Content Marketing_Workbook_v2.0 PT1.pdf

Of keywords in top position f bounce rate f semrush f

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No. of keywords in top position f Bounce rate f SEMRush f Google Keyword Planner Increase website traffic f Unique visitors f Total visits f Bounce rate f Clicks f Landing page reports f Google Analytics f Social media network reports Drive engagement f Comments f Likes / Reactions f Shares f Tweets f Post clicks f Follows f Pins f Forwards f Regrams f Engagement rate f Social media network reports f Social media management tools (e.g. Sprout Social) f SEMRush f Blog comment manager (such as Disqus) Generate sales leads f Website submissions f Downloads f Live chat discussions f Lead conversion rate f Newsletter subscriptions f Sign-ups f Online events f Landing page reports f Email marketing tools f Plugins f Blogging Platform (e.g. WordPress) Increase online sales f Online sales f Sales lead conversion rate f Accounting software f Customer relationship management (CRM) software f Google Analytics (online sales) Drive offline sales (e.g. store visits) f Offline sales f Accounting software f Customer relationship management (CRM) software Retain customers f Content consumed by existing customers f Upsells f Referral codes f Renewals f Customer churn rate f Referral code management tools f Native social media network analytics f Social media management platforms
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124 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Build Brand Awareness Content marketing is a valuable tool for creating brand appreciation, recognition and familiarity – also known as ‘brand awareness’. Traditional media has always played a central role in creating brand awareness, driving increased lead generation, and sales. For example, a person may drive by an outdoor billboard for weeks or months noticing the brand advertised but not acting upon it. After viewing the billboard several dozen times, the purchase may be triggered. However, it is not possible for the advertiser to determine the role (if any) played by a billboard in the final purchase decision. Social media can play a similar role in generating brand awareness. However, it offers many benefits over traditional media. Firstly, the ad is usually viewed on a smartphone, which is a personal and highly engaging space for consumers. Secondly, marketers can target the consumer based on their likes, friends, browsing habits and immediate interests. Retargeting allows advertisers to display ads based on the consumers’ browsing habits only moments before. This results in relevant advertisements being displayed, as opposed to large format billboards that may have no relevance to that consumer whatsoever. How to measure Brand Awareness Brand awareness can be difficult to measure precisely. However, there are several ways that you can gain an overall impression of whether awareness of your brand has increased. It is fair to assume that more traffic to your website and an increase in the volume of searches for your brand name means that more people are aware of it. You can also use surveys to get an idea of whether people have heard of your brand, and their thoughts and feelings on your products or services. You can also use your social
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