Digital Marketing 101 | Its basic components | Donna Townsend | Skillshare
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Digital Marketing 101 | Its basic components

teacher avatar Donna Townsend, SMM | VA | Entrepreneur

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Introduction

      1:26

    • 2.

      What is digital marketing

      1:54

    • 3.

      Benefits of Digital marketing

      8:38

    • 4.

      Search Engine Optimization (SEO)

      14:27

    • 5.

      Search Engine Marketing (SEM)

      9:47

    • 6.

      Social media marketing

      13:48

    • 7.

      Content marketing

      6:15

    • 8.

      Email marketing

      9:25

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About This Class

Digital Marketing 101 is an introductory course designed to provide students with a comprehensive understanding of the fundamental concepts and components of digital marketing. This course is tailored for individuals who are new to the field and aims to equip them with essential knowledge and skills to navigate the digital landscape effectively.

The outcomes: 

  • What is digital marketing?
  • Benefits of Digital Marketing
  • Search Engine Optimization (SEO)
  • Search Engine Marketing (SEM)
  • Social media marketing
  • Content marketing
  • Email marketing

Meet Your Teacher

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Donna Townsend

SMM | VA | Entrepreneur

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Level: Beginner

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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.