Digital marketing encompasses all online marketing activities through channels like websites and social media, revolutionizing communication between companies and customers. Its significance lies in fostering two-way communication, being cost-effective, and targeting specific audiences, while social media enhances brand engagement and recognition. The document outlines key elements of effective digital marketing and social media management, emphasizing the importance of understanding the audience and creating compelling content to drive engagement and sales.

1. Digital Marketing
& Social Media

3. What is Digital
Marketing?
Digital marketing refers to all online marketing
activities through several digital channels such as
websites, social media, and mobile apps.
Digital marketing and social media have
revolutionized how companies communicate with,
listen to, and learn from customers.
Digital marketing is a must in today's world
and is effective in all industries.

4. Why is Digital Marketing Important?
Connection:
It creates 2-way communication with companies and
consumers creating customer engagement.
Cost
Effective:
Advertising on social media and websites is much less
expensive than other marketing methods.
Targeted
Audience:
It allows you to reach a specific audience that is more
likely to be interested in your product or company.

5. Why Should Companies
Use Social Media?
Faster & easier communication
Effective & easy brand building
Attracts new audiences
Helps promote new content
Helps consumers become familiar with
your business

6. Seven Critical Elements of Online
Marketing
1. Core Goals: The basis of any marketing strategy.
2. Contextual Elements: Design, color, font, & navigation of a website.
3. Content: Text, graphics, videos, and audios on the website.
4. Community: Allowing customers to interact and socialize on a firm's website or
blog.
5. Communication: Clear, helpful, meaningful content.
6. Commerce: The actual purchases from websites or mobile apps.
7. Connection: Engages customers by providing them with a clear call to action.

7. Framework for Digital Marketing
Excite the consumer. Through social media posts,
digital coupons, and mobile apps.
Educate them about your offering. Provide them with
new info, while also reminding them of info they may
already know
Experience, help the consumer experience your
products. Through videos posted to social media sites
or free trial offerings.
Engage, give them an opportunity to engage with
your company through digital media. Create posts on
social media invite consumers to engage with.
End Goal = Engagement

8. What Drives Social Media Engagement?
Information – relevant info being spread by the firm to individuals
Connection – people learn what their friends are interested in while sharing their own interests
to those friends.
Network – the instantaneous spread of information through social media to a vast number of
people.
Dynamic – the back-and-forth communication within a network that will promote engagement.
Timeliness – engaging with customers at the right place and the right time.

9. Social Media Engagement Process
Do! Implement these changes and excite consumers.
Analyze Collect data to help understand what consumers are saying and learn
what would benefit them.
Listen Listen to what you customers have to say.

10. What is
Influencer
Marketing?
A marketing strategy that
uses people who are
popular on social media, to
convey messages to a
targeted audience.

11. Determining the Efficacy of
Influencers
Relevance
Relevance of influencer
and how they link with
the brand.
Reach
% of a target population
exposed to a marketing
communication at least
once.
Response
How may people
respond in the way the
company indented.
Return
The revenue earned
from hiring the
influencer.

14. Lesson 1:
Introduction to
Social Media
Management
Social media is a powerful tool that allows
businesses to connect with their audience
on a personal level and build brand
awareness, loyalty, and trust
The importance of social media
management lies in its ability to help
businesses achieve their goals, whether it's
increasing sales, driving website traffic, or
improving customer support
Before diving into social media, it's
important to define your goals and
objectives

15. Benefits of Social Media
Management
Improve your current
social media
presence
Help you set up and
successfully run
social media ads
Create unique
content for you to
post on each platform
Create a content
calendar
Reply to messages
and comments
Analyse your social
media performance

16. Social Media
Management
Process
Research
target
audience
Create
social media
channels
Create
compelling
content
Evaluate
and analyse
results
Engage in
discussions
Distribute
content on
social media

17. Daily Social Media Management
Tasks
Respond to
followers
Engage with
influencers
Curate content

18. Social Media
Management
Focuses
Choosing Choosing your social media platforms
Responding Responding to your social media followers
Auditing Auditing your existing social media strategy
Building Building your social media content calendar
Creating Creating platform specific social media content
Growing Growing your social media reach
Researching Researching your target audience
Developing Developing your social media ads
Creating Creating your social media strategy
Designing Designing your social media profile

19. Lesson 2:
Creating a
Social Media
Strategy
Identifying your target audience is crucial for creating
content that resonates with them
A content strategy outlines the type of content you'll create
and how often you'll post
Building a social media calendar helps ensure that you're
posting consistently and timely
Organizing your content in advance allows you to see the
big picture and make sure your posts align with your goals
and objectives

21. Lesson 3:
Content
Creation for
Social Media
Different types of content perform
better on different platforms
Engaging visuals are essential for
catching users' attention and
earning engagement
Crafting effective captions and
headlines can encourage users to
engage with your content
Developing a consistent brand voice
can help build brand recognition and
trust with your followers

22. Lesson 4:
Community Management
Responding to comments and messages shows your followers that you
value their input and care about their experience
Managing negative feedback can be challenging, but it's important
to address any issues and offer solutions publicly
Encouraging user-generated content not only saves you time on content
creation but also helps build a sense of community around your brand
Building relationships with influencers can help you reach new
audiences and gain credibility within your industry

26. Social Media Key Performance
Indicators (KPI)
• Number of posts
• Post reach
• Potential reach
• Social media budget
• Social media shares
• Number of likes and followers
• Video views
• Number of mentions and tags
• Comments
• Issues resolved

27. Lesson 5:
Analytics and
Reporting
Understanding the metrics that matter
for your business goals is essential
Monitoring social media performance in
real-time allows you to make quick
adjustments to your strategy as needed
Analyzing data over time helps identify
trends and patterns that can guide
future decisions
Use data to improve your strategy by
identifying what's working and what's
not

28. Lesson 6:
Social Media Advertising
There are several options available for social media advertising,
including sponsored posts, display ads, and influencer
partnerships
Setting up advertising campaigns requires careful planning,
including setting budgets, targeting the right audience, and
designing ad creatives that resonate with your target audience
Measuring ROI and optimizing ad spend are crucial for
maximizing the impact of your advertising efforts

29. Sponsored posts: This type of social media
advertising involves paying to have your post
or content appear higher in users' newsfeeds,
in order to increase its visibility and reach a
wider audience.
Display ads: These are banner-style ads that
appear on social media platforms, usually on the
side or top of a user's screen, and can be targeted
towards specific demographics or interests.
Influencer partnerships: This form of social media
advertising involves collaborating with popular
social media users (influencers) who have a large
following, in order to promote your brand through
sponsored posts or other types of content.

30. Lesson 7:
Top Five
Free Social
Media
Management
Tools
Buffer - Buffer is a popular social media
management tool that lets users schedule and
publish posts across multiple platforms
Canva - While not a traditional social media
management tool, Canva is a graphic design
platform that allows users to create visually stunning
social media graphics
Metricool - Metricool is a social media analytics tool
that lets users track their performance on various
social media platforms
Meta Business Suite - Meta Business Suite is a
comprehensive social media management tool that
allows users to manage their accounts on Facebook
and Instagram.

31. Lesson 7:
Top Five Free Social Media
Management Tools
• SEMrush is a popular digital marketing tool that
offers a suite of features for managing and analyzing
social media accounts, as well as other aspects of
digital marketing.
• Later: Later is a social media management platform
and link in bio tool for every social network. Plan,
analyze, and publish content in advance — so you
can save time & grow your business.
• Tweeps Map now Fedica is an all-in-one social
media marketing platform, providing unmatched
insight to better understand your target audience,
identify new opportunities, and drive revenue.

32. Final Project
• Create a comprehensive social media
strategy for a fictional business, personal
brand or nonprofit organization, including
identifying the target audience, creating a
content strategy, developing a social media
calendar, and outlining a plan for
community management, analytics and
advertising

33. Course Conclusion
• Social media is an essential part of any
modern business strategy
• Understanding the basics of social media
management will better equip us to create
and execute effective social media
campaigns that drive business results

35. 20 Reasons
Why your business needs
Social Media Marketing

36. Did you know that 90% of all marketers say social media marketing has increased their
business exposure?
Or that 66% of marketers that spend at least 6
hours on social per week have seen more leads?
No matter what you sell and who you sell it to,
using social media as a marketing tool can help
you grow your brand and pad your wallet.

37. 1. Social media is everywhere
Today Social Media is everywhere. That’s why it is so important we do it
right. The evolution of social media and the internet has brought about a
new age of social interaction and the phenomenon has extended its reach
into almost every aspect of modern life. As it stands today, social media has
played significant roles in the way we see and conduct our own personal,
philosophical and business lives.
Social media has changed the way we do business and has allowed the
world economy to reinvent itself. Although not all businesses have adopted
the model, many of the most successful businesses have strived to find
new, innovative ways to reach out to their customers and clients.

38. 2. Your customers are on social media.
One of the best reasons for your small business to be
marketing through social media is that your customers are
spending time on these channels. According to Statista,
70% of the U.S. population has at least one social media
profile. And by 2018, the number of worldwide social media
users is expected to reach about 2.5 billion people. With so
many consumers using social media every day, this
presents a great opportunity for small businesses who want
to reach their online audience.

39. 3. Social Media Posts Drive Target Traffic
 Building social media traffic is a lot like a city planner knowing how to
efficiently get traffic in and out of a city. If each roadway into a city is a
different source of website visitors, your social media traffic should
certainly be a pillar to your highway infrastructure.
 Increasing your social media traffic happens when you engage and
build relationships on each network. Being readily available for
customers, brand loyalists and potential buyers it helps you nurture
these people through the purchasing process.
 When you post a new update or blog on the homepage, it will take
some time to get traction with Google. This simply means that few
customers will come to know that new content is there till the next time
they search for the product or service. As these posts will show up in
the feeds of the followers and people who are interested in the product.
This traffic is quite targeted. It will not simply boost the traffic numbers it
will also bring in the type of visitors that you plan on attracting.

40. 4. Social Media Marketing helps
you understand your audience.
Building an audience online is impossible without understanding the
communities on each social media platform separately and across the
platforms as a whole. Social networks are a source of a huge amount of
granular audience data - including audience demographics, interests, or
education level - that can help steer your content marketing in the right
direction. Social media audience analysis allows you to understand which
content topics and formats are interesting to your audience. You can use
these insights to plan a long-term content strategy and organize your
content-production teams more efficiently.

41. 5. Social media is key to customer service
 However, many people having an issue or question look for a quick solution by using
social media for customer service inquiries on a frequent basis.
 In fact, 67% of consumers have engaged a brand’s social media for customer service
needs. That’s a lot of people, and a lot of exposure for a brand!
 Ultimately, creating a brand with an inclusive and helpful community via social media is
the goal of any business.
 Social Media customer service helps your business to reply as quickly as possible on
social media. Most forms of customers support via phone and Email are not typically
expected to be available 24/7. Yet, social media customer support has created am
“always-on” expectation.

42. 6. Consumers will be more receptive to
your messages when marketing
through social media.
Users are active on social media platforms because these channels offer a fun
and easy way to network, keep in touch with friends and family, and stay
connected with what’s going on in the world. Typically, users are not on these
channels with the expectation that they are going to be marketed to. But this
does not mean that social media users aren’t following and interacting with their
favorite brands.
The reason why consumers may be more receptive to your brand message on
social media is because social media allows you to be more conversational and
show a different side of your brand.

43. 7. A strong social media presence builds brand
loyalty.
Social media marketing refers to the process of using different social media platforms to gain
website traffic or attention. Social media marketing can help improve brand presence, grow your
business and strengthen potential customer relationships. Nowadays, because of a huge
competitive market in the digital era, it is not enough to only have high-quality products,
customers want to feel like they have a connection with the brand.
Continues development of the value of your brand should always be the topmost strategic priority
of your business because brand value can create brand loyalty and can save your business in the
long haul. Brand loyalty is when a costumer repeatedly buys the same brand of products rather
than buying from competing brands.
When you have customers, of course you want to retain them and you can do it through brand
loyalty. Here are some of the best practices to build brand loyalty through social media.

44. 8. Marketing through social media can
help increase brand recognition.
Another benefitA of marketing through social media is that it helps
you improve visibility, and thus increase recognition for your brand.
Your business social media profiles present new opportunities to
share your content and really present your brand’s voice and
personality. By posting compelling content that adds value for your
target audience, you are making your brand both more accessible
and familiar for new leads and current customers.

45. 9. Different social media channels help you reach
specific audiences.
All the different social media platforms, combined with limited
time and budgets, make it a challenge to determine which
channels are right for your business and which channels your
target audience is present on. The key to getting the most
out of your social media marketing is to strategically choose
which channels you plan to invest your time, money, and
effort in.

46. 10. An active social media presence builds relationships
with your audience.
 So social media is an important and effective way to strengthen relationships with your
customers. Different social networks have different focuses, and therefore attract different
people – from age ranges to lifestyle choices and more.
 The first thing any company needs to do when evaluating where they will spend their time on
social networks, is to find the spots their customers are already gathering in. For us, we’ve
identified Facebook, Twitter and LinkedIn to be the most utilized by our customers, with each
social network presenting unique opportunities to communicate and build relationships. With
this in mind, we’re able to narrow our focus and really hone in on engaging those
communities where our brand enjoys the greatest following and response.
 Do a little demographic research, see where other brands in your industry are heavily
involved, or just test the waters on each social network and see what works.

47. 11. Consumers are looking for recommendations
on social media.
People trust product and brand recommendations from
other people more than they trust traditional media or
advertising channels, and friends and family
recommendations on social media channels, particularly
Facebook, are trusted most of all.

48. 12. You can find potential customers
 Also, your customer is not "everyone". If you are building a social network, your target cannot
be everybody. Every startup starts with a niche target audience that will be your best early
adopters. The early adopters are the ones that needs your solution the most. These are the
people that will deal with the flaws and bugs of your service and also tell their friends about
your service. Therefore, you should build your solution for these early adopters.
 Best and easy way to find your potential customers is by using your competitors. Not only do
your customers have access to more information than ever before, but so do you! One way to
get great insights into your buyers is to study the research or case studies that your
competitors have published. Reviewing their case studies might help you better understand
your prospect, as well as why they may have chosen your competitor over you in the past. In
addition to following the competition, follow industry analyst blogs and reports.

49. 13. Social media can make a big difference for your
email marketing
 Social media has completely changed the game when it comes to how small
businesses think of email marketing. Sharing your email newsletter across
your social networks can open your content up to a whole new audience and
generate the type of buzz you’ve been looking for
 Not only that, but you can also use sites like Facebook to attract more
readers by including a Join My Mailing List link right on your Page.
 Together, these two powerful tools have reshaped the marketing landscape
and have really leveled the playing field for small businesses trying to better
connect with current customers and reach new audiences for their business.

50. 14. Social media marketing will get you more sales.
People are always looking forward to new information. Keep
your page active by regularly posting relevant content about your
brand. The content should not appear overly promotional since
people get tired of looking at advertisements. You can start a
social blog to post content that improves the lives of consumers.
Ensure your content is interesting, catchy, and accompanied by
images.

51. 15. Marketing through social media is cost
effective.
 One of the most important benefits of digital marketing is that it is the most
cost-effective ways to market your business. When it comes to traditional
marketing, it’s very difficult for small businesses with limited budgets to
compete with larger businesses for ad space. However, with affordable digital
marketing tactics, small businesses can get more for their marketing spend.
 One of the most important benefits of digital marketing is that it is the most
cost-effective ways to market your business. When it comes to traditional
marketing, it’s very difficult for small businesses with limited budgets to
compete with larger businesses for ad space. However, with affordable digital
marketing tactics, small businesses can get more for their marketing spend.

52. 16. Most people are starting their buyer’s journey
online.
Before consumers even know what product or service they
need, they are going to the search engines to look for answers
to their questions and to learn more about their challenges.
This presents a great opportunity for small businesses to
connect with potential customers and educate them during the
beginning stages of the buyer’s journey. By creating relevant
and engaging content that’s optimized for the search engines,
you can improve your visibility online and reach customers
when it matters most.

53. 17. Digital marketing helps you
connect with mobile customers.
You may not know this but 77% of American adults own a smartphone and
are likely to use that smartphone or another mobile device for news, social
networking, and countless other activities. Digital marketing lets you reach
them while they’re doing this. With remarketing ads, email and text marketing,
and social media – you can be in front of your audience while they use many
different apps on their mobile phones.
There are many forms and uses of digital marketing, including banner ads,
email marketing, content marketing, and social media posts. Thus by learning
how to market yourself digitally, you open up a wide range of possibilities for
future publicity strategies. With digital marketing, you also have the flexibility
of testing and stopping poorly performing campaigns in real time.

54. 18. Keep an eye on the competition
The crowded world of social media branding can feel very intimidating.
Most brands have at least a token social media presence, and in some
industries, multiple channels is the norm. No matter what industry you
are in or who your target market is, there is a good chance that your
competitors are already present and involved on social media channels.
If you want to remain competitive in the digital marketplace, it’s vital that
you start working toward building a presence on social media. Social
media content allows you to not only show a little bit of your brand
personality, but it also presents an effective outlet for demonstrating your
industry expertise and knowledge. This is one of the best ways to set
yourself apart from the competition and bring in more relevant online
traffic.

55. 19. On Social Media you can manage
your Reputation
Social media reputation management is the process
of tracking, monitoring and ultimately eliminating
negative social media material about your brand to
improve your name or standing. If done properly,
social media reputation management builds your
credibility to customers, which strengthens their trust
in your brand.

56. 20. Stay on top of industry news
 Businesses can get started tracking trends using free tools
provided by familiar social media platforms. For instance,
Facebook's Trending feed shows a list of topics that have
recently become popular based on how many publishers are
posting articles on a topic and how much users are engaging
with those articles
 The best place to find out the most recent news about social is --
you guessed it -- on social media. Start by creating a stream on
Twitter with popular social media hashtags. You can use terms
like #socialmedia, #smchat, or #inboundmarketing