Digital Marketing and Social Media Profile Optimization Techniques

Project report submitted in partial fulfillment

of the requirements for the degree of

Bachelor of Technology
in
Computer Science and Engineering and
Electronics and Communication Engineering

by

Hemant Khatri - 15ucs050

Suyash Mishra - 15uec064

Under Guidance of
Dr. Surinder Nehra

Department of Humanities and Social Science

The LNM Institute of Information Technology, Jaipur

January 2019
Copyright
c The LNMIIT 2018
All Rights Reserved
 The LNM Institute of Information Technology
Jaipur, India

CERTIFICATE

This is to certify that the project entitled Digital Marketing And Social Media Optimization Techniques,
submitted by Hemant Khatri(15ucs050) and Suyash Mishra (15uec064) in partial fulfillment of the re-
quirement of degree in Bachelor of Technology (B. Tech), is a bonafide record of work carried out by
them at the Department of Electronics and Communication Engineering, The LNM Institute of Infor-
mation Technology, Jaipur, (Rajasthan) India, during the academic session 2017-2018 under my super-
vision and guidance and the same has not been submitted elsewhere for award of any other degree. In
my/our opinion, this thesis is of standard required for the award of the degree of Bachelor of Technology
(B. Tech).

Date Adviser: Dr. Surinder Nehra

 Acknowledgment

We would like to thank our Project Guide, Dr. Surinder Nehra for his continous support and encour-
agement. We are extremely grateful to him for the direction and assistance he gave us on the project.

iv
 Abstract

Digital Marketing is growing at it’s peak at the moment.It’s simply impossible to ignore it. With
the high rate of growth in the industry it has become important for one to carefully utilize the tools.
So what exactly is digital marketing and how does one start off with Digital Marketing? The belief of
companies in traditional marketing methods such as newspaper, radio, billboards etc is slowly fading
away due to the low rate of conversion. Is digital marketing the answer to this problem? Is it like the
traditional marketing mediums where one gives the money and waits for the results to show up ? or
What all responsibilities does Digital Marketing come with? How can a relatively lower quality product
can beat a higher quality product in terms of revenue generated? We answer all such questions in our
report.

v
 Contents

Chapter Page

1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2 Introduction to Social Media Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

2.1 Social Media Terminologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2.1.1 Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2.1.2 Context . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2.1.3 Hashtags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2.1.4 Shares . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2.1.5 Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2.2 Social Media trends in 2018 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
2.2.1 Organic Reach is going down . . . . . . . . . . . . . . . . . . . . . . . . . . 6
2.2.2 Connecting different Social Media Channels . . . . . . . . . . . . . . . . . . 6
2.2.3 Merging of Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

3 Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
3.1 Marketing Strategies for Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.1.1 Posting more videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.1.2 Facebook Live . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.1.3 Discussion over Engagement Baits . . . . . . . . . . . . . . . . . . . . . . . . 10
3.1.4 Using a brands most powerful weapon : Employees . . . . . . . . . . . . . . . 12
3.1.5 More photos,tags and less Links . . . . . . . . . . . . . . . . . . . . . . . . . 13

4 Instagram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
4.1 Step 1: Finding your audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
4.2 Step 2: Finding relevant Hashtags . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
4.3 Step 3: Providing Value content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
4.4 Step 4: Optimizing Profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
4.5 Recent Changes in Instagram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
4.5.1 Snowball Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
4.5.2 Quick response time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
4.5.3 Length of Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
4.5.4 High Number of hashtags are no more relevant . . . . . . . . . . . . . . . . . 18
4.5.5 Importance of Stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
4.5.6 Criticising Edits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

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CONTENTS vii

5 Content Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
5.1 Why Content Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
5.2 Content Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
5.3 Content Marketing Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
5.3.1 Blog often . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
5.3.2 Sharing through social media . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
5.3.3 Unique content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
5.3.4 Identify your audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
5.4 Common Content Marketing Mistakes . . . . . . . . . . . . . . . . . . . . . . . . . . 22
5.4.1 Not knowing your buyers persona . . . . . . . . . . . . . . . . . . . . . . . . 22
5.4.2 Bad content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
5.4.3 No call-to-action button . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
5.5 Introduction To Google Adwords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
5.6 Use Of Digital Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
5.7 Traffic Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
5.7.1 Overall site traffic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
5.7.2 Traffic sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
5.7.3 Mobile Traffic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
5.7.4 Click through rate (CTR) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
5.7.5 Cost per click (CPC) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
5.7.6 Conversion rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
5.7.7 Bounce rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
5.7.8 Average page views per visit . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
5.7.9 Average cost per page view . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
5.7.10 Average time on site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

6 The Ultimate LNMIIT Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

6.1 Steps of Transformation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
6.1.1 Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
6.1.2 Context . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
6.1.3 Consistency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
6.1.4 Optimizing Profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

7 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
 Chapter 1

Introduction

World Wide Web has given everyone a large place to sell and advertise their products be it businesses
or any organisations. With increase in internet users everyday in India as well as across the world, the
competition has increased even more. More and more number of businesses are going online and they
can target more number of people now. But they are not the only ones to do so. There are so many
businesses who provide the same products/services. So we need to optimize our online businesses so as
to stay on top of our other competitors and also provide better services to our clients.
In the previous report we had looked at two very important pillars of digital marketing , Email Market-
ing and Search Engine Optimization.

Both these tools cover a majority of the people on the internet however they have their own limi-
tations. The amount of information about a user, his interests, his beliefs etc. is limited in the above
mentioned tools. However, with the help of Social Media ads and posts can be optimized so that they
gather more engagement from the viewers. Five years ago a person posting good content would auto-
matically gain more engagement and viewership however this is not the case today. Things like context
have become more important than the content itself.

1
 Chapter 2

Introduction to Social Media Marketing

Over the past decade , Social Media has taken the world by storm.According to Global Digital Report
2018 more than 4 billion people were internet user which is 7 percent more than the number in 2017.
Out of these 4 billion 3.1 billion people are social media users which is 13 percent more than what it
was in 2017. The social media industry is growing faster than the internet itself.

Internet has gathered more than a billion people in a decade which makes it one of the fastest grow-
ing industries in the history. With the amount of engagement and user base on social media a brand can
grow from nothing to a million even billion dollar brand.

Figure 2.1 Growth of Social Media

2
 Most of the individuals hear about only some of the social media networks such as Facebook, Insta-
gram, Quora etc. but that doesnt mean there arent others. There are hundreds of platforms online and
have proved quite handy in growing businesses.

Figure 2.2 Growth of Social Media

3
2.1 Social Media Terminologies

Before diving deep into social media tactics its important to look at a few terms.

2.1.1 Content

Content is whatever you are posting. It very well may be a Facebook announcement, a photograph
on Instagram, a tweet, something to stick on a board on Pinterest, etc.

The realistic previously demonstrated to you that content comes in a wide range of structures and
that you have to custom-tailor it to every stage. What’s much more essential than substance, however,
is the setting.

2.1.2 Context

Gary Vaynerchuk ”If Content is King, then Context is God.”

Gary Vaynerchuk is one of the biggest digital marketers who turned his companys turnover from 3
million dollars to 60 million dollars with the help of Social Media.Context is the way in which you put
out your content,the Packaging.

If the context is not right no matter how good the content is nobody is gonna have a look at it. A
meme in a blog has high chances of going unnoticed by the readers however the same meme can attract
higher engagement if it was Instagram or twitter.

2.1.3 Hashtags

Hashtags are useful for providing meta data about the post. Platforms like Instagram , Twitter ,
Pinterest allows a user to reach a vast audience who might be interested in his/her post based on the
hashtags they have chosen. Hashtags helps users to discover easily the content they wish to watch.

2.1.4 Shares

Social Media is another form of word of mouth marketing and shares are the currency of it. At the
point when individuals draw in and cooperate with your substance, that is great. In any case, when they
share it, that is the point at which you actually start winning.

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2.1.5 Engagement
This is a general term that implies that individuals interface with the substance that you create. It
very well may be a like, a suggest, a remark, or a share. These are great, yet the share are the place it’s at.

Along with these terminologies its always important to know the trends and playing according to
it.The social media industry isnt stagnant and its always evolving. The tricks used today might be of no
use after 1 year or maybe 1 month.

5
2.2 Social Media trends in 2018

2.2.1 Organic Reach is going down

About 4-5 years back a user posting good content online could easily increase his/her growing. But
with the increase in the number of people on social media increasing its becoming more difficult to
increase organic reach.

But the decrease in organic reach hasnt lead to downfall of social media platforms worth, in fact it
has just been the opposite. Wheres the catch ?

The answer is Ads.

Figure 2.3 Facebook Ad Revenue & Organic Reach

This chart demonstrates how Facebook stock prices have been increasing while the organic reach has
been constantly going down.

Locowise conducted a survey which found that Facebook pages with more than a million likes have
2.3% average organic reach.The number has been constantly going down.

Social Media is slowly becoming a pay to play marketplace.Websites like Facebook, Instagram earn
their revenue from ads. One cannot just trust good content to build an audience. Social Media algo-
rithms prioritize advertisements and thus reach of an ad is much more than a normal post.

2.2.2 Connecting different Social Media Channels

The number of social media channels is growing day by day and the possibilities of new marketing
strategies is becoming endless.When you put something on Amazon or Flipkart in your kart often times
you would get an email saying that you have items in your cart. Similarly some websites connect with
customers on facebook.

6
 With the growth of social media this trend is likely to grow more and we could witness merging of
more platforms in the future.

Figure 2.4 Connection between different Social Media Channels

2.2.3 Merging of Tools

However, it’s not simply the channels that are consolidating. The tools we use are additionally com-
bining.How often this week, for instance, have you signed in to a SaaS item with Google or Facebook
as opposed to making new login certifications?

As more instruments surge the Internet, every last bit of it winds up jumbled for the clients of those
apparatuses.Luckily, promoting apparatuses all around the Internet are attempting to coordinate flaw-
lessly with the mammoths of publicizing. As in the previous report we had seen how we can make
facebook ads from tools like MailChimp and Aweber.They can do as such to focus on their email en-
dorsers or make a carbon copy gathering of people from their present supporters.

Now with these trends in mind we are ready to look into strategies dedicated to different social media
platforms in the next few chapters.

7
 Chapter 3

Facebook

Facebook is currently the biggest social media platform. Not only its the biggest social it provides
marketers with the most amount of data about its customers. Thus,it makes Facebook probably the best
inbound marketing platform. With Facebook Ads, you can target the people in the district between the
ages of 25 and 40 who play badminton and frequently burn through cash on equipment (on account of
credit card information).
Context : Facebook gives you a great deal of opportunity with regards to content. Pictures, recordings,
and content posts all work. What is important, however, is that you incorporate your substance into
the stage however much as could reasonably be expected. For instance, rather than simply presenting
a link to a YouTube video, transfer the video to Facebook’s own stage. On the off chance that you
need to divert individuals to a giveaway or point of arrival, distribute it as a tab inside your fan page.
Attempt to keep your client on the stage as far as might be feasible. Individuals trust Facebook, and they
would prefer not to leave the solace of ”their homes.” Transferring your customers from one platform to
another isnt a well appreciated idea.

Figure 3.1 Facebook Ad Specifications

8
 For advertising, the brand has to make use of Facebooks Business Manager. The Business Manager
is a very easy to use tool and provides brands to find the right target audiences for its product. Using
Business Manager is however out of scope of this report. Facebook is constantly working on its al-
gorithm and its important for brands to act according to the changes brought by Facebook. The 2018
refresh to the Facebook calculation is intended to revolve content around people’s loved ones, instead of
organizing spam from organizations. This isnt a great new for the brands but it shouldnt inhibit brands
from incorporating facebook from its social media marketing strategy.

3.1 Marketing Strategies for Facebook

3.1.1 Posting more videos
Facebook themselves take note of that video content drives higher commitment and cooperations
from clients contrasted with some other kind of substance on the stage.
Ideal for beginning discussions and keeping your fans’ eyes stuck to the page, advertisers of every
kind imaginable can consolidate video on Facebook. You don’t really need to make huge spending
business content, either.

3.1.2 Facebook Live

Whenever you go live on Facebook the users get a ping/notification helps your Business with a free
engagement boost. Brands can utilize Facebook Live to engage with its customers and making it helpful
for the people.
Social Media Influencer and Marketer Gary Vaynerchuk would often times go live on Facebook and
Instagram and ask people to write in their phone numbers in the comments and he starts calling and
answering peoples questions live.

9
3.1.3 Discussion over Engagement Baits
A very important update in the algorithm is decreasing the popularity of engagement baits.Brands
would often ask their followers to comment thing like YES or tag your friends on a post in order to
increase the reach but Facebook decided to cut the reach of such posts and encourages its users to start
a discussion rather trying such things. Discussion can be anything related to topic of interest of its
followers. For example for institute like LNMIIT asking students about their best teacher is a good idea
to start engaging with students.

Figure 3.2 Facebook Baits

10
Figure 3.3 Example of a good engagement post

11
3.1.4 Using a brands most powerful weapon : Employees
The way to beat the Facebook calculation has been under your nose since the day you began advertis-
ing on the stage. However, such a significant number of brands disregard ityour workers. Representative
support has never been more significant than it is today. Since Facebook is organizing content from loved
ones over organizations, this is the ideal time to begin your representative promotion program or rev it
up in the event that you as of now have one.

Figure 3.4 Engagement on posts from Friends and Family vs Brands

Even if the brand has more following than its employees collectively the reach provided by the
employees on a post maybe a lot more than the brand could get all by itself. Tools such as Bambu allow
brands to simply deploy the advocacy programme.

Figure 3.5 Employee Advocacy Statistics

12
3.1.5 More photos,tags and less Links
Facebook doesnt encourage you to take customers to same other platform.It wants brands to increase
customer engagement in facebook itself. Researches show that visuals such as pictures , gifs gather
87% more engagement and this is one of the major reasons behind Instagram ruling the social media
industry.
Some of the other techniques include Making use of Facebook Groups, Timing posts,The Pay to Play
game.

13
 Chapter 4

Instagram

Founded in 2010 it is currently the fastest growing social media platform which makes it impossible
for brands to ignore Instagram as a marketing stage. In June 2018 it became the fastest app to reach 1
billion users. Out of all the currently existing platforms studies reveal that Instagram witnesses the high-
est engagement rate. Instagram has been all about photos since the start however since the introduction
of videos more than 10 million videos are uploaded everyday and stats reveal they recieve more than
twice the engagement as the photos on Instagram. On the off chance that there is one internet based life
stage that speaks to the apex of influencer advertising, it’s Instagram. The purpose behind that is hard
to get it. Maybe this is on the grounds that the stage is so visual. Or on the other hand maybe this is on
the grounds that commercial over-burdens haven’t yet irritated the user base.

Or on the other hand maybe the influencers appreciate donning their substance more on Instagram
than on Facebook, Google+, or something like that. Whatever the case, Instagram is winning enormous.
With the number of brands and users on Instagram increasing the traditional Buy My Product strategy
isnt working. Earlier, everyone would just post a picture and ask users to buy their stuff. It was just a
sell-sell-sell game.However, this doesnt work now. You got to provide some value to customers to have
their attention or have them buying your products. Gary Vaynerchuk says Sell-Sell-Sell is probably now
the worst way to sell stuff online. Below is a strategy to increase your following on Instagram.

14
4.1 Step 1: Finding your audience

The first step to grow your instagram is to know what audience are you targeting.For example if
you have a cricket equipment brand it doesnt make sense if you are trying to interact with badminton
fans on Instagram or if you are an Indian brand releasing posts at 3 am IST makes no sense and leads
to less engagement with people.Instagram Analytics provide you insights on where your majority of
audience is from, which age group and at what time they use their Instagram the most.Softwares such
as Iconosquare, Deep Social,Popular Chips provide such insights.

Figure 4.1 Statistics Provided by Popular Chips

4.2 Step 2: Finding relevant Hashtags

Hashtags form the girth of Instagram. Instagram in its latest update however doesnt promote the
excessive use of hashtags but they play a very important role while displaying posts under the explore
section. For example, for a college like LNMIIT the research shows the most popular hashtags related
to college. Also Instagram now analyses the posts liked by the user and maps them to the hashtags used
by the people posting a picture.Thus, if a person likes 10 posts in a week that had music there are very
high chances of him getting more posts in the explore section which have hashtag music in their caption.

15
 Figure 4.2 Popular Hashtags related to College

4.3 Step 3: Providing Value content

Now, you know what is your target audience,its time give your 10 cents to the society you want to
be a part of. If you see a question on certain pictures or videos of your interest and if you know how to
respond, answer it. Instagram is promoting the use of comments in posts. It highlights the most popular
comments on a particular post.
Gary Vaynerchuk has built a multi millionaire industry and its a great example to analyse his use
of social media. He doesnt ask his customers all the time to buy his products or claim his services
he provides his followers value content and the customers themselves want to buy his products and
services.

16
 Figure 4.3 Gary Vaynerchuk’s profile

4.4 Step 4: Optimizing Profile

Instagram allows users to be creative with the endless amount of options it provides. Stories, Filters,
Web links in Bio, Highlights ,Different fonts allow the user to go creative with their posts. Below is an
example of a fashion influencer we have closely worked with for the past few months for the purpose of
this project.

Figure 4.4 Example of a well optimized Profile

These steps can help a brand to grow its following from some hundred followers to more than hun-
dreds of thousands of following.

17
4.5 Recent Changes in Instagram
Instagram recently revealed the change in its algorithms which led to a cut in organic reach of a user.
However the change created a new opportunity for many. Some of the changes were :

4.5.1 Snowball Effect

Instagram only showcases a users post to only 10% of the most engaged followers and if they engage
with your post then it will be showcased to the other 90%.

4.5.2 Quick response time

Users now need to reply to their comments within one hour or else their engagement will start
subsequently decreasing. The quicker you reply the more engagement and reach you get

4.5.3 Length of Engagement

With the number of comment bots increasing instagram now has increased the reach if the responses
were of more than 3 words and decreased if less.

4.5.4 High Number of hashtags are no more relevant

Before people could just go into the comment section and add in huge number of hashtags which may
or may not be related to the post. But now instagram doesnt consider hashtags used in the comments.

4.5.5 Importance of Stories

Stories now carry more weight on instagram.Stories will convey more load regarding commitment,
as Instagram perceives Stories as increasing natural reach and development. So if you are posting more
stories then you are very likely to get higher reach.

4.5.6 Criticising Edits

Once the post is up, any changes made to the post will lead to lower visibility.

18
 Chapter 5

Content Marketing

Content marketings reason for existing is to pull in and hold clients by reliably making and curating
important and profitable content with the goal of changing or improving shopper conduct. It is an
continuous process that is best coordinated into your general advertising technique, and it centers around
owning media, not leasing it. Fundamentally, content promoting is the specialty of speaking with your
clients and prospects without moving. It is non-interference promoting. Rather than pitching your
items or administrations, you are conveying data that makes your purchaser progressively astute. The
quintessence of this substance methodology is the conviction that in the event that we, as organizations,
convey steady, continuous important data to purchasers, they at last reward us with their business and
devotion. Furthermore, they do. Content promoting is being utilized by probably the best showcasing
associations in the world, including PG, Microsoft, Cisco Systems, and John Deere. Its likewise created
and executed by independent companies and one-individual shops the world over. Why? Since it works.

5.1 Why Content Marketing

Content advertising is a successful procedure of producing more leads. This is the reason 89% of
advertisers are utilizing content promotion in their association.
You require something to draw in individuals to purchase from you. You can utilize important and
educational content to draw in quality leads.
In any case, how would you make significant content that will draw in your business?

1. Enhance brand notoriety by building trust through content promotion.

2. Incredible content helps affect changes.

3. Optimized content upgrades your SEO endeavors.

4. Making unprecedented content gets new leads.

5. Content engages your picture to include your subject expertise.

6. Improved relationship with the clients.

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 7. Content marketing gives you a chance to emerge yourself from contenders.

8. Content is unique in each piece of the showcasing channel.

5.2 Content Marketing Strategy

Content advertising is a vital showcasing approach concentrated on making and dispersing signif-
icant, pertinent, and steady substance to draw in and hold a plainly characterized group of onlookers
and, at last, to drive gainful client activity. For what reason do we require it? Generally, advertisers
have needed to lease (or ask) consideration from different people groups media through showcase ad-
vertisements on sites, corners at a public exhibitions, or messages sent to outsider records. In short,
organizations have basically leased consideration that another person manufactured. Content promot-
ing, then again, enables advertisers to wind up distributers fabricate their own gatherings of people, and
draw in their own consideration. While leased consideration can be compelling, when you claim your
own consideration by making content, you advantage in three noteworthy ways:

1. You form mindfulness for your image

2. You make inclination for your image

3. You achieve more purchasers and clients, at lower costs.

Content advertising is a vital showcasing approach concentrated on making and dispersing signif-
icant, pertinent, and steady substance to draw in and hold a plainly characterized group of onlookers
and, at last, to drive gainful client activity. For what reason do we require it? Generally, advertisers
have needed to lease (or ask) consideration from different people groups media through showcase ad-
vertisements on sites, corners at a public exhibitions, or messages sent to outsider records. In short,
organizations have basically leased consideration that another person manufactured. Content promot-
ing, then again, enables advertisers to wind up distributers fabricate their own gatherings of people, and
draw in their own consideration. While leased consideration can be compelling, when you claim your
own consideration by making content, you advantage in three noteworthy ways:

1. You form mindfulness for your image

2. You make inclination for your image

3. You achieve more purchasers and clients, at lower costs.

5.3 Content Marketing Strategies

So you’re acquainted with content promotion and its significance in a successful inbound showcasing
effort, however would you say you are doing them accurately? As referenced in our introduction, this is

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typically the zone that most advertisers battle with, however fortunately, by following a couple of fun-
damental accepted procedures, we can help you in your journey to begin in making quality, applicable
substance.

5.3.1 Blog often

Basically, blogging is the quickest method to make a stage for sharing and transforming your image
into a content creating machine. Think about this statistic: organizations that blog get 55% more site
guests than the individuals who don’t. This will significantly help your remaining in the web indexes,
which will drive increasingly pertinent traffic to your site.

5.3.2 Sharing through social media

Sharing through online networking - are among the most profitable assets a business can have. Des-
tinations, for example, Facebook, Twitter, and LinkedIn are stuffed with individuals from your specialty
gathering of people and other potential clients holding on to be found so make sure to impart your
substance to them! It can even help answer a considerable lot of their inquiries while at the same time
setting up your credibility.You’ve invested the energy to make quality sites, so sharing these through
internet based life locales will augment the capability of every individual blog entry and extend your
span through offers and discourse among your supporters. B2B advertisers regularly get hung up on the
most proficient method to utilize online networking, in light of the fact that they fear web-based social
networking doesn’t fill in as normally for B2B brands.

5.3.3 Unique content

As we talked about above, potential clients have questions or issues that you should train in on
through your substance. Be that as it may, a great method to head out these potential clients is by
exhausting them to tears with ineffectively built substance. 61% of shoppers state they rest easy thinking
about an organization that conveys custom substance, they are likewise bound to purchase from that
organization. (Source: Custom Content Council) Online journals give sites 434% more filed pages and
97% more recorded connections. (Source: Kapost) Intriguing substance is a main 3 reason individuals
pursue marks via web-based networking media. (Source: Content+) We basically feel compelled to
pressure the significance of value content as much as possible.

5.3.4 Identify your audience

Who are the general population that are well on the way to wind up clients? The objective is to
begin advanced substance that they really need to expend; content that doesn’t exactly have a craving
for promoting. Begin by making inquiries like: What job does my optimal clients have in the work put?
What are their interests/challenges? Where do they most normally ”hang out” on the web? What are
their socioeconomics? By characterizing questions this way, you can reveal data about your potential

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clients that will streamline the manner by which you approach making content for them. Points of
interest like these try to enhance your focusing on endeavors by providing you with enough data to
customize substance and draw personas nearer to a constructive obtaining choice.

5.4 Common Content Marketing Mistakes

5.4.1 Not knowing your buyers persona

Not understanding your purchaser personas is one of the greatest errors with respect to content adver-
tising. By not setting aside the opportunity to inquire about and comprehend your gathering of people,
how might you know what points catch their eye? There’s a possibility you have no clue. An incredible
method to take in more about your group of onlookers is by creating purchaser personas, as well as pe-
ruser personas. Not the majority of your perusers will be your purchasers. Be that as it may, the subjects
inside your blog ought to rely upon the objectives you need to accomplish. For most organizations, they
see their blog as a chance to teach and sustain prospects and ideally pushing them down the business
channel.

5.4.2 Bad content

The essential objective of substance advertising is furnishing your perusers and leads with quality
data. To keep your substance new and look after readership, it’s imperative to distribute much of the
time and reliably. When you don’t post blog articles for a lot of time, perusers will quit going to your
website. Post as regularly as possible, while guaranteeing you are distributing quality substance. On the
off chance that you can just post once per week, it’s alright. Concentrate on quality over amount. When
you begin putting out garbage, you begin losing perusers, leads, and eventually clients. Additionally,
with Google’s hunt calculation, consistently developing, making quality substance is the main solid
approach to get found and rank.

5.4.3 No call-to-action button

When it comes to content marketing, many marketers forget to add calls-to-action (CTA) to various
places across their marketing channels. There is no better way to guide people to other parts of your
site than through clear, distinct CTAs. If you don’t tell your visitors or prospects about your services
or products, how are they going to know you offer them? They most likely won’t. Which is why you
should add CTAs that send them to those pages or information. Each piece of content should have
a purpose and a CTA. Whether its to get a quote for your IT services or an opportunity to get a free
checklist, it doesnt matter.

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5.5 Introduction To Google Adwords

Google AdWords is Google’s promoting framework in which publicists offer on specific watchwords
all together for their interactive promotions to show up in Google’s indexed lists. Presently since, Ad-
vertisers need to pay for these snaps, sees subsequently this how Google gains cash (from Search Cam-
paigns). Basically, AdWords is an interface where an Advertisers makes Ads based on his Advertising .
Objectives with chose watchwords under the adaptable spending set close by for offering.

Figure 5.1 ADWORDS REPORT

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5.6 Use Of Digital Data
In the advanced advertising age, not exclusively are quantifiable measurements and other systematic
information are conceivable and accessible continuously, the need to gauge these information is vital
as proof to progress. In a always and quickly changing business scene, the need to gauge advanced
promoting accomplishment as proficiently as conceivable has expanded in significance like never before
previously. Each computerized advertising instrument accessible has a few methods for estimating
achievement made accessible through the different measurements business proprietors can get. Be that
as it may, with the huge amounts of information accessible and effectively available, picking the correct
sort of metric to screen can be overwhelming for advertisers. There is the likelihood of picking and
observing measurements that truly represent no criticalness for what makes a difference most in business
procuring incomes. Advertisers may be excessively charmed in concentrating on vanity measurements
and lose time breaking down on measurements that would extremely matter for their business. Vanity
measurements, for example, the quantity of Facebook preferences or YouTube sees, are measurements
that are just pleasant to-have except if these figures can be adequately adapt and converted into incomes.
Measurements that truly don’t have an effect to the reality will simply be an exercise in futility and
assets. Entrepreneurs ought to figure out how to recognize which measurements can be powerful for
business development and income age

5.7 Traffic Metrics

These metrics are primarily measured and monitoring during the traffic generation stage and are
very important for both Search Engine Optimization (SEO) and Pay-Per-Click (PPC) digital marketing
Techniques.

5.7.1 Overall site traffic

Noteworthy changes in how traffic streams to your site can give you a knowledge on how powerful a
specific computerized promoting strategy started is powerful or not. When estimating site traffic, dont
simply center or depend around site hits or the quantity of hits your site gets yet additionally on what
number of remarkable guests your site get every week or every month. The more extraordinary guests
your site gets, the more prominent the odds of getting potential clients.

5.7.2 Traffic sources

Knowing where your site traffic is originating from and what specific arrangements of catchphrases
brought them there can give you a knowledge concerning what catchphrases or watchword phrases you
should concentrate more on your advanced promoting efforts. Web indexes still ended up being the
essential wellspring of site traffic as indicated by different investigations, yet you can likewise use on
other traffic sources that may demonstrate useful for your business.

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5.7.3 Mobile Traffic

Portable web is turned out to be a solid computerized showcasing field as an ever increasing num-
ber of individuals over the globe get to the web through their cell phones and other web skilled cell
phones. This merits considerably more consideration from computerized advertisers as these can open
new entryways for more noteworthy and the sky is the limit from there assorted income sources. This
measurement can likewise give and understanding on how entrepreneurs can viably structure and plan
their substance bringing about better commitment with both versatile and non-portable site guests.

5.7.4 Click through rate (CTR)

Pay-Per-Click (PPC) are reasonable hotspots for focused traffic and can be estimated viably by the
making sense of the quantity of snaps your PPC promotions get dependent on the aggregate number
of impressions. Each time your advertisement is seen an impression is made and Click Through Rates
(CTR) measure what number of individuals really tapped on your Ads. The higher the CTR, the better
your Quality Scores will be, enabling you to bring down your PPC costs by getting valuing limits from
Search Engine Marketing stages like Google Adwords.

5.7.5 Cost per click (CPC)

The Cost Per Click (CPC) characterizes the amount you will pay the hunt advertising stage each time
a web client taps on your PPC Ad. This esteem will shift contingent upon how prominent your picked
watchword or catchphrase phrases are, your Quality Score as impacted by Click Through Rates (CTR),
and the standard costs web indexes at first set. You can set the CPC spending plan for catchphrases,
watchword expressions and classifications independently or at the same time.

5.7.6 Conversion rate

Estimating what number of site guests really gets changed over into leads or deal is a profitable and
substantial metric that characterizes your advanced advertising achievement. Regardless of whether you
will likely assemble important data about your site guests and potential clients, or convert site visits into
deals, checking your Conversion Rates can give you an incredible understanding with respect to what
specific viewpoints in your advanced advertising effort will convey the best outcomes.

5.7.7 Bounce rate

Not all site traffic to your site can be changed over into leads or deals, or remain longer submerged in
your site pages and sharing of your site content. On a portion of these visits, site guests quickly leave or
ricochet as quick as they arrive should they locate your substance unimportant to their needs. Realizing
ricochet rates can give you bits of knowledge on how you could all the more likely enhance or advance
your substance.

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5.7.8 Average page views per visit
Driving great traffic to your site is a standout amongst the most essential and first segments in your
advanced promoting effort, and how well you can lure them to remain longer on your website pages and
process your substance. The more online visits produced from each visit the more shots for commitment
with site guests, in the long run affecting them to get changed over into leads or paying clients.

5.7.9 Average cost per page view

The measure of speculation filled a paid computerized promoting channel like PPC can be controlled
by knowing the normal expense per site visit and the measure of income you can produce from a specific
page. Your expense per online visit ought to be essentially lower than the income you can create from
the page so as to pick up benefit from your battles.

5.7.10 Average time on site

You can quantify how well you are connecting with your focused on site guests by to what extent their
normal occasions amid each visit to your site is. This is vital for measuring what content is applicable
and would drive results from site guests, picking up their profitable trust, and in the end increment these
dimensions of trust into something that would at long last allure them to change over

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 Chapter 6

The Ultimate LNMIIT Model

The target audience of LNMIIT ranges from 16-30 years old.The millenials form the majority of
audience using social media. In the previous report we had seen how crucial email marketing can be for
an institute like LNMIIT. On the other hand platforms like Facebook,Instagram etc offer opportunities
for the institute to connect with its students and even students from other colleges. LNMIIT does have
a facebook and instagram account but it hasnt been utilised upto its full potential.

6.1 Steps of Transformation

6.1.1 Content
Its really important to analyse what your audience wishes to see. Posts like these which students
found appealing and could connect with got the highest engagement.

Figure 6.1 LNMIIT’s Facebook post

However, none of the posts engage followers to comment or share.

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 Below is an example of Colorado State University

Figure 6.2 Colorado State University’s post

The post is a photograph by one of the students of the university and the post asks its followers to
comment and tell a bit about their new year resolutions.

6.1.2 Context
As explained before if content is the king Context is the god.Its really important to analyze the
platform where the content is being uploaded and to customize the content according to it.

Figure 6.3 LNMIIT’s Facebook post

This is an example of LNMIIT posting a poster on Facebook. The poster might be a good option for a
hard copy but for platforms like Facebook it may not be a good idea and the result is lower engagement.
Below is another example This Instagram post is a snapshot of what was posted on Facebook. The

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 Figure 6.4 LNMIIT’s Instagram post

average time spent on an Instagram post is 2s. The post which could work on Facebook may not work
on Instagram. Thus, it’s important to customise posts according to a particular platform.

6.1.3 Consistency
All the social media influencers and marketers emphasize the most on Consistency. Below is an
infographic that tells us the right amount of posts according to a social media platform. LNMIIT has on
average a difference between 25-30 days between posts.

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 Figure 6.5 Infographic on how much to post on Social Media

6.1.4 Optimizing Profile

Instagram has various tools which allow a user to go creative and optimize the profile that is viewed
by the followers or anyone visiting the profile. Below is an example of the difference between two
profiles.

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 Figure 6.6 LNMIIT’s Instagram Profile

Figure 6.7 Colorado State University’s Profile

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 Chapter 7

Conclusions

Over these two reports we have analyzed how important Digital Marketing has become for any
business today. Before internet we only had Outbound marketing methods but today , the internet has
made possible a wide variety of new marketing methods which are much cheaper than publishing an
ad in a mag zine, newspaper or buying a billboard.Digital Marketing allows a brand or individual to
connect with more people on the internet.The trends and policies in Social Media are continuously
evolving which requires immense care in handling one’s social media accounts. This report can serve as
a guide to someone who is new to digital marketing and also provide some great insights to experienced
professionals as well. We also analyzed and made a model for LNMIIT which will help the institute
grow it’s business using these social platforms.

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