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Unit 3 Digital Marketing

Search Engine Marketing (SEM) encompasses strategies to enhance the visibility of websites in search engine results, utilizing both organic and paid methods. Key components include keyword selection, ad management, and performance measurement, with platforms like Google Ads being central to these efforts. SEM is crucial for generating qualified traffic, improving brand visibility, and driving conversions, making it an essential part of online marketing strategies.

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0% found this document useful (0 votes)
43 views155 pages

Unit 3 Digital Marketing

Search Engine Marketing (SEM) encompasses strategies to enhance the visibility of websites in search engine results, utilizing both organic and paid methods. Key components include keyword selection, ad management, and performance measurement, with platforms like Google Ads being central to these efforts. SEM is crucial for generating qualified traffic, improving brand visibility, and driving conversions, making it an essential part of online marketing strategies.

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UNIT- 3 SEM & Social Media Marketing

SEARCH ENGINE MARKETING


Search engine marketing includes all the tools, techniques and strategies that help us
optimize the visibility of websites and web pages in search engines such as Google and
other similar sites.
We seek to appear among the first results when the user performs a search related to our
brand.
Within these results, we can distinguish two types:
•The organic or natural results are usually displayed in the center of the page and are
selected by Google applying a proprietary algorithm.
•This algorithm assesses both the relevance of the website (that is, the quality of its content
and to what extent it fits a specific search) and the authority of the website (links from
other pages).
•The paid results are usually displayed at the top of the page and in a column on the right.
Unlike the previous ones, here the advertiser must pay a certain amount for each click on
his ad. To hire advertising spaces in search engines, it is necessary to use platforms such
as Google Ads.
SEARCH ENGINE MARKETING

Search Engine Marketing (SEM) is the process of gaining market online by


purchasing Ads on search engines, say Google, Yahoo, or Bing. SEM involves the
promotion of websites by increasing their visibility in Search Engine Result Page
(SERP).
The search engines use algorithms to provide the most relevant results to every user.
For producing best suggestions to the users’ queries, they consider not only the search
keywords entered by users but also users’ location, type of device and operating system
they are working on, users’ preferences, and their identities.
The better the search algorithm is, the happier the user is with its results.
.
ORGANIC SEO NON-ORGANIC SEO
It takes more time to create as more It is speedy.
concentrated towards content creation,
building hyperlinks, meta-tag
optimization, keyword enhancement, etc.

It yields late effect. It brings immediate effect.


It focuses on long term results. It focuses on short term results.
It is inexpensive. It is very expensive.
They cannot be affected financially. They can get affected financially.
Once the design of the website and its It required high degree of management.
content is good, it requires less
management.
Organic SEO is called White Hat search Inorganic search is Black Hat search tactic.
tactic.
Zappos clearly has an effective
SEO strategy, since its "Summer
shoes" page ranks first organically.
However, their paid "Summer
Shoes" ad, circled above, ranks as
the first search result overall.
With 35% of product
searches starting on Google, and
the average Google search
lasting only a minute, it's critical
your business's product or service
appear at the top of a SERP when
a user is searching for it. This isn't
always possible organically,
particularly when other businesses
are paying to ensure their
products appear above yours.
When this is the case, it's critical
you invest in a SEM strategy.
Search engine marketing consists of a series of tools, techniques and strategies
aimed at optimizing search engine advertising, seeking to appear among the top
positions, get lower costs per click and maximize conversions derived from the
ads.
The most known and used SEM platform is Google Ads, but there are other
solutions, such as Bing Ads for example.
Basic concepts about search engine marketing
Keywords: are the terms that users enter in the search engines and that cause a particular
ad or search result to be shown. They do not have to be single words, in fact, it is normal to
use groups of words or phrases, such as "buy Nike shoes" or "what is the best accounting
software".
Concordance:
when setting up a campaign in Google Ads, we must define the degree of correspondence
between the keywords we have selected and the term that the user enters in the search
engine. This is what is known as "concordance".
For example, if we opt for a broad match, the ad will be displayed when the user searches
for synonyms or terms similar to the keyword. With an exact match, the ad will appear
only when the user enters the keyword without changes in the search engine
•Text ad: is the standard ad type that is shown in search engines, although today we
have more options, such as shopping ads. It usually includes a title, a visible URL that
can be customized and a short description.
•Ad group: In Google Ads, an ad group consists of several ads that appear with the same
keywords. In this way, we can see which are the most effective ads.
•Campaign: in Google Ads, the campaign is like the "umbrella" under which we
organize different ad groups with similar goals. For example, if we have an online
store of school supplies, one campaign could include ad groups on textbooks, another
on backpacks and a third on drawing material.
•Page destination or landing page: the website to which the user is directed after
having clicked on an advertisement. To achieve good results with search engine
marketing, this web page must be optimized to get conversions or for users to perform
a certain action (for example, completing a form to download an ebook). The
keywords, the ad shown and the landing page should always be aligned to ensure a
good user experience.
•Search Network: the places where your ads can appear. The most common is to work
with search ads on the top and right of the results page, but we can also show them on
other sites such as YouTube or Google Maps.
•Impressions: The number of times an ad was shown.
•Clicks: number of times an ad has been clicked
•CTR: percentage of clicks on total impressions.
•CPC: average cost per click.
•Quality Score:
• Score awarded by Google to ads and keywords and which influences your cost per
click. This score is determined based on the relevance of the ad, the percentage of
clicks obtained and the experience of the landing page. The objective of the system is
that higher quality ads occupy higher positions and have a lower cost per click.
WHAT VALUE ADD DOES SEARCH ENGINE
MARKETING HAVE FOR YOUR BUSINESS?
Generate highly qualified traffic.
Generating traffic organically can be a very long and tedious process, in which the
results are only seen in the long term. Search engine marketing allows us to
accelerate it and get users to our website from the beginning. In addition, we have
the guarantee that these users are interested in what we offer, since they
themselves have searched for it.
•Generate visibility.
•Appearing in the top positions of Google and other search engines, even if the user
does not click, makes our brand go associated with a specific need.
•Generate conversions.
•In the end, the ultimate goal of Google Ads and other search engine marketing
tools is to improve our business results. To do this, we will create optimized
landing pages that put users on the path to conversion.
Get the most out of your budget,
whatever it may be. One of the great advantages of search engine marketing is that it
is a suitable solution for companies of all sizes, since the minimum investment is
very affordable. On the other hand, if your brand is growing, you can increase the
investment and the complexity of your campaigns to keep growing. Also, since you
only pay if you get results (in the form of clicks), you make sure that the budget is
used to the maximum.
Get measurable results
and follow up in real time. Search engine marketing solutions such as Google Ads
provide us with a large number of metrics on campaigns and allow us to know what
is happening at all times. In this way, it is very easy to correct the course to get better
results.
The search engine marketing or SEM has great potential to help companies achieve
their goals quickly and scalable. To get the most out of it, the ideal is to have experts
who have extensive experience positioning brands in Google.
SEM VS. SEO

Generally, "search engine marketing" refers to paid search marketing, a system


where businesses pay Google to show their ads in the search results.

Search engine optimization, or SEO, is different because businesses don't pay


Google for traffic and clicks; rather, they earn a free spot in in the search
results by having the most relevant content for a given keyword search.
Both SEO and SEM should be fundamental parts of your online marketing strategy.
SEO is a powerful way to drive evergreen traffic at the top of the funnel,
while search engine advertisements are a highly cost-effective way to drive
conversions at the bottom of the funnel.
STEPS INVOLVED IN SEM
1. Define Effective Strategy

2. Choose Right Keywords

3. Optimize Your Website Content

4. Submit Your Website for Indexing

5. Add Quality Links to Your Website

6. Manage Paid Search Advertise

7. Measure Success of Advertise


STEPS INVOLVED IN SEARCH ENGINE MARKETING

Step 1 −
▪ Define Effective Strategy
•Define your target audience.
•Identify their needs and motivations.
•Highlight how your product is best to serve their needs.
•Review your business position in the marketplace.
•Identify your competitors.
•Identify your specific goals and benchmarks,
•such as search ranking, sales, website traffic, and other ROI metrics.
Step 2 −
Choose Right Keywords

•Select most important phrases relevant to your business.


•Also select the phrases that are frequently searched by your target customers.
•Conduct brainstorm sessions for potential terms your customers use when thinking about
your products and capabilities.
•Interact with your sales and customer service teams, and best customers to know the
frequently used phrases.
•Employ a keyword research tools to compile a list of highly searched terms.
Step 3 −
Optimize Your Website Content

•Focus on your website structure. Keep it simple.


•The search engines looks for the underlying code of your website when they visit your
website.
•Create crisp, clear, and correct content that can retain users’ attention.
•Use your keyword phrases relevantly in pages title tags, heading tags, directory names,
file names, alt tags and meta tags.
•Pay attention to meta description. It is shown in the search results below your link,
providing a great opportunity for you to bring visitors to your Website.
Step 4 −
Submit Your Website for Indexing
To be visible online to the customers, ensure that all the pages of your website are completely
indexed by the search engines such as Google, Yahoo, and Bing.
For speedy process of getting indexed by the other engines, submit your website to the
DMOZ.org, an Open Directory Project. Once DMOZ accepts your website, Yahoo and other
search engines have no problem indexing your website.

Step 5 −
Add Quality Links to Your Website
•Build links to your website from valued links of other websites that are frequented by your
targeted visitors.
•The more quality inbound links you have, the more popular your website is with Google and
other engines.
•Make your website content is link-worthy. Create interesting and informative content on
your website such as a library of best practices articles, blog trends in your industry, etc.
•You can also garner links from vendors, customers, business partners, and trade associations.
•Distribute press releases and articles online.
Step 6 −
Manage Paid Search Advertise
•Bid on the most relevant keywords. Do not pick them based on only popularity.
•Make sure your product offer is interesting to the potential customer.
•Tie the bidding strategy to business results. In many cases a lower Ad position will produce a
higher ROI.
•Finally, include a compelling ‘call to action’ in the Ad and send traffic to a relevant landing page
tied to the Ad

Step 7 −
Measure Success of Advertise
•Check how well you performed in the past.
•Measure CPC, CPR, Clicks, Bounce rate, Impressions, ROI, etc.
•Employ Web Analytics to monitor progress and problems.
•Monitor your position regularly in the search results.
•Identify problems and plan strategies to improve your results in the future.
BEST SEM TOOLS
1.HubSpot's Ad Tracking Software
2.SEMrush
3.Google Trends
4.Keywordtool.Io
5.Google Ads Keyword Planner
6.SpyFu
7.WordStream
1. HUBSPOT'S AD TRACKING SOFTWARE
You're not paying for ads for the fun of it; you're paying for ads because you want to generate leads
and drive revenue for your business.
The HubSpot Ads tool helps you go beyond traffic and click metrics to analyze exactly how ads are
influencing contacts where they are in the buyer's journey.
This will help you understand which ads actually work, justify SEM as a channel, and integrate your
advertising in with the rest of your marketing efforts.
2. SEMRUSH
SEMRush allows you to conduct extensive keyword research, keyword rank tracking, site audits,
traffic analysis, and more.
SEMRush is a fantastic tool for finding opportunities to rank for long-tail keywords organically,
but additionally, you can use the tool for various SEM efforts.
For instance, you can use SEMRush to figure out where your competitors are concentrating
their marketing efforts, and analyze their regional presence, to figure out how much money you
want to put behind certain keywords.
Additionally, SEMRush enables you to discover your main paid search competitors, figure out
which keywords they're bidding on, and study the composition of their ads.
This is vital information when you're cultivating your own paid strategy and are unsure how to
out-rank other businesses on the SERPs.
3. GOOGLE TRENDS
Google Trends allows you to track search volume for a particular keyword across a specific
region, language, or time frame -- which can enable you to identify which search terms are
trending, and which ones aren't.
Since you don't want to put money behind a keyword that's decreasing in popularity, this is
an incredibly useful tool for your SEM efforts.
Additionally, particularly if you work for an ecommerce business, the ability to gauge interest
in your product or service in a certain geographical area is undoubtedly powerful for
ensuring you tailor your paid efforts to specific locations, saving you money in the long-run.
4. KEYWORDTOOL.O

One of the most helpful features of Keywordtool.Io is its ability to tap into Google,
Bing, YouTube, Amazon, Instagram, Twitter, and the App Store, so that you're able to
segment your keyword research through various channels and better target your
efforts.
Additionally, the tool takes your base keyword and provides you with variations of
words and phrases, which allows you to cultivate a more extensive list of possible
keywords you might want to include in a paid ad.
Using Google Autocomplete to provide relevant keywords for you, the free version of
Keywordtool.io lets you generate up to 750 long-tail keywords and keyword
suggestions for every search term.
Plus, you can use the tool to analyze search trends on Google, to ensure your desired
keywords are increasing in popularity and will continue to serve you well over the
long-term.
5. GOOGLE ADS KEYWORD PLANNER
Since Google is likely where you want your ads to appear, it makes sense to consider using Google Ads
Keyword Planner to research relevant keywords for your business, and keep track of how searches for
certain keywords change over time.
The Keyword Planner will help you narrow down a list of possible keywords to ensure you're
choosing the most effective ones for your business.
Additionally, Keyword Planner will give you suggested bid estimates for each keyword, so you can
determine which keywords work with your advertising budget.
Best of all, once you've found your ideal keywords and are ready to launch an ad campaign, you can
do it all from within the tool.
6. SPYFU
Ever wish you could see which keywords your competitors are buying on Google, or check
out which ad tests they've run? With SpyFu, you're able to do just that -- simply search a
domain, and you'll see every keyword that business has bought on Addwords, every
organic keyword for which they've ranked, and every ad variation they've had in the last 12
years.
Plus, you can monitor your own paid and SEO rankings on Google, Bing, and Yahoo.
7. WORDSTREAM
WordStream is a advertising management solution that can help you research, measure,
and optimize your ads for performance.
You get access to advanced reporting features for data analysis and tools for creating great
ads.
In addition, WordStream has alerts and workflow tools to help you make decisions
about your campaigns.
MOBILE MARKETING
“Smartphones are reinventing the connection between companies and their
customers.”
It is a form of business promotion on Internet-enabled mobile devices such as
smartphones, e-books, and tablets to deliver marketing Advertises.
Mobile technology has grown leaps and bounds over the last few decades. The
journey from the clunky wireless phone to sleek smartphone has been peppered
by a number of amazing innovations and discoveries.
With the 3G mobiles available today, users can do a lot more with their
smartphones than just sending a voicemail or SMS.
They can browse the web, check the weather, read a book, prepare a to-do-list,
carry their favorite music around, find their way around a new city with GPRS,
and do much more.
BENEFITS
HOW DOES MOBILE MARKETING WORK ?
Mobile marketing consists of ads that appear on mobile smartphones, tablets,
or other mobile devices.
Mobile marketing ad formats, customization, and styles can vary, as many
social media platforms, websites, and mobile apps offer their own unique and
tailored mobile ad options.

Why You Need a Mobile Marketing Strategy


Your business needs a mobile marketing strategy for the same reason that
you need a computer and wi-fi access – this is the age in which we live! Walk
around any major city and you’ll find more than just a few folks with faces
glued to their smartphone screens.
According to recent reports, 40% of users’ internet time is spent on mobile
devices, which means simply ignoring the rise of mobile just isn’t an option.
TYPES OF MOBILE MARKETING STRATEGIES

There’s a healthy variety of mobile marketing strategies to try. The kind


that works best for your business will depend on your industry, target
audience, and budget.
App-based marketing:
This is mobile advertising involving mobile apps.
While 80% of mobile time is spent engaged with apps, you don’t have to
create an app yourself to get in on the action.
Services like Google AdMob help advertisers create mobile ads that
appear within third-party mobile apps.
Facebook also allows advertisers to create ads that are integrated into
Facebook’s mobile app.
Facebook’s mobile Promoted Post ads integrate so seamlessly with
Facebook’s news feed that users often don’t realize they’re looking at
ads.
In-game mobile marketing:
In-game mobile marketing refers to mobile ads that appear within mobile games.
In-game ads can appear as banner pop-ups, full-page image ads or even video
ads that appear between loading screens.

Example of an in-game mobile marketing ad


QR codes:
QR codes are scanned by users, who are then taken to a specific webpage that the
QR code is attached to.
QR codes are often aligned with mobile gamification and have an element of
mystery to them, since users who scan them don’t always know exactly which
rabbit hole they’re jumping down.
Location-based marketing:
Location-based mobile ads are ads that appear on mobile devices based
upon a user’s location relative to a specific area or business.
For example, some advertisers may only want their mobile ads to appear
when users are within a 1-mile radius of their business.
Mobile search ads:
These are basic Google search ads built for mobile, often featuring extra add-
on extensions like click-to-call or maps.
image ads:
Image-based ads designed to appear on mobile devices.
SMS:
SMS marketing involves capturing a user’s phone number and sending them
text offers. This is considered somewhat passé.
If you're ready to dig in and optimize your mobile
MOBILE MARKETING BEST PRACTICES
We’re leaving you with some quick mobile marketing tips to make sure you make the most of mobile.
• Be Clear and Concise:
• Mobile devices have small screens, which means words should be used sparingly. Cluttered and crowded ads will
just drive users to scroll past. When it comes to mobile, it’s best to keep things simple.
• Optimize for Local:
• Be sure to remember that 1 in 3 mobile searches have local intent. Users often use mobile devices to complement
their immediate worldly interactions – where is the nearest gas station? Is there a nearby coffee shop that has wi-
fi? Optimize for local mobile marketing to make sure you are aligning with users’ queries.
• Consider Your Audience:
• The type of audience you’re hoping to reach should influence the kind of mobile ads you use. Are they gamers?
Then try taking advantage of in-game ads. Are they young and tech-savvy? Mobile Facebook Promoted Posts might
be more likely to get their attention.
• Experiment with Different Strategies:
• There’s a lot of room for experimentation when it comes to mobile marketing. Don’t be afraid to test out some ad
extensions with your Google Ads Enhanced Campaigns – try the Google Offers ad extension, or the click-to-call
extension, and see how they work for you.
• Benchmark Your Results:
• Experimenting is great, but there’s no point in trying new techniques if you’re not tracking your results to see what
works and what doesn’t. Try the AdWords Grader to see how your mobile PPC ads are performing.
Mobile Site Links: Mobile site links make it easy for mobile users to jump to specific
pages of your site without wandering around. Site links are especially useful in mobile
marketing, as it’s much more convenient for users on mobile devices.

Mobile sitelinks on Google Ads


Click-to-Call Mobile Ad Extension: The click-to-call extension puts a “call” button
directly beneath an ad. Clicking the button automatically generates a business’s
phone number on a user’s mobile device.
While this handy ad extension makes it easy for searchers to get in contact with
your business and drives users down the conversion funnel, it’s best to only have
the click-to-call mobile ad extension appear when your business is open and able
to answer the phone.

Google Ads mobile call


extensions
Google Offers for Mobile: The Google Offers mobile ad extension lets
advertisers post a discount offer or coupon beneath their ad. These special offers
can capture the attention of users who might otherwise ignore an ad.

Google offers for mobile


Click-to-Download Ad Extension: The click-to-download ad extension is similar to the
click-to-call, only instead of generating a phone number, clicking the “download” button
takes users to the download page of the advertiser’s pre-selected app.

Click-to-download mobile ad
extensions
Local Ad Extensions: Local ad extensions are probably the most important
extensions for mobile, considering that 1 in 3 mobile searches have local
intent. Considering how many mobile searches are questions looking for a local
solution, local mobile marketing needs to be a key aspect of your mobile
strategy.
Local mobile marketing extensions often involve a phone number or link to
Google Maps.

Local ad extensions on mobile


MONITOR YOUR MOBILE MARKETING METRICS
VIDEO MARKETING ON YOUTUBE

Video marketing is the use of video to raise awareness, create


engagement, and drive sales. It’s a part of digital marketing, albeit a
massive one, and overlaps with content marketing.
VIDEO MARKETING
Video is NOT just another content format and video marketing is not just about using videos to
sell your products. Video marketing is a set of sophisticated techniques that involve making use
of different types of videos and disbursing them via multiple marketing channels in order to
attain any of the following objectives:
1. Increase Brand awareness
2. Accelerate lead generation
3. Establish oneself as thought leader
4. Build competitive advantage
5. Building credibility and trust Activating
6. Engagement Influencing Purchase
7. Improving Customer Support
VIDEO TYPES AND CHANNELS
Marketers can choose from a wide variety of video formats depending on objectives they
intend to achieve. For instance, if the goal is to demonstrate to customers how to operate your
product, you could provide them with an informative tutorial in order to aid their usage of your
tool. Some of the popular video formats used by marketers are:
Webinar
Product demo
How to tutorial
Blogs
Vine Presentation Interview
On-location/at-event
Behind-the-scenes/documentary
Case study
BENEFITS OF VIDEO MARKETING
Increasing Brand Awareness
(1) With a wide range of benefits from getting indexed better, increased engagement rates to
high conversion rates, marketers are now looking at an element of marketing that pushes
consumers to the all-critical buy. (2) It is estimated that more than 187 million people in the US
watched 48 billion online content videos in July 2013 online! The average American spent
more than 22 hours watching online video. Integrating video into your marketing strategy
provides you access to these millions of consumers who are using video as their primary content
consumption channel. Apart from allowing you to connect with a larger audience, video is also
a crucial vehicle for branding. It provides a brand with a human face, a live image unlike text
or audio. Showcasing your human side would allow consumers to relate to your brand in a
much better manner
Increasing Lead Generation
Videos are a powerful lead generation machine. (3) More than 70% of B2B buyers view
video product demonstrations before making a purchase. Making that instant emotional
connect with these buyers with your video by providing them valuable information will allow
you to push them further along their buying cycle.
IMPROVED USER ENGAGEMENT
Because of the high interaction quotient, videos are perfect for sharing and forwarding to
other interested parties. According to IDG, 82% of B2B buyers forward or share tech-
related videos. If you want people to share your content – video is the way to go. Adding
engaging and relevant videos to your site will shoot up the shareability of your material
and also enable you to rank high in search results. The reason is that posts with videos
attract three times more inbound links than plain text posts. More inbound links means more
traffic to your website, free promotion of your content via other sites and channels, and
ultimately, higher SEO value for your pages.
Search Engine Optimization
If you’re wondering how video can help with SEO, get this. YouTube is now the second
largest search engine in the world, 62% of Google universal searches include video and
not just that; video increases your chance of a front-page Google result by 53 times! These
statistics prove that if your marketing mix excludes video, you could be missing out on very
crucial traffic from potential customers.
MEASUREMENT OF VIDEO ROI
Ideally measurement of ROI involves measuring the costs incurred for a campaign vis-à-vis
the benefits derived from it. Measurement of video ROI however cannot be conducted by
comparing the returns in terms of revenue alone to the costs incurred since the returns from
executing a campaign might not result in a direct increase in revenues. This is why it is
important to tie the measurement of returns to the objectives that you had set out to
achieve with your video campaigns. For instance, if your objective was to increase traffic to
your website, checking the sources in your google analytics will allow you to compute the
traffic derived (which is the return in this case) from your video campaign. Here are some
of the top metrics for measurement of video performance:
Event tracking using Google Analytics Discovery
even tracking refers to the sources or channels which received maximum traction; the
noteworthy referral sources of viewers to a video. This includes referrals from other
websites, social networks, views on mobile and the websites where the video was
embedded. Analyzing this data will provide you with a list of channels for you to focus on
for releasing future videos.
AUDIENCE RETENTION
Audience retention or viewer drop-off measures how long viewers were engaged
with a video. Monitoring audience retention will enable you to understand the exact
point at which your audience lost interest in a video. This could be because of any of
the factors including the video’s length, content, quality and more. The videos
featured in the related videos section now features videos with the highest watch
times, rather than the highest views. This makes the viewing time of videos a critical
metric for your video marketing efforts. This means that if you keep your viewers
watch videos for longer periods of time; you’ll be rewarded with more visibility in
YouTube discovery and search.
Number of video views
A view refers to the number of unique individual hits to a video and is an important
metric to understanding the reach of the video. Views are an important point of
YouTube search and discovery, since people can search by “the highest number of
views.
Social Media Shares Comments

Shares refer to the number of times a video was shared with the viewer’s social networks.
This is a great measure of virality and points to how the video’s reach is increasing as a
result of people engaging with it and sharing it further. Comments refer to viewpoints of
video viewers which is a great measure of understanding how a video was received by
the target audience. The quantity of comments by itself is not a valid metric, it is important
to divide it by sentiment and analyze whether the overall tone was positive.
Likes and Dislikes
This metric shows people’s sentiment towards the video which is an important measure of
how people emote when they view a video online. Chances are if a user hits a like button,
they will share it with their networks as well. This is also a measure of engagement and
allows you to gauge how many of your actual viewers or subscribers emoted strongly
enough to either like or dislike a video
Leads Generated
If the objective of a video campaign was to increase the number of leads generated;
campaigns performance can be measured by summing up the number of leads captured
using the lead capture form.
Rate of increase or decrease in subscriber base
Subscribers refer to people who voluntarily register for your network’s content so that as and when a new video
is uploaded, it appears in their feeds. These are people who have liked your content in the past and are will
most likely engage with your brand. It is important to monitor the growth in subscriber base on a video to video
basis to understand the nature of video content preferred by your target audience. If you have chosen a
particular topic for series of videos and you notice a gradual decrease in subscriber growth, you could derive
that it is possibly because this topic does not appeal to your subscriber base.
YOUTUBE MARKETING
1.Creating and Branding a YouTube Channel
2.Optimizing Your Videos for SEO
3.Creating Videos for YouTube
4.Building a YouTube Marketing Strategy
5.Understanding YouTube Analytics
6.Running a YouTube Advertising Campaign
YOUTUBE
Launched in May 2005, YouTube allows billions of people to discover, watch, and share originally-
created videos. YouTube provides a forum for people to connect, inform, and inspire others across
the globe and acts as a distribution platform for original content creators and advertisers, both large
and small. This tutorial is designed to make the readers understand how YouTube can be used as a
marketing tool. It explains how you can create a video to promote your business and create greater
awareness about the products an
Audience
This tutorial is primarily going to help all those readers who are into marketing and advertising
through videos, specifically those who aspire to make a career in YouTube Marketing.
Prerequisites
Before proceeding with this tutorial, you should have a good understanding of the fundamental
concepts of marketing and advertising. services you offer.
YouTube provides a forum for people to connect, inform, and inspire others across the globe and
acts as a distribution platform for original content creators and advertisers large and small.
The following screenshot shows how a YouTube page looks like −
SALIENT FEATURES OF YOUTUBE

YouTube is no longer a new media platform, as proven by these stats −


•YouTube has more than 1 billion users
•Every day people watch hundreds of millions of hours on YouTube and generate billions of
views
•The number of hours people are watching on YouTube each month is up 50% year over
year
•300 hours of videos are uploaded to YouTube every minute
•~60% of a creator’s views comes from outside their home country
•YouTube is localized in 75 countries and available in 61 languages
•Half of YouTube views are on mobile devices
•More than a million advertisers are using Google ad platforms, the majority of which are
small businesses
THE YOUTUBE ADVANTAGE
From a business point-of-view, YouTube Marketing has introduced new techniques that many businesses aren't yet
exploiting. The following YouTube guide will walk you through these opportunities for marketing on YouTube −
•Assess different ways you can use YouTube for marketing.
•Using YouTube to inform and educate your audience.
•Researching video content ideas.
•Using YouTube to support conversion.
•Leveraging the YouTube community to promote your video.
•Branding your YouTube channel.
Increasing your reach and visibility. Important Points to Note
You can keep your focus on the following points to become a YouTube rock-star −
•You need to capture the curiosity of video consumers by creating unconventional content.
•You’ll need to ensure your video is discoverable.
•Consider joining hands with YouTube celebrities to enlist already curated audiences.
•Always ensure that the video links back to your website and includes a call-to-action.
Finally, make sure to be consistent with regular postings to the YouTube channel.
Creating a YouTube account is free, quick, and painless. To create a YouTube
account, just submit some basic information and create a username and password.
No need to add your street address or phone number, and you won’t need a credit
card.
The following figure shows how to create a Google account if you don’t have one.
YOUTUBE MARKETING - CREATE CREATIVE VIDEO

Ready to grow and sustain a loyal audience on YouTube? Start with a Creative foundation and strong, workable ideas.
When deciding what content will work best on YouTube, this is a great list of ideas or questions to ask yourself before
the creation process begins.
• Shareable − Will viewers share your videos?
• Conversational − Is there an element of speaking directly to the audience?
• Interactive − Can the audience interact with the content?
• Consistent − Are there consistent elements to each episode?
• Targeted − Is there a distinct audience your videos are targeting?
• Discoverable − Will viewers discover your videos through search?
• Accessible − Can a new viewer appreciate every episode?
• Sustainable − If your audience loves it, can you make more of it?
• Collaborative − Is there space for guests in your episodes?
• Inspired − Are your videos coming from a place of true passion?
If your content idea passes the test, it’s now time to decide what equipment you’ll use to capture the video. Choices
include everything from your mobile phone, a webcam, a handheld camcorder, or software that captures activity on your
computer.
Give them the benefit of the doubt
Comments on social media channels come with no context, no facial cues, and no tone. Don’t assume that
they meant their comment in a negative way. They may have no idea that their comment is considered
“negative” to you.
Don’t argue
It’s typically in your best interest, even when dealing with argumentative people, to engage in an argument.
Your reply is visible to everyone else who looks at the comments on your video. Think about the reputation
you are trying to create and how your reply will look to other people who want to comment on your video.
Separate constructive criticism from negativity
There are some YouTube users who thrive on negativity and there are others who genuinely want to
contribute to the conversation, even if they don’t see eye-to-eye with you. Make sure you aren’t lumping
these two types of people together. Respond to viewers offering constructive criticism with grace and
appreciation that they are adding to the discussion. Welcome divergent viewpoints when they’re written
respectfully.
Don’t feed the trolls
There are people on the Internet that seek pleasure in being argumentative. Engaging with them can be
exhausting and is never productive. If you think you may be dealing with an Internet troll, tread carefully
and don’t be afraid to disengage (i.e. ignore them).
When your YouTube videos begin attracting a large audience, you can turn those clips into an extra source
of revenue by enabling monetization on your account.
Monetization is a simple process that starts once you to agree to YouTube's terms and conditions
for advertising. Following this, you can allow ads to run with your videos, and YouTube will share of
portion of the ad revenue with you
HOW TO GROW YOUR YOUTUBE CHANNEL

Want to grow your business with YouTube? Here’s a complete guide to building a successful YouTube
channel to market your business.

Create a great channel layout.Use branded images, a video trailer, and organize videos by topics.
Create regular YouTube content.Aim for a minimum of one video per week, but the right amount of
content depends on your audience, your goals, and your content.
Write great YouTube titles.Write a cliffhanger, but make sure to include key terms.
Design the right thumbnails.Use arrows and circles to draw attention to your video and consider
including a logo to stand out.
Cross-promote your channel on other platformsMake it a priority to identify and reach out to other
similar channels to cross-promote or collaborate in a mutually beneficial manner.
Get your YouTube SEO right.Use your title and description to target important key terms and increase
your visibility.
Add close captions to videos.Ever remembered a great line from a TV show, typed it
into Google or YouTube, and found the exact clip on YouTube? If that great line wasn’t
in the title or the description, then you found that because the search engines used
the captions to find the video.
Optimize YouTube tags.The key to optimizing your tags is to place your important
terms first. Use quotes for keyword phrases such as “video production” and provide a
blend of common and long-tail keywords.
Ask for comments, likes, and subscriptionsMore likes and comments signals to
YouTube that the video is getting audience engagement, and YouTube will rank it
higher in their search results.
Create a great opening.The first few seconds of a video are absolutely crucial to get
exactly right. They “hook” the viewer in so that they want to watch your entire video.
Create calls to action.Having too many prompts can cause confusion, so keep your
CTAs minimal and simple. The goal is to make it as easy as possible for viewers to
perform an action.
YOUTUBE MARKETING VID EO TYPES

There are a number of video types that you can explore when creating content for your
YouTube channel. We look at seven of the most popular varieties below.
1. Behind the scenes
Take users into the life and times of your brand and your company culture with behind-the-scenes videos. Tours of your
office space, Q&As with staff members, highlights from office events—these all make for excellent social content. The
Lush behind-the-scenes video is a great example of how engaging this content is—two employees share how a product is
made, intercut with visuals of the actual process.
It’s soothing, calming, fun, and it gives the company a more personal outlook.

2. “Best of” videos


Most YouTube channels round off the year with ‘best of’ videos—of the year, the decade, the season, best tools, or best
strategies. And this is something that you can collate for your brand, or collaborate with someone to create.
“Best of” videos are also great gateway content—someone searching for videos on a particular topic could find yours and
be interested enough in your content to watch more.

3. Explainer videos
These are very popular types of videos—people are constantly looking for solutions to their problems. This is why
YouTube has become a favourite search engine in its own right.
Make life easier for users by creating explainer videos that showcase how to use a product, how to troubleshoot an
issue, or how to understand a concept or industry.
Google Small Business’ video on taking high-quality photos is a simple but effective explainer—it features
someone who has had success in the area alongside clear and easy-to-follow steps.
Note the friendly and comforting tone that makes the video more accessible to users who may be at the beginner
stage of business photography. This helps make content more relatable and engaging.

4. Interviews

nterviews with professionals in your field, in your company, or in an area of interest to your audience also make for
popular content.

Akin to explainer videos, interviews also place your brand as a thought leader in the field—it tells people that you
don’t just create content, you are an expert on it. This interview from Inc with a leading CEO in the field makes for
great content. The light and personal tone, the choice of the interviewee, and the message all place the brand as a
thought leader trying to improve the knowledge of their audience.
5. Listicles

Lists make for very popular content online—whether in blogs, infographics, or videos, lists about a topic are eye-
catching and easy to consume.
Listicles are the most popular kind of content online. The Ahrefs video here is short, snappy, and to the point.

But the reason why listicles work is that they are finite—the audience knows there are 3 points and they can also
go back to the point that is more relevant to them.
When attention spans are low, it helps to make your content more bite-sized, as exemplified in listicles.
6. Product demos
Make your product readily usable for customers by creating a product demo—that you can then use on your
website. A demo will answer a lot of questions about the way a product should be used, while also acting as a
sales pitch to buyers who are still on the fence. Oracle Netsuite’s product demo has a simple set up—two people
discussing the product with shots of the product in use. It gives users a visual guide to follow and refer to when
they’re using the product themselves.
7. Testimonials
The internet may be a bastion of content, but it also has a propensity for spewing information that is patently
untrue. If you want users to engage with you, you need to be real.
And what better way to do that than to feature testimonials with real people—staff and customers—on your
YouTube channel?
These make for convincing videos that will make your brand look more human.
Omada’s testimonial video shows the importance of giving brands a human face—these are real people who were helped by a company and that makes
the brand more attractive to potential customers.

Creating YouTube videos


Focus less on how your video looks, and more on the content of your video.

Ask yourself these questions:

• What story are you trying to tell?

• Who are you telling it to?

• What do you want in return?


YOUTUBE SEO

SEO isn’t just for written content—it has a huge role to play in video marketing, and eventually in how well your channel
is received.
There are a number of SEO tools that you can use to make this process easier. But first, you need to know the key
aspects of YouTube SEO that you need to work on.
1. Tags

If you want your audience to find your content, your channel and videos need to have the tags that are relevant to them.

The VidIQ extension is a good tool for checking tags that would be relevant to your content and are more effective in reaching your target audience.

2. Keywords

As with tags, when creating videos, ensure you choose the keywords that not only describe the content but also appeal to your audience.

Use a mind map to brainstorm your keywords and keep track of which ones are most effective for your audience.

3. Headlines

You will have spent time optimizing blog headlines. The same goes for YouTube videos. The headlines you choose should be extremely relevant to your topic.

Keep the headline to 60 characters—as you would do with a blog headline—so it isn’t cut off on search engines.

You should keep the primary keywords to the beginning of the headline—another important way to boost organic SEO.
Here are some headlines that earned brands 1000s of views:
•How to find influencers to explode your Shopify store
•Is this candy actually as intense as it claims?
•What do real people say about Purple?
Short, sharp, and focused headlines will improve clicks and engagement.
4. Thumbnails
The type of thumbnail that appears beside your video has an impact on how many people click on it —thus
improving your ranking. According to YouTube, 90% of the top viewed videos feature custom thumbnails.
When you upload a video to YouTube, you will be able to choose a frame from your video. While this makes the
process easier, it doesn’t actually tell the audience much about the video.
Instead, create a customized frame to use as the thumbnail—this can include visuals from the video, alongside
the headline and a tagline.

Customized thumbnails will share more information than a random screenshot


from the video, and make your content more attractive.
5. Video descriptions
To break it down, here are the essential elements of a great video description:

• To-the-point introduction, written in brand tone, explaining exactly what viewers will see in the video

• Keywords, used at the beginning of your description and sprinkled throughout. Avoid keyword stuffing, as you
would do with a blog

• Include your CTA below the description—a link to subscribe to your channel, visit your website, or use a code
• Below the CTA, add links to related content

• Add timestamps to important moments in the video

6. Hashtags
People don’t realize that hashtags on YouTube are definitely a thing—and they can be massively helpful for your organic SEO.

YouTube allows a maximum of 15 hashtags, which can be used in the titles and descriptions of your videos.

These hashtags are clickable—users can see all content related to those hashtags. This also means you need to be judicious in your use of hashtags.

For one, they need to be relevant to your topic. They also need to be popular—obscure hashtags, like rarely-used keywords, won’t be clicked on.

Use hashtags to make your content more easily discoverable but choose them wisely.
YOUTUBE METRICS

Here are some of the metrics that you should examine when trying to determine how well your
content is performing:
•Bounce Rates – The rate at which people are leaving your video before completing it
•Click Rates – The number of times your video is being clicked on
•Completion Rates – How many times your video has been watched to completion
•Comments – The number of comments your video received
•Conversion Rates – How often users viewed a video and then acted on the CTA
•Likes and Dislikes – The number of likes or dislikes your video received
•Recurrence Rates – How often viewers watched the same video multiple times
•Referrals – Where users are finding your videos from
•Sharing – How often people are sharing your videos
•Subscribers – The number of subscribers your channel has
•Video Views – How many people watched a video in total
Those are a lot of metrics but you don’t have to study each one to decide whether your content is a
success.
SOCIAL MEDIA MARKETING
“Social media marketing is the process of creating tailored content for each social media platform to drive
engagement and promote your business.”
Social media marketing is all about connecting with your audience or customers and helping them understand
your brand better. It is incredibly beneficial to your business growth.
it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at
the precise moment they’re ready to make a purchase
Imagine you’re going to meet someone for the first time with an intention to build a good relationship.
What should you do to make that person like you instantly because you’re not going to get a second chance? Will
you succeed if you meet that person and say things that are boring or meaningless?
People tend to like you more when you make them happy, no matter how you do that.
Just like the offline world, your social media marketing success largely depends on your ability to find and make
your target audience happy so that they like your brand and share your stories with others.
Your social media marketing efforts will produce no results if your story isn’t worth sharing.
WHY IS SOCIAL MEDIA MARKETING
IMPORTANT TODAY?

1. Consistently Warms Up A New Audience For Your Business


2. Builds Stronger Relationships With Customers
3. Generates More Leads & Conversions
4. Gives You A Leg Up On Competitors
5. Cost-Effective
PRO TIPS FOR CREATING THE BEST SOCIAL MEDIA EXPERIENCES FOR YOUR AUDIENCE

•Be responsive: Engage with those who respond to your content or share something on your
pages - responsiveness encourages more conversions.
•Have clear goals: Make sure you know what you’re going after.
•Be consistent: Post often and at a comfortable rate. Schedule your posts in advance if
possible.
•Have a theme: Choose themes for specific days of the week to boost engagement.
•Tell a story: Engage customers on social media with brand storytelling.
•Do it with passion: Or not at all.
•Communicate: Share everything with your team; goals, FAILURES, and success.
•Be a trendsetter: Don’t just follow trends, be a source of inspiration for others.
•Use remarketing audiences: Don’t forget to use your remarketing audiences.
FACEBOOK
Facebook Apps − Advantages

•Increased exposure to potential customers.


•Easily create new product or service campaigns online.
•Lower marketing expenses.
•Reach a targeted customer.
•Build brand loyalty.
•Provide multiple marketing platforms.
•Budget-friendly ads.
•Marketing strategy is low cost.
•Allows business to communicate with existing and prospective clients.
•Can easily update everyone at once about your business.
FACEBOOK
Step-by-step guide to setting up Facebook for business
1. Head to facebook.com/pages/create (Note: you’ll need to be logged in to your personal account to get started,
but don’t worry: your personal info won’t appear on your new Business Page.)
2. Choose your page type: Business/brand or Community/public figure
3. Enter your business details.
4. Upload your profile and cover photos. Make sure to use the optimum image sizes for Facebook so they look
their best.
5. Click Edit Page Info: here, you can fill in your description, contact information and any other relevant details
like operating hours.
6. Click Create Page @Username to make your vanity URL. This can be up to 50 characters long and helps people
find you easily on Facebook.
7. Click Add a Button under your cover photo to set up a call to action like “Shop” or “Contact Us.”
8. Pat yourself on the back: You just launched a Facebook Business Page into the world! And she’s beautiful!
If you’d like a little more help getting through the setup process, we’ve got you covered. Check out our full post
on how to create a Facebook Page for business.
TYPES OF FACEBOOK POSTS

Facebook pages assist businesses, brands and organizations in sharing information and reaching out to people. Users
like the pages that they are interested in. With this, they can stay in touch and get updates about different activities. There
are a number of different pages you can create depending on what sort of organization you are starting.

Following is a list of the types of Facebook pages that you can create −

• Local business or place

• Company, organization or institution

• Brand or product

• Artist, band or public figure

• Entertainment

• Cause or community

How can posts be effective to grow your business


Facebook is a fantastic way to reach out to your audience on different levels. By
posting information, photos, videos and stories, the content you share can −
•Personalize your brand
•Drive users to your blog
•Generate more traffic directly to your website
•Educate and create awareness about your industry
•Promote the culture of your organization
Facebook marketing is completely scalable as you create campaigns that are
realistic and relevant to your brand. All of this is completely measurable by utilizing
Facebook analytics, giving you the ability to test, evaluate and adjust the strategy
that you are currently implementing.
CHOOSING W HI CH PAGE SUIT S YOUR VENTURE

The first step to ‘create a page’ on Facebook requires you to select the page category.
While all of the pages have the same look and feel, they have different information and
features that you can highlight and promote.
The image above is what the information fields look like when you click on one of
the categories in ‘create a page’.
Adding page details
The Facebook wizard will guide you through the process quite easily when you are creating your page. If you
have decided that your page is a Local Business or Place, you can add tags that help improve the ranking of
your page (which will increase visibility when people are searching interests related to your business).
You can also add a detailed description, website link and a custom Facebook web URL. You will also be required
to confirm that you are the authorized representative to create a Facebook page for the business. Once you
have finished this step, you will then be asked to add a profile picture, add the page to your favorites and have
the option to claim any duplicate pages relating to your business.
The last step to getting your business or place page set up is to choose your preferred page audience. This will
let Facebook know what demographics should see your page. The setting up of Facebook pages for other
categories are fairly similar.
Once you have
completed the
Setup Wizard, you
will be directed to
your new page. It
will look empty
except for the
information you put
in during the setup.
After completing the initial setup, you will be redirected to your new Facebook page. Apart from the information
you provided in the setup process, it will look rather empty. In this chapter, we will show you how to navigate
through different areas of the page so that you are comfortable with modifying and utilizing the functionalities

In the ‘About’ tab, you can ensure that all your business details have been entered correctly. The areas you can
update/modify include −

• Address
• Contact details

• Website URL

• Operating Hours

• Price Range
You can also include a brief description about your business.
Adding a display picture and a cover photo
o add a display picture and a cover photo, you will need to click on the camera icon located within the designated areas (see
picture below). In general, the display picture should represent your business with either a logo or icon that people will familiarize
with your brand. The cover photo is a great way to show off what makes your brand shine by giving your users a graphical image
that promotes your service. Depending on the culture and values of your organization this can be professional, creative,
informative or a mix, there are no set rules, it will depend on how you want to market yourself.

Display picture size − 180px x 180px

Cover photo size − 851px x 315px


Create a ‘call-to-action’ button
Creating a call-to-action button on your page enables your audience to straight away be taken to a
desired location. This is a great way to start generating leads, get traffic, bookings, subscriptions and
much more. You will be able to choose what type of button you would like to have displayed and
where it will take someone if they click on it. You can create call-to-action buttons for desktop, iPhone
and Android.
There is a lot of flexibility when it comes to choosing the types of ads you want to produce for your
Facebook page. This will depend on what you are offering for the campaign and the type of audience
you want to promote. Over the last couple of years, Facebook has spent a great deal of time and
effort to adjust the types of ads it offers to really be tailored to suit the needs of business owners and
users.
The first question you want to ask yourself is what is the objective of the advertisement that you are
going to post. Different types of ads serve the following purpose −
•Generate traffic to your website.
•Boost likes and engagement for your page.
•Install and promote your mobile and desktop applications.
•Direct people to your business, ecommerce platform or event.
GET TRAFFIC TO YOUR WEBSITE

Following are some of the ways to generate traffic to your website.


Send people to your website
This option is utilized to set the destination when someone clicks on the advert to a custom URL of your choice. This ad simply
displays a title, short description, and the URL of the link you wish to display.
This option is best if you want to direct someone to your homepage, online store, contact page or any other page on your website that
you want people to see.
Increase conversion on your website
If you choose to implement and increase conversion on your website campaign you will be given a short code. This code is added to
the page that you wish to track conversion on.
For example, if you want to track how many people subscribe to a newsletter on your page, you should add this to your newsletter
confirmation page. You can then optimize the ad to reach out to people in your audience that you would like to convert.
Boost likes and engagement for your page
Boosting your post will create an ad from a post that you have already created on your page. This is best used when you want to get
a wider audience to see what you have posted. The goal for a post boost is to increase the number of people viewing, liking,
commenting and sharing the content that you have published.
Promote your page
Promoting your page gives you the ability to custom set and optimize a campaign to reach out to people in your target market. The
primary goal of this is, getting users to like and follow your page. When you have a user liking your page your posts may appear in
their news feed organically. This option is best used when you want to grow your support base.
Get installs for your app
This option creates an ad specifically for mobile and tablets. The ad contains a link that sends the user directly to the app
store where they can install your app. This is great when you want to convert Facebook users to mobile app users. These
ads can be optimized for the type of operating systems you want to target (For example, iOS/Android) and whether you
want to target mobile or tablet.
Increase engagement in your app
This option sends users that click on your ad directly to specific areas of the app that you want people to go to. This can
be integrated into the app with the Facebook SDK to measure how successful the campaign is going to be.
Raise attendance at your event
You can direct people to your business by creating localized ads. For this, you need to set a custom radius and target
people in locations where you operate. This option is great for brick and mortar businesses to increase their in-store sales
and local foot traffic.
Get people to claim your offer
If you want to create an advert with a couple or discount/deal code, then the best option is the “Get people to claim
your offer campaign”. This ad can be optimized to choose the audience that sees your ad. You can also set a limit on
how many people can claim the offer.
Reach people near your business
Reach people near your business by creating localized ads targeting people around where you operate by setting a
custom radius. This option is great for brick and mortar businesses to increase their in-store sales and local foot traffic.
Boost your posts
•Create the post that you would like to promote. Once you are happy with the post
and it has been published, click the ‘boost post’ button. You can schedule posts for
a future publish time and still organize a paid boost campaign for when the post
becomes active.
•Choose an audience that you have already created or select ‘create new audience’. If
you choose to create a new audience, the following pop-up will be displayed. Here you
can define who the post will be targeted at.
Choose budget and reach. You can optimize the boost to how much you want to
spend and how long you would like it to run. Playing with these options will alter
the reach of how many people will be estimated to see the post.
Promote your page

To promote your page, you will need to open up your Facebook Ads Manager
Toolkit. In the toolkit, select the ‘Promote your Page’ option and the page you
would like to promote. Then, click ‘Set Audience and Budget’.
The following is a stepwise procedure that we need to walk through to promote a page.

• Target a specific location.

• Set the age between 28-40 as we want to target the young, and the active business owners on social media.

• As the posts will all be in English, we have set English as the primary language of people. This sees to the promotion of page among native English speakers too.

• As the page is called “Local Business and Place”, we need to match the interests of small business owners and people interested in small business.

• We have also excluded the page boost to be shown to anyone that already likes the page, as we need not direct the campaign budget on people who have already joined.

This defines your audience and limits your potential reach with the goal of getting a higher conversion of people liking the page.
he image above illustrates all that is mentioned in the steps above. Identifying your target audience is
important as it helps you narrow down on the people who see your posts to the ones that care the most. When
you are using the ad creator, Facebook assists you in breaking down the target audience based on location as
well as demographics like age, interests, and gender. You will also be able to target your ad based on what
people do on the Internet outside of Facebook.
You get full control over the audience you want to reach. Depending on your business needs and the strategy
you are currently implementing, you can choose from either one or a combination of the targeting options.
Choosing the right audience
When looking to identify your target, you will need to choose the right audience you want to reach. Before
working out the right target market, ask yourself the following important questions −
•What device do I want to reach my customers on? Desktop, mobile, tablet or a combination?
•How many campaigns will I be setting up? Will there be relevant messages that I want to target to specific
groups of people?
•How will I get the most value from my advert?
Targeting options to choose from
We can choose from the following options when finding an audience −
•Location, age, gender and language
•Interests
•Behavior
•Categories
•Connections (People who are already connected to any of your pages)
Types and Quality of Posts

Being consistent in the quality and types of posts you create helps people know what kinds of messages to expect from
you and how they are related to your business.
Create link posts to get people back to your website/blog
In the post creation tool on your Facebook profile, you can add a link to either your website or a blog post and then
press enter. This will take the title, description and a picture that you have entered in the link page and organise it on to
your Facebook post. You can also add a caption with some information about the link you are posting. It is good to keep
this caption simple and precise, no more than one or two sentences.
Post interesting copy, images and videos
Posting interesting information, images and videos that are engaging will get your profile more attention and assist you
to make your brand message stand out in your users’ news feeds. These posts should also be short and succinct,
usually between 50-100 words.
Publish posts that create conversations
Posting a question or story that will generate a conversation between you and the
users is a great way to create unique, engaging and entertaining dialog. With this,
the users will be able to spend time on your page reading and at times performing
the required actions. This requires minimal input from you, the Facebook admin of
the page, as it is the users who create the content.
Publish exclusive information
Reward the users who follow your Facebook page by offering them exclusive offers and deals that are not accessible
anywhere else. For example, if you have an ecommerce website, you can create a coupon code that will give them
discounts when used on your website. This can help to grow your audience as your fans may share this information with
their friends and family.
Post frequency is something that does not have a definitive answer. Finding the sweet spot for the amount of
posts you should make per week will strongly depend on how your audience is engaging in the content you
share. On one hand, if you are publishing one post per week, this will probably be not enough to keep the users
from recognizing your online presence. But on the other hand, if you publish five posts per day, users will
probably find this annoying and this could detract them from staying as a follower.
Facebook’s algorithms have been designed in favor of fresh and unique content being shown on news feeds. If
you post repetitive information, this will not be beneficial to your page and your users will not appreciate
repetition on their feed.
At the end of the day, you need to ask yourself the following questions −
• How do I get more followers?
• What information should I share?
• What times should I be sharing this information?
• How often should I be sharing information?
Experimenting with post frequency can take time. We would recommend you start with approximately 8-12 posts
per week and tinker with it till you find a sweet sport for your business. You will notice that the likes, comments
and shares on your posts will stop growing and the count will reduce further when you post too much information.
How to add the call-to-action button
To add the call-to-action button, follow these steps −
Step 1 − Go to your Facebook page and click the ‘add action button’.
Step 2 − Select the call-to-action button option that is most applicable to
what you are looking to do.
Step 3 − If you want to drive your users to a website, click website,
otherwise if you want to drive your users to a mobile application, click app.
Step 4 − Click ‘create’.
Step 5 − Test to make sure it works the way you want it to and you are done!
Facebook analytics, also known as insights, provide you with very important statistical
analysis of how your campaigns are going and what sort of engagement your posts are
receiving.
Following is an image of the front page of the analytics section. It gives you an insight if
your audience is large enough. In addition, it also helps you know the types of devices
your audience uses and you can also have a track of the page/video views.
On the right hand side, there is a toolbar with the different sections that you can go through to find various insights. We will go through each area on what
information you can get from them.

Likes

In this section, you will be able to see the total likes for your page. It will give you a graph with a 30-day overview and you can see how to track your progress.
You will also be able to view your net likes, which shows how many likes you get for each day as well as how many unlikes your page is getting each day.

Finally, you can see where your likes are coming from — from people coming on your page and clicking like, finding you through ads and through the API.

Reach

This indicates how many people see your post. As seen in the following graph, it is separated with organic reach and paid reach. In this section, you can also
find the graph for reactions and shares for all posts.

Page views

This gives you an insight into how many people are viewing your page on a day-to-day basis. This is great because, especially in the early days when you are
testing different post types, you can see the analytics over a period of time and see which days are working better to get click through on to your page.

The following first graph shActions on page

Page actions tell you what people are clicking on whilst they are looking at your page. Here you can see which people are clicking −

• Directions

• Phone numbers

• Website clicks

• Page call-to-action button

This is also broken down by the same insights as the page views (age and gender, country, city and by device).

Posts

This insight is great because it shows some important information. This brings you clear data sets and shows when your fans were online over the last 7-day
period.
Events

The events insight gives you statistical data on how much awareness your event has received. It also gives you information on the
audience/demographic that are attending the event, how much engagement the event has received and if you have a buy tickets
button, it will tell you how many people have clicked the link.

Videos

This insight is very similar to the posts insight. It breaks down how your video reach has gone for each video and a breakdown of
the demographics.

People

This is a very important insight as you get a complete breakdown on the age and gender of your Facebook fans. You also get a
breakdown of which countries your fans are from, the cities within the countries and the language your fans speak.
This
helps with future campaigns as by now you have an idea of who is using your page.
INSTAGRAM
Instagram can also help you grow your brand awareness and introduce new products. Every
month, 130 million Instagram users engage with shopping content. Instagram allows you to
promote your brand and product in a friendly, authentic way without hard selling to your
customers.
ADVANTAGES OF USING INSTAGRAM
You can invite more users to window shop
With this social media app, you can provide window-shopping experience for your followers,
giving them an essence of your products and services. Share relevant and valuable information in
the caption, like location details, sales, and something else to get the interest of your followers.
Ensure you explain all relevant product information, in case your followers wish to purchase the
product you feature in the photo.
You can promote your brand
One can use Instagram to post marvelous photographs about your firm's services and products.
On the other hand, maintain a strategic distance from any sort of exhausting, content heavy
images, or any other infographics. Take and post pictures of you and your workers at work or at
any company event. Utilize the captions to share correlated and interesting information about the
workers and what’s happening in the picture.
You can attract fans and boost sales
Instagram can be a staggering way to draw in more followers to your organization by
promoting coupon codes and selective discounts. You can do this with any of your services
and items. Creating exclusivity and favored status for particular audiences is a proven
technique for driving engagement.
Business Strategy
Engage your customers
Utilize the @mention to promote the "follower of the day" on Instagram, and you will
connect with a considerable measure of potential clients immediately. This will advance your
customers, which will urge them to work with you significantly further. The @mention is used
to tag any client in comments inside Instagram, and you can employ it to generate the
growth of your audience over time. This method can develop a relevant and engaged
audience of high value to your brand or business. You can also use hashtags (#) as a method
of growing your audience.
Build content
Instagram is a predominantly visual type of online networking, and a perfect stage for flaunting items
through video or pictures. While building a strategy, you will have to figure out which strategy will
work best for the service or products that you are promoting. Video is frequently the most ideal
approach to publicize viable products. For example, tools, as you can exhibit the utilization of the
item. For products such as garments, pictures are more appropriate.
Always hashtag
Using hashtags on Instagram is basic for your business. Hashtags enable users to discover content or
brands which they would like to follow. Once a user has been directed to your profile by means of
their search, you can then lead them to your website. Instagram allows a maximum of thirty hashtags
to be included in a post or comment. However, ensure that you do not overuse them.
Connect to other forms of social media
Sharing your Instagram content with your other social media accounts will surely save your time and
will help to increase your leads. Connect your Instagram profile to a variety of other social media
platforms such as Twitter, Tumblr, Facebook, Flickr, and Foursquare. For example, if you have a
Facebook business page you can arrange it so that all your Instagram posts and photos appear on
your Facebook business page as well.
Use sponsored ads and posts
The use of Instagram’s sponsored posts and advertisements have finally spread worldwide and are
proving very popular. Instagram advertising is still in the early stages of availability. Ads are available
in 30 second video format, as images, and in carousel format too. These adverts are an ideal way to
direct consumers to your website or to tell the story of your brand in a better way.
Post according to an editorial calendar
Instagram was designed as an app to create content via a mobile device. As a result, it is only practical
to use one of the various scheduling tools available, so that you can post systematically. By the help of
using an editorial calendar, you are able to schedule regular posts in advance, to keep your followers
engaged. It is also a useful method to use when you are promoting something, or attending an event. By
doing so, you will never forget to send out content, and that content can be scheduled to be released
when you are because of some reasons not available to do it manually.
Partner with Instagram influencers
Presently, Instagram has over 40,000 influencers using their platform, and they cover a variety of topics
and businesses. They are viewed as the big names of Instagram, and by adjusting your image to the
right influencers, you can extend your image awareness and number of followers. Your influencer simply
needs to incorporate the handle of your brand in one of their Instagram posts.
IDEAS TO FLIP-UP INSTAGRAM
The best way to make your post viral is to make it worthy. Following are a few pointers: Mine
positive things about your products and services. Highlight them in your posts.
Add inspirational quotes to compel people to read your post.
Add appealing images or videos. Visuals speak more than thousand words.
Lay a call-to-action for a definite purpose.
Compel users to generate content for you by engaging them in your post. Repost fan created
content on your Instagram account.
SCHEDULE INSTAGRAM POSTS
It is very important to schedule Instagram posts. One can do this with the help of the following tools:
ScheduGram
Post now or schedule for some other time. You can deal with multiple Instagram accounts through
one easy web-based interface. Multiple users: Let multiple users sign into your ScheduGram
account, schedule posts for your accounts, and see who has scheduled what.
Latergamme
Collaborate with your group. Manage various Instagram accounts. Search, explore, and
discover user-generated content to repost from the web.
Hootsuite
Schedule and publish Instagram content. Monitor and engage with Instagram audiences.
Securely share access to Instagram accounts across groups. Create group workflows, including
assignments and endorsement for Instagram.
PAID INSTAGRAM CAMPAIGNS
It's vital to note that Instagram is trying different things with paid advertising opportunities.
The program is generally new, and at this moment it's held for huge brandsthat as of now
have a presence on Instagram. It is unquestionably something to watch out for, on the
grounds that they have more than 300 million users.
Advertising on Instagram permits you to get your photographs, your captions, and your
messages out to the users that follow you, as well as to the whole community of Instagram
users. If we scroll down the Instagram website at business.instgram.com/advertising, on the
page there are some resources that you can consider.
You can take a look at an inspiring gallery that shows you how organizations are truly
making use and being imaginative on Instagram. You can also take a look at some of the
statistics and results for those organizations that have been able to advertise on Instagram.
And those results show an expanded awareness and a high rate of advertisement review.
There are also some case studies available on the website that demonstrate how brand
recognition has expanded for those organizations using paid advertisements on Instagram.
Again, this open door isn't accessible for everyone at this moment, yet it's unquestionably
something to watch out for. If you advertise on Facebook, once this opens up for everyone,
you're likely going to want to advertise on Instagram too.
LINKEDIN

LinkedIn is a business-oriented social networking site launched in 2003. It has


300+ million users across the world. It is available in 20 languages. It allows
users to create and customize profiles and connect with people having similar
interest areas.
Presently, it is the largest platform for social networking, assisting people with
job opportunities. Jobseekers can connect and follow hiring managers and can
update their profiles in a defined fashion to get easily discovered.
One can follow a company, get notifications, bookmark jobs, like and comment
other’s posts, and invite others on LinkedIn. The best part of LinkedIn is that
you can see your recent visitors and endorse others’ skills.
HISTORY OF LINKEDIN
LinkedIn was founded in 2002 by Reid Hoffman and it was launched in 2003. Early on, its growth was slow, but it accelerated by
the end of 2003.
• In 2004, it introduced new features such as the ability to upload addresses to invite others and introduce groups and partners
with American Express. It assorted 1 million members.
• Jobs and subscriptions were introduced in 2005. Membership toll increased to 4 M.
• In 2006, LinkedIn launched public profiles as your current and past career record.
• In 2007, Reid Hoffman stepped aside and Dan Nye took over. Membership toll rises to 17 M.
• In 2008, LinkedIn becomes global by opening its office in London and launching the Spanish and French version of the website.
• In 2009, the membership count tipped over 50 million. Jeff Weiner joined LinkedIn as its CEO.
• In 2010, LinkedIn grows amazingly with 90 million members and 1000 employees in 10 offices around the globe.
• In 2011, LinkedIn became a publicly traded company on New York Stock Exchange and hosted a Town Hall meeting with
Obama. Membership reaches 135 million.
• The site was redesigned in 2012 focusing on making LinkedIn simpler and easy to use.
• LinkedIn turned ten in 2013 with 225 million users across the globe.
• By the end of 2014, Linkedin had grown to a significant extent with 315+ million registered users and well over 5000 employees
in 27 cities. It continues to grow, adding features and delivering its users a better experience every time they log onto LinkedIn.
LI NKEDI N MARKET ING

LinkedIn is a professional networking platform and it has all the features of a great marketing
opportunity provider. Here you interact with people who mean business. To market through
LinkedIn, you need to do the following −
•Build a robust business page that displays your products and services in a compelling format.
•Invite clients and vendors to follow and recommend your page.
•Launch a group that is related to your business. It can attract significant traffic.
•Reach your audience through targeted advertising.
LinkedIn is a powerful social media tool. You just need to follow its policies and best practices.
PREMIUM ACCOUNT

LinkedIn offers different levels of premium account options for people with different goals based on
their specific needs.
•LinkedIn Premium for General Users − starts at $24.95 per month. These plans include features
such as InMail, seeing more profiles when you search, access to premium search filters, ability to
view expanded profiles on LinkedIn, and more.
•LinkedIn Premium for Recruiters − starts at $49.95 per month. These plans include talent-finding
filters, saved searches with alerts for new candidates who meet your criteria, reference search, and
more.
•LinkedIn Premium for Job Seekers − starts at $19.95 per month. These plans include the ability to
zero in on $100K plus jobs with detailed salary information, ability to move up to the top of the list as
a featured applicant, access to the job seeker community, and more.
•LinkedIn Premium for Sales Professionals − starts at $19.95 per month. These plans include a
Lead Builder organizer, introductions to companies you are targeting, and more.
•While some features exist only under specific accounts, such as featured applicant status for job
seekers, most features are similar to the general user premium package.
CONNECT WITH YOUR CUSTOMERS

You can use LinkedIn to connect with other users and convert them into your
clients. To do so, you need to −
•Maximize your links that direct to catchy pages. These links can lure
users to take interest in your products or services.
•Invite more and more people. Connect to even second degree
connections. Message them frequently. Keep interactions open.
•Make your profile professional. It imbibes faith of your invitees in your
business.
•Stay current. Allow people to know what you have to offer and what
advantages they can sought from you.
PROMOTE YOUR BUSINESS ON LINKEDIN

LinkedIn is a valuable marketing tool. It involves targeting your own network and creating more links
from it. You can use the following tips to draw maximum benefit from LinkedIn −
•Search for highly targeted clients. Set filters to refine your search so that they meet your business
criteria.
•Stay updated and in focus of customers. Keep in touch with them by messaging, feed, etc.
•Post quality content. Keep posting new and correct information about your business. Make it viral.
•Use sponsored post to reach the right audience.
•Connect to relevant groups and circles and encourage your employees to be a part of it.
•Customize your company page to make it compelling and descriptive. Use images, colors, and clips
to describe what you have to offer.
•Pay attention to your profile. Address in first person and make your points clear and succinct.
•Maintain good relationship with your clients. Nurture your specific connection without forcing yourself
on it.
CREATE AN AD CAMPAIGN

To create an Ad campaign on LinkedIn, you need to log on to LinkedIn. Thereafter, follow the steps
given below −
•Select 'new campaign' and 'start New'.
•Give a name to your campaign.
•Choose your desired language.
•Choose your media type − basic, video, etc.
•Write your ad copy. Use 25 characters for heading and 75 characters for Body.
•Include a desired call-to-action that is liable to convert.
•Choose demographic areas and location you want your ad to be targeted in.
•Choose payment methods between cost-per-click and cost-per-impressions.
•Set a daily budget. This is the amount you are willing to pay on paid marketing through LinkedIn per
day.
•Decide conversion metrics and trace them regularly to get the scope of improvement.
GROW YOUR BUSINESS THROUGH LINKEDIN MARKETING

Grow Your Business through LinkedIn Marketing


LinkedIn has 300+ million users. It is an ideal platform to showcase your services
and demonstrate your expertise. LinkedIn offers plenty of options to grow a
business. Some of them are stated below −
•Hire new talent for your business.
•You can establish credibility by discussing topics relevant to your business. Thus,
you can demonstrate the expertise of your company.
•You can reach cream prospect. You can reach top people who can support your
business.
•If you are using LinkedIn to market your products and services, then you have a
wide reach to incur traffic from.
•You can expand your market base by constantly promoting your products and
services.
A Twitter marketing strategy is a plan centered around creating, publishing,
and distributing content for your buyer personas, audience, and followers
through the social media platform.

History of Twitter
Jack Dorsey, an undergraduate student at New York University, introduced
the idea of an individual using a message service to communicate with a
small group. Twitter was launched as an SMS-based communication
platform. Initially it was known as "twttr".
On March 21, 2006, Jack Dorsey sent the first ever tweet − "just setting up
my twitter".
WHAT IS TWITTER MARKETING?

Twitter marketing is a powerful tool for companies of every size and structure to
reach out to new customers, promote their brand, and connect with the rest of the
companies. Users can find out if customers are talking about them, and the
business can accordingly respond. Tweets create another instance for the business
that shows up in the search engine results. Twitter serves as a solid foundation for
your business to branch out into other social sites.
Twitter is a great platform for projecting what your company is doing and accessing
a large audience, where your Tweets can promote products and events.
CREATE A TWITTER ACCOUNT FOR YOUR BUSINESS

Before creating a profile, make sure every element of your profile reflects your business identity
and personality. Follow the steps given below to create an account for your business −
•Sign up for Twitter or go to twitter.com − Supply all the required information in the lower box
on the right side of your screen including your username, email address, and password.
•Confirm your account − Twitter will send you an email to the email address you provided that
will include a link that verifies your account. All you need to do is to click on the link to activate the
account.
•Make your first connections − When you are done with creating your account, the network will
suggest people to follow. Twitter will recommend some popular accounts of celebrities to follow.
Skip this step if you don’t want to follow an account.
•Add profile details − Click "edit profile" on the right side of your screen. Upload two different
appropriate and suitable photos to your profile and update the basic information that appears in
your bio. Try to convey what your business or brand is all about.
•Send your first tweet − Everything is ready, now you are set to start tweeting! Hit the "Tweet"
button and you are off and running with Twitter.
HOW TO INCREASE FOLLOWERS ON TWITTER?

•Grow your community by adding a follow button in your website and promote your
username.
•Get noticed with hash tags like #smallbiz etc.
•Engage with your followers by collecting feedback to build a better business.
•Sync your email contacts with Twitter.
•Keep your bio updated with the events or the business campaign you are running.
•Embed your best tweets and tweet to people every day.
•You can promote your twitter account on any printed material, e.g., business cards.
•Follow people who follow you.
•Make sure you are engaging with your customers on twitter and not to your product.
WHAT IS HASH TAG?

The symbol hash tag (#) is used to mark keywords in a tweet. It was originally created by Twitter users.
This symbol helps them to categorize the tweets and show them easily when people search for them.
Hash tags can occur anywhere in a tweet − middle, end, or at the beginning. If you tweet with a hash tag
on a public account, anyone who does a search for that hash tag will find you. A hash tag is a way for
people to search for tweets having a common topic.
Hash tags allow you to create communities of people interested in the same topic by making it easier to
share and find information related to the common topic.
Sponsored Tweets and Hash Tags
Sponsored Tweets
Sponsored tweets are advertising platforms that connect companies with tweeters. Sponsored tweets
allow brands to tap into a Twitter user's followers to reach out to new customers. By giving companies
access to your twitter stream, tweeters are compensated for each advertisement they accept.
The only thing tweeters need to do is to write a tweet based on some simple guidelines provided by the
advertiser. Sponsored tweets take care of the rest, and will even tweet it out for you. Companies choose
twitter followers they like based on a variety of factors, including how many followers you have and how
much influence you have over those followers.
Sponsored Hash Tags
Sponsored hash tags place the tag of a customer's choice among the list of
trending topics that users see when they access the social network through the
web.
Twitter Account Promotion
Promoted accounts are ad units that enable you to quickly gain followers.
Promoted accounts help you build trust and a fan following over time that gets
people to see more of your tweets regularly. Once your promoted account is
created, you can reach the audience who would most likely be interested in your
business and want to follow your account.
Promoted accounts are shown in the twitter section of "who to follow",
located on the left side of twitter feed. Promoted accounts help introduce a wider
variety of accounts that people can enjoy.
TOOLS TO INTEGRATE TWITTER ON YOUR BLOG OR WEBSITE

•Add the twitter widget to your site’s sidebar as it’s a great way to show your latest tweets
on your website.
•Choose from 40 different well-designed twitter buttons to quickly create a badge to
promote your account.
•TwitThis is a little button that can be placed in your HTML file or in your blog to allow
your readers to quickly and easily share what they are reading with their twitter
followers.
•Chirrup is another solution for pulling Twitter comments across any platform. It allows
you to display all the references from Twitter on a given webpage.
•Aweber has an excellent feature for any newsletter marketer. Newsletter delivery
service has actually created a way to convert RSS to email to tweet.
•Twitterfeed is a pioneer of website and Twitter integration which allows you to
automatically insert tweets into your Twitter from any RSS feed.
TWITTER API

Twitter API stands for twitter programming interface that programmers use to make
applications, websites, and widgets that interact with Twitter. You can use 'Web Intent',
'Tweet Button', etc. to your site for providing basic functionality. You can similarly embed
more complex integrations.
How to Integrate a Twitter Account to Your Website?
To integrate Twitter with your website, you need to have 'admin rights' of your website.
•Open two tabs simultaneously in your browser. Open your website in one tab and Twitter in
another.
•Click 'Widgets' under 'Twitter'. Create a widget. Copy the HTML code.
•Finish and grab code.
•Choose the area where you want to show your twitter box. Paste the code in the HTML
code section.
•Update and Save.
TWITTER AUTOMATION TOOLS

Following are some of the twitter automation tools that make your profile look like an
announcement board.
•Twitterfeed is a service that allows you to set up RSS from your blog or website.
•Social Oomph is a tool to create an automated direct message for new followers.
•Tweet Old Post is a great plugin which allows you to connect a Twitter account with
your blog and regularly tweet posts to your followers.
•Hootsuite is a free tool that you can use if you have fewer than five social profiles
to manage. It offers an option to schedule updates to specific social media
accounts.
•Visibili is a free service that lets you create a custom sharing bar that goes with any
links to share through their service.
•Twitter Showdown is a tool that provides valuable insights on follower-to-following
ratio, level of Tweet engagement, tweet timing, and how two accounts compare.
Google Workspace (formerly G Suite) for Work is a suite of web applications created
by Google for businesses. Your Goggle Workspace account will give you access to Gmail on
your preferred domain and 30GB of Google Drive storage per user. ... Google Apps makes
collaboration simple and effective.

G Suite is a collection of business, productivity, collaboration, and education software developed and
powered by Google. The primary G Suite tools include Gmail, Drive, Docs, Sheets, Slides, Forms,
Calendar, Google+, Sites, Hangouts, and Keep.
HISTORY
G Suite was released 12 years ago as “Google Apps for Your Domain”. The initial launch included
Gmail, Google Talk, Google Calendar, and Google Page Creator (now known as Sites). Google Apps
for Education followed two months later.
Over the last 10 years, Google released various tools and updates as part of its application suite.
Google Apps was rebranded to G Suite in September of 2016, and not long after, the company
launched its first hardware product: Jamboard.
The G Suite platform also includes the G Suite Marketplace (which was originally released in 2010),
through which you can install third-party cloud applications to use as part of your collection of G
Suite tools.
Who uses G Suite?
Both businesses and individuals use G Suite.
Consumer accounts aren’t necessarily called “G Suite,” though. For example, when I’m signed into
my personal Google account, the top right corner of the screen looks like this:
While G Suite services are free for consumers, businesses have to pay for enterprise
features such as a custom email domain, unlimited cloud storage, additional
administrative and marketing tools, and 24/7 support. (We’ll get into the G Suite
pricing structure later.)
If businesses have multiple users on their G Suite, they also have to pay per person.
Here’s what Google looks like when I’m signed into my HubSpot employee account:
Unlike other free consumer software, though, free G Suite users don’t see ads while
using the services. Bonus: Google doesn’t use the information stored in G Suite
applications and accounts for advertisement purposes.
THE G SUITE PRODUCTS
Google offers a wide variety of products for both personal and enterprise use. Most are
accessible with a Google account (by tapping the menu in the top right corner), though
some need to be installed as Google Chrome extensions to gain full functionality.
Gmail
Gmail is the G Suite email software. It was released in 2004 and now has over 1 billion users
worldwide.
With a G Suite plan, businesses enjoy 30GB of storage space, custom company email
addresses ([email protected]), unlimited Google Group email addresses, 24/7
phone and email support, and compatible add-ons available through the G Suite
Marketplace.
Know the second a lead opens an email, send a perfectly timed follow-up, and close deals
faster than ever with HubSpot’s Email Tracking — compatible with Gmail.
Drive
Drive
Google Drive is the G Suite cloud storage platform and was launched in 2012. Drive manages all of
your company’s content and supports collaboration across your entire organization. It also
allows you to view various file formats so you don’t have to download additional software to your
devices.
Depending on the G Suite plan, businesses enjoy 30GB, 1TB, or unlimited storage per user and
audit and reporting insights for Drive content.
Docs, Sheets, and Slides
Google Docs, Google Sheets, and Google Slides are the G Suite word processor, spreadsheet, and
presentation programs, respectively. They were added to the platform in 2006.
These programs allow real-time collaboration, save changes automatically, and track revision
history. Users can insert comments, suggest edits, communicate through a built-in chat,
and create templates for future use.
Forms
Google Forms is the G Suite web form and survey tool. Also launched in 2006, Forms shares many
of the same features as Docs, Sheets, and Slides, such as automatic saving, real-time
collaboration, and template creation. To collect data through Forms, users can personalize
surveys or quizzes, send respondents the URL, and review the data (that’s automatically collected
in Sheets).
Calendar
Google Calendar is the G Suite online calendar. It was launched in 2006 and integrates with Gmail to manage schedules, appointments, meetings, and
tasks (via Google Tasks).
With a G Suite plan, businesses enjoy smart scheduling (where employees can see open windows of time on coworkers’ calendars), calendars for Google
Groups, calendars for meeting rooms and shared resources, public calendars so customers can view company events, and easy migration from external
calendars (e.g. iCal, Outlook, or Exchange).
Google+
Google+ is the G Suite social network. It was launched in 2011, and as of October 2018, Google is planning to sunset Google+ for consumers in April
2019.
But, with a G Suite plan, businesses can still enjoy the service as well as restricted communities and enhanced privacy controls.
Sites
Google Sites is the G Suite website builder. It was added to the platform in 2008 and allows users to create websites with little to no coding knowledge or
design skills. Landing page and project websites can be created using pre-made templates and published internally or publicly.
Hangouts
Google Hangouts is the G Suite communication and messaging tool. Originally launched in 2006 as Google Talk, Hangouts supports text, voice and video
conversations (for up to 25 participants) and can be used between desktop and mobile devices. It’s also a common alternative to Slack.
With a G Suite plan, businesses enjoy a seamless integration with Calendar, screen sharing for participants, auto focus and intelligent muting features,
public livestreams automatically saved in YouTube, and custom administrative controls.
Keep
Google Keep is the G Suite note-taking tool. The newest addition to the G Suite platform, Keep can be used to create, organize, and share memos, lists,
images and voice notes across multiple devices. It’s available as a Chrome download and mobile application.
With a G Suite plan, businesses enjoy a seamless integration with Google Docs among other perks.
SETTING UP YOUR G SUITE ACCOUNT

Creating a G Suite account is simple. Head to the G Suite homepage and click “Get
Started.”
Enter your company name and indicate how many employees you have. You can
always change this number as your team grows.
Next, enter your contact information (or the information for whoever will be
managing the G Suite account). Google will send a confirmation to the email
address you insert here, so be sure it’s accessible.
WHAT IS CONTENT MARKETING?
Content marketing refers to the approach of creating and sharing of informative, relevant,
valuable, and consistent content to convert a group of audience into customers and
retain them.
Content marketing is non-interruptive way of marketing.
Good content helps customers become more knowledgeable about the product or
service and make better buying judgment.
Goals of Content Marketing
The goals of content marketing are as follows −
•Brand Awareness − It marks the presence of your brand.
•Sale − It boosts lead generation at quicker pace.
•Customer-Vendor Relationship Building − It helps in creating engagement between buyer
and the company.
•Customer Retention − Pleasing content attracts customers and helps one in retaining him.
Why are You Creating the Content?
Defining your content goals is the first step.
•Why do you want to create a specific type of content?
•What is it that you want to accomplish?
•Does the content strategy match your overall business goals?
These are important questions that need to be answered.
Who are Your Customers?
It goes without saying that identifying your customers is the most important step of content marketing.
You can refer to Part 2 of this tutorial to learn how to identify your customers. The bottom line is to list
out the problems and preferences of your audience and figure out what kinds of content will they like
best. Also, you need to answer the important question - what is the unique thing that you have to
offer to you customers?
What do You Want Your Content to Achieve?
You must ask yourself - how will my content help my customers? Will it help them to arrange a travel,
buy a house, or train for an examination? You need to clearly define and understand how your content
will affect the lives of your customers?
Content marketing is a long-term strategy and an editorial calendar helps you plan your strategy in an
organized fashion. The calendar will contain details such as −
•List of the kinds of content you have or need to create, including the dates when they will be created and
published
•The names of the content editors/producers and other stakeholders who are responsible for the project
•The media channel that you will use to market your content
•Metadata such as your primary target audience, SEO keywords, call to action, etc.
How to Build an Editorial Calendar
While you can use a simple tool such as an Excel or Google sheet to create an editorial calendar, you
can also use web-based software offered by companies such as HubSpot, Skyword, etc.
A content marketing style guide is a document which standardizes your content creation guidelines. From
the colors of your brand, the key phrases you use for call to action buttons to the spelling and punctuation
usages, everything is documented and standardized by a style guide.
A style guide is a necessary document for the success of your content marketing strategy as well as to
maintain quality of the content across your website. A style guide can list step-by-step rules for:
•A designer’s checklist - This will remind designers of your brand colors, correct image properties and
copyright issues, icon selection, etc.
•A writer’s checklist - This will remind writers of the use of voice, spelling, punctuation, unique words,
and phrases approved by the company. It will also advise writes on legal fact checking and proofreading
methods.
By creating content for each stage of the buyer’s journey, you’re ensuring that no visitors fall through
the cracks and that every individual that comes to your site feels like they are receiving relevant, useful
information.
You also want to select a format for your content so that it’s tailored to each stage of the buyer’s
journey. A new visitor in the awareness stage won’t want a live demo of your product, but
they would read a quick checklist or blog post that helps them better understand their problem. A
prospect in the decision stage doesn’t need to know about all the possible solutions, they need a
consultation or demo that shows them that your product is the right solution. Always meet your
audience where they are.
Awareness: Whitepaper, Blog Post, Checklist, Tip Sheet, Infographic, Ebook, Game, Quiz
Consideration: Podcast, Webinar, Worksheet, Comparison Matrix, Template
Decision: Demo, Free Trial, Product Guide, Consultation, Coupon
FOLLOW THESE STEPS TO CREATE CONTENT, REMOVE THE GUESSWORK, AND

ALLOW FOR MORE CREATIVE MENTAL SPACE .


1. Research
There are a few ways you could perform your keyword research:
•Use keyword research tools, like SEMRush or Moz Keyword Explorer.
•Type your keyword into a search engine and take note of the auto-filled queries.
•Check out the related searches section on search engine results pages (SERPs).
2. Ideation
Now that you’ve determined which keywords to target, it’s time to brainstorm some content
ideas. HubSpot research shows that the best way to organize content is through topic clusters,
meaning you create a long-form, comprehensive pillar page based on a keyword that then links to
content you’ve created on related subtopics (think blog posts).
3. Writing
I’m going to talk about the writing process because … well, that’s what I do. Your specific content
creation strength might be videos or graphics or podcasts. Whatever it is, the creation process follows
some pretty similar guidelines:
•Write to your persona. Use their voice, their euphemisms, even their humor to construct a piece that
resonates.
•Use titles, meta descriptions, and other teasers to compel your audience to read your content. Put the
benefit of your content right in the title to let them know why they should read it.
•Create something unique. Don’t simply regurgitate the information that’s already out there. Infuse a
unique style or cite new research to emphasize your points.
•Stick to one idea and use your content to reinforce it. Don’t confuse your reader by going on tangents
or trying to explain multiple semi-related topics in a single piece.
•Stay true to your voice. Don’t try to impress your audience with eloquent prose or an expansive
vocabulary if they don’t speak that way.
•Be concise and clear. You want your audience to relate to you and derive value from your content …
and not have to sift through jargon or confusing metaphors.
4. Editing
The way you edit your (or others’) work is a very subjective process. You may want to edit as you go, or you
might wait a few days and review the work with fresh eyes. You might care a great deal about grammar, or you
might aim for a more colloquial piece.
Either way, there are a few things that should definitely look out for as you refine your content, like active
voice, clear language, short sentences, and plenty of whitespace. Consider having a colleague or manager
review your work, too.
Some tools that will help you cut down on your editing time are Grammarly and Hemingway Editor.
5. Uploading
Now that your content is ready, you’ll need to put it somewhere that people can access it. A content
management system (CMS) is software that hosts digital content and allows you to display it on your website
(or anywhere else on the web).
The benefit to a CMS is that it connects all of your content and stores it in one place. So, you can easily link to a
landing page in your blog article or insert a content offer in an email. Not only that, but you can analyze the
results of all the content you created for a specific campaign (which can help with content audits). A CMS saves
you from having a disjointed content marketing system.
For example, CMS Hub is home to our blog, where you get access to all of our great content and useful free
offers.
6. Publishing
Publishing content is as simple as clicking a button. So, why include a section on it? Well, because it’s not always
that simple. Yes, you can publish your content immediately after uploading, or you can maximize its impact by
waiting for an optimal time.
A CMS will allow you schedule posts for a future date and specific time, so you can click, schedule, and forget.

Content Creation Tools


Canva will help you create beautiful designs for any platform, from social ads to Facebook cover photos to
infographics. The software features aesthetically pleasing templates that you can customize with colors, images,
and text ... for free.
Giphy The GIF has replaced emojis as a completely normal form of communication, and, therefore, an acceptable
way to present content. Giphy allows you to search millions of pre-created GIFs in their database or even create
your own.
Vidyard is a video hosting platform that was made for marketers. The software allows you to customize your
video by adding overlays, text, or CTA buttons, split test, transcribe, and has SEO features.
SurveyMonkey is a leading survey creation platform. Why might you need such a thing? Because a good marketer
knows that customer feedback is critical to an effective marketing campaign.
MakeMyPersona is HubSpot’s own nifty tool that will walk you through the process of creating your buyer
persona. You can generate a document to reference throughout your content creation process.
Anchor is the podcasting tool for beginners. It’s free, allows you to record and store unlimited episodes, and you
can easily upload to any third-party platform.
Here are a few quick tips for creating content on some popular social channels.
Facebook can be used to build micro communities via Facebook Groups or to share to a mass
audience on Facebook Pages. When it comes to sharing content, questions and videos reap
the most engagement.

Instagram is best for sharing high-quality imagery and short videos with brief captions.
Hashtags work well on this platform as long as they’re relevant to your account and business.
Instagram Stories has introduced a new way to engage with your followers, from quick polls
to questions to real-time videos.

YouTube has 1.3 billion users and counting. Users frequent this platform to watch content
ranging from DIY videos to parodies. Some of the most successful content on this platform are
how-to guides, vlogs, product reviews, and educational videos.
Website Content
Website content should focus on three things: your persona, your target keywords, and your solution. Not
unlike your blog content, the copy on your website needs to guide visitors to your solution in a cohesive and
natural way. Think of web content like a map to your product.
Be careful not to turn visitors away through social media feeds and other distracting elements. Once you
you’ve attracted a potential customer, you must do everything you can to keep them there, and that’s the key
function of your website content.

Blog Content
The purpose of blog content is to support your business by attracting strangers and bringing in qualified leads.
Blog content is a free resource that’s not often directly tied to sales, but don’t underestimate the power of a
well-crafted blog to ultimately generate revenue for your business. Research shows that companies that blog
more get more traffic and more leads than those that don’t.
TYPES OF CONTENT
Let us see what each type of content gives −
News
They contain news about new product release, updates on products, etc. For example, news of releasing new mobile handset
on website of NDTV gadgets.
Webpages
SEO webpages can hold the content in the best possible way and sell the content.
Videos
They say, video is the second best thing to pursue a viewer in person. Creating crisp and compact videos can bring good
market at doorstep. Promote your business videos across multiple channels, and ensure that your videos are optimized for
mobile viewing, as an increasing number of users view them from their mobile devices.
Infographics
These are long, vertical graphics or columns that include graphs, charts, statistics, and other information. Infographics makes
use of the fact that 90% information transmitted to human brain is visual, which makes people perceive it faster than text.
Podcasts
They are digital files available in the form of episodes, which can be downloaded on the PC. They can come in various formats
such as audio, video, e-Pub, and pdf. It allows people to subscribe and it can prove as a powerful medium to communicate a
range of ideas, products, and information to audience. The businesses engaged in podcasting are − IBM, Oracle, Yarn Craft,
etc.
TYPES OF CONTENT

Blogs
Business blogs deliver excellent content marketing. Blogs are required for a
business to survive in the race of content marketing.
Case Studies
Case studies are detailed studies pertaining to a particular problem, action,
individual, organization, event, or action, existing at a specific place at a given
time. They encourage content marketing to build trust in the product and in turn
business.
Photographs
A picture speaks a thousand words. Pleasant and relevant pictures can stand as
a good content for content marketing and boosts the business.
Influencer marketing campaigns usually involve three types of relationship triggers: inspire,
hire, or a mix of both. You can inspire an influencer to share your content or messaging on their
own. You can pay them to promote your brand. Or you can create a situation that uses a little bit
of both.
“ People do not buy goods and services. They buy relations, stories, and magic.”

When you look at the stats below, it makes sense why influencer marketing is such a popular
tactic to drive sales:
•When it comes to millennials, only 1% of them trust advertisements. However, 33% of them
trust blog reviews for their purchases.
•Around 40% of people reported that they purchased a product online after seeing it used by an
influencer on YouTube, Instagram, or Twitter.
•71% of influencers believe that it’s an honest and authentic voice that keeps their audience
engaged.
•According to a study by Tomoson, influencer marketing yields a $6.50 return on investment for
every dollar spent.
The sweet spot for maximum engagement is to find an influencer who has between 10k-100k
followers.
HOW TO CREATE AN INFLUENCER
MARKETING STRATEGY
To create and launch an influencer marketing strategy for your brand, go through the following steps
and download our free influencer marketing strategy template to guide you through the process.
Define Your Goals
Some goals you may want to consider for your influencer marketing strategy include the following:
•Brand Awareness: Getting more people to know, recognize, and like your brand.
•Building Brand Identity: Getting people to see your brand personality and values.
•Audience Building: Getting more people to follow and subscribe.
•Engagement: Getting more shares, comments, and likes for your content.
•Lead Generation: Getting more people to sign up for your lead magnets and offers.
•Sales: Getting more people to purchase your products/services.
•Customer Loyalty: Getting people to stay interested and connected with your brand.
•Link Building: Getting more links directed back to your site.
CHOOSE A TYPE OF INFLUENCER MARKETING
CAMPAIGN
Once you know your goals, it’s time to start thinking about the type of influencer marketing campaign that will help you acco mplish your mission.
Influencer marketing campaigns usually involve three types of relationship triggers: inspire, hire, or a mix of both.

You can inspire an influencer to share your content or messaging on their own. You can pay them to promote your brand. Or you can create a situation that uses a little bit of
both.
Here are a few types of influencer marketing strategies you can consider:

• Gifting: Giving free products and services to an influencer in exchange for a review or mention.

• Guest Posting: Creating and contributing content for an influencer’s blog.


• Sponsored Content: Paying for your brand to be featured on an influencer’s blog or social channel. You may or may not create the content for the post.

• Co-Creating Content: Partnering with an influencer to create content that is featured on your website, their website, or a third-party website.

• Social Media Mentions: Getting a social media marketing strategy going with a personality or brand to mention your brand, share your content, or post about you.
• Contests and Giveaways: Running a contest and asking an influencer to share your giveaway event with their followers or readers.

• Influencer Takeover: Allowing an influencer to take control of your social media accounts for a set amount of time.

• Affiliates: Providing a unique code that gives influencers a percentage of each sale they drive.
• Discount Codes: Giving an influencer a unique discount code for your product or service that they can promote and offer to their audience.

• Brand Ambassadors: Forming relationships with loyal brand fans wherein they mention or promote your brand, products, and services in exchange for exclusive offers, free
products, or being featured by your brand.

These influencer marketing ideas aren’t set in stone or required to meet certain criteria. They are all flexible and meant to be general ideas for what you can do with your
influencer marketing strategy.
FASCINATING INFLUENCER MARKETING TRENDS
1. Investing in Influencers Who Use Video.
Video production is the latest craze, and if you aren’t tapping into that channel you’re already
behind the curve.
When researching a purchase decision, 4 out of 5 millennials go to video content.
Even more interesting is that 70% of teenage YouTube subscribers stated they relate more to
YouTube content creators than traditional celebrities, and 60% of all YouTube subscribers would
follow advice on what to buy from their favorite video creator over movie and TV personalities.
Imagine the kind of impact that could have on your marketing plan over the next 5-10 years as
those teenagers enter the job market and become your primary target audience.
It’s also worth noting that YouTube isn’t the only platform worth investing in for video.
Social media video marketing has huge opportunity.
Instagram has live stories and recently launched Instagram TV (IGTV), which is essentially a
channel for popular Instagram influencers to stream longer content to their massive followings.
Snapchat and Facebook are also viable options for partnering on video content.
2. Increased Transparency.
With the government setting a cautionary tone and hinting at a possible crackdown, major
brands and marketing platforms are putting in the extra effort to disclose paid partnerships and
sponsorships.
Finding ways to share partnerships and sponsored posts that aren’t off-putting to the audience
will help keep consumer trust high and keep Uncle Sam off your back.
3. Creating Useful Content Instead of Ads.
Content marketing is derived from people’s demand for authenticity. Consumers were sick and
tired of traditional advertising clogging up magazines, radio, TV, and billboards. Then, with the
dot.com boom, the digital age brought about a new flood of advertising that elevated that
demand for greater authenticity.
EXAMPLES OF SUCCESSFUL INFLUENCER MARKETING
CAMPAIGNS
1. Bigelow Tea.

Bigelow Tea is one of the most well-known and recognized brands in the tea industry.
Like many other big name brands, Bigelow Tea is in the fight to retain customers and hold its
brand position in this highly dynamic marketing mix that has become the new standard.
With craft tea and coffee houses on every corner and the rise of social media marketing,
Bigelow decided it needed to differentiate and adapt to the times.
To do that, the company chose influencer marketing as its mechanism and reached
out to lifestyle bloggers to promote the benefits of tea, healthy living, and of
course, Bigelow tea bags. The company partnered with lifestyle bloggers
like Ashley at Cherished Bliss who provided a recipe for Bigelow Iced Tea with
Lemonade Ice Cubes.
That article put Bigelow on the front page of Google for relevant and competitive
search terms like “ice lemonade drink” and “ice cube iced tea,” and has been linked
to by hundreds of other lifestyle blogs, expanding Bigelow’s reach even further than
the Cherished Bliss audience.

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