Unit 3
Unit 3
3.1 Wikipedia
Wikipedia is an online free-content encyclopedia helping to create a world where
everyone can freely share and access all available knowledge. It is supported by
the Wikimedia Foundation and consists of freely editable content
It is supported by the wikimedia foundation & consist of freely editable content .
Since its created on jan 15, 2001. has grown into worlds largest reference website
attracting 1.7 billion unique devices visitor monthly as Nov 2021.
Wikipedia is a free, open content online encyclopedia created through the
collaborative effort of a community of users known as Wikipedians. Anyone registered
on the site can create an article for publication; registration is not required to edit articles.
A wiki is a hypertext publication collaboratively edited and managed by its own
audience directly. A typical wiki contains multiple pages for the subjects or scope of the
project and could be either open to the public or limited to use with in organization for
maintaining its internal knowledge base.
A wiki enables communities of editors and contributors to write documents
collaboratively. All that people require to contribute is a computer, Internet access, a web
browser, and a basic understanding of a simple markup language (e.g. MediaWiki markup
language).
A single page in a wiki website is referred to as a "wiki page", while the entire
collection of pages, which are usually well-interconnected by hyperlinks, is "the wiki". A
wiki is essentially a database for creating, browsing, and searching through information.
A wiki allows non-linear, evolving, complex, and networked text, while also allowing for
editor argument, debate, and interaction regarding the content and formatting
Characteristic
Editing
"Wikitext" redirects here. For the Wikipedia help page, see Help:Wikitext.
Source editing
Some wikis have an Edit button or link directly on the page being viewed if
the user has permission to edit the page. This can lead to a text-based editing page
where participants can structure and format wiki pages with a simplified markup
language, sometimes known as wikitext, wiki markup or wikicode (it can also lead
to a WYSIWYG editing page; see the paragraph after the table below). For example,
starting lines of text with asterisks could create a bulleted list.
Layout consistency
Wikis have favored plain-text editing, with fewer and simpler conventions
than HTML for indicating style and structure. Although limiting access to HTML
and Cascading Style Sheets (CSS) of wikis limits user ability to alter the structure
and formatting of wiki content, there are some benefits.
Visual editing
Wikis can also make WYSIWYG editing available to users, usually through a
JavaScript control that translates graphically entered formatting instructions into
the corresponding HTML tags or wikitext. In those implementations, the markup of
a newly edited, marked-up version of the page is generated and submitted to the
server transparently, shielding the user from this technical detail. An example of
this is the VisualEditor on Wikipedia.
Version history
Some wikis keep a record of changes made to wiki pages; often, every version
of the page is stored. This means that authors can revert to an older version of the
page should it be necessary because a mistake has been made, such as the content
accidentally being deleted or the page has been vandalized to include offensive or
malicious text or other inappropriate content.
Edit summary
"Edit summary" redirects here. For the Wikipedia help page, see Help:Edit
summary. Many wiki implementations, such as MediaWiki, the software that
powers Wikipedia, allow users to supply an edit summary when they edit a page.
This is a short piece of text summarizing the changes they have made
Navigation
Within the text of most pages, there are usually many hypertext links to other
pages within the wiki. This form of non-linear navigation is more "native" to a wiki
than structured/formalized navigation schemes. Users can also create any number
of index or table-of-contents pages, with hierarchical categorization or whatever
form of organization they like
Linking and creating pages
Links are created using a specific syntax, the so-called "link pattern".
Originally, most wikis[citation needed] used CamelCase to name pages and create
links. These are produced by capitalizing words in a phrase and removing the spaces
between them (the word "CamelCase" is itself anexample). While CamelCase
makes linking easy, it also leads to links in a form that deviates from the standard
spelling.
Trust and security
Controlling changes
Wikis are generally designed with the philosophy of making it easy to correct
mistakes, rather than making it difficult to make them. Thus, while wikis are very
open, they provide a means to verify the validity of recent additions to the body of
pages.
Critics of publicly editable wiki systems argue that these systems could be easily
tampered with by malicious individuals ("vandals") or even by well-meaning but
unskilled users who introduce errors into the content, while proponents maintain that the
community of users can catch such malicious or erroneous content and correct it
Security
The open philosophy of wiki – allowing anyone to edit content – does not ensure
that every editor's intentions are well-mannered. For example, vandalism (changing wiki
content to something offensive, adding nonsense, maliciously removing encyclopedic
content, or deliberately adding incorrect information, such as hoax information)
3.2 FACEBOOK
Facebook, American online social network service that is part of the company Meta
Platforms. Facebook was founded in 2004 by Mark Zuckerberg, Eduardo Saverin, Dustin
Moskovitz, and Chris Hughes, all of whom were students at Harvard University.
Their Mission is “Facebook’s mission is to give people the power to build
community and bring the world closer together.
Facebook became the largest social network in the world, with nearly three billion
users as of 2021, and about half that number were using Facebook every day. The
company’s headquarters are in Menlo Park, California. The attractiveness of Facebook stems
in part from cofounder Zuckerberg’s insistence from the very beginning that members be
transparent about who they are;
users are forbidden from adopting false identities. The company’s management argued
that transparency is necessary for forming personal relationships, sharing ideas and
information, and building up society as a whole. It also noted that the bottom-up, peer-to-
peer connectivity among Facebook users makes it easier for businesses to connect their
products with consumers.
Facebook allows you to send messages and post status updates to keep in touch with
friends and family. You can also share different types of content, like photos and links. But
sharing something on Facebook is a bit different from other types of online
communication. Unlike email or instant messaging, which are relatively private, the
things you share on Facebook are more public, which means they'll usually be seen by
many other people
3.3 Instagram
Instagram is a free, online photo-sharing application
and social network platform that was acquired by
Facebook in 2012.
Instagram allows users to edit and upload photos and short videos through a mobile
app. Users can add a caption to each of their posts and use hashtags and location-based
geotags to index these posts and make them searchable by other users within the app. Each
post by a user appears on their followers' Instagram feeds and can also be viewed by the
public when tagged using hashtags or geotags. Users also have the option of making their
profile private so that only their followers can view their posts.
Instagram is the fastest growing social media platform in the world at present
History of Instagram
Instagram was started in San Francisco by Kevin Systrom and Mike Krieger, who
initially tried creating a platform similar to Foursquare but then turned their attention
exclusively to photo sharing. The word Instagram is an amalgam of "instant camera" and
"telegram."
The iOS app was released through the iTunes App Store on Oct. 6, 2010, and the
Android app was released on April 3, 2012. The platform's popularity skyrocketed, with
the company reporting more than 40 million active users just two years after launch. This
caught the attention of Facebook, which officially purchased Instagram for $1 billion in
the summer of 2012.
In 2017, Instagram rolled out a feature that allows users to post multiple photos or
videos at once, presented in a carousel format.
3.4 LinkedIn
Google offers paid advertisements which appear in search results on google.com with the use of
Google Ads or advertisements that appear on other websites through the Display Network and Google’s
AdSense program.
Below is an example of a Google search engine results page (SERP). The sponsored results, or
ads, are denoted with an “Ad” label. There are two sections of paid Google ads, one above the
“natural” or organic results and one at the bottom of the results page.
Google Ads operates under a pay-per-click (PPC) model. That means marketers
target a specific keyword on Google and make bids on the keyword — competing with
others also targeting the keyword.
The bids you make are “maximum bids” — or the maximum you’re willing to pay for
an ad.
Marketers have three options for their bids:
1. Cost-per-click (CPC). How much you pay when a user clicks on your ad.
2. Cost-per-mille (CPM). How much you pay per 1000 ad impressions.
3. Cost-per-engagement (CPE). How much you pay when a user performs a spe-
cific action on your ad (signs up for a list, watch a video, etc).
Search campaign
Display campaign
Shopping campaign
Video campaign
App campaign
1. Search Ad Campaigns
Search ads are text ads that are displayed on Google results pages. For example, here are the
search campaign ads for the keyword “laptops”:
2. Display Ad Campaigns
Google has a network of websites in various industries and with an array of audiences that opt
in to display Google Ads, known as the Google Display Network. The benefit to the website owner is
that they’re paid per click or impression on the ads. The benefit to advertisers is that they can get their
content in front of audiences that are aligned with their personas.
3. Video Ad Campaigns
Video ads are displayed before or after (and sometimes in the middle of) YouTube videos. Remem-
ber, YouTube is a search engine, too. The right keywords will place you in front of a video, disrupting
the user’s behavior just enough to grab their attention.
Here's a video advertisement that pops up in the middle of another video on how to tie a tie:
4. App Ad Campaigns
Google App Campaigns promote your mobile application through an ad displayed on Google Search
Network, YouTube, Google Play, Google Display Network, and more. You can run ads that encourage
your audience to install your app or, if they already use it, to take a certain action within your app.
Google Analytics is a web analytics service that provides statistics and basic analytical tools for
search engine optimization (SEO) and marketing purposes. The service is part of the Google Marketing
Platform and is available for free to anyone with a Google account.
Google Analytics is used to track website performance and collect visitor insights. It can help
organizations determine top sources of user traffic, gauge the success of their marketing activities and
campaigns, track goal completions (such as purchases, adding products to carts), discover patterns and
trends in user engagement and obtain other visitor information such as demographics. Small and me-
dium-sized retail websites often use Google Analytics to obtain and analyze various customer behavior
analytics, which can be used to improve marketing campaigns, drive website traffic and better retain
visitors.
Types of data
Google Analytics can provide businesses with multiple types of data for marketing purposes.
User acquisition data: provides insight into how customers are arriving at the website. Customers
may come from a variety of channels, such as paid search engine results, unpaid search engine re-
sults, social media links or simply typing in the URL. Understanding user acquisition data is critical
for maximizing website traffic
User behavior data: shows what customers are doing on the website, and how they are engaging
with the site. This includes how long they spend on each page, how many pages they visit, and if
they engage with videos and graphics. This data can be used to create web layouts that better connect
visitors with the content they are looking for, leading to a more effective user experience..
The page tag functions as a web bug or web beacon, to gather visitor information. However, because it
relies on cookies, the system can't collect data for users who have disabled them.
When a user visits the website, the code collects various data, including the HTTP request of the user,
the browser they use and the first-party cookies they agree for you to collect. This may sound compli-
cated, but essentially, this data is used to provide insight into user demographics and behaviours, such
as their language, location, age and gender. The code sends this data to Google Analytics, which ag-
gregates it into four levels:
User Level (the actions of each user)
Session Level (the individual visits)
Pageview Level (the individual pages visited)
Event Level (video views, button clicks and similar actions)
Metrics
Google Analytics at the most basic level will deliver a whole range of business benefits, including al-
lowing you to:
Track and measure your website’s performance and adapt your digital marketing strategy ac-
cordingly
Identify successful marketing activities and plough more resources into these, and weed out
campaigns that are not working and redirect resources elsewhere
Plan an effective content marketing strategy by monitoring the success of individual blogs and
articles
Segment your audience for more targeted marketing campaigns that focus on groups at differ-
ent stages of the buyer’s journey
Bounce rate. The percentage of visitors who viewed only a single page. These visitors only
triggered a single request to the Google Analytics server.
Sessions. The group of visitor interactions that happen in a 30-minute window of activity.
Average session duration. How long on average each visitor stays on the site.
Percentage of new sessions. The percentage of website visits that are first-time visits.
Pages per session. The average number of page views per each session.
Goal completions. The number of times visitors complete a specified, desirable action. This is
also known as a conversion.
While there are excellent metrics to help you identify gaps in visibility and opportunities for growth, it
can be a bit difficult to determine precisely which metrics to use. Keep reading to review six metrics
we can use to find growth opportunities in search campaigns.
Active view
Active View is a technology on YouTube and certain Display Network websites and apps that
allows Google Ads to determine if your ad is viewable by potential customers. Active View metrics
can be used for Video and Display campaigns to help you better understand how often your ad appears
in a position on a webpage, device, or app that people can see.
viewable ad
Active View metrics have been created in compliance with industry standards for measuring
the viewability of online ads, as developed by the Media Rating Council (MRC). According to MRC
guidelines, the standard for measuring the viewability of ads are as follows:
• A display ad is counted as viewable when at least 50% of its area is visible on the
screen for at least 1 second.
• For large display ads of 242,500 pixels or more, the ad is counted as viewable when at least
30% of it’s area is visible for at least 1 second.
• A video ad is counted as viewable when at least 50% of its area is visible on the screen
while the video is playing for at least 2 seconds.
Active View metrics
• Viewable impr. - This metric shows the number of times your ad’s impressions were
considered viewable. An ad is counted as viewable if at least 50% of its area is visible for at
least 1 second for display ads, or at least 2 seconds for video ads. It can help you understand
how often your ad appeared where people could see it.
• Viewable rate - This is the viewability rate of your ad. It’s the percentage of time when
your ad appeared on sites or apps with Active View enabled and was viewable. This percentage
estimates how many of your measurable impressions were actually viewable to potential
customers.
• Measurable rate - Measurable impressions over total impressions represents the
percentage of your total impressions that were measured by Active View. Total impressions
include both measurable and non-measurable impressions. This metric can help you understand
how often your ad appeared in places that were able to be measured by Active View
technology.
• Non-viewable impr.- A non-viewable impression means that your ad did not have at least 50%
of its area displayed for at least 1 second for display ads, or at least 2 seconds for video ads
• Viewable CTR- Your viewable click-through rate (CTR) represents how often people click
your ad after it becomes viewable. This rate is equal to the number of clicks your ad receives
divided by the number of times your ad becomes viewable on a website or app.
• Measurable cost- Your measurable cost is the total cost of all the impressions you received
that were measurable by Active View technology. This can help you understand how much of
your spend was on impressions that were measurable.
Bulk email marketing is an email sent to large groups of people at once to advertise the
goods or services provided by a business or maintain a relationship with customers. When
done right, it allows us to increase the number of loyal clients and boost ROI.
If bulk emails satisfy the above requirements, they become effective marketing channels for
the businesses that send them.
Given that marketing emails can be created fast, they allow marketers to send “day-of” emails
to ensure the timely promotion of a limited time particular or inform customers of reduced
stock
It is difficult for marketers to speak to their target customers in a personalized manner via radio,
television, or print advertisingWhy? Most of the marketing campaigns on these media are often
done in a “one-size-fits-all” approach.
With bulk email marketing, it is also possible to segment the customer list into a smaller, more
effective one, and send out personalized emails. For example, a marketer can identify all
customers from say, Los Angeles, and then proceed to create an email marketing campaign
Bulk email marketing allows you to share advertising content. People can quickly forward an
email containing a piece of information or an enticing offer. In turn, this allows a brand to gain
advocates who further push the business within their networks.
Results in reduced overhead costs
Bulk email marketing can be done at an incredibly low overhead cost. For instance, there is no
need to hire marketing analysts, designers, and many employees. An excellent bulk email
marketing strategy only requires an active email marketing service such as SendPulse and a
competent marketer who can provide the right offers, content, and graphics to the relevant
customer list. So far, there is no marketing channel out there that offers a more
significant ROI than email marketing.
Identify your target audience.Marketers should determine the demographic groups that are
most interested in the products and services their business offers. One can look at aspects such
as nationality, income level, education, age groups, gender, ethnicity, among other
demographic characteristics ahead of creating a bulk email campaign.
Focus on the benefits. Clearly describe what the customers stand to gain from a particular
brand. By highlighting the interests of consumers, a marketer can cause them to respond.
1. Be brief and to the point. A marketing email ought to be concise. Thus, the
reader should see the significant bits quickly enough to allow them to make a decision.
Give special discounts. Marketers should entice readers by giving special discounts that are
exclusive to them. For example, “We have a 20% discount just for you, if…”
Social media integration gives your audience more way to engage & interact with your brand.
You are creating more opportunities for them to share your content & promote services for you. It is easy
to do.
With the right tools you will be able to integration social media with your website, email, &
other channel
Ironically, you need marketing to scale. Without it, it's hard to sell your products
and services. In addition to the budgeting templates provided below, check out some of
our free offers and courses to mitigate your company's marketing costs.
Given the success marketers have seen in it, you might consider planning to
spend at least half of your marketing budget on some of these digital channels.
Marketing Costs
Marketing costs are all of the expenses a company incurs in order to sell, promote,
develop, and market its brand. These expenses can include advertising, software and
services, personnel, and content creation.
Marketing Cost Examples
1. Software
When it comes to digital and even print media, you may need software to create your
marketing campaigns or handle your daily processes. There’s a marketing tool for just
about any task you can think of, but they are generally broken down into the following
categories:
• Customer relationship management (CRM)
• Online advertising
• Social media
• Content creation and design
2. Freelancers
If you have a temporary campaign or want to test out a new marketing strategy, you
might want to hire a short-term freelancer before bringing on a full-timer. Reach out to
your network for recommendations or consider using a site like UpWork. Freelancers
typically charge an hourly rate, so be sure to examine your budget before hiring.
3. New Personnel
When you do hire full-time employees, you'll want to budget costs including their
computer, technology, benefits, and onboarding-related needs. According to research
from Zippia, the average cost of hiring a new employee is $4,425.
4. Advertising
Budget how much money you'll spend on paid opportunities such as physical ads, native
ads, sponsored content, search engine ads, and social media promotions.
5. Content Creation
When you create content such as videos, photos, or even blog posts, you'll need to put
paid time into it. Content marketing brings in 3X as many leads as traditional options,
so it’s worth dedicating funds to this area. Budget how much money will go into
creating this content so you can adjust accordingly based on its return on investment.
Marketing Budget Breakdown
Companies generally spend 7% to 10% of their overall company revenue on
marketing. According to a Gartner CMO survey, marketing budgets as a proportion of
company revenue dropped to 6.4% in 2021, down from 11% the previous year.
MARKET REVENUE
Allocation by Channel
How you allocate your budget per channel depends on your company’s particular
goals, so there is no hard and fast rule.
FIG : MARKETING BUDGET
Paid Search Advertising
You’re probably familiar with the ads at the top of a Google results page that
show up above the list of search results. Those are a form of paid advertising called
pay-per-click (PPC). You can create and run ads on Google, and each time someone
clicks, you pay. The cost-per-click (CPC) can range anywhere from a few cents to a few
dollars. You can use Google’s keyword planner to help estimate costs.
How to Create a Marketing Budget
1. Know your buyer's journey.
Your buyer's journey is the steps your audience takes as they 'journey' from prospect to
paying customer. Knowing your buyer's journey allows you to understand how your
audience interacts with your marketing — and where to set your goals and budget to
better reach your customers.
2. Align your budget with your marketing goals.
What you spend and where you spend it will depend on what you're trying to
accomplish. So, when starting to create your marketing budget, make sure you're only
spending money on the things required by your current marketing goals — goals set
based on your audience and their journey from prospect to customer.
In many cases, unanticipated costs can force marketers to fork over cash that they didn't
plan on spending.
FIG : CMS
If the costs incurred in reality are lower than the budgeted costs (this rarely happens), it
is good for the business. However, you do need to check whether the accounting and
budgeting systems have skipped to record a source of expense. In most cases, however,
the actual cost would either be close to the budgeted cost or may exceed the budgeted
costs.
When actual costs incurred are too high from the budgeted costs, the
management needs to take some serious steps. One option can be to deal with a new
vendor who offers to provide goods at a lower price than others. Another very common
form of cost control is outsourcing some functions of the company
The main goal of cost control is to achieve a target set for the sales of the
businesses. There are some standards which are set in the cost control measures, and the
firm needs to make sure that it properly complies to all the standards and rules that are
set.
The deviations that happen in the performance of the company due to these
standards can be easily analyzed and then reported as well to make sure that the
executives can take some corrective actions for the company.
#1 Planning
#3 Monitoring
#4 Assessment
#5 Taking decisions
#1 Planning
The first and foremost thing in starting the process of cost control is planning. You need
to make a plan and set aside targets in estimates, budgets, and standards.
If planning was the first step, communicating it to the staff marks the second. Nothing
will happen if the initial plans and targets just remain limited to papers. They need to be
pulled out from theory and put in practice.
#3 Monitoring
When the execution part of the plan starts, it is also the time to start monitoring and
evaluating the performance. The various cost incurred is recorded, and the information
about them is collected.
#4 Assessment
After the start of keeping a record for the actual costs incurred, it’s now time to run a
comparison between the actual costs and the projected costs. If the target performance is
not being achieved, then it’s time to sit down and devise strategies to achieve those
target performances.
#5 Taking decisions
1) External standards
External standards are when the performance is compared with outsiders, i.e., other
companies in the same industry. The cost performance, in this case, is judged based on
several cost ratios.
2) Internal standards
Internal standards are when the performance is compared within internal departments or
internal cost elements. These internal cost elements of a firm can be anything ranging
from overheads, labor costs, or material costs.
Cost control plays a huge role in bringing attention to those areas of businesses that are
not performing well. It also helps in determining whether a business activity is working
efficiently or inefficiently.
#2 Allows comparison
Cost control lays down some concrete standards. These standards allow measurement and
evaluation of actual performance with the expected ones.
#3 Decreases debt
When cost control is done properly, it’s the most prized outcome is a reduction in debts.
This is possible because when the cost is strictly controlled, resources work to their
maximum potential, and there is a reduction of monetary loss due to wastage of resource.
When cost control practices start bearing results, the business owner can spend the money
on buying new equipment.
With more money to spend, cost control allows a company to invest the money in different
avenues like advertising and marketing.
#6 Provides a competitive advantage
A company to survive in the market needs to be ahead of its competitors.To stay ahead in
the competition, efficient business operations are a must for any business. In this, cost
control plays a major role.
With resource planning, it's possible to organize your team so they know what to work
on and when. A resource planner can help to accurately manage capacity and your
team’s time efficiently so you don’t burn anyone out.
Companies save 28 times more money when they resource plan because their output is
more reliable. Not only that, 83% of senior executives say strategically managing
resources is the top lever that powers company growth. It’s important to remember that,
ultimately, the most important resource your business can plan for is its people.
• Be more efficient
• Plan to project
In the plan to project phase, you’ll want to decide which project your team should tackle
next strategically. This is also when you’ll determine and request the resources needed
for the project.
We all love to hate meetings, but they’re a necessary part of the resource
management process. Imagine planning an expensive trip to Vegas with five of your
friends but never telling them. Chances are, your trip won’t turn out as planned. It’s
the same with resource planning
In project management, budgets and time are closely correlated. You can try to
track your time and budget with an Excel spreadsheet, but it’s no match to the power a
resource planning tool like Float gives you at this stage of the planning journey.
Forecast future planning
What’s happening in the future that we need to take care of now as we juggle ten other
things? When you forecast future planning it becomes easier to answer that question.
successful business owner about the secret to a business's success, the answer is
almost always branding. Building a brand is one of the essential With branding, your
company can establish itself as a distinguished identity in a crowded marketplace. Being
renowned gives you an added advantage to target the right customers while letting you
spread your business roots exponentially.
Products are made in the factory, but brands are created in the mind. - Branding
pioneer Walter Landor. The physical value of your products may be easy to calculate, but
your consumers' perceptions are what really determine the value your brand and products
have in the marketplace. Because of this, your ability to build value into your brand and
communicate that value to customers through your marketing is essential to the long term
success of your company.
The benefits of building a good brand
Brand equity is the perception customers have of your products and services based on
what they think of your brand. Apple, Google and Microsoft are all considered to have
high brand equity.
Awareness
Credibility
Reputation
Customer satisfaction
The mindful consumer is willing to buy, but craves value. In the search for value, they
consider factors like:
Research.
Social proof.
potential customers.
‘The world is full of boring stuff – brown cows – which is why so few people pay
attention,’ Seth Godin writes. ‘Remarkable marketing is the art of building things worth
noticing right into your product or service.’
‘You have to find a group who really desperately cares about what you have to say,’
according to Seth Godin in his TED talk How to get your ideas to spread.
Design is visual communication. How you use colour, shapes and font or organise
elements on a website page, email campaign or even a product package will dictate
whether or not your brand is perceived as valuable.
Connect to emotions
Content is a prime way to communicate your brand’s value and continuously increase its
strength.
Build loyalty
you can keep them coming back to your brand and build loyalty. Content on social
media
A lead is any person who indicates interest in a company's product or service in some way,
shape, or form.Leads typically hear from a business or organization after opening
communication (by submitting personal information for an offer, trial, or subscription) …
instead of getting a random cold call from someone who purchased their contact information.
Lead generation is the process of attracting prospects to your business and increasing their
interest through nurturing, all with the end goal of converting them into a customer. Some ways
to generate leads are through job applications, blog posts, coupons, live events, and online
content.These lead generators are just a few examples of lead generation strategies you can use
to attract potential customers and guide them towards your offers.
When a stranger initiates a relationship with you by showing an organic interest in your
business, the transition from stranger to customer is much more natural.Lead generation falls
within the second stage of the inbound marketing methodology. It occurs after you've
attracted an audience and are ready to convert those visitors into leads for your sales team
(namely sales-qualified leads).
Lead Generation Process
ead generation fits into the inbound marketing methodology, let's walk through the steps of
the lead generation process.
First, a visitor discovers your business through one of your marketing channels, such as your
website, blog, or social media page.
That visitor then clicks on your call-to-action (CTA) — an image, button, or message that
encourages website visitors to take some sort of action.
That CTA takes your visitor to a landing page, which is a web page that is designed to capture
lead information in exchange for an offer.
Once you put all of these elements together, you can use your various promotional
channels to drive traffic to your landing page to start generating leads.But what channels should
you use to promote your landing page? Let’s talk about the front-end of lead generation — lead
gen marketing.
PROMOTIONAL MARKETING CHANNEL
Content
Content is a great way to guide users to a landing page. Typically, you create content
to provide visitors with useful, free information. You can include CTAs anywhere in your
content — inline, bottom-of-post, in the hero, or even on the side panel.
Email is a great place to reach the people who already know your brand and product or service.
It’s much easier to ask them to take an action since they’ve previously subscribed to your list.
Blog
The great thing about using your blog posts to promote an offer is that you can tailor
the entire piece to the end goal.
Lead Generation Strategies
1. Your logo
4. Contact information
5. Hours of operation
2. Create A Blog
One of the most effective ways to increase visibility in the digital landscape is by creating a blog
for your brand. Establishing a blog is a strategic way to establish a loyal following while simultaneously
boosting your online presence.
When done right, a content strategy can drive massive traffic to your blog and ultimately, your
website. The keys to a successful blog content strategy include:
You can’t discuss an SEO strategy without talking about off-site SEO. Off-site SEO refers to
the things you do outside of your website to boost your online rankings. Off-site SEO
strategies include:
Off-site SEO makes your brand look more legitimate and trustworthy to online audiences.
Another important step for increasing visibility in digital marketing is utilizing social media.
These days, internet users expect your brand to not only have social media accounts but post
on them frequently. Some social media platforms you brand should be on include:
1. Facebook
2. Twitter
3. Instagram
4. YouTube
5. TikTok
In terms of increasing visibility in digital marketing, email marketing is a viable tool that can
provide an impressive return on investment (ROI).
One of the best tactics for increasing visibility in digital marketing is investing in paid
ads. Paid ads are advertisements you pay to run online. Common platforms where marketers
run paid advertising include search engines (Google Ads), social media platforms (Facebook
Ads), and paid content (sponsored blog posts).
Online customer reviews can really help your brand grow online and increase your
visibility. Online reviews contribute to your brand’s social proof, aka validation that your
products and/or services really work. Statistics show that reviews make customers 71% more
comfortable purchasing a product.
Include Visuals
Use Hashtags
One of the most important aspects of marketing is to connect to the target audience.
Connecting to the target audience is vital for any business or organization, particularly in order
to determine how the target audience reacts to events, items, or situations.
The reactions of your target audience will directly relate to business growth. The ability
to connect with the target audience separates the great companies from the ones that are just
doing okay. Connecting to your audience will allow you to understand their reactions, wants,
and needs.
Since many audiences are constantly changing, it’s a great idea to get connected and stay
connected with your audience.
This way, you keep up with your target audience and adapt whatever you need to in order
to stay relevant. In fact, you might even need to update your marketing strategy to stay relevant.
If you’re going to connect with your audience, then you need to have a good, rough
idea of who they are. Typically, it might be a great idea to learn the demographics of your
target audience and update that information frequently.
This way, you can develop marketing strategies to help you connect with your
audience. Once you have that good, rough idea of who your target audience is, you’re
going to want to get specific details in order to understand them better.
Understanding who your target audience is and whether or not they are changing
will be extremely important to your marketing strategy, particularly if you want to make
sure you’re maintaining a creative marketing strategy. Keep in mind what your audience
is going to want from your company or organization in the end when addressing issues.
This is the person who ultimately makes the purchase decision. In some cases, the
decision-maker is the same as the supporter, but in other cases they are different. When
different, you must acknowledge this and gear ads to the decision- maker. Take, for
example, the transformation of the Old Spice brand in 2010.
The Supporter:
The supporter may not have the power to make the decision, but they will have
a heavy influence on whether or not an item gets bought. For example, a child may not
directly make a purchase, but if they want something for Christmas, they influence that
decision.
Interest
Separate groups out based on their various interests, including hobbies and
entertainment preferences. This can help you make data-driven, highly personalized
messaging that allows you to connect with your audience in meaningful ways that can
help drive brand loyalty
Purchase Intention
Define groups of people who are looking for a specific product, such as a new entertainment
system or car. This will help you understand your audience’s pain points so you can create
tailored messaging that addresses their needs.
Subcultures
Subcultures refer to groups of people who share a common experience, such as music genres
or entertainment fandoms. By understanding some of your target audience’s motivations, you
can better understand who you’re trying to connect with.
Creating personas is a great way to drill down into the specific segments that
make up your target audience.This is especially helpful if you have a product that
appeals to a wide swath of consumers. Personas allow you to determine the general
demographics, personalities and needs of your target consumers.
Try to provide content that is unique and exclusive that gives users a reason to come to
you over a competitor you can do this by providing research you've gathered through your
own business or by providing a new approach to a problem faced in your industry
Don't forget to make of your existing customer base too. By creating case studies
on exiting customers or re-sharing content they've created about your brand / product you
can feel secure in the knowledge that your audience will have an interest in what you are
sharing with them because it's about them.
When you have new content or promotion to share . It's important that utilize all
the channels where you have an audience. Even if your different platform to others. You
should make sure you are regularly sharing content across all of them.
Be responsive to feedback
Link exchange is link building tactic whereby one or more websites exchange links. Such
an exchange of links is discussed an agreed on beforehand and results in advertising
opportunities for the websites involved. Link exchange may also be a factor influencing link
popularity.
“Any links intended to manipulate PageRank or a site’s ranking in Google search results may be
considered part of a link scheme and a violation of Google’s Webmaster Guidelines. This
includes any behavior that manipulates links to your site or outgoing links from your site.”
On the same page, they also talk about guest posting campaigns with keyword-rich anchor texts
links, buying links, and a number of other things that could get you into trouble.
When this is done between relevant websites with similar authority it can be very beneficial and
it is more difficult for Google to identify as anything other than a naturally occurring editorial
placement. This is one of the safest and most effective ways to use link exchanges as part of
your link building strategy
The Google search engine assesses inbound links according to various criteria such
as quantity, quality, relevance, domain strength, and many other factors. Inbound links
can therefore influence Google ranking positively or negatively. However, Google
Webmaster Central clearly speaks out against the manipulation of incoming links. In other
words, any attempt to generate links in an “unnatural way,” including through a link
exchange, represents a violation of Google’s Webmaster Guidelines.
Reciprocal
This is the simplest form of link exchange since one party links to the other and vice versa.
Non-reciprocal
A non-reciprocal link exchange does not just include two partners that exchange links,
but rather a network of several partners created by linking.
Search engines have noticed that these types of backlinks aren't really an honest measure
of your website's reliability and popularity. They have also realized that these links are just a
way for businesses to boost their SEO rankings without much effort.
In order to deal with this problem, search engines started giving less value to reciprocal
links that crawlers would find on your website. Furthermore, all of the reciprocal links that were
previously found on your website were devalued.
This was a major change in the link exchange strategy. In a short period of time, all of
your partner's links were deprived of their SEO value. Some people took down all of the links
from their partners because they feared search engines might penalize them for having such links.
This sounds reasonable enough, you don't want to market your restaurant business on a
website that offers car services.
These websites have no valuable information and their creative design is non-existent.
Websites that have a lot of outbound links. This means that these websites have exchanged links
with a lot of partners, while you have done this with only a few particular sites.
• New websites.
Websites that have been created recently don't have good PR, they didn't establish their brand
and they rarely have good SEO scores.
Having your business promoted with a nofollow link on one of the most popular websites
can't be bad for your SEO rankings.
What is directory?
1. . directory makes a memorable web address for anyone who offers listings of people, places
or files.
2. Whatever you catalog – residential listings, service providers, membership lists or even data
for the software industry –. directory is where you belong.
2. In this step-by-step guideline, we’re going to show you several options on how to register a
domain name and also cover some commonly asked questions that might pop up in your mind
while registering a domain.
1. A domain name is your unique identifier among billions of other websites on the web.
2. That’s why having a memorable and easy-to-type name is essential for having an online
presence.
A domain name is the address of your website that people type in the browser to visit your
website. For example, wpbeginner.com.
In simple terms, if your website was a house, then your domain name will be its address.
Now, this address is not easy to remember or memorize. Imagine if you had to use this
kind of address to visit your favourite websites. To fix this problem, domain names were
invented.
Also, choosing a good domain name is important for SEO. Several years ago exact match
domains (EMDs) were all the rage, but today most people choose brandable domain names.
Memorable domain names get typed to Google more frequently. Algorithms keep track of that
and assign more authority to your website.
1. Using Domain.com
2. Using GoDaddy.com
3. Using Namecheap.com
But ICANN doesn’t provide registration services, it only maintains records. That’s where
domain name registrars come into play.
2. Match specific domain names with Domain Name System (DNS) nameservers.
Technically speaking, you are not buying a domain name from a registrar company, but reserve
its usage for a specified time. You can pay to reserve a domain for 1-10 years at a time, depending
on the registrar.
After your initial subscription expires, you’ll need to renew it and pay a fee again. You can re-
purchase your domain name over and over again. When registering a domain name, you sign a
long-term lease of your domain (without the ability to buy it out for good). You can read more
about the domain costs here.
How to Choose the Best Domain Name?
1. Domain names play a very important role in your website’s identity and success. This is why
it’s important for you to carefully think about the domain name you choose.
2. However, it’s also important to not overthink it otherwise you will never get past the research
phase. Following are some general tips to keep in mind when searching for a domain name.
1. Make sure that your domain name is easy to pronounce, spell, and as short as possible.
2. Stick with the .com extension because most users find them easier to remember than any other
domain extensions.
3. Use your keywords and brand name in the domain name search. For example,
stargardeninghouston.com is more SEO friendly, than stargardeningcompany.com
4. Do not use numbers or hyphens in your domain name. It makes them harder to pronounce and
difficult to remember.
a) Need more advice? See our expert tips on finding the best domain name for your website.
b) You can also use a domain name generator like Name boy to speed up yoursearch.
Data visualization is the process of translating large and complex datasets and
summarizing them in a visual format. This not only makes the data easier to understand
but also pleasant to look at, which helps you get people’s attention more effectively.
why or how data visualization is important for marketing analytics, here are a few reasons
according to smart boost.
They display the data in ways that assist company owners in making better and faster
decisions.To develop corporate goals, they make a story out of raw facts.They assist
business owners in concentrating on business insights.Decision-makers may quickly
create data analysis reports using a variety of visuals.
• Visuals aid in the development of various business strategies and growth ideas.
A bar graph presents categorical data with rectangular bars. We can count the values of
various categories using bar graphs. The length or height of bars is proportional to the
count of the category.
Pie Charts
A pie chart is a circular chart that uses pie slices to show the relative size of categorical
data. The arc length of each pie slice is proportional to the count of the category. There
are different variants of pie charts available.
FIG : PIE CHART
Scatter Plots
A scatter plot shows the relationship between two variables or categories of data. We
use scatter plots to find a correlation between continuous variables.
The most obvious advantage is that it helps connect the dots between different
datasets to uncover patterns and trends, thus enhancing comprehension
There’s no doubt that well-designed visuals are attractive and engaging. Data
visualization combined with data storytelling can help you draw in your target audience
and engage them. It can add more substance to the information you want to share and
help you get your message across more effectively.