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Hi and welcome to our introduction to the basics of digital marketing, social media and SEO, make
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sure you're sitting comfortably as you're about to get a comprehensive overview of everything related
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to digital marketing, social media and SEO
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If you want to be successful online today, you must have strong digital marketing skills, as Internet
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business has never been more competitive in this introduction will outline the basics of SEO, digital
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marketing and social media and break each of these topics down so you understand the most essential
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things you need to know.
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You'll learn key tips for Facebook ads, Google ads, Instagram, email and Twitter marketing, growth,
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hacking and so much more.
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After this taster, you'll be primed to understand the basics of marketing online.
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We'll go into much more detail on each topic and later videos so you'll be able to master each of the
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topics we touch on here.
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In this video, we've outlined the most crucial pieces of information on the most important topics related
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to digital marketing, social media and SEO.
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This is a core first step on your learning journey as it will help you to quickly lay down the foundations
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and is a great place to start if you want a career in digital marketing or want to be successful marketing
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online.
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So what exactly is digital marketing?
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Digital marketing is vital if you have a business or want to sell anything online, even if you're just
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looking to build a profile, you need a strong Internet presence if you want people to know you exist.
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The purpose of digital marketing is to raise awareness, connect with people who are interested in what
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you're offering, and persuade them to take actions you want.
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It uses digital forms of communication like the Web, smartphones, social media platforms and search
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engines as a medium to reach potential customers.
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Just like traditional marketing.
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Digital marketing is about finding prospective customers and broadcasting your message to them in the
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right place, in the right tone, and at the right time.
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Digital marketing has one major advantage over traditional marketing, as you can use analytics tools
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to monitor your campaigns in real time so you can swiftly adjust your approach.
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Typically, it would cost more and take longer to make these kinds of adjustments.
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But with digital marketing, it's easier to course correct than it would be if you had invested in a
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print ad.
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Let's talk about what a social media social media is an umbrella term to describe online platforms focused
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on community based communication such as Facebook, Twitter and Instagram.
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Platforms like this use content sharing and post interaction, and most of the content there is is being
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produced by the users of the platform, not the owners.
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Social media also includes curation sites such as wikis, as well as professional networking platforms
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like LinkedIn.
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Due to the massive reach of social media, its social media marketing skills are now essential for anyone
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looking to attract the maximum number of customers online.
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Let's talk about SEO now.
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So what is Seo SEO or search engine optimization is the science of attracting specific types of traffic
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to a website using a search engine to Master SEO.
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You need to create high value content with high authority back links and include keywords in that content
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that your ideal customer search for SEO is never a one size fits all solution.
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To be successful, you must take a bespoke approach.
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That means you need to optimize your site for the type of search engine you want it to rank highly on.
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Like Google, Amazon or Bing.
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SEO typically focuses on scoring highly organic search results, not paid or sponsored traffic.
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But you can also use it in paid ads to maximize their reach.
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As search engines attempt to give the most suitable answer to each person's search query, you must
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ensure a search engine views your site is the most appropriate match.
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Every search engine uses a different algorithm to determine what the best result to a search query is.
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This will include a combination of different factors, including the quality of your content and back
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links, how many visitors your site has, and your website speed and uptime.
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Modern SEO is complex and mastering it takes more than just getting the right meta tags.
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It includes understanding how rich snippets, video and featured snippets work to enhance your rankings,
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as well as the importance of voice search and video SEO.
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If you want to be successful using Google search, you also need to understand how Google Rank Brain
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scores your website.
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You must optimize your site to score highly on Google's algorithm.
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To local, Alessio is also becoming more critical, and you will need to learn the basics of this,
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especially since nearly half of all Google searches now have a local content.
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Neame searches have grown even faster, exploding at a rate of one hundred and fifty percent more than
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local searches alone.
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Mastering SEO also includes Understanding Technical SEO, which focuses on priming your website for
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crawling and indexing by search engines.
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It's important you don't neglect this aspect, as without its search engines will find it much more
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difficult to access, crawl and index your Web site.
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As a result, you will rank much lower.
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The reason this process is referred to as technical SEO is because it has nothing to do with promoting
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your Web site or the type of SEO you include in your content.
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So talking about job prospects, what types of careers will this course help you with?
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Once you complete this course, you'll be a digital marketing master and will have many different career
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options open to you.
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You could work as a freelance Facebook ads consultant and generate upwards of one thousand dollars of
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client per month market real estate brands or promote your own business.
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Your options will be almost unlimited as strong digital marketing skills are highly in demand as they
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focus on online business and can be done entirely online.
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Digital marketing jobs are also pandemic proof, so your skill set will always be needed.
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Just make sure to narrow down your choices and focus on what you enjoy and do well.
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Maybe you have a passion for branding and would like to work as a branding consultant for startup companies.
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Perhaps you're interested in specializing, whether it be in marketing for the tech sector, the health
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and wellness niche, or in real estate.
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The best way to achieve top earnings is to find a niche.
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You can position yourself as an authority voice in, and you can do this by acquiring a skill set your
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competitors don't have.
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If you can offer expertise in Facebook advertising or email marketing, for example, you will be bringing
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something extra to the table that will give you an edge.
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Having niche knowledge will mark you out from other candidates trying to land their first gig, and
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we'll signal that you are a high value candidate to employers and clients.
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You can also specialize by diversifying into niche careers such as SEO or copywriting.
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SEO knowledge is a highly in demand skill and it doesn't require a qualification if you know how to
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do it right.
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Copywriting can be similarly rewarding because of the amount of online content we consume.
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Demand for skilled SEO experts and pro copywriters has grown massively.
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More brands than ever require well-written content that's optimized to perform well in search.
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If you can combine the two, you'll have a huge competitive advantage when you're getting started.
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You can try freelance sites like Elance, although it will take a little while to build up a reputation.
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Blogging can be another area.
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You can build up a following in and then monetize.
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Though to do well, you must post regularly and provide unique content.
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Website design skills, which you will learn on this course are another great way to make money.
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You can gain practical experience by creating sites for your family and friends for free or in exchange
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for their skills.
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Practical experience is essential when you're first starting out and will stand you in great stead as
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you progress in your mastery.
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Once you become more confident and have built up your portfolio, you'll be able to land pay clients.
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You can use your knowledge to create professional looking WordPress sites for local or online brands
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without needing coding skills or any upfront investment.
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We've optimized our learning structure to help you take in as much information as quickly as possible
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using a three tier approach.
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First, we introduce you to a subject by covering the basics, helping you to get a good overview of
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the topic in question.
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Then we go into more depth using high quality animated explainers so you can see how to put our techniques
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into practice.
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Finally, we get granular with over 80 hours of explainer videos covering every possible aspect of a
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topic.
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By the end, you will be a true expert as you will learn advanced techniques and strategies.
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So let's take a look at our three tier learning structure.
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Step one is a good general overview and an introduction to the essential points and is of approximately
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one hour.
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Step two is visual animated explanation.
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So you can see how to put our techniques into practice and is worth five hours of content.
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Step three involves in depth explainer videos that cover all aspects of a topic with some advanced techniques
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and consists of a whopping 80 hours of content.
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All our learning content has been designed to help you to become proficient fast and uses the show not
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tell method with no boring waffle.
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This method has been proven to be the best way to learn and become a master at any subject.
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Swiftly keep watching as we look at the basics of the different topics we'll be covering.
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So you learn the most essential things related to SEO, social media and digital marketing.
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We believe in you and we know that if you put in the effort, you can become a digital marketing expert
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with the new skills you'll learn from us.
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You'll master the arts of digital marketing, which will open up a whole new world of online success
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and career opportunities.
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Let's talk about brand building, next.
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Brand building is the art of crafting a unique brand identity that people can instantly relate to.
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It also includes raising your profile, communicating your values and expanding your influence.
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You should think about all these elements when you sit down to create your brand image.
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Here are the six steps you can use to build your brand.
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Step one is defining your brand.
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You have to decide your brand strengths by taking an honest look at your company and assessing what
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you're doing better or differently than your competitors decide on your core values to what do you stand
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for and what do you represent?
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Are you an ethical brand, a family owned business?
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When you understand what makes your brand unique, you can start brainstorming ways of communicating
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this to potential customers.
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Second step is creating a solid brand value proposition.
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There's so much competition out there and one of the major challenges for any brand is getting heard.
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Above all, the noise demonstrate why customers should choose you by highlighting the benefits of choosing
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your product or service.
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Identify your ideal customer avatar, then write down how your product solves an urgent problem for
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them or taps into a desire they have.
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Once you've done this, you can design a marketing strategy that conveys this to your audience.
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Third step involves building, building and building.
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Building a successful brand doesn't happen overnight.
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You need to put in consistent, regular effort and apply solid marketing strategies.
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One of the keys to growing a brand is raising customer awareness.
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So use every opportunity to tell the right people about what you do.
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Blogging, social media and advertising can help you reach out.
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But don't just push your products as you need to build trust first.
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To win customer trust, you need to show your ad value, create informative, useful social posts and
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blogs that are relevant to your audience and post regularly to keep them engaged.
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When you are ready to promote, you won't just be screaming into the win.
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You'll be promoting to a high, trustful audience.
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To help build your authority, you can show testimonials from your satisfied customers as people love
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before and after stories.
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Storytelling is a superb way to show potential customers how they'll benefit when they purchase your
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products and services.
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Step forward is to unify your brand voice.
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All your content should be consistent, and that includes your graphic design, copywriting and ads.
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You need to communicate your brand voice strongly and everything you put out online so that it is instantly
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recognizable.
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The goal here is to distill the essence of your brand so that people know immediately what it stands
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for.
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Great brands can make their customers feel like they are part of a tribe by evoking aspirational feelings
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in their customers that make them want to purchase.
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Fifth step is to encourage interaction, make things personal by encouraging your customers to interact
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with your brand, whether that's by giving feedback to creating products or sharing their experiences.
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If you can make your following feel their voice matters, you'll be able to develop customer loyalty
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and a much stronger connection to your brand.
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Sixth step is to adapt to thrive, monitor your marketing and branding approach so you can quickly adapt
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to changes in consumer demand.
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Tracking your performance and making tweaks can also be used to overhaul struggling brands if you are
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prepared to take an honest look at where your weaknesses lie.
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Use social media analytics tools, Google analytics tools and heat maps to evaluate your sales copy
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website and blogs to see what's working and what isn't.
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This will help you to fine tune your marketing and pick up on opportunities to raise brand awareness.
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One important thing to remember is that in all your brand building and marketing efforts, remember
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to stay strong and be persistent and never be discouraged by setbacks.
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Some of the most successful brands have had many false starts, so learn to develop patience and diligence
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so you can stay the course when it comes to building a thriving brand.
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You'll find that a little constant effort is the key ingredient to success.
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Let's talk about product marketing now.
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Product marketing focuses on a product's lifecycle from buildup to launch and beyond.
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It takes a different approach from conventional marketing, which aims to drive conversions and make
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sales.
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The goal of product marketing is to make a product as appealing as possible to potential customers.
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If you're building a brand or marketing online, you'll need to use both product and conventional marketing.
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Conventional marketing helps you reach the widest audience possible, while product marketing positions
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your product to be as tempting as possible to your target market.
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One of the best examples of product marketing is the Apple brand, which has become synonymous with
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aspiration worldwide.
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Apple's branding manages to feel both current and timeless.
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Its iconic logo is instantly recognizable, and the company manages to back up their unique branding
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by consistently producing market leading products.
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Their strategy helps them constantly acquire new customers and helps define them as a brand in the marketplace.
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Apple has also managed to make each of their products a unique branding opportunity.
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Every one of their products features cutting edge design and incorporates the logo that has helped build
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the brand.
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If you can manage to marry both your branding and products like Apple has done, you'll carve out a
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strong brand voice even in the most overcrowded market niche.
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Now we'll tell you the five step guide to perfect product marketing.
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First step is knowing your market.
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Your target market should drive all your product marketing campaigns.
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Therefore, to do that, you have to identify a few things.
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First is why similar products are doing well and how they are presented in the market.
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Second is your competitors strategies for successful product positioning.
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And last is your target audience paying points and how your product offers them solutions.
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Second step is defining your message and deciding where your product fits in this step.
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Use your findings from step one to create your product messaging and decide where it should be positioned
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in the market.
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Is it aimed at tech users looking for budget solutions or people looking to splurge a little extra on
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a luxury item?
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Create text, video and visuals that are aimed at your target audience and that demonstrate you can
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solve your customers problems?
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Third step is laying out your go to market plan.
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Start with listing the platforms you'll be using to tell people about your product and define the types
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of communication you'll use to get the message out.
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Focus on your target demographic.
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Where do they hang out online?
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Make sure all your branding and marketing materials are in sync across the channels you're using, and
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use traditional marketing strategies to help reach as many people as possible.
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Fourth step is bringing it all together.
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You have to get your team on board and make sure every aspect of your product, visuals and communication
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is in sync with the position you want to aim for in the market.
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You need to do this to establish a strong, unique presence for your product on all the channels you'll
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be launching on.
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And finally, the last step would be to roll out your product and track its performance, launch your
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product on your chosen channels and assess the impact of your marketing strategy and the reactions of
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your target.
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Customers use these insights to refine your product marketing strategy and incorporate your findings
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into your strategy for future products to.
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Let's talk about growth hacking now, growth hacking focuses on growing a brand quickly and uses tools
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and strategies to expand track and scale growth.
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First, you must prioritise areas you want to grow in, then identify the right channels to acquire
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new customers.
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Finally, you must implement a marketing strategy that attracts your ideal customer.
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The growth hacking process relies on continually monitoring, testing and adapting your expansion strategy.
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According to what is working here, we present to you the simple guide to growth hacking.
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Start with developing your product prototype and test it on a small sample of your ideal target market
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to make sure there is a demand.
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This lets you identify areas for improvement and gives you data on potential customers that you can
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use to better your marketing campaigns.
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Next step is to improve your product as necessary and keep testing it, ensuring you analyze the feedback
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you get.
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This will tell you whether your product will be a success or not.
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You also have to start marketing your brand and product using the data you've gathered on your key buyer
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persona as a guide.
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When you create your marketing materials, your aim should be to raise your profile, raise awareness
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of your product, expand your mailing list and create buzz.
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This all comes under the third step.
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Step four involves rolling out your product by launching it officially and continuing to market, assess
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and track you social media, Google and Facebook ads, blogs and social proof to amp up interest in
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what you're selling.
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Next up, it's important to use stats to see where you can optimize your campaign budget and implement
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conversion optimization techniques to maximize your sales.
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Finally, the sixth and last step involves continuing this process and using it every time you launch
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a new product or service.
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Here are some growth hacking tips you can use to grow your brand and get more sign ups.
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You can use the fear of missing out folo by making sign up more exclusive.
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That is by invite only.
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You can also make the sign up process fun by offering rewards or getting people to complete challenges.
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Another hack is to offer incentives your potential customers will want when they refer to sign ups.
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You can leverage the power of affiliate marketing to enjoy lower cost product promotion and expand your
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reach.
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Let's talk about affiliate marketing next.
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You can use affiliate marketing in two main ways to tap into a useful second income stream.
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First is by creating your own affiliate program.
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If your goal is to expand Ray's brand awareness or make more sales, creating your own affiliate program
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is a good way to go by getting people to post your links, embed your videos or endorse your brand and
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offering rewards or commission.
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You can benefit from your own sales and marketing team without having to pay a salary.
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You can use your affiliate program to reward people for selling your products or sending traffic to
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your website and pay them with goods from your store.
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Exclusive bonuses or commission.
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You get a lot of control as you can set the percentage of any sales or traffic that follow.
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And if they don't make any referrals, you don't lose anything.
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Second is by promoting other brands.
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If you don't want to create your own affiliate program or don't have a store of your own, you can use
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affiliate marketing to make money promoting other brands.
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This is a great idea.
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If you have a site that gets a lot of traffic, but it can also be successful.
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If you have strong digital marketing skills, you need to select an affiliate program where you'll get
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a unique affiliate link, which you'll post whenever you're promoting.
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If you have any kind of online social media presence or run a blog or YouTube channel, you can monetize
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it quickly by including your affiliate link.
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Let's see how you can create your own affiliate program.
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If you want your own affiliate store and you have a WordPress website, you can use a plug in like affiliate
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WP to host your store on the platform.
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Or you can use WordPress affiliate themes like elegant themes or studio press.
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If you don't have a WordPress site, you can host your products on an affiliate platform like Amazon
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or Shopify, recruit affiliates by promoting on social media in your email campaigns and on your blog,
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and create an enticing landing page that encourages visitors to sign up.
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You can also monetize by promoting other brands.
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If you prefer to promote other affiliate schemes, focus on finding one in your niche or area of interest.
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If you already have a following, select a program that your audience will be interested into and check
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that you are getting good commission rates.
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Platforms like HubSpot and a Weber offer good payout rates.
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Or you can find a list of good current affiliate programs on authority hacker or through Google Search.
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If your audience likes reading blogs and you can create content, consider signing up for Rush as it
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gives generous monthly bonuses of up to one thousand dollars.
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YouTube marketing is another great way to monetize as you can promote different brands and their solutions
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on a related channel.
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This is ideal.
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If you have a large following on YouTube or are interested in growing your following on the platform.
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In this course you'll get a detailed guide to YouTube marketing video SEO and video production, which
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will teach you everything you need to know if you want to monetize your YouTube channel.
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Next up, we'll be talking about Reddit marketing essentials you can't directly promote on Reddit unless
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you pay for advertising.
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But there are other ways you can attract attention to your brand.
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You can share news, run, ask me anything amay sessions or create text based posts to find out what
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content is popular on Reddit.
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Analyze how many people are talking about your keywords and topics and check if anyone has mentioned
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your brand or similar rival brands.
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There are a few ways you can catch the attention of the Reddit user base.
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The first is blogging.
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Blogs are popular on the platform, but since readers are an educated crowd, you need to offer value.
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If you can create informative, well-written copy.
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Sharing your blogs can be a great way of getting Reddit users to talk about your brand.
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Make sure you share your content to the right reader groups or threads.
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Use headlines that attract attention and proofread your work before you posted anywhere on Reddit.
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You can also use text based posts.
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Unlike Facebook and other social media platforms on Reddit, text based content is king.
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This is because Reddit is a forum for exchanging ideas and information so fancy graphics won't always
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impress.
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You can use Reddit to create text posts that encourage interaction from your target audience, build
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trust in authority by teaching people something new, or get feedback by asking relevant questions.
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You can also share your blogs in full as text posts, as well as posting links to where they are hosted.
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Amma's or ask me anythings are also a good way to gain traction.
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Amma's are threads where registers with large followings or unique stories answer community questions,
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and they are usually hosted on the subset at our Sladjana.
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They can be hosted elsewhere on Reddit to the they're tagged with topics like politics or law so users
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can find the sessions they want to take part in.
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If you get the chance to do an AMA on Reddit, take it as it's an excellent chance to raise brand awareness
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and reach out to a large, interested audience.
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You can also make use of news to share news on Reddit.
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You don't have to have a scoop as long your content is relevant.
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Try sharing news from niche thought leaders or links to news studies that relate to your brand or products.
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You can also create news about your products by announcing new features and talking about their benefits.
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If you want to post this kind of news on Reddit, make sure it's informative state how they are technologically
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or scientifically advanced and back this up with research links.
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This approach will be more successful than just announcing a product release which will earn you a or
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get you downvoted.
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Reddit can also be used for asking for feedback.
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Reddit can be a useful tool to gauge social opinion on your brand and your competitors, and you can
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also use it to learn what your ideal customer wants.
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By monitoring user reactions to industry trends and existing products, you can tweak your products
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to hold more appeal.
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You can also use Reddit to directly ask for feedback by posting topical questions that ask for user
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opinion and relevant subheadings.
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We'll be starting with copywriting now.
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Here are five fast copywriting hacks which are working great right now.
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First is you have to get maximum attention from the start.
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If you want maximum clickthrough, you must use headers that evoke strong emotion and are targeted to
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your ideal reader.
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The best type of headers are short and punchy with enough impact to arouse curiosity or provoke a reaction.
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Incorporating numbers is a great way to make header sound more specific, like Ten Top Tips to get rich
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fast or five pro ways to protect your privacy online.
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Don't just cast out click bait headers that bear no relation to your content or people will lose trust
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in you and switch off.
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Second hack.
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Make sure that you don't shy away from emotion.
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While it's true that dropping stats and facts helps you build trust and credibility, if you do this
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too much, you'll end up boring people.
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Your copy needs a human element to be relatable, and one of the most powerful ways to achieve this
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is making your content emotional, use high impact words and share funny stories or situations your
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audience can relate to so that they can put themselves right in the scenario.
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When you add an element of personality, you'll make your followers feel closer to you than to other
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content creators who play it safe and stick to the facts.
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Using emojis for social media is another fast copywriting hack.
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You can use emojis, work well in social posts and ads and help to grab attention.
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You might feel they look unprofessional, but research has shown they perform.
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So punctuate your most important sentences with them, especially when posting on Facebook or Twitter.
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You can also use emojis to break up long pieces of text on social media, as typically people will scroll
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past if they see a huge wall of copy.
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Next up, identify your audience's pain points.
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Pain points are problems people stress about and look for a solution to your job as a marketer is to
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emphasize these pain points, but in a way that hints you can provide the solution.
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To find out your potential customers pain points, you must do market research on your target demographic
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to identify their fears, desires and needs.
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Market research doesn't have to be conventional.
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If your typical customer hangs out on Reddit, why not monitor what they post about and use this to
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make your copy hold more appeal?
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When you stress customers pain points, you should also highlight the importance of immediate action.
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Let your audience know they must act now.
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If they want the solution, you can use the proven hack Aida for success, eye or attract interest.
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Jizya action is a four stage formula that every successful copywriter employs to get people to act.
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Every piece of copy that's designed to get people to take an action you want needs to shift through
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these four stages.
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First one being a tracked, usually employed at the header stage.
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It can also be used high up in your copy to pull people in, grab attention with emotive headlines and
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provocative questions or statements to persuade people to keep reading second stages interest, hook
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people in and keep up the momentum by hitting their pain points.
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Remind them of a worry or fear they have, then tease that you have the solution without revealing exactly
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what that is at this stage.
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Third stage is desire.
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Here's where you reveal your product and frame it as the answer to their prayers.
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Briefly outline the main benefits, but do it in a way your customers can relate to.
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Don't bore with too many technical specifics.
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Use relatable language that gets people visualizing, say, things like in six weeks you can look slimmer,
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have 10x more energy and fifty percent lower cholesterol levels to get people to visualize the benefits
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they'll enjoy.
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If they make a purchase, you should slip in a stat or two to back up your claims.
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Just be careful not to overdo it and keep the focus on evoking emotion.
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And the last stage is action.
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SEAL the deal and encourage people to act right away by employing urgency and the fear of missing out.
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Also known as foma, limited time offers hills or exclusive bonus gifts are good ways to get people
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to hit that buy button.
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If you don't want to go down this route, you can create a strong call to action by leveraging Foma
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to make people want your product so they can turn around their problem.
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Make it easy for people to take the action you want by including prominent click to purchase buttons.
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We'll be looking at website creation now, you can use website creation skills to create a showcase
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for your brand or you can make extra money creating sites for others.
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With plug and play platforms like WordPress and wikis, you can get pro looking websites without any
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coding experience at all.
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WordPress allows you to customize every element of your Web site fast, enabling you to add video image
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carousels and embedded documents simply by drag and drop.
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00:27:31,950 --> 00:27:37,230
You can instantly switch color schemes and icons and change text by clicking on it, making WordPress
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00:27:37,230 --> 00:27:41,010
one of the most flexible platforms out there if you're looking to create your first Web site.
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There are three most important elements of Web site creation.
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Starting from priming your site, you must optimize your site if you want to attract and retain the
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maximum number of visitors, as well as convert them into sales and subscribers.
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Your site should display well on both desktop and mobile devices, should have a fast loading time and
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be consistently online.
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Make sure your images load quickly and are the right format and consider layout and navigation and how
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this relates to your content.
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Check to make sure all your links are working and prioritize content to make sure the most important
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stuff gets displayed higher up.
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You can use heat map tools to see where visitors spend the most time on your page and where they switch
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off, and market research and competitor analysis to learn what attracts people's interest.
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Next comes SEO.
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When creating your Web site, you need to attend to all aspects of SEO and make sure they are optimized
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for high performance.
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This includes technical SEO elements so search engines can index and crawl your Web site.
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00:28:36,420 --> 00:28:41,700
You also need to prep your local SEO so you show up in local and Neame Google searches and the content
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that's on your site so it can score highly and featured snippets, rich snippets, voice and mobile
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search.
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00:28:47,400 --> 00:28:53,790
Of course, you can't neglect traditional SEO elements either, such as metadata, back links and keywords,
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as all these factors will help you appear higher in organic search.
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And lastly, making logos and graphic designing, which is the last component of website development.
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Visuals are important as your website will be the first point of contact many people have with your
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brand get the sharpest, most appealing graphics you can, whether you sourced free royalty free images
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from sites like pestles, dotcom or purchase paid photos from Shutterstock, resize and compress images
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and make sure they are displayed in a format that doesn't result in loss of quality.
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When you upload them to your Web site, plug and play sites like WordPress have already made the templates.
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So you can get a pro looking layout fast, but you will need a logo that encapsulates your brand as
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00:29:33,420 --> 00:29:36,750
well as their marketing materials, like customized graphics and headers.
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You can use sites such as Kambah to create logos, promotional materials and website headers and banners,
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00:29:42,420 --> 00:29:45,140
or tri logo creators like logo maker Dotcom.
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If you have basic Photoshop or graphic design skills, you can also try creating your own from scratch.
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Next section, we're talking about conversion rate optimization, conversion rate optimization refers
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to the art of getting maximum conversions out of the traffic that visits your website or landing page,
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it involves optimizing several elements, including color, copywriting, layout and loading time,
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many of which will depend on your target customer.
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Here are 10 top tips for maximum conversions.
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One, all your copywriting must be persuasive, grammatically correct and punchy.
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00:30:19,600 --> 00:30:22,510
Use power words and don't talk about how great your brand is.
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00:30:22,630 --> 00:30:25,010
Focus on letting the customer know why they need you.
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00:30:25,750 --> 00:30:30,970
Number to get your visuals right by picking sharp images that you know will hold appeal to your ideal
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customer optimized picture compression include infographics which incorporate both pictures and text
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as these are popular.
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00:30:38,290 --> 00:30:40,990
Number three, engage people with questions.
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As research has shown, this attracts clickthrough.
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When you're trying to get people to click through, try asking relevant questions in your ads.
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00:30:48,040 --> 00:30:52,420
If you're trying to sell muscle health supplements, you could say something like, did you know 50
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00:30:52,420 --> 00:30:59,050
percent of people over 45 lose 10 percent muscle mass every year, number for use heat map tools like
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00:30:59,050 --> 00:31:04,540
Hajat or Crazy Egg to see where browsers click on your page, optimize your layout so the stuff that
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00:31:04,540 --> 00:31:06,940
attracts your audience appears higher and more often.
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00:31:07,660 --> 00:31:13,000
Number five show personality and develop an instant rapport with your browsers by telling a story they
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00:31:13,000 --> 00:31:13,780
can relate to.
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00:31:14,260 --> 00:31:15,700
Don't be afraid to use humor.
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00:31:15,730 --> 00:31:19,060
It's a great way to stand out and helps to win over potential customers.
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00:31:19,780 --> 00:31:21,970
Number six leave people hanging.
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Curiosity is an excellent convertor, so offer free taster's that cut off at a tantalizing point or
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00:31:27,730 --> 00:31:30,700
intrigued people with information that stops at a crucial cliffhanger.
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00:31:31,150 --> 00:31:34,300
If they want to know more, they'll have to sign up or make a purchase.
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00:31:34,750 --> 00:31:40,060
You can use this same technique with your headers to to get more people to click through number seven.
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00:31:40,510 --> 00:31:44,920
When you add your purchase buttons, make them add to cart options rather than by now buttons.
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00:31:45,370 --> 00:31:49,900
It's less scary to your visitors as it tricks people into thinking they are not making so much of a
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00:31:49,900 --> 00:31:52,060
commitment and can change their minds if they want.
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00:31:52,540 --> 00:31:55,000
This makes them more likely to click in the first place.
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00:31:55,720 --> 00:32:00,820
Number eight analyze your traffic sources and experiment with different versions of your landing page
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00:32:00,820 --> 00:32:04,510
for separate user segments to find out what works best for each demographic.
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00:32:04,960 --> 00:32:09,550
Your Facebook traffic may respond better to a certain type of page, while the traffic you get from
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00:32:09,550 --> 00:32:11,890
organic search might convert better with another version.
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Number nine.
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Keep it simple.
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Decide on the one main action you want your visitors to perform and make sure you make it easy for them
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to do it.
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00:32:20,230 --> 00:32:22,210
Don't overload them with too many options.
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00:32:22,330 --> 00:32:27,010
Make sure you give them a way to take your one desired action with a clearly displayed button or page
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00:32:27,010 --> 00:32:27,370
element.
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00:32:28,060 --> 00:32:32,350
And lastly, number ten testimonials work providing they're authentic.
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00:32:32,350 --> 00:32:37,390
So include them on your page, particularly if they're from household names, authority, voices or
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big brands.
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Never be tempted to fake testimonials, though, as visitors will be able to tell immediately.
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00:32:45,570 --> 00:32:48,100
In this section, we'll talk about YouTube marketing.
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00:32:48,630 --> 00:32:51,080
First off, we have the title so started.
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00:32:51,090 --> 00:32:57,060
Well, your title is an important part of YouTube optimization and can be the deciding factor when people
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are deciding to click through or scroll past for optimal results.
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Go for one.
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That's between 40 to 50 characters.
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As research has shown, titles using under 50 characters rank higher in search use emotive headers that
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00:33:08,820 --> 00:33:12,810
have personality and incorporate numbers to shake things up and make your headline stand out.
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A study conducted by HubSpot found that brackets in parentheses can increase YouTube clicks by 33 percent.
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So experiment with these in your title too.
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In the next step, prepare your thumbnail image.
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00:33:24,420 --> 00:33:28,110
You can't just pick any thumbnail image if you want to attract viewers to your video.
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00:33:28,590 --> 00:33:34,560
YouTube uses mostly red, black and white colors, so to stand out you need to select a bogey thumbnail
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00:33:34,740 --> 00:33:37,470
that's composed of blue, orange, green and yellow.
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00:33:38,190 --> 00:33:40,560
The third step involves optimizing your intro.
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00:33:41,280 --> 00:33:46,410
The ideal YouTube intro should be brief and include your targeted keywords high up in the description
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YouTube.
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00:33:47,370 --> 00:33:52,020
Krall's the first two to three sentences and places more importance on the words and phrases that appear
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here when it returns search results.
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00:33:54,450 --> 00:33:59,430
Don't be tempted to stuff your intro with keywords, as it also needs to be appealing to read people
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00:33:59,430 --> 00:34:04,410
preview intros before deciding whether to press play in your intro will also display and YouTube search
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is a snippet.
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00:34:05,700 --> 00:34:08,160
Next thing you need to do is to create a WOW outline.
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Your YouTube outline is a chance to sell your video and encourage people to watch.
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00:34:13,260 --> 00:34:17,550
Let people know exactly what they'll be getting and don't be afraid to go into a bit of detail.
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00:34:18,000 --> 00:34:22,470
The ideal outline should be one hundred and fifty words plus and should include all the key words you
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00:34:22,470 --> 00:34:22,940
want to hit.
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00:34:23,640 --> 00:34:25,620
Finally, LinkedIn ask for likes.
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Your description is a great place to include links that push people to your website, blog or other
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00:34:30,990 --> 00:34:31,710
social media.
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00:34:32,190 --> 00:34:33,300
Don't just drop them in.
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Create a short call to action, reminding people why they should bother to click.
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00:34:37,410 --> 00:34:41,850
You can also use your YouTube description to remind people to subscribe to your channel or give you
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00:34:41,850 --> 00:34:42,270
a like.
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00:34:42,720 --> 00:34:44,580
Let's talk about video marketing now.
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00:34:45,300 --> 00:34:50,580
Video is the most popular online content medium, with seventy nine percent of consumers saying they
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prefer to discover products through video rather than through articles or text based ads, with 93 percent
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of businesses claiming they've gained new customers thanks to social media videos.
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If you have an online business or need to market products, video marketing skills are a must remember
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one good video can change everything.
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Video has viral potential, but you need to spend some time to strategize appealing content.
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00:35:14,700 --> 00:35:19,740
You can show people more in a video than you ever could in a blog or still image with a bonus that they'll
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00:35:19,740 --> 00:35:22,020
feel more connected to you when you use this format.
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Just one original well shot and thought out video can reach thousands of potential customers and has
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the power to turn around a flagging business and you don't need expensive equipment for it.
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Nowadays, the pixel quality on mobile devices is so good you don't need to own a pro rig to shoot compelling
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video with powerful film editing software like Adobe Premiere Pro, you can create a catchy professional
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00:35:43,590 --> 00:35:45,840
looking video using just your smartphone.
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You can also create your marketing strategy around your video content.
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When you're strategizing your marketing approach, try to create your blogs, images and other posts
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00:35:55,380 --> 00:35:56,490
around your video output.
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If you place the focus on video content above everything else, you'll be maximizing your opportunity
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to gain customers and future proofing your marketing approach.
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Video is a great way to get more views.
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Likes followers and subscribers, especially on social.
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It's easier for people to watch a video than read an article, and you can pack more information into
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a video than you can into a single still graphic.
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It is important to tailor your format to suit with video content.
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One size doesn't fit all, so you need to tailor your approach.
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If you're creating content for Facebook or Instagram, shorter clips will serve you well.
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While content for YouTube should be longer and more informative, no matter what platform you create
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your videos for, you must always add value.
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You can do this by showing people something new, telling your brand story or teaching viewers how to
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do something using step by step guides or tutorials.
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00:36:47,600 --> 00:36:53,000
We'll be talking about tick marketing in the section, tick tock is growing rapidly and it's a superb
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way to reel in more custom, particularly if you make short, punchy videos that can get good traction
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if you want to use tick tock to market your products.
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There are some key things you should bear in mind to create content that will do well on the platform.
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One advantage of tick tock is that you can reach out to influencers, reach out to a tick tock influencer
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in your niche and you will be able to tap into an already interested audience.
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You'll also overcome one of the major hurdles of the customer journey winning customer trust as influencers.
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Opinions hold a lot of sway.
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Spend some time developing a relationship before you contact your influencer by commenting on their
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Tick-Tock content.
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Don't forget to check their following to make sure it's real and ensure that their audience is engaged
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in active dating and influencers.
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Trust will take a little time and effort.
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But if you can get someone popular to endorse your products on tick tock, it can result in a huge explosion
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of interest.
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Keep your content short, snappy and fun.
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00:37:45,350 --> 00:37:49,190
Content on Tock performs best when it's shorter, upbeat and original.
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If you can create unique content that makes people laugh you asked or intrigued, you'll do well on
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00:37:54,590 --> 00:37:55,330
this platform.
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The ideal tick tock video should be 60 seconds or less and should use high quality compression, good
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lighting and clear audio.
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Tick-Tock videos are ideal for letting viewers peek at the story and people behind your brand, or for
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running contests or challenges that promote your products.
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You can also use tick tock ads for your marketing, as well as organic posts you can pay to run ads
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00:38:16,880 --> 00:38:17,510
on tick tock.
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00:38:17,630 --> 00:38:22,550
But if you're going to spend your budget, make sure you do it wisely to create ads that connect and
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00:38:22,550 --> 00:38:23,030
convert.
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First, do some research on the type of ads your ideal Tick-Tock customer watches so you can shoot a
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video that will appeal to them with Tic-Tac ads.
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It's vital to grab your audience from the start or they'll switch off.
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00:38:34,670 --> 00:38:36,620
Put your most compelling footage early on.
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00:38:36,740 --> 00:38:40,370
Ideally, in the first few seconds your core message can follow.
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00:38:40,370 --> 00:38:43,880
But remember to keep things entertaining even when you're blatantly promoting.
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00:38:44,330 --> 00:38:48,740
Make sure you monitor your ads performance too and run different ads so you can compare them against
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00:38:48,740 --> 00:38:50,210
each other to see what works better.
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Let's see how you can run email marketing campaigns in the U.S., email campaigns are still an invaluable
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00:38:57,200 --> 00:39:02,060
way of optimizing your bottom line as they let you directly promote to an already interested subscriber
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00:39:02,060 --> 00:39:02,420
base.
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Getting conversions can be tricky, but if you can apply the right approach, email campaigns can be
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00:39:07,340 --> 00:39:09,170
an excellent way of achieving more sales.
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Always remember, don't spam instead add value, never spam subscribers.
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00:39:15,350 --> 00:39:19,670
Remember, they've placed their trust in you by signing up, so you must treat them accordingly.
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00:39:19,790 --> 00:39:24,860
If you want to keep them on your list, make your email campaigns something people look forward to opening
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00:39:24,890 --> 00:39:30,860
by giving away handy tips, insider secrets or running exclusive subscriber discounts, giveaways or
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00:39:30,860 --> 00:39:31,520
promotions.
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Always ask subscribers to engage.
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You can encourage subscriber interaction by asking for their feedback, posting questions, or encouraging
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people to give their input on new products, asking for input or feedback as a solid method of retaining
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00:39:45,320 --> 00:39:50,180
subscribers, as it makes people feel like they are having more of a two way relationship with you rather
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than just receiving your mail outs strategies, your campaigns don't send in boring campaigns just for
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the sake of meeting your monthly deadline.
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Give your mail out some thought by planning out a strategy in advance.
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Consider all aspects of your market research so you can create emails that will have maximum appeal
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to your subscribers.
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Keep things fresh and don't just repeat your other promotional material as your email.
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Campaigns need to act as a complement to your other marketing efforts, not compete with them.
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Use the best tools for your campaigns.
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If you're going to send out subscriber campaigns, you need to ensure you're using a reliable platform.
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Tools like MailChimp help you create campaigns from premade templates and offer a huge range of customization
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possibilities.
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Whatever platform you use, make sure you can expand your list and add in new subscribers as it grows.
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Keep building your list as well as retaining the subscribers you have.
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You should be continuously trying to grow your list as more subscribers means more chances to convert.
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Create low cost leave.
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MAGNET's your target customer will love like e-books or mini courses or offer free webinars, taster's
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or previews if they sign up.
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00:40:56,540 --> 00:41:01,460
Create a strong call to action on your website so that when people visit they are promoted to sign up
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to your newsletter.
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You can experiment with placement or try a sticky scroller that follows your browsers as they scroll
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down your page.
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00:41:08,390 --> 00:41:13,280
Make sure you make the benefits of signing up to your newsletter clear and be persuasive, not pushy.
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Remember to let people know that you won't spam them and will only send them content they are interested
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in and want to read.
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You can save time with automation by setting up preloaded content that will be sent out automatically.
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Depending on the actions your subscribers take, you'll save you a lot of hassle and time.
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Set up triggers for emails that will be sent out when people sign up.
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Download your lead magnet or complete a consultation form and segment your subscriber list depending
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on audience traits so you can send each list more appropriate content.
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Don't forget to analyze and tweak your campaign metrics.
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Use the tools provided with your mailing list software to monitor your stats so you can assess open
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rates, click through conversions and unsubscribes.
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00:41:52,370 --> 00:41:57,560
Don't forget to ask for subscriber feedback as well so you can make your campaigns hold more appeal
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as this will help you continually improve your campaign's performance.
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00:42:01,730 --> 00:42:07,730
Let's talk SEO or search engine optimization next, start with getting your main keyword in first paragraph.
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Google places a higher value on keywords that appear higher up in your content.
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So your most important keywords should be positioned in the first 25 words to optimize your search ranking.
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00:42:18,300 --> 00:42:21,230
Second, it is really important to create unique content.
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If you want to score highly on Google, your content must be unique, as should all your titles, descriptions,
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meta tags and image.
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All text duplicating content will cause you to appear lower in search, as according to Google to rank.
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00:42:34,190 --> 00:42:36,740
Well, your content needs to be fresh and original.
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00:42:37,490 --> 00:42:39,470
Third step is to optimize your titles.
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Don't overstuff your headers with keywords.
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Instead, choose one and use it as early as possible in your title.
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00:42:44,990 --> 00:42:49,880
Instead, your title should be short but compelling with enough appeal to make people want to click
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00:42:49,880 --> 00:42:50,210
through.
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00:42:50,690 --> 00:42:54,770
Make sure your copy lives up to the promise of your header so you can maximize your shares.
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As the more people share your work and the more click through you get, the higher your rank on Google.
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It's also very important to create long form content.
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Google favors long form articles over briefer ones.
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So far, the best results of your content should be between nineteen hundred to two thousand words.
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By creating informative dives into topics searchers are looking for, you'll be raising your ranking
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and ensuring you score higher in search results.
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Next important step is to always monitor your ranking.
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A successful CEO strategy is built on the ability to be adaptable.
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So make use of analytics tools like the Google search console to assess your performance.
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You can use the search console to see how well your keywords are doing.
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00:43:32,840 --> 00:43:35,810
Check your discoverability and analyze your click through rate.
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00:43:36,470 --> 00:43:38,930
Another subset of SEO is modern SEO.
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To rank your content, Google uses a system called the expertise, authority and trustworthiness.
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And the higher your score, the higher you'll appear in search results.
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The good news is there are some steps you can take to improve your ranking.
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So you appear on the first page of Google search results.
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There are three ways to score big with Google's ecosystem.
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First is by using high authority sources.
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Google places more priority on content that's attributed to trusted sources.
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So pay attention to your authors and try to use established experts or people with high scores.
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00:44:11,240 --> 00:44:13,970
Google will check the authority of your content when it returns.
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Search results and content from authority sources will always appear higher.
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00:44:18,560 --> 00:44:20,450
Second way is to monitor your mentions.
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00:44:20,930 --> 00:44:26,060
Google's algorithm also considers your mentions on other websites so it can assess what people are saying
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00:44:26,060 --> 00:44:28,190
about you and your brand and rank you accordingly.
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00:44:28,310 --> 00:44:32,900
If you've accumulated a lot of negative reviews on trusted sites, this will impact your ranking.
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But if you can get positive reviews on big sites like Yelp or TripAdvisor or gather a lot of likes on
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Facebook, you can get a huge search engine advantage.
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Last method is to use internal linking.
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Google's system also assesses your internal back links and their relevance.
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So to boost your score linked to other related pages on your website and use your main keyword in your
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anchor text back linking to other pages is a great way to give a boost to content that hasn't yet received
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much attention by giving these pages a better score in search, never link low link authority pages
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to other low scoring pages.
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00:45:05,480 --> 00:45:10,780
Instead, try linking popular older content to newer articles that haven't had the chance to gain traction.
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00:45:11,490 --> 00:45:18,230
Another subset of SEO is technical SEO use tools to check your site's performance as well as tracking
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00:45:18,230 --> 00:45:19,440
your keywords and click through.
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00:45:19,670 --> 00:45:24,020
You can also use the Google search console to monitor your website's performance and up time.
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00:45:24,470 --> 00:45:29,420
You can also it to check for indexing errors in the coverage tab and also to examine your site's mobile
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usability through the enhancements tab.
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00:45:31,910 --> 00:45:34,670
Indexing errors prevent Google from crawling your site.
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So if you find any, fix them fast so people can discover your content.
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00:45:39,320 --> 00:45:44,210
It's important to check your site's mobile usability, too, as more are now accessing the Internet
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00:45:44,210 --> 00:45:45,800
via devices like smartphones.
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00:45:46,250 --> 00:45:51,680
Another reason this factor is so important is because Google Search Index prioritizes mobile devices
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00:45:51,680 --> 00:45:56,690
so you can't rank well if your site isn't optimized to display, load and perform well on tablets and
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00:45:56,690 --> 00:45:57,200
phones.
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00:45:58,320 --> 00:46:03,690
Another important thing is to optimize the loading speed site, loading speed is crucial to Google,
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00:46:03,700 --> 00:46:09,000
and if your website loads fast, you'll be giving a boost to your search engine score to help your site
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00:46:09,000 --> 00:46:13,800
load as fast as possible, compress your images and display them in a format and size suitable for your
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layout.
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Your themes should be lightweight and clutter free rather than templates with many elements.
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A great way to boost site speed is by using lazy loading, which loads content only as it's needed.
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Implementing lazy loading can rev up your site by up to 50 percent, so it's worth giving it a try to
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see if it works for you.
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Yet another subset of SEO will be talking about his off page SEO.
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00:46:35,190 --> 00:46:40,560
Too many people fail at SEO, even if they create a lot of informative, high value content because
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00:46:40,560 --> 00:46:43,260
they don't implement an effective personal outreach strategy.
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00:46:43,770 --> 00:46:49,320
Although you need quality content to make SEO work for you, you must optimize it for the web and search.
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00:46:49,320 --> 00:46:52,290
And you should also be reaching out to network with people in your sector.
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00:46:52,710 --> 00:46:58,440
In our Google SEO section, you'll discover how to use modern SEO tools to your advantage to move higher
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00:46:58,440 --> 00:46:59,100
up in search.
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You'll also learn how to find out what links your competition is using and why.
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00:47:03,270 --> 00:47:07,860
You must connect with websites and social media pages in your business niche to ask them to share your
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00:47:07,860 --> 00:47:08,340
content.
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Here are three great tips for getting links from people in your niche.
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00:47:12,420 --> 00:47:17,550
A very important rule is to never spam or pester, never send spam or generic emails.
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00:47:17,700 --> 00:47:22,620
Spend a little time creating a personalized message to build trust and maximize your chance of getting
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00:47:22,620 --> 00:47:23,100
a yes.
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00:47:23,580 --> 00:47:25,830
Second tip is to try to develop relationships.
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First, spend some time cultivating relationships with your business peers and it will pay off in the
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00:47:30,930 --> 00:47:31,460
long run.
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Engage them on Facebook and on their page or blog and offer to reciprocate if they share your content.
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00:47:36,760 --> 00:47:41,400
When you contact them to ask for back links or shares, don't be put off if people ignore you.
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At first, getting back links is one of the most challenging parts of SEO, so stick at it as eventually
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00:47:46,830 --> 00:47:48,220
you'll get a positive response.
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00:47:48,720 --> 00:47:50,660
Lastly, share your content for free.
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00:47:51,120 --> 00:47:54,030
People need to know you exist before they'll start doing you favors.
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00:47:54,480 --> 00:47:57,480
They also need to know you're reliable and can create good content.
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00:47:57,480 --> 00:48:03,000
People enjoy engaging with share your stuff for free and related Facebook groups to get your brand name
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00:48:03,000 --> 00:48:07,260
out there so people can start to associate it with value added informative content.
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00:48:07,710 --> 00:48:08,400
Don't promote it.
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00:48:08,400 --> 00:48:11,430
First, make sure the content you share is educational and useful.
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00:48:11,910 --> 00:48:16,440
This way you'll build trust faster and you'll also encourage more people to interact with your work
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00:48:16,440 --> 00:48:16,910
and share it.
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00:48:17,040 --> 00:48:22,200
One important tip is remember to keep at it even when it feels like no one is responding to you as it
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00:48:22,200 --> 00:48:27,090
takes some time to build trust and a network of people who will be willing to link to your content being
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00:48:27,090 --> 00:48:28,370
consistent will pay off.
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00:48:28,380 --> 00:48:31,890
So stay focused and keep reaching out and you will soon see results.
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00:48:32,370 --> 00:48:36,720
We know getting back links can be difficult in the beginning, but we also know that if you stay strong
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00:48:36,720 --> 00:48:38,580
and are diligent, you will have success.
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00:48:39,030 --> 00:48:44,700
We believe in you, so keep going and make sure you watch all our SEO related videos so you can optimize
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00:48:44,700 --> 00:48:47,340
your strategy and triumph in your digital marketing efforts.
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Lastly, we'll be talking about local Nescio now check your map ranking for local businesses.
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00:48:55,520 --> 00:49:00,950
When people search for a nearby business on Google, it returns a set of three top results with a location
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00:49:00,950 --> 00:49:03,130
taken from Google Maps called a map pack.
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00:49:03,590 --> 00:49:08,840
The map pack also appears in other non local results when Google decides it's appropriate as the map
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pack is becoming more relevant to search and is displayed above organic search.
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You should try to ranking it if you want to optimize your search strategy.
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00:49:16,910 --> 00:49:22,360
Second thing is to enhance your keywords and make them relevant to score well in local organic search.
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You must optimize your keywords and make sure they're relevant to your local business.
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Make use of tools like Google suggest and the Google keyword planner to get granular data and see which
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00:49:31,640 --> 00:49:34,040
keywords score highly in specific locations.
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00:49:34,760 --> 00:49:39,170
Your primary keywords should be relevant to local search results, and you should include it in both
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00:49:39,170 --> 00:49:39,490
your U.
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00:49:39,500 --> 00:49:40,730
RL and title tag.
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00:49:41,180 --> 00:49:46,340
Your website content should also include related local search keywords, including your blog articles,
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00:49:46,490 --> 00:49:47,930
subheads and metadata.
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00:49:49,050 --> 00:49:53,890
And lastly, the most important one is to make a Google, my business profile, Google.
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My business is extremely important when you're trying to rank high in local search.
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So you need to set up a profile.
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00:49:59,610 --> 00:50:04,320
Your Google my business profile should mention your opening hours and should include images and video
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00:50:04,320 --> 00:50:08,290
content that show off your brand and your location to rank even higher.
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00:50:08,460 --> 00:50:13,860
Make sure you keep your profile updated by posting weekly news and updates one of the best strategies
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00:50:13,860 --> 00:50:15,600
for creating new content for Google.
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00:50:15,630 --> 00:50:17,790
My business is to focus on photo updates.
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00:50:18,240 --> 00:50:23,190
You can showcase your business's location and give customers a look inside, whether you're a shop,
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00:50:23,190 --> 00:50:26,070
spa, restaurant or have any other kind of business.
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Show off your menu products, treatment list or dishes and introduce your team to.
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00:50:31,440 --> 00:50:35,850
You can have your staff share their stories and give people an inside look at what they do and how they
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00:50:35,850 --> 00:50:36,960
contribute to your business.
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00:50:37,680 --> 00:50:42,450
Remember to ask your customers to leave you a positive review as this is an essential part of growing
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00:50:42,450 --> 00:50:43,970
your Google my business profile.
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00:50:44,430 --> 00:50:48,390
If you can gather many glowing reviews, you will boost your power on Google Maps.
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00:50:48,810 --> 00:50:53,640
You'll also boost your rating on the Google map, making it more likely your company will come up first
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when people make local searches.
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Now, we'll move on to Facebook marketing and Facebook ads.
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When marketing on Facebook, you need to consider Facebook's three key ranking metrics as scoring high
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00:51:04,260 --> 00:51:06,230
will help you get found fast on the platform.
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00:51:06,990 --> 00:51:09,690
Here are some of Facebook's key ranking metrics to look at.
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First is content quality score, which tells you how informative and valuable your posts are compared
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to other similar brands.
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00:51:17,010 --> 00:51:21,600
Second is engagement rate score, which tells you how engaged people are with your brand, the number
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802
00:51:21,600 --> 00:51:23,790
of likes, shares and comments you receive.
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00:51:24,570 --> 00:51:28,560
Third is conversion rate ranking, which tells you how well you're doing in terms of sales.
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00:51:28,570 --> 00:51:31,370
Click through and subscribers compared to your competitors.
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00:51:32,100 --> 00:51:34,410
Here are three ways to win with Facebook marketing.
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00:51:34,920 --> 00:51:36,750
Start with examining the competition.
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00:51:37,470 --> 00:51:42,060
Facebook lets you check out your competitors through the Insights tab on your Facebook business page.
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00:51:42,510 --> 00:51:47,550
Click on insights, then scroll to function pages to watch an ad in the brands you want to assess to
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00:51:47,550 --> 00:51:48,690
the performance overview.
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00:51:49,170 --> 00:51:52,650
You'll be able to compare your performance against theirs to see how you measure up.
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00:51:53,070 --> 00:51:57,840
If your competitors are outperforming you, you can use this tool to examine their Facebook marketing
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00:51:57,840 --> 00:52:00,780
strategy and include what they're doing right in your own campaigns.
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00:52:01,230 --> 00:52:05,670
One of the best competitor analysis tools Facebook offers is the Facebook Ads Library.
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00:52:06,150 --> 00:52:10,350
We recommend you take some time to check it out right now as it's an invaluable tool that will help
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00:52:10,350 --> 00:52:12,270
you expand your approach to Facebook ads.
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00:52:12,390 --> 00:52:17,130
When you click through to the ad library, enter the name of a rival brand and then click on the search
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00:52:17,130 --> 00:52:19,650
all button to try this out for yourself.
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00:52:19,650 --> 00:52:22,710
Enter Udemy in the search field in the Facebook ads library.
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Facebook will show you all the ads your competitor is running in your country, but you can adjust the
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00:52:27,570 --> 00:52:31,830
settings to see all the ads your competitors are running worldwide or in other countries.
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00:52:32,280 --> 00:52:37,650
Pause this video now and test it out for yourself in a new tab so you can become familiar with the interface
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and see how everything works.
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Second thing is to use your audience insights to check out customers.
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Audience Insights is one of the most valuable tools Facebook has to offer as it gives you huge amounts
824

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00:52:48,420 --> 00:52:50,010
of data on your target customers.
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With insights, you can find out what your potential customers are interested in and what jobs they
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have, as well as their age and their relationship status.
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You can even get super specific and use postcode geo targeting so you can define precise customer segments
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to run your ad campaigns to.
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830
00:53:05,820 --> 00:53:08,250
Third tip is to post content with real appeal.
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831
00:53:08,730 --> 00:53:12,450
Make sure your content is carefully targeted to your main follower demographic.
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832
00:53:12,450 --> 00:53:14,310
So you post what people want to see most.
832

833
00:53:14,760 --> 00:53:19,950
Use visuals or video to compliment your text posts and make sure you have a killer cover photo to represent
833

834
00:53:19,950 --> 00:53:20,520
your business.
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835
00:53:21,000 --> 00:53:26,160
Try posting competitions and fun polls to follow our engagement and use your Facebook timeline to share
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836
00:53:26,160 --> 00:53:27,890
your brand's history and tell your story.
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837
00:53:28,320 --> 00:53:33,570
Image galleries do well on Facebook, so create collections of related pictures or infographics that
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838
00:53:33,570 --> 00:53:34,770
people will want to look through.
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839
00:53:35,220 --> 00:53:40,230
You can show off your products, display information in visual format, or tell your brand story through
839

840
00:53:40,230 --> 00:53:40,710
photos.
840

841
00:53:41,190 --> 00:53:46,230
You can also combine galleries with engagement ads to target and build up custom and look alike audiences.
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842
00:53:46,680 --> 00:53:51,990
Later on in this course, we'll teach you in detail how to use these kinds of audiences with your Galeries.
842

843
00:53:52,880 --> 00:53:58,760
Now we'll talk about Facebook ads, Facebook ads can get click through sign ups and conversions, but
843

844
00:53:58,760 --> 00:54:01,490
there's an art to getting them right on mobile preview.
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845
00:54:01,490 --> 00:54:05,540
Facebook cuts off most of your text, so make sure you put everything important up front.
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846
00:54:05,990 --> 00:54:10,700
If you're running a limited time offer or special sale that needs to be at the start of your copy.
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847
00:54:11,120 --> 00:54:16,370
Always make it easy for people to navigate to your landing page or contact you by including your URL
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848
00:54:16,370 --> 00:54:17,120
or phone number.
848

849
00:54:17,840 --> 00:54:22,700
Use emojis at the start and end of your most important sentences and include a high quality image with
849

850
00:54:22,700 --> 00:54:25,510
your ad that will inspire and connect with your customers.
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851
00:54:25,970 --> 00:54:30,080
You can conduct market research to find out what visuals work best with your target group.
851

852
00:54:30,530 --> 00:54:35,300
Use power words in your ad copy and keep things snappy and brief, especially at the start of your ad.
852

853
00:54:35,720 --> 00:54:40,790
If you want to do a lengthy pitch, save it for after the click to read more or wait until people have
853

854
00:54:40,790 --> 00:54:42,200
click through to your landing page.
854

855
00:54:42,680 --> 00:54:47,540
Remember to include testimonials as social proof if you have them and use stats to back up the claims
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856
00:54:47,540 --> 00:54:48,620
you make about your product.
856

857
00:54:49,100 --> 00:54:54,050
Create a sense of urgency by setting a time limit for your offers and press pain points by hinting that
857

858
00:54:54,050 --> 00:54:57,020
you have the solution to a common problem your target audience has.
858

859
00:54:57,470 --> 00:55:00,880
Let's pull all this info together and see how it might look in a Facebook ad.
859

860
00:55:01,580 --> 00:55:05,930
Here's a sample golden template you can use for Facebook ecommerce ads that works every time.
860

861
00:55:06,620 --> 00:55:09,290
Are you over 55 and worried about your heart health?
861

862
00:55:09,740 --> 00:55:14,960
You can now slash your cholesterol levels with half price supplements from w w supplements.
862

863
00:55:14,960 --> 00:55:18,260
Dotcom sale will only run until Jan twenty one.
863

864
00:55:18,380 --> 00:55:20,780
So hurry and call us at plus one hundred eleven.
864

865
00:55:20,780 --> 00:55:21,590
One hundred eleven.
865

866
00:55:21,590 --> 00:55:22,490
One hundred eleven.
866

867
00:55:23,180 --> 00:55:26,850
After this comes the click through to read option, followed by your main ad image.
867

868
00:55:27,590 --> 00:55:29,500
Here's another example of an ad template.
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869
00:55:30,200 --> 00:55:35,060
Did you know high cholesterol is one of the main causes of heart failure in people over 55 years of
869

870
00:55:35,060 --> 00:55:35,420
age?
870

871
00:55:35,870 --> 00:55:41,560
Get 50 percent off our heart supplements until 11 p.m. June 21 and safeguard your cardiac health.
871

872
00:55:41,990 --> 00:55:42,800
Are you Kimmage?
872

873
00:55:42,800 --> 00:55:47,090
Supplements are the best value on the market as they offer you the highest quality for an unbeatable
873

874
00:55:47,090 --> 00:55:47,540
price.
874

875
00:55:48,020 --> 00:55:52,310
Loved by Great Health magazine and Detox magazine are one hundred percent amazing.
875

876
00:55:52,310 --> 00:55:55,610
Supplements have been proven to lower cholesterol by up to 50 percent.
876

877
00:55:56,310 --> 00:55:59,030
Our sales so popular that stocks are now running low.
877

878
00:55:59,180 --> 00:56:05,150
So don't miss out head on over to w w w supplements dotcom and grab yourself a New Year bargain.
878

879
00:56:05,630 --> 00:56:06,920
So those were the examples.
879

880
00:56:07,610 --> 00:56:12,950
Now, a very important tool we're going to talk about now is Facebook business manager.
880

881
00:56:13,430 --> 00:56:18,290
Facebook business manager is an essential for every online marketer and you can find it at business
881

882
00:56:18,290 --> 00:56:22,580
DOT, Facebook, Dotcom, Facebook also owns Instagram and WhatsApp.
882

883
00:56:22,580 --> 00:56:27,470
And you can use business manager to link your Facebook business page to your Instagram business profile
883

884
00:56:27,500 --> 00:56:28,830
as well as your WhatsApp number.
884

885
00:56:29,000 --> 00:56:34,280
This makes it easy to create powerful Facebook, Instagram and messenger ads that also have support
885

886
00:56:34,280 --> 00:56:35,300
for your WhatsApp business.
886

887
00:56:35,300 --> 00:56:40,820
No business manager is fantastic as it allows you to boost your brand from one place across several
887

888
00:56:40,820 --> 00:56:42,620
popular social media platforms.
888

889
00:56:43,490 --> 00:56:49,640
Instagram ads and Instagram marketing is also very important for any small business, your product on
889

890
00:56:49,640 --> 00:56:55,220
Instagram, a single compelling image or well shot short clip with a punchy caption is the best way
890

891
00:56:55,220 --> 00:56:59,380
to tease your product or promote a free to download app giveaway or discount.
891

892
00:56:59,810 --> 00:57:05,090
The idea is to intrigue and have everyone wanting to know more, not to spill every detail when you
892

893
00:57:05,090 --> 00:57:06,300
mark it on Instagram.
893

894
00:57:06,320 --> 00:57:09,050
The goal is to create buzz and reach the right people.
894

895
00:57:09,200 --> 00:57:11,720
So hashtag your post with trending tags for your niche.
895

896
00:57:12,170 --> 00:57:15,440
Instagram helps you to find these easily as when you type a tag.
896

897
00:57:15,590 --> 00:57:18,710
You can see how popular it is in the drop down menu that appears.
897

898
00:57:19,370 --> 00:57:22,060
Another hack is to use sponsored ads to grow your following.
898

899
00:57:22,520 --> 00:57:27,410
If you have a low number of followers, sponsored ads can help you expand your reach and get a big boost.
899

900
00:57:27,860 --> 00:57:33,410
You can run several different types of sponsored ads, including photo video, carousel slash dynamic
900

901
00:57:33,410 --> 00:57:37,160
ads, stories, stories, canvass sponsored ads.
901

902
00:57:37,160 --> 00:57:41,780
Put your campaigns in front of anyone who's in your defined target audience, not just your followers.
902

903
00:57:42,200 --> 00:57:46,910
And he had to get the most out of this type of Instagram ad is to view your highest performing posts
903

904
00:57:47,060 --> 00:57:49,010
with Instagram's built in analytics tool.
904

905
00:57:49,490 --> 00:57:54,230
You can turn these into sponsored ads quickly and market to the same audience that loved your top performing
905

906
00:57:54,230 --> 00:57:59,570
posts as they've already done well with this type of audience, you'll be maximizing your ad spend budget.
906

907
00:58:00,230 --> 00:58:05,270
You can do this from your mobile in the Instagram app and can even select precise targeting demographics,
907

908
00:58:05,390 --> 00:58:07,700
including age as well as your ad goals.
908

909
00:58:08,150 --> 00:58:13,040
You can decide whether you prefer to grow your post or whether you'd rather push traffic to your website.
909

910
00:58:13,070 --> 00:58:17,750
And the best thing is you can do it all in ten minutes or less without any fiddly set up.
910

911
00:58:18,200 --> 00:58:20,930
You can also increase engagement with Instagram stories.
911

912
00:58:21,620 --> 00:58:26,240
If you want to appear at the top of your followers timelines, you can use stories to get their attention
912

913
00:58:26,360 --> 00:58:28,880
and increase the likelihood your content will get noticed.
913

914
00:58:29,330 --> 00:58:34,700
Instagram stories allow you to make posts in several different formats, including photos, short videos,
914

915
00:58:34,820 --> 00:58:41,300
rewind videos, live videos, boomerangs which give like images that loop stories appear above the news
915

916
00:58:41,300 --> 00:58:41,690
feed.
916

917
00:58:41,690 --> 00:58:45,860
And when an Instagram user clicks on one, a pop up window appears so they can see it.
917

918
00:58:46,280 --> 00:58:51,680
You can also use stories to make fast, unedited posts and create more content without worrying about
918

919
00:58:51,680 --> 00:58:51,770
it.
919

920
00:58:51,770 --> 00:58:56,660
Spoiling your timeline as after twenty four hours these posts get deleted, although you can save them
920

921
00:58:56,660 --> 00:58:57,610
to use again later.
921

922
00:58:58,070 --> 00:59:01,310
Lastly, you can increase your engagement with user interaction.
922

923
00:59:02,000 --> 00:59:07,250
If you need post fast and have an engaged audience, you can use user generated content to max out your
923

924
00:59:07,250 --> 00:59:09,860
timeline, run challenges or contests.
924

925
00:59:09,880 --> 00:59:15,080
Ask your followers to submit pictures or videos, or ask them to help create your next product design,
925

926
00:59:15,200 --> 00:59:20,840
collect entries under a branded hashtag, then repost them to your Instagram for easy content that encourages
926

927
00:59:20,840 --> 00:59:21,920
follower interaction.
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928
00:59:22,370 --> 00:59:28,250
Let's talk about core marketing queries is where questions get asked or answered by Internet users and
928

929
00:59:28,250 --> 00:59:30,320
answers can be factual or opinion.
929

930
00:59:30,770 --> 00:59:35,210
You might not have considered Quora as useful to your marketing efforts, but it can be a great way
930

931
00:59:35,210 --> 00:59:37,730
to connect with potential customers who have high trust in you.
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932
00:59:38,180 --> 00:59:42,680
The key to success on Quora is to establish yourself as an authority voice on the platform.
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933
00:59:43,130 --> 00:59:45,050
You can't just start promoting right away.
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934
00:59:45,140 --> 00:59:50,840
To be successful, you must create trust by consistently answering questions and engaging core is not
934

935
00:59:50,840 --> 00:59:54,020
a place where you can push products unless you're running paid for ads.
935

936
00:59:54,020 --> 00:59:58,670
But once you've built up a little bit of credibility, you can share your blog content or links to your
936

937
00:59:58,670 --> 00:59:59,000
site.
937

938
59:59.480 --> 01:00:05.240
Here's the four step guide to using Quora for promoting start with signing up for an account and completely
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939

01:00:05,240  -->  01:00:10,490
fill out your profile, then follow relevant industry topics, start answering your first questions,
939

940

01:00:10,940  -->  01:00:15,350
choose ones you can answer competently and take the time to give a detailed answer of at least one hundred
940

941

01:00:15,350  -->  01:00:16,910
words or ideally more.
941

942

01:00:17,390  -->  01:00:22,550
Don't include any promotion at this stage as people won't react well to new users using the platform
942

943

01:00:22,550  -->  01:00:23,450
to push their content.
943

944

01:00:23,900  -->  01:00:28,340
As soon as you've made between five to ten responses to questions, you can start to share your own
944

945

01:00:28,340  -->  01:00:28,820
content.
945

946

01:00:29,300  -->  01:00:33,950
The way to promote on Quora is to use excerpts from your blog articles that are relevant to the topic
946

947

01:00:33,950  -->  01:00:36,800
in question, with links to the full blog post included.
947

948

01:00:36,800  -->  01:00:41,270
At the end, tell people that if they want to know more, they can visit your blog to read the rest
948

949

01:00:41,270  -->  01:00:44,690
of the article and the last step to make for a payoff.
949

950

01:00:44,840  -->  01:00:49,820
You must be active often, so check back regularly to see if you've received any comments on your posts
950

951

01:00:49,820  -->  01:00:51,890
and follow up with them fast to get rated higher.
951

952

01:00:52,340  -->  01:00:57,440
Consider making your own threads to about related topics to your brand, but never blatantly sell and
952

953

01:00:57,440  -->  01:00:59,090
always keep your post informative.
953

954

01:00:59,120  -->  01:01:01,850
Or you'll risk losing credibility or getting a bad.
954

955

01:01:02,980  -->  01:01:08,050
Another marketing subgenre is influencer marketing, reaching out to influencers and getting them to
955

956

01:01:08,050  -->  01:01:12,910
talk about or endorse your products is a great way to tap into a ready made, already interested audience.
956

957

01:01:13,390  -->  01:01:18,400
The trick is to pick an influencer in your niche and spend time cultivating a relationship before you
957

958

01:01:18,400  -->  01:01:23,530
contact them and ask them if they consider featuring your stuff to up your chance of receiving a yes.
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959

01:01:23,650  -->  01:01:28,780
You need to offer influencers some value, whether that's reciprocal promotion, free products or you're
959

960

01:01:28,780  -->  01:01:29,890
doing free work for them.
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961

01:01:30,350  -->  01:01:34,870
You could offer to update their website, edit their pictures or create blogs for their site.
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962

01:01:34,990  -->  01:01:38,080
But whatever you offer, it should be something they will benefit from.
962

963

01:01:38,590  -->  01:01:41,470
Here are eight ways to build fast rapport with influencers.
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964

01:01:42,220  -->  01:01:47,680
Number one, engage with the influencers, comment on influencers posts regularly, and you'll stand
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965

01:01:47,680  -->  01:01:48,970
out as a valuable follower.
965

966

01:01:49,510  -->  01:01:54,070
This is a good way to build trust, and if you take time to consider your responses, you might even
966

967

01:01:54,070  -->  01:01:57,370
start a dialogue with them, especially if you make insightful comments.
967

968

01:01:57,850  -->  01:02:00,130
Second, leave feedback when they ask for it.
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969

01:02:00,580  -->  01:02:05,380
Influencers frequently engage their followers by asking them for feedback, and this can be an excellent
969

970

01:02:05,380  -->  01:02:06,400
way to get them to notice.
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971

01:02:06,400  -->  01:02:10,630
You respond to polls and leave comments explaining why you voted that way.
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972

01:02:10,630  -->  01:02:15,790
Give your feedback on design options or post informative answers to a question and you'll start to win
972

973

01:02:15,790  -->  01:02:16,520
over their trust.
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974

01:02:17,290  -->  01:02:23,020
Third point is share their stuff, share their content with a comment and you'll be appreciated as everyone
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975

01:02:23,020  -->  01:02:25,210
loves someone who helps them reach a bigger audience.
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976

01:02:25,660  -->  01:02:30,370
Tag them in every time you do this so they get notified and they'll remember you when you reach out
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977

01:02:30,370  -->  01:02:34,720
and make your request forthe subscribe to their list and be active.
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978

01:02:35,170  -->  01:02:38,470
If your influencer is a blogger, don't just follow them on social.
978

979

01:02:38,530  -->  01:02:43,930
Sign up to their mailing list to be active whenever you get the chance by asking questions and feedback
979

980

01:02:44,050  -->  01:02:48,160
to stand out from one hundreds of other subscribers and start building a connection with them.
980

981

01:02:48,640  -->  01:02:50,470
Next up, leave blog comments.
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982

01:02:50,920  -->  01:02:52,870
Don't just comment on their social posts.
982

983

01:02:52,900  -->  01:02:54,850
Leave blog comments, too, if you can.
983

984

01:02:55,270  -->  01:03:00,700
By making thoughtful replies or asking questions, you can engage influencers on their home turf and
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985

01:03:00,700  -->  01:03:02,230
even kick start conversations.
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986

01:03:02,740  -->  01:03:05,800
This can be invaluable to you when you're trying to develop a relationship.
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987

01:03:06,340  -->  01:03:08,350
Sixth is tell them about typos.
987

988

01:03:08,800  -->  01:03:13,810
If you notice mistakes in their social media or blog posts or their website is down, let them know
988

989

01:03:13,810  -->  01:03:15,270
politely and they'll thank you for it.
989

990

01:03:15,730  -->  01:03:21,010
Everyone wants their website to be accessible and nobody wants Airstream posts, so your feedback is
990

991

01:03:21,010  -->  01:03:22,090
sure to be appreciated.
991

992

01:03:22,570  -->  01:03:24,970
Don't call people out on their mistakes publicly, though.
992

993

01:03:25,120  -->  01:03:28,810
Send a short direct message or email them, telling them what the issue is.
993

994

01:03:29,260  -->  01:03:31,660
7TH Important point is to link to their content.
994

995

01:03:31,780  -->  01:03:36,730
If you have a blog, you can link to influencers, posts or content in your copy, which also gives
995

996

01:03:36,730  -->  01:03:38,020
you both a boost in Google.
996

997

01:03:38,020  -->  01:03:43,330
If the link is related to your page, let them know you've done this by sending a quick email outlining
997

998

01:03:43,330  -->  01:03:46,930
why you've mentioned them or tagged them on social media to give them a heads up.
998

999

01:03:47,410  -->  01:03:51,820
This tip works best when you've already developed a relationship first, as otherwise, it can seem
999

1000

01:03:51,820  -->  01:03:53,530
like you're looking for a mention in return.
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1001

01:03:54,250  -->  01:03:56,320
Next and last, mention them in a list.
1001

1002

01:03:56,800  -->  01:04:01,750
You can tag them into a list of influential people you publish on your blog or social media to let them
1002

1003

01:04:01,750  -->  01:04:04,870
know you appreciate your work like linking to their content.
1003

1004

01:04:04,990  -->  01:04:09,580
It's better to do this once they know you exist, otherwise they will think you are hunting for reciprocal
1004

1005

01:04:09,580  -->  01:04:10,600
action right off the bat.
1005

1006

01:04:11,050  -->  01:04:15,490
Running a list works better if you have a large following and make a targeted list of influencers that
1006

1007

01:04:15,490  -->  01:04:16,660
are relevant to your sector.
1007

1008

01:04:17,110  -->  01:04:18,610
Remember to send the influencers.
1008

1009

01:04:18,610  -->  01:04:22,960
You mentioned an email introducing yourself and letting them know you've included them and why.
1009

1010

01:04:23,410  -->  01:04:28,000
If you want them to feel like you really value their insight, you could also ask them for which you
1010

1011

01:04:28,000  -->  01:04:33,550
can include in your blog post a bonus tip, try to get celebrities to show up at your location.
1011

1012

01:04:34,270  -->  01:04:39,700
If you have a local business, try reaching out to nearby brands and do some personal outreach to influencers
1012

1013

01:04:39,700  -->  01:04:40,510
in your community.
1013

1014

01:04:40,960  -->  01:04:46,060
If you can get influential local figures or celebrities to stop by your location, you can take pictures
1014

1015

01:04:46,060  -->  01:04:49,300
and feature them on your feed, which will give a big boost to your Instagram.
1015

1016

01:04:49,780  -->  01:04:55,180
Often you won't even have to pay them to appear if you make a genuine approach and are polite, complimentary
1016

1017

01:04:55,180  -->  01:04:55,900
and sincere.
1017

1018

01:04:56,350  -->  01:05:00,220
Many celebrities are supportive of local communities and independent business.
1018

1019

01:05:00,220  -->  01:05:04,570
Plus they enjoy going to new places and having the opportunity to share this with their audience.
1019

1020

01:05:05,940  -->  01:05:10,620
Is an essential platform for reaching out to major decision makers, and if you're attempting to become
1020

1021

01:05:10,620  -->  01:05:14,380
successful online as a brand, you need a strong presence on the platform.
1021

1022

01:05:14,850  -->  01:05:19,770
You don't have to spend hours every day on LinkedIn, but by taking a targeted approach, you can raise
1022

1023

01:05:19,770  -->  01:05:22,450
awareness of your brand to get the attention of the people that matter.
1023

1024

01:05:23,190  -->  01:05:25,110
There are three steps to winning with LinkedIn.
1024

1025

01:05:25,620  -->  01:05:30,690
First, you need to set up a company page where people can get an overview of your brand team and how
1025

1026

01:05:30,690  -->  01:05:31,460
to contact you.
1026

1027

01:05:31,920  -->  01:05:36,930
Make sure you link your page to your website and other social media channels and include relevant keywords
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01:05:36,930  -->  01:05:39,720
so more people can find you and search your company.
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01:05:39,720  -->  01:05:44,250
Page should give your potential customers an opportunity to learn about your brand, meet your team
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01:05:44,250  -->  01:05:47,100
and discover your contact details next.
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01:05:47,130  -->  01:05:50,550
You need to get more people to view your page by promoting it outside of LinkedIn.
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1032

01:05:51,030  -->  01:05:56,310
Try inviting your contacts and subscribers to follow you on the platform or include your LinkedIn URL
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1033

01:05:56,310  -->  01:05:57,570
in your email campaigns.
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01:05:57,570  -->  01:06:03,090
And at the end of your blogs, you should also include a follow on LinkedIn button on your website and
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01:06:03,090  -->  01:06:05,140
lastly, to promote within the platform.
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1036

01:06:05,160  -->  01:06:06,810
Check your stats and run ads.
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01:06:06,960  -->  01:06:09,090
You'll need to use the LinkedIn campaign manager.
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1038

01:06:09,570  -->  01:06:14,430
This will allow you to set up an advertising account precision to find a budget, choose the types of
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1039

01:06:14,430  -->  01:06:17,010
campaigns you want to run and track their performance.
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01:06:17,490  -->  01:06:20,370
Here's a bonus tip to optimize your profile.
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01:06:20,490  -->  01:06:24,150
Check out your competitors by searching relevant keywords related to your niche.
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1042

01:06:24,630  -->  01:06:28,350
See who appears at the top of search results and who has had the most views.
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01:06:28,350  -->  01:06:32,120
Then analyze what they are doing to achieve this and what keywords they are using.
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01:06:32,580  -->  01:06:36,930
You can then use your discoveries in your own LinkedIn profile to optimize your search position.
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1045

01:06:37,410  -->  01:06:42,720
You can also use LinkedIn as one of the major advantages of LinkedIn ads is that the layout for ads,
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1046

01:06:42,720  -->  01:06:45,330
objective and setup is now similar to Facebook ads.
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1047

01:06:45,810  -->  01:06:50,140
This will help you to create LinkedIn ads quickly, as you will already be familiar with the setup.
1047

1048

01:06:50,160  -->  01:06:55,350
If you have any experience with Facebook advertising, another big benefit of LinkedIn ads is that you
1048

1049

01:06:55,350  -->  01:06:59,180
can select precise targeting based on the biodata in each person's profile.
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1050

01:06:59,640  -->  01:07:04,890
You can choose to target only middle or top management in the IT industry, for example, or can target
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1051

01:07:04,890  -->  01:07:09,420
specific professions such as carpenters or plumbers as well as this.
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01:07:09,570  -->  01:07:14,670
You can also target your ads based on LinkedIn users education level and specialization, among other
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1053

01:07:14,670  -->  01:07:15,150
options.
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01:07:15,660  -->  01:07:20,310
This is invaluable when you are building up a new brand based on a business to business approach and
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01:07:20,310  -->  01:07:24,480
will help you cut down unnecessary spend on your ads and get a better return on your investment.
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1056

01:07:24,630  -->  01:07:29,730
In this course, we feature guided practical step by step guides to setting up successful LinkedIn ad
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1057

01:07:29,730  -->  01:07:33,870
campaigns, including how to use targeted LinkedIn ads to hone in on your perfect audience.
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1058

01:07:34,350  -->  01:07:36,000
Next, we have as Pinterest marketing.
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1059

01:07:36,690  -->  01:07:38,910
Pinterest is all about interacting with others.
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1060

01:07:38,940  -->  01:07:44,220
But to get engagement, you need to put yourself out there, follow relevant influencers as well as
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01:07:44,220  -->  01:07:48,410
their followers, post regular content and like and comment on other people's pens.
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01:07:48,900  -->  01:07:54,000
Try repeating links to your blog, social media and other content, as well as on Pinterest.
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1063

01:07:54,000  -->  01:07:55,380
People can click on live links.
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01:07:55,860  -->  01:07:59,370
You don't always have to spend the time creating original pens on Pinterest.
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01:07:59,820  -->  01:08:04,440
You can boost your following by pinning content on the platform that's related to what you do as well
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1066

01:08:04,440  -->  01:08:05,610
as things you find on the web.
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1067

01:08:05,760  -->  01:08:07,140
Using the Pinterest browser.
1067

1068

01:08:07,140  -->  01:08:09,840
Add on to raise your profile on Pinterest.
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1069

01:08:09,840  -->  01:08:14,250
Invite your social media contacts and blog followers to join and interact with your board.
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01:08:14,700  -->  01:08:17,250
You can also invite your Pinterest following to do the same.
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1071

01:08:17,760  -->  01:08:22,920
Set your board to allow contributions where people can pin posts that fit in with your group theme to
1071

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01:08:22,920  -->  01:08:24,930
make users feel they are part of your brand.
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01:08:25,410  -->  01:08:29,550
Board groups are also perfect for running contests or creation campaigns.
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01:08:30,660  -->  01:08:34,220
Twenty we have six savvy tips for performing well on Pinterest.
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01:08:34,950  -->  01:08:39,960
First off, use your other social platforms to drum up more engagement on Pinterest by posting your
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1076

01:08:39,960  -->  01:08:42,350
Pinterest board links and cross promoting your account.
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1077

01:08:42,810  -->  01:08:47,790
Secondly, make your presence known by following relevant popular industry accounts and commenting on
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1078

01:08:47,790  -->  01:08:52,010
their posts to raise awareness, develop relationships and interact with their followers.
1078

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01:08:52,470  -->  01:08:56,610
Check out your competition to see what they are doing to grow their Pinterest following and apply your
1079

1080

01:08:56,610  -->  01:08:59,440
insights to your own Pinterest strategy to build up your account.
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01:09:00,120  -->  01:09:05,220
Next up, don't forget to monitor popular keywords and hashtags that are relevant to your industry niche.
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1082

01:09:05,220  -->  01:09:10,950
And incorporate these in your Pinterest Post to maximize your reach with tip is to engage with popular
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1083

01:09:10,950  -->  01:09:15,270
Pinterest influencers and develop relationships with them by liking and commenting on their posts.
1083

1084

01:09:15,750  -->  01:09:20,460
Once you have a solid dialogue, ask if they will repost some of your content to help you reach their
1084

1085

01:09:20,460  -->  01:09:20,940
audience.
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1086

01:09:21,400  -->  01:09:23,700
They get free related content for their Pinterest.
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1087

01:09:23,700  -->  01:09:28,410
You get promotion and you can return the favor by cross promoting them on your Pinterest account to
1087

1088

01:09:28,890  -->  01:09:34,320
six pack as you can run paid Pinterest ads to build your following RES brand awareness and attract more
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1089

01:09:34,320  -->  01:09:37,450
sales and subscribers by opening a Pinterest advertising account.
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1090

01:09:37,890  -->  01:09:42,330
Make sure you analyze competitor ads to see what types of campaigns do well on the platform.
1090

1091

01:09:42,810  -->  01:09:44,970
Here is a bonus tip for Pinterest marketing.
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1092

01:09:45,420  -->  01:09:50,610
When you create pins on Pinterest, you can include links which can help boost your SEO, but you can
1092

1093

01:09:50,610  -->  01:09:53,670
also place Pinterest buttons under your website and blog images.
1093

1094

01:09:53,700  -->  01:09:57,900
So if browsers like what they see, they can click on the pin button and pin your content.
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01:09:58,410  -->  01:10:03,150
This can be an excellent way of getting more mentions on Pinterest, as well as more eyes on your products
1095

1096

01:10:03,150  -->  01:10:03,780
in your brand.
1096

1097

01:10:04,320  -->  01:10:08,550
This section is about Twitter marketing to market successfully on Twitter.
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1098

01:10:08,670  -->  01:10:13,530
You must begin with a solid strategy and the best way to approach this is to plan out all your content
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1099

01:10:13,530  -->  01:10:14,130
in advance.
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1100

01:10:14,610  -->  01:10:19,440
You can schedule blocks of posts in advance with content schedulers like HootSuite or Buffer, which
1100

1101

01:10:19,440  -->  01:10:24,180
will also allow you to set times for different posts so you can catch your followers when they are most
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1102

01:10:24,180  -->  01:10:25,320
likely to be online.
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1103

01:10:26,070  -->  01:10:30,600
The first thing you should do before you even start using Twitter as a brand is define your primary
1103

1104

01:10:30,600  -->  01:10:31,540
brand objectives.
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1105

01:10:31,590  -->  01:10:34,850
That is what it is you hope to achieve by posting on the platform.
1105

1106

01:10:35,580  -->  01:10:40,620
Do you want to use Twitter to get more leads or make more sales, develop relationships with your customers
1106

1107

01:10:40,620  -->  01:10:41,340
and build trust?
1107

1108

01:10:41,790  -->  01:10:46,800
Or maybe you want to use Twitter to raise awareness of your brand or promote your products or to offer
1108

1109

01:10:46,800  -->  01:10:51,090
customer support through Twitter instead of or in addition to other channels.
1109

1110

01:10:51,190  -->  01:10:55,860
You can conduct market research to find out what your customers interests are and learn what posts of
1110

1111

01:10:55,860  -->  01:10:58,440
yours they prefer to interact with and who they share them with.
1111

1112

01:10:59,160  -->  01:11:03,810
You can also reach out to industry influencers to try and get them to mention or endorse your products.
1112

1113

01:11:04,500  -->  01:11:09,630
Carry out competitor analysis with tools such as sprout or tweets maps so you can monitor your rival's
1113

1114

01:11:09,630  -->  01:11:13,260
high engagement tweets and hashtags and learn about their follower base.
1114

1115

01:11:13,950  -->  01:11:19,110
It's best to focus on two to three core objectives, as this will help you precisely tailor your strategy
1115

1116

01:11:19,110  -->  01:11:21,390
and content so you can achieve your goals faster.
1116

1117

01:11:22,140  -->  01:11:24,060
Here are six top tips for Twitter.
1117

1118

01:11:24,840  -->  01:11:29,940
First up, find the most popular hashtags to tag your posts with so you can grow your reach on Twitter
1118

1119

01:11:29,970  -->  01:11:31,980
by monitoring relevant trending topics.
1119

1120

01:11:32,440  -->  01:11:37,350
You can use Twitter trending to see what tags are riding high or make use of specialist tools from sites
1120

1121

01:11:37,350  -->  01:11:38,690
like search metrics dotcom.
1121

1122

01:11:39,420  -->  01:11:44,370
Second, when you're on Twitter, keep track of your followers with tools like audience to see who's
1122

1123

01:11:44,370  -->  01:11:48,720
following active and inactive and how well you are attracting and retaining followers.
1123

1124

01:11:49,500  -->  01:11:54,780
Third point, always monitor the performance of your post with management tools like Union Metrics or
1124

1125

01:11:54,780  -->  01:11:58,370
Sprout to learn what content performs best and what's not working so well.
1125

1126

01:11:59,130  -->  01:11:59,850
Fourth point.
1126

1127

01:11:59,970  -->  01:12:04,410
Before you post anything, make sure you proofread your content and hashtag all your posts.
1127

1128

01:12:04,890  -->  01:12:10,050
Use tools like family to review your posts or the editing software that comes with your word processing
1128

1129

01:12:10,050  -->  01:12:10,650
platform.
1129

1130

01:12:11,370  -->  01:12:14,250
Next thing, always remember to tweak your Twitter profile.
1130

1131

01:12:14,370  -->  01:12:17,550
So when people check it, they get an instant snapshot of your brand.
1131

1132

01:12:18,030  -->  01:12:19,860
You get one hundred and sixty characters.
1132

1133

01:12:19,890  -->  01:12:21,480
So make it snappy and to the point.
1133

1134

01:12:21,570  -->  01:12:24,720
And remember to keep what you write in line with your other copy and posts.
1134

1135

01:12:25,170  -->  01:12:29,430
Choose an appealing image and high quality header that's consistent with your brand image and include
1135

1136

01:12:29,430  -->  01:12:30,000
hashtags.
1136

1137

01:12:30,000  -->  01:12:31,290
So you get found more easily.
1137

1138

01:12:31,770  -->  01:12:34,950
If you're a local business, include your location in your bio to.
1138

1139

01:12:36,080  -->  01:12:41,030
And lastly, always include an image or video with every post, as this will generate more interest,
1139

1140

01:12:41,480  -->  01:12:45,260
you can get free royalty free images to use with your Twitter posts from pestles.
1140

1141

01:12:45,260  -->  01:12:50,450
Dotcom, if you want to caption your images or make promotional graphics that are sized perfectly for
1141

1142

01:12:50,450  -->  01:12:54,400
Twitter, you can use tools like Cam or Carella to create appealing posts.
1142

1143

01:12:55,130  -->  01:12:59,930
Next section as podcast marketing podcasts are popular and their appeal is growing.
1143

1144

01:12:59,930  -->  01:13:03,970
So if you have the time, it's worth creating one to help spread the word about what you do.
1144

1145

01:13:04,460  -->  01:13:09,290
There are many free tools that will allow you to set up record and publish a podcast fast.
1145

1146

01:13:09,420  -->  01:13:13,820
But before you get going, there are some basic guidelines you should follow so you get the most out
1146

1147

01:13:13,820  -->  01:13:14,510
of your efforts.
1147

1148

01:13:14,990  -->  01:13:17,840
Here are eight easy steps to get started with podcasting.
1148

1149

01:13:18,290  -->  01:13:19,940
Decide why you want to podcast.
1149

1150

01:13:20,360  -->  01:13:24,020
Is it to develop connections, raise your profile or get more sales?
1150

1151

01:13:24,470  -->  01:13:28,390
Maybe you want to monetize your podcasts and turn them into a second income stream.
1151

1152

01:13:28,880  -->  01:13:32,780
After that, select a theme you can podcast about almost anything.
1152

1153

01:13:32,780  -->  01:13:36,920
But if your goal is to promote, you must make sure your podcast is relevant to your brand.
1153

1154

01:13:37,370  -->  01:13:39,830
It also needs to hold your target audience interest.
1154

1155

01:13:39,980  -->  01:13:44,990
So do your market research to discover what your listeners want to learn about so you can create content
1155

1156

01:13:44,990  -->  01:13:45,770
they'll listen to.
1156

1157

01:13:46,490  -->  01:13:48,620
You also have to choose the type of podcast.
1157

1158

01:13:49,070  -->  01:13:54,320
Do you want to make multiple podcasts or will you be creating occasional or even one off episodes?
1158

1159

01:13:54,800  -->  01:13:58,220
Remember, you'll have better results and a larger audience of listeners.
1159

1160

01:13:58,250  -->  01:13:59,030
The more you post.
1160

1161

01:13:59,510  -->  01:14:02,720
You also need to decide what types of podcasts you'll be putting out.
1161

1162

01:14:03,170  -->  01:14:07,250
Will your podcast be news based or will you be interviewing relevant industry figures?
1162

1163

01:14:07,700  -->  01:14:12,080
Do you want to publish discussions or tutorials where you share insights and strategies?
1163

1164

01:14:12,800  -->  01:14:14,630
Then take a name for your podcast.
1164

1165

01:14:15,080  -->  01:14:18,980
Your podcast name is crucial as it will attract listeners or switch them off.
1165

1166

01:14:18,980  -->  01:14:21,260
So make it short and highly relevant to your brand.
1166

1167

01:14:21,740  -->  01:14:26,090
Whatever title you pick, it needs to clearly communicate what your podcast is all about.
1167

1168

01:14:26,540  -->  01:14:31,580
If you're serious about growing your podcast audience, you should also get a website with a dot.com
1168

1169

01:14:31,580  -->  01:14:33,020
that matches your podcast name.
1169

1170

01:14:33,710  -->  01:14:36,200
Always remember to plan your recordings in advance.
1170

1171

01:14:36,650  -->  01:14:40,700
Once you've decided how often you want to publish episodes, you need to plan your content.
1171

1172

01:14:41,180  -->  01:14:46,040
Sit down and script out the first few episodes, starting by making bullet points of the most important
1172

1173

01:14:46,040  -->  01:14:46,970
things you want to cover.
1173

1174

01:14:47,390  -->  01:14:50,680
After that, you can fill in the details so you're well prepped in advance.
1174

1175

01:14:51,170  -->  01:14:55,520
Doing this will make your podcast sound smooth and seamless, as well as much more professional.
1175

1176

01:14:56,000  -->  01:15:01,100
Remember to schedule your podcast episodes into your content plan alongside all your other promotional
1176

1177

01:15:01,100  -->  01:15:04,640
efforts so you can integrate your podcasting into your marketing strategy.
1177

1178

01:15:05,390  -->  01:15:06,920
Keep your podcasting kit ready.
1178

1179

01:15:07,040  -->  01:15:11,960
You don't need to have an expensive rig to record a high quality podcast as now you can easily record
1179

1180

01:15:11,960  -->  01:15:14,690
high quality episodes using your smartphone or tablet.
1180

1181

01:15:15,110  -->  01:15:21,020
If you're using a desktop, invest in a microphone and minimize rebound by placing duvets or thick rugs
1181

1182

01:15:21,020  -->  01:15:24,020
on the floor after this record and edit it.
1182

1183

01:15:24,500  -->  01:15:28,670
Record your podcast and play it back so you can see what needs cutting and what you want to keep.
1183

1184

01:15:28,790  -->  01:15:30,680
Then edit it so it's polished to perfection.
1184

1185

01:15:30,680  -->  01:15:35,870
Before you hit publish, you can use free tools like Audacity and Anchor to perfect your podcast and
1185

1186

01:15:35,870  -->  01:15:36,980
add in special effects.
1186

1187

01:15:37,430  -->  01:15:39,890
And lastly, upload and host your podcast.
1187

1188

01:15:40,310  -->  01:15:45,500
Once you've recorded your podcast, you need to upload it to a podcast hosting platform so it can get
1188

1189

01:15:45,500  -->  01:15:48,530
assigned an RSS feed and be picked up by podcast apps.
1189

1190

01:15:49,040  -->  01:15:53,120
Some podcast editing and recording platforms have hosting included like anchor.
1190

1191

01:15:53,240  -->  01:15:57,100
But if yours doesn't, you can sign up for an account on a podcasting platform.
1191

1192

01:15:57,590  -->  01:16:02,240
There are a wide variety of choices, but bus sprout or transistor a particularly good.
1192

1193

01:16:03,260  -->  01:16:05,190
Let's talk about chatbot marketing now.
1193

1194

01:16:05,930  -->  01:16:08,270
So what is the value proposition of chat bots?
1194

1195

01:16:08,750  -->  01:16:11,280
Chat bots can help you cut down on marketing costs.
1195

1196

01:16:11,300  -->  01:16:14,480
But before you create one, you need to decide what you want to achieve.
1196

1197

01:16:15,230  -->  01:16:20,100
Do you need an e-commerce bot to guide customers through the purchasing process or answer product queries?
1197

1198

01:16:20,570  -->  01:16:25,390
Do you want a booking bot that helps customers schedule online or offline events and pay for tickets?
1198

1199

01:16:25,850  -->  01:16:29,630
Or maybe you need a bot that gives stock updates or other useful information?
1199

1200

01:16:30,110  -->  01:16:34,580
Or will your bot be promoting your products or special offers, discounts or campaigns?
1200

1201

01:16:35,030  -->  01:16:39,210
As soon as you decide why you want to build your bot, you should break down its specifics.
1201

1202

01:16:39,950  -->  01:16:44,660
The main problem, your bot will help solve how it will do this, your bots features and how they will
1202

1203

01:16:44,660  -->  01:16:47,510
help your business save time, money or reach more people.
1203

1204

01:16:47,990  -->  01:16:52,220
How can you optimize the performance of your body and what does it need to get information fast and
1204

1205

01:16:52,220  -->  01:16:52,980
work smoothly?
1205

1206

01:16:53,450  -->  01:16:58,520
You also need to consider your bots main users and decide who will be using your bot, whether they'll
1206

1207

01:16:58,520  -->  01:17:02,870
be business or consumers, their demographics and location and their interest and values.
1207

1208

01:17:03,590  -->  01:17:08,030
Your value proposition will be centered around the answers to these questions, and this is what should
1208

1209

01:17:08,030  -->  01:17:08,660
guide your bots.
1209

1210

01:17:08,660  -->  01:17:11,930
Creation and configuration languages are important.
1210

1211

01:17:12,680  -->  01:17:17,720
The type of language your bot uses as critical as it needs to sound natural and use dialogue that will
1211

1212

01:17:17,720  -->  01:17:21,180
be familiar to users as well as choosing the right language.
1212

1213

01:17:21,200  -->  01:17:26,000
You also need to consider how your customers speak and program your bots so that it fits well with this.
1213

1214

01:17:26,750  -->  01:17:29,090
Here are some of the tools for chatbot marketing.
1214

1215

01:17:29,840  -->  01:17:32,020
First is Chabert Canvas Chat.
1215

1216

01:17:32,190  -->  01:17:37,390
Canvas is a planning platform that lets you layout your chatbot design and go in-depth on the details.
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01:17:37,820  -->  01:17:42,530
It uses color coded grids to help you plan out your body and gives question prompts that aid you in
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01:17:42,530  -->  01:17:44,340
defining specifics and brainstorming.
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01:17:45,110  -->  01:17:47,750
Second is feed you designer feed you.
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01:17:47,750  -->  01:17:53,030
Designer is a cloud based platform that lets you build a bot from scratch using A.I. without any coding
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01:17:53,030  -->  01:17:53,500
knowledge.
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01:17:53,960  -->  01:17:55,370
It's a great platform to use.
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01:17:55,370  -->  01:18:00,680
If you want a bot that talks naturally as it allows you to auto create conversation from inputted specifics,
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01:18:00,680  -->  01:18:06,920
you define last as mobile monkey, mobile monkey as a free Facebook messenger bot building tool that
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01:18:06,920  -->  01:18:10,070
uses a visual interface and requires no coding experience.
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01:18:10,490  -->  01:18:15,860
It provides a wide range of customization abilities so you can create almost any type of messenger bot
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01:18:15,860  -->  01:18:21,560
and includes chat bot templates, custom attributes, Konta triggers and live chat take-over options.
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01:18:22,280  -->  01:18:26,900
The channel you roll out your bot on will depend on the type of bot you build as well as who its primary
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01:18:26,900  -->  01:18:29,000
users will be and what you needed to do.
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01:18:29,720  -->  01:18:35,480
You can deploy bots on Facebook, Messenger, Skype, WhatsApp or Viber or you can integrate them with
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01:18:35,480  -->  01:18:36,920
A.I. using Google assistant.
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01:18:37,010  -->  01:18:40,330
You can also use bots to respond to telegram or Twitter DVRs.
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01:18:40,370  -->  01:18:42,980
So when people message you, they receive a response.
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01:18:43,460  -->  01:18:49,310
You can build and deploy SMS bots that promote, take bookings or answer questions or voice for mobile
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01:18:49,310  -->  01:18:50,330
and landline phones.
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01:18:50,780  -->  01:18:56,330
Email chat bots can be useful to as they cut down on your marketing team's work by automating your campaigns.
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01:18:57,140  -->  01:18:59,090
We'll talk about LinkedIn marketing next.
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01:18:59,810  -->  01:19:00,230
LinkedIn.
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01:19:02,540  -->  01:19:08,030
A very important marketing tool as Google ads, Google allows you to run four types of ads on their
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01:19:08,030  -->  01:19:13,790
platform search ads, which are text based ads that get displayed along with organic results when people
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01:19:13,790  -->  01:19:19,760
use Google search display ads, which are image focused ads that appear on websites and the Google display
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01:19:19,760  -->  01:19:26,510
network video ads, which are six to 15 second long ads that get displayed on YouTube and Google shopping
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01:19:26,510  -->  01:19:30,860
ads, which lets you integrate targeting and retargeting techniques by displaying multiple products
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01:19:30,860  -->  01:19:33,860
from your catalog to a predefined interested market sector.
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01:19:34,740  -->  01:19:40,860
Here are a few top tips for succeeding with Google ads hone your keyword range, don't use broad or
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01:19:40,860  -->  01:19:44,460
generic keywords to cast as wide net as possible in your Google ads.
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01:19:44,930  -->  01:19:50,520
Instead, use tools like the Google ads keyword planner to search for niche keywords that focus precisely
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01:19:50,520  -->  01:19:53,650
on your target audience, yet still deliver a high number of clicks.
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01:19:54,150  -->  01:19:58,680
Make sure you choose keywords that are relevant to your ad content, as this is key to generating a
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01:19:58,680  -->  01:20:00,450
good response rate with Google ads.
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01:20:01,200  -->  01:20:03,690
Second thing is to never forget to check your ad copy.
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01:20:04,170  -->  01:20:06,930
Your keywords might be getting hits, but it doesn't stop.
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01:20:06,940  -->  01:20:10,890
And there if your ads aren't converting, it might be because of your ads.
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01:20:10,890  -->  01:20:14,490
Body copy as this needs to reflect what your audience is searching for.
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01:20:14,940  -->  01:20:17,610
Don't just stuff your ad with popular words and phrases.
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01:20:17,700  -->  01:20:22,140
Conduct market research to find out what your customers want and make sure your copy echoes.
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01:20:22,140  -->  01:20:28,500
This next task is to use copy that creates emotion, inspire potential customers and get them excited
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01:20:28,500  -->  01:20:33,080
about your product or service with power, words and emotive phrases that intrigue or provoke desire.
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01:20:33,570  -->  01:20:38,580
If you can evoke strong feelings in your audience, whether that be fear, worry or longing and position
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01:20:38,580  -->  01:20:43,020
your product as a solution to their problem, you love your conversion rate and make many more sales.
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01:20:43,020  -->  01:20:46,870
With Google ads, you can also refine your copy with machine learning.
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01:20:47,370  -->  01:20:52,260
Google allows you to use machine learning to test out your phrases and titles so you can find the optimum
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01:20:52,260  -->  01:20:53,910
combination using smart A.I..
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01:20:54,390  -->  01:20:59,130
This is helpful as it's often impossible to predict what exact sentences will bring the best response.
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01:20:59,610  -->  01:21:04,890
Use this feature to try out a variety of different phrases, titles and taglines so you can optimize
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01:21:04,890  -->  01:21:08,200
your campaigns and get maximum ROIC from your Google ads budget.
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01:21:08,670  -->  01:21:10,320
Fifth tip target your market.
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01:21:10,800  -->  01:21:12,660
Google ads aren't just about keywords.
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01:21:12,810  -->  01:21:16,650
They also allow you to precisely define detailed demographic and social data.
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01:21:17,130  -->  01:21:21,750
You can choose to target higher income groups of customers or show your ads during a particular time
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01:21:21,750  -->  01:21:22,140
of day.
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01:21:22,590  -->  01:21:27,240
Google can also display your ads on YouTube channels and videos that are highly relevant to your niche,
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01:21:27,240  -->  01:21:29,850
and all you need to do is simply fill in the Urals.
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01:21:30,330  -->  01:21:35,790
Google ad manager has a very intuitive layout for display ads creation and is an extremely useful tool
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01:21:35,790  -->  01:21:37,740
you can use to automate your ad campaigns.
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01:21:38,190  -->  01:21:43,560
It can feed images directly from your Facebook business page and can help you create dynamic video banners
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01:21:43,560  -->  01:21:47,040
in minutes, making the process of ad creation and setup much easier.
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01:21:47,500  -->  01:21:50,700
And lastly, improve your Google PPC quality score.
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01:21:51,150  -->  01:21:55,950
If you want to do well with Google ads, you need to pay attention to Google's Paepcke Quality Score
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01:21:56,100  -->  01:21:59,340
QC, as this is the system that decides where your ad ranks.
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01:21:59,820  -->  01:22:03,300
The QC system considers your expected click through rate when it scores you.
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01:22:03,420  -->  01:22:06,690
But it also looks at your keywords and how relevant they are to your ads.
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01:22:06,840  -->  01:22:12,060
To score highly, your landing page and ad content must be closely related to the keywords you've chosen.
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01:22:12,540  -->  01:22:17,230
Let's look at the four main components of the PPC quality score system in a little more details.
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01:22:17,730  -->  01:22:19,260
First off is quality score.
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01:22:19,740  -->  01:22:24,840
This is Google's assessment of how relevant your ads, keywords and landing page will be to the targeted
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01:22:24,840  -->  01:22:27,120
audience you've chosen for your Google ad campaign.
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01:22:27,840  -->  01:22:29,670
Second is landing page experience.
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01:22:30,150  -->  01:22:35,100
This looks at how useful your landing page will be to a predefined set of browsers who view your Google
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01:22:35,100  -->  01:22:36,830
ad and click through to your You URL.
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01:22:37,380  -->  01:22:38,580
Third is add relevance.
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01:22:39,060  -->  01:22:43,890
This part of the QC system assesses how closely your keyword matches the primary message in your ad
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01:22:43,890  -->  01:22:44,290
copy.
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01:22:44,790  -->  01:22:46,470
Fourth is expected click through rate.
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01:22:46,470  -->  01:22:48,060
Also called Center Google scores.
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01:22:48,060  -->  01:22:52,590
Your ad according to how likely and how often it will be clicked when it is shown to your target audience.
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01:22:53,070  -->  01:22:56,730
This part of the Qs score is based on the past performance of your Google ads.
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01:22:57,940  -->  01:23:04,390
Here, four top tricks to improve your Google PPC quality score, first of all, spend time discovering
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01:23:04,390  -->  01:23:09,100
high performing keywords that your target audience is searching for and use them in your ad header and
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01:23:09,100  -->  01:23:11,170
title as well as on your landing page.
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01:23:11,650  -->  01:23:14,950
You need to quickly let browsers know your ad is relevant to their search.
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01:23:15,700  -->  01:23:19,540
Second, optimize your landing page and make it more relevant to your Google ad.
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01:23:19,540  -->  01:23:23,950
Click through by using groups of related keywords instead of single one word keywords.
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01:23:24,430  -->  01:23:28,300
Organic Dorsa produce works better than organic or Dorset, for example.
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01:23:29,080  -->  01:23:31,300
Third is, don't just tweak your copywriting.
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01:23:31,420  -->  01:23:34,150
Choose appealing images that are highly relevant to your Google.
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01:23:34,150  -->  01:23:39,580
Add to the visual you select should be consistent with all your other marketing and branding, and especially
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01:23:39,580  -->  01:23:41,400
to the page you'll be directing people to.
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01:23:42,100  -->  01:23:47,290
And lastly, keep experimenting, make different versions of your Google ads so you can test them on
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01:23:47,290  -->  01:23:49,460
your audience and see which ones perform better.
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01:23:49,930  -->  01:23:53,350
You can track the performance of your Google ads in your campaigns dashboard.
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01:23:53,800  -->  01:23:58,900
Doing this allows you to create niche ads that focus on one aspect and is a more effective way of marketing
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01:23:58,900  -->  01:24:02,650
the same product to different types of people than just running the same generic ad.
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01:24:03,370  -->  01:24:08,050
Google has an intuitive system that over time shows you how you can improve your campaigns and ad set
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01:24:08,050  -->  01:24:08,290
up.
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01:24:08,740  -->  01:24:12,280
You can use machine learning to optimize costs and further refine your results.
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01:24:12,760  -->  01:24:17,650
Utilizing the benefits of Google's intuitive A.I. in this way helps you boost your search optimization
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01:24:17,650  -->  01:24:22,990
score and cut down on time as you can go through all possible combinations faster to find the best versions
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01:24:22,990  -->  01:24:28,150
of your campaigns that will generate the highest response to optimize the efficiency of your Google
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01:24:28,150  -->  01:24:28,540
ads.
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01:24:28,570  -->  01:24:30,430
You need to understand three key terms.
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01:24:30,880  -->  01:24:32,080
First is broad match.
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01:24:32,560  -->  01:24:37,210
This is a keyword option that allows your ad to be displayed whenever someone searches for that keyword
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01:24:37,330  -->  01:24:39,850
variations of it or other related topics.
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01:24:40,330  -->  01:24:44,470
For example, the broad match keyword bicycle bell will cause your ad to be displayed.
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01:24:44,470  -->  01:24:49,840
If someone searches for terms like cycling accessories, blue bicycle helmets and bell reviews for bikes.
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01:24:50,320  -->  01:24:55,450
Second key terms phrase, match, phrase match allows you to show your ad to customers who search for
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01:24:55,450  -->  01:25:00,730
your exact keyword, as well as closely related variants, including with additional words added before
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01:25:00,730  -->  01:25:06,540
or after phrase, matches more targeted than broad match, but offers more flexibility than exact match.
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01:25:06,550  -->  01:25:11,830
Another key Google ads term you should become familiar with phrase match gives you more control over
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01:25:11,830  -->  01:25:16,390
how closely your keyword must match someone else's search term, allowing you to choose when your ad
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01:25:16,390  -->  01:25:17,160
will be displayed.
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01:25:17,710  -->  01:25:19,390
Third term is exact match.
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01:25:19,420  -->  01:25:24,370
Exact match allows you to display your Google ad to people searching for your exact keyword, as well
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01:25:24,370  -->  01:25:28,300
as people searching for similar versions of your keywords with exact match.
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01:25:28,300  -->  01:25:33,700
Plus, variants include searches for keywords that have the same meaning as exact match keywords, regardless
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01:25:33,700  -->  01:25:34,750
of spelling or grammar.
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01:25:35,470  -->  01:25:40,300
For example, if you're selling running shoes and someone is searching for running shoes or shoes for
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01:25:40,300  -->  01:25:44,350
running, your ad will be displayed both times as they are looking for the same thing.
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01:25:44,800  -->  01:25:49,930
Exact match saves you a lot of time, as close variance of exact match keywords help you connect with
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01:25:49,930  -->  01:25:51,960
more people who will be interested in your brand.
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01:25:52,450  -->  01:25:55,360
This reduces the need to build an extensive list of keywords.
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01:25:55,780  -->  01:26:00,580
Exact match gives you a lot of control over who sees your ad, which can result in a higher center.
1343

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01:26:01,330  -->  01:26:04,720
Let's talk about Google Merchant Center, also called Google Shopping.
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01:26:05,200  -->  01:26:10,030
Google Merchant Center is a helpful set of tools that let you quickly upload and update product information
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01:26:10,120  -->  01:26:13,150
so it can be displayed in all related Google shopping searches.
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01:26:13,570  -->  01:26:19,360
Using Merchant Center, you can update pricing images and text, as well as add or delete products from
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01:26:19,360  -->  01:26:20,080
your catalog.
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01:26:20,530  -->  01:26:25,060
Merchant center helps you efficiently manage all the products you'll be marketing using Google shopping,
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01:26:25,060  -->  01:26:27,490
and it offers full integration with Google my business.
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01:26:27,910  -->  01:26:31,810
It's basically a one stop shop for all your Google based marketing and ecommerce.
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01:26:32,290  -->  01:26:36,910
Here's how you can get started with Merchant Center to get approved for a merchant center account.
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01:26:37,000  -->  01:26:42,220
You must have a Google account, a website and business verified by Google My Business and an e-commerce
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01:26:42,220  -->  01:26:44,740
platform that can sync data with Google Merchant Center.
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01:26:45,460  -->  01:26:50,080
Once you've been approved, you can start uploading your products, but make sure to use a format Google
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01:26:50,080  -->  01:26:52,390
accepts like a text or XML file.
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01:26:52,870  -->  01:26:58,060
You need to include all relevant product information, including pricing, product details, product
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01:26:58,060  -->  01:26:59,410
availability and shipping.
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01:26:59,830  -->  01:27:04,630
In the Google ad section of this course, you'll find detailed explainer videos where we show you how
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01:27:04,630  -->  01:27:07,840
to set up and connect the Google Merchant Center with Google ads manager.
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01:27:08,750  -->  01:27:14,360
Let's talk other key features of Merchant Center first is Google AdWords integration, you can link
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01:27:14,360  -->  01:27:18,950
the products you have uploaded to the Google Merchant Center to specific Google AdWords, helping you
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01:27:18,950  -->  01:27:21,730
to integrate, tweak and track your Google wide campaigns.
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01:27:22,490  -->  01:27:28,400
Second is remarketing and retargeting merchant center lets you deploy remarketing and retargeting techniques
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01:27:28,400  -->  01:27:31,160
to specific audiences on the Google and YouTube network.
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01:27:31,610  -->  01:27:36,710
You can use these to hook in previous visitors to your website or remine browsers who've already displayed
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01:27:36,710  -->  01:27:37,850
an interest in your product.
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01:27:38,390  -->  01:27:40,130
Third is Google Analytics Support.
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01:27:40,550  -->  01:27:45,680
If you use Google Analytics, you can add custom segments for your Google Merchant Center heads so you
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01:27:45,680  -->  01:27:47,490
can keep track of these stats separately.
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01:27:47,960  -->  01:27:52,910
Doing this will help you see which of your products are doing well on Google and who is purchasing for
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01:27:52,910  -->  01:27:54,380
this product review integration.
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01:27:54,830  -->  01:27:59,720
If you've received public product reviews, Google Merchant automatically integrates these in your product
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01:27:59,720  -->  01:28:03,650
listing and gives top placement to your 4.5 and five star reviews.
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01:28:04,340  -->  01:28:06,590
And last is Google Local Search Integration.
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01:28:07,070  -->  01:28:11,420
Merchant Center lets you to include your geolocation in your listing, which is helpful if you have
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01:28:11,420  -->  01:28:16,070
a local business as it allows you to give physical directions to potential customers in your area.
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01:28:16,760  -->  01:28:20,420
Another very important tool is Google tag manager and Google Analytics.
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01:28:20,930  -->  01:28:25,220
First off, here we have for you a super fast six step guide to Google Analytics.
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01:28:25,730  -->  01:28:30,530
Start with signing up and associate your website to get Google Analytics working on your site.
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01:28:30,650  -->  01:28:34,460
First, sign up and create an account, then select the websites you want to monitor.
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01:28:34,910  -->  01:28:40,520
After that, tell Google where your analytics data can be shared and receive your tracking code after
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01:28:40,520  -->  01:28:41,120
signing up.
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01:28:41,120  -->  01:28:42,440
Install your tracking code.
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01:28:42,920  -->  01:28:46,430
Once you have your code, you need to install it on every page of your website.
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01:28:46,880  -->  01:28:50,450
If you have a WordPress site in your own domain, you can Google plug in.
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01:28:50,930  -->  01:28:55,790
This plug in is very easy to use and it allows you to use all Google services in one place.
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01:28:56,240  -->  01:28:59,360
It includes Google Analytics as well as Google search console.
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01:28:59,840  -->  01:29:02,810
Just install Google sidekick, plug in on your WordPress website.
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01:29:03,290  -->  01:29:08,000
This lets you instantly enable advanced Google Analytics tracking features and offers a Google Analytics
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01:29:08,000  -->  01:29:09,290
dashboard for WordPress.
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01:29:09,740  -->  01:29:14,540
You can see actionable analytics reports from your WordPress dashboard and can monitor and track your
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01:29:14,540  -->  01:29:16,100
website traffic and performance.
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01:29:16,550  -->  01:29:20,930
They will also immediately give advice about improving your site performance and speed performance.
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01:29:21,620  -->  01:29:25,220
After installing the tracking code on your website, turn on the goal setting.
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01:29:25,700  -->  01:29:30,410
You can locate this by clicking the admin link at the top of Google Analytics, then selecting goals
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01:29:30,410  -->  01:29:31,760
in your website's view column.
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01:29:32,210  -->  01:29:36,890
Activating goals will let Google Analytics know when a notable action has been made on your website,
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01:29:36,920  -->  01:29:41,150
like when someone signs up or subscribers after that set up site search.
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01:29:41,600  -->  01:29:46,610
If your website has a search bar, activating site search and analytics will let you access valuable
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01:29:46,610  -->  01:29:49,970
insights so you can see what visitors are searching for on your site.
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01:29:50,450  -->  01:29:54,680
This can help you tweak your site to make it easier for people to access information they need and can
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01:29:54,680  -->  01:29:59,240
give you ideas for new products to include or topics for your content marketing schedule.
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01:29:59,960  -->  01:30:02,350
Now you can track your progress with compare.
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01:30:02,800  -->  01:30:06,410
Compare is a helpful tracking tool and you can locate it in the audience overview.
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01:30:06,860  -->  01:30:11,750
It gives you an instant insight into your month on month performance so you can see how much your traffic
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01:30:11,750  -->  01:30:14,060
is growing or identify drops in visitors.
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01:30:14,720  -->  01:30:17,390
And lastly, you can also simplify your reports.
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01:30:17,870  -->  01:30:22,790
Google Analytics can be overwhelming at first, but you can make your data reports easier to understand
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01:30:22,790  -->  01:30:28,040
with free tools like, well, engage, cool, engage, lets you add up to ten website profiles and gives
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a concise, clear snapshot of your analytics data so you can quickly see how you're doing.
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01:30:33,530  -->  01:30:39,110
Here's a short guide to Google tag manager tags are tracking codes or JavaScript snippets that relay
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01:30:39,110  -->  01:30:41,540
information to third party sites like Google.
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01:30:41,970  -->  01:30:47,210
If you're using Google Analytics, Google tag manager is a useful add on as it lets you automatically
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01:30:47,210  -->  01:30:50,550
update your tracking code along with other Google tags on your website.
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01:30:50,990  -->  01:30:53,840
It also speeds up your site if you have analytics installed.
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01:30:54,320  -->  01:30:58,940
Too many different codes from third parties can have a detrimental effect on your website's performance
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01:30:58,940  -->  01:31:02,120
and page loading speed, which can lower your search engine ranking.
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01:31:02,570  -->  01:31:07,580
By installing a tag manager, you can sidestep this downside while benefiting from the many insights
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that different codes from third parties provide.
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01:31:10,370  -->  01:31:15,230
Tech manager also lets you automatically track more types of clicks than Google Analytics does alone.
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01:31:15,320  -->  01:31:18,040
Unless you activate event tracking, which can be tricky.
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01:31:18,470  -->  01:31:23,720
Install tag manager and you'll be able to track file downloads and embedded video views without having
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01:31:23,720  -->  01:31:24,530
to fiddle around.
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01:31:24,980  -->  01:31:29,810
Once you've got Google tag manager up and running on your site, you can add new tags into tag manager
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01:31:29,810  -->  01:31:35,800
to swiftly set up file download and video view tracking to set up automatic event tracking and tag manager.
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01:31:35,840  -->  01:31:38,420
You need to create a tag and then assign a trigger.
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01:31:38,420  -->  01:31:39,590
And Google tag manager.
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01:31:40,040  -->  01:31:44,690
When you've done this, you can see when and how often your site visitors perform certain actions in
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01:31:44,690  -->  01:31:45,860
the analytics dashboard.
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01:31:46,310  -->  01:31:51,200
You can deploy different kinds of tracking codes on your site with tag manager, including Google Analytics
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01:31:51,200  -->  01:31:52,700
Code and Facebook pixel code.
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01:31:52,820  -->  01:31:56,900
So it's a helpful addition to your toolset if you want to monitor what your traffic is doing.
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01:31:57,620  -->  01:31:58,970
Let's talk about heat maps.
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01:31:59,690  -->  01:32:04,550
A heat map gives you a visual insight into your visitors behavior and is a great way to monitor and
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analyze your website so you know how to improve it.
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01:32:07,400  -->  01:32:12,440
You can use heat map tools like Crazy AG or Hot Jarda, view your site, statistical data and heat map
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01:32:12,440  -->  01:32:17,300
form and learn where people are clicking, how long they spend on your content and what type of content
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01:32:17,300  -->  01:32:17,870
they prefer.
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01:32:18,320  -->  01:32:22,280
You can also see where they click and what actions they take when they're on your Web site.
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01:32:22,310  -->  01:32:23,300
All in one image.
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01:32:23,750  -->  01:32:27,740
Heat maps let you discover the weak points of your website and show you what's working well.
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01:32:28,190  -->  01:32:32,810
They can also show you where people are finding it hard to navigate so you can optimize your site to
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01:32:32,810  -->  01:32:34,490
make it easier for people to browse.
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01:32:35,180  -->  01:32:39,800
Using heat maps to optimize your site like this will help you drive conversions and will encourage your
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01:32:39,800  -->  01:32:43,460
visitors to engage more with your website and spend a longer time browsing.
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01:32:43,970  -->  01:32:46,280
Here are three useful ways you can use heat maps.
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01:32:46,790  -->  01:32:52,190
First is content marketing, scroll maps or heat maps, which lets you see how far down your page users
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01:32:52,190  -->  01:32:54,800
scroll, letting you know how much of your content they're reading.
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01:32:54,950  -->  01:33:00,440
You can use them to track how engaging your blog, sales copy and other content is and can combine them
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01:33:00,440  -->  01:33:03,440
with click maps to identify your highest converting content.
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01:33:03,920  -->  01:33:06,500
Next, you can also use it for Web site optimization.
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01:33:06,980  -->  01:33:10,460
Heat maps can be a useful tool if you're looking to make your site more appealing.
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01:33:10,910  -->  01:33:15,860
Try running a map before your redesign, then after to collect user stats and compare them.
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01:33:16,310  -->  01:33:21,350
If your new site isn't performing better than your old one, identify weak areas and improve.
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01:33:21,350  -->  01:33:23,300
Then run another map to check the results.
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01:33:23,990  -->  01:33:26,630
And lastly, you can use it for experimentation.
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01:33:27,080  -->  01:33:32,210
You can also use heat maps to try out different versions of your website landing or home page so you
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01:33:32,210  -->  01:33:36,080
can see which one performs the best by viewing what your visitors do differently.
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01:33:36,530  -->  01:33:42,110
Try experimenting with tiny tweaks like shifting your subscribe or add to cart button or test different
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01:33:42,110  -->  01:33:44,990
versions of your landing page to see which one converts better.
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01:33:45,440  -->  01:33:48,770
We really hope you enjoyed this guide to the fundamentals of digital marketing.
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01:33:49,250  -->  01:33:54,380
The aim of this video was to give you a quick, clear overview so you can understand the basics of digital
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01:33:54,380  -->  01:33:55,340
marketing fast.
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01:33:56,060  -->  01:34:00,200
Soon we'll dive deeper with animated videos that will give you even more insight.
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01:34:00,600  -->  01:34:05,060
After that, we will progress into practical screen recordings as well as in-depth over the shoulder
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01:34:05,060  -->  01:34:06,650
and face to face explanations.
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01:34:07,340  -->  01:34:11,930
We always aim to give our students the greatest value, and we keep this ethos firmly at the center
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01:34:11,930  -->  01:34:12,860
of everything we do.
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01:34:13,340  -->  01:34:15,740
We hope you feel we've met this standard in this video.
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01:34:15,740  -->  01:34:20,360
And if you do and you have the time, we'd love it if you'd be our hero and leave us an honest review.
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01:34:21,080  -->  01:34:25,430
Taking this action would mean everything to us and will ensure we can keep bringing you even more great
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01:34:25,430  -->  01:34:26,300
value content.
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01:34:26,990  -->  01:34:29,990
We will be extremely grateful for your honest review and support.