Digital Marketing

Article Coverage

Submitted To:
Dr. Bikramjit Rishi

By: Shubham Mishra (201812100)

Institute of Management Technology,

Nagpur.

2018-2020

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Business Listing:

Business listings play an important role in bringing visitors to your website. It is a way
through which local businesses can get found by online searchers by listing themselves on the
business listing sites such as:
1) Facebook
2) Yelp
3) Apple Maps
4) Google My Business
5) LinkedIn Company Directory
6) Bing
7) Yellow Book
8) HubSpot
9) MapQuest
For Example:
Yelp can help you getting reviews about your business. Facebook and Four-square can help
you spreading awareness about your location. It offers visitors a chance to check-in at your
location.
If your business listings are incorrect or inconsistent than you may be losing a chance to rank
well on the search engine and losing your potential customer.
If your business listing is incomplete than it will negatively impact your chances of ranking
high on the search engine results.
You should have a consistent business listing information across the web as this will increase
your chances of ranking well on the search engines.

How to Use Twitter Analytics: The Complete Guide for Marketers

Benefit of using twitter analytics is that it helps you to understand more about your target
audience.
It helps you to understand what type of post your target audience likes. You don’t have to
consider the whole analytics of the twitter you can get the analytics of your twitter account
and post the relevant post accordingly.
It also tells you the time at which your maximum target audience is active it helps in
achieving the maximum reach.
It can show you how your paid ads are working as compared to your organic tweets. You will
get to know your return on investment using twitter analytics tool.
Some Important twitter metrics to keep track are:

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These metrics are found on the Home tab of your Twitter analytics dashboard.
Top account metrics
1) Top Tweet – Since this tweet reached the large audience, it tells you more about your
content strategy.
2) New Followers – If it is increasing than it’s a good sign.
3) Top Follower – Your top follower holds the greatest potential to expand the reach of
your posts.
4) Top Mention – It expands your reach to more audience.
Top Tweet metrics
1) Engagements – Tracking which tweet is giving you maximum engagement can tell
you which type of content strategy to be used.
2) Engagement rate - It gives the clear picture of how many people saw the post. How
engaging your tweet is.
3) Twitter reach percentage – It tells you about how many of your followers saw your
tweet.
4) Link clicks – It tells you about how many times twitter users clicked on your link.
Top Twitter add metrics
1) Results - Twitter ad results can track a range of objectives, including impressions,
followers, engagements, video views, website clicks and conversions, and more. By
analysing it you can calculate your ROI.
2) Cost per results - Tracking Cost Per Result will help you manage your budget and
factor into your ROI calculations.
3) Conversions – It allows you to track what actions people have taken on your website
and across devices after they see your Twitter ad.

Twitter analytics tools

1) SocialRank
2) BrandMaxima
3) Cloohawk
4) Tweepsmap
5) Twitonomy

14 Beginner Tips for Growing Your Brand on YouTube:

 Develop a clear vision:
You should have a clear vision of what you are going to do on the particular
channel. Suppose you have a tech channel than you should be focussed on that.
You should maintain a particular niche of your channel.
 Set up a brand account: You should build a brand account; you can’t use your
personal account as brand account has certain features you can’t have with your
personal account.

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  Create a strong visual identity: You should have a proper channel icon and
banner image of your YouTube channel.
 Write a compelling channel description: Always fill the about section of the
channel. Proper description of what your channel is about and what you do should
be there in it.
 Add contact information: Add all your links of Facebook page, Twitter page,
Instagram page in the about section.
 Verify your account: It is very important to verify your account as only verified
accounts can post videos longer than 15 minutes. it also lets you create custom
thumbnails.
 Check out your competitors: Research about your competition what kind of
content do they upload, what keywords do they use, which editing software do they
use, etc.
 Set a consistent schedule: You should post regularly and be consistent regarding
your post. Try to make a proper time table of your post that on a particular day
which type of post you will upload.
 Be selective:
 Make your videos ‘clickable’:
o Create custom thumbnails
o Create a short and punchy title that attracts the customer.
o Give a compelling description, use keywords, hashtags more and more.
 Build playlists: Playlists help user to explore more of your content and they also
keep users engaged from one video to another thus increasing total watch time.
 Cross promote: Promote your channel on different platforms like Facebook,
WhatsApp, etc.

How to Make Money on YouTube: 6 Effective Strategies

 Become a YouTube Partner:

 First create your own YouTube channel.

 You need a minimum of 1000 subscriber and 4000 watch hours.

 Set up your AdSense account.

 Sell your own merchandise

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  Create sponsored content: You can directly sponsor the content of the company in
your video and earn revenue from them. Suppose if you have Tech channel than you
can sponsor the content of mobile companies like oppo, vivo, oneplus, etc.

 Get your fans to pay you directly:

 Host live chats where people can use Super Chat: Using super chat your viewers
can make their comments more visible to you —by doing this they’re highlighted
and pinned for a set amount of time depending on how much they pay—in the live
chat stream.

 Encourage your fans to become channel members: YouTube offers you the
options to let your fans pay you to become members of your channel. In exchange,
they get custom emoji, badges, and access to members-only exclusives like Live
Chats with you.

 Encourage your fans to become YouTube Premium subscribers: When you tube
premium members watch the videos on your channel you get a cut on their
subscription fees.

 Use crowdfunding on an ongoing or one-off basis

 License your content to the media

How to Make Money on Instagram: 3 Foolproof Strategies

There are many ways to make money on Instagram but the best among them are:
 Become an influencer.
 Become an affiliate marketer.
 Sell your products on Instagram.
For becoming an influencer on Instagram you should have a decent number of follower
count and a competitive engagement rate. For becoming an influencer on Instagram firstly
you should:
Choose a niche product and target brands according to your potential followers and their
target market. Suppose if you are a make-up artist than you can target Lakme, Mac, etc.

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Try to build your target audience and increase your follower count this can be done by
regular posting of content, building trust with the followers, prove them that you are a
credible source of information for them.
You can partner with the brands this can be done easily by signing up with an influencer
marketing platform. AspireIQ, Upfluence, and Famebit are good places to start.
Become an affiliate marketer
 Through affiliate marketing you can recommend your favourite t-shirts, beauty
products, footwear’s, etc.
 You can provide link to buy that product or a promo code with special discount to sell
that product. Both link and promo code should be unique to you so that merchant can
track the sales done by you.
Sell your own products
Rather than selling products of someone else create your own brand and sell your own
products.
If you want to try out one of the following things than there are some small tips for you like:
 You should know your worth. Find out what is the engagement rate of your post and
number of followers.
 Find out what your competitor is doing.
 Keep your response rate high.
 Try to be as professional as possible.
 Promote yourself on other channels.
 Make use of social media analytics.

Struggling to Find That Stat? Research Tips for Social Media Marketers

Several effective ways to conduct social media research are as follows:

Online Research Tool:
Use google search operator and advanced search:

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Quotation marks (“”)
If you want to search any specific phrase than you keep it inside the quotation mark.
Asterisk (*)
It is used to find fill in the blanks. Suppose if you forgot the word in the sentence than
you can put asterisk instead of it, google will find it.
Site:
It helps you find specific site on google.
Number Range (..)
Placing two periods between numbers instructs Google to search for any numbers within that
range.
Related:
It will search the search the site related to any site you specify.
Use Boolean search operators

AND
Using AND between two search terms indicates that you only want results that include both
search terms.
OR
Using OR between search terms indicates that you want to search for any of the terms rather
than all of them.
Hyphen (-)
Using a hyphen (or minus sign) before a search term eliminates results that include that term.
Social media research tips and best practices

Filter all the results by the date. When searching for information in Google, go to Tools.
Then click on Any time to bring up a drop-down menu that allows you to select a specific
date range for your search.
Find the original source of any information.
Use reliable sources. If you are looking for some company than use company’s official
website, companies blog, news, about page, company’s social media profiles and you can
also trust government sources.

Website Domain Ownership

You can buy the domain of your website through many online websites like GoDaddy.com,
NameCheap, Hover, Google Domains, etc. You can own that domain for one year, two years,
etc. Buying a domain name is like registry of the land.

How to find out if you own your website domain?

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To find out whether you own a website or not you can use simple tools like whois.com-
which will tell you all the information about your website that who owns it, address, contact
information and the registered owner of the website.
It will also tell you that when your website was created and when it will expire.
Through this tool you can find information about any website and it is completely free to use.
Scenario 1:
If you want to change to another website designer and you own your domain
If you own a domain than it is not a problem to get your domain directed to a new site
location.
When you own your domain, It takes a maximum of 24 hours for this change to happen –
which is called “propagation”.
Scenario 2:
You want to change to another website designer and you don’t own your domain
It is a very difficult process and sometimes it is impossible.
25 of the Best Facebook Page Apps to Give Your Business a Boost
Instagram: Facebook directly gives the option to directly link your Instagram business
account to you Facebook page. Suppose if create a Facebook add you can also share it on
Instagram. You can also cross post your stories between the two channels.
WhatsApp Business: If you connect your WhatsApp business account to your facebook page
than you will have the option to run adds that click to your WhatsApp business account.
Pages Merger App: Download Facebook Pages Manager app that will help you to track
activity, see insights, and reply to customers. It gives you the option to manage up to 50
pages from your device with this app.
Facebook page apps for content
Canva: It provides more than 50,000 templates for everything from page cover photos to
posts.
Adobe Spark: You can design your facebook cover page on it and from it you can create adds
and marketing videos.
Animoto: It provides you with video templates by using this you can make videos.
PromoRepublic: With more than 100,000 templates and images, PromoRepublic is another
free resource library worth bookmarking.
Livestream: It is currently available to its premium members only you can livestream through
it reaching the wider audience.

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Hootsuite: It allows you to schedule your post at the best time of the day and you can place
campaigns according to your schedule.

Facebook page apps for surveys and promotion

Wishpond: It provides you to make contests of different types and it provides you 10 apps to
manage facebook page promotions.

Woobox: It is good for cross platform campaigns that can be promoted across different
channels.

SurveyMonkey: SurveyMonkey offers free and pro tools to create surveys or polls
specifically for your Facebook page.

Facebook page apps for email integration

MailChimp: By integrating MailChimp with your page you can create a signup form for new
subscribers and you can also promote it with adds to increase your reach and awareness.

Facebook page apps for tabs

Woobox: It helps you add Pinterest, Instagram, Twitter, and YouTube page tabs so that you
can promote your other social channels on facebook.

Facebook page apps for e-commerce

Shopify: This app helps you to sell your products directly from the facebook page.

BigCommerce: By using BigCommerce, you can connect your website catalogue, run
targeted ads, and find the right customers.

Facebook page apps for advertising

Facebook Pixel: Facebook Pixel is an analytic tool through this you can set up automatic
bidding, connect with specific types of customers, and better understand the customer buying
path.

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Adview: If you run your adds on both Instagram and facebook by using this app helps you to
view and reply to all the comments at one place.

Facebook page apps for tracking and analytics

Likealyzer: It helps you to analyse your page analytics and it identifies your competitor for
you to benchmark and you can also manually add your competitor.

Facebook Messenger Apps

MobileMonkey: It is a multi-purpose app for Facebook Messenger. It helps you to build

chatbots, create Messenger ads, send chat blasts, and even offers tools for growing Messenger
contact lists.

Chatkit: It is designed for e-commerce, Chatkit is a bot that helps save time by auto-
responding to common customer inquiries.

36 Ways to Get Your Ads in Front of the Right People on Facebook

More than two billion people use facebook, Instagram and WhatsApp every day. It allows
facebook to collect lot of information about them. If you are launching any ad campaign on
facebook you should ensure that it reaches the right audience. Facebook defines audiences in
three ways:
 Core audience: It relies on facebook data to target adds.
 Custom audience: Use data from mobiles or website to target people you already
know.
 Lookalike audience: It helps advertisers to find new audience by combining facebook
data with your custom audience data.
 Ways to target audience with Facebook adds:
 Target core audience:
 You can target your audience according to their location.
 You can target the audience according to the geographical boundaries.
 Target audiences according to their demographics like age, language, gender,
education, political views, etc.
 According to their relationship status that you want to target married couples or
bachelors.
 Target audience according to their interests by analysing what activities they do, what
pages they engage with, their post and comments, etc.
 Lookalike audience
 Custom audience: Audience from your contact lists, people who visit your site, etc.

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 How to Use Google My Business to Get More Customers

Google My Business is an easy way to make your business more discoverable.

Why do you need Google My Business account:
 It makes it easier for people to find your physical location.
 It increases your search visibility.
 It lets you display useful information and makes it easy for the customers to leave
their reviews.
 It is completely free.
How to create Google My Business account
To create Google My Business account you have to simply follow following steps:
1) Sign-in
2) Add your business name
3) Add location
4) Drag and drop your exact location
5) Update the things you deliver
6) Select your business category
7) Update your contact information
8) Verify you google business account.
3 ways to optimize your Google My Business profile

1) Download the Google My Business app. It will help you to update your pictures,
respond to the reviews of the customers, post status easily.
2) Encourage your customers to leave review.
3) Update clean and crisp photos.

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