Transcripts
1. Introduction: Welcome to this course. We are going to be
looking at digital marketing one-on-one
and basic components. This course is view beginner. You may have heard of digital
marketing, really not sure. This is gonna be an overview of basically what it's about. So in this course we're
going to look at, first of all, what
is dish marketing? If you're not sure what it is, then we're going to explain it. Then we'll get a look at the benefits of
digital marketing. So if you are a business owner, then this is, this is
gonna be really helpful. You can understand why
you should be doing it. Then we're going
to break down into that little lessons about
different aspects of marketing. So we're going to look at
search engine optimization or SEO for short. So you might see SEO
written multiple places. Search engine marketing,
which is SEM. Then we're going to look
at social media marketing, which is really, really
important one at the minute. So a lot of businesses
are on social media. Instagram, Facebook, That's
everything. That's all. Social media marketing,
content marketing, and email marketing. So these are the key
marketing activities that you can do out there that can help grow
your business. And there's loads of
reasons for doing each in each one to be honest. So we're going to cover that
in the next few lessons. Let's get started.
2. What is digital marketing: So what is digital marketing? Wow, that's a really
good question. Digital marketing refers to
the use of digital channels, such as search
engines, social media, email, and websites to
promote a product or service. So basically anything digital. So you've been on
search engines, you've typed into Google. That is a digital
channel Blade Runner. When it comes to
digital marketing, it involves a lot of various
tactics and strategies aimed at reaching and engaging with the target audience online. There isn't just a, Oh, here's a channel. Let's just put
everything out there. There are actual
tactics and strategies, and that's what digital
marketing is about. Digital marketing can also
include other activities such as search engine
optimization, which is SEO. So that's connected
to search engines. Pay-per-click advertising,
which is PPC, content marketing,
social media marketing, email marketing, and more. So these are the types of
activities that you'd have to do on those channels to
get reach your audience, to promote a product
or a service. So these are the types of
activities you'd be doing. This is all to do with
digital marketing. The last thing you need to
understand about THE mocking, there are always goals. So these are the main ones. Increase brand awareness,
generate leads, drive website traffic, and ultimately boost sales revenue. So these are the key ones that all digital marketing
focuses around. There are other ones out there. Some people have
different goals, but these are pretty much the main bog standard
ones that you'd be doing. So that's an overview of
what digital marketing is. The next lesson is to look at the benefits of
digital marketing
3. Benefits of Digital marketing: So let's talk benefits
of digital marketing. With the widespread use of
Internet and digital devices, businesses have shifted
their focus from traditional marketing methods
to digital platforms. The pandemic has actually had an impact on this massively. A lot of businesses are now
and social never used to be. More, are spending time on
their website, the SEO, that type of thing, as Sarah, I will cover later on
in another lesson. So don't worry. But the impact is
massive when it comes to digital and people signed
to see the benefits. So did you marketing offers LOS vendors that can
help businesses. So first of all, they can
reach a wider audience, build brand awareness, increase customer engagement,
and drive sales. So it's very different from
traditional marketing, where you kinda just
throwing it out and hoping people kind of see the ad where it comes to digital marketing is
more focused, wishes. The biggest benefit of
digital marketing, I believe. The first benefit
we're going to look at is digital marketing is super cost-effective compared to traditional
marketing methods. So say goodbye to those
hefty bills for print ads, TV commercials, or
even Bilbo billboards. The reason for this is because you're targeting your
audience better. When it comes to TV commercial
or billboards, print ads. You're just basically
throwing your ad out and hoping for the best. You will find that it's very, very expensive because
obviously billboards are huge. Tv commercials are expensive. Print ads. It depends on how many leaflets, that type of thing, and what magazines you're involved in. Whereas digital marketing,
you can keep the cost quite low if you
want to as well. But you can control a
lot of your budget. You can, for example,
on Facebook ads, you can set a daily budget, say of two pound per day. Well, you can do a total budget. But the good thing
with Facebook ads is it helps target
your ideal audience. You set who your audiences. And they will show that
add to those people. But it will always
stick to your budget, which is really good. So it's worth looking into. The second benefit is
with digital marketing, you can reach a massive
audience without burning a hole in your
pocket, which is fantastic. You can create engaging content, share on social media,
run targeted ads, and measure results all
within a budget that works for you,
which is fantastic. The good thing with this is
when it comes to marketing, you can reach an audience
you never thought of. For example, if your
services are purely online, you can then think of, well, I don't need to stick
to my own country. I can actually go international. I mean, because your
audience can be wherever you want
it to be basically. And that's a good thing,
digital marketing. So another benefit
we're going to look at. It's the reach of it. With digital marketing,
you can reach so many people were living in a hyper-connected world
where everyone and their grandmother
has a smartphone or access to the Internet. So with just a few clicks, you can connect with potential customers across the globe. It's like having a
24-seven billboard that spans continents
and time zones. So like I mentioned, the example of going
international, this, this is a huge
benefit for you. But the thing is, is,
well, if your business is, say for example in the UK, and you do want to broaden
to international audiences. Then did show is
the way forward. This is the way forward in being able to sell
your services and actually grow your
business from one country to other countries,
which is fantastic. So that is another key benefit. Digital marketing
also allows you to target audience with
pinpoint accuracy. So I've mentioned this
previously with Facebook ads. It's fantastic. It's a fantastic way of
targeting your audience. So unlike traditional marketing, where you just cast a wide net, hope for the best digital
marketing less you narrow down your focus and show
content to the gemini, are interested in what
you have to offer. So when it comes to this, you do need to kinda
understand who your audiences. So the things that
you need to think about is basically
the demographic, their interests, their
online behavior. What we basically looking into an insight into
your customer base, basically, you
need to kinda come up with a persona of
your ideal customer. And this will help
with your digital ads. Before you even
create an odds of any kind on digital platforms, I would suggest figuring out
who your ideal audiences. So you might go, well, I want to target
someone who's got kids because my product
is kids related, then that narrows it down a lot, lot more of basically
targeting mums. And you can come up with a list of the types of
people you want to talk to. So that's brilliant. Benefit, only a
few more benefits. There are plenty of them, so I'm just gonna go
through the key ones. Another benefit is that digital marketing
gives you access to a wealth of information about your audience's behaviors
and preferences. So this is going to tie in into working out who your target audiences,
which is fantastic. So what you can do is
you can track clicks, views, jazz conversions, and a bunch of other
fancy metrics. This means you can
constantly tweak and optimize your strategies
to get better results. It's like having a
crystal ball that tells you what works
and what doesn't. When I mean this, when it
comes to Facebook ads, again, I'll use an example. When you do a Facebook ad, you can see throughout the entire campaign
that you're doing, the reach and all
these various metrics. And if you're thinking
all that doesn't quite work really well, it's
not getting the reach. I thought it would.
Then you can tweak it. If you're not reaching the
right demographic at all, you've picked certain locations, just not getting enough leads from it, then you can change it. That's what digital
marketing is good with you. There's always analytic,
There's always evidence, there's always information,
pint what you're doing. So you can change
what you're doing, your activities to work. But it is always a bit of
trial and error you will find. So the last benefit, a promise, is to do marketing opens a whole new world of
creativity and engagement. So you can experiment with
various formats like videos, infographics, or interactive content to capture the attention
of your audience. Plus you can
directly engage with your customers
through social media, e-mails or chatbots, building a strong brand relationship
and earning their trust. So this is really good aspect, especially for social
media as well. Because you can build up
your audience quite quickly, the more engage your audiences. And digital marketing
helps basically buildup that following
helps you gather, be really creative and engaging and show your
personality for your company. Because sometimes you'll
find that if you've got website and you're just
throwing it out and add, people just don't,
they're not interested. But if you like salt building
up social media channels, and then you start
sharing videos behind the scenes and
things like that. And you've got the interests. You're gonna get
those people that were not sure about your
company to actually go away. This person seems really genuine. The brand
seems pretty good. The services, the
products, everything. It's basically a way to showcase who you are
and what you do. So digital marketing
allows you to do that. You can do that in
different ways. Obviously humanizes
your company as well, which is fantastic
because people tend to buy from companies
they actually trust. And that's what digital
marketing does. It opens a avenue for
you to build trust. And these are all the benefits
of digital marketing. So we are now going to look at search engine optimization
in the next lesson. I will see you there
4. Search Engine Optimization (SEO): So let's look at search
engine optimization, SEO. Seo is a form of digital
marketing which has evolved into one of the
important aspects of marketing. I can't stress
enough how important it is to your business. Basically, if you've got
a website, SEO matters. So the primary objective SEO is to secure
a top ranking on the first page of a
search engine like Google and Bing using search terms
also known as keyword. This really, really matters because if you think about
it, if someone goes, if you go on Google and
you type in a phrase, how likely are you to click
on something from page 234? You know, that's what
most people are trying to secure the page on
search engines. This is why it's so important. Achieving that top
ranking significantly increases the likelihood of
your link being clicked. That is, when your
page one, you know, you're probably gonna
get a clip from someone because more than
likely you're going to, someone's typed in a key
phrase and they go, all. Your content is related to
that, then might look at it. But from this, if
you're on page one, it also means you get more
visitors to your website. More people pay attention
to what you do. They might start
exploring more of your website and then they
go, Oh, this actually, this is really good, at least to people buying products or services from you,
which is fantastic. Once versus thought
flocking to your site. This is important. You can employ
various strategies to convert them
into regular users. There are different
ways to this. So this is through doing
pop-ups to give them offers, providing them with the latest
updates, things like that. It just things that
basically keep them that you can start
thinking about that once you've got it down to t of people
coming to your website, There's no point thinking about
that sort of aspect until you've got more website traffic
basically coming through. So that's one thing you
will have to think about once you've done
really well with Yes. You are on page one or
you're on page two maybe. And you are getting
more traffic, which is basically the goal. A key element of SEO
involves attaining a high ranking for search
terms of processes and garner significant
transformation of the year's little
story ten years ago. Google was very, very different. It's changed like
most things online, but probably for the better. So basically ten years ago, it was so relatively easy
to rank by simply stuffing the desire page with
repetitive instance of the same keywords
called stuffing. But now in 2023 is seen as a negative
ranking factor on Google. So you can no longer do that. Yeah, they don't like it. So this is why you have to
stay on top of everything. When it comes to
Google's algorithm. Because if you do start to do things that
Google doesn't like, then your website is going to be penalized and that can
have a negative impact. So I'm going to show you
what stuffing means. So at the top example, this is keyword stuffing. As you can see, best
vacuum cleaner has been mentioned 123455 times. All in the same paragraph. And this was acceptable
ten years ago. It's fine. But nowadays it
was like no, I don't like it. They really don't like it. So if you look in the bottom, this is a newer version
of that paragraph. But what it's done
is it's incorporate different versions of
the same keywords. So the title is got
vacuum cleaners best. And then you, Scott mentioned
best vacuum cleaner twice. And then something
else, most used vacuum. And then at the sentence,
It's done different varieties of the same keywords, but
they've changed them around. This is acceptable to
Google because you're not just sticking the
same phrase over and over and over and over again. You are using
different keywords. And this is actually a
really important as well, because people won't necessarily
use best vacuum cleaner. They might put most used vacuum. But that means your
content's still relevant to those keywords. So try different varieties of different keywords because
that will get you noticed that I've just mentioned
that Google updates. Basically what it is
is Google consistently updates is algorithm to
identify valuable content. Then it will penalize those
that make no effort in this regard is because
Google wants to stay on top. It wants to give you the most relevant
information possible. So what it does is it goes on all these websites
and it calls them. It goes through all
the websites and go this is up-to-date. So when someone does type in such time and your
content is up-to-date. Boom. It shows, it, shows it on the search terms,
which is great. But these algorithms,
algorithms do change. So an SEO person would
have to stay on top of it. You would have to
maybe stay up to the latest trends and updates
and things like that. Because you don't
want it to have an impact on you
later down the line, which is it will
impact your website. So what I'm going to show
you next is the ranking. So I've kind of
mentioned it a couple of times about ranking in general. So this is components
of a ranking algorithm. So this is a couple
of years old. But I just wanted to show you
basically what it entails. So as you can see, it's all broken down into
different parts. So if you look on the left
is focusing off-site. So that's looking at reviews, um, your information on
Google, My Business. Then it goes down to social. So social properly now is huge, huge aspect of your ranking and actually does get
you found a lot easier. If I typed in my company
name, anything like that, I would probably
get found more and my social circles because
I'm always on that. Then it goes down into
looking at links as well. So links are really important. Back links as well. So write that down. Backlinks, start looking
into what they are. They're really
important is all about building traffic
between websites. And you get ranked on this. Then on the right, we've
got your infrastructure. Mobile friendly is so
ridiculous, important. Most people use their phones to the websites and
that type of thing. So they'll probably use
their phone over a laptop. Some people use the
tablets to be honest. But make sure your website
is built to be mobile friendly because it does
high rank on Google. It will look at page loading
times that type of thing. But all these aspects, they are all tools to
help you walk out all of the branching to see where
you need to walk on. But I'll show you that
in the next slide. The other thing is on-site,
so the technical side, so we look at keywords, Meta tags, look that. So that's the pine, the scenes of your
website basically just making sure everything
is where it needs to be. They will rank you
on that as well. Then the last one is just
looking at content in general. Basically, they're all tons and tons of different aspects
to Google ranking. As you can see, some
rate higher than others. But they all need to be
in line with each other. Here is three sites that you
can try to track your SCR. So if you are managing website, these are the tools to try. So what it does is you
go onto this website and what they'll do is they'll crawl through the
tar of your website, just type in your
website address, and it will come
up with a report. On the report, it will tell you what things need to be done. Basically they'll say, or on your mobile images are too high. So it's slowing your website down, which ranks, basically, customers experienced that
type of thing at Google, ranks it as a negative thing. So what does this? It just
basically provide you with valuable information
on what you can do better around,
which is fantastic. I think it's great. The three websites I've used, SEMrush, site improve and
most thorough, fantastic. They will offer
different things. Some are priced, I think some you can get trials,
that type of thing. But if you don't
like these websites, just type it into Google and
it will come up with some of other variety
sites you can try. But they all worth doing. If you're not sure
how your website is performing, try it. It takes literally 2 min. They'll crawl
through, figure out. And it tells you
basically How you doing. But I think it's a
great thing as well because it tells you how
to improve everything. Most of them things. It'll be like all the images don't have names or something. That's simple tweak, you
know, you can do that. But it's really useful because those little tweaks
make a big impact. So it's worth looking into them. I'm finally, we're
just going to go through what on-page SEO. Off-page SEO is. On-page SEO focuses on optimizing various elements directly on the website itself, such as metal tags, headings, content site structure
to make it more search engine friendly and provide
a seamless user experience. So this is the backend
of your website. So this is all the little
settings that you'll find on the backend of your website that you
need to be thinking, that they need to be done. For example, Google
ranks on headings. So if a website doesn't have a good structure and headings,
it will mark it down. It won't think the
websites legit or it won't want to show
the website headings. Basically, you've
got heading 12345. So I'm heading one is usually the heading of
what the page is about So heading one more, basically tell you what
pages about heading to basically be to do with a
paragraph of some sort, but it gives a heading
two it basically. But I would look into
this a bit more. If you're doing a SEO kind of tracking thing from the
websites I just mentioned. It will tell you the structure. And if you're off, the headings
are missing or anything. There's no headings
on particular pages. It will tell you
because sometimes you might put a heading
is heading to, but there's no heading one
and that knocks you down. So all these little things, they're all a little nugget. But if you can get them
all aligned properly, It's great for your website. It shows really good SEO and
it will help you get found. If you are doing managing
websites, for instance. Understanding this is,
this needs to be done. It does need to be
updated as well. So for example, if you are
adding new pages and stuff, you need to make sure
that all of these aspects are done properly and
obviously check them as well. And the final one, off-page SEO involves activities carried out outside the website, such as link building. Also go back linking
social media engagement, online reputation
management to enhance the website's credibility and authority in the eyes
of search engine. So I won't give you this tip. If you type in domain authority, that basically tells you what
your online reputation is. What it will tell you is, how could a website you have basically in regards
to other websites. So if you write that down, domain authority, it will help you work out the
authority of your website. I find this
interesting because it shows like if I'm doing most of our activities
and social media, that changes and
you want to keep building on that because
that's where it shows. Your website, is good
content, good-quality, and that impacts you
getting found on Google. So as you can see, both on-page and off-page play a really vital role in boosting
your websites ranking. In. What I would do
is if you are working on website or if you
have your own website, for example, spend
some time looking at the SEO performance. These websites have a
look at the backend, made sure everything's
done correctly. And have a look at
domain authority, what it is right now, and see what you can
work on building that. So hopefully this hasn't been
an overload of information. I hope this has given you
some insight and CSTO, the importance of it, the different aspects of it. There's so many
different parts to it. I'm realized if you
want to learn more, you can go online. There are tons of resources, tons of courses to help
you understand SEO. There are online
tools that you can use the very easy for beginners. If you just wanna
do minor tweaks or to understand how your
website is performing. They're all free
websites to look at. So just type in free SEO, performance checker,
that type of thing. And they're all free, wants to trust me, there's loads of them. So hopefully you found this nice and interesting
and we're going onto search engine
marketing next.
5. Search Engine Marketing (SEM) : So let's look at search
engine marketing, SEM. So we're just going
to do an overview of different aspects of it so
you get an understanding. First of all, what is
a cm in marketing? So what it is, it's a digital
marketing strategy used to increase the visibility of a website in search
engine results pages. So SERP, yes. So when I mentioned that, this on the left-hand side, so this is a search
engine results page. You've probably seen it when you typed in anything to Google. This is what it brings up. Sorry, it's basically
your results page. In an SEM is it is relevant
to The sponsored ads. So if you look on the
left-hand side where it says SEMrush above
it says sponsored. Below that, there's another
sponsored with wix.com. What SCN typically involves is bidding on keywords
that are relevant to the target audience and
creating an ad campaign that P is along search engine results
on these result pages. So somebody has done bidet on the keywords that I've typed in the search
engine marketing. And they've set this ad as the first one and the second one, because these two companies have bidded on those
exact keywords. And that's why they're
at the top of the page. If you look below
where it says wix.com, it says words streams. So that is just a normal result. So they haven't paid for the ad. They haven't visited on
anything that just there because that content is really good and they've got good SEO. So they just follow through. So when you look at any sort of result for anything
that you type into Google, the top ones, if
it says sponsored, all the ones that
have been bidded on. So that's what SCM is about. The most common platform
for SEM is Google ads. We'll use Google, so
that's why it's linked. It was formerly known
as Google AdWords, which allows advertisers
to bid on keywords and display ads to use your
search for those keywords. So basically, how it works is when a user clicks on an ad, the advertiser is charge a certain amount based on
the bit for that keyword. So all the keywords
will be different. Prices and things like that. There could be a penny, they can be a pound. But what's good about
this is you don't, you'll get a lead
from it basically. So if people click on your website that go through remote,
majority of the time, they're going to be led to a page where there's a product
or an offer or something at the end of the page
perhaps to get to prompt people to carry on
with the journey and stuff. A lot of big
companies tend to do this purely for the
fact that works. It's very effective. Another good thing is that Google ads often
give you credit. If you'll look on
the left image, you can see that
they can give you 400 pounds in AP credit. When you spend four pound, which is quite good, you get quite a
lot back from it. Because it's quite effective. If you do want to
learn more about this. Head to the website at
the bottom which says ads.com.google.com
or just type in ads. Google ads in the
Google sent me doodles. You can find out
more. You can type in how to get started
with Google ads. It can be a little bit
complicated to get started with. So do some research before
you start and you don't want to start
throwing money into something that you
don't understand. But it can be very
highly effective. So the one thing
I will suggest is make sure your website
is up to date, is really easy for people
to navigate round. And it's easy on
the phone as well. So it's mobile-friendly because
that will have an impact. You don't want people. You're wasting 400 pound people. Click onto website. Is it coming off because of something that's not
functioning on your website? So make sure your
website is up-to-date. So we're just going
to go through some of the key benefits to using SEM. So first of all, it
increases your visibility. It allows businesses to repair prominently on search
engine results pages, increasing the chances
of getting noticed by potential customers,
which is fantastic. So what you want, number two,
it's targeted advertising. Advertisers can choose
specific keywords and demographics to target their ads to
irrelevant audience, ensuring that ads are
seen by the right people. The right people is important. There's no point targeting
just a generic area. Or for example, when people in the area might not
be interested in, it, is better to understand
who your audiences. I've mentioned this a few times about Facebook ads and
the previous lessons. You need to understand
who your audiences to make your ads more effective. Basically. Number three, measurable results Sem platforms provide detailed
analytics and reporting, allowing advertisers to
track their performance of their campaigns and make data-driven decisions
to optimize the ad. Spend. A bit like when I mentioned
about Facebook ads, you can figure out what's
working, what's not. If you're going
over your budget, things, demographic
isn't quite right, or anything like that. You can change. But you can see the results. You can see what's working,
what's not working. You can bid on say,
five keywords. One is doing really,
really well. Then you might, to view
the full Jermaine mean. You can work out what works
and what doesn't work. That is such a good
benefit for SEM. So here are the
last two reasons. So first of all, quick results. Unlike organic search
engine optimization, SEO, which we just covered, which takes time
to your results, SEM can generate
immediate traffic and visibility for your website. You probably
understood that SEO, there's a lot of doing this and making sure
this is working. Whereas SEM is right,
Let's do this now. Which is probably beneficial
to you to be honest. It's worth looking into if you
do want immediate traffic. If you haven't had a lot of needs or products or
services sold or anything, and you need instant
results than a CME might be worth a
worthy investment. If you're looking long-term, I'd still do SEO alongside it because it's
just as important. Lastly, budget control. Advertisers have control
over that budget and consent daily spending
limits ensuring they don't overspend on
their campaigns, which is exactly the
same as Facebook ads. And any type of ad. It's important to have a
budget and stick to it. It will help you. But the good thing is
as well, your budget. You can adapt it anyway. So for example, if your daily
budget is a certain amount, you can lower to
make it last longer or you can changed the
days and things like that. So you have full control
of what you're spending, which is so important. So your SEM strategies will include creating
compelling ad copy, conducting keyword research,
optimizing landing pages, and monitoring and
adjusting campaigns based on performance
data is important to continuously analyze and
refine SEM campaigns to maximize their effectiveness
and return on investment, which is our ROI. So basically, you need to
think about creating ad copy. Making sure you choose
the right keywords. Making sure everything's
up-to-date, and making sure that you're always analyzing
what you're doing. So this is, this is what
an SEM strategies about, is just making sure that it is most effective as
humanly possible. So if your ad copy
is not enticing, it doesn't answer what
people are looking for. Then there's no point to it that all these elements
together are very, very important for making
it worthwhile basically. So if you're landing
page, for example, isn't up to par and basically people don't
know what they're doing on it. They don't see the point in it. They'll come off it. And
that's wasted money basically. So there are a lot of
elements to this, I know. But if you're interested in
learning more about SEM, I would go to, go to Google. They have loads of
information things. There are blogs out there. If you want to learn
more about it. There are more thorough courses, specifically on SEM and what
to do because it can be very confusing to set it up
and things like that. But it is an avenue can think
of if basically everything else doesn't seem to be working or you've got the
budget to do it, it is worth doing
6. Social media marketing: So we're going to look at
social media marketing. So first of all, what is it? Social media marketing
refers to the use of social media platforms
to promote a product, service, or brand, and engage
with target audiences, your target audience, basically, it involves creating
and sharing content on social media networks
such as Facebook, Instagram, Twitter,
LinkedIn, YouTube, TikTok, and so many others to reach and connect with
potential customers. So basically what you're
going to be doing is you are going to be coming
up with content. Whether it's videos,
infographics, carousels, you name it. And you're gonna be putting
on these channels to basically reach all your potential customers
that you want. And that's a huge part of
social media marketing. So the type of marketing
strategies and activities that you can be doing are
aimed at these four goals. So building brand awareness, increasing website
traffic, generating leads, customer AND gate, customer
engagement and loyalty. So these are the four main ones. So brand awareness, you want
people to know who you are. You want people to come to you
if they're thinking, well, I need something but I don't
know where I'm going to find that information. You
want them to come to you. Increasing website
traffic is always important because once
they're on your website, then more than likely
going to start rooting around and figuring out what
else is on your website. And that can lead to you
getting some more sales. Next one is generating leads. You know, when you have
offers and things like that, you can push them
on social media and this can generate leads, but you can also do ads as well, and they can be focused
on generating leads to. So that's part of the strategy. And finally, customer
engagement and loyalty. You want your customers
to know who you are. You want to be building
those relationships. You might take some time. But basically if
you start to build those relationships up and
say within a couple of weeks, you know, somebody who is
sitting on the side going, I don't really want
to buy your products. In a couple of weeks ago, I
actually, I've been engaging. They've been talking to me the freedom interest
in me and stuff, then more than likely
going to buy that product. Because you've
shown who you are, you showing that you
care that type of thing. And that's what you're
gonna be doing. A social media, you're
creating those relationships. You're creating an incentive, your products, your services, who you are, and how
you can help them. There is a lot around social media that
you have to learn. This is just an overview of basically the ins and outs type of things you'll be doing. Why they should be on social
media, that type of thing. But when it comes
to social media, if it's a topic
that interests you, I would definitely, definitely get some courses on your belt. There are plenty of resources, free ones out there. You can do volunteering
as well to build up some experience and do
internships, that type of thing. If you really want to go down that avenue, it's
worthwhile doing. It does take time to
learn the ins and outs, the tips and tricks and
how to be very good at it. This side we're going to look
at is the key activities. So we've looked at the goals and the strategy side of things. And now these are the
types of activities you'd be doing as a social
media manager. So first of all, you're gonna
be doing content creation. This is the design of the post. Whether it's video, infographic, normal posts, that
type of thing. You'll be creating
it. Then you'll be creating the content,
go there as well. So that is the little captions. You'd be thinking
about the hashtags, anything else like tags,
that type of thing. That's all dance
content creation to. You're gonna be looking
at audience targeting. Who is your audience?
You're gonna be thinking when it comes
to content creation. Who is this poster aimed at? Who's gonna be looking at it? That should be a primarily
thing that you should have in the back of your mind when
you are doing any post, you need to have
a purpose for it. And it needs to know who's
going to look at it. That is really important. The other thing you're
going to be doing as well, number three, which has
social media advertising. At some point, if you go
into social media marketing, you will do some advertising. If some point. Most people do Facebook. Linkedin is quite expensive, but it depends on your audience. They might be on LinkedIn. They're all very different,
but they all have advertising tools that are actually pretty
straightforward to do. If you're not sure about them
and you need to do them. They're actually intro
courses into them. They don't take very long. It does explain how it works. The good thing with
Facebook advertising, it does link to Instagram as well because they're
owned by the same people. The same person But it is interesting
because it can help boost your
business massively. Especially if you
want to promote a specific product or anything, it is worth investing in. Number four,
influencer marketing. So this will be, if
you're working with, say, products usually that you can reach out to
people on Instagram, that type of thing that can help influence people into
buying your products. So thing. But that's a whole
nother topic basically. But it's one that a lot of people starting
to go down more and more because it's an effective way of reaching your target audience
through someone else. Basically, number five
is community management. When I say this, it's basically to do like
Facebook groups. Basically engaging with your
audience, that type thing. You're basically trying
to grow your accounts. So instead of just
doing a post out, hoping for the best is about building those
relationships. So that's what the community management
side of things is. Number six, analytics
and tracking is very crucial in social media. Because basically it shows
you what posts are effective, which ones aren't domain. You will spend some
time going into this. Once you established
in social media, you understand about
content creation, you're learning a bit more. Analytics. Analytics
are a crucial part of social media anyway, because you will
find each month, for myself, I do reports. I find them really
useful because it helps you pumped for
the following month. So when you come to content creation and say
the month of April, you find three or
four different styles work really, really well. Then you know from
your analytics half these were really good. Then for the
following month, you can do something similar. So say if it was video content,
videos more effective. So it helps massively
and keeping up to date, keeping the audience engaged. And it is a crucial part
of doing your thing. All of the social media
platforms have analytics. Very easy to understand. Twitter's is by far the
easiest I've ever seen. It tells you a month to
month, how are you doing? It's fantastic. But you can do a deeper dive if you want into what posted
that type of thing. But it's bringing
social media marketing offers several advantages. So we're just going to go
through the six top ones. So first of all, we've
covered this couple of times, increases brand
awareness, gets you out, but basically, it
has a wide reach. Your content online, on social
media can be worldwide. Basically. It gives you the ability to
target specific audiences. It's really cost-effective,
real-time engagement. And you have access to valuable insights that you
would never have blood. They're really,
really good reasons. So you can see exactly
what's working, what's not. And then you can
change your strategy when it comes to
cost-effectiveness. Actually doesn't cost you
anything but your time. Usually, unless you
go into advertising, is all down to basically
use spending hours doing the content is in that
if you are outsourcing it, then obviously it becomes
it comes at a cost. I'm finally why businesses
use social media. So it's very similar to the
reasons what the advantages. First of all, it increases
brand awareness, which can't emphasize enough is really important one, a lot, businesses didn't used
to be on social media, but now all because of
obviously the pandemic, people are realizing I need another avenue of basically
of getting known. Some people have websites
and don't realize the potential of social media, and now they're realizing they can just put three
or four posts out there. They grow it slowly. But people are now
realizing who they are because it's all linked to Google searches and
that type of thing. Customer engagement
interaction is great for them, for
businesses, especially. It's quicker. People can message
on social media when they're seeing your
products or something. Some people don't go
onto your website. They'd go into social before
you go onto your website. So it's kind of getting them at that point. But you
can talk to them. They might have
questions at that time. And then that's when you can push the lead through
to the website. Number three offers highly
targeted advertising options. So that refers to pay dads. So you can do Facebook ads, that type of thing that you
can target different people. You can boost posts. There are tons of options
when it comes to advertising, the type of advertising, how long you want to do IT, budgets, all of that. So you can define what you wanna do when it
comes to advertising. It's just fantastic
for businesses, especially if they've
got like a small budget. The next reason is content
marketing and storytelling. For them, it's great where
they can showcase what they do before and after scenes You know, they can really show
off who they are basically on social media
and businesses are starting to realize
the advantages. Nobody really wants to
buy from a website. They don't really
know enough about. Most people have social media
attached to their websites. And people will often go through check their social,
they're quite active. Then it kind of
reinforces them to buying or taking up a service. The next one is a
competitive advantage. People spent quite a lot of money trying to build
up their followers. But it does give you
an advantage when it comes to the level
of interaction, what you're doing, the amount of followers,
that type of thing. But if there's a business that's exactly the same as yours, they're not they're not
on any of the platforms. Then you've got that
advantage because people now know who you are
because of your social. Basically, this company
though they're not really sure who they
are or their nose. They've got a website. That's it. It's kind of like building
that trust basically. The last reason is market research and customer
influence and marketing. They are, people are starting to realize the benefits to doing market research and customer
influencer marketing as in getting people to
basically push that products. Are seeing more and
more of a vantage. It's all about
understanding the market. Who your audiences. Most companies years ago probably wouldn't really
care that much about it. Social media is giving
them that help. Basically. Social media obviously gives
you access to a lot of data, as we've said, which is actually
part of market research, it gives you a better
understanding. So if you went on to say Instagram and you
found out some of the, most the people that
bought from you when men, then you now know that you
are targeting a different, you can tie with just men
only, that type of thing. Because you know, that's
the Audience View. So it's really beneficial. But like I said, businesses never really saw
the need for it. In the last, say, three years. They've definitely understood
the potential behind it. Now, I would say
majority of businesses outsource the social media or they're rarely on
it, to be honest. But it is good, is good for
a business perspective. So hopefully this has given
you an insight. Social media. I should just an overview of basically what to expect from social media and the types of marketing that
you could be doing, and the strategies that does a lot of information
about behind this. Every channel is different,
every single one. So I could be here for awhile, explain me each of them. But this is just
a general guide. There are plenty of courses out there for each individual
platform TikTok. So new one, they're all limited courses you might
find, but the rest of them, there are those
information resources, that type of thing on that, and there are tons of different
strategies for each one. But it is a really good resource for many, many businesses. And a lot of them are
realizing it today
7. Content marketing : So let's look at
content marketing. 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. So the primary goal of content marketing is to engage and educate
the target audience. Build brand awareness,
stop is credibility and trust and ultimately drive
profitable customer actions. So that is basically
the primary goal of what you're doing
with content marketing. So these are the various
types of content. So why don't we say content. It could be blog posts,
articles, videos, infographics, podcasts,
social media posts, white papers at e-books. These, these are the main ones. There are plenty of other ones, but these are the ones that
you probably work with. What content needs
to be designed for. It needs to provide
valuable information. Entertain, inspire, all, solve a problem
for the audience, rather than directly promoting
a product or service. So the point of content
marketing is to provide all of this in a way. The promotes what you do in the background and
promotes what you sell. So for example, a hairdresser
will have a website and basically they might have how-to videos on YouTube,
that type of thing. What it will do is it
will lead people to go, Wow, that's really good. I want to learn more. They'll click from the YouTube
link into the website. And basically, they
might pick a service, for example, or product that the hairdresser uses,
that type of thing. That leads to sales in
that type of thing. So what you're doing, it's,
it's like the step before something is sold or
service taken up. Basically that's what
the content is about. So by providing useful
and engaging content, businesses aimed to attract and retain the attention of
their target audience, builds up relationships
with them and inferences that by
purchasing decisions. So it's a really good way of
basically if for products, especially it's a
really good way of basically promoting the
product without doing it. But it's very effective because you want to attract
the audience. You want to track them
into finding out more about what your product can do for them, that type of thing. And that's what content
marketing is about. But there are different
ways of doing it. So content marketing is
often used to support other marketing strategies such as search engine optimization, which we've covered,
social media marketing, email marketing, and
lead generation. The success of content marketing really relies on
certain aspects. So understanding the
target audience, which is basically all
levels of marketing, you need to know who that is, creating high-quality content. So when we say that, that means using images
are high-quality, making sure that when
people look at it, they want to stay on that page. So images that are
distorted people are, they don't know what's
about the writings. They can't read it,
that type of thing. High-quality content
is important. Effectively distributing the content
through various channels. So often people choose to
use multiple channels. So they might choose
to use a YouTube and Instagram because they do a lot of videos, that type of thing. So find the channels
that works for your business where
your audience will be really important. Consistency in
publishing content. So always do. Each week, there
should be something going out on your channels, on your blogs, that
type of thing. To show that you're
very relevant. Google will pick this up as
well, which is really good. The more consistent you are, the more Google rank q
because they like all, they're always
posting something. They're there, they're
always doing something. And they appreciate that. Optimizing, optimizing
content for search engines. So we've mentioned about SEO, blogs, e-books,
that type of thing, social media as well. It's important to make sure you're using
the right keywords, that type of thing, because it all links to search engines. And finally, including a clear and compelling
call-to-action. So that's what CTA is about. When I say this, it means
like find out more, read now, try today. Something that goes, oh, okay, I need to click that button because I
want to find out more. It gives people a purpose
into doing a specific action. So hopefully this has given you a little oversight into
content marketing. There are the doors so much information
around content marketing. There are definitely
different things that you need to learn about
certain aspects. For e-books,
blogging, podcast are all different types of content that if you're
going to go into, I'd definitely research
specifically, for example, blogs, like basically the structure, the word count, how to incorporate keywords,
that type of thing. Podcast is saying, you need
to learn how to do them. Basically where to upload them, all the, all the
little bits to them. So those are things
that you probably would have to
research on your own. But this is just
a general ideas. So content marketing
is basically all the things that you create that goes
onto your website, goes on your socials
and your e-mails, that type of thing or content. But you need to remember
that it needs to inspire. It needs to have a purpose. Basically. So to inspire, educate
interests, audience, or basically provide them with information is really,
really important. So hopefully that's given
you a nice overview. We are now going to
look at email marketing
8. Email marketing: So let's look at email marketing
and kind of what it is. Email marketing is a digital marketing strategy
that involves sending targeted promotional messages or information to a group of
individuals via e-mail. It is the most direct
and cost-effective way for businesses to communicate
with their customers, build relationships, and promote their
products or services. This is very similar in
line with social media. It's about building
relationships, communication. It's about showing
people what you do. E-mail is basically
the same source idea. Basically. When you collect your
e-mail addresses, they can be used to send
messages such as these ones. So newsletter, product updates, sales promotions,
event invitations, personalized offers,
and updates. What you're trying to do with e-mail marketing is to
have a purpose around it. So if you're trying to push
products or something, then do product updates. But try incorporate something
interesting into it. It's all about thinking from
a customer's perspective. Would it, would somebody
open your email? So you have to start
thinking about the different aspects
of an e-mail itself. So for example, the title
when you send an email is so, so important in that
little heading. Because that will get people to open if it's not interesting or it's just a product update, they're not going to open it. You want to excite them. You want to be like, Oh, okay, so that's your first thing
you need to think about. Then the second
thing when it comes to emails is making sure the content is personalized
and it's interesting. So don't just send an image with a product information and that's it that they'll unsubscribe. You want to basically give
them as much information, given them different
things to look at and go, oh, that's it. That's a really careful
reading or watching about. So if you're doing, say, a product update email, you can explain the
benefits to the product and maybe throw in some other
products very similar. So you can upsell as well as just show them
the big feature. But you're giving
them options and that's what people
like they want to see. Oh, yeah, I'm not
interested in that. And they scroll down and go, Oh, well, I'm
interested in that. And that's what an email's up. So we're going to quickly look through the benefits
of email marketing. First one is very
cost-effective. If you go on most platforms, unless you're reaching
really high numbers. More than often,
you can actually get free mum octane from this, from some platforms, which I will show you
in the next slide. You could also reach a
large and diverse audience. So expands your
brands visibility. So people you wouldn't
have thought of targeting. I'll probably sign up to your emails and
then you're like, Oh, okay, this is
a new audience. Had thought, Wow,
that's a great thing. It enables personalized
communications so often in an MAO get go, hey, and then your
name is cited, it personalized for you. That's the good thing
about him. Almaty doesn't feel like this is
just a generic email. I mean, a lot of
the time you can personalize certain
things and products, that type of thing to people. So it's more relevant to them, which is what people want. The next reason is you deliver
a talk to him, messages, offers updates
directly to people, which I've just mentioned, which is I love that I think most of us like it when there's something on
there and you're like, Oh, this company knows me. And that's what you want
people to think about you. They'll stay on your
e-mail marketing list a lot, a lot longer. More targeting is your messages. Our next reason, it's
highly effective in driving conversions compared
to most things like paid ads and
that type of thing. You are, you're going to
find that it does drive conversions a lot easier than
anything else that you try. The only thing I'd
say is you need to build up a good email list. That is probably one of the hardest aspects
most people find. But once you've got that list going and everyone's
subscribing, it's great, then those
conversions will happen. The other thing is, automated campaigns
are fantastic. It is such a great way. When someone clicks
on some button, then they're taking on
to something else and then it automates a lot
of what you're doing. So it saves you time, which is fantastic,
especially if you're a small business. This is what you'll need. The next reason is you get to build and nurture relationships
with your customers. So we've mentioned about person, personalized communication, messages, offers
that's happening, that was kinda building
that relationship in a way. But these emails are there
to help customers basically, if you're very
information driven, soft news, are they sending out? It's great because you can
actually share your story, can make it very personalized,
but you, yourself, your brand, and it builds up
trust with that customer. The different email types. They all have
different purposes, but you can integrate
them if you, I mean, you could have a new
site or width products in it with a personalized offer, you can build them however you want to build them basically But they all should
have a purpose. Finally, I love this reason. It's easy to create and share. That years ago, it used to be HTML that we're really tricky. You needed somebody to do it. Anyone can do it now. And these other tools to do it. So these are the top tools
currently at the minute. The third hundreds of more
that you can choose from. But these are the top
ones I'd look at. First of all, you might
have heard of Mailchimp, which is on the left-hand side. Constant contact, send in blue, get response, campaign Marta, a Web Kit, Android. They all have different
pricing structures. They all have
different features. Have a look what
you're looking for. If I were you, if you're
going to look into this, you wanted certain
features like automation, personalization, breaking up your ordinances,
that type of thing. Then I would write that down and check that
they've all got one. You can do some comparisons. You could go on some forms, that type of thing to figure out which ones who shoe and
look at pricing obviously. But these are the top ones. Male chimps,
particularly popular. Sending blues quite good
and getting respond is pretty good for
beginners as well. They offer templates,
that type of thing to get you started really quick because
that's what they want. They want they don't want you
to sit in there going on. Now I've got a crate that
news or that's terrible. They want you to be
like, wow, this is easy. I can do this in an
hour or 20 min or so. That's why they've been designed
them the way they have. The last bit I'm just going
to cover is it's very, very important when it comes to e-mailing to always have a plan. When it comes to
email marketing, you need to stay consistent. It's like everything else
and marketing efforts, you need to remain consistent. If you say to people, I'm gonna send you an
email out every week. The mixture that is sending
the e-mail every week. Because if, say for example, you've got customers who
actually really love the content that you send
things to their mailbox. And you don't, you
can lose that trust. And that's, that's what
you don't want to lose. Also, businesses should focus on delivering valuable
and engaging content, respecting recipients
privacy and preferences, I'm following relevant laws
and regulations such as GDPR, which is General Data
Protection Regulation. This is very, very
important before you do e-mail marketing or you
start to build an email list, I would recommend looking into GDPR when it
comes to emails, there are some new
regulations around it. It's down to basically allowing people to opt in or opt out of emails and out storing people's data for specific
reasons and things like that. It's a tricky topic, but you really should meet, you really need to look into, or basically, it's
nothing scary. I promise. There are just a few things
you just need to think about it in terms of when
you build your e-mail. But basically all you need
to just go on to Google, type in GDPR, typing
email marketing. And it will come up with basically what you need
to be doing basically. So hopefully, you found
this interesting. If you're interested in
the e-mail marketing, I would highly recommend it
because it is so effective in marketing businesses
is quite fun as well, is very informative. You can create the emails
to what you wanna do. And it's great for
getting leads as well.