Business Empowerment Series: Social Media and Email Marketing Tactics

( ENSPIRE Business ) National Urban League, Philo, and The Gathering Spot Teamed Up to Present Essential Tips to Startups in a Business Empowerment Series

ENSPIRE Contributor: Anastasia Hanna

Philo’s Head Of Social Media Marketing, Noor Ramsay, and Philo’s Head Of Lifecycle Marketing, Almar Reyes present a business empowerment series titled “The Power Lunch and Learn series” on Thursday, December 3, 2020, and December 10, 2020. In this series, they discussed the impact of digital marketing and organic social media marketing when used as tools to build brand awareness and consumer retention. Philo has collaborated with the National Urban League (NUL) and The Gathering Spot (TGS) to share the secrets of what they learned as a startup going from zero to over 800,000 subscribers through digital marketing and other mediums. 

Digital & Social Media Marketing w/ Carolyn Ferreira

• Acquisition Marketing Overview:
  • Acronym Cheat Sheet: Presents a list of mandatory marketing terms for entrepreneurs to know
    • CAC – Customer Acquisition Costs
      • The cost to acquire a customer 
    • CPM – Cost Per Thousand (M (Mille) Roman numeral for “thousand”)
      • Industry measurement for relative cost of selling impressions
    • CPV – Cost Per View
      • The cost for one person to view, usually to a certain point in the view (eg — 3 seconds)  
    • CTR – Click-through-rates
      • The number of impressions needed to drive a click 
    • CPC – Cost Per Click
      • The cost required to get a potential buyer to click on an ad
    • CVR – Conversion Rate
      • Usually defined as the number of visits required to drive a conversion 
    • SEO – Search Engine Optimization
      • Process of improving the volume and quality of traffic to a website from search engines via “natural” (organic or algorithmic) search results 
    • SEM – Search Engine Marketing
      • A form of paid internet media that seeks to promote websites by increasing their visibility on the search engine results page

• Digital Media Overview: How ads are delivered to consumers
  • Formats: Display, video, native in-feed, and text
  • Devices: Desktop, mobile, tablets, OOH, and CTV
  • Platforms:
    • Social (Facebook, Twitter, Instagram, etc.)
    • Display (theTrade Desk, Amazon, Expedia, The New York Times, etc.)
    • Search (Google & Bing) 
  • Targeting:
    • Demographic
    • Geographic
    • Contextual/Behavioral
    • Data-Driven – Precision Targeting (Third-party data providers)

• The Marketing Funnel:
  • Awareness
    • To maximize brand recognition and recall 
  • Acquisition 
    • To find a specific in-market consumer using data
  • Retention 
    • To drive efficient conversions or the client’s goal 
• How do different channels interact with target audiences?
  • Search
    • Consideration
    • Evaluation
    • Purchase
  • Display
    • Awareness
    • Familiarity 
    • Consideration
  • Social
    • Awareness
    • Familiarity
    • Consideration
    • Evaluation
    • Purchase
    • Loyalty

• Facebook Ads:
  • There are many available tools and apps to produce high-quality video ads
  • Facebook Creative Assets Best Practices:
    • Time
    • Framing
    • Play More 
    • Branding 
    • Sound
    • Attention
  • Optimize video for performance
  • Facebook Objectives
    • What’s your marketing objective?
      • Awareness
      • Consideration
      • Conversion
  • 3 Main Facebook Types:
    • Core Audience
    • Custom Audience
    • Lookalike Audience

• Social Overview:
  • Platform by targeting capabilities & audience size
    • Facebook
    • Instagram
    • Twitter
    • Snapchat
    • YouTube
    • Pinterest
    • Reddit
  • Types of Data-Informed Targeting
    • Demographic
    • Geographic
    • Contextual
    • Weather
    • Intent
    • Search
    • Transactional
    • Behavioral

• Search Overview:
  • Search Engine Results Page (SERP)
    • Query
    • Paid Results
    • Organic Results
  • In Search, Ad Rank Matters
• Google Paid Ads
  • Adwords Search Ads
    • Headline
    • Sitelinks
      • Enhanced Sitelink Descriptions
    • Target Keywords
      • Scale vs. Efficiency 
    • Match Types
      • Broad Match
      • Broad Match Modifier 
      • Phrase Match
      • Exact Match
    • Bid Types
      • Target impression share
      • Maximize clicks
      • Maximize conversions
      • Target cost per acquisition (tCPA)
      • Enhanced cost-per-click (eCPC)
      • Target return on ad spend (Target ROAS)

• Additional Resources:
  • https://www.facebook.com/business/learn
  • https://skillshop.exceedlms.com/student/catalog/browse
  • https://business.pinterest.com/basics/
  • https://forbusiness.snapchat.com/resources/getting-started
  • https://advertising.amazon.com/

For more information on Philo, you can visit the official website at www.philo.com and follow their Instagram page.

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