CCW332 – DIGITAL MARKETING UNIT IV

CCW332– DIGITAL MARKETING

UNIT IV - SOCIAL MEDIA MARKETING

Social Media Marketing - Social Media Channels- Leveraging Social media for brand conversations
and buzz. Successful /benchmark Social media campaigns. Engagement Marketing- Building
Customer relationships - Creating Loyalty drivers - Influencer Marketing.

Social Media Marketing

The Social Media Marketing denotes to the process of gaining online traffic or attention through
social media website. It is the technique that targets social networking sites and application to
spread brand awareness or promote products.

Social Media Marketing Trends

Companies have found that social networking sites like Facebook and Twitter are great ways to
build the brand image. The major uses of businesses in social media are:
1. To create brand awareness.
2. Act as an online reputation management tool.
3. Ensure engagement and Word of Mouth publicity.
4. Act as a lead generation tool to engage potential prospects.
5. Use for recruiting.
6. To learn about new technologies and competitors.
7. Small businesses use extensively to promote and sell their products

Essential Elements of Social Media Marketing:

The essential elements of Social Media Marketing are listed herein: • Identify Business Goal
• Set Marketing Objectives
• Identify Ideal Customers
• Research Competition
• Choose Channels and Tactics

Social media marketing (also known as digital marketing and e-marketing) is the use of social
media—the platforms on which users build social networks and share information—to build a
company's brand, increase sales, and drive website traffic. In addition to providing companies with a
way to engage with existing customers and reach new ones, SMM has purpose-built data analytics that
allows marketers to track the success of their efforts and identify even more ways to engage.

Within 18 years, from 2004 (when MySpace became the first social media site to reach one million
users) to 2022, the dramatic growth of interactive digital channels took social media to levels that
challenge even the reach of television and radio.1 At the start of 2023, there were 4.76 billion social
media users globally—over 59% of the world's population.
Pros
May help companies enhance brand recognition easily
Offers companies more cost-effective solutions with great exposure
May be leveraged to increase website traffic and real-time feedback
May be leveraged for targeted or specific engagements

Cons
May be time-consuming to set up and maintain
May be unpredictable, as different platforms may change algoriths
May result in negative feedback displayed in a very public fashion
May be difficult to fully understand the true ROI

1. What are the five pillars of social media marketing?

• Strategy
• Planning and publishing
• Engagement
• Analytics
• Advertising
2. What are all the social media platforms I should use for my business?
The answer to this social media marketing interview question is totally dependent on the type of the
company you are interviewing for. Whether if it’s an eCommerce, Local, B2C or B2B company. So,
before attending the interview, prepare yourself for the answer.

3. What is the impact of social media on marketing?

First of all, the consumption of social media is so high and people use multiple social media platforms
in a given day. So, it is important for brands to use social media marketing as one of their primary
marketing strategy to reach their targeted customers, converting them into users, keep existing
customers brand loyal, solve their problems with the product, answer their queries, and more.
 CCW332 – DIGITAL MARKETING UNIT IV

4. Why social media is so popular?

Social media is so popular because there are multiple reasons people around the world use social
media. Primary reasons are:
• It gives the possibility to stay connected with friends and family.
• It gives the opportunity to find and connect with new people.
5. List down some of the popular social media tools.

Following are the top social media tools to use:

Social Clout: Social clout is a social media analytics tool which helps advertisers to track
engagement and ROI.
OptinMonster: OptinMonster lets the advertiser engage with visitors at the perfect moment.
Audience: Audience is a social tool let’s you find new target audiences and categorize them.
6. How can LinkedIn be used for marketing?

LinkedIn is one top social media platform to promote oneself or business. It has 310 Monthly Active
Users as of now. First of all, the business account needs to be optimized for search. Publishing
engaging content on company page regularly can increase the followers. Rich content has proved
themselves to be pretty useful and will be helpful in increasing the engagement rate

7. How will you boost Tweets or Twitter posts?

To best practices to boost tweets are:

• Find out the best time to post on Twitter

• Reach out to influencers and connect with them. Try to engage in a cross-promotional
activity.
• We can use twitter paid ads to quickly reach out to our targeted audiences.
• Use hashtags properly. Not too much but the right ones to get more reach.

8. How social media can benefit a business?

Social media helps business by building awareness of the business and their products. Social media
can be used for customer engagement as customers can communicate directly with brands.
 CCW332 – DIGITAL MARKETING UNIT IV

Social media organic posts don’t cost anything so even smaller companies can afford them. And,
social media paid campaigns are relatively cheaper than many other online campaigns. Social media
reaches all demographics. Social media users are active and sharing among their friends and family
can help you reach more audience. Regularly engaging with your brand, makes you loyal thus it
increases brand loyalty and value. Social media humanizes your brand.

9. How do you measure social media success?

The following are the metrics we can track to understand the success of the campaign

• Follower growth
• Likes and reaction to the posts
• Track Mentions
• Reach of your posts
• Comments and replies to the posts
10. What are best practices on Twitter?

Following are some of the best practices on Twitter

• Don’t keep the tweets too lengthy that users won’t even read. Tweets are supposed to be
crisp and hitting.
• Don’t use too may hashtags. Stick to maximum 2.
• With the help of Analytics, find what kind of tweets work and improve your strategy.
11. How to use Social Media to help website blog promotion?

We can use the following strategies to utilize social media for blog promotion.

• Sharing and promoting content across various platforms such as Pinterest, Tumblr, Facebook,
Twitter, etc.
• Create a short video about the blog post and share on video sharing platforms such as
YouTube.
• Conver them into infographics and share on sites such as Instagram
• Use different titles and descriptions based on the social media platform.
.
12. When do you not to engage on social media?

It is one of the common social media marketing interview questions. Few negative comments are just
for attention. You need to know which one really needs attention and which one is not.
 CCW332 – DIGITAL MARKETING UNIT IV

People do anything to get attention nowadays and we don’t need to waste our resource on those
kinds of comments.

13. What is the best time to post on social media?

It depends upon the social media platforms.

Facebook-The best time to post on Facebook is 9 am to 3 pm on Weekdays.
Sunday has the least engagement.
Wednesday has the best day to post on Facebook.
Instagram-The best time to post on Instagram is from Tuesday to Friday from 10 am to 3 pm.
Wednesday has the best day to post on Instagram.
Best time to post on Instagram is Wednesday at 11 am and Friday 10-11 am.

14. What are some general tips for social media success?

Some general tips for social media success are:

• Find the best platforms for your market and business
• Find and connect with influencers for cross-platform marketing
• Grow your audience by publishing quality content consistently and at the right time.
• Engage with your audience. Connect with them to understand better.
• Set goals at the planning stage and measure results periodically and tweak wherever needed.

15. How long will it take to see results from social media marketing?

It depends on a lot of factors.

It also depends on what results actually means to your business. Engagement and leads might take
longer and it’s about how good your content and strategy are. If you are looking for shares, fans,
comments, other engagements you should see results in a month provided how engaging you and your
content is.

16. Why did Google Plus fail?

Some of the online social media marketing interview questions and answers guides still not updated
the answer and they talk about how good Google plus for the business. Google plus has
 CCW332 – DIGITAL MARKETING UNIT IV

been shut downed last year and Google plus didn’t take off because Google didn’t have a clear
strategy when they launched Google plus. They started because they were afraid of Facebook which
had been around for a while and was getting popular. But unlike, Facebook Google plus was not
simple and clear to the users.

17. How to improve Facebook organic reach?

To improve Facebook organic reach, you need to share content which is specially designed to generate
shares and attention. Take time and effort to engage with your audience. Increase your organic reach
with paid promotion. Use Facebook as a community hub to connect with a lot of people. Collaborate
with Facebook influencers so your business will be in the eyes of their followers. Find the right time
to post on Facebook to improve your EdgeRank.

18. What is Facebook EdgeRank? Why is it important?

Facebook Edge Rank is an algorithm created by Facebook to determine what users see in their news
[Link] gives value to each Facebook post depends on various factors. Facebook EdgeRank helps users
to get content they will most likely to like and lets them spend more time and return to Facebook
more often.

19. How to improve your Facebook EdgeRank?

Post rich content: Use photos, videos, GIFs to attract more users.
Post regularly: Affinity is an important factor in EdgeRank
Keep it short: Social media users don’t like to read paragraphs on social media. So keep it short
and crisp.
20. How social media helps SEO?

Social media content gets indexed in search engines. Social media profiles rank in search results.
Social media channels act as search engines so, people search about a brand/business in social media.
So, having a good social media profile is essential to increase brand awareness.
 CCW332 – DIGITAL MARKETING UNIT IV

21. How do you get more retweets?

One of the most expected Social media marketing interview questions. We can get more retweets
by following few methods like
Tweeting at the right time
Asking for retweet,
Tweet links which our followers would like to share with their followers,
22. How do you deal with negative comments or an online reputation crisis?

There is a list of things I do follow in order to tackle negative comments or an online reputation crisis
such as:
Acting quick – Before the issue becomes big and become viral, respond appropriately and provide
or promise a solution to the user or users. Respond to the posts or comments in a polite way with a
relevant and convincing answer.
Not deleting it – Deleting it makes it look like their claim is real and we are afraid of truth going out.
Informing the management – to let them know the situation and let them share any of their ideas
23. Why YouTube is important for marketing?

As video consumption is increasing day by day, YouTube is the King of the jungle which is actually
the second most popular search engine. It gets more than 3 billion video views per day. If you need
to promote videos, YouTube is one of the top places you should be looking for. If your video gets
wildly popular, it will be featured on YouTube homepage which will make further improving the
reach.

24. Is Social Media Marketing Better For B2C Or B2B Businesses?

Social media is important to all kinds of business. But the end goal and strategy should be different.
B2B companies need to use some serious tone and share valuable content which helps users. B2C
companies can share some lightweight content, hilarious social media posts to engage with their
targeted audience.

6
 CCW332 – DIGITAL MARKETING UNIT IV

25. How does customer service fit in social media strategy?

Social media is generally to connect with friends and family. To find new people and engage with
them. So, even when businesses enter into social media, it’s primary purpose is customer service as
the platform is basically about people and not about brands. When companies have started their social
media channels, customer service may not have been an intention.

26. How about we run a free contest on our FB page where fans like and share our posts to
win?

Facebook doesn’t support posts that encourage users to like and share to win something. Because it
is like cheating Facebook EdgeRank algorithm to improves it’s ranking. So, we should not run a
free contest on Facebook page where fans like and share posts to win.

27. What makes a piece of social media content successful?

One of the primary reason a content go viral is how much people can relate themselves to the content.
For example, a funny or emotional video of brother/sister makes real-life brothers and sister share it
with each other. So, the content should be relevant to your target users so they can relate to the content.

28. How LinkedIn should be used to promote business?

Companies can gain social media advantage through LinkedIn by:

• Participating with relevant groups.

• Creating a group and nurture it.
• Sharing relevant industry and business updates.
• Sharing ideas, tips, tricks to targeted audiences which makes them follow your page and
engage regularly.
 7
CCW332 – DIGITAL MARKETING UNIT IV

29. How to use Instagram for social media marketing?

We can use Instagram for social media marketing by

• Utilizing product teasers that could urge people to purchase.
• Using sponsored ads to reach more targeted audience.
• Finding and connecting with influencers.
• Crafting a consistent brand on Instagram.
.
30. What are social media calendars and How did you create one?

It is one of the most common social media marketing interview questions. Social media calendars
are apps or excel sheets used to schedule posts in advance. It will help you track which content will
be shared so you can plan accordingly for the future.

31. What are all the elements of a viral video?

There are numerous elements to consider when making a viral video:

The strategist needs to figure out the target audience for the video. If the video appeals to masses
instead of narrow or niche-targeted people, the possibility of going viral is high.
32. What are all the skills required to become a social media manager?

Social media manager should have the following skills:

• The ability to plan a strategy for the business.

• Very good communication skills and convincing skills.
• Very good verbal communication and copywriting skills.
• Creativity to develop innovative campaigns and content
• The ability to be both data-driven and creative while being people’s people.
33. What are the responsibilities of a social media manager?

Social media manager has the following responsibilities:

• Understanding the company’s goal.
• Understanding the business model, products, market and competitors.
• Planning, strategy and goal setting.
• Online reputation management.
• Work with internal stakeholders.
 8
CCW332 – DIGITAL MARKETING UNIT IV

34. Mention few common social media marketing mistakes by brands

Some of the most common social media marketing mistakes brands make are:

• Not having a social media strategy in the first place

• Not understanding what their user wants
• Ignoring negative comments
• Publishing content like a faceless corporate instead of showing a human side
35. Which key performance indicators do you consider to measure the performance of your
social media initiatives?

There are various KPIs I consider important to measure the performance. It is important to target
the right KPIs to get the desired result.
Some of my important KPIs are:
1) KPIs for Reach
Followers or Subscribers count, Number of Impressions, Amount of traffic to the website,
Audience growth rate, Post reach, Share of voice.
2) KPIs For engagement
Number of Likes, Number of Shares, Number of Comments, Number of Mentions, Average
engagement rate
3) KPIs for conversion
Sales revenue, Conversion rate, click-through rate
36. What is the difference between social marketing environment and social customer
service environment?

Social customer service environment needs the ability to fix conflicts, empathy and a very good level
of patience. The executive has to be able to recognize situations where he needs to contact and discuss
with the management as doing anything on social media is not to answer one customer but to the
whole follower group in some way

37. How to increase leads with social media?

The interviewer would like to know your abilities to increase leads for the business. At the end of the
day, every business would want to increase sales or leads from every marketing campaign.
CW332 – DIGITAL MARKETING UNIT IV

You need to explain how much social media can improve their leads for the money they are investing
in.

38. How important is online reputation management in social media?

A good social media manager understands how customers view their brand and consider online
reputation management is one of the top priority task and nothing about it should be taken lightly as
it is vital to improve the brand loyalty. As a social media manager, you are supposed to find problems
at their earlier stage and tackle them with diplomacy.

39. What are the advantages of social media marketing over traditional marketing?

This is one of the social media marketing interview questions where the interviewer expects you to
share the advantages of social media. Some of the advantages of social media marketing are:

Cost: Comparatively social media cost is much lesser than traditional or even search advertising cost.
Feedback: With social media, you get feedback from the targeted audience and can design future
campaigns accordingly.

Q40. What is the use of Google Analytics in social media marketing?

Google Analytics helps to track the amount of traffic directed towards you website from various social

media channels.

41. Why did you choose social media as a career?

This is one of the most common social media interview questions. Every interviewer would like to
know why did you choose this field? Just to earn money or you are passionate about what you do?
 CCW332 – DIGITAL MARKETING UNIT IV

If you are passionate about social media, explain why you like social media, what made you choose
social media, why your skills can help you make you a better social media manager.

42. How to stay updated in Social Media?

I do follow a good number of industry blogs and forums to update myself with the latest trends, news,
research, ideas and more.

I implement my knowledge into my day to day activities to understand how they work.

I attend seminars and workshops periodically to network with fellow social media experts and get
more knowledge through their experiences.
43. Describe the most successful social media campaign you have run.

This is the most complex version of ‘What is your strength’ question. It’s time for you to shine. Talk
about the most successful campaign in terms of impact (not just ROI or recent). Don’t just throw the
numbers but share it as a beautiful story which anyone can understand without going too much
about the stats and numbers.

44. How to evaluate the social media presence of a company?

We can evaluate the social media presence of a company with the following parameters
If the company has a strong presence in primary social media channels, especially the channels
which would be beneficial to its type of business.
How frequent they are publishing posts.
How many followers they have and how much they are engaging with the brand and vice versa.
45. Explain about the least successful social media campaign you have run.

This might be one of the toughest social media marketing interview questions you might face. But
you have to be honest with the answer. Let them know what was the least successful social media
campaign of yours and why did it fail. The mistake can be as simple as a broken link or misplacing
a tracking code. The question is to learn how you handle your failure and what you learn from it. So,
explain the reason for its fail. And, most importantly, share what you taught from the mistake you
made and how it helped you never make similar mistakes ever again.
 CCW332 – DIGITAL MARKETING UNIT IV

46. Which online content has impressed you recently and why did it impress you?

This is one of the social media marketing interview questions where the interviewer wants to check
how updated you are. You can either describe a content you have written or a content you checked
online for this answer. If you are describing a content you viewed online, explain why did you like
the content.

47. How to set a budget for social media advertising?

The first step is to determine the overall budget for all digital marketing efforts.

Then, we will need to determine the percentage of the budget we would like to spend on social media
advertising.

Of the digital marketing budget, I recommend spending 30% on paid social media advertisements.
But this one is a general one. Only after the ROI and potential, a clear plan must be made for the
budget. The strategy should be adjusted every quarter in order to align with overall marketing goals.

48. Have you had the chance to handle online reputation crisis?

First, let them know what online reputation crisis means to you and what kind of online reputation
crisis you faced.

Describe the steps one by one starting with the type of problem you faced, how you analyzed the
problem, type of strategy you created to tackle the issue, how you executed the strategy, how it panned
out, what kind of post-crisis analysis you have done to learn from it and avoid those in the future.

12
 CCW332 – DIGITAL MARKETING UNIT IV

49. How did you grow traffic in your previous roles?

Let them know the real numbers and what are all the strategies you created to achieve those numbers.
Also, share how they helped the company to increase the number of leads or sales which increased
the overall ROI of the task.

50. What are our competitors doing in social media?

This will be one of the important social media marketing interview questions. It is to understand how
well you analyzed their business and market which would show your homework and dedication to
the interview. So, analyze their top 3 competitors and find out how are they promoting their business
on social media. What kind of strategies they are using, List down their strong points as well as weak
points.

51. What is the most important task of you as a social media manager?

This one of the common social media marketing interview question just to judge you on how you
choose your priority on this task.
A social media manager has a long list of tasks to do but which one single task is very important that
should be always on the top.
If you think about it, social media is about people. It’s all about the connection and networking. So,
your primary task of a social media manager is to connect with your followers, solve their product
related issues, help them to understand about the business and the products more and make them
understand you care for them. It should not be a one-way communication but should always be the
two way.
52. How active are you personally on social media?

The recruiters would like to see your social activeness while hiring for a social media professional.
So, it is important for you to have a strong presence on major networking sites and share the details
with the recruiters about the purpose of each networking site you are using and how much success
you have been gaining against the effort you put.

53. Which is your favourite brand on social media and why?

 3
CCW332 – DIGITAL MARKETING UNIT IV

Mention your favourite brand and share some details about the brand. Let them know why you like
their account. The important part of the section is to share the reason behind their success because
that will show you how much knowledgable you are to understand what goes into making a
successful brand like the one you are mentioning. This is one of the social media marketing interview
questions to understand if you know how the market works

54. Which channels were most effective in your previous experience and what made it most
effective?

To make them understand completely, let them know the type of brand you were running campaigns
for. So, prepare your answer based on the analytics you made post-campaign. Explain how effective
the channel is and what kind of strategies you made which increases the effectiveness of the channel.
And, explain why other channels could not get that level of success and the reason behind it.
 CCW332 – DIGITAL MARKETING UNIT IV

PART-B

1. What is Social Media Marketing?Explain in detail.

• Social media marketing is the use of social media platforms to connect with your audience to
build your brand, increase sales, and drive website traffic. This involves publishing great
content on your social media profiles, listening to and engaging your followers, analyzing your
results, and running social media advertisements.

• The major social media platforms (at the moment) are Facebook, Instagram, Twitter, LinkedIn,
Pinterest, YouTube, and Snapchat.

• There are also a range of social media management tools that help businesses to get the most
out of the social media platforms listed above. For example, Buffer is a platform of social
media management tools, which can help you achieve success with your social media
marketing. Whether you want to build a brand or grow your business, we want to help you
succeed.

A Quick Overview of Social Media Marketing

Social media marketing first started with publishing. Businesses were sharing their content on social
media to generate traffic to their websites and, hopefully, sales. But social media has matured far
beyond being just a place to broadcast content.

Nowadays, businesses use social media in a myriad of different ways. For example, a business that is
concerned about what people are saying about its brand would monitor social media conversations
and response to relevant mentions (social media listening and engagement). A business that wants to
understand how it’s performing on social media would analyze its reach, engagement, and sales on
social media with an analytics tool (social media analytics). A business that wants to reach a specific
set of audience at scale would run highly-targeted social media ads (social media advertising).

As a whole, these are often also known as social media management.

The Five Core Pillars of Social Media Marketing

1. Strategy

Before you dive right in and publish something on social media, let’s take a step back and look at
the bigger picture. The first step is to think about your social media strategy.

What are your goals?

 15
CCW332 – DIGITAL MARKETING UNIT IV

How can social media help you achieve your business goals? Some businesses use social media for
increasing their brand awareness, others use it for driving website traffic and sales. Social media can
also help you generate engagement around your brand, create a community, and serve as a customer
support channel for your customers.

Which social media platforms do you want to focus on?

The major social media platforms, mentioned above, are Facebook, Instagram, Twitter, LinkedIn,
Pinterest, YouTube, and Snapchat. There are also smaller and up-and-coming platforms, such as
Tumblr, Tik Tok, and Anchor, and social messaging platforms, such as Messenger, WhatsApp, and
WeChat. When starting out, it’s better to pick a few platforms that you think your target audience is
on than to be on all platforms.

What type of content do you want to share?

What type of content will attract your target audience best? Is it images, videos, or links? Is it
educational or entertaining content? A good place to start is to create a marketing persona, which
will help you answer these questions. And this doesn’t have to be fixed forever; you can always change
your strategy according to how your social media posts perform.

To help you create a great social media strategy, here are our long-form, step-by-step guides on
creating a social media strategy and social media marketing plan.

2. Planning and Publishing

✓ Social media marketing for small businesses usually starts with having a consistent presence
on social media. Close to three billion people (3,000,000,000!) use social media. By being
present on social media platforms, you give your brand an opportunity to be discovered by
your future customers.

✓ Publishing to social media is as simple as sharing a blog post, an image, or a video on a social
media platform. It’s just like how you would share on your personal Facebook profile. But
you will want to plan your content ahead of time instead of creating and publishing content
spontaneously. Also, to ensure that you are maximizing your reach on social media, you need
to publish great content that your audience likes, at the right timing and frequency.

✓ There are now a variety of social media scheduling tools, such as Buffer Publish, that can
help you publish your content automatically at your preferred time. This saves you time and
allows you to reach your audience when they are most likely to engage with your [Link]
Door
 CCW332 – DIGITAL MARKETING UNIT IV

3. Listening and Engagement

✓ As your business and social media following grow, conversations about your brand will also
increase. People will comment on your social media posts, tag you in their social media
posts, or message you directly.

✓ People might even talk about your brand on social media without letting you know. So you
will want to monitor social media conversations about your brand. If it’s a positive comment,
you get a chance to surprise and delight them. Otherwise, you can offer support and correct a
situation before it gets worse.

✓ You can manually check all your notifications across all the social media platforms but this
isn’t efficient and you won’t see posts that didn’t tag your business’s social media profile. You
can instead use a social media listening and engagement tool that aggregates all your social
media mentions and messages, including posts that didn’t tag your business’s social media
profile.

4. Analytics and Reporting

✓ Along the way, whether you are publishing content or engaging on social media, you will want
to know how your social media marketing is performing. Are you reaching more people on
social media than last month? How many positive mentions do you get a month? How many
people used your brand’s hashtag on their social media posts?

✓ The social media platforms themselves provide a basic level of such information. To get more
in-depth analytics information or to easily compare across social media platforms, you can
use the wide range of social media analytics tools available, such as Buffer Analyze.

5. Advertising

✓ When you have more funds to grow your social media marketing, an area that you can consider
is social media advertising. Social media ads allow you to reach a wider audience than
those who are following you.

✓ Social media advertising platforms are so powerful nowadays that you can specify exactly who
to display your ads to. You can create target audiences based on their demographics, interests,
behaviors, and more.

✓ When you are running many social media advertising campaigns at once, you can consider
using a social media advertising tool to make bulk changes, automate processes, and optimize
your ads.
 CW332 – DIGITAL MARKETING UNIT IV

2. What are the various social media channels?

The rankings on our list are based on the relevance to brands and creators, as well as the
number of Monthly Active Users (MAUs).

1. Facebook — 2.96 billion MAUs

➢ Facebook is the largest social networking site, with nearly 3 billion people using it monthly.
This means roughly 37% of the world’s population are Facebook users.
➢ More than 200 million businesses (mostly small businesses) use Facebook tools, and
more than seven million advertisers actively promote their business on Facebook, which
makes it a pretty safe bet if you want to have a presence on social media.
➢ It’s easy to get started on Facebook because almost all content formats work great on
Facebook — text, images, video content, and Stories. But the Facebook algorithm
prioritizes content that sparks conversations and meaningful interactions between people,
especially those from family and friends.
➢ To learn more about how to start conversations on Facebook, check out our guide to
marketing your business on Facebook — and measuring your results are shown in fig 4.1.

Fig 4.1 Facebook

 18
CCW332 – DIGITAL MARKETING UNIT IV

2. YouTube — 2.2 billion MAUs

YouTube is a video-sharing platform where users watch a billion hours of videos daily. Besides being
the second largest social media site, YouTube is often called the second largest search engine after
Google, its parent company are shown in fig 4.2.

Fig 4.2 YouTube

So if you use video to promote your business, then you definitely need to add YouTube to your
marketing strategy. To get started, here’s how to create a YouTube channel for your brand. And to
help your videos get discovered by more people, we recommend reading up on YouTube SEO or
considering advertising on YouTube to increase your reach.

3. WhatsApp — 2 billion MAUs

WhatsApp is a messaging app used by people in over 180 countries. Initially, people originally used
WhatsApp to send text messages to their family and friends. Gradually, people started communicating
with businesses via WhatsApp are shown in fig 4.3.

.
 19
CCW332 – DIGITAL MARKETING UNIT IV

Fig 4.3 Whatsapp

WhatsApp’s business platform allows businesses to provide customer support and share updates
with customers about their purchases. For small businesses, there’s the WhatsApp Business app,
while enterprise businesses can use the WhatsApp Business API.

As the most widely used messaging platform, WhatsApp can be a great customer service
channel for your business. Check out these WhatsApp Business user success stories.

4. Instagram — 2 billion MAUs

As a visual social networking platform, Instagram is the place for showcasing your products or
services with photos or videos. On the app, you can share a wide range of content such as photos,
videos, Stories, reels, live videos, and IGTV for longer-form videos are shown in fig 4.4.

As a brand, you can create an Instagram business profile, which provides rich analytics of your profile
and posts and the ability to schedule Instagram posts using third-party tools. It’s also a great place to
get user-generated content from your audience because users frequently share content and tag brands.
 CCW332 – DIGITAL MARKETING UNIT IV

Fig 4.4 Instagram

To help you use Instagram like a pro, we have a complete guide to Instagram marketing.

5. WeChat — 1.26 billion MAUs

WeChat was released in 2011 by Tencent, one of China’s biggest tech companies. Like WhatsApp
and Messenger, WeChat was originally a messaging app, but it’s evolved into an all- in-one
platform. Besides messaging and calling, users can shop online, pay bills, buy groceries, transfer
money, make reservations, book taxis, and more are shown in fig 4.5.

WeChat is the most popular social media platform in China and other parts of Asia. So if you want
to boost your brand in China (where popular social networks like Facebook and Twitter are
banned), WeChat is a good alternative. You can run ads on the official WeChat account or
 CCW332 – DIGITAL MARKETING UNIT IV

on WeChat Moments. There are also many WeChat-based influencers who can help your brand
reach millions of Chinese consumers.

Fig 4.5 WeChat

6. TikTok — 1 billion MAUs

TikTok (known as Douyin in China) is a short-form video-sharing app. Despite only launching in
2017, it’s one of the fastest-growing apps in the world and recently overtook Google as the
most visited internet site.

TikTok allows users to create and share videos between 15 and 60 seconds long, and the app has
a vast catalog of sound effects, music snippets, and filters to enhance the videos and make them
more appealing are shown in fig 4.6.
 CW332 – DIGITAL MARKETING UNIT IV

Fig 4.6 Tik Tok

You can find videos relating to almost all interests, ranging from lip-syncs, dancing, and
challenges to DIY tricks and make-up tutorials. About 47.4% of TikTok users in the U.S. are aged
10-29. So if your target demographic is young, then TikTok is a great platform for your business
to be on.

◻
We've added TikTok scheduling to our publishing platform! You can plan and schedule TikTok posts
in advance to help you grow your brand and increase your followers!
 3
CCW332 – DIGITAL MARKETING UNIT IV

7. Sina Weibo — 573 million MAUs

Fig 4.7 Sina Weibo

“Weibo”means “micro-blog” in Chinese. Launched by the Chinese technology company Sina

Corporation in 2009, Sina Weibo or simply Weibo is, you guessed it, a microblogging platform that
compares to Twitter and Instagram are shown in fig 4.7.

Through Weibo, users can post images, videos, and stories, see trending topics, use hashtags in posts,
and use the platform for instant messaging.

In comparison to WeChat, Sina Weibo has a younger demographic, and it offers more informational
and trending content. In fact, The New York Times said Weibo is the place to be if you “want
to go viral” in China. Weibo also allows businesses to set up official and verified accounts to
communicate with their followers and to use paid advertising.
 CCW332 – DIGITAL MARKETING UNIT IV

3. Explain Leveraging Social Media for Brand Conversations and Buzz.

10 ways to leverage social media for your business

1. Post on relevant social media networks

Brands often assume they need to be present on every platform to have an effective social media
strategy. But in reality, brands only need to be where their target audience lives.

Each platform has unique tools and features, but not all of them will suit your needs. First, figure out
which platforms align well with your business. Then you can focus your time and resources on the
channels that will drive the highest ROI for your program.

2. Optimize content for each platform

After choosing the right platforms, you need to select content best suited for each. Photo and video
content are the most valuable for achieving social goals, but marketers must still strategize where,
how, and when to post them.

While it’s unnecessary to post on every channel, most successful brands are active on more than one.
They might post video content on Facebook and YouTube to showcase the stories of their clients and
employees. Instagram, meanwhile, might be used to capture eye-popping static images and share facts
and updates about the company.

3. Be consistent

Consistency is critical for successful social media content marketing.

Create a schedule that outlines when to post and considers the types of content and frequency of
posting that audiences are most likely to engage with. Software like Hootsuite and SocialPilot can help
automate posting according to your content calendar, so you don’t have to worry about manually
uploading each post.

Remember, consistency goes beyond just making regular posts. You should also be consistent in your
brand’s messaging, tone, and aesthetics across all social networks.

Pro Tip: Brands often overlook the style of their uploaded images. Decide on a particular color
scheme or filter for your photos, and use the same edits to maintain consistency.
 CCW332 – DIGITAL MARKETING UNIT IV

4. Engage followers

The best way to organically grow your social media reach is to interact with your followers and
influencers. Meaningful interaction can be as simple as liking your followers’ posts and pages on
Facebook or thanking them in the comments when they share your posts. Social media content
marketing is all about forging lasting relationships with your followers and even a seemingly minor
gesture goes a long way to establishing brand loyalty.

One of the ways GoPro engages is by amplifying the voices of their followers and influencers through
shared posts. Check out this gorgeous photo from one of their influencers, which they reposted on the
company’s main Facebook account.

5. Use influencer marketing

Studies show that influencers produce 11 times more ROI than any other marketing approach—one of
the many reasons experts believe influencer marketing will become a $15 billion industry in 2022.

Partnering with social media creators is one of the best ways brands build an authentic relationship
with consumers. Influencers have dedicated followings of people who trust their recommendations for
new products and services. Plus, these creators produce studio-quality content (for a fraction of the
price) that brands can repurpose across all relevant social media platforms.

You’ll have the most success with influencer marketing when you find a creator who aligns with your
mission and values. When they use your products, love your brand, and believe in both, they will have
no problem providing you with honest endorsements.

6. Pay to promote your posts

The organic reach of social media content is getting increasingly harder to come by. Partnering with
influencers is one great way to boost your reach, but paid promotions are now crucial to successful
social media strategies.

Paid advertisements help you target specific audience groups to share your content with. This increases
your reach, visibility, and brand awareness. A paid ad also typically includes a call-to- action button
within the ad creative. Be sure to track audience responses and engagement rates on these ads to
optimize your campaign performance.

Pro Tip: Remember: Paid social media content marketing doesn’t work the same way on every
network. Facebook ads are different from Twitter ads, etc. You will need to customize your strategy
for each platform.
 CCW332 – DIGITAL MARKETING UNIT IV

7. Balance promotional and helpful content

Resist the urge to promote and talk about your product online constantly. Social media content
marketing is about creating content that the users will find helpful when they’re ready to make a
purchase decision.

The best way to grow your brand organically is to have customers come to you rather than the other
way around. You accomplish this by earning a reputation for being a trustworthy authority in the
industry. By creating content like tutorials, product reviews, and industry thought leadership in
general, you’ll see a drastic rise in your followership.

Statists reported that 38% of respondents found online reviews “very important” in making a purchase
decision, while 19% found them “extremely important.” Accumulating positive reviews on your
product or service is another excellent way to build your brand reputation and establish yourself as an
industry authority.

8. Offer rewards

Offering rewards to your social media followers through giveaways, challenges, and other promotions
is a great way to increase engagement and create a fun buzz around your brand. Brands usually need
only a small investment for most reward programs, but it can lead to massive returns and even “viral”
status when done effectively.

A prime example is DSW’s #DSWCutLoose challenge. The shoe retailer asks followers to film
themselves dancing to the Footloose soundtrack and post the video on social media for a chance to
win a $200 gift card. The company invested just $2,000 in prizes while the video submissions
accumulated more than 8 billion views on TikTok.

9. Learn as much as possible about your audience

Use social media to learn everything you can about your target audience. Tools like Facebook and
Instagram Insights, Twitter Analytics, and Google Analytics help determine which platforms give you
the most engagement. But more importantly, you discover your users’ genders, locations, ages,
interests, and a lot more.

Social listening tools are a helpful way to listen in on consumers’ online conversations about your
brand, even if they don’t tag you in the post.

10. Analyze and optimize

There are two things to consider when it comes to analysis and optimization.
 27
CW332 – DIGITAL MARKETING UNIT IV

First, you must regularly analyze your social media content marketing metrics to gain insights into
your social media activity. By figuring out what’s working and what isn’t, you’ll save valuable
resources and increase your ROI.

Secondly, you must consider your brand’s and your influencers’ outreach. Remember, it’s not enough
to simply collaborate with influencers. To make the most of your influencer marketing program, you
need the right creators for your program.

A creator management platform alleviates these pain points.

An effective platform allows you to filter influencers based on their relevance to your social networks,
category, engagement rates, and fan following to find the right creators to recruit into your social
media content marketing strategy. The creator management platform should also help you track and
analyze key data so that you can find actionable insights from your influencer campaign.

At the end of the day, you’ll quickly zero in on a strategy that works best for you. You’ll also be able
to optimize your existing social media content marketing efforts to grow your business further.

Social media marketing examples from successful brands

1. National Geographic

National Geographic implements a perfect blend of fun and education into its social media strategy.
One of the most successful ways NatGeo boots engagement is by occasionally reposting the work of
amateur photographers on its main page. This leads to hundreds of amateur photographers tagging the
brand daily from their personal accounts.

NatGeo ran a successful collaboration and #Lookingup awareness campaign with Prince Harry in
2019. The project asked fans and professional photographers to snap their favorite tree at an upward
angle “to raise awareness for the vital role trees play in the earth’s ecosystem.” The Duke of Sussex
then picked his favorites to post on the National Geographic main account and the Sussex Royal
Family account.

2. Dunkin’

Dunkin’ dominated TikTok in 2021 and owes much of its success to its collaboration with social media
megastar Charli D’Amelio. Dunkin’ leveraged Charli’s massive social media following to gain the
adoration of Gen Z consumers and grow its TikTok audience to more than 3 million followers. And
because Charli was also a loyal brand fan, she had no problem giving Dunkin’ honest product
endorsements on more than 120 of her posts.
 CCW332 – DIGITAL MARKETING UNIT IV

3. Dove

Dove empowers its fans as much as any other major brand. The company’s mission is to break down
unrealistic beauty standards and prove that beauty comes in all forms. Dove’s willingness to uplift
women from all different backgrounds has helped it build enormous trust and loyalty among millions
of consumers.

4. How Social media Campaigns is performed?

Step 1: Define Your Social Media Campaign Goals

Step 2: Identify the social media channels you’ll use
Step 3: Plan your social media campaign strategies
Step 4: Choose the metrics you want to monitor
Step 5: Create a social media content calendar
Step 6: Design Your Marketing Assets Using Free Online Tools
Step 7: Schedule Your Posts Using Content Scheduler In Adobe Express
Step 8: Manage Your Campaign
Step 9: Analyze the Results

Step 1: Define Your Social Media Campaign Goals

We’ll take a leap and presume you want to launch a social media campaign for more than just kicks.
It’s more likely for sound business reasons, like promoting a new product or an initiative that’s part
of your overall marketing plan.

Whatever your reasons, successful social media campaigns start by identifying specific campaign
goals. Below are some examples of specific campaign goals:

• Heighten brand awareness

• Increase website traffic
• Generate new customers
• Boost sales and revenue
• Inspire customer engagement
• Build or strengthen your brand’s community
• Get customer feedback
 29
CW332 – DIGITAL MARKETING UNIT IV

So, what are your goals beyond promoting a specific product or initiative? Define your goals in
writing so you can refer to them as you formulate the rest of your social media marketing strategy.

Step 2: Identify the social media channels you’ll use

Now that you have your goals defined, focus on how to achieve them, starting with which platforms
you’ll use to run your campaign.

Some of the most popular social media platforms and channels include:
• Facebook and Facebook Live
• Instagram, Instagram Live, Instagram Stories, and IGTV
• Pinterest
• Snapchat
• TikTok
• YouTube
• Twitter
• LinkedIn

You probably already have a good sense of where to reach your target audience and loyal brand
followers, and which social media channels will help you reach your goals. If you do, turn to those
channels. Also consider branching out, especially since it doesn’t cost anything to post on multiple
platforms are show in fig 4.8.

If you don’t have a well-established social media presence or need guidance to understand the
benefits of one platform over another, read about the top social media sites.

Fig 4.8social media channels

 CCW332 – DIGITAL MARKETING UNIT IV

Step 3: Plan your social media campaign strategies

Once you’ve determined your platform(s), outline the types of campaign content you plan to create
for each social media channel.

This goes beyond deciding that you will craft social media posts, videos, or both. It’s also about
determining specific types of posts or videos that feature key messaging and visuals to support your
goals.

A few examples of goals and content tactics include:

• Building your newsletter audience by hosting a giveaway on a digital platform that collects the email
addresses of entrants.
• Building the number of social media users who are following you by hosting an Instagram
giveaway where entrants need to follow your brand and tag a friend.
• Getting feedback from loyal users by crafting an Instagram Stories poll.
• Generating revenue by promoting a sale, discount, or special offer.

Remember to always tie your concepts and messaging back to your goals, so you can go to the next
step.

Step 4: Choose the metrics you want to monitor

One of the coolest things about social media marketing programs is that pretty much everything is
measurable.

Look at your goals and chosen social media platforms and decide what metrics make sense.

For example, if your social media campaign strategy includes Facebook with a goal to inspire
consumer engagement, make one of your measurable success metrics revolve around getting likes,
comments, or shares.

If you want to leverage Instagram for customer feedback, consider running an Instagram Stories poll.

Aiming to broaden your newsletter subscriber base? Your metric is the number of new subscribers
you get through your campaign.
 CCW332 – DIGITAL MARKETING UNIT IV

Even things like Tweets and retweets become easily tracked if you assign your campaign a unique
hashtag — search for the hashtag at the end of the campaign and the number of results that come up
is your metric.

Step 5: Create a social media content calendar

Successful social media campaigns have a start and end date, and a detailed calendar of what happens
in between. And this is where our content calendar tool, Content Scheduler, comes in.

Content Scheduler allows you to clearly plan, prepare, and organize your upcoming campaign content
by date and channel, allowing you to easily see what is going live when and where.

Don’t hesitate to create content for all your social media accounts that promotes your campaign —
even if your campaign is running on only one or two of them. For example, if you’re running an
Instagram giveaway, why not promote it on Facebook and include a link that drives traffic to your
campaign.

Step 6: Design Your Marketing Assets Using Free Online Tools

Once your plans are in place, it’s time to design compelling marketing assets and content that will win
eyeballs and hearts. The only way to do that in the social media world is through spectacular visuals.

There’s more good news here. Today’s online tools make crafting every type of digital post so easy,
you don’t need a design background to create pro-level campaign banners, logos, posts, videos, and
more.

Tap on any of the following free templates to customize your own:

Free, customizable social media banners

Step 7: Schedule Your Posts Using Content Scheduler In Adobe Express

Before beginning your campaign, you can again leverage our social media management
tool, Content Scheduler within Adobe Express.
 2
CCW332 – DIGITAL MARKETING UNIT IV

Content Scheduler practically manages your campaign for you, starting with scheduling your posts to
publish at specific dates and times – upload your content, schedule the publishing dates, and you can
practically kick back, eat bonbons, and watch your campaign flourish. (We say practically because of
the few things you’ll need to do in real-time in the next step.)

Be sure to schedule your posts for when your community is more active on your social media accounts.
If you’re not sure when that is, check out our blog on the best times to post on social media.

Step 8: Manage Your Campaign

Remember the bonbons? You’ll have to put them aside for a bit longer because an essential part of
great social media campaigns is managing the campaign as it goes.

If your plan is working as you hoped, your efforts may focus on engaging with users and customers.
Answer questions and “like,” comment on their comments, and so on.

But this is also the time where you should monitor engagement in real time and adjust your strategies
if necessary. If you’re not getting the response you hoped for or are seeing more success on one channel
or campaign initiative than on another, you can pivot your social media strategy for better results.

Step 9: Analyze the Results

Half the value of a social media campaign is in the ROI associated with your goals. The other half is
the insight you’ll glean from the experience. Once your campaign is over, evaluate what worked, what
didn’t, what you learned from your customers, and what you would do differently next time. This
insight will help you with your next social media campaign and all of those that follow!

5. How Engagement Marketing is done in social media?

What is engagement marketing?

Engagement marketing (a.k.a., experiential marketing) uses strategic content to engage

customers and invite them to interact with the brand.
It sees customers as interactive collaborators instead of just recipients of numerous generalized
marketing messages.
Customer engagement employs high-quality, targeted content in a two-way conversation
between your business and your audience to create and maintain meaningful interactions.
 3
CCW332 – DIGITAL MARKETING UNIT IV

You can publish thought-provoking tweets that get replies, tell your audience to upload a photo of
their funniest moments, create mini-videos, run surveys, and so much more. The key is to encourage
your audience to engage with your brand, with you.

How to tackle engagement marketing for your small business

You can run your engagement marketing campaigns in many [Link] the five steps below as your
starting point.

Step 1: Identify Your Audience

Your target audience’s identity will influence how you run your engagement marketing. Knowing
your ideal buyers’ quirks will impact your brand positioning, the features you add to your products,
your marketing materials, etc.
Figure out their problems, the things that make them emotional, their dreams, the type of companies
they work for, etc.
The more vividly you picture your ideal customer, the more effective your engagement marketing
content becomes, since you articulate your audience’s concerns and desires so clearly.

Additional tips:

• Mine data from your existing customers: You don’t have to look far to learn about your
customers. Run a quick survey of your existing customers to gain a better understanding of their
state of mind, needs, desires, pain points, etc.
• Go to review sites: Visit sites that review industry-specific products or services. Read what people
love and hate about products or services similar to yours. Look for common issues (likes and
dislikes) and note how they are worded. Let them influence your content.
•
Step 2: Establish your engagement marketing goals

Your engagement marketing campaigns can aim for many goals. Push for increased audience
engagement, brand visibility, lead generation, or straight upsales.
This guide focuses on growing your sales through engagement marketing so be mindful of that goal
when you create your content.
Additional tips:

• Track your numbers:“If you can’t measure it, you can’t improve it.” This saying’s been
repeated many times in the digital marketing space, and for good reason.
When you track the results from your engagement marketing campaigns, you can tell which methods
work. You can also uncover areas that can be improved in your process.
• Set mini-goals: Set mini-goals to build your team’s momentum. If you’re hitting milestones,
your marketing campaign will succeed.
A mini-goal might be to produce some amount of content per day, to reach out to X people, etc.
 CCW332 – DIGITAL MARKETING UNIT IV

Step 3: Create engaging content

• Once your goals are set, and you have a better understanding of who your audience is, create
content with the right message to engage your customers.

• Since you will publish a lot of content on your website, you need a reliable blogging
platform. Using a feature-packed social media management platform can also help,
especially when you have pages on a variety of social media sites, each requiring attention
and focus.

• Your content needs to resonate with your audience, accomplish the goals you set for your
engagement marketing campaign, and influence your audience to engage or interact with
your brand.

• If you think your content angle isn’t interesting enough to engage your audience, scrap it or
replace it.

Additional tips:

• Get Interactive: Publishing interactive content such as polls, surveys, and contests is an effective
strategy to integrate into your engagement marketing campaigns.
Interactive content helps improve message retention, which burns the core message of your marketing
campaign into the minds of your audience.
• Learn from your competitors: Visiting your competitors' social media pages or websites will
spark engaging content ideas. For example, if you’re in the food niche, get inspiration from what
Chipotle’s Facebook page.

Chipotle asked their audience to comment on the three ingredients they like the most. Image source:
Author
Then come up with your own take on the post or something that’s more creative.

Step 4: Join in the conversation

Having implemented steps 1-3 above, you should be getting loads of questions, ideas, or comments
from your audience. Don’t ignore them.
Interaction between a brand and its customers is a crucial aspect of engagement marketing. Now
that you’ve generated audience engagement through customer responses to your posts, join in the
conversation.
 35
CW332 – DIGITAL MARKETING UNIT IV

Additional tips:

• Get more mileage out of your engagements: Everyone who engages with your content has
connections.
Take advantage of them. Ask your audience to tag three of their friends in the comments so you can
give them more freebies while encouraging them to comment on the post themselves. This will
increase your chance of getting more engagement and sales.
• Create a dedicated landing page for your campaigns: If you want your campaigns to exude
relevance and personalization, create dedicated campaign landing pages.
Align your website marketing with your engagement marketing campaign and other marketing
channels you’re using.
Direct your web traffic from your engagement marketing campaigns to a dedicated landing page on
your website, giving your audience a seamless experience.

Step 5: Optimize your landing pages for sales

➢ Give your landing pages a well-defined purpose. Avoid adding various calls-to-action
(CTA) in your landing pages such as shares, newsletter signups, etc. It will only distract and
confuse your audience.
➢ You want only one CTA and should only be telling your audience to buy your products now.

Additional tips:

• Shorten your checkout process: Don’t make your customers perform umpteen steps to make the
purchase. Keep the process short. Your customers are busy. Make buying your products too taxing,
and they just might click away.
• Upsell after they’ve completed their purchase: When you upsell before they complete their
purchase, they might experience analysis paralysis, resulting in an abandoned transaction.
When you upsell after they’ve made the purchase, you aren’t at risk of losing the initial sale since
they already bought.

Step 6: Leverage marketing automation tools

Whether website management, appointment setting, or sending emails, you can always find
a marketing automation tool to lighten your workload.
The same applies when you’re running an engagement marketing campaign. Wendy’s used a
Facebook chatbot to accommodate the online traffic that visits their Facebook page.
 CCW332 – DIGITAL MARKETING UNIT IV

6. How to Build Customer Relationship in social media?

Social media has changed the way businesses and customers interact with each other, and it’s
important that social media is seen as an avenue for real-time communication and feedback.

And just because you’ve converted a new customer through lead generation or a sale doesn’t mean
your work is done. You need to continue to build and nurture those customer relationships on social
media so they keep coming back again and again. When you do, they’ll start advocating for your
business and assist in the marketing for you.

There’s nothing quite like word-of-mouth marketing, and having solid foundations with your
customers is a great way to keep them excited about your business. When you have customers who
have enthusiasm for your business, not only will they continue to shop with you, but they’ll tell their
friends and family about you as well.

This is why building strong customer relationships is an essential part of business and marketing. It’s
smarter to retain loyal customers and continue to build customer relationships than to try to
solely convert new ones.

To break it down further, it’s important to build customer relationships because it:

• Reduces customer turnover and improves customer loyalty. As with any organization, the
less turnover the better. The same applies for customers: the longer you can retain your
customers, the better mutual outcome. They receive excellent customer service and products
from your business and, in turn, you receive their loyalty.
• Increases the customer lifetime value (CLV). This is a great social media KPI to capture.
The longer a customer remains loyal and purchases from your business, the greater the value
this customer has in their relationship with you.

What makes a strong customer relationship?

Strong customer relationships occur when your brand becomes top-of-mind to your customers. When
they start referring friends and family to your business. When they trust your business to always get
its work right, every time.

It can be difficult to get to this point, though—which is why you’re here. Your brand needs to build
trust and deliver on consistency, timeliness and quality again and again.

One of the best ways to do this is through better listening. Listening to your customers and analyzing
what they say gives you deeper insights into how to best serve them. Exceeding expectations every
time will help you solidify strong customer relationships.

But—without further ado—here are additional tips and tricks to help you build customer relationships.
 CCW332 – DIGITAL MARKETING UNIT IV

How to build customer relationships with social media

While there are many avenues you can use to help you build customer relationships—a forum, your
website, email marketing, your blog and so many more—we’re here to talk about how you can do so
through your social media platforms.

After all, you’ve worked hard to grow your following. Why not use that audience to convert and
nurture longterm relationships with customers?

Here are our top nine tips for you.

1. Create a customer service social media channel

One great way to get started with relationship building on social media is to create a dedicated
customer service channel. There are a few ways to do this.

First, you could simply take customer service requests on your existing social media accounts. X,
specifically, is perfect for customer care.

However, many brands choose to create an X account specifically for handling customer service
requests as well as communicating product support issues and resolutions. (Do a “support” or
“customer support” search on X to find even more examples of customer service X accounts across
a variety of industries.)

Here’s an example of Patreon’s X support profile—the brand has also linked to its main profile
and a profile it has just for the website’s server status are shown in fig 4.9.

Fig 4.9 – X(or)Twitter

 8
CCW332 – DIGITAL MARKETING UNIT IV

Additionally, you could add an option to your Facebook Messenger chatbot that allows customers
to input customer service requests, or direct people to a support page on your website.

Ensure that all response times are quick and helpful to build a good reputation for your brand.

2. Use social listening to build customer relationships

Social listening is the act of monitoring certain topics and keywords online to ensure you find
important mentions of your brand or related topics.

Sprout’s social listening tool collects and centralizes what people are saying about your brand, industry
and related topics around your brand. With this information, you can modify and improve your
campaigns and messages. Make more informed decisions to help your customers solve their problems
and provide valuable answers to questions.

Or, utilize this knowledge to gather a list of blog posts, new features and learning resources that you
know your audience wants to see are shown in fig 4.10.

Fig 4.10 Social listening

3. Listen to customer feedback

It’s one thing to have an outlet for customers to provide feedback. It’s another entirely to actually do
something with that feedback.

Show your customers that you care about their input by putting their suggestions and wants into
practice.

9
CCW332 – DIGITAL MARKETING UNIT IV

Whether it’s a new product that you launch or a new feature in your software, listening to and
implementing customer feedback is an essential step in gaining their trust and loyalty. It shows that
you hear their concerns and needs and you’re willing to act on it for their benefit.

4. Personalize customer experiences

Another great way to build customer relationships is through personalization. Consider adding a live
chat widget to your website for support and customer questions. Your audience will be able to speak
to a real person who calls them by their name and provides a real experience shown in fig 4.11.

Other ways to personalize experiences are by ensuring social media interactions and email newsletters
include your recipient’s first name. Here’s an example of how Victoria’s Secret personalized a
response on X are shown in fig 4.11.

Fig 4.11 Personalize customer experience in “X”

Whether you’re dealing with customer service issues or simply interacting with your followers’
tweets, creating that personal connection is key.

5. Create a relatable brand voice

One of the best ways to build strong connections to your audience: be relatable! Social media should
be fun, and while you don’t have to be overly casual, there are still ways to let your audience enjoy
your presence through your brand voice.

Take a page out of MoonPie’s X account. The brand shares humorous content, jumps on memes it
can relate back to its brand, and takes any opportunity it can to hype up the moon are shown in fig
4.12.
 40
CCW332 – DIGITAL MARKETING UNIT IV

Fig 4.12 MoonPie’s X account

Try sharing memes that are timely and relevant to your brand, use current lingo and take a look
around at other brands to see if you can get any ideas to help your brand voice become more relatable
online.

6. Offer rewards and incentives

We all love free stuff, which is why putting together contests and giveaways is one great way to offer
rewards and incentives to your audience.

Check out this giveaway from Fable England on Instagram. The brand asks Instagram users to
follow a few quick steps—including leaving a comment and tagging friends—in order to enter the
giveaway. It’s effortless and it gets followers excited and engaged are shown in fig 4.13.

Fig 4.13 Fable England on Instagram

 1
CCW332 – DIGITAL MARKETING UNIT IV

Consider sharing flash sales on social media, including freebies and discount codes.

Here’s a great example from Pepsi, sharing a promo code that offers some kind of freebie or savings
surrounding the brand’s latest co-branding partnership.

Think about the ways that you can implement these tactics in your own social media strategy.

7. Share user-generated content

Customers love to share and tag brand products in their photos when posting on social media. This is
called user-generated content, or UGC, and is a helpful tactic both for community building and for
filling your social calendar up with hyper-relevant content.

For example, dog subscription box retailer Bark uses UGC in its Instagram strategy to showcase
various dogs of Instagram for engaging and adorable content shown in Fig 4.14. The brand always
tags the original creator to give due credit. It’s important to note that you should ask permission before
reposting a users’ photograph onto your brand account are shown in fig 4.14.

Here’s an example of one of Bark’s UGC posts:

Fig 4.14 Bark uses UGC in its Instagram strategy

As a way to build a community and encourage your customers to share their photos of your product is
to put some sort of call-to-action for your followers. Share this in your bio, like we see below on
Nestle’s Instagram bio—the brand has asked for users to tag its profile in photos of their “delicious
moments” Shown in Fig 4.15.

CCW332 – DIGITAL MARKETING UNIT IV

Fig 4.15 Nestle’s Instagram Page.

8. Provide value on social media

There are so many different types of content you can create on social media. Some will—of course—
be more promotional in nature, because your business is to make a profit both solve customer’s
problems and needs as well as make a profit.

However, you need to ensure there’s a good balance between your promotional content and the
educational and free value you provide to your audience, whether it’s freebies, discount codes or
knowledge are shown in fig 4.16.

Share your business’ value visually in a Facebook or Instagram carousel, or you can create an
X (formerly known as Twitter) thread that shares information like we did below.

Fig 4.16 Value of Social Media

 CCW332 – DIGITAL MARKETING UNIT IV

Share blog content and create educational videos to inform your audience even more. Providing free
value helps to showcase how beneficial your product must be, bringing in new customers and building
a relationship to help those customers stick around.

9. Build an online community

Our last tip for building customer relationships is to focus on building a community. Whether it’s
through a Facebook Groupshown in Fig 4.17, an other online community or branded hashtags, invite
your audience to participate.

One great example of a highly active Slack community is Superpath, a content marketing-focused
Slack group. The founder publishes posts in an #announcement channel to share valuable content,
conversations in the group and a call-to-action to join the paid channels.

Fig 4.17 Facebook Group

You can create your own Facebook Group, start a Slack community or look into other platforms perfect
for community building. This is a great way to keep people aware of and talking about your brand,
even when you’re not directly selling to them.
 CCW332 – DIGITAL MARKETING UNIT IV

How is AI used to build customer relationships?

AI, or artificial intelligence, can also play a role in building customer relationships. A number of AI
and machine learning tools have come out of the woodwork in the last couple of years, helping to
automate and streamline processes to make teams even more efficient.

Using AI in customer service can help with relationship building in a number of ways:

• Be more proactive with your customer support

• Scale customer care to help more people faster
• Improve the quality of your support chatbots
• Personalize customer interactions

All in all, incorporating AI can help your customer support team do their job better and more quickly.
And the better your customer support is, the more likely customers are apt to stick around and continue
buying from you.

7. Explain how to Creating Loyality drivers in social media marketing?

1. Be Responsive

Shoppers often ask questions or leave comments for businesses on social platforms, whether that’s
chatting through Facebook Messenger or tweeting at a brand. While you might not be able to respond
to every customer, it’s important to engage with as many as possible.

Why? Because responsiveness shows customers that you care about their needs, which builds their
brand loyalty. In fact, 72% of millennials said they would be more loyal to a brand that responded to
them. On the flip side, being unresponsive can decrease brand loyalty: 15% of Twitter users will
unfollow a brand if the brand isn’t engaging with them enough.

Starbucks engages directly with customers by promptly replying to comments.

They are quick to respond to just about every comment or question, painting themselves as a
responsive and communicative brand that cares about their customers are shown in fig 4.18.
 CW332 – DIGITAL MARKETING UNIT IV

Fig 4.18 Starbucks onlineResponsiveness

2. Share Positive Customer Feedback

When a customer leaves a glowing review, don’t keep the great feedback to yourself. Share the input
publicly on your social media accounts (with the customer’s permission, of course).

By posting positive reviews, you’re likely to attract new customers and reinforce current customers’
trust in your business. This is because of social proof, the psychological phenomenon of people’s
tendency to follow the crowd. In the case of shopping, that means people place a high value on the
opinions of other customers.

It’s OK to ask for positive reviews directly. When a customer leaves a positive comment about your
business on your social media page, reply back or send a direct message thanking them for their
comment and asking them to share their opinion in a review. You can then share the review on your
social media page are shown in fig 4.19.

Classic Photographers regularly shares positive reviews from customers with the caption “feeling
thankful.”
 CCW332 – DIGITAL MARKETING UNIT IV

Fig 4.19 Customer Feedback

Not only does Classic Photographers enable potential customers to see how happy current customers
are, but the company also shows their appreciation for existing customers at the same time.

3. Share User-Generated Content

Another way to build brand loyalty through social proof is by sharing user-generated content (UGC).
UGC refers to photos, videos, and other content that shoppers create about using a brand’s products.
This content builds trust in shoppers because it is created by customers, not the brand.

Invite users to tag your brand and use branded hashtags so you can find UGC more easily and share it
on your page (with the creator’s permission, of course!). If you share UGC frequently, you’ll
encourage participation from shoppers who want their content to be seen by all of your brand’s
followers.

A great example of a UGC-driven social media campaign is GoPro and their Photo of the Day
campaign are shown in fig 4.20.

The campaign encourages GoPro users to post their GoPro images and tag the company for a chance
to have their picture featured. In one fell swoop, the company attracts new customers by showcasing
happy current customers and builds brand loyalty with existing customers by featuring their content
regularly.
 CCW332 – DIGITAL MARKETING UNIT IV

Fig 4.20 User generated content on “Instagram”

4. Keep Customers in the Loop

Make your followers feel like they’re a part of the business by keeping them updated about what’s
going on at your company and taking them “behind the scenes.” Since 63% of customers prefer brands
that are honest and transparent, being open about your business’s practices is a great way to encourage
a positive customer-brand relationship.

Your social media channels are the perfect platform for taking your followers behind the scenes. You
can post walk-throughs of your products, interview employees, show pictures or videos of your office
space, or share company events.

Glossier did this with their Milky Jelly cleanser.

In the video, Glossier details why they created this cleanser and what makes it different from other
cleansers. Seeing the behind-the-scenes details of Glossier’s production, shoppers have reason to
believe their skin-care products are well made and have reason to buy from Glossier rather than other
brands are shown in fig 4.21.
 CCW332 – DIGITAL MARKETING UNIT IV

Fig4.21 Keep Customers in the Loop

5. Be Open about Your Values

Customers want to support companies that share their values. Share your company’s fundamental
principles and you’ll encourage brand loyalty from customers with similar beliefs.

Create posts about causes and charities that are close to the heart of your business to show shoppers
what your brand stands for. Patagonia, for example, has made environmentalism an integral part of
their brand identity.

The company regularly posts about environmental advocacy, informing followers about current events
and clearly illustrating that their brand cares about the environment. This attracts their target customer:
people who love the natural world and are serious about protecting it are shown in fig 4.22.
 9
CCW332 – DIGITAL MARKETING UNIT IV

Fig4.22Be Open about Your Values

Whatever your brand’s issue is, always be authentic with your advocacy. Don’t just say what you think
your target audience wants to hear. Today’s consumers are discerning, so they’ll be able to tell if your
value-driven posts are genuine.

6. Partner with an Influencer

More than half of social media users prefer to get product information from influencers rather than
directly from brands. Users trust influencers and look to them for product and brand advice. So if an
influencer your target customer loves raves about your brand, there’s a good chance their followers
will start loving your products, too.

The first step is to find influencers who are relevant to your brand and image, such as someone who is
popular with your target audience or specializes in your industry. A makeup company, for example,
would likely want to partner with a beauty influencer.
 CCW332 – DIGITAL MARKETING UNIT IV

You can use tools like Facebook’s Brand Collabs Manager to find influencers and then reach out to
see if they will do product reviews or other collaborations with your brand are shown in fig 4.23.

Covergirl, for example, partnered with the beauty influencer @valerialipovetsky to promote their
Clean Fresh Skin Milk product.

Fig 4.23 Partner with an Influencer

The influencer is showing that she trusts the product enough to use it herself and saying that it has
done wonders for her skin. This encourages her followers to try the product as well.

7. Use Dynamic Ads to Promote Brand Loyalty

Brand loyalty is built over time. The more customers use your products and get value out of your
brand, the more loyal they will become. Dynamic ads encourage users to return and make a purchase
by showing them products they have viewed before or that are similar to products they viewed.

You can set up dynamic ads on Facebook and Instagram by connecting your product catalog to
Facebook. Once the ad template is set up, Facebook’s algorithm will choose relevant products to show
to customers, based on their previous site behavior are shown in fig 4.24.
 51
CCW332 – DIGITAL MARKETING UNIT IV

eBay uses dynamic carousel ads to show users products that are similar to ones they viewed on
eBay’s site.

Fig 4.24 Dynamic Ads

Facebook can tell, based on recent product views, that the user is interested in handbags, so the
dynamic ads grab the customer’s interest by showing them other handbag options on eBay. These
promotions reignite shoppers’ interest in the brand by showing them products they love.

8. Retarget Users with Custom Audiences

Once users are aware of your brand, keep your business at the top of their mind with retargeting.
Retargeting is when you show ads only to people who have expressed interest in your business.
 CCW332 – DIGITAL MARKETING UNIT IV

With retargeting, you can give people who know your brand the incentive they need to come back to
your store. For example, you might use a retargeting ad to offer an exclusive deal on a previously
viewed product. Or you might use retargeting to promote a price drop for items that are currently in
the shopper’s cart.

You can choose exactly who to show these ads to by building a custom audience for your ad campaign.
For example, you might edit your custom audience to target users who have interacted with your ads
before.

8. What is Influencer marketing?Explain in detail.

What Is Influencer Marketing?

➢ Influencer marketing is a form of social media marketing. It includes affirmation and
product/service advertisements by influencers, individuals, and organizations that have a
perceived degree of awareness or social impact in their field.
➢ Influencer marketing is marketing to, with, and through influencers to drive brand messages to
your and their target audiences.
➢ Influencer marketing is similar to word-of-mouth marketing, but it doesn’t rely solely on
specific recommendations.
➢ Influencers can come from a wide range of places. Any individual, group, brand, or place could
potentially be an influencer.
➢ Engaged audiences typically follow these content creators. Advertising to them across
different social media platforms enables your company to extend the scope, improve brand
awareness, and generate new leads for your sales funnel through buyer personas.
➢ You can use influencer marketing as either a standalone tool or as a means to improve your
other marketing campaigns.
➢ We will dive further into what influencer marketing will bring to the company via its key
benefits.
10 Influencer Marketing Benefits
• Increase brand awareness and reach
• Build credibility and trust
• Enrich your content strategy
• Win-win long-term partnerships
• Boost SEO, ROI, and bottom line
• Drive purchases decisions
• Increase sales
• Cost-effective & Saves Time
• Unlimited Sharing Potential On Social Platforms
• Suitable for any Business

Influencer Marketing Increases Brand Awareness & Reach

 CCW332 – DIGITAL MARKETING UNIT IV

• Most influencers in social networks have millions of viewers, including more than 2.5 billion
followers of Instagram’s 50 most followed influencers. Based on that, influencer marketing, in
which you partner with influencers whose niche suits your products or services, will bring an
excellent opportunity for you to approach millions of potential consumers.

• Heavy-handed promotions and sales campaigns are simply an outdated model for brands. It is
becoming more sophisticated to advertise with influencers who can seamlessly combine brand
campaigns into their style and expression.

• Influencers make the advertising activities more engaging and genuine for a target audience,
who are often overloaded with tons of commercial advertisements every day.

• Influencer marketing helps you gain more visibility when such a person recommends your
products or services or mentions your brands, which not only extend your scope but also
increase your brand awareness.

• Influencer marketing enables marketers to reach critical Millennials and Gen Z audiences, 85%
of whom are highly open to information about specific products via social platforms.

• In comparison to other social media marketing methods, influencer marketing offers brands a
viable, unobtrusive way to communicate with customers regardless of the widespread adoption
of ad blockers as well as a general distrust of overt ads.

• Without the hindrance of AdBlock apps and extensions, social users can learn more about your
brand story and what you are offering. It means that you need to create fresh-looking content
and format design in delivering the message to grab people’s attention. And the key to
maximizing this strategy is ensuring that your content is meaningful and brings value to both
influencers and followers.

3. Enhance Credibility & Trust

➢ Influencers are experts in their field, which is why their followers trust them and have
influencers have considerable influence on them. They have built an inspiring and respectful
relationship with their fans. Therefore, people believe their opinions and recommendations.
These recommendations won’t make your influencer marketing campaign feel like advertising
anymore, meaning that people are more open to your brand than usual.

➢ Studies have shown that 75% of YouTube’s viewers appreciate YouTube’s featuring genuine,
relatable, and reliable people, and the number of teenage subscribers who are likely to connect
to the influencers, rather than traditional celebrities, is 70%. And 60% of users confirm that
they prefer the reviews of their favorite YouTubers to mainstream TV and movie stars.

Enriched Content Strategy

 CCW332 – DIGITAL MARKETING UNIT IV

• It is not simple to continually produce fresh and entertaining content. Sometimes you are out
of ideas and feeling stuck, and that is the time influencer marketing can help fill the gaps in
your content schedule.

• Influencers who are familiar with producing engaging and quality content to interact with their
followers daily will bring significant benefits to you if you can sign an agreement of content
co-creation deals.

• Content distribution, an essential part of content marketing, must be understood thoroughly and
considered carefully before working with influencers. Even if you have not come up with new
ideas, you should prepare for a detailed content distribution strategy through which your
company and influencers know what objectives your brand has.

• There are plenty of real-life examples of brands collaborating with different types of
influencers. The typical one is the case of a well-known lifestyle blogger of HBFIT named
Hannah Bronfman, who writes about health, beauty, fitness, and partners with Face Gym, a
local facial treatment center.

• The brand provides Hannah with information about the studio, photos, trial services, and
coupon codes so she can help people learn about them and their offerings. Meanwhile, the
content, in this situation, is Hannah’s articles, is originated from Hannah, which means she is
helping Face Gym to produce promoted content to deliver to the potential customer via her
channel.

4. Win-Win Long-term Partnerships

• Undeniably, it is all about choosing the right partner to build successful relationships. You
should build partnerships that increase sales for you and your partners by selecting influencers
based on their field and the audiences they can influence.

• Launching an influencer marketing campaign is all about beginning and developing positive
relationships. Brands can build durable and long-lasting partnerships that lead to long-term
success through maintaining effective collaboration with influencers.

• Brands no longer hire influencers for one-off campaigns but rather for long-term partnerships.
According to a study, roughly 50% of advertisers work in six-month-or-more partnerships with
influencers, therein, 37% claim that they collaborate with brands for a longer-term, compared
with one-off campaigns.
 CCW332 – DIGITAL MARKETING UNIT IV

• A lasting influencer partnership between organizations and influencers saves time, resources,
and money, and it also helps establish credibility and have a more substantial effect on the
company’s audience.

• Overall, this is a win-win collaboration as both sides have a stake in the result. As you partner
with the correct influencer who appeals to the same market as yours, profit comes immediately
from influencer marketing.

• Benefits such as shares, reposts, and retweets multiply over time, providing long-lasting brand
awareness for your campaigns, which reexposes your content repeatedly.

5. Influencer Marketing Boosts SEO, ROI, and Bottom Line

Influencer marketing help boost your SEO, ROI, and bottom line significantly.

SEO
➢ Influencer marketing benefits, directly and indirectly, your search engine optimization.

➢ There are 86% of advertisers using influencer marketing to empower their marketing
campaigns, and 57% state its performance exceeds the other brand-created content. As
influencers have a large number of loyal followers, the partnership with them will help you
reach more audience rather than doing SEO activities only.

➢ As links are one of Google’s most important search ranking criteria, there will be more chances
for you to build backlinks as you hit a wider audience through influencer marketing activities.
Although those links are flagged not to impact search ranking, there is still an indirect effect
on your SEO as they help to build brand awareness and drive traffic.

➢ According to an analysis from Quicksprout, it proved that social media interactions could,
indirectly or directly, enhance SEO signals. As you engage with new social communities, there
is an opportunity for you to get additional followers and interactions, which will lead to
additional organic traffic, backlinks, and other metrics that progress SEO.

➢ Generally, creating more and more content through influencer marketing will give you more
chances to rank your brand higher in Google search results.

ROI And Bottom Line

➢ Influencer marketing allows big brands to attract more customers and enables small businesses
to scale up by getting them more visibility, which provides higher ROI than other marketing
channels.

➢ According to a study carried out by Mediakix in 2019, approximately 50% of marketers state
that influencer marketing’s ROI is higher than other marketing platforms’, and about 41% say
returns are equivalent to other channels.
 CCW332 – DIGITAL MARKETING UNIT IV

➢ Branding or engagements-focused influencer marketing activities produce eight times more

ROI than other campaigns. Proved from actual business results, the influencer marketing’s
profit surpasses its costs, which is why it delivers a very high ROI and bottom line ultimately.

➢ A study from Burst Media pointed out that an average of $6.85 earned for every $1 spent on
media for an influencer marketing plan.

6. Drive Purchase Decisions

➢ Influencers drive the customer’s purchase decision-making process. People respect and trust
their favorite influencers, which leads them to have a more positive reception to brands.

➢ Numerous studies point out that influencers can affect a customer’s purchase decision- making
at all levels. According to DMI Blog statistics, 49% of respondents reported that they had made
purchase decisions based on influencers’ referrals.

➢ For teenagers, it is 70%. After seeing products/services on Facebook, Youtube, or Instagram,

about 40% surveyed people purchased it.

➢ Six out of ten Youtube users will make purchase decisions based on their favorite content
creator’s suggestions, said Think With Google.

7. Influencer Marketing Increases Sales

➢ One of the top three overall goals that marketers aim for in influencer marketing is generating
sales and conversions, said 64% of surveyed people in 2019 study conducted by Mediakix.

➢ According to researches, for every $1 they spend on sending a message to the customer via
influencers, companies earn about $18. And this number can be higher for many other brands.

➢ As mentioned above, influencers have a significant impact on the purchase decision-making

process of consumers. Roughly 40% of survey respondents reported that they made a purchase
shortly after seeing their favorite influencer use a product or service.

➢ The impact of influencers is why it is exceptionally viable for businesses to create, manage,
and create messages to be delivered to the audience via influencer to generate a massive uptick
in sales.
 CCW332 – DIGITAL MARKETING UNIT IV

➢ Take a look at an example of Ashley, a lifestyle blogger at Cherished Bliss, in an influencer

marketing partnership with Bigelow Tea, one of the most popular tea brands.

➢ During the campaign, a recipe named Bigelow Iced Tea with Lemonade Ice Cubes, which
Ashley has created helps bring the brand to the first page of the SERPs for competitive search
terms “ice cube iced tea.”

➢ At the end of the campaign, over 32,000 blog commitments, 44 million impressions, and, in
the end, Bigelow Tea saw an 18.5% increase in sales.

8. Cost-effective

➢ Businesses find it harder to promote products or services as paid ad costs keep rising, in which
influencer marketing can help keep the costs down.

➢ In comparison with other forms of advertising, doing advertising through influencers is

relatively reasonable. The cost of an influencer largely depends on the size of the audience,
and the niche in question.

➢ Influencer marketing opens up a whole new opportunity for brands to compete with a more
efficient and optimized strategy on social media sites such as Youtube and Instagram.
➢ As mentioned above, influencer marketing’s benefits outweighing the cost spent on it, which
will help you earn huge ROI’s, boost sales and save more money.

➢ A common way lowering the cost with influencer marketing is by negotiating proper affiliate
deals in which the influencer gets performance-based commissions.

9. Influencer Marketing Saves Time

➢ You can shorten the process of building your fan base since you collaborate with existing
players in the industry.

➢ To create an advertising campaign, it takes you considerable time to produce the images,
duplicate them, and schedule the ads across platforms. The partnership with influencers will,
indeed, help you outsource everything and save you lots of time.

➢ Influencer marketing will get your brand promoted daily on different channels by popular
people. Especially in a moment of market stagnation, influencer-created content is becoming
increasingly prevailing.

➢ Many influencers produce content from their homes or their studios, which, in turn, an
influencer marketing partnership, will help brands to keep making fresh content remotely at all
times.
 CCW332 – DIGITAL MARKETING UNIT IV

➢ Moreover, branded content that is created by influencers may also be reposted or repurposed
by companies for their marketing campaigns. This ability might save you a considerable
amount of time and money. New reports indicate that, through involving creators, 41% of
advertisers have saved budget on content production.

➢ In addition to this, you can use the feedback received from audiences to design campaigns to
retarget a specific segment or group of customers.

10. Unlimited Sharing Potential On Social Platforms

➢ As influencers interact with their fans nearly every day, they are proficient in engaging with
your, as well as their target audience, on the content they share about your brand and products
or services.

➢ The easier it is for an influencer to use the content on their blogs, Facebook fan pages, and
other platforms, the easier it is to share said content widely.

➢ There are many ways influencers can help brands to spread the messages, for example, a post
on Facebook, inspiring storylines on Instagram, a review video on Youtube, promotion codes,
store’s links, and more.

➢ Influencers’ audience will be loyal and trust them and are active on most of the social channels
the influencer uses. Multi-channel audiences lead to a rapidly spreading of the influencers’
content, which conveys the brand’s stories and messages.

➢ As mentioned above, the more shares or any other interactions brands have on social networks,
the higher ranking you get in Google search results.

➢ Therefore, the viral potential of collaboration with well-known people all over popular sites
will expand the brand’s message to even wider audiences. Shareable content will quickly raise
your brand recognition, maximize ROI, and continuously attract attention.

Influencer Marketing Is Suitable for any Business

➢ Influencers are typically experts in their fields, for example, health, fitness, traveling, cuisine,
beauty, business, technology, science, etc.
➢ No matter how big you are and what industry you are in, there is always room for everyone, as
long as you identify the influencers who are most suited to your needs.

➢ Businesses might use different influencer marketing strategies to communicate and collaborate
with influencers effectively.

➢ For example, an optimized, low-cost strategy is more suitable for small businesses. At the same
time, a comprehensive plan which requires higher investment to work with celebrities or other
authorized brands will be a wiser choice for larger companies.
CCW332 – DIGITAL MARKETING UNIT IV

➢ For instance, a sports clothing brand partners with an Instagram influencer that shares health,
fitness, and travel content daily.

➢ She is a micro-influencer that has 21.4K followers. Since Sydney’s lifestyle and fan base fits
Nuxactive’s brand image and goals perfectly, she became an excellent choice for Nuxactive’s
influencer marketing campaign.

➢ Having a reasonably modest following of 21.4K of people within the field, but having a
relatively high engagement rate helps a business to develop personal relationships with their
target customers.

➢ On the other hand, Hugo Boss (BOSS) – a German luxury fashion house, chooses to partner
with Chris Hemsworth, a celebrity with 42.5 million followers on Instagram. Through
partnering with Chris and having him as a brand ambassador for years, BOSS has been able to
advertise its broad range of products, from clothing and accessories to footwear and fragrances.

➢ When Chris shares photos of himself wearing BOSS suits, it implants in his followers and
potential customers’ minds that if they want to be a gentleman like Chris Hemsworth, they
have to use BOSS products.

60