Digital Marketing &

Transformation
BCA6026
Module-II
 Module II Syllabus
Email Marketing
• Types of Email (Promo/Trans/NL)
• ESP Setup & On-boarding
• Permission Marketing,
• Subscriber welcome plan and journey
• List segmentation and Management
• Personalization and Responsive design
• Multivariate Testing
• E-commerce Integration
• Deliverability and System reputation Management
• System Integrations & Automations.
 Module II Syllabus
Social Media Marketing
• Social Ads Type and their Design Structure
• Targeting strategy and planning – Laser/Broad
• Effective targeting and custom audience set-up
• Campaign setup and reporting on various social platforms
• Social Split Advertising
• Content Calendar
• Peremptory traits for Social Advertising PPE
• WC and CTW campaigns
 Email Marketing
• In 2017, global e-mail users amounted to 3.7 billion users.
• This figure is set to grow to 4.1 billion users in 2021. (Statista)
• Email marketing spending in the United States would grow
from 2.07 billion U.S. dollars in 2014 to 3.07 billion U.S.
dollars in 2019. (Statista)
• 86% of professionals prefer to use email when
communicating for business purposes. (Hubspot)
• 89% marketers said that email was their primary channel for
lead generation. (Mailigen)
• 78% of consumers unsubscribe from emails because brands
were sending too many emails. (Hubspot).
• More than 21% of all messages are opened within the first
hour of sending. (GetResponse).
• 64% of subscribers open an email based on who it’s from,
compared to 47% of subscribers who open emails based on
the topic (the subject line). (The State of B2B Email Marketing
report - SuperOffice)
• Emails not optimized for mobile devices get deleted by a
majority (80.3%) of users. (Bluehornet)
• In 2017, the average results for email campaigns across industries
were:
– Open rate: 24.79%
– Average click-through rate: 4.19%
– Click-to-open rate: 11.88% (SmartInsights)
• 72% of customers open an email due to the discount it offers, and
62% customers open due to the personalized subject line.
(Campaign Monitor)
• Subject lines including words like “urgent”, “important”, “alert”, etc.
are proven to increase open rates. (Mailchimp)
• Email landing pages that reflect different business objectives have
an average conversion rate of around 7.13% across industries.
(GetResponse)
 Introduction
• Email marketing is a form of Direct Marketing.
• It is fundamentally the process of directly reaching
either to
– ‘customers (or prospects) on an in-house list’ or
– ‘prospects on third-party list (list rental)’
• Using Electronic Mail.
• Email marketing is an effective and measurable way
of reaching your contacts or existing customers.
– Cheaper than any other direct marketing method,
– email marketing lets you tailor your messages to different
types of customers,
– build customer relationships and drive direct sales.
The Email Marketing’s ability to answer:

Content based on
What preferences

Communication based on
When location & time

Personalized Lifecycle
Where Journeys
• Email Marketing is more personalized today as compared to
other kinds of campaigns.

• Customer who receive personalized emails tend to feel

special and act swiftly on offers for them.
 Advantages of E-mail Marketing
• Simple and Easy to send
• Reliable and Cost effective
• Track-able & Measurable
• Targeted Audience
Biggest challenge in E-mail Marketing
Growing and Retaining Email List
• Consistently growing the list of subscribers is one of the
biggest challenges and tricky process for many email
marketers.
• While trimming inactive subscribers to lower your
undeliverable email rate is a good thing,
• It is also important to add and retain as many active
subscribers as possible in order to make sure your marketing
is reaching enough people to generate business.
Biggest challenge in E-mail Marketing
Mobile-Friendly Emails
• Approximately, 50-60% of emails are opened on mobile.
• If you are sending out emails that aren’t optimized for
mobile, recipients will be reluctant to open them.
Biggest challenge in E-mail Marketing
Measuring ROI
• Knowing ROI for marketing efforts depends on the ability to
collect and analyze all data from your email marketing.
• Email campaigns are affordable but knowing the value it’s
bringing back for your brand isn’t easy to measure, unless
users are driven to an online conversion metric or sale and
properly attributed.
Biggest challenge in E-mail Marketing
Improving Email Deliverability
• It’s easy to assume that your email will automatically make
into the intended recipient’s inbox, but this not the case.
• Spam filters are becoming increasingly sophisticated in their
ability to detect and block promotional email.
• Now every spam filter functions a bit differently, this means
that an email could pass through spam filter A without issue,
but then get flagged by spam filter B.
Email Marketing Process
1. Data
• Creation of a subscriber list.
• Compilation of email contacts who have consented to receive
your communications (they've opted in).
• Create as many lists as you need in order to segment your sub
scribers.
2. Design.
• decide which content you should include in your email and
the design principles you must follow,
• to ensure that your email ends up in a subscriber's inbox,
• ready to engage and excite them.
3. Delivery
• The delivery of your marketing emails.
• learn how they are managed through an email service
provider (ESP)
• what happens to an email after it has been sent and
delivered.
• how to utilize testing to decide what your email should look
like and when you should send it to guarantee the best
possible open rates.
4. Discovery
• Analysis and reporting are fundamental when revising and
refining your digital practices.
• Leveraging analytics tools will allow you to track every cent
spent on your email marketing and let you track open rates.
• You will be able to track ROI through CTRs, unsubscribes, and
bounce rates.
• Analytics tools are a gateway to highly detailed, clinical data
that will enable you to tailor your email marketing strategy,
taking into account both your successes and failures.
 2.1.1 Types Of Email
Majorly emails can be categorized in to 3 types:
• Promotional
• Transactional
• Newsletter
 1. Promotional
• “Intent on Advertising or promoting a commercial product or
service”.
• Promotional emails are one of the simplest and effective
messages to keep in touch with subscribers.
• Promotional emails can help announce a new product, new
offers, deals or promote existing products to your opt -in
members.
• Below are few examples of promotional emails:
1. Welcome Emails
2. Offer Emails
3. Event Invitation Emails
4. Re-Engagement Campaigns
5. Cart Abandonment campaigns
6. Post Purchase drip emails (Review request, Refer a
friend, Join a loyalty scheme)
Facts and Figures for Promotional emails:

• Welcome emails have on average 4x open rate and 5x the

click-through rate as compared to a standard email marketing
campaign. (InboxArmy)
• Emails that include some sort of graphics have a higher open
rate (26.89%) and higher click-through rate (4.36%) than that
of text-based emails. (GetResponse)
 2. Transactional
• “Mandatory/Action oriented emails”.
• Transactional emails are generally notifications sent to
customers when they initiate any specific activity/event.
• It is a type of triggered email that customers cannot
unsubscribe.
• These emails often contain valuable information which are
critical to customer experience.
Examples of transactional emails:
1. Password Reset
2. Verification emails
3. Order Summary
4. Event Registration Confirmation
Facts and Figures for Transactional emails

– Transactional or triggered emails have 8x more opens.

(Experian)
– Triggered email campaigns have an open rate of 45.70%, a
click-through rate of 10.75% and click-to-open rate of
23.52%.
– The unsubscribe rate and spam rate are as low as 0.58%
and 0.06% respectively. (GetResponse).
 3. Newsletter
• “Subscription Based Promotional Communication”.
• Email newsletters typically focus more on providing
information and less emphasis on sales promotion, which
helps businesses establish themselves as experts in their
fields.
• Newsletters are generally sent on a set rhythm to maintain
uniformity.
• The cadence could be daily, weekly, bi -weekly, monthly, or
even annually, based on the preferred sign-up.
• Newsletters content varies with each edition however the
format generally remains the same.
Examples of newsletter emails:
1. Tutorial and Tips
2. Brand Stories
3. Content Updates
 2.1.2. ESP(email service provider)
• Offers automated email marketing services to businesses
which have regular and high-volume email requirements,
• Most Email service providers provide their customers
technical infrastructure and offer SaaS (Software as a
service) to enable marketers in managing email campaigns
and subscribers.

Example: zoho, intercom, cleverreach, sendinblue,

ActiveCampaign
• ESPs primary functionalities:
– Reporting,
– optimization and
– marketing automation.
• ESPs secondary services such as:
– design,
– testing,
– sender reputation
 What’s an Email Marketing System?
Email marketing systems are web-
based services that are designed to
send mass emails:
• Approved bulk mailers
• Follow professional and legal
mailing practices
• Provides subscription
management
• User-friendly and typically requires
little to no technical skill
• Detailed reporting & feedback
 “But can’t I just use
Outlook/Hotmail/Gmail?”

Your standard email account (e.g.,

Outlook, Gmail, Hotmail, Yahoo etc.)
THIS IS YOUR is not designed for email marketing
NEWSLETTER • No authentication = easily get
blacklisted or identified as spam
SENT VIA • Can’t track clicks or opens
OUTLOOK • No automatic bounce removal
• No control over unsubscribing
• No personalization
• Poor HTML
 Choosing an Email Management
System

Factors to Consider:
• Ease of use
• Availability of templates / ability to
create your own templates
• Pricing (Per email? Per subscriber?)
• Ability to segment your lists
 ESP Email Marketing Benefits
Deliverability —
• Increase in deliverability, which eventually helps in customer
segmentation, nurturing and increased ROI.

Engagement —
• ESPs can provide automated triggered emails with dynamic content,
based on customer’s action, in a time & cost-effective way.
 Reporting —
Do people read my emails?

Open # of people who open your email Click # of people who click on a link
Rate = Through
# of people you sent it to # of people you sent it to
Rate =
# of emails that can’t be delivered # Unsubscribe
Bounce Rate = Unsubscribe
# of people you sent it to Rate = # of people you sent it to
List Segmentation —
1. Consider what information you
have about your subscribers
– Location (postal code)
– Past performances attended
– Past behaviour (opened/clicked
previous emails)
2. Segment your list based on the
information
3. Customize your email for each
segment
 2.1.3. Permission Marketing
• Permission Marketing is the privilege (not the right) of
delivering anticipated, personal and relevant message to
people who want to get them. --- Seth Godwin

Strangers Friends Customer

 Basis of Permission marketing strategies

a. Anticipated: People look forward to hearing from

you.
b. Personal: The messages are directly related to
individual.
c. Relevant: The marketing is about something the
prospect is interested in.
 Steps to get permission from the customers

Step 1: Offer an Incentive.

Step 2: Teach the Prospect Over Time.
Step 3: Reinforce the Incentive.
Step 4: Increase the Level of Permission.
Step 5: Ask for the Sale.
 Step 1: Offer an Incentive
• Don’t just tell people to email or call you, offer them
something for free like a white paper or ebook.
• Offer them something of value that allows them to get to
know you and trust you.
• You’re offering something that can help solve their problems
and they’re giving you the ability (permission) to keep
marketing to them.
Step 2: Teach the Prospect Over Time
• You’re not going to build enough trust after the first
interaction.
• You need to keep offering information that your prospects
value a great deal.
• As they see you fulfill your promises and provide genuine
value, they’ll trust your brand even more.
• This information should focus on the types of problems that
your product or service solves.

Example: If you sell pool supplies, teach people how to

take care of their pool.
 Step 3: Reinforce the Incentive
• People become bored incredibly quickly.
• To avoid this and keep your prospects engaged, you'll want to
mix things up.
• Don’t simply give out the same type of material in the same
format.
• By offering a video or a free consultation instead of an
ebook, you’ll make sure you still have their attention.
 Step 4: Increase the Level of Permission

• Usually, this involves asking for more information about your

prospect through
– surveys,
– phone calls, or
– consultations.
• Your goal is to convince your prospects to allow you to
become more involved with their businesses or lifestyles.
 Step 5: Ask for the Sale
• Now that you’ve proven your worth and have established a
deep reservoir of trust with your prospect, close the sale.
• Your products will practically sell themselves because you’ve
already demonstrated that you follow through on your
promises.
• This entire process also filters out prospects that will never
be interested in what you have to say.
• Everyone that you pitch to will be highly qualified and much
more likely to buy.
Seth Godwin suggests five step cycle of getting new customers:

1. Strangers
2. Friends
3. Customers
4. Loyal customers
5. Former customers
 Types of permission
• When it comes to email marketing, permission is the act of
getting consent from a subscriber to send them commercial
email marketing messages.
• There are two types of permission:
– Implied permission
– Express permission:
 1. Implied permission
• You have implied permission to email somebody if you have
an existing business relationship with them.

• This could mean they are a current customer or are an active

member of your website, club or community.

• The best way to build an email list of individuals whom you

have implied permission to email is by integrating your
customer database with your email marketing tool.
 2. Express permission
• If you don’t have implied permission to email a person, then
you’ll need express permission to send them campaigns.

• Express permission is granted when somebody specifically

gives you permission to send them email campaigns.

• It is done by entering their email address in a subscribe form

on your website or entering their details into your in-store
newsletter subscribe form.
 Concepts of Permission Marketing
Legal: Opt-in, which is permission given by the recipient to
receive your e-mail

1. Single Opt-In: Giving your e-mail address in a store or filling

an online form
2. Double Opt-In: Clicking on the confirm link in your e-mail
or OTP verified
Illegal: Spam Emails

1. E-mail without permission is unwanted e-mail

2. If you keep sending unwanted e-mail regularly, you are

spamming!
Why Permission Matters?
 2.1.4 Subscriber Welcome Plan and Journey

How to Plan & Execute Effective 'Welcome' Emails

• The subscriber provides the email address in exchange for
something valuable.

• Here are a few statics that prove the importance of

onboarding.

– You’ll lose 75% of your new users within the first week.

– 40-60% of free trial users will use your product once and never come
back.
 To do’s for 'welcome' emails
1. Device a Strategy
• “Welcome” emails mostly reach the inbox and can create first
and lasting brand effect on the recipients.
• They are very important and should be utilized in perfect
sense by every company in digital space.
2. Deliver the promise:
• The “Welcome” email must deliver the value for which the
customer subscribed.

• This may be in the form of promised e-book, trial period

information, discounts or offers as initially promised.

• A welcome email can easily—and warmly—confirm a

subscription.
3. Determine a timeline and frequency
• Companies may decide to send more than 1 welcome email as
per their marketing strategy.
• This, might increase the brand awareness and gain trust of the
subscriber.
• Sending a welcome email is a crucial step.
 Template for welcome email

Hi [first name],
Congratulations! Welcome to Emailsaurus.
While we’re thrilled to have you onboard, we’re even more excited
to help you reach your goals. We can’t wait to help you build your
first email campaign (really!).
Sign in to pick your favorite email template and start sending
emails today!
If you need help, don’t worry. We’ll walk you through every step.

[Sign In Now]
To Your Email Goals,
Christina at Emailsaurus
 5 tips to ensure that welcome email creates a
great subscriber experience:
1. Send a welcome email immediately(asa signup)
2. Put subscriber-provided data to use
3. Use context to tailor your welcome message
4. Don’t try to do too much in one email
5. Ensure to make a great impression
2.1.5 List Segmentation and Management

• Get permission from the person(prospect / customer)

• Don't trick anyone into signing up.
• The double opt-in: weigh quality over quantity when it comes
to email subscribers.
• Keep the lists clean of bounces and from people
unsubscribing.
• Check that the content is really valuable to the audience.
• It's a good idea also to maintain one single master list.
• Keep the master list updated, and it can use segmenting to
target specific sections of that list.
• Ask the recipient to add the sender email address to their
address book to avoid spam filter.
• Make it easy for people to unsubscribe.
• This way they won't mark emails as spam or file any
complaints, and this helps maintain the integrity of your lists.
 2.1.6 Personalization and Responsive Design

1. Personalization
• Just because a message is triggered by a software API, doesn't
mean it needs to feel as if it's a softer API talking.
• Every single email a customer receives from a company needs
to work in unity, especially if they want a customer to come
back time and again.
• So, below are a few opportunities companies should use to
put a human touch back in their emails.
• Welcome email:
• "Hi, "I'm Mike, "and I'm the person who
makes sure "your experience at XYZ "is a
good one." And then, let them know it's a two-way
conversation. "Have a question?" I'm available
any time."
• The support emails:
• "We have received your ticket for this issue,
we will get back to you soon”.
• "How's that for understanding my concern? I personally detest
blank support emails, and would rather not get them. Just let
me know when it's fixed. That's what I really wanna write
back.”
• However, if I get an e-mail back that says: "Hey
Mike, "I'm Steve from XYZ, "I just wanted to let
you know that we received your issue, "and
we'll look into it within next two business days.
"I apologize for taking that long, "but I want to
make sure we resolve your issue properly.
"Thanks for your patience. "I appreciate it."
• Wow. Now I know that someone is on the case,
and I can relax. Steve's got it. It's not just lost in a
maze of software tickets.
• The Parting emails:
• Notice, in the email, we're personal, we're
approachable: "I'd love to earn your business again,
"but if not, "it'd be great to know how we can
improve our service "in the future. "Thanks Mike, "we
hope you enjoyed your time with us!".
• Now, personalizing auto messages is a quick fix, one
that you can set and forget.
• Just ensure one thing: that if someone response to the
personalized message, they actually get to talk to
someone afterwards.
 2. Responsive Design
• An email newsletter, which looks superb on desktop, fails to
render properly on a mobile device, respondents may
either hit delete or unsubscribe.
• The unstoppable change of mobile revolution demands for
responsive email design to stay ahead in the online
marketing arena, and below are a few more reasons to
adopt responsive email design:
• Enhanced User Experience
• Increased Conversion Rate
• Bigger Sales
• Higher Click-to-open Rate
• Reduced Unsubscribe and Spam Complaint Rates
 Optimize Your Emails for Mobile

• 48% of emails are opened

on mobile devices
(smartphone & tablet)
• If your email doesn’t look
good, it will likely get
deleted or ignored
• Use a pre-built responsive
template or make your
template responsive
– Requires CSS skills
Source: Litmus
https://litmus.com/blog/48-of-emails-are-opened-on-mobile-
gmail-opens-down-20-since-tabs

Resources:
http://www.campaignmonitor.com/guides/mobile/design/
http://www.emailonacid.com/blog/details/C13/a_responsive_
 2.1.7 Multivariate Testing
• All online content can definitely be optimized for benefit from
testing.
• Everything from the positioning of an image, to the color of
the call to action button, can have a meaningful impact on the
conversions.
• Oftentimes, small changes can move the needle, helping to
generate more revenue.
• The two most common types of testing techniques are:
– A/B tests (A/B/n tests)
– multivariate tests.
 A/B Testing

1. Decide which to test & create 2 options

– Subject line
– “From” name
– Email content – design, call to action, text
2. Send each option to a small portion of
your list
– 5-15%
3. See which is more successful & send to the
rest of your list!
Resources:
http://wiredimpact.com/blog/test-nonprofit-newsletter/
http://www.slideshare.net/charityexpress/prove-it-ab-testing-for-nonprofits
 A/B testing
• Two versions of a page, version A, and version B, are tested
against each other.
• Now where the n comes in is that you can have more than
two versions of a page compared against each other at once,
so the n would refer to how many versions are being tested.
• Anywhere from two versions to the nth version.
• In A/B/n testing, variant A is the original, and variants B
through n will each contain at least one element that is
different from the original.
• Users come into the site, they either see the original, or the
variation, which is B, where-in the color have changed in the
variation, and then they checkout.
• Companies can measure to determine which of these options
yields the best result.
• Typically A/B/n testing focuses on changing one element, and
this is the least complex method of evaluating a page design.
• Multivariate testing is similar to A/B testing, except it involves
comparing more variables, and looking to capture all of the
information on how these variables interact.
• The most common example of multivariate testing is when
several elements on a page are to be tested.
• The more variations that are needed to test, the longer it's
going to take to obtain meaningful data from the test. Once all
the tests are completed, a clear picture of what combinations
perform best together would be visible.
 Social Media Marketing
2.2 Social Media Marketing
• Act of promoting a product or service through the use of
social media platforms and websites, such as Facebook,
Twitter, LinkedIn and Instagram.
The basic idea of
social media
marketing:
– publish
content that
people will
engage with,
and share,
allowing your
business to
reach new
customers.
 Interesting Facts
• 3.196 billion people use social media.
• $65 billion was spent on social media ads in 2017
• Internet users have around five social media accounts each
• 95% of Online adults aged 18-34 are most likely to follow a
brand via social networking
• 71% of consumers who have had a good social media service
experience with a brand are likely to recommend it to others.
• There are now more than 50 million small businesses using
Facebook Pages to connect with their customers.
• 78% of people who complain to a brand via Twitter expect a
response within an hour.
 Why Social Media
• The influence this channel has on how information is
received, perceived and shared is profound.
• If a business wishes to stay out of social media, it just cannot
stand the risk of losing all those customers who are active on
these platforms.
• Meeting friends, engaging in conversations, looking for
businesses, finding restaurants or even recommending the
best products.
• Therefore, the pull towards social media increased
enormously when the services they offered started to
expand.
2.2.1 Social AD type and their Design Structure

• Social Media is ever-changing.

• Which social media to choose?

– Budget
– Type of business
– Targeted audience
– Specific goals
Social Media Marketing with Facebook
Types of Facebook Pages
– Local business or place
– Company, organization or institution
– Brand or product
– Artist, band or public figure
– Entertainment (TV show or a magazine)
– Cause or community
 cost per click (CPC)
Cost per thousand impressions (CPM)
Factors That Influence the Cost of Facebook Ads

• There are a few main factors that influence the cost of your
ads:
– Ad objective
– Bidding type and amount
– Audience
– Ad quality
– Your industry
 How can posts be effective to grow your business

• By posting information, photos, videos and stories,

the content you share can:
– Personalize your brand
– Drive users to your blog
– Generate more traffic directly to your website
– Educate and create awareness about your industry
– Promote the culture of your organization

https://www.facebook.com/business/ads-
guide/?ref=fbb_header
Social Media Marketing with LinkedIn
• LinkedIn is a powerful tool for companies of all sizes.
• One can use the powerful and free tools on LinkedIn
to:
– position the business as a leader in the field,
– build a valuable brand for a company,
– and connect with clients and small business owners alike.
– helps to learn the secrets in getting listed within top search
results,
– turning leads into long-term clients and taking your
business to the next level.
 Linkedin Marketing Objective
1. Awareness
2. Consideration
3. Conversion
2. Consideration
Website visits
– I want more people to visit a website destination
site on LinkedIn.
– Choose this objective to:
• Drive traffic to your website
• Drive traffic to marketing landing pages
Engagement
– I want more people to engage with my content
posts.
– Choose this objective to:
• Increase social engagement on your content
• Increase followers to your Company Page
Video views
– I want more people to watch my videos.
– Choose this objective to:
• Share your videos with more people
• Your campaign will be shown to people most likely to
view your videos.
3. Conversions
Lead generation
– I want more quality leads on LinkedIn.
– Choose this objective to:
• Capture leads on LinkedIn
• Use a lead generation form pre-filled with LinkedIn
profile data
– Your campaign will be shown to people most likely
to fill out a LinkedIn lead generation form.
Why does building my brand on LinkedIn matters?

• Building a brand further differentiates the business from

group competitors.
• It helps to stand out from the crowd and contributes to strong
relationships.
• Even when it’s a business to business (i.e. B2B) sales, it's
important to remember that people buy from businesses they
know, like, and trust.
• Thus, strong, mutually beneficial professional relationships
are the foundation of any successful business.
benefits of an optimized LinkedIn profile:

• Having a fully optimized profile helps to grow the network, as

everyone wants to connect with an attractive profile that
positions someone as an expert.
• A fully optimized profile lends stronger credibility and
visibility, with key stakeholders and decision makers within
the target audience.
• Provides a solid foundation to attract leads and prospects
organically and that's separate from any paid advertisements
planned for.
• Stand apart from peers and competitors. maintaining the best
LinkedIn profile and keeping it accurate and up to date, it
demonstrates a serious professional with credible expertise.
To achieve the best results from LinkedIn
marketing, below are the action steps:
• One, create an ideal audience profile.
– This is also known as buyer profile, customer persona or
customer avatar.
– It's a useful exercise for figuring out exactly who the ideal
audience is.
– The audience profile should include age, gender, industry,
salary range, challenges, and pain points.
– The more detailed client profile is, the more marketing
message can be refined
• Two, be crisp and clear on the messaging.
– When targeting a bigger audience, it's important to be
clear about the offer value.
– In fact, the website, the content, and even the LinkedIn
profile should clearly answer the question, what specific
problems are being solved for the customers
• Three, decide on a list of target companies.
– Trying to market to everyone on LinkedIn is inefficient,
time-consuming, and ultimately ineffective.
– Instead, one should target the exact companies,
specifically researched, because they've demonstrated a
need and desire for the products and services provisioned
for.
• Four, research specific professionals within
those target companies who hold the desired
job title(s).
• Five, always reach out with a personalized message
to request connections.
– Be sure to avoid generic or boilerplate messages.
– Instead, greet the person by name, tell them who you are
and what you do, and invite them to connect.
• Sixth, send a thank you note when someone
accepts your invitation to connect, and offer them
something of value.
– The value could come in the form of a free strategy
session, consultation, downloadable white paper, or link to
an informative article that the connection would find value
in.
• Seventh, take steps to nurture the relationship so
that it eventually moves from online to off-line.
– Relationship could be nurtured by congratulating the
connection on an accomplishment or milestone, making a
complementary remark about the profile, or commenting
on the content.
Social Media Marketing with Twitter
• Twitter's advertising platform is a powerful way to
advertise online and create brand awareness for a
business.
• What exactly makes it so powerful?
– Well, it’s sheer number of users.
– Twitter has over 330 million monthly active users, and
these users send over 500 million tweets every single day.
– Twitter Ads allows to advertise to the customers directly in
a meaningful way, while growing the business and brand
awareness.
• One of the most important aspects of Twitter that can be
leveraged in the advertising is, the ability to connect in real
time.
• Businesses can participate in conversations taking place at
the instance that they occur.
• Speaking about real-time connection one can see the
trending topics box at the left.
• These are topics that could be used to send the ad campaigns
around or just engage in to connect with the customers.
• In addition to connecting in real time, it also provides the
flexibility to connect with the context.
 Types of Twitter advertising campaigns

• Increase website traffic:

– People use Twitter to connect with their interests and
discover new products.
– With this type of campaign, businesses are going to drive
more traffic to their website, and even increase specific
conversions.
• Grow the Twitter followers:
– This is where the businesses are going to build a bigger
following and gain more followers.
– This campaign might have the business account show up in
the ‘who to follow’ suggestions.
– And basically, the more the account is promoted, the
larger the followers will grow, and the more engaged the
followers will be.
• Maximize brand awareness:
– This is going to allow businesses to promote specific
tweets that maximize reach and raise awareness for
brand's messages.
– It is a great opportunity if brands have something
important that they’re saying in a tweet, business can
actually pay to promote it, for it to show up in front of the
targeted audience, and then showcase in front of more
people.
• Get more people talking:
– This is very similar to the previous campaign objective, but
within this campaign businesses are going to prioritize
engagement.
– Research does show that increased engagement leads to
brand awareness and substantial increase in sales.
– In order to promote the tweets, brands can start
conversations with the audience what they want.
Social Media Marketing with Instagram
• Instagram is a social media app available for smart phones
and it's focused on video and photo sharing.
• The photos and videos posted on Instagram are much more
engaging than traditional texts posts that can be seen on
other social networks.
• Instagram also allows to quickly edit photos before uploading
them to give them a professional look and feel.
• With Instagram, brands can use photos and videos to tell the
story of their product or service in a highly visual and
engaging way.
• It may be good for small companies as well, but sometimes
can be a bit high-priced depending on the industry of the
company.
• Businesses can advertise on Instagram in the exact same way
that they advertise on Facebook.
• For e.g. If a business does some volunteer work for a
local charity, post some photos and videos of that as
well so that users can see what the business does
outside of simply selling products and services, and
how they give back to the community.
 Marketing Design on Instagram
• Remember to think of the different ways that products are
used, not everybody's going to think of, and try to be as
creative as possible.
• It's important to take a look at the competitor's Instagram
profile, see what type of content they're posting, and maybe
even get some ideas for content that can be posted to own’s
profile.
 Instagram Posting Schedule
• A great idea to developing a posting schedule for any social
network including Instagram, is using themed days.
• One of the themed days that's pretty general across all of
Instagram is called throwback Thursdays, and uses the
hashtag #tbt.
• That's a day when most people post photos of themselves as
a child, historic photos, old cars, whatever it may be, but it's
a throwback photo.
• A business could post photos of their old products, or maybe
what the old location used to look like, or just some history
on the organization.
• Businesses might have inspirational Mondays, where they post
content that's meant to inspire people for the work week.
• They could have creative Tuesday, where they can show people a
creative way to use the product or service.
• If the business is selling a food product they could have recipe
Wednesday, where they can post a photo of a final, completed
meal, and then provide the recipe on how to make that meal.
• They could also have something like fun Fridays, where they post a
fun picture that's intended to get people ready for the weekend.
• Again, this is a great way to get people coming back to the
Instagram profile, and allowing them to know what to expect.
Social Media Marketing with
Pinterest
 Social Media Marketing with Pinterest
• Pinterest is a visual network helping millions of people find new
ideas, recipes, style inspiration, and more.
• Pinterest is predominantly favored by women.
• 45% of all U.S. women online have used the network, compared to
only 17% of men.
• Users and businesses alike upload pins, images with a link and a
caption, to their accounts, and organize them on different boards.
• It is a place for people to store images and information from
around the web which they find entertaining, inspiring, and helpful.
• Many businesses are now discovering that they can engage
potential customers in new ways through Pinterest’s focus on
sharing visual content.
• With the power to drive traffic,
• increase brand awareness,
• and target key demographics,
– a Pinterest account is poised to be an important element of any
effective social media marketing strategy for businesses, big & small.
 Why Pinterest
• On Facebook, Twitter, and other social networks, posts are
often lost in 24 hours, due to the massive amounts of content
being shared there.
• But because Pinterest users search for pins, the content
might be found months later and continue to drive
interaction for the long term.
• To get the content on Pinterest, start by ensuring the images
on the website are optimized for sharing.
• Rich pins provide context and help users decide to like,
share, or save content.
• With Pinterest, it's important to keep in mind that
more content is shared by its users than businesses.
• Encourage consumers to distribute content on
Pinterest by hosting a content.
• This can help reach a wider audience with the most
engaging Pins.
• With promoted pins, businesses can get top placement
on the network and target specific audience
demographics.
 Tips for Pinterest Marketers
• Register with a business email (and Twitter) on account
set-up
• Be worth following, with great visual content:
• Promote your presence externally:
• Create a fan Pinboard
• Demonstrate an expertise on a topic
• Learn about your buyer personas
• Remember videos
• Integration with other channels
• Showcase your people
• Measure traffic back to your website
 2.2.2 Targeting Strategy and Planning - Laser/Broad

• Create and execute different kinds of social

campaigns, in terms of the technology that brands
need to incorporate into their stack.

• There are two essential aspects:

– the natural organic side of social
– businesses also need to be active(monitor the social
network)
• First, there's the natural organic side of social, where an
organization is creating an account, building and engaging with
networks, and participating in conversations.
• Must be present in the networks that are most appropriate for
them.
– a Twitter account or
– a Facebook page or
– a LinkedIn company page, or
– depending on the industry, there might be some other great networks
• That are specific to them and their target audience,
• So part of the technology stack will be based on these platforms,
and the data inputs and outputs that each provide.
• Second, businesses also need to be active, and should
engage, and that means brands must monitor what's going
on across these vast networks.
• Some organizations have used social media
– to get ahead of PR(public relation) issues,
– to handle customer support, or
– even to jump on opportunities in the minutes and seconds they
start to trend.
• To do this, they probably need to add some social
monitoring aspect (i.e. some kind of tools) to their stack.
• These tools run the scope from free to enterprise pricing,
and they all have different features, bells, and whistles.
 Laser Targeting
• Laser targeting is a popular term in reference with Facebook
marketing activity.
• “targeting potential customers based on purchasing
behaviors”
• This is done through Facebook's partnership with several
different data mining companies.
• These companies possess massive amounts of data (trillions
of transactions)
– from recent credit card purchases, to common products purchased on a
regular basis
– and report back to Facebook to feed the algorithms with user touch
points around the web.
 Laser Targeting (Powerful Life Events Targeting)

• You can target specific life changing events, where people are
more likely to have purchase intent.
Broad Targeting
• Broad targeting is a relative term for Facebook marketing, and
primarily focused to reach the mass for product marketing
and brand awareness.
• Facebook’s Broad Category targeting is a simple and easy to
use target campaigns.
• Small businesses can take this opportunity to:
– promote brand to new expats on Facebook,
– raise awareness, and
– even offer a “new to town” discount.
• Facebook provides the option to target folks who are “Away
from Family” or “Away from Hometown”.
 2.2.3 Effective Targeting with custom
Audience set-up
• Custom audience can be created when people
engage with the brands in some way.
• By installing a pixel on the website, technology
can capture that user’s Facebook ID, i.e. By pixel
capturing their information, brands can create
ads that are targeted at those, that have engaged
with them.
• Studies show that people are more likely to
engage and potentially purchase, if they know the
brand or their product.
• For example, a common way to do this is to
– create an ad, that drives people to their website or
blog post.
– inserting a Facebook pixel(code which captures the
info) in your landing page,
– brands can create an audience of those people that
landed on their website pages,
– then attempt to retarget them with follow up content
through ads.
• For businesses, this offers a lot of value.
 2.2.4. Campaign setup and reporting
on various Social Platforms
• Executive Summary: This is a short, accurate
summary of the report, which will curate together all
the main points without the use of any graphics.
• It is mainly for busy executives who want to quickly
know what is happening without going into too
much detail.
• It is also an opportunity to mention something that
may be related to the report which has strategic
significance for management.
 2.2.5 Social Split Advertising
• Social A/B testing, also called Social split
Advertising, is the process of measuring two
versions, which in our case is, social posts,
against each other to determine which one
performs best.
• A/B testing provides valuable data into
audience’s thinking and with this information,
brands can create an optimized content
strategy for each social channel.
• A/B testing can be used for almost everything,
for example, it can test your website page
formats, email subject lines, ad headlines and
blog titles.
 What should be tested
• Organic social media allows for testing multiple
elements before opting to back up posts or
campaigns with spend.

• Test copy & CTAs(click to action):

– One basic but vital test is contrasting multiple variations of
the messaging copy.
– By using both engagement and performance metrics,
brands will be able to quickly figure out which copy
variation achieves the best results.
• Test images: Images are another good element to test.
Imagery is vital – the clincher even – on social media where
posts must stand out to get precious audience attention.

• A basic best practice here is that if one knows which post

image and copy performs best, they should build the landing
page based on them.
 2.2.6 Content Calendar
• A content calendar is basically an overview in calendar form of
all the content that is being planned to share and posted on
the blog or on various social media outlets.

• The purpose of a content calendar is to plan it out in advance,

so brands know exactly what they’re posting each day.
• Keep it consistent
• For example, a few brands always publish their
blog posts on Monday, Wednesday and Friday
morning; that way, the audience knows when to
expect them!
• Don’t overextend yourself though – if posting 3
times a week sounds like too much, then just
start out posting on the same day once a week.
• You don’t have to post on all social media
platforms.
• Stay flexible
• First major hurdle is accepting that businesses can't do
the same thing on every platform.
• Each medium requires content that speaks to that
audience,
• Because let's be real, those who follow brands on Twitter
are not identical to their Facebook fans.
• This isn't to say that the content cannot be reused,
• But it does mean that it should be amazing and then
tuning it to better fit the network it's published on.