ADVANCED CREDIT PROGRAM-2025

COURSE NAME: SOCIAL MEDIA MARKETING

COURSE CODE: 25GPA-135

COURSE MENTOR: Ms. SONALI DADWAL

DESIGNATION: ASSISTANT PROFESSOR

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 DAY-1

TABLE OF CONTENTS

SR. NO NAME OF THE TOPIC PAGE NO

1. Digital Marketing Modules 3
2. SEO 3
3. SMO - Social Media Optimization 3
4. Search engine marketing (SEM) 4
5. E-Mail Marketing and types 4
6. Social Media Marketing 4
7. PPC 5
8. Marketing 5
9. 4 P’s of marketing 5

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Digital Marketing Modules
Digital Marketing is a big umbrella having various modules including SEO, Website Designing, Social Media
Marketing, Email Marketing, Affiliate Marketing etc.

 Digital Marketing Fundamentals – Introduction to digital marketing, its importance, and core components.

 Website Development & Optimization – Basics of website creation, user experience (UX), and site performance
optimization.

 Search Engine Optimization (SEO) – Techniques to improve website ranking on search engines and increase organic
traffic.

 Search Engine Marketing (SEM) / PPC – Running paid ads on search engines like Google to drive targeted traffic.

 Social Media Marketing (SMM) – Strategies to grow brand presence on platforms like Facebook, Instagram, and
LinkedIn.

 Content Marketing – Creating and distributing valuable content to attract and engage an audience.

 Email Marketing – Using email campaigns to nurture leads, retain customers, and drive conversions.

 Affiliate Marketing – Earning commissions by promoting other businesses’ products and services.

 E-commerce Marketing – Optimizing online stores and leveraging digital channels for sales growth.

 Mobile Marketing – Strategies for reaching customers via mobile apps, SMS, and push notifications.

 Online Reputation Management (ORM) – Managing brand image, reviews, and customer feedback online.

SEO
SEO is the process of improving a website’s visibility on search engines like Google and Bing to drive organic (non-paid)
traffic. It involves On-Page SEO (optimizing content, keywords, meta tags), Off-Page SEO (building backlinks, social
signals), and Technical SEO (improving site speed, mobile-friendliness, structured data). SEO helps websites rank higher,
attract relevant users, and enhance brand credibility. Key strategies include keyword research, content marketing, link-
building, and user experience (UX) optimization. Tools like Google Search Console, Ahrefs, and SEMrush assist in SEO
performance tracking. A well-executed SEO strategy ensures sustainable online growth and long-term success in digital
marketing.

SMO
Social Media Optimization (SMO) is the process of enhancing a brand’s social media presence to increase visibility,
engagement, and traffic. It involves optimizing profiles, creating shareable content, using relevant hashtags, engaging with
the audience, and leveraging social media analytics. Platforms like Facebook, Instagram, Twitter, LinkedIn, and Pinterest
are used to build brand awareness and drive website traffic. SMO also includes influencer collaborations, social media
advertising, and community management. By maintaining an active and engaging presence, businesses can improve
customer relationships, boost brand credibility, and increase conversions. Effective SMO complements SEO to strengthen
overall digital marketing efforts.

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Search engine marketing (SEM)
Search Engine Marketing (SEM) is a digital marketing strategy that involves running paid advertisements on search
engines like Google and Bing to drive targeted traffic. The most common SEM platform is Google Ads, which includes
Search Ads, Display Ads, Shopping Ads, and Video Ads. SEM works on a pay-per-click (PPC) model, where
advertisers bid on keywords to appear at the top of search results. Key elements include keyword research, ad
copywriting, landing page optimization, and performance tracking. SEM provides instant visibility, helps businesses
reach potential customers quickly, and delivers measurable results, making it a powerful tool for lead generation and sales.

Email Marketing
E-Mail Marketing and types

Email Marketing is a digital marketing strategy that involves sending emails to potential and existing customers to
promote products, services, or brand engagement. It is a cost-effective way to build relationships, generate leads, and drive
conversions. Successful email marketing requires a targeted audience, compelling content, and personalization to improve
engagement rates.

Types of Email Marketing:

1. Promotional Emails – Used to promote special offers, discounts, and new product launches.
2. Transactional Emails – Sent after a user action, such as order confirmations and password resets.
3. Welcome Emails – Introduce new subscribers to a brand and its offerings.
4. Drip Campaigns – Automated emails sent over time to nurture leads.
5. Newsletter Emails – Provide industry news, updates, and valuable content to subscribers.
6. Re-engagement Emails – Target inactive subscribers to bring them back.
7. Survey & Feedback Emails – Collect customer opinions to improve services.

Social media marketing

Social Media Marketing (SMM) is the process of using social media platforms to promote brands, engage with audiences,
and drive traffic or sales. It involves both organic (free) and paid marketing strategies to build brand awareness and
customer relationships. Platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and Pinterest play a crucial
role in digital marketing campaigns.

Key Aspects of SMM:

1. Content Marketing – Creating and sharing valuable posts, images, videos, and stories.

2. Community Engagement – Interacting with followers through comments, messages, and discussions.

3. Influencer Marketing – Collaborating with influencers to reach a larger audience.

4. Paid Advertising – Running targeted ads on platforms to boost reach and conversions.

5. Analytics & Optimization – Tracking performance using tools like Meta Insights and Google Analytics.

PPC
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is
clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
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Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search
engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we
bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.

Marketing
Marketing is the process of promoting, selling, and distributing products or services to meet consumer needs. It involves
understanding customer behavior, creating compelling messages, and delivering value through various channels. The goal
of marketing is to attract, engage, and retain customers while maximizing business growth and profitability.

Types of Marketing:

1. Traditional Marketing – Includes TV, radio, newspapers, billboards, and direct mail.

2. Digital Marketing – Uses online channels like SEO, SEM, social media, and email marketing.

3. Content Marketing – Focuses on valuable content to attract and educate customers.

4. Influencer Marketing – Collaborating with influencers to reach target audiences.

5. Affiliate Marketing – Earning commissions by promoting other brands' products.

6. Guerrilla Marketing – Creative, low-cost strategies to generate buzz.

FREQUENTLY ASKED QUESTIONS

1. What is digital marketing, and why is it important?
2. How does SEO help improve website rankings?
3. What is the difference between SEO and SEM?
4. How can businesses increase engagement on social media?
5. What are the key benefits of email marketing?
6. How does paid advertising work on search engines?
7. What are the best strategies for content marketing?
8. How can brands effectively manage their online reputation?
9. What tools can be used to track marketing performance?
10. How do influencer collaborations benefit a marketing campaign?

SUGGESTED READING MATERIAL:

 https://mailchimp.com/marketing-glossary/digital-marketing/#:~:text=Digital%20marketing%2C%20also
%20called%20online,messages%20as%20a%20marketing%20channel.
 https://www.investopedia.com/terms/s/social-media-marketing-smm.asp
 https://www.ama.org/the-definition-of-marketing-what-is-marketing/#:~:text=Marketing%20is%20the
%20activity%2C%20set,partners%2C%20and%20society%20at%20large.
 https://searchengineland.com/guide/what-is-seo

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HANDS ON ACTIVITY

A/B Testing for Engagement

 Create two versions of a post (different headlines, images, or captions).

 Post them at the same time on different days.
 Analyze which version gets better engagement and why