Facebook Marketing - Overview

Utilizing Facebook for your digital marketing strategy is without doubt one of the best ways to connect and grow a social following online. Being one of the largest social media platforms, it provides insight into its users’ interests, likes, dislikes, personal life and buying behavior. This large database of information can be tapped into by your business or organization to generate high quality leads, sales enquiries and traffic to your website.

Facebook Marketing - Profile Page Setup

We will discuss, in this chapter, how to choose the most optimized page that will suit your venture.

Choosing which page suits your venture

The first step to ‘create a page’ on Facebook requires you to select the page category. While all of the pages have the same look and feel, they have different information and features that you can highlight and promote.

Facebook Marketing - Page Navigation

After completing the initial setup, you will be redirected to your new Facebook page. Apart from the information you provided in the setup process, it will look rather empty. In this chapter, we will show you how to navigate through different areas of the page so that you are comfortable with modifying and utilizing the functionalities

Facebook Marketing - Ad Options

There is a lot of flexibility when it comes to choosing the types of ads you want to produce for your Facebook page. This will depend on what you are offering for the campaign and the type of audience you want to promote. Over the last couple of years, Facebook has spent a great deal of time and effort to adjust the types of ads it offers to really be tailored to suit the needs of business owners and users.

Facebook Marketing - Ad Management

To create a new advert when you are on your Facebook page, click on the dropdown arrow next to the notification toggle and go down to “Create ads”. This will open up the ads manager toolkit.

Facebook Marketing - Page Promotion

Let us now discuss in detail about creating a Facebook Social Media Marketing (SMM). When looking to promote your page, you need to clearly define a strategy on what you are looking to achieve. This can be done by −

• Clearly defining your goals and objectives.
• If you already have a Facebook page — Conducting an audit to find out what is working and what is failing.
  

Facebook Marketing - Personal Branding

The actions that you do in a public domain, shapes the way in which people perceive you. No matter how much we try to ignore the fact, people do judge others around on what they see. They may judge you based on your actions. This has become more apparent with the actions that you perform on the social media platform. The posts that you share, the photos that you upload and the content that you share does affect your personal branding. It is always important to create a strategy that is aligned with the way you want to be represented.

Facebook Marketing - Identify Targets

Identifying your target audience is important as it helps you narrow down on the people who see your posts to the ones that care the most. When you are using the ad creator, Facebook assists you in breaking down the target audience based on location as well as demographics like age, interests, and gender. You will also be able to target your ad based on what people do on the Internet outside of Facebook.

Facebook Marketing - Quality Posts

Creating quality posts plays a very important role. With this, you reach out to the people who are interested to follow your page and stay up to date with the content that you have to offer. There are different ways you can keep people engaged and entertained and it is necessary to offer a range of different formats that will keep people coming back and wanting more quality posts.

Facebook Marketing - Post Frequency

Post frequency is something that does not have a definitive answer. Finding the sweet spot for the amount of posts you should make per week will strongly depend on how your audience is engaging in the content you share. On one hand, if you are publishing one post per week, this will probably be not enough to keep the users from recognizing your online presence. But on the other hand, if you publish five posts per day, users will probably find this annoying and this could detract them from staying as a follower.

Facebook Marketing - Likes Philosophy

Getting likes from the posts that you publish are great, to a certain extent. It is now undeniable that social media is a viable method of marketing and a great way to grow your brand and generate more traffic and income for your business.

Facebook Marketing - Create Fans

With over 1.55 billion active Facebook users each month, it is important for your business page to be able to tap in to your target market and start growing a fan base. Although this may be a daunting task initially, as the page grows in good content it should also increase in popularity.
Growing a solid fan base is important because −

Facebook Marketing - Engaging Fans

When you are looking to engage your audience, you need to ensure that you have content that will drive users to stay interested in your posts. Even if someone is a fan of your page, if they are not interested in your posts they can un-follow your posts from there news feed and will not see anything that you post.

Facebook Marketing - Call-to-Action

The main goal of the call-to-action button is to bring businesses’ most important objective to the forefront of its Facebook presence. You can utilize the call-to-action button to send your fans to any link that you desire. This is a great way for people that visit your page to straight away interact and gain access to your pages’ primary objective.

Facebook Marketing - Video Promotion

Video promotion provides a different dimension to your social media campaign. Whilst content and images are static, a video can provide entertainment and education in a faster and for some users more interesting way. Even if it is not something you have initially done with your Facebook page, it might be good to try and create a video that is in alignment with your brand and see what kind of feedback you get.

Facebook Marketing - Tricks

There are many different ways to gain traction and get new fans on Facebook, the most successful campaigns have always been the ones that have been the most creative. The best advice to be given when looking to create a marketing strategy is to create a campaign that is unique and stands out from the rest but at the same time being concise and to the point of your brand identity.
Following are the different ideas that can be implemented to grow your Facebook page.

Facebook Marketing - A/B Testing

A/B testing, also known as split testing, is a method of working out which part of your post works the best with your audience. It splits the post from its −

• Headline
• Body copy
• Images
• Call-to-action
• A combination of the above

Facebook Marketing - Analytics

Facebook analytics, also known as insights, provide you with very important statistical analysis of how your campaigns are going and what sort of engagement your posts are receiving.
Following is an image of the front page of the analytics section. It gives you an insight if your audience is large enough. In addition, it also helps you know the types of devices your audience uses and you can also have a track of the page/video views.

Facebook Marketing - Quick Guide

Facebook Marketing - Overview

Utilizing Facebook for your digital marketing strategy is without doubt one of the best ways to connect and grow a social following online. Being one of the largest social media platforms, it provides insight into its users’ interests, likes, dislikes, personal life and buying behavior. This large database of information can be tapped into by your business or organization to generate high quality leads, sales enquiries and traffic to your website.

Facebook Marketing - Useful Resources

The following resources contain additional information on Facebook Marketing. Please use them to get more in-depth knowledge on this topic.

Useful Links on Facebook Marketing

• Facebook Wiki − Wikipedia Reference for Facebook.
  

Discuss Facebook Marketing

This tutorial is designed to make the audience understand how Facebook can be used as a digital marketing tool. It also explains how Facebook provides insight into its users’ interests, likes, dislikes, personal life and buying behavior. In addition, it also provides a large database of information that can be tapped into by your business or organization to generate high quality leads, sales enquiries and traffic to your website.

---

Email Marketing - Overview

In this tutorial, we will be focusing on the world of "Email Marketing". There are many reasons why email marketing is a must-have in your digital marketing strategy. We will discuss how experts have used email marketing as a core tactic in their digital strategies.

Email Marketing - Mailing List

What is Mailing List?

A mailing list is simply a list of addresses to which the same information is being sent. If you were a magazine publisher, you would have a list of the mailing addresses of all the subscribers to the magazine. In the case of an electronic mailing list, we use a list of email addresses from people interested in hearing about or discussing a given topic.
There are two types of Email Mailing Lists −

Organizing Mailing List

It is very important to organize all the email addresses that you have gathered. All you have to do is to combine all the emails you collected in one single mass Email List, so that in the end, you have got all subscribers in one single file. I prefer to use MS-Excel for combining the list. After combining the list, you may need to export it in text or a CSCV file as required by your Mailing Client.

Email Marketing - HTML & Text Emails

Having an HTML email does not hurt your deliverability as long as you have two things − a properly coded HTML email and a plain-text version.
The results confirmed what we assumed: HTML emails decreased open rates. What was interesting, however, was that not only were HTML emails receiving lower open rates than their plain-text counterparts, the more HTML-rich an email was, the lower its open rate.

Email Marketing - Newsletters

Newsletters are a shortened form of newspaper and informational letter. Generally used to describe a periodic publication distributed by e-mail to an opt-in list of subscribers. Newsletters are normally used by organizations or owners of a Website to communicate with their readers.
Some companies may sell targeted ads within their newsletters. Bear in mind, if you are going to send a Newsletter to subscribers then balance your newsletter content to be 90% educational and 10% promotional.

Email Marketing - Announcements

Email is a fantastic way to announce a new product or service your business is offering. The key to getting your audience excited about your latest business offering is by answering these four questions in your next product announcement email.

• What is it?
• Why should I care?
• What’s included?
• How do I get it?

Email Marketing - Event Invitation

Events and emails go hand in hand. Whether you host an open house, charity gala, webinar or a customer appreciation day, the best way to promote your event and invite guests is through email invitation. It is similar to what you have been doing for all your other emails. The following image shows a sample template of an email invitation.

Email Marketing - Content

Email Copywriting

Email marketing involves a unique form of copywriting that a lot of people, especially when just starting out, have some difficulty planning and executing. There are many similarities with other forms of copywriting, but there are also some unique opportunities and pitfalls as well. These articles will examine some of the elements of writing for email marketing and walk you through the basic steps of crafting your message.

Email Marketing - Landing Pages

Email marketing is a powerful tool in itself, but it would be adding to the elegance with the use of landing pages. These pages are the ones which you put on your website that customers can link to from your email. Landing pages are an extensively detailed image of your email campaign with more info, more images, and even a purchase option, so recipients can buy what you're selling.

Email Marketing - Spam Compliance

What is CAN-SPAM?

In this chapter, we will give you the history of what CAN-SPAM is and tell you what you need to do in order to achieve CAN-SPAM compliance.
In 2003, as inboxes were being flooded with unwanted email spam, the United States federal government took action with the passing of the CAN-SPAM law. CAN-SPAM stands for Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003. Essentially, the law set forth a number of requirements that need to be met in order to send commercial email to customers.

Email Marketing - How to Avoid Spamming?

Following are the rules that must be followed to avoid being marked as SPAM −

• Using phrases like “Click here!” or “Once in a lifetime opportunity!”
• Excessive use of exclamation points!!!!!!!!!
• USING ALL CAPS, WHICH IS LIKE SCREAMING AT THE TOP OF YOUR LUNGS VIA EMAIL (especially in the subject line).
  

Email Marketing - Avoid Being Blacklisted

In this chapter, we will discuss a few points that will help you to avoid being blacklisted −
Single Opt-in − Make the consumer opt-in for your service. Do not waste your time gate crashing, be sure you are invited. Whenever, customer visits your site provide them with the option of 'opt-in' for receiving your promotional newsletter.

Email Marketing - Service Providers

Where Email Marketing Industry is Standing?

Have you ever stopped to think about what happens to your email message after you press "Send"? If you're just sending your own personal emails through Gmail or your email app, your emails likely get routed through your email service's ‘Simple Mail Transfer Protocol’ (SMTP) service to your email recipient's email service's SMTP service.

Email Marketing - Automation

Scheduling

A better feature you would find in most of the service providers. It is very useful, if you are going to make a massive blast of discount on a Black Friday or on Happy New Year and so on. This feature will automatically send your email at the specified date and time.

Email Marketing - Metrics

Segmentation

Segmentation is the art of splitting your list into different groups. These segments consist of people with similar characteristics. Segments can then be emailed reflecting the content and timing appropriate to them. Segmenting your lists helps you get better response rates (open & click). By sending messages to targeted groups within your lists, your recipients will find your campaigns more relevant, hence these appropriate campaigns get better results.

Email Marketing - Follow UPS

Strengthen Relationships with Email Marketing

Here are the keys for building and maintaining strong customer relationships and strategic steps to keeping customers engaged and invested in your business. Email marketing strategies can make or break your relationship with customers, which is why it’s vital to ensure, you’re sending the right messages in a timely manner.

Email Marketing - Tips

How to Manage a Mailing List?

This part requires you to get yourself ready for doing some technical work. Until now, you have got all concepts; now it’s time to start doing some practice. Before starting your very first email campaign, you have to gather all emails addresses into a Text file or in an Excel sheet. A lot of major email marketing providers support these two formats. If you have a database of MS-Access, which consists of names, DOB, emails and zip code.

Email Marketing - Certifications

Many students ask what are the benefit of certification exams and becoming certified. Is it really worth the time and money? Certification is not a requirement for every field, and many fields do not have a nationally certifying body that offers certification. For those industries that do have a certification available, is it really necessary?

Email Marketing - Quick Guide

Email Marketing - Overview

In this tutorial, we will be focusing on the world of "Email Marketing". There are many reasons why email marketing is a must-have in your digital marketing strategy. We will discuss how experts have used email marketing as a core tactic in their digital strategies.

Email Marketing - Useful Resources

The following resources contain additional information on Email Marketing. Please use them to get more in-depth knowledge on this.

Useful Links on Email Marketing

• Email Marketing Wiki - Wikipedia Reference for Email Marketing.
  

Discuss Email Marketing

In this tutorial, we will be focusing on the world of "Email Marketing". There are many reasons why email marketing is a must-have in your digital marketing strategy and also reveal how experts have used email marketing as a core tactic in their digital strategies. Through this tutorial, we will learn a lot of things and you can also become a little professional in this field, if you practice what we are going to discuss in this tutorial.

Digital Marketing - Overview

In simple terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing is often referred to as online marketing, internet marketing or web marketing.

Digital Marketing - SEO

SEO stands for Search Engine Optimization. It is the process of getting traffic from the free, organic, editorial, or natural search results on the search engines. Simply put, it’s the name given to the activity that attempts to improve search engine rankings. In many respects, it's simply quality control for websites.

Digital Marketing - Social Media

Social media today is essentially word-of-mouth marketing. Getting people to connect with you online in the social arena helps spread the word about what your company is and what are your products and services.

Digital Marketing - Content

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It ultimately aims to drive profitable customer action.

Digital Marketing - Email

In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations.
Any email communication is considered as email marketing if it helps build customer loyalty, trust in a product or company, or brand recognition. For instance, when a company sends a commercial message to a group of people using electronic email mostly in the form of advertisements, requests for business or sales, or donation solicitation.

Digital Marketing - Mobile

Mobile marketing is marketing on or with a mobile device, such as a smartphone. Mobile marketing can provide the customers with time and location sensitive, personalized information that promotes goods, services, and ideas.

Digital Marketing - Pay Per Click

Pay Per Click, commonly known as PPC, refers to a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an advertisement. The basic formula is −

Pay-per-click ($) = Advertising cost ($) ÷ Ads clicked (#)

Digital Marketing - CRO

CRO stands for Conversion Rate Optimization. Whatever may be the ultimate goal of your website, a conversion is the successful completion of that action. CRO is the process of optimizing the site to increase the likelihood that visitors will complete a specific action.
Conversion Rate is a key metric in e-commerce, as it reveals the percentage of the site’s total traffic completing a specific goal. The higher the conversion rate, the better.

Digital Marketing - Web Analytics

Web Analytics is the measurement, collection, analysis, and reporting of Internet data for the purposes of understanding and optimizing Web usage.
The focus of web analytics is to understand the users of a site, their behavior, and activities. The study of online user behavior and activities generate valuable marketing intelligence and provides −

Digital Marketing - Facebook

Facebook has 1.28 billion active users and is currently the largest social network – that adds up to a lot of potential brand exposure.

Digital Marketing - Pinterest

Pinterest helps people discover things in a simple, visual way. Pinners might find something they love while browsing your boards, scrolling through a category you’re listed in or searching for you directly.

Digital Marketing - Twitter

With hundreds of millions of users and over 500 million tweets being sent each day, there is a great opportunity for businesses to reach a global audience of new and existing customers through Twitter.
Twitter is a social communication tool where people broadcast short messages.

Digital Marketing - Linkedin

LinkedIn can be a powerful tool for individuals and companies looking to make new connections, generate leads, and build their brand. In addition to being a great way to recruit new talent, LinkedIn marketing is a likely top marketing tool to employ for B2B businesses. It consistently proves to be the platform of choice for marketing product launches and lead generation.

Digital Marketing - Youtube

YouTube is no longer a new platform; it’s over ten years old! However, it is seeing tremendous growth. If it isn’t already a part of your online marketing strategy, it needs to be. But what types of YouTube videos should you be making? The key is to find the place where, what your brand stands for and what your audience cares about intersect.

Digital Marketing - Google Adwords

Google AdWords is a marketplace where companies pay to have their website ranked right with the top organic search results, based on keywords.
The basic gist is, you select to promote your brand based on keywords. A keyword is a word or phrase the user searches for, who then sees your ad. Your ads will only show up for the keywords you pick.

Digital Marketing - Google Analytics

Do you have a blog? Do you have a static website? If yes, then you need Google Analytics. This tool can do so many things. Even if you just use it for the most basic of information, you can learn a lot about your website visitors and traffic.
A quick glimpse at Google Analytics can tell you −

Digital Marketing - Quick Guide

Digital Marketing - Overview

In simple terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing is often referred to as online marketing, internet marketing or web marketing.

Digital Marketing - Useful Resources

The following resources contain additional information on Digital Marketing. Please use them to get more in-depth knowledge on this.

Useful Links on Digital Marketing

• Digital Marketing Wiki − Wikipedia Reference for Digital Marketing.
  

Discuss Digital Marketing

Marketing of products and services through the use of digital technologies, mainly through the internet, including mobile phones and other digital medium falls under the umbrella of digital marketing. This tutorial explains how you can use popular social media platforms such as Facebook, Twitter, LinkedIn, and Google+ to promote your business and create greater awareness about the products and services you offer.

Conversion Rate Optimization - Definition

Conversion Rate Optimization (CRO) is a process of analyzing the data, statistics and website insights to improve the performance. Simply stating, it is increasing the percentage of converted visitors on your website.
You need to figure out the potential in your website. Search for what users are looking for and how you can fulfill their need to the fullest.

Conversion Rate Optimization - Basics

When it comes to tracking conversions, several things need to be kept in mind. Let's elaborate it with an example. You operate a business of selling upholstery. A customer comes to you to check for the products. The shopkeeper behaves gently and he finds the product quality good as well as the price. Still the customer feels the urge to surf the market to avail more options. The customer visits you time and again without purchases.

Understanding Your Customers

No matter what the quality of your product/service is, it won’t capture the market unless buyers don’t believe in it. To persuade them you need to know what they are into. You need to figure out what your customers need.

Conversion Rate Optimization - Goals Setting

You need to determine what success is to you. In other words, you need to find out what are your goals. A goal is a metric to find out whether your website is helping your business in yielding profit. Goals can be also termed as −

• Leads
• Sign-ups
• Account creation
• Downloads
• Cart, etc.

Conversion Rate Optimization - Myths

Though a lot of people know the potential of Conversion Rate Optimization, still there exists hype and misconceptions about CRO.

Debunking Myths

• CRO Uses Best Practices − Conversion Rate Optimization is not just following best practices. It is also about implementing what is a boon for your business. It is a thorough analysis based on insights and testing. As mentioned in the previous chapter, a CTA (call-to-action) button in red color may not work for all.
  

Conversion Rate Optimization - Plans

When optimizing for improving conversion, generally the following two techniques are followed.

• CRO Tactics
• CRO Plans

When implementing CRO tactics, you have a list of quick fixes like a call-to-action button color and suggestion. You rely on tips and tricks and wait for the result. It is as if you are applying flukes actually while implementing these tactics. The customer behavior takes a backseat over here. You have no action plan ready. You just keep going depending on guesses and intuitions.

User Experience and Funnel

User experience is a visitor’s attitude towards your website. It shows the user involvement and attitude about using a particular product or page. To convert in maximum numbers, you need to set an exemplary user experience. This can be achieved simply by providing the users with their exact need without hassle and within 2-3 clicks.

Conversion Rate Optimization - Landing Page

In this chapter, we will discuss in detail what a landing page is, what are its uses and also how to create one.

What is a Landing Page?

A Landing page is any page where a visitor lands when guided through any channel. For instance, a person after clicking a paid advertisement lands on a page. That is a landing page. It is an entry point of any website, irrespective of the category it belongs to.

Reducing Bounce and Exit Rates

Often encountered in spite of all efforts the visitors come and go without returning back? Yes, it happens a lot. Even after offering millions of pages to them they do not stay for long, it is needed to change this trend for better.

What is Bounce Rate?

It is a metric that represents the number of the visitors who visit your website and then quit instead of continuing to view other pages within your website. They just traversed a single page for a short span.

Testing and Optimization

In this chapter, we will discuss how to do CRO testing and optimization. We will also talk about the various funnel stages and how to create tables.

How to Do It?

For testing and optimization, we have to first decide where to test and how to prioritize our goals and then optimize them accordingly. Your testing should revolve around customer centric perspective.

Measuring Results

In this chapter, we will be discussing on how to measure the results and simplify statistics of the testing done on the website.

Understanding Statistics

Researchers may or may not understand statistics. But, A/B Testing tool proves to be a savior by simplifying those statistics. So a lot of calculation can be avoided. Most of the testing tools are consistent in using a 95% criteria as a successful goal completion.

Conversion Rate Optimization - Tips

Being a marketing champion, needs a well-laid strategy, planned tests, great gut feeling, calculations and lot of efforts put in the right direction.
Following are some pointers which will be helpful in becoming a successful optimizer.

Conversion Rate Optimization - Conclusion

Optimization is strategic and cyclical, but there is always a room for improvement. You are never done testing. Intuition and gut feeling works but till a limit. Testing with zeal and plan will certainly yield good results.

Conversion Rate Optimization - Quick Guide

Conversion Rate Optimization - Definition

Conversion Rate Optimization (CRO) is a process of analyzing the data, statistics and website insights to improve the performance. Simply stating, it is increasing the percentage of converted visitors on your website.
You need to figure out the potential in your website. Search for what users are looking for and how you can fulfill their need to the fullest.

Conversion Rate Optimization - Resources

The following resources contain additional information on Conversion Rate Optimization. Please use them to get more in-depth knowledge on this.

Discuss Conversion Rate Optimization

Conversion Rate Optimization, also commonly referred as CRO in short, is basically the exercise of increasing sales and prospective leads from any website. The added advantage is that it can be done without increasing the percentage of website visitors. By improving or by optimizing the website conversion rate,

Content Marketing - Overview

Content marketing is known by many names such as inbound marketing, corporate journalism, branded media, native advertising, and customer publishing to name a few. However, the basic idea behind the strategy remains the same, i.e., to create and distribute content that engages and attracts a targeted audience, while encouraging them to take action which is profitable to a business.

Content Marketing - Target Customer

Identifying your target audience is the easy part. What is more challenging for a business is to understand the pain points of its customers. Once you grasp the problems of your consumers and understand their requirements, you would be able to come up with perfect solutions to cater to those particular requirements.

Content Marketing - Content Creation

Marketing gurus and pundits have often repeated the line that it’s the company that tells a better story wins and not the company which is bigger in size. This truism is even more relevant today with the growth of new forms of online media, which have empowered consumers like never before.

Content Marketing - Media Channels

By media channels, we mean the platform you decide to use in order to market your content. This is an important step of your overall content marketing strategy because the channel also determines what content you must create. For instance, if the channel is a blog, then the content you can create are feature stories, product announcements, etc. Similarly, if it’s your website’s Facebook Page, then the content can be images, status messages, weblinks, etc.

Content Marketing - Editorial Calendar

Content marketing is a long-term strategy and an editorial calendar helps you plan your strategy in an organized fashion. The calendar will contain details such as −

• List of the kinds of content you have or need to create, including the dates when they will be created and published
  

Content Marketing - Style Guide

A content marketing style guide is a document which standardizes your content creation guidelines. From the colors of your brand, the key phrases you use for call to action buttons to the spelling and punctuation usages, everything is documented and standardized by a style guide.

Content Marketing - Basic Tools

Content Marketing tools come in different shapes and sizes. What will work for you is totally dependent on your business requirements and the scope of your content marketing strategy. The tools listed below cover the three central aspects of content creation, management, and optimization.

Content Marketing - Challenges

Developing the perfect content marketing strategy for your business is not easy. You have to accurately identify your target customers and understand their problems. You have to define your media channels and build editorial style guides. You have to make sure that your story will resonate with your audience without misleading them.

Content Marketing - Tracking Success

Whether you’re creating a content marketing strategy for your own business or a client, the primary questions still remains - What’s the Return on Investment (ROI)? For all the efforts you’ve put in your content marketing strategy, the ROI needs to be positive.
What constitutes ROI varies from business to business. However, every successful content marketing strategy needs to answer at least one of the three crucial questions listed below: