CONTENT

1. INTRODUCTION TO SOCIAL MEDIA MARKETING

1.1 UNDERSTANDING THE LANDSCAPE OF

TRADITIONAL, DIGITAL, AND SOCIAL MEDIA
MARKETING

1.2 UNDERSTANDING YOUR BUSINESS

1.3 SETTING YOUR GOAL

1.4 BUILD YOUR PERSONA AND CUSTOMER JOURNEY

1.5 SOCIAL MEDIA CHANNELS

1.6 CONCLUSION

2. MANAGE SOCIAL MEDIA PLATFORMS ORGANICALLY

2.1 INTRODUCTION TO SOCIAL MEDIA MANAGEMENT

2.2 THE DIFFERENT TYPES OF CONTENT

2.3 COMPONENT OF A SOCISAL MEDIS POST

2.4 DIFFERENT CONTENT FORMATS AND WHEN TO USE THEM

2.5 HOW TO ADAPT THE CONTENT FOR EACH SOCIAL MEDIA

2.6 TIMING IS KEY

2.7 SOCIAL MEDIA CONTENT CALENDAR

2.8 KEY METRICS OF EACH SOCIAL MEDIA AND HOW TO TRACK THEM

2.9 MUST HAVE TOOL FOR A SOCIAL MEDIA MANAGER

2.10 CONCLUSION
 1. INTRODUCTION TO
SOCIAL MEDIA
MARKETING
1.1 UNDERSTANDING THE LANDSCAPE OF
TRADITIONAL, DIGITAL, AND SOCIAL MEDIA
MARKETING.
1.1.1 What is Marketing?
The term “Marketing” means different things to different people , for example, some people
think of marketing as advertising others think of it as sales and many have a negative
perception of marketing as a form of manipulation. Indeed, most portrayals of marketing
executives in movies and television are rather quite unflattering - Some examples are THE
JONESES (2009) and MAD MEN (2007-2015).

“Marketing is the activity, set of institutions and processes for creating , communicating,
delivering and exchanging offerings that have value for customers, clients, partners, and
society at large.”
Source - American Marketing Association

So, in essence Marketing is the action or business of promoting and selling products or
services, between two parties a seller and a buyer.
This exchange can be between a firm and consumer (Business to Customer - B2C) but also
can be between two firms (Business to Business - B2B)
1.1.2 Digital Marketing
“Digital marketing is the component of marketing that utilizes internet and online based
digital technologies such as desktop computers, mobile phones and other digital media and
platforms to promote products and services”
Source - American Marketing Association
Digital Marketing was introduced in 1990s and 2000s and with the rise of internet all the
marketing activities are now shifting online where the targeted customers are.

1.1.3 Marketing Mix

The marketing mix is a set of tools that firms can use to pursue its marketing strategies.
Historically the Marketing mix was introduced by Professor Jerome McCarthy and Michigan
State University in 1960 in the form of the 4 Ps (Product, Place, Promotion and Price) but this
concept is still true to this day and is getting updated with new marketing strategies evolution
to this day we can count 7 Ps (Product, Place, Promotion, Price, Person(People),
Proof(Physical evidence), Process) and even some introduced an 8th P (Productivity &
Quality).
Throughout this chapter we will only be focusing on the 4 Ps.

With the rise of digital marketing, the definition of the marketing mix is shifting too.
The 4 Ps are no more relevant now a days when we talk about Digital Marketing and a new
form/extension of marketing mix was introduced by Robert F. Lauterborn in 1990 which is
the 4 Cs (Customer, Convenience, Communication and Cost)
Here’s the evolution from the 4 Ps to the 4 Cs

Next we will understand more the difference between those components.

Customer as a replacement to Product

Brands used to invent Products and market them, but with the rise of competition and the
existence of hundreds of the same product in the market, brands should focus more on the
Customer and addresses their needs.
That’s why we had the introduction of Co-Creation as a Concept to let customers choose what
they want and let the innovation come from them.
"Innovation happens everywhere, but there is simply more elsewhere than here."
from "Innovation Happens Elsewhere." by Ron Goldman and Richard Gabriel.
What this quote means is that there’s more activities happening elsewhere than here. An
example is that there’s many creative people in Tunisia but most of the creative people are
elsewhere in the world.
Many firms used this concept to introduce products that addresses the needs of their
customers.
Examples of the co-creation Initiatives:

 Lego Ideas - Introduced by Lego in 2014 where Customers can submit their new
product concepts or new Lego sets, If a given submission receives 10,000 supporters,
it is then officially reviewed by the Lego team for possible development as a new
product. On average, Lego has been launching about 10 of these ideas as official new
products every year.
 Starbucks idea - Introduced by Starbucks in 2008, to launch new product or even
services in the Starbucks stores, example of famous ideas that was taken afterwards by
other firms: Free Wifi, Happy Hour. and example of products that were served in the
store: Mocha Coconut Frappuccino, Hazelnut Macchiato.

Convenience as a replacement for Place

Now brand need to sell their products where it's convenient for customers, no more choosing
a spot and bringing customers to it but rather search where customers are and go directly to
them.
Many retailers went online and we can notice the rise of E-Commerce, now all the products
can be found within two clicks.
This is not only applicable to real products but also to services, such as E-Learning (Learning
online)..
Convenience does not mean to sell your product online
but rather make them available where your customers are,
a good a example of that is “Virtual stores” by
Tesco (a giant UK Retailer), introduced in South Korea,
where customers are too busy to go shopping due to long
working hours
“Virtual stores” is a display of products on Metro and Bus
stations where customers can scan the QR Codes with
their smartphones and place their orders while waiting for
the train or the bus and products will be shipped directly
to their home.
Communication as a replacement for Promotion
Before the rise of the internet, firms used to have tight options to market their products and
reach customers (TV, Radio, Newspaper or Billboards) with this method, firms were putting
their voice out there.
But now its not only about speaking up but rather communicating as now with internet the
customers have a voice too (Comments, Shares, Interactions…) Customers can rate your
product/service and this is a double edged weapon, thus Brands need to focus on the way they
communicate with customers, give and get back.

User Generated content enable customers to take a more active role in the development and
dissemination of promotional material to stimulate the word of [Link] Example of a firm
that uses this method: Fanta is a drink by Coca-Cola that’s targeting young people. With the
huge number of young smartphone users and specially the number of photos they take and
publish online. The Brand saw an opportunity and by sharing the content of customers in their
social channels, now Customers take photos and tag the brand social channels their photos can
Cost as a replacement for Price

Price is different from the three other pieces of the Marketing mix, as the other three (Product,
Place, Promotion) create value for the customers, price captures that value and brings back to
the firm.
Thus having a good pricing strategy is crucial for your firm’s profitability and basic survival.
The price to set for your product/service is based on:
Break Even Price (BEP): the cost of producing your product/service.
Willingness To Pay (WTP): What customers is willing to pay for your product or service.
Price of competing products/services.
When setting those three brand need to think more about how much will cost the customer to
purchase their product/service.
The cost can be the waiting time to receive the product (Buying in store and you take your
product/service or purchasing online and waiting for delivery), the place where the product is
sold in (accessible nearby or should I travel far to find it).
When setting the price, think more about the Cost and keep in mind that with the digital world
we are in customers have access to the information and can compare the products prices.

1.1.4 Digital Marketing Components

Digital Marketing is composed of many components and the outline of those components
differ but the end goal is the same all the representations contains all the strategies that can be
used, We will be using a simple representation:
Each component is composed of other components that we will be studying during this track
 Advertising
The paid strategies that are applied in digital marketing
 Email Marketing
The strategy of sending emails to current or potential customers.
 SEO (Search Engine Optimization)
The process of increasing the quality and quantity of website traffic.
 Social Media Management
The use of social media platforms and websites to promote a product or service.

1.1.5 Job Opportunities in Digital Marketing

In the digital Marketing field there is a lot of opportunities out there waiting for you, as firms are going
more and more online.

1.2 UNDERSTANDING YOUR BUSINESS

1.2.1 Business Components
Think about the future of your business. What does it look like? What do you hope to achieve in the next
year? In the next five years? Now, if you asked your counterpart in sales or marketing, would their answer
be the same?

Success does not happen in silos. Success is bred in environments where random variables come together
in perfect alignment. It’s the place where opportunity meets potential; where timing and ability intersect;
where sales and marketing work together in perfect harmony.

When you think about creating your strategy for growth, it’s important to think about the broader team and
all of the moving pieces that exist outside of your typical day-to-day. You want to be sure that your vision
for the company aligns with the rest of the organization and that you’re working together to achieve your
goals.

From establishing the right communication channels to figuring out the visions, values and missions of
your business, we’ll walk you through all the tools you need to better understand your business.

1.2.2 TOOLS AD TEMPLATES

Through this chapter we will be learning the importance of the
following tools:

The Golden Circle:

1.2.3 THE GOLDEN CIRCLE
Digital Marketing is all about communicating with your customers and engaging them but to
do so, you need to understand your business, after all, how can we communicate on
something that’s not 100% clear for us. but when communicating its important to know what
to say a tool that can help you do that is the Golden Circle (a concept developed by Simon
Sinek who says, “people don't buy what you do, they buy why you do it.”.)
It’s composed of three elements:

 What: The product you sell or the service you Offer

 How: The things that makes you special sets you apart from the competition
 Why: The reason of your business and why it exists (Purpose, Cause, Belief)

Customers care more about why you do what you do then what you offer them.
So always start with the Why when communicating.
Example : The golden circle applied on Apple Company.:
 Why: “Everything we do we believe in challenging the status quo.
We believe in thinking differently.”
 How: “The way we challenge the status quo is by making our products
beautifully designed. Simple to use and user friendly”
 What: “We just happen to make great computers. Want to buy one?”

1.2.4 BUSINESS MODEL CANVAS

Another tool that allows you to understand your business (thus better communicate on it) is the Business
model (the plan on how firms creates, delivers and captures value).
There’s a lot of business model designs out there but we will stick to the Business model canvas tool as its
the best one when it comes to Digital Marketing.

Customer Segments - To whom your Product / service is for

Customer Relationships - What’s the Interaction you have with your customers
Channels - Where are those interactions are
taking place
Value Propositions - What value to you bring
to the customer
Key Activities - What are you doing to bring that
value?
Key Resources - What resources are you using
Key Partners - Who is helping you bring that value
Revenue Streams - How do you generate money
Cost Structure - in What are you spending money

[Link]

Here is a Link to a Business Model Canvas you can use.

Make sure to Create a Copy of the Template to be able to use it

1.2.5 LEAN CANVAS

But the business model canvas is not enough to communicate about your WHY as a business;
the reason you came to existence, that’s why after developing the Business model canvas, you
will be outlining your lean canvas (an adaptation of Business Model Canvas by Alexander
Osterwalder which Ash Maurya created in the Lean Startup spirit (Fast, Concise and Effective
startup).)

1. Customer Segments: Who are you are you customers? (you can use the same statements
as the BMC) Early adopters who will test your product or service for the first time? Who are
they and what they do?
2. Problem: For each customer segments, list the top 3 problems they are facing and the
existing alternatives nowadays that are solving those problems - Existing Alternatives.
3. Unique Value Proposition: a Simple and Clear message of your solution, High-Level
Concept how will your solution help the customer each day?
4. Solution: Here for the problems you stated in 2, place your solution to solve each of those
problems.
5. Channels: How will you reach the customers you stated in 1, where can you find them
what technology they are using?
6. Revenue Streams: How will you gain money?
7. Cost Structure: how will you spend your money, Fixed (salaries, rent …) and variable
costs (Marketing..)
8. Key Metrics: How will you know you are doing great ? (what are the metrics that will
allow you to understand if you are taking the right path (it can be the number of leads, number
of visitors on store, number of download… )) and state how is your business doing today for
each key metric.
9. Unfair Advantage: What make your product different and unique, the things you have that
are hard to copy. (compared to your competitors)

1.2.6 BRAND TONE OF VOICE

Your brand voice (also known as a brand's tone of voice), is crafted based on who your target
audience is and is designed to make the brand feel familiar.
It is the uniformity in selection of words, the attitude and values of the brand while addressing
the target audience.
Coca Cola’s brand tone of voice is clear (happiness, joy, experiences, etc.) and is addressed
through a uniform tone of voice – Friendliness. A user can imagine Coca Cola as a person
with a personality and a voice.

How to create one?

 Know your audience: Use your customer persona to define what your target audience
want to hear? How they talk? What vocabulary they use?
 Assign your Brand an Adjective: if your brand was a person what adjective would
describe him the best? Adventurous, Cool, Friendly, Professional…
 Pick the adjective and build your voice based on it
 Use this chart or many others you can find on the web to address your customers.
Watch this video to learn more about how Apple and Nike have branded your brain:

[Link]

1.2.8. COMMUNICATING ON YOUR BUSINESS

Combining all these tools will allow you to speak directly to your customers and engage them
with the reason you do what you do.
That will also allow you to know your competition and what makes you unique comparing to
them

1.3 SETTING YOUR GOALS

1.3.1 SMART GOALS

In Digital Marketing setting the RIGHT goals is a crucial step.

Setting Goals will allow you to know if you are in the right track, if there is anything to
improve/change and specially what to track. Those goals will give clarity on the right strategy
to adopt and tools to use.
In Every digital Marketing Strategy we use a Cycle that always starts with Setting Goals.
Your Goals must be SMART ones:
 S. pecific
 M. easurable
 A. ttainable
 R. elevant
 T. ime bound

Here is a Link to a SMART Goal Template you can use.

Make sure to Create a Copy of the Template to be able to use it!

1.4 BUILD YOUR PERSONA AND CUSTOMER

JOURNEY
1.4.1 BUYER VS CONSUMER
Before we start this chapter, you need to know that there’s a big difference between Buyer and Consumer.

A Buyer is the one that will purchase your product/service but the consumer is the one that will use your
product/service, sometimes they are the same person but in many cases those are different ones.

Example: You are selling Toys for kids, the Buyers are the parents but the consumer is the kid.

And this is specially relevant in B2B Marketing (Business to Business Marketing) as the Buyer is always a
different person from the Consumer. You are selling a solution to make HR people easier but the CEO or
the head of Finance is the one that will pay for it. In many cases the buyer’s decision is strongly influenced
by the consumer’s needs but you need to keep this in mind when researching your target, to whom you
need to communicate.

1.4.2 PERSONA
“Personas are fictional characters, which you create based upon your research in order to represent the
different user types that might use your service, product, site, or brand in a similar way.”

Interaction Design
A Persona is a representation of a customer that lists their personality, jobs, what they want to achieve,
what are their hobbies… It’s built by grouping a customer segment to create the perfect customer for your
product/service.
This will help you outline each customer segment and create a profile for it, that way you know whom are
you talking to when you are about to communicate.

What is a Customer Persona ?

[Link]

Here’s a Persona Cheat sheet, you can use to build your persona:
Cheat sheet

And here’s an example of a persona built

Example Persona

1.4.3 GET TO KNOW YOUR CUSTOMERS

In order to communicate you need to know whom are you talking to, addressing a Mother is different from
a Single Man, even though both belong to your target audience, they don’t have the same motives in life
and specially not the same reason to buy your product/service.

In order to understand the motives and values of your target audience, you need to usethe Tool “Value
Proposition Canvas” which is a tool that help ensure that your product/service is positioned around the
customer, it’s a detailed look at the relationship between two parts of the Business Model canvas that we
saw earlier ( Customer segments and Value proposition).

1.4.5 VALUE PROPOSITION CANVAS (VPC)

The Value Proposition Canvas will allow you to understand more your customer and know its motives,
what values are they expecting from your business.
The Value Proposition Canvas is composed of two parts:

 Customer Profile: Following the Personas we built earlier

o Customer Jobs: Jobs can be Functional like landing a job, Social like having more
friends or Emotional like feeling safe.
o Pains: The negative outcomes that customer hope to avoid like frustrations, challenges
and obstacles
o Gains: The positive outcomes that customers hope to achieve like benefits and aspirations

 Value Map: A Map that outlines your Value to each customer segment.
o Products/Services: List of the value your bring to the customers to help them fulfill their
jobs.
o Pain relievers: The features that reduce or eliminate Customer pains
o Gain Creators: Create and increase the Customer Gains

[Link]

1.4.6 CUSTOMER JOURNEY

The Customer Journey is the journey your customer take when interacting with your product / service.

It’s the design of the marketing Funnel from a Customer Perspective.

How will they interact with your brand, what actions will they take, how do they feel about each step of the
funnel.
The reason behind building a customer journey is increasing the number of customers and having more
qualified ones.

Learn More About Why Mapping Customer Journey is Curcial

1.4.7 CUSTOMER PHASES

The Customer Phases is the naming of the customer for each stage.

Awareness is the first stage of the customer journey where the customer is a stranger.

A Stranger, is someone that never interacted with your brand. The second phase is Visitor, After interacting
with your product or service, the customer gets to know more your business.

Consideration is the stage in which the customer is considering to purchase your product or service, the
Lead is someone who is considering buying your product or service.
Once your product or service is bought, we call the person a Customer, someone whos now experiencing
your product or service. And you need to make him an Advocator, (someone who promotes your products
to his network).

[Link]

Learn More About How to Create your Customer Journey

1.5 SOCIAL MEDIA CHANNELS

1.5.1 DIGITAL MARKETING CHANNELS
In Digital Marketing we make use of different channels all for the same purpose reaching the
SMART goals we set.
There’s plenty of channels that can be used with different tools but most common ones are:
  Social Media: such as Facebook, Instagram, Linkedin, twitter… with billions of users
that’s where your future customers are.
 Search Engine: The use of search engines such as google to drive traffic to the
website it can be organic (with the use of SEO) or paid (using Google ads)
 Website: The website is the major channel you will using in your Digital Marketing
strategies as all the actions you will taken is to drive traffic (users) to your website.
 Affiliate: Affiliate is the use of other Business’ or people’s social profiles to drive
sales.
Iit can be in a program you create (such as we see in gaming where streamers get
commission when someone uses their promo codes) or even with the use of
Influencers.
 Email: Emailing play a big role in Digital Marketing as they are the best tool to
convert visitors to customers.
 Mobile: It’s the techniques to reach customers in their smartphones, such as
notifications.
 Referrals: Is mostly used in SEO to drive more traffic to your website. It can be
posting a blog post in another platform such as Medium or even someone using your
infographic and giving you credits.
It's everything that drive traffic to your website and is not included in the other 5
channels

1.5.2 Social Media Channels usage - World Wide

Social Media channels are platforms that allow users to create or share information and
ideas and interact with each other’s.

Each social media has its own users that can cross, when creating your strategy you need to
know where your target audience is and what type of content works best in each platform.
And specially the kind of device they are using in that specific social media.

The amount of time that people spend on social media worldwide is increasing every year it
reached 2 hours and 27 minutes in 2022 which represents ⅓ of their internet usage and 1/7
of their waking lives.

In January 2022 Social Media worldwide had a count of 4.62 Billion users (99% access it via
mobile)

World’s Most used Social Media in Millions - Jan 2022

1.5.3 SOCIAL MEDIA CHANNELS USAGE - AFRICA
Africa’s Most used Social Media in Thousands - Jan 2022

Find each countries statistics through Napoleoncat

[Link] FACEBOOK - AFRICA

247.1 Million Users

20.5% Access on both mobile and Laptop/Desktop computer

96.8% Use mobile phone but might also use Laptop/Desktop computer
3.2% Only on Laptop or Desktop Computer
76.3% Only access via a mobile phone

Content Format:

 Stories - Most are reshares from Instagram

 Live video - Gets the most organic engagement
 Posts by order of usage 1- Only Text 2- Video 3- Text + Picture)

Content Type: Content that best perform on Brand’s channels

 Blog Posts
 Videos
 Live
 Albums
 Illustrations and Infographics

INSTAGRAM - AFRICA
73.7 Million Users

Hashtags are so important that allow you to appear on the search page, when users make
search they do it using hashtags.

Links can’t be Clicked in the description - You only have access to one clickable link in the
Biography or the swipe up in the stories (account need to have more than 10k followers)

Content Format:

 Stories - Most reach among your followers

 Pictures/Albums - Human pictures Pictures with text does not perform well
 Videos/Reels - Videos should be less than 1 minute
 IGTV Videos or Live

Content Type:

 Photos: Work Environment or Testimonials of Customers

 Inspirational Quotes with a message
 Stories of Behind the scenes

TIKTOK - AFRICA
32.7 Million Users
TikTok has 732 million monthly active users, which represents 12% of the global population
aged 13 years old and above.

On average, TikTok users spend 13.3 hours per month or 43.72 minutes per day on the
platform

50.1% of TikTok’s global users are female while 49.9% are male

Content Format:

 Videos - Maximum Length : 10 minutes

Content Type:
 Videos - Content that best perform on Brand’s channels

LINKEDIN - AFRICA
51,3 Million Users

Professional usage, information based platform

Content Format:

 Text + Image
 Text
 Video - Work the less on Linkedin

Content Type:

 Blog Posts
 Company Updates
 Photo Updates
 Industry News and Research
 In-Depth How-To and List-Style Posts
 Quick Tips

TWITTER - AFRICA
22,25 Million Users

Use of Hashtag is so important in Twitter

Content Format:

 Text - Tweets as called by Twitter’s users - max length 280 characters

 Video - short and simple videos get more engagement
 Text + Photo - Photos need to be eye-catching one to bring attention to the content

Content Type: Content that best perform on Brand’s channels

 Inspirational quotes
 Updates on products/services
 Retweets of user generated tweets
 Discussions of certain topics


1.6 CONCLUSION

What you should remember

The 4Cs as an extension for the 4Ps when we talk about Digital Marketing
Digital Marketing is composed of 4 Components (Advertising, Social Media Management,
SEO and EMail Marketing) that are composed by other components.
People don't buy what you do, they buy why you do it.
You need to make sure that your goal is SMART which means: Relevant to your other
goals, Specific not general, Measurable so you can track it, Attainable for you to achieve
and Time Bound to readjust or improve.
Social Media play an important role in your Digital Marketing strategy but you need to
make sure that your content is adapted to the channel you are using.
2- MANAGE SOCIAL MEDIA
PLATFORMS ORGANICALLY
2.1 INTRODUCTION TO SOCIAL MEDIA
MANAGEMENT
Social Media is one of the Digital Marketing channels. With more 4.62 Billion users (almost 58.4% of
world population) which makes it one of the major channel for all your Digital strategies.

As we saw in the previous Chapter, knowing your audience is so important to deliver the best message to
them.

The personas will help you figure out which social media platforms your target audience is in, and which
message attracts them the most. Throughout this chapter, we will be focusing on the top 5 platforms used in
Africa and worldwide: Facebook, Instagram, TikTok, Linkedin and Twitter.

But first, you need to understand the stages that your customer goes through before buying your product.
Marketing Funnel
Awareness:
Introducing your brand to potential customers,
In a way they can recall it afterwards.

Interest:
After being aware of your brand, they show interest in building a relationship with your brand.

Consideration:
Now after being interested, they are considering your brand for their purchase.

Conversion:
This is the final step in the Funnel which will lead to them becoming customers/Leads (depending on your
business model).

Retention:
The act of making a current customer purchase again (can be the same product/service or different one).

The Marketing Flywheel

The flywheel is a self-sustaining marketing model that generates a steady stream of leads and prospects for
your brand.

Buyers can fall out of the journey when they hit friction while consuming your content.

Eliminating that friction allows your flywheel to spin freely.

[Link]
Social Media Platforms
Each social media platform is different from the other ones, from the way businesses are represented to the
way they interact with their audience.

Depending on the social media platform you either need an account to represent your brand or just a page
but they all provide a feed page dedicated to your business.

Facebook is the only social media that can take automatically the content from all the other platforms.

Using a third party software, all social media platforms can be interconnected and will allow you to publish
the same post in different ones by a simple click that can be automated but some formats are better to
attract your target audience and other are the best to engage them depending on the platform.

How to create: Facebook

Business Presence: Page

Audience name: Followers

For your business presence on Facebook you need to create a Facebook Page representing your business.
Click on the ‘+’ Button on top-Right and then ‘Page’

Insert the informations needed - Such As Name of the Page, Category and description and press ‘Create
Page’

[Link]
How to create: Instagram

Business Presence: Profile

Audience name: Followers

For Instagram you need an Account (same as a Personal one that you will change afterwards to be a
Business one)

First go to instagram and create an Account (You can sign up or log with Facebook to link your Facebook
Account)
After Creating your account (Go To account and in the bottom you have “Switch to Business Profile”) this
will turn your account in a Business one, allowing you to see more insights on your profile.

[Link]

How to create: Tiktok

Business Presence: Channel

Audience name: Followers

For Tiktok you need an Account (same as a Personal one that you will change afterwards to be a Business
one)

[Link]

How to create: Linkedin

Business Presence: Page

Audience name: Followers

Linkedin, like Facebook, You need to create a Page for your Business.
Simply Click on “Work” on the top right and choose (Create a Company Page)
Follow the instructions to add your business Informations

[Link]

How to create: Twitter

Business Presence: Account
Audience name: Followers
Business Accounts on twitter are the same as personal accounts:
To create an account you just need to signup and update your profile afterwards.

Important Things to remember:

 Insert your Profile Picture and header Image

 Choose your Business Display name and mention name
 Update your Biography - Description of your business or
product/service.

[Link]

2.2 THE DIFFERENT TYPES OF CONTENT

Content Marketing
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a
targeted audience online.

What do we mean by content?

A content is anything that can be consumed online, such as the written word, images, pictures,
infographics, audio and video.
This form of marketing help you acquire customers, nurture and retain them.
One of the Major channels for Content Marketing is Social Media platforms.

Jab, Jab, then The Right Hook

“There is no sale without the story; no knockout without the setup.” ― Gary Vaynerchuk
In Boxing If you give a punch with all your strength in the start of combat the other opponent will be ready
for it and will counter it, which will lead to you losing the fight. This is what we call “Jab, Jab, then Right
Hook”. if you want to win you need to deliver small punches to make your opponent weak and ready for
the final one.
The same goes for “Content Marketing” Hard selling your product/service in all your content will lead to a
disinterest (All this brand want is my money) from your potential customers as this content does not speak
directly to them. Your need to showcase the fact that you care about the solution to relieve the pains that
the customer have.

Content Types
By content types, we mean the messages that the content is delivering not the content examples.
The content can be grouped in 5 Types:

 Brand content,
 Emotional content,
  Informative content,
 Hard selling content,
 and Educational content.
This pie chart illustrates your content strategy, we will be using the same example (GoMyCode) to
show you the difference between each content type.

Educational Content
Tell people how to use your product, or educate people about the context of your business.
e. g. 5 tips to find cheap flights in internet.

Informative Content
Content that is informative either about your products and services or about topics related to it.

Emotional Content
Testimonials and storytelling from your product. Make people feel emotions.
Brand Content
Communicates brand values, mission and purpose.
Branded content is designed to build awareness for a brand by associating it with content that shares its
values.

Hard selling
Content
The right hooks,
here you are going
to be straight and
honest with your
audience, you are
selling them.
2.3 COMPONENT OF A SOCISAL MEDIS POST
Components of Social Media post
A Social Media post is a composition of different elements.
Each one of them has a specific reason.
Here are the different components stated in the order of importance.

Visuals
This is the first element in the post that will whether attract or not the attention of your audience.
The most powerful hooks are : Interesting, Shocking, Unusual and Emotional visuals.
Interesting
Stats that can intrigue them
Shocking
Something that will shock them

Unusual
Something they are not used to see
Emotional
Bring emotions to the audience

Creating a Caption - Organic Content

After having their curiosity with your visual, now you have their attention in the caption and the message
you want to deliver.

“The difference between a regular post and an outstanding post is a good caption.” - Urdi

A Good caption should follow those steps:

 Use your brand voice: Show your brand personality

 Length: You should know that the in Instagram only the 3 first lines are visible after that there’s a
“read more” button and Instagram recommends using 125 characters or fewer.. In Facebook the
“See more” Button appears after 477 characters (for desktop and 60 characters in Mobile) and
Facebook recommended posts length are between 100 and 250 characters. You should know that
those recommendations are not restrictions, you should refer to the next point for that.
 The most important words First: As captions are cut off as mentioned depending on their length
so you need to use your call to action in the beginning with the best conveying message to intrigue
your audience and hook them to tap the read more.
 Use emojis: Use emojis but don’t overuse them, emojis can help attract the eye to certain lines but
overusing them can make your caption unreadable.

Here are some tools that can help you make the best captions:

 [Link]: Will help you with caption ideas (Generates caption ideas depending on your description)
Hemingway app: It will analyse your text and make it bold and clear
 Grammarly: Will catch errors in your text
Call to Action
What are you expecting from them to do? Is it a comment, like, share or click on specific link? Should they
sign up?
Here you have to give them a clear action to do.
Audience can sometimes love what you published but they get confused to what to do.
For some, a simple like is enough. For others, they right down a comment to show support, but is it what
you are waiting from them?
Make it clear and dumb it out in a clear sentence.
e.g.

 Click if you want to find out more.

 Sign up Here.
 Like the post if you agree.
Learn how to Create a good Call to Action

Hashtags and mentions

Hashtags are Keywords that define what your post is all about, think about it as a categorizer or conclusion
of what you wrote. You need to understand that social media platforms take use of the hashtags to
categorize the content and posts, you can click on any Hashtag and it will show you the posts that hold the
same hashtag.

Other social media platforms use the hashtags for their search bars (Instagram and Twitter) in which when
you search for a specific content you need to use the hashtag system.

To create or use a hashtag you just need to use “#” before any word, words need to be connected avoid
using “_”

but rather use no space and Capital letters when using two words.

e.g. #digital_marketing better use #DigitalMarketing instead

Mention is the act of tagging an account (personal or business) in your post, you can use to interact with
your audience or with other brands.
All you need to do is add “@” followed by the id of the user you want to tag. Mention allows you to engage
your audience in conversations.
Useful tool: Inflact is a hashtag generator that helps you find the best hashtags for your social media
content

2.4 DIFFERENT CONTENT FORMATS AND WHEN

TO USE THEM
Introduction to Content Format on Social Media
Understanding your social media target audience will help you achieve the business goals you set (as
explained in the previous chapter of this course) through optimal social media content.

There are 4 key social media content formats used in order to provide a content that attract your audience
attention and engage them.
Each social media content format has its own specific characteristics to attract your target audience on
social media.

We will go through the 4 key social media content formats, in order to explain the characteristics of each
one of them.
4 key social media content formats

Text:

 Blog Post
  Article

Image Format:

 Visual
 Photo / Album
 Infographic

Video Format:

 GIF
 Short Video
 Long Video
 Reels

Audio Format:

 Podcast
 Other:
 Presentation
 EBooks

Content Format can be a combination of two or more format, text format is usually associated with all other
content format as a caption.

[Link]
Text Format
In most cases, text format tends to be the most difficult-to-consume social media format.
People are lazy readers. But if your texts will be easy to understand, your audience will read it through to
the end.
Users read about 20% of the text on the average page according to usability expert Jakob Nielsen.
While adding additional words increases read time, visitors only read about 18% of them.

Social Media Options for Text Format

 Blogs
 LinkedIn Publishing
 Medium
 Facebook articles and Twitter.
Tips to improve text readership :

 Make your text lines look short and easy to read.

 Use short sentences and short paragraphs.
 Outline content and bold important lines to guide readers.
 Select short words

Marketing Funnel Stage:

 Text Format is powerful in conversion and Consideration stages

Image Format
You can use any content in the form of images: eye-catching photos, graphics, screenshots, pictures, charts,
infographics — everything that may interest your followers.
74% of social media marketers use images according to Social Media Examiner’s 2016 Research.

Social Media Options for Image Format :

 Instagram Posts or stories

 Blogs
 Facebook Posts or Stories
Tips to improve Image format use :

 Tag other accounts in your images.

 Name your images.
 Spotlight customers and fans.
 Showcase your audience how to use your product.
 Participate in memes or funny comics.

Marketing Funnel Stage:

 Image Format is powerful in Awareness stage

Video Format
Video format is a more popular format of content than the text because the video presents a raw view of the
world. Video combines moving visual and sounds which makes it easier to capture someone’s attention.
The videos you share can be educational, entertaining, promotional, shown as stories or just interesting
snips.
Whatever type of video you choose, make sure you’re staying in your niche and sharing something
relevant.

Social Media options for Video Format :

 Youtube
 Facebook Live
 Facebook Video Post
 Blogs
 LinkedIn Slideshare

Tips to improve video content format use

 Create branded intro and conclusion

 Type live events and conferences
 Start using videos to build your skills

Marketing Funnel Stage:

 Video Format is powerful in Interest and consideration stages

Audio Format
10% of social media marketers use audio according to Social Media Examiner’s 2016 Research.
As a marketer, consider that audio can play a variety of different roles.
You can also use the audio format to transmit interviews and talking heads or make it podcast. Some media
like The New Yorker use audio format for their articles.

Social Media Options for Audio Format

 Blogs : distribute podcasts. Further, podcasts help create regular recurring content columns.
 LinkedIn Slideshare

Tips to improve Audio Format use

 Create an audio logo to make your audio content recognizable.

 Add audio content to your blog to expand your regular columns.

Marketing Funnel Stage:

 Audio Format is powerful for interest and conversion stages

Gomytech Podcast

What works best for each Stage of the Marketing Funnel

During each phase of the funnel, you should be creating content for that specific person.
Here are examples of the types of content you’ll create for each stage:

Awareness & Interest

 Videos
 Blog Post
 Podcast episodes
 Email newsletters
 Guides

Conversion

 Sales pages
 Sales videos
 Sales emails
 Product descriptions
 More testimonials

Consideration

 Case studies
 Testimonials and reviews
 Product demonstrations
 Inspirational posts about the
 benefits

Retention
  Follow-up emails
 Special offers
 Customer support & FAQs
 Email Newsletters

What works best for each Social Media platform

Some social media platform accept all content format, but certain content perform best in certain platforms,
here’s a list of top 3 performing content format for each social media platform. Keep in mind that this
doesn’t mean that the content format that are not stated does not perform well, they just don’t belong to the
top 3.
If you want to learn more about Content Format you can refer to this article

Facebook

 Photo / Album
 Blog Post
 Short video

Instagram

 Photo / Album
 Visual
 Short video

TikTok

 Short Video

Linkedin

 Article
 Infographic
 Blog Post

Twitter

 GIF
 Short video
 Text

2.5 HOW TO ADAPT THE CONTENT FOR EACH

SOCIAL MEDIA
Purpose of each Social Media Channel
Your audience is using each social media platform for a different reason, you need to understand those
reasons to be able to deliver the best content that fits the context of this social media platform.

Long before we used to categorize each social media with its capabilities (twitter for short text content,
Youtube for video, Instagram only for photos..).Now, with the advancement of features on each social
media, people use those platforms depending on what they hope to accomplish by using them.
We can identify

 Social networks—Connect with people - Facebook, Twitter, LinkedIn

 Media sharing networks—Share photos, videos, and other media - Instagram, Tiktok, Snapchat,
YouTube
 Discussion forums—Share news and ideas - reddit, Quora
 Bookmarking and content curation networks—Discover, save, and share new content -
Pinterest
 Consumer review networks—Find and review businesses - Yelp, TripAdvisor
 Blogging and publishing networks—Publish content online - WordPress, Tumblr, Medium
 Anonymous social networks—Communicate anonymously - Whisper, [Link]

We will be focusing on the two top categories: social networks and media sharing networks.

Social networks
Examples: Facebook, Twitter, LinkedIn
Purpose of use: Connect with people (and brands) online.
Benefit your business: Market research, brand awareness, lead generation, relationship building, customer
service… the list is pretty much endless.

Social networks, sometimes called “relationship networks,” help people and organizations connect online
to share information and ideas.

While these networks aren’t the oldest type of social media, they certainly define it now. These channels
started as relatively simple services—for example, Twitter was the place to answer the question “what are
you doing?” and Facebook was where you might check the relationship status of that cute Economics 101
classmate.

Now, and especially since the rise of the mobile internet, these networks have become hubs that transform
nearly every aspect of modern life—from reading news to sharing vacation photos to finding a new job
—into a social experience.

Media sharing networks

Examples: Instagram, Snapchat, Tiktok, YouTube
Purpose of use: Find and share photos, video, live video, and other media online.
Benefit your business: Like the major relationship networks, these sites are invaluable for brand
awareness, lead generation, audience engagement, and most of your other social marketing goals.

Media sharing networks give people and brands a place to find and share media online, including photos,
videos, and live videos.

The lines between media sharing networks and social networks are blurring these days as social
relationship networks like Facebook and Twitter add live video, augmented reality, and other multimedia
services to their platforms. However, what distinguishes media sharing networks is that the sharing of
media is their defining and primary purpose.

While the majority of posts on relationship networks contain text, posts on networks like Instagram and
Snapchat start with an image or video, to which users may decide to add content like captions, mentions of
other users, or filters that make you look like a bunny.

Similarly, on sites such as TikTok, YouTube and Vimeo, video is the primary mode of communication.

Adapting your Content to Social Media platform

As stated before each social media has a content format that best perform in it, adding that to your digital
marketing goal, you need to adapt your content to allow it to drive the best result on each social platform.

Example:
A Startup is now focused on engaging people to consider purchasing their product they need to use both
Format Video and Blog posts (as they are the best for the Consideration stage in the marketing funnel).
Video drive more results :

 if short : on Facebook, Instagram, Twitter, Tiktok

 If long : on Youtube
Blog posts drive more results on Facebook, Linkedin.

The key Formula is the use of content for long video witch create key message in a short introductory
videos that drive traffic to the long video, also adapt the long video to a blog post that states the content and
drive traffic to the long video. The call to action for the long video is the one that will convert.

With this example we can see how it’s really important to adapt your content format to the social media
platform you are using, if blog posts don’t perform well on Instagram, than make visuals out of the blog
post and use those to drive traffic to your blog post.

Adapting your Message

A content is the key message you want to deliver to your audience, its format can be changed depending on
the platform and need to be adapted to your marketing goal.

Example:
GoMyCode wants to deliver an Educational Message: the subject is DevOps as its a trending subject
among Developers.

What's DevOps - Educational Content

Facebook Instagram Twitter Youtube Linkedin

Content What's DevOps Stats about Funny Joke What's DevOps Job Opportunities
DevOps about DevOps of DevOps
developer

Format Blog Post Album of Gif Long Video Blog Post

visuals

Call to Check our Blog Check our Blog Check our Blog Check our Blog Check our Blog
Action Post for more Post for more Post for more Post for more Post for more
information on information on information on information on information on
DevOps DevOps DevOps DevOps DevOps

Keep in mind that a blog post is represented by a visual containing the title or a reference to it in Linkedin
and Facebook.
 2.6 TIMING IS KEY
Timing
“It’s always about timing. If it’s too soon, no one understands. If it’s too late, everyone’s forgotten.”
― Anna Wintour.

Analyze when is your audience more,active so you can start posting the most relevant content for them
when they actually can see it, e.g. your audience is high school students during the week best to post in the
Breaks, while they are at lunch or in the evenings after school.

Facebook Insights
In each platform, the audience behave differently and that’s why you need to check your best engagement
timing for each one of them.
Facebook gives you insights on your current audience behaviour .

You can access Facebook insights with two methods:

1- Through your Facebook Page:

2- With Meta Business suite:

Timing and Audience

To track the timing that you have the most of your Audience using Facebook

You have to:

 Access Insights tab

 Posts section
 In Times
You can read the peaks from the chart.

This timing can change depending on the period you are using so keep a close Eyes.

It's different from a Business to another so always check the insights for your audience.

Facebook
Even if Facebook gives the best timings to post, you still need to test that out, refer to industry
recommendations and start changing the timing to check what works best for you but you need always to
keep in track.

Here’s a Global Engagement Timings for Facebook;

Always check SproutSocial for the latest updates!

Instagram
Opposite to Facebook that gives the best timings to post for other social platform you need to test that out,
refer to industry recommendations and start changing the timing to check what works best for you but you
need to keep in mind that:

 People usually check their phones right when they wake up and that generates some of the highest
engagement.
 People usually check their phones during lunch or when they start to run out of mental energy
toward the end of the work day.
 It’s strange but people check their phones when with friends (when they go out for a coffee or for a
drink), this does not drive engagement but interest and attention.

This is a chart of Global Engagement on Instagram:

Always check SproutSocial for the latest updates!

Tiktok
TikTok offers a unique user experience on its platform as opposed to other social media apps. This includes
the ability to create short videos by shooting, adjusting clips, customizing audio, applying effects, and
enhancing with filters all within the app.

 Best times to post on TikTok: Tuesdays 2–3 p.m., and Wednesdays and Thursdays 1–3 p.m.
 Best days to post on TikTok: Wednesdays and Thursdays
 Worst days to post on TikTok: Sundays
Always check SproutSocial for the latest updates!

Linkedin
Linkedin is a professional Social Media platforms thus it works differently:

 Best times to post on LinkedIn: Tuesdays 10 a.m. to noon

 Best days to post on LinkedIn: Wednesdays and Thursdays
 Worst days to post on LinkedIn: Saturdays and Sundays
Always check SproutSocial for the latest updates!

Twitter
Twitter is a service for friends, family, and coworkers to communicate and stay connected through the
exchange of quick, frequent messages. People post Tweets, which may contain photos, videos, links, and
text. These messages are posted to your profile, sent to your followers, and are searchable on Twitter
search.

 Best times to post on Twitter: Mondays, Tuesdays, Wednesdays, Fridays and Saturdays at 9 a.m.
 Best days to post on Twitter: Tuesdays and Wednesdays
 Worst days to post on Twitter: Sundays
Always check SproutSocial for the latest updates!

Don’t forget your Holidays

The holiday season is very important when it comes to creating your content calendar.

These are special events to take into account when preparing your content for social media.

Many marketers see holiday social media posts as “fluff” – content that doesn't really mean anything, but is
easy to create and post. The truth is, holiday posts and newsbreaks during the holiday season can be some
of the most valuable content you produce for social media platforms.

These holidays create a wonderful emotional touch points in your marketing campaign for Facebook and
other platforms.

Read More about The Importance Of Publishing Content On Social Media

Learn more about All the Holidays in Africa

Audience
Every type of audience behave differently so you need to understand how and when to approach this is
where the personas you created come on handy.

Also you need to refer to the industry you are in, those are years of tries and failure from business before
you, you can follow this article and check out best timing for your industry, but keep in mind that it
depends also on the country (as audience behave differently in each country) but this can be a good start for
your testings.

Best times to post on social media by Sprout Social, blog post

2.7 SOCIAL MEDIA CONTENT CALENDAR

3. Consistency and Constancy
4. In a boxing combat; you need to be consistent (sustain the same power of punch every time)
and constant (Keep giving those punches till you make the final one); If you give a punch
with all your strength in the start of combat the other opponent will be ready for it and will
counter it which will lead to you losing the fight.
The same goes to “Content Marketing” Hard selling your product/service in all your content
will lead to a disinterest (All this brand want is my money) from your potential customers as
this content does not speak directly to them. Your Content need to be Consistent (deliver
powerful content that is relevant to the channel used) and Constant (keep delivering at the
same pace).
That’s why you need to use an Editorial Line to keep your content Consistent and Constant.
 5.

Editorial Line
Your editorial line is the set of themes and subjects that target your personas and make use of your brand
voice.
It’s your social media calendar combined with other calendars from different medias.
And it’s composed of

 Date
 Post number
 Publish Time
 Topic / theme
 Content Type
 Channel
 Content Format
 Content
 Caption
 Contents’ track / Analytics

Things you can add:

 Content Creation responsible

 Content Feedback

Date and Post number

Before going to the daily calendar you need to establish a weekly one
The number of contents you will deliver depends on your team capacity to create the most important things
is consistency and constancy. What is recommended is a minimum of 4 contents published weekly and
there’s no maximum just keep in mind the timing that we will see in the next slide to make use of every
piece of content your generate.

Publish Time
Refer to the Timing chapter and keep in mind that your content need to be posted an hour before your peak
and give at least a space of 3 hours between each publication. (Does not apply on Twitter, Snapchat, or
InstaStories.) that way your audience have enough time to interact with your content.

Plan your content to be conversational (include a call to action), leave a space for reflections among your
audiences and let your publications live.

If your peak time is 7PM, the content should be posted at 6PM and leave 3 Hours between every content
even if your next peak is at 9PM
Topic and Themes
Using your personas, you can create topics and themes that your target audience are interested in those can
be related directly or indirectly to your business.
Example 1: One of your personas is a Geek (someone who uses computer a lot and play video games)
“Gaming” can be a great topic to attract his attention.
Example 2: Your persona is someone who loves dogs you can use as a topic “Tips to train your dog”

Take your personas and list down all the topics and themes they are interested in, it’s simple use the Value
map we saw in the value proposition canvas, Products and services are themes you can use along with pain
relievers and gain creators.

After you finished listing down all the topics, now delete all the ones that are not related directly or
indirectly to your business. Example 1 : Your business is providing freelance opportunities and one of your
personas is single mothers. One of the topics they are interested in, is “tips to raise their baby” this topics is
not related to your business so you need to delete it.

The final list you will have is the one you will be using to communicate in all your channels.

Keep in mind that a theme is a set of topics.

Content Type, Channel & Content Format

What type of content are you using: Brand content, Emotional content, Informative content, Hard selling
content or Educational content.
What channel is it for: state one of the social media platforms or other medias
What’s the format of the content: The format depends on the channel you are using, it can be as we saw
before Blog Post, Article, Visual, Photo / Album...
Content & Caption
For the Content, here your provide all the details for the person that will create the content, depending on
the format, if it’s a video, what’s the message you want to convey and the type of video (animated, Real
video, Set of photos..) be as explicit as possible for the content creator, graphic designer, video editor… to
deliver the message you want.
If it’s a visual what do you want in the visual and what feelings you want the target audience to have…

For the Caption, as we saw before it’s the text that will go along with the piece of content when it’s
published, this part can help the person that will create the content to have a better idea on what to include.
Contents’ Track / Analytics
This is where you will be following the impact of your piece of content, how many likes, the reach of the
post, how many views if it’s a video…. We will see the metrics to track in the next chapter.
This will help you define if the piece of content was a success or not and help you iterate to find the best
formula.

Content Creation responsible and Content Feedback

Use this to organise your work, if you have a team (graphic designer, content creator, content
responsible…) this is where everyone will know what to work on.
Who is responsible to create the content, what’s the deadline and the progress (did not start, in Progress,
Done) and who is responsible for giving feedback, what’s the deadline for the feedback, what’s the
feedback and the progress.
Social Media Content Calendar
You can also track the investment you made on each post and track the result by adding other columns
depending on the metrics you will be tracking (we will see the metrics to track for paid ads in the next
chapters)

After finishing all the component we stated before you will end up with social media content calendar
containing all the contents you will be publishing online and allowing you to track them to be consistent
and constant.

You can download the template here, and feel free to adapt it to your preferences and make the changes
you need.

Press file on top and press make a copy to be able to change it and make it your own.
 2.8 KEY METRICS OF EACH SOCIAL MEDIA AND HOW
TO TRACK THEM
KPIs & MoS
KPIs refer to Key Performance Indicators
MoS refer to Measure of Success
KPIs evaluates the activities in which a business engages
MoS is a set of KPIs that evaluates the goals set by the business or a bigger activity
Example: You want to lose weight,
your MoS is reach 70 KG by end of June.
Your KPIs can be: Go to the Gym twice a week - eat 2 meals per day..

Marketing Funnel Key Metrics

Through this chapter we will be studying the metrics that are in bold as they are the ones related to Social
Media, we will be studying the others in the next chapters
Awareness:

 Impressions
 Reach
 Brand Recall

Interest:

 Engagement (Likes, Comments, Shares)

 Clicks

Consideration:

 Website Traffic
 Downloads

Conversion:
Depends on your Brand can be:

 Online Purchases
 Sign-ups
 Booking a meetings

Create a Facebook Business Account

Before Tracking your KPIs you need to create a Facebook Business account and get access to the Business
manager.

 Head to [Link]
  Click on Create account
 Specify your Business Name
 Specify your Full name (this will be auto-filled)
 Specify your professional email
 Click on Next
 In the next screen provide your address and website (if you don’t have a website, you paste your
personal facebook url)
 Specify your Business use
 Done you now Have your Business account

[Link]

Key Metrics for Facebook

Facebook is the social media platform that gives you the most insights and data about your audience.

But you need to understand which data points are the most important to your business, here’s the list of the
most important organic Metrics on Facebook (We will be taking a closer look to each one).

To track those metrics you need to go to the insights tab in your page

1. Engagement
2. Reach
3. Impressions
4. Page Likes & Follows
5. Video Retention
6. Video Engagement

Facebook - Engagement
Engagement measures the number of times people engages with your post through reactions, comments and
shares.

Facebook uses an algorithm to determine where your posts show up in your followers’ News Feed. The
purpose of the algorithm is to surface posts users are most likely interested in.

If one of your posts receives a ton of engagement, that signals to Facebook that it’s popular, so they’ll be
more likely to surface it to your followers.
Facebook - Reach
Reach measures the number of people who saw your post at least once.

You can access each posts reach in the posts tab (Picture1), or you can access the overall reach in the reach
tab (Picture 2).

Facebook switched to an algorithm based feed years ago which led Facebook organic reach for brands
decreasing over the years.

So even if you’ve built up a large audience, it doesn’t mean they’ll all see your posts. That’s where reach
comes into play.

There are brands that are able to reach a larger piece of their audience. Plus Facebook Ads can help you
reach a larger audience as well.
Facebook - Impressions
Impression measures the number of times your post showed on users’ screen. Difference between
impression and reach are: reach measures the number of people, but some people can see the post more
than once and that’s what impressions measure.

Impressions can give you a good idea of the “viral” nature of a post.

With all the content being thrown at consumers on a daily basis, especially on Facebook, getting your
content seen multiple times is necessary to get people to take action. It’s a play off of the rule of seven in
marketing (The rule states that a prospect has to see your marketing message seven times before they take
action.)
Facebook - Page Likes & Follows
Page likes are the number of people that pressed the like button on your brand’s page on Facebook, those
people can opt to show your posts in their feed or not and that the follow count (the number of people that
opted-in to be able to have your posts show up in their feed)

You can access the count of followers and likes directly on the right of your page.

Or you can access it via the Like tab in your insights page

Facebook - Video Retention

Video Retention (or Audience Retention) measures how much of your video people watch. The percentage
of the total views every second.
If you’re publishing 10 minute videos, but a majority of your audience only watches 30 seconds of it, you
might want to consider cutting it down. To find out how what percentage of your videos people watch, you
can check out the Post Details section in your Page Insights.

You’ll be able to see where most of your viewers are dropping off, how many unique views you’re getting
and more.

Facebook - Video Engagement

Same as the posts engagement, video engagement measures the number of times people engages with your
video through reactions, comments and shares. But not only that it measures also the clicks to play (the
number of times people click on your video to play it rather than viewing it through an autoplay in their
feed.).

Don’t just post videos and forget about them. Look through your Facebook metrics to ensure people are
actually viewing and engaging with your content.

To check what content drives more results and produce more of it.

Key Metrics for Instagram

Different from Facebook Instagram don’t give that much insights but it gives the right amount for you to
track and analyse your content, you can use third party softwares to track more insights.
To track those metrics you need to access your business profile press the three bars at the top right, than
access the insights page.
Or you can track each post by getting access to it under each post with the “view insights” button as seen in
the picture below

Those are the most important metrics to track:

1. Engagement
2. Reach
3. Follower Growth Rate
4. Interactions
5. Instagram Stories Engagement
Instagram - Engagement
Keep in mind that an incredible 70% of Instagram posts don't get seen. With Instagram's updated algorithm,
engagement is more important than ever to make sure your posts are seen.

The engagement on instagram is the count of Likes, Comments, Messages and Saves

Instagram - Reach
As we said before Reach tells you the total number of people who have seen your post.

Maximizing this metric let you increase your brand awareness.

Instagram -
Follower Growth
Rate
Followers count play a
big role for your
business on instagram,
specially if you are
starting, the Swipe-up
Feature (Adding links to
your stories for people
to swipe up and get
redirected to it) can only
be activated if you reach
10k followers on your
instagram business
account.

The follower growth

rate can be calculated
by:
( Number of new
followers / (total
number of followers
current - Number of
new followers) ) * 100

This percentage can

indicate if your strategy
is driving results or not,

Specially when your

Marketing goal is to
grow follower count.

Instagram -
Interactions
Interactions is a weekly
insight that measures the
actions people take
when they engage with
your account:

 Profile visits
(number of
times your
profile was
viewed)
  Website clicks (number of taps on the website in your profile)
 Call clicks (number of taps to call your business)
 Email clicks (number of taps to email you business)
 Get directions clicks (number of taps to get directions to your business)

Depending on your call to action, you can track the interactions that are the most
Important to you.

Example: your call to action is “Visit our website” than Website clicks is the most
Important metric here.
Instagram - Instagram Stories Engagement
You can access the stories engagement metric by clicking on the “seen by” count.

There are two main things you should pay attention to: reach and exits.

Your reach tells you how many unique viewers saw your story; the
longer you’re on Instagram and the more followers you get, the more
your reach should increase.

Your exits tell you which slide people were on when they exited your
story. Exits are a good way to see what holds your audience’s interest
and what doesn’t. If you notice a lot of exits on one particular slide, try
to figure out why so many people lost interest at that point.
Key Metrics for Tiktok
There are many metrics to look at: follower count, likes, comments, shares. But TikTok analytics go
deeper: they allow you to measure weekly and monthly growth, total video play time, information about
who is watching, and more.

These are the most important metrics to track:

1. Number of published videos

2. Reach
3. Engagement rate per post
4. Number of followers
5. Hashtag performance
 6. Related hashtags
7. Traffic referral
8. "Best time to post"

[Link]

Key Metrics for Linkedin

A LinkedIn KPI or metric is a measurement tool utilized in company pages and individual profiles to track
and measure their influence via specific goals, be it engagement, reaching out or developing connections
with as many people as possible in their specific industry.

Those are the most important metrics to track:

1. Number of followers
2. Impressions
3. Reach
4. Engagement rate
5. Post views & engagements

To access those metric, click on the analytics tab in your business page

Linkedin - Visitors
The visitors section allow you to track your page views, unique visitors and customer button clicks.
Linkedin - Updates
The updates section let you track the reactions, comments and shares of your posts. Also to analyse each
post to understand what works best for your audience.
Linkedin - Follower
The follower section let you track the total follow and the new follow in the last 30 days.

Also the comparison of other similar companies.

Key Metrics for Twitter
In order to use twitter you need to understand its metrics, as mentioned
before the metrics on social media are similar from a platform to another.

Those are the most important metrics to track:

1. Engagement Rate
2. Follower Growth
3. Impressions
4. Retweets

To access the analytics section, on the left sidebar click on “more” then
analytics.
Or you can use this direct link [Link].

The only difference on the metrics here is retweets

Some consider retweets as more important that the number of followers
you
have and in a certain context this is kind of true. Having your content
retweeted
by your followers means that it adds exposure to your brand and
additional
authority. It also shows that your followers like the content that you are
publishing
and are happy to include it on their own Twitter feed. Measuring your
retweets can
allow you to see what content is popular amongst your followers.

2.9 MUST HAVE TOOL FOR A SOCIAL MEDIA

MANAGER
Community Manager Tools
Throughout the years many tools have been created to make digital marketing managers’ and specially
community managers’ life easier.

Those tools also help you achieve your marketing goals.

Certain tools have features that social media platforms don’t offer, for example, the scheduling of posts is
only available by Facebook, for all other social media platforms you need third party software to make that.

We will discover the most important tools categorized for your role as a community manager and what
work that help you get done.

Some of the tools are paid and others are Free (to access to more feature you need to pay)

The tools that are on bold are the recommended ones but you can test the others and find your perfect fit.
Note that millions of tools are out there, we just picked the most used ones.

 Schedule posts
 Organize your work
 Manage social media accounts and Monitor your work
 Design Tools, editors and Write better copy
 Track mentions

Schedule posts
As mentioned before, only Facebook let you schedule posts directly on the platform.

For all other social media platforms, you need a third party [Link] most used tools to schedule your posts
are:

 Buffer
 Later
 Tweet deck
 Socialoomph
 Friends+Me
 Crowdfire
 Hootsuite
 Scoop it

Organize your work

As a community manager you will be working in team or solo but you need to organize your work, save
your files to get back to them later, or even set a list of tasks to do in the next period.

Those tools can help you organize your work easily.

 Trello
 Slack
 Asana
 Dropbox
 Google Drive

Manage social media accounts & Monitor your work

To monitor your work and analyse all your social media platforms in the same place, you need certain tools
here’s a list of the best tools that allow you to do.
Those tools allow you to manage all your social media accounts in one place too.

 Buffer Analyze
 Sprout Social
 Hootsuite
 Zoho Social

Design Tools, editors and Write better copy

To create the best piece of content you will be needing design tools.

Those are the most used tools for community manager.

 Canva: Easily create Visuals

 Tinypng: compress your images
 WhatTheFont: Search for fonts based on an image you submit
 Animato: Create professional video slideshows

To write the best captions and piece of contents you need tools that will help you avoid mistakes.

Those tools can even help you reformulate your sentences to have a better catch.

 Grammarly
 Hemingway Editor
Track mentions
After launching a campaign we need to track how people react to it on the web, even how media and other
website are mentioning it.

Those tools help you track mentions, it can be your brand or any project/product you are working on.

 Google alerts
 [Link]
 Awario

2.10 CONCLUSION

What you should know by now :

Takeaways
Social Media is the major Digital Marketing channel for all your Digital strategies.
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a
targeted audience online.
The 5 content types are : Educational Content, Informative Content, Emotional Content, Brand Content and
Hard Selling Content.
A post is composed of : Visual, Caption,Call To Action and Mention/hashtags
There is 4 main content formats : Text, Image, Video and Audio.
Adapting your content to the social media platform you are using is crucial.
Timing is key when it comes to publishing your content.
As a Digital Marketing Manager, your content has to be consistent and constant and it is crucial to develop
a social media content calendar.
MoS is a set of KPIs that evaluates the goals set by the business or a bigger activity
Key metrics on Facebook are : Engagement/Reach/Impressions/Page Likes & Follows/Video
Retention/Video Engagement
Key Metrics on Instagram are Engagement/Reach/Follower Growth Rate/Interactions/Instagram Stories
Engagement
Key Metrics on LinkedIn are Number of followers/Impressions/Reach/Engagement rate/Post views &
engagements.
As a Community Manager you need to have tools to : Schedule posts/Organize your work/Manage social
media accounts and Monitor your work/Design Tools, editors and Write better copy/Track mentions
 3. FUNDAMENTALS OF
SOCIAL MEDIA
ADVERTISING
3.1 SOCIAL MEDIA ADVERTISING
What’s Advertising
“Advertising is a means of communication with the users of a product or service. Advertisements are
messages paid for by those who send them and are intended to inform or influence people who receive
them.”
Advertising Association of the UK.

Advertising is paid content to deliver your messages to a chosen target audience.

Social Media Advertising

Social media advertising, or Social Media Targeting, are advertisements served to users on social media
platforms.
Social networks utilize user information to serve highly relevant advertisements based on interactions
within a specific platform.
In many instances, when target market aligns with the user demographics of a social platform, social
advertising can provide huge increases in conversions and sales with lower cost of acquisition.

Benefits of Social Media Advertising

Social Media Advertising have a lot of advantages such as allowing you to:

 Grow your sales and your follower base.

 Use customer generated content for ads (which perform better, too!).
 Better target new and returning customers (so you waste less money).
 A/B testing (using platform analytics to compare between two Ads and determine winners).

[Link]

Learn More About The Advantages of Advertising

Advertising
You need to understand that in advertising, we have what’s called programmatic advertising, used by
Advertising platform Such as (Facebook, Twitter, Google..) to determine how much you should pay them.
It’s bidding system to determine how much costs the actions you chose to track.

There’s 3 methods used to price your ads:

 CPA - Cost Per Acquisition

 CPM - Cost Per Mille (Cost per thousand)
  CPC - Cost Per Click

CPA, CPM and CPC

Depending on your Marketing Goal you need to track one of those metrics when launching your Ads:

 CPA (Cost per acquisition) is a marketing metric that measures the aggregate cost of a customer
taking an action that leads to a conversion. Cost per acquisition is also referred to as cost per action
or CPA. How much does it cost you to make a conversion.
Example: You spent 100 $ to get 20 Leads, your CPA is 5$ (100/20)
 CPM (Cost per thousand), also called cost per mille (mille is thousand in Latin), is a marketing
term used to determine the price of 1,000 impressions. How much does it cost you to reach 1000
Impressions.
Example: You spent 100 $ to get 10 000 impressions, your CPM is 10 $ (100 * (1000 / 10 000))
 CPC (Cost per click) is the cost of every click on your link and it’s related to PPC Ads (Pay Per
Click Ads). Do not confuse with PPC (Pay Per Click), they are not technically the same thing. PPC
refers to a style of marketing that includes paying for advertisements.
How much does it cost you to get a click.
Example: You spent 100 $ to get 50 clicks, your CPC is 2$ (100/50)

[Link]

Remarketing/Retargeting
Retargeting is a form of online targeted advertising by which online advertising is targeted to consumers
based on their previous actions.

This is one of the most important strategies to use, especially when your marketing goal is conversion.

Example: You can retarget all those who went to a specific product on your website with a promotion offer,
which will increase the sales.

[Link]

Paid vs Organic
Organic Marketing attracts naturally your audience to your brand or business.

Yet Paid marketing strategies include paid search ads, paid social media ads, sponsored posts, display ads,
video ads, etc.
With paid media, you can micro-target your ideal audience and reach people who might never have heard
of your business otherwise.

While organic marketing is more like word-of-mouth marketing, paid marketing is similar to sales-focused
marketing.

The goals for the two are very different. One is to attract audiences and increase brand awareness and the
other is to convert audiences on a specific campaign.

3.2 ADVERTISING FOR EACH SOCIAL MEDIA

CHANNEL
Facebook/Instagram - Meta Business Suite
To better monitor your Ads, you should use Ads Manager to create your Ads.

Meta Business Suite helps advertisers integrate Facebook marketing efforts across their business and with
external partners.
You can use this free platform to:

 Run and track your ads both on Facebook and Instagram

 Manage assets such as your Pages and ad accounts
 Add an agency or marketing partner to help manage your business

Set up - Instagram Account

Before you can create an Instagram ad, you’ll need three things:

 A Facebook Business Page

 A Facebook Business Manager account
 An Instagram account.

We have created a Business Manager account in the previous skills, you can easily connect your Instagram
account to it. To do this, within Meta Business Suite:

 Go to Business Settings > Instagram Accounts and click +Add

Tiktok Ads - Set Up
To create Ads on Tiktok:

 Start by creating an account on the TikTok Ads Manager.

 Create and install the TikTok Pixel
 Create an ad campaign under the “Campaigns” tab and clicking on the “Create” button.

Linkedin Ads
To create Ads on Linkedin:

 Connect to linkedin and press the work dropdown button on top (as shown below) then click
on advertise and you will be redirected to the Advertise page.
 Set up your account than press Create account
 You now have approximately the same platform as Facebook Business Manager with your
Objectives to set, Audience, Ad format.. (We will take a look at Facebook Business Manager in the
next Chapter)
Twitter Ads
To create Ads on twitter
Go to [Link]
You will have approximately the same platform as Facebook Business Manager (We will take a look at
Facebook Business Manager in the next Chapter)

Watch this video to have a closer look at an example of a campaign:

[Link]
3.3 AD CAMPAIGNS
Reminder - Marketing Funnel
Awareness

Introducing your brand to potential customers,

In a way they can recall it afterwards.

Interest

After being aware of your brand, they show interest in building a relationship with your brand.

Consideration

Now after being interested, they are considering your brand for their purchase.

Conversion

This is the final step in the Funnel which will lead to them becoming customers/Leads (depending on your
business model).

Retention

The act of making a current customer purchase again (can be the same product/service or different one).

Ad Campaigns
Ad campaigns are categorized following the Marketing Funnel and depending on the Ad Campaign.

The available options for Ad Set and Ad available may vary.

Below are the three broader categories, or goals, that your objectives may fall under:
  Awareness
 Consideration
 Conversion

Awareness
With this category you can generate interest in your product or service.

Increasing brand awareness is about telling people what makes your business valuable.
There’s two different Ad Campaigns under the Category Awareness:

Brand Awareness: Generally speaking, frequency is the name of the game. Simply push ads to your
desired target group and track how they respond.

Reach: Be sure to put frequency capping in place (so you don’t waste your budget inundating the same
people)..

Awareness - Objectives
Brand Awareness:
This Objective allow you to increase people’s awareness of your business, products or services and to
increase your Brand Recall (Associating your brand with your products/services).
You can reach people that are more likely to pay attention to your ads and increase awareness for your
brand.

Reach
This Objective allow you to put your message out-there and show it to as many people as possible from the
target audience you chose.

Consideration
This category of objectives that trigger people’s attention and make them seek more information about your
products/services.
This is the list of Ad campaigns you can run under this category:

 Traffic: The exception of the Audience Network, so long as you work to analyze performance to
optimize placements based on content type.
 Engagement: This allows you to increase engagement and generate trust, fostering long-term
relationship-building, then optimize ads over time.
 App installs: When focusing on mobile app installations, it’s a good idea to treat these mobile-
only placements as lower funnel conversions and try different placement options. One caveat:
Forget the Audience Network unless you’re sure of the apps’ relevancy to your target audience.
 Video views: If you’re shooting for video views, all placements can be effective, except for
Messenger.

Lead generation: Aside from the Audience Network (in most situations), every placement can be effective
for getting users to submit information. But News Feeds will likely deliver the best cost per lead (CPL).

 Messages: Messenger placements increase message interactions

Consideration - Objectives
Traffic
This Objective allows you to send people from Facebook/Instagram to any URL, such your website, blog
post, etc.

Engagement
This Objective allow you to show your Ad to people more likely to engage with your post.

Engagement, as we said before, includes likes, comments and shares but can also include offers claimed
from your page. You will have three options:

 Post engagement (Get likes, comments and shares on your post),

 Page likes (increase the number of likes on your page),
 Event responses (increase interest for your event).

App Installs
This Objective allow you to send people to download your App, it can be from; Google Play, iTunes,
iTunes for iPad, Windows Store, Facebook Canvas, Amazon Appstore, Instant Games.

Video Views
This Objective allow you to reach people that are more likely to watch your video.

Lead Generation
This Objective allows you to collect leads for your business. Create ads that collect info from people
interested in your product, such as sign-ups for newsletters.

Messages
This Objective allows you to connect with people on Facebook, communicate with potential or existing
customers to encourage interest in your business. It pushes people to send messages to your Facebook
Page.

Conversion
This is the category of objectives that encourage people interested in your business to buy or use your
product or service.

This is the list of Ad campaigns you can run under this category:

 Conversions: While virtually every placement outside of the Audience Network can boost
conversions, right column ads tend to offer less expensive conversions.
 Catalogue sales: Make sure to keep a close eye on placement to keep CPAs in check.
 Store visits: If you’re promoting a retail store, regularly review results, removing any pricey
placements that pop up.
Conversion - Objectives
Conversions
This objective allows you to encourage people to take a specific action on your business's site, such as
having them to add items to a cart, download your app, register for your site, or make a purchase.
The behaviour of people on your website can be tracked by the Facebook pixel.

Catalogue Sales
This Objective allows you to show your products from your ecommerce store catalog to generate sales.

Store Traffic
This Objective allows you to promote your physical business locations to people that are nearby.

Ad Campaign
Now that we saw all the different Ad campaign, you need to keep in mind that choosing the right Ad
campaign is really important for the steps to come. It allows you to reach and target the right people that are
most likely to do the actions you are waiting for.
In your Ad campaign you can combine different Objectives to reach your Goal.
Example: Your marketing goal is to increase sales.
Knowing that people are most likely to press on posts that have engagement. You can run your first
Campaign with an “Engagement” Objective, to collect likes and comments on your post.
Afterwards you run a “Traffic” campaign to send people to your website.
Finally you can run a retargeting campaign with an objective of “conversion” that’s targeting people that
visited specific product page on your website (to show them a promotion or convince them to buy).
This is the most effective combination for Conversion.

Campaign Name
Give your campaign a Name.
The recommendation for naming is: Variant - Objective

 Variant is what makes this campaign different for you, can be the date launched in and in this Case
you put the month, or it can be your Marketing Goal..
 Objective is the one you chose to run the Ad Campaign with.

Example: October - Engagement

You can add the Business name in case you run multiple business ads in the same account.
Example: GoMyCode - October - Engagement
A/B Test
If you activate this you canTest ad sets against each other to understand which strategies give you the best
results.
Keep in mind that your result will be divided between tests for accurate results.
Test option vary with objective but can be Delivery Optimization, Audience, Placement, etc.

Campaign Budget Optimization

If you active this option you can choose a budget for the whole campaign that will be distributed across ad
sets to get more results depending on your delivery optimization choices and bid strategy (bid represents
what you're willing to pay to achieve your desired result from someone in your target audience).
To know more about Cost control used by facebook follow this link
For now you can always choose the automatic bid strategy, till you get used to Advertising.

3.4 COPYWRITING AND COPYRIGHTS

Difference between Copywriting and Copyrights
Copyright vs copywriting… 2 words that sound the same when spoken have completely different
definitions and purposes.
Copyright protects an item of value. It’s usually common with authorship of website copy, novels, or
music.

On the other hand, copywriting is the process of creating something of value that an organization can use to
promote the product/service, grow the business, and/or even make it more efficient or business-optimized.

What is Copywriting?
Copywriting is one of the most critical elements of any and all forms of marketing and advertising.
Copywriting consists of the words, either written or spoken, marketers use to try to get people to take an
action after reading or hearing them.
Copywriting is like a call-to-action, but on a bigger scale: Copywriters are trying to get people to feel,
think, or respond -- or, ideally, to Google the slogan or brand to learn more about the campaign. And where
a blog post like this one has the luxury of hundreds of words with which to make a case, copywriters only
have a few words to make their case.

[Link]
Read more about The 6 Traits of Good Copywriting

Copyright Infringements
Copyright infringement is when your artwork or a substantial part of it was used or taken without your
permission.

Each country has its own set of ethics when it comes to copyright infringement.

The infringer does not need to use a percentage of your work to be considered a copyright violation in
Australia for example.

You can file a copyright claim as long as they use a substantial part deemed an essential or essential
element of your work.

One graphic design copyright infringement example is the case of Seattle Design Firm Modern Dog Design
vs. Target.
The firm claims that one of their illustrations was produced by the target in one of their t-shirts. They filed
a lawsuit in 2011.
Another famous logo copyright infringement example is when Gucci sued Guess to produce similar logos
on five of Gucci’s trademarks

Read More About These Violations

Creative Commons Licenses

Creative Commons license is a system of copyright for graphic designers.

They create and share their work with others in the condition that their work will be attributed
appropriately.

However, once you give that consent, anyone can use your work for any purpose, regardless if it’s
consistent or not consistent with your belief.

There are six different creative standard licenses you can obtain when sharing your work.

Some may allow others to use your art to distribute and modify it for commercial purposes.
These are:

 CC BY – Allows to distribute, remix, adapt, and build upon any medium or format materials as
long as credit is assumed to the original designers.
 CC BY-SA – It’s the same as CC BY but can be used for commercial use as long as the same
license is applied to the modified material.
 CC BY-NA – The same as CC BY but only allows non-commercial use.
 CC BY-NC-SA – The license allows distributing, remixing, adapting, and building upon any
medium’s materials for non-commercial use and only as long as attribution is necessary to the
original maker. In addition, adaptation must be shared under the same terms
 CC BY-ND – This term allows users to copy and distribute the material as long as attribution is
provided to the creator. However, this license does not allow any adaptation or derivation.
 CC BY-NC-ND allows users to copy and distribute the material in unadapted form only and for
non-commercial use.

Any violation of these creative commons laws is stealing and can be punishable.

3.5 ADVERTISING WITH META

Set-Up your Business Account
The business Manager is composed of different components.
On the left navigation bar you have the menu of all of those components.
We will start by setting up the Business Account.
The ones on bold are the most important ones that we will be studying during this chapter:
  People: Add coworkers to your business account
 Partner: Add other Business accounts to your business account
 Accounts
o Pages: Add your Business facebook pages
o Ad accounts: Create an Ad account or add one
o Apps: you can connect your facebook apps
o Instagram accounts: Add your business instagram account
o Line of Business: Group together your ad accounts and assets such as apps, pixel and
offline event sets.

We will take a look at some of the other elements later during this course.
Business Account - People
To add people to your business account settings, go to “people” and click add specify the person’s details
and invite him.

You can afterward assign permission for each assets (Pages, Ad accounts..) to that person by clicking on its
name and clicking on add assets.

This feature lets you add coworkers and assign the right permissions to them.

Business Account - Partners

You can add other business accounts, advertisers, An agency that will handle your payments…

To add them you need to ask for their Business ID.

There’s two ways to find your Business ID:

 In the link bar the number you find after after “id=”
 By accessing to Business info (left nav bar) you can find Business Manager ID: XXXXXXXX
Business Account - Pages
There’s three ways to add pages to your Business account:

 Add existing page you own - you will receive a notification by email to confirm the ownership
 Request access to a page - Add a page that belongs to another Business account
 Create a New page

Keep in mind that once the page is added to the business account, the people having access to the business
account will have more permissions than the admins of the page.

Business Account - Instagram accounts

To add your Instagram account to the business account just connect to your account using the button
provided.
Business Manager Overview
Your business Manager is where All the Ads of your different business will be.
You can Create or connect As many Ad account as you want (when you start you have a limit of 1 Ad
account you need to spend money and pay your first bill to remove the limit)

Business Account - Ad accounts

The Ad account is where all your billings will be. The Ad account will allow you to add payment methods
and pay for your ads.
You cannot access the Ad manager unless you have an Ad account listed.

All the ads you create are linked to the Ad account (not your business account) which means if you remove
your Ad account you won’t have access to the previous Ads you launched before.
To create a new ad account:

 Click add
 Create new ad account
 Specify a name for the ad account, time zone and currency
 Give permission to the ad account (from the list of people in your business account)

After creating your ad account you can access it through Ad accounts tab (to add more people, deactivate or
edit it)
Business Account - Payment Method
To add payment method to you Ad account click on view payment methods as shown here.

That will open the page you see below.

Through this page you can also set limit of spending and get access to your billing history.

Facebook Pixel
The Facebook pixel is a code that you place on your website.
It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences
for future ads, and remarket to people who have already taken some kind of action on your website.

 In the left Menu, under Data Sources click on Pixels, then Add.
 Give youe Pixel a Name and Include a website (this is optional)
 Facebook gives you 3 options on how to add the pixel to your website. Choose one and confirm.

Now you are all set-up, we can start creating Ads. Facebook Pixels are connected to Ad Accounts (Make
sure to choose the right one when setting it up)

[Link]
Learn More About How To Set-Up Facebook Pixels

What is Ads Manager?

Ads Manager is your starting point for running ads on Facebook, Instagram, Messenger or Audience
Network.
It’s an all-in-one tool for creating ads, managing when and where they’ll run, and tracking how well your
campaigns are performing towards your marketing goals.

With the Ads Manager app for iOS and Android, you can keep an eye on your campaign while you’re on
the go. Wherever you are, you’ll have the power to create and edit ads, track their performance, and
manage ad budgets and schedules.
We’ll be learning how to create and manage our ads in the next skills.

3.5 FACEBOOK ADS

Benefits of Advertising on Facebook
Facebook is now one of the most popular marketing platforms on the planet. As the social giant has grown
to more than 2.9 billion active users, it’s also expanded its advertising network to suit a wide range of
businesses.

Facebook’s market share for digital advertising is close to 20%, making it one if the single largest options
for advertising, behind only Google.

The nine key benefits of Facebook advertising are :

1. Micro-target your exact audiences

2. Better ad types for your business needs
3. They can be affordable and low cost (you set your own budget)
4. Facebook ads can give results very fast
5. Access to one of the largest audiences in the world
6. Access to powerful, in depth data
7. A/B ad testing for performance growth

[Link]

Read more about the Benefits of advertising with facebook

Campaign Components
As we saw before, all your Ads run under your Ad Accounts.

Your Ad account is a set of campaigns.

This is the Hierarchy of the Campaign

 Ad Campaign
o Ad Sets
 Ad

Ad Campaigns | Ad Set | Ads

Ad Campaigns
It's important to know what you want to achieve in order to choose the right objective.
Your advertising objective is what you want people to do when they see your ads.

Before you create an ad, first consider what your business goals are.
For example, if you want to show your website to people interested in your business, you can create ads
that encourage people to visit your website.

Ad Set
Ad set group your Target Audience, it’s where you choose to whom your campaign is made for and in
which Ad platforms it will show (Facebook news feed, Instagram stories…).

It’s important to narrow your audience to have targeted Ads that reach your Marketing goal.
Keep in mind that facebook choose from the audience you chose, the people that more likely to follow the
objective you set. Following their previous behaviour and actions on previous similar ads.

Ads
in Ads you create your actual Ad. You choose the format of the Ad (Video, Photo, Carrousel…)
Also you put all the information concerning the Ad from the text to the link they will be following.

Let’s Create a Facebook Ad

Follow this tutorial step by step to create a good Facebook Ad using Ads Manager :

[Link]

Ad Library & Campaign Idea Generator

The Ad Library is a place where you can search for ads that are running across Meta Products.

You can use it to get information about the ads you see. For all ads, you can search for ads that are
currently active on the Meta Products.
[Link]

Ad Campaign Setup
An ad campaign is a set of advertisements that revolve around a single message and are intended to achieve
a particular goal.

For example, a company might create an ad campaign to meet one of the following business objectives: To
create brand awareness for a new product. To drive sales of a product or service.

[Link]
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Ad Set Setup & Targeting
Ad sets are groups of ads that share settings for how, when and where to run.

When you create an ad set, the choices you make at the ad set level automatically apply to all of the ads in
the set.

You'll use ad set level options to choose audience characteristics like location, gender and age.

[Link]
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Ad Creative Setup
A creative is the ad served to users on a webpage, app, or other digital environment.

Creatives can be images, videos, audio, and other formats that get delivered to users.

Creatives must be added to line items in order for them to serve ads.

[Link]
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Audience Creation
Create an audience of people who follow or have interacted with your Page.

Custom Audiences can help you reach your campaign objectives, but the security of the customer
information you use is critical.

[Link]
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Pixel Setup + Retargeting
The Facebook Pixel is a piece of code you can install on your website. It helps to measure the effectiveness
of your Facebook ad campaigns by monitoring the actions people take both on your site.

You can use the Facebook Pixel code to track events on: Pageviews. Time on page.

[Link]
w_yrNy8uTYK2WsBzFf7IC-RfKn7b5di
3.6 KEY METRICS TO TRACK FOR FACEBOOK ADS
Key Metrics
Ads Manager automatically provides you with a variety of metrics, some are important to keep an eye close
on, and other are vanity metrics (metrics that generate a big number that sounds great, but doesn’t really
provide all that much insight for your campaign performance).

Example: If you are running a Traffic Campaign, the number of impressions for your ad campaign can be
very high, but if there’s no actual traffic to the website, all those impressions are worthless.

Here’s a list of metrics that every Facebook Ad Manager still want to keep an eye on:

 Ad Impressions
 Ad Frequency
 Ad Clicks
 Click-Through Rates
 CPC / CPM

Facebook Ads Metrics

After you finished Creating your Ad and published it, it’s time to track the performance to be able to adjust.

There should be actionable takeaways (Actions to do to improve) for any goals that you set and metrics that
you track.

Your Ads can be tracked in the Ads Manager.

Open your business account and follow this tutorial step by step to understand how to Track your KPIs

[Link]
Clickbait and Low-quality Websites
Even though Clickbait (the act showing content different from the destination), can attract alot of visitors
but overtime this can lead to blocking you from creating your Ads
According to Facebook, Ads must not contain content leading to external landing pages that provide an
unexpected or disruptive experience.

Here’s a list of what’s allowed and what’s not

Some takeaways to consider:

  Build a good website experience
 Don’t create misleading Ads
 Never use Clickbait on Facebook, it’s so
strict about it. (Start with a warning then
ban from using the Ad Manager)

Ad Clicks
The clicks metric is very important since it represents the number of times someone has clicked on your ad.
This metrics show that people are interested in what you’re saying in your Ad and want to learn more.

Keep in mind that, any action someone takes within your ad is considered a click.
This can include clicking a link to your website or liking the ad or even expanding the ad to read more. But
all those actions show that people are checking out your content in more detail and that’s a good sign as the
more informed a potential customer is the more likely they are to turn to your brand when they’re in need.

Tips on Tracking Ad clicks:

 Most clicks occur on mobile.

 If your clicks are high and you’re not selling, that means you have a problem with your landing
page, as it’s not converting those interested customers.
 Clicks should be tracked throughout the lifetime of each campaign.
Click-Through Rates
The Click-Through Rate or CTR, is the percentage of people who clicked an ad out of all the ones that saw
it.
CTR = (Click / Reach) * 100

In the Ads Manager, you have two CTR Columns :

 CTR (All): All Clicks in the Ad (Likes, expand, Link…).

 CTR (Links): the Links clicked in the Ad.
Both give you insight on how well your ads are at getting people to click through.

If this metric is low that means you need to change:

 Targeting

Change demographics or interests in your Ad Set

 Your Ad Copy
Keep in mind this tips for your Ad Copy:
 While animated images are eye-catching, still images perform better (Cost less with Higher CTR).
 “Learn More” has a higher CTR than “Sign Up” But “Sign Up” has a higher conversion rate.
 For your Headline choose something like a testimonial, cliffhanger, or “How To” to get people to
take action.

CPC / CPM
As we saw earlier CPC and CPM represent the money you are paying for your Ads.
As you adjust your ads based on audience engagement, you should see the CPC or CPM metrics come
down over time.
Facebook rewards you with a lower CPC or CPM if it sees your audience engaging with your ads.
It tells them that the ads are relevant and making their users happy.

Keep in mind that a higher CTR mean a lower CPC, so use tips from CTR to lower your CPC
Customizing your Report
You can customize the metrics columns:
Above the columns click on “Columns: Performance” than “customize columns”
This will allow you to choose the metrics that you care most about, and save it as presset.

Privacy Considerations
After the 2017 Cambridge Analytica debacle, Facebook users are more aware of and potentially more
concerned about their private information and how it is shared.

Facebook gives users the ability to take control over their ad experience by changing their Ad preferences.

You can access it and check how you like for Facebook.
You might even find information about you, you did not know about.

This is one of the reasons you need to be carefull with your Ads and don’t push people but influence them.

Those information can also give you an idea about the interest and targeting options you can use.
Ad Impressions
The impressions metric, as we saw before, tells you how many times your ad was viewed.
If you are running a brand awareness campaign, you may want to keep an eye on this metric as it tells
you what your brand name exposure level is.
However, just because a person viewed your ad, it doesn’t mean they will recall who you are.
Recall is most important in a branding campaign, and as such, if you are tracking impressions, you will also
want to track frequency — which we talk about in the next slide.

Track impressions to make sure that customers who see your ad do something about it. Otherwise, the ad
isn’t effective.
Ad Frequency
The frequency metric tells you how many times your ad was viewed, on average, by an individual.
Frequency = Total Impressions / Total Reach
For example if you have an impression of 2, that means on average, each person that saw you ads, saw it
twice.
If you’re running a branding campaign, you’ll want your frequency number to be high since that helps
recall.
A branding campaign might aim for a frequency of 10 or higher to drive recall.
If you’re running a lead generation or e-commerce campaign, you’ll want to keep your frequency
number lower (for those campaign the higher the frequency is, the more expensive your Cost per click will
be).

Tips on using Ad Frequency:

 Exclude people that saw your Ad when targeting, to avoid Ad blindness (consciously or
unconsciously ignoring your Ad) and avoid annoying customers.
 If you are not aiming for a branding campaign, when your Frequency reach 3, stop the Ad and
create new one with new message and visuals.

3.7 INSTAGRAM ADS

Benefits of Advertising on Instagram
Of course, Facebook has more active users than Instagram. However, shear numbers may not be the first
thing to consider when advertising a small business.

If you want to successfully promote your small business, you should look first at the relevant data. The
statistics are more than just simple numbers calculated in order to attract more users.

According to Forrester, Instagram is the king of social media with a 4.21% engagement rate.

The five key benefits of Instagram advertising are:

 Ever-increasing opportunities.
 Build a following for your brand.
  Easily create ads.
 Showcase your brand through Stories and Reels.
 Leverage higher engagement rates.

Benefits of Advertising on Instagram

Instagram offers inspiring and seamless ways to tell your story. No matter what type of business you are,
there's an ad format that can help you reach your marketing goals.

Yet advertisers can add Instagram ads to Facebook ad campaigns through Ads Manager by simply checking
the “Instagram” box under the ad set’s Placement section.
And businesses have seen that doing so helps them reach more people with little added effort.

Let’s Create an Instagram Ad

Now that all of your essential accounts are linked, you can start setting up your Instagram campaign.

To get started, from within Meta Business Suite open Ads Manager and select the ad account that you have
associated with your Instagram account.

Then Click on +Create to create a new ad.

You will be going through the same steps as creating a Facebook Ad.

3.8 KEY METRICS TO TRACK INSTAGRAM ADS

Key Metrics
After you finished Creating your Ad and published it, it’s time to track the performance to be able to adjust.
There should be actionable takeaways (Actions to do to improve) for any goals that you set and metrics that
you track.
Same as Facebook Ads, your Instagram Ads can be tracked in the Ads Manager.

These Metrics are both trackable for Instagram and Facebook in Ad Manager:

 Ad Frequency
 Ad Impressions
 Ad Clicks
 Click-Through Rates
 CPC / CPM

Yet Instagram has its own KPIs that you need to keep an eye on:

 Reach
 Story views
 Engagement rate
 Reels engagement
 Followers growth

Reach
Instagram reach refers to the number of unique visitors that view your Instagram posts. Emphasis is placed
on “unique visitors” because Instagram will only acknowledge a post viewed by a user and count it as a
reach even if that user sees the post multiple times within a given period of time.

So, how do you increase your reach?

1. Create content that resonates with your ideal Instagram audience

2. Block bots and inactive users
3. Post regularly on your Instagram account
4. Share your feed posts in stories
5. Use call to action in your posts
6. Post reels regularly
Story views
One of the best ways to build a relationship with your audience is to track Instagram story views. The view
count, taps forward, and taps back will tell you what really resonates. A high story view metric indicates
that your audience loves your brand and resonates with its content.
Instagram story views rate is
calculated by tracking a metric
called watch-through rate.
Watch-through rate gives a
percentage of those who view
your stories till the end.
Mathematically:

Watch-through rate = final

story views/first story view x
100

Engagement rate
Engagement rate tells you well
your content resonates with
your target audience. To
measure this Instagram KPI,
the following metrics have to
be tracked:

 Likes
 Shares
 Comments
 Saves
 Video views

Your Instagram post

engagement rate goes a long
way in building your
Instagram business page in the
long run.
When engagement rates are
low (low likes, shares, saves
and comments), your followers
won’t grow, fewer people see
your products and services,
and you’ll generate fewer
sales.

To boost engagement rates on

your page, you need to work
on your content strategy. This
means getting your customer
avatar clearly spelt out. It is only when you truly know the ideal customer that you can create content that
resonates with them.

Another way to boost engagements on Instagram is by posting Instagram reels regularly. Reels have been
gaining traction for the past year and still gaining more till now. Short video content is now being
prioritized by the algorithm more than ever, hence, it’s imperative you jump on it while it lasts.

Reels engagement
Tracking reel engagement in 2022 is one of the smartest things a marketer or business owner can do. The
Instagram reel is the fastest-growing feature on Instagram.
From engaging tutorials to product launches, Reels are entertaining and engaging – and great for increasing
brand awareness because of their “viral nature”.
Natively, reels have more reach than any other post type on Instagram, hence, it has become a must-track
KPI for any business.

To track the engagement rates in your reels, the following metrics need to be monitored:

 Comments
 Likes
 Reach
 Views
Followers growth
The number of Instagram followers on your page shows how known your brand is. So it is important you
track them.
A business with lots of followers is usually perceived as a credible business, hence, this is one important
Instagram KPI you must track.

How your brand is being perceived by the public directly impacts your revenue. The more people love your
brand, the more you gain followers, and the more they buy your products or services.

Your business Instagram content plays a big role in how many followers your page has.
Aside from content, here are other ways to grow your page followers:

 Optimize your Instagram profile

 Post Instagram reels regularly
 Work with influencers
 Post consistently
 Collaborate with other brands
 Run Instagram ads
 Explore Instagram stories
 3.9 OTHER FEATURES IN BUSINESS FACEBOOK
Business Facebook Features
Business Facebook Offers Many features and many more are added over the time.
All those feature help you leverage your business and building impactful ads to reach your business goal.

I picked for you 7 Features that we find the most useful.

You can find more features and keep an eye for the new upcoming ones in the Facebook for Business
Website.
Ads Reporting
Ads reporting allow you to look at all of your Facebook Ad account and campaigns on a single dashboard.
You can find this feature in the ‘Ads Reporting’ section of your Facebook Ads Manager.

You can choose from any of the metrics Facebook tracks, including:

 Impressions
 Frequency
 Clicks
 Reach (a measure of unique impressions)
 Click-through rate
 Conversions

Customizing your reports allows you to focus your attention on specific

metrics that are relevant for all of your campaigns.

Ad Relevance Diagnostics
Relevance reporting tells you how relevant your ad is to the people viewing it, which you can use to make
changes to your audience or to your ad.

Facebook is looking at three separate metrics when determining relevance:

Quality Ranking
Quality Ranking is the perception quality compared to ads competing for the same audience.

Engagement Rate Ranking

Engagement Rate Ranking is the expected engagement rate of your ad compared to other ads with the same
audience.

Conversion Rate Ranking

Conversion Rate Ranking is the expected conversion rate of your ad compared to other ads with the same
audience and optimization goals.

By assessing each of the three metrics, you’re able to determine what changes you need to make to your ad
to improve your performance.

Those metrics are by defaults in the columns of your Ads Manager (where all the other metrics are)

Page Quality
Page quality is a feature that allow you to check your page status, The heading is green, yellow or red to
reflect no violations, some violations, at risk of being unpublished or unpublished states.

Repeatedly violating community guidelines on your Facebook page can result in a low page quality score,
which can put your ability to advertise at risk. Sharing misleading content like fake news or inciting
antisocial behavior can make your page look like a troublemaker within the Facebook community and
result in your ad account being banned as well.

You can find the full list of Facebook community guidelines here. Note that the community guidelines are
different from the ad policies, and advertisers need to understand both.

To see Page Quality for your Page, go to your Page and click Page Quality at the top. You may need to
click More at the top of your Page and then click Page Quality.

Account Quality
Account Quality feature is important to check why your ads get rejected or pages restrictions.

Be Careful of when creating Ads to respect all the facebook policies and recommendation given because
it’s easy to get Your Facebook Ads Manager Account Shut Down.

Having many rejected ads can lead to your account shut down, keep in mind that Facebook uses an
algorithm to determine if you Ads follow the policies, if you Ad get rejected and you are sure you have
done nothing wrong you can in the “Account Quality” file a dispute for a human being to check your Ad
and run it back.

Those are the main reasons Ads get rejected:

 Low Facebook Page Quality

 Low Quality Ranking Scores
  Poor-Quality Landing Page (Too many pop-ups or distractions, Not enough information or a
higher volume of advertising, Content that’s misleading or not relevant to the ad, Lack of
functionality—broken links, low-quality images, videos that don’t play, and so on) Use this tool to
check your Landing page quality
 Facebook Ads Policy Violations

Experiments
The Experiments feature can be found in your Business Manager Menu and will allow you to run tests to
check the quality of your Ad and expected results such as Cost Per Result, Cost per Conversion and
Conversion. It can also help you measure the Brand Recall.

A/B Test
Test different versions of your ads to see which performs best. (CPR, Cost per Conversion)

Holdout Test
Use a holdout group (a group of users who are "held back" from entering into any experiments performed
on a website and kept as a global control group) to measure the total conversions caused by your Facebook
ads. (Conversion)

Brand Survey
Poll your audience to measure the impact of your Facebook ads on your brand. (Brand recall)

Campaign Budget Optimization Test

Test a campaign using the ”budget optimization” option against a version without it to measure the
difference between the two. (CPR)

Creative Hub
Creative Hub is a platform designed for businesses to collaborate on Ad mockups, learn and be inspired by
what's creatively possible. You don't need any design skills or experience of Facebook advertising to try
this feature out.

You can access the creative hub Gallery by following this

link [Link] in which you can find what’s possible in when
creating your Ads and experience Previously created Ads by other businesses.

Store Locations
If your business operates from multiple stores (including dealerships, salons or restaurants), you can upload
details of these stores to Ads Manager.
This allow you to create Facebook Page for location you have (in which you can specify opening hours,
phone number for that location, Address of the location…).

This feature allow you to create Events for a specific location (adding the location address automatically to
the events Address).

Also keep in mind that all the posts you publish on the main business page will be automatically published
to all locations Pages (unless you choose to publish to specific one).

When people search for you business, Facebook will automatically direct them to the nearest location (they
won’t be able to see the location pages)
Example: My Business is present in both Tunis and Sousse, if Someone from sousse check my facebook
page, he will only see the posts I published for Sousse location.

To set up your stores with Facebook:

1. Open Store Locations in Business Manager.

2. Select the Page in the top menu for which you want to add stores.
3. Get Started and check the box if you want that page to be your Main one (recommended)
4. Click + Add Stores.
5. Follow the steps to add store details that create a new store Page for each physical location of your
business. Store Pages will be named after the main Page name, with location included. There are
four ways to add locations:
o Add Manually: Use a form to manually add each store and address. This option is only
recommended if you have less than 10 stores.
o Add Multiple Stores: Use a spreadsheet template to add multiple stores. This option is
recommended if you have over 10 Pages.
o Connect a Page: If you already have Pages for some stores, connect them to your main
Page to import store details.
 o Connect via API: Use the API to automatically add store details. This option is
recommended for developers.

[Link]
3.10 Conclusion
Takeaways
Social media Advertising allows you to Grow your sales and your follower base, use customer generated
content for ads, better target new and returning customers and A/B test.
Ad creation process is different according to the social media channel you are using.
Ad campaigns are categorized following the Marketing Funnel and depending on the Ad Campaign the
available options for Ad Set and Ad available may vary.
Ad Set options differ from the Campaign Objective you choose, the three common options for all the
campaign objectives is:Audience, Placement, Budget & Schedule.
An Ad is composed of :Ad Format, Primary Text, Headline, Description, Button, Website URL and
Display Link.
An Ad Format can be : Image, Single Video, Slideshow, Carousel, Collection, Canvas.
Every Ad you run is a learning point for you, to understand what works best for your business and your
target audience, don’t waste this data keep it somewhere and use it whenever you are running an Ad.
Metrics
Extra Features on Facebook Business that you can use to leverage your business
[Link] FOR ALL
4.1 TIKTOK ADS
Benefits of Advertising on Tiktok
TikTok for business has a centralized platform especially for advertisers and marketers.

They have an e-learning center (ads manager platform) where businesses can go to learn how
to create specific ads to cater directly to your audience, set budgets, as well as analyze
pertinent campaign data.

The 6 key benefits of TikTok advertising are:

1. Grow Brand/Business Awareness

2. Your Creativity Gets The Right Recognition
3. Catch Trends Early and Define Them
4. Educate Target Audience
5. Increase Leads & Prospects
6. Target Future Clients or Customers

Let’s Create a Tiktok Ad

Follow this tutorial step by step to create a good Tiktok Ad using Tiktok for Business

[Link]

Tik Tok Account Setup

Let's create a Tiktok Account:

[Link]

Tik Tok pixel setup

The TikTok Pixel is a powerful measurement tool that tracks your TikTok ads impact on your
website.

This clever bit of code enables you to monitor sales, user activity, and find the right audience
for your ads.

[Link]

Setting up TikTok Ads

In this tutorial we will be setting up Tiktok ads

[Link]

TikTok Bonus Tips

Here are some bonus tips on Tiktok Ads

[Link]

4.2 KEY METRICS TO TRACK TIKTOK ADS

Key Metrics
The party doesn't stop when you finish setting up an ad on the TikTok Ads Manager.

In fact, this is where it begins. To be a pro-marketer and really take your ads to the next level, you need to
be monitoring your results - all the time.

Here’s a list of metrics that every Tiktok Ad Manager still want to keep an eye on:

 Ad Impressions
 Conversions
 Ad Clicks
 Click-Through Rates
 CPC / CPM
 CPA / CVR
 Result
 Cost per Result
 Result Rate
Key Metrics - Tiktok
After you finished Creating your Ad and published it, it’s time to track the performance to be able to adjust.

There should be actionable takeaways (Actions to do to improve) for any goals that you set and metrics that
you track.

Your Ads can be tracked in the TikTok Ads Manager.

Open your business account and follow this tutorial step by step to understand how to track your KPIs.

[Link]

Yet there are other important KPIs that could be tracked directly from your business account and that you
need to keep an eye on:

 Reach
 Engagement rate
 Followers growth
 Hashtag performance / Related hashtags

To access The business Account :

1. On your profile, click on the three little dots at the top right. This will take you directly to your
account settings,
2. Then click on “Manage my account”,
3. Go to “Upgrade to a business account”,
4. Click on “Continue” and choose your Business account category.
Reach
If you’re using TikTok to promote your brand, one of the first metrics to watch is the number of video
views.

Every time your video is viewed for at least 5 seconds, know that this counts as a view on the social
network.

The total number of views of your videos shows that your strategy is working, that people are seeing and
engaging with your TikTok content, or that you need to change your approach and content to reach your
target audience in a sustainable way.

When we talk about the reach of a piece of content, we are referring to the total number of unique people
who have seen your content after you have published it over a given period of time.

Reach gives you an insight into how well known your brand and its account is on TikTok. So if your
brand’s goal on the platform is to increase awareness, one of the things you should focus on is increasing
your reach.

How do you calculate your average reach?

1. Take the reach of one of your recent posts,

2. Divide the total reach of that post by your total number of followers,
3. Then multiply that number by 100 to get the reach percentage of your post

Reach allows you to know the audience reached. Using the following formula, you can find out the
percentage of reach of your post in relation to your total audience:

(Audience reached / Total number of followers) X 100 = Percentage of reach of the message

Measuring the percentage reach of each of your posts will help you identify the type of videos that your
target audience enjoys most and will also allow you to adapt your content strategy to achieve virality and
reach a much wider audience than your core audience.

Engagement rate
There is no single formula for calculating the average engagement rate on social networks today and
TikTok is no exception to the rule.

Nevertheless, the most common formula consists of adding up the “likes” and “comments” interactions,
then dividing the result by the total number of followers and finally multiplying this number by 100, for
example:

((Number of likes + Number of comments) / Number of followers) * 100

Yet new forms of interaction have arisen over the months, and nowadays we don’t just count likes and
comments as “types of engagement”. There are also “shares”, which are widely used, especially on TikTok.
The following formula allows us to take them into account:

((Number of likes + Number of comments + Number of shares) / Number of Followers) * 100

Another formula allows you to calculate your engagement rate according to the number of people who have
actually seen the publication. Indeed, today, with the arrival of algorithms, all of our followers do not
necessarily see all of our content, so it can be interesting to calculate its rate of engagement on the effective
reach rather than on the total number of followers. In other words, via this formula:

((Number of likes + Number of comments + Number of shares) / Total reach) * 100

Followers growth
The total evolution of followers is the number of followers acquired over a specific period of time, data
directly available in the “overview” tab.

This indicator allows you to see the growth of your account over a period of 7 or 28 days.

This is another key indicator to follow when working with TikTok content creators.

Indeed, thanks to this KPI you can see if they are constantly growing their accounts in order to partner you
with creators who can provide a good return on investment in the future or if on the contrary, their growth
tends to stagnate, or worse, to decrease.
Hashtag performance
Hashtags are essential to develop your account on TikTok.

If chosen effectively, they can drastically increase the visibility of your posts and help you to be discovered
by a wider audience.

The social network highlights many “trending” hashtags, which should not be overlooked as they represent
a great opportunity for growth.
Be aware that hashtags change very quickly, so keep an eye on them and include them in your post
descriptions when you create content that relates to them.

As part of an Influence Marketing campaign, creating a hashtag, around a challenge for example, can be an
excellent idea if it is picked up by a large number of users. You can then track the performance of this
particular hashtag: number of uses, global reach, interactions generated, etc.

Related hashtags
To carry out your strategy on the platform, you can also follow the performance of related hashtags that are
directly proposed by TikTok.

These are hashtags that are frequently used in your theme.

For example, when one searches for the popular hashtag “#foryoupage“, the related hashtag “foryou” is
immediately proposed and can also represent a great opportunity to gain visibility.

This indicator is particularly useful for identifying hot trends on TikTok, so that you can take full
advantage of them for even more virality. You can also use this indicator to identify content creators with
whom you would like to develop an Influence Marketing campaign in your niche.
4.3 LINKEDIN ADS
Benefits of Advertising on Linkedin
LinkedIn is the largest business-oriented networking website geared specifically towards professionals. It
has over 500 Million members, in over 200 Countries.

A professionally written LinkedIn profile allows you to create an online professional brand which can help
open doors to opportunities and networks that you may not have been aware of without the help of social
media.

The 5 key benefits of Linkedin advertising are:

1. Reach a More Professional Audience

2. Narrow Your Targeting Through Industry-Specific Variables
3. Take Advantage of Unique Advertising Types
4. Leverage Lead-Nurturing Possibilities
5. Increase Your Conversion Rates

Let’s Create a Linkedin Ad

Follow this tutorial step by step to create a good Linkedin Ad using Linkedin Campaign Manager

Let's Start by creating a Linkeding Account:

[Link]

Create a Campaign Group

Campaign groups allow you to group related campaigns together to manage them at scale.

When you create a campaign, the first step is to choose a campaign group.

Placing related campaigns in the same campaign group allows you to set a campaign group total budget or
schedule that limits all campaigns in the group.

[Link]

Create a Campaign
LinkedIn uses objective-based advertising, which helps advertisers build ad campaigns around specific
business goals.

Businesses can work through all three stages of a sales funnel:

 Awareness
 Consideration
 Conversion

[Link]

Start building your Ad

Linkedin Ads is a powerful marketing tool for B2B companies to build leads, online recognition, share
content, and more.
[Link]

4.4 KEY METRICS TO TRACK LINKEDIN ADS

Key Metrics
Being the largest professional network, LinkedIn is where your prospects hang out day in and day out - if
you want them to visit your website and eventually sign up for your product, that is where you have to be.

But the tricky part is not running ads - anyone with a marketing budget for LinkedIn ads can do that.

It is what comes next - measuring your ad campaign performance.

After all, if you don’t measure the right set of metrics, you never know what worked and what didn’t.

Here’s a list of metrics that every Linkedin Ad Manager still want to keep an eye on:

 Brand Awareness Metrics:

 1. Ad impressions

 2. New followers

 Engagement Metrics:

 1. Ad Clicks

 2. Click Through Rate

 3. Number of likes / comments and Shares

 4. Campaign Engagement / Engagement Rate

 5. Video Engagement

 ROI Metrics:

 1. Ad spend / Campaign Spend

 2. Cost Per Click(CPC)

 3. Cost per Thousand Impressions

 4. Conversion rate

 5. Number of leads and Cost per lead

Key Metrics - Linkedin

After you finished Creating your Ad and published it, it’s time to track the performance to be able to adjust.
There should be actionable takeaways (Actions to do to improve) for any goals that you set and metrics that
you track.

Your Ads can be tracked in the Linkedin Campaign Manager.

Open your business account and follow this tutorial step by step to understand how to track your KPIs

[Link]

Useful Resource to better understand Linkedin Key metrics

4.5 TWITTER ADS

Benefits of Advertising on Twitter
In a study of how people engage with brands on social media, Twitter was the #1 platform for brand
interaction.
People on Twitter are engaged and they want to find out new things.
In fact, they’re more engaged now than last year, with a +35% increase in global ad engagements year-
over-year.

Whether you’re an agency supporting a client, a business looking to connect, or you just want to reach
more people — Twitter is what’s happening and what people are talking about right now.

Twitter is the home for breaking news and real-time, public conversation for sports, entertainment,
technology, cultural movements, and more.
With Topics, Lists, and the eventual rollout of Communities, you will find more relevant content to people
on Twitter and better ad targeting than ever before.

The 7 key benefits of Twitter advertising are:

1. Gain valuable customer insights

2. Build brand personality and awareness
3. Deliver customer support and gather feedback
4. Cultivate a brand community
5. Posting multiple times per day is expected, not annoying
6. Twitter best showcases your brand voice
7. Influencers can boost your campaigns

Let’s Create a Twitter Ad

Follow this tutorial step by step to create a good Twitter Ad using Twitter Business Campaign

Start by setting up your Twitter account and Choose your campaign objective:

[Link]

Useful link for How Much Does A Twitter Ad Cost

Campaign Details
After choosing your campaign objective, the next step will be to fill the Campaign details:

 Campaign Name
 Funding Source
 Budget
[Link]

Ad Group Details
Ad groups allow you to run many different audiences, creatives, and bidding types rolled up into one
campaign.

They're part of your overall campaign structure and make it easier for you to organize, optimize, and
manage your campaigns.

[Link]

Tweet Composer
The Tweet Composer eliminates the need to upload and create modular aspects of a Tweet within multiple
surfaces of Ads Manager.

You are able to input your Tweet copy, upload or select the media you want to use, and imbue the Tweet
with either Website or App functionality in one intuitive form.

[Link]

4.6 KEY METRICS TO TRACK TWITTER ADS

Key Metrics
Effectively using Twitter analytics is critical to driving success on the social media platform.
But there are dozens of metrics for Twitter you could be tracking, so finding the right ones for your team
and company can be difficult.

Here are the 4 best metrics for Twitter analytics, to help you truly understand your audience and enhance
your Twitter presence:

1. Twitter engagement
2. Audience growth
3. Engagement rate
4. Twitter conversions

Twitter engagement
Having millions of followers means nothing if they aren’t engaging with your company.
This is why Twitter impressions are not an effective metric on their own, you also need to know how much
of those impressions led to an engagement.

But, Twitter engagement can be defined as anything from a click to a mention. So you need to decide what
engagement is for your company and the goals you are trying to achieve.

Twitter Engagement Metrics can be the number of:

 Link clicks
 Replies
 Retweets
 Mentions
 Use of branded hashtags
 Links back to you
  Tweet ‘likes’

Audience growth
Twitter has always been a popular social media channel, but over the past few years the platform has
skyrocketed.

Twitter's most recent financial results showed that total revenue in the second quarter of 2021 was up 74%
to $1.19bn, with monetizable daily active users up 11% year-on-year to 206 million in 2021.

How to increase your Twitter followers:

1. Share relevant and useful content

2. Post visual content
3. Tweet consistently
4. Interact with others
5. Promote your @name everywhere you can
6. Tap into your existing customer base
7. Run a followers campaign

Engagement rate
The following engagement rate ranges for Twitter:

 An engagement rate between 0% and 0.02% is considered to be low. An influencer with a low
engagement rate on Twitter could expect between 0 -0.2 reactions for every 1000 followers.
 Engagement rates between 0.02% and 0.09% are considered to be good. An influencer with a good
engagement rate on Twitter could expect between 0.2 - 0.9 reactions for every 1000 followers.
 An engagement rate between 0.09% and 0.33% is considered to be high, where an influencer
would expect 0.9 - 3.3 reactions for every 1000 followers onTwitter.
 Finally, an engagement rate between 0.33% and 1% is considered to be very high, with expected
reactions to be between 3.3 - 10 for every 1000 Twitter followers.

Keep in mind:
  Engagement - The number of likes and retweets received for the tweets published in the selected
period.
 Average Engagement - The engagement of the tweets (likes and retweets) divided by the number
of tweets published in the selected time period.

Twitter conversions
Conversion tracking enables you to measure your return on ad spend by tracking the actions people take
after viewing or engaging with your ads on Twitter. Your conversion events will allow you to report on the
performance of your campaigns but can also be used to help better optimize and target your ads.

[Link]

4.7 CONCLUSION
Takeaways
In this superskill we went through skills concerning Social media Advertising for few Social Media
Platforms:

 Tiktok Ads and their key metrics

 LinkedIn Ads and their key metrics
 Twitter Ads and their key metrics
 5. MARKETING
AUTOMATION AND EMAIL
MARKETING
5.1 INTRODUCTION TO MARKETING
AUTOMATION
What’s Marketing automation
The splintered media world we now inhabit requires technology to scale and to measure.

In the past, the advertising was often a function performed by the advertising agency.

The tech and the tools are becoming mandatory for the modern organization and digital-savvy entrepreneur.

Due the Huge amount of activities that can be performed, the Automation saw the light and it can take
many forms.
Email, social media and paid digital advertising are just a few of the subspecies. The range of technologies
and features are as large and often confusing.

So what are the main reasons for implementing, using and optimizing a digital marketing automation
system for your business?

[Link]

1- SCALE YOUR MARKETING

Sit back and think about how many marketing channels, advertising channels and social media networks
the online world demands us to play on.
The digital world screams at us:

 Social media marketing

 Email marketing
 Content marketing
 Affiliate marketing
 Search engine marketing
 Google AdWords
 Facebook paid advertising

If you want to play on all those channels, automation is a must!

You need to automate certain to all channels in order to sit back and enjoy the success, those automation
can be done through different paid or free tools or even through automating your teams.

2- MANAGE MULTI-CHANNEL MARKETING

A marketing campaign now often involves many channels. There are the social networks such
Facebook, Twitter and LinkedIn. Then you may also have paid digital advertising.
The new media ecosystems are now splintered and messy. And social media is just one of those. The other
big channel for most businesses small to large is email.
Digital marketing automation allows you to manage this complexity at scale.
Entry-level apps such as Hootsuite can handle scheduled publishing and remote team members. Top-end
digital marketing automation software is quickly evolving to provide sophisticated all-in-one tools
that give the marketing department the power and control they need to manage this complex ecosystem.
3- PROVIDE BETTER QUALIFIED LEADS
There has always been tension between the marketing and sales departments, leading
to finger pointing if the revenue targets were not being met.
Sales would accuse the marketing department of not giving them enough qualified leads. Marketing would
tell the sales department that they weren’t good at closing.
The old analog systems, some guesswork and good-old intuition made qualification difficult and time-
consuming. You often had to rely on the feedback of sales staff and their assistants.
This blame game has been going on for decades.
Digital marketing automation systems can allow you to score the level of nurturing and engagement as they
moved through the marketing funnel.
The digital automation software adds intelligence and process to what was largely a manual process that
was often based upon guesswork and intuition.
 5.2 INTRODUCTION TO EMAIL
MARKETING
What’s E-Mail Marketing
Email marketing is the act of sending email for each stage of the customer journey in order to keep in touch
with your leads. Or even sending promotional email campaigns to increase sales in a certain period.

But in order for the customer to engage with your sales emails, they need to be interested to read from you,

that's why the lead nurturing system is important. Through emailing you need to educate your leads about
your product inform them about your brand, in order to engage them by the end and convert them into
customers.

Create a customer Journey for your Email Marketing Campaign:

[Link]

Email Types
You need to keep in mind that there’s 3 main types of emails:

 Newsletters: Emails that contain educational content to keep you email subscriber interested in
reading your emails in order for them to read the second type which is.
 Promotion Email: Emails that contains hard selling content or promotional offers.
 Automated Email: the ones that follow the Customer Journey and are triggered automatically.
Newsletters
Those emails contain the same rule as the content Creation on social media which means there are 4 content
types you can use:

 Brand content.
 Emotional content.
 Informative content.
 and Educational content.
Promotion Email
This is the same as we saw in the Content Creation and what we called a Hard Selling content, but keep in
mind in e-mailing selling directly can lead to your emails stop being opened afterwards, the reason why
those emails should contain special offers, Containing discounts, coupons or special offers… (this way they
are less direct).
The most important thing in this kind of e-mails is the targeting.
Imagine you receiving discount to “Learn DevOps”, wouldn’t be better if those emails contain “Learn
Digital Marketing” this way you feel special.
Automated Email - Lead Nurturing
Automated emails as we said before, are the email that are automatically triggered and that follows your
Customer Journey.
After Creating your Customer Journey you need to specify the Trigger that allow the customer to go from a
stage to another.
Example: E-Commerce Website
The triggers are stated below.
After setting your triggers, you need to think about the information that the potential customers need to
have in order to go through that stage and pass on to the next one.
Let’s continue with the same example
Visit Website:

 Similar Products
 Similar Categories
 Testimonial of people that used the product

Add Products to Cart

 Website Link
 Reasons to go and Check-it out

Checkout and Pay

 Thank you message

 People that bought this product also bought…
 Information about delivery

Post on Social Media | Order other Products

 Share you experience and earn points (if you have a reward system)
 Products related to the ones bought
 if they bought consumables (products that can be bought multiple times) promotional offers about
the same products

Depending on your business the lead nurturing system can be more complicated with different triggers you
need to be in the customer place and imagine what kind of information he might need.
Or you can interview you most loyal customers directly what information they needed for each stage.
Don’t forget that in Marketing Data is the most important asset you have.
For the first emails if you don’t have (like the example of e-commerce) access to their email addresses
before they interact with the website, you need to build a database of emails. We will talk more about this
in the next chapter.
 5.3 EMAIL DESIGN
Emailing
Before writing your email you need to know what to include, an email is like Content on social media, it
includes different component:

 Content
 Call to action
 Images
 Social media buttons
 Unsubscribe option

Emailing - Content
Depending on your email type, the content is the information and text you write to your customers.
You need to set your email apart and intrigue the customers to keep reading till the end and keep reading
even the next ones.
here is link to Effective Email Copywriting that you can learn from
Emailing - Call to action
Your email should contain a simple and clear call to action. The reason behind sending email if you
remember is to get your subscribers to take an action (as we saw in the Automated emails) but this is also
the same for Newsletter and even Promotional email.
Ask yourself this question: “What do the one that reads do?”
Should he share on Social on Media?
Should he just follow a link, or event Shop a product.
Same as we saw in the Content Creation (Call to action) - You need to create a sense of urgency, push the
customers and give them reasons to act now and to click instantly. (Ending Soon, first 50 clicks …)

Emailing - Images
A picture is worth a thousand words! You can include pictures of your firm, your products and even
meaningful and emotional pictures related to your email content.
a really great and Free Image Bank that contains pictures without copywriting made by young talented
photographer is Unsplash . Just write any Keyword and you can find plenty of photos free of charge.

Emailing - Buttons
Two really important type of buttons you should include in every email:

 Social media buttons: This allow your customer to engage with your brand on social media,
include a smart call to action before the buttons (Keep yourself updated, We have Social Media too
…) something that can talk to your customers
 Unsubscribe Button: Apart from the laws that are related to emailing in certain countries (example
the CAN-SPAM which says your customer should have a way to opt-out and unsubscribe) apart
from the laws many email providers will put your emails to spam if they don’t have a way to
unsubscribe.

Don’t forget to include your social media in the email that contains the confirmation of their unsubscription

Additional Resources
Other Email component
You need to understand that an Email is composed of different components apart from the content that is
actually in the email several other components are important without them people won’t even open your
email:

 What People see before Opening the Email:

o From Label
o Subject Line
o Pre-Header

- From Label
Many firms use their firm name in the from label, but the most effective way is to add a Human name, this
way you personalize your email, it’s not another random email from a company but an email sent from a
certain person in that company that gives people proximity to your brand.

- Subject Line
Put yourself in the customer’s shoes, when you receive an email, your first impression is the subject line,
what’s it about? (after reading who sent it of course). And that’s what will drive your decision to keep
reading, open it or not.
Subject line should be straightforward, tell your subscribers what is in it for them or intrigue them to read
more (as the example below).
Some tips for you:

 Stick to 40- 50 Characters Maximum (20 have the best open rate, 3-5 Words)
 Use Emojis (but don’t overuse them and don’t use them always, because lot of brands uses them
nowadays, try to avoid using a lot of them and use only when necessary)

You can learn more about subject lines here

- Pre-Header
Preheader is the first lines of your email that appear just after your Subject line, a sneak peak about what’s
inside, It’s another way for you to grab the attention of your subscribers and get them to open your email.
Try intriguing more or give more details about what’s inside.
You can learn more about PreHeaders here

Email Design
To design your email one of the best approaches is to analyse the emails you receive and checkout what
you like and don’t about them, but also there are rules that you can follow:

 Keep you email less than 600 pixel wide: This allow you email to be read without scrolling
vertically in all platforms.
 Call to action on top: Readers don’t always have time to read the whole email so put your Call to
action on top, but be careful not the first line you need to present the call to action and provide
context before throwing it.
 Tell a Story, Storytelling is really important in email marketing as it keep the readers attentions
(who don’t like a story)
 Prepare an Email with no images (most of email providers block images) so prepare your email to
contain no image so in case they get blocked people have an experience reading your email don’t
fall in full images emails.
 Include columns but no more than 3, studies shows that readers’ eyes are attracted more strongly to
striking imagery over text

You can read more about designing your email here

[Link]

Templates of emails for inspiration: [Link]

Email Design Components

Email layout design
From top to bottom, your email layout should be naturally appealing to readers and should convey the
message to the reader.
Make them understand the benefits and create a desire toward a strong call to action that motivates the
reader to respond to the message.

Email color
The good choice of email color can help your brand and message stand out. While it’s fun to experiment
with colors, your choices should be strategic.

Email fonts and typography

Keep typography simple for legible emails that engage readers.
Email emojis
Emoji use by brands has risen 609 percent year-over-year in digital communications.

Email image tips

Images are worth a thousand words, but within emails, they should be used in moderation.

Email call to action (CTA)

Your CTA fuels email success.

Email header and footer

Achieve a professional look for designing email headers and footers.

Email Design Do’s

 Balance out the content. Always use more text than images. Use at least 60% text and 40% images.
 Prioritize your content. The most important content should come first — above the fold.
 Make your content easy to scan, so recipients do not need to read every word to understand your
email and click your CTA.
 Use headings and subheads to maintain visual organization.
 Limit the number of colors you use (you can match your brand and website colors, or choose
colors specific to your current promotion).
 Use only one or two fonts in your email.
 Size body copy fonts at 14- to 16-point, headline fonts at 22- to 24-point for best readability.
 Only use relevant emojis that help convey your message and create excitement.
 Use JPG and PNG images in emails. Use GIFs sparingly and only if they aren’t too large.
 Make your call to action a color button that stands out from the rest of your email content.
 Incorporate your logo or company name into your header to identify your brand.
 Add teaser text before your header, which will show up on the subject line in many email clients
and give you another opportunity to influence opens.

Email Design Don’ts

 Don’t feature a long block of text anywhere in your email. Instead, break content into concise
sections.
 Don’t use more than two colors in your design (multi-colored logos and images are fine).
 Don’t use colored body text — keep it black or dark gray.
 Use script fonts or other fancy fonts, which can be difficult to read.
 Use custom fonts that may not render correctly on all devices.
 Don’t overuse emojis — they should serve as meaningful accents, not the bulk of your message.
 Don’t use confusing emojis. Stick to emojis that are universally-recognized: smiley faces, coffee
mugs, etc.
 Don’t use images as your entire email, since they may not automatically display in many email
clients.
 Don’t increase image size for emails — always size down for crisp, captivating email images.
 Don’t overload your email with different calls to action. Instead, focus on driving readers toward a
single action. If you have more, send more than one email.
 Don’t create a complex design for your header or footer — keep it simple so readers can get to the
meat of your email.
 5.4 TOOLS AND STRATEGIES FOR EMAIL
MARKETING
How to build an email database
Building an email database is one of the most important step in email marketing (because if we don’t have
emails addresses, to whom will we send the emails?).
You can use past customers email addresses but this will be more advocators than strangers, that’s why opt-
in strategy (strategy to pull people people emails) is important.
This video explains how to build an email list using offers which one of the best methods to build a
database.

[Link]

Double Opt-In
Let people confirm their subscription to your emails, that way you are sure that’s a valid one and can avoid
your emails to go to spam.
After people subscribed for your email list, send an email for them to confirm their email that won’t cost
anything but its really important. Event thought a single opt-in can grow your database faster but its not the
number of subscription that really matter in email marketing but the number of email opened.

Tools for Email Marketing

Many tool can help you have your automated email marketing campaign, some of them are Freemium
(Freemium is Free but you pay if you use it more, it can be free for a duration or free for a certain amount
of usage - example Google Drive is Free up to 15 GB and paid if you need more storage) and others are
Paid.

The Most Known Ones Are:

 MailChimp
 HubSpot
 Sendible
 Sarbacane
You can find a full list by following this link
Each tool provide a different platform, the best one to use depends on your budget and the features you
need from the platform we will go through some of them during the Workshop

5.5 AVOIDING SPAM

Avoiding Spam
Spam is the undesirable emails that we receive and that never see the light in our inbox.

Imagine spending hours writing an email and in the end it end up in a place where no one can find.

All email distributors have algorithms that allow them to automatically classify emails, that’s why we
need to tweak this and make those distributors know that what we are sending is important and have as
a home the inbox and nowhere else.

You can check this article to avoid your email going to spam

[Link]
Periodically clean your email database
Remove the ones that don’t read your emails, if people don’t open your emails why keep them?
Each Month take a look at your stats and remove all the people that did not open your emails.
This can be hard especially if the number is big but keep in mind keeping those email addresses are useless
and can only bring you harm.

Check your domain

Check if your domain is blocked following those website, to check if your emails go to the spam due to
your domain that have been flagged (flagged domain, are suspicious ones that are triggered by email
recipients’ algorithms).
Check if your domain (the domain is the address that is present after the @ in your email address)
You can test it out here

Checking the Inbox

Not only you need Test if your email is going to spam or not but also in which tab your email will appear.
Here you can check in which tab your email will appear. here is a full article to help you deliver your email
directly to your subscriber inbox.

5.6 TESTING AND OPTIMISING YOUR

CONVERSION RATE
Customer Journey Analysis
Now that you are done with your customer journey it’s time to set your MoS and KPIs for each stage and
calculate the conversion rate. As we said before you need to increase the number and also the conversion
rate as with bigger number and lower conversion rate you are losing lot of potential leads.
Set you customer Journey and track your customer for each stage across all channels to find out where the
problems are.
After launching your first campaign take those numbers and write them down they will be your landmarks
for your future goals.
as from a campaign to another you want to increase your sales, example:

 in your first campaign you made 20 sales from 120 leads so your conversion rate leads to sales is
16.6%, your boss asks for 100 sales so what you can do is increase your conversion rate to 25% by
changing and optimizing your funnel which means that you need 400 leads, this allow you to
calculate the budget (with your Cost per lead) and even the duration of your campaign.
Scarcity and Urgency
To increase your sales in a certain time period, you can use the technique of Scarcity and Urgency
(Limitation to your product and getting your customers to take actions immediately) this can be used in
your email marketing campaign and even your hard selling content on social media. This is always used in
the end of any campaign to increase the sales in the last run. You can include Offers and sales (remember
you need to include this in your budget from the beginning, it's easy your cost per acquisition will lower so
you can take from that difference to make your offers )
Here’s an example of 5 Clever Scarcity and Urgency examples

Split Testing (A/B Testing)

Never assume go there and test it out, split testing all your content is way to go.
Split testing your ads making some differences to check out what works best.
Or even split testing a page on your website:
You can create a sells page with a call to action on top of the page and another one with a call to action in
the middle and test out which one is the best and drive more leads.
Split testing is one of the major data analysis in digital marketing as you can’t assume, put it out there and
then analyse if it’s better this way or the other

Does Traffic = Good?

Having more traffic doesn’t always mean you are doing things right, many of the problems with sales team
comes from here. before calculating the number of traffic you need to check if its the right target that’s
visiting and taking actions and that way you have a great argument with sales team and also you can assure
that the rest of the customer journey is a good to go.

Insanity
In digital marketing you need to always strive for more, and always be ready to change the way you are
doing things, what worked yesterday might not work today, that’s why testing is so important, if you see a
drop in numbers between campaign but you did the same thing, you need to check out what changed in the
environment surrounding (Economic Crisis, Competition lowering prices, Changes on social media)
It’s insane to do the same thing and expect a different result that’s why you need to always optimize and
increase your numbers. Digital Marketing is all about learning more about your customer, your business
and your field, that’s what will allow you to grow.
This is the end of this Chapter but the beginning of new one for you always be eager to learn more you
have the basics and more now it's your turn to shine.

5.7 CONCLUSION
Takeaways
Implementing, using and optimizing a digital marketing automation system for your business will allow
you to scale your marketing, manage multi-channel marketing and provide better qualified leads.
The Customer Journey, is the journey your customer take when interacting with your product / service.
Lead Nurturing is an important step in your marketing strategy it allow you to keep the communication
with your customer and get them ready to buy
There’s 3 differents types of emails : Newsletters, Promotion emails and Automated emails, each of them is
important and can be used to generate traffic to your website.
When designing your email you need to work on all the different components.
Many tools are there for you to avoid spam and get your emails directly to the subscribers’ inbox
Testing and data is so important in all your activities and you need to use that while taking any decision in
digital marketing.