Search Engine

Marketing
SEO Vs SEM
• While SEO is organic but Search Ad is paid.
• The results of SEO may come after few months of following the best
practices of SEO.
• But marketer still have a presence on Search Engines when the user is
searching. The answer lies in going for paid search advertising.
• Google has a dominant share and one of the most visited websites.
PPC Model
Suppose, you are running a coaching institute and you want to
advertise various courses in the newspaper that has a circulation of
1000 readers. Suppose, you agree to pay Rs.100 and advertised the
product. However, only 400 people actually saw your advertisement
when it appeared in the newspaper Now how much actually you will be
charged.
Will it be for 1000 readers or for 400 readers?
• The answer is very simple.
• The Advertising Model of offline media works on the basis of total
reach, not on the basis of actual views.
• But the scenario is different in case of online advertising where most
of the advertising models work on Pay Per Click.
• That means you will be charged only if someone clicks on your
advertisement otherwise. You will not be charged for anything else
 You will be charged only, if someone clicks on your
advertisement otherwise, you will not be charged for
anything

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
WordStrem,2019
Remarketing
• You might have noticed that while surfing the internet you start
experiencing ads of those sites that you visited previously
• Suppose, You want to book an air ticket from Chandigarh to Goa
through MakeMyTrip and yet not finalized the booking. It is very
strange to notice that ads of MakeMyTrip start appearing on other
websites.
• From marketer’s point of view, it is nothing but it is remarketing and a
very important form of PPC.
• Remarketing advertising is done with the help of Google Ads.
Shopping
Ads

Shopping ads allow seller to Control the

product information and maintain the accuracy
and freshness of the product information, so that
customers find the relevant, current items
they're looking for
Pay only, if someone clicks
your Ad
Why pay for search advertising?

• Intent
• Ease of action
• Controlled cost
• Analytics
• Competition
why a business should use PPC ads to promote its
product and services?

• Pay only, if someone clicks your Ad

• This is the whole essence of PPC campaigns that you will not be charged if no
one clicks on your ads. In other words, pay for your ads if someone clicks.
• So, this is very cost-effective in this way. If a prospect is really interested in
your product, only then he will click on your ad otherwise you will not pay for
it.
• There are high chances that only quality traffic will come to your website if
targeted properly.
• This is a win-win situation for the business as they get visibility free of cost
even if few people are clicking on ads.
• Control How to Spend on Ads
• Budgeting is an important element of overall online marketing
campaigns.
• Pay per click makes it very flexible. You have full control over your
budgeting decision.
• For example, how much bid amount you want to make, how much
amount per day you want to spend on ads.
• If you want to increase or decrease your bid amount you can easily do it.
• If you want to stop your ad at any time you do it instantly.
• All the decisions are at your fingertips and you can take them instantly.
• Targeting the right audience is the key feature of PPC why advertisers
love PPC campaigns.
• It is often said that ad has no meaning if it is not delivered to the right
audience.
• In most of the PPC platforms, there are a bunch of settings which make
it possible to target the right audience. For example, if you want to
target the audience on the basis of location that means you want to
show your ad in a particular area. This can be easily done from the
location setting of any PPC platform. Similarly, if you want to show my
advertisement to particular age groups it is possible with the help of
PPC Campaign Settings.
• The fastest way to bring traffic
• You may spend months or years to bring traffic to your website by
improving your search ranking in the organic results with the help of a
Search Engine Optimization strategy.
• However, you will find that the results of PPC campaign are very quick
and fast. Designing a PPC campaign doesn't take much time.
• Once your campaign is live you can expect that within a few hours
people will start visiting your website and chances of conversion
increase with more traffic to the website.
• High Return on Investment
• You pay for clicks only. So, it is very cost-effective. In various PPC
platforms, there is an in-built feature to optimize the ads.
• For example, we can increase or decrease the bid amount and the
budget amount at any time to optimize the ads as a lot of data is
available with respect to advertisements in such platforms like Click-
Through rate, Average Cost Per Click etc.
• Ad Scheduling
• Ad scheduling is a very good feature of PPC campaigns. You need not
to run your ads 24 hours a day on the internet.
• Based on your experience and the data retrieved from PPC platforms,
you can easily schedule your ads by keeping in mind the audience's
interaction with your ads.
• You can select a particular day/ day and a time frame on each day to
show your ads.
• This feature is amazing and it will surely help you to reduce the cost of
advertisement and to give the quality traffic to your website.
Understanding ad placement
• Top
• Bottom
Understanding the AdRanks
• It is the position at which the ad appears in the search engine results.
• A study by Chitika (2013) has shown that results that appear in top
three positions combined attract more than 60 percent of traffic.
• The traffic goes down exponentially as we go down the PageRank.
What is Quality Score?
• Quality Score is Google's rating of the quality and relevance of both
your keywords and PPC ads.
• It is used to determine your cost per click (CPC) and multiplied by
your maximum bid to determine your ad rank in the ad auction
process.
Quality Score: Definition

• Quality Score is an estimate of the quality of your ads, keywords, and

landing pages. Higher quality ads can lead to lower prices and better
ad positions.
• The more relevant your ads and landing pages are to the user, the
more likely it is that you'll see higher Quality Scores.
• Quality Score is an aggregated estimate of your overall performance
in ad auctions.
Your Quality Score depends on
multiple factors, including:
• The relevance of each keyword to its ad group.
• Landing page quality and relevance.
• The relevance of your ad text.
• Your historical AdWords account performance
• Ad Rank = Max Bid x Quality Score

.
Ad Auction Model
Keyword match types for Google Ads (formerly
AdWords)

• Broad match (max reach, min relevance)

• Modified Broad match (slightly lower reach, greater
relevance)
• Phrase match (medium reach, medium relevance)
• Exact match (min reach, max relevance)
• Negative match (usually used to increase the
relevance of the website visitors)
Broad match

• Broad match keywords are the ones that enable you to

reach the widest audience possible, letting you drive a
larger volume of traffic to your website.
• Broad match is the default match type used by Google
Ads.
• If you add keywords just as they are (without special
symbols such as [ ] and +), you need to be ready for
Google to show your ads for a much wider range of
search queries.
• Broad match type keywords have the most drawbacks
of the three options:
• the traffic your website will receive won’t be refined;
• most visitors will be random individuals who stumbled
across your ad;
• moreover, some of the keywords your ads will be shown
for can be totally irrelevant to the theme or topic of
your website or blog.
Examples
• Broad match keyword: women’s hats
Matching searches:
• buy ladies hats
• women’s clothing
• women’s scarves
• winter headwear for women
Modified broad match

• This match type allows you to gain more control over

your search appearance and increase the relevancy of
the traffic you attract with PPC ads. This is how modified
broad match keywords look:
• Modified Broad match keyword: +women’s +hats
• Matching searches:
• women’s scarves and hats
• winter hats for women
Phrase match

• Phrase match keywords lie somewhere in between: they

are more focused than broad match keywords but less
so than exact ones.
• This does provide you with greater flexibility in terms of
getting visitors to your website.
• Phrase match keyword: “women’s hats”
• Matching searches:
• blue women’s hats
• Buy hats for women
• ladies hats on sale
Exact match

• Exact match keywords are the opposite of broad

keywords.
• As the name clearly states, these keywords are based
on exact search queries and terms, down (or almost) to
the last detail.
• The search query has to match the keyword exactly for
the search engine to trigger your ad to show up.
• Exact match keyword: [women’s hats]
• Matching searches:
• women’s hats
• ladies hats
• The probability of an exact match is low, so the traffic
you get to your website will be lower than you drive
through broad or phrase match keywords.
• To increase the volume of traffic, you will have to add
more keywords to your campaign.
• Still, the fact that the chances of conversion are highest
means that even low traffic could boost your sales.
Negative Keywords
• Negative keywords are a method of preventing your ad
from showing to people who search for or browse
content related to those words.
• E g Cheap, Bad, Inferior etc
Click: Definition

• When someone clicks your ad, like on the blue headline of a text ad,
Google Ads counts that as a click.
Click
• A click is counted even if the person doesn't reach your website, maybe because it's
temporarily unavailable. As a result, you might see a difference between the number
of clicks on your ad and the number of visits to your website.
• Clicks can help you understand how well your ad is appealing to people who see it.
Relevant, highly-targeted ads are more likely to receive clicks.
• In your account statistics, you'll see the click-through rate (CTR), which tells you how
many people who’ve seen your ad end up clicking on it. This metric can help you
gauge how enticing your ad is and how closely it matches your keywords and other
targeting settings.
• Note that a good CTR is relative to what you're advertising and on which networks. To
help increase your clicks and CTR, start by creating great ad text and strong keywords
to make ads that are highly relevant and very compelling to your customers.
Video Advertising
• YouTube is the second largest search engine in the world after Google
Search.
• It has over One Billion users, almost one third of all people on the
internet.
• It is a great platform to promote your company.
 INTRODUCTION

 1200+ Million people visits YouTube every month.

• 72 hours of YouTube videos uploaded every
minute.
 Note-: Before advertise the ad please ensure that

your video is uploaded to YouTube.

Two Broad Areas of Participation
• YouTube Channels
• YouTube Ads
YouTube Channels
• Companies can promote their brands and products by creating quality
video content and curating it into a YouTube Channel or profile.
YouTube Ads
• YouTube allows you to capitalize on the millions of the partners video
already present on YouTube, by targeting your display ads to relevant
videos.
• Video campaigns let you show video ads on their own or within other
streaming video content on YouTube and across the Google Display
Network.
• These ads are available in different formats.
• In-stream ads
• Non-skippable in-stream ads
• Outstream ads
• TrueView for action
In Stream Ads
• In-stream ads run before, during, or after other videos on YouTube or
across Display Network sites, games, or apps.
• These ads may also run on YouTube videos that are embedded on
other sites.
• After 5 seconds, the viewer has an option to skip the ad.
Non Skippable In Stream Ads
• Non-skippable in-stream ads are a non-skippable ad format designed
to allow you to reach customers with your entire message.
• Non-skippable in-stream ads are 15 seconds or less, and viewers can't
skip the ad.
Outstream ads
• Outstream ads show on partner sites. These ads are only available on
mobile and tablet and are designed to help make it easier for users to
tap to play your video.
• Outstream ads can help increase brand awareness by extending your
reach beyond YouTube.
Buying Models
• Bidding Model
• Reserved Media Placements
Bidding Model
• It is standard auction based model.
• Most aspects are similar to display advertising buying models.
• It also has a unique metric called CPV also known as cost per view.
Reserved Media Placements

• As an advertiser or ad agency, you can buy placements on a

reservation basis--instead of through the Google Ads auction--when
you want to pay based on the number of impressions (also known as
cost-per-thousand impressions) or per day (cost-per-day). Reservation
campaigns also let you buy impressions at a fixed rate.
• Advertising on a reservation basis is best for promoting brand
awareness, offering a new product or service, or re-branding a
product or service.
• CPV
• TrueView Instream Videos
CPV
• Cost Per View
TrueView for action campaigns
• TrueView for action campaigns help drive leads and conversions by
adding prominent calls-to-action (CTAs), headline text overlays, and
an end screen to your video ads.
• Using this video campaign subtype, you can encourage customers to
explore your product or service, share their contact information, and
take other actions valuable to your business.
SKIP ADS
SKIP ADS
 SKIP ADS

 In the skip Ads video >30sec the it will be charged.

 But <30 sec it will not charged.

 These skip ads comes under In Stream Ads.

 If we click on the Ad it will move on to the

Ad Website or Landing Page.

 82% of the users thinks the skip button is very

clear.
REASON FOR SKIP ADS
SKIP ADS
 NON-SKIPABLE ADS
 In these Ads the User must and should watch the
video.
 These Ads are also called as standard Ads.
TARGETING THE ADS
TARGET THE AUDIENCE AND INTREST
COMPANION BANNER IN STREAM ADS
 COMPANION BANNER

 Companion Banner is the In Stream Ad.

 What ever the Ad is Showing in the Display it will

Show Right Side of the page.

 If we click on that Ad then it will move to the

Website of that Company.

 Companion Banner is Nothing but Company Text

Ad.
Social Media Marketing
 Social Media Channels
• Facebook
• Instagram
• LinkedIn
•X
 Social Media Marketing
• Using potential of Social Media platforms to leverage value for your
business.
• Social media networks are platforms that enable users to create, share,
and interact with content online. They have become integral to personal
communication, entertainment, and business marketing.
• Social media marketing is the use of social media platforms to connect
with your audience to build your brand, increase sales, and drive website
traffic. This involves publishing great content on your social media
profiles, engaging with your followers, analyzing your results, and
running social media advertisements.
Contd..
• Social media marketing uses social media and social networks—
like Facebook, X (formerly Twitter), and Instagram—to market
products and services, engage with existing customers, and
reach new ones.
• The power of social media marketing comes from the
unparalleled capacity of social media in three core marketing
areas: connection, interaction, and customer data.
• Social media marketing has transformed the way businesses can
influence consumer behavior—from promoting content that
drives engagement to extracting personal data that makes
messaging resonate with users.
Contd..
• Because social media today is so cpmmon, marketing techniques
using these platforms are extremely important for businesses.
• Social media marketing is often more cost-effective with great
exposure, though it requires ongoing maintenance and might have
unintended negative feedback consequences.
 Social Media Tools
Social Publishing Social Networking Photo Based Networking
Blog, Youtube Facebook, LinkedIn, Twitter Instagram, Snapchat, Pinterest
We publish content or we upload We connect and interact with We reach out not with the help of
videos. people. written content but with
You can easily find content through Very difficult to find content posted Images/pictures etc
google posted in the past. in the past.
 Six Approaches to Social Media
Marketing
Branding Channel Closed Communities Influencer Outreach

Co Creation Social Selling Customer Service

 Branding Channel
• Most important element in Corporate communication.
• Business Page on facebook, Instagram etc
• Facebook Page etc
• It is like Online Head Office.
• Helps regular engagement
• Facebook page is the Business identity on Social media.
 How Many channels we should
have?
• ???
Mi facebook Page
Samsung FB Page
 Closed Communities
• The brand is involved in creating closed communities of like minded
customers or groups who share a passion for the category.
• FB groups
• Closed communities on social media, also known as private groups or
invite-only networks, offer unique opportunities for marketers. These
communities are often created on platforms like Facebook, LinkedIn
Some FB Groups
 Co Creation
• It is when the customer helps to create content for a brand.
• Creating content for brand could mean videos about the company
products, reviews videos or blog about the company products, written
reviews.
 Influencer Outreach
• Associating with established social media personalities and asking them to promote
your business.
• There has been increase in demand for influencer marketing since 2015.
• Influencer outreach is a powerful alternative to traditional advertising and a very
effective strategy for developing credibility and promoting awareness of your brand.
• An influencer is someone who has the ability to deliver your message and promote
your brand to a large number of people.
• Since the audience already trusts the opinions of the influencer, they may be
influenced to do business with you.
• Associating with established social media personalities and asking them
to promote your business.
• There has been increase in demand for influencer marketing since 2015.
• When you start talking about a particular topic on Internet, you start
becoming an influencer.
• http://traveltalesfromindia.in/
by Mridula Dwivedi
 Sidhhartha Joshi
• Famous Indian blogger
• Nominated for Indian blogger awards.
• Passionate about traveling and loves to share his traveling experience.
• On Instagram he has more than 46000 followers.
 Shanice Shrestha
• Mumbai based girl and writes travel blogs.
• She has some really good number of followers on her YouTube channel
and Instagram.
• Her YouTube channel is “Shanice Shrestha Vlogs” and this channel has
around 109,160 subscribers and on her Instagram profile she has 126135
followers.
 Vinod Channa
• He is well known fitness consultant for different health aspects like diet
management, guidance about nutrition, body transformation and more.
• His Instagram profile has 17.5 K followers and his Facebook page is
followed by 31,744 people.
 Social Selling
• It is when sales people use social media to find and engage with new
prospects.
• Social selling is the process of using social media platforms to find,
connect with, understand, and nurture potential sales prospects. It's a
modern approach to sales that leverages the power of social networks to
build relationships and drive sales.
 Customer service
• “67% of consumers have used a company’s social media channel for
customer service.”
• A provided multichannel support through social media can leverage
opportunities to positively impact sales and customer loyalty
Customer service
FACEBOOK
MARKETING
A sub-part of Social Media
Marketing
What is a Social Marketin
Media g?
■ Social media marketing
is the
process of gaining
website
traffic or attention
through
social media sites.
(Facebook,
Benefits of Medi Marketi
Social a ng:
■ Brand Awareness.
■ Brand Promotion.
■ Increase Sales.
■ Increase conversion on website.
■ Increase engagement in your App.
■ Social media allows you to get feedback
■ instantly.
Social media helps target audiences more
Wha isFACEBOOK
t ?
■ Basically Facebook is a social media platform, where we
can make new
friends, find old school/college friends, interact with new
peoples, see
■
photos of our friends and celebrities and so on.
Marketing that We can use as a
Butof
tool in soc
digital marketing term, Facebook is a Sub-part of
Social Media
media marketing.
Introduction to Facebook
Facebook is a social network developed in 2004 by Mark Zuckerberg. It has more than 2 billion
active users around the world. In 2012, the company took the ownership of another social
media platform, Instagram. On Facebook, there are five types of pages that can be used to
create an online presence

Facebook Profile Facebook Page

Facebook Community Facebook Place

Facebook Group
Page Listings
 Facebook as a Social Media
Marketing Tool
Facebook would help you achieve some of the following social media marketing goals:

Driving traffic

Boosting your website’s SEO

Developing relationships with customers

Facebook as a Social Media
Marketing Tool

Targeting and retargeting

Improving brand image

Building brand loyalty

Targeting untapped customers

PreRequisites for Branding
with Facebook
Keep the Facebook page updated

Improve the content of the page

Reaffirm, reinforce brand personality

Maintain the quality of content

Creating Facebook Business
Page
Following are the components of a Facebook page

Profile photo/picture

Cover image/photo

About

Contact details
Why
Facebook ?
■ Faceboo has a huge amount of
■k costumer base.
■ Faceboo has 2.23 billion monthly
k active users.
■
Faceboo support more than 100+
k languages.
Faceboo is a globally popular social
Overview of
Facebook
■ The average Facebook user has 15% of user hav
330 friends; FB s e
■ more than 500 friends
■ An average user likes 40 pages
Each day 4.7 billion posts are shared on
■ Facebook.
There are between 1500 and 15,000 pieces of
content that
Facebook could show you each time you log in.
What is a Facebook
Page?
■ Facebook page is like a personal profile for
page but a
■ business profile. the
People can “like” pages that they business
■ recipe posts by websit
in their
such as news
about,feed.
contact details and call toe action
■ button.
A page can have some similar
information
See the nexttoslide
the for the example of Facebook
Profile
Picture

Cover
Photo

Call to
action

Post
s
What are FACEBOOK
Posts?
■ Post or content of a post can be
anything
text, photo, video or link to another
■ website
or article.
The key to Facebook marketing is
■ having
content that people want to see,
like and
share.
The other important key to
What is
Reach?
■ Reach: the number of people who see your post.
■ Similar to print readership in traditional advertising.
■ It may appear in people’s feed, but it depends on they may
react to it or not.
■
■
Organic reach VS Paid reach
Organic reach: people who see your ad via a like, share or
■ comment
notification that a person’s friend makes.
Paid reach: people who are served your post because they
meet
the criteria of the target audience that you identify.
How to Reach
Organically?
■ Post good content.
■ Post to the interests of the audience, not your needs.
■ Post content that inspires.
■ Post frequency and timing: max of once per day,
■ afternoon is best. Post content that is likely to spur
■ conversations. Ask open ended
questions to spark feedback.
■ Follow your Facebook Insights.
■ Engagement =
■ (Likes+Comments+Shares)/people reached.
Try to target 10% engagement with your posts. As
engagement increases, so does your reach.
Facebook
Advertising.
■ Facebook ads is simply paying to show
Facebook posts in
front of wider audience of your
■ A motor bike company for example: might only
choice.
want their
■ post seen by 18-35 year old boy/man in Delhi.
Facebook makes it possible to target the right
■ audience, and narrow it down so you get right
people seeing your ads.
Facebook ads just looks like just normal post but
say as
Facebook
Advertising Sponsor
ed

Side column
ads

News Feed
ads
Facebook
Advertising.
Boost
Posts
■ Boost a post when you see a quick/immediate (within 24 hours) flurry of high
engagement.
You’re giving your audience
■
information that they want to hear.
■
Boost post when you have a important information that you want your
■
audience to hear.
Caution: don’t do this all the time. Otherwise, you are forcing your message
on to an audience
■ that doesn’t want to hear it.
■ Ads
■ Ads you see in your personal feed as sponsored posts.
■ Instances where ads are useful and relevant
■ Build your fan base with specific targeted audience
■ Send a specific target audience to your website.
Message a specific target audience in your fan base.
Different types of ad
campaign.

■ Adverts that promote the

business page.
■ Advert that promote the
individual post.
Advert for Promoting Business
Page.
Advert that promote the
individual post.
Target specific audience (costume
audience)
Costume
audience

Locati
on

Ag
e

Gend
er
Langua
ge
Monitoring Facebook
ads.

Performan
ce
Your
ad
 Facebook
Retargeting
■ Facebook
placed on
provides you with a pixel or code to be

■ your website by your web development team.

Retarget those people who have visited your site
■ in the last X
days.
■
Retarget people who have visited a specific page
■ on your site

Example: Retargeting people who visit the

Tastyfix page. Pixel is the same for every page,
but you can have FB track
Facebook Pixel
Code
INTRODUCTION
Instagram is an online mobile photo-sharing, video sharing and social
networking service that enables its users to take pictures and video
and share them.
The name “Instagram” is a combination of “Instant camera” and
“Telegram”.
History of Instagram
Instagram was founded in 2010 by
Stanford graduates Kevin Systorm and
Mike Krieger.
On Oct 6, 2010, instagram was added
to the apple app store.
In April 2012, instagram was added to
Android.
In late 2012, Instagram was purchased
by Facebook for $1 billion.
Demographic
Instagram currently has about 1 billion monthly active
users.
Users are divided equally with 50% iPhone users and
50% Android.
Age Percentage of Users
18-24 30%
25-34 33%
35-44 16%
45-54 8%
24% of all users use the app
Main function
User can upload photographs
and short videos.
Videos are maximum of 60
seconds long.
Photos can have filters added to
them as well.
Frames can also be added to
each photos.
You can promote your page with
the help of SMM(Social media
marketing).
Social Media Marketing
Social media marketing is a use of
social media platforms and website
to promote a product or service.
SMM is a powerful way of
businesses of all sizes to reach
prospects and customers.
People discover and learn about
follow, and shop from brands on
social media, so if you not on any
social media platforms, you’re
missing out.
Hastags
Hashtags are an unspaced
phrase prefixed with the # sign.

 Hashtags are mostly used as discussion forums. Any

combination of characters can become a hashtag.
If you want to promote your post you can make an
hashtag of your content you can use the trending
hashtags. For example-
#foryou #love #OOTD #photooftheday #trendingnow
#likeforlike etc.
Best Instagram Marketing tips
 Use a business account.
 Clearly define your goals.
 Know your audience
 Optimize your profile.
 Choose right profile photo and username.
 Write great caption
 Use hash tags wisely
 Engage
 Active
 Make the most of instagram stories.
 Use story highlights and covers to boost your bio.
 Give CTA button.
 Go live
 Experiment with instagram reels
 Post at the right times
 Try and collaborate with influencers.
How you can boost your post?
 What is LinkedIn ?
LinkedIn is an American business and employment-
oriented online service that operates via websites
and mobile apps. Launched on May 5, 2003, the
platform is primarily used for professional
networking and career development, and allows job
seekers to post their CV and employers to post jobs.
From 2015 most of the company's revenue came
from to recruiters and sales professionals. Since
December 2016, it has been a wholly owned
subsidiary of microsoft. As of
September 2021, LinkedIn has 774+ million registered
members from over 200 countries and territories.
 Features and Benefits of
LinkedIn

 Establish your professional profile and control one of the top search results for
your name.
 Build and maintain your professional network.
 Find and reconnect with colleagues and classmates.
 Learn about other companies, and gain industry insights.
 Find other professionals in the same industry using groups.
 Share your thoughts and insights through LinkedIn's long-form publishing
platform.
 Tap into the knowledge of your network.
 Discover new career opportunities by searching for jobs.
 Steps in Profile Development

 Sign-up: Name, email address, password

 Add location information
 Add profile photo (background image
optional)
 Create a headline
 Write a summary statement
 Other key sections to complete: Showcase
your unique professional story through
your experience, skills, and education
 History
Dec Mar July May April June
2002 2006 2009 2012 2015 2016

LinkedIn
LinkedIn was achieves its first LinkedIn started LinkedIn LinkedIn LinkedIn was
founded by Reid month of
Hoffman and 4
its India acquires acquires acquired by
profitability. operations. SlideShare Lynda.com Microsoft
others.

128
 Functionality of LinkedIn

1 2 3 4 5 6
Complete your Connect with Start talking Give and receive Use LinkedIn Find new
LinkedIn Profile other LinkedIn Endorsements Groups Opportunities.
users.

129
 Getting Started

 Go to the sign-up page at

https://www.linkedin.com/start/jo
in

 You can sign-up via your Facebook

or Email account
 Location Information

 Recruiters look for job seekers by location

 Adding your location makes you 23 times more likely to be found in

LinkedIn searches

 Use a zip code that is close to the area where you want to work
 Profile Photo

 Recruiters look for job seekers by location

 Adding your location makes you 23 times more likely to be

found in LinkedIn searches

 Use a zip code that is close to the area where you want to work
Profile Content Tips

 The first hurdle is to get found (to make sure you come up in
the right kind of searches by recruiters)

 Use industry-relevant job titles and keywords

 Once you identify your top keywords, add as many of them to the following sections:
Headline (most important), Current Job Title, Summary, Interests

 The LinkedIn search tool searches entire profiles, so insert your keywords throughout!
Profile Photo
Samples &
Tips

 Professional head shot

(is recommended)
 Plain background
 No distractions in view
 If taken outside, natural
light works well
 Make sure you portray
yourself as you want to
be seen by your
intended audience
 Examples
Headline
 Depends on your LinkedIn
Headline
profile goals
 Can be general and
straightforward

 Can also tell viewers what

makes you unique and
includes as many
keywords as possible
 Education

 Education is the foundation

 Members who list a school get 10x more views on an
average

 Add your school, major, and degree name

 Include clubs you lead and honors you have earned
Experience
 When listing your experience:
 Avoid listing only duties and responsibilities
 Use action words and accomplishments

 Examples:
 Analyzed materials….
 Conducted individual….

 List projects, organizations, classes, etc.

 Similar to resume
 Most related at the top
 Finally LinkedIn to:

Browse job descriptions

Set up job alerts
Follow
Companies
Influencers
Industries---trends and news
 Conclusion
o The world’s largest online professional networking
platform

o Hosts the profiles of more than 500 million people

in over 200 countries

o Serves as a recruiting tool for employers

o Serves as a job search tool for users

TWITTER
Twitter is undoubtedly one of the most popular social media
platforms available today, with 100 million daily active users and
500 million tweets sent daily. Twitter is an online news and social
networking site where people communicate in short messages
called tweets. Tweeting is posting short messages for anyone who
follows you on Twitter, with the hope that your words are useful
and interesting to someone in your audience.
HISTORY
In 2006, Jack Dorsey, co-founder of Twitter, had an idea -- he
would create a SMS-based communications platform in which
friends could keep tabs on each other by updating statuses. In the
beginning, Twitter was an idea all-too-similar to texting.
TWEET
Definition: A message posted to Twitter containing text, photos, a GIF,
and/or video.
Where it appears for the sender: On the sender's profile page and
Home timeline.
Where it appears for the recipient: In the Home timeline of anyone
who is following the sender.
EXAMPLE OF TWEET
RETWEET
• A Retweet is a re-posting of a Tweet. Twitter's
Retweet feature helps you and others quickly share
that Tweet with all of your followers. You can
Retweet your own Tweets or Tweets from someone
else.
HOW TO RETWEET?
Step 1: Click the Retweet button.
Step 2: A pop-up will show you the Tweet you're
about to Retweet.
Step 3: Click the Retweet button.
 How to increase your reach?

To get started, find the Tweet you would like to promote

(you can only promote a Tweet that you’ve already posted):
1.Go to your profile.
 Via web: Click your profile icon.
 On Twitter for iOS: In the top menu, tap
your profile icon, then tap Profile.
 On Twitter for Android: In the top menu, you will either
see a navigation menu icon or your profile icon. Tap
whichever icon you have, then tap Profile.
2.Find the Tweet you’d like to promote.
3. Click or tap the View Tweet activity icon
4. Click or tap Promote your Tweet.
5. The first time you promote a Tweet, provide the following
information:
6. Select your Country and time zone, provide your Contact
information, and agree to the Twitter Advertising Terms. Then
tap Next.
7. Enter your Credit/debit card information and your Billing address.
Then tap Next.
8. Under Targeting, select the Location you would like to target with
your Tweet. You can select Worldwide or target areas closer to your
location.
9. Under Budget, select the amount you would like to spend. You can
spend between $10 and $2,500 (or local equivalent), and we’ll show you
the estimated number of engagements for each amount.
10. Click or tap Confirm spend to kick off your promotion.
Hashtags (#)
• People use the hashtag symbol (#) before a relevant keyword or
phrase in their Tweet to categorize those Tweets and help them
show more easily in Twitter search.
• Clicking or tapping on a hashtagged word in any message shows
you other Tweets that include that hashtag.
• Hashtags can be included anywhere in a Tweet.
Types of Twitter ads

1. Promoted Tweets
Promoted Tweets look a lot like regular Tweets. Like ordinary
Tweets, they can be liked, retweeted and commented on. But they
are labelled as an ad: they will always say “Promoted” in the lower
left-hand corner.
Example of Promoted Tweets
2. Promoted Accounts
• Instead of promoting just one Tweet, this type of Twitter ad allows you to
promote your brand’s entire Twitter account. It targets users who don’t already
follow your brand and can help grow your business’s Twitter following.
• Promoted Accounts are displayed in potential followers’ timelines. The ad will
also show in the Who to Follow suggestions and in search results.
• As well as being labelled to show that they are ‘Promoted,’ they also include a
Follow button.
Example of Promoted Accounts
3. Promoted Trends
• Twitter’s trending topics is a high-turnover list on Twitter’s right-hand side.
This is a collection of the most popular topics and hashtags being used in real
time.
• Users can interact with a Promoted Trend in the same way they’d interact with
any other trending topic. What’s different is that the spot a brand purchases will
display as ‘Promoted’ for targeted users.
• A Promoted Trend will also show as one of the first spots under the “Trends for
you” section, both in the Explore tab and in the timeline.
Example of Promoted Trends
 TWITTER MARKETING

• Whether pop-culture, local or global news, work, or the brands I use and
wear, Twitter is a powerful social networking tool and search engine in
which I can typically find the latest information virtually about any topic.
This also includes updates from the companies and businesses I care
about.
• Many famous businesses, are able to market on Twitter to engage users
and followers, increase brand awareness, boost conversions, and more
(we’ll discuss the “more” shortly). Twitter makes it easy to distribute
content. And there are over
326 million average monthly Twitter users globally for you to share
that content with.
• In this guide, we’ll answer that question along with some others
including what a Twitter marketing strategy is, how you can
use Twitter for your business, and what tips and tricks you can
implement to help you improve your marketing efforts on the platform.
What is a Twitter marketing
strategy?
• Creating a Twitter marketing strategy will require you to
follow the same steps you would if you were creating
any other social media marketing strategy.
1.Research your buyer personas and audience
2.Create unique and engaging content
3.Organize a schedule for your posts
4.Analyze your impact and results
 What makes Twitter unique?
• Twitter is a great marketing tool for a number of reasons. The platform …
• … is free to use.
• … allows you to share and promote branded content in seconds.
• … expands your reach.
• … allows you to provide quick customer service and support.
• … works as a search engine tool for you to search for your competitors and
their marketing content to see which tactics they’re using.
• … can be used as a search engine tool for prospects to find and learn about
your company.
• … allows you to converse with your followers, share the latest updates about
your company, and address your audience.
• Now that we’ve reviewed what a Twitter marketing strategy is and what
makes the platform unique, let’s cover the ways in which you can use Twitter
for your business. These tips will help you boost conversions, create lasting
relationships with your followers, and improve your brand awareness.
How to Use Twitter For Business?

1.Customize and brand your profile

2.Create Twitter Lists
3.Host a Twitter Chat
4.Advertise on Twitter
5.Drive traffic to your website
6.Use Twitter Moments
7.Get verified on Twitter
8.Focus on building your follower count
G Suit
G Suite
• G Suite, now known as Google Workspace, is a collection of cloud-
based productivity and collaboration tools developed by Google.
• It was initially launched as "Google Apps for Your Domain" in 2006
and later rebranded as G Suite in 2016 before becoming Google
Workspace in 2020.
• Google Workspace integrates various Google applications to provide a
comprehensive suite of tools for businesses, educational institutions,
and individuals.
Features of Google Workspace
(G Suite)
• Email and Communication:

• Gmail: Customizable email service with custom domain support, spam

filtering, and integration with other Google services.
• Google Meet: Video conferencing tool for virtual meetings, webinars,
and video calls.
• Google Chat: Messaging app for direct messages and group
conversations.
Contd..
Storage and File Management:
• Google Drive: Cloud storage service that allows users to store, share,
and collaborate on files and documents.
• Google Forms: Tool for creating surveys, quizzes, and forms.
Contd..
Productivity and Collaboration:

• Google Docs: Online word processor for creating and editing text
documents collaboratively.
• Google Sheets: Spreadsheet application for data analysis, calculations,
and collaboration.
• Google Slides: Presentation software for creating and editing
slideshows.
• Google Keep: Note-taking app for creating notes, lists, and reminders.
Contd..
Additional Tools:
• Google Sites: Website creation tool for building internal sites and
public web pages.
• Google Forms: Tool for creating surveys and quizzes.
• Google Jamboard: Digital interactive whiteboard for collaborative
brainstorming and meetings.
• Google Calendar: Scheduling and calendar app for managing
appointments, events, and reminders.
History of Google Workspace (G
Suite)
• 2006: Google launched "Google Apps for Your Domain" which
included Gmail, Google Talk, Google Calendar, and Google Page
Creator.
• 2016: The service was rebranded as G Suite, reflecting its expanded
suite of tools for business productivity.
• 2020: Google rebranded G Suite to Google Workspace, emphasizing
its integrated user experience and cohesive design across tools.
G Suite Products
• Gmail for Business: Professional email with enhanced security and administrative
controls.
• Google Calendar: Shared calendars for team scheduling.
• Google Drive: Secure cloud storage with file sharing and collaboration capabilities.
• Google Docs, Sheets, Slides: Real-time collaborative document editing.
• Google Meet: Video conferencing with advanced meeting features.
• Google Chat: Team messaging and collaboration.
• Google Forms: Survey and form creation tool.
• Google Sites: Tool for building internal and external websites.
• Google Keep: Note-taking and to-do lists.
• Google Jamboard: Collaborative digital whiteboard for interactive brainstorming.
Mobile Marketing
Definition
• The MMA (Mobile Marketing Association) defines mobile marketing
as, ‘the use of wireless media (primarily mobile phone as an
integrated content delivery and direct response vehicle within a cross
media marketing programme’
One more definition…
• Mobile Marketing connects businesses and each of their customers
(through their mobile devices) at the right time and the right place
with the right message and requires the customer’s explicit
permission and active interaction.
 Mobile Internet in India

• Mobile internet use is very unevenly distributed across the country:

• Less use in the rural areas.
• Thirty five per cent of the mobile internet users are females.

• India exceed the United States, in terms of absolute number of mobile

internet users.

• Smartphones, as compared to feature phones, are in the minority in India:

• This has significant importance as it is closely tied to the adoption of internet
services and social media.

© Oxford University Press 2017. All rights reserved. 172

Mobile Internet in India

Share of web traffic in India

© Oxford University Press 2017. All rights reserved. 173

 Mobile Internet in India

Number of Mobile Internet Users in India (2015) (Urban-Rural)

Number of Mobile Internet Users

in India as of December 2015
(Gender)

© Oxford University Press 2017. All rights reserved. 174

Mobile Marketing: Consumers and Characteristics of
Mobile Phones
• Mobile marketing is any marketing activity that is carried out by an
organization on a mobile device:
• Such activity may include creating awareness, piquing interest, and
convincing users to take some sort of an action.

• The mobile phone is a more intimate and personal device as compared to

the laptop/desktop:
• The nature of the mobile device signals urgency in the message received.
• Marketers often tap into this characteristic need of the user to act once
a message is received.
• Call for action on the mobile phone should be for simple tasks, such as
give a missed call or participate through one click.

• Messages sent to mobile phones should be contextual and relevant:

• Sending the message during the right time is important for the marketer.

© Oxford University Press 2017. All rights reserved. 175

Mobile Marketing Strategy
 Mobile Marketing Strategy

• A marketer needs to decide on how to integrate mobile marketing with

the other existing channels:
• The marketer’s task is to manage channels that offer users different levels
of access to information, so as to provide the best possible offering to the
customers for particular decision-making tasks.
• Managers need to note that mobile devices are not the same as
laptops/desktops:
• Extent of consumer activity and the intensity of activity on mobile phones is
different from those on the desktop/laptop

• Managers need to ‘manage’ the contents of services made available to

consumers on mobile phones:
• It is desirable to limit the amount of information made available to
consumers via mobile phones.
• Research suggests that consumers may undergo negative experiences
when there is an increase in cognitive cost on mobile phones.

© Oxford University Press 2017. All rights reserved. 177

 Mobile Marketing Strategy: Specific Steps

• Objectives:
• The set of objectives need to be clearly laid out and they may differ from
one organization to the other.

• Target Segment:
• A company may have different target markets and the objectives for mobile
marketing may differ from one segment to the other.
• The marketer needs to have a clear understanding of media consumption
surrounding mobile phones for its target audience and the specific apps that
the target audience uses.
• The marketer has to evaluate extent of consumer expertise of mobile phone
use and then design campaigns accordingly.

• Benefit/Value Offered:
• The benefit/value offered to the target segment should be properly
evaluated.

© Oxford University Press 2017. All rights reserved. 178

 Mobile Marketing Strategy: Specific Steps

• Strategy:
• When it comes to mobile marketing strategy, local content or content that
has an appeal in terms of immediacy works well.

• Geo-Targeting:
• Geo-targeting is the location-based targeting of mobile devices’ users, who
may be within the periphery of a certain event or store.

• Call to action(CTA) is a tool that urges users to take up an opportunity

immediately and often plays a key role in executing mobile marketing
strategy:
• The target audience must feel the need to make use of the offer that is
extended to them by the company.
• Engage continuously with the customer and deliver personalized content to
the extent possible.

© Oxford University Press 2017. All rights reserved. 179

 Mobile Marketing Strategy: Specific Steps

• Quick response (QR) code:

• These codes allow marketers to use communication materials (e.g.,
advertisements, brochures, posters) to direct users to mobile landing pages
that contain more information and allow interactivity that cannot be afforded
on the printed page.
• The user can scan a QR code with a mobile device that is equipped with a
camera and QR code reader application.
• Once the QR code is scanned using the device’s camera, it is translated
into actionable information, such as a text message or mobile web page
• Things that the marketer needs to be careful while using QR codes are:
• The page that the QR code is pointing to should be properly
maintained
• The page should be optimized for mobile phones
• The action(s) should lead the user to ‘do’ something on the page.

© Oxford University Press 2017. All rights reserved. 180

 Mobile Marketing Strategy: Specific Steps

• Common short codes:

• (CSC), also known as short message codes or short numbers, are four or
five digit numbers with which a marketer can perform advanced functions at
premium or even shared rates with other mobile marketers.
• A marketer may provide a CSC number for consumers/users, who can send
a text containing keywords to subscribe to services, request a download,
enter a competition, or cast a vote.

• Measuring Outcomes:
• Outcomes can be measured with respect to the formulation of the
objectives of the campaign.
• If the objective of the campaign is to increase traffic to the concerned web
page, it can be easily tracked through web analytics.
• If the objective of the mobile marketing campaign is to increase footfall, it
can be measured by tracking the actual number of user visits to the
store/booth

© Oxford University Press 2017. All rights reserved. 181

• The first handheld mobile phone was demonstrated by John F.
Mitchell and Martin Cooper of Motorola in 1973, using a handset
weighing c. 2 kilograms (4.4 lbs). In 1983, the DynaTAC 8000x was the
first commercially available handheld mobile phone
Types of Mobile Handsets

• Basic Phone
• Feature Phone
• Smartphones
• Tablets
Basic Phone
• These were the earliest phones that were used solely to make calls
and send text messages.
• They had a long battery life because they had simple, low and basic
functionality.
• They did not contain any features of graphics and sounds which were
restricted to monochromatic display and beep sounds.
Feature Phone

• The feature phones are comparatively advanced as compared to the

basic phones. They have colour displays and multimedia sound
options.
• The mobile software runs on the proprietary platform. They may or
may not have a camera, media player and GPS. They usually do not
have a touch screen, but may contain a QWERTY keypad for the ease
of typing.
• However, some feature phones are equipped with browsers, but the
falling cost of smartphone is gradually making the simpler phones
obsolete.
Smartphones

• These are relatively larger sized and technologically advanced mobile

handsets with rich features including high-resolution display, touch
screen interface and built-in mobile operating system such as iOS and
Android.
• They also have web browser, the capacity to run applications (apps),
high-definition camera, GPS features and the ability to access both
Wi-Fi and mobile Internet networks such as 3G and 4G LTE.
Tablets

• These are a blend of both mobile and laptop. This product category
was revitalised by Apple's launch of the iPad in 2010.
• Tablets share the common user interface and operating systems with
the smartphones. but have a bigger screen, making it visibly closer to
a desktop or laptop screen experience.
• The screen is enabled with a touch-screen interface. Although tablets
are not as pocket-friendly and portable as smartphones. their screen
size allows for comfortable reading, movie-viewing, browsing and
gaming experience.
Advantages of Mobile Advertising

• Lower Cost and Efficiency: Mobile advertising is less expensive as

compared to other traditional media channels like TV, print, etc.
• Relevant and Accurate Data for Powerful Analytics and Targeting -
Since the mobile is a personal device, the marketers will be able to
track the response of the consumer at a personal level, leading to
higher accuracy which is not possible in traditional mass media which
is consumed at a group level.
• Better Engagement - Connecting with consumers on their
personalised device, in a personalised manner helps to build
excitement and engagement.
• Use Context and Profile- Since mobile devices are always in the
proximity of consumers, it allows marketers to communicate to
consumers in different contexts and locations, thereby tailoring the
message to suit the context.
• Dedicated Mindshare - The mobile is a handheld device that is
actively used by the consumer and is consumed alone, by choice. Any
engagement on the mobile will have a dedicated mindshare as the
user will not be distracted by other activities.
• High Reach - The sheer volume of mobile penetration provides huge
reach potential for this media.
• Localised and Targeted Communication - The presence of GPS in
mobile phones allows access to a consumer's physical location and
local businesses can cater to neighboring audiences with sharp
targeting.
• Real Time Engagement and Two-Way Interactivity - Unlike traditional
media, mobile allows for two-way interaction in real time through
voice, chatting, gaming, etc.
• Media Dark Communication - Mobile has a universal reach; even in the
remotest parts of rural India which does not have much access to other
traditional media like TV and print.
• Personalised Communication - Mobile allows for a personalised
communication on every phone, thereby not having to spill over the
same communication to an unwanted audience. Different markets can
be shown different ads, and different individuals within the same
market can also be shown different ads.
• The Versatility of Message Formats - The mobile platform allows for
the use of different formats like text, images, voice, video and other
interactive formats.
Content Marketing
Official Definition of Content
Marketing
“Content Marketing is the art of understanding
exactly what your prospects and customers
need to know. Then delivering that content
to them in a relevant and compelling way to
grow your business”
Content Marketing

Optimized Content Marketing is the art of understanding

exactly what your prospect and
customers need to know and deliberately producing
optimized content based on keywords that are driving organic search traffic
and conversions.

Then delivering that optimized content in a relevant and

compelling way to grow your business by socializing the
content through your organization’s social networks.”
Content Marketing
Content marketing is the practice of using any type of content—
including blogs, images, videos, charts, podcasts, graphics, and social
media posts—to endorse your products or services. The ways in
which content marketing can help are listed below;

Creating brand awareness

Reaching those who ignore ads

Content Marketing

Reducing costs

Increasing traffic and sales

Supporting other strategies

Selling Brands through
Content Marketing

Educate users about your products and/or services

Address frequently asked questions

Leave hyperlinks in your content

Selling Brands through
Content Marketing

Encourage users to sign up or register for newsletters

Put rumours to rest

Share your history and mission

Communicate frequently
Developing
Exceptional Content
Have a captivating title

Serve a purpose

Deliver some value

Be unique

Be relatable
Developing
Exceptional Content
Be attractive

Be diverse

Be encouraging

Be quickly reviewable or scannable

Be compatible

Be published frequently
Content Marketing
Platforms
 Blogs are regularly updated web pages that
Blogs are usually written in an informal and
conversational pattern.

• Podcasts are audio files, available digitally on

Podcasts the Internet, which users can download and
listen to any time.

• Videos are moving visuals that can be made

Videos
available digitally through the Internet.
• Air swimmers
Content Forms
• Blogs
• Articles
• E Books
• Online Seminars and Workshops
• Case studies
• Photos
• Videos
• Podcast
• Slides
• Infographics
• Games
• Website Content
Blog
A company blog is a great place to experiment and develop your
voice. It can also serve as the hub of your content marketing program,
because it is the one platform (aside from your website) where you
have complete ownership and control.
Articles
• In addition to posting your articles on your website or
blog, or sending them out in your newsletter, consider that
many media outlets and industry publications are hungry
for contributed content.
• Sharing your articles with these channels is a great way to
get noticed and build bridges to new audiences.
• Those articles can then serve as reference support on a
Wikipedia page, or they can be republished as a Knol
(http:// knol.google.com).
Contd..
Of course, external channels and publications often stipulate that the
content published there be exclusive to them, and they may limit your
right to publish.
Although that means giving up some control over your content and
allowing the publishing site to reap the SEO rewards, it can also mean
third-party validation of your content and more inbound links to the
content on your own website.
E Books
• E-books are another type of content specially for teachers, authors
etc.
• They serve as educational resources
• Approach your e-book more as an informational short story than as a
research paper, and enhance it with infographics and embedded
media. It will be a lot more entertaining to read and more shareable.
• Ebooks.com, openbook.net
Online seminars and workshops
Another way to serve up educational content is online seminars
(webinars) and workshops.
Webinars are used by buyers to research products
and vendors, and it’s common for seminar attendees to register in
advance and supply contact information in order to gain access to the
seminar or workshop. Whether you choose to collect information or
not, the content you provide should be useful and informative.
Webinars can certainly be effective marketing tool.
Case Studies
• Customer success stories are an excellent way to demonstrate the
virtues of your product or service.
• When the story is told in a meaningful way and it addresses real
issues that potential customers are facing—and when it provides
practical advice rather than a sales pitch— it can say a lot about your
expertise and everything your company has to offer.
• But remember: Rather than focusing on you and your product, case
studies should always focus on the customer, emphasizing the
successful outcomes that the customer achieved.
• E,g: ama.org/resources,
Photos
• It’s been said that when photos accompany blog posts, those posts
perform better than those without photos; however, increasing page
views, likes, and “shares” is not the only reason for producing
photographic content.
• Photos can be a great way to tell the story of your brand or explain
your product development cycle or illustrate anything that might be
important to customers and clients.
Videos
• Video is perhaps your best chance at going viral, but that certainly
shouldn’t be your primary purpose for choosing this medium.
• Video is extremely engaging. It brings visuals, sound, and
interactivity into your audience’s experience and enables you to
demonstrate ideas and procedures much more quickly and clearly
than words typically can.
• It’s also a valuable tool for educating people about the use of your
products and allowing your subject-matter experts to show off their
smartness..
Podcasts
• Think of a podcast as your own radio show. It allows you to regularly
present topical discussions and interviews with subject-matter
experts.
• It can take the form of downloadable audio that you can make
available on your site or, (unless you really go with the radio
metaphor and stream it live—which has its benefits), podcasts
nevertheless do require some technical expertise.
Slides
• Extend the life of your presentations by uploading and sharing them
via sites such as SlideShare (http://www.slideshare.net), SlideRocket
(http://www.sliderocket.com), and Scribd(http://www.scribd.com).
• Just make sure the content can speak for itself. A bulleted list of
talking points can be confusing without the accompanying dialogue or
script. Your title slide is what pulls people in, so give it an eye-catching
design and intriguing title.
Infographics
• Infographics depict processes, complex thoughts, or sets of data in
ways that can be quickly understood, consumed, and shared. Browse
the examples featured on CoolInfographics (
http://www.coolinfographics.com), then ask yourself this: What story
or insight could we best communicate with a well-designed, info-rich
graphic? Once you have a good idea, hire a gifted
graphic designer to get it done.
Games
• Online and mobile games are being used for brand engagement, and
though they can be expensive to produce they do drive group
consumption (since the fun is in competing with others, right?) as well
as individual “addiction.” If structured correctly, games can motivate
users to involve their friends.
Website Content
• Your website copy should not remain dry and lifeless.
• You need to continue winning over potential prospects when they
venture to your site. FAQs, product descriptions, and About Us pages
should be revised on regular basis with customer intent in mind.
• Provide the straightforward, easy-to-understand answers and facts
they’re really after, not just a bunch of marketing-speak.
• Give your pages personality and make them friendly. And—always—
make it clear how they can contact you directly for more information.
Successful content marketing
requires focus on five things
• Scheduling
• Consistency
• Informative
• Relevant
• Re Using the contents
Informative
• Basic objective of content marketing is not just to sell or brand a
product but also to provide value addition to consumers
• “How to” videos
• For example “Unboxing a mobile phone” video
Relevant
• The contents should be created from the point of view of the
customer
Reuse your contents
• Re sharing the contents instead of Reposting.
Scheduling
• There should be regularity and discipline in content delivery.
• Monthly Calender.
Consistency
• There should be consistency in the contents.
• Colors, dimensions, fonts etc should not be changed so frequently.
• Inconsistent contents reduces brand recognition ability of the
consumers.
Co Creation
• It is when the customer helps to create content for a brand.
• Creating content for brand could mean videos about the company
products, reviews videos or blog about the company products, written
reviews.
• Co Creation ensures that company alone is not responsible for
creating the content necessary to promote their brand and attract
new customers.
Crowd Sourced Campaigns
• #YouaremyparleG by Parle G
• #JumpForHealth by Aditya Birla
• #Healthgram campaign started by Nutralite
• Healthgram - Cholesterol ki band bajao - YouTube
• https://www.youtube.com/watch?v=vZgqFzk8P3A #Keepitlite
• https://www.youtube.com/watch?v=QLCYlcw6xoA
• https://www.youtube.com/watch?v=GDsS4S_6iJQ
• Best day of our life - Healthgram – YouTube
• Jump For Health 2018 | Aditya Birla Health Insurance – YouTube
• #JumpForHealth 2021- A New Beginning for Everyone – YouTube
• #JumpForHealth - The journey to 2 million jumps - YouTube
Through Content Marketing
• Attract new Customers
• Provide value
• Helps in brand recognition
• Fast and cost effective