Digital Marketing

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

This tutorial is primarily going to help all those readers who

are into marketing and advertising, specifically those who
aspire to make a career in Digital Marketing.

Before proceeding with this tutorial, you should have a good

understanding of the fundamental concepts of marketing and
advertising.

-------------------------------------------------
FREE EBOOKs
Copyright © 2021 by SuSu. All Right Reserved.
SEE MORE FREE EBOOKS: CLICK HERE
 TABLE OF CONTENTS

1. Digital Marketing - Overview

2. Digital Marketing - SEO
3. Digital Marketing - Social Media
4. Digital Marketing - Content
5. Digital Marketing - Email
6. Digital Marketing - Mobile
7. Digital Marketing - Pay Per Click
8. Digital Marketing - CRO
9. Digital Marketing - Web Analytics
10. Digital Marketing - Facebook
11. Digital Marketing - Pinterest
12. Digital Marketing - Twitter
13. Digital Marketing - Linkedin
14. Digital Marketing - Youtube
15. Digital Marketing - Google Adwords
16. Digital Marketing - Google Analytics
Do you want to learn the really advanced
content that we couldn’t include in this
eBook? CLICK HERE
Digital Marketing -
Overview
In simple terms, digital marketing is the promotion of
products or brands via one or more forms of electronic
media. Digital marketing is often referred to as online
marketing, internet marketing or web marketing.

Digital marketing has been around for quite some time but it
hasn’t been very well defined. We tend to think that digital
marketing encompasses banner advertising, search engine
optimization (SEO) and pay per click. Yet, this is too
narrow a definition, because digital marketing also includes
e-mail, RSS, voice broadcast, fax broadcast, blogging,
podcasting, video streams, wireless text messaging, and
instant messaging. Yes! digital marketing has a very wide
scope.

WHAT DIGITAL MARKETING IS NOT?

To clearly define what digital marketing is, it’s sometimes
easier to start with what it’s not. For instance, it does not
include more traditional forms of marketing such as radio,
TV, billboard and print as they do not offer instant feedback
and report.
WHY DIGITAL MARKETING?
In digital marketing, a reporting and analytics engine can be
layered within a campaign which allows the organization or
brand to monitor in real-time how a campaign is performing,
such as what is being viewed, how often, how long, as well
as other actions such as response rates and purchases made.

• The use of digital marketing in the digital era not

only allows for brands to market their products and
services but also offers online customer support
through 24x7 services to make the customer feel
supported and valued.
• The use of social media in digital marketing
interaction allows brands to receive both positive and
negative feedback from their customers as well as
determine what media platforms work well for them.
• Digital marketing provides increased advantage for
brands and businesses. It is now common for
consumers to post feedback online through social
 media sources, blogs, and websites about their
experience with a product or brand.

Not surprisingly, billions of marketing dollars spent on

traditional channels is already starting to shift to digital
marketing campaigns and this will continue to increase as
the Web matures.
Digital Marketing - SEO
SEO stands for Search Engine Optimization. It is the
process of getting traffic from the free, organic, editorial, or
natural search results on the search engines. Simply put, it’s
the name given to the activity that attempts to improve
search engine rankings. In many respects, it's simply quality
control for websites.

SEO may target different kinds of search, including image

search, local search, video search, and news search engines.
Employing a sound SEO strategy will help you position
your website properly to be found at the most critical points
in the buying process or when people need your site.

SEARCH ENGINE CRAWLERS

The leading search engines, such as Google, Bing and
Yahoo!, use crawlers to find the pages for their algorithmic
search results. Pages that are linked from other search
engine indexed pages do not need to be submitted because
they are found automatically.

Search engine crawlers may look at a number of different

factors when crawling a site. Not every page is indexed by
the search engines. Distance of pages from the root directory
of a site may also be a factor in whether or not pages get
crawled.
POINTS TO NOTE
You should be careful to keep the following points in mind
in order to ensure your brand is well positioned on search
engines −

• Search engines want to do their jobs as best as

possible by referring users to websites and content
that is most relevant to what the user is looking for.
This is determined by the site content, how fast your
site loads, how often your site is linked to from other
credible online resources, and user experience,
including design, navigation and bounce rate.
• The items that the search engines don’t want are:
keyword stuffing, buying links, and poor user
experience (too many ads and high bounce rates).
• Domain naming is important to your overall
branding. As a best practice, use sub-directory root
domains (example.com/events) versus sub-domains
(events.example.com). Other best practices with
domain names are to use consistent domains and
keywords in the URL.
• Optimize for different types of results. In addition to
optimizing for desktop experience, focus on mobile
and tablet optimization along with other media.
• Content on the site should have title tags and meta
descriptions. Although meta tags aren’t as important
as they used to be in the past; if you do use them,
ensure they are formatted correctly.
Digital Marketing - Social
Media
Social media today is essentially word-of-mouth
marketing. Getting people to connect with you online in the
social arena helps spread the word about what your
company is and what are your products and services.

SEO AND SOCIAL MEDIA

For many teams, there are different sets of people who work
on SEO and social media separately; however, this scenario
is changing lately.

• The two may still officially belong to separate teams,

but social media marketers will need to be more
informed on the SEO strategist’s agenda, so that the
SEO strategy can go hand-in-hand with content
promotion.
• SEO strategists too need to know how to work with
social media marketers in order to receive the social
signals it needs to make sure their company ranks
high in search.
There are two functions of social media for business −

• Are you participating in the conversation and

sharing?
• Are you listening and monitoring what is being said
about you?

START SOCIAL MEDIA MARKETING

If you’re starting from scratch with your social media
strategy, here are the basic steps to get you started −

• Step 1 − Choose your social networks

• Step 2 − Fill your profiles completely, remembering
to load in your keywords
• Step 3 − Find your voice and tone
• Step 4 − Pick your posting strategy - how often,
when, and what type of content
• Step 5 − Analyze and test
• Step 6 − Automate and engage
Although we’ll be getting into the specifics in the latter half
of the tutorial, here are a few things to consider in your
general social media strategy.

FACEBOOK TOPS THE LIST OF SOCIAL MEDIA STRATEGY

For many, social media starts with Facebook. Just having a

page, however, does not suffice. Sophisticated content
marketing is now the way to foster engagement on
Facebook. If your business doesn’t have a content marketing
strategy or a blog, but wants to maintain a strong Facebook
presence, it may be time to create a content marketing
strategy for Facebook. We’ll get to know more on this in a
subsequent chapter.

OPTIMIZE FOR MOBILE

All social media efforts need to be optimized for mobile.

You’ve probably heard, but everyone needs to make sure
their websites are optimized for mobile. Social media
managers need to be aware of this to ensure that the format
of any promotions they do (especially those that include
driving people to their company websites) are optimized for
mobile. Any images used on social media should also be
viewable on mobile for optimized user experience.

EMPHASIZE ON HUMAN EXPERIENCE

It may be digital, but you need to consider the “human

experience.” Google and Facebook have made changes to
their platforms to push businesses to focus more on the
“human experience.” For social media marketers, your
social media posts need to be more relevant, provide more
value to your audience, and the engagement needs to be
more “human.”
Digital Marketing - Content
Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly defined
audience. It ultimately aims to drive profitable customer
action.

Content marketing is an umbrella term covering a set of

strategies, techniques, and tactics to fulfil business and
customer goals by using the most relevant content to serve,
attract, convert, retain, and engage customers. Content uses
blogs, podcasts, video, and social media sites as a vehicle.
It’s a practice now being used by 86% of businesses today.
However, effective content marketing is not so easy to find.

GOALS OF CONTENT MARKETING

Given the fact that content plays a role in virtually all
marketing techniques and tactics, there are no goals that
can’t be reached using content. However, from a content
marketing perspective, we see that marketers focus on some
key goals such as −

• Brand awareness
• Lead generation
• Engagement
• Sales
• Lead nurturing
• Customer retention and loyalty
• Customer evangelism
• Up-selling and cross-selling

Although these are the typical goals found in content

marketing research, think out of the box and look at the
goals of your “audiences”.

START CONTENT MARKETING

Here is brief set of guidelines that you can follow to start
content marketing −

• First, find a reason to start using content marketing.

Knowing what the reason and the purpose is
important. In a few years from now, people will say
content marketing doesn’t work. It’s like in social
media: people start saying it doesn’t work because
they often forget for what and whom they wanted it
to work in the first place.
• Know the different people and types of customers
and prospects you want. Be aware of how they “act”,
what they want, and how they will use your content.
 • Don’t reinvent the wheel. Before dreaming up new
content, see what you already have. Often, the best
content for your customers and business is already in
the mind of your customers and the people in your
business. You just need to present it in a way
everyone understands.
• Once you know what content you have, figure out
what you need.
• Now, it’s time to get that content organized and
check out the best formats and channels. Know the
different formats of content your prospective
customers use and there are some good tips and
tricks to make sure that your content is “engaging”.
Align the content to the types of channels you think
that it will be best received.
• It’s time to make sure that the content is found or
used! If not there is little sense in spending all the
energy, is there? Promote, connect and engage.

Finally, test, measure, and optimize continuously. Try

different types of content. Check analytics. Monitor your
expenditure. And always adapt.
Digital Marketing - Email
In its broadest sense, every email sent to a potential or
current customer could be considered email marketing. It
usually involves using email to send ads, request business,
or solicit sales or donations.

Any email communication is considered as email marketing

if it helps build customer loyalty, trust in a product or
company, or brand recognition. For instance, when a
company sends a commercial message to a group of people
using electronic email mostly in the form of advertisements,
requests for business or sales, or donation solicitation.

Email marketing is an efficient way to stay connected with

your clients while also promoting your business. Doing so,
you can easily and quickly reach target markets without the
need for large quantities of print space, television or radio
time, or high production costs.
Additionally, while using email marketing software, you can
maintain an email list that has been segmented based on
several factors including the length of time addresses have
been on the list, customers’ likes and dislikes, spending
habits and other important criteria. Emails are then created
and sent out to specific target members on the list, providing
them with a personalized email detailing information that
they are interested in or have requested.

Email marketing can be carried out by −

• Email newsletters
• Digests
• Dedicated Emails
• Lead Nurturing
• Sponsorship Emails
• Transactional Emails

EMAIL NEWSLETTERS
Email newsletters offer the following three advantages −

• They can spread your brand awareness. By

building habitual communication with your email
subscribers, you enable them to recognize your
brand and associate it with a positive sentiment.
• They can leverage the existing content. Many
companies do quick summaries of their most popular
blog posts and link to the articles from their
newsletter.
• They give you the freedom to include different
types of content that might be important to your
organization.
DIGESTS
Digests are generally easier to consume than newsletters as
they generally consist of links and lists. One popular option
is the blog digest, which collects notifications about the
articles you publish throughout a certain time frame and
releases an email with the links.

Do you want to learn the really advanced

content that we couldn’t include in this
eBook? CLICK HERE
DEDICATED EMAILS
Dedicated emails also known as stand-alone emails, contain
information about just one offer. For instance, you can use a
dedicated email to notify your target audience about a new
whitepaper you've released or invite them to attend an event
that you're hosting. Unlike newsletters, dedicated emails
don’t need to include many graphical elements to separate
the different blocks of text and prioritize information.

LEAD NURTURING
The concept of lead nurturing introduces a tightly connected
series of emails containing useful content with a coherent
purpose. Lead nurturing is timely, automated, and is
typically a low financial investment.

SPONSORSHIP EMAILS
If you want to reach a totally new audience and generate net
new leads, you might want to try sponsorship emails. In
sponsorship emails, you pay for inclusion of your copy in
another vendor’s newsletter or dedicated send.

TRANSACTIONAL EMAILS
Transactional emails are the messages that get triggered by a
specific action your contacts have taken, enabling them to
complete that action. For instance, if you are signing up for
a webinar, you will fill out a form and then receive a
transactional (thank-you) email that provides you with the
login information in order to join.
Transactional emails are also the messages you receive from
ecommerce sites like Amazon that confirm your order and
give you shipment information and other details. The
biggest advantage of transactional emails is that they enjoy a
high click-through rate (CTR).

Popular email marketing services include MailChimp,

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

Mobile marketing is similar to advertising delivered over

other electronic channels such as text, graphic and voice
messages.

• SMS messaging (text messaging) is currently the

most common delivery channel for mobile
marketing.
• Search engine marketing is the second-most
common channel, followed by display-based
campaigns.

NEW MOBILE MARKETING CHANNELS

The expanding capabilities of mobile devices enable new
types of interactive marketing. New mobile marketing
channels include −

• Location-based Service (LBS) involves detecting

the area the user is connecting from (geolocation)
and sending marketing messages for businesses in
that area.
• Augmented reality mobile campaigns overlays the
user's phone display with location-specific
information about businesses and products.
• 2D barcodes are barcodes that scan vertically as
well as horizontally to include much more
information. A mobile user can scan barcodes in the
environment to access associated information.
• GPS messaging involves location-specific messages
that the user picks up when he comes into range.

WAYS TO DRIVE CONVERSIONS

Beyond having a mobile-optimized site or app, certain
strategies are more likely to improve the user experience,
while boosting sales. In this section, we will discuss the four
ways to drive engagement and conversions.

OPTIMIZE FOR MICRO -MOMENTS

Increasingly, users turn to their mobile devices for quick, in-

the-moment advice, help, or information. Instead of sitting
down to research a topic or issue in depth, they’re more
likely to take immediate action, and to expect instantaneous
answers.

USE QR CODES TO STREAMLINE USER EXPERIENCE

One way to provide relevant information as quickly and
seamlessly as possible to mobile users is through the use of
QR codes. Whatever you’re using QR codes for, they should
ideally act as shortcuts for getting valuable information into
the hands of your customers and prospects.

USE HYPERLOCAL MARKETING

More than ever before, consumers are turning to their

smartphones for location-specific information. And not just
citywide information – but hyperlocal based on very small,
specific geographical locations (like neighborhoods or even
specific streets).
USE SMS MARKETING

Use SMS marketing to connect with users on-the-go. A few

ways to do this include offering incentives, publicizing sales
and events, sending appointment reminders, and sharing
customer surveys.
Digital Marketing - Pay Per
Click
Pay Per Click, commonly known as PPC, refers to a model
of internet marketing in which advertisers pay a fee each
time one of their ads is clicked. Pay-per-click is calculated
by dividing the advertising cost by the number of clicks
generated by an advertisement. The basic formula is −

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

Essentially, PPC is a way of buying visits to your site, rather

than attempting to earn visits organically.

SEARCH ENGINE ADVERTISING

Search engine advertising is one of the most popular forms
of PPC. It allows advertisers to bid for an ad placement in a
search engine's sponsored links when someone searches
using a keyword that is related to their business offering.
For example, if you bid on the keyword “marketing classes,”
several ads might show up in the very top spot on the
Google results page. Every time a specific ad is clicked,
sending a visitor to their website, they have to pay the
search engine a small fee. When PPC is working correctly,
the fee is trivial, because the visit is worth more than what is
paid for it.

ADVANTAGE OF PPC MARKETING

The unique advantage of PPC marketing is that the ad
networks used to manage PPC campaigns don’t just reward
the highest bidders for that ad space, rather they reward the
highest-quality ads (meaning the ads that are most popular
with the users).
 • Ads are rewarded for good performance.
• The better the ad, the greater the click-through rates
and lower the costs.
• Many marketers choose to use Google AdWords to
manage their PPC campaigns. The AdWords
platform enables businesses to create ads that appear
on Google’s search engine and other Google
properties.

FACTORS BEHIND SUCCESSFUL PPC

ADVERTISING
How often your PPC ads appear depends on which
keywords and match types you select. While a number of
factors determine how successful your PPC advertising
campaign will be, you can achieve a lot by focusing on −

• Keyword Relevance − Crafting relevant PPC

keyword lists, tight keyword groups, and proper ad
text.
• Landing Page Quality − Creating optimized
landing pages with persuasive, relevant content and a
clear call-to-action, tailored to specific search
queries.
• Quality Score − Quality Score is Google's rating of
the quality and relevance of your keywords, landing
pages, and PPC campaigns. Advertisers with better
quality scores get more ad clicks at lower costs.

Your entire PPC campaign is built around keywords, and the

most successful AdWords advertisers continuously grow
and refine their PPC keyword list.
In conclusion, PPC advertising offers a unique opportunity
to −

• Grow Your Customer Base − Connect with

searchers actively looking for products and services
like yours, and respond to the need by providing
them with an offer relevant to their search query.
• Generate Leads at Low Costs − As pay-per-click
marketing allows you to reach leads and prospects
when they’re researching and looking to buy, it’s a
highly effective way to bring interested visitors to
your site. In addition, you can enjoy an
algorithmically generated discount from the search
engines in exchange for making their users happy.
Digital Marketing - CRO
CRO stands for Conversion Rate Optimization. Whatever
may be the ultimate goal of your website, a conversion is
the successful completion of that action. CRO is the process
of optimizing the site to increase the likelihood that visitors
will complete a specific action.

Conversion Rate is a key metric in e-commerce, as it

reveals the percentage of the site’s total traffic completing a
specific goal. The higher the conversion rate, the better.

Once you have defined what conversions you want to track,

you can calculate the conversion rate.

Let’s assume you regard a sale as your conversion. As long

as you are tracking the number of leads you get and the
number of resulting sales (conversions), you can calculate
your conversion rate −

$$Conversion Rate = \frac{Total Number of Sales

}{Number of Leads} \times 100$$
When you know what the value of a lead is, you can
determine how many leads you need each month to sustain
your business and how much you should pay for advertising.
This is true whether you are using pay-per-click (PPC) or
any offline advertising like mailers or print ads.

WHAT IS CRO?
Conversion Rate Optimization is −

• A structured and systematic approach to improving

the performance of the website.
• Informed by insights − specifically, analytics and
user feedback.
• Defined by the website’s unique objectives and
needs (KPIs).
• Taking the traffic that you already have and making
the most of it.

WHAT CRO IS NOT

Conversion Rate Optimization is not −

• Based on the guesses, hunches, or what everyone

else is doing.
• Driven by the highest paid person’s opinion.
• About getting as many users as possible, regardless
of the quality or engagement.

WHY DO COMPANIES USE CRO?

CRO plays an important role in improving the efficiency of
critical processes. Here, we will discuss the most common
areas where companies evaluate CRO.
 • A/B testing − What is A/B testing? In basic terms,
you set up two different landing pages, each has a
different element from the other. Your site presents
the “A” version of these pages to half your traffic
and the “B” version to the remaining half. Then you
can see whether or not a small change to a call-to-
action (CTA) can make a difference in conversion
rates.
• Customer Journey Analysis − How did your
customers progress from brand awareness to
purchase? Also often referred to as a Conversion
Funnel.
• Cart abandonment analysis − Investigate the cause
of not checking out, once the items have been added
to a shopping cart.
• Segmentation − Segmentation shows approaches to
grouping prospects and customers to deliver more
relevant communications and offers for better
response rates to these communications.

In addition, CRO is used for copy optimization, online

surveys, and customer feedback.
Digital Marketing - Web
Analytics
Web Analytics is the measurement, collection, analysis, and
reporting of Internet data for the purposes of understanding
and optimizing Web usage.

The focus of web analytics is to understand the users of a

site, their behavior, and activities. The study of online user
behavior and activities generate valuable marketing
intelligence and provides −

• Performance measures of the website against targets.

• Insight on user behaviors and needs, and how the site
meets those needs.
• Optimization ability to make modifications to
improve the website based on the results.
WEB ANALYTICS TOOLS
An average web analytics tool offers hundreds of metrics.
All of them are interesting but only a few would be useful
for measuring the website’s performance. Focus on what is
important to get meaningful insights on your website, and
start your web analytics initiative by defining realistic and
measurable objectives for your site.

• In order to identify the users, web analytics tools

need to report on user sessions (also referred to as
visits). There are different techniques to identify
users such as IP addresses, user agent and IP address
combination, cookies, and authenticated user.
• Nowadays, the most common user identification
technique is via cookies which are small packets of
data that are usually deposited on the user’s
computer hard disk when the person visits a website.
HOW TO REVIEW WEB METRICS
When reviewing metrics, there are a few things to keep in
mind to ensure you are encompassing the set of data that
best evaluates your efficiency −

THINK PEOPLE AND PROCESS

No doubt, technology is important, but you need to go

beyond it. Take time and care to thoroughly understand your
stakeholders’ measurement needs.

SEGMENTATION

There’s more to data than just total number of page views.

Many organizations unfortunately still report on total page
views and miss out on all the non-page view interactions
such as video, downloads and rich media.

Analytics platforms such as Google Analytics, MixPanel,

Flurry and others, are very powerful and allow us the ability
to go beyond simplistic hit collection, and really dive into
rich data and patterns.

You can easily report and derive insights with visitor

segmentation, have quick visibility into buyer or non-buyer
behavior, group content by asset type, measure gated or
ungated content consumption, and with relatively ease run a
cohort analysis. These are just a few views that could be
utilized while segmenting your data.

THINK VISITORS, NOT VISITS

Explore data such as where visitors came from, what course
they took between pages while on your website, and where
they spent the most (or least) time during their visit. Later,
after two or three visits they got converted to customers.
With this information, you’re able to gain increased
awareness of visitors and how they interact with your
content throughout the buying cycle.

OPTIMIZE WHAT MATTERS MOST

Optimize conversions on all things digital. Take it one notch

higher and optimize on the Lifetime Value of a customer.
Put into place a system that gives you the ability to measure
behavior and interaction across multi-devices and multiple
channels for (most) users that come from mobile, web, etc.

MAXIMIZE RETURNS

You’ll maximize the return on gathering, reporting and

analyzing data, when you do so consistently. Commit to the
process and develop a list of priorities and a measurement
“roadmap.” Audit what you have periodically. Websites and
mobile apps are constantly evolving, so ensure your
analytics implementation is in-line with such changes.
Digital Marketing -
Facebook
Facebook has 1.28 billion active users and is currently the
largest social network – that adds up to a lot of potential
brand exposure.

Your Facebook Page makes your business −

• Discoverable − When people search for you on

Facebook, they’ll be able to find you.
• Connected − Have one-on-one conversations with
your customers, who can like your page, read your
posts and share them with friends, and check in
when they visit.
• Timely − Your page can help you reach large groups
of people frequently, with messages tailored to their
needs and interests.
 • Insightful − Analytics on your page will give you a
deeper understanding of your customers and your
marketing activities.

START FACEBOOK MARKETING

Ready to get started? Let’s walk through the steps!

STEP 1: SET GOALS

Any strategy begins with goals. What do you want out of

your Facebook Page? Sales is the obvious choice, but there
can also be secondary goals that lead to sales.

Consider some of these Facebook marketing goals as you

craft your plan −

• Increase overall exposure and awareness.

• Create a loyal and engaged community.
• Establish authority and showcase your knowledge.

STEP 2: RESEARCH

Your Facebook research will include these areas −

• Identify your audience and where they spend their

time.
• Research your competition and watch what is
working for them.
• Understand the latest techniques. Make sure you
know the latest techniques on Facebook that are
effective. Keep up with the trends so you know what
is working for others.
STEP 3: DESIGN THE FACEBOOK EXPERIENCE

Now that you have your goals set up, work backwards from
those goals to determine how you will achieve them.

• Set up an editorial calendar. Plan your content that

you want to share. You can schedule your daily
activity, weekly activity and monthly activity by
using a simple Excel spreadsheet.
• Set up an activity calendar. Map out your long-term
activity and marketing plan, along with an estimate
of your outcomes. Also decide when and how often
to engage with your key influencers.

STEP 4: MEASURE YOUR PROGRESS

Take time to look back at your progress on Facebook so you

know if your marketing is working. Become familiar with
how Facebook Insights work so you know which posts are
working for you.
Digital Marketing -
Pinterest
Pinterest helps people discover things in a simple, visual
way. Pinners might find something they love while
browsing your boards, scrolling through a category you’re
listed in or searching for you directly.

PINTEREST PINS
On Pinterest, each Pin is an idea - a gift, recipe, or even a
quote. They always point back to the sites they came from
(like yours!) If you add the Save button to your site, people
can use it to add your content to Pinterest.

Pinterest pins are 100 times more spreadable than a tweet,

with the retweet average hitting only 1.4%. And, as for
Facebook, the half-life of a pin is 1,6000x longer than a
Facebook post.
Boards are where people collect and organize their Pins.
Each board tells a unique story about what that person cares
about. People can follow boards whose Pins they like.

PINTEREST BUSINESS ACCOUNT

If you don’t have an account already, or if your account is
personal, you’re going to need to sign up for an official
Pinterest for Business account in order to tap into the full
potential of Pinterest.

By creating a business account, you’ll also be getting

access to Pinterest Analytics, one of the newest and most
awesome features of Pinterest for Business account. When
you verify your account, you get access to important
tracking information. You’ll be able to see which strategies
and content work, so you can constantly improve your
marketing.

MUST-FOLLOW RULES OF PINTEREST

When it comes to basic Pinterest Marketing Strategy, you
should always follow the set of rules discussed here −

KEEP CLEAN AND ORGANIZED BOARDS

A large part of Pinterest’s popularity is based on its clean

and organized structure. Even with large boards with loads
of content, it’s naturally pleasing to the eye and easily
digestible. This means creating multiple boards where the
content is broken down by category so that the relevant
content is lumped together.

PIN SHAREABLE IMAGES

The goal of a Pinterest campaign is to get the most exposure
possible with repins, likes, comments, and new followers. A
large part of this revolves around pinning images that people
find captivating and want to share.

As this is one of the most image-centric social networks, try

to pin appealing images based on user psychology. Research
has shown that images with several dominant colors perform
well, and reddish images do better than blue-toned images;
light images perform better than darker images.

FOLLOW THE RIGHT PEOPLE

Acquiring some initial followers is often one of the hardest

parts because it takes time to build credibility. To speed up
this process, it helps to follow some relevant pinners. This is
advantageous because every person you follow will be
notified, which can bring immediate exposure.

Assuming you have quality content, a considerable number

of those people will be inclined to follow you back. Once
you gain a few followers, there tends to be an accumulative
effect where your follower count will continue to grow.

PINNING FREQUENCY

It’s important to find the right balance of pinning! Too much

can annoy your followers, too little and you’ll be forgotten.

PIN CONTENT THAT MATCHES YOUR AUDIENCE

Food, crafts and beauty tend to do really well on Pinterest,

but don’t force a category that doesn’t relate to your brand
just to try and get impressions.
CREATE UNIQUE CONTENT FOR PINTEREST

Image sizes vary across social media channels. On Pinterest,

all pins have the same width, with an unlimited length. A
good size to shoot for is 736×1102 pixels for a typical pin.
It’s not too big, and not too small.
Digital Marketing - Twitter
With hundreds of millions of users and over 500 million
tweets being sent each day, there is a great opportunity for
businesses to reach a global audience of new and existing
customers through Twitter.

Twitter is a social communication tool where people

broadcast short messages. These messages, called tweets,
are limited to 140 characters in length. As a Twitter user,
you select which other people you wish to follow; when you
follow someone, their tweets show up in a list known as
your Twitter stream.

Anyone who chooses to follow you will see your tweets in

their stream. It is not necessary to follow everyone who
follows you, and not everyone you choose to follow will
follow you back.
Conversations on Twitter are just like the face-to-face
encounters you have with customers each day. Compelling
content will help you attract new followers and keep them
engaged over time, building awareness of your brand and
asserting yourself or your brand as an authority in the
industry or niche area.

POINTS TO NOTE
If you want real success and want to build your brand on
Twitter, then you should always keep the following points in
mind −

• Use your brand name as your Twitter name. It may

seem obvious, but it needs to be said!
• If branding a company is your number one priority,
use your logo as your Twitter picture.
• You should tweet 10 to 20 times a day to keep your
brand name in the Twitter stream.
• Schedule the tweets that have links to valuable
content and complement that with 10 or so
personalized tweets where you are interacting with
other Twitter users.
• Reply to Everything! Really, everything.
• Learn to give. To build a strong brand on Twitter
you will need to give back as much as you get. Share
content from your “tweeps,” retweet, and favorite
relevant content.
• Follow at least two new people a day. Follow back
anyone who followed you. It’s the best way to keep
followers! Click on “Followers” and then follow
anyone in your stream that you are not connected
with.
• One of the biggest mistake people make on Twitter
is not using relevant hashtags. You may want to
create your own personal hashtag to archive your
tweets but use hashtags that are trending when
posting, so that your content gets seen.
• Tweet questions or a call-to-action when you post.
People are more likely to respond when they’re
asked something. There’s an option to create polls
too.
Digital Marketing -
Linkedin
LinkedIn can be a powerful tool for individuals and
companies looking to make new connections, generate
leads, and build their brand. In addition to being a great way
to recruit new talent, LinkedIn marketing is a likely top
marketing tool to employ for B2B businesses. It consistently
proves to be the platform of choice for marketing product
launches and lead generation.

A comprehensive LinkedIn marketing strategy requires

ongoing management, monitoring, analysis, and
adjustments.

Here, we have listed down a set of important tips to help

you get the most out of your LinkedIn Marketing strategy −
CREATE A DYNAMIC COMPANY PAGE FOR
YOUR BRAND

To create a business presence on LinkedIn and gain access

to additional features that enhance your visibility, you must
build a LinkedIn company page. Consider this page an
extension of your website and fill out the complete profile,
including products and services. Invite your employees and
customers to follow the page.

BE AN AUTHORITY IN YOUR INDUSTRY

You need to plan out what type of content you can provide
that will have decision-makers thinking twice about the
approaches they're taking. Think about the discussions you
can create that make you stand out as a thought leader. Also
determine whether the content is relevant and for whom, and
whether the content inspires prospects to want to take
action.

ENGAGE IN THE COMMUNITY

It's not about how many connections you make or followers
you have on LinkedIn and other social media platforms. It's
about how many people you reach and engage with. The
best way to engage in social media is to create a community.

In LinkedIn, you can create actual groups that you manage.

Consider taking an active role and creating a group in the
industry that you are active in. Or, simply join an existing
group and share the relevant content. Either way, you’ll be
creating new contacts and participating in worthwhile
conversations with industry leaders in your field.
VIEW THE STATS
The new LinkedIn Publisher stats offer amazing insight into
not only how many people are viewing each post, but the
lifespan of each post, reader demographics, and the people
who engage with your posts.

To see your stats, go to the Who’s Viewed Your Posts tab,

which is located under Profile in the main navigation under
Who’s Viewed Your Profile. Click on any post to see a
graph that shows the number of views in the last 7 days, 15
days, 30 days, 6 months or 1 year.

This gives you incredible perspective to see the shelf life of

each post. Review these numbers, as well as the elements of
the posts themselves, to see patterns that will tell you what
topics, format, and length your readers are most interested
in.
Digital Marketing - Youtube
YouTube is no longer a new platform; it’s over ten years
old! However, it is seeing tremendous growth. If it isn’t
already a part of your online marketing strategy, it needs to
be. But what types of YouTube videos should you be
making? The key is to find the place where, what your brand
stands for and what your audience cares about intersect.

Creating the relevant content is step one, but optimizing it

on YouTube is what gets that content seen by those that
matter to your brand.

COMMON VIDEO THEMES

Not sure what type of content will resonate with your
audience? Here are some commonly employed video themes
that are used by businesses and brands −

• Tutorials − Show your viewers how to perform a

task or demonstrate how to use your product.
• Customer testimonials − Interview a satisfied
customer, or share a usergenerated testimonial on
your YouTube channel.
• Behind-the-scenes videos − Take your viewers on a
tour of your office or workspace, or introduce them
to your staff or co-workers.
• Tips and tricks − Share useful insights that will help
your prospects.
• Live presentations − Speaking at a conference or
tradeshow? Record and share it with your YouTube
viewers.
• Product launches − Share the release of new
products with your YouTube viewers.
• Statistics − To establish yourself as an expert in
your field, share industry-related statistics, data, and
research via a simple slideshow-like video.
• FAQs − Compile a list of frequently asked questions
and respond to them via video.

OPTIMIZE YOUR VIDEOS

Next, you’ll need to optimize your videos for on-site and
Google search. Utilizing relevant keywords in your title,
tags, and description can help the users find your videos for
related searches.
Google recommends using your keywords first, and
branding second. Use seasons and episodes if relevant. Tags
are your keywords. Put the most important ones first.
Include a call to action in your description and be sure to
enable closed captioning (loaded with those keywords).

When viewers are scrolling through search results,

thumbnails can have the biggest impact on clicks. Make sure
you use captivating, colorful, high-contrast images that work
well both in small and large formats. The optimal size for
your thumbnail image is 1280 x 720 pixels.
Digital Marketing - Google
Adwords
Google AdWords is a marketplace where companies pay to
have their website ranked right with the top organic search
results, based on keywords.

The basic gist is, you select to promote your brand based on
keywords. A keyword is a word or phrase the user searches
for, who then sees your ad. Your ads will only show up for
the keywords you pick.

Google counts the clicks on your ads and charges you for
each click. They also count impressions, which is simply the
number that tells you how often your ad has already been
shown when the users searched for that keyword.

If you divide clicks by impressions, you get the click-

through-rate or CTR. This is the percentage of users who
land on your advertised page, because they clicked on your
ad.
Consider Google AdWords to be an auction house. You set
a budget and a bid. The bid sets how much you are willing
to pay per click. If your maximum bid is $2, Google will
only show your ad to people, if other aren’t bidding more on
average.

Google doesn’t just want to show people the ads by the

highest bidder – they could still be horrible ads. They care
about their users so much that they’d rather show them a
more relevant and better ad by someone who pays less.

Therefore − Quality ads + good bid = win!

CREATE A GOOGLE ADWORDS ACCOUNT

To create a Google AdWords account, visit
− www.adwords.google.com/. From there you’ll create your
account, and set up your first campaign. Here are the steps −
STEP 1

Select your campaign type and name.

STEP 2

Choose the geographic location where you’d like ads to

show.

STEP 3

Choose your “bid strategy,” and set your daily budget.

Change the default “Bid strategy” to “I’ll manually set my
bids for clicks”. This gives you more control and will help
you learn AdWords at a greater level of understanding.

STEP 4

Create your first ad group, and write your first ad. More
people click on ads when the headline includes the keyword
they’re searching on. So use your keywords in your headline
when you can.

You’re limited to 25 characters here, so for some search

terms, you’ll need to use abbreviations or shorter synonyms.
Here’s the short version of your ad template −

• Headline: Up to 25 characters of text

• 2nd line: Up to 35 characters
• 3rd line: Up to 35 characters
• 4th line: Your display URL

STEP 5
Insert your keywords into the keyword field in your account.
Paste in your keywords. Start with just one set, and add plus
signs (+), brackets ([ ]), and quotes (“ “) to see precisely
how many searches of each type you’ll get.

STEP 6

Set your maximum cost-per-click. Set your maximum price-

per-click (called your “default bid”). However, realize this:
Every keyword is theoretically a different market, which
means that each of your major keywords will need a bid
price of its own. Google will let you set individual bids for
each keyword later.

STEP 7

Enter your billing information and Voila!

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

A quick glimpse at Google Analytics can tell you −

• How many people visit the website?

• Where do the visitors live?
• Is there a need for a mobile-friendly website?
• Which other websites send traffic to the website?
• Which marketing tactics drive the most traffic to the
website?
• Which pages on the website are the most popular?
• How many visitors got converted into leads or
customers?
• How to improve the website's speed?
• Which blog content the visitors like the most?
• Which place do the converting visitors belong to and
what did they visit on the website?

Let us now understand in detail how you can make use

Google Analytics.

CREATE A GOOGLE ANALYTICS ACCOUNT

First, you need to have a Google Analytics account. If you
have a primary Google account that you use for other
services like Gmail, Google Drive, Google Calendar,
Google+, or YouTube, then you should set up your Google
Analytics using that Google account. Otherwise, create a
new one.

• Once you have a Google account, you can go to

Google Analytics by clicking the Sign into Google
Analytics button.
• After you click the Sign Up button, you will need to
fill out information for your website. You can have
up to 100 Google Analytics accounts under one
Google account.
• Once you’ve filled in the properties for your website,
click the “Get Tracking ID” button. Agree to the
terms and conditions and you will get a Google
Analytics code. This must be installed on every page
on your website. The installation will depend on
what type of website you have.
• After you install your tracking code on the website,
you will want to configure the Goals Setting. Goals
will tell Google Analytics when something important
has happened on your website.
• In Google Analytics, click the New Goal button.
From there, you will choose the custom option or
template options. You can create up to 20 goals on
your website. Be sure that the ones you create are
highly important to your business. This is the
simplest of all conversion tracking in Google
Analytics.
• If you want to add a new Google Analytics account,
you can do so by going to your Admin menu,
clicking the drop-down under the Account column,
and clicking the Create New Account link. Once
you've installed Google Analytics on your
website(s), set up your goals, and wait about 24
hours for it to start getting data.
HOW TO USE GOOGLE ANALYTICS?
Each time you log in to Google Analytics, you will be taken
to your Audience Overview report, from where you can
access one of more than 50 reports available through Google
Analytics.

• In the report at the top-right corner as shown in the

above screenshot, you can click on the dates to
change the date range of the data you are viewing.
• You can also check the Compare box to compare
your data from one date range (such as this month)
to a previous date range (such as the last month) to
view your data.
• Beneath the main metrics, you will see reports that
you can switch through to see the top ten languages,
countries, cities, browsers, operating systems,
service providers, and screen resolutions of the
visitors.

MAKE OPTIMUM USE OF GOOGLE

ANALYTICS
Using the endless tools available through Google Analytics,
you can view various details. We have given here a few
examples −

AUDIENCE - DEMOGRAPHIC – AGE

You can use Google Analytics to find demographic details

of the visitors to your site.

AUDIENCE - GEO – LOCATION

You can find out where the traffic is coming from. It can
either be global or local information.
ACQUISITION OVERVIEW

You can determine which channels your traffic is coming

from.

BEHAVIOR - SITE CONTENT

You can determine which pages on your website are being

viewed the most.
TRANSLATING INSIGHTS INTO ACTION
Unfortunately, many firms find their digital marketing
analytics programs fail to translate analytics into action.
However, most of the times, translating insights into action
involves manipulating your data for distinct insights. Some
of them include −

• Looking for relationships among your data. For

instance, you might uncover a relationship between
top performing posts and specific keywords used or
publication timing.
• Looking at trends rather than data points. Trends
often help you identify meaning in your data such as
cyclical trends or when a particular data point stands
out from others versus simply representing normal
fluctuation.
• Turn data into predictive models. Don’t stop with
viewing data as isolated points and basing forecasts
on simple linear extrapolations. Predictive models
use historical data to determine the relationship
 among a set of factors and desired outcomes (like
KPIs).
• Predict future KPI performance. Analysts use
algorithms to predict future KPI performance. You
can even play “what-if” games to determine the
impact on the performance of various actions. This
helps determine which changes represent the greatest
impact on performance.

Don’t forget that data analysis is part Art and part Science.
Translating insights into action involves a certain amount of
playfulness with the data to discover deeper insights.
 Donate link: https://paypal.me/sutranxt

Thank you!

Do you want to learn the really advanced

content that we couldn’t include in this
eBook? CLICK HERE