Learn Social media marketing involves using platforms like Facebook and Twitter (X) to connect with your audience, build your brand, increase sales, and drive traffic to your website.

Facebook Ads

To run Facebook ads, a Facebook Page and a Facebook Account are mandatory.

Lead Generation Campaign
Lead generation focuses on capturing interest in a product or service to generate potential customer leads. With Facebook ads, you can embed a contact form directly in the ad.

Steps:

Create New Campaign → Select Leads → Continue.

Enter Campaign Name → Do not select a category → Next.

Choose Conversion Location → Enter Ad Set Name → Select Facebook Page → Accept Meta’s Terms & Conditions.

Set Daily Budget → Schedule Start & End Dates → Select Location.

Define Audience → Choose Manual Placement.

Next → Set Ad Name (same as Facebook Page) → Add Call to Action → Create Form as Destination → Publish.

Traffic Campaign
A traffic campaign aims to direct more people to your business, whether online or offline.

Steps:

Create New Campaign → Select Traffic → Choose Website as the conversion location.

Set Budget, Start Date, and End Date → Choose Placements, Location, Audience, and Manual Placement.

Next → Add Ad Name → Upload Image/Video → Write Primary Text → Add Headline → Set Destination Link → Add Call to Action → Publish.

Include the link in the Primary Text.

Twitter Ads

Twitter, now known as X, is a microblogging platform used for advertising by only about 4–6% of marketers. To run ads (in the earlier version), you needed to:

Create a Twitter Ads account.

Select Bangladesh time zone.

Use Dollar as the currency.

Target specific countries.

Note that age targeting was not available.

Ensure your Twitter account was at least 1 month old.

Link a credit card for payment.

Important Update:
Due to recent changes, Twitter (X) has removed the Ads feature. Running ads on Twitter is no longer possible.

How to Create Twitter Ads (Old Version)
Search Twitter Ads on Google and open the Ads page.

Select your Objective.

Add Ad Text and Ad Media.

Set your Budget.

Customize Demographics.

Select Location and Target Keywords.

Choose Follow-Alikes and Operating System.

Finalize Budget and Launch Campaign.

Note: A Traffic Campaign followed the same process, but required linking your website.

Conversion Tracking

A free tool that tracks what happens after users interact with your ads.

Conversion Tracking for Facebook Ads

Facebook Pixel is the tag you place on your website to collect conversion data.

Steps:

Log in to your Facebook Account → Ads Account → All Tools → Events Manager.

Connect Data → Create Facebook Business Manager Account.

Select Web → Connect → Name your data → Enter Website URL.

Choose Do It Yourself → Next → Install code manually.

Copy the code and paste it into your website’s header.

Continue → Go to Pixel Overview → Connect & track conversions.

Create Custom Conversion → Enter Name, Details, and Link → Create.

Assign a Conversion Value → Save.

In-Market Audience
Show ads only to people who have previously visited your website.

Remarketing
Suitable for large websites.

Involves engaging audiences who have already interacted with your brand to encourage them to take a desired action (e.g., conversion).

Process:

Data Source → Create → Create Custom Audience

Select Source → Select Event → Select Page

Enter Name of Audience & Description

Create Audience → Create an Ad → Custom Audience → Next → Create Campaign → Publish

View ad performance in Performance Overview

LinkedIn Ads

Quality of leads is generally superior compared to other platforms.

Creating a LinkedIn Page
Go to Dashboard → For Business → Scroll down → Create a Company Page

Enter Company Name & Select Category

Set Organisation Size, Type, Logo, and Tagline

Verify → Create Page

Creating a LinkedIn Ad
Go to Dashboard → Advertise → Complete Verification

Create Account → Enter Account Name → Select Currency (cannot be changed later) → Save

Campaign Group Level:

Create → Campaign Group → Name it → Set Status

Optional: Add Budget, No Schedule → Create

Campaign Creation:

Create Campaign → Next → Name Campaign → Select Objective → Target Audience & Location

Always select Narrow Audience → Audience Attributes → Select Company → Demographics → Years of Experience → Skills → Member Interests

Select Ad Format (cannot change placement later) → Set Budget → Next → Campaign Ready

Ad Creation:

Name Ad → Website URL → Upload Image → Headline → Payment → Done.

Facebook Ads Structure
Ads Manager
↓
Objective
↓
Campaign
↓
Ad Set Level
↓
Ad Copy

LinkedIn Ads Structure
Account
↓
Campaign Group
↓
Campaign (Individual)
↓
Ad Copy

LinkedIn Conversion Tracking

Conversion = Profitable Action

Steps:

Go to LinkedIn Account → Campaign Manager

Select Campaign → Analyze → Insight Tag → Create Insight Tag → Agree & Create

Copy Code → Paste into Footer of website

Create Conversion → Name it → Define Conversion → Set Value → Select Time Frame → Select Source

Choose Tracking Method → Website URL → Next Step → Select Campaign to track → Create → Done

Email Marketing

Cheap and fast marketing method.

Disadvantages
Very low success rate (~1%)

No guaranteed results

Types of Emails
Transactional Email – Related to transactions → 100% Inbox

Promotional Email – Related to promotions → Often goes to Spam

Types of Bounces
Hard Bounce – Email ID is invalid/wrong

Soft Bounce – Inbox is full

Email Marketing Rules
Never purchase email data

Use a business email ID

Avoid spam words

Use original content as much as possible

Tools for Email Marketing
Mailchimp Account:

Create Audience/List

Create Campaign

Choose Template

Send or Schedule

Mailchimp

1.Create a Mailchimp Account
Search Mailchimp on Google → Sign Up → Enter Gmail ID, Username, and Password → Open Gmail and activate your account.

2.List Creation – Audience
Go to Dashboard → Audience → Add Your Contacts

Upload contacts → Finalize report → Report is ready.

3.Campaign → Create Campaign (New) → Select Design
Choose Email → Add title (optional) → Give subject → Add preview text → Design email → Select template.

Send immediately or schedule (scheduling not available in free plan).

4.Tags
Tags are labels to group subscribers based on criteria.

Audience → All Contacts – View and edit tags.

Audience → All Tags – Manage tags.

Audience → Signup Form → Form Builder – Create contact form → Copy snippet code → Paste in website CTA button.

Forms filled appear in All Contacts.

Tags help differentiate multiple CTA buttons.

5.Groups
Contact → Manage Contacts → Groups – Create group names.

Multiple choice Q/A = Groups.

Groups appear in forms for client responses.

6.Segments
Segments = Customized emails for specific clients.

Regular Segment Builder → Add segment → Select segment → Review → Use.

Definition: A marketing arrangement where an online retailer pays commission to an external website for traffic or sales from referrals.

Example:

Boji – Link – Status (promotion by Boji)

Karthik – Click – Purchase (benefit to company)

Affiliate Marketing

Direct Affiliate Marketing:

Company pays third-party publishers to generate leads/traffic.

Examples: Flipkart, Amazon.

Popular Platforms: Shopify Collabs, ShareASale, AWIN, CJ Affiliate, ClickBank, FlexOffers, Avangate, Rakuten, Impact, GiddyUp.

Amazon Affiliate Process:

Google → Amazon Affiliate → Sign In → Create Amazon Associates Account.

Search product → Select → Click → Get link (top left) → Share on WhatsApp status, FB story, Insta story, etc.

Using Affiliate Marketing Platforms:

Create account on Impact, ClickBank, Bluehost, etc.

Go to EarnKaro → Login → My Profile → Add bank details → Select product → Copy link → Share.

If product unavailable → Search product → Copy link → Paste in EarnKaro.

Google Analytics

Google Analytics
Definition: Free web analytics service for tracking SEO and marketing performance.

1 Gmail account = 100 Google Analytics accounts.

1 account can track 1000 websites/apps.

How to Create Account:

Google → Google Analytics → Get Started.

Create account → Enter property name (website name) → Select timezone, currency, category, objectives → Accept T&C.

Choose platform → Enter URL → Stream name → Create stream → Copy code → Paste in website header.

Using GTM (Google Tag Manager):

GTM manages tags (FB Pixel, LinkedIn, etc.).

Create GTM account → Connect with website via plugin → Add GTM ID → Save.

In GTM: Tags → New → Name → Tag ID → Save → Trigger → Publish.

Demo Account: Google provides a demo GA4 account.

Key Terms:

1 minute = 1 session.

Event = Action.

Conversion = Profitable action.

YouTube Marketing

Requirements: Website, YouTube channel, social media channels, Google AdSense.

Channel Setup:

Customize channel (trailer, featured section).

Branding (profile, cover, watermark).

Basic info (channel name, description).

Uploading Video:

Upload → Title → Description (can include # and links) → Thumbnail → Set “Not for kids” → Tags → End screen → Cards → Visibility → Save.

Monetization:

1000 subscribers + 4000 public watch hours OR

10M Shorts views.

Influencer Marketing

Definition: Using influencers to promote products.

Tools:

Influencity.com (track and contact influencers)

Phlanx (better search)

Shoutcart (buy influencer posts)

Types:

Mega: 1M+ followers

Macro: 100K–1M

Micro: 1K–100K

Nano: ≤1K