SMM Course Azeem3

[Document title] [Date]
Course Outline
40-45 Lectures (2.5 Months Long approx.)

(I) Freelancing (1-2 weeks)
Upwork
Introduction, Profile making, Proposals, Client authentication, Clients Communication,
Payment methods
Fiverr
Introduction, Profile making, gigs, gigs optimization, Payment options, Payment methods
(II) Social Media Management (2-3 weeks)

How to manage the social media accounts, like Facebook, Instagram, LinkedIn, Twitter. In this section,
we will learn the following:
1. Page Audit
2. Competitor’s analysis
3. Content Creation
4. Content Calendar
5. Content Schedule
6. How to grow social media pages and accounts
7. Making performance report for the clients
(III) Social Media Marketing (2-3 weeks)
How to do social media marketing, like Facebook, Instagram, LinkedIn, Twitter, YouTube etc.
How to make campaigns, like campaign structure, audience research, landing page analysis, copywriting,
how to make creatives (Images), how to monitor ads
(IV) You Tube Ads

▪ How to grow your / your client’s channel
▪ Audience research
▪ Segmentation
(V) Google Ads
▪ Types of campaigns
▪ Keyword research
▪ Conversion tracking
▪ Display ads making
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▪ Search ads making

▪ Will study relevant tools like Canva, ChatGPT
(VI) E-mail Marketing
▪ Tools
▪ Audience build
▪ Mass email
▪ Monitoring
Difference between Digital Marketing and Social Media Marketing
Digital Marketing:
To enhance sales in a digital world, a business owner needs to take certain steps
▪ Create a website
▪ Email marketing
▪ Launch a mobile app
▪ Do social media marketing
▪ SEO
▪ Blogs
▪ Cyber Security
Social Media Marketing
On the other hand, social media marketing is one little part of digital marketing
A good freelancer must have these three characteristics:
1. Consistency
2. Patience
3. Communication
▪ Freelancers earning, ranges from $500 to $2000 for the beginners

▪ You must have a bank account in your name
▪ As a social media manager, you can either opt for freelancing, or you can choose for a
remote job option. Hence it is a good strategy to focus and go for both of them
▪ We have to stay updated in marketing fields and must follow the trends
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Freelancing Platforms:
1. Upwork ( Positioned itself as a marketing platform)
2. Fiverr (Positioned itself as a graphic designing platform)
PROS and CONS of Upwork and Fiverr

UPWORK FIVERR
▪ Totally free
▪ Easy profile making
▪ One time hard work
▪ Big orders
▪ Beginner friendly platform
▪ Long term clients
PROS ▪ You can make 7 Gigs at a time
▪ They don’t take test to check
▪ One time gigs making
your skills
▪ It is in your hand, that how much
do you want to work
▪ You can text the clients, that to
hire me for the job, it is like
applying a job
▪ Charges 10% for each order
▪ Not Free ▪ Fiverr can take test to make sure you can do
▪ We need to pay something at certain tasks
CONS
certain stage to get the job ▪ It is not in your hand that you can text the clients
about hiring me for a specific job
▪ Keeps money for 14 days for client’s satisfaction
▪ Charges 20% for each order
We will also learn in this course that other than Fiverr and Upwork, what are the different ways to find
clients.
Clients submit payments on these platforms before submitting an order
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Assignment
We must nee to have a presentable photo and an email address to begin with
UPWORK
Main points for making a profile
▪ Your profile is the most significant in the Upwork
▪ You must upload a presentable picture (must be head shot and smiling face)
▪ Your clients observe and judge you on your photo
▪ You need to be extrovert
▪ Write original name as per your CNIC
▪ Mention City as per your CNIC
▪ You must have a professional title, like Social media specialist, Facebook Ads, Google
Ads expert etc.
▪ We can create multiple sub profiles under our main profile.
Introduction:
In the introduction, we need to make business owner believe that we are the right person for the right
job
Your services must be written clearly
Portfolio
It shows your previous work, and shows some documents as a proof that reflects your ability to do work.
It could be possible that beginners will not have their portfolio, but we need to include that as time
passes. We can also include the assignments that would be assigned by our instructor in Social Media
Management Course, as this will also be our own creation and work, to display them on the platforms.
Skills
You need to include your skills, and add them as time progresses.
Employment history
We have to write relevant experience. We don’t need to exaggerate our skills and capabilities.
Work History
It shows our past projects, ongoing projects, clients feedbacks and reviews. Feedbacks and reviews are
very important, as new clients can see your performance through these.
What is Blue Tick in Upwork ?
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That means Upwork verifies you, that this freelancer is verified. This appears after some time on
Upwork, the platform sent you an email and can ask you to do certain tasks, like uploading your selfie,
picture upload, asked about your identity etc. After that your profile could get verified
What is Earning Stats on Upwork ?

It shows your total earning, total number of jobs and total hours spent on completion of these jobs.
Hourly Project
Types of Projects Fixed Price Project

on Upwork
Weekly Retainer
(I) Hourly Project:

Where you get paid and client hires you on hourly basis. You need to mention your
hourly rate, like $8, $10 etc. Here Upwork gives you an application to install. You open
the app every time, Upwork can take screenshots every irregular intervals and send it to
clients. It monitors your laptop activity. However, you can pause the app as well, if you
are going somewhere, and you can also delete the screenshots
Mostly client feels safe in this type of project. For beginners we need to focus on hourly
project
(II) Fixed price project:

You and client will set the price as per the project. Hence after finishing the task, you get
your payments. Here we don’t need to run the application that takes the screenshots, and
app does not need to monitor screen activity.
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(III) Weekly retainer:

Client hires you on weekly basis.
In marketing, work has been allocated to you mostly in longer period. It is important to decide a fair
rate, whether hourly or task base. As it would be difficult to change the rate during the project
Tip for Beginner
Keep your hourly rate ranging $8 to $ 12
Assignment
Create a good title for you on your Upwork profile
(Ex: Social media management professional | Social media content designer | Technical
Conetnt writer )
UPWORK
Introduction and profile making
An Introduction must not be:
▪ Self-centered
▪ Monotonic
▪ Self-Achievement
▪ Too much paragraphs
▪ Must not contain grammatical error
▪ Abrupt ending
▪ Must not be poorly format
▪ Don’t include long sentences in the Introduction
An Introduction needs to be:
▪ Mention skills (like logo designing)

▪ Tools (like Canva), it means that the tools you will be using to perform the task
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▪ Must provide bullet list, like what you will offer to the clients. Create a bullet list out of
skills and tools you mention before
▪ Soft Skills
▪ Proper Ending Para (like I am open to work, or feel free to discuss your project etc.)
▪ You can add emojis to make it more attractive to read
Remember, your profile goes to the client, when you make an offer
Upwork Profile Example

1. Skill
I am a social media manager. I can help you in growing your media accounts including
Facebook, Instagram, Twitter, LinkedIn etc. I will bring engagements, followers and
sales. With the help of my social media strategy, your business will see a significant
growth
2. Tools
I would be doing competitor’s analysis, and will do a content audit of your social media
platform. I will be creating highly engaging content with the help of Canva, Photoshop
and Illustrator. You will have a properly researched content created and curated.
3. Bullet List
❖ Competitors analysis
❖ Content creation
❖ Social media platform growth
❖ Increase in sales
❖ Monthly performance report
4. Soft Skills
▪ Team Player
▪ Can work in different time zone
▪ Can meet deadlines
▪ Eye to detail
Like I could work in team and as well as individually. I can follow your time zone. I have a great eye to
detail, and would be delivering all the work in a timely manner
5. Ending note
Please feel free to discuss your project with me
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What is Specialized Profile in Upwork ?
Upwork allows you to make specialize profile, this is a sub profile, and you can make multiple of it,
under your main profile. We have option to select different rates/hour on different sub profiles. If you
want to apply for certain jobs, you have option to attach relevant profile and send it to the clients. That
means on single profile, you are able to sell different skills.
ASSIGNMENT
Make a profile and write good introduction of yourself on Upwork, paste your Upwork link to the
group, as instructed.
After making a profile on Upwork, we need to find the Jobs / Projects that are relevant to you.
Finding a relevant Jobs/Projects

▪ At first, if you see there are no relevant jobs that are shown by the Upwork to you, then
we need to train the Upwork’s algorithm to work for you.
▪ While scrolling different jobs, mark Thumbs down to the irrelevant jobs and
mention the reason (such as, just not interested, vague Description, unrealistic
Expectations etc. ). And mark Heart Like Emoji to the relevant jobs, as it gets
saved)
▪ At the beginning of your career at Upwork, do this activity for at least one week and
you will see the performance by Upwork, as it shows us the relevant job with the
passage of time.
▪ If relevant jobs still did not appear frequently, then use the *Filters*
Using the Filters
Before using the filters, we must know that what are the aspects of the job
Jobs Aspects
1. Job Category
A short description that what the clients are looking for ?
2. Job type
Can be hourly base / Fix Price Projects
3. Experience level
Like freelancer’s experience, and it could be beginners, intermediate or expert.
We must have enough confidence that we are on the intermediate level, as client might
not prefer those freelancers who have very little or no experience.
4. Estimated Budget
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Like client have allocated some budget for the project. Sometimes client did not allocate
it, and left the decision on the freelancer’s side. Hence before starting the projects, we
need to negotiate with the price
5. Job posting time

Like the job is posted on the platform at what time. Ideally, we will not be looking for the
jobs that are 2 or 3 days older
6. Project’s description
At the end, client mentioned some set of skills that are necessary to complete the job.
7. Proposals
It shows the number of proposals that are being sent for the specific job
8. Payment verified
It gives us an idea that whether client’s bank account is verified and attached on the
Upwork. Sometimes payment is unverified, so we don’t need to pick for the job where
you see there is a payment unverified. As it shows that whether the client is unreliable or
very new to use this platform, it can cause trouble for you in later
9. Stars against payment verified option

Against the payment verified option, you can see there are stars that are given by the
freelancers to the client, you can take the cursor on it and clearly see the actual client’s
ratings. We need to work with client whose rating is greater than 4.7.
Note: After the project’s completion, freelancers and clients give each other feedback
10. Amount Spent

That shows that how much amount client spent on Upwork. Hence, more spending means
client is good and can give you more work. Sometimes, one good client is all what you
need in Upwork.
11. Client’s Country

It shows us where does the client belongs ?
HOW TO USE FILTERS ?

Go to the search bar and write a title like “Social media management”. Then the filters appear on the
left side of the screen.
*Job category, *experience level and *job type, leave these options as it is.
*Number of proposals : Must be less than 20
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*Client History: it shows the client’s history, that whether client hires the freelancers or new to the
platform. Select only those clients who had hired freelancers previously and uncheck the option “No
Hires” in this field.
* Client Location: it shows where does the client belong? Choose the client from Tier 1 countries like US
and Europe ideally, hence avoid other continents
After selecting these filters carefully, you can hit the button “Save Search” that appears beside the Job
Search Bar, in which you can also write the date as well. Hence to look for the same job again, you just
need to go for saved jobs section and click on it, and you can save your time and don’t really need to
apply filter to that.
Now if you click on the button “Find Work” under that your “Saved Search” appears as well.
ASSIGNMENT
Work with filters, apply them and see the results
Client Authentication
You have to see that whether the client is reasonable or good to work with ?
If the client is spending frequently on Upwork and spent minimum 20-30k USD, then we might consider
working with them. But we need to see that client also spent maximum amount in the minimum time,
that shows the overall worth of the client.
Click on the job, to see the client’s detail and to check for client authentication.
On the right side of the job, there are some options like Apply Now and Save Job
Most of the freelancers first save the jobs while scrolling for it and then gave themselves a proper time
to apply for the job, as we need to write an appropriate proposal for the job and it could consume some
time.
❖ Hence, under Apply Now and Save Job, there is an option “About the client”, and we
can see the payment verified/unverified options, and then we can look for the “Stars”
that are being given to the client from the freelancers.
❖ Then Client’s Country with City Name is also being mentioned. Then we can see the
“Jobs Posted” options, which depicts that how many jobs are being posted by the client
on the Upwork up till now. Under Jobs Posted, we can see the *Hiring Rate* and it must
be greater than 60%. As more hiring rate means the client is good and frequently hire the
freelancers.
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Tip: We must look and give value to the Hiring Rates and don’t give much importance
about the number of jobs posted.
❖ Then we can see the *Total Spending* that how much in USD the client is spending on
the Upwork, offering jobs to the freelancers. More spending means good client.
❖ Then look for the *Avg hourly rate paid* hence we need to quote and ask for the rate
that is pretty much closer to the Avg hourly rate given by the clients.
❖ After that look for the option *Member Since*, which shows that when the client opened
his account in Upwork. If, in the minimum time, client invest maximum amount, we have
to look for those clients.
Then sometimes *Company Size* is mentioned, but it is of less important for us as a
freelancer.
Scroll down the job to see further criteria

To see the criteria, you have to check for *preferred qualifications*.
Green Sign means you are fulfilling the job criteria like in talent type it is mentioned that client needs
independent clients and in English Level client needs Native or Bilingual. Hence, if your profile meets
the criteria then Green Tick appears.
Red Signs means that there are some mentioned criteria that you are not meeting. Like it can be that
client sometimes needs a person from specific location like USA, Europe etc. Then don’t need to apply
for that kind of job.
Talent Types
We have two talent types in Upwork
1. Independent
Like we are independent, and in most cases, clients prefer to work with independent
freelancers, due to quick response
2. Agencies
Sometimes agencies are also present on these platforms to complete the job
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Activity Job
Under this section, there are some categories like
1. Proposal:
We need to apply for job with less than 20 proposals ideally
2. Last viewed by the client:

It gives you the signal that whether client is active or not ?
3. Interviewing:
Means that this client responded to how many proposals in total. It shows that whether he
likes the profiles of some freelancers or not. Some clients give time to receive more
proposals and then respond and interview after some time.
4. Invites sent:
When client was making the job, Upwork gives some suggestions to the client about
sending the invites to the freelancers directly, Upwork picks it randomly on the basis and
relevancy of the freelancers’ profile. Hence, we also want to see the number of Invites
sent. More number of invites means it is not suitable for us, or it could be a spam.
5. Unanswered Invites:
how many freelancers did not respond the invites sent by freelancers.
Client’s Recent History

To freelancer: Syed Armaghan Ali (Example), by looking at the freelancer’s name, we can get an idea
that whether client like to work with our type of freelancers (from South Asian countries) or not ?.
Hence, we can also click on the freelancers’ names to check their profile, also to check their countries
and also can see in what ways they had introduced themselves to get that job may be.
First Star: Freelancers given to the client (it can or cannot include the comments)
Second Star: Client given to the Freelancers (it can or cannot include the comments)
If in the client’s recent history more south Asian people, then we can opt for the job and apply.
Tip: Try not to invest too much time on client’s authentication, you must be able to do it in a minute or
less than that.
After meeting the job criteria, now read the Job Description.
Job Description
Before apply, look for how many connects you are needing to apply for the specific job
CONNECTS ?
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To apply for a job, you need to give or sacrifice your Connects (In basic plan, Upwork gives you 10
connects each month for applying.
Upwork has designed this in a way to avoid unnecessary applicants that are unnecessary applying for
the job, as earlier freelancers apply without looking for even Job description, they just apply, whether
they are suitable candidate for the job or not?
Upwork allocate connects to each job by accessing the job’s value and worth
We can also go for the option to upgrade our plan, from Basic to Plus, by paying some amount to the
platform. Or we can also buy connects individually if don’t want to upgrade our account, that will also
have some cost associated with it.
We also have an option to buy connects from our own Upwork account, if we don’t want to use our
bank card for the transaction. As after completing specific project, the amount reflects in our Upwork
account
Assignment
Look for as many jobs as you can see and look for the requirement to access that whether you are
meeting the job’s criteria or not ?. Answer how many jobs fulfill your criteria and share the results in
the next class
Buying Connects:
Connects are use to interact with the clients.
Visa and Master cards are useful to buy things internationally
Proposals Stats
You can click on *My Proposals*, under that check out *New Invites to Interview* and *Active
Candidates*. As it is taught in the last lecture what does client interviewing means (like how many
freelancers actually client is interviewing), *Active Candidates* means that how many clients really
approached you.
Then Check out *My Stats*, it also shows the *respond % of the invites*, check out *Proposals* and
select the option *Last 7 days*, this will confirm about the stats like, Sent, Viewed, Interviewed and
Hired.
Checking about which job/projects we would like to go, spent and country are the two main key
features
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Writing a Proposal
Before writing a proposal, must read Job Description. Use ChatGPT, to summarize the detailed
introduction/job description.
ChatGPT instructions: briefly explain what this client is looking for ?
Then we can also write “explain it in 2 lines”
AI is very useful in marketing. Thus, include AI tools in your marketing activities
Click on the button *APPLY NOW*
1. Decide your rate/hour

It must be with in client’s bracket
Upwork will charge 10% fee of your asked rate
You can also go for increment options by selecting *Schedule a rate increase*. While
doing your project, it allows you to increase hourly rate after some time, that would be
mentioned here.
Tip: Select “Never” as a beginner
2. Some additional questions

Besides cover letter, client can also ask some additional questions, that we need to
answer. More than 90% clients did not ask other questions.
3. Attachments
You can attach your past work here.
Ideally, we will win clients through our communication.
Writing a Cover Letter

▪ Write it in a professional manner, still should be a mixture of formal and informal
▪ Writing a good letter, often starts with client’s name, which can be see through client’s
history, where he had given the work to some freelancers. Hence freelancers sometimes
use the client’s name in their conversation while given them the feedback.
▪ Only First 2 lines are shown to the clients, then there is an option “see more” appears on
client’s dashboard, hence we need to focus on SOLUTIONS in the introductory 2 lines,
hence urging him to see more in our proposals
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▪ Proposals should be to the point, precise and short.
▪ Proposals must be client specific
Tip: Use ChatGPT 2 liner methodology to begin writing a proposal and give him the
solutions
Cover Letter’s Structure

A. Solutions
I can help you with boosting your sales and brand awareness. I will study your business
model and market in order to create campaigns more accurately. My strategy will
improve your ROI significantly.
B. Tools
I will be creating the landing page if you haven’t created it already. I would be designing
creatives* and captions that would be appealing and drive traffic on the landing page
*Creatives means ads in marketing
C. Soft Skills
I could work well within a team as well as independently. I would be following the
team/Company’s SOPs. I have an eye for detail and could come up with productive ideas
D. Invite for a meeting

We can schedule a meeting to discuss the project’s details.
Note: We can go for ChatGPT and fetch some ideas, but Don’t COPY and PASTE
Like we can say “Write a job proposal for the mentioned job description”, but we need to
be creative enough and must not blindly copy and paste. Clients can easily judge that this
proposal is written by the technology.
Writing a Proposal for fixed Price job

Fix jobs means where client allocates fix budget for certain job/projects. For instance, client allocate
budget of $150. There is a word “Term” in fix job, which we need to understand.
Click > APPLY NOW
Terms:
How do you want to be paid ?
1. By Milestone
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Here you complete the work in *parts* and not in one go, like you have the option to split
the project into pieces. For instance, if you are writing an article, and client need total of
100 articles from freelancers, then we have an option to divide it into sub tasks, let’s say
first week 20 articles, Second week another 20 and so on.
Adding Milestone
You can add three things
a) Description
b) Due date
c) Amount
Tip: Use Milestone option, when the project’s worth is of huge amount and it could be easily splitable.
Pros and Cons of Milestone Option

Pros: There is a clarity of work between you and client
Cons: You did not have the surety that whether client will hire you or not ?, then why doing hard work in
the early stage.
2. By Project
Here you complete all work in one go and you ask for the price that I can do this work in
that much amount (stay close to what client asked, let’s say between $145-$160). Consider
above example, you will write total 100 articles at once, submit to the client and get
payment
Tip: Go for “By Project” option mostly
Terms:
How long will this project take ?
Most cases select less than one month.
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BOOST YOUR PROPOSAL

Upwork also gives you an option to boost your proposal, but you need to invest some extra *Connects*
for it. It looks like following
Boosting your proposal is not the only option to rank your profile to the top, if our skills* matches with
the client’s demanded skill then also our profile will appear somewhere on the top.
*While making profiles, we need to mention 10 different skills that we possess
Bidding will not guarantee about your selection, it is just a way to rank your profile.
Note : If client did not see/interact with your proposal, then after some time, you will have your Connects
refunded, that you spent while boosting your profile.
Boosting your proposal, this option is not necessarily present in every job.
BEST TIME TO SEND YOUR PROPOSAL: Follow Eastern zone (US timings), in Pakistan from 11PM – 2AM
let’s say.
After sending proposal, it is not necessary that you get instant feedback from clients, as some of them can
take their time, like communicating with freelancers could take them days or even weeks.
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Patience is needed in communication and writing for a job. Don’t rush to the client.
If client communicates with you then the message will appear on your Upwork Messages.
If client send you an offer, then click on *View details* and accept it. You must start doing your work,
after client sent you an offer, as you will receive money afterwards. Client’s offer will expire in 10 days;
hence you need to respond as quicky as you can. It is fair to text the client that “please send me an offer
as we just discussed, after client discusses the project’s details with you
If you don’t agree with client’s offer ?
Ideally don’t reject straight away, rather start negotiating politely and show your concerns. You can ask
the client to re-consider it, and try to win the project without sacrificing much of your rate. You can also
add that my rate will remain same, but I will be responsive and provide you feedback on time, and stuff
like that.
ASSIGNMENT
Write down at least 10 skills that you can start offering to the clients right now in the next class !
Send three job proposals in this week
Find relevant jobs, find a job that matches your current skills. While scrolling the job, shortlist it by
selecting a heart emoji , and then apply to the three jobs that matches our criteria.
You need to spend at least one hour in this session, like scrolling the jobs
To know about your current skills, go to Fiverr.com, to get an idea of your existing skill (like we have to do
skill assessment). In Fiverr.com browse through different categories
Add *Specialized Profile* to sell different skills, which we will discuss in the next session.
Don’t worry about the profile completion (%), as it will not be visible to anyone excepts you
Don’t include your contact number and email ID in your Upwork profile, as Upwork will block your
profile.
Some of the skills might be, AI content editing, writing, resume/CV writing, article writing for
blogs/websites, answering the public’s comments in social media etc.
- Don’t send a proposal in *Data Entry* Jobs, as it doesn’t suit you

- Some good skills to start with are
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• Canva
• Social media
• CV making Etc.
Making Specialized Profile

Go to settings > Profile Settings > select Specialized Profile
Specialized profile is the sub profile within your main profile, and main profile is called *All Work* in
Upwork. You can make specialized profile to start selling your additional skills.
Select your skill that is relevant and your existing skills, and mention those in your specialized profile.
Making a combination
You can make a combo like this
Example: Social media management | Virtual assistant | Sales
As these all are connected skills, so we can make a combination and start selling our services.
Creating an introduction, just like we studied earlier while making our Main Profile, after that Search
Jobs, make Job Proposals.
Send 1 proposal daily, this will lead you to a successful freelancer career.
Tip: Pick a job usually from $50-$100 at starting and not lower than this
We will also learn *Project Catalogue* in Upwork, but after completing Fiverr whole topic. As it also
means somehow, just like making gigs on Fiverr platform.
Your UPWORK Profile on Private Mode ?

When you became inactive, or not sending job proposals actively, then your profile can go to the private
mode.
What’s Harm in that ? Your client can see that this profile is in Private mode. But you can still search jobs
and send proposals.
You can make it public by taking these steps
1. After sending proposal, if client will send an offer, then it could be appeared as public
again
2. Contact *Upwork Support*, click on Submit a request.
3. Go to Upwork “help home” and click on “Get Support”
Some Ratings from Upwork to Freelancers
▪ Top rated
Earn at least 1000 USD in 1 year time span
▪ Top rated plus
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Earn at least 10,000 USD in 1 year time span, but this must be earned from one client.
Not a big deal to get *Top rated plus*, as this badge is not visible to client, and they
could only see *Top Rated*
▪ Rising Talent
Not on the basis of any income/ earning, that could be achieved if you are sending job
proposals frequently
▪ Expert Vetted
This is not easy to gain, Upwork will give this badge after interviewing may be, or based
on their own criteria of judgement and evaluation. This is not a performance/earning
based.
FIVERR.COM
This is a beginner friendly platform. We can make gigs, and make a good profile. Then order
automatically comes in as contrast to Upwork.com
Gig Economy ?
This is like selling small set of skills and earn money
As a beginner, we can create 7 gigs
In Fiverr, its one time hard work, and client will reach out to you, unlike in Upwork, where you reach to
the client and search jobs.
Clients will read your gigs. No connects/investment needed in Fiverr.com
Earlier in Fiverr.com, you can send your proposals to the client, and that was also free, but this option is
no more valid on Fiverr nowadays.
Cons of Fiverr.com
It is not in your hands to get the order, or searching the clients, you just have to make gig and wait for
the order, unless client will track you. Therefore, in Fiverr, sometimes freelancers will get de-motivated.
In Fiverr.com, wherever you become unresponsive, the platform de-rank your gigs and you might not be
visible on the front pages
Gigs Top Number
If you search job, then you can see some top gigs on the pages that would appear. Hence, we will also
learn about rankings and de-ranking
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How Gig would appear

In gig, we have a cover photo, you have an option to add any cover photo, unlike in Upwork, where you
have to display your original photo only.
Then the name would appear, and then Gig Title would be visible, and every gig title will start from the
words “I will ------”
Then we have ratings given to the freelancers from the clients, and it works like freelancer’s
authentication, from where clients will get an idea about the reputation of these freelancers.
Ratings ranges from 1-5

Besides ratings, we have client numbers (Like how many clients have given feedback to that freelancer)
You can also upload video as well in your Introduction
Some Ratings from Fiverr.com to Freelancers

- Level 1
- Level 2
- Top Rated
- Pro – In pro, Fiverr.com will judge freelancers on the basis of their own criteria, and here
you can find the most expensive freelancers, who are charging an exorbitant price for
their services.
Tips:
Make your cover photo *Attractive*, as this is the first point of interaction between you and your client.
An effective *Gig Image* will bring attention to your *Gig Title* and the good *Gig Title* will compel
your clients to open your Gig.
You have an option to charge rates by offering the clients;
Basic, Standard and Premium Services
Sometimes, client will not give you feedback, as they have an option to do so, maybe they don’t have
enough time or they just needed a job done etc.
Gig Description
Here you list down your services, like writing an introduction of 4-5 lines ideally, and the introduction
must be *skill oriented*
Example:
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Hi, I am Armaghan, your social media manager. I am able to --------------
Assignment
Make an effective Introduction on Fiverr.com
FIVERR
PROFILE MAKING
Click on Join > continue with google/email ID > selling freelancer services > solo freelancer > complete
your profile, seller profile.
Click on “Become a Seller”
Description:
Hi, I am Armaghan, --------
Certification:
Like e-Rozgaar Training Certification on social media marketing etc.
What is story line ?
It is a line, that describes you to catch the client’s attention. Choose an attractive line
Average response time ?
Fiverr.com will gauge this, and it means that after how long, the freelancer will respond to the client’s
query. It Should be less than an hour
You can get the feedback from the clients as well here
You can also mention some previous work with the clients, to grab the attention of new clients.
What is Gig ?
It is one page, where you talk about your services to the clients. You can make 7 gigs as a beginner at
one time.
Click on *Become a Seller*, then click on done, and Fiverr will bring you towards a gig making page,
which we will learn in the next class.
You can also change the price that is shown to you and change it from PKR to USD, on the right bottom
of the page or besides your main profile, by clicking on the currency.
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Assignment
Make a profile on Fiverr.com, and send the link to the Facebook group
Quick Review about Upwork:
In Upwork, soon we will be receiving a notification
1. Freelancer’s Verification (by email)

To verify freelancers, usually Upwork will give some instruction like (upload a Selfie, or
upload CNIC number etc.
2. Tax related
Upwork collects tax information from you but this will be according to the US laws, and
it is called W8 form. Here they can ask you that do you have business/property/home in
USA ?.
Simply select No, and you will not face any tax deductions. That is the reason that why
freelancers from USA charges more.
How to watch out the fraudulent activities in freelancer platforms?
If you receive a job offer without sending proposals to the clients, then Be Aware, and don’t accept it. It
could be fake offer, that can send virus to your system, or to hack your ID, as these are scams.
CREATE A GIG in Fiverr.com

1. Writing a Gig Title
Word limit provided by Fiverr.com (80 words in total)
But, we have to keep it precise, short and brief
Idea to write gig title (Providing services + Powerful/impactful words)
• Example as an article writer

Basic Line : I will write an article (Avoid this basic line, as they will not draw client’s attention
Attractive Line: I will write highly engaging articles for your blog and websites.
Hence highly engaging is a powerful/impactful word
• Example as content writer for Facebook post

Attractive Line: I will write highly engaging content for your social media platforms
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2. Category and Sub Category

Writing the Gig Title manually, then Fiverr.com will suggest automatically about the Category and Sub
Category.
For instance, as a content writer for Facebook posts;
Category: Digital Marketing
Sub Category: Social Media Marketing
3. Service Type
Select Social Media Management, in case of selling your services as content writer for social media
platforms.
4. Gig metadata
Fiverr.com wants to know something more about your services. Remember, this is *Invisible to the
clients*, and Fiverr is only collecting this data for their own purpose. You can select some of the options
and cannot select more than the allowed options, like as an example of selling your services as content
writer for social media platforms.
Select up to 3 platform type:
▪ Facebook
▪ Instagram
▪ Twitter
That does not mean that Fiverr will show this to the client.
We can write about more social media platforms in our Job Description
Management Tools
This is not must choose option, as they are not being used and practices frequently nowadays, hence
leave it as it is
Industry
Again, you have an option to choose only up to 5
Hence, we can choose
▪ Education
▪ Marketing and Advertising
▪ Real Estate
▪ Retail and Wholesale
▪ Sports and Fitness
Again, these are invisible to the client, hence we can write content on any of the industry type.
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5. Search Tags
Fiverr.com Instructions:
5 tags maximum. Use letters and numbers only.
This is very important, as client will search you through these Search Tags. Tag your Gig with buzz words
that are relevant to the services you offer.
Don’t repeat a word in your Search Tags, like if we write social media marketer, then don’t write social
media manager again in the Tags, (Hence don’t repeat Social media word)
Methods to write powerful Search Tags

Step # 01
Use Fiverr.com Search bar, and write first word, or 2 words, then you can see what most of the
clients/people are actually searching a lot,
Example:
selling your services as content writer for social media platforms. You can write *social media* only
and the most searches shown to you as result by Fiverr.com
We can pick some powerful searches from above example, like;
• Social media manager

• Social media marketing
• Social media content creator
• Virtual assistant social media
Click on Search Button
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Tip: Ignore Fiverr’s choice in this section, we want people on the basis of their real performance and see
their work as well. Therefore, keep scrolling down, and get ideas
Step # 02
Now after searches, and scrolling down a bit, we can see some of the top freelancers, and we need to
see their BEST PRACTICES (To see the toper’s pattern), hence looking at their Search Tags, and they are
written down at the end of their profiles.
Tip: Search and study 10 freelancer’s gigs and then see their search tags, and write down somewhere
Example
Gig # 1: Facebook, Instagram, Social media manager, LinkedIn, Social content
Gig # 2: Instagram, marketing, LinkedIn, Social media, Content creator
Gig # 3: Content manager, content creator, Instagram manager, social media manager, marketing
manager
And SO ON ------- up to 10 Gigs
Now look at mutually exclusive, and that is common in all 10 of them.
Don’t repeat a TAG !!, and DON’T Write Long Tags.
We are doing this all for the purpose of Gig Optimization
Now we have to combine our own 5 shortlisted Search Tags, and see if they are making any sense, and
this is called *Keyword Cloud*
6. Scope and Pricing

Here Fiverr will give us an option to write our plans, and we could be able to fix pricing on the basis of
the following plans, (names of pricing plans are given the platform itself)
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- Basic
- Standard
- Premium
We must know, how to split our services
Example: as a content writer
We can split our services on the basis of word limit
- Basic -------(1000 words)

- Standard ----(3000 words)
- Premium ----( custom # of words)
Example: as a social media manager
We can split our services on the basis of # of days
- Basic ------- (7 days)

- Standard ----(14 days)
- Premium ----( 30 days)
We have an option to write some fancy words with regard to our pricing plan, like we can give them
- Basic---------------Starter
- Standard-----------Gold
- Premium-----------Platinum
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Therefore, as mentioned above, we can edit the names of our packages, but it will be shown under the
headings of *Basic, Standard and Premium*, as displayed and names given by the Fiverr.com platform
itself.
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*Delivery dates, according to your plans
*Number of platforms, usually companies are using the 4, or 5 major social media platforms
*Management Duration, according to your plans (7,15 and 30 days)
*Revisions, here select UNLIMITED to every section, as it will show the client that a freelancer is
responsive, usually companies have not much time to ask revisions every time, hence try to offer it in
every plan. Therefor, it should be until client’s satisfaction.
As a beginner, you can charge <$300 for one month social media management
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TIP: Your pricing for Premium Package must be designed in a way to attract clients and compel them to
buy their Premium Service. Hence, it must need to lower than the amount if you double the price of
your Standard Plan.
7. Gig Description
That means, how to present your service, and it should be client oriented
Gig Descriptions are written just below in the section *About this gig*
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Gig is sometimes selling a small service of complete solutions.

Like *Posting on social media* does not means
“Content distribution, platform growth, engagement” etc
Recent Update in the market !
To Now you can run ads to Twitter from Google, as twitter made
partnership with them.
In Fiverr.com: focus more on your skills (while writing Gig

Description)
In Upwork: you need to introduce yourself to the clients
How to find out the gig which you are making and stopped down
for some reason ?
Go to My Business > click on draft , and then click on Edit Option, and then your gig starts from the same
point where you left.
Hence in the previous lecture, we’d studied about the components of Gig making like
1. Writing a Gig Title

2. Category and Sub Category
3. Service Type
4. Gig Metadata
5. Search Tags
6. Scope and Pricing
7. Gig Description
Don’t use main (key words) more frequently, like we saw an example, when we tried to use *Social
media platforms*, here Fiverr.com gives us the instructions that we need to replace this word with
some other synonym.
We can also BOLD some points, to make it attractive, also can Highlight it as well to make it appealing,
and in addition we can also add emoji in the description as needed.
Keep the description *To the point and specific*
The basic structure to write Gig Description
i. Pain Points
ii. Solutions
iii. Tools
iv. Bullet points
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v. Ending
i. Pain Points
You need to think from client’s perspective, that what are the issues that client is facing
and you need to address them
Example: Social Media Management
Is your social media account not growing ?
Have you not been able to get engagements on your social media platforms ?
Do you want to get more sales through social media ?
Hence, we can choose to BOLD something, to make it more appealing and attractive
ii. Solutions
I will be your social media manager and I will be creating engaging content for social
media platforms.
iii. Tools
I will be doing competitor’s analysis, making content calendars, scheduling and
distribute, making performance reports, curate the content ….\
(we can add more after learning social media management skills from this class and then
can mention the tools
iv. Bullet points
My services will include;
▪ Social media platform growth
▪ Sales and Better ROI
▪ Engaging content
▪ Monthly strategy
▪ Monthly performance report
v. Ending
Soft Skill + Open Ended Question
I deliver the best work every time to every client. I have good grip over the expertise I
mentioned and you would be getting the best work delivered timely
Please feel free to discuss your project before placing the order !
-----------------------------------------------------------------------------------------------
Please feel free to discuss your project before placing the order !
This line is very important, include this in your description at the end. As client can send you an order in
Fiverr.com without even talking to you. And here in this platform, if client gives you an order, then it is
compulsory for you to deliver that order. What you will do in this case
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1) Cancel the order

2) Involve Fiverr.com in this dispute, and ask them to cancel the order
3) Wait for the client
Cons of Rejecting an order ?
➢ Your response rate will decrease

➢ You profile will be de-rank
➢ Fiverr.com marks your order as *Late*
➢ You will be considered as non-responsive
➢ Order cancellation rate will increase
Hence to avoid this negative scenario, just mention the line, so that client knows, he
needs to communicate to you before placing an order
We can communicate with the client after the order has been placed from his side
You can also mention the questions in your gigs that is sent to the client, for better understanding.
Use Grammarly for better English writing and also add the extension to the chrome
as well
Frequently asked Questions FAQs

We can anticipate the questions that could be crucial to the client’s perspective, and by answering these
questions, clients don’t need to call us to ask some basic questions about us and our services.
Example:
Question: Are you available for long term projects
Answer : Yes
Tip: Must include 8-10 FAQs
Requirements
Now these questions will be asked by Fiverr.com to the clients before they place an order. Fiverr.com
will/can ask these questions and clients have an option to answer/skip those questions
Tip for Freelancers for asking the questions from clients

DON’T make the question *Critical* and DON’T make it a *Required* one, as some clients can skip those
gigs and they don’t want to write answers to those questions.
Instead; ask them more general questions and make it optional for the clients to either answer or skip
those questions
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Example:
Question: Please share your website
Question: Please share your monthly budget
Question: Please share your Facebook page/URL
After this, choose the option *Get in the form of “Free Text”*, that is if client approaches you, how they
are going to place an order or start a conversation.
Create Gig Cover Photo / Gig Thumbnail

Here we can add, Cover photo, photos, video and documents. One Cover Photo is required from the
Fiverr.com, but we can add more photos if we want to.
If we can upload *Gig Cover Video*, then it is more attractive, but it should be between 20-30 seconds,
hence keep it short to keep the client’s interest.
Gig Cover Photo Dimensions

Size : 1280 × 769 px
Min: 712 × 430 px
Max: 50 Mb
Main Components of Gig Cover Photo

▪ Background and Font Combination
Font should be readable and must choose an attractive background
▪ Bullet list and Information

Mention some services that you are offering, and you can also add some Logos of the
platform that you are offering services, like Facebook, Instagram, Twitter etc.
Tip: Use *Canva* for making your Gig Cover Photo
You can select manual dimensions from Canva software to make it more Fiverr friendly. The option
Resize or magic switch will be used to do that.
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Assignment
Make an attractive Gig Cover Photo
- Clicking on publish gig, will make your gig public

- You can preview it and check sample as well
- If you are new to Fiverr’s platform, then they can ask you to attempt basic English test
from you, and that is to gauge your English level
- Make a gig on one skill and make gig on *High Pricing elements / skills*
How to receive Payments in Upwork and Fiverr

Upwork Payment receiving options
1. Direct to your local bank account
The upwork fee in this case will be around $1, and the remaining payments will be
transferred to your account, and it is almost instantly transferred. Upwork will release
payments on Friday, in the beginning, Upwork will hold your payment for 14 days for the
client’s satisfaction, but after delivering smooth and frequent projects, the uphold time will
be reduced to 5 days.
Sometimes, banks in Pakistan can ask for some documents from you such as *source of
income* or anything, here we can download “Upwork source of income” documents and
send it to the bank
Tip: Open an account in the *Main Branch* of any local bank like Gulberg in Lahore.
Every branch has its own SWIFT code
2. Payoneer
Account opening is free

You can ask for a Payoneer *ATM Card*, it is just like your international card with USD
in it, but Payoneer will charge more per transaction as compared to our local banks, as
those are charging Rs 25/transaction
*ATM card fee around $30/year
*Upwork to Payoneer $2-3
*Transfer to my own local bank; they will charge a certain fee as well
Hence if we completed the work for $100, then we might be getting $95 or $96, after
deductions
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Open your account, clicking on Freelancer > get paid by International client > 1-5000
USD (range selection) > Register > Individual (register as an individual)
Note: We must add/attach our local bank account in Payoneer. In addition, Payoneer also
gives you a US bank account. We can also integrate it with Jazz Cash.
3. Direct to US bank account
It is possible if you have your own account in the US bank
4. Wise transfer
We can also add a local bank account to this. The wise transfer gives you a US bank
account. Wise Transfer services are discontinued in Pakistan. They gave the best rates
like (+$4) from the local market and they transfer amount lightening fast speed.
Example:
Google rate : $278
Upwork rate: $267
Wise rate: $281
Note:
If USD rate is shown 1 USD = 278 PKR, then Upwork will show the rate may be 8-11
PKR less, like in Upwork it might be USD 269 (for instance)
That is the basic reason that people are shifting to Payoneer for the best possible income.
Fiverr Payment receiving options

In Fiverr.com, we have only one option like receiving the payments from Payoneer, hence making an
account in the Payoneer is must
Payoneer > Local bank account > attach Payoneer with your Fiverr account.
Attach only one bank account in Payoneer, it has to be individual account and should not be a joint
account.
How to add payments in Upwork ?

Upwork > Settings > Get paid > withdrawal methods
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How to add payments in Fiverr.com ?

My Business > Earnings > Manage Payout Methods
Remember to attach your Fiverr account with Payoneer
SWIFT (The Society for Worldwide Interbank Financial Telecommunications) code is the international
code for your bank branch ( you can call to your branch, if it is not known to you)
IBAN (International Bank Account Number)
We can also download Upwork app on our desktop, for this choose an option *Windows 64 bit*
Assignment
Make a gig on Fiverr.com and submit the URL of your gig to Facebook group
There are other platforms as well in the market for Freelancers, hence it is better that we also make an
account on these platforms such as, People Per Hour, Guru.com, Freelancer.com etc.
SOCIAL MEDIA MANAGEMENT

What is Social Media Management ?, don’t mix it with Social Media Marketing, as both of them are very
different.
Social Media Management Social Media Marketing

Manage social media content (posts) You go for selling (client sell something)
Message replies Study client’s website
Manage pages Study client’s products and services
Manage client’s account by posting Competitor’s analysis

content and manage pages
Bring engagements Run ads on social media platforms
Focus on more reach Conversion Tracking
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GOAL: Engagement and Reach GOAL: Selling
As both of them are very different, therefore the charges that freelancers will charge also will be quite
different.
Social Media Marketers earns handsome amount of money as compare to Social Media Management. In
Marketing, company’s CEO will be directly communicating to the Marketer. Good Marketer must possess
Good Communication skill.
In Social Media Management, we will be focusing on doing social media audit, competitor’s analysis,
content creation, preparing content calendar, content distribution, organically grow social media
accounts, making monthly performance report etc.
Sometimes, bank will delay your payment, may be because of bank’s holiday *(Saturday or Sunday)*. If in
the US, there is a holiday/unrest, hence this can delay your payments
What client wants from you as Social Media Manager ?

Someone who is at 0, and just started his business, they might will not hire you. On the other hand, a
client who has established business, they will hire you. When it is running business, they will need to hire
*Social Media Manager*
Social Media Platforms
1. Facebook
2. Instagram
3. Twitter
4. LinkedIn
5. Threads (a product from Meta company, and it is extended platform from Instagram)
6. TikTok
7. Snapchat
8. Pinterest
9. VK (Russian social media platform)
YouTube, is not social media platform, as here we will not witness posts, no feed, no friends and family
connections etc.
We must have an account on all the popular social media platforms
Meta company owns, Facebook, Insta, Threads and Whatsapp
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Types of Business
B2B : Business to Business (Product > Company)
B2C: Business to Consumer (Product > End User)
We will find mostly B2C clients
Content Analysis
We have to find well resonated content, that can bring more engagements (engagements means likes,
shares and comments). Avoid posting content that is bringing less engagements.
Things to consider while doing content analysis

1. Time of the post
We have to check the post timings and look that in what time, we have more engagements
or less engagements. We have to see the posts that have more engagements, to find the
similar patterns that what are common post timings in those posts. Pick up at least top 5
posts and see the trends. Look at the likes, comments and shares. Sometimes in some pages,
you will notice more engagements in the day time and sometimes it will be in the evening
time.
2. Content type
There are three types of content;

a) Entertaining
b) Educational
c) Encouraging
3. Content format
Format would be either

a) Image
b) Video
c) Textual/Plain
Then we need to study the top posts and study the trends. Platform’s algorithm will develop the history
that what type of content will bring more engagements. Hence we need to check which types of posts are
getting popular.
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We also have to see that whether the posts has
i) Links
If we have more links then visitors will definitely leave the page after clicking on the link. Platforms
don’t want to see people moving to another platforms. And these are the reasons that we need to
use less links. If we use more links, the content reach will ultimately get restricted
Tip: We will use the links in the comments, so that our reach will not be restricted
ii) Tags
To mention some other posts, social media platform will also have concerns over it. Hence if we use
more tags, we will probably get less reach. Using more tags make platform thinks that you are doing
a paid promotion.
Note: It is not a general rule, but is well understood phenomenon.
Taking client’s social media accounts access

We also need to take access of client’s social media platforms/accounts. Don’t Ask username and
password directly from the clients (as there are more ways of getting access), we can rather ask them to
give us a page access (by allocating an admin role in their pages)
Getting client’s Facebook and Instagram page access

Page > Settings > admin access > click on add new > add email address
Don’t ask client’s ID and password directly, instead take client’s page access for content posting and
analysis. As both Facebook and Instagram are owned by one company and that is Meta, hence getting
page access on Facebook will give you the access of Instagram as well
However, some clients can give you their username and password, but we don’t have to ask it form the
clients. Sometimes, client pages could get blocked if we frequently login and log outs, or could be any
other reason, hence we need to login carefully.
You can add clients on your Facebook account as a friend, so that your email address could appear easily
while he is assigning you a role as page admin. Hence, we need to make separate Facebook account for
our professional work, with real name, real picture and include only business related people in to that.
How to accept invitation ?
Facebook.com > pages > Invites > page management invites
Whenever you login your account always click on *Switch Now* and switch to the right client’s page to
see the post insights.
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Getting client’s LinkedIn page access

LinkedIn page > Settings > manage admins > add admin
We can ask clients to connect us on his LinkedIn account, as client will find your name easily and did not
face trouble in assigning you a page admin role. In LinkedIn, we have;
a) Super admin (he can do everything)

b) Content admin (he can upload content)
c) Analyst (he can see the activities only)
We need content admin or if client agrees he can also assign us a role of super admin. Hence, we don’t
need analyst role
Getting client’s Twitter page access

If the clients and you are having a *Blue Tick*, then we can get his twitter’s page access. And if the client
did not have Blue Tick, then we can simply ask his username and password.
To get his page access, we need to go to tweetdeck.twitter.com, this option only works if client has Blue
Tick. Now you have to pay Twitter a fee to use this option, therefore, if client did not have this option,
then he will give us his username and password details.
Content Audit
How to do it ?
On the social media platforms like Facebook, Instagram, Twitter and LinkedIn, we have to see and look
what type of content client posts.
Facebook and Instagram content audit

www.business.facebook.com/insights/contents
bookmark this, and use this link to perform audit. You can also perform audit from the page directly, but
that will give you limited information only, while opening the upper link will provide you with detailed
insights, with accurate timings and dates etc
Note: We have to make Facebook and Instagram active on client’s page.
After doing so, first you have to cross Instagram data, to check only Facebook page to stay focused and
to check the trends of one social media platform at one time, after completing Facebook page audits
now move to Instagram
What is Accounts Center Account ?
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That means how many unique people actually saw your content. Like if a person has account on FB and
Insta, then he will be considered one person (one account center account)
Reach?
How many people actually saw our content. Click on arrows ↑↓ to sort, therefore by doing so, we can
get the best/worst content reach. We can see reach stats minute by minute, and we can study the
patterns as well.
It could be possible that one good account shared your posts, and we have to look for the pattern that
whether the post has more reach because of this ?, or may be this post has been shared in a group (that
has more members) and by this , the post reach has risen.
Note: The time shown here in the page will be our time, and we have to look for the client’s time zone.
Now we have to look the content type and cover image/video
We have to see whether post has more links and tags and what is the impact of both of these on our
content (Try not to mention more tags and links)
Then we need to see the days, and try to find the patterns that in some days, our posts have more reach
or less. After that look at the time of the posts, to better see the patterns.
Feed Preview:
Click on the date and open a new tab to see the complete Post. Look it whether some good account
shares your posts in his wall, or post gets more reach through some groups that has more active
members. Hence, we need to do data analysis.
Write down the learnings
i. Best performing days (Example: Friday)

ii. Best performing time slots (1:00 PM to 2:00 PM)
iii. Best reach strategy (group sharing/Individual shared)
iv. Top groups (mention top groups, through which your content gained much reach)
v. Content (Picture/Video/Text)
vi. Content Type (Entertaining, Educational, Encouraging)
vii. Post Type (Product Information, Product uses, Giveaways, Q&A, Client’s testimonials,
Motivational Quotes, Industry news, event)
viii. Best performing post/least performing post.
If client has more images content, then we can suggest client to make video content as well to gain
more reach and engagements.
Don’t include story in your audit. Like in Facebook page, we have an option to check post and uncheck
Story
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See the least performing posts and we can see that whether content is readable or not, whether it is
attractive, whether it has more links and tags.
Normally we don’t have these clients, who have zero post in their pages, but in that case, we will do
their competitor’s analysis. Hence, we can check their closest competitors, and need to visit their
websites, and their page audits. Observe closely, what type of contents client’s competitors are posting.
We can see the ‘shares’ and then we can see some public stats of the competitors.
If client did not have an idea of their closest competitors, then we can see the random pages of same
business which our client has.
Above all are the example of “content audit” and this will help us to make “content plan / content
strategy”
To make the content plan/strategy, we need to access the client’s website and study it thoroughly from
the “about us” page. We can also check for the client’s competitors’ websites for our better
understanding.
Impression in Fiverr Gig : How many times, someone saw your gig
Reach in Fiverr: How many people actually saw your gig
Content Plan / Content Strategy

What we will be going to share, and what type of content we will be sharing.
We have to plan it on monthly basis and include days wise that on Monday this content, then Tuesday
and so on.
Discuss with the client, about the type of content you will share in a month, like we discussed earlier
could be Entertaining, Educational or Encouraging.
Businesses normally don’t go for entertaining, but again it will depend on company’s products or
services being offered.
Type of different Contents

1. Product Information
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We will be getting this from client’s website, like if someone is into clothing business,
then if winter is coming, we will be posting some arrival of winter stuff
2. Product Use
Like if someone is selling Umbrella, then we can share how and when to use it, and how
it would be useful
3. Giveaways
This could be post once in a month or twice in a quarter
4. Q&A
We can post questions and answer post, so that people would feel more connected
5. Client’s Testimonials/Reviews/Social Proof
What are the thoughts and experiences of the buyers about the product, as this will create
a positive impact to the other prospects.
It could be in image or video format, and this is super effective method
6. Motivational Quotes
These quotes will be strictly relating or according to your products and services.
7. Industry News
Example, client has solar panel business, then we can share the news relating to that and
we can share what are the positive steps taken by the Government, or how this news will
be beneficial for our clients.
8. Events
The events must be mutually agreed event, and don’t include sensitive/political events
Note: These are business pages, so we need to share the content very carefully. We usually do five posts
a week from MON-FRI, but if client demands is to make it in more days, then we will act accordingly.
We will be posting each and everything according to the client’s consent.
We can use Chat GPT/Google Bard to make a content plan or content strategy.
Example: act as a social media manager, create a weekly content plan for a Gym, keep the content
according to the top 8 points discussed, and share a demo data. Therefore, Chat GPT will give us a
complete caption/copy.
Content Calendar
After carefully design content plan/strategy, now we will be making content calendar. To present it to
the client and make it an actionable plan (use Google sheets) for making the calendar. As client can
comment on it if he feels to make some necessary adjustments. Save the content calendar with either
client’s name or his company’s name
Sheet.new ( A short key to create a google sheet)
Sometimes, clients needs variations to post it in different social media platforms, therefore we can use
different captions for different platform, hence it is good strategy to segregate the Facebook and
Instagram, or Twitter/LinkedIn, and mention it in different tabs on google sheet.
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Benefit of making calendar on Google sheet ?
It is total collaborative tool, client can make adjustments to that and google sheet is easily sharable, we
can click on share and add client’s email address on that. Hence client can comment on by doing right
click and make a comment to change/alter anything in google sheet.
*(docs.google.com), here we have all the saved sheets and we can do bookmark to them as well.
Tip: we can make a content calendar week over week in the beginning to check the client’s preferences,
then after making adjustments, we can go for monthly content plan.
Assignment
Think of a business and make a one week of content calendar
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Content Creation
Best performing dimensions in different social media platform. It is also given in Canva
Instagram (Square format) 1080×1080
Facebook (Rectangular format) 1024×512
Twitter (Square and Rectangular format)
LinkedIn (Rectangular format)
We can also make a content and in some cases, client will provide you with a content, as some of the
companies have their own content creators.
Visual content: client will give you some guidelines, or you can provide some images or visuals on your
own and check it with the client
In marketing, pictures/images are called Visuals/Creatives.
We can use Canva to make an attractive content. Search in the Canva bar and you will have tons of
different templates.
Using Canva
If you are starting from a scratch, then make a template, save it and show it to the client. After client’s
approval, you can make a copy of it and can use it for other promotions as well.
Resize the image according to the social media platform demands (pixels mentioned above), then copy
and resize it so that earlier design for other social media platforms would reaming safe.
Rename your template accordingly
Save it in “PNG” format, as it is high definition format.
Rather than asking client to give some suggestions, stay confident and you can add that this content will
work. If you ask him to give some suggestions, then he will never be satisfied.
Under Projects in Canva, and create a design, you will see “Add New” option, there you can create
Separate folders for Separate clients.
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Assignment
Add creatives for the posts that we mentioned in content calendar
-------------------------------------------------------------
We can also share Canva link to the clients, but instead using Canva link, the best strategy is to save it in
google drive and then share it with your clients.
*(Mage.space), free tool for the graphics
Content Scheduling
This means that we can schedule the content and give a command that this particular post will be
shared in this particular time. Hence in that given time, our post will be automatically shared.
1. We can use tools for scheduling like later.com/hootsuit/buffer/semrush, but these tools
are not free to use, and we have to pay for using them.
2. In Built Scheduling options
Lucky for us, these social media platforms have now in built content scheduling options
For Instagram content scheduling, we can use Facebook platform to do that.
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Content Scheduling on Twitter/X

In Twitter, if you hit “Create a post”, then we can see the scheduling option , and we can schedule
the post, but must not exceeds 280 characters.
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Content Scheduling on LinkedIn.
In this lecture, we practiced making videos on Canva in detail !
Social Media Growth Strategies

If client’s followers are on zero, then it means no reach and no engagements, then we need to do some
necessary changes in Insta, FB, Twitter etc. to make it visible to more people. Hence we need to make
sure that more and more people will see our content. We will see that without spending any money, what
are the strategies to increase followers.
Instagram Growth Strategies

1. Purchasing fake followers
Not Recommended !
Some people have created IDs through software or tools, lets say one person has created
them. You simply ask them that you need to purchase followers. But they will not like,
comments or share the stuff, hence you cannot see any engagements in your post. This is
the biggest con of using this strategy.
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With the passage of time, these social media platforms will delete these inactive accounts,
after removing fake IDs, your follower count will also drop.
In addition, if you purchase/add fake followers and have less genuine followers, then
social media platforms will not show your content to the genuine followers frequently,
that means you will get less reach. If you add fake followers, the platforms can freeze
your account as well
2. Follow 4 Follow
You simple follow accounts, as you follow them, they will get notifications and in many
cases these people will also follow back.
Daily follow people, in case you did not any positive feedback from the people you
follow, then unfollow everyone, who has not started following you.
Here you will get followers as per your choice and criteria.
Don’t forget to post daily on your page to make an impression to the platform that you have a valid
Instagram account.
Social media account may get banned if you started following people blindly and in a bulk.
Remember people like an account that is based on
a) Topic
b) Person (who is a brand himself)
You need to have Instagram account to show clients about the quality of your content and to show them
about your followers
3. Content Virality
In content virality, you make a quality content and it goes viral and pubic follows you

How to appear in people’s timeline/newsfeed ?
a) Followers count
If you have more followers then your content will be shown to the people that follows
you
b) Content quality
If you are making quality content and making it frequently as well, the platforms
sometimes show suggested content to the public, even if the users are not following us,
the platforms still shows our content to them.
c) Hashtags #
# also have followers, here your reach will go beyond, and if you are using proper
hashtags you can increase your followers. This is the most effective strategy to use in
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Instagram. For instance, if people follow the hashtag #freelancer, and after using this #
your content will also get exposure and reach
Determine the quality of Hashtags #

Types of Hashtags #
1. Spammy #
These are much crowded, and on daily basis thousands and thousands time it has been
used. Normally people don’t follow them, if they follow their timeline will be bombarded
with the content.
2. Shadow banned #
These are banned by the Instagram, usually people don’t follow them or sometimes,
Instagram will not show follow options against them. These are -ve #, it may violate the
community standards and Insta will simply not promote them
Example: #Fear, #Suicide, #Terrorism, #Alone, #Extremisim
Don’t use it as you will not get more reach and engagements. Insta might freeze your
page if you are frequently using them.
3. Relevant #
Use Hashtags # that are relevant to your business. We can use the hashtags where posts
are under 3 million and not more than that and minimum 10k posts.
Go to inflact.com, this is the tool to determine Hashtags #, although it is a premium tool,

it still allows you to check some hashtags for free.
If you want to check # Hashtags manually then you can search for
www.instagram.com/explore/tags/(Freelancer)
Make sure to use high relevant hashtags and don’t use hashtags that contains language
barrier, hence it must contains English language only.
Related organic Hashtags #

It shows some of the hashtags that are related to our content, that is shown under the
relevant # in inflact.com
Ideally, good post uses 5 Hashtags#, as according to the survey, people who uses 5 hashtags gets more
engagement and reach.
Although Instagram allows you to add 30#, but it is recommended to use only 5#, if you use more
hashtags, then people will judge that the person is getting too much effort to get noticed hence social
behavior is that people avoid such content/content creators.
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Create a list of “well researched hashtags” on different topics (like digital marketing, travel, food etc.)
and paste it in excel file for the clients
Hashtags are used in the description/copy/caption.
Assignment
Use relevant hashtags for your business and add them in your content calendar
Always mention hashtags after making 3-4 enter after your description and don’t mix it with actual
copy/caption/description. All hashtags must be in the same line
Ideal way to write the Hashtags is to make Capital to each new word like
#WeddingFlower #FloralArrangement #BouquetLove #SocialMedia #DigitalMarketing

Other than using relevant Hashtags as previously discussed, you must interact with different people by
posting valuable comments on different posts.
Posting Valuable Comments
Your interaction by posting comments on different posts will make you more visible. You can post
different and valuable comments on related Instagram accounts.
Example: you have a fitness related page, so you can search other fitness related pages and share your
thoughts, give some tips fie a healthy lifestyle in different pages
Tip: Post a comment on 4-5 relevant posts/pages, don’t write same template and copy and paste it in
different accounts, you should make a unique comment to each post.
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You have to be consistent to get more reach to increase your likes and followers.
You must answer the comment quickly, to get more people engaged. Don’t only like people’s
comments, you should write a comment may be one liner.
Facebook Growth Strategies

In Facebook, Hashtags are not effective
Making reels on Facebook is also not recommended to bring more followers, as people only watch
them, and barely follows your pages. . Hence, we need to make sure to act differently in different social
media platforms.
1. Invite your friends

This strategy is not impactful, first of all you can do it once, and mostly in our contacts
people don’t take it seriously.
2. Group Sharing
This is the most effective strategy in Facebook. Click on the groups, and must join
relevant Facebook groups (always click on *Switch Now* button so that your client’s
page will appear, and then perform this activity).
If you discover it Facebook automatically shows your relevant groups, but sometimes it
will show you the group based on your location (Pakistan), then we need to go to Filters,
and type City/Country name, and whatever is your client’s target market. Therefore,
location wise filter must be used to hit your client’s target market.
You can use multiple keywords to search and join different Facebook groups.
After joining these groups, make a sheet and make a proper record for the client to show it to them.
Before joining groups make sure to join only Target market groups
Join the Facebook group that
1. Must have at least 1000 members

2. More than 7 posts a week
If the group is private, that means only members can see the posts. Some groups have created
questions, then admin can allow or not allow the people to join them.
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We also need to check, whether admin allows us to “Post” anything and checked that whether admin
has turned off the comments. If the permission is not given, then do not join these groups, as we will not
be able to share our posts into these groups.
After joining them, we can distribute our posts to different groups. We can share our post by 2 different
methods.
1. Direct Sharing
This is the common method, and we simply click on the “Share” button and then share it
to different groups.
This type of sharing will give you less reach. Here number of shares will increase in
groups but sometimes if your posts will not get approved then there is no point of doing
direct share.
This is sometimes useful, if we want to show clients about our stats like number of
shares.
2. Group Posting
Here we do to the group and we have to manually create a post rather than simply sharing
it directly.
Advantage? .
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i) you will get frequent and more admin’s approval, as admin knows this is not shared
post. Hence there is 80-90% chances that your content will get approved
ii) More reach, here you can get 20-40% reach as compared to “Direct Sharing”
option. More reach means your overall statistics will be improved
iii) Page is automatically promoted
iv) You can invite more people to like your page (Clicking Invite, for those who
commented/liked your posts)
By doing so, you will have relevant persons in your member’s list.
Tip: Instead of copy pasting your content and share it and post it to the different groups, you must show
some creativity and post different stuff on different pages to add value. You can use ChatGPT or Google
Bard, and it is also not necessary that share your post that you make for your page on different groups.
Show some innovation and customize or change your post and then post it to different groups.
Hence you can generate 10-20 likes per week and you can send invites to those people to likely increase
your followers
Assignment
Make a sheet and add at least 10 relevant groups
Try to include groups from Tier 1 countries
web.archive.org, here you can see the oldest website ever made
Instagram Account Types:
1. Personal account
2. Professional account
We will work on the Professional account. As you can see insights and stats by clicking
on professional dashboards shown on your profile
Go to the settings, and you will see the option to make your account a professional one.
We can also get “Meta Verified” batch, we can buy it
Buying from Mobile will cost you more charges
Buying from Laptop will cost you less charges.
Twitter Growth Strategies

1. You must need to Tweet a lot
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2. You have to Retweet a lot, but on relevant content, this is something if you liked the
tweet, you have to share it on your twitter account
3. You need to post comments, this is highly recommended. Comment on the tweet which
is viral and having maximum number of comments
Go to the search bar, type freelancing then click on the three dots (…), then you will see the advanced
search options. A form will appear on your screen
In *all of these words*, type (freelancing) then

scroll down this page, you will see the options
*Engagement*, you can select minimum likes
(can choose 50-100) up to you, select
*Dates*must be within a week and not older
than that. After that hit the “Search” button.
Hence all posts will appear according to your
chosen criteria
Hence, you can see every comment on that

tweet, and you can have maximum reach by
implementing this strategy
Your comments will be shown at your account’s replies section
In twitter, you can also use hashtags # that must be related to client’s business. Hence, you can use the
trending hashtags #
Go to your twitter account, and on the right side, you can see all tending hashtags, or you can simply go
to the search bar and search the tags manually
Top trending hashtags will not be useful for the clients as it is not frequently relevant to the client’s
business directly.
Assignment
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Max tweets, retweets and comments on tweets that are relevant to your business
LinkedIn Growth Strategies

To bring followers on LinkedIn page, it is sometimes very expensive, as one follower might cost you
around 4-5 USD, but we will implement some effective strategies
Trick to bring followers on LinkedIn

“Creating a job”, is the only way to bring organic followers for free
After posting a job, you will witness that there will be increase in the follower’s count.
Only company’s email will work here, and we cannot provide our Gmail address here
Whenever you post a job, LinkedIn quickly distributes it to the Job Seekers, and it shows in their news
feed, as it is very simple to apply from our LinkedIn profile so many job seekers will apply for a job. After
someone apply for a job, LinkedIn asked applicant to whether or not “follow the page”, and this feature
is turned on automatically, and most of the applicant blindly follows your page.
Dilemma: people are using this strategy and they post fake jobs to increase their followers
Note: ask the client that if he is actually hiring then convince client that he should post a job, and we can
increase our follower’s count.
You can use this strategy once or twice in a month
Post a job example:
How many of you can manage a social media page on LinkedIn effectively ? I have a remote job opening
for you.
#socialMedia #Job
You can also include hashtags in your LinkedIn, but include 2 hashtags and you don’t need to do more
research that we used to do in the Instagram for the relevant hashtags.
This will increase your page/post reach as well.
In LinkedIn, we try to post at least 2-3 days a week. Remember, posting frequently is the key to grow in
any platform
Monthly performance Report

You have to make a performance report about the post you make and how many client did you reached.
You need to make a monthly performance report and share it with the client.
Make a report on Google slides, as again it is a collaborative tool and it is easy for the client to make
necessary comments or changes if he wishes to.
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Make a template, you must compare the report with your previous month’s performance. Ideally to
compare it with previous month or you can also compare the report of the previous 2 months.
Getting insights from Facebook

You can add in the report, for instance if you are making a report of your Facebook pages, you can
include;
1. Posts
2. People reached
3. Engagements
4. Link clicks
5. Comments
6. Share
7. Stories
8. New followers
9. Total followers
To check the insights about your Facebook content, you can refer to the link below;
business.facebook.com/insights/contents
through this link, we can also see the stats of our posted stories.
Facebook reach will be through page post or group post, Facebook will show us the stats by adding both
of them. Group reach is mysterious up till now.
Assignment
Make a report on Google Slides
You can search it on google, you will find the templates of many social media performance report and
export it to your google slides, where you can edit it accordingly
Monthly performance Report

Talking about the learning summary and compare it with the previous month
Compare these points like
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10. Posts
11. People reached
12. Engagements
13. Link clicks
14. Comments
15. Share
16. Stories
17. New followers
18. Total followers
Note: Highlight those points that goes in to your favor
More posts will bring more engagements
Ask client to add video content like testimonials to get more reach and engagements
We have to tell clients that what type of posts have more reach, as we discussed in the previous lectures
about the type of posts like;
Product information, Product use/cases, Giveaways, Q&A, Testimonials, Motivational Quotes,

Industry news and Events
--------------------------------------------------------------------------------------------------------------------
Getting insights from Twitter

Go to analytics on twitter to see the statistics monthly wise. We can get the information about;
Number of Tweets Engagement % or rate

We can get
these We can get
New Followers these
information by Tweet Likes
clicking on the information
Impressions “Analytics” by clicking
on “view
all tweet
Profile Visits
activity”
Link Clicks
Mentions
We can get the total follower’s count from our page.
Note: Sometimes Twitter don’t collect and show some data so it could be the reason that data could be
missing.
Hence it is better to take screenshots of your activity and paste it in your monthly performance report.
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If we got more likes on our tweet then we need to see that who has retweeted (reposted) it, hence due
to this reason we probably get more engagements. If a person who has reposted your post, then check
that whether that person has more followers or not. Hence we need to do detailed analysis.
Getting insights from Instagram

We need to get insights for our Instagram account through our Mobile only, as opening Insta on
desktop will not give us insights.
For this convert your Personal Account > Professional Account from your Instagram Mobile App
settings
Then open Instagram > Go to your Profile > click on Professional Dashboard >go to the post > View
Insights.
Impressions on Instagram means how many time your content is viewed , and we can get Growth and
Reach by using relevant Hashtags #
From Home in Instagram means that followers saw this post in their home section.
What is Threads ?
Thread.net is another social media platform owned by Meta Company. Meta launched this app after
Elon Musk acquired twitter and make changes in to the company like firing people and changing
infrastructure, then Meta company saw this action from Elon as an opportunity and launched this app
on the same model like Twitter is already operating.
It is not stand alone app, as it is the extension of Instagram. The platform is in its very early stages of
development
You can login from your Instagram account with the same username and password
In Threads if someone has 1000 followers on Instagram and login to threads.net as well, hence during
account making process the platform ask that whether you want to follow those people from
Instagram? Therefore, followers come along with Instagram. But it will ask you this option only at Sign
up time.
Assignment
Create a Fiverr gig on Social Media Management
Class Activity: Now we can see the jobs on Upwork and Fiverr.com regarding Social Media Management
and we can witness that we had learn all skills on Social Media Management.
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Spend at least an hour on these freelancing platforms and shortlist the job for instance on Upwork, we
can shortlist it by clicking on heart emoji and then apply on the best suitable jobs. After assigning Heart
Emoji, we can go to Saved Jobs on Upwork and from there we could apply for the jobs.
We also watched Client’s dashboard on Upwork and looked at the critical factors like we have to upload
a presentable and professional profile picture of ourselves, as our picture is more prominent, and then
when writing the job proposals, as discussed in the previous lectures that we need to focus on providing
solutions in the first two lines, as these are visible to the client first until he click on your proposals.
----------------------------------------------------------------------------------------------------------------
Social Media Marketing

In Social Media Management we talked about;
i) Reach
ii) Engagement
iii) Growth
In Social Media Marketing we talked about;
i) Sales
ii) Leads
It is very difficult to bring sales organically through social media platforms, hence we need to invest and
run ads on social media to get sales and lead generation.
What is Lead?
Taking your products to those people who are willing to buy and who have money to buy them. Hence,
it is all about introducing your products/services to the potential buyers.
Lead is the first step before sales.
Majority of the client will ask you about Lead generation, but if any client ask you to bring sales as well,
you can simply tell him that yes we can try.
Steps to get leads ?

Client must need to have their;
1. Website
2. Social Media Accounts / Pages
3. Ad Account
We as a freelancers and client both should have an ad account, if we want to run ads.
For this we must need to give payment details (add the card). Client will give the
amount himself if he wants to run ads. It is not on freelancer’s side.
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We need to be vigilant while selecting the clients ad accounts, as in future we might have
multiple client and we must make sure that payment should not be deducted from the
right client, for whom we are running an ad
4. Description
Like post content. It is also called Copy/Copywriting/Creatives (Picture/Videos)
5. Target Market
Client must have to choose right target market. The target market will be selected on the
basis of customer’s location, education, age, marital status, lifestyle, gender, interests.
This is also called Customer/Buyer’s Persona, Customer’s personality , Customer’s
Avatar.
We can ask from the client to describe his target market, and don’t estimate ourselves.
Like most of the freelancers ask this from the client on their first meeting with them.
6. Budget
-----------------------------------------------------------------
After having all these information and steps taken, we can do
a) Conversion Tracking
A Process where we get to know that due to which ad, our sales actually come
from? It is to observe that which ad has more leads and sales. It is important, as
if we run 4 different ads, then we could get information that from which Ad
actually the sale number boosted?
We need to have conversion code for conversion tracking. After getting a code,
we can add it to the client’s social media platforms.
Code Names:
Facebook/Instagram --------Pixel
Google -----------------------Ad Conversion Tracking Code
LinkedIn----------------------Insight Tag
b) Optimization
After conversion tracking, we must need to improve those ads which are giving
us more sales, and stop/pause those ads which are not generating optimum
results.
c) Make a report
We need to tell the client in our report about how much did we invested in ads
and how much is our earning?
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Using ChatGPT/Google Bard for making a report
We can say “act as a social media manager (facebook), share some learning out of these statistics for the
latest month’s performance. Please share highlights, learnings and recommendations in the bullet form
If we have paid version of ChatGPT, then we can also add image/table etc.
Facebook Marketing
Also called Meta Marketing
We need to ask from the client;
1. Website link
You will get an idea about the client’s business through their website link. You must have
to get overview about the client’s business.
We must need client’s Website access to paste tracking code
2. Facebook page
3. Ad account
You must have an ad account yourself, if you want that client will add you in his ad
account
Tip: Always start doing projects with the established clients/accounts. And don’t start with the
beginners, and avoid choosing them who are standing on Zero.
Adding you on client’s Ad Account

www.facebook.com/adsmanager
Click on Settings>ad account roles > add people > your name and email address
Client needs to add you in his Facebook friends list, hence, try to make your professional account for
that purpose.
Remember: We must need account advertiser/admin access, and we don’t want account admin access,
as this would be the person who can watch only and cannot be able to run Ads
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How to make an Ad account

➢ Your Facebook account must be 3 months old. Facebook has taken this step to avoid any
violations and activities that are against the community standards or rules set by
Facebook
➢ You must have working ATM card on your own name (must be Master card/Visa)
Only these brands are acceptable
➢ You need to call your bank and ask them to turn on these sessions
i. International Transaction Session
ii. E-commerce Session
Sometimes, it is possible that turning only one of the above two options and your
Ad account will work. Hence it may vary from bank to bank.
You can turn on the above mentioned options through your mobile app, if that
does not work, you can call your bank’s helpline number to turn them on
➢ You must have at least Rs 500-1000 in your bank account

Facebook might deduct almost 1USD for connectivity or cross check, and sometimes FB
will reimburse that amount into your account after verification.
Note: click on Ad account creation option once, and if you press it many times, FB will charge amount
every time you click on the option. Hence click once and wait for a while
After turning on (International Transaction Session & E-commerce Session) and utilizing the feature,
Turn it OFF to safeguard your transaction and avoid any misuse as well
--------------------------------------------------------------------------------------------------------
Creating Facebook Ad Account

Go to your Facebook page, and firstly when you launch a campaign (to increase your Facebook page
likes), and through the process your ad account will be made as Facebook itself will give you a prompt
of making Facebook Ad Account.
Click on Promote > Select Ad Type > create new Ad > (see all option) > get more page likes
It is possible that people will like or follow your page, but your content will be shown if people follow
your page. Hence, Follow is more important for your business as your page will be shown in your
followers News Feed/Timeline.
People who will like will become your follower automatically.
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*As FB is Meta account, therefore we can run marketing campaign for Instagram from our FB account.
Beware to make Ad and we must select the right client, as in future we might have more clients.
Ad/post like (small thumb)
Page Like (Big thumb)
Writing a copy for an Ad

Wrong practice:
Don’t include your history, and don’t write too much stuff in the
Ad caption/copy/description/copy writing. As in the ads people don’t spend enough time to see the
long Ad, and it might be boring and sometimes difficult to read.
Right Practice:
Keep the copy short and to the point, and ask people to like your FB page (this is call to action)
Example: (Travelling page)
Are you an adventure and nature lover? Like our page to get the latest news and updates related to
adventure and nature lover in Pakistan.
Like our page (is clear call to action), and you must include this into the campaign, where you are
targeting to increase your page likes.
Then upload a picture, size must be the size of your cover photo (Dimensions 815×315).
In Facebook, the platform automatically shows your Cover Photo by default, hence we need to change
it according to the situation.
As this is a paid reach campaign, therefore, it will not be included in the reach that we will gain
organically.
Keep the stuff in the center in your Ad picture, which you want to show it to the client, as FB
automatically crops the image, hence you need to make sure that message which you want to show to
your public must be visible and clear.
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Assignment
Make a Tourism page and then make an Ad copy according to the instructions given in the lecture.
Create an image on Canva (as Ad like campaign must be in the image form)
In the marketing term, copy means description and creatives means images/videos
Creating Ad campaign for Facebook page Likes

If campaign purpose is to hit more likes then create an ad according to your campaign/need. Like if you
are running an ad for more likes, then mention somewhere (call to action) must compel people to like
your page, rather than saying that *Book Now* etc.
What is Advantage + creatives ?
In simple terms, Advantage + in Facebook means Automatic
Means if you are uploading any picture, Facebook can change a picture like (adjustments in the texts,
brightness changes, text addition, music inclusion etc.), and this is done to make it more attractive to gain
optimum results and to improve performance.
Suggestion for Advantage + creatives use
For clients, turn this OFF, as sometimes it is not result oriented, and client gets offensive that he did not
approve the same copy and creatives, then why it has been changed without his prior noticed. As this is
beyond our control, and we cannot review it as well before uploading an Ad, that what changes FB has
done with that Ad.
What is Special Ad Category ?
There are some special Ad category and FB has implemented some criteria, if we are running those kinds
of businesses and want to run our Ad on Facebook. The businesses are;
▪ Jobs
▪ Housing (selling houses) excluding Real Estate
▪ Loans/Credits
▪ Politics
▪ Social cause
If we turn this category on, then our options will be limited, and Facebook will hide more options,
and there would be limited targeting options. Ultimately, we will not get the desired result for our
campaign. Like FB might not give us an option for Age, customer’s tastes etc.
Tip: Always Turn it on, if you know that your Ad lies in the special category, as if we will run these Ads
and without turning it on, Facebook algorithm will judge and will itself turn it off. Hence, this thing is more
dangerous as platform judge that you are trying to deceive, and it could be harmful for you in the future.
And don’t pick those clients in the beginning which are running these kinds of Special businesses. Like, if
the result is not according to the client’s expectations then there will be conflict between you and him.
Page | 68
How to edit audience in Facebook?

Selecting the right audience is the key to success, and as a marketer we need to take our product to the
right audience.
Select Age group clearly
Select Gender precisely
Select Location very carefully
After you run the ad, the platform itself will intimate you that what kind of audience is seeing your Ad
through insights, like it can tell you about the audience’s gender, age and location. Hence, you can
always change the audience type during the campaign, and this process is called Optimization.
Selecting Lahore +25 miles means that Lahore and its surrounding radius, and we can adjust by clicking
(+) or (-)
How Facebook knows your Location?
Facebook knows your location through your IP (Internet Protocol) address and through your activities,
as we’ve given almost every permission to Facebook, like searches, camera, mic, voice recorder, gallery
etc.
Facebook also uses “device to device communication”, like if your internet is off and you pass by
someone whose internet is active, then it is possible that Facebook take your information from the
device that is nearby you
What is Drop Pin Location?
Choose this option for selecting more specific location and press + to go to that specific location. And it
you want to find Arfa Karim Tower in Model Town, then first select Lahore, Pakistan, after the Platform
takes you to Lahore, Pakistan, then uncheck the option and then go to Ferozepur Road and Drop pin *Arfa
Karim Tower*
This is effective if we want to run Ad in a rather specific location.
We can also select Multiple Pins as well, select as many
Page | 69
Facebook will show us the estimated audience size. But out of all these estimated audience all are not be
interested in buying our product/services. Hence, we need to narrow down our audience for better results
and select the right audience for better results.
If you narrow down and chose specific location, the Ad will cost you more as compared to showing it to
the masses.
Assignment
Copy and Creatives for our Facebook Page
Page | 70

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40-45 Lectures (2.5 Months Long approx.)

(II) Social Media Management (2-3 weeks)

(IV) You Tube Ads

▪ Search ads making

Difference between Digital Marketing and Social Media Marketing

A good freelancer must have these three characteristics:

▪ Freelancers earning, ranges from $500 to $2000 for the beginners

PROS and CONS of Upwork and Fiverr

Clients submit payments on these platforms before submitting an order

Your services must be written clearly

What is Blue Tick in Upwork ?

What is Earning Stats on Upwork ?

Types of Projects Fixed Price Project

(I) Hourly Project:

(II) Fixed price project:

(III) Weekly retainer:

Tip for Beginner

Keep your hourly rate ranging $8 to $ 12

▪ Mention skills (like logo designing)

Upwork Profile Example

Please feel free to discuss your project with me

What is Specialized Profile in Upwork ?

Finding a relevant Jobs/Projects

5. Job posting time

9. Stars against payment verified option

10. Amount Spent

11. Client’s Country

HOW TO USE FILTERS ?

*Number of proposals : Must be less than 20

Scroll down the job to see further criteria

2. Last viewed by the client:

Client’s Recent History

Visa and Master cards are useful to buy things internationally

ChatGPT instructions: briefly explain what this client is looking for ?

Then we can also write “explain it in 2 lines”

AI is very useful in marketing. Thus, include AI tools in your marketing activities

Click on the button *APPLY NOW*

1. Decide your rate/hour

2. Some additional questions

Ideally, we will win clients through our communication.

Writing a Cover Letter

▪ Proposals should be to the point, precise and short.

▪ Proposals must be client specific

Cover Letter’s Structure

D. Invite for a meeting

Writing a Proposal for fixed Price job

Click > APPLY NOW

You can add three things

Pros and Cons of Milestone Option

How long will this project take ?

Most cases select less than one month.

BOOST YOUR PROPOSAL

*While making profiles, we need to mention 10 different skills that we possess

If you don’t agree with client’s offer ?

Send three job proposals in this week

- Don’t send a proposal in *Data Entry* Jobs, as it doesn’t suit you

Making Specialized Profile

Example: Social media management | Virtual assistant | Sales

Your UPWORK Profile on Private Mode ?

You can make it public by taking these steps

This is like selling small set of skills and earn money

Click on the button APPLY NOW

- Don’t send a proposal in Data Entry Jobs, as it doesn’t suit you

Keep the description To the point and specific