Digital marketing certification provides an overview of digital marketing concepts and tactics. It discusses that marketing is about building relationships through dialogue rather than just generating transactions. The document then outlines key digital marketing strategies like search engine optimization, content marketing, social media marketing, email marketing, and more. It also discusses how to develop content marketing strategies, choose the right social media channels, and consider regulations and measurements for digital marketing efforts. The document provides a high-level introduction to foundational digital marketing concepts.

1. Digital Marketing Certification
1

2. i am SANTOSH

3. Marketing is no longer about shouting in a crowded marketplace; it is about
participating in a dialogue with fellow travelers. Marketing is no longer about
generating transactions; it is about building relationships. Marketing is no
longer about exploiting a market for your own benefit; it is about serving
those who share your passion- for your mutual benefit.
3

4. OVERVIEW OF DIGITAL MARKETING
4

5. What Is Digital Marketing?
It’s MARKETING, making the right offer in the right place at
the right time. Since everyone is ONLINE – ‘digital’ marketing
is the need of the hour.
Introduction
5

6. Why Digital Marketing
6
Digital Traditional
Can target your prospects
directly
No full control over who sees
your ads
Cost effective (CPC/PPC options) Fixed costs
Opportunity to compete with
market leaders
Budget decides who has the
most reach
Content flexibility Alteration is troublesome

7. 1. Search Engine Optimization (SEO)
2. Content Marketing
3. Social Media Marketing
4. Pay Per Click (PPC)
5. Affiliate Marketing
6. Native Advertising
7. Marketing Automation
8. Email Marketing
9. Online PR
10.Inbound Marketing
11.Sponsored Content
Types of digital marketing
7
On-page, off-page, technical SEO
Commission based external promotion (Eg: agents)
paid media designed to match the content of a media source
(WOB, Buzzfeed, The Star)
Earned media = press coverage, reviews, shares
Paying another brand, individual to market (influencer)

8. P.O.E
8
EMAIL
FORWARDS,
PRESS MEDIA

9. Who is this person?
DIGITAL CONSUMER basically thinks that
anything and everything can be accessed
through their smartphone. They have a
new and defined set of expectations
from the companies that they buy
products and services from. The digital
consumer expects that they will be able
to do these things:
Rise of digital consumer
9

10. BUILDING A BRAND ONLINE
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11. Personal branding is the practice of creating a brand around a person
rather than a business entity.
HOW?
1. Be authentic
2. Use blogging or social media
3. Provide value
4. Consistency
5. Network
6. Be an expert in your niche
7. Amplify your work
8. Be social
What is your personal brand?
11

12. Branding is a way of identifying your business. It is how your customers
recognize and experience your business. A strong brand is more than just
a logo — it's reflected in everything from your customer service style, staff
uniforms, business cards and premises to your marketing materials and
advertising. – Business Queensland
What is your company brand?
12

13. 1. Stand apart from competition
2. Motivate employees (they’d work with a purpose. It will become easier for your team
to achieve success because they all know what success for the company looks like.)
3. Build recognition & familiarity regardless of the type of products
offered
4. Generate referrals / word of mouth
5. To create clarify & focus toward the overall goal
6. Brand loyalty > product loyalty
Why do you need a brand?
13

14. Use the Corporate Brand
Identity Matrix by Harvard
Business Review
1. Be concise
2. Be straightforward
3. Seek your personality
characteristic
4. Stay authentic
5. Be timeliness (not short
termed)
How to discover your brand?
14

15. 1. Define how you want to be
perceived/seen as (USP)
2. Organize the business around this
USP
3. Communicate the USP
4. Be consistent & build trust
Process for online branding success
15

16. "[A business niche] is a hole in the current market where the business's USP (unique
selling proposition) will be appreciated by a select group of customers, or target
audience," Walters told Business News Daily. "This target audience might be one that is
currently underserved and/or has a large market potential.“
Your USP is the X-Factor that sets your business apart from every other
one of your competitors. Even those that offer an identical service.
How do define your USP:
1. Identify the needs of your ideal customer
2. What would motivate your customer to buy?
3. Do vigorous competitor research
Determining your niche/USP
16

17. Strong brands have a few things in common: they are unique, they are meaningful, and
they are memorable. An effective brand voice plays a role in all of these things.
Brand voice is the distinct and recognizable way a brand speaks and writes.
Why?
1. Stand out of competitors
2. Connect the brand with your audience
Identifying your authentic brand voice
17

18. Your brand's voice is the "who," its personality and attributes. Its tone is the "what", the
mood and orientation it wants to express.
Think of it this way: you’re always “you” (voice), but you express yourself differently
throughout the day (tone).
Tone allows you to communicate on-brand but with the nuance necessary for the
context.
Brand voice vs Brand tone
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19. Understand your audience
• What is your ideal customer’s gender?
• How old are they?
• What industry do they work in?
• What are their motivations and goals?
• What are their needs and challenges?
Understand your competition
1. Identify 5 to 10 of your top competitors
2. Gather samples of their messaging and communication from channels including websites, marketing materials, social
media, etc.
3. Compare verbal identity assets like brand names, taglines, top-level messaging, brand compass messaging, positioning
messaging, etc.
4. Assess the strengths of individual brands, identify industry trends, identify opportunities for differentiation.
Understand your brand
• Brand Compass (Purpose, Vision, Mission, Values)
• Brand Personality
• Brand Promise
• Competitive Advantage
• Big Idea
How to identify your brand voice
19
Your special value propositions
good promise is the visceral link between your brand strategy and
your customers (Volvo = safety)

20. Create a brand voice chart
• Three attributes that best define your brand voice
• A short description of each attribute
• Dos and don’ts associated with each attribute.
How to identify your brand voice
20

21. The Plan
21

22. What is brand optimization?
• The brand design is quickly recognized.
• Messages and visuals capture attention and entice response.
• The unique value and benefits are easily understood/conveyed.
• There is a clear call to action (CTA)
• Consistency unifies the visual and verbal brand.
• An optimized brand rises above the chaos and creates a connection.
Creating a brand optimization plan
22
Brand optimization plan
Internal adoption (your staff/ team)
- Templates
- Header/ footer
- Social media
Determine how your brand fits
in the market & what can your
audience expect
- FBO
- SWOT
- USP
- How are you different?
- Why choose you?
Positioning of brand in the
market
- Collaterals
- Visual cues & identity
management
Choose your points of choice,
where does your leads come in
1
2
3
Implementation – to appear at
the points of choice and wow/
captivate & pull the audience
in. Align your sales process &
the customer journey with
your brand
4
5

23. 3Cs of Digital Marketing
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24. CONTENT MARKETING
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25. What Is Content Marketing?
A strategic marketing approach focused on creating and
distributing valuable, relevant and consistent content to
attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.
Introduction
25

26. Content VS Copywriting
26
CONTENT COPY/ Ad Copy
DISCIPLINE Gain interest & give more knowledge about
the business – increase brand value
To pitch the brand itself to a prospect
PURPOSE Facilitate productive engagement + build
trust to lead to long term sales
Aim at short term goal of securing a
transaction
GOAL Educate, inform & entertain to gain interest
& prolong engagement
Persuade people to buy –
straightforward call to action (CTA)
THE JOB Can be anyone – better someone with first
hand experience
Have understanding of SEO, good grasp of
the language & related terminologies, can
write fast, good research skills & knowledge
of publishing platforms.
Wordsmith who knows how to produce
compelling, short & digestible copy.
Must appeal to emotions.
FORMATS Refer to type of contents in Tactics Online/ offline ads, sales video scripts,
online catalogues, sales letters,
billboards/posters

27. Content VS Copywriting
27
CONTENT
1. Type of post on
social media
2. Amount of content
per post (if copy is
included)
COPY
1. Type of post on
social media
2. Amount of copy
per content piece

28. CONTENT MARKETING:
STRATEGY
28

29. Steps to organize content marketing
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1. Decide on goals to achieve (metrics) Before you look at what you're
going to create, you need to answer why you're making it.
2. Choose topic related to your product/ service (competitors best
posts/ youtube videos via Social Blade, YouTube comments, famous blog titles,
answerthepublic.com, google trends, etc)
3. CREATE content related to segments of your buyer persona
4. Choose suitable channels to share content
5. Schedule posting activities in advance
6. OPTIMIZE based on the right data to reach goals set

30. Content Posting Schedule
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31. CONTENT MARKETING:
TACTICS
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32. Tactics
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1. Focus on high quality content
2. Create original content (or risk punishment)
3. Channel content to address pain points
4. Ensure content is mobile optimized
5. Segment audience based their needs & wants
6. Craft content based on your brand values
7. Create headlines that trigger emotions
8. Behind the scenes content (to boost loyalty & intrigue)
9. Strong headlines can make big impacts
10. Provide actionable content (so people can act on it)
11. Use hybrid content (text/animation in video | video/image
in text)

33. Format of Content
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MEDIUMS
• Checklist
• AV Content (Video/audiobook/ webinar/ live streaming/ podcast)
• PDF Report/guide
• Blogs (how-to guide, comparative analysis)
• Assessment/ quizzes
• Case study/ statistics /e-books
• Toolkit
• Articles
• Testimonial/ Advocacy based write-ups (story telling)
METHODS TO INCREASE CONTENT REACH
• Social media posting (choose platforms your customers are at, not where you want to be)
• Paid ads
• Influencer/ Earned
• Affiliate / Guest posting / Partnership
• Content syndication (content reuse)
• SEO

34. Funnelling your content
34
Making them
“problem &
solution aware”
Converting these
guys into leads
(lead magnet)
Getting them to
make the purchase

35. Measurement & Budget
35
Investment =
1. Cost to product content
2. Cost to distribute (ads, tools, software)
Return = sales resulted from that piece of content
Return > investment total is good -> Goal is to push the ROI higher
Questions to ponder on:

36. Measurement & Budget
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1. Set a goal
Monetary goals: to achieve RMX,XXX in sales from 4 articles in July 2021
Reach goals: to garner XX,XXX views from 4 articles in July 2021
2. Determining distribution channels (based on points of choice)
2. Set tracking metrics & align with goal
Social media (leads, views, likes, shares, comments, tags)
Website (leads, time on page, bounces, new/returning customers)
Email (leads, open rate, click rate, bounce rate)
3. Set a budget (if needed)
Based on ROI goal – set investment
Rule of thumb is 25% - 30% of marketing budget for content marketing
Traditional rule of thumb for marketing budget = 5-10% of total revenue (most companies go higher)
4. Allocating your budget
50-60% of your budget on content promotion and only 40-50% on creation (case by case basis)
Determining methods of promotion & tools for creation (along with their budgets)
SMEs reverse engineer = determine content types, budget to create, budget to promote then allocate budget

37. Mobile
Marketing
37

38. The art of marketing your business to appeal to mobile device
users. When done right, mobile marketing provides customers
or potential customers using smartphones with personalized,
time- and location-sensitive information so that they can get
what they need exactly when they need it, even if they're on
the go.
Mobile marketing consists of ads that appear on mobile smartphones,
tablets, or other mobile devices.
Introduction to Mobile Marketing
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39. 1. Mobile apps (FB, Insta, third party aps via Google Admob)
2. In-game ads
3. SMS/MMS -> WhatsApp
4. QR Codes
5. Location-based (waze) [geo fencing – geo- conquesting]
6. Voice marketing (automated calls)
7. Mobile search ads (search engine ads but on the phone)
8. Mobile Video (Youtube but on the phone, other video apps)
9. E-commerce (lazada, shopee, fb’s marketplace, etc)
Types of Mobile Marketing
39

40. • Make sure websites/landing
pages are mobile optimized (use
emulator to test - http://mobiletest.me/)
• Get your business on Google –
Google My Business
• Use SMS marketing (many business
haven’t capitalized on it yet)
• Use QR codes (thanks to Mysejahtera,
it’s easier)
Making the best out of Mobile Advertising
40
• Come up with an enclosed community (Whatsapp/ telegram/ facebook)
• Use multichannel campaigns to be omnipresent (sms, social media, own app,etc)

41. 1. Know your industry’s regulations (pharma, food products, healthcare, etc)
2. Personal Data Protection Act 2010
3. Consumer Protection Act 1999 : avoid unfair practices and minimum quality,
someone who is selling an online product needs to include:
Rules & Regulations
41
Failure to comply or false/misleading info provided can allow a complaint at the Tribunal for Consumer Claims -
Ministry of Domestic Trade and Consumer Affairs (Kementerian Perdagangan Dalam Negeri dan Hal Ehwal
Pengguna Malaysia - KPDNHEP)
More can be read here:
https://iclg.com/practice-areas/digital-business-
laws-and-regulations/malaysia

42. Rules & Regulations
42

43. Rules & Regulations
43

44. SOCIAL MEDIA
44

45. What Is Social Media?
Social media is any digital tool
that allows users to quickly
create and share content with
the public. Social media
encompasses a wide range of
websites and apps.
Introduction
45
• Facebook
• LinkedIn
• Youtube
• Snapchat
TikTok
• WhatsApp
• Facebook Messenger
• WeChat
• Instagram
• TikTok
• Reddit
• Twitter
• Skype
• Viber
• Telegram
• Discord
• Pinterest

46. Types of Social Media
46
1. Social Networks: Thoughts, ideas based sharing-
Facebook, Linkedin, Twitter, Tiktok
2. Media Networks: Visual Content based sharing –
Instagram, tumblr, YouTube
3. Discussion Networks: Quora, Reddit, Lowyat, Blogs
4. Review Network: Yelp, Tripadvisor, foodadvisor,
Google, Facebook
Social, media
networks
Discussion
networks
Review networks

47. Popular Social Media Marketing Channels
47
FACEBOOK (2.6 billion users monthly)
1. Business Page
2. Organic posting
3. Paid ads
4. Fans/customer interaction
5. Stories
6. Review management
7. E-commerce
YOUTUBE (1.9 billion users monthly)
1. Video content
2. Youtube SEO
3. Paid ads
WHATSAPP (1.5 billion users monthly)
1. Business profile
2. Quick replies
3. Automated replies
4. Lead generation
FACEBOOK MESSENGER (1.3 billion users monthly)
1. Paid ads
2. Chatbots
3. Newsletters
4. E-commerce
5. Lead generation
INSTAGRAM (1 billion users monthly)
1. Photos/ videos
2. Stories
3. Paid ads
4. Business profile

48. Choosing the right channel for you
48
For Organic Marketing
• Who is your target audience? (age, gender, income level, etc – buyer persona)
• Which platform my target audience are actively using?
Use that platform to appear and remind them of your existence
• What is your goal? (awareness, sales, engagement)
For Paid Ads
• Is my products/services intent or impulse driven?
Intent driven: A need driven (plumbing services, will writing, etc)
Impulse: Can live without it but you may feel better if you tried it (clothing,
entertainment, insurance, etc)

49. Choosing the right channel for you
49
Source: Accion Opportunity Fund

50. Choosing the right channel for you
50
Facebook
1. To build loyal followers
2. Way to keep in touch
3. Brand recognition
4. B2C lead generation
Twitter
1. To build awareness
2. To hitch a ride on trending topics (by finding out what people are talking about
via hashtags)
3. Real time update to audiences
Pinterest
1. Retail industry
2. To target more female users
YouTube
1. It’s a video based search engine (like google)
2. Service, education, lifestyle industry
3. To build a following with video content (like a blog for text)

51. Choosing the right channel for you
51
LinkedIn
1. For older audiences (30-49)
2. Easy to narrowly focus
3. Professional networking
4. Alternative to job search platforms (like jobstreet, monster, etc)
5. B2B lead generation
Instagram
1. Better for younger audience
2. Works well for visual based businesses (art, food, retail, beauty, some service
industries, etc)
TikTok
1. Works well for visual based businesses (art, food, retail, beauty, some service
industries, etc)
2. Younger age group (18-24)
3. Building brand awareness
4. Video content marketing (more casual than Youtube)

52. Integrating Social Media with Other Disciplines
52
1. Fact finding – survey (polls, comments)
2. Customer service (@Netflixhelps on twitter)
3. Referral schemes
4. Increase audience to your blog / website
5. Contests
6. Agent/ staff recruitment for your company (linkedin, facebook)
7. Incentives (Starbucks discounts, etc)
8. Include your social media icons in your emails
9. Pull social followers into your email list
10. Boost content SEO
11. Public relations outreach (PR with news outlets, partner content)
12. Reputation management (by boosting reviews)
13. Live events (link to zoom webinars, current events, conferences, etc.)
14. Influencer marketing

53. Social Media Marketing - Toolkit
53
1. Logo
2. Digital Service brochure
3. EDMs
4. Video
5. Reviews / feedback
6. Constant presence
7. Constant interaction
8. Posting schedule & plan

54. SOCIAL MEDIA
Making the Message Stick and Spread
54

55. The Tipping Point by Malcolm Gladwell
55
SPREAD YOUR WORD with THE LAW OF THE FEW (The Messenger)
1. Connectors – influencer marketing
2. Mavens - information brokers/ preachers, sharing and trading what
they know. They start "word-of-mouth epidemics" due to their
knowledge, social skills, and ability to communicate.
3. Salesmen - "persuaders", charismatic people with powerful
negotiation skills.
#ayamgorengviral
#icebucketchallenge
#kitajagakita

56. The Tipping Point by Malcolm Gladwell
56
BUILD A BRAND with THE STICKINESS FACTOR (The Message)
1. Simplicity - Finding the core of an idea (Just Do It – Nike)
2. Unexpectedness: Getting our audience’s attention and
sustaining their interest (Huawei vs Apple)
3. Concreteness: Make the message clear (ice bucket
challenge)
4. Credibility: Make people believe our ideas (ice bucket
challenge)
5. Emotions: Make people care (ice bucket challenge)
6. Stories: Get people to act (ice bucket challenge)

57. The Tipping Point by Malcolm Gladwell
57
THE POWER OF CONTEXT (Context of the message)
1. Time of day (working hours, resting hours, morning/ night
people)
2. Physical Environment (home, office, driving/enclosed
spaces)
3. Circumstances of Situation (cheating in an exam – recent
illness -> insurance)
4. People around you (alone, with parents, with spouses, with
peers/colleagues/friends | power of small group influence > large group ; rule of 150)
Example: ‘Bystander Effect’

58. SOCIAL MEDIA
Listening &
Reputation Management
58

59. Reputation Management
59
BUILD, MONITOR & MANAGE REPUTATION ON
1. Facebook reviews
2. Google reviews
3. Facebook hashtags
4. Website
5. Blogs (lowyat, reddit)
6. Customer feedback
Beginner methods– Google search, monitor reviews & feedback,
Facebook search
Expert level- Brand24, Hootsuite, Hubspot

60. WHY?
60
1. Immediately detect sensitive wording marketing
(covid, insurance, retrenchment)
2. Able to spot & console angry/dissapointed customers
3. Diffuse negative press (experts may negatively review
your product/ service)
4. Beware brandjacking (stealing brand identity/ fake
social media profiles)

61. Reputation Building
61
METHODS TO GARNER REPUTATION
1. Bribe/ compensation based review
2. Birthday rewards/ royalty schemes
3. Content marketing > copywriting
4. Constant interaction/engagement
MEDIUMS
1. Written reviews (social media > form)
2. Video reviews
3. Brand advocacy by customers

62. Social Listening
62
It’s a two step process:
• Step 1- Social Monitoring: Monitor social media channels
for mentions of your brand, competitors, products, and
keywords related to your business.
Metrics:
• Brand mentions
• Relevant hashtags
• Competitor mentions
• Industry trends
• Step 2 – Social Listening: Analyze the information for ways
to put what you learn into action. That can be something as
small as responding to a happy customer, or something as
big as shifting your entire brand positioning.

63. WHY?
63
1. Customers like when brand respond back
2. Increase customer retention & brand loyalty by
knowing what to say (track & discover the kind of content
they like)
3. Keep track of brand’s growth
4. Discover new opportunities (expansion, continuous
improvement, damage control)
5. Increase organic customer acquisition
6. Find pain points
7. Track competitors

64. CREATE: Building Your Content
64

65. Building your content
65
1. List your features, benefits & objections (FBO)
2. Focus on objections & benefits for your content
3. Source for ideas on topics based on buyer’s persona &
FBO

66. Brainstorming ideas for topic
66
1. Popular blogs on search engines
2. Competitor most popular posts
3. Online tools (answerthepublic)
4. Popular Youtube videos on topics & comments
5. Auto search bar (youtube, google,bing,yahoo)
6. Popular questions on discussion platforms (quora,
lowyat, reddit)
7. Derive ideas from top courses on e-learning sites
(udemy, coursera, simplilearn, youtube)
8. Existing data (survey, feedback, analytics on existing
posts)

67. Best practices that we can learn from
67
IMAGES
1. Colourful images with strong contrast
2. Incorporate brand colours into images
3. Include logo into images (for brand exposure)
4. Viewers love data visualization (chart, graphs, pie charts, etc)
5. Don’t use obvious stock photos , convey emotion with the
picture chosen
6. Name the images used & it’s alt text based on targeted
keywords (SEO) - “mattress-pads.jpg,” “best-mattress-pads.png,” “how-to-choose-a-
mattress-pad.gif” etc.
7. Numbers are good
8. Avoid complex/ visuals pact with content – leave room to
breathe & digest
9. Tailor images to suit the platform

68. Best practices that we can learn from
68
VIDEOS
1. Engage & lock attention in the first 5-10 seconds
2. Keep content
within 1.5 minutes for TOFU
1.5 minutes – 2.5 minutes for MOFU (ideally 2 minutes)
2.5 minutes – 5 minutes for BOFU
3. Longer videos for YouTube while shorter for social media
4. Script videos in advance to limit the duration
5. Clear audio & good production quality
6. Avoid fillers in speech
7. Add music to increase impact
8. Integrate the video into all available channels (blog/
website/ social media)
9. Maintain focus in videos ( Eg: “AE/AF Lock” in phones)
10. Keep it simple

69. Types of Marketing Video
69
1. Demo (showcase your product)
2. Brand (showcase company’s values)
3. Event (conference, roundtable, etc)
4. Interviews (with thoughleaders or influencers)
5. Educational (how-to, guide, webinars)
6. Explainer (storytelling to convey your service’s impact)
7. Animated
8. Testimonial
9. Live streaming
10. Personalized (targeted to specific group/ person)
11. 360 degrees / VR/ AR

70. Best practices that we can learn from
70
TEXT (Blog, article, guides, etc)
1. Include image every 100 words
2. Don’t sell
3. Choose great headlines
4. Post frequently & consistently (set time & day to build
intrigue)
5. Get to the points fast – don’t beat around the bush to
make the content long
6. Build within a niche
7. SEO optimized (increase focus keyword repetition,
minimum 1,000 words, regular post more than 300
words)
8. Use headings to make content readable & digestible

71. Tools to create
71
IMAGES
1. Powerpoint
2. Canva
3. Adobe Photoshop
VIDEOS
1. Powerdirector
2. Adobe Premier Pro
3. Powtoon (animation)
TEXT
1. Grammarly
2. Microsoft Word
SOURCE OF IMAGES
1. Unsplash
2. Pixabay
3. Pexels
4. Google Images

72. PROMOTE: Marketing your Content
72

73. Social media marketing best practices
73
1. Engage with your audience
2. Social comment hijacking
3. Black stallion method (partnerships)
4. Get your audience to engage with each other (conversation spikers)
5. Employee advocacy (get your own people post about your brand,
start interactions, sharing)
6. Reactions over likes
7. Optimal times for posting (either through analytics OR general ones)
8. Leverage on Facebook Stories
9. Facebook groups to cultivate audiences
10. Go live on Facebook
11. Try to get on your audience favorite list
Do these more

74. Social media marketing best practices
74
1. Clickbait (posts that ask for clicks or entice users to click with
sensational or false information)
2. Like-baiting (posts that ask for likes, comments, and shares)
3. Posts with abnormal engagement patterns (a like-baiting signal)
4. Posts with spammy links (for example, links with a clickbait title that
lead to a page full of ads)
5. Repeated content
6. Text-only posts
7. Intensely promotional page content prompting readers to make a
purchase
8. Posts that reuse text from existing ads
Their algorithm is smart to detect pointless content – they focus people to people engagement
to organically boost your posts further so
Avoid these mistakes

75. 75

76. Facebook ads – How it works
76
Ad Auction
Ads compete to appear in front of the target audience set
How is the winner determined?
Bid: What advertiser willing to pay for the ad
• Spend based (lowest cost – maximize delivery/conversion based on budget / highest value – focus
on high value purchases)
• Goal based (cost cap – max cost per conversion set to avoid loss / minimum return on ad spend
(ROAS) – maximize cost to get enough conversions to reach target ROAS)
• Manual bid cap setting
Daily or lifetime budget can be set
Estimated action rates: How high the probability of the ad leading to a desired outcome of the
advertiser (based on goals set)
Ad quality: Measure based on different sources to determine ad’s quality. Sources such as-
• Feedback from audience
• How many hiding the ad
• Bad attributed (withholding key info, too sensational wording, engagement bait)

77. Facebook ads – Boosting your post
77

78. Facebook ads – Via Ads Manager
78

79. Google ads
79
Google Ads is a paid online
advertising platform offered by
Google.
When users search a keyword,
they get the results of their
query on a search engine
results page (SERP). Those
results can include a paid
advertisement that targeted
that keyword.
For example, here are the
results for the term “digital
marketing”

80. Google ads – How it works
80
Pay-per-click (PPC) Model based on keywords targeted.
How to win? Google pairs -
1. Bid amount &
• Daily budget of your campaign or
• Max cost per action/ conversion
2. Quality Score (1 – 10 : 10 is the best)
Higher the score, higher the rank without paying too much
• Expected clickthrough rate: The likelihood that your ad will be clicked when shown.
• Ad relevance: How closely your ad matches the intent behind a user's search.
• Landing page experience: How relevant and useful your landing page is to people who click your ad.
When a user sees the ad and clicks on it, the marketer pays a small fee for that click (thus pay-per-click).

81. Google ads: Campaign Goals
81

82. Google ads: Campaign Type
82

83. Google ads: Campaign Type
83
Search campaign
Shopping campaign (also can
appear in google shopping)
App campaign (in Google’s app
network)

84. Google ads: Campaign Type
84
Display campaign
Appear in
• Google partner websites
• Pre roll in Youtube videos
• Gmail
• Third party apps (from google app network)

85. Google ads: Campaign Type
85
Video campaign
• Specifically YouTube video ads (compared
to Display campaign that targets all
platforms)
• Skippable or non skippable ads
• Discovery ads that show on search results
on YouTube

86. Choosing the right channel for ads
86
Social media channels
1. impulse driven
2. lower cost
3. Products > services
4. B2C > B2B
5. To increase awareness/ engagement for a product
Search based – google, bing, etc
1. Need based items
2. Service based business
3. B2B > B2C
4. To appeal for those looking to immediately purchase

87. Messaging tools
87
1. Chatbots (for content marketing or lead capture)
Website
Facebook (Chatfuel, mobilemonkey, manychat)
2. FB Messenger ads (using Ads manager placement setting)
3. “Send a message” boosted ads
4. “Messages” ad objective
5. WhatsApp broadcasting
6. WhatsApp/ Telegram groups

88. Search Engine Optimization (SEO)
88
What is it?
Practice of increasing the quantity and quality of traffic to your website through
organic search engine results.
• Quality of traffic. You can attract all the visitors in the world, but if they're coming to
your site because Google tells them you're a resource for Apple computers when really
you're a farmer selling apples, that is not quality traffic. Instead, you want to attract
visitors who are genuinely interested in the products that you offer.
• Quantity of traffic. Once you have the right people clicking through from those search
engine results pages (SERPs), more traffic is better.
• Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any
traffic that you don't have to pay for.
Google finds suitable content for a search and builds an index – that index appears as the many links you see
when you search for something (same applies for other search engines like Bing and Yahoo!)

89. Factors affecting SEO
89
by Mike Khorev
(https://mikekhorev.com/seo-ranking-factors)

90. Building a tribe
90
A tribe only has two requirements: a shared interest and a way to communicate.
How?
1. Mission based groups (book club)
2. Uniting the believes / similar minded people together
3. Constant generous value sharing with your community
4. Be a thought leader, don’t just reiterate existing facts
Communication is key, create the ecosystem for just that
1. Leader to followers
2. Follower to leader
3. Follower to follower
4. Follower to outsider
Platforms
1. Groups (Facebook, WhatsApp, Telegram, LinkedIn)
2. Email or broadcast lists

91. Tribal mindset for a leader
91
1. Humans want to belong, make it easy for them
2. Internet eliminates geography
3. Commit to your belief, vision and mission
4. Today’s marketing is to identify, build and connect with your tribe & sell
products/services that suit that
5. Be remarkable (people don’t rewatch old YouTube videos or read boring
emails)
6. You change to convert the shared interest into a goal worth achieving
7. Anyone can dream up ideas, the leader is willing to visibly strive for it
8. Show your human side, but compensate your weakness with
determination and drive
Read up the full list here: https://medium.com/the-happy-startup-school/build-a-company-
and-leave-a-trace-build-a-tribe-and-leave-a-legacy-70f27490bce3

92. OPTIMISE –
Track, Learn & Improve
92

93. Data as the bedrock
93
Data is the foundation of informed decision making and
optimization
What can it do?
1. Help create better customer experience
2. Help find newer customers
3. Understand who your customers actually are
4. Increase customer retention & loyalty
5. Increase chances of predicting sale trends/ forecast
6. Identify and optimize performance & setbacks
7. Define the businesses future path

94. Data as the bedrock
94
Data is the foundation of informed decision making and
optimization
What can it do?
1. Help create better customer experience
2. Help find newer customers
3. Understand who your customers actually are
4. Increase customer retention & loyalty
5. Increase chances of predicting sale trends/ forecast
6. Identify and optimize performance & setbacks
7. Define the businesses future path

95. Identify the right marketing data
95
FACEBOOK
1. Engagement (Likes, comments, shares)
2. Impression, clicks
TOOLS
1. Facebook Insights
2. Creator Studio (for FB videos and Instagram)

96. Identify the right marketing data
96
INSTAGRAM
INSTA POSTS & VIDEOS
1. Engagement (Likes, comments, archive)
2. Interactions (Profile visits)
3. Discovery (Reach ,follow, impressions [from home/ profile/ hashtags
/other])
INSTA STORIES
1. Engagement (Likes, comments, archive)
2. Interactions (Replies, profile visits)
3. Discovery (Impressions, follows, navigation [back/ forwards/ next
story/ exited])
TOOLS
1. Business profile insights on app
2. Creator Studio

97. Identify the right marketing data
97
EMAIL
1. Open rate
2. Click rate
3. Subscribe rate
4. Unsubscribe rate
5. Bounced
6. Successful deliveries
7. Forwarded
8. Subscribers with most opens

98. • Return on Investment (ROI)
• Cost per Mille (1000 - CPM)
• Cost per Click (CPC)
• Customer Lifetime Value (CLV)
• Click Through Rate (CTR)
• Cost per Acquisition (CPA)
• Return on Ad Spend (ROAS)
Other metrics
98
= (total Profit contribution (Annual) * average
no of years they’re your customer) – initial
acquisition cost

99. Improve Content based on Information Received
99
1. Identify best topics/ posts & work around it
2. Identify best time & days to post
3. Set benchmarks of performance (KPI)
4. Identify best items/interest from your product line &
expand/improve on it
5. Identify the best platforms for your target audience
6. Possibility to do A/B testing with clearer goals
7. Identify overall gaps in current social media strategy &
the type of content that works (blogs/video/images)

100. Carry out Customer Segmentation
100

101. 101

102. Demographics
• Age
• Gender
• Income
• Location
• Family Situation
• Annual Income
• Education
• Ethnicity
• FIRMOGRAPHIC
• Company size
• Industry
• Job function
• Annual turnover
B2C
B2B
102

103. Psychographics
• Personality traits
• Values
• Interests
• Lifestyles (Purchasing & spending habits)
• Psychological influences
• Subconscious and conscious beliefs
• Motivations
• Priorities
103

104. Geographic
• ZIP code
• City
• Country
• Radius around a certain location
• Climate
• Urban or rural
104

105. Decoding the Reasons
• Accurate marketing triggers
• Accurate marketing tactics
• Identify & penetrate niches
• Pricing & product packaging strategies
• Strengthen relationships & customer service
105

106. B2B versus B2C Strategies
106

107. • Per unit sales
• Bite sized deals – shorter lifecycles
• Value for money
Characteristics
• Bulk sales
• Longer lifecycles
• Long term relationships
Logically Driven Sales Decisions
Emotionally/ Specific Need Driven Sales Decisions
107

108. • Short period
• Branding presence > lead generation
• Bite sized deals
(transactional relationships)
Timeline of Transaction
• Bulk sales
• Lead generation > branding presence
• Long term relationships
(personal relationships)
108

109. • Social media presence
• Client feedback repository
• Interactive content
• Content marketing
• Short term valuable service
• Simple & emotional lingo
Collaterals
• Database
• Long term valuable packages
• Website
• SEO & search engine visibility
• Brochures
• Client feedback repository
• Business terminology lingo 109

110. BUYER PERSONA
Understand customers and their needs, wants, and demands
110

111. Source: https://marketinginsidergroup.com/strategy/5-reasons-buyer-personas-arent-good-enough/
Why dedicate time?
111

112. Decoding Your Buyer’s Persona
Where does your
buyer get your
information?
What are their biggest
frustrations &
challenges (pain
points)?
What are their hopes
& desires?
What are their biggest
fears?
112
What is their tone,
keywords &
vernacular?

113. • Social media platforms
• Blogs
• Analytical Websites (buzzsumo, answerthepublic, keywords everywhere, fb
audience, google trends, youtube/ google/yahoo/bing search bar)
• News portals & industry trends
• Online research
• Analysing existing data
Extracting the right data
Focus groups
Interviews
Polls
Surveys
Second/third party data
Statistics (email, website, ads,
social media)
Open ended primary research
113

114. Calculating Customer Lifetime Value (CLV)
114

115. • Budget to acquire customers
CLV = (total Profit contribution (Annual) * average no of
years they’re your customer) – initial acquisition cost
Formulae
115
• What is cost of acquisition?

116. • Return on Investment (ROI)
• Cost per Mille (1000 - CPM)
• Cost per Click (CPC)
• Click Through Rate (CTR)
• Cost per Acquisition (CPA)
• A/B Testing
• Call to Action (CTA) – Time restrain
• Permission marketing
• TOFU – MOFU – BOFU
• Return on Ad Spend (ROAS)
Key Words to know
116

117. Inbound Marketing Methodology
117

118. Revisiting the past
118
METHODS

119. Exploring the present
119
METHODS

120. Inbound Tactics
120

121. Why dedicate time?
121

122. Who are you targeting?
122
60%
30%
10%
Know the problem,
Know the solution
READY TO BUY
Know the problem,
Searching for solution
Don’t even know there’s
a problem

123. Stages of a potential lead’s journey
123
identified their challenge or
an opportunity they want to
pursue
clearly defined the goal or
challenge and have
committed to addressing it
evaluate the different
approaches or methods
available to pursue the goal
or solve their challenge
Ignorant/ unaware
Yet to realize they have a
challenge/ opportunity

124. • Awareness
• Engagement / Consideration
• Evaluation
• Purchase
• Post Purchase
Stages of the customer lifecycle
124
Tell them that you exist
Wow them with testers
Keep reminding them that
you’re the best option
Wow them with your
product/ service
Keep reminding them that
you’re there for their needs

125. Bonus Best Practices
125
• Keep expanding testimonial database
• Build constant goodwill
• Build awareness with value not a pitch
• Keep ex-customers in a loop
• Spend extra time in your pitch/ ad copy
• Create an identity not an achievement
POTENTIAL LEAD -> LEAD-> POTENTIAL CUSTOMER -> CUSTOMER

126. Customer Journey
126
FUNNEL FLYWHEEL
ATTRACT
ENGAGE
DELIGHT