Unit2 Social

Unit-2
Social Media Marketing

Social media marketing is a way to connect with your target audience over different social media platforms
like Instagram, Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Snapchat. This involves not only
posting engaging content but also monitoring how people talk about your brand.
Benefits of social media marketing.

1. It is one of the most popular digital media
About 326 million people in India use social media, and the number is only growing by the day. Chances
are that your customers are already on social media and interacting with other brands in the industry. Instead
of waiting around for your customers to come and find you, take matters into your own hands and meet
them where they are.
2. It helps in increasing brand awareness
Social media is a platform for brands to familiarize their target audience with their products and services.
However, your social media handle should not merely advertise your products or service as people visit
these sites with the intention of interacting and not buying.
3. It helps you in knowing your customers better
You can use social media trends to discover what is trending in your industry and how your audience
engages with it. This will help you in spotting their interests and creating user personas.
4. It can generate leads and sales
Efforts put into social media marketing can also pay off with an increase in sales. Although every business
can benefit from this, small businesses which have limited marketing budgets can particularly profit from
social media as a source of revenue.
How to do social media marketing?

1. Define your social media marketing goals
A good place to start social media marketing is to know your objective behind using it. Is it to create brand
awareness, drive more traffic to your website, create brand loyalty, increase sales, or create more
engagement? Once you have figured out your goals, you will be in a better position to chart a strong social
media strategy.
2. Choose your platform
Although you will be spoilt for choices when it comes to establishing a social media presence, take some
time to choose the one that’s most relevant for your industry. Find out the social media channel that is most
frequently used by your target audience. You can also choose a channel that has not been tapped into by
other brands but has the potential to shine as a social media marketing platform for your industry.
Introduction to Blogging
You are living in the age of technology, and you would have encountered terms like blogging,
blog, and bloggers. People often need clarification about these terms. This document will
discuss the concepts associated with blogging and explain the role of content and comments in
the quality of blogging.
Blogging
Blogging deals with the regular sharing of information in the form of blogs on the internet. Understanding
the blog concept is essential to get an insight into blogging.
What is a blog?
A “blog” is an updated version of the old term “weblog,” used to describe websites that maintain an ongoing
chronicle of information. A blog features diary-type commentary and links to articles on other websites,
usually presented as a list of entries in reverse chronological order. Blogs range from personal to political
and can focus on one narrow subject or a whole range of subjects.
Many blogs focus on web design, home staging, sports, mobile technology, etc. Few are more eclectic,
presenting links to all types of other sites. And others are more like personal journals, presenting the author’s
daily life and thoughts.
Blogs tend to have a few things in common:
A main content area with articles listed chronologically, the newest on top. Often, the articles are organized
into categories—an archive of older articles.
1. A way for people to leave comments about the articles.
2. A list of links to other related sites is sometimes called a “blogroll.”
3. One or more “feeds” like RSS, Atom, or RDF files.
Some blogs may have additional features beyond these. Watch this short video for a simple explanation of
what a blog is.
What is a blogger?
A blogger is a person who owns, runs, or maintains a blog. That is, posting articles or new posts,
information, and sharing the most up-to-date news, opinions, and case studies, to name but a few.
The blog content
Content has a central importance in any website. The nature of content depends on the type of business.
Retail sites feature a catalog of products. University sites contain information about their campuses,
curriculum, and faculty. News sites show the latest news stories.
A blogger should update the content regularly. You might have a bunch of observations or reviews for a
personal blog. Without updated content, there is little reason to visit a website more than once.
Why Is Structure So Important in Blog Posts?

1. According to our blogging statistics research, there are over 600 million blogs. With so much competition,
you’ll need to do everything in your power to make your blogs stand out, including using the right structure.
2. A well-structured blog leads the reader from one point to the next in a logical way that’s easy to follow
and understand. Many people simply skim blogs, so the right structure also helps people find the parts
they’re interested in reading.
3. A clear structure doesn’t just help visitors understand your content. Search engine bots will also find it
easier to crawl your blogs and then show them to the right people. This will improve your search engine
rankings and get more visitors to your WordPress blog.
How to Write the Perfect Blog Post (Structure + Examples)
Let’s look at how you can write a well-structured blog post, even if you’re a complete beginner. Simply use
the quick links below to jump straight to the topic you want to read about:
1. Start with the Right Blog Post Topic

2. Create a Descriptive and Compelling Headline
3. Write a Clear and Concise Introduction
4. Break Up Content with Headings
5. Add a Table of Contents
6. Keep Paragraphs and Sentences Short
7. Add Images, Video, and Other Media
8. Wrap Up Blog Posts with a Conclusion
9. End with a Compelling Call to Action (CTA)
10. Preview Your Blog Post and Do Some Final Touchups
Example:
Introduction to Social Media Platforms and Their Advertising Opportunities

In today's digital age, social media has become an integral part of our daily lives, connecting people from
all corners of the globe and revolutionizing the way we communicate, share information, and interact with
brands. Among the plethora of social media platforms available, Facebook, Twitter, Google+, LinkedIn,
YouTube, Instagram, and Pinterest stand out as some of the most prominent and influential channels, each
offering unique features and advertising opportunities for businesses and individuals alike.
1. Facebook:
With over 2 billion monthly active users, Facebook reigns supreme as the largest social media platform
worldwide. Its advertising platform provides sophisticated targeting options based on demographics,
interests, and behaviors, allowing advertisers to reach their desired audience with precision. Facebook offers
various ad formats, including carousel ads, video ads, and lead generation ads, making it an ideal platform
for both B2C and B2B marketing campaigns.
2. Twitter:
Twitter is renowned for its real-time nature and conversational approach to content sharing. Its advertising
platform enables businesses to promote tweets, accounts, or trends to increase brand visibility, drive website
traffic, and generate leads. With options for targeting by interests, keywords, and demographics, Twitter
ads are particularly effective for engaging with a highly engaged and influential audience.
3. Google+:
While Google+ has been discontinued for consumer use, its enterprise version, Google My Business,
remains a valuable tool for businesses to manage their online presence and connect with customers. Through
Google My Business, businesses can enhance their visibility in Google search results, attract more
customers through Google Maps, and engage with followers through posts and reviews.
4. LinkedIn:
LinkedIn is the premier social network for professionals, boasting over 700 million members worldwide.
Its advertising platform offers sophisticated targeting options based on job title, company size, industry,
and more, making it an ideal channel for B2B marketing campaigns. LinkedIn ads can be tailored to specific
objectives, such as lead generation, brand awareness, or event promotion, and are particularly effective for
reaching decision-makers and influencers in the business world.
5. YouTube:
As the second-largest search engine in the world, YouTube offers unparalleled opportunities for video
advertising and brand promotion. Its TrueView ads allow advertisers to reach targeted audiences based on
demographics, interests, and viewing behavior, while its bumper ads provide a cost-effective way to
increase brand awareness and reach a wide audience quickly. With over 2 billion logged-in users per month,
YouTube is a powerhouse for video content and advertising campaigns.
6. Instagram:
Instagram has rapidly emerged as one of the most popular social media platforms, especially among
younger demographics. Its visually-driven nature makes it an ideal channel for showcasing products,
lifestyle content, and brand stories. Instagram's advertising platform offers a variety of ad formats, including
photo ads, video ads, carousel ads, and stories ads, allowing advertisers to create immersive and engaging
experiences for their audience.
7. Pinterest:
Pinterest is a visual discovery engine that allows users to discover and save ideas for various interests and
projects. Its advertising platform, Pinterest Ads, enables businesses to reach users at the moment of
inspiration and drive action through promoted pins and video ads. With advanced targeting options based
on interests, keywords, and demographics, Pinterest is a powerful channel for driving website traffic,
increasing brand awareness, and driving sales conversions.
Marketing Channel Definition
A marketing channel encompasses the intricate network of people, organizations, and activities
orchestrating the availability of goods and services for consumer use. It facilitates the transfer of ownership
from the production stage to consumption.
This dynamic concept exists in various forms, including trade shows, industry events, targeted emails,
outbound calling, display advertising, and direct sales. These examples showcase the diverse avenues
through which businesses strategically navigate to ensure their offerings seamlessly reach the end-users.
How Marketing Channels Work?

As mentioned above, marketing channels are key in ensuring the smooth distribution of goods and services,
acting as the vital link from manufacturers to consumers. Their core functions involve fostering exchange
between buyers and sellers, managing the flow of information, and overseeing distribution and transactions.
Additionally, marketing channels handle crucial aspects like risk and supply chain management. The
promotion function within these channels is the engine that drives awareness and interest in products.
Utilizing diverse strategies such as TV, radio, internet advertisements, billboards, flyers, and coupons, these
channels aim to captivate audiences, creating compelling messages that resonate with consumers and drive
increased product sales.
Special events like concerts, conventions, or movie premieres are also leveraged to amplify product
promotion, emphasizing the significance of this facet in boosting overall sales.
What Is the Purpose of a Marketing Channel?
The purpose of a marketing channel is to act as the vital link between your brand and your audience,
allowing for seamless information exchange.
These channels play a pivotal role in:
• Strategically identifying optimal distribution channels tailored to the target audience.

• Ensuring products efficiently reach their intended audience.
• Streamlining operations to save both time & costs.
• Expanding reach and engagement by connecting with a broader customer base.
Types of Marketing Channels

1. Digital Advertisements
Digital display advertising empowers brands with the versatility of images, audio, and video to convey
messages and bolster online brand presence. These ads, featured on websites, email platforms, and social
media, take the form of banners, like the example from AT&T.
2. Email Marketing
While not the newest kid on the block, email marketing remains a stalwart in the digital marketing toolkit—
familiar, measurable, and budget-friendly. It uses the latest content marketing tools like automation and
personalization to adapt to the evolving digital landscape.
3. Search Engine Optimization
SEO is a pivotal aspect of the broader digital marketing landscape. Primarily focused on gaining recognition
from search engines, especially Google, SEO emphasizes the importance of useful content according to
Google’s criteria.
4. Event Marketing
To truly distinguish your brand, a robust digital presence isn’t enough; occasionally, you must engage with
your audience face-to-face. Event marketing, encompassing product and brand reveals, client conventions,
trade shows, and expos fosters in-person connections.
5. Influencer Marketing
Influencer marketing provides a fresh avenue for engaging consumers fatigued by traditional advertising.
Social influencers, sharing brand-sponsored experiences in their blogs, focus on cultivating online
relationships rather than mere transactions.
6. Content Marketing
Content marketing is a go-to tool for digital marketers in their day-to-day strategies. Statista says it’s the
top choice, with marketers four times more likely to favor it over social media and three times more likely
than enhanced user experience.

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Unit-2

Social Media Marketing

Benefits of social media marketing.

How to do social media marketing?

Why Is Structure So Important in Blog Posts?

How to Write the Perfect Blog Post (Structure + Examples)

1. Start with the Right Blog Post Topic

Introduction to Social Media Platforms and Their Advertising Opportunities

How Marketing Channels Work?

• Strategically identifying optimal distribution channels tailored to the target audience.

Types of Marketing Channels

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