.

In the last few episodes, I also discussed winning export marketing strategies for social media and digital marketing.

I talked about different aspects that you need to understand to create successful marketing strategies for social platforms and to improve your presence on them.

All these topics I discussed with you in previous episodes — especially the recent ones — included the importance of Google Analytics.

Google Analytics is a unique analytics software — free, extremely popular, comprehensive, and very easy to set up.

I will now explain to you, step by step, how you can set up your Google Analytics account and link it with your e-commerce website.

Before that, I want to tell you about the main benefit of Google Analytics — it gives you numbers.

You can list out your key performance indicators and derive insights from these numbers.

For example, it tells you how many visitors are coming to your website, what their user behavior is, what their on-site behavior looks like, what times of day they visit your website, which pages they visit most frequently, and how they reach your website.

You can also see what factors guide them to your website, among many other details available in Google Analytics.

You can view this data in both historical reports and real-time analytics. It is truly the most useful tool available for digital marketing.

Let us take the example of the website ABC.com, and see how the Google Analytics account has been created for this website, and how the data is being tracked for it.

To set up your Google Analytics account, the first step is to go to google.com/analytics, where you will see the button Start for free — because this is a free service.

When you press the Start for free button, if you already have a Google account, you do not need to do anything extra.

A Google Analytics account is free with all Google accounts.

If you are using a WordPress website, then these steps will help you understand the steps to add tracking code to your website, so that data will start populating on your Google Analytics account. If you are on any other platform, almost the same or similar process can be used to add tracking code. Watch the next video.

You can set up this Google Analytics account for multiple websites using the same account.

Friends, once you reach the Google Analytics page, if you do not already have an account, you can create one.

What you need to do on this homepage is press the settings button here.

Here, you can create a new account.

When you add your website here, you can create your account.

The moment you add your website, a tracking ID is created.

That is the most important part of this Google Analytics account — linking it with your website. You need that tracking ID.

For example, in my case, I do not need to create a new account.

I already have an account, as you can see here.

This account is named ebizee.com.

This is the website that I am using and tracking on Google Analytics.

Here, you can see that this tracking ID has been created.

We have to copy this tracking ID, and this tracking ID must be linked to your website.

Once this tracking ID is added to your website — which is in JavaScript form — it connects your website to Google Analytics.

There are several ways to add this tracking ID to your website.

If you are using platforms like Shopify, Wix, or others, there is a provision in your account settings to add the tracking ID. You can add it there.

If you are using a WordPress website, I will now show you step-by-step how to add your tracking ID there.

When you go to your account and click on Tracking Info, there is a button for Tracking Code.

Here, you can see your tracking code, and the status is shown — for example, “Receiving traffic in the past 48 hours.”

You can view reports for this tracking and see how it is functioning.

For a WordPress website, you need to copy this JavaScript code.

This JavaScript code contains your tracking ID, as you can see within the script.

You need to copy this JavaScript code and paste it into your WordPress site.

Go to your WordPress site and open the admin dashboard.

Then go to Plugins and select Add New Plugin.

Search for Tracking Code Manager.

Install this plugin on your WordPress site.

Once installed, activate the Tracking Code Manager plugin.

After activation, you will see it listed as “Tracking Code Manager.”

When you go to the plugin settings, click on Add New Tracking Code.

Here, paste the code that you copied from your Google Analytics account.

In the tracking ID information, paste the JavaScript code you copied.

In my case, it is already added, so I will not save it again.

You can see that my tracking ID is already present. Once it is saved, your tracking ID is automatically embedded on all website pages.

If you are not using a WordPress site or any other CMS service and have built your website manually, you must add this JavaScript code manually to every page, at the very start of the page, before the main content begins.

This ensures that the tracking ID is active on every page.

For WordPress, you can conveniently use the Tracking Code Manager plugin.

Now, this tracking ID is embedded in my WordPress website.

When I go to my Analytics account, I can see all the reports for the last 48 hours, the last seven days, or the last 30 days.

How to get numbers from the Google Analytics account and derive insights into customer behavior. Keep watching.

Here, for example, I can see the details of the traffic in the last seven days — 18 users, 20 sessions, bounce rate, and session duration. All the average information is given here.

You can analyze this data to understand how you acquire your users.

The users who came in the last seven days — how they came to the website and what directed them to visit — can be seen here.

You can see the daily visitor data for the last seven days. For example, on 10th November, 11th November, 12th November, 13th November, 14th November, 15th November, and 16th November.

You can see how many visitors there were each day.

For example, on 10th November, there were a total of five visitors to the site. Out of these, four were direct visitors, and one was an organic search visitor. This means four users typed the website address directly and came to the site, and one person came through search results.

Similarly, on 11th November, there was one person who came through social media platforms like LinkedIn, Instagram, or Facebook. The link to the website was directed from these social media platforms.

On 16th November, for example, there were four visitors to the website — three came through search engine results, and one came through a referral.

A referral means that someone reached your website through a shared link, such as one you sent via email or posted on social media.

It could also mean your website is linked to a third-party web promotion agency. This category is labeled as a Referral Visitor.

From this data, you can understand the behavior of visitors coming to your website and what is directing them to reach it.

Make sense of the numbers and trends given on the Google Analytics page of your account. Keep watching

Here, you can see that in the last 30 days, the number of visitors is shown on a daily basis.

You can also view monthly trends, weekly trends, or daily trends, and check the correlation between these trends.

This kind of information is available here.

In this section, you can see the retention of users. For example, during the week starting from 4th October to 10th October, none of the users came back to your website after one week. But in the week starting from 1st November to 7th November, some visitors returned during the second week as well.

Similarly, during the week starting from 25th October to 31st October, certain users came back to your website.

This shows the retention rate of your users — whether they are returning visitors or just one-time visitors who do not come back in the second, third, or fourth week.

This kind of retention analysis can be done here.

You can also see the times of the day when you have the maximum number of users. For example, on Friday, around 12 a.m., there were four users, at 2 a.m., there was one user, at 8 a.m., there were two users, between 10 a.m. and 12 p.m., there were two users, and at 8 p.m., there were four users.

This gives you an idea of the time slots when your users are most active.

If you remember, I discussed automated scheduling tools in the last episode.

From the timings available in this analysis, you can use your automated scheduling tools to ensure your messages are sent before these active hours, because users active on the internet will likely be active on social media as well as on your website.

These are the times when users are spending more time engaging with your content.

You can also see on a world map which regions your users are coming from.

For example, in this case, 60 percent of the users came from India, 20 percent from China, around 10 percent from the U.S., 3–4 percent from Indonesia, and 1–2 percent from Ukraine in the last seven days.

You can also check this information for different time periods — for example, instead of the last seven days, you can view data for the last 90 days.

The trends may change.

When I selected the last 90 days, I found that the number of users from the U.S. was higher than from China, but the majority were still from India.

This kind of analytical data gives you a clear idea that most of your website visitors are from India.

Here, you can see the type of devices users are using to access your website.

For example, in the last seven days, out of all the users who visited this website, 60% were using a desktop, and 40% were using a mobile phone.

It means that if the number of mobile users is significant, it may be a good idea to have a mobile app as well.

Just having a desktop website may not be sufficient. It is also important to be available through a mobile app.

When you created your e-commerce website, you already knew the names of all your pages, which I had explained earlier.

If you remember, I talked about permalinks, where I suggested using the post name as the simplest path to identify your pages.

These permalinks help you easily identify and understand which page you are referring to.

If you already know the pages on your website, you can analyze how many users visited each page in the last seven days, such as the index page, About Us section, Contact Us section, dashboard section, or any other section.

You can perform this analysis for all the pages on your website.

For example, if I check the data for the last 90 days, I can see that the majority of visitors landed on the index page.

A good number of them also visited other pages, which, as the website owner, I know the purpose and significance of.

Depending on which pages your users visit the most, you can modify your strategies or focus your social media messages on those particular pages.

This will help you identify which pages are the most popular among your visitors.

If you want even more detailed reports, you will find several buttons on the left sidebar of the Google Analytics homepage.

By exploring these detailed reports, you can gain further insights about your visitors — their numbers, behavior, timings, preferences, interests, purpose, and retention patterns — including how long they stay on your website and their geographic locations.

This detailed information can be obtained from various sections within Google Analytics.

Friends, as you can see, in this episode, I explained how you can create your Google Analytics account in a simple, step-by-step way, obtain your tracking ID, and insert that tracking ID using the JavaScript copied from your Google Analytics account into your website — on specific pages or across all pages, as you prefer.

Once the tracking ID is added, your traffic data will start appearing on your Google Analytics account within 48 hours.

Over time, you will begin receiving insights for the past seven days, one month, or three months of user and visitor data.

This is one of the best analytical tools available in the market.

Keywords are not the one and all solution or the last word in Digital and Social Media marketing. But the keyword research does help in making your digital infrastructure visible. Focus on your message, website content, and context remains more important, though. Watch the next video.

Hello friends,

Welcome back.

You have always wanted to understand how search engine optimization (SEO) is done, what the role of keyword research is in SEO, what different tools are available online for it, and how we can optimize our website to match our strategy, to align with our social media presence, and meet the requirements of foreign buyers visiting our website and online export stores.

In this episode, I will start the discussion on what keyword research is, what role keywords play in search engine optimization, and why it is important to spend sufficient time doing keyword research.

We will also discuss the right strategy for keyword research, because times are changing, methods are changing, and the digital community itself is constantly evolving at a rapid pace.

Digital marketing based on search engine optimization and search results relies heavily on keywords. And keyword research itself is changing — the strategies are changing, the consequences are changing, and the entire concept of keyword research is evolving.

In today's episode, I will talk about keyword research.

Keyword research is not the same as it was ten years ago. In 2010, it was very easy to do keyword research and get results. You could simply find out through different search engines which keywords were most popular and widely used.

You would then use those keywords throughout your website content — in various sections — and easily achieve better rankings in search results.

Your organic searchability and online identity were much easier to build ten years ago, but today, it is not that simple.

Keyword research has become more complicated.

Today, the best and most popular keywords are easily accessible to everyone, and because everyone uses them, the competition around them is very high.

The impact of keyword research and its effective use with changing algorithms may take anywhere between 3 to 12 months to show visible results, depending on factors such as competition, timing, and sometimes luck.

It is no longer a straightforward or mathematical process where you use certain keywords and immediately see results.

That is why keyword research has become more complex in the present times.

Now, what is the right approach to keyword research?

I will explain a very typical and effective method that you can use for keyword research. This method is important, and I will also share some tips that can help you achieve excellent results in search engines — improving your e-commerce website’s visibility and searchability, especially on Google.

Ultimately, the king of search engines is Google.

Everything revolves around Google — all your keyword research and SEO efforts are centered on it. But Google has become a highly complex ecosystem, and its algorithm keeps changing with time.

The dynamics have changed.

In today's episode, I will first start with the typical method of conducting keyword research, and then I will share some practical and experience-based tips to help you master keyword research and search engine optimization.

In the first step of keyword research, the best approach is to use your own knowledge and create a list of all common keywords that people generally use in your product, service, or industry domain.

For example, suppose you are an exporter of handmade papers and paper products.

You need to prepare a comprehensive list of possible keywords that people commonly use in this industry, related to different types of handmade paper or paper products.

This list should be developed through your own thought process, using words that are highly relevant, familiar, and commonly used in your line of business.

Keyword search strategies are the game of experience and common sense. Think from the mind of the digital customer or social media audience. Answers will start emerging. See the next video.

Friends, to start the process of keyword research, I typically use a free website called trello.com.

On this Trello website, I create a to-do list.

This is a very simple process in which you start with a project and name it. For example, in this case, I have named the project “Project Demo Keyword”, and I have created three lists of words — the keywords I want to start with.

Before I explain this further, let me tell you that the purpose of keywords is to create a bridge between potential customers and the exporter or business person.

On the internet, the only way to connect digitally is through words.

These words must be chosen very carefully.

They are the words that exist in the minds of people — and this list of words keeps changing with time, especially across different age groups and among people looking for products or services in a specific domain.

The question is: what words come to their mind? That is the key idea.

In export digital marketing, our target group is not the general public.

Our target group consists of people from the industry — people who understand the business.

Typically, buyers have a fairly good idea about your product line and know the technical terms as well.

Some may not know all the technical words, but they usually know the most common and relevant terms used in your industry.

That is why I suggest using tools like Trello to create and organize your keyword lists — and to write down the keywords yourself.

For example, in the case of handmade paper exports, I have created a list of very common words used by exporters, importers, and professionals dealing with handmade paper and paper products.

Some of these include: handmade paper, handmade paper products, khadi paper, recycled material paper, handcrafted paper, and khadi paper.

I can continue adding such common words to this application, which is absolutely free.

For example, I might add handmade paper bags, handmade paper cards, or handmade paper envelopes — all of which are frequently used keywords.

If you are working in your own industry, you will understand why it is very important to do thorough homework.

It is essential to collect all the data about your product, your processes, and your industry.

Before starting digital marketing or setting up your export digital marketing system, it is crucial to gain complete knowledge about your product, including the manufacturing methods and raw materials used.

You should have deep and detailed knowledge of your product.

When you conduct this research, you will naturally identify the commonly used words in your industry.

I will explain why I use this approach as we progress further in this episode.

You should create these kinds of keyword lists here, and also create a blacklist where you write down discarded keywords — the ones you decide not to use.

Thus, I create these three lists on Trello.com to conduct my keyword research effectively.

Keyword research tools claim to give you the right set of keywords. But go beyond these to master the art of writing copy for your content, as words are more important on the digital medium. Although sentences are playing an increasingly important role in SEO.

Now, what I will do is go to another web tool called WordStream.

This is also a free keyword tool.

On WordStream, I will type handmade paper and, for example, select the industry — which is optional — as occasions and gifts.

Perhaps I am making handmade paper gift boxes, gift items from handmade paper, or supplying handmade paper sheets. Whatever the case, I will use the industry as occasions and gifts, and set the location as the United States.

Suppose our research indicates that the main buyers are located in the United States or somewhere in Europe — maybe the United Kingdom or other regions — then I can change the location accordingly.

In this example, I am using the location as the US and the keyword handmade paper, which is a very common term. Obviously, we know that if we are talking about handmade paper, this term is widely used.

When I press search, I find that this website provides 23 keyword suggestions.

These suggestions are generated based on the number of times people in the United States have searched for these words per month. The site also displays how many searches occurred each month on Google.

For example, the keyword handmade envelope has been searched 260 times in the last month, and the cost per click (CPC) rate on Google Ads — the rate advertisers are willing to pay — is $0.39 per click.

Another keyword, handmade wrapping paper, has a CPC of $0.81, with around 110 monthly searches, and its competition level in organic search results is low.

Similarly, other keywords like handmade wrapping paper show a search volume of 110, CPC of $0.81, and low competition.

In total, the website suggests 33 keywords.

There are also some uncommon keywords, such as Lokta paper and handmade quilling cards. These may not directly relate to your product range.

You need to identify the words that effectively define your product range.

Even if a word seems attractive for some reason, if it doesn’t represent your products, it’s of no use. Such keywords might bring visitors, but they will be irrelevant users — not potential buyers.

You need relevant users, so it is better to select only those words that accurately represent your product range.

For example, I will select keywords such as handmade envelopes, handmade wrapping paper, handmade cards, handmade paper envelopes, and handmade paper stationery.

I will then use these words to create cards in Trello, such as handmade paper envelopes and handmade envelopes.

However, these words are useful only if envelopes are part of my product range. If envelopes are not included, I don’t need to use these keywords.

Assuming handmade paper envelopes are part of my range, I will include them.

Another important point — if you have specific products that are your strength or USP, and you want to focus on them, you should include those keywords even if they are not suggested by the tool.

For example, if my product range includes gift wrapping paper, I will add handmade gift wrapping paper.

Although this keyword wasn’t suggested, I will still include it because it matches my focus area.

Similarly, if I specialize in handmade paper sheets of standard size, I will add keywords like handmade paper raw sheets, or standard-size handmade paper sheets.

I will list all these possible words and, based on the WordStream results, prioritize them according to importance.

For example, if handmade wrapping paper seems more important, I will move it to the top of the list. If handmade paper raw sheets appear to be a commonly used keyword, I will also place it near the top.

This way, I keep refining and ordering my list according to relevance and significance.

Now our first keyword list is ready.

We can continue expanding it — ideally to at least 70–80 keywords — and arrange them in order of importance.

The tool we used here is WordStream, which is free.

You can use this free tool, although there are also paid options like Ubersuggest and other similar platforms that provide keyword suggestions.

However, for exporting digital marketing, I do not recommend using paid keyword tools.

Free tools are sufficient because, in export digital marketing, we are not targeting individual buyers or trying to maximize website traffic.

Our focus is on business partners — buyers who are willing to place commercial orders, however small, rather than individual consumers.

It is not retailing. You are targeting small wholesale orders.

That is why you don’t need advanced keyword research tools designed for e-commerce websites targeting end consumers.

Since your shipping and dispatch operations are global, you wouldn’t want to send products to individual customers — and that is not our target.

See what the people are writing and communicating, and you will start building a great set of keywords.

Now, another area where we can do keyword research.

This is one part of it. The other part is to visit a website called Quora.

On Quora, people ask questions.

Let us try to find out, for example, in our case, what questions people are asking about handmade paper and what common words they are using for handmade paper and handmade paper products.

Let us use the keyword handmade paper and see what kind of questions people are asking.

When we search, we can find some words — for example, people are using terms like khadi, handmade paper, and paperbacks. These are the kinds of words people are using, and this is very important.

There are also certain feelings expressed by customers through these words, such as durability and long-lasting.

When you create text for your website, that text acts as a bridge between potential customers or buyers and you as a supplier.

In creating professional, well-written website content that truly represents what you do, you need to include such words for example long-lasting. This word relates to the product, as customers often want to know whether it is durable.

Another word people use frequently is print, which refers to the printability of handmade paper — another important attribute.

You should start writing these words in your keyword list.

In our list, we now have some new words: printing, long-lasting, and paper bags.

This is how you find out what people are talking about when they discuss handmade paper.

Quora is a platform where regular, non-expert people come — potential buyers who may be researching the product.

For example, someone who wants to start importing handmade paper and related products anywhere in the world might visit Quora to find out what types of handmade paper products exist.

They will research on Quora just as you did when you started your business — by trying to learn everything about handmade paper.

Such potential importers will use similar words and phrases that are now visible on Quora.

This creates a common ground between what is going on in your mind and what is going on in the minds of your potential buyers.

This is very important.

Let us now look at some more words — for example, paper craft.

Here, we find a new term: paper craft items.

We will add this term to our list as well.

People are also trying to differentiate between handmade paper and normal paper.

In their minds, normal paper refers to machine-made or mill-made paper, such as newsprint — anything that is not handmade.

Your product, on the other hand, is handmade paper.

When you write content for your website, you should use the phrase normal paper as well.

Even though normal paper is not your product, mentioning it helps connect with the customer’s perspective, because it reflects what they are comparing your product against.

Therefore, I will use the term normal paper.

Now, another keyword that appears is handmade paper decoration.

We can also see terms like handmade paper crafts and handmade paper models. These are additional useful keywords.

Another important set of words includes eco-friendly and eco-friendly stationery products.

In this case, people are referring to paper products that they may not even realize are handmade — they are simply looking for environmentally friendly products.

This term is very important and highly meaningful.

I will write eco-friendly stationery in the list.

Now we have certain valuable words from Quora: paper pulp, paper bag, paper-making institutes, handmade paper online, and acid-free handmade paper.

The term acid-free is particularly significant — for example, people search for “How do you make handmade paper that is acid-free?”

This shows what aspects of the product customers care about.

You should spend at least half an hour or more on Quora, exploring the questions people ask and identifying which words and terms appear repeatedly.

Even though you may already know many terms from your industry, you will discover new ones that are frequently used by strangers — potential buyers who are on the other side of the market.

You should list these words as well and add them to your Trello project mentioned earlier.

In Trello, you can create and organize your complete list of keywords like this.

Keyword research is incomplete without a comprehensive and holistic keyword strategic plan. Keep watching

Now let me tell you, friends, on the internet you will find many videos that talk about different tools and techniques for keyword research, and they often claim that using those keywords will give you instant results.

Please believe me, that is not possible.

You cannot achieve quick results through these keywords.

In any case, keyword research and its effective use are no longer as simple as they were ten years ago.

Today, the process has become far more complex.

The best approach in keyword research is to be professional and create high-quality write-ups for the different pages of your website. Study where your texts appear and how they connect.

Sometimes, when you cannot naturally include certain keywords in your text — which must always remain of high quality — you can place those words “behind the scenes,” meaning in the source code or meta tags.

You can use such keywords there, but it is not mandatory. It is purely optional.

What truly matters is focusing on your website content. It should be professional, relevant to your business and product range, and the result of deep, thoughtful research — the same kind of research you conducted on your product, process, and business offerings for the world market.

That is the most important aspect.

No matter what different videos suggest about collecting and inserting keywords, they will not yield instant results.

As I mentioned earlier, Google’s algorithm is extremely complex.

It looks for value — something on the website that is logical, useful, and beneficial for visitors.

The algorithm analyzes how your text is written and structured. Google’s search robots study your website to determine how well it has been designed and how effectively it communicates.

They examine the words you have used, how you have used them, the flow of the text, the quality of grammar, whether the sentences are concise, and whether each sentence connects naturally with the next.

All these factors matter to the algorithm.

When you write the content for your different pages, use your Trello keyword list according to the importance of each word.

Start using these keywords two or three times in your write-up on the relevant pages, whichever word matches a particular page.

Once you use a keyword, move it to the “used keywords” list.

For example, if you find that a particular keyword does not fit into the write-up, you can move it to the “discarded keywords” list.

However, you can still review the discarded words later and, if possible, include them in the meta tags, description, or elsewhere in the source code of your website.

If those words are not relevant to the main text but still valuable, this is a good way to use them.

The main idea is to utilize as many relevant words as possible and aim to gradually exhaust your first list — the “dug-out keywords.”

Google's search algorithm is becoming more customer-friendly. The algorithm is adding new capabilities to understand websites and can hard search engine strategies, which, in the long run, fail.

Why am I telling you this?

Because your write-up and the words you use create a game of words.

The only way for the Google search engine to identify your website is through these words — the same words people are using to find products or services like yours.

Google will try to connect users and websites by matching those words and will direct relevant users to your website.

This is what the Google search engine does.

However, at the same time, Google also looks for other factors.

It’s not just about the keywords you have used. It also examines the structure of your website and how user-friendly it is — whether your pages are linked logically, whether there are a good number of internal links, and whether there are external links that guide visitors to other useful resources or websites that help them make informed decisions.

This is considered very positively by Google’s search engine.

If you have both internal and external links on your website, it improves your credibility and ranking — I will discuss this further in the next episode.

But what I want to emphasize is that keywords are just one part of achieving better search engine optimization (SEO).

The process I have explained is a typical and effective approach.

Now, I also want to add that in the last ten years, the keyword strategy has become far more complicated.

The results of using the right keywords may appear only after three to six months — and by that time, the situation might have changed, and users may start using new words.

Although people do not change their search terms very quickly — since familiar words stay in their minds for years — new terms can still emerge over time.

What I want to say as a major tip is this: instead of worrying too much about keywords, follow this simple process.

Once you have done your research diligently and created a solid list of keywords, focus on using them to create high-quality, meaningful, and well-structured content.

Your content should make sense, be logical, mature, and reflect your deep knowledge about the subject — your product, manufacturing process, industry, export-import methods, and the latest trends in your product range.

That knowledge should shine through in your writing and in the way you design your website.

That is what truly matters — and that is what lasts.

You should focus more on that rather than on excessive keyword research, which many videos on the internet overhype.

Claims like “you will get one lakh, two lakh, or five lakh visitors per day” have never been proven or verified.

In fact, in many cases, using such techniques leads to negative results — Google’s search algorithm may consider it keyword overuse or “keyword stuffing.”

The keywords you’ve created on Trello should never be overused.

As a thumb rule, on one page, do not use any of these common keywords more than twice, or at most three times.

Overuse can result in poor visibility by search engine robots.

Your approach must be balanced, calm, subtle, and mature — that is the most important thing.

My suggestion is to focus on your product range, your featured products, and what you truly want to promote — your USP, your business strengths, and the unique features that distinguish your company from others.

A high-quality, professionally made website — free of grammatical and technical errors — will always give you better results than spending excessive time researching or overusing keywords.

It is simply not required.

Watch the ways to optimize your website for search engine robots in the next video

Hello friends,

After doing the keyword research, you must be wondering what needs to be done on the website to make it search engine-friendly.

I told you in the last episode that keyword research has its own limitations. Although it is a requirement, you really need to find out all the possible keywords that reflect the personality of your organization, your product range, and your overall offer for international buyers.

These keywords should positively and effectively communicate the message you want to give to your target audience and customers.

At the same time, in today’s complex world, search engine robots look at your website from a 360-degree perspective. Of course, keywords are very important. I have already mentioned how you have to weave all the keywords into the right content that you create for every page. That has to be done very carefully.

However, the algorithms in today’s world are becoming more and more customer-friendly. The objective of the search engines is to take customers to websites that are very professionally made, where there are no missing links, either internal or external.

It is very easy for search engine robots to find out if there are missing links and whether there is proper linkage between the pages on your website or store. They also check whether the outbound and inbound links on the website and export stores exist, helping customers find better resources to make better decisions.

For example, suppose you are exporting handmade paper. You can have some pages where you explain the concept of handmade paper, how it is made, what the raw materials are, and why it is eco-friendly.

When you mention eco-friendliness, are you able to take the customers to external links where they can get more information and resources on eco-friendly handmade paper, its manufacturing process, or any association or non-government organization promoting handmade paper? These organizations may list the benefits of using handmade paper and how it can be valuable for customers and consumers.

Are you able to provide such links? At the same time, do you have certain links on external sites — like resource sites, social media pages, posts, blogs, or brand ambassadors — that direct customers back to your website? This means there are both outbound and inbound external linkages.

Robots can detect all these things. They can map the movement of traffic — outbound, inbound, and within the website.

Keeping these points in mind, the next step, which I am going to explain in this episode, is what you have to do on your website after keyword research to demonstrate to these robots that your website is customer-friendly and professionally made. It should have no missing links, should include external and internal links, and should have inbound traffic coming from other websites while also directing traffic to external sites.

When this kind of balance is maintained and recognized by search engine robots, your website will naturally appear at the top of search results. This is a very basic and well-accepted fact.

However, whatever optimization you do, you will not be able to see results for at least three months after implementing all these changes. It is a continuous process, and you have to keep improving your website accordingly.

I will take you to one example of a website and show you how to optimize it — on-site optimization, creating external and internal links, and ensuring that the structure of your website is perfectly organized.

I will also show you what kind of plugins you can use on your website to help identify mistakes or areas of concern from the search engine robots’ point of view. These plugins will suggest ways to make your site better.

This is a win-win situation for you — you are using plugins, applying your logic, and working in a professional manner without diluting the customer experience or the information you want to provide.

You need not dilute your information. At the end of the day, your website should have a consistent theme — your own theme — without any inconsistent information or missing links.

These things are very important. Let’s go to one example I want to show you. Please look at this example.

Understanding the role of website pages in being more and more customer-friendly is becoming more and more important in the Google game. Watch the next video.

Friends, I want to show you this demo website and how it has been optimized according to the requirements and agreed concepts of search engine results, search engine optimization, and search engine robots.

This website, as you can see here, is the homepage. The website has a header, and on this header, you have all the links to different pages like Home, About Us, My Account, and Contact Us. You can see that all the links are clearly displayed. This is a very easy and well-accepted standard method to help visitors navigate through your website.

This gives a very positive look and arrangement. At the same time, on the left, you have the logo, the company name, and a tagline. Suppose you have the company name but not a tagline — this is taken negatively by search engine robots, as it means you are not able to tell customers what your website is about. When you write the company name along with the tagline, it becomes very easy for customers to understand the nature of the website, its category, and the main business of the organization. This is a very positive indication.

At the very start, you are writing an opening sentence and creating a big banner with a statement such as “Amazing online courses with rare skills helping you grow like plants.” This shows what your website is about — online courses — and uses positive and relevant words like “rare skills” and “helping.” The word “helping” indicates that you aim to assist customers, which is a positive sentiment. The corollary “grow like plants” further reinforces this theme.

There is also a button that invites users to explore the product range. This is a very good and important start. You also have an image here, which I will explain further regarding its purpose and why it is useful for search engine optimization.

Although search engine robots generally cannot read or analyze images, it is understood that they expect websites to include a reasonable number of images because images help customers better understand the organization’s product line. A homepage without any images is taken negatively by search engine robots. Hence, at least one image must be included.

When uploading images, there are options to add text attached to them — such as “alt text,” captions, or tags — where you should include relevant keywords and excerpts from your page content. These words are not visible to customers but are analyzed by search engine robots. This makes them very important for SEO.

This shows how crucial it is to ensure that all links on the website are functional. There should not be any missing links, and every link should lead to an informative page.

As you scroll down, you see more images and buttons that help customers navigate to different sections or product categories. This is again a very positive sign. These buttons may lead to various categories like Udemy courses, Ebizee courses, or services, helping categorize your offerings effectively. This is good for both users and search engines.

These buttons often include icons, which again create a positive impression on search engine robots, as they show that the site uses an informative, customer-friendly design. The goal of search engines is to help customers find easy-to-use websites, thereby improving their own credibility.

Of course, all the text and words you use should be professional, relevant to your product range and industry, and aligned with your keyword research, which I explained in the previous episode.

As you go further down, you will see detailed sections with text and images explaining what visitors can expect from various pages. Again, this provides strong internal linkages and is viewed positively by search engines.

Further below, you are also including contact information such as phone numbers, encouraging customers to reach out. You are categorizing products or services — for example, insurance companies — and adding professionally written text that maintains the overall theme.

The theme should be consistent throughout the website. For instance, if your business is about handmade paper or paper products, your text should consistently reflect that context. This consistency is crucial.

You also include testimonials with images and profiles of real people. This is another positive sign. The existence of genuine images and profiles is taken very positively by search engine robots.

You are also making calls to action with buttons like “Enroll from here.” This likely links to external sites — for example, Udemy or other platforms where visitors can enroll in your courses. This creates strong external links, which are very beneficial. If these external sites have high traffic, it will further improve your website’s ranking.

At the bottom, there is a footer. The footer is very important. It includes internal links, your logo, company name, tagline, and, importantly, links to your social media profiles such as Instagram, Twitter, LinkedIn, and Facebook. These are external links that help customers research your company and products further. Having no missing social links is another positive sign.

The footer section, like the header, appears on every page of your website. This ensures that all pages become both search engine-friendly and customer-friendly.

You also include quick links to important pages like Privacy Policy, Terms and Conditions, FAQs, How-to Videos, and Cancellation & Refund Policy. These are easy for search engines to analyze and show that your site includes essential information about your company’s policies and terms of use.

When your website includes such standard and complete information, it gains extra weightage in search engine algorithms. This means your pages will rank higher in search results.

If your competitors do not have such a structure or configuration, you will have a clear advantage and attract more traffic than they do.

This is the basic concept I wanted to explain to you, and it applies to all pages of your website.

It is a good idea to deploy great SEO software that has the ability to tell you if you are on the right path and what corrections may be needed for your web pages, to become a customer as well as search engine friendly. Watch the next video.

Now, the next thing I was telling you is that if you go to the admin page of your website, from where you control your site, and if it is a WordPress-based website, then you will find a section for plugins.

In this section, you can add a new plugin for SEO. I recommend using Rank Math — it is a very good plugin. Rank Math is absolutely free, and you can easily install it on your website. Once added, Rank Math will help you by red-flagging any missing links, lack of word count, absence of images, or missing external and internal links. It will also flag low-quality or non-SEO-friendly text.

These red flags make it easy for you to identify issues. I will show you how it does that.

You can also use another excellent plugin similar to Rank Math — my favorite is Yoast SEO. Yoast SEO has both a free and a paid version. It performs the same function as Rank Math.

For example, let me show you how it works. Suppose I go to my index page in WordPress. On my homepage, I have some text, some images, and a good number of links — both external and internal. Let’s see how Yoast SEO analyzes this page.

My focus keyword for this page is “affordable online courses.” That is my main focus keyword. For example, in your case, it could be “handmade paper” or “handmade paper products.”

Now, let’s see whether the way I have created this page is acceptable according to search engine guidelines as suggested by Yoast SEO.

Yoast SEO automatically creates the title page separator and slug for your page. The slug is essentially the meta tag — the name or address of the page that you assign when creating it. It should always contain your focus keyword.

In my case, the slug is “affordable online courses.” In your example, it could be “handmade-paper-products.” The slug is the address of the page and one of the first things search engines encounter.

Next, you have to create a meta tag. The good thing about these plugins is that they ensure your meta tag is neither too short nor too long. If it’s too short or too long, the color indicator will change from green to orange, signaling that it needs adjustment.

For instance, if I add too many words, the color changes to orange, meaning it’s not optimal. Search engines prefer concise meta descriptions that clearly state what the page is about.

Here’s an example:
“Ebizee offers affordable online courses anywhere, anytime. Pay less to learn more with our world-class online courses.”

This description is relevant, theme-based, includes the focus keyword, and maintains a natural flow with appropriate words.

When I check the SEO analysis, it shows possible issues that could prevent search engine robots from giving my page a high score. For instance, it may say “Outbound links are not found.” This could mean that while I have links in the header and footer, the main body text lacks outbound links. To fix this, I need to add links to external sites such as NGOs, industry associations, or other related resources.

It may also point out missing keywords in the introduction or low keyword density. For example, it might say that the focus keyword appears zero times, which is below the recommended minimum of two. This means I need to edit my write-up and add my focus keyword more naturally.

It could also show that there are multiple H1 headings (main titles), which is not recommended. Each page should have only one H1 tag. All other subheadings should use lower heading levels like H2 or H3. This helps search engine robots focus on the main title, such as “Affordable Online Courses.”

Additionally, while there may be an image at the top of the page, the plugin might suggest adding more images in other sections. Once I make these changes, the analysis result will turn from orange to green, meaning the page is now fully optimized.

This is how plugins like Rank Math or Yoast SEO help you improve your website’s SEO performance.

If your website is built on another platform, you will need to find an equivalent SEO plugin or application. However, let me tell you — the majority of top websites today are built on WordPress, which has become an industry standard. Therefore, it’s better to use the WordPress platform, where Yoast SEO and Rank Math SEO can be easily used in a similar way.

This is how search engine optimization works.

Copywriting is an art that requires a good amount of training to win a website. Keep watching.

Now, another thing I wanted to show you is related to the image.

When you add images — for example, in this case — I will show you what all you need to do when adding an image for search engine purposes.

Here, this is my homepage. When I edit the page and go to the image section, this is the image I have used. Suppose I want to change the image or upload a new one. If I replace it with another image, you will notice that there are some text fields you can fill in for the image.

This text will not be visible to customers or visitors, but it is meant to tell the search engine robots what the image is about.

For example, you can write something like “Homepage main image” or “Index page image.” You also need to give it a title. It is better to use your focus keyword — in my case, “affordable online courses.” This title is not visible to visitors, but you must write it here for SEO purposes.

Next, you can use related keywords — for example: “online courses,” “online classes,” “digital courses,” or “live online classes.” All such relevant captions can be added.

You can also write a 200–300-word description explaining what the homepage is about. It is better to add a short write-up here using the keywords you had previously researched — for instance, from the keyword list you created in Trello.

Those words should not be randomly inserted; instead, the description should be written in a natural, story-like manner — like a small essay. For example, if your website is about affordable online courses or handmade paper products, you can write about what they are, how they are made, why they are beneficial for society, and how they are good for the environment.

The write-up should flow naturally and be professionally written, because search engine robots use artificial intelligence technology to read and analyze your content. They can detect whether the text is random or theme-based. Hence, your paragraph must be well-structured and relevant.

You should follow this process for all images.

When you start adding images — or even if you have already added them — you can always go back and insert this text later. You can create standard text for five or six different categories, and depending on which image fits which category, you can use the corresponding text, titles, captions, and tags accordingly.

This is how you should do it.

This was all about making your website optimized for search engine results.

It is a very important part of the overall export digital marketing. A similar technique should be used in your export to online stores as well.

When you go to your export online stores, you will again have images, descriptions, and many possibilities for changing the text on your online store. However, in a third-party online store, many things may not be in your control.

For example, when we went to the FIEO MALL and set up our online export store, certain areas could not be modified. In such cases, you can leave those sections under the control of the FIEO MALL admin, and they will take care of the optimization process.

Half the work is already done by the third party in such trade malls, and for the things that are under your control, you should use the same techniques you apply to your website. You will get similar results — just wait for 3 to 6 months to see them.

When you check your Google Analytics, you can track the historical records and observe that after 3, 4, or 5 months, results will start showing. Within a year, you will likely reach the peak of your traffic and start getting the best results.

During that period, you can continue modifying and managing your website and your online export store. The text portions, internal and external linkages, images, and image alt text are all within your control — and the method remains very similar.

This is how a website should be optimized for search engine optimization.

However, my request to you is that whenever you create text and images, they should all reflect your main theme. You should not deviate from your theme, as your focus on it is the most important factor.

The rest can be left to the search engine robots. They will identify how genuine you are and how sincerely you are offering value to your customers — and they will reward you for that.

Keep identifying grey areas, red flags, and areas of concern using SEO plugins — search engine optimization plugins — as they will help you throughout the process.

This is all about keyword research and search engine optimization.

Inorganic exports digital marketing requires a great amount of knowledge and skills to create effective campaigns that work and give acceptable ROI. See the next videos.

Hello friends.

Up till now, we have been talking about organic export marketing.

You always wanted to know what inorganic export marketing is, how you can do Google marketing, how you can place Google ads, Facebook ads, LinkedIn ads, and how to use different platforms to advertise your brand, your products, or to do influencer marketing or create a dynamic export digital sales funnel.

In this episode, I will talk about inorganic export digital marketing, which will require you to create budgets. Depending on your budgets, the type of business, your products, and your target markets, you can create a dynamic and suitable export digital marketing sales funnel.

I will discuss all these things in this episode.

Whatever efforts we discussed in the earlier episodes were related to understanding global markets, creating your own e-commerce website, and setting up your export online stores on different marketplaces. We also discussed how you can optimize your digital properties, including your websites and export online stores.

All these efforts can be done without really spending too much money.

We normally term all these efforts as organic export digital marketing.

What is inorganic or paid export digital marketing? I will discuss that and how it is different from normal e-commerce marketing, which we often talk about.

In several videos available on the internet, you can find many different approaches to carrying out paid marketing on Google, LinkedIn, and Facebook, and using influencers who are actively involved in promoting products and services through digital media.

There are many choices, different approaches, and strategies, but it is very important to understand what the right strategy for exporting digital marketing is, which is obviously quite different from normal digital marketing.

That is a very important issue to decide.

The final export digital marketing, which is inorganic, paid, and based on the export digital marketing sales funnel that you would like to create, depends on factors such as how much budget you have for your initial or regular digital marketing, which foreign markets you want to target, what export volumes you expect, and what capacity you have to handle exports.

There are many factors to consider before setting up the right inorganic export digital marketing strategy.

Whatever we discussed in the earlier episodes, it is best first to use all those methods to understand the market, identify potential markets, and determine which products in your range are likely to be fast sellers.

You will also identify different market segments and understand which segments are active and ready to do business.

These insights will become clearer through the organic marketing you do for a few months when you start your export digital marketing.

By that time, you will understand which major markets are highly potential for exporting your products and services.

Accordingly, you will be ready to spend money, create export digital marketing budgets, and resort to inorganic export digital marketing. This involves different types of marketing approaches, including influencer marketing, Google ad campaigns, LinkedIn ad campaigns, Facebook ad campaigns, and even Instagram and Twitter campaigns.

In addition, there are other types of marketing useful in creating the right international business sales funnel, such as email marketing and mobile marketing, if suitable.

There are numerous methods and components, each with its own applicability and suitability in different situations.

Today, I will discuss the typical export digital marketing sales funnel—how to create this typical digital sales funnel, where you go step by step and create a mix or bouquet of different activities that you perform in organic marketing, and allocate budgets accordingly.

Let us look at this typical sales funnel, as per my understanding, for export digital marketing.

Sales funnel design is essential for overall organic digital marketing to reach the sales goal faster. For export sales, it becomes even more essential. Watch the next video.

This is the typical export digital marketing sales funnel, which can be a starting point for you to formulate your export digital marketing strategy for paid advertising.

In this typical export marketing sales funnel, there are basically three stages of marketing. In the first stage, the objective of exporting digital marketing is to create brand awareness and product awareness in the target markets, because you already have a fairly good idea about your target markets and know which countries are likely to give better results for your products.

A few types of marketing can be very effective in the first stage of this sales funnel, where your main objective is to create brand awareness and not lead generation. It is more about brand awareness. One of the best methods for building brand awareness is influencer marketing.

In influencer marketing, you pay active influencers who can directly or indirectly influence customers and consumers toward your products and services.

Similarly, other methods of creating brand awareness at this stage include using Google display ads. I am not talking about Google search ads, as there are two types of Google advertising: display ads and search ads. Display ads are very useful for creating brand awareness. They are not targeted at acquiring customers but rather at spreading your brand message, product information, or service information. That is the idea.

Another method is digital marketing on different platforms where you believe target buyers in certain regions or community segments are likely to be present. It could be high-traffic websites like listing sites such as IndiaMART, TradeIndia, or GlobalSources.com. There are also different types of websites where importers visit to find various products and services. There can also be several blogs with a large amount of traffic from the type of customers you are looking for.

This digital branding may include banner ads, cross-advertising ads, and other types of digital advertisements.

Similarly, Facebook display ads can also create a lot of brand awareness.

In this first phase, your goal is to create brand awareness among a large population because you do not yet know where your real customers exist. You are targeting a large population in a fairly random manner. The idea is to spread the word and build the brand image.

In the second phase of this sales funnel—a typical export digital marketing sales funnel—you will find that your objective changes to narrowing down your search for potential customers and buyers and collecting email IDs or contact details of potential customers interested in your products or services, or those likely to buy in commercial quantities. Essentially, you are looking for buyers interested in commercial quantities unless you are targeting the global B2C market as well.

Your objective in international or export marketing on the internet can be of two types: global B2B customers or global B2C customers. Both are possible.

If your export business objective is not to create a very large volume or turnover, you can target the global B2C market. For that, marketplaces like Amazon or eBay will play a very important role if you want to target global B2C customers, as we have already discussed.

Here, my main focus is on acquiring global B2B customers.

In global B2B marketing, you need to be more selective in narrowing down your target segment. To identify and acquire a selected set of potential customers, you can use LinkedIn marketing, LinkedIn ad campaigns, various types of LinkedIn marketing campaigns, and Google search ads. Through Google search ads, you can acquire customers who are ready to buy—customers who are actively looking for your products and services and are serious about doing business.

If, in the first stage, you manage to collect a good number of emails, then by doing email marketing and analyzing the responses, you can identify a selective set of potential B2B buyers.

All these types of marketing will involve some financial considerations, and advertising budgets must be allocated.

In this second stage of the funnel, you aim to narrow down to a selective set of potential international buyers.

In the third stage, you now have an active list of potential customers that you must convert.

This is the conversion stage. In this stage, you need to convert this selective set of potential buyers, who may already be doing business with your competitors, to your side. This requires lead management efforts, which can be handled through paid lead management software (which I will discuss later) or by using customer relationship management (CRM) software.

Here, all your knowledge about global business, globalization, and insights about your product, services, manufacturing process, and raw materials becomes important.

The objective in this third stage is to create better value for your customers and convince them why they should buy from you. This question of “why you exist” comes into play here, and that groundwork should have been done before reaching this stage.

Your goal at this stage is to ensure that the conversion rate of customers in this select group—those who place initial, trial, or small orders—is high.

This is how the sales funnel works in a typical export digital marketing setup.

Influencers are digital heroes and can create great followings. Good choices of influencers can boost brand awareness. Keep watching.

Hello, friends.

Welcome back.

You wanted to know what influencer marketing is, what Google ad campaigns are, what LinkedIn ad campaigns, Instagram ad campaigns, or Facebook display ads are, what Google search ads are, and what email marketing is.

In this episode, I will talk about all the different types of inorganic digital marketing campaigns that we use in our sales funnel.

Whatever structure, composition, or architecture you create for your export digital marketing sales funnel, ultimately, you need to understand what influencer marketing is, what Google ad campaigns are, what LinkedIn or Facebook ad campaigns are, and what Twitter marketing or email marketing is.

These are the different components—some of which will fit into your overall strategy depending on what products or services you are offering to the international market, and whether you are targeting global B2C or global B2B customers.

That part I have already discussed with you.

There is no single formula for effective export digital marketing strategies. You have to customize and experiment with different types of inorganic digital marketing tools and formats. Soon, you will realize what works best for you and what structure of the sales funnel suits your business.

First, I will explain what influencer marketing is, which has become very important in today’s world, especially for digital and social media marketing focused on international sales. It is very important to understand the concept of influencer marketing.

Influencer marketing involves collaborating with digital platform influencers—people who have created a niche for themselves in specific areas related to your products and services—and who have a strong following on digital platforms like YouTube, Twitter, or Instagram. A large portion of that audience often overlaps with your target market.

If that is the case, and you can locate such influencers, it becomes like a brand collaboration between the influencer’s brand and your brand.

The basic purpose of influencer marketing is brand recognition. These influencers genuinely influence their followers, who listen to them, trust them, and often act according to their recommendations.

You pay these influencers an amount based on the level of traffic they drive on their channels and platforms.

The biggest challenge in influencer marketing is locating the right influencers. That is the main task for you—how to find the right influencers for your business.

One strategy I would like to share for finding the right influencers on the internet is to first define your target segments within digital or social communities. You must clearly identify what message you want to convey to your audience through these influencers and what kind of communication suits this collaboration.

As I mentioned earlier, when discussing the sales funnel, the first stage is brand awareness. You are mainly trying to create brand awareness, not necessarily generating leads at this stage.

The first step is to identify the right influencers. The second step is to negotiate with them so that they deliver the message you want to convey to the audience—and ensure that the message remains positive.

Another important step is to analyze the actual impact these influencers have on their audiences. These are very important aspects of influencer marketing and can be quite challenging.

The most challenging part is locating the right influencer for your products and services—someone through whom your brand will gain recognition among the right population. This requires significant research on your part to identify the right kind of influencer suited to your needs.

One well-tried method for finding the right influencer who can spread the word about your brand to the right audience is to search for influencers using the correct hashtags on Twitter, Instagram, and Facebook.

By using relevant hashtags, you can identify influencers related to your industry who are creating similar content or even discussing your competitors. These engaged influencers are already active in your industry. Observe what they are talking about, take notes, define your brand awareness goals, and then reach out to them on social media.

This group will be a great starting point. Over time, as you talk to them, you will learn about their terms and conditions and understand what kind of agreements work best for you. You can then expand your search to other influencers through various social media channels. There are many avenues available for finding the right influencers.

One very interesting website where you can check influencer credentials is Social Blade.

As you can see here, Social Blade is a useful platform where you can evaluate the credentials of a shortlisted group of influencers obtained through hashtag searches and social media research. You can check their follower counts, engagement levels, and content performance.

For example, if you want to find out about a specific social influencer, you need to know the name of their channel—whether it’s a YouTube channel, Facebook account, or blog. Blogging can also be a powerful form of influencer marketing because influential bloggers with large followings can write about your brand, products, and services.

Suppose I want to check the credentials of a YouTube channel called VJ Exports Mastery. I can type the channel name into Social Blade and search for its details.

Since this channel is new—this is my own channel—it is not very old, but Social Blade still shows useful statistics such as the number of videos, subscribers, and video views. By looking at these figures, you can estimate the influencer’s potential.

You can also view details like the Social Blade rank, subscriber rank, video view rank, and estimated earnings. You’ll see how quickly the channel is gaining subscribers. For example, if it gained 48 subscribers in the last 30 days, you know it is still building up. These figures help you assess the influencer’s potential.

Social Blade is an excellent tool for performing due diligence on potential brand collaborators.

Once you tie up with these influencers, they will talk about your brand and write about your products. By using hashtags, you can track what they are posting about you, how many likes their posts get, and what overall impact they are creating.

You can monitor all this online using these tools. By analyzing the number of visitors, posts, and audience reactions related to your brand, you can easily evaluate the results of your brand awareness campaign.

This is all about influencer marketing.

I have given a brief overview of influencer marketing. If you want to learn about it in more detail, there are many resources available on social media as well as on Udemy.

If you wish to explore influencer marketing in depth, you can use these resources—there are plenty available.

Thank you very much.

Google is the king of search engines and controls the choices of billions of users. Understanding Google display ad and search ad networks has become key to overall digital business success, which compares with no other solution.

Hello friends,

Welcome back to Inorganic Exports Digital Marketing.

I have talked to you a lot about Google Ad marketing.

What is Google Ad Marketing? What are display ads? What are search ads? How is PPC done in Google marketing? And what are the display network and search network?

You wanted to know about Google, which is the king of all search engines. All digital marketing ultimately comes down to Google.

In this episode, I will talk to you about Google Ad Marketing.

As I mentioned in the earlier episode, we created a typical kind of sales funnel, and the first stage had the objective of creating brand awareness and, in the process, getting some leads. That was the purpose of phase one.

In phase two, I talked about Google search ads, where the main objective was to generate leads.

In both of these two stages, Google AdWords or Google Ad Marketing plays a major role.

In the first stage, I suggested you use Google display ads, and in the second stage, I suggested using search ads.

In this episode, I will explain what display ads and search ads are, how Google AdWords works, and how you can create your Google AdWords account, campaigns, and ad groups.

As I mentioned earlier, Google AdWords or Google Ad marketing is predominantly based on two Google networks:

One is the Google Display Network, which also includes YouTube, since YouTube is owned by Google, and millions of websites associated with Google’s vast digital ecosystem. The Google Display Network is very extensive.

At the same time, the USP of Google is its search engine. The Google Search Network is also very large and extremely important.

As you already know, Google is the king of search engines, and everything in digital marketing revolves around Google in today’s world.

Although other digital communities like Facebook, LinkedIn, Instagram, and Twitter are also important, the first preference for any inorganic digital and social media advertising usually starts with Google.

That’s why I will take up the details of the methods, processes, tools, and techniques involved in carrying out Google Ad marketing in this episode.

Google AdWords marketing starts with creating a Google account.

If you already have a Gmail account, you can easily create a Google AdWords account. In the Google AdWords account, you must provide a valid payment method—an international credit card that is accepted by the Google platform.

Once the payment gateway is set up, your Google AdWords account is ready. With just some minimal information required during setup, you can open the account easily.

The Google advertising process is simple yet very powerful. One of the strongest features of the Google AdWords account is that it helps you create and promote your ads. It also assists in finding better-quality and better-performing keywords.

Even if you have already done keyword research and started with a set of keywords, after some time, once your ads have run, the Google Ads platform generates a report based on your performance and results. It then suggests a refined set of high-quality keywords for you to use.

Google AdWords helps you identify good keywords, improve ad performance, and create different types of ads. It also helps you analyze which ad groups, keywords, locations, and ad contents perform better.

Over time, you can filter out the non-performing ads and focus on high-quality keywords, strong headlines, effective descriptions, images, and a smaller set of well-performing ads.

This is a very interesting feature of the Google AdWords account.

I will now take you through the Google AdWords platform and show you how to set up your Google AdWords account and create your ads.

Friends, to create ads, Google works in such a way that you first have to create a campaign on Google AdWords.

This campaign is location-specific. It can target a particular country, a specific region, or even the entire world, but it is always location-specific.

One campaign, which is a set of different ad groups, is location-specific. If you want to test multiple locations to see which ones perform better for your export digital marketing, you have to create multiple campaigns. A single campaign is directed toward a specific location and target group.

Within a location-based campaign, you can create multiple ad groups. These multiple ad groups are keyword and target audience-specific. This means one ad group is dedicated to a particular set of keywords, while another focuses on a different set of keywords and target audiences.

You can create multiple ad groups within a campaign. In one ad group, you can have a set of headlines, descriptions, landing pages, and images.

As per the new service started by Google AdWords, there is now a concept of responsive ads. In these, within each ad group, Google asks for up to five different types of headlines, five different types of descriptions, and a set of images. It then tests different ad combinations automatically using Google’s artificial intelligence. Based on performance, it optimizes your return on investment.

Depending on your budget, provided text, keywords, images, and other factors you control in an ad group, Google will analyze and inform you which headlines, keywords, descriptions, and images perform better.

This is how Google AdWords has evolved—constantly adding new features and helping subscribers improve performance.

Within a campaign, while you can create several ad groups, it is generally suggested for beginners to start with a single campaign containing no more than two ad groups. This allows you to compare which target audience, keywords, descriptions, ads, and images perform better. This is the best strategy for beginners.

Now, talking about the types of campaigns—as already mentioned—it can be a display ad campaign or a search ad campaign. Display ads are channeled through the Google Display Network, while search ads are channeled through the Google Search Network.

That choice also depends on your goal. If you remember, in our typical sales funnel created for export digital marketing, the first stage had the objective of creating brand awareness and, to some extent, generating leads.

I suggested that in the first stage, it is better to go for display ads, meaning your campaign should aim at creating brand awareness and some lead generation. Hence, display ads are preferable at this stage.

In the second stage, the main objective was lead generation, which is more specific. The Google Search Network is very dynamic and targets people who are already ready to buy, consider, or act on certain products or services.

Search ads work at the post-intention stage—these are people likely to convert quickly. That is why the cost per click (CPC) for search ads is higher.

In contrast, the focus of display ads is to create intention. Display ads prepare dynamic and active groups that can be reached even before the buying intention is fully formed. They help create or stimulate customer interest.

That is why I mentioned that display ads should be used primarily for brand awareness and lead generation.

With this basic understanding, I will take you to the Google AdWords account and show you how it is done.

Before that, I also want to explain another way of looking at display ads and search ads.

It is generally said that if your budget is less than $500, it is better to start with display ads because the cost per click for display ads is lower than that for search ads. Even with a smaller budget, display ads can generate a good number of clicks, helping you conduct post-click and post-conversion analysis in a shorter time.

Through this, you can determine which keywords, ad groups, ads, and target audiences perform better and give you a higher ROI.

Therefore, for low-budget campaigns, it is better to use display ads. If your budget is higher and you are targeting larger business volumes and faster results, you can go for search ads.

This is a very important point.

The entire system of Google advertising, or Google AdWords, works on a bidding model. This means that for specific keywords, if your bid price—known as CPM or CPC (cost per click)—is higher than your competitors’, then Google’s network will give priority to your ad instead of theirs.

The advertiser who places a higher bid for particular keywords gets preference for ad display. This bidding system applies to both search ads and display ads.

Now, let’s go to the Google AdWords account.

Google Adwords Campaigns step by step. Keep watching.

Friends, what I wanted to show you before we go to Google AdWords is the difference between Google Search Ads and Google Display Ads.

As you can see here, I used the keyword “online courses.”

In my results, there are two listings at the top where Google mentions that they are ads. These are Google Search Ads.

Below them, you have the organic search results that appear regularly. This is an example of Google Search Ads.

Now, let us look at Display Ads.

If we go to a particular website—for example, this website related to my keyword—this is the website of Travel Laser.

Here, you can see display ads like this one. This is a Display Ad.

Google AdWords advertising revolves around these two types of ads. This is what I wanted to show you.

Now, let us go to the Google AdWords website.

We type Google AdWords in the search bar.

When we go to Google AdWords, we reach the home page where it says, “Grow your business with Google Ads. Be seen by customers at the very moment they are searching on Google for the things you offer.”

This particular line refers to Search Ads.

It also says that you can get your spend matched up to ₹2000 in promotional credit.

If you are new to Google AdWords, you get a promotional credit of ₹2000 for the Indian sector.

Here, Google also shows an example of an ad.

This is an example of an ad with the business URL, for example, Business.com.

Then there is the heading of the ad, which is limited to 30 characters.

This is followed by a longer headline and a description.

This is the example I wanted to show you here.

When we press “Get Started,” we come to the Google AdWords account.

In my case, the Google AdWords account is already created.

If your AdWords account is not yet created, it will ask for a few details.

If you already have a Gmail account with Google, then with just a few more pieces of information, you will be able to create your Google AdWords account and land on this page.

On this page, you can see that, for some reason, my current payment method is not working. There seems to be a problem with my card company, and I will have to check with them to find out what the issue is.

However, I can still show you how to create your ads on Google AdWords, though I will not be able to save or run the campaign.

My campaigns can be created but not executed because my payment method is not currently valid. I will get it corrected in a day or two.

The main idea is that you must provide a credit card or another approved payment method accepted by Google to create and activate your account.

Creating a high-quality Google ad Campaign requires a great amount of hit and trial. Minimizing costs in this sequence of Google Adwords efforts is key to success.

Friends, the starting point of Google AdWords ad creation, as I already mentioned to you, is to start with a new campaign.

If you remember, I told you that you have to create a campaign on Google. When you create the campaign, as I mentioned earlier, it is location-specific but also has an objective. Each campaign has a different objective, and accordingly, it will be created.

These are the different objectives that are possible, such as generating leads, increasing sales, or increasing brand awareness.

One very important thing I want to tell you is that in export digital marketing, in my sales funnel, which I had suggested to you, the objective of phase one is to create brand awareness and to generate some leads as well. In this phase, we use display ads. Hence, the objective is to create brand awareness.

However, to create brand awareness, it is not advisable to directly select “brand awareness” as the campaign goal. After deciding that phase one’s objective is brand awareness, the next question is how to achieve it.

As per the funnel system I proposed, in order to create brand awareness and effectively use Google advertising, we need to understand that Google advertising is primarily a brand awareness or lead generation platform. Generally, it does not directly create sales—it is an indirect method.

As I mentioned in my earlier episodes, the digital world has become very complex. Customers today have a vast range of choices, and their decision-making process involves multiple steps. You cannot expect customers to take immediate action.

For this reason, my suggestion is that, to use Google advertising for creating brand awareness in phase one, you must start with something called a web bait.

Now, what is web bait?

Web bait means enticing the customer to act through an offer or incentive. It is something that attracts their attention and encourages them to engage.

This bait can take many forms—it could be an e-book about your products and services, a seminar you plan to conduct in the next 7–15 days, an Excel tool, or an event you are organizing, possibly online.

The purpose of the bait is not to force customers to make a purchase or become your client immediately. At this stage, you are building brand awareness, and customers will not be convinced about your brand and website in just one interaction.

For example, suppose you are exporting handmade paper and handmade paper products.

You can create a landing page on your website that promotes a webinar you are organizing. This webinar can be scheduled 10–15 days ahead and should have a topic that attracts your target audience.

This webinar is also known as a web magnet—another term for web bait. The idea is the same: to attract the right audience.

For instance, if you are selling handmade paper products, you could organize a web event discussing the handmade paper industry in India—the types of products available, the industry environment, and details about handmade paper manufacturing. You can talk about the different types of handmade paper, the machines used, and production processes.

Such a web event will attract your target audience, such as distributors, wholesalers, or importers of handmade paper. They are likely to be interested in a webinar or workshop that provides insights into the industry, manufacturing processes, and products.

This kind of web bait or web magnet becomes your promotional product to start the campaign.

Essentially, what you are trying to do is gather leads from people interested in signing up through your landing page—the page linked in your ad. You want these visitors to come to your landing page and register, providing at least their names and email addresses so you can contact them later as potential customers.

In the process, you are also creating brand awareness among people interested in handmade paper or handmade products. This is how it works.

In the example of handmade paper and handmade paper products, this bait strategy can be applied effectively.

Now, let’s take another example. Suppose I want to sell my online affordable courses on Udemy to target customers in the United States.

For that, I will create a web magnet or web bait in the form of a webinar on my main topic—exports and international business.

I will organize a seminar discussing business between India and the US, focusing on certain sectors or online trade opportunities.

This type of seminar will help me identify and attract my target audience in the US who are interested in learning about exporting and international trade.

This becomes my web bait or web magnet.

Based on this example, I will select lead generation as my campaign objective.

Then I will choose the option to “Get leads and other conversions by encouraging customers to take action.”

The action in this case will be that customers sign up for my upcoming webinar, which is scheduled to be held one week later.

Creating the right creatives for Google ads, focusing on a global audience, requires a great amount of understanding of the global customers.

Now, as I already explained to you, in this step, you have the option of choosing between search ads, display ads, shopping ads, or even video ads.

Video ads can also be a very good tool for spreading brand awareness. In video ads, Google generally promotes your short video clip—usually less than one minute—across different YouTube channels. This is also possible, and you can choose this option as well.

However, in my example, I will go for display ads.

There are also some variations of display ads known as smart ads, which are automated ads designed to help you reach your business goals across Google and the web. Everything in these ads is controlled by Google’s system, which can make them slightly expensive. Therefore, I do not recommend smart ads for beginners.

Another type is discovery ads, which run on YouTube, Gmail, and Google Discovery. These are very specific and are ideal for those targeting audiences who frequently use YouTube.

In my case, I will select display ads, so I will click on the Display Ad option.

The next step is to choose between a standard display campaign or a Gmail campaign.

In this case, since we are not targeting Gmail users or people who are very active on Gmail, we will select the standard display campaign.

However, based on your earlier organic research—which I mentioned earlier—you may already have good data related to your product line or services. If you think a Gmail campaign will be more suitable for your audience, you can go for it. In our case, we will not choose the Gmail campaign.

Next, you have to mention your main website name. For example, in my case, I will enter my website address (not the landing page yet). I will simply mention the main website name here.

The idea is that Google will analyze your website, understand its content, and use that information to guide you through the process of creating your ads. That’s why Google asks for your website address.

In the ad itself, however, the URL that will appear will be your landing page—the specific page where you want your audience to arrive.

In my example, I have already created a webpage inviting users to sign up for a webinar on Export Mastery Online Courses, which will be held seven days from now.

Therefore, I will enter my business web address here, which is ebizee.com.

Next, Google asks whether you would like to create a conversion action. It will provide you with a tag in this section, which you need to add to your website. This step is optional.

The purpose of creating a conversion action is to help you monitor valuable actions that people take on your website after interacting with your ads. It helps track user activity and provides detailed statistics about visitors who view your ads and then perform specific actions on your site.

In my case, anyone landing on my webpage already signs up and provides their name and email address, so I do not need to create a conversion action.

In some cases, it may be useful to have a conversion action, but in this example, it is not necessary. Therefore, I will skip this step and click Continue.

Now I come to the creation of the campaign.

As I have already mentioned, each campaign is location-specific. Here, Google automatically suggests a name for your campaign. If you want to create multiple campaigns, you can assign different names to each. I will go with the standard name suggested by Google.

The next step is choosing the location, meaning the geographical area where your target audience resides.

For example, in my case, since I want to sell my online courses on Export Mastery to customers in the United States, I will select the United States as my target location.

I will enter the location, search for US, and select it as my campaign location because that is my target market.

There are also location options, such as targeting “people in or who show interest in your target locations,” which is the recommended setting. I will go with this recommended option.

If you want to exclude certain areas within your target location, you can do that here, but in my case, it is not necessary.

My preferred language is English, so I will select the language suggested by Google.

Next, Google asks about the focus of your bidding—what your main objective is.

You can choose between high-quality traffic or viewable impressions.

A viewable impression means that a user sees 50% or more of your ad for at least one second. Anyone who does that is counted as having shown some interest in your ad or your web magnet/web bait.

In this case, as a beginner, I would recommend going for high-quality traffic instead of viewable impressions.

This means you allow Google to decide what high-quality traffic is most relevant for your purpose. Since I am a beginner, I will not go into the details of whether viewable impressions will give me a better ROI.

By selecting high-quality traffic, Google will try to maximize conversions and optimize the bid strategy to get you the most relevant traffic for your given budget.

That’s why I am selecting this option.

Cost, budgets, and ROI need to be monitored. Optimization of resources and healthy conversions need to be achieved professionally.

Now, in the next step, I have to set a daily budget.

Since my webinar is in 7 to 10 days and the date has already been fixed, I will run my campaign for seven days. For example, I will set my daily budget as ₹1,000 per day.

I will enter ₹1,000 per day as my budget here.

However, this does not mean that Google will always charge exactly ₹1,000 each day. Google will try to create high-quality traffic for your landing page within that budget range. It may vary slightly—plus or minus a bit—but on average, it will remain around ₹1,000 per day. That is the idea.

Now, if you remember, I told you that you can have multiple ad groups within a campaign.

Each ad group can have a different set of keywords.

For example, in my case, my target audience is based in the US and may be interested in my seminar. This audience can be of two types:

1. Those interested in learning courses that are purely export-oriented.

2. Those interested in general business management courses, who may or may not relate them directly to exports.

Why do I need these two groups?

Because it is possible that if I run a campaign with keywords focused only on export-related courses, I might not get enough traffic in the first week.

To avoid this risk, I will create two ad groups instead of one.

In the first ad group, all my keywords will directly relate to export-related online courses.

In the second ad group, I will include keywords related to business management, strategy, and international marketing.

In other words, my first ad group will focus specifically on exports, while my second ad group will cover international business and marketing, which may appeal to a broader audience.

This way, I will have one specific ad group and one general ad group.

As I mentioned earlier, it is better not to create too many ad groups—one campaign with a maximum of two ad groups is ideal.

I will show you how to create an ad group first. Once you create the campaign, Google will allow you to create a second ad group without any additional cost.

Within your budget, Google will run both ad groups (Ad Group 1 and Ad Group 2) evenly.

Within each ad group, it will automatically test different types of ads. After one week, you will receive a report showing which ads, keywords, headlines, and descriptions performed best.

This is how it works.

In my example, I will name Ad Group 1 as Specialized Export Group, and the second one as General Topic Group.

In this case, Google, after analyzing my website, has started suggesting target audiences for my campaign.

Out of the 40–45 suggested target audiences, it is recommended to select a maximum of 4 to 5 groups, depending on the theme of your ad group.

For example, since the theme of my first ad group is specialized exports, I will select very specific target audiences that directly or indirectly relate to exports.

In the second ad group, I will choose another set of 4 or 5 different suggestions.

Why limit it to 4 or 5 groups?

Because if you choose too many audience types, your data will get scattered, and it will become confusing to analyze the results.

By focusing on 4–5 groups, you can later identify which audiences perform best for future campaigns.

Next time you run a campaign, based on this analysis, you can narrow down to the top-performing audience groups and optimize your resources accordingly.

This is a very useful trick.

In my case, I will select Online Learners as one target group.

I will leave Business Management for the next ad group and continue selecting other relevant groups.

For example, International Business Students is another specialized group that fits well.

I will also consider Business Professionals, who may be interested in understanding exports and international business.

These will form my specialized group.

Among these suggestions, you will notice that some are marked as “In-Market Groups.”

In-market groups consist of users who are more active and ready to make purchasing decisions. They are very good targets.

For instance, Recently Graduated Students can also be an interesting target group.

In my four selected choices, the categories may include Affinity Audiences, Custom Affinity, Auto-Created International Business, and others. None of them are in-market groups.

Normally, when you focus on specialized groups, it’s less likely to find in-market audiences because they are smaller and more niche.

However, in the second ad group, when I select audiences such as Business Education, you’ll see that it is an in-market audience—meaning it consists of active users who are currently searching for related content.

It is always advisable to have at least one or two in-market audiences in your campaign mix.

But in my specialized ad group, the chances of finding in-market groups are low. Therefore, I will reserve them for my second ad group.

As a result, my specialized group may receive fewer responses, but they will be more relevant and of higher quality.

This is preferable because, if you remember from our sales funnel, our main objective is to narrow down to real potential commercial buyers—not the general public.

Our focus is on global B2B customers, not global B2C ones.

In the next step, you can adjust the target audience size using the slider.

When you increase the reach, the potential audience size becomes very large.

However, this is not recommended in our case.

As per our sales funnel strategy, we aim to narrow down our audience and attract high-quality traffic, not random sign-ups.

It is better to stay with the recommended setting, which focuses on a smaller, more segmented, and relevant population.

This ensures that your campaign targets the right audience effectively.

Achieving results in brand awareness and lead generation requires ingenuity and the use of web baits (also called web magnets). The next video explains the process.

Here we create our ads.

By default, Google has set the option so that the ad you create is a responsive display ad unless you choose otherwise. A responsive ad is a smart ad in which different variations of the ad text and structure within the ad groups are created by Google.

What you have to do is much faster: add some images and logos. For example, I can use this logo of my website here in one ratio and add some images as well. It is better to upload landscape images so that you can get two ratios. Avoid square images when possible; landscape images allow Google to create both landscape and square versions. Depending on the display ad requirement, it can use both ratios.

I will use this image, and now it is asking whether Google should use both the landscape and square ratios. I will select both ratios and add one more similar image that suits my ad. This needs to be done carefully; I am doing it for demo purposes. I will use this image, select both ratios, and save it.

Now you can see that two images with different ratios have been saved, and my logo is also saved. Next, I have to add the headlines. The first headline should be less than 30 characters. As I mentioned earlier, the main headline must not exceed 30 characters. Then you have a long headline of up to 90 characters and a description also up to 90 characters. You can provide up to five different descriptions.

By adding headlines, a long headline, descriptions, and finally the business name—EBIZEE, VJ Exports Mastery Courses—you complete the basic text elements. Google also offers headline ideas, which you can use. For example, “Amazing online courses” could be a headline, but in this case, I need to reference the webinar as the web bait.

I will use: “Exports Mastery Courses — Webinar” as the main headline. A second headline can be “VJ Exports Mastery Webinar.” A third headline: “Export Online Course Webinar.” A fourth: “EBIZEE Courses Webinar.” A fifth: “Online Courses Webinar.” Now I have five headlines for the responsive ad; Google will rotate and test these.

For the long headline, I will write: “Exports Mastery Courses Webinar with Free Enrollments,” which fits within 90 characters. For descriptions, I might write: “Exports Mastery courses and their value for modern business persons — Webinar.” I can add up to five different descriptions; for example, another description could be: “Premium exports services online.”

You can add more images as suggested; it is better to have at least three or four images ready. Google also recommends adding a square logo, so I will upload a square logo as well.

Now the ad appears complete. The final ad strength depends on how carefully you write the copy. In this quick demo, the ad strength is Average, because we created it fast. If you take more time and craft every word carefully, the ad's strength will improve. This is how your ad is created.

The key to the Google Ad campaign remains the correct Keywords. Keep watching the next video.

Now, after you have completed this process and all the feedback from Google is correct, you can press the Create Campaign button. This will create your campaign.

Once it is created, Google will allow you to add another ad group similar to the first one. This is how the process works, and it is very simple.

Once you start with these few steps and create a few ads, Google will provide you with a performance report.

One step that we forgot to include in this process is demographics. We are not targeting very old people, so that age group can be excluded.

Another step we missed, which should be part of this process, is the keyword section — and that is very important.

In addition, Google has now introduced a new method. You give a name to your audience. For example, for Ad Group 1, we are targeting a specialized audience.

In this specialized audience, you have the choice to target people who have any of these interests or purchase intentions, or people who search for certain terms on Google.

It is better to go for the first option, because we are not looking for people to purchase our product; we are inviting them to sign up for a free webinar. Therefore, it is better to target people with specific interests or purchase intentions.

You can mention these details here.

Next, you have to enter your keywords. If you remember from earlier episodes, we discussed how to perform keyword research.

Those keywords were created for an example I gave earlier about handmade paper and paper products. But in this case, since we are talking about online courses—specifically online export courses—we will use keywords created for this purpose.

For example:

• digital marketing free online course with certification

• online certificate program

• digital marketing

Here, I will write: Free webinar on Export Mastery Courses.

I will add keywords such as:

• export online courses

• export mastery courses

• online export training

These are specialized keywords that target the Export Mastery Courses audience.

After adding these keywords, I will save the audience.

This is one way of adding keywords to your campaign.

This is how the entire process is done.

If your payment method is correct and everything else is in order, and Google does not find any issues with your form submission, your ad will go live immediately.

After about a week, when the campaign ends, you will receive a complete report showing your campaign’s performance.

Facebook is as important as Google Ad Marketing, if not more. Facebook campaigns are more customizable and user-friendly. Watch the next video.

Hello friends,

Up till now, we have talked about Google marketing and other types of inorganic marketing.

You had been wondering whether we can include Facebook marketing for exports in the digital marketing sales funnel.

If you remember, we had mentioned Facebook marketing and LinkedIn marketing in phase one of our suggested sales funnel, wherein I said that Facebook marketing can be used for brand awareness as well as for lead generation.

I will talk about Facebook marketing and everything related to Facebook marketing in this episode. Today, after Google, the most sought-after inorganic paid marketing is Facebook marketing, especially for exports digital marketing and for an effective international sales funnel, which we had been working on and which I had suggested.

Also, Facebook has a very strong role, although Google has an advantage over Facebook because it has two different networks to work upon to get inorganic traffic on your website and to generate sales leads — the display network as well as the search network.

But Facebook does not have a search network. It is totally dependent on its empire of different types of display networks, on which it provides very effective marketing.

Many times, people say that the results of Facebook marketing are better than even Google marketing. However, I would say that for digital export marketing purposes, it is my own experience that Facebook marketing gives equal results, if not better, than Google marketing.

We cannot ignore Facebook marketing.

We will follow the same strategy that we used in the case of Google AdWords marketing. We will use a similar strategy for Facebook marketing as well.

One major difference between Google AdWords marketing and Facebook marketing is that in the case of Facebook marketing, the focus is more on creating an audience rather than on keywords. This focus ensures that Facebook marketing is able to bring you high-quality traffic without being constrained by keywords.

Another advantage of Facebook marketing is that, because it is not too dependent on keyword marketing, it starts giving results from the very first go, even for beginners, because you do not need to do multiple trial runs. In Google marketing, you need to understand which keywords are giving you the best results.

However, in Facebook marketing, you follow the same strategy — start with a single campaign. It is recommended to have two ad groups. In Facebook marketing, these are called ad sets. It is recommended that, as a beginner, you start with one single campaign that contains two ad sets in Facebook marketing with dynamic ads.

This dynamic ad concept on Facebook is very similar to responsive ads in Google marketing. In Facebook dynamic ads, you provide around five different types of images with different ratios, along with five different headings, texts, and descriptions. Facebook runs different combinations of these variations to create varied ads and provides you with a report showing which variations perform better than others.

Of course, in the ad sets, some that target different audiences may not give similar results, so that kind of trial still holds in Facebook marketing.

Let us see how we can do Facebook ad marketing by taking one example.

In this case, I will take the example of promoting online courses. I will use the example of promoting online courses in the US market. In about one week or ten days’ time, you can start with a web magnet or web bait — a webinar on online courses and online learning in the area of export mastery.

We will take this example and try to create an ad campaign for this webinar to maximize the number of people registering for it.

One of the simplest ways of achieving this is to create a sign-up form on Google Drive using Google Forms. We will try to bring traffic from the Facebook page, which we will set up specifically for the webinar. The page will prompt visitors to sign up using a link that takes them to a Google Form where they can enter their name, email ID, company name, and location.

We are not looking for extensive details that might deter them from signing up. We will collect only brief information to encourage participation and use a Google Form for this purpose.

More about web bait or web magnet. How to create them? Keep watching.

Here we start a Google Form for registration for the webinar.

We give it a name.

We will start like this and begin with the first question:

Name – Your full name (short answer).

Then we will ask for the email ID.

Next, we can ask for the mobile number, which can be optional.

We can ask for the location — country and city.

Then we can ask for the company name.

After that, we may ask for the size of the business, which can also be optional.

Here, we can give choices for the size of the business:

• Small business

• Medium-sized business

This is all we want to know here, and our form is almost complete.

Now, let us look at the responses that will come in this sheet — the Google Sheet.

We will ask for the email addresses, and we will write:

“Congratulations! Your registration is complete.”

Now we have this form ready on Google, and we can copy the link to this form.

We have copied the link.

Next, we will go to your Facebook account. In the Facebook account, you are advised to create one additional page — a sample webinar or a sample free webinar page. You can give it any name and choose the category “Education.”

We will write that this page describes the free webinar on online learning and learning opportunities.

In learning opportunities, we intend to talk about different platforms where people can buy online courses, such as Udemy, Coursera, or edX.

It is a general knowledge and skill-building kind of webinar aimed at people interested in online learning.

This page can include a detailed description. For the purpose of this demo, I am writing a short text, but you can include detailed content so that visitors clearly understand the purpose of the webinar and feel encouraged to register.

To attract customers, it is also important to add interesting images on this page.

First, I will add a profile picture — the company logo.

Then I will add the cover page with a suitable picture.

Now the page is complete. It talks about the webinar that is going to be held.

Once the page is ready, it serves as your Sample Free Webinar Page on Facebook.

Here, you have the button to create a post. You can write a description for the page and invite your contacts to visit it. You can do a lot of organic marketing by yourself without spending any money.

However, if you want to do Facebook ad marketing, first create a post that says:

“Free Registration Open to Attend the Online Webinar”

Include the following details:

Title: Online Learning and Online Learning Opportunities
Date: 3rd December
Time: 1 p.m. to 4 p.m. (mention the GMT or your relevant time zone)
Registration Link: [Paste the URL copied from your Google Form]

Now this page is created.

Another option could have been to create an event, but that is a little more complicated. Therefore, it is advisable not to go for the event option initially.

We could also create Google ads for the event — that is possible — but the method shown here is a simpler way of doing it.

You can skip the event setup for now.

Now the post is live on the page.

You can invite your contacts and existing students to visit this page.

You can also write more posts about the webinar and promote the page among your existing and past students who are likely to enroll in your course.

Now I will show you that, in this example, I want to boost my post for the purpose of registration for the free webinar.

For this, I will use this button here, which is the “Boost Post” button. This button is available, and the purpose of this button is that Facebook invites you to create an ad to boost this post.

In fact, you can create an ad to boost any post on Facebook. You can boost any particular page on your Facebook account. You can also boost your profile page. Any of the pages on your Facebook account can be boosted, and you can also create ads for external links.

You could have created an external link the way we did for Google Ad Marketing. On our website itself, we can create a page for the free webinar and boost that as well. There are different ways in which Facebook marketing can be done.

We will press this button — Boost Post.

When we want to boost a post, the first thing is to set the goal. That is the most important part of the process of Facebook ad marketing.

We have to set the goal. This goal can be set to automatic, which lets Facebook select the most relevant goal based on your settings. We can also change this manually.

Instead of automatic (which is also not bad — you can leave it on automatic), our idea is to get more visitors on the website, more engagements, more messages, more calls, or more leads.

In this case, since we are using a Google Form and our aim is to create more leads, we will select “Get More Leads.” That is the closest to the action we are taking.

In this case, our goal is to get more leads, and we are using a form to collect information. That completes our first step — goal setting.

Now the second part of the ad is the button that we want to use.

Since we are collecting leads and prompting visitors to sign up for the webinar, we can choose from different types of buttons suitable for this purpose.

Let us see what buttons are available for the ad. The best button in this case would be “Sign Up.” We will go for the Sign Up button.

As you can see on the sidebar, there is an ad preview. Since we have not yet completed the ad, it is not showing any images. The moment we add images, you will start seeing them. Right now, it is just showing the post.

Another step here is to check whether the post you are boosting falls into the special ads category. In our case, this particular action does not fall into that category, so we will keep it off.

Now comes the most important step in Facebook ad marketing — defining the audience.

This is crucial because the focus of Facebook ad marketing is on the audience rather than on keywords.

The entire Facebook marketing system is based on big data, which Facebook collects and analyzes to understand people’s interest groups, behaviors, and demographics. That is the unique strength — the USP — of the Facebook platform.

Facebook has strong data on people in terms of their interests, demographics, and behaviors. Google also has a fairly good idea about people on these parameters. These parameters are used to target the audience, which is the most important part of Facebook ad marketing.

Building a target audience is to Facebook as Keywords are to Google Ad Campaigns. Watch the next video.

Here, by default, Facebook has suggested people located in the US and in the age group of 18 to 65. That does not completely serve our purpose.

The problem with this audience is that it includes all people in the United States within this age group, which would amount to millions and millions of people. To cater to them, you would require huge budgets, which is not our purpose.

We have to narrow down the audience. What we can do here is either use a predefined audience (already created through the Facebook Ad Manager, which I will show you how to do) or create a new one. I will show you how to create a new one.

For this purpose, we will edit the existing audience.

First of all, I will change the age group because my target audience is not likely to be above 55, given the topics I deal with. Similarly, anyone below 20 years old is not my target customer.

I have narrowed down the age group, and the location (US) is perfectly fine.

Next, we will go for Detailed Targeting.

Let us start with Demographics.

Education level is not a problem. Anyone with any education level can be my customer, because in many cases, people with less formal education are successfully running export businesses and may be interested in my online courses. That’s why education level is not my focus area.

School or field of study will also not matter in this case.

Regarding Financials — income level is also not a big concern, because people of any income group can be interested.

Life events are not relevant to my case, so I will skip that.

Parenting will not help, and relationship status will not help either.

Work status may be interesting because we can target industries like business and finance, construction, education, farming, and food.

Government employees may not be very relevant.

Healthcare, IT, and management may have some potential, but the military and production sectors are less relevant. Sales is a good choice.

These are better choices as far as work demographics are concerned.

Now, in the Interest Groups, we will look at the interests of people.

If we go for interests such as advertising, agriculture, or architecture, agriculture may be of interest to people who might want to take online business courses.

Business — yes, relevant.
Online banking — yes, could be relevant.
Construction — yes.
Economics — yes.
Entrepreneurship — yes.
Higher education — yes.
Management — yes.
Marketing — yes.
People interested in digital marketing or social media marketing — yes, relevant.
Real estate — possible.
Sales, retail, and small business — yes.

Categories like entertainment, family and relationships, fitness, food, drinks, and shopping are not of much interest here.

Now, moving to Behaviors.

We can check Digital activities — yes.
Facebook payment system — yes.
Internet usage — okay.
Small business owners — yes.
Technology early adopters — yes, interesting.

Mobile users by brand or operating system can be skipped, as everyone would be covered anyway.

Now we have more or less filtered out the audience.

Once this is done, we can see that the potential reach is still around 120 million people, which is far too high.

We need to narrow it down further.

We will go into Audience Details and Detailed Targeting again.

In detailed targeting, there are three major parameters — Demographics, Interests, and Behaviors.

As I mentioned earlier, Facebook differentiates itself from Google by having a very large community and access to big data on the demographics, interests, and behaviors of its users. This is the main USP of Facebook.

That is why Facebook does not rely on keywords — it works based on this big data, which makes it easier for Facebook to target the right customers.

Now, we will try to find parameters of people in the US aged 25 to 55 who have specific behaviors, interests, or demographics.

For our export online courses, we will look for relevant demographic, interest, or behavioral factors.

First, let us type a few keywords to see if Facebook gives any suggestions.

For example, if we type “export”, we immediately find a group of people with an interest in export. We can use this interest right away.

Next, typing “export” again, we find a demographic category — Import/Export Manager. That is an excellent demographic group.

Fortunately, Facebook is suggesting this group automatically, which is very useful.

Now, let us see if we can find some behavioral data. If we type “online learning”, we might find something, but it will be too broad, covering many unrelated interests. So we will not use this one.

We will stick with export-related demographics and interests.

Using these detailed targeting factors — interests in export/import and demographics such as Export Managers — we find that our potential reach is around 3.8 million people.

That’s a good number, as we are not planning a large daily budget. Reaching 3.8 million people in the US is an excellent start.

We will save this audience.

Now, as you can see, we have audience details for people living in the US and within the chosen age group.

It seems there was a small mistake, so let’s correct it.

We’ll adjust the age to 25–55.

Now, after changing the age range, our potential reach has reduced to 2.4 million people, which is perfectly fine. Anything above half a million is good.

A reach of 2.4 million people is absolutely fine, and we are successfully targeting people with an interest in export-import and those who are export managers.

This is a good starting point for this ad set.

Okay, now we have a perfectly fine audience with the right location, age group, interests, and demographics.

That is very good, and our reach is also satisfactory.

With this reach, Facebook estimates that we may be able to engage between 32 to 92 people daily, which is a good number. If we can get this level of engagement, it may even increase. This number is just an estimate provided by Facebook.

For a total budget of ₹400, this is reasonable. If we increase our budget, engagement will likely increase because our bid amount will be higher, allowing us to reach more people.

For example, if we increase the budget to ₹1000, we can see that our daily reach increases from 66 to 192 people.

By increasing our budget for these five days, we will be able to increase our daily reach to between 66 and 192 people, within a total audience of about 2.4 million people who will see our advertisement.

Within this scope of 2.4 million, we are likely to engage somewhere between 66 and 192 people daily.

This is how we can create our ad.

If we press this button here, we will be able to create the ad. However, we will need to add our payment method first. Unless we add the payment method, we will not be able to click the button to boost the post and create the ad.

Placement options are already set for Facebook and Facebook Messenger, which is good enough for our purpose.

This is how we create a Facebook ad — a very simple method.

If we want to go deeper, we can run a few ad campaigns using this simple method. Later, we can use the Business Manager and Ad Manager tools provided free of cost by Facebook. These allow us to create more accurate campaigns with multiple ad sets.

Here, you can also add one more ad set in this campaign with a different set of interests.

For example, in the second ad set, after we boost this post, we can add another ad set and change the interests to a different group of interest categories. This will create a second ad set.

In that case, we can try adding “International” as a keyword.

Yes, International Trade — we have this interest group available.

We can even browse other possible categories of interest to explore more options.

Let us also check if Facebook suggests anything for International Trade.

Alternatively, we can write International Business.

Yes, we have International Business as well.

We can include this as the interest for the second ad set with a different audience.

Suppose we go with this audience — we find that we can get another ad set with a potential reach of 2.2 million people.

If we use this one, for example, for the second ad set and save this audience, we notice something interesting — with the same budget, we can expect 92 to 267 people reached daily.

This seems to be a better ad set.

We should try both ad sets and observe the results.

In the future, we will be able to understand which ad set gives us a better ROI on our investment.

These data points can be checked through the Ad Manager.

For example, I will show you how to use the Ad Manager.

In this case, if we open the Ad Manager, we can go into our campaign details. You can see the details listed there.

For example, this ad is a new campaign for webinar sign-up delivery, currently in draft mode and not yet live. The bid strategy is set to the lowest cost, and the budget is ₹1000.

Once the campaign is live, results will start appearing — reach, impressions, cost per result, and total amount spent.

This kind of report will appear for each ad set — ad set number one as well as ad set number two.

If we go to the Ad Set section, we can see one ad set already present.

We can duplicate this ad set, modify the audience, and thereby create a new ad set (number two).

Instead of copying, we rename it as Ad Set 2.

This way, within one single campaign, we will have two ad sets, which we can manage through the Ad Manager.

This is the complete process of using Facebook Ads Marketing.

This is how we create leads for our web bait or web magnet, which in this example is the webinar — the Webinar on Online Learning in the Area of Export Management.

This is how Facebook marketing is done.