Online PR is the public relations work of communicators via available online communication channels (and also communication tools). In addition to the online pages of classic media, these channels include social media, blogs and websites. Based on the measures taken in the print sector, the possibilities and opportunities offered by online media are used and the strategies are adapted accordingly.

1. SOCIAL MEDIA
MARKETING AND
NETWORKING
Dr. BATOOL IBRAHIM

2. WHAT IS ONLINE PR?
Online PR isthe public relations work of communicators via
availableonline communication channels(andalso communication
tools). In addition to the online pagesof classicmedia, these
channels includesocial media,blogs and websites.
Basedon the measures taken in the print sector, the possibilities
and opportunities offered by online mediaare used and the
strategies areadaptedaccordingly.

3. ONLINE PR

4. WHAT IS THE GOAL OF ONLINE PR?
 acquisitionandretentionof new
customers
 communicationof information
 increaseof attention
 creatinga highcost-benefit ratio
 improving(online-)
reputation
 achievinga highdegreeof
actuality

5. HOW DOES ONLINE-PR WORK?
As companies become more customer-centric in their approach to
digital marketing,there is an increasein collaboration between
departments to create more continuity in the customer experience.
From brand advertisingto brand content,to features in industry
publications, the opportunities for co-operation between marketingand
PR abound.
The result? With increasedfocus on customer experienceand the
blurred lines of owned, earned, andpaid media,expectationsof
marketingoutcomes from public relations activitiesare higherthan
ever. It’s no longer enough to earn mediaplacements,distribute
releases,and manage brand social media profiles. Companies
increasinglyexpect PR to perform with marketing impact.

6. 1. what is being sold (specific products vs. a brand) and
2. who is being marketed to
“Marketing is the overall mixof activitiesthat you undertake to get
your product or serviceto market — to actually purchase, use and
evangelize.”
define PR as “the set of activities,usually earned(but often triggered
by a paid campaign),that are meant to drivethe ‘top of the funnel’. Use
of media — traditional and non-traditional — are optimized using key
messages,deliveredto the right markets, via engagement methods.”
MARKETING VS PR

7. BRANDING
• “The brand prism” isa term used to encompasswhat gives an organization
or company their specific reputation, image, and personality. The
Ohio Universityblog lists physique,personality, culture, relationship,
reflection, and self-imageas the six key factors of the brand prism. Social
media has changedthe fourth aspectof the brandprism —
relationship.

8. BRANDING
• In the past, PR worked primarilyto build a brand. It was the practice
of getting the word out about a company or organization as a whole,
what they were doing, and building an image that madepeople
interested in buying their products. This was different than
marketing, which was more directly focused on sales for individual
products andwas marketed directly to consumers.
• With the use of social media, you can more easilyadvertise and sell
individualproducts in a way that promotes the things that make up
the brand prism,but also keep your target market updated on what
you’re doing

9. THE BROADEST TARGET AUDIENCE
We used to have to hit the target market on two fronts: news channels and
advertising channels. But now, everyone’s on social mediaand the easiest
way to communicate anything to them is through the same platform. The
messages can be varied, but they will see it in the same place.

10. THE BROADEST TARGET AUDIENCE
social mediais being used to get the word out about both brandsand
specificproducts is by working with influencers across Facebook and
Instagram. They can promote a product with you or they can simply work
with you and communicate to their fans why they trust you.
The best part of social media is not that everyone is using it, but it’s free.
Advertising took more money in the past, and PR took more work. Now
with the press of a button, you can share a product, campaign, or anything
you want really, and reach a variety of people (and a higher amount of
people) quickly and affordably.

11. SHARED PRACTICES
• What it really comes down to is that in the past, marketers and PR
managers had to work on different formats. But with social media, they’re
both working on things like Facebook, Instagram, and Twitter to get their
messages out. With the use of the same media platforms, they now have to
work together and are becoming more and more one entity.
• In the future, both departments may start working toward complete
convergence. This can be achieved practically through the use of tools like
SEO, Ad Viewability, and good content management. Because as we go
forward in time, social media will continue to be used for product promotion
as well as news releases.

12. THE OLD RULES OF MARKETING
Marketing simply meant advertising (and branding).
Advertising needed to appeal to the masses.
Advertising relied on interrupting people to get them
to pay attention to
a message.
Advertising was one-way: company to consumer.

13. THE OLD RULES OF MARKETING
Advertising was exclusivelyabout selling products.
Advertisingwas basedon campaignsthat hada limited life.
Creativity was deemedthe most important component of advertising.
It was more important for the ad agencyto win advertisingawards
than
for the client to win new customers.
Advertising and PR were separate disciplinesrun by different people
with separate goals, strategies,and measurement criteria.

14. THE OLD RULES OF MARKETING
Reporters and editors use the web to seekout interestingstories,
people, andcompanies. Will they find you?
The web has changed the rules. Today, organizations are
communicating directly with buyers.
The Internet has made public relations public again,after years
of almost exclusivefocus on media. Blogs, onlinevideo, news
releases, and other forms of web content let organizations
communicate directly with buyers.

15. THE OLD RULES OF PR
Theonly wayto get ink and airtime was through the media.
Companies communicated to journalists via pressreleases.
Nobody saw the actual press releaseexcept a handful of
reporters and editors.
Companies had to have significant news before they were
allowed to write a press release.
You weren’t supposed to senda release unless it included quotes
from third parties, such as customers, analysts,and
experts.

16. THE OLD RULES OF PR
The only way buyers would learn about the press
release’s content was if the media wrote a story about
it.
PR and marketing were separate disciplines run by
different people with separate goals,strategies, and
measurement techniques.

17. THE NEW RULES OF MARKETING AND PR
• Marketing is more than just advertising.
• PR is for more than just a mainstream media audience.
• You are what you publish.
• People want authenticity, not spin.
• People want participation, not propaganda.

18. THE NEW RULES OF MARKETING AND PR
• Instead of causing one-way interruption, marketing is
about delivering content at just the precise moment your
audience needs it.
• Marketers must shift their thinking from mainstream
marketing to the masses to a strategy of reaching
vast numbers of underserved audiences via the web.

19. THE NEW RULES OF MARKETING AND PR
• PR is not about your boss seeing your company on TV. It’s about your
• buyers seeing your company on the web.
• Marketing is not about your agency winning awards. It’s about your organization
winning business.
• The Internet has made public relations public again, after years of almost exclusive
focus on media.
• Companies must drive people into the purchasing process with great online
content.
• Blogs, online video, e-books, news releases, and other forms of online
• content let organizations communicate directly with buyers in a form
• they appreciate.
• Social networks allow people all over the world to share content and
• connect with the people and companies they do business with.
• On the web, the lines between marketing and PR have blurred.

20. THE NEW RULES OF MARKETING AND PR
• PR is not about your bossseeingyour company on TV. It’s about
your buyers seeing your company on the web.
• Marketing isnot about your agency winning awards. It’s about
your organization winning business.
• TheInternet has madepublic relations public again,after years
of almost exclusivefocus on media.
• Companies must drive people into the purchasing process with
great online content.

21. THE NEW RULES OF MARKETING AND PR
• Blogs,online video, e-books, news releases, and other forms
of online content let organizations communicate directlywith
buyers in a form they appreciate.
• Social networks allow people all over the world to share content
and connectwith the people and companies they do business
with.
• On the web, the lines between marketing and PR have blurred.

22. • Social networkingsites like Facebook, Twitter, and LinkedIn help people cultivate
a community of friends and share information.
• Blogs, personal websites written by somebody who is passionate about atopic,
provide a means to share that passion with the world and to foster an active
community of readers who provide comments on the author’s posts.
• Videoandphoto sharingsites like YouTube, Flickr, and Vimeo greatly simplify the
process of sharing and commenting on photos and videos.
SOCIAL MEDIA AND YOUR TARGETED AUDIENCE

23. SOCIAL MEDIA AND YOUR TARGETED AUDIENCE
• Chat roomsandmessageboardsserve as online meeting places were people meet
and discuss topics of interest, with the main feature being that anyone can start a
discussion thread.
• Listservs,similar to chat rooms, send messages out by email to a collection of
registered members.
• Social bookmarkingsites like Digg and StumbleUpon allow users to suggest content
to others and vote on what is interesting.
• Mobile applications with GPS-generated location services like Foursquare add the
component of identifying exactly where each user is in the world.

24. WHAT IS SOCIAL MEDIA
• Social mediaprovide the way people share ideas,content,
thoughts, and relationships online. Social mediadiffer from so-
calledmainstreammediain that anyone can create, comment on,
and addto social mediacontent. Social mediacan take the form of
text, audio, video, images,and communities.

25. BLOGS FOR MARKETING AND PR
They are a form of content marketing that is used by companies to
promote their products and servicesonline. Blogginghas become one of
the most popular ways for companies to reach their target audiences and
interact with them through blog comments or socialmediacomments, as
blogs can (andshould) be promoted on social mediaand various other
channels,dependingon where your target audience is.
• Companies use blogs for various purposes, such as to educate
customers about their products or services,to provide tips and advice
on how to use them, to share informationabout the company,to
create a generalknowledge base of best practices,and more.

26. THE FOUR USES OF BLOGS FOR
MARKETING AND PR
1. To easily monitor what millions of people are sayingabout you, the
market you sell into, your organization, and its products.
2. To participate in those conversations by commenting on other
people’s blogs.
3. To work with bloggers who write about your industry, company, or
products.
4. To begin to shape those conversations by creatingand writing your
own blog.

27. WHAT IS CONTENT MARKETING
PRIMARILY USED FOR?
Content marketing ismainly used for reachingthe target market and
converting leads, thereby increasingbrandrecognition. Other than
that, content marketing helps companies to
• educate leadsand potential customers about the goods and services
the brand offers;
• develop strong relationships with customers;
• build customer loyalty;
• connect with the market andshow customers how the company’s
products or servicesaddresstheir challenges;
• develop a senseof community around the brand.

28. CONTENT MARKETING
• Are you looking to entertain your audience? Educate on a key
government changeto legislation that will affect your customer?
• Inspire people to donate to your charity/non-profit? Convince a
crowded market that you offer the best solution? There is a whole suite
of content types to choose from that can help educate, entertain,
inspire and convince your audience.

29. CONTENT MATRIX

30. CONTENT MATRIX

31. HOW DO YOU CREATE A CONTENT
MATRIX?
•Step 1. Focus on your target audience
Think about who you’re posting for and who is buying from you. Write for
different buyer personas and look at your product or offer from different
angles.What pain points does your product solve? How does it improve
people’s social, professional, or personal life?
Write down all of the various fears and problems your potential
customers have and target them. Don’t forget that different formats
appealto different people, so you shouldn’t make your content
monotonous.

32. HOW DO YOU CREATE A CONTENT MATRIX?
Step 2. Make sure you cover all the stages of your
customers’ journey
Every customer goes through several stages of their journey: the awareness
stage, the consideration stage, and the decision stage. The first stage requires
tapping into the emotional side of your client, the second stage is all about
providing enough information to your leads and educating them, and the last
stage just screams for personalized, high-quality content.
Think about what influences your clients’ purchasing decisions — and make
sure your content ticks all of the boxes. Highly visual, viral, and interactive
content will appeal to your audience’s emotions, while rational and expert
content will catalyze the decision-making process.

33. HOW DO YOU CREATE A CONTENT MATRIX?
Step 3. Be specific about your goals
Every piece of content you share should have a purpose. Be
thorough and remove any irrelevant content that looks nice in
your content plan but doesn’t correspondwith any of your
marketing goals. Try writing down a CTA for every pieceof
content you make — this way, you’ll be sure you actually help
your visitors learn more about your brand and convert.

34. HOW DO YOU CREATE A CONTENT MATRIX?
Step 4. Explore new formats and territories
List the types of content you can possibly use but haven’t tried yet. Just to
name a few:
brochures; infographics; articles; emails; blog posts; landing pages; podcasts;
webinars; presentations; newsletters; case studies; testimonials; eBooks;
videos; datasheets; website pages.
Analyze growing trends in your niche and try tackling new topics and themes
you haven’t touched before. Also, it’s helpful to check what your competitors
do and don’t do — and learn from their mistakes and successes.

35. HOW DO YOU CREATE A CONTENT MATRIX?
•Step 5. Create a content marketing matrix based
on these insights
• Put it all together by creating a spreadsheet or a virtual board with the
stages of the buyer’s journey on one axis and the buyer personas’ pain points
and solutions for each stage on the other axis. As you read from left to right,
the matrix shows which content assets you need to use for the audience you
want to target.
• Or, instead of solving particular pain points, map your content by splitting
formats into four categories, such as entertaining, educational, converting,
and inspiring. Then, associate those formats with the stages of the buyer’s
journey.

36. SOCIAL MEDIA

38. SOCIAL MEDIA
Social mediainvolves utilizing various social medianetworks
and platforms to communicate your brand, product or service
through the sharingof content – images,articles, videosetc. – for
marketing purposes.
• Social mediais one of the best platforms at your disposalto
connect with andtalk to your target audience, dependingon
who that audience is. It can be a very effective way of pushing
your key content and messagingout to a wider audience and
generating conversation andengagement.

39. SOCIAL MEDIA
• Facebook isthe largestsocial networkin the world,with over 1billion users, that
allows you to connect andsharewith friendsandfamily through posting updates,
sharingphotos, links andexchanginginformation.

40. FACEBOOK MARKETING
TECHNIQUES
1. Choose your Call-To-Action(CTA) button
There’sa smallblue (CTA)button on everyFacebook business page
profile.
Businessowners saw a 256% increasein click-through rates when
addinga CTA to their page. What option you choose is up to you and the
business goals you have.
You should be using CTAs for your posts as well this can substantially
increaseengagement.
One of the goals at the time was to increasethe page response time
and get more people to messagethe pagethat was interestedin
getting a pool.

41. FACEBOOK MARKETING
TECHNIQUES
2. Add custom Facebook tabs
Take a look at this example from Bryker Hydes Page:
They have separate tabs that include information about them, videos,
posts, a shop for buying products from within the Facebook app and
many more.
This is in addition to the “Shop now” CTA they have on their profile drives
valuable engagement and allows potential customers to find easily
accessibleinformation about their brand.
In other words, there are multiple ways for users to interact with this
page. There are multiple ways for Facebook users to find their wayback
to Bryker Hyde’ssite.

42. 3. Start following the “80-20” rule

43. FACEBOOK MARKETING
TECHNIQUES
4. Clean up your posts
TheFacebook news feedcan be crowded andcoveredin messy
content. The way you structure and format your posts will either get
them to stand out or just disappearinto the background.
A clean social media post that has a high-quality photo/video is ten
times more likelyto get engagementthan a post that has just plain
text.
If you want to include a link in your post use a URL shortener like Bitly.
Your posts will look clean andreadable, which also makesthem
shareable.Nobody likes a long link that takes up half your post.

44. FACEBOOK MARKETING
TECHNIQUES
5. Share user-generated content
Instead of havingto come up with your own content ideasand
constantly be looking for more things to post about you can get user-
generated content from your followers and past customers.
Thisnot only will saveyou time and energy,but it can also increase
your post engagement by 754%, promote brandloyalty, create trust
and help your followers/customers feel connected with your brand
One of the easiestways to do this is by havingusers share photos of
interactions with your brand, product or service.

45. FACEBOOK MARKETING
TECHNIQUES
6. Use Facebook page insights to analyze your
content
Posting quality content is only one piece to the puzzle.
Understandingwhy some content gets more engagementthan others
is another part.
Monitoring your analyticsto find trends in the engagement will let you
know what content is succeedingvs what content you needto post less
about.
Theeasiest tool for looking at your analyticsis actually just by using
Facebook’s built-in tool, Facebook page insights..

46. FACEBOOK MARKETING
TECHNIQUES
7. Know the best time to release a post
You can see the information from your Page Insights data to find out
when your page followers are most active.
Basically,it will give you the optimal time to post to get the most views
(Reach).

47. FACEBOOK MARKETING
TECHNIQUES
8. Promote your page with Facebook Ads
Now that we have gone over the organic ways to increaseyour
engagement let’s talk about how Facebook adscan significantly
increaseyour results.
In terms of marketingvalue, Facebook Ads are still one of the most
inexpensiveand effective marketing methods to generate traffic, leads,
sales,and engagement for your business.
When you target the right audiences,your adsshould appear where,
when, andwho you want to see them so you can get valuable actions to
be taken.
Here is a link to a free Facebook Ads reportthat can get you
started.

48. FACEBOOK MARKETING
TECHNIQUES
9. Target specific audiences to increase your ads
reach
If you really want to ensure that your Facebook Adsare going to be
effectivemake sure to narrow your audience. You need to understand
who your customer is.
There is an unbelievable amount of targeting options for finding your
audience.
Theserange from location-basedaudiences to segmentation basedon
hobbies and interests (rememberyour datafrom Facebookaudience
insights?)and even personal life events.

49. FACEBOOK MARKETING
TECHNIQUES
10. Drive traffic to your page outside of Facebook.
If you are looking to increaseengagementon your Facebookpage, you
needto find ways to bring more trafficto it.
Usingads can help you get new followers, customers, andvisitors but
what about the users who don’t even know that you have a Facebook
page but would easilybe willing to engagewith your post if they did?
Attach a link to your Facebook page from your other social media
accounts and on your website include a link to your Facebook Pageand
other social media pages.

50. FACEBOOK MARKETING
TECHNIQUES
Here are a few places to attach a link to your Facebook Page.
Emails:add it to the bottom of your signature.
Marketing materials: add your social media handleto your print.
Blog posts: Include a shareable link to Facebook.
Business Cards: addyour @name for your social mediashould be
short and easy to search
Speaking engagements: next time your speakingto an audience
about your business mentions your Facebook page.
Offer exclusive deals: In-store or online you can offer a discount to
people who follow your Facebook page.

51. SOCIAL MEDIA
TWITTER
Twitteris thereal-time,
micro-bloggingplatform,
whereusers cancommunicate
andstayconnected withthe
world throughthe exchangeof
quickandfrequent messages.
Updatesor “tweets” can
include photos, videos,links
andup to 280 charactersof
text. [At the time of publication,
Twitterwas rumouredto be
expandingthischaracter
length to 10,000]

52. HOW TWITTER MARKETING
BENEFITS YOUR BUSINESS?
Starbucks Coffee and PlayStation;
having 11 million and23.8million
followers respectively,Twitter
has been a blessedplatform for
theseworldwide known brands.
Starbucks nearly kills out every
other marketing technique on
Twitter and recently the brandhas
stolen the limelight because of its
Christmas cup in red.The brandis
doing a wonderful job by
interacting, engaging,and
retweeting with its 11 million
followers in an exceptional way.

53. HOW TWITTER MARKETING
BENEFITS YOUR BUSINESS?
If you are looking for the best ways
to use Twitter then explore the
PlayStation official on Twitter and
see how skillfully they have nailed
Twitter marketing.
The video game giant has got a
massive following of nearly 24
million followers on Twitter and is
continuing to crush it out! The
brand posts a wide variety of
content including videos, links, and
texts. PlayStation also engages
with its fans and retweets them.

55. TWITTER MARKETING TIPS
Let’stakethe example of Nike,one of the
most popular footwearmanufacturing
companies– Nikehaskept itsname, handle,
profile picture, andheaderimageall clean
andminimal.If you aregettingstartedwith
the business, ensure to keepthe Twitter
handle closest to the brand’snameandavoid
putting in unnecessary characters.
Go With the Right Handle,Picture, and Header Image
Your Twitterhandleshould be highly recognizableandeasyto rememberfor your
targetedaudience.If the Twitterhandlewould be short, crisp, yetcatchy; it would be
easyenough to mention it in the comments. Moreover, makesurethat you havekept
the name of the business exactly the sameon every social platform.

56. TWITTER MARKETING TIPS
The bio should be a killerone! While craftingthe
bio, ensure to keep it accurateand addup some
personality or humor in the bio. You should also
keep it targetedto the audienceto affirmyour
marketingof business on Twitter.Havea look at
the Twitter bioof Jeff Bezos, founderof Amazon.
Since he iswidely known,his bio is short and
catchy.
Optimize the Bio to Reflect Your Brand’s Personality
Designinga fundamentaland effectiveTwitter marketingstrategyfor brandscould
be a dauntingtaskfor so manymarketers.But hold on, didyou knowthatyou can
catchthe limelighton Twitterby optimizingthe bio? Letme explain. Basically,your
Twitterbio isaround 160characterslong detailunderyour profile pictureto
showcasewhatthe brandor company represents.

57. TWITTER MARKETING TIPS
But keepin mind,using more thantwo
hashtagscanbringa drop-downin the
engagement.Without overusing the
hashtags,it is importantto use the righteous
hashtagmatchingthe needs of your business.
Once the righthashtagsareimplemented in
the tweets andposts, the content would
reacha wideraudience.
Be the Master of Hashtags
The concept of Hashtagswasoriginally broughtto life by Twitter.Engagementof your
business tweets andTwittermarketingposts arehighly dependent on hashtags.
Tweetsthat containhashtagsreceive 2xmoreengagementas comparedto the
tweetsthat arenot havinghashtags.

58. TWITTER MARKETING TIPS
For example, if you wantto finda
programmer,you can use the advancesearch
for this purpose andcanset the prioritiesand
wordsasper your choices. Once all is done,
click on the searchandTwitterwould yield
the results of your choice.
Run the Practice of Doing Advanced Searches
Howabout findingthe people that areinterested in your business every second?
Obviously, every business ownerwantsto knowwhatthe audienceis sayingabout
his brand.Well, Twitteradvancedsearchhasgotyour back.Insteadof sending
promotionaltweets or craftingemailsto your existingcustomers, you can findthe
potential ones by searchingthem out viaindustry-specificterms.

59. TWITTER MARKETING TIPS
An observatorysurvey hasalso revealed,tweets
withmore imagestypically receive89%more likes
andfavorites.However,addingup the compelling
imagesandthe type of picturesthatarehighly
relevant to yourcontent isa bigmust. Takea look at
how Kylie Cosmeticsis killing Twittermarketing
proficiently.
Add Up the Images in Tweets to Increase the Retweets
Everyoneloves the content in whichimagesandvideosareshared.The samegoes
withyour business Twitterposts andtweets. Addingup the imageswouldhelp your
brand’stweet getmore likes,retweets, andclicksascomparedto the tweetswithout
images.Youcan attacha relevant meme or anyimageinyour content that could
further hype up your content.

60. TWITTER MARKETING TIPS
Youcanadda brandedvideoin your tweets
to getthe attentionof the audience.Videos
aresixtimes morelikely to be watchedand
retweetedthan photos andMichael Kors
hasmadethe most out of this golden
opportunity. With the help of these videos,
you can sharethe informationwithyour
followers efficiently.
Enhancethe EngagementWith Video Content
Forgetpicturesandpay attentionto the use of videocontent in your posts and
tweets. Imagesdogetattentionbut videoscan simply outperform the picturesas
well. With the help of the Twittervideooption, Twitterusers areenabled to record a
new videofromtheir devicesor even upload anexistingvideo.

61. TWITTER MARKETING TIPS
Addingthe poll on Twitterisvery easy. All
you need to do is click the samebutton that
you alwaysclick to adda new tweet, then
click n the poll iconat the bottom of the
screen. Creatinguniqueand engagingpolls
isa must to interactwiththe audience
successfully andAirbnbis aninspiration!
Create Polls to Interact With Business’s Followers
Thecreationof polls can help your business to interactwithyour audiencelike never
before. People dolove to answerthe polls andthey wantto sharetheir opinions and
thoughts withthe business. Conductingthese polls wouldcreatemore activityon
your Twitterpageandpeople would liketo interactwiththe business.

62. TWITTER MARKETING TIPS
Youneed to createengagingposts to get all these
actionsdoneandto boost engagementin amazing
ways.Addingthe CTAsto the tweets isone of the
best yet quickestwaysto boost engagement.Use
some effective actionslike Follow us, Visitour site,
Shop our sales, Learnmore, Shop now, Grabthe
deal,etc. whiletelling the usersabout yourbrand.
Lookhow HudaBeauty is utilizingTwittercommerce
flawlessly.
Incorporate Smartest CTAs
Twitteris oneof those marketingplatformsthat could be used for highly creative
marketingstrategies.The enormous ideaworkingbehind Twittermarketingis to
bringmoresales drive,lead generation,enhancedengagement,boost clicks,and
increaseddownloads.

63. TWITTER MARKETING TIPS
They arequiteexpensive ascomparedto
FacebookAdsbut they canboost your
engagementinstantly. Withthe help of these ads,
promoted tweets, conversationalads,andtweets
hashtags– you can encourageyour usersto have
a detailedlook at your brand.I havesharedan
example of an adshowinginmy feed.
Utilize the Power of Ad Campaigns
A Twittermarketingcampaigncould be a headacheif you havenot planned it out
strategically andcreatively.However,if you arelooking for a quickboost and
engagementratein yourbusiness then Twitteradsareyour wayto go for the long
run. Here, it doesn’tmatterwhether you gota ton of followers or not but yes, Twitter
adswould workbest for you.

64. SOCIAL MEDIA
INSTAGRAM
Instagram
is a mobile photo and (short)
video-sharingnetwork.
Compared to other social
networks, it is a relatively simple
and straightforward process in
which to share your photos and
does not have the same array of
features of the likesof Facebook,
Twitter and LinkedIn.

66. HIGHLY EFFECTIVE
INSTAGRAM MARKETING
TACTICS
1. Switch over to a business profile right now
You should not be thinking about your Instagram marketing plan if you
don’t even have a businessprofile setup.
There are some very obvious benefits to switching to a
business profile.
• Insights:
you get accessto powerful insights about your posts, the engagement,
who your audience demographic is, the best time to post, etc.

67. HIGHLY EFFECTIVE
INSTAGRAM MARKETING
TACTICS
• Create Ads: publish Instagram ads with ease and you don’t have to
use the Facebook business manager to do so.
• Label your page: you get to choose a category for you or your
business.Like an entrepreneur, restaurant, retail store, etc.
• Contact button: people can now click on a contact button to reach
out to you andvisit your website.
Once you get your business profile switchedover there are many
advantagesthat come with it, you needto start using the analytic tool
(insights)to track metrics and understand your audience.
This will allow you to have a better understanding of how to operate
your business page and what content to post that works best.

68. HIGHLY EFFECTIVE
INSTAGRAM MARKETING
TACTICS
2. Use the free Instagram tool ‘insights’
Through Instagram Insights, you can view various statistics:
• Impressions, reach, profile visits,website clicks(7-dayview)
• Engagement data
• Audience Demographics
• Active times to post
One category of posts that is alwaysattention-grabbingis lifestyle
product photos.

69. HIGHLY EFFECTIVE
INSTAGRAM MARKETING
TACTICS
3. Post lifestyle product photos
Here is a post from Bryker Hyde’sInstagram page. BrykerHyde’s
lifestyle post does not directly try to sell a product but showcases the
lifestyle with their product included in the post.
Creating a lifestyle post will allow other people to see themselvesin
that sameposition. It especiallyallows the audience to connect with
the product more and it’s more interesting than a post that says “visit
our website 10% off’.
When you post a photo that is more about the experienceyour
followers and customers will come.

70. HIGHLY EFFECTIVE
INSTAGRAM MARKETING
TACTICS
4. Run sponsored advertisements
The Instagram ad types:
Photo
Video
Carousel/DynamicAds
Stories
Instagram stories are perfect for quick ads and drivingorganic
traffic too.

71. HIGHLY EFFECTIVE
INSTAGRAM MARKETING
TACTICS
5. Take advantageof Instagram stories popularity
If you want to generate leads,Instagram Stories are a great way to
go.
Instagram stories differ from regular Instagram posts because
they come after the end of one of your friendsInstagram story. It’s a
quick 10 secondsyou can drive valuable action.
The stories only last 24 hours, but sponsored Stories can last the
length of your budget and you can also savestories to be used as a
memory that goes on your mainprofile.
Or addyour social media@handlesinside your Instagram profile.

72. HIGHLY EFFECTIVE
INSTAGRAM MARKETING
TACTICS
6. Start partnering with influencers
Every daymore people arestarting to buy products and services
from what they see on their feeds.It’s mainly from influencer posts
that purchasesare made.
If you look past just the short-term gains and direct sales that you
can make from an influencer marketing,there are many long-
term-benefits as well.
Partnering with influencers build long-lasting relationships,long-
term brand awareness,increaseyour brands’trust, and visibility.

73. HIGHLY EFFECTIVE
INSTAGRAM MARKETING
TACTICS
7. Run sponsored advertisements
The Instagram ad types:
Photo
Video
Carousel/DynamicAds
Stories
Instagram stories are perfect for quick ads and drivingorganic
traffic too.

74. HIGHLY EFFECTIVE
INSTAGRAM MARKETING
TACTICS
8. Collect photos from posts that showcase your
brand.
Finding posts that have your brand in them can be quite
easy. The first thing you can do is create a brand hashtag
so users can use that hashtagto get your attention also go
check your tagged photos that your profile is in.

75. SOCIAL MEDIA
LINKEDIN
LinkedInisthe professionalsocialnetwork.LinkedIn’smissionis to connect the
world’sprofessionalsto makethem moreproductiveandsuccessful. Thisis achieved
throughthe sharingof business-related informationandconnections, while allowing
the individualuser a personal andpublicly availableprofile withwhichto
communicatetheir ownskills, interests andachievements.

76. SOCIAL MEDIA LINKEDIN

77. YouTubeis the world’s largest searchengine behind Google, but
YouTube issolely for video content. It is a free video sharing website
that anyone can upload a video which then acts as a distribution
platform for original video content creators to engagewith, inspire,
entertain or engage with an audience.

80. WHY SOCIAL MEDIA MARKETING IS IMPORTANT FOR YOUR
BUSINESS OR BRAND
Reason1: You Get To TellYour Story
interact with your audience andto really connect with them on a
personal level. Which givesyou the chanceto tell your story to all
your followers and inspirethem through your success or past
failures.
helpsyou better understand your audience.
Your customers will be able to know you and relate to your stories on
a more personal level as well.

81. WHY SOCIAL MEDIA MARKETING IS IMPORTANT FOR
YOUR BUSINESS OR BRAND
through these posts, you can create brandawareness about
how hard you worked to makeyour dreamscome true. This will
addmore meaning to your brand, and customers love it more
when they see the realities of businesses.
And to makesure that your story is heard and spreadsat a
faster rate, you might want to work on your content so that it is
appropriate enough to impress the audience.

82. WHY SOCIAL MEDIA MARKETING IS IMPORTANT FOR
YOUR BUSINESS OR BRAND
Reason 2: You Can Grow An Audience With A Small Budget
Onceyour social mediamarketing is strategizedeffectively,this would
help you increase the traffic on your profiles on these forums, which
will eventuallylead them to your websites.There are a number of
businessesand bloggerswho have spent not even a single dollar on a
digital advertisement,but just with the help of great content and
great interaction with their audience,they created a customer base
who connected with them.

83. WHY SOCIAL MEDIA MARKETING IS IMPORTANT FOR YOUR
BUSINESS OR BRAND
Reason 3: Stay Top Of Mind With The People Who Matter The
Most
Business owners need to be vigilant on social media networks and need to
create an image of their brand such that it is the first thing that comes to your
customers' minds when they think about a certain product or service.
This bond between a business and a potential buyer plays a significant role in
converting them from just a potential customer to a loyal and regular one.
And this is what social media marketing helps you create.
It helps you as an entrepreneur to become the first choice, the first thought,
or the first preference for all the customers who can be important for you and
your business.

84. 10 REASONS WHY SOCIAL MEDIA MARKETING IS IMPORTANT
FOR YOUR BUSINESS OR BRAND
Reason 4: Learn About Your Competitors

85. 10 REASONS WHY SOCIAL MEDIA MARKETING IS IMPORTANT
FOR YOUR BUSINESS OR BRAND
Reason 5: Can Build Custom Audiences
• Businessescan accessthe different tools present on social media
forums to see how many visitorswere interested in the content that you
shared,how many clickedany call to action, and how many purchased if
any. Stats like these help you build a customized audience where you
get to target the people who seemedinterested in your product.
• Through socialmediamarketing, you will be ableto show your brand
content to such customers, remindingthem how they needed/wanted
your product, and now after seeing such ads, they would be reminded of
their need/want for your product.

86. WHY SOCIAL MEDIA MARKETING IS IMPORTANT FOR
YOUR BUSINESS OR BRAND
• Reason6: Learn TheBuyingPatternsOf Your Ideal Customers
Social medianetworks are open to all, givingbusinessesa chanceto
follow their consumers' activitiesor potential buyers. Thishelps
marketers be more informed about their target audience, likes,
dislikes,and interests so that they can create a better marketing
strategy to attract such customers.
Learningthese patterns helps you focus on the things that you are not
following while designingcontent for your page, and therefore aiding
you in becoming better at your digital marketing strategies to attract
the right customers andmeeting their demands.

87. WHY SOCIAL MEDIA MARKETING IS IMPORTANT FOR YOUR
BUSINESS OR BRAND
• Reason7: IncreaseYour Overall ROI
Social mediamarketing andadvertisingcan help you increaseyour
return on investment,as the cost of advertisingon these social media
forums is often less than the return, giving you more revenue. Because
you use digital marketing, you can reach hundredsand thousands of
people by simply targeting ads, reducing your advertisement costs.
Facebook and Instagram help you in attractingyour potential buyers,
and at the sametime, they aimto keep the potential customers engaged
on their specificsocial medianetworks so that you and they both can
benefit from this. This increaseduser time on their social media
networks increasesthe possibility of users seeingyour ad or your
profile, and therefore visitingyour profile and then eventually
becomingbuyers.

88. WHY SOCIAL MEDIA MARKETING IS IMPORTANT FOR YOUR
BUSINESS OR BRAND
Reason 8: Build Relationships With Your Target Consumers
A businessthat connects the most with its customers is a business that
grows immenselyon all possible levels.Why? Thisis because the
customers not only trust you with the product or serviceyou offer but
get to know you as a business on a much deeper level.
Communication is very important in all aspectsof life. And just like that,
it plays a very significant role in the businessas well.
Customers like being heard and feel more privilegedwhen their service
providersoffer them the aidthey seek andcreate a more friendlyand
easilyaccessiblecommunication procedure, where they can post
complaints, or learn more about your brand.

89. WHY SOCIAL MEDIA MARKETING IS IMPORTANT FOR YOUR
BUSINESS OR BRAND
• Reason 9: Increase Your Brand Awareness
To attract a larger consumer base, it is important that you create a brand
awareness first where your potential buyers are well aware of your
brand. And this can only be done through creating extremely creative and
visually appealing content that will catch the attention of all potential
customers, making them aware of your brand's existence.
And that is not all that is needed to create brand awareness. You will have
to remind your target audience that you exist repeatedly. This can be done
through propersocial media marketing strategies and content marketing
campaigns that will imprint your brand name on anyone using any of the
social media networks you choose to use.

90. WHY SOCIAL MEDIA MARKETING IS IMPORTANT FOR YOUR
BUSINESS OR BRAND
Reason 10: Can Promote Products And Services
Being an active memberof all social medianetworks helps you create
brandawareness.
It also becomesa very common way for entrepreneursto market and
promote the products and servicesthey offer.
Promotion of products andserviceson social mediaplatforms like
Facebook is much easier in the digitalworld, where you can put up
professional imagesof your product and their details, and let the
audience engage under these albums.

91. WHAT IS SEO – SEARCH ENGINE OPTIMIZATION?
SEO stands for “search engine optimization.” In simple terms, it
means the process of improving your site to increaseits visibility
when people search for products or servicesrelated to your
business in Google, Bing,and other search engines.The better
visibilityyour pages have in search results, the more likelyyou are
to garner attention and attract prospectiveand existingcustomers
to your business.

93. HOW DOES SEO WORK?
Search engines such asGoogle and Binguse bots to crawl pages on
the web, going from site to site, collecting information about those
pages and putting them in an index. Think of the index like a giant
library where a librarian can pull up a book (or a web page)to help you
find exactly what you’re looking for at the time.
Next, algorithms analyzepages in the index, takinginto account
hundreds of ranking factors or signals,to determine the order pages
should appear in the search results for a given query. In our library
analogy, the librarianhas readevery single book in the libraryand
can tell you exactly which one will have the answers to your
questions.

94. HOW DOES SEO WORK?
Unlike paid search ads, you can’t pay search engines to get higher
organic searchrankings,which means SEO experts have to put in the
work. That’swhere we come in.
Our Periodic Table of SEO Factors organizes the factors into sixmain
categories and weights each basedon its overall importance to SEO. For
example, content quality and keyword researchare key factors of
content optimization, and crawlabilityand speed are important site
architecture factors.
The search algorithms are designedto surface relevant, authoritative
pages and provide users with an efficient search experience.Optimizing
your site andcontent with these factors in mind can help your pagesrank
higher in the search results.

95. CONTENT & SEARCH ENGINE SUCCESS
FACTORS
Contentshould be your first priority when thinkingabout SEO.
Quality content is how you engage,inform, support and delight your
audiences.Creating authentic, valuable content is also criticalfor
search engine visibility.
Whetherit’s blog articles, product pages,an about page, testimonials,
videos or anythingelse you create for your audience, getting your
content right means you’ve got a foundation to support all of your
other SEO efforts.

96. CONTENT & SEARCH ENGINE SUCCESS
FACTORS
Quality
Providing users with substantive, useful and unique content is what compels
them to stay on your pages, building familiarity and trust.What constitutes high
quality will depend on the nature of the content and varies based on the type of
content and industry.
Google’s Search Quality Evaluator Guidelines (section 5.1) break
down the characteristics of high quality content by type:
• Informational content should be accurate, comprehensive, original and
professionally presented.
• Artistic content should be original, unique and convey a high degree of skill.
• News content should be in-depth, well cited, accurate, and contain original
reporting.

97. CONTENT & SEARCH ENGINE SUCCESS
FACTORS
BrandscreatingYour Money or Your Life (YMYL) content need to pay
particular attention to these standardsas Google’s algorithms may
give more weight to authoritativeness, expertise and
trustworthiness (E-A-T)signals.
Content is the cornerstone of your SEO efforts and not a place to
skimp.Creating — and investingin — a clearcontent strategy is
critical to your SEO success as nearly all other factors dependon
content quality.

98. CONTENT & SEARCH ENGINE SUCCESS
FACTORS
Research
Researching the keywords(the search terms your target audience is
using) is perhaps the most important SEO factor after creating good
content. It will help you develop content that “answers” what people are
searching for. Keyword research can also carry benefits beyond ranking
for those queries.
Keyword research can provide you with insights on the nature of your
audiences’ pain points and needs — whether that’s navigational,
informational or transactional — their interests, the amount of interest out
there (indicated by search volume), the level of competition for those
queries, and even the format in which they prefer that information.
Once you’ve evaluated which keywords are viable, use them to inform your
content creation and include them within the content itself so that your
audience has a higher chance of finding you in the search results.

99. CONTENT & SEARCH ENGINE SUCCESS
FACTORS
Keywords
After you’ve researchedthe keywordsyour audience isusing to find
you, include those keywords within the body of your content, your
subheads and your titles — but not at the expense of readabilityor
other compromisesthat prioritizesearch enginesover readers.
To put it simply,consider the words you want your page to be found
for and use them naturally.
Always keep in mind that you’re writing for users first and that
search enginesare getting much better at understandingnatural
language. Throw out any notion of “keyword density” formulas to
improve your rankings.

100. CONTENT & SEARCH ENGINE SUCCESS
FACTORS
Freshness
Search engines love timely, up-to-date, “fresh” information. This
does not mean you can make minor updates to your pages,update
the publish date or continuously churn out new, low-quality pages to
get a freshnessboost.
If you have a library of agingcontent, you can update it or retire
obsolete and expiredpages.Doing so will make your site more
useful to viewers and also indicate to searchengines that your
content is well maintained.
You may be able to harness a freshnessboost to increaseyour
visibilityon the results pageby creatingcontent relating to popular
trends, upcoming events or holidays andbreaking news.

101. CONTENT & SEARCH ENGINE SUCCESS
FACTORS
Answers
There is tremendous value in explicitly answeringusers’ questions
on your pages.For one, you’re creatingcontent specificallydesigned
to meet your audiences’ needs.Two, search enginesare increasingly
tryingto show direct answers in the search results. If you answer
questions well enough, your page maybe displayedas a featured
snippet or returned as a voice searchresult on Google Assistant.
Research indicatesthat more than half of Google searchesend
without a clickto other content, and that’s partially because search
engines are looking to satisfy users by resolvingtheir searchesright
on the results page.

102. CONTENT & SEARCH ENGINE SUCCESS
FACTORS
Depth
“The content on your site should be deep enough to answer the user’s
question in a ‘substantial, complete or comprehensive’manner, The
tricky part is figuring out how thorough your content should be. you’ll want
to provide more value than your competitors,
Some queries, such as “what is the fastest land mammal,” have a
relatively straightforward answer, as where other questions, like “why is
the cheetah the fastest,” may warrant a more in-depth explanation. Take
the query, your audience’spreferencesand your competitor’s
offerings into account when deciding how deep to dive.

103. CONTENT & SEARCH ENGINE SUCCESS
FACTORS
Multimedia
Text is the foundation that the internet is built on, but that doesn’t mean it’s
universally the best medium for your content. Other formats can also
provide added exposure in the search results. Consider using images,
video, audio or other formats that appeal to your audience and set your
brand apart from competitors.
After you settle on the format that’s best for your users, optimize your
multimedia as well as the pages you embed it within to make it more
discoverable. One way to do that is by using a content delivery network
(CDN) to serve your multimedia and take some of the load off your servers.
This can keep load times down, which is great for site speed and your user
experience.