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? Chapter 4

Chapter 4 discusses Social Media Marketing (SMM), emphasizing its importance in increasing brand awareness, customer engagement, and website traffic through various strategies like content marketing and influencer collaborations. It outlines tools for platforms such as Facebook, Twitter, LinkedIn, Instagram, and YouTube, along with metrics to track success. Chapter 5 covers Email Marketing, highlighting its benefits, types of campaigns, and the process for effective execution, as well as an overview of Google Ads and its various campaign types and bidding strategies.

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2 views

? Chapter 4

Chapter 4 discusses Social Media Marketing (SMM), emphasizing its importance in increasing brand awareness, customer engagement, and website traffic through various strategies like content marketing and influencer collaborations. It outlines tools for platforms such as Facebook, Twitter, LinkedIn, Instagram, and YouTube, along with metrics to track success. Chapter 5 covers Email Marketing, highlighting its benefits, types of campaigns, and the process for effective execution, as well as an overview of Google Ads and its various campaign types and bidding strategies.

Uploaded by

try.jaymit
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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📱 Chapter 4: Social Media Marketing – Summary

✅ What is Social Media Marketing (SMM)?

Social Media Marketing is using platforms like Facebook, Instagram, Twitter, LinkedIn, YouTube to
promote brands, engage with customers, and increase website traffic & sales.

🎯 Importance of Social Media Marketing

 Increase brand awareness

 Better customer engagement

 Reach targeted audience through ads

 Cost-effective compared to traditional ads

 Boost website traffic & SEO

 Chance to create viral content

 Track results with analytics

📝 Types of Social Media Marketing

1. Content Marketing – Sharing valuable posts, blogs, videos.

2. Influencer Marketing – Collaborating with influencers.

3. Social Media Advertising – Paid ads to reach specific audience.

4. Community Engagement – Interacting with followers.

5. Contests & Giveaways – Engaging users for promotion.

📊 Building a Social Media Strategy

1. Define Goals – Clear, measurable objectives.

2. Identify Target Audience – Age, interests, location.

3. Choose Platforms – Focus on where audience is active.

4. Content Strategy – Plan posts, stories, reels.

5. Monitor & Optimize – Track performance & improve.

🛠 Facebook Marketing Tools

 Facebook Page – Brand’s public profile.


 Business Manager – Manage pages, ads, roles securely.

 Facebook Ads – Paid promotions to boost reach.

 Facebook Pixel – Track website actions & retarget users.

 Facebook Insights – Analyze page & ad performance.

🐦 Twitter Marketing Tools

 Promoted Ads – Shown to non-followers.

 Follower Ads – Increase account followers.

 Twitter Amplify – Video ads with premium content.

 Twitter Takeover – Trending ads for high visibility.

 Analytics – Track tweets, impressions, engagement.

💼 LinkedIn Marketing Tools

 Sponsored Content – Ads in LinkedIn feed.

 Sponsored InMail – Direct message ads.

 Dynamic Ads – Auto-personalized ads.

 Text Ads – Simple PPC ads.

 Campaign Manager – Create & track LinkedIn ads.

 LinkedIn Analytics – Measure performance.

📸 Instagram Marketing Tools

 Posts, Stories, Reels, Live – Different content formats.

 Instagram Ads – Image, Video, Carousel, Stories, Reels Ads.

 Insights – Analyze engagement, reach, follower growth.

▶️YouTube Marketing Tools

 Types of Ads:

o Skippable & Non-Skippable In-Stream Ads

o In-Feed Video Ads

o Bumper, Outstream, Masthead Ads

 YouTube Analytics – Track views, watch time, engagement.


 Video Campaign Setup – Goal, audience, format, bidding.

📌 Metrics to Track Success

 Reach & Impressions

 Engagement Rate (likes, comments, shares)

 Follower Growth

 Click-Through Rate (CTR)

 Conversions & Sales

 Video Views & Watch Time

🏆 Paid vs Organic Social Media

Organic Marketing Paid Marketing

Free, slow growth Paid ads for quick reach

Builds trust Targeted promotions

Community engagement Lead generation, conversions

📧 Chapter 5: Email Marketing & Google Ads – Summary

✅ Email Marketing

➡️Concept:

Email Marketing is a direct marketing method where businesses send targeted emails to current or
potential customers to promote products, build relationships, and drive conversions.

✅ Importance & Benefits of Email Marketing

 Enhances customer loyalty

 Better customer outreach & engagement

 Low cost per contact (cost-effective)

 Highly targeted & customizable

 Easy to manage & automate

 Completely measurable (open rate, CTR, conversions)

(Ref: PDF Slide 2)


✅ Types of Email Marketing

➡️Inbound Email Marketing

 Sent to existing subscribers.

 Focused on engagement & loyalty.

➡️Outbound Email Marketing

 Sent to new audiences (not on the list).

 Aims to increase brand awareness.

(Ref: PDF Slide 3)

✅ Types of Email Marketing Campaigns

1. Recurring Campaigns – Regular emails (weekly/monthly).

2. Drip Campaigns – Automated emails triggered by user actions.

3. One-off Campaigns – Single-use emails for special events.

(Ref: PDF Slides 4-6)

✅ Email Marketing Campaign Process

1. Define objectives

2. Identify target audience

3. Build email list

4. Design content & templates

5. Segment audience

6. Automate workflows

7. Monitor & analyze results

(Ref: PDF Slide 17)

✅ Email Marketing Analytics

 Open Rate

 Click-Through Rate (CTR)

 Conversion Rate

 Bounce Rate

 Unsubscribe Rate
 Spam Complaint Rate

 Engagement Metrics (time spent, clicks)

 Heatmaps & A/B Testing Results

(Ref: PDF Slides 18-20)

✅ Google Ads Overview

➡️PPC (Pay-Per-Click) Advertising

 Businesses pay for ads shown on Google & partner sites.

 Pay only when someone clicks the ad.

✅ Types of Google Ads Campaigns

1. Search Ads – Text ads on Google search results.

2. Display Ads – Banner ads on websites.

3. Shopping Ads – Product-based ads.

4. Video Ads – Ads on YouTube.

5. App Promotion Ads – Drive app installs.

6. Local Ads – Target nearby customers.

✅ Ad Extensions in Google Ads

 Extra info added to ads for better visibility.

 Examples:

o Sitelink Extensions

o Callout Extensions

o Call Extensions

o Location Extensions

✅ Bidding Strategies in Google Ads

 Manual CPC, Enhanced CPC

 Maximize Clicks, Maximize Conversions

 Target CPA (Cost Per Acquisition)

 Target ROAS (Return on Ad Spend)


✅ Quality Score in Google Ads

 Google’s rating (1-10) based on:

o Ad relevance

o Expected CTR

o Landing page experience

 Higher Quality Score = lower cost & better ad position.

✅ Factors Influencing Facebook Ad Delivery & Reach

 Audience Targeting (age, location, interests)

 Ad Quality & Relevance

 Bidding & Budget

 Ad Placement (Feed, Stories, Reels)

 Competition among advertisers

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