Advantages of social media pages:

 Gather new customers.

 Get honest customer feedbacks.
 Keep people informed about promotions, sales, new outlets, changed timings etc.

Marketing Methods:
 Create a business listing in all possible online directories.
 FB page and other social media pages with our good videos and audios.
 Creating a website and optimizing it with all our details.
 Ecommerce option if possible, with a cart to purchase our services.
 Mobile apps for ease of users.
 Email marketing (get people to sign up or opt in for emails from you).


Two methods to make use of search engines for marketing:

1) SEARCH ENGINE OPTIMIZATION (SEO)
2) SEARCH ENGINE MARKETING (SEM)

SEO – helps to promote the product in unpaid sites.

 Specific Keywords need to be added.


SEM – lets you buy ad space in the search results.

 Search engines use an auction system and Businesses bid on keywords that are
most commonly typed in related to their business.
 In SEM, the business pays to enter an auction. They then bid for advertising space on a website,
and whoever wins gets to show their search ad.
 However, neither provide free marketing space or optimised website design.

Display Advertising:
On the sides of videos we watch on the net, social media etc, ads can be seen. This is
DISPLAY ADVERTISING. They can be in the form of text, images, videos etc. you can
choose the viewers for these ads.

Analyze and adapt:

 Knowing where your online customers are coming from, will help you analyze
which of your marketing campaigns are working and which aren’t.
 Make changes accordingly.
 See the market trends and changes in technology and change accordingly.
 Will get to know where more customers are clicking from, what are the pages and
products that are clicked more often.
  Focus on the key areas that will help you achieve the goal.
 Identifying actions tailored to your goals will provide you with a better
understanding of how to meet your business needs.
 Before that, define your goals. For eg. Whether it is to increase sales by 20% or to
get 100 potential customers etc.
 Put a good mission statement.
 Put in your USP.

 Target: To increase sales. Solution: need to get more traffic to the website.
More traffic can be brought in by paid advertising and content marketing. (SEO and
SEM)
 Target: to increase brand awareness. Solution: Social media (helps in brand awareness
and in engaging with audience, new and existing.)
 Target: grow the email marketing list. Solution: encourage customers to sign up to email
marketing, try clearly communicating what your audience can expect to receive, whether
it’s exclusive content or member-only updates.

Website:
 Keep the product pages and FAQs up to date, since more people would be going through
that, the first time they come across the website.
 Audios, videos, photos about the service we provide.
 Details like opening hours, contact info etc.
 Promotions
 Testimonials
 Website link can be given in local listings.
 To set up a website, rent space on the server and get them to host your website.
 Set a good and relevant domain name (www.businessname.com)
 Domain name should be unique (one that is not already being used by another business).
 Home page should be optimized, organized and provide the proper navigation around the
website.
 Think from the customer point of view while designing the website.
 Putting hyperlinks to your other sites or pages.
 Put the contact info on all pages if possible, in a noticeable position.
 Pricings, available products, contact info etc can be displayed.
 Language need to be simple and engaging.
 Connect with visitors through testimonials and videos of happy customers.
 Make the website easy to use.
 Include searchbox along with the navigation. (classification of products)
 Logo should be clearly displayed on every page of the site.
 Be careful of the content used, bulleted points, and colors used.
 Call to action needs to be there. (call now, get directions, buy now etc)
  Page should load fast (with the help of proper hosting solutions, use of smaller size
images, simplified designs) and make sure the website is easy to us on a mobile also.
 Use widely recognized icons for each instruction on the website.

MODULE 4- Plan your online business strategy

Online and offline customers
 Online purchasing happens in 4 stages mostly: “See, Think, Do, Care”. These offer a
useful way to identify where a business should invest effort in connecting with
customers.
 See: customers see others use it or do it.
 Think: customer browses through the net to get more details on the product he is looking
for and also comparing prices.
 Do: customer makes the purchase.
 Care: shows it off to others through social media and other means.
 To choose the right channels, find out who you’re talking to, when you should talk to
them, and what you should talk about. This is called audience segmentation.
 Customers can be segmented based on 1)age 2) gender 3) specific interest 4) location etc.
 Segmentation can also help with your online advertising; as most channels allow you to
target paid advertising to specific audiences, based on information like what an
audience likes or dislikes.
 You can also make your ads appear only to people within a certain radius of your
shop or business, which can be handy when offering promotions to local shoppers. 
Understanding customer behavior

 Customer touch points need to be identified and taken care of.

 A touchpoint is any stage when a customer, or potential customer, comes into
contact with a business.
 In an offline business, these maybe receipts, bags, signage, customer service
counters, and many other points along the way. 
 In online business, these touch points maybe 1) online ads 2) surveys 3) email
marketing 4) instagram account etc.
 Ask yourself what you would do in the customer’s shoe.
 Conduct surveys on how they found you online.
  If you have a website, does it tell a potential customer what they want to
know whilst keeping existing customers interested? The more value a site has to
someone, the more likely it is they will want to return to it.
 Social media is another great tool to develop touchpoints.
 Once your touchpoints are set up, remember to regularly review how they’re
performing. If one particular age group is viewing your ads more, you may need
to focus more on that age group to bring in more potential customers.

 Analyse touchpoint performance and optimize your message if required.

Identifying the USP and spying on competitors:

 4 key questions to ask yourself when defining your USP are:
- who is my target audience? 

- who are my competitors? 

- what problems does my target audience have?, and 

- how can I solve them? 

 Your USP should be displayed on your website, social media, and other
marketing materials. 
 Use a SWOT analysis. SWOT stands for Strengths, Weaknesses,
Opportunities ( how can we grow, change and improve) and Threats (what
is happening or could happen, both internally and externally, that might affect
us negatively). 
 When starting a competitor analysis, make sure to utilize the free tools
available online. Start with search engines, which can offer the most
immediate answers. 
 search for your key terms and make note of:
- who appears in the top results on search engines for your product or service

- which keywords appear on their website, that is, what words are they using
in the page titles on their website, and

- what messaging they use on their social media.

 Sign up for alert systems. Free tools like google alert to know whats the
latest trend.
 Identify key performance indicators. Allows to track progress of the
business and achieve the goals.

Analysing results against KPIs will accurately assess which employees meet
the expected standard, and help identify who needs additional sales training.
 sales calls, posts on social media, email list sign-ups, customer satisfaction
ratings etc are KPIs. Make sure you choose the KPI that best fits your needs.
An example KPI could be to increase sales figures by 25% compared to last
year. 
 Keep analyzing the results that KPIs bring and also the KPIs itself. For
example, if sales employees are struggling to meet the 15 minute average
response KPI due to the volume of enquiries, perhaps employer needs to
consider increasing the number of staff per shift to meet the demand.

The KPIs you've selected should be:

 Specific
 Measurable
 Attainable
 Relevant
 Time bound

MODULE 5 -Make it easy for people to find a business on the web

Use of Search Engines

 Helps for a business to show up when people type in keywords related to their business.
 Helps to lure potential customers who are already planning to buy the product.
 Along with social media, email marketing and display advertising, search engine use is a
very good tool for marketing.
 Search engines have 3 basic tasks:
o they have permission to see the content online and examine them. Called
crawling. To discover content like webpages videos and images using spiders,
crawlers or bots. And they keep visiting and revisiting pages looking for new
links to be added to the search link.
o Index is the gigagntic list of all webpages and links found related to that
keyword. Search engines categorize each content. Called indexing. Same content
may come in different websites when searching. Search engine has to decide
which version needs to be kept.
o They pick the relevant content needed for the typed in keyword. Called ranking.
Once keyword is put in, search engine ranks the pages and brings out the most
relevant content.

How to make your webpage more visible to search engines

 pages will be able to show up in the index list only if its content is relevant to the
keyword typed in. optimize the page accordingly.
 The html part makes the SE understand what the page is about.
 The title tag should be perfect and accurately describe the contents.
  Think of the probable keywords customers may use when searching for the required
items/services
 The names of images are the ones that SE recognizes as it cannot understand the image
itself. So name(code) it properly while you upload the image. For example: <img
lemon.iced tea.jpg> instead of simply using <image.jpg
 Add alternative text along with the code. This will help blind people or people who
don’t view images. Called Alttags
 Use accurate page titles.

ORGANIC SEARCH OR UNPAID SEARCH

 Unpaid results
 When a keyword is typed in, the results they see are all organic/ unpaid results.
 They appear at the center of the page. (on top, there will be paid ads)
 Good SEO can help to appear on this organic search.
 Content should focus on keywords that are most relevant to the product.

PAID SEARCH
 Advertising on search engines/ SEM.
 Will appear at the top of the search result and will be similar to the organic search results.
 Every time a searcher puts in a keyword, Advertisers bid for the opportunity to display
their ad. Happens in milliseconds. Searcher sees only the winning ads that will appear at
the top of the page. Amount spend to bid on each keyword wil depend on the advertisers.
 Sometimes, even with lower bid, if the advertiser ad content is more relevant to the
search, his ad will be displayed.
 Helps to target extremely potential customers right when they are looking for your
product.
 Advertiser will be charged for the displayed ad only when someone clicks on his ad.

Bringing more traffic to website with Google Search Console

 It’s a service that gives feedback on how your website is doing in google search.
 Two functions: 1)monitors your performance in google search results. 2) shows how
google sees your site.
 It makes a search analytic report SAR.
 This report helps to know :
which searches will bring people to your site – identify words most relevant to your
business. Unrelated words need to be changed.
who clicks on your links – no. of clicks can be monitored – no. of times your site appears
but gets no clicks. This shows how relevant your content is.
which other sites are linked to your site –

 mobile usability report can be taken – since more people use mobile devices now.
 Crawl report – how successfully search engines can access your site.
 Index report – shows what info google recorded about your site.
 www.google.com/webmasters to sign in, add your website and use google search
console.
The importance of an SEO plan

THE SEO PLAN

1. Start with doing Keyword research to understand what ur customer wants
2. Brainstorm solutions to improve your weak spots, and prioritise them.
3. And never be afraid to redo your SEO plan based on changes in your world and the world of
search engines.

 The SEO process

Here are 4 quick tips on how to stay up-to-date on search:
1: Learn how search engines work. 
2: Keep an eye on changes and monitor how they affect your website. E.g to be more mobile-friendly
3: Find inspiration from other websites. 
4: Talk to your customers

How to choose keywords

things you should consider when choosing the keywords for your SEO plan:
1. frequency, or the number of times a word is searched for
2. Competition
3. Relevance of keywords ( use Google Search Console to see which pages appear in search) 

“long tail” of SEO  - small number of keywords have very high search volume. But there’s a large
number that have low search volume. keyword strawberries might have a lot of competition, a term like
get organic strawberries delivered in Cornwall would be an example of a long tail keyword that might
give you more immediate SEO results
Setting realistic SEO goals
Analytics tools and webmaster tools provided by search engines can give you this information—often
for free

Making your web pages search friendly

meta tags and title.: The title and meta description are important because they both are used by the search
engine to generate the actual search result for the specific page. The title is used to generate the first line
shown; the meta description is used to generate the few short sentences that follow.
There are two things you can optimise here to help search engines categorise your content correctly:
headings and page copy.

Cross borders with SEO

Most important ones:
1. language,
2. localization
3. Country targeting.
  mixing languages on the same page. This is a big no-no
 Separate language separate pages
 Search engines don't value content generated from automated translation tools
 country code top level domain name—ccTLD  e.g co.uk, .in, .ae etc..


 Introduction to search engine marketing (SEM)

SEM > Charges only if someone clcks on the adv, else not

The SEM auction

is based on an auction system.
The adverts that “win” appear in more desirable slots on the results page - usually that means near the top.
The “runners-up” appear in lower slots.
Winning a acution is not just the cost but relevance of the adv too

maximum cost per click, or Max CPC 

The other big factor is relevance. This is a measure—normally rated from 1 to 10—of how closely your
ad relates to what a person searched for
Adv Ranking = Max CPC X Adv Relevance Ranking

3. What makes a good keyword

Important thing to make good adv
1. Relevance
2. Traffic
3. competition. 

IMPROVE YOUR SEARCH CAMPAIGNS

1.Achieve relevance with good structure

Search Engines consider the relevance of your adv when ranking online. The search engine also
consider the first web page people see after they click on an ad. This is called the landing page
For starters, search engines reward relevant adverts with higher positions on the search results page.
Relevant pages may appear before even with a lower prices

Structure of SEM

ACCOUNT (which you create with Google Ads, Bing Ads, or another search engine )

CAMPAIGNS (controls important decisions, like the daily budget, the areas or countries where
ads can appear, and the advertising networks you want to use. )
ADVS
2.Get the most from your keywords

Keyword Tools A tool like Google’s Keyword Planner or Bing’s Keyword Research Tool can

help you find out which keywords are most relevant and will work best for your new campaign.
These can give “bid prices” and “competition levels.” for keywords based on which you can create
several “groups,” called ad groups.  By organising these terms into ad groups, you can write relevant ads
for each group of keywords. 
Negative keywords , which are not relevant to your business or services/products
that you don’t provide. E.g, [-pencil], [-pastel] and [-horse]. because preventing adverts from
appearing for irrelevant searches, is going to save you money, and make sure that only your ideal
customer sees your ads
3. Fine-tune with keyword match types
Broad matching-  means that you don’t have to add every variation of the keyword you’d like to
target, like singulars, plurals and misspelling
Aside from broad match, the other primary match types are phrase match and exact match.

To change broad match to phrase, simply place quotations around the keyword. So, the keyword London
portrait photographer becomes “London portrait photographer.”  Minor variations, like plurals, are
included. Searches with words before & after the phrase will also trigger an adv.
Exact match keywords are distinguished by enclosing the word or phrase in square brackets. Unlike
phrase match, the ad can’t display if the searcher includes additional words. But minor variations, like
plurals, can still trigger the ad.
Overall Phrase or Exact match may reduce traffic qty but should improve traffic quality
4. How to know what’s working and what isn’t
Measures of conversions of keywords
Sales, Contact forms submissions, downloads etc
Conversion is tracked by keeping small piece of code on certain pages of your website.
Installing the conversion tracking code on home page, it will show all home page clicks as conversion , so
place these conversion tracking codes of the measurable/desirable targets you want to measure e.g. order/
downloads etc.
NB:
Q: benefit of using relevant ads and landing pages> Higher ad positions on
the search results page
Q: When it comes to search ads, which description best describes
'negative keywords'?> Keywords that are excluded from a campaign
Q Fill in the blank: If you use __________ keywords when building your
search ads, minor variations, like plurals, can still trigger the ad.> Exact
match
Q: What can conversion tracking in search help you measure? >How
many people visiting your site from a search ad end up completing a purchase

MODULE 10-- GET NOTICED LOCALLY

1. Marketing to the locals
How can you build a local online presence for your business>
 be sure your location details are on your website.
   plus your telephone number, and your working hours

2. The power of local directories

 The first step is to create a listing in local directories. 
 Include your key information, like your business name, your address and
your telephone number. 
 Consistencies of names/address etc across different directories is needed
 name, address, telephone number
Where to list them
 popular search engines
 Explore options on major local directories
 social networks 
 Review sites

Question 1
How can you improve a business's visibility to people located near you geographically?
≥Make sure your phone number, address and business hours are easy to find

Question 2
Which of the following is an example of a local search?
≥"bike shop near me"
Question 3
Which of the following is a benefit of registering your business in online local listings?
≥Increased likelihood of being discovered through search engines
Question 4
Which three pieces of information are essential to include first in your local directory listing?
≥Business name, business address, telephone numbers
Module 11- Help People Nearby Find You Online

1. Using digital to advertise locally

local advertising different - it’s limited to showing your ads to people who are local to you and likely to be - or
become - your customers.
Search engines can help you target your advs e.g like “bicycle repair,” you could set up your campaign
to only bid if the person that typed it in was within, say, 10 miles of your bicycle shop
Same thing can be done on social networks ads
special features of “local” ads.
 let people get directions right to your storefront on a smartphone
 ring your phone number with a single tap
  let them browse all your great reviews
2. Reaching locals on their mobiles
Websites to be mobile friendly
Use GPS functionality of the phones
 Use app for phones
GPS can help SEM to show ur website when searched locally

3. SEO for local businesses

How to ensure ur business comes up in local search
 make sure your website includes information like your business name, your business address or your
service area
 Content goes a long way in helping customers and prospects connect with your business.
 As you add more local information to your website, and search engines recognise its relevance to local
searchers, the chances of appearing in the local results may increase, too.
 Check your business listings on search engine and local business directories,
 Ensure your site is mobile-friendly and easy for both search engines and visitors to understand.

Question 1
Which of the following factors help search engines determine if your business is local?
≥Location details on the website, quality content and how mobile friendly the website is
Question 2
When looking to attract a local audience, why it is important to optimise your website and
content for mobile users?
≥Because local users tend to use their mobile devices when they're out of the house
Question 3
Which of the following can help you gain visibility in search engines?
≥Adding relevant content that highlights the location of your business

MODULE 12 - Get Noticed With Social Media

1. Social media basics
Eat, sleep, Tweet, repeat
Join the right social media sites,
Decide if you need a Facebook page, a YouTube channel, a Pinterest account, a Twitter handle, a
Google+ page, a LinkedIn company page, or some combination of these and others
add particulars about your business, like your location and contact information
other ways to grow your network: contests, special events, members-only offers, entertaining content,
or even real, face-to-face meet-ups for members of your social circles

2. The right social media sites for you

biggest social networks out there. For example, Facebook, Twitter, Google+ and LinkedIn 
Find niche, or industry-specific players that cater to specific topics or specific audiences 
3. Setting your goals for social media

 setting specific goals for your social media efforts

 focusing your efforts on those goals
 putting your plan into action.

4. Getting on social media

start with your business goals.
Plans should be based on what you need to accomplish
Start with something exciting about ur business
Connect with friends and family to grow ur social presence
Engage with other networks
 Design how you would engage with customers in different networks

Question 1
Which of the following can businesses achieve by using social media?
≥Attract new audiences
Question 2
Fill in the blank: Businesses should focus on social media platforms with 
≥ A relevant audience
Question 3
Which of the following is an example of a social media goal?
≥ Drive more traffic to your store
Question 4
Which details should you look to include on a business profile page on social media?
≥ Description of the business

MODULE 13 : DEEP DIVE INTO SOCIAL MEDIA

1. Your long-term social media plan
social media plan
next 6 to 12 months, and start creating a calendar. 
Consider special shopping seasons
consider where you should be posting.
Delegate responsibilities of work
Consider the intent behind these posting
Tools out there that can help you do that and more. With social media management tools like Hootsuite,
Buffer, and Everypost, you can create the things you want to post and share in advance. 
Social media strategy
a) Create a social media plan
b) Set up accounts on app social media site
c) Sign up social media management tools
d) Create a list of post to be automatically posted in coming weeks

2. Advertising on social media

Fine tuning the social media campaign
Change campaigns based on demographics of the business ur offering
Look into gender composition or location of the adv
Look into area of audience that ur planning to reach out
Paid advertising .. e.g. promoted tweet

3. Measuring success in social media

 collect data from the networks themselves

 make the most of social management and monitoring tools
 see what social visitors are doing on your website
 Social Media management tools – which help you to track ur various social media pages
and get reports from them
Social Media Monitoring tools - these tools will scour all the social networks out there looking for
mentions of you, your competitors, or even certain themes being talked about
To check whats happening on your website, use google analytics
Web analytics can look at different reports and see things like which kinds of content from which
networks tend to get people to visit your website, engage further with your pages, and eventually convert
on your business goals!

Web analytics can

how many visitors interact with her website
how visitors found the site

Web analytics cannot

Schedule content to be posted automatically at specified times

Send custom posts to specific visitors

4. Avoiding social media pitfalls

Donts
It’s not all about you.- Don’t keep always about sales pitch. Make the page interesting
Always respond to comments for queries & complaints
Don’t spread yourself too thin on social media.- Don’t get overwhelmed trying to juggle too many
sites
Always measures your social media efforts

Question 1
A robust social media plan includes which of the following?
≥ A long-term schedule identifying when to post content
Question 2
What is the best way to put your social content in front of people who don't already follow you?
≥ Use paid promotion to reach new audiences
Question 3
What can social media analytics tools help you measure when assessing campaign results?
≥ Whether the visitor clicked on a paid ad or organic listing
Question 4
Which of the following is a pitfall when using social media for business?
≥ Not having the resources to respond to comments and questions in a timely manner

MODULE 14/26: DISCOVER THE POSSIBILITIES OF MOBILE

1. The evolution of mobile devices
Make your website/online webpages mobile friendly
2. Understanding mobile web and mobile apps
Mobile friendly is called responsive design
A responsive website adapts itself depending on the size of a viewer's screen. When you have a responsive site,
you don’t have to create separate sites for computers and mobiles

Mobile SEO includes the same factors you’d consider for standard websites, like relevant content. But what’s
crucial for mobile site optimisation, is performance and usability.

3. Understanding mobile apps

Apps v/s mobile websites

 apps typically provide a specific function that’s not as easily accomplished on a web browser

Some adv push notifications from apps to users, one click processes, loyality programs etc.

Question 1
When looking to ensure your website is easily accessible by mobile users, what should you focus
on doing first?
≥ Optimise your site

Question 2
What does responsive design mean?
≥ Your website will adapt to suit whichever device it is being viewed on

Question 3
When it comes to optimising your website's SEO for mobile users, which of the following is a
crucial factor to keep in mind?
≥ Performance and usability

Question 4
What can a business use to send messages to users who have already downloaded their app?
≥ Push notifications

MODULE 15/26- MAKE MOBILE WORK FOR YOU

1. Introduction for advertising on mobile
Try to focus on shorter keywords and phrases mobile users might search
Since mobile ads are naturally small, they should present a strong, concise message with a
clear call to action. 
You can even advertise to people while they are using mobile apps
Website has to be mobile friendly
ad extensions”. These are special features that will help people call you, or get directions to
your shop’s address.

2. Search campaigns for mobile

your loading speeds should be super fast.
make sure your website looks and works the way it should on all types of mobiles
 to be easy to see and click, minimizing typing, and clear navigation options.
Google’s Keyword Planner or Bing’s KeywordResearch Tool can help to find proper keyword to be
used on mobiles
Google and Bing will allow you to specify certain ads as “mobile preferred.” Means it can target only
mobile users not desktop users
bid adjustment- if analytics shows that 10% mobile users are likely not fill contact forms , than the bid
value can be lower by 10% when u target mobile users only

3. Display campaigns for mobile

Try to find the right combination of ad formats to fit the devices 
free Google Ad Gallery can be used to quickly create professional-looking display ads, in all shapes
and sizes.
target specific apps that are relevant to your type of business.

4. Social media campaigns for mobile

three key steps to mobile social media advertising.
determine which social media sites you want to use
Take advantage of audience targeting features (Twitter, LinkedIn and Facebook offer various targeting
options to help you get your ads in front of the right people)
Finally, create ads with mobile in mind
target people based on their interests, activities, and the pages they have liked on Facebook.

5. Video for mobile

a) what video content to create,
make it relevant
keep it short
have a clear call to action (CTA) in your video
b) next step is to upload your video ad, and target it to your mobile audience

Question 1
When considering how mobile users will search for your business, which types of keywords
should you focus on?
≥ Shorter keywords and phrases

Question 2
Before running search ads, you should make sure your site is mobile-friendly. Which scenario
best describes a mobile-friendly experience for a customer?
≥The site works on different mobile devices
Question 3
Which of the following can be used to target an audience when using some social media ads?
≥ People's relationship status

Question 4
When making video content for your display ads, what is most important to ensure?
≥ Videos are relevant, short and include a CTA
MODULE 16/26-GET STARTED WITH CONTENT MARKETING
1. Intro to content marketing
Try considering the challenges or pain points your customers face, and then tailor your content to these
insights.
content marketing campaign that accomplishes three things:
(1) answering your audience’s questions,
(2) providing something of value and
(3) keeping them wanting more.

Best practices to keep in mind as you put together your own strategy:

- take the time to get to know your audience better. Look at which accounts they follow on social media to get
a sense of their likes and interests

- experiment to find the best types of content for reaching your audience and don’t be afraid to use multiple
formats

- choose the right places to publish your content and make sure you’re talking directly to your audience

- throw away the business speak and stock responses, and prioritise natural language to interact with your
audience

- make your content unique, interesting and exciting. Use engaging headlines, eye-catching pictures and
informative language to capture your audience's attention. 

2. Get to know your online customers

Audience segmentation
Helps target directly to key customers
Able to pinpoint customer behaviour and make strategies towards these points

Try free platforms Answer The Public and Keyword Planner

Connect directly to people

3. Choosing the right format for your content

Popular content formats

Blogs
Infographics are informative and a great way to present knowledge visually
Ebooks are educational, easy to read guides focused on a specific topic
Videos blogs
press releases,
webinars,
reviews and
case studies.

Main purposes of content

- to entertain ( funny video clips)
- to inspire (Forums, social groups)
- to educate, ( quiz. Competitions)
- to convince. ( testimonials)
4. Writing for online audiences
a) Key differences between writing for online audiences and offline audiences
Online readers like shorter articles
 Online readers need exciting information as they are flooded with other online information

b) few best practices for successful content writing:

Start with a good hook that clearly explains to the reader what they can expect
Another valuable tip is to incorporate a “call to action”
make sure you’re consistent in your writing style, so that when readers read your content, they
immediately associate your brand or business voice with it

5. Help your content be seen

1- ways to promote your content
understand the channels available to promote which can be
1 – own channels
2- earned channels – 3rd party channels
3- paid channels

2-  create a content calendar

make it achievable. Your content calendar should include realistic time frames
highlight key dates. Things like public holidays
Consider multiple channels that u want to engage
remember the audience
explore online tools. (some tools can save you time by automating some of the content
creation and distribution process)

Order of content promotion

1. Consider all channels available
2. Decide of calendar on what & when to create based on audience
3. Create content
4. Publish content
5. Promote content

6. Measuring your success in content marketing

E,g. of the metrics that could be tracked
- the number of page views the blog receives
- the number of transactions made on the site
- the number of visitors that come to their website from social media channels

Google Analytics can also show them where their readers are coming from, such as from social media or a
search engine, and how many of their readers made a purchase after reading a blog post.

Question 1
Which of the following is an accurate definition of what a content marketing campaign involves?
≥ The creation and promotion of online materials with the goal of increasing interest in a product
or service
Question 2
What does the following definition describe? 'The division of an audience into groups of who
they are and what they like, with a goal of identifying a group most interested in your
product/service.'
≥ Audience segmentation

Question 3
Fill in the blank: When describing the purpose of content, what is missing? 'To entertain, to
inspire, to _______ and to convince'.
≥ Educate

Question 4
Which of the following best describes why approaches to writing need to be adapted for online
content?
≥ Online readers have a reduced attention span, due to being flooded with information

Question 5
What are 'highlighting key dates' and 'considering multiple channels' best practices of?
≥ Creating a content calendar

Question 6
Which of the following metrics could help you understand which blog post is resonating the
most with your audience?
≥ session durations

MODULE 17/26: CONNECT THROUGH EMAIL

1. Email marketing basics

It builds customer loyalty and engagement without breaking the bank.
Its free too
Steps:
 Set goals ( distribute flyers, showcase products)
 Give discounts to people who would register with details
 Ask your subscribers if they are interested in receiving updates about other products or services. 

2. Your email marketing options

Typical features and benefits of email marketing services. 

Email marketing tools

a) database that stores your customers’ information

b) Include an email address
c) include additional information, like name, mailing address, and other information.
d) our online sign up form should be short and easy to complete
e) Segments your emails of customer based on the needs/requirements
f) Keep ur email format mobile friendly
 g) Some email tools, can provide data on if emails are read , what time and by whom

3. Crafting great marketing emails

First have to get them to open the email.
two things they’ll see, are your business name in the “From” field, and the subject line of your email.
An effective subject line will compel people to open it
In Subject- best to avoid words like “free,” “percent off,” “reminder,” and “specials,” as well as pound
(£) symbols and exclamation points.
When possible, personalise or localise the subject line
Keep your content concise, and get right to the point
Links in your email should include calls to action
Use bold text and design, to highlight important offers and content
Imp- Links at the bottom of the email, that allow recipients to unsubscribe, change their email
preferences, or update their contact information

4. Managing successful email campaigns

Strategies to set yourself up for success.
A/B testing- when you create two versions of an email to see which one performs better. You can use this
technique to test different email approaches. & look at which email had a higher “open rate”

A/B testing can be used for various parameters

1. Subject line
2. Frequency
3. content
4. images
5. Time/Day of week

Be sure to choose—or create— specific landing pages for your email campaigns
All landing pages should be mobile friendly
Email marketing tools can be used to check “open rates” or “clickthrough rate,” when people click a link
within the email.

5. Measuring success in email marketing

Useful email marketing metrics
1. Email campaign Open Rate is simply the ratio of people who’ve actively opened the email vs. the
total number of people who received it. 
2. Click Through Rate, or CTR - percentage of people that clicked on links to your website from every
email that was opened. (The click through rate looks at the number of times someone has clicked
on a link and gone through to your website - it doesn't tell you the cause for a lower or higher
rate.)
3. The Click -to-Open Rate takes into account total number of clicks vs emails that were actually
opened. more realistic idea of audience engagement
4. Conversion Rate- The conversion rate would show how many people you sent the email to,
compared to the number of people who actually ended up registering for the event. 
5. The Bounce Rate is the percentage of emails that could not be delivered to subscribers and
were sent back
a. Soft Bounces: These are rejected due to a full inbox or size limit restriction on your
audience's email server.
b. Hard Bounces: Your emails are blocked or the address you are using is incorrect
 (hard bounces per email campaign can show you which email addresses to remove,
saving you time and effort for your next campaign)
Question 1
Which of the following will you need to start an email marketing programme?
≥A way to collect people's email addresses

Question 2
Which of the following is a common feature of email marketing platforms?
≥ Personalised, custom templates

Question 3
Which of these is a good practice to keep in mind when sending emails to your contacts?
≥ Run an A/B test on your subject line to determine which one works best

Question 4
If the open rate of your emails seems low, which of the following could help you fix that?
≥ Adjust the subject line of your email

Question 5
Which of the following statements is true when it comes to running email campaigns for a
business?
≥ There's no need to use sponsored ads within your email marketing

MODULE 18/26: ADVERTISE ON OTHER WEBSITES

1. What is display advertising?

“display advertising”- banners, while others are text-based or use videos

Can plan to decide to show your ads on specific web pages, or to specific groups of people—or even
both.
You can still get your ads in front of them when they’re browsing other things.

2. Search advertising vs. display advertising

SEM is targeted to the people who are searching online for specific items of interest and SEM
shall target those people when they search online for it., however display adv doesn’t work for a
target audience who have shown interest in the product/service you offer. It is like putting a
billboard on the road where all can see it a car whether or not you need it. The only important
thing is to know where to put up that billboard.
For online display marketing, knowing where your probable customers would be spending time
online is crucial

3. The ins and outs of display advertising

 display advertising platforms can
lets you advertise on many different websites
Help you build and run your display campaigns
can limit your ads to people who speak certain languages, 
 can even combine multiple things together
 “placements.” – to where you want to be advertising by defining specific websites, individual
pages on those websites and even specific areas on those individual pages that you want
your adverts to appear on

Question 1
If you own a film blog, which type of customer can you expect to reach with display advertising?
≥ People who haven't read your blog before but are interested in your subject

Question 2
Fill in the blank: The ads on search engines are usually made up of ________.
≥ Text

Question 3
When using search engine marketing, where can your ads appear?
≥ Only on search engines

Question 4
When setting up display advertising campaigns, who can you target?
≥ People who speak different languages

MODULE 19/26: DEEP DIVE INTO DISPLAY ADVERTISING

1. Making display ads meet your goals

Display advertising is to think about the different steps of the customer journey as a funnel.
1. Top of funnel is Awareness abt urself hence to reach max audiences
2. Grab attentions through adverts
3. Shaping people’s opinions of you
4. Reinforce your competitive advantages 
5. Focus on people (key customers who know u or have interest in u)
6. Last step in purchase - to gain sales

2. Understanding ad networks

Display advertising networks are like a middleman, connecting businesses who want to advertise,
with websites with ad space to sell. E.g.   Google Display Network or Yahoo

They all match buyers and sellers to fill available ad spots.

Networks can also help you target specific audiences through two main routes: the topics of the web
pages where the ads appear, and general information about the people viewing the content.

Networks handle the money involved. Buying and selling ads happens every second of every day,
and the networks collect money from businesses and pay the websites that show the ads.

Advertising networks collect and share data with businesses.

3. How retargeting works
Define your target audience- Can be people who have shown initial interest, filled out half forms, or
called up once post clicking on website.
Ad networks can help define the audience to target such list and create a retargeting list

Then once list is up use special campaigns for people on these list
Once they have subscribed (reached result) then create new list for further target and set new
campaigns for such list of people

Question 1
In what way can display advertising be effective?
≥ It drives traffic to your website

Question 2
Which of the following is an example of the type of data that advertising networks automatically
collect and share with businesses?
≥ The cost of each ad you publish

Question 3
Which of the following is true when purchasing ad placements on an advertising network?
≥ The network provides data on the click-through-rate

Question 4
If a person adds a product to a shopping cart but then leaves the website – which of the following
tactics is most likely to encourage that person to return and purchase the product?
≥ Retargeting with a display ad that has a discount coupon

Question 5
What is the first step of display retargeting?
≥ Defining your audience

MODULE 20/26: MAKE THE MOST OF VIDEO

1. The rise of online video

Better Internet speed has risen the number of online videos and hence video marketing

2. How video fits into your online strategy

Use video marketing based on audience you want to target.

3. Creating video content within your budget

creating video on a budget is to plan your content.
To outline the content for each video, use storyboards. 
>>Storyboards are visual plans of your story—showing what will happen scene-by-scene,
including action and dialogue. 
The correct order for Video marketing strategy is:

1. Plan the video release schedule

2. Storyboard the video content
3. Decide on a location and source props
4. Find a video crew and film the videos
5. Edit then upload the videos

4. Sharing and promoting your videos

first step would be to upload your videos to popular video sharing sites, like YouTube or
Vimeo.
use accurate titles, relevant keywords, and detailed descriptions of each video’s content
Include calls to action to encourage your audience to take the next step
The next place to post videos is your own website. 
post videos on social media that people might want to share with friends, family and
followers
Use hashtags to your posts can improve your visibility on certain social sites.

5. Advertising on video sharing sites

How to take advantage of the boom in video sharing to advertise your business.
first step is to define your target audience 
 identify the types of content 
When video is ready use an Google Ads account to run your campaign

6. Measuring video performance

Video analytics reveal a lot about the people who watch your videos, like their age, gender and
location. When you know your audience, you can create video content they’re interested in watching

Question 1
When incorporating videos into a digital strategy, which of the following tactics provides value
to customers?
≥ Publishing a how-to video on their website

Question 2
What can using video as part of your online presence help you create?
≥ A channel to engage with customers

Question 3
Fill in the blank: As a small business, creating videos to showcase your business or product
requires only ______.
≥ Creativity, planning and any budget

Question 4
Using videos in email marketing and social media is an effective way to do what?
≥ Engage and grow your audience
Question 5
How can you take advantage of video for your product/services without actually making a video?
≥ Advertise on other people's videos

Question 6
When looking at your video analytics, you discover people are only watching the first few
seconds of your video. What should you do?
≥ Consider updating your preview images, video titles or descriptions

MODULE 21/26:GET STARTED WITH ANALYTICS

1. What is web analytics?

“metrics.” is basically anything you can count.
E,g “Time Spent On Site”, “Unique Visitors” 

 “conversion rate”, is the amount of people that visit and then convert on one of your goals,

“dimension” is any kind of data you can use to describe something you’re tracking with words. E.g
device type, what browsers visitors use, their geographic locations,

e.g of analysis
Want to know what time of day most people are visiting your website? Take your “Visitors”
metric and break that down by an “Hour of Day” dimension
How about finding out which marketing campaigns are making the most sales? Take your
“Conversions” metric, and break it down by a “Campaign” dimension. 

Starting with analytic tools

First, you’ll need to copy and paste some special code onto your web pages
you might want to configure them to track the specific things that are unique to your business
and your goals

2. Making web analytics work for you

Analytics measures your website visitors across the entire digital customer journey - from the first
time a person visits your website, to the time they become a valuable repeat customer

3. Tracking specific goals with web analytics

Setting up goals are important in online business, wherein the analytics tools can be used to
check these. The conversions that track these goals can be obtained by tools. The conversions
should be useful to the company providing meaningful insights
For e.g. no of visitors may not useful as no. of visitors filling out contact forms

Question 1
Fill in the blank: Website analytics can tell you _____________.
≥ What time of day your website gets the most traffic

Question 2
Analytics can give you immediate valuable information about which type of customers?
≥ Previous and current customers

Question 3
If your key business goal is to get people to book rooms at your guesthouse, what data are you
most likely to be interested in?
≥ How many people visiting your site book a room with you

MODULE 22/26: FIND SUCCESS WITH ANALYTICS

1. Web analytics and organic search

Some of things analytics can show the user
Which search engines visitors use
How traffic is trending over time
How many visitors are using mobile devices

2. Tools to measure SEM

SEM helps figure out which keywords are the best ones for you to bid on.
Analytics can also help you understand the impact of the actual ads you’re running.
By using Google Analytics , which integrates deeply with Google Ads, you can see the keywords
and ads driving people to your website 

3. Breaking down your data for insights

web analytics technique called “segmentation.” 

Segmentation can help to understand which type of customer, from location, gender, age group,
ethinic background etc are giving more conversion rates
Segmentation can be also done based on the ways customer arrive at ur website, what platforms
(mobiles/tabs/desktops) they use.

Question 1
Most web analytics tools can tell you what information about the user?
≥ Their location, type of device they're using and pages visited

Question 2
Fill in the blank: If an ad is not performing well, one effective tactic is to _____________.
≥ Tweak the ad's copy and analyse the results

Question 3
Which section of Google Analytics can tell you whether visitors have found your website via
social media?
≥ Acquisition
MODULE 23/26:TURN DATA INTO INSIGHTS
1. Using data to understand audiences
Build strategy to achieve the goals

Break your data to analyse in to quantitative and qualitative. 

Quantitative data is anything that can be numerically measured, like the number of people visiting a
website or the amount of sales a site makes in a month. 

Qualitative data is essentially any descriptive information that you can't put a number to.  E.g
people’s opinions about a new product, or the sentiment and language people use on social media 

Qualitative approach is direct , interacting with customers e.g review section on your website or
asking customers to fill out an online survey. 

Quantitative data can often be pulled from tools such as Google Analytics or from the analytics
features offered by most social media platforms.

2. Understanding the Data Cycle

The four main stages of a data cycle are: Plan, Do, Check and Act. 
1. Plan” stage, the team would identify their goal for this campaign and outline how they plan to
promote it
2. “Do” stage of the cycle. This is when the team designs the ads and launches the campaign. 
3. “Check” stage - team measures how many people clicked on the ads, improve and reassess
4.  the “Act” stage reveals where a business can use their findings to improve future
campaigns.
Focus your efforts on the data sets that are most relevant to your goals
Review the information you gather at periodic intervals. This will help you stay aware of any data
anomalies 

2. Creating actionable insights from your data

Insight : To put it simply, it’s analysing ‘why’ something has happened. 

To uncover your own actionable insights, try following these six steps:

define your goal: Clearly outline what your campaign aims to achieve
collect the data. Gather and organise any statistics or information relevant to your goal
interpret the data: Analyse trends and any deviations from those trends to see how this has
affected meeting your goals
develop recommendations: Provide justified suggestions on how to improve business
practices based on what you have learned from your data analysis
take action: Put your recommendations into practice and create an action plan to test your
assumptions, and finally
 review your outcomes: Evaluate whether your actions have had the desired impact and
make note of how you can further optimise to improve results.

4. Managing numbers using spreadsheets

Tips on excel

5. Presenting data effectively

Tips on powerpoint

Question 1
Which type of data relates to a metric that can be represented with a number?
≥ Quantitative

Question 2
What makes the data cycle useful?
≥ It helps you make the most of the data collected from marketing activities

Question 3
Fill in the blank: Actionable insights can be described as explaining the ______ of an online
marketing campaign.
≥ 'Why'

Question 4
Which of the following is a benefit of using spreadsheets?
≥ Vast quantities of data can be stored, sorted and analysed quickly

Question 5
If you needed to showcase which parts of a website are being clicked on the most, which
presentation type should you consider?
≥ Heat Map

  MODULE 24/26: BUILD YOUR ONLINE SHOP

1. Using e-commerce to sell

2. Taking payments and manage orders

Question 1
What would be beneficial to include on a product description page?
≥ Reviews of the product

Question 2
Which of the following is an advantage of e-commerce?
≥ Low operational costs
Question 3
To an owner or administrator, what is a functional benefit of having an online store?
≥ It provides a backend system with order management

Question 4
What is the name of the process that describes what happens when a customer is taken to a
separate site to complete a transaction before being sent back to the original site again?
≥ Third-party payment processing

MODULE 25/26: SELL MORE ONLINE

1. Creating a smooth e-commerce experience

A. Optimising the e-commerce experience- works smoothly on all the different devices.
“responsive design” into your websites.
B. Proper navigation- Add categorization of products and services so that customers can find
things easily and quickly
C. Product pages can have videos and pics
D. write up great descriptions and provide all kinds of details and measurements
E. Create and motivate to open customer accounts
F. Reward your loyal customers with offers and discounts 

2. Product promotion and merchandising

A. first step is to set up your online shop
B. create the right hierarchy of categories and subcategories

3. Retargeting for e-commerce

Question 1
Which of the following is a sign that customers are having trouble using a particular device to
make purchases?
≥ Analytics shows you have a lot of mobile visitors, but very few purchases through
mobile

Question 2
What is an example of product merchandising?
≥ Displaying very specific, featured products on your home page
Question 3
Which of the following statements is true when describing how retargeting ads work?
≥ Once a user visits your site, the code drops an anonymous browser cookie

MODULE 26/26: EXPAND INTERNATIONALLY

1. Introduction to international marketing and export

Use search trend reports, geographic data in your web analytics, and marketing insight tools
to help determine which markets would be the best place to start expanding your business
You might need to translate and localise your website’s content. Automated translation may
not be always correct
Check all legal /regulatory requirements
Customize payment options with local currency
Organize logistics

2. Validating your new market

Google’s Market Finder can help optimal markets for your products.
Once you’ve found some countries that do a lot of searching for your products, use tools like
Google’s Keyword Planner or Bing’s Keyword Research Tool to find out how much
competition there is for search ads. 

3. Being understood abroad

Difference between translation and localisation

Translation is the process of changing your content from one language to another.
Localisation is the process that makes locals feel like you “speak their language”.  E.g. reflects that
region’s units of measure, currency, and addresses. , change maps etc.

4. Advertise across borders

5. The support systems you will need

manage the supply chain

Check possible legal and regulatory implications.

6. Helping customers abroad buy your products

7. Delivering to customers across the globe

 processes involved in deliveries

 choosing reliable shipping partners and services
 post-sales customer service and suppor
Question 1
What is the best way to translate the content on your website for a new market?
≥ Native speakers

Question 2
Before starting to promote products to other countries online, what could you use to gauge
demand for your product in that specific market?
≥ Keyword planning tools

Question 3
When adapting your website for customers who speak a different language, what should you do?
≥ Translate your content with consideration to particular words and phrases

Question 4
Which of the following is primarily meant to target new customers online?
≥ Search advertising
Question 5
What should a business do first, when considering going into a new market?
≥ Determine its ability to deliver products and review all tax and legal information

Question 6
When selling to people in different countries, what payment form should you consider using if
you aren't already?
≥ Paypal or Worldpay

Question 7
Which of the following options is important to research when planning to expand delivery of
products and services to customers across the globe?
≥ The legal and tax considerations in that market
 EXAM ANSWERS

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