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UNIT II
A digital marketing campaign is a well-planned and
coordinated effort to promote a product, service, or brand to a
specific audience through digital channels. It entails using
various tactics, such as Search Engine Optimization (SEO),
Pay-Per-Click (PPC), social media marketing, email marketing,
and content marketing.
What Makes a Good Digital Marketing Campaign?
A good digital marketing campaign achieves its objectives
while providing a positive user experience to the target
audience. Here are some key elements that contribute to the
success of a digital marketing campaign:
 Clear objectives: A digital marketing campaign must
have marketing objectives that are specific, measurable,
and aligned with overall business goals
 Defining the target audience: Knowing who the
campaign is aimed at and tailoring your message to that
audience is critical. Moreover, understanding their pain
points, interests, and behavior is all part of this
 Strategic approach: Selecting appropriate digital
channels, crafting content, and defining messaging and
offers. Moreover, selecting appropriate marketing tactics
that align with the target audience is also vital
 Quality content: Relying on copywriting, visuals, video,
and other interactive elements, to capture audience’s
attention and keep them engaged

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 Consistency: Using the same message across all digital
channels creates a unified experience for the audience,
strengthens brand recognition, and fosters trust
 Effective Calls to Action (CTAs): CTAs prompt the
audience to take action, such as filling out a form, making
a purchase, or subscribing to a newsletter
 Analytics and optimization: The campaign ought to be
continuously monitored, tested, and optimized based on
data and feedback to ensure the best possible return on
investment
Example Coca-Cola’s “Share a Coke”
Coca-Cola’s “Share a Coke” campaign was created to
encourage people to share a Coke with their friends and loved
ones and establish a connection with the brand. Coca-Cola
expanded the campaign by adding new names, personalized
messages, and even augmented reality experiences to their
bottles and cans. Moreover, share a Coke was launched in
Australia in 2011 and has since expanded to over 100 countries
worldwide.
What makes this campaign different: It was targeted so
people shared photos of their personalized Coca-Cola bottles
and cans on social media, creating a lot of buzz around the
brand. Moreover, it also helped the company increase sales and
strengthen its brand identity.
Tips for an effective campaign plan

Some tips on making your campaign plan effective include:

 Set clear goals on which to evaluate your success.
 Identify your audience and intended market.
 Define a solid strategy to help achieve these goals.
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 Delegate content production effectively.
 Ensure employees are clear on tasks.
 Track the delivery and results at regular intervals and use
this data to inform future decisions

Campaign planning and execution

Planning and executing a digital marketing campaign involves
several key steps. Whether you're promoting a product,
service, or brand, a well-thought-out strategy can significantly
improve your chances of success. Here's a guide to help you
plan and execute a digital marketing campaign:
1. DefineYour Goals:
Clearly outline the objectives of your campaign. Examples
include brand awareness, lead generation, sales, or
customer retention.
Once you’ve defined your broader goal(s), you can narrow
your focus even further by creating SMART goals (Specific,
Measurable, Attainable, Relevant, Timely) to measure your
success.

SMART goals can be as simple as tracking click-throughs,

registrations, net new leads, etc. Just make sure the type of
measurement aligns with the actual goal. HubSpot has
some great templates for setting up SMART goals.

2. Know Your Target Audience:

Create detailed buyer personas to understand your target
audience. This will help tailor your campaign to resonate
with your audience's needs and preferences.
Determine the Brand and/or Theme

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In order to determine the brand and/or theme for your
campaign, ask one primary question:

 What are the primary goals of this campaign (both short-term

and long-term)?
This one question can help determine the run length of the
campaign, if new branding is needed, if social media is needed,
who should be targeted (broadly speaking), and what kind of
assets are needed.

Next, narrow down the details to determine assets, audience,

etc. Questions such as the following can help:

 Do you need new, existing, or updated assets (e.g., files,

PowerPoints, PDF white papers, blog posts, etc.)?
 Who is your target audience (e.g., set list, segmentation,
nurture from ads/social media, newsletter signup)?
 Do you need custom graphics (e.g., headshots, banners,
images), or will you use a general template theme?
 Do you need social media ads/presence? Which ones?
Step 3: Plan Your Send Dates and Campaign Calendar

While live and virtual events require more email sends than,
say, a newsletter or one-off email, they also make scheduling
pretty formulaic because you have to have everything
completed by certain dates to stay on track. Event emails are
also typically the easiest ones to plan for as they usually
already have a standard format for deployment.

Planning important dates is crucial for the success of your

campaign. This way, you can let people know about upcoming
events and plan things accordingly well before the actual event
date or release date. This gives you a headstart when you start
planning for events or important dates throughout the year.
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You need to plan things like when live events are held when
virtual conferences will be held, when meetings will be held, or
when free bonus clips of content are to be released. This helps
you set up and manage your campaign better. This also gives
you an idea of the work you need to do before the actual event
date. For instance, for your upcoming event in 3 weeks, you
might need to collect registration details from all attendees.
You can simply set up a date limit before the event for
members to send you their information.
Planning your dates is also helpful for your team members as it
helps keep them on track with the campaign’s goals and
timelines. You can send the dates to all members. This way,
they can keep track of all the upcoming events, webinars, or
virtual conferences. This helps them clear out their schedule or
plan their days around the event date so they don’t miss out on
any live events or content. It’s a great way to boost attendance
on your live events and helps maximize the potential of your
next campaign.
First, start with the event date and come back 3 weeks for 3
invite sends. Add all send date placeholders to your marketing
calendar. Then, work on adding asset deadlines.

The format below can be extended out for longer running

roadshows. Events with a shorter lead time can even use this
format — you’ll just send out fewer invites. For newsletters
and one-off emails, just use “Send Date” instead of “Event
Date” and lose the additional email sends.

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3. Choose the Right Channels:

Identify the digital channels that align with your goals and
where your audience spends their time. Common channels
include social media, email marketing, content marketing,
search engine optimization (SEO), and paid advertising.

4. Budget Allocation:
Allocate your budget based on the channels that will provide
the best ROI. Consider both organic and paid strategies.

5. CraftCompelling Content:
Develop high-quality and engaging content that speaks
to your audience. This can include blog posts, videos,
info graphics, and more.

6. Utilize
SEO Best Practices:
Optimize your content for search engines to improve visibility
and drive organic traffic. Use relevant keywords, meta tags,
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and ensure your website is user-friendly.

7. SocialMedia Strategy:
Develop a social media plan that includes content
creation, posting schedules, and engagement strategies.
Consider using paid advertising on platforms like
Facebook, Instagram, or LinkedIn.

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8. EmailMarketing:
Create a targeted email campaign to nurture leads or
engage existing customers. Personalize your emails and
use automation to streamline the process.

9. Landing Pages and Conversion Optimization:

Design landing pages that align with your campaign goals and
encourage conversions. Optimize for user experience and A/B
test elements for better performance.

Monitoring and adjusting digital marketing campaigns

When you track a marketing campaign, you gather and analyze

relevant data related to that campaign. The data you choose to
track depends on your campaign goals, but it might include
conversion rates, engagement statistics or profit margins. Both
internal marketers and marketing agencies who work with
multiple clients track their marketing strategies to learn what
performs well.
You might track data from multiple marketing channels, such as
social media platforms, websites or television stations. While data
from digital sources may be easier to track, there are also methods
for tracking data from other sources, such as billboards, print
materials or radio commercials.

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Reasons to track marketing campaigns

Tracking marketing campaigns can provide a variety of benefits,

including:
 Measuring your marketing efforts: When you track a
campaign, you can find out numbers, ratios and costs related
to specific marketing tactics or initiatives. This data may
help you objectively assess which factors of your marketing
campaign are successful.
 Monitoring and adjusting marketing campaigns as
needed: Tracking gives you data in real time as the
campaign occurs. Based on this real-time data, you can
modify and optimize your existing marketing campaigns.
 Planning for future campaigns: Tracking data can show
you which aspects of your marketing efforts may benefit
from improvements prior to your next advertising campaign.
This allows you to design data-driven approaches for your
future marketing initiatives.
 Creating a more cost-effective marketing budget: Most
companies track marketing statistics related to finances, such
as the cost of converting a lead into a customer. Knowing
which efforts are the most cost-effective can help you create
a marketing budget that reduces acquisition costs and
increases revenue.
10 ways to track marketing campaigns

There are a variety of tools available to help you track your

marketing campaigns, such as software and online tools. Here are
10 methods for tracking your marketing campaigns:
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1. Website analytics
Website analytics are online tools that monitor the number of
visitors to your company or client's website. Most analytics tools
gather more complex data too, such as the time visitors stay on
your site, the link that brought a visitor to your site and whether
they engaged with particular aspects of or pages on your site.
2. Customer relationship management tracking
Customer relationship management (CRM) software helps
businesses store, evaluate and change information on their
prospective or current consumers. Many CRM programs give you
the ability to track potential clients in relation to specific
advertising campaigns. With this type of software, you can
categorize your leads based on where they originated from, such
as a social media ad. Since most CRM programs also offer email
automation, you can create personalized emails for various
customers based on the marketing channel that brought them to
your website.
3. Call tracking
Call tracking software allows you to track the original source of
various phone calls from prospective clients. With this type of
software, you can also redirect multiple phone numbers to
connect to the same main phone line. You can change these
numbers based on the marketing channel, the caller's location or
both.
For example, imagine you're running a marketing campaign with
both billboards and paid digital ads. With call tracking software,
you can create a unique phone number that appears on the
billboards and another phone number that appears on the digital
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ads. Although the phone lines redirect to the same mainline, the
different numbers could tell you how the prospective customer
found your company. Similarly, if your marketing campaign
targets different regions or countries, you could give the ads
appearing in different geographic locations a local phone area
code and number.
4. Ad network conversion tracking
Most major companies provide their own tracking tools for
marketing efforts. For example, many search engines, social
media platforms and domain hosting services have internal
monitoring tools their customers can use to measure traffic,
engagement and other marketing metrics. These tools can help
you determine the effectiveness of various marketing channels for
your different segments of customers. For example, you might
discover that some of your target audience engages more with
social media while another segment prefers paid search engine
results.
5. Unique uniform resource locators (URLs)
Create unique URLs for various components of your marketing
campaigns to track how your prospective customers find your
website. A URL is the string of characters you type into your web
browser address bar to visit a specific website or web page. With
a unique URL, you can have customers go to the same website or
page while typing in different URLs.
For example, when launching a new marketing campaign, you
could assign a unique URL to your social media ads and a
different unique URL to your billboards. That way, you know
where recent visitors to your website first heard about you.

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You can create a unique URL through several methods, including
by using a:
 Urchin tracking model (UTM) code: A UTM code is a
string of characters you can add to the end of the URL. The
primary purpose of UTM codes is to help companies track
their marketing campaigns.
 Vanity URL: A vanity URL is a short URL that's easy to
remember. Vanity URLs can be most useful if you want to
direct potential customers to a specific page on your website
that has a more complicated URL, such as a contact page or
online store.
 301 redirect: 301 redirects usually send visitors from an
expired website to a newer version of the website. Marketers
can also use them to track various components of their
current campaigns.
6. Key performance indicator (KPI) dashboard
A KPI dashboard can gather and analyze data through multiple
marketing channels. Many KPI dashboards collect data from
phone calls, websites, major ad networks and CRM software. The
KPI dashboard can then synthesize this data and provide
information about the most successful aspects of your campaign's
different channels and strategies.
7. Customer feedback
You could ask leads or customers how they learned about the
company. You can do this directly during conversations with
them or through a survey issued at any point in their customer
journey. This could offer more personalized feedback, but
remember that these figures may only represent a portion of your
leads, as only some people may respond or respond honestly.
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8. Forms
If you use forms during your customer journey, you could add
hidden form fields to gather information about how a customer
reached your site. You can program these forms to share data with
you automatically about the customer's journey. This may reveal
important information about which marketing channels drive
high-quality leads.
9. Social media monitoring
Collecting and analyzing your social media metrics can help you
understand how successful various social campaigns are and
which posts generate the most engagement. Here are some figures
that might be beneficial to track:
 Likes
 Impressions
 Views
 Reach
 Amplification
 Click-through rate
 Bounce rate
You can use a variety of free and paid tools to help you review
and analyze your social media metrics. Using a tool can be
especially helpful if you manage large accounts or a wide variety
of accounts across different platforms.
10. Behavior analytics tools
A behavior analytics program could help you understand more
about how users interact with your marketing content. These
software programs perform in-depth analyses of user behavior on
your sites, reviewing how they respond to individual elements and
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what features might hinder their journey. These programs
contextualize key metrics and help you learn how you can edit
various marketing materials to better suit leads' needs.
20 marketing metrics and KPIs

To help you decide which KPIs are suitable, here are some
examples of marketing metrics and KPIs:
1. Conversion rate
Conversion rate refers to the percentage of people who engage
with your marketing materials in a specified way. It illustrates the
campaign's ability to appeal to prospective consumers. For
example, you might track the number of sales that resulted from
email subscriptions. A high percentage can indicate that your
promotional emails effectively persuade consumers to purchase
products.
2. Cost per lead
Cost per lead is a metric that measures how much money a
company spends on acquiring the interest of potential new
customers. A low cost per lead can show that consumers spend
more money buying products than the company spent trying to
obtain new customers. The low value can also show that the
company is gaining profits.
3. Customer acquisition cost
Like cost per lead, customer acquisition cost measures the amount
of money a business spends to engage new customers, but it only
analyzes customers who make a purchase. Analyzing this metric
can help you decide how much of your budget to dedicate to

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targeting prospects. You can determine if the acquisition costs are
helping the company make more money.
4. Social media engagement
Social media engagement refers to the measurable outcomes that
social media marketing campaigns generate. To gauge your
consumer base's interest in a particular product, you may analyze
user actions, such as likes, clicks and shares. For example, if your
data shows that users clicked on the link to the company's website
100 times, you can conclude that the social media content inspires
prospects to learn more about the brand you're promoting.
5. Customer lifetime value
Customer lifetime value (CLV) measures the possible revenue a
customer can produce for a business over the entire time that
customer is active with that company. Longer customer retention
usually translates to higher customer lifetime value. Marketing
can also have a direct impact on retention rates.
6. Return on investment
Return on investment (ROI) is a versatile KPI that measures how
much money your company earns compared to how much it
invests. Once you measure if the funds you devoted to a campaign
benefited the company, you can decide how much money to
allocate toward future projects. For instance, a high ROI can
indicate that a brand spending a lot of money marketing is also
receiving a lot of money in return.
7. Search engine rankings
Search engine optimization (SEO) rankings signify the online
visibility of a company's website. When a consumer types a
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keyword in a search engine, they may click on the websites that
rank first in the results. Knowing how to target keywords in your
website content can help you improve your internet rankings and
direct more consumers to the website.
8. Web traffic
Measuring the amount and source of web traffic to your
company's site can be a helpful way to understand the
composition of your site's visitors. This can be a valuable way to
know if you are attracting more new visitors to your site and
retaining repeat visitors. You can also determine what
demographics you're appealing to gauge if your targeted
marketing efforts are successful.
9. Event attendees
If you're holding in-person marketing events, such as a store
opening or anniversary celebration, you can use the number of
attendees as a measurable metric. This can help you compare one
event to other similar events at your company or to events that
other organizations have held. If your event attracted many
consumers, you can decide if your efforts to promote the function
were effective.
10. Marketing qualified leads
A marketing qualified lead (MQL) is a lead who's likely to
purchase a good or service since they've already shown an interest
in the company. For example, they may have consented to receive
marketing emails or accessed the website several times.
Identifying MQLs can allow you to figure out when and where to
focus your promotional efforts.
11. Sales qualified leads
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A sales qualified lead (SQL) is a lead that the sales team has
confirmed productive. The leads, or potential customers, have
shown through their actions that they intend to make purchases.
Knowing who your SQLs are lets you know who your prospective
buyers are.
12. Mobile traffic
Mobile traffic is the number of website visitors using a mobile
device for their web browsing purposes. Depending on your
marketing strategy, you might try to increase or maximize the
number of potential customers visiting your site on a smartphone
or tablet. You might also use this metric to gauge your mobile
site's effectiveness compared to the desktop version.
13. Brand awareness
Brand awareness is a metric that measures your company's
success in social media and web advertising efforts. Factors such
as brand mentions on social media and the number of consumers
searching for the brand on the internet indicate brand awareness.
You can also measure this concept by how much influencers
engage with the company.
14. Click-through rate
Click-through rate (CTR) measures how frequently search engine
users use the links they find to navigate your site. This metric can
be a useful measure of how appealing your consumer base finds
your site as a search engine result. You can use the CTR to
analyze the effectiveness of online ads.
15. Unique visitors

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A unique visitor is a consumer who accessed the company's
website at least once in a designated period. Measuring the
number of unique users who visit your site can help you
understand how many total individuals visit your site. You can
compare this number to the number of repeat visitors' consumers.
16. Referral traffic
Referral traffic is a metric that measures how many consumers
visited your site from a referral from another website. This can
effectively measure relationship-based marketing strategies, such
as embedded links in sponsored content. For example, a consumer
may click an active link to your website from another brand's site.
17. Email subscribers
If you send marketing materials via email, the number of
subscribers on your list can tell you how many people wish to
receive updates in their inbox and agree to receive these
materials. Knowing how many people subscribe to your company
emails can help you decide how much you use the email
marketing strategy. You can also determine if the content of the
emails appeals to your target audiences.
18. Customer retention
Customer retention refers to the number of existing customers a
business keeps over a period. This metric can help compare new
and returning customer numbers and design marketing strategies
targeted to your existing customer base. High customer retention
for a company can indicate that you have positive relationships
with consumers.
19. Profit by product
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Profit by product measures the percentage of the total profit each
product generates. You can decide which product to emphasize in
your marketing campaigns based on its impact on consumers'
buying decisions. Using this metric can help you focus your
marketing strategies on products you're confident can make
money for the company.
20. Net promoter score
The net promoter score analyzes customers' likelihood to refer
your products to their connections. It also refers to how loyal the
customers are to the brand. This can be a good way to measure
how awareness of your product spreads through external
channels, such as social media and email.
Monitoring and adjusting digital marketing campaigns is a
crucial aspect of ensuring success and maximizing ROI. Here
are the key steps to effectively monitor and adjust your digital
marketing campaigns:

1. Set
Up Analytics and Tracking:
Implement robust analytics tools such as Google Analytics,
Facebook Insights, or other platform-specific analytics to track
key performance indicators (KPIs). Set up conversion tracking
to measure the success of your campaign goals.

2. Define Key Metrics:

Identify the specific metrics that align with your campaign
objectives. Common metrics include click-through rates,
conversion rates, cost per acquisition, return on ad spend, and
engagement metrics.
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3. Regularly Review Performance:

Establish a consistent schedule for reviewing campaign
performance. Regular monitoring allows you to identify trends,
spot issues early, and make timely adjustments.

4. Compare Actual Performance to Goals:

Compare the actual performance of your campaign against the
goals you set during the planning phase. Assess whether you
are on track to meet your objectives and identify areas that
may need improvement.
A/B Testing:
Conduct A/B testing on different elements of your campaign,
such as ad creatives, headlines, landing pages, and targeting
parameters. Use the results to optimize and refine your
approach based on what resonates best with your audience.
5. Budget Adjustments:
Analyze the performance of different channels and campaigns
within your overall budget. Shift resources towards the channels
that are delivering the best results and consider adjusting
budgets based on performance.

6. Ad Creatives and Messaging:

Evaluate the performance of your ad creatives and messaging. If
certain creatives or messages are not resonating with your
audience, make adjustments to improve relevance and
engagement.

7. Keyword Optimization (Paid Search):

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For paid search campaigns, regularly review and update your
keyword strategy. Add high-performing keywords, pause or
refine underperforming ones, and adjust bidding strategies
based on performance.

8. SocialMedia Engagement:
Monitor engagement on social media platforms. Pay attention to
comments, shares, likes, and other interactions. Adjust your
content strategy based on the types of content that receive the
most engagement.

Social Media Marketing

Social media marketing is a powerful strategy for businesses to
connect with their target audience, build brand awareness, and
drive engagement.

Social media platforms and their features

1. Facebook:
Key Features:
 Profiles and Pages: Users can create personal profiles or
business pages.
 News Feed: Centralized stream of updates, posts, and
content from friends and pages.
 Groups: Communities for discussions and shared interests.
 Events: Users can create and discover events.
 Ads and Business Pages: Robust advertising platform for
businesses.

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Instagram:
2.
Key Features:
 Photo and Video Sharing: Users can post photos and short
videos.
 Stories: Ephemeral content that disappears after 24 hours.
 IGTV: Platform for longer-form videos.
 Explore Page: Discover new content based on interests.
 Shopping: Integration for e-commerce and product tagging

3. Twitter
Key
Features:
 Tweets: Short messages limited to 280 characters.
 Retweets and Likes: Users can share and like tweets.
 Hashtags: Used to categorize and discover content.
 Lists: Curate and organize Twitter accounts.
 Moments: Curated stories or collections of tweets.

4. LinkedIn:
Key Features:
 Professional Profiles: Emphasis on career and professional
achievements.
 Connections: Building a network of professional contacts.
 Company Pages: Businesses can create profiles.
 LinkedIn Pulse: Platform for publishing and reading
professional content.
 Job Listings: Job search and recruitment features.

Pinterest:
5.
Key Features:
 Pinboards: Users create boards to pin and organize content.
 Pins: Visual bookmarks for images and videos.
 Discover Feed: Algorithm-driven content discovery.
 Shopping: Buyable pins and product tagging.
 Ideas and Inspiration: Platform for finding and sharing
ideas.

6. Snapchat:
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Key Features:
 Stories: Ephemeral content that disappears after 24 hours.
 Snap Map: Location-sharing feature.
 Filters and Lenses: Augmented reality overlays.
 Discover: Content from publishers and creators.
 Snap Originals: Original video content

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TikTok:
7.
Key Features:
 Short-Form Videos: Typically 15 to 60 seconds.
 Duets and Reactions: Collaborative video features.
 For You Page (FYP): Algorithm-driven content
discovery.
 Hashtag Challenges: Encourage users to create content
around a specific theme.
 TikTok Ads: Advertising platform for businesses.

YouTube:
8.
Key Features:
 Video Hosting: Platform for uploading and sharing
videos.
 Channels: Personal or business profiles.
 Monetization: Partner Program for content creators.
 Live Streaming: Broadcasting live video content.
 YouTube Shorts: Short-form video platform.

9. TELEGRAM
Key Features:
 Messaging: Individual and group chats.
 Channels: Broadcasting messages to a large audience.
 Secret Chats: Encrypted, self-destructing messages.
 Bots: Automated accounts for various tasks.
 File Sharing: Share files and media.

Creating and optimizing social media profiles

Creating and optimizing social media profiles is a crucial
step in establishing a strong online presence for individuals,
businesses, or brands. Each social media platform has its
own set of guidelines and features, but the following general
tips can help you create and optimize profiles effectively:
1. Choose Consistent Branding:
Use the same profile picture, cover photo, and bio across all
platforms for brand consistency.

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Ensure that your branding elements align with your overall

brand identity.

2. ProfilePicture:
Use a clear, high-resolution image for your profile picture.
For businesses or personal brands, consider using a logo or a
professional headshot
.
3. Cover Photo/Header Image:
Customize your cover photo to reflect your brand or convey a
specific message.
Ensure that the cover photo dimensions meet each platform's
guidelines.

4. Bio/About Section:
Craft a compelling and concise bio that clearly
describes who you are or what your business offers.
Include relevant keywords for
search optimization. Add a link to
your website or a specific landing
page.

5. Username/Handle:
Choose a username that is easy to remember
and reflects your brand. Keep usernames
consistent across platforms if possible.

6. ContactInformation:
Include contact details, such as email or business
phone number, for easy communication.
Some platforms have specific fields for this information.

7. Linkto Website/Portfolio:
Provide a link to your website, blog, or portfolio.
Use link-tracking tools if you want to measure click-through
rates.
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8. Complete All Profile Sections:

Fill out every available section in your profile to provide
comprehensive information. This may include location,
education, work experience, and other relevant details
.
9. Use Keywords Strategically:
Incorporate relevant keywords in your bio and
description to improve searchability. Consider what
terms your target audience might use to find you.

10. Enable Notifications:

- Turn on notifications to
stay informed about mentions,
comments, and messages.
- Timely responses to engagements contribute to a positive
online presence.

Social media content

Creating engaging and valuable social media content is

essential for building and maintaining a strong online
presence. Your content should resonate with your target
audience, align with your brand, and encourage meaningful
interactions.

1. Understand Your Audience:

 Know your target audience's demographics, interests,
and preferences.
 Tailor your content to address their needs and
challenges.
Create a Content Calendar:
 Plan your content in advance with a content calendar.
 Align your content with holidays, industry events, and
trending topics.

2. Educational Content:
 Share informative content related to your industry.

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 Create how-to guides, tutorials, or tips that provide

value to your audience.

3. Entertaining Content:
 Incorporate humor, memes, or entertaining visuals.
 Keep your content light-hearted to engage and entertain
your audience.

4. Visual Content:
 Use high-quality images, graphics, and videos.
 Visual content tends to capture more attention and
encourages sharing.
5. User-Generated Content (UGC):
 Encourage your audience to create content related to
your brand.
 Share UGC to build a sense of community and
authenticity.
6. Storytelling:
 Share compelling stories about your brand, employees,
or customers.
 Humanize your brand and connect with your audience
emotionally.
7. Behind-the-Scenes:
 Provide a glimpse into your company culture.
 Share behind-the-scenes content, including day-
to-day operations and team activities.

8. Polls and Surveys:

 Use polls and surveys to gather feedback and opinions.
 Engage your audience by involving them in decision-
making.
9. Interactive Content:
 Create quizzes, contests, or challenges.
 Interactive content encourages participation and
increases engagement.

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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, Pi
nterest, Google+, Starbucks, 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.
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.

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

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Photo-based social networking is used to share photos using

social networking sites.
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.

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8. It helps us to generate new leads.

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
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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 -
o Facebook helps us to easily reach the targeted audience.
o It allows us to share budget-friendly ads to the audience.
o Using Facebook, we can learn and use a new market
strategy at a low cost.
o It provides various marketing platforms.
o 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
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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 -
o It helps us to increase customer satisfaction.
o It allows us to continuously send information in the form
of small messages called "tweets."
o It helps us to establish a stronger relationship with
customers.
o It improves organic search engine ranking.
o 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
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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 -
o Instagram's Global rank (Worldwide rank) is 5th on the
internet.
o Instagram helps marketers to enhance their branding.
o It is a marketer-friendly platform.
o It helps marketers to drive traffic and grow their
business.
o It helps marketers to acquire customers easily.
o On Instagram, content is available in the form of images
and videos, which helps customers to understand the
product in a very simple way.
o 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

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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 -
o It provides an opportunity to stay updated about new
technologies.
o It helps us to display and update our resume to search for
new job opportunities.
o It is a free platform that mainly focused on career
development.
o It helps to build and promote business brands.
o It is used to generate more leads.
5. Pinterest

Monthly active users - 320 million

Daily active users - 120 million

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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.
There are the following reasons to use Pinterest for social
media marketing -
o Pinterest is the fastest-growing platform for online
content distribution.
o It is mostly used to create brand awareness and increase
website leads.
o Its user-friendly platform allows us to create a visual
profile for business and publish news.
o 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

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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 tutorials.
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 -
o YouTube is the 2nd largest search engine and the 3 rd most
visited website.
o It is the best and easiest way to learn new technologies.
o It helps us to promote and sell our products worldwide.
o It is completely free to use and helps to acquire qualified
traffic.
o 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

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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.
There are the following reasons to use Snapchat in social
media marketing -
o It allows us to share and collect snaps from specific
events to create stories on the social media platform.
o It is used to add a filter on photos to make them more
attractive.
o It allows customers to interact with other experienced
customers to know about the pros and cons of a product.
o Using Snapchat, customers can directly communicate
with companies.
o It is a user-friendly platform for newcomers.
8. Google+

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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 -
o Google+ allows us to follow other people.
o It allows us to share information, images to target
customers.
o It helps us to find other people with similar interests.
9. Starbucks

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No. of daily active users - 10 million

No. of monthly active users - 19 million
Starbucks is one of the engaging brands on Facebook. The
main objective of introducing Starbucks is that it helps to
build an online community of loyal fans and engage with
them.
Recently, Starbucks introduced a strategy to launch new
variants of its existing products based on consumer's
suggestions on their Facebook page, so customers not only
enjoy the clicks-ins, photographs put by marketers but can
also enjoy live audiences on Facebook.
10. 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.

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There are the following reasons to use TikTok for social

media marketing -
o It targets a huge audience in the easiest way.
o It creates better user engagement.
o It allows us to create a small video and share it with their
followers to get more likes and comments to grow our
business.
o 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

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

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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 -
o Facebook: 68%
o Twitter: 24%
o Instagram: 35%
o YouTube: 73%
o LinkedIn: 25%
o Pinterest: 29%
o Snapchat: 27%
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 -
o Listen to Customers
o Promote Customers Reviews
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o 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 Media platforms help customers to
reach marketers easily and share their requirements with them
that what they actually want.

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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.

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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:
o Increase brand awareness
o Generate new leads
o Grow revenue by increasing sales or signups
o Generate traffic to our website
o Boost band engagement
o Build a community around the business
o Offers social customer services
o Increase mentions in the press
o 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 -

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o Who are they? (Example: their age, gender, location,

interest, etc.)
o In which field they are interested? (Example:
Entertainment, content, case studies, education,
electronics, etc.)
o In which social media platform, they are generally
online? (Example: Facebook, Instagram, Snapchat, and
more)
o 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 -
o What kind of content are they publishing?
o In which platform they are most active?
o What hashtags do they use?
o What is the tone of their voice?
o What type of communication they have with their target
audience?
o 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

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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 -
o Brand voice
o Use of emojis
o Use of hashtags
o Protocol on interacting with the audience
o 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 -
o Enter business information - It includes an overview of
your business, contact details, and link to your website.
o 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.

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o Create your first post - It is the most visible page for

your audience, so always create this page more
interactive and good looking.
o 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 -
o Photos
o Videos
o Graphics
o Articles
o Livestreams
o Stories
8. Create a social media content calendar
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

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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 -
o Storewide discounts - It allows the audience to select
and purchase products as well as services at a discounted
price.
o New product promotions - The main aim to run these
ads is to aware the audience about newly released
products.
o New customer deals - It is designed to encourage the
audience to purchase their products from your site.
o 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 -
o Followers/Likes - It is used to analyze the size of our
social media audience.
o Reach - It displays how many people seeing your social
media posts.
o Engagements - It shows the number of Likes, comments,
and shares that we received on our content.
o Clicks - It shows the number of clicks that we received
on our post.

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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

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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

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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
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

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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

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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.

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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

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.
We can opt Brand24 using the following plans
o Personal Plus at $49
o Professional Premium at $99
o Professional Business at $499

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Click on the following link to sign up for the Brand24

website.
Website: https://brandcom24/

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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 Social Media Marketing

(SMO) (SMM)

Social Media Optimization Social Media Marketing (SMM)

(SMO) is an on-page is an off-page activity that is
activity done on the website to implemented by marketers on
improve traffic, page ranking, the various social media
and more. channels.

It optimizes the content in a way It is used to generate business

that particular content is easily leads and traffic on our website.
searchable.

6 Social Media Optimization Strategies

1. Content Strategy

Maintain your social media presence's uniqueness and

personality. Use creative ideas and ingenuity. Choose an
engaging and unique voice to help your company stand out.
Create content that elicits emotions and responses from
consumers by thinking outside the box. When you develop
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content that connects with the audience, regardless of your

brand, it's easy to gain people's interest.

Give your brand a common touch by making it more

personable. Include anecdotes and stories in your postings.
User engagement is aided by story-based material, often
attracting millions of followers. Make your content stand out
by using unique material with a genuine and upbeat tone.

2. Optimizing Your Profile

Adding incentives to your social media profiles as and when

they are needed enhances their potential to be viewed and
shared. To acquire more views and shares, make your content
profile appealing to the eye. The text and the colors must
complement the profile and create an atmosphere that elicits
emotional responses. Use an image creation tool to create eye-
catching, more visually appealing material. It piques the
interest of individuals of all ages and from various
demographics. Colors give life to information and perform
wonders in content marketing. They readily catch attention
and make any plain post stand out. When you employ colors
on your social media sites, your content is more likely to
garner more views and engagement.

3. Adding a Social Media Badge to Your Website

Link building is critical for increasing visitors and reach on

the internet and social media platforms. High-quality inbound
and external connections aid in improving your social media
reach. It improves the exposure of your social media account
and helps in the acquisition of additional likes, followers, and
subscribers.

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When you include external links to your social media material

on your website, search engines are more likely to learn more
about your site. Create high-quality content and connect it to
external links with a high page rank. Choose themes that
encourage people to share your material more quickly.

This allows users to share your content across several

platforms with ease. The majority of people have their social
media accounts open. It allows people to share the material
more easily by clicking the social networking icon on your
website. You additionally learn how many people have shared
your content on various social media networks.

Creating a public profile for your social media platform with

all social networking links makes it easier for others to share
your content.

4. Connecting With Influencers

Make touch with influential people in the business. Make your

brand noticed among social media influencers. Social media
influencers are found on various platforms, and spreading
your content through them will increase the number of people
that visit your social media handles and your brand's visibility.
Sharing through social media influencers have increased
traffic and followers by 90%. You can establish relationships
with influencers and increase the visibility of your company.

5. Joining Relevant Social Media Sites

Content that does well on one social media site may not do as
well on another. Select from several social media networks
and establish content goals for each. Make a strategy based on

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the people you want to reach and the industry you want to
promote. Make deliberate plans to create a brand that will
help grow your business. When you evaluate and organize
your social media content, you're more likely to get your
desired response. Use tools to get a full view of how your
material is performing across several social media platforms;
this will assist you in determining which platform needs what.

6. Make Use of Social Media Optimization Software

You'll need the correct tools to assist you in your social media
optimization efforts. Here are a few resources that may be of
use:

 Marketing automation tools, such as Marketo, HubSpot,

and Salesforce
 Image Creation tools, such as Canva and PicMonkey
 Social media scheduling services, such as Buffer,
MeetEdgar, Sprout Social, and Later Search Social media
 Audience research tools, such as Alexa Marketing
 Automation tools, such as Marketo, HubSpot, and
Salesforce
All companies look out for an enthralled and devoted
audience on social media. Social Media Optimization is a
cost-effective technique to boost brand image and create a
solid impact on the global audience. However, building a
large social media audience is not as easy as it sounds. One
brand or business cannot rely much on a single platform. This
is where SMO (social media optimization) comes into play.
SMO is a strategy to uplift your brand’s interaction with other
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companies. As a result, it helps expand your company's reach

worldwide.

How can I run effective marketing campaigns on social

media?

A: Running effective marketing campaigns on social media

involves understanding your target audience, creating
engaging content, utilizing relevant hashtags, leveraging
influencers, monitoring analytics, and adapting your strategy
based on the results.

What is a marketing campaign?

A: A marketing campaign is a planned and organized effort to

promote a company’s product or service, usually with a
specific goal in mind, such as increasing brand awareness,
generating leads, or driving sales.
What is the planning process for a marketing campaign?

A: The planning process for a marketing campaign typically

involves the following steps:
1. Setting goals and objectives
2. Identifying target audience
3. Creating a message and positioning
4. Choosing marketing channels
5. Developing a budget and timeline
6. Executing the campaign
7. Monitoring and measuring results
8. Making adjustments for optimization

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What types of content can I use in my marketing

campaign?

A: There are various types of content you can use in your

marketing campaign, such as blog posts, videos, infographics,
whitepapers, case studies, social media posts, emails,
webinars, and podcasts. The choice of content should align
with your campaign goals and resonate with your target
audience.
What is ROI in marketing?

A: ROI stands for Return on Investment. In marketing, ROI is

a metric used to measure the efficiency and profitability of a
marketing campaign. It compares the amount of revenue
generated or cost savings achieved with the amount of money
invested in the campaign.
What is a SWOT analysis in marketing?

A: A SWOT analysis is a strategic planning technique used in

marketing to evaluate the strengths, weaknesses,
opportunities, and threats associated with a business or a
specific marketing campaign. It helps identify areas for
improvement, potential risks, and competitive advantages.

List social media tools

Social Media Marketing Tools

For increasing your reach on social media there are various
tools available. No matter what social media platform you are
using, these popular social media marketing tools will help
you create, manage, and track your campaigns. With the right
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tools, you’ll be able to reach new customers and maximize

your return on investment.
 Sendible

 AgoraPulse

 Visme

 Buffer

 Canva

 Zapier

 Hootsuite

 Loomly

What are the 4 C’s of Social Media Marketing

Ans: The four C’s of social media marketing are

conversations, communities, channels, and campaigns, and
understanding the interrelation among properly helps you in
getting success in social media marketing Which is the best
social media marketing channel?

Ans: However, there are numerous social media marketing

channels, but according to various surveys, Facebook is
widely considered best, due to its large number of users.

What are the types of social media marketing?

Ans: These are a few major types of social media marketing:

 Advertising

 Sponsorship

 Paid media

 Content marketing

 Influencer marketing

 Social media management

 Community management

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