Elements of marketing

campaigns, implementing social

media marketing campaigns,
SEM
Unit-4:

Social media marketing campaign: Elements of marketing campaigns,

implementing social media marketing campaigns, SEM, SEO, Content
marketing, Social media execution, campaign analytics and ROI, Managing
social media marketing revenue: social media marketing revenue sources,
managing service delivery and payments, Emerging trends in social media
marketing: Big data, IOT, Content Creation and Sharing: Blogging, micro
blogging, Streaming Video, Podcasts, and Webinars.
 Elements of Social Media
Campaign
If your business is considering a social media campaign, incorporate these
four main components to achieve your desired results and boost the impact to
your bottom line.
1. A Carefully Developed Plan
• The best social media campaigns start with a carefully developed plan.
This plan should be specific to your campaign, but it should also fit into
your overall social media strategy — meaning that your goals should not
conflict, and the campaign should be a good continuation of your brand’s
existing social voice and style.
• To develop your plan, begin with research. Do a thorough analysis of your
existing social followers across your networks and identify areas for
improvement versus your competition.
• Remember that different social networks exist for different purposes, so
choose which social networks best fit your needs. For example, Instagram
and Facebook are good networks to target Millennials — but you won’t
find many Gen Xers or Baby Boomers on Instagram.
• Understand where your target audience spends time, and research recent
campaigns in your industry to see which existing trends you can leverage.
• Once you decide what kind of campaign you plan to run on the social
networks you choose, it’s important to allocate your budget and resources.
Include in your budget whether your campaign requires any paid social
efforts or if you plan to rely on organic tactics and owned media.
• With 49 percent of global business leaders planning to increase their social
media budgets this year, allocating budget for a social media campaign
should be easier than in years past. However, if you need additional
resources like a social media platform, CRM or automation platform to
implement your ideal vision, remember to include that in your desired
scope.
• After you’ve researched your idea, decided on an appropriate budget and
outlined a plan for your social media campaign, identify your dream team.
Assigning clear-cut roles ahead of time helps to avoid confusion and
overlapping responsibilities.
• At a minimum, you’ll want to assign roles for messaging, design and
promotion. If your social media campaign will be promoted across
channels, make sure you’ve selected the right team members in ancillary
departments to be responsible for your campaign.
• The last part of your social media campaign plan should be to identify the
metrics you’ll use to measure the success and ROI of your campaign. In
order to do that, you’ll need to define your campaign’s goals — which is
the next component of a great campaign.
2. Clearly Defined Goals
Before starting any marketing campaign, you need to clearly define your
goals. Deciding on what you want to achieve at the beginning of a campaign
makes it easier to measure and analyse your results.
Your social media campaign can have multiple goals, where each piece of
your strategy serves a different objective. Each goal you select should be
personalized for your business’ needs, but here are a few common ones most
campaigns address:
 Increase Brand Awareness. If your business is relatively new (or new to
social media), or if you need to distinguish your business from others in the
same space, some part of your campaign should aim to increase brand
awareness. If prospects and customers are unable to recognize your brand,
your campaign will have little effect.
Incorporating a sharing aspect to your campaign is a great way to increase
your brand awareness and online influence. To measure your brand’s social
influence, benchmark key metrics, such as total number of likes or followers,
total brand mentions/retweets, influencer brand mentions and site entrances or
app downloads driven by social media.
 Drive More Website Traffic.  It’s a natural goal for most marketing
campaigns, but it also plays into your social presence. The more visitors your
website receives, the more opportunities they have to share your site or
content on social media and follow your accounts on their favourite networks.
To drive more traffic, direct users to a landing page on your site where they
can take the next action. Use Google Analytics or your Web analytics platform
of choice to benchmark key metrics like total Web visits, visits driven by
social media, time on site and overall engagement of social users.
• Drive Visitor Loyalty. Driving more website traffic is a short-term goal, but
you can aim to increase the amount of time spent on your website and the
frequency of return visits for the long term.
If visitor loyalty is one of your goals, consider a social media campaign that
requires users to visit your website several times to enter or find information.
To measure visitor loyalty, benchmark metrics like pages per session,
average session duration and the percent of new sessions to your site.
Improve Conversion Rates. If your business is well-known and already
receives a lot of Web visitors, your campaign should focus on improving your
website/app conversion rates. Whether your business considers a conversion a
product purchase or an account sign-up or anything in between, you can align
an aspect of your social media campaign with website conversions.
Consider campaigns that require users to fill out a form or sign up to get the
benefit or value being offered — but remember to keep an eye on these
conversions to see if you’re driving meaningful, long-term customers through
your campaign. To measure your social media campaign’s impact on
conversions, track metrics like total site entries, total conversions and assisted
social conversions.
3. Cross-Channel Promotion
Unless you’re a major brand with millions of loyal followers, your social
media campaign likely needs help from other marketing channels to achieve
your desired results. The best social media campaigns are part of an integrated
marketing campaign where your efforts on social media are supported on a
number of other channels.
• The benefits of promoting your social media campaign across additional
channels are twofold: Those you reach via social media are reminded
through other communications, and those who aren’t as active on social
media are informed.
• Your followers are already familiar with your brand, so they’re the most
likely to see your campaign on social media; therefore, they will be more
likely to engage or participate after being reminded through a different
channel.
• You can catch those who don’t follow you on social media or are less
active via email, search or on-site content and ad units.
• Reaching different people at varying times across many marketing
channels increases the likelihood that your campaign will be successful.
Just be careful with your segmentation and timing. You don’t want to
overwhelm existing customers or bother potential ones with too much at
the same time.
• Gentle reminders and mentions across a number of touch points to
different cohorts of your target audience will deliver better results than a
social media campaign that’s only promoted on your social network of
choice
4. Thorough Analysis
So how’d your campaign perform? Was your social media program successful
in reaching the goals you set out to achieve?
• When it comes to analyzing the success of your campaign, you’ll be
thankful you identified the key metrics associated with your goals ahead of
time. It’s easy to benchmark your progress against your initial starting
point.
• Going beyond achieving your goals, are there any “downstream” metrics
you’ve seen improve? In your given time period, evaluate whether or not
you saw a difference in account logins, customer lifetime value or other
engagement metrics specific to your business.
• Perhaps the revenue from those customers acquired through your social
media campaign is higher than revenue from those acquired through your
search acquisition campaigns. (That has tended to be the case for our
business.) Or maybe those customers log in more often or adopt tools more
readily. There are a number of ways to think about the ROI of your
campaign that aren’t tied directly to revenue.
• Great social media campaigns should affect more than your follower count.
Using these four components as the tenets of your next social media
campaign will help your business extend your social reach, gain a better
understanding of your target audience and achieve your long-term business
goals.
What Is
SEO
The term Search Engine Optimization describes a diverse set of activities
that you can perform to increase the amount of targeted traffic that comes
to your website from search engines (you may also have heard these
activities called Search Engine Marketing or Search Marketing). This
includes things you do to your site itself, such as making changes to your
text and HTML code. It also includes communicating directly with the
search engines, or pursuing other sources of traffic by making requests for
listings or links.
SEO is a technique which helps search engines find and rank your site
higher than the millions of other sites in response to a search query.
SEO thus helps you get traffic from search engines.

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Differences between major search engines;

Although the basic principle of operation of all search engines is the

same, the minor differences between them lead to major changes in results
relevancy. For different search engines different factors are important.
There were times, when SEO experts joked that the algorithms of Bing
are intentionally made just the opposite of those of Google. While this
might have a grain of truth, it is a matter a fact that the major search
engines like different stuff and if you plan to conquer more than one of
them, you need to optimize carefully.
There are many examples of the differences between search engines. For
instance, for Yahoo! and Bing, on-page keyword factors are of primary
importance, while for Google links are very, very important. Also, for
Google sites are like wine – the older, the better, while Yahoo! generally
has no expressed preference towards sites and domains with tradition (i.e.
older ones). Thus you might need more time till your site gets mature to
be admitted to the top in Google, than in Yahoo!.

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How Search Engines Work
The first basic truth you need to know to learn SEO is that search engines
are not humans. While this might be obvious for everybody, the
differences between how humans and search engines view web pages
aren't. Unlike humans, search engines are text-driven. Although
technology advances rapidly, search engines are far from intelligent
creatures that can feel the beauty of a cool design or enjoy the sounds and
movement in movies.
Instead, search engines crawl the Web, looking at particular site items
(mainly text) to get an idea what a site is about. This brief explanation is
not the most precise because as we will see next, search engines
perform several activities in order to deliver search results –
crawling, indexing, processing, calculating relevancy, and retrieving.

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Keywords –the Most Important Item in SEO
Keywords are the most important SEO element for every search engine, they
are what search strings are matched against. Choosing the right keywords to
optimize for is thus the first and most crucial step to a successful SEO
campaign. If you fail on this very first step, the road ahead is very bumpy
and most likely you will only waste your time and money. There are many
ways to determine which keywords to optimize for and usually the final list
of them is made after a careful analysis of what the online population is
searching for, which keywords have your competitors chosen and above all -
which are the keywords that you feel describe your site best.

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1. Choosing the Right Keywords to Optimize

It seems that the time when you could easily top the results for a one-
word search string is centuries ago. Now, when the Web is so densely
populated with sites, it is next to impossible to achieve constant top
ratings for a one-word search string. Achieving constant top ratings for
two-word or three-word search strings is a more realistic goal.
The first thing you need to do is come up with keywords that describe
the content of your website. Ideally, you know your users well and can
correctly guess what search strings they are likely to use to search for you.
You can also try the Website Keyword Suggestions Tool below to come
up with an initial list of keywords. Run your initial list of keywords by
the Google keyword Suggestion tool, you'll get a related list of
keywords, shortlist a couple of keywords that seem relevant and have
a decent global search volume. When choosing the keywords to
optimize for, you need to consider not only the expected monthly
number of searches but also the relevancy of these keywords to your
website.

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2. Keyword Density
After you have chosen the keywords that describe your site and are
supposedly of interest to your users, the next step is to make your site
keyword-rich and to have good keyword density for your target keywords.
Keyword density although no longer a very important factor in SEO is a
common measure of how relevant a page is. Generally, the idea is that the
higher the keyword density, the more relevant to the search string a page is.
The recommended density is 3-7% for the major 2 or 3 keywords and 1-
2% for minor keywords. Try the Keyword Density Checker below to
determine the keyword density of your website.
3.Keywords in Special Places
Keywords are very important not only as quantity but as quality as well –
i.e. if you have more keywords in the page title, the headings, the first
paragraphs – this counts more that if you have many keywords at the
bottom of the page. The reason is that the URL (and especially the domain
name), file names and directory names, the page title, the headings for the
separate sections are more important than ordinary text on the page and
therefore, all equal, if you have the same keyword density as your
competitors but you have keywords in the URL, this will boost your
ranking incredibly, especially with Yahoo!.
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Links-Another Important SEO Term
There are two types of links: inbound and outbound. Outbound links start
from your site and lead to an external site, while inbound links or back
links, come from an external site to yours. e.g. if cnn.com links to
yourdomain.com, the link from cnn.com is a back link (inbound) for
yourdomain.com, however the link is an outbound link from cnn.com's
perspective. Back links are among the main building blocks to good
Search Engine Optimisation (SEO).
Why Back links Are Important
The number of back links is an indication of the popularity or importance
of that website. Backlinks are important for SEO because some search
engines like Google, give more credit to websites that have a large number
of quality back links, and consider those websites more relevant than
hers in
their results pages for a search query. ot

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Meta Tags
Meta tags are used to summarize information of a page for search
engine crawlers. This information is not directly visible to humans
visiting your website. The most popular are the meta keywords and
description tag. These meta tags to be inserted into the area of
your page.
A couple of years ago meta tags were the primary tool for search
engine optimization and there was a direct correlation between
keywords in the meta tags and your ranking in the search results.
However, algorithms have got better and today the importance of
metadata is decreasing day by day.

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Content Is King
Search engines (and your readers) love fresh content and providing
them with regularly updated, relevant content is a recipe for success.
Generally, when a site is frequently updated, this increases the
probability that the spider will revisit the site sooner. You can't take
for sure that if you update your site daily, the spider will visit it even
once a week but if you do not update your contents regularly, this
will certainly drop you to from the top of search results.
For company sites that are not focused on writing but on
manufacturing constantly adding text can be a problem because
generally company sites are not reading rooms or online magazines
that update their content daily, weekly or monthly but even for
company sites there are reasonable solutions. No matter what your
business is, one is for sure – it is always relevant to include a news
section on your site – it can be company news or RSS feeds but this
will keep the ball rolling.

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Visual Extras and
SEO
Search engines have no means to index directly extras like images,
sounds, flash movies, JavaScript. Instead, they rely on your to provide
meaningful textual description and based on it they can index these files. In
a sense, the situation is similar to that with text 10 or so years ago – you
provide a description in the met tag and search engines uses this
description to index and process your page. If technology advances further,
one day it might be possible for search engines to index images, movies,
etc. but for the time being this is just a dream.
Images
Images are an essential part of any Web page and from a designer
point of view they are not an extra but a most mandatory item for
every site. However, here designers and search engines are on two
poles because for search engines every piece of information that is
buried in an image is lost. When working with designers, sometimes
it takes a while to explain to them that having textual links (with
proper anchor text) instead of shining images is not a whim and that
clear text navigation is really mandatory.
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Animation and Movies
The situation with animation and movies is similar to that with images –
they are valuable from a designer's point of view but are not loved by
search engines. For instance, it is still pretty common to have an
impressive Flash introduction on the home page. You just cannot imagine
what a disadvantage with search engines this is – it is a number one
rankings killer! And it gets even worse, if you use Flash to tell a story that
can be written in plain text, hence crawled and indexed by search engines.
Frames
It is a good news that frames are slowly but surely disappearing from the
Web. 5 or 10 years ago they were an absolute hit with designers but never
with search engines. Search engines have difficulties indexing framed
pages because the URL of the page is the same, no matter which of the
separate frames is open. For search engines this was a shock because
actually there were 3 or 4 pages and only one URL, while for search
engines 1 URL is 1 page. Of course, search engines can follow the links
to the pages in the frameset and index them but this is a hurdle for them.

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JavaScript

It is known by everybody that pure HTML is powerless to make complex

sites with a lot of functionality (anyway, HTML was not intended to be a
programming languages for building Web applications, so nobody expects
that you can use HTML to handle writing to a database or even for storing
session information) as required by today's Web users and that is why other
programming languages (like JavaScript, or PHP) come to enhance
HTML.

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Advantages of SEO Services

Most of people on Internet like to use search engines to search of a

specific product or service. You product listing should be on top
pages in major search engines. You can take services from SEO
service providers to achieve specific target. SEO advantages
includes targeting traffic, increase brand visibility, increase in sales
etc. Keywords optimization plays significant role in making your
best choice. SEO is very much cost effective method of marketing.
Other advantages of SEO include best usability, browser
compatibility and accessibility. Better SEO services will increase in
sales and to increase your business services, affiliate business and
credibility. SEO services can also increase your confidence and
authority as well. Many search engines list websites for free
however some of them extra top listings. SEO service providers can
help you to get in top listings. If SEO services are implemented
effectively then it can increase target traffic to your site and rank
your site for long term basis as well. There are many SEO
techniques are there and you can choose one best service from them.
Any of these methods can be used to rank your website. However
an
ongoing campaign must be used to get targetWhite
result from your 14
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• Traffic concerned
SEO can increase the number of visitors who seek your service or product
actively.
• Promotion that does ‘sleep of T
Imagine to have your own company of sale and promotions working
exclusively just for you! One which functions 24 hours over 24,7 days
per week, 365 days each year. That ‘s the advantage of SEO!
• Increase the visibility of mark
SEO can give to your mark a high international profile – and
for comparatively low expenditure.
• High KING
Hammer for book, dollar for the dollar, SEO brings a higher return to
you on your investment than any comparable form of marketing.
• Higher sales
SEO can mean greater sales of your product or service.
• Faster and smaller pages
The correctly validated and optimized files will be smaller and
thinner, meaning less requests/overheads for server and faster times
of remote loading.
• Long-term positioning
Once places m there, a site correctly conceived andWohpetitiHmattiezsre(dP) Lrted
fro long-term mains e rows compared with the PC where the costs and 15
in th the
• Profitable
SEO is among the most profitable manners of marketing.
• Accessibility
To observe significant procedures of optimization can make your site
more accessible to all the users.
• Compatibility of Cross-navigator
A site correctly optimized also almost like possible will be validated with
the elevated levels. This means that it should function in all the
navigators of W3C-compliant, meaning that your site can be looked by
the greatest potential number of visitors.
• Navigable by the engines
All the bonds should function correctly and all the pages should be
accessible to the engines, of this fact making your site easy for the
engines to correctly index and classify by category.
• Profitability
To observe the basic directives of optimization should mean that the
visitors have more pleasant experience of user.
• No need to start more
We should be able to work with your existing design.
• Fast execution
SEO can start rather because we have access of ftp to Wyhotiue rHasttietres P( –)
front if we Lodt r even ake a bond campaign. 16
• Short-term results
You should start to see a positive difference in weeks if not.
• No need for aesthetic compromise
Your site should maintain its glance distinctive and feel front, during
and after optimization.
• Integrate with your existing site
The major part of the work of optimization will be in the slides, gained
you
‘notification of it.

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Organic Vs Paid

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Why It Matters

 SEO is important because it improves the odds of someone finding

your company online.
 Online visibility can help your credibility and brand awareness.
 Improved rankings don’t always translate to more traffic and sales.
 Think like your customers, then verify how people search. SEO can
put you in front of the people looking for your products & services.
 Your online marketing efforts should be focused on an end result.
 Make sure your website/landing page makes it easy for visitors to sign
up, join, request information, buy, or whatever else you seek.

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 Important SEO Resources
If you want to learn SEO, and actually get good at it, read and use
the following resources:
SEO Blogs
• Search Engine Land
• Search Engine Guide
• Search Engine Watch
• SEOmoz
• Online Marketing Blog
• Search Engine Roundtable
• SEO Book
• Matt Cutts
• Search Engine Journal
• Marketing Pilgrim
• John Battelle’s Search Blog
• Google Blog
• Traffick
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• SEO by the Sea
• Google Blogoscoped
• SEO Black Hat
• Wolf Howl
SEO Information
• Search Engine Comparison Chart
• Marketing Terms
• Google’s SEO Guidelines
• SEO Beginners Guide
• SEO Chat
• Search Engine Colossus
• Web Pro News

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• Simplifying SEO
• SEO Cheat Sheet
• SEO FAQ
• SEO Pyramid
SEO Tools
• SEO ToolSet
• SpyFu
• SEOmoz’s Tools
• Wordtracker
• Meta Tag Analyzer
• Google Toolbar
• Anchor Text Analyzer
• Google Webmaster Tools
• Digital Point SEO Tools

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• SEO Chat Tools
• SEO for Firefox
• AdWords Estimator
• DIYSEO
• Backlink Checker
• Google Datacenter Search
SEO Forums
• High Rankings Forum
• Webmaster World
• SEO Chat Forum
• Digital Point Forum
• Search Engine Watch Forum
• SEO Black Hat Forum

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SEO Conferences
• Search Engine Strategies
• PubCon
• Blueglass
• SMX

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SEO Services Help You Increase Web Traffic and Sales;

Are you happy with the amount of web traffic your website is receiving? If
your statistics are low or could do with some improvement you may need
the services of an SEO company. SEO stands for search engine
optimisation and is a method used to increase your chances to being found
on search engines and ranking on the first few pages.
Visitors are the key to successful business, but if potential clients and
customers don’t know your website exists you might as well shut up shop
now. Imagine reaching thousands of potential customers a day, customers
who are actually already looking for your product or service by typing
relevant keywords into Google or any other major search engine.
If you are not sure where you currently stand with regards to search engine
ranking, an SEO company can run a number of reports on your current
status. These reports will help your SEO consultant to determine your weak
areas and make recommendations for improvements. This may be in the
form of a new website being designed and built with SEO in mind or
simply improvements to your website wording so that it includes strong
keywords and key phrases.

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 There is much that can be done to improve your online profile and a small
investment in SEO can bring big rewards. The key to online success is to reach your
target audience and give them something that will make them return to your site and
buy your product or service. If there is nothing of value on your site then why
should you expect a visitor to browse your pages and make a purchase? Good
landing pages, strong content, and a valid and to the point sales message are all key
in helping you to make the sales and keep your website fresh and interesting.
Many SEO companies offer a free SEO appraisal. This is a great benefit to take
advantage of and will give you a good idea of what an SEO company can do for
you. Budgeting for SEO services is easy with many SEO companies offering easy
to manage monthly packages and fixed fee services. There are so many ways you
can improve your website exposure and your levels of traffic and with a little
investment with the right SEO company you will maximise your return on
investment in no time.
Finding a good SEO company is easy online. There are many to choose from
with many offering special deals and free SEO appraisals. Look for companies
boasting outstanding testimonials from current and past clients and who
specialise in all industries. Once you find a good SEO company you will be glad
you did and the results will speak for themselves.
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Successful Businesses offer Search Engine Optimisation L o n d o n f o r a
W h ti e H a
tt e s
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( )