Learn how to make money online social media marketing platforms for business

Digital Business Academy
SOCIAL MEDIA MARKETING
2021-22
BEGINNER'S GUIDE TO MAKING
MONEY ONLINE. BECOME A
SUCCESSFUL INFLUENCER
THROUGH YOUTUBE, TWITTER,
FACEBOOK, INSTAGRAM AND
LINKEDIN ALGORITHMS. START
YOUR PASSIVE INCOME

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TABLE OF CONTENT
CHAPTER 1
WHAT IS SOCIAL MEDIA MARKETING
WHAT IS THE PURPOSE OF SOCIAL MEDIA?
SOCIAL MEDIA MARKETING, WHAT SHOULD YOU PAY ATTENTION TO?
CHAPTER 2
HOW TO CREATE A SOCIAL NETWORK PLATFORM IN FIVE SIMPLE STEPS
TODAY'S MARKETING: SOCIAL MEDIA MARKETING
THREE AFFORDABLE TOOLS FOR BEGINNERS
HOW THE CROWN CRISIS IS PUTTING THE PRINCIPLES OF SOCIAL MEDIA BACK
CHAPTER 3
Marketing in social networks:
Define your audience
MCPRO RECOMMENDS
CHAPTER 4
START WITH A NICHE ON SOCIAL MEDIA
CHAPTER 5
DIGITAL MARKETING TRENDS ARE MORE IMPROVING
THE MOST IMPORTANT DIGITAL MARKETING TRENDS FOR 2021 AND WHY THEY
START
"EVERGREEN" OF DIGITAL TRENDS: VIDEO MARKETING
BEST RANKING OF SEARCH ENGINES THROUGH VIDEOS
CHAPTER 6

THE 8 DEFINITIVE STEPS TO A SUCCESSFUL SOCIAL MEDIA MARKETING STRATEGY
8 STEPS TO MAKE A SOCIAL MEDIA DIGITAL MARKETING STRATEGY LIKE A PRO
CHAPTER 7
11 VERY GOOD TOOLS FOR DIGITAL MARKETING AND SOCIAL MEDIA
HOW CAN GOOGLE TRENDS HELP YOU IN YOUR MARKETING DIGITAL STRATEGY?
CHAPTER 8
ADVERTISING ON SOCIAL MEDIA - ADVANTAGES, OPPORTUNITIES, RISKS
WHO IS MY TARGET GROUP? WHAT PLATFORMS DOES IT OPERATE ON?
CHAPTER 9
HOW TO USE SOCIAL MEDIA TO BUILD YOUR PERSONAL BRAND
How do you build your personal brand?
CHAPTER 10
WHAT IS A PERSONAL BRAND
TEN TIPS TO DEVELOP YOUR PERSONAL BRAND
CHAPTER 11
ARCHETYPES OF PERSONAL BRANDS
CHAPTER 12
Content Creation
CHAPTER 13
HOW DO I BECOME AN INFLUENCER
Influencer Marketing
CHAPTER 14
SOCIAL MEDIA MARKETING MADE SIMPLE: A STEP-BY-STEP GUIDE
Instagram Integration
CHAPTER 15
10 SOCIAL MEDIA MARKETING MISTAKES YOU CAN'T AFFORD
CHAPTER 16
WHY SHOULD YOU USE SOCIAL MEDIA FOR YOUR COMPANY'S SUCCESS
CHAPTER 17
10 WAYS TO USE SOCIAL MEDIA TO DRIVE YOUR BUSINESS SUCCESS
CHAPTER 18
HOW CAN COMPANIES USE LINKEDIN
5 TIPS FOR A GOOD LINKEDIN PROFILE (WHICH CAN BE USED QUICKLY)
Learn how to make money online social media
marketing platforms for business

DESCRIPTION OF TWITTER
WHAT IS PINTEREST
CHAPTER 19
5 WINNING STRATEGIES FOR MILLENNIAL MARKETING
CHAPTER 20
HOW TO MAKE MONEY WITH FACEBOOK: 5 EFFECTIVE STRATEGIES
TIPS FOR SUCCESS WITH AFFILIATE MARKETING:
CHAPTER 21
EARNING MONEY WITH YOUTUBE: IT WORKS WITH THESE TIPS
CHAPTER 22
HOW TO GROW YOUR PERSONAL BRAND ON YOUTUBE
CHAPTER 23
STARTING A SUCCESSFUL BLOG: 10 RULES YOU MUST FOLLOW IN 2021
CHAPTER 24
HOW TO USE SOCIAL MEDIA FOR SMALL BUSINESS: 11 SIMPLE TIPS
11 ESSENTIAL SOCIAL MEDIA TIPS FOR BUSINESS
SWOT ANALYSIS
WHAT IS A SWOT ANALYSIS?
HOW TO USE A SWOT ANALYSIS

CHAPTER 1
WHAT IS SOCIAL MEDIA MARKETING
Social media marketing is a type of online marketing in which social media
like Facebook, Twitter, Instagram ... are used for marketing. A common
abbreviation is SMM. Social media marketing includes tactical and
strategic measures to communicate company messages, interact with users,
and generate visitors for your own website.
Additionally, social media marketing can be used to maintain relationships
with stakeholders.
WHAT ARE SOCIAL MEDIA AND WHAT ARE
Social networks are all platforms that allow their users to network
extensively and extensively and are used for communication. Interactive
information is exchanged through digital channels.
Social networks can be mainly divided into social networks and
messengers. Some platforms combine both functionalities.
Social media marketing has become an important marketing channel in
recent years and is a way for companies to communicate their messages
with strategic and content-related measures. Social media refers to
platforms that allow users to connect and communicate online. Businesses
can use these platforms, for example, to reach a wide range of stakeholders,
such as current and potential customers, bloggers or journalists, with
relatively simple and inexpensive means. With the help of data analytics
tools, companies can measure progress and success as well as user
engagement in social media marketing measures using KPIs. In addition to

the goals that can be achieved by using social media, the relevant social
media platforms are briefly presented below. Before companies start their
activities on social media, they must first define the business goals to be
achieved through the use of social media. To determine objectives,
companies can think about the following questions:
What should be achieved with social media marketing
Who is the target group
What social media platforms does the target group use and in what
way
What message should be transmitted about the company through
social media marketing
Of course, each company has to define its own objectives
according to the products or services. However, there are a few
companies can use as a guide:
Increase traffic on the company's website through affiliate links.
Optimize the conversion rate
Increasing brand awareness, for example, through advertising on
social networks.
Building a brand identity (digital branding) that strengthens
positive associations
Improve communication and interaction with the target group.
In general, social media marketing is suitable for all businesses, regardless
of size. Social media platforms are an important channel for presenting
brand identity and own products and services to a large extent. Especially
for small businesses with a tight marketing budget, social media is a good
way to target and reach new potential customers at relatively low costs.
Social media can also promote personal contact between companies and

customers. Different social networks offer different content options and
possible marketing activities.
Facebook, Twitter, Whatsapp, Youtube, XING, Snapchat, Instagram,
Pinterest, and LinkedIn are the most popular social networks in Germany
and are therefore the most important platforms for social media marketing.
Statistic: The most popular social networks worldwide as of October 2021,
ranked by number of active users (in millions). There are specific
orientations from social media, so there is little to no competition with each
other.
XING and LinkedIn are B2B networks, although XING is more
oriented to the DACH region and LinkedIn allows international
contacts.
Instagram and Pinterest are social networks that focus on the
image format. The greatest overlap exists between these two
networks.
WhatsApp and Snapchat are messaging services. Snapchat is
particularly popular with younger people because the messages are
deleted after a short time.
Twitter is a social network where the number of characters
in tweets is limited to 140 characters. However, tests with
280 characters are also running. In German-speaking
countries, Twitter is used more in the B2B environment,
while it is used internationally by wide sectors of society.
It is similar with Google+. Google's social network should
one day become Facebook's great competitor, but it has not
caught up with Facebook for a long time. In Google+ you

can find some niches or industries that exchange ideas with
each other.
Facebook is by far the most relevant social network in the
world.
Youtube is a video search engine and social network for
combined videos. YouTube is operated by Google and is
considered the second largest search engine behind Google.
The future of social networks seems to belong to off-road
platforms such as weChat, which combine messaging
functionalities with the properties of classic social networks.
The terms social media marketing and social media
marketing are often used with the same name.
Are you interested in how strategic digital marketing works?
TWITTER
WHAT DOES TWITTER MEAN FOR MARKETING ON SOCIAL
MEDIA?
On Twitter, companies can post short messages, also known as tweets, of up
to 280 characters to their company profile. Text messages, hashtags, photos,
videos, or gifs, as well as links to the company's website or other social
media profiles, serve as forms of presentation. For example, tweets can be
entertaining, distribute company news, or promote discount campaigns.
Twitter is also suitable for offering customer service 24 hours a day, 7 days
a week. Complaints or comments can be responded to quickly, increasing
customer loyalty and company recognition. Positive Tweets Customers
Must Be Retweeted or Responded Personally - Twitter is an interactive
platform that businesses should use for themselves.
FACEBOOK

WHAT DOES FACEBOOK MEAN FOR SOCIAL MEDIA
MARKETING?
A very established platform for social media marketing is Facebook. There,
companies can introduce themselves and brand themselves individually
with the appropriate content through photos or videos. The type of
communication is rather informal, which allows a personal community
management that strengthens the exchange and customer loyalty between
the company and the users. To successfully operate social media marketing
on Facebook, businesses need to pay attention to the Facebook algorithm.
This influences the scope and potential target groups of a Facebook
campaign. For example, unsolicited posts may reach fewer people than if
they were budgeted for.
INSTAGRAM
WHAT DOES INSTAGRAM MEAN FOR MARKETING ON SOCIAL
MEDIA?
Instagram is a platform where you can mainly post images and videos with
short descriptive texts. There is the possibility to send public or private
messages or send short stories to followers. Businesses can use the platform
to reach their respective target groups with attractive images and to get in
touch with their current and future customers. In addition to ads whose look
and feel are tailored to the visual world of Instagram, companies create
brand awareness with their own Instagram profile. In addition, Instagram is
a suitable platform to promote social shopping by encouraging users to
include images of their favorite products Share hashtags. With the "Shop-
the-Look" feature, Instagram has given e-commerce businesses in particular
the opportunity to link their products directly to the landing page and the
most important information to attract new customers.

SNAPCHAT
WHAT DOES SNAPCHAT MEAN FOR MARKETING ON SOCIAL
MEDIA?
Snapchat's content approach is very visual. Users can send short messages,
pictures or videos privately, in group chats, or to all followers. The special
feature is that the content published in the form of stories can only be
accessed for 24 hours. With Snapchat, businesses and private users have the
option of temporarily filling their channel with content and, for example,
adding filters and effects. Authentic storytelling and communication at eye
level are important foundations on this platform.
WHATSAPP
WHAT DOES WHATSAPP MEAN FOR MARKETING ON SOCIAL
MEDIA?
The instant messaging service WhatsApp is usually used by people for
private communications. WhatsApp can also be an opportunity for
companies to send personalized messages to customers. The advantages are,
for example, the possibility to send messages to a large group of recipients
and to know if they have been read. Classic ads cannot be placed on
WhatsApp yet.
YOUTUBE
WHAT DOES YOUTUBE MEAN FOR MARKETING ON SOCIAL
MEDIA?
The best known video platform is YouTube. Users have their own YouTube
channel on which they provide creative videos for their subscribers.
Businesses can use YouTube for social media marketing by providing

content that is interesting to their target group, for example, which can be
found through search queries on Google or provides general information
about the business. Internet users often look for instructional videos that
provide explanations and answers to questions and are a good example of
this. Furthermore, companies can cooperate with Youtubers who are
targeting a target group that is relevant to the company. The sponsorship of
youtubers and the ads that are placed behind the videos with the appropriate
content complement the marketing in social networks.
LINKEDIN / XING
WHAT DOES LINKEDIN & XING MEAN FOR MARKETING ON
SOCIAL MEDIA?
Companies can introduce themselves and network on professional business
networking sites like LinkedIn or Xing. The platform is particularly suitable
for issues related to the company's own business, such as hiring new
employees through job advertisements. It can be useful to get
recommendations from employees on the platform, this increases the
credibility and seriousness of the company. A question and answer area in
the company profile makes the company interesting to potential employees
and increases trust.
WHAT IS THE PURPOSE OF SOCIAL
MEDIA?
Social networks (social networks) are digital media and methods between
users who exchange ideas and media content individually or create a
defined collective or open to the public and to broadcast. They are used to
communicate and connect users over the Internet, which supports the

dissemination of knowledge, opinions and other information. Additionally,
social media is a way to advertise companies and increase awareness.
You can use social media marketing in three different ways:
1. For the distribution of social content
2. Generate traffic for your own website
3. To place advertising on social networks
Benefits of social media marketing:
Keep the image
Expand awareness
Generate request
Increase sales
Information exchange
Provide support
Strengthen customer loyalty
Get opinions
Social media marketing helps businesses build a loyal community with
customers and prospects. The use of the different platforms allows an
exchange between clients and interested parties. The brand, own products
and content, for example, presenting from your own blog is for a company
an efficient way of brand building and retention of customers and target
groups. The range is increased through social media, customers are
informed more efficiently, and the company benefits from the opportunity
to acquire new customers.
How does social media marketing work?
Social media marketing works when the presence on social media turns a
reader into a follower or fan with a smart strategy. The elements of

advertising, public relations, as well as distribution and sales are
interconnected, to use the multiple channels of a marketing campaign to
make potential customers aware of a brand or product. Inspire and excite a
potential prospect with a video clip, photo, or contribution. Since the advent
of Web 2.0, social media marketing has become indispensable for a new or
established business.
How can a business measure the success of its social media marketing?
The measurement of the success of your social media marketing can be
evaluated using analytics software (social media monitoring and analytics
platform). Regular reports help to compare old data with new data.
Evaluate, measure and optimize. At a glance, you can see, among other
things, what percentage of the user has ordered something or just registered.
Or you count how many clicks your followers have made. When launching
a brand, visibility (reach) will be important. It all depends on the type of
social media channels.
Possible key figures for social media marketing can be:
Scope
Like and share
Comments
For which company is social media marketing suitable?
Social media marketing is suitable for businesses of any size. For small or
medium-sized businesses, social media marketing is just as important as it
is for large market leaders. A social media platform is an important channel
to market products and services on a large scale and with a very large reach.
Each supplier, each company must advertise where new potential customers
are: on social media. This can also be implemented with a lower budget.

Who is responsible for user-generated content?
Whether the operator of a social media channel is responsible for user-
generated content depends on whether it is their own or third-party content.
Own content is all content that the operator itself has published. You are
fully responsible for your own content.
Third-party content that the operator of a social media channel has endorsed
is also considered proprietary content. Such endorsement of third-party
content occurs, for example, when third-party content is embedded on your
own website in such a way that it is not recognizable as third-party content
to a third party. The operator is also fully responsible for such content.
External content obviously does not come from the operator. These are
comments that were obviously written by a third party. The so-called
privilege of responsibility applies to third-party content. As long as the
operator of the social media channel is not aware of the infringement, he is
not responsible either. However, as soon as he becomes aware of illegal
content, he must act immediately. This means that the content should be
removed without hesitation. If the operator becomes aware of the violation
but remains inactive, the person in question can sue the operator for an
omission. In most cases, the operator is not obliged to verify or monitor
user-generated content. However, as an exception, this applies if possible
legal violations are caused. This applies, for example, to an exchange on
explosive political or social issues. Here the operator should periodically
check user contributions and remove them if necessary.
What quality should a social media marketing manager have?
You must master the language and be able to express yourself quickly and
decisively. Approach a problem carefully and effectively. Internet savvy,
analytical thinking and reporting skills. He measures success and feels

trends. He must be able to plan, implement, measure and optimize. Other
Summary Features:
Reliability
Honesty
Sincerity
Openness and friendliness
Be able to rethink with flexibility
Team player
Think strategically
Be good at listening
Be creative
What are the goals of social media marketing or viral message distribution?
Social media marketing has two main goals. First of all, social media
marketing can be used to spread information through social channels. To do
this, you need to create viral information or package the messages in viral
containers for the hubs or influencers to spread more of their own. It is
important to understand how messages are spread virally through word of
mouth. To explain the phenomenon of why people spread messages and
why certain content is spread better than others, it is necessary to briefly
address the thesis of memetics developed by Richard Dawkins in 1976. A
meme is a small unit of information that is so contagious for other people.
who ingest it and spread it as a pathogen. Memes use “infected” social
networks to spread ideas, inventions, ceremonies, customs, religions,
technologies, fashions or slogans.
The replication mechanism is decisive for the transmission of messages. As
you are not able to analyze and interpret everything that happens in your
environment, people like to "replicate" and transmit the replica as part of

their own attitude. A memetic selection takes place. Some memes are
noticed, saved, and passed on to other people, while others are not copied at
all. And viral marketing - how you can specifically generate word of mouth
and use it profitably.
The second goal of social media marketing is to create customer loyalty and
public relations or a social bond with the brand. These objectives differ
rudimentary from other online marketing tools such as SEO and search
engine advertising with Google AdWords.
When evaluating the achievement of social media marketing goals, you
should focus on other KPIs or key figures than, for example, with AdWords
or SEO campaigns. Difficult goals like sales or leads shouldn't be too high.
The main goals, on the other hand, could be traffic increases, the percentage
of returning visitors, likes on Facebook or the number of contacts on social
networks.
SOCIAL MEDIA MARKETING, WHAT SHOULD YOU PAY
ATTENTION TO?
The social web is primarily a network of private individuals who provide
user-generated content. It is understandable that companies with
commercial interests are initially accepted as a foreign body in this
environment. Before you start communicating as a business on Web 2.0,
you must first act as an observer and monitor the social web, e.g., E.g. on
Twitter, the Twitter sphere for your own search company names. Is there
anything written about me or my company? Is positive? Is it negative? Who
wrote it? You can do the same with Google alerts by emailing me the link
every time the business name appears on the internet.
Also, you have to deal with the ways of communicating and dealing with
the social web.

It does not help and is usually quite harmful if you use the typical classic
advertising monologue. Then one is punished with indifference. You have
to establish a dialogue on an equal footing with users. More consultants
than salespeople. So, you can use the social web as a channel for customer
loyalty. For hard sales, you should attract with exclusive offers only for the
respective community. The word is spreading and the community should
grow as a result. To expand your community, you can also attract with
regular valuable content or, for example, useful apps for free. This ensures
that the community will stay current and grow. This should include RSS
feeds and buttons for common social bookmarking services and
recommending others & Co. Facebook should be standard. If you are toying
with the idea of being actively involved in social media marketing and want
to enter into a dialogue with users, you should answer the following
questions:
To whom
Which channel
Who
What
Who is my target group and where is it located? For example, is Twitter,
Myspace or Facebook the ideal place to be? Or all together?
Who leads the dialogue with users
The most effective way to enter into a dialogue with users is to have a real
face and person to contact. Simply placing an impersonal company logo
does not fit in the world of the social web. For a pure hard sell, an
impersonal company logo can also work. For the dialogue on customer and
brand loyalty, it is of utmost importance to give the company a face on the

social web. Ideally, an employee or product manager who is close to the
product.
But this can lead to the first big difficulties or barriers within the company.
So I can report from the practice that employees are often unwilling to put
their face and name at the service of the company on the Internet. It quickly
becomes clear how strongly the respective employee identifies with the
company or its products. With many products one can understand and also
not demand that the employee also endorse them as a private person. That
would be a topic of discussion on "company philosophy" or "employee
integrity," so stop here!
What should be communicated?
Once the person responsible has been found, it is about the content to be
communicated. I have already mentioned a few approaches above. There
are no limits to your imagination. Small online games, free apps, vouchers,
funny videos ... ideally also viral. Important: Don't use simple marketing
phrases like "We are the best!" "... The only one on the market!" ".
Recommended by Stiftung Warentest"! Etc.
Be social!
Finally, it should be noted that Web 2.0 / Social Web offers a wealth of
possibilities and many companies can use them to promote customer
loyalty, brand and sometimes even strong sales. But this does not apply to
everyone.
However, through Google's focus on real-time search, social media
marketing makes sense for all websites when it comes to SEO. You can find
more tips on Social Media Marketing (SMM) in the Social Media

Marketing Guide. As a basis for a better understanding of the social web, it
is convenient to address the topic of word of mouth, viral marketing and, in
general, memes.
Why should you put social media marketing in the hands of an agency?
Because you can focus your time on your work. Outsourcing social media
marketing is also a matter of business budget. It must be remembered that
whatever budget you make available, you will save your employees time
that they can use for their main activity. With a good social media
marketing agency, you can be sure that social media appearances will be
built strategically and sustainably. In addition, agencies tend to have more
experience and more potential for creativity, which they can bring to
blogging, social media concepts and social media advertising. The agency
can establish specific target group communication with followers and fans,
who are ultimately potential clients.

CHAPTER 2
HOW TO CREATE A SOCIAL NETWORK
PLATFORM IN FIVE SIMPLE STEPS
Social Media Week is a leading news platform and global conference that
selects and shares the best ideas and insights on the impact of social media
and technology on business, society and culture. Since the creation of
Facebook, the social media industry has been booming. Mark was the
necessary trigger and catalyst that pushed entrepreneurs to think, take risks
and create a fresh new social network.
Have you ever thought about building your own social network? If the
answer is yes, then this article has all the details to help you create one. But
how do you start a social network? Do you have the resources to create a
social networking site? In this article, we find out everything and give you
the right steps to succeed.
1. Define your target audience: know your community
Paying attention to this phase and concentrating all your work and energy in
the beginning will pay off in the end. First, you need to define the core and
then develop a social networking website based on these parameters and
values. Ask yourself what is the social networking service anyway.
Defining your target audience by using as many filters as you can will help
you put your social media network on a solid footing later on. As we said,
this phase is crucial and by doing it right you will significantly reduce the
level of risk of failure. How to effectively define your target audience? You
can choose between two approaches:

Online research
The Internet is a great place to get information. You can find, collect, and
analyze demographic, psychographic, and behavioral data for large masses
of people. There are many resources available that provide the correct data.
You just need to dig deeper. Google should be your starting point that will
guide you every time you need to go to get that valuable information.
Research online can be time consuming, but it is reliable and simple.
Try and learn
With this approach, you need a ready-made demo version of your social
media that you can test on real people, and then prepare assumptions based
on their behavior. This approach requires organizing test persons, preparing
various interview questions, and providing test equipment. The
disadvantage is that it has associated costs, the good thing is that you will
have 100% reliable results. How to create a social network when you have
limited resources and what approach should you use? It really depends on
the development process and the data you really need. Choose wisely.
2. Develop a growth strategy based on your users
How to build a social network in a market full of competitors? To build it
from scratch, you must first prepare your growth strategy. Your target
audience is defined, you have all the important data, but now you need to
make your service known to them. It sounds very simple, but this part is
also complicated. Fortune discusses interesting concepts in the article on the
actual way to build a social network that can be valuable when
implemented in reality.
The need to define a consistent growth strategy aligned with your target
audience stems from the fact that the fate of your social network's
commercial success depends on it.

There are two things you can do:
Start small and slowly expand your base. Remember that Facebook started
locally and small. They used the information available in their high school
yearbook. They expanded after the network became hugely popular.
Entrepreneurs know how to take a calculated risk. Mark is an incredible
entrepreneur and business conscious person. You too should be one. You
can start your social network even with the help of white label tools, like
Ning.
Go big - Focus your efforts on a large demographic and your marketing on
a broader base right from the start. Twitter used this strategy and it became
a huge success. Unless you have a unique solution or idea, you should
always start small. It is a less risky success strategy. The Go Big approach
will expose your social network to other competitors as well, making
growth more difficult.
3. Follow these social media development checkpoints
What is a social network site if not complex software that needs the right
equipment to develop successfully? Once you have all the necessary
information about your target audience and your strategy, and know the
functions and the look, it is time to communicate everything to your
developer team. Before doing so, you should check that you have
everything ready. Here are some checkpoints to reconsider before
contacting your development team:
Money: the development process is all about money. Instagram had a
development budget of $ 300,000 and Facebook around $ 500,000. It
depends on the complexity of the functions you are trying to develop. If you
opt for simple functionality, your cost will be less, around $ 100,000. Keep
this in mind.

The platform: will it be a solely web-based social network or are you also
planning to develop a mobile app? You need to know these things before
the big talk with your development people. Use the data from your market
research to decide what to do. How to launch a social network to market is
closely related to the preferences of your target audience.
Database Volume - Traffic Estimation - Traffic cannot be estimated with
100% accuracy. The estimated number that will be close to what will
actually happen will be valuable information for your development team.
Here are some database options you can use:
Use MySQL or PostgreSQL for your structured data.
NoSQL databases, such as MongoDB for high loads and
increased traffic
Base your choice on your estimate.
Use a minimal and simple social network UX design
4. How to design a social network that is easy to use and functional
Keep it minimal and simple. Why do these two rules exist? Because users
want to create a social network that is about them, not about you. User
experience matters. Create your own network that cares about your journey
and the value you get from it. Flashy social media designs like HI5 and
Myspace didn't seem to be doing very well on the market. Facebook,
Twitter, Instagram, and Snapchat have one thing in common which is user-
oriented design and ease of use. Online tools can help too. For example,
Ning has a simple drag-and-drop generator that can save you a lot of time.
Here you can see some necessary steps to create your own social network.
There are basic elements to think about before you start defining your social
media interface. You should think about:
The elements of a standard profile

Chat options and functions
News Feed Design
Connect buttons
Engagement buttons
Comment section areas
Social group options
Page layout settings
UX design can be tricky. You need to ensure that your social network
provides a user-centric and enjoyable experience for your target audience.
Consistency in all parts of your social network is imperative. A large
investment in quality application architecture is something that must be
prepared on time from a financial and structural point of view.
5. Promote your social network effectively
After all, it's said and done and you have the final product in your hands, it's
time for the promotion. Follow the AIDA marketing model. It is an
acronym used in marketing and stands for attention, interest, desire and
action. Following these steps will help you communicate with your target
audience in a way that best responds to their needs and wants.
Implementing the basics of this model in your digital marketing strategy
can work wonders. It may even have some artificial intelligence in it, as we
are confidently moving into the computer world.
The ultimate goal is to properly monetize your efforts in the marketplace.
Combine your passion with making money:
Advertising on your platform: banners, sponsored posts,
sponsorships, brand mentions.

Cooperation with other companies and influencers through
affiliate programs. Affiliate marketing is a well known form of
monetization;
Sell digital products (such as e-books, games, software, music,
apps) and physical goods (paper books, electronic, crafts, food);
Organization of events: charge for participation or sponsorship;
Independent services such as training, coaching, consulting;
Donations: the "Donate" button could be a good form of passive
income;
Few concrete digital marketing solutions you can do to better promote your
social network:
Develop your SEO strategy - SEO is just as important for social
media as it is for any other e-commerce site. There are many
experts in the market who can help you build a quality SEO
strategy that won't cost you a lot but will increase your business'
online ranking and exposure.
Use lead generation tactics - Create a landing page and give free
access to some premium features. This will help you build your
database of leads that you can use later for newsletters and future
exciting updates on new features. You can even test recent
chatbot marketing strategies.
Use another social network for promotion: Use your follower
base to dig deeper and meet your friends on other social
networks. Ask them to manually invite you. This means that you
need to set up an automatic invitation system that can invite
friends based on their email or social media profile. Facebook
implemented this tactic for so long and then all the popular social

networks followed suit. It will really help you build your
community.
Find the perfect name that will define social media - Analyze
popular names for social media, find which one best suits your
business, and use it in your marketing campaign. The name is an
equally important element of your marketing strategy.
Final thoughts
Developing your own social network is a process that can take up to six
months at least. Following the five steps will allow you to make a slow and
timely transition of each phase. What is the social networking service
without its users? You know the answer, nothing. In each phase, always
keep the needs of your target audience in mind. Never forget that.
TODAY'S MARKETING: SOCIAL MEDIA MARKETING
Social media has been indispensable for a long time. They play an
important role in private and professional life and influence people in the
way they think and act. Used correctly, social media can increase the reach
of a brand and therefore increase the value of the company. Increased sales
is one of the main reasons why companies hire social media agencies to
market them.
Are social networks
Social networks are platforms that allow their users to network with other
users worldwide and exchange content. Social networks can be divided into
two groups: social networks and messaging. Messaging services are mainly
used for direct communication and the exchange of messages. WhatsApp
and Facebook Messenger are particularly noteworthy here. Other networks
are used to exchange pictures, videos and short messages. Facebook,
Instagram, Twitter, and TikTok are popular there. In addition, there are

social networks that target certain areas. LinkedIn and XING are, for
example, B2B networks that focus on work and career.
The purpose of social media
Social networks are used to exchange content between their users. Mainly
opinions are exchanged, knowledge is disseminated or things are shared
that serve the general enjoyment. Often times, social media is just a means
to an end. Businesses and individuals use social media to distribute their
content to as many users as possible or to generate traffic for their own
website. In addition, there is the possibility of placing advertisements on the
networks that should lead to the purchase of a product or service.
Social media marketing
In the field of online marketing, social media marketing is of great
importance. Social media marketing includes tactical and strategic measures
to increase the reach of a company, as well as interact with potential
customers and generate traffic for the company's website.
In addition, companies have the opportunity to build and maintain the
desired image. The selection of the social network in which the company is
represented has a great impact on its audience. For example, you can design
a website on Instagram that is meant to appeal to young people in particular.
Establishing a social media presence across multiple networks can increase
general awareness and consequently increase product inquiries and sales
figures.
Another reason for social media marketing is communication with potential
customers. The company can answer questions and exchange views with
customers. This increases customer loyalty and customers are more inclined
to buy from this company from now on.

How Social Media Marketing Works
The goal of social media marketing is to convert a reader into a follower or
fan. This is achieved by complementing classic marketing strategies with
social media approaches. For example, the website may refer to social
channels that contain additional content about certain products. On the other
hand, in social channels you can refer to specific products that can be
purchased in the store. The connection of the different channels is essential
today. Companies that are not represented on social channels are considered
invisible to the general public.
Social media monitoring: practical guidelines and appropriate tools
If you don't react to current social media topics, interactions, and trends,
you're wasting a lot of potential in terms of PR. Social media monitoring
helps you get an overview of your own topics and channels, as well as those
of your competitors.
With the help of various analytics and monitoring, you can check if your
social media strategy is working and react accordingly. To monitor your
platforms continuously and without complications, the tools are useful,
differing mainly in terms of price and functions. We present suitable tools
and offer guidelines for effective social media monitoring.
What you can find out about social media monitoring here
In this book, you will learn what exactly social media monitoring includes,
why it can add value to your business, and what (inexpensive) tools
facilitate social media analysis. The following questions are answered:
• What exactly is social media monitoring?
• What features do Facebook Insights and Twitter Analytics offer?
• Which ones are not and where are professional tools applied?

• What tools are there and what are the differences?
• How much do social media monitoring tools cost?
• Selected tool: what's next? (Guide)
• What mistakes should I avoid in following social networks?
What is social media monitoring?
Almost all German companies above a certain size have at least one
account on a social network these days. If you decide to have your business
present on social media, you must first carefully choose which channels are
the best and come up with a strategy. In the strategy, among other things,
goals are established that, ideally, are formulated SMART, that is:
Specific that is clearly defined.
M edible, that is, it must establish measurability criteria.
A ngemessen, ie the target group, these objectives must be accepted.
Realistic, that is, the implementation must be feasible.
Terminiert, that is, you must set a date to achieve all the objectives.
If your goals were SMART and can be achieved or you have already
achieved them, you can find out through social media monitoring.
But here, not only numbers such as reach, engagement rate or number of
fans and followers are considered. This is much more of a classic social
media analysis. During the follow-up, social media is mainly searched for
information and users that may be relevant to your company as a
stakeholder. Because your goals should not only include increasing the
number of clicks, fans / followers or leads. According to the results of
various surveys, one of the main objectives of many companies is
Build or enhance an image through social media,

Increase brand awareness and
Gain clients or intensely cultivate existing relationships with clients.
As part of your social media monitoring, you can define keywords based on
which all channels are searched. In this way, you not only find out if the
influencers, that is, the people who are evaluated as opinion formers, are
talking about your industry or your company. Critics and competition, as
well as blogs and forums, etc. they can also be kept in sight. Compared to
classic social media analysis, which is carried out at regular intervals (for
example, monthly or quarterly), the monitoring is carried out permanently
with the help of tools. For example, you can quickly realize a problem in a
crisis situation and counter it. As with Google, you can subscribe to alerts,
that is, notifications that inform you about an upcoming topic.
Basic information for social media analysis
Facebook and Twitter, probably the most well-known social networks in
Germany, offer some basic functions that are important for social media
analysis.
You can find some figures for your analysis on Facebook by adding "/
insights /" to the URL or in the "Statistics" tab above. These statistics are
particularly helpful for the reach, the number of page views and the
development of "likes". You can also "keep an eye on the pages", ie enter
your competitors in a list in order to see the development of these key
figures in comparison.
Facebook also offers an insight into your target group, i.e. demographic
data such as gender, age or place of residence, as well as times when your
users are particularly often online. The interaction rate, which calculates
how many interactions (i.e. likes, shares, comments, links or clicks) you

have received in relation to the range, is also particularly exciting. A two-
digit number can be classified as very good.
Twitter Analytics offers comparable numbers. You can keep an eye on
clicks, impressions, follower numbers, etc. on this free page. Monthly
overviews showing the tweet highlights, i.e. the tweets with the greatest
reach and the most interactions, are also clearly listed here.
The platforms themselves already provide basic functions for analyzing
your social networks. But even if the boundaries are sometimes blurred:
Social media monitoring encompasses much more than just analysis. Tools
can help you with this.
What is the use of a tool for social media monitoring
Tools for social media monitoring offer numerous functions that are no
longer covered in the context of smaller analyzes by offers such as
Facebook Insights or Twitter Analytics. This includes, for example, the
closer observation of competitors, current topics and opinions. You should
use tools if the following aspects are important to you:
Comprehensive competition analyzes and comparisons
Key figures for the classification or development of your own
image
Screening of top topics and trends
Get to know the target group better
Observe opinions about your own company
Acquire opinion leaders / influencers
Early detection of emerging shitstorms
Use of data for process / product optimization
Suitable tools for your social media monitoring

There are many offers for social media monitoring tools. On the one hand,
of course, they differ in price. In addition, there are both social media
monitoring tools that cover multiple platforms and those that focus on one
platform. There are also significant differences in functions. Some tools
allow the cross-platform advance planning of contributions, but the details
of the competition analysis and other features can also be different.
Further distinctions exist with regard to
The handling: is there an app? Is the layout appealing? Do I find my way
around? And
The language (many tools are only available in English).
No matter which tool you are considering, we recommend that you use a
test phase in advance. This is offered by almost all companies.
THREE AFFORDABLE TOOLS FOR
BEGINNERS
Inexpensive tools for social media monitoring are recommended to get
started, especially for founders with a smaller budget. Since Facebook and
Twitter are among the most widely used platforms, we present three
inexpensive tools below that cover these channels in particular.
1. Hootsuite
Hootsuite is particularly suitable for beginners, as it is free for individuals
and, at 7.99 euros per month, means a low financial risk for companies and
has a relatively large number of functions. The tool offers extensive options
for analysis, but is also particularly well suited for teams. Regardless of
location or department, comments, messages or mentions can be answered
centrally on a dashboard.

In the corporate version, up to 50 channels (free version up to 3) can be
managed centrally and contributions can be planned in advance for specific
target groups. You can also screen customer opinions. If you want to
expand the analysis and organization of your platforms, Hootsuite is
perfectly adequate. If you want to rely on a comprehensive competition
analysis, the options here are quickly exhausted.
Free for individuals
For small businesses: 7.99 euros per month
2. Audience (formerly Social Bro)
Audience is only for Twitter, but very extensive and also free. The tool
offers a very extensive and detailed analysis, for example at the perfect
times for tweets or extensive comparisons with the competition.
Furthermore, influencers can be identified using the tool and followers can
be divided into thematically significant groups. This tool is definitely worth
it for those who are intensely on Twitter.
Free
3. Damping response
With Buffer Respond you can plan and distribute content. For Twitter,
however, Buffer Respond also offers options for responding to user
inquiries and for full analysis of up to five channels. You can also
communicate with unconnected followers, so Buffer Respond is already
going in a similar direction to Hootsuite. If you are on Facebook
intensively, Hootsuite is more recommended for you.
Basic version (1 user, 1 account) free of charge
Pro version (multiple users, 5 accounts) approx. 40 euros per month
Paid tools for comprehensive monitoring

The functionality of free or inexpensive tools is limited. In particular, if you
trust Facebook and want more than good organization and planning, these
paid tools can pay off quickly:
Echobot (from € 249 / month), plus: Contact persons are based in Germany
and work in accordance with German data protection guidelines.
Radarly (from 650 euros / month), advantage: all-in-one solution that
includes a CRM system, etc.
Talkwalker (from 500 euros / month), advantage: includes all social
networks, forums, blogs and news sites
There are also special tools for Instagram, YouTube or other platforms. In
particular, the topic of influencer marketing has recently gained prominence
and numerous startups have addressed this topic.
CrossEngage collects data to follow users across different channels and
devices. With its own tracking solution, CrossEngage collects them through
a store system or CRM systems, for example. In the end, it is determined
which user should receive which campaign through which channel.
Remerge can bring users from other applications to its own application
through personalized advertising. This works by dividing them into
different groups. For example, users who have canceled a purchase process
receive product recommendations.
HitchOn, Insocial Media, Media-Part, ReachHero, Influting, Buzzbird or
Addfame: these are the names of other startups that offer similar services.
Their common goal: to gain important personalities who have many fans or
followers on social media for major marketing campaigns.
Practical guide: correct monitoring of social networks

When you have decided on a tool, the main thing is to determine what
objectives you are pursuing based on your strategy and what questions to
answer. So define an analysis design and then collect the data. Then prepare
this data, analyze it and see if you have achieved your goals. This is
followed by the report and, if necessary, the corresponding adjustments.
Then the process begins again. Therefore, social media monitoring can be
seen as a cycle that must be adapted over and over again.
It is important that you operate the monitoring continuously. For classic
analytics - that is, follower count development, engagement, and reach -
smaller monthly reports and larger goal reviews / adjustments every half
year or year are suitable. Ideally, classic monitoring of social media topics
and influencers is done on a daily basis. Whether this makes sense, of
course, depends on the size of the company and the overall corporate goals.
For startups developing into a brand, this is certainly a bigger concern than
for a smaller founder, service provider, or consultant. A PR agency
specializing in social media can also help you with social media
monitoring.
Five mistakes to avoid when analyzing
You should definitely avoid these five things in your social media
monitoring to generate long-term success.
Define competitors incorrectly or not include them in the analysis
Competitor analysis is relevant beyond your business plan. You also need to
keep an eye on your competitors on social media and know what campaigns
and themes they are running. You should also look at the topics on which
the fans of the competition interact particularly well.
Ignoring the language of your customers

Do you use social media monitoring to get to know your customers better?
What topics are you interested in? What language do you use? How old are
you and where are you from?
Do not take or respond to comments seriously
Use any type of feedback to increase your participation. Monitoring of
social networks with the help of tools allows you to list all comments and
mentions of your company, even on external pages. Sometimes a simple
"thank you" is enough to get attention.
Being slow and / or not turning recognized trends into ideas.
Social media monitoring gives you a lot of topics and ideas. But these often
have to be implemented on short notice to keep up with the competition.
Depending on the extent of your use of social media, you should decide to
hire a social media manager.
Follow-up is not something isolated
Social media is changing rapidly. Use social media monitoring continuously
to observe current developments and incorporate them into your strategy.
You should review your goals at regular intervals, smaller monthly reports
and larger annual reports are worth having. However, speed is often
required as well.
conclusion
Social media tracking is mandatory nowadays if you want to advance your
social media channels. This allows you to identify trends and themes at an
early stage while learning a lot about your own business and your
competitors. You can use these results immediately for your own work on
social media.

Classic analytics data - that is, numbers like reach, engagement, and fans /
followers - helps here too. What posts did particularly well? Are there
patterns? Can you offer more of this type of content? See social media
monitoring as a cycle that leads to better results and must be continually
operated to be successful. Tools make your job easier and our examples
show that tools don't always have to be expensive. There are also some
options for smaller businesses.
For the channels to work well, of course, the most important thing is the
content and the correct way to reach the right target group. To do this,
choose the right platforms from the beginning, where you can really reach
your target group, and read here how to write the perfect Facebook post.
The social media manager job description has been established in recent
years.
HOW THE CROWN CRISIS IS PUTTING
THE PRINCIPLES OF SOCIAL MEDIA
BACK
Communication and marketing activities on social media are heavily
influenced by the Corona crisis. Campaigns stop or adjust, editorial plans
change, and ad budgets change. At the same time, the crisis of the crown
also shows how brands and companies position themselves, how they
position themselves in relation to certain circumstances and how they deal
with praise and criticism.
First the basics, then tackle the tasks
Adjusting the editorial plan is the easiest task. What planned content does
not fit the current situation? What posts can be misinterpreted? Are the

specified reasons correct in times of Covid-19 or do they convey an
outdated image?
But it is also a fact that social media use is particularly high during the
Corona crisis. The same applies to messaging apps, and of course the
ubiquitous tools for live streaming and video conferencing. Marketing and
communication departments are faced with the task of delivering high-
quality communication appropriate to the situation while utilizing the high
level of activity.
However, the fact that many employees work from home and that the
necessary requirements have only been met recently or only now should not
be underestimated. So how do you handle an increasing number of
questions, comments, and possibly criticism?
The core elements of social media stand out again
The crown crisis is putting the components of social media marketing back
on the radar of many companies, which make up the core of social media.
Community management, service, listening and social monitoring, as well
as spontaneous and empathetic communication.
Depending on a company's philosophy, its attitude towards issues like
customer focus and social media, it is easier for some to do this than for
others.
What can be observed today is that there are brands and companies that
operate contemporary communication and respond to today. It is about clear
communication about the services offered and how they are influenced by
Corona, but also about empathetic content that should encourage people at
home.
Public signs for your own employees are also important. Show gratitude.

Social media monitoring in times of the crown crisis is essential
What you shouldn't underestimate as a marketing manager is paying
attention to your own business. Especially if there are news related to
Corona. An example is Deichmann and the discussions about withholding
rent payments during the Corona crisis.
Such a topic is not actively communicated on official social channels.
However, it communicates very actively on social networks and sooner or
later also ends up in official accounts. There are questions about the
situation, factual criticisms and, of course, irrelevant ones.
As always, when it comes to the topic of "Social Media Shitstorm," the
question arises of how to react to criticism. In times of Covid-19, you face
more difficult conditions. Once in terms of possible volume and once in
relation to internal requirements. Can we respond to the number of
questions and comments currently?
If disabling the comment function on Instagram is the right solution now, it
can be doubted and criticized.
Social media monitoring is currently an elementary component of social
media marketing. See how people are talking about your company and what
discussions are like in relation to Corona.
Follow up should be established for all major brands and companies. If
that's not the case yet, now is the right time to address the issue.
Having comments turned off on your own posts doesn't end discussions. In
some cases, this even aggravates them. It is always a double-edged sword
when the company reacts in this way.
Channel specific communication

At the same time, the focus on specific channel communication is
sharpening again. This can be seen very well these days, especially on
LinkedIn. What could have been a cross-post on Instagram or Facebook
before the crisis is now targeted communication in a tone and content that is
tailored to a channel.
The pause of marketing activities is also analyzed. On the other hand, there
is the high level of use of almost all digital services. However, if the
planned campaigns completely ignore current events, that decision is
certainly correct. The question is what happens instead? It's not just about
what you can communicate, but what you have to communicate.
Communication via messaging apps is also coming (or even more) to the
fore. Especially for brands and companies that receive a lot of questions at
the moment and have to react to the present, messaging applications are a
direct, fast and at the same time personal channel. Uncertainty leads
customers to approach companies with various questions and problems.
These questions need to be answered through social media, but messaging
apps are also a great alternative. Because now it is no longer about push
communications through Messenger. It's about service and communication
pull.
The crown crisis does not paralyze social media marketing. Sometimes it is
increasingly demanding and is directed primarily at the customer.

CHAPTER 3
MARKETING IN SOCIAL NETWORKS:
how to get the best results in each network
It's probably not the first time you've read this blog or the materials we have
on social media. It may happen that it is the first time but you have already
read on other sites how to do marketing for your company using social
networks and thus sell more effectively.
Here we intend to show you everything you need to know about the 4 most
used social networks today: LinkedIn, Facebook, Twitter and Instagram, in
a single article. They are not in order of importance. Each of them is
important depending on the purpose, the context and the person to whom it
is directed.
However, this is how the book will be approached:
• The best strategies to use these networks
• Good practices to increase the engagement of your audience
• Interesting (and useful) features of each network
• What content is better to promote
• General considerations of social networks
Let's start with one of the most loved and popular: Facebook.
FACEBOOK
We can say that the difference of Facebook compared to other social
networks is that it has enormous business potential. Too?

On Facebook it is possible to create commercial pages, segmented paid ads,
interact with audiences and have direct contact with them.
This social network, which has more than 1.8 billion users, is more popular
among women and among people between 18 and 29 years old. If your
company has an audience with this profile described, you are already
halfway there. If you don't have a Facebook profile yet, don't worry!
Despite this stark description of the people who use it, billions of different
people sign up and use the network almost daily. That is, think twice before
deciding not to create a fanpage for your company because you think your
audience is not there.
Organic traffic X paid traffic
There are two ways to generate traffic within Facebook: paying or even
healthier, conquering organic traffic.
Over the years, the network received updates on its algorithm, the most
important of which was carried out in 2011. That year an incredible tool
was launched that learned from user behavior, analyzing clicks, content that
they share, the "likes" and even the content that the user ignores. Since then,
Facebook chooses what to present on people's timeline, according to what
interests each one.
Now, to get more accesses in an organic way, you must invest in unique and
differentiated content so that they are attractive to your target audience and
are the key to success. As for paid traffic, as its name suggests, it is bought
and is better known as Facebook Ads.
These ads can be extremely specific based on gender, age, language, and
geography.
However, 8 components follow:

A boost to your followers to increase the "likes" and share more.
Generate ads for the fan base and thus stimulate the "likes".
Ads that generate clicks on your site.
Create ads focused on conversion to our site.
Make announcements that encourage users to download your
application.
Ads that aim to interact with your application
Ads to promote an event
And advertisements promoting an offer.
It is worth remembering that the so-called vanity metrics (the "likes" and
the number of times it is shared) are very good but they do not help you to
monetize, that is, to earn money.
That is why they cannot be the only indicators that should be taken into
account when it comes to seeing if the social network is being effective or
not for your strategy.
For ads promoting a major offering, consider the four stages of the social
media cycle:
Listen to the audience
Understand your main doubts
Form alliances with authorities in the field
To finally be able to present the product to sell
If you don't listen to what your audience wants, you probably won't make
an interesting offer.
Use Facebook to generate business
There are some good practices to follow on your business page to help
make it more efficient.

Look at the steps:
1. Add a good resolution profile photo. It can be interesting if you use an
image with your logo.
2. Use an attractive cover photo. This serves to promote your brand and
make a positive impact.
3. Complete your profile with all the important information: site, address,
description, mission, phone number and email.
4. Add your collaborators
5. Define the tone of voice for communication.
6. Plan the content to broadcast. Remember to listen to your audience
before you go out to write.
7. Promote your page and your posts.
8. Measure your results by remembering once again that "likes" and shared
content don't make money.
9. Best content for Facebook
Facebook is a wide-ranging network that allows the use of various types of
content.
All you have to do is understand yourself to plan what type of content will
be best accepted by them, so that you don't waste time doing unfocused
work. You can use written articles, pictures, checklists, videos, e-books, and
other information-rich materials.
Here are some tips for creating effective alliances between social media
marketing and business communication:
Be mobile friendly

People everywhere are increasingly using smartphones to access websites,
browse the internet, read articles, emails, and check social media. When
creating content for Facebook, verify that it is suitable for a cell phone or
tablet, since most of its accesses are through these devices.
Add images
Images are extremely important when you think of communication through
Facebook. They help increase your audience engagement and highlight
what you are promoting. Use the images, but do not stop measuring or
seeing which are the most effective in your network.
DEFINE YOUR AUDIENCE
You can define your audience through the tools offered by the social
network. You can define segmentation filters such as: gender, age,
language, education, workplace, among others. Properly targeting your ads
shows that you know and communicate with your audience, as well as
being confident that you are investing properly.
Use Facebook reports to measure your success
They should not be the only metrics, but through Facebook reports you will
be able to know what content is being most consumed, liked and shared. At
least this helps you define the topics that are best accepted by your
audience.
Ask questions
Engaging with your audience is one of the best ways to generate leads for
your business. Ask questions for them to answer and share your updates and

announcements.
Do not leave comments without response
Do you remember that we talked before about the importance of listening to
what is being said to generate more and better content?
Part of that is responding to all the comments left on your page so that a
current or future customer can carefully see what your company can
provide.
Study the best times to post
Through Facebook Insights you will be able to discover which are the
income peaks of your page, to be able to publish in the most interesting
moments and that the public see your company.
LINKEDIN
LinkedIn is a social network that has grown expressively in recent years.
The social network is mainly focused on professionals and companies.
Today it has more than 380 million active users.
When we talk about social media marketing, it is impossible to leave out
LinkedIn. This network helps us do business, promote our brand or even
position ourselves as an authority. If your company is B2B, you cannot
doubt for a second the possibility of being present and active in it. It is
interesting to know that LinkedIn acts as a networking network, and content
that does not say anything about the business world is not well accepted.
There, topics such as hiring, productivity, human resources,
entrepreneurship, among others, are discussed. Just like on Facebook, it's
important to hear what your audience is talking about.

LinkedIn even allows you to receive "likes", comments and shares, but the
best thing is to see what your network is entering and saying.
What are the key issues, companies and people.
What is LinkedIn used for?
LinkedIn is basically used for four big topics, and your business can benefit
from each of them:
Connect with other professionals:
It's time to position yourself as an authority on a topic and link it to your
business.
Get information through news and articles:
You should be there listening to what the audience wants and, in turn,
producing content to entertain and help them. One more opportunity to
position yourself as an authority on something.
Find job opportunities:
There you can find your next collaborator.
Connect with brands and companies that interest you
How to create a winning business profile:
To create your company page, it is not necessary to follow very different
steps than those commented on the point of Facebook. Attract followers,
establish a presence, and hook your audience. That simple
Basically, create a profile for your company that contains all the important
data. Put a profile image and a cover that have to do with the brand and
with the business. Optimize your profile for searches and keep it always
updated.

Similar to Facebook, there are two ways to build an audience of followers
on LinkedIn: organic and paid. LinkedIn Pulse is a publishing tool where
previously only invited people, called legitimizers, could write an article.
After the last update, LinkedIn Pulse was opened to anyone who wanted to
write. When you write, your base also receives a notification.
Gain authority and followers. And there are no limits for posts or images.
To become an authority on a matter, write! Allow them to share you, make
links so that you and your company become a reference.
When it comes to paid traffic, we have LinkedIn ads. In it, to create each
ad, you must choose a name for a new campaign, the language, the type of
medium, write your ad, choose the payment method, define hours and
finally, measure! That simple
Content types
We must bear in mind that LinkedIn is a business network.
As mentioned in previous points, users prefer written articles, but nothing
prevents you from sharing e-books and other information-rich materials.
Pictures are very important but not cute kittens. Pictures should tell
someone something.
Tips for using LinkedIn for good marketing
Find highly segmented clients and connections based on your business
You can tailor your campaigns for a specific audience, company type and
size, efficiently segmenting the material you are producing.
Generate cables
Identify the desired profile and offer them webinars and e-books.

Make incoming and outgoing contacts. Guarantees cheap and easy lead
generation.
Publish quality content
As said before, through Pulse you can publish any article and your entire
base will be notified.
So everything you submit should be well planned and written, to help
someone solve a problem, position yourself as an authority, and ensure your
network continues to follow you and receive your updates.
Monitor the profile of your employees
Make sure your employees have a LinkedIn profile, say they work for your
company, provide a good job description, and have consistent material
about your business.
Make connections and build relationships
The connections made must be strategic. Connect with your potential
partners and customers.
Stock up on interesting information and content. From this, build a
relationship with them, who may speak good or bad of you, buy or not buy
from your company.
TWITTER
Twitter is the fast social network.
You must already know or at least have heard of the famous “tweets”:
Those short publications, of maximum 140 characters, that serve to quickly
update other users on something. Many decide to write personal things like
"eat a super good sandwich" or even "go home after work." But that was at

the beginning of the network. Nowadays he is more used to commenting on
news about politics, football and even other matters of importance to the
people. Just because Twitter only allows short posts doesn't make it worse.
In fact, it is exactly this quality that makes it a widely used network on
mobile devices. The messages are better adapted and allow fast and
constant interaction.
There are more than 300 million users and more than 500 million posts
daily. You can close it.
Let's talk a little about using Twitter for business. It's possible? Is efficient?
Use Twitter for your business
First of all, your profile must be complete and optimized.
For that you cannot forget to put:
Name
Profile picture
Cover photo
Background
Biography
Let's start this topic by talking about how to get paid traffic to your profile.
Using Twitter Ads, it is obvious. Paid Tweets can be in the form of
Promoted Tweets, Promoted Accounts, or Promoted Topics. Each of them
has a specific indication. If you want to promote a tweet, drive traffic to a
link, offer coupons and promotions, generate leads, or draw attention to
your brand, you must use the promoted tweets feature. If you want to
increase the number of followers quickly, you should use the promoted

accounts feature. But if you want to take advantage of the wave of the most
discussed topics in that period and increase your visibility, you can use the
promoted topics.
Attract followers and monitor the network
To promote on Twitter you should always start by analyzing your available
budget, segmenting and, finally, as in all the others, measuring.
For monitoring, there are some tools that can help you enormously.
SocialBro, MentioMap, The Archivist, Twenty Feet, Tweetsmap, Twitter
Counter and others.
Tips for using Twitter effectively to generate business
Follow people, retweet and make their tweets your favorites
Analyze your audience
Reply to all mentions and messages
Look at the topics your competition uses to get ideas about what
to share.
Don't focus on sales, but rather on building relationships and
generating value.
Find people through hashtags
Participate in conversations in your area of action
Post photos
Ask questions and retweet the answers
Do A / B tests
INSTAGRAM
Instagram is one of the social networks that grows the most today, around
23% annually! It has around 300 million active users and is widely used by
companies to develop marketing strategies. Truth be told, that was to be

expected. Instagram is extremely easy to use, just snap a photo, post it, and
you're done. Ready! The main audience of the social network is young
people between 18 and 35 years old who own a smartphone. If it is the
target audience of your company, you must be present in it.
Create a profile for your company and start publicizing.
Create a profile for your company
I think by now you must be tired of hearing about how to create a business
profile on the above networks. It's not like that? But, don't put it aside ...
Add your name
Upload a profile picture
Write a description
Include a link in the description
To be successful in this social network, you must have well-defined goals.
That is, think about who your target audience is, what is the most
appropriate language and how you are going to attract that audience.
Having a consistent posting schedule makes a difference. As the network
does not allow publishing content with large texts, you must have a plan of
topics to publish and a calendar for it. Avoid falling into the same thing.
Take advantage and use that short space to interact with your audience,
maintain a dialogue and make your audience go to your blog or website.
Use videos. Many. Always. Since everyone posts photos, short videos
attract attention and make a difference.
Follow your audience and keep coming back to those who follow you.
Hook your audience. A good idea is to run a few giveaways and ask them to
share them.

Instagram Ads is the way to generate paid traffic for your application.
At first, Instagram selected only a few brands so that they could make paid
advertisements on the network. Thus, they would become a kind of test to
see if the public did not tire.
However, since 2015, anyone can pay to advertise and make their posts
more visible. The only premise here is: don't advertise cheap.
Share images and content that improve the user experience.
Organic traffic: tips to get more followers
Connect your Instagram account to other social networks
We know that it is very likely that users of a social network are also on
other social networks, which increases brand engagement by being
followed on several networks and not just one.
We know well that one is faster, that the other is more visual, and so on
with each one. They tend to complement each other.
Use hashtags
Be careful in the photo, in the caption and in the hashtags. But, before you
head out to hashtag, do a little research on trends, what your market is
writing about, and what you should be writing about.
Use them wisely. But don't abuse it, it's terrible to read #text #written # like
this.
Interact constantly
Get your audience hooked on you. Ask questions, give gifts, be part of the
comments and always remember to respond and keep what is promised.

Use photos of people
Photos of people tend to have 35% more engagement than those without
someone. Can you believe this?
We try to summarize in a few words everything that is possible to do in
social media marketing. It is clear that many things can and must be
deepened. What you should always keep in mind is: how can I use these
networks for your benefit and for your company? The goal should always
be to hook your audience, increase your brand recognition and generate
business opportunities.
Social media: make real money
From Newport Beach stars to the Kardashians, our social media is awash
with #ad and #spon. This is no surprise when you consider that digital
celebrities like Zoella (Zoe Elizabeth Sugg is a fashion and beauty blogger,
YouTuber, and author) can earn up to £ 12,000 in the UK for every post or
post on social media.
Successful influencers - it is a phenomenon more feminine than masculine,
in the field of mass consumption and lifestyle - have become veritable
machines to generate money in a decade: for themselves, for the brands
they talk about or wear, for advertisers, for the big guys. companies ... In
2017, Kim Kardashian, Beyoncé, and Taylor Swift each made $ 100 million
in cash on social media. Although all the activity they carry out in different
areas is linked by social networks, the reality is that everyone enters more
paying per publication or post in a social network, than for their reality
show, in the first case, or the sale. of records, in the case of singers.
MCPRO RECOMMENDS

In the purely entrepreneurial field, in the stock exchanges, in the
macroeconomy, perhaps because they are areas that do not reach mass
consumption (more lipsticks are sold than "components of the Gross
Domestic Product or GDP"), the influence is more associated at the power
of the entrepreneur, if he has a successful company, or of the analyst who
makes correct recommendations in the stock market. But the numbers here
pale in comparison to those that dominate social media.
Politics is a world apart because they are well known for having millions of
followers. Possibly, this does not give them income, but a speaker not
filtered by the media - who may be for or against that politician - to convey
their messages. Barack Obama pioneered in 2008 and Donald Trump has
broken records with 95 million followers on social media. An artist like
Taylor Swift can also influence politics through social media. Democrat
residing in Nashville, Tennessee, the artist published days ago on Instagram
about her theme "Shake it off", the central theme of the movie "Sing"
(2016), cartoon. For this reason, she called for the mobilization of the
Democratic Vote in the North American legislative elections to be held in
early November of this year. In a single day, 100,000 people registered as
voters, the next day, the figure rose to 150,000. Asked on television, the
response was unanimous: Taylor Swift posting about "Shake it off", in order
to vote to change the status quo.
"Hip-hop artists" (many commonly called rappers) also become millionaires
on social networks: According to Forbes magazine, a third of the income of
the richest artists comes from the monetization of their presence in the
networks. Jay-Z is the leader of the list of “Richest Hip-Hop Artists of
2018”, with a fortune of one billion dollars, snatching the first place from
Diddy, who was awarded that position in 2017. His fortune of 825 million
dollars left him in second place in the ranking. In the third position is Dr.

Dre, who accumulates 770 million dollars. Drake and Eminem follow in
fourth place, with $ 100 million each.
In the female realm, Beyoncé stands out, first in 2018, because she took the
lead from Taylor Swift, first in 2017. If we take the Forbes data for good,
Jay-Z has earned more than 300 million dollars in social networks in 2018.
Soccer, players and brands also get rich
“Soccer is soccer” Di Stéfano used to say, and it is also a very lucrative
business for players present on social media. Cristiano Ronaldo is the one
who receives the most money from the sponsoring companies for his
activity on social networks (474 million dollars, so far this year), followed
by Neymar with 207 million and Messi with 106 million.
Cristiano and Messi are the athletes who generate the most money on social
networks and those who generate the most money for brands in this
medium. Both players add 500 million followers between the two. Adidas,
sponsor of Ronaldo, earns 188 million euros in social networks with the
white player and Nike, 96 million, with the Argentine footballer.
A new era of digital marketing
Social networks have become a much more relevant showcase than
conventional advertising in the press, radio and television and brands know
it. In recent years, having a profile with thousands of followers has become
a source of extra income (extra ... large) for models, athletes or simply for
that new profession called Instagramer, which consists of selling a product
through a photograph artistic and eye-catching. .
The Business Success Advice study prepared annually by Advice Strategic
Consultants measures the interaction of everything that athletes share
through Facebook, Instagram and Twitter: in 2018 Cristiano Ronaldo and

Lionel Messi are the most powerful players on social networks, which
makes your backers millions for posting or posting.
Ronaldo has posted 263 times during the year mentioning his brands on
occasion and getting nearly 600 million interactions with his fans,
generating a value of $ 1.8 million per post. In the case of the Argentine
player, he generated $ 3.6 million for Adidas with a 2006 Instagram post
that generated 2.5 million likes.
Cristiano Ronaldo is sponsored by Nike and Messi by Adidas. But Real
Madrid is from Adidas and Barça from Nike. For that reason, Forbes
magazine wanted to know how much soccer geniuses earn in this crossing
of brands.
Whenever Cristiano has shared an image dressed in white on his social
networks, Adidas has pocketed 216 million dollars (almost 188 million
euros). Otherwise, Nike has made 111 million dollars (almost 96 million
euros) thanks to Messi.
A new business model
Influencers, and even micro-influencers, have engaged audiences who trust
them and seek their opinion on everything beautiful and fashionable. They
have turned around one-sided advertising and interact directly with
consumers. And their influence is growing, as Western Europe sees a 17%
year-on-year increase in the number of people who claim to take to social
media for personal care recommendations.
Surprisingly, men are almost as likely as women to seek personal care
advice online. However, while men want guidance on what to shave and
what oral care to use, women are more concerned with their hair and what
has to do with makeup. I'm not surprised. Logical.

Brazilians are particularly interested, with 72% of respondents turning to
social media for personal care recommendations, while Brits are at the
bottom of the list, with only 25% seeking advice. Brits are also the most
skeptical about product claims, and this can translate to their confidence in
what influencers tell them about products.
Highly engaged audiences
Those looking for personal care recommendations on social media are more
engaged than average consumers across all categories, so it appears that
these influencers not only have access to large numbers of people, but they
also have access to the right kind of people: the super involved! These
consumers who consult their favorite blogger or Instagram star for
recommendations are usually the youngest. They are more likely to
participate in the broader categories; For example, German women who
receive makeup recommendations are also 10% more likely to buy makeup
brushes. They are more committed to using their products and claim they
are looking for quality, natural ingredients, specific characteristics, and
fragrance benefits. But despite the high demand for their products, price and
promotions remain a key factor for them.
I will finish by saying that there is great competition between "influencers
on social networks". There is a lot of money at stake and whoever has more
followers, more enter. They fight with each other and also try not to enter
new players in the market. As a well-known American fashion and apparel
influencer told the Wall Street Journal this summer: “I find the idea of
creating business schools to train influencers on the Internet stupid. It is just
a way for business schools to make more money, but it is not necessary.
And so says a 24-year-old who promotes fashion and made $ 55 million on
social media in 2017.

CHAPTER 4
START WITH A NICHE ON SOCIAL
MEDIA
HOW TO GET STARTED WITH A NICHE ON SOCIAL MEDIA
Wine, personal development or finance are just some of the areas that are
currently attracting a lot of attention as niche topics on social media. This
article will show you why a niche account makes sense these days.
Why niches make sense on social media:
Perhaps the most obvious point is that the knowledge of the experts can be
shared. Because if you create a niche account, you are usually an expert in
the field. His own passion also reaches directly to supporters, companies
and cooperation partners. Plus, you target the right target group with a niche
account. For example, an account about wine will also have a large
following that is interested in wine. In this way, an active and loyal
community interested in long-term issues is built. Therefore, an exchange
on the topic of niche with the influencer and the community is more likely
to be granted here.
The content (posts, images, videos) is also aimed at the target group. With a
niche you can offer the community real added value or learn about it
through an exchange with the community. Once you've created added value,
it's also possible to build organic reach more easily. On the one hand, it is
possible to target the right target group with topic-specific hashtags, on the
other hand, there is usually a strong and active community with niche

topics, which generates a lot of interactions, which in turn generates a
greater reach.
3 steps to get a niche account:
1 . What is your passion? - Find a topic that your heart beats about and that
you want to tell a lot of people about. Ideally, a very unique topic that you
are very familiar with and can pass on your expert knowledge to a
community.
2 . Get on social media: With the help of a suitable thematic branding, it is
possible to build a suitable community. With images, hashtags and a unique
design, it is possible to make the account unique and gradually gain a large
number of followers. But the fans need their time! Feel free to follow other
niche influencers yourself to build a relationship with them or get
inspiration. If you are active yourself, others will also become aware of
your account and therefore the account can grow.
Find out here why hashtags make sense when using influencer posts.
3. The Right Strategy: It is important to produce content that is precisely
tailored to the topic and target group. Unique content can help you gain
reach or make special collaborations with interesting companies.
Finding a niche: 3 mistakes to avoid at all costs
When was the last time you got lost?
I mean: don't just take the wrong path, but proceed correctly.
Maybe his GPS was in the wrong city. Maybe you had an old card. Maybe
you wanted to make one with Chuck Norris and find your way on your
own.
Either way: taking the wrong path is annoying. Very annoying. Even more
annoying: if you go the wrong way with your blog. Of course, you can

change the course of your blog at any time. Of course, you can always
delete things on the internet and post them again. You can create new
domains and start over.
But that's annoying. Very annoying.
I want to save you from that today. Today I am a warning sign that says, "If
possible, turn around." Perhaps you have driven without a card so far.
Maybe you're running your blog hopefully and trying to spin here and there.
Maybe you took a wrong path? We'll find out now. The mistakes that are
made at the beginning accompany a blogger for years. They drag the
blogger's leg and slow him down.
Yes, you can go wrong when choosing your niche. And how.
So these are the most common mistakes:
1 . The topic is too narrow
Many blogging guides say: write about your passion. Write about what
interests you. Write about what you love. Many bloggers follow this advice
and choose a topic that interests them. The problem: only they care. But
(almost) no one else is interested.
Example: Franz is a great fisherman. Blogging about fishing is too broad.
After all, they told him to specialize. So he decides to blog about: Hooks.
He researched the niche and realized: “Great, I'm the only one blogging
about hooks. I am the market leader. “The problem: a market without
competition is also a market without customers.
The same goes for his blog: if no one writes about his topic, then readers
are simply missing. After all, blogs are many years old. All the niches are
already occupied. Blogging is a massive medium. With blogging you have
to target "the masses". By mass I don't mean millions, but it should be a few

thousand. Therefore, you should write a blog about what interests a wide
audience and you. You have to have a passion that other people share.
Because you don't have a 100% sales rate.
Nobody sells to 100% of their readers, not even Apple.
For advertising, for example, the click-through rate in Germany is 0.11
percent. If you want to make money from advertising (which is not a good
idea), you need a lot of readers, just every thousandth of clicks on a banner.
But even if you sell products, only a certain percentage will buy your
products. In addition, only a certain percentage of your visitors subscribe to
your newsletter, only a part of the readers belongs to the inner circle of your
fans.
This is why you need a critical mass. A mass large enough to make money.
Here are some tips to help you know if your niche also has readers:
• There are already many small blogs in this niche.
• There are great blogs in this niche that are making money.
• There are magazines on the subject.
• There are books on this topic.
• There are Hollywood movies on the subject.
If none of these apply to your niche, then you should be concerned ... if
possible, turn around!
2. The topic is too broad
The other extreme is that Franz wants to blog about everything and
everyone. Personal development, happiness, career, earning money,
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creativity and travel. Oh yeah, and of course private vacation photos with
the fishing pole too.
Franz thinks: the more topics, the more readers.
Incorrect. Because the bitter truth is: if you write for everyone, no one will
read it.
Let's go back to our fisherman. Writing in a blog about fishing would be too
broad. There are so many types of fishing, there are so many different types
of fishermen (hobbies, vacations, professionals) and so many places. A
professional would get bored with "How to set a hook." For a beginner,
blog posts on fishing competitions are of no use.
The result: lose both: the professional and the beginner.
Many bloggers fear limiting themselves and determining the topic. They
pay a high price for it and they just don't have readers.
By the way, the great and broad topics of the blogging world are:
• to the blog
• family
• eat
• earn money
• Career
• Sports
• Personal development (happiness, satisfaction, freedom)
These themes always work. But like I said: you can't just blog about “food”.
You have to specialize. You can't just blog about "one topic", you have to
solve a problem.

3 . Readers have no problem
The third mistake that can occur when choosing a blog niche: your readers
simply have no problem.
There are numerous interesting topics. Take psychology, for example.
However, stress alone is not enough for a successful blog. Attention alone is
not enough.
You have to solve a problem. How can you use your knowledge of
psychology to improve the reader's life? How can you help him make life
easier?
Why is that so important.
Because people usually search for two things on the Internet:
A solution to a problem
entertainment
Blogging combines both:
You solve a problem in a fun way.
You can have many readers. But if they don't have a problem that you can
solve, then you can't live off your attention. Mere attention doesn't make
you rich.
We always preach: you have to add value. You have to improve the life of
the reader. You have to help him get through everyday life faster, easier or
better.
When choosing the niche for your blog, don't think about "topics." Think of
"problems" and "solutions." That's what counts.
How to find a lucrative niche

Now I have told you what can be done wrong. I'd be a bad guy if I didn't
tell you how to do it right now.
Here is my simple formula:
Topic + target group + problem = niche
This formula will help you position your blog correctly so that you don't go
the wrong way at the beginning of your blogger journey.
Let's go back to the fisherman:
Subject: Fishing
Target group: hardworking people who love fishing
Problem: little time
Solution: find time to fish despite the short time
Result: Fishing for the Busy - Shortcuts and tips for fishing enthusiasts
short on time.
This is a specialization that does not limit the subject, but the target
audience. Our dear Franz can now write about tips and tricks for the entire
fishing industry. His only criterion: he has to make fishing life easier and
faster for his readers.
To dominate his niche, he doesn't have to make the topic so narrow that
only 3 people are interested, but rather clearly define the target group and
solve a problem for this target group.
2 examples of good niches
Many successful blogs follow this formula and have positioned themselves
accordingly.
Sport = too far
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Push-ups = too tight
Sport for nerds = perfect
Example: nerdfitness
Masculinity = too far
Men's ties = too tight
The art of masculinity = perfect
Example: the art of manhood
You see the pattern
When choosing your niche, be sure to use the formula above and be sure to
avoid all three mistakes.
Otherwise, you will take the wrong turn to the right at the beginning of your
blogger journey. Correcting that could be very exhausting. Or very
expensive. Or both.
If you apply the formula to your blog, what do your three dots look like?

CHAPTER 5
DIGITAL MARKETING TRENDS ARE
MORE IMPROVING
2021 has already brought many major changes: the locks in the crown crisis
in particular have intensified existing digital marketing trends.
Spoiler: First of all, we have the top online marketing trends for 2021 as a
list
• Publications that can be purchased on Instagram
• SEO voice search tactics
• TikTok and the beginning of short videos
• Facebook stores
• Smart offers in Google Ads
• Chatbots
• Augmented reality
THE MOST IMPORTANT DIGITAL MARKETING TRENDS
FOR 2021 AND WHY THEY START
The growth of the digital marketing industry in particular is impressive and
has not been interrupted for years. How effective individual measures can
be here has been shown time and again in various studies. Thanks to the
rapid flow of information across the Internet, it only takes a few months, if
at all, for a trend to take hold globally.

In this book, we present the biggest digital marketing trends that will
continue to intensify in 2021, substantiate them with numbers, and give you
advice on which trends are particularly relevant to which industries.
1. DIGITAL MARKETING TREND: INSTAGRAM SHOPPING
PUBLICATIONS
Symbolic Image for Digital Marketing Trend: Buyable Posts on Instagram
One of the biggest trends in e-commerce: the new shopping feature on
Instagram
In 2017, the first posts that can be purchased were published on the US
version of Instagram: companies that post images on the social network can
tag them: specific pop-ups can be seen informing about the products that
are included in the respective published image , show the price of the
respective product and through which the user can also access the store. In
March 2018, this feature was made available globally.
Since then, companies have been able to convert their Instagram accounts
into stores. Products can be placed clearly visible, individually or several at
the same time per image, and followers are more quickly informed about
new products. After only a short development period, a paid feature was
made available on Instagram in March 2019. Users can now shop directly
on the social media platform, so they no longer have to leave it. What
influence will this digital marketing trend have on online stores?
Therefore, there will be more publications that can be purchased.
Instagram is one of the largest social networks in the world; the range for
many companies is correspondingly large, especially in the B2C market.
There are 1 billion users, about half of whom are active on the platform
every day (Statista). And it gets even better: 90% of users follow at least

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