Social Media

The Micro MBA

Ankit Srivastava

• Publisher: BPB Publications
• Year: 2019
• ISBN:
  9789388176910
• Topic: Business
• Subtopic: Digital Marketing
• Index: Business

The Micro MBA Key Features Complete this book to earn an exclusive certificate in "Digital Campaign Design" and "Social Media Marketing"Prepare for Social Media Certification from Facebook, Twitter and moreDigital Marketing Career Guide Included Free Resume templates45 Digitally Interactive Chapters 20+ Case Studies160+ Chapter-wise Interview QuestionsBecome Job ready in 4-weeks! Description Before you invest your time in this book, you should find the answers to the following questions;How can this book help you get a job? Why not study online? Why this book?Social Media Marketing and Digital Branding are one of the top 15 in-demand skills for getting a job in 2019-20, along with Content Marketing and Influencer Marketing. A complete module is dedicated to getting you a job. In this book, you'll get a Career Guide for Digital Marketing Jobs, CV templates, Chapter-Wise Interview Questions, and a Guide on Personal Branding for getting better jobs. Completing this book will get you an exclusive certificate in Digital Campaign Design and will prepare you to directly appear for Facebook™, Twitter™, Hootsuite™ and HubSpot™ certifications. While most online course and blogs concentrate on quick tips to use digital tools and platforms. What will you learn Book has 45 easy to grasp chapters grouped into 13 interactive modules dedicated to teaching you the step by step process of using digital platforms to develop successful marketing campaigns using effective advertising strategies based on consumer behaviour, segmentation, positioning, brand management, and the customer lifecycle. Live link case studies and process guides have been included for a hands-on learning experience. Who this book is for You could be a student, a fresh graduate, or a working professional with any educational background and you will be able to start your career in digital marketing with the help of this book. Table of Contents Social Media Marketing for Each Step of the Digital Customer's Life CycleThe Digital Customer Life CyclePhases and Stages of the Customer Experience FunnelDigital Ads (Part 1)Programmatic and Real Time Digital Ad Buying (How Digital Ads Work)Programmatic Bidding for ADS on FacebookSetting up A Facebook & Instagram Ad CampaignFacebook Ad TypesCreating Facebook Ad's Creative and CopyAd Reporting and OptimizationSegmentationConvectional SegmentationSegmenting Audience with FacebookRemarketing with Facebook's Custom AudienceDigital Behavioral Segmentation Using Custom AudienceCreating Buyer PersonasDigital Value and Marketing MessageUnique Digital Value PropositionPerceived Benefits, Hassel Factor, and Means End Theory for Crafting A Marketing MessageDesigning a Unique Digital Value PropositionDigital Media and EngagementPaid, Earned, and Owned MediaSocial Media EngagementContent Marketing for Social Engagement and Story TellingContent MarketingUser-Generated ContentTransmedia StorytellingDigital Influence Driven MarketingDigital InfluenceInfluencer MarketingUI, UX, CX, and BX for Digital MarketingUnderstanding UI, UX, CX and BXCX and UX for Social MediaDigital Brand Experience and ManagementDigital BrandingBrand Promotors and DetractorsSocial Listening, Selling, Care, and CrisisSocial ListeningSocial SellingSocial Media for Customer Service, Support, and DelightSetting Up Social Customer CareManaging a Social Media CrisisAgile Testing for Social MediaA/B TestingA/B Testing Facebook Ad CampaignsDigital Ads (Part 2)Linkedin Ad CampaignsInstagram Story AdsSnapchat AdsTwitter AdsAdvertising on Pinterest, Quora, and RedditGDPR, Budgeting, and Behavioral PsychologyDigital Career GuideA Repository of Campaign Case StudiesJob GuideResume Tips and Linkedin for JobsChapter-wise Interview QuestionsCertifications. About the Author Ankit Srivastava is a certified Digital Marketer, a Digital Branding and Social Selling Trainer, a TEDx speaker and works as a Digital Growth Strategist.

MODULE 1

SOCIAL MEDIA MARKETING FOR EACH STEP OF THE DIGITAL CUSTOMER’S LIFE CYCLE

CHAPTER 1

The Digital Customer Life Cycle

The progression of stages in the process of finding a product/service, considering the possibility of purchasing it, purchasing it, using it and then recommending (for or against) it is called the ‘Customer life cycle’.

Pre-Digital Marketing/Sales Funnel

The most standard way of understanding a customer lifecycle is by using the Marketing/Sales funnel. The standard Marketing/Sales funnel was designed in a pre-digital age. The most common representation of the funnel is the AIDA model.

For a conventional marketing strategy, mapping a customer’s purchase decisions was fairly linear. The same strategy was applicable to almost any business, and it involved a linear process of the customer becoming aware of a product through print ads, billboards, local guides, and yellow pages, the customer would then interact with a sales executive for information about the product. Having received adequate information, the customer would take some time to consider this information, and the customer would also receive a sale’s call as a follow-up before making the purchase. The process was slow, information was limited and if the buying process became prolongated the likelihood of the purchase would drop significantly, and there were limited non-intrusive ways of regaining the customer’s intent to purchase in case the customer became disinterested.

This is what the original marketing/sales funnel would look like in traditional textbooks.

Image Credit: http://www.startups.ie/the-sales-funnel-understanding-aida/

Another common representation of Marketing/Sales funnels is the TOFU/MOFU/ BOFU model that splits the funnel as a Top of the Funnel/Middle of the Funnel/ Bottom of the Funnel representation.

Image Credit: https://blog.crosshatchcreative.com/ learn-it-quick-the-importance-of-tofu-mofu-and-bofu

Due to the affluence of information available online there have been significant changes in the way a customer indulges in the process of buying. The conventional M/S funnel fails to interpret and preempt the user’s decision-making process. The original AIDA model has six significant shortcomings.

• The assumption that a digital customer’s journey is linear
• Not acknowledging the fact that a customer can enter the journey at any stage
• The lack of detailed attention to each stage of the funnel
• The lack of a consistent strategy throughout the funnel phases
• Not accounting for the fact that the customer’s decisions are Affected by external influences
• The lack of commitment to the customer’s experience beyond the point-of-purchase

Image Credit: https://moz.com/blog/the-anatomy-of-tomorrows-inbound-marketing-strategy-today

This modified TOFU, MOFU, BOFU model illustrated in the image above, accounts for customer retention in the post purchase cycle, but the post purchase cycle for tangible retention of a digital customer is more than a single step process.

Re-Engineering the Funnel

The following terms will be used to address the individuals that enter the purchase cycle.

Suspects

When individuals show interest in the brand or in the products/services they are called suspects. At this stage, the marketer is not sure if these are genuinely interested individuals or just miss-clicks on a digital campaign.

Prospects

As the Suspects move down the first few stages of the customer experience funnel, they are qualified as genuinely interested individuals and are called prospects.

Leads

When the prospects move further down to the middle of the funnel, they are considered as leads.

Leads are further categorized as Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) as their intent to purchase becomes more distinct.

Customer (Buyer)

A customer is a person that buys the product/service, a customer may or may not be the user of the product. Imagine if you’re buying a gift for a close relative. Although you are heavily vested in the buying process, you may never use the product/service.

Consumer (User)

A consumer is the end user of the product/service. The consumer may or may not buy the product/service but definitely uses it.

These terms should not be used interchangeably. Understanding the difference between a Prospect, Suspect, Customer, and a Consumer allows better tracking of the individual through the purchase cycle.

The Customer Experience Funnel

In this book, you’ll be introduced to a proprietary model designed by eliminating the flaws of the conventional funnel by adding new elements to it.

The Customer Experience funnel humanizes the concept of leads and prospects by treating their experience as necessary as their purchase action.

Instead of the four stages of the AIDA, the Customer experience funnel has five phases:

1. TOFU (Top of the Funnel)

2. MOFU (Middle of the Funnel)

3. BOFU (Bottom of the Funnel)

4. BYFO (Beyond the Funnel)

5. POFU (Parallel of the Funnel)

These phases are broken into ten stages:

1. Awareness (Engagement)

2. Education

3. Research

4. Evaluation

5. Justification

6. Purchase

7. Adoption

8. Retention

9. Amplification

10. Advocacy

Image: Marketing White Board Illustration of the Re-Engineered Consumer Experience Funnel

The 1st three of these phases are right out of the conventional funnel. Beyond the Funnel (BYFO) is represented as an inverted funnel because this phase expands on the existing customers to create new purchases. BYFO is the post-purchase phase of this funnel where the objective is to get the customer to:

• Like the product (Adoption)
• Become accustomed the brand (Retention)
• Buy more products from the brand (Amplification)
• Spread positive awareness about the brand (Advocacy)

Parallel of the Funnel (POFU) it is a unique element added to the Customer

Experience Funnel to signify that some elements are consistent throughout the different phases of the funnel.

Conclusion

In the next chapter we’ll take an in-depth look at phases and stages of the Customer Experience Funnel and the strategies required at each stage for designing and sustaining a mutually profitable digital customer life cycle for both the brand and the customer.

CHAPTER 2

Phases and Stages of the Customer Experience Funnel

In order to include the bigger picture, we’ll be looking at each stage with the intent to answer the questions that a customer may have in that particular stage from the customer’s point of view. Understanding the questions from the point of view of a customer, at each stage is a crucial component as it corrects the habit of analyzing the customer journey from a marketer’s perspective.

In a perfect world, the illustration of the customer purchase process would look cylindr...

Table of contents

• Cover
• Social Media Marketing & Branding
• Copyright
• Preface
• Acknowledgements
• Introduction - The Social Consumer
• Contents
• Module 1: Social Media Marketing for Each Step of the Digital Customer’s Life Cycle