Digital Marketing With Randheer Sharma

Be Beginner To Advance Marketer DIGITAL MARKETING COURSE -: Sponsored By :- Expert Academy Nangloi Branch Dwarka Branch HEAD OFFICE:-17/1, Near Bank of Baroda, Branch:-A-67, 2nd Floor, Dwarka Mode, Gate No.2, Metro Pillar No.778 Uttam Nagar Delhi–110059 Main Rohtak Road Nangloi Delhi-110041 Phone No: - 9555933341, 9555933342, Phone No: - 9210026823, 9210026856, 8826348304, 8802917819 8802917946, 7011527139. , e-mail:[email protected] . - www.expertacademy.info Website:

PROGRAM IS BEST SUITED FOR Entrepreneurs College Students Job Seekers Marketing Professionals WHY YOU SHOULD LEARN DIGITAL MARKETING JOB Top MNC'S & new age startups in India looking for experts in digital marketing. Small Businesses also in the queue. SELF Digital marketing opens door to Self- employment, freelancing, YouTube creator club & blogging. 20+ Job profiles after one course- SEO, Social Media Manager, Digital Marketing Analyst etc. SALIENT FEATURES Weekly Certificate as Proof Assignments of Training OUR COURSES INCLUDE

-:Content :- DIGITAL MARKETING INTRODUCTION DIGITAL MARKETING VS. TRADITIONAL MARKETING  What is marketing?  What's the difference between Digital Marketing and Traditional Marketing?  What is Digital Marketing?  Increasing Visibility, What is visibility?,Types of  Benefits of Traditional Marketing  The Downside to Traditional Marketing Benefits visibility.  Visitors Engagement, What is engagement?, of Digital Marketing.  Why Digital Marketing Wins Over traditional Engagement Bringing Targeted Traffic.  Inbound and outbound marketing Marketing ?  Converting Traffic into Leads, Types of  Tools of Digital Marketing. Conversion . WEBSITE PLANNING PROCESS LOCAL SEO & SEO PROJECT ESSENTIALS  What is Internet?  What is Local SEO?  Understanding domain names & domain  Google places optimization Classified extensions Different types of websites submissions Citation  Based on functionality Based on purpose  Top tools for SEO Monitoring SEO process  Planning & Conceptualising a Website Preparing SEO reports Booking.  How to create SEO Strategy for your  domain name & web hosting Adding business What is link juice? domain name to web Server Adding SEARCH ENGINE ALGORITHMS webpages & content  Adding Plugins  Why a Search Engine needs to update  Building website using CMS. its Algorithm? Search Engine Penalties  Planning for engagement options Landing and Recoveries. Pages & Optimization Creating blueprint of every webpage Best & Worst Examples  Why a Search Engine penalizes a Website? How to optimize your site for Google Hummingbird Algorithm? SEARCH ENGINE OPTIMIZATION SOCIAL MEDIA MARKETING  What is SEO?  What is Social Media?  Difference Between SEO vs SEM?  Linkedin Marketing What is LinkedIn?  How search engines work  Company pages Adv on linkedIn  What are keywords?  Display vs text Twitter Marketing  Different types of keywords Google  Understanding Twitter  Tools to listen & measure Influence on Twitter: keyword planner tool  Long Tail Keywords TweetDeck, Klout.  Twitter Cards Video Marketing On-Page SEO  Using power editor tool for adv.  Keyword Research with Google  Advanced Facebook advertising using tools Keyword Planner. like Qwaya  Image Naming, Image Title and ALT Tags  Black hat techniques of twitter marketing Creation Advertising on Twitter  Meta Tags, Description. Robots,  Creating campaigns Types of ads Keywords, Author Redirection Tags  Tools for twitter marketing Twitter Advertising  Using youtube for business Developing youtube  Link Title Internal linking  Site Tracking Tools (Google Webmaster video marketing Strategy  Bringing visitors from youtube videos to your Tool, Google Analytics Tool) website Off-Page  Creating Facebook page Uploading contacts  What is OFF-Page SOEpOtimization? What are for invitation Backlinks?  How to do marketing on fan page (with  Difference Between Do-Follow and No- examples) Fan engagement Follow Backlinks  Types of Facebook advertising  What is Google Page Rank?

GOOGLE ANALYTICS GOOGLE ADWORDS & ONLINE DISPLAY ADVERTISING  Introduction to Google Analytics  How Google analytics works  Google AdWords Overview  Understanding Google analytics insights  Introduction to Google Adwords & PPC Understanding cookie tracking advertising  Types of cookie tracking used by Google  Understanding Adwords account structure analytics Starting with Google analytics Campaigns, Adgroups, Ads, Keywords,  Difference between exit rate & bounce etc  Types of Advertising campaigns- rate Search,Display, Shopping & video  How to reduce bounce rate  What is CTR?  How to integrate adwords and analytics  What is bidding strategy?  Understanding different types of bid strategy- account 1 Manual 2 Auto Advanced level bid  Measuring performance of marketing strategies- 1 Enhanced CPC 2 CPA campaigns via Google analytics ONLINE DISPLAY ADVERTISING EMAIL MARKETING  What is Online Advertising?  What is email marketing? How email works?  Types of Online Advertising Display  Challenges faced in sending bulk emails How  Advertising Banner ads to over come these challenges?  Rich Media ads  Types of email marketing- Opt-in & bulk  Pop ups and Pop under ads  In Text ads In Image ads In video ads emailing What is opt-in email marketing? In page ads  Setting up auto responders How to do bulk  Online advertising platforms Creating Banner Ads Using Tools emailing?  Top email marketing software’s & a GLIMPSE of how to use them Improving ROI with A/B testing LEAD GENERATION FOR BUSINESS CONTENT MARKETING  Understanding lead generation for  What is Content Marketing? business Why lead generation is important?  Content marketing 7 step strategy building  Understanding landing pages process 18 types of content with examples Understanding thank-you page Landing  Steps towards developing authority blog page vs website Ways to monetizing authority blog  Best practices to create a landing page  35 unique ways to write magnetic  How to do A/B testing headlines 180 examples of magnetic headlines APP STORE OPTIMIZATION AFFILIATE MARKETING  What is App Store Optimization?  What is affiliate marketing? 3 A’s of  Why App Store Optimization is Important affiliate marketing App Stores- Google Play App Store How  How to be a super affiliate? Google Play ranking works  How your trainer makes money in affiliate  Icon, Screenshot, Social media, App marketing? Marketing Video  How to get approved as an affiliate by world’s  App Analytics tools top affiliate company- commission junction www.cj.com BLOGGING & FREELANCING TO MAKE MONEY  What is adsense?  Cool trick to get adsense approval by Google  Creating blogs with our FREE theme  Then we will share 1 secret method Through which you will  make Money with Adsense



Digital Marketing Digital Marketing Introduction Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel. Traditional Marketing Vs. Digital Marketing What is digital marketing? Put simply, digital marketing is using digital channels such as websites and social media as tools for marketing communication. What is traditional marketing? Traditional marketing on the other hand involves traditional channels, like billboards and printed media. Up until the development of the internet in the 1990’s, traditional marketing was pretty much the only type of marketing. Digital marketing vs. traditional marketing: What’s the difference? The main difference between digital and traditional marketing is the medium through which an audience encounters a marketing message. While traditional marketing uses traditional media like magazines and newspapers, digital marketing uses digital media, such as social media or websites. Of course traditional marketing doesn’t mean it’s old fashioned. Traditional marketing still plays an important role in people’s lives with the ever growing need to step out of the digital world. The immersive experience of an impactful TV commercial and the tactile nature of a copy of Rolling Stone magazine are as important today as they were 20 years ago because of their lasting effects on 1

Digital Marketing your memory. Subconsciously you attach yourself to their brand emotionally, meaning they will stay at the top of your mind. In the same token, digital marketing is just as important as traditional if not even more so. Digital marketing uses every touch point of your daily use of the internet to reach you. Which type of marketing should you use? The key to a great marketing campaign is to find the right balance between traditional and digital. In 2020, digital marketing is the yin to traditional marketing’s yang. Both play an important role in a marketing strategy, but they are each elevated when used in unison. Take Guinness for example. Their TV commercials are infamous because of their unique and powerful cinematography. Over 20 years later, Guinness’ classic 1999 ‘Surfer’ campaign is still one of the best TV commercials of all time. However, even with this legendary status, Guinness still have to move with the times and incorporate digital marketing into their strategy so that they don’t miss out on some huge marketing opportunities. In order to reach a broader and younger audience, Guinness recently expanded their digital marketing horizons by making video content specifically for Facebook and Instagram. Rather than just reformatting their TV commercials, they filmed their campaigns as social first videos by composing the shots specifically with both Facebook and Instagram in mind. The videos were specifically targeted to the audiences they had in mind. The result was a visually stunning and impactful social media campaign about Compton cowboys caring for their horses in California. Perfectly trendy and sharable Instagram fodder. Traditional marketing: pros and cons With the rise of social media, traditional marketing is often undervalued by marketers. However, traditional marketing still very much has a place in a consumer’s day to day life. If you have the budget to share your campaigns in magazines and prime time TV, your money could be well spent. Traditional marketing channels include:  Outdoor (Billboards, bus/taxi wraps, posters etc)  Broadcasting (TV, Radio etc)  Print (Magazines, newspapers etc)  Direct Mail (catalogues etc)  Telemarketing (Phone, text message) 2

Digital Marketing  Window display and signs Pros: Impactful and easy to understand A visually bold billboard or a striking TV commercial is a normal part of most people’s day to day lives. They’re easy to digest and often entertaining. Printed marketing materials are more permanent If you have an advert in an issue of The New York Times it will be there until the magazine is recycled. Which is great if the consumer is an avid collector. More memorable Seeing something in real life rather than on your phone is more likely to be remembered. The anticipation of the new Super-Bowl ads or a beautiful and impressive window display is more likely to stay in your mind than an instagram ad you’ll probably scroll past in seconds. Cons: More difficult to measure campaigns There are ways to measure traditional marketing campaigns such as brand trackers but they are nowhere near as in depth or intelligent as the tools available for digital marketing. Often expensive If you’re a brand in its infancy chances are you don’t have the funds for a 4 page spread in Vogue. Many forms of traditional marketing will set you back a considerable amount. No direct interaction with the consumer Unlike social media marketing, you’re more or less in the dark about your audience’s reaction to your marketing efforts. Digital marketing: pros and cons 3

Digital Marketing However impactful traditional marketing is, we can’t forget that we are well and truly living in the internet age. According to ClickZ, “Internet users now make up 57% of the global population. On average, people spend 6 hours and 42 minutes online each day. By 2021, a projected 73% of all ecommerce sales will come from mobile.” That’s a mind-bogglingly huge amount of time and opportunity to do some clever digital marketing. If you need tips on launching a successful digital marketing strategy, check out Vistaprint’s Digital Marketing Guide for Small Businesses for guidance. Digital marketing channels include:  Social media (Facebook, Instagram etc)  Website  Content marketing  Affiliate marketing  Inbound marketing  Email marketing  PPC (pay per click  SEM (Search engine marketing) Pros: More options for engagement Through channels such as social media you can physically see what your audience think of your 4

Digital Marketing brand and marketing efforts. If your marketing has been shared, liked and had plenty of positive comments, you know you’re doing something right. Easy to measure your campaigns On the flipside to traditional marketing, the specifics of digital marketing tracking is exceptionally in depth. This makes your learnings extremely clear for your next round of marketing efforts. Makes clever targeting possible If you have the tools to specifically target a 29 year old female writer who loves Lizzo and drinking Guinness then surely you can also create perfectly tailored content? Cons: Digital ads can be deemed as annoying Think about the moment you’re scrolling through your Facebook homepage and all you want to do is see what your old school friends are up to these days. Then you get the dreaded sponsored ad for something related to an embarrassing ailment you googled the night before. It’s sure to make you actively dislike the very brand doing the clever targeting. Less permanent Digital marketing efforts like Google ads, banners, promo emails or social media ads can have a fleeting, temporary character. They’re intangible and can easily be ignored. If your target audience keeps scrolling or clicks to the next page your ad will be gone from their screen. Constantly evolves To get the most out of your digital marketing efforts there is a lot to learn. Each channel usually requires its own specialist, from search engine marketing to social media, each channel requires a pro to get the best bang for your buck. However, a grass-roots social media marketing strategy is a great place to start. Have a look at our digital marketing strategy guide for some inspiration. 5

Digital Marketing (SMM/SMO) Social Media Marketing Book Social Media Marketing (SMM) uses various social media platforms to connect with the audience. Some most important social media platforms, are Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest, Google+,and Snapchat. We use these social media platforms to connect with people, promote our business, increase sales, and create awareness about the products as well as services. In our social media marketing Book , we are going to discuss the following topics -  What is Social Media?  Disadvantages of Social Media Marketing  What is Social Media Marketing?  Social Media Marketing Strategy  Why Social Media Marketing?  Social Media Marketing tools  Laws of Social Media Marketing  Difference between Social Media  Social Media Marketing Platform Optimization (SMO) and Social Media  Advantages of Social Media Marketing Marketing (SMM) What is Social Media? Social Media is a trendy way of electronic communication through which we can create our online communication sites to share information, images, ideas, audios, videos, and other content with our friends, business partners, relatives, as well as customers. In simple words, we can say that social media is all about establishing communication between marketers and customers. What is privacy policy about? We store data for as long as it is necessary to provide products and services to you and others, including those described above. Information associated with your account will be kept until your account is deleted, unless we no longer need the data to provide products and services. You can delete your account any time. There are the following three Social Media Classification tools - 1. Social Publishing Social publishing allows us to publish information in the content form(written text and videos). Example: Blog, YouTube. 2. Social Networking Social Networking helps us to stay connected with our friends, business partners, relatives, and customers. Example: LinkedIn, Twitter, Facebook 3. Photo-based Social Networking Photo-based social networking is used to share photos using social networking sites. Example: Pinterest, Snapchat, Instagram 1

Digital Marketing (SMM/SMO) What is Social Media Marketing? Social Media Marketing is a platform through which we can present our business in front of the audience. It is mainly used to promote our business, increase website traffic, customer engagement, brand awareness, and other marketing goals by creating various forms of content (videos, blogs, infographics, etc.) in various social media platforms such as Facebook, Instagram, Twitter, LinkedIn, etc. The main goal of using social media marketing is to increase the website's traffic, increase likes, comments, and shares. Why Social Media Marketing? There are the following reasons to use Social Media Marketing - 1. Social Media Marketing helps us to improve product visibility and brand awareness. 2. Social Media Marketing uses various social media marketing platforms such as Facebook, Twitter, Instagram, YouTube, and Snapchat to reach the target audience. 3. It offers cost-effective techniques to grow our business. 4. It helps us to improve search engine ranking. 5. It helps us to enhance brand authority. 6. Social Media Marketing provides an opportunity to gain new customer insights. 7. It helps us to increase top-funnel traffic. 8. It helps us to generate new leads. Laws of Social Media Marketing Social Media Marketing focuses on the following laws to promote business and increase product awareness: 1. The Law of Focus A highly-focused social media marketing strategy helps us to reach the target audience. A successful marketer mainly focused on improving the value of the product that he offers to his customers. 2. The Law of Listening If you want to achieve success in social media marketing and content marketing, then always try to listen to audience requirements rather than speaking. 3. The Law of Quality As we all know, Quality is always better than Quantity, which means it is better to deal with 1000 online customers who frequently read our content and share our content with their own audiences, not for those 10,000 online customers who read our content only once and never share it with others. 4. The Law of Patience In Social Media Marketing, success does not happen overnight, so we have to keep patience as well as work hard and wait for the right time to achieve success. 5. The Law of Compounding The law of compounding helps us to share content with multiple audiences on different social media platforms like Facebook, Twitter, Pinterest, and LinkedIn. It also includes an ability that if any user who likes our posts on Facebook then he or she can also share this post on Twitter, LinkedIn, and Pinterest that's why it creates more access point for the audience to find the relevant content. 6. The Law of Influence Spend time to search online influencers in the market and try to connect and build a relationship with them because they are most demandable in the market. Always try to connect and make a strong bond 2

Digital Marketing (SMM/SMO) with that Influencer who takes an interest in your products and businesses to increase your followers as well as shares. 7. The Law of Value If we share our products and services regularly on the social media then there may be a chance that customers are not interested in our products and services, so we should have to pay more attention to produce the relevant content because the appropriate and effective contents help us to improve the value of the product. 8. The Law of Acknowledgment According to the law of acknowledgment, never ignore someone who reached out to us to build a relationship with the audience. 9. The Law of Accessibility In Social media platforms, do not publish content that you want to remove from social media platforms after some time. Make sure that valuable and relevant content should always be available to your target audience. Always try to be available to your audience to publish valuable content, solve their queries, and participate in conversations; otherwise, the audience can easily replace you with others. Social Media Marketing Platforms Social Media Marketing includes various social media platforms to reach new customers, promote their business, create brand awareness, and increase sales. Some most common social media platforms that we frequently used in social media marketing are given below - 1. Facebook Daily active users - 1.45 billion Monthly active users - 2.20 billion Facebook is the best social media marketing platform, which is founded by Mark Zuckerberg on February 4, 2004. It allows us to invite and connect with our friends, relatives, colleagues, and customers by sending them messages, images, audios, and videos. It also allows us to like and comment on the posts, which are shared by them. Most of the small as well as large organizations use Facebook as a \"center\" of their social media marketing. Organizations use Facebook to promote their brand, create awareness about their product, and reach out to a wider audience. Facebook also helps the audience to see our latest content, our working hours, write their reviews on a particular product, and also see our organization's location on a map. There are the following advantages of using the Facebook platform for social media marketing -  Facebook helps us to easily reach the targeted audience.  It allows us to share budget-friendly ads to the audience.  Using Facebook, we can learn and use a new market strategy at a low cost.  It provides various marketing platforms. 3

Digital Marketing (SMM/SMO)  It allows organizations to communicate with clients. 2. Twitter Daily active users - 145 million Monthly active users - 320 million Twitter is one of the most effective, popular, and fast-paced social media marketing platform created by Jack Dorsey, Noah Glass, Biz Stone, Evan Williams, and launched in July 2006. It is an SMS- based communication platform, which allows registered users to read and write small messages called \"tweets.\" Using Twitter, marketers can easily reach hundreds and thousands of customers to share the latest news and promote their brand. The main disadvantage of using twitter is that we can use only use 280 characters for the message. There are the following advantages of using the Twitter platform -  It helps us to increase customer satisfaction.  It allows us to continuously send information in the form of small messages called \"tweets.\"  It helps us to establish a stronger relationship with customers.  It improves organic search engine ranking.  It is a very efficient platform for gathering feedback from customers. 3. Instagram Daily active users - 500 million Monthly active users - 800 million Instagram is maintained by Facebook. It is an effective tool to reach the audience and allows the marketer to share images, memes, and videos to promote their business. According to a survey, 80% of accounts follow a business on Instagram. It works flawlessly on mobile phones and tablets. Recently Instagram introduces a new feature that is shared stories every day. This feature helps marketers to easily update their customers about new products on a daily basis. There are the following reasons to use Instagram platform -  Instagram's Global rank (Worldwide rank) is 5th on the internet. 4

Digital Marketing (SMM/SMO)  Instagram helps marketers to enhance their branding.  It is a marketer-friendly platform.  It helps marketers to drive traffic and grow their business.  It helps marketers to acquire customers easily.  On Instagram, content is available in the form of images and videos, which helps customers to understand the product in a very simple way.  Instagram's brand engagement and visual content are ten times higher than Facebook. 4. LinkedIn No. of registered users - 562 million Monthly active users - 303 million LinkedIn is the best B2B (Business 2 Business) social media marketing platform, which was founded in 2002. It allows us to create profiles as a fresher or as a professional. It is a place that helps us to search for jobs, stay connected with professionals, recruit new employees, and discuss business ideas with experienced employees to promote our business. A company profile on LinkedIn not only helps us to generate the local leads but also helps us to draw global leads. There are the following reasons which make LinkedIn as a very effective platform for social media marketing -  It provides an opportunity to stay updated about new technologies.  It helps us to display and update our resume to search for new job opportunities.  It is a free platform that mainly focused on career development.  It helps to build and promote business brands.  It is used to generate more leads. 5. Pinterest Monthly active users - 320 million Daily active users - 120 million Pinterest is a combination of the two words \"Pin\" (Thumbtack) and \"Interest\" (Interesting). It is quite different from all other social media marketing platforms. It is an image-pinning website introduced in 2009. Currently, Pinterest becomes one of the largest visual social networks to share and discover ideas, images, recipes, videos, new brands, infographics, and more. 5

Digital Marketing (SMM/SMO) There are the following reasons to use Pinterest for social media marketing -  Pinterest is the fastest-growing platform for online content distribution.  It is mostly used to create brand awareness and increase website leads.  Its user-friendly platform allows us to create a visual profile for business and publish news.  Its visual-heavy social network helps us to build more traffic on our website at a low cost. Note: pins are the ideas that users on Pinterest create, find, and save from the browser. 6. YouTube No. of daily active users - 1 billion No. of monthly active users - 2 billion YouTube is an excellent free video-sharing platform for social media marketing. It was created in 2005. YouTube helps us to create and upload our videos on the valuable content and deliver it to the audience in the form of Book s. YouTube is like a platform where we can show our talent to attract the audience. In YouTube, content mainly available in the form of Podcasts, Infographics, Presentations, and video series. There are the following advantages of YouTube in social media marketing -  YouTube is the 2nd largest search engine and the 3rd most visited website.  It is the best and easiest way to learn new technologies.  It helps us to promote and sell our products worldwide.  It is completely free to use and helps to acquire qualified traffic.  It will expose you to connect with a huge audience. Note: YouTube is a mixture of both social media marketing and content marketing. 7. Snapchat No. of daily active users - 210 million No. of monthly active users - 360 million Snapchat is a great platform for adults. It is free to download. It allows us to create a new type of social media on a network. Snapchat mobile app is used to share photos, videos, and doubles as messaging services for users. It is most known due to the fact that messages and content disappear on it. Users can either send the content directly to another user or upload this content as their \"story,\" which is viewable to users till the next 24 hours. 6

Digital Marketing (SMM/SMO) There are the following reasons to use Snapchat in social media marketing -  It allows us to share and collect snaps from specific events to create stories on the social media platform.  It is used to add a filter on photos to make them more attractive.  It allows customers to interact with other experienced customers to know about the pros and cons of a product.  Using Snapchat, customers can directly communicate with companies.  It is a user-friendly platform for newcomers. 8. Google+ No. of registered users - 2 billion No. of monthly active users - 395 million Google+ was a powerful social media marketing tool, which was developed by Google. It helped us to improve our local search visibility, build relationships with customers, and other businesses. There are the following advantages of using Google+ in social media marketing -  Google+ allows us to follow other people.  It allows us to share information, images to target customers.  It helps us to find other people with similar interests. 9. TikTok No. of daily active users - 150 million No. of monthly active users - 300 million TikTok is one of the best social media marketing platforms launched in 2018. It is a popular video streaming and sharing app which allows us to create and share a 15-second video on a particular topic. There are the following reasons to use TikTok for social media marketing -  It targets a huge audience in the easiest way.  It creates better user engagement.  It allows us to create a small video and share it with their followers to get more likes and comments to grow our business.  Recently, Tiktok launches its own advertising platform to advertise business using Tiktok ads. Now, Tiktok advertisement becomes the best platform for producing and launching new products as well as services. Advantages of Social Media Marketing 7

Digital Marketing (SMM/SMO) As we know that social media marketing is an excellent way for us to grow our business. It is a platform, which is used by Businessmen, students, Private organizations, and Government organizations. Some most popular advantages of Social Media Marketing are given below - 1. Increase Brand Awareness Brand awareness is one of the most important advantages of social media marketing. Social media marketing uses various social media platforms to aware of the audience related to a particular product, company, and website. 2. Generates more inbound traffic on websites If we do not use social media marketing, then we can only reach our regular customers, but when we use social media marketing, then we are able to reach millions of customers easily. Social Media Marketing also helps us to generate more inbound traffic on our websites. As we know, getting more traffic on websites or blogs helps us to earn money. 3. Helps us to reach a large audience Social media marketing uses social media platforms to connect with millions of active audiences, so social media is a great opportunity for us to reach the audience who are interested in our products and services. The percentage rate of U.S audience who use social media platforms are given below -  Facebook: 68%  LinkedIn: 25%  Twitter: 24%  Pinterest: 29%  Instagram: 35%  Snapchat: 27%  YouTube: 73% 4. Improve Brand Loyalty & Customer engagement According to the research, online marketing engages with the millions of customers on the social media platform and enjoy better brand loyalty from their audience through social media marketing. Marketers generally follow the following three steps to improve brand loyalty -  Listen to Customers  Promote Customers Reviews  Think like your customer 5. Makes our customers Up-To-Date Social media marketing offers the easiest way to make our customers updated about the release of new products, services, or upcoming events. Most Up-to-date customers generally take more interest in your website and businesses. 6. Cost-efficient Social Media Marketing is cost-effective because creating a new user profile, and signing is free for almost every social media marketing platform. 7. Improve Search Engine Ranking Sharing posts on social media helps the audience to reach our website, which is very important for the success of our website to increase the traffic and create backlinks. According to Search Engine Optimization Techniques, Backlinks are more important for us to improve the search engine ranking. When both traffic and backlinks increase on our website, then our website will appear at the top rank of a search engine, which helps us to grow our business faster. 8. Faster and Easier Communication Social Media Marketing completely changes the way of communication with the audience. Now, more than 2.8 billion users use social media marketing platforms to communicate with marketers. Social 8

Digital Marketing (SMM/SMO) Media platforms help customers to reach marketers easily and share their requirements with them that what they actually want. Disadvantages of Social Media Marketing Although there is no shortage of social media marketing, there are definitely some risks in it. If you always shared positive comments and post relevant and informative content on it, then you will never have any problem with this. Some common disadvantages of Social Media Marketing are given below - 1. Time-consuming Time is the major issue in social media marketing because every startup takes a lot of time to expand the business. 2. Receives negative feedback from the audience The audience shares both their positive and negative experience in the social media platform, which is visible to all other audiences. 3. Needs qualified personnel To focus on business issues, we have to recruit qualified personnel to manage our business accounts and traffic. This implies that we have to spend more money to hire them. 4. Exposure to competitors Social media marketing allows us to take research on our competitor's strategy. However, your competitors can still connect with your business methodology through your social media marketing platform. Social Media Marketing Strategy Social Media Marketing Strategy is all about the plan that every marketer executes to achieve customer satisfaction and generates more leads. 1. Set the objectives/goals First, set the objective that you want to achieve using Social Media Marketing. In general, there are the following 9 goals that every social media marketer wants to achieve:  Increase brand awareness  Generate new leads  Grow revenue by increasing sales or signups  Generate traffic to our website  Boost band engagement  Build a community around the business  Offers social customer services  Increase mentions in the press  Listen to conversations about your brand 2. Know everything about your target audience Once you define your objective, then know about your audience that what they want to see on a social media platform, which type of content they generally like and share. This strategy helps you to know about your potential fans, customers, and followers that you really want to achieve and need. There are the following things that you should know about your audience -  Who are they? (Example: their age, gender, location, interest, etc.)  In which field they are interested? (Example: Entertainment, content, case studies, education, electronics, etc.) 9

Digital Marketing (SMM/SMO)  In which social media platform, they are generally online? (Example: Facebook, Instagram, Snapchat, and more)  How do they consume the content? (Example: read social media posts, watch videos, etc.) For example, more than 75% of teenagers are on Facebook, Instagram, and Snapchat. 3. Research the competition Research your competitor's social medial marketing activity every day to reach the audience. Spend most of the time to research the following questions -  What kind of content are they publishing?  In which platform they are most active?  What hashtags do they use?  What is the tone of their voice?  What type of communication they have with their target audience?  How much time they generally spend on social media platforms? You can also conduct a competitive analysis to understand what your competitors are doing to target the audience and expand their industry. 4. Select the right social media platform for audience We should have to analyze which social media platform is the most valuable for our business, which social media platform is the most effective for our audience, and where our target audience hags out. 5. Set brand guidelines It is one of the most important steps for social media marketing strategy. There are the following social media marketing brand guidelines -  Brand voice  Use of emojis  Use of hashtags  Protocol on interacting with the audience  Banned words/topics 6. Build your initial presence Building an initial presence includes a small introduction about your business, which mainly includes small business information, a few images, and our first post to target the audience. There are the following steps include in the stage of initial presence -  Enter business information - It includes an overview of your business, contact details, and link to your website.  Upload images - It includes a recognizable profile image such as a logo. Always remember that image is designed in the proper size and responsible for both desktop and mobile views.  Create your first post - It is the most visible page for your audience, so always create this page more interactive and good looking.  Follow your contacts - First, start following with those loyal customers who frequently like and follow your account and posts to grow your business. 7. Plan the type of content that you want to share with your audience Content is one the most effective way to achieve our objectives on social media platforms, so always plan to share effective, valuable, informative, and high-quality content with your audience. There are the following various types of content are available on the social media platforms -  Photos  Articles  Videos  Livestreams  Graphics  Stories 8. Create a social media content calendar 10

Digital Marketing (SMM/SMO) A content calendar helps us to see how frequently we are publishing content for our audience. 9. Run Advertisements on the social media platform to promote your products and services All social media platforms allow us to run various advertisements (paid as well as unpaid) on social media to increase the size of our business and audience. There are the following types of ads that you run on the social media platform -  Storewide discounts - It allows the audience to select and purchase products as well as services at a discounted price.  New product promotions - The main aim to run these ads is to aware the audience about newly released products.  New customer deals - It is designed to encourage the audience to purchase their products from your site.  Events/Webinar promotions - It is used to invite the audience to join your events to increase their attention. 10. Test and evaluate your results You can evaluate the use of a social media platform based on the following parameter -  Followers/Likes - It is used to analyze the size of our social media audience.  Reach - It displays how many people seeing your social media posts.  Engagements - It shows the number of Likes, comments, and shares that we received on our content.  Clicks - It shows the number of clicks that we received on our post. 11

Digital Marketing (SMM/SMO) Social Media Marketing Tools Social Media Marketing uses various social media management tools. A list of most commonly used social media marketing tools are given below – 1. SocialOomph SocialOomph helps us to automate a number of business tasks across social media platforms. Using SocialOomph, you can also manage your Twitter, Facebook, and LinkedIn activities in one place. Click on the below link to sign up with SocialOomph. Website: https://www.socialoomph.com/ 2. PostPlanner PostPlanner is used to schedule Facebook updates, which helps us to increase customer engagement on social media platforms. Its beautiful features help marketers to get 660% more customer engagement than any other social media marketing tools. In short, we can say that it is the best tool for those marketers who only want to increase their customer engagement. The main advantage of using PostPlanner is that it allows us to select the best content according to the star rating. As we all know, better star rating brings more customer engagement. Click on the below link to sign up with PostPlanner. Website: https://www.postplanner.com/ 3. Agorapulse Agorapulse is the best social marketing tool in the current market era. It mainly focuses on the audience, customer engagement, and brand awareness. It includes the following features such as: Social media inbox Social media inbox helps us to check all social media updates. It is also used with email accounts to check regularly updated notifications and all incoming messages in the inbox. Publishing and scheduling 12

Digital Marketing (SMM/SMO) Publishing and scheduling is the biggest feature of agorapulse. Using this, we can publish our posts on any network and schedule them. Monitoring Monitoring is used to monitor our social media platforms, create and search certain keywords on Twitter, and monitor hashtags on Instagram. Click on the below link to sign up with Agorapulse. Website: https://www.agorapulse.com/ 4. Chattypeople Chattypeople.com is one of the most important social media marketing tools, which is used to publish on-demand promotions and offers to our customers via Facebook. Chattypeople is also compatible with Messengers. It is suitable for both small as well as large organizations to create a simple chatbot for monetizing Facebook Ads and manage Customer Management System (CMS) automatically using AI. The advantage of using Chattypeople is that it does not require the knowledge of coding to create a chatbot. Chattypeople supports the following CMS platforms: i. Customer Support ii. EShop with Shopify iii. Food and restaurants iv. Campaign management v. Delivery engine Click on the below link to sign up with Chattypeople. Website: https://www.crunchbase.com/organization/chattypeople 13

Digital Marketing (SMM/SMO) 5. Canva Canva is one of the best-known social media marketing tools. It is available for free to use. It is mostly used to create images for social media posts. It creates images by using multiple templates, fonts, and colors. Click on the below link to sign up with Canva. Website: https://www.canva.com/ 6. Buffer Buffer is the publishing tool, which helps us to publish content on social networks to increase the customer's engagement. It works on various social media platforms such as Facebook, Twitter, Instagram, Google+, Pinterest, and LinkedIn. It is mainly designed for businesses to schedule social media posts, analyze performance, and manage their accounts in one place. The advantage of using Buffer is that it integrates with Pablo, which helps us to easily create images and share with the audience to increase traffic and customer engagement. Click on the below link to sign up Buffer. Website: https://buffer.com 14

Digital Marketing (SMM/SMO) 7. Brand24 It is a simple, effective, and web-based social media marketing tool. It is used to analyze keywords and monitors the length and breadth of the Internet for particular keywords. Difference between Social Media Optimization (SMO) and Social Media Marketing (SMM) The below table shows the difference between Social Media Optimization (SMO) and Social Media Marketing (SMM): Social Media Optimization (SMO) Social Media Marketing (SMM) Social Media Optimization (SMO) is an on-page Social Media Marketing (SMM) is an off-page activity that activity done on the website to improve traffic, page is implemented by marketers on the various social media ranking, and more. channels. It optimizes the content in a way that particular content is It is used to generate business leads and traffic on our easily searchable. website. 15