E-commerce & Digital Marketing

Submitted to I.K.G. Punjab Technical University, Jalandhar

Masters of Computer Applications

Submitted To: - Er. Aashima Gupta

Submitted by: Sahil
Gupta Roll No: -2123107

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 Index

Page
S.No. Topic Signature
No.
Social Media Marketing &
1 3-9
Optimization
What is blog, Advantages &
2 dis-Advantages, Characterstics 10-14
& Limitation of blog
How to Create a YouTube
3 15-23
Channel
4 YouTube Marketing 24
5 Facebook Marketing Strategy 25-30
6 LinkedIn Marketing 31-33
7 Twitter marketing 34-38
8 Google Analytics 39-40
9 Mobile Advertising 41-42
10 Content Marketing 43-45

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 PRACTICAL-1

Social Media Marketing & Optimization

1. Marketing Technique of Social-Media.
 Video is Paramount & Everything
In the last few years, marketers have realised that video marketing works very
well, it is less competitive and cost-effective. It is important for businesses to have
structured video contents. Businesses ought to know the recipe for viral video
production and marketing for their specific domain, to maintain high engagement
and interaction. The attention span of the average social media user is steadily
declining, which puts the marketers in a fix to create content that will capture even
the most passive users. All this would certainly drive better and long-lasting leads
and conversions for the business.

 Use a Television Style of Content Structure

If you are thinking about the video content strategy, consider using TV-like shows
on social media channels such as Facebook or Instagram. This type of television-
style of content structuring and marketing will help the business to target a wider
audience based on specific interests. In 2019, content is the king and context of
the content is also the king of the business. A larger penetration to the skin of the
audience is always beneficial for the business to understand the changing thought
and consumption patterns of the customers. Many companies have started
adopting this technique of creating Television type video series, and it works
perfectly well. It keeps the user connected with the Brand/Channel and has a great
recall value.

 Bookmarks in Twitter
Yes! Finally, Twitter has added the ‘save’ feature with bookmarks. This will help
not to waste time, scrolling the thousands of ‘liked’ tweets to find the one you are
searching for. One can bookmark a tweet by simply clicking the ‘share’ icon on
the bottom right of a tweet and click ‘add a tweet to bookmarks’ and the tweet
will be added to the bookmarks. The bookmarks option in the profile settings
helps the user to quickly see the bookmarked tweets and helps the user utilise the
time spent on the channel efficiently.

 Engaging and Compelling Conversations

Just like how your time is important, so is the time of the audience. So, it is
important to have an engaging and compelling conversation through thought-
provoking, interesting and creative questions. Not too big, nor too small. Design
posts and tweets with a persuasive text and an eye-catching image to get the best
reach and productive engagement with your audience. There is engaging
conversation on Video Platforms, viewers and business owners are keen to see the
user comments on these platforms, reply to them and analyse the potential of the
product or service offered.

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 Creating Collaborative Stories
Facebook allows the user to post content that appears for 24 hours and is
applicable for groups and events as well. Users can post stories that are visible
only to the groups and specific event pages. Moderated by the admins, these
stories could have specific and private hashtags, ensuring content is appropriate
and on-brand. Collaborative stories are an excellent and fun-filled new way to
engage with the audience by creating excitement and offering incentives. User-
generated content from the participants can help build a sense of community and
brand advocacy and give you more information on your most engaged customers.

 Meaningful Messaging
More than promotional content, it is important for marketers to share and spread
meaningful messages to their loyal audience as opposed to unending spam and
irrelevant information. Today, businesses have a greater responsibility of
effectively crafting and sharing personalised and valuable messages to their
audience to expand the reach of the product or service. No more superficial
messages or zero value-add content shall have an impact on the consumers.
Modern consumers want organisations to respect their time and add eloquent
value to it.

 Content Connect to Current Events

Take advantage of the ongoing events of the global as well as local regions to
boost engagement and social media marketing initiatives. For instance, when the
GST was initiated and implemented, many startups, as well as established
business firms, drafted and shared GST themed content to promote the product or
service. Connecting the social media content to the current events is extremely
powerful and has the potential to grow the business exponentially. Though this
type of content has a short life span, it works exponentially well during that time.

 Hyper-Personalization is the Key

With more and more social media marketing channels evolving each day, it is
becoming critical to differentiate your product and have a unique and attractive
presentation of the brand. Hyper-personalization is where the big money on digital
marketing is at. Most business organisations have started indulging in
customization as a tactic to win and retain customers. More than ever now is the
time, firms cannot ignore the personalization strategy. A hyper-personalised social
media strategy with the help of the marketing insights and activity pattern through
social media metrics dashboard is the key to the success of social media
initiatives.

 Variety in Content
Whether it is food or clothing, we all love variety. And, this mindset of variety is
applicable even for data consumption of the consumers. Today, social media is
not about just sharing a random text or image and promoting the same. Marketers
need to focus on the taste and preferences of the audience and design a variety of
content accordingly. Text, image, video, GIFs, live chats, polls, blogs, pdf’s,
personalised messages, exclusive notifications, and offers, etc. are a different
variety of content which social media account managers must focus upon to cater
and satisfy the curiosity of the audience. Use exclusive and niche content creation
tools to offer the best in class content for audience consumption.
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Remember, social media is a platform to strengthen the brand voice and personality.

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 Imitate Competitions Among Followers
Competitions are the way forward to engage and enhance the output marketing
labours. An excellent way to grow the reach and followers on social media
platforms. For instance, ask the followers to share their opinions about a product
or service, just after its launch, through a compelling text or video message. Offer
a gift or a giveaway for the best responder. Make the competition with a time
limit, create urgency among the audience, concentrate on the engagement in that
short frame of time, and encourage your followers to participate in the
competition. You can also create a hashtag, which could trend for that specific
time frame.

 Conducting Polls Regularly

Just like online reviews, many businesses understand and believe the power of
polls and surveys. Most businesses and marketers feel that they know their
audience preferences and needs very well. And, then when the product or service
doesn’t do well in the market, it leads to the futility of all the efforts. Hence, it is
important for businesses to continuously conduct polls on their social media
channels on a regular basis.

Polls are an easy & smart method to gather engagement on the social media space
and aid in understanding the changing needs and preferences of the audience.
Increased and continuous engagement and social media presence would help to
augment social media marketing efforts.

 Instagram Story Highlights

The best way to attract the audience to see the most important information first.
For easy viewing, these Instagram story highlights appear right below the bios
option. This feature helps the user or the brand to highlight the trending or best
stories of the business and post them permanently on the profile. These can be
saved, reposted and measured for long-term performance. One can plan, organise
and post story highlights as per the theme, campaign, date, event, etc.

 Branded Snapchat Lenses

Using Snapchat’s Lens Studio, every business or brand can create their own
augmented reality lenses. The desktop app gives instructions for trainees to start
with basic 2D animation, while more advanced creators can access the API and
fashion complex lenses from scratch. Once lenses are created, the user will get a
unique Snapcode, which can be used to share from anywhere, and anyone can
unlock your lens. If you have an in-house creative team that can support to build
and create lenses for campaigns, this is an exceptional prospect to attempt
something a little different on Snapchat and engage users. A unique and creative
way to build and promote a brand identity in the Snapchat platform.

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2. Strategies Of Social Media Optimisation
Social media optimization (SMO) is the use of social media networks to manage and
grow an organisation's message and online presence. As a digital marketing
strategy, social media optimization can be used to increase awareness of new products
and services, connect with customers, and mitigate potential damaging news.

Various Strategies to Optimize Social-Media

1. Identify Your Social Media Goals

The first part of the process is to identify what your ultimate goal is for building and
optimising social media accounts. Once you’ve done this, you can start to list the steps
that you have to take.
For instance, if your goal is to utilise your social media accounts to boost sales, you
will have to take the following steps to increase it.
● Improve audience reach.
● Increase engagement and gain more prospects.
● Generate leads.
● Convert leads to paying customers.

2. Fill Out Your Profiles in Their Entirety

What is your page all about? In order to reach your target audience, you have to make
your profile visible in search results. When optimising it, remember to cover the basics.
● Upload a High-Quality Profile Photo
● Let People Know What Exactly It is You Do
● Include Keywords
● Add Your Location
● Determine Your Store Hours

3. Use Hashtags
Hashtags are essentially SEO of social media platforms like Twitter and Instagram.
Adding hashtags to your captions increases your chances of exposure. One thing you
should remember when utilising hashtags is to optimise them for the social media
account to which you’re uploading the content. Your hashtags for Instagram won’t look
the same as Twitter.

Knowing how to use them right will help you succeed.

Here’s how to use hashtags for social media.

Twitter
Twitter Hashtags are used primarily for searches. For instance, if you want to see
tweets or conversations, all you have to do is to search for the hashtag in Twitter’s
search bar. Adding one or two hashtags per tweet is best practice. In fact, studies show
that tweets with only one hashtag generate the most engagement.

Instagram
Instagram uses hashtags to group images together. This platform allows up to 30
hashtags per caption, but most experts agree that limiting it to 11 relevant hashtags per
post is ideal for the best engagement. Other creative ways to use hashtags is in
Instagram and Twitter contests and other campaign promotions.

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4. Create Valuable Content That Solves Your Followers’ Problems
Content is the key to your social media marketing success. It’s what draws your
audience to you. People love things that provide value to them. Thus, your content,
whether created or curated, should not be limited to plain promotional materials.
Furthermore, they should help your followers overcome an obstacle they have. Here
are a few ideas:

Infographics
They’re informative, visually appealing, shareable, and people love them.

Posts That Evoke Emotion

Emotions are an effective way to make people take action. This is the reason why posts
that stimulate one’s emotions get a lot of shares, comments, and likes.

News
Sharing news is another excellent strategy on social media. People love to stay in the
loop of the latest happenings.

5. Use Images
The right images can make a person notice you. This is something all brands need in
order to increase engagement, especially with the enormous (and growing) amount of
content lining up in every user’s feed, fighting for attention.
Studies confirm that each platform has a different preference when it comes to social
media content. What may garner a lot of attention on Facebook may not necessarily
receive the same response on Instagram.

6. Include Calls-to-Action
Calls-to-action (CTAs) encourage your audience to respond to your content. They help
boost engagement and convert your audience into leads. Below are a few tips to make
the most out of your CTAs.

Make Offers That Your Audience Wants

This is a popular and effective strategy for increasing engagement. Giving away
eBooks and other resources in exchange for their information is an excellent way of
converting leads.

Be Specific
Do you want your visitor to like you on Facebook? Sign up for your newsletter? Enter
your contest? Tell them exactly that.

Make Them as Simple and Short as Possible

Don’t make people work too hard to accomplish your CTAs — like by asking for a ton
of information. CTAs should be quick and straightforward.

7. Use Attention-Grabbing Headlines

Headlines matter and can make or break it when it comes to getting your followers to
stop for a second look.

Start With Numbers

According to Moz, headlines that start with numbers resonate most with people. An
example is the title of this article: 10 Ways to Optimise Social Media.
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Don’t Be Afraid to Go Negative
Using negative words like “worst” and “never” can sometimes have better results
compared to positive words. So, titles like “3 Things You Should Never Do On Social
Media” may receive more engagement.

8. Be Active on Social Media Sites That Add Value to Your Business

You don’t have to be present on every single social media platform to increase
awareness and promote your brand. You need to choose only the platforms that will
benefit your business. Now, the question is, which platforms should you utilise?

Below are some recommendations for each social media platform.

Facebook
With over 2.27 billion monthly active users, Facebook is undoubtedly one of the
leading social media platforms today. Every business should have a Facebook account
regardless of what industry they belong to. Because search engines consider Facebook
as a local SEO signal. They check your profile when filtering out their local search
results.

Therefore, if you want to be more “searchable” when users include the area where you
do business in their search, then you have to have a Facebook business account.

Instagram
Instagram is a great social media platform for businesses that can gain a lot by relying
on visuals. Examples are fashion, travel, and food.

Twitter
Twitter is perfect for news and information, but it can also be utilised for your company’s
support or customer service.

Pinterest
Did you know that 87% of Pinterest users purchased a product because of the platform?
It’s one of the social media platforms with the most successful conversion rates. Ideal
for businesses that deal with arts, crafts, and events, Pinterest is an excellent platform
for brands that have visual products.

LinkedIn
LinkedIn is the platform that’s most ideal for B2B, or business-to-business,
transactions. If you’re selling products that are targeted to other businesses, it’s
recommended to include LinkedIn on your list of main social media platforms.

9. Optimise Your Posting Schedule

If you’re posting high-quality content but you’re still not getting results, then one of the
possible reasons why is your posting schedule. You have to schedule your posts during
the time when your audience is most active online.

This will be different for each brand. Furthermore, it can differ from one platform to
the next. The best you can do is test different times and measure the results.

eClincher will measure the engagement of every post you share, so you can determine
the best times of day for your brand on each platform.
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10. Track Your Progress
The only way to see if your social media accounts are properly optimised is by tracking
your progress. See how much engagement you’re getting. Take note of the number of
times your post was shared, the number of comments each post received, the number of
likes, etc. before you change any part of your strategy.

This will help you determine the strategies and methods that work for you and those
that don’t. eClincher’s analytics will help you with every piece of these.

Once you have credible, data-backed information, you’ll be able to make better
decisions and more effectively optimise social media accounts.

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 Practical-2
What is blog?
A person who writes and maintains a blog is called blogger and art of writing a blog is
called blogging.

The “blogger” (or author) writes periodically about a certain topic of his or her choosing
(personal experiences, thoughts, hobbies, political aspirations, etc.). The blogger can provide
links to other websites that s/he thinks might interest the audience. The updates put on the
blog by the blogger are called blog-posts.
The appearance of blogs has changed over time, and these days blogs include a wide variety
of items and widgets. However, most blogs still include some standard features and
structures.
Here are common features that a typical blog will include:
 Header with the menu or navigation bar.
 Main content area with highlighted or latest blog posts.
 Sidebar with social profiles, favorite content, or call-to-action.
 Footer with relevant links like a disclaimer, privacy policy, contact page, etc.

Advantages and disadvantages of blog.

Advantages Disadvantage

Enables you to write down your Whatever you publish is available for everyone
thoughts on anything that interest to see. if you write a post in anger to might
you. regret later

Easy to set up: don’t need much personal blogs may be based or contain
technical knowledge inaccurate information

Easy and quick to update or add new blogs can be time consuming. finding time to
posts. write regular updates can become a chore

people can leave comments on your people may leave rude or inappropriate
blog. comments.

if you want to read other people’s There are many very dull blogs around. you
blogs there are literally millions to may have to look at many before you find
choose from some worth reading.

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 Limitations of blog
 You May Invest Time, Sweat and Soul and Get Nothing in Return
 It Takes a Huge Upfront Investment of Time and Work
 It’s A Lot More Difficult Than It Looks
 Passion Isn’t Enough
 Blogging For Your Business Can Actually Hurt You If You Do It Wrong
 Blogging While Traveling Full-Time Isn’t a Small Task
 Blogging Is Still a Job

Characteristics of blogs
 A Blog Must Always Be Dynamic. ...
 Posts Are Displayed in Reverse Order. ...
 Most Blogs Have the Same Structure. ...
 The Blog's Leading Star Is Its Content. ...
 Headlines Should Be Attention Grabbers. ...
 One Rule Applies to All Blogs: Relevancy. ...
 Blogs and Links Go Hand in Hand.
 A Blog Is Founded on Personal Touch
 Posts Should Always Encourage Debate
 All Blogs Are About Communication

Review on Ethical Issue AI in Manufacturing

Artificial intelligence (AI) is spread widely in today’s marketplace in products and services.
Drawing upon prior research on the moral significance of technology on AI (Artificial
intelligence)
 Moral significance of technology
 Multi-functionality
 Interactivity
 Ethical issues
 Corporate social responsibility

Companies need to become involved in corporate social responsibility (CSR)[100] to shape

the future of ethical AI; drawing upon stakeholder theory and institutional theory, we develop
a curtain framework on AI-related CSR, which highlighting the company reputation-,
products-, and institutional environment-specific factors that impact firms’ socially
responsible actions in the domain of AI.

We include a section on future research agenda for AI ethics[1.3K] and firm CSR in this
important domain. The ethical issues related to the possible future creation of machines
growth of population outstripping resources those of humans are quite distinct from any
ethical problems arising in current automation and information systems. To the extent
that ethics is a cognitive pursuit, a superintelligence could also easily surpass humans in
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the quality of its moral thinking. However, it would be up to the designers of the
superintelligence to specify its original motivations.

This paper surveys some of the unique ethical issues in creating superintelligence, and
discusses what motivations. This paper deals with the birth of Robotics[46K].

Robots and AI will prove far more disruptive than anything we have seen before. The most
effective AI systems will be designed around the concept of intelligent buildup. They will
handle the math and basic analysis, relieving skilled operators of a tedious burden, absorb
data, classify and prioritize information, conduct simulations and ultimately leave it to the
human operator to decide the course of action.

AI’s negative side[10]: AI looks like incredibly promising technology. It is inspiring and
exciting but that is probably also, what makes it partially terrifying. There is still too much
vagueness around it. A fair and varied amount of criticism has been raised in relation to
what extent AI can be used to promote development, touching upon the human elements that
a machine lacks such as the ability to understand ethical and philosophical questions. AI can
compute, but cannot judge, as it inevitably lacks crucial human qualities such as wisdom,
empathy, compassion and so on

How to create a blog with screenshot and steps

• Browse "blogger.com" above window will appear.

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• Now you have to choose name for your blog name should be unique. after typing
name click on next button.

• Now above window will appear here a you can change your theme

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• After choose any theme click on apply

• Now in this window you can write your content

• After writing blog click on publish

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 Practical-3
How to Create a YouTube Channel
So, you’ve decided to create a YouTube channel. Great! Now, you’ll need a YouTube
Marketing strategy to help you identify goals, decide on video topics, and properly promote
your brand on your new channel.

Before we dive in, it’s important to note that maintaining a YouTube channel takes a lot of
time and planning. Are you ready for it?

Unlike other social networking platforms, YouTube exclusively hosts video content. You’ll
need to set aside time to plan, film, edit, market, and analyze your content on a consistent
basis. You’ll also need to define your brand’s goals and plan for how video can specifically
help you achieve these. If you can devote an appropriate amount of time and energy to the
platform, you’ll be able to create engaging, shareable content for your growing audience.

Creating a YouTube Account

Now that you have a Google account, you’re almost ready to publish some awesome video
content.

But, we’re not done quite yet — you now need to set up a YouTube Brand Account. A Brand
Account allows users to manage editing permissions and create a more holistic online
presence.

Step 1: Visit YouTube. In the upper right-hand corner, note that you’re probably already
logged into your new Google account. (If you’re not, click Sign in and enter your new
Google account username and password.)

Step 2: Once you’ve signed in, click your account module and click Your channel in the
drop- down menu.

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Step 3: You’ll see two options for creating your channel. Choose Use a custom name.

Step 4: Now, you should be prompted to create your channel name.

Note: You can always update or change your channel name from your account settings,
so don’t worry if you aren’t 100% sure about your selected label.

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Page 18 of 45
Customizing Your YouTube Brand Account
Step 1: Click on Customize Channel to get started.

Step 2: Add a channel profile picture and channel art. These will be the first parts of your
YouTube account that users see when visiting, so be sure to use images that are easily
recognizable and consistent with your overall branding.

Step 3: To add a profile picture, click on the default profile picture in the upper left-hand
corner of your channel to upload an image.

Note: It may take several minutes for your channel icon to appear after uploading.

Step 4: Next, upload your banner image and video watermark.

After you have customized the visual elements for your channel, click Basic info to add a
channel description, a company email, and links to your company website and other social
platforms.

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With the basic profile complete, it’s time to add a few finishing touches! Before we move on,
you should know that you can customize the way your YouTube channel looks to subscribers
and unsubscribed visitors. This means that unsubscribed viewers would see different featured
content than dedicated, subscribed viewers. Pretty cool, right?

One of the main ways you can take advantage of this feature is by adding a channel trailer for
people who haven't subscribed and adding a featured video for returning subscribers.

Adding a trailer or a featured video share the same process, so follow the steps below to do
both.

Setting Permissions for Your YouTube Brand Account

Before you start implementing your YouTube marketing plan, you should decide who on
your team will need access to the account. Granting access to team members will allow them
to help manage the channel through their own Google accounts.

When you grant access to a Google account, there are three options for roles:

Owner: Owners have full editing power over all company Google properties. They can add or
remove managers, edit business information, respond to reviews, and more.

Manager: Managers have the same editing powers as Owners, except they cannot add or
remove page roles or remove listings. Anyone editing a YouTube channel must be a Manager
or an Owner.

Communications Manager: Communications Managers can respond to reviews and do

several other actions but they cannot use YouTube’s video manager, upload content, or view
analytics.

Step 1: To add individuals to your account, tap your Google account icon in the upper right-
hand corner to open the drop-down menu and go to Settings.

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Step 2: Click Add or remove manager(s).

Step 3: Click Manage Permissions.

Step 4: Select the people icon in the upper right-hand corner to invite new users. To grant
permission to a person, enter their Gmail address and indicate their role.

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Social Media Strategy Kit

View Now

How to Optimize Your YouTube Videos for SEO

Now that your YouTube channel is up and running, let’s talk about search optimization.
Remember how we mentioned that YouTube is the second largest search engine? While
creating engaging content is a must, it’s not the only factor for success. There are several
things you can do to optimize your videos to rank highly on both YouTube and within the
Google search results.

The first step to becoming a YouTube marketing pro is creating and optimizing your video’s
metadata. Simply put, metadata gives viewers information about your video, which includes
your video’s title, description, tags, category, thumbnail, subtitles, and closed captions.

Title
Just like with on-page SEO, it’s important to optimize your video’s title and description.
Titles are what people first read when scrolling through a list of videos, so make sure yours is
clear and compelling — it should make searchers curious about your content or make obvious
that your video will help them solve a problem.

Do some keyword research to better understand what viewers are searching for. Include the
most important information and keywords at the beginning of your title. Lastly, keep titles to
around 60 characters to keep text from being cut off in results pages.

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Description
YouTube will only show the first two to three lines (about 100 characters) of your video’s
description. To read beyond that, viewers will need to click “Show more” to see the rest. For
that reason, always include important links or CTAs at the beginning of your description and
write the copy so that it drives views and engagement.

Consider including the video transcript in the description, too. Video transcripts can greatly
improve your SEO because your video is usually full of keywords. Add a default channel
description that includes links to your social channels, video credits, and video-specific time
stamps. You can also include #hashtags in your video titles and descriptions — just be sure to
use them sparingly.

Tags

Next, highlight the main keywords in your tags. Tags associate your video with similar
videos, which broadens its reach. When tagging videos, tag your most important keywords
first and try to include a good mix of more common keywords and long-tail keywords.

Category
After you upload a video, YouTube will allow you to choose a video category under Manage
Videos. Video categories group your video with related content on the platform.

To select a category, choose Category from the dropdown list under Edit.

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YouTube allows you to sort your video into one of the following categories: Film &
Animation, Autos & Vehicles, Music, Pets & Animals, Sports, Travel & Events, Gaming,
People & Blogs, Comedy, Entertainment, News & Politics, How-to & Style, Educations,
Science & Technology, and Nonprofits & Activism.

Thumbnail

Video thumbnails are the main images viewers see when scrolling through a list of video
results, and yours can have a large impact on the number of clicks and views your video
receives. YouTube will auto-generate a few thumbnail options for your video, but we highly
recommend uploading a custom thumbnail.

YouTube reports that “90% of the best performing videos on YouTube have custom
thumbnails". When filming, think of high-quality shots that accurately represent your video.
YouTube recommends using a 1280 x 720 px image to ensure that your thumbnail looks
great on all screen sizes.

Note: You must verify your YouTube account to upload a custom thumbnail image. You can
do this by visiting youtube.com/verify and entering the verification code YouTube sends you.

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 Practical-4
YouTube Marketing
What is YouTube Marketing?
YouTube Marketing is the practice of promoting businesses and products on YouTube’s
platform, by uploading valuable videos on a company’s YouTube channel or using
YouTube ads.

Why is YouTube Marketing Important?

Marketing Tips
Simply put: YouTube (and video in general) is already huge. And it’s getting bigger by the
1.day.
Set a publishing schedule and stick to it.
YouTube watchers are loyal to the channels they subscribe to, and they expect that those
channels produce content regularly. Being inconsistent is one of the biggest mistakes new
YouTubers make when starting their channel. Publishing one video per month can help you
stay more consistent than publishing a video every week, but taking a two-week break
unexpectedly.

2. Make the upfront investment for publishing video.

Have you determined whether you’ll be on camera or someone else on your team? Perhaps
you’ll be hiring talent externally specifically to present your video content? Do you have an
in- house editor or will you outsource production? No matter which setup you choose for
your business channel, be prepared to make an upfront investment before you publish your
first video. Digital information estimates the cost of DIY YouTube production may run you
about
$1,300 to $10,000.

3. Keep your revenue expectations reasonable for the first year.

If your goal is to make money from your YouTube channel, understanding the way AdSense
revenue is distributed will help you manage your goals and expectations. It’s widely known
that YouTube channels receive 68% of AdSense revenue from Google once they’ve garnered
enough traffic to bring in views consistently. That’s the key to building a YouTube channel,
you may not make much money on your first few videos, but being consistent can be
lucrative in the long run.

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 Practical-5
Facebook Marketing Strategy
7 steps to an effective Facebook marketing strategy
Facebook still reigns as one of the most widely used online platforms by adults. And the vast
majorities are using it daily, which continues to provide brands and businesses with an
opportunity for maximum visibility when implementing a Facebook marketing strategy.

Often times, the toughest part is simply getting started, but we’re here to provide you with
seven steps to help get your Facebook marketing efforts off the ground.

Read on to ensure you’re getting the most out of this ever-powerful social media platform.

1. Set goals for Facebook

The first step to any marketing strategy is setting the right goals. This roadmap will be an
essential reference to measure against to make sure your Facebook strategy is successful. But
to set goals, you’ll first want to do a little research to ensure your plan is attainable through
the platform.

In the 2018 Sprout Social Index, we found that marketers on Facebook had a few top goals in
mind:
 34% wanted to increase brand awareness
 21% wanted to increase community engagement
 11% wanted to increase sales and lead generation

So, if you don’t have Facebook goals of your own yet, these survey results are a great place
to start. Additionally, if your company has already set general goals, look for how these
overlap with your own plans for marketing on Facebook.

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2. Know your Facebook audience

Understanding who is on Facebook and what your current audience breakdown looks like
will be important in determining which Facebook marketing strategies you should employ
and how. Sprout Social’s deep dive into social media demographics is a great starting point
for getting a general sense of who is using. the platform and how.

Once you’ve studied up on that, spend some time getting familiar with your own Facebook
demographics using either Facebook Page Insights or a tool like Sprout.

3. Engage proactively with your audience

Like most social media channels, they’re built as networks to converse, discuss and share
content. As a brand, you can’t forget that basic idea of what makes a social media network.
That means conversation and engagement should never be put on the back burner.

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Instead, try to be a community for your audience. Facebook is a great place to hold industry
chats or discussions, whether it’s with a different audience or your own customers. While
Twitter often gets all the limelight of being a social customer care mecca, don’t forget about
Facebook too.

Post at the Best Time on Facebook

Facebook is still one of the most difficult social networks to use for organic content. Again,
algorithms make it a challenge for businesses trying to find optimal posting times. However,
our guide on the best times to post on social media outlines the do’s and don’ts of posting on
Facebook:

Sprout’s patented ViralPost® technology analyzes your audience data and detects the most
active times for authentic engagement, enabling you to automatically schedule content at the
best times for your brand.

And with Sprout’s Calendar feature, you can maintain oversight of your publishing strategy
over the long-term to ensure a consistent cadence. Then, using Sprout’s Smart Inbox, you can
monitor all connected social channels simultaneously to stay on top of comments, questions
and other messages related to your content.

4. Schedule your Facebook content

Content creation and curation are important components to any social media strategy. On
Facebook, you have many more choices on the types of posts you can use. This ranges from
Stories to status to Group posts.
With the selection of options comes the specific types of content your audience is interested
in, which should also be kept in mind while evaluating the techniques for marketing on
Facebook that will work best for you. Our 2018 Index analyzed what type of posts consumers
want from brands. Thirty percent said they would like links to more information and 18%
want more images. Videos came in a close third with 17% of people surveyed.

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The same report also discussed what social marketers need to succeed. For Facebook, the top
priorities included video and a budget for ads, which we’ll go into next.

For scheduling content, you have both free and paid options available to you. Facebook’s
Page controls allow you to schedule your posts right from your own page. Sprout’s ViralPost
feature will pick the best times for you based on your highest expected audience engagement.
Scheduling and planning your calendar makes it easier for you to see where gaps are in your
posts. Using a tool like this will save you time in the long run.

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5. Determine your Facebook ads strategy
Whether you’re just starting out on Facebook or you’ve been on it for a while, it’s difficult to
escape the need to pay for brand exposure. Our comprehensive guide to creating your
Facebook advertising strategy is a great place to start learning more about Facebook ads.

However, growing your audience and brand loyalty doesn’t happen overnight. You have to
earn it.

But there is one shortcut to get there a bit faster–social media advertising. Specifically on
Facebook, there are more than four million advertisers with just an average click-through rate
of 9%. Advertising on Facebook is simpler, but not easier. You still have to effectively build
your brand and showcase it perfectly with ads.

 Aim for Higher Brand Awareness

 Decide on Creative Content
 Keep Facebook Ad Content Fresh

6. Encourage employee advocacy

Your employees should be your biggest cheerleaders. In the Sprout Brands Get Real report,
72% of people reported feeling more connected with a brand when its employees shared
information about it on social media. Employees put faces to the brands, making them more
relatable to consumers.

While you can try to wrangle employee advocates using company announcement emails, a
solution such as Sprout Social Employee Advocacy is specifically designed to streamline the
process and make it easy to transform employees into brand ambassadors.

Your employees are an invaluable asset when it comes to messaging amplification, social
selling and authentic engagement. And unlike industry influencers, their services on social
are free.

Use Employee Advocacy to easily curate content for employees and track your advocacy
program’s performance.

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When considering employee advocacy, don’t forget about the CEO. In the same report, 70%
of consumers feel more connected to a brand when its CEO is active on social media.

7. Track & analyse your results

The last step of your strategy is to keep an eye on the metrics you identified earlier in goal
setting and analyze the results. This also includes determining your ROI.

Sprout makes Facebook data analysis a breeze.

Quickly measure Page impressions, Fan growth and how your Facebook content is
performing using intuitive, interactive reports that can be downloaded and shared with
stakeholders in seconds.

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 Practical-6
LinkedIn Marketing
What is LinkedIn Marketing?
LinkedIn marketing is using the platform to market your business or company. It can be used
as a marketing tool too as it allows you to easily segment your target audience. There are 87
million young professionals on LinkedIn with 11 million in decision-making positions.

It has over 600 million users globally and the number is only increasing by the day. It allows
users and companies with similar interests to connect. Thus, if you haven’t started marketing
on LinkedIn, this is your cue to start.

Why is LinkedIn Marketing important?

Since LinkedIn’s community is professional and business-oriented, the audience is relevant
and hence, business decisions are quicker.

LinkedIn’s members have double the buying power than the random web traffic which means
your business can target specific audiences more efficiently. Business decisions are also
faster on this platform than on any other social media platform.

How Can You Use LinkedIn for Marketing Purposes?

With LinkedIn, you can interact with potential clients directly thus cutting out any 3rd party
involvement. Not sure how you could use LinkedIn for marketing? Here are a few tips that
can help get you started:

1. Start with building a business page that potential clients would find interesting. Include
product and service details. Make it look appealing as well.
2. Invite your client base, suppliers, and vendors to follow your business page and also spread
the word and share recommendations to follow the page
3. LinkedIn groups act as networking hubs – they are a great way to share content and build
contacts. Launch one such group that is related to your area of expertise. This can help get
potential customers on board
4. LinkedIn ad campaigns can help achieve your marketing goals. Use targeted advertising so
that a relevant audience is reached out to
5. The last step is to analyze the data of your campaign efforts so that you can improvise

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 Top 12 LinkedIn Marketing Strategies of 2022
LinkedIn offers many ways of growing your business by showcasing your expertise.
Wondering how you could grow your business with LinkedIn? Have a look at these top
LinkedIn marketing strategies-

1. Connect with the right network

Connecting with the right network is a very important strategy as this is what will get you
conversions. If you’re just going to blindly post and push out messages to the wrong
audience, it won’t lead anywhere. Use sponsored posts.

2. Get your content strategy in place

Once you have identified who your key target is, start with your content strategy. Ask
yourself these questions – what would interest your target audience? Are you adding value to
the industry? Is your content engaging enough?

3. Keep yourself up-to-date

Ensure that you leverage trends. The content you publish needs to be quality content. Try
using rich media wherever possible.

4. Create Ad Campaigns
Organic leads are great. However, create ad campaigns with filters to tap into a pool of
potential clients that can give you faster leads, which would lead to faster conversions.

5. Track data monthly

By way of tracking data regularly, you can understand and analyze your strategy’s strengths
and weaknesses.

6. Use CRM
Use a CRM system to track your outbound and inbound leads. CRM is one of those LinkedIn
marketing strategies which will also add to your goodwill.

7. Find the right employees

You can even hire new talent for your business using LinkedIn. About 90% of professionals
are on the portal. 49 million use LinkedIn for job opportunities and around 77 job
applications per second are submitted. Hence, it is one of the effective LinkedIn marketing
strategies.

8. Establish credibility
Build credibility by discussing topics related to the business. Thus, you can demonstrate the
expertise of your company or business. You can join new groups as well to expand your
network.

9. Reach out to influencers and industry leaders

This strategy is useful as you can get them to support your business. Converse with them, and
ask them for guidance. LinkedIn is perfect for networking as well.

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10. Promote brand messages

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Promoting your brand message and voice regularly on the page can do wonders. This will
increase engagement and visibility which is the expected goal of LinkedIn marketing
strategies.

11. Encourage your employees to be part of the group

Your company must look complete on LinkedIn since other businesses and prospective
employees will look for you on this platform. If you want all of your LinkedIn marketing
strategies to work, encourage your employees to be a part of the group.

12. Engage in client interactions and feedback

This will tell you a lot about how your brand is being perceived and how you can work on
your brand image.

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 Practical-7

What is Twitter marketing?

Twitter marketing is how businesses use Twitter to create and disperse content to targeted
audiences and build community interest for their brand—and hopefully generate sales.
Twitter helps companies get in touch with a wide pool of potential customers from around
the world. In fact, more than 300 million monthly active users are on Twitter.

There are also several small details that can contribute to the success or failure of your
Twitter strategy. For example, when you post can be just as important as what you post.
It’s vital that you release content when your target audience is likely to see it.

Main benefits of Twitter marketing

There are several benefits to marketing with Twitter. The platform allows you to increase
awareness about your brand, communicate and engage with potential customers, and keep
up with important trends and developments in your industry. Below is a list of some of
the top advantages of using Twitter for marketing:

 Brand awareness:
Twitter helps alert consumers to your company’s existence and educate them
about your business and products.

 Customer engagement:
Twitter gives customers a quick and easy way to reach out to you. This helps
your business build relationships.

 Drive website traffic:

Twitter is a great tool for guiding users to your business website.

 Thought leadership:
Twitter lets you start conversations with your audience and share your opinions
and views with them.

 Customer research:
Twitter has several tools that can help you research how your target customers
act on the platform and see what they respond to.

 Business sales:
Twitter is great for advertising your products and can help generate sales for
your business.

 Develop community:
Twitter helps you form a community of fans and supporters of your business.

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 How to create a Twitter
marketing strategy
For your business’s Twitter marketing strategy to be as effective as possible, it’s
important to put some serious thought into it. Creating a successful Twitter campaign is
a multistep process that requires research, planning, implementation, and evaluation of
your company’s content.

The steps to creating a successful Twitter marketing strategy include:

1. Research audience and behavior on Twitter

After deciding who your target audience is, see how they operate on Twitter. Find out
when they’re on Twitter and what accounts are popular among them.

Researching how your audience acts on Twitter can help you create a coherent outline for
your marketing strategy. It lets you start making decisions, like when to post and which
tweets you want to model yours after.

2. Know what kinds of content resonate with prospects

Using your business Twitter account, type in a few keywords related to your industry.

Take a look at what type of content brands like yours are posting and see which of their
posts get the most engagement.

Get a feel for what generates engagement in your field. Are the popular tweets funny?
Are they sincere? Are they informational? The types of tweets that get attention will vary
depending on your industry.

3. Schedule out tweets in relevant themes

Holidays, sports events, and current events are all opportunities for you to reach out to
your audience. You can even schedule tweets that include any special deals or promotions
you’re doing for a holiday.

Let’s say you have a restaurant. On Veterans Day, you might tweet something like “Happy
Veterans Day to all our troops! To show our appreciation, we’re giving every service
member 50% off of their bill.”

4. Target for specific KPIs and outcomes

You can’t track your success unless you measure it. Keep track of certain key
performance indicators (KPIs) to see how well your posts are performing. You can use
Twitter Analytics to see some of the results of your tweets.

Choose which KPIs are most important to your business and try to focus on them. Perhaps
the goal of your Twitter page is simply to promote brand awareness. However, you might
want it to make sales directly. Here are a few KPIs you should keep track of:

 Engagement: How many people are interacting with your tweet in general?

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  Retweets: Are people sharing your tweet on their own Twitter pages?
 Follows: Which of your tweets are bringing you the most followers?
 Website traffic: You’ll want to include links to your business website in your
tweet. Which links drive traffic to your website the best?
 Brand awareness: See how often your business is mentioned by Twitter users.
 Sales: How much of the traffic brought to your website is converted into sales
for your company?

5. Review your goals and evolve

Make sure your goals are specific and measurable. The best way to do this is to connect
them to your KPIs. Here are a few examples of some clear goals you might have for your
Twitter page:

 Add 5,000 new followers who are aged 35 to 49.

 Increase the number of people who follow a Twitter link to a landing page by
10%.
 Get 2,000 retweets.

Be sure to review your goals periodically to make sure they’re still challenging but also
realistic.

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 Twitter marketing best practices
In the next few sections, we’ll go over a few best practices and Twitter marketing tips
that can help you boost brand awareness and increase engagement.

1. Audit your Twitter

Look at the Twitter analytics for your own page to evaluate how your posts are
performing. Take note of how many people are engaging with your tweets. Are your
hashtags relevant and effective? Are you reaching your intended audience?

Knowing which tweets are working can help you adjust your content strategy for the
future.

2. Have a consistent brand voice

As a company, it’s important to discover your brand voice and be consistent with it. Your
company’s brand voice is how you interact with people and express your personality.

Depending on the nature of your business, your brand voice might be lighthearted,
sincere, or even sarcastic.

3. Verify your brand profile

Getting your company verified on Twitter shows users that your business is for real. It
can also protect you from people trying to pose as your business. When your profile gets
verified, you’ll get a blue checkmark next to your Twitter handle.

4. Use hashtags correctly

Generally, tweets with hashtags can receive over 12% more engagement (follows, replies,
and retweets) than those without them. You can find some of the most popular hashtags
for your industry with Twitter Analytics.

5. Find reputable scheduling software

Businesses that use Twitter successfully tweet consistently. Some companies post well
over 10 times in a day. To make sure you get optimal performance from each tweet, it’s
important to post when your audience engages on the platform.

The right time to tweet can vary depending on your business. For example, B2C company
tweets might see more engagement on weekends when consumers are off work, while
B2B company tweets typically see more engagement on the weekdays when their clients
are at work. Do your research to decide the best times for your business.

6. Test out which content resonates more with your audience

The relevant content you post on Twitter is likely to change over time. Be sure to check
your Twitter Analytics periodically to see how well your posts are engaging your
audience.

Get creative with your tweets to see what people react to. Try posting funny GIFs,
interesting statistics, your company’s views on current events, emojis, or even Twitter
polls. Eventually, you’ll get a clear picture of what works and what doesn’t.

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7. Consider branching out to relevant Twitter profiles
One of the best things about Twitter is that it gives you an easy way to communicate with
your audience. Replying to comments from your audience and having conversations with
them is a good way to drum up attention for your business.

You can also reach out to Twitter influencers to see if they’ll promote your product. This
can help you take advantage of the large followings some influencers have. If a popular
influencer already follows you, you already know they support your business or product.

8. Review the competition’s strategy

There are a few reasons to keep an eye on what your competitors are tweeting. It gives
you ideas on how to increase the engagement of your own audience. It also helps you find
ways to carve out your market share.

Use Twitter Lists to create a private group of competitors so you can keep up with all
their tweets. Perform a SWOT analysis (Strengths, Weaknesses, Opportunities, and
Threats) of your own profile to see how your company measures up to the competition.

9. Stay relevant with social listening and trends

It’s important to keep an eye on what people are saying about your business on Twitter.
Monitor social interactions to see whether people have positive, negative, or impartial
sentiments toward your business.

Social listening tools like Agorapulse and BuzzSumo can make it easy to monitor
conversations about your company. These marketing tools can help you evaluate your
reputation so you can maintain or improve it.

10. Measure your results with UTM and Twitter Analytics

Measuring the success of your tweets and Twitter ads is a vital step in optimizing your
Twitter marketing strategy. An Urchin Tracking Monitor (UTM) is a tag you can connect
to a URL for your Twitter page (or any other source).

When a user follows a link that has a UTM to your website, Google Analytics records
where that traffic came from. That way, you can see how many website visitors you get
from sites like Twitter, Facebook, and Instagram. You can set up UTMs using a tool like
Google’s Campaign URL Builder.

11. Document your strategy and research

One way to document your Twitter strategy is to organize it into content pillars. Twitter
content pillars are collections of the types of subject matter your business will tweet
about. All your content pillars should relate to your business objectives.

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 PRACTICAL-8

Google Analytics
Google Analytics is a platform that collects data from your websites and apps to create
reports that provide insights into your business.

Google Analytics is a web analytics service that provides statistics and basic analytical
tools for search engine optimization (SEO) and marketing purposes. The service is part
of the Google Marketing Platform and is available for free to anyone with a Google account.

Google Analytics Benefits:

 Track Online Traffic
With Google Analytics, you can track all of the sources of online traffic.
Understanding where traffic to your website comes from is crucial in running a
business online.

Installing Google Analytics right away when starting a new website is essential to
start gathering traffic data.

 Understand User Behaviour

Google Analytics unlocks the power of understanding how users, visitors, and
customers use your websites. Having behavioural data can drastically improve the
results of your online business. Without behaviour data, optimising a website’s
performance is impossible.

 Offline to Online Tracking

Google Analytics enables companies to track offline-to-online campaigns as well.
Businesses should know how well offline marketing campaigns are converting to an
online store or a website.

You can create a custom campaign link with Google Campaign URL Builder and set
the link with important defining factors that make tracking it in GA easier later.

It’s essential to try to track these offline campaigns to see how your visitors from an
offline campaign behave on your website, what actions they are doing, and how it all
compares to an online ads campaign.

 Data Reports and Customization

Google Analytics allows the customization of reports, dashboards, alerts, and with
wide-range of third-party support, you can analyse data to fit every company’s
different needs.

The customization of reports, dashboards, and alerts provide you with a glance of
whatever data you might need in every situation.

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 Google Analytics has an extensive library of user-generated pre-made reports and
dashboards that helps you get started. For example, you could have a dashboard that
quickly shows your website performance metrics or SEO metrics.

 Improve Online Advertising With Marketing Analytics

To be effective in online advertising, you have to know how your ads perform on your
target website, and having Google Analytics installed before pursuing online ads is
crucial.

 Improve Search Engine Optimization And Content Marketing

Identifying the best-performing pages of your website to gain insights on what type of
content to invest in is a benefit of Google Analytics.

Search engine optimization (SEO) and content marketing are ways to grow steadily
online, and GA will improve the tracking of the success of their efforts.

Researching your overall top pages, which leads to most conversion, is a strategy that
boosts online results. For instance, keeping an eye out for top organic landing pages
will help you identify what made those pages successful in the first place.

 Google Analytics Conversion Tracking

Measuring and tracking conversion is an essential part of measuring any online
business’s effectiveness.

Google Analytics unlocks the opportunity to track the most important goals and
conversions of your website to improve your company and track the results of any
campaign. With the use of GA, you can track user actions on your website.

Being on top of your conversion rates helps you see the performance of different
marketing efforts such as online advertising, SEO, or a social media marketing
strategy.

 Find Your Target Audience

Reaching and offering content and services that serve your target audience is a robust
digital marketing strategy, and Google Analytics helps you define your target
audience. The audience can be then later used to optimise your website’s content and
its offerings.

 Google Analytics Cost

The most significant benefit of Google Analytics is that it’s free for companies to use,
and every website can have their accounts if necessary. Being free makes installing
Google Analytics a no-brainer for every site out there.

As it’s easy to install, it won’t require much work, which lowers the cost of Google
Analytics even more.

A proper setup might require more work and require more insights into business
goals, which might increase the amount of necessary work.

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 PRACTICAL-9

Mobile Advertising
The term mobile advertising refers to any form of advertising that appears on mobile
devices such as smartphones and tablet computers. Companies advertise on these devices
through text ads via SMS or through banner advertisements that appear embedded on a
mobile website.

Types of Mobile Advertising

Mobile advertising can take a number of different forms. These include:
 Push Notifications:
These are pop-ups that appear on a mobile device. These are delivered to consumers
at any time. This means users don't actually have to be on an app in order to get a
notification.
 Image Text And Banner Ads:
Users who click on their ads are redirected to the advertiser's page by opening it up on
a browser.
 Click-To-Download Ads:
When a consumer clicks on these ads, they will route them to the Google App or
Apple App store. The destination depends on the consumer's operating system and
device.
 Click-To-Call Ads:
Advertisers allow users to click on their ads in order to call them directly with their
smartphones.
 Click-To-Message Ads:
A consumer who clicks on this type of ad is directed to contact the advertiser directly
via SMS.

Benefits of Mobile Advertising

1. Large Audience:
Research suggests that as much as 79% of people always have their smartphones with
them. Further, it is no surprise that most of us are always online via mobile devices,
be it social media, online shopping, emails or something else. This makes for a huge
potential customer base that brands can target.

2. Low Cost: Mobile

Advertising costs are way lower than conventional channels such as TV or print
media. There are a wide variety of types of mobile media that you can use to
affordably connect with your brand.

3. Easy Tracking:
With the advancement in technology, tracking the performance of your mobile
advertising campaign is now very easy. It offers quick and complete analytics of data
metrics such as impressions, click-through rate, likes, shares, audience demographics
and much more.
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4. Quick Response:
Since the target audience is almost always near to the devices, or watching the
screens, response time is very quick. Either the ads will be acted upon or rejected in a
miniscule time frame.

5. Geo Targeting:
Once you have analysed the received data and user demographics, it becomes very
easy to selectively target that segment of your audience which is more likely to
respond or engage in a particular advertisement.

6. Higher Conversion Rates:

Thanks to the advanced targeting options, consumers receive ads that are of some
benefit to them, hence, they are also more likely to respond to them and complete the
call to action.

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 PRACTICAL-10

Content Marketing
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 —
and, ultimately, to drive profitable customer action.

Content Marketing Strategies:

Content marketing is a marketing strategy used to attract, engage, and retain an
audience by creating and sharing relevant articles, videos, podcasts, and other media.
This approach establishes expertise, promotes brand awareness, and keeps your business top
of mind when it's time to buy what you sell.

Optimise Customer Strategies:

Content optimization is important because it ensures search engines and users can
understand your content easily. The benefits of content optimization are high quality,
search engine-friendly content that is easy to use and easy to find.

1. Understand the Characteristics of Your Target Audience

Before you can begin to create content, you first need to determine what topics
interest your target audience. For this, it is necessary to collect and segment insights
from social networks by conversation themes and other socio-demographic factors,
such as age and profession. For example, a campaign targeted at communication
directors, aged 35 - 50 years, may want to consider creating content around key topics
discussed like brand awareness, crisis communications, and social responsibility.

2. Define Your Content Objectives

What are the goals of your content strategy within the marketing funnel? Rarely can a
single piece of content fulfil all your objectives satisfactorily, so choose the most
relevant objectives, or, if you have the resources, create one content type for each
objective. Some key objectives include brand awareness, lead generation, and sales
support.

3. Define Your Target Personas

After selecting your objective, it’s time to create your audience personas – imaginary
profiles that represent your key target audience by function, objectives, and the
content likely to interest them. For example, a social media manager in charge of
strategizing and prioritising a brand’s social channels, may be interested in brand
performance studies on his or her industry.

4. Analyse Conversation Topics on social media and the Web

It’s easy to detect the latest trending topics during the listening stage. You can collect
consumer insights from sources like:
 Market studies: consumer studies and opinions
 Conversation topics amongst influencers and opinion leaders in your sector
 Competitors: what are they discussing on their social pages, blogs, or website?
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  Bonus: Get insights and tips on detecting target personas for your content
marketing strategy.

5. Analyze Search Trends on Search Engines

Identify customers’ needs and interests beyond social discussions by analysing
common search terms around your brand that users input into search engines. From
there, you can answer these questions and needs by using the data to form the key
topics of your content marketing strategy.

For example, a B2C insurance brand can consider creating educational infographics
and videos on the benefits of a life insurance policy, based on search terms like “how
can I benefit from life insurance” and “advantages of life insurance”.

6. Identify the Most Engaging Content

To optimise your creative process, it is necessary to identify the types of content that
generate the best engagement with your target audience (likes, shares, and comments),
such as short form blogs, infographics, or videos.

Eventually, the best performing content will be instrumental in achieving more KPIs
such as downloads, qualified leads, and sales opportunities.

7. Determine Suitable Formats for Your Messages

At this stage, specify the most suitable format for the messages you want to convey.
Content formats should appeal to your target audience based on their objectives and
channel in which the content is being viewed. A 10–30 second video may be best
suited for a Facebook page, while blogs and infographics can be distributed via
retargeting to generate interest among website visitors.

8. Repurpose Content to Multiply the Impact

To boost profitability and reap more returns on your content efforts, it is necessary to
repurpose it in several formats. Additionally, you can also develop awareness among
more people, while increasing the lifespan of your content and acquiring leads in the
top, middle, and even bottom funnel. As a rule of thumb, you should spend about 20%
of your time creating content, and 80% of it promoting it.
For example, an online shopping guide released by a retail mall can be repurposed
into a weekly vlog series for YouTube, and a Facebook album detailing various shops
on site.

9. Identify Relevant KPIs: Social, Digital, and Business

KPIs are instrumental to measuring the ROI of your content marketing strategy. These
can be classified into three broad categories:
 Social: Number of brand mentions, engagement rate, reach, share of voice, etc.
 Digital: Website and e-store visits, sessions, conversion rates
 Business: Volume of leads acquired, cost per lead, volume of opportunities
generated, sales, etc.
For an all-encompassing view of your content’s performance, consider a mix of all
three types of KPIs where relevant.

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10.Track Performance of Content in Owned and Earned Media, and
Search
Aside from matching the relevant KPIs to your content analysis, it necessary to
monitor your content’s performance according to the following parameters:
 Earned media: How much reach did you earn? Did your brand’s share of voice
shift as a result of your content? Monitor user and media conversations to
evaluate discussion trends, shares, and reach.
 Owned media: Which content performed the best on your brand’s social
pages? You can rank your content pieces by engagement, conversion, or both.
 Search: Analyse the shift in search terms used in relation to your brand and
content.

User Experience:
User experience is colloquially called UX amongst marketers, bloggers, and website
developers. In its most basic sense, UX refers to the usability of a website: ease of
navigation, readability, accessibility, and more.

A much more specific definition of user experience refers to how pleasing a website is
to the person using it. In this sense, user experience incorporates design and colour,
layout and typography, efficiency and speed, and content and graphics.

Essentially, improving the user experience of a website is equivalent to increasing the

level of joy a user feels when engaging with a website. User experience is a highly
critical part of creating a great website, and, therefore, keeping customers and website
visitors happy and active with a brand.

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