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Your comprehensive guide to e-marketing

Your comprehensive guide to e-marketing

to e-marketing

 In a world where people spend more than three hours a day on the Internet, companies of all kinds have no choice but to use e-marketing to promote their products.

 Although many consider e-marketing, with its plans, methods, and tools, as a diving into the unknown, all successful models in it did not start from a hundred, but as all the beginnings started from scratch.

 In this guide, we will try to help you get to know e-marketing, with its great opportunities and many options, sometimes it doesn't take any money to make your company a presence on the internet, and other times a medium budget will give you access to new segments of the audience and get you a lot.

 And if we assume that e-marketing is at the end of the thousand-mile road, know that access may be faster and cheaper than you think, and that every step you take will be tested with it, learn from it, and grow over time.

 Before we begin, I advise you to save the guide in your bookmarks if you do not have time to read it in full now, and to be able to review some of its topics when needed.

 First: Defining e-marketing and its advantages

Defining e-marketing and its advantages

 E-marketing is the marketing of products or services using digital technology, such as the Internet, mobile phones, social networking sites, search engines, e-mail, and others.

 E-marketing tools are in harmony with this digital technology, market research is used with a tool such as Google Keyword Planner, and the analysis of your marketing efforts is done with a tool such as Facebook Insights, and your ads are also digital platforms such as Google Ads and Microsoft Advertising.

 E-marketing represents an entirely new approach to understanding customer behavior, from measuring downloads, likes, visits, views, comments and interactions to ratings, reviews and surveys.

 It is easier, cheaper, faster, more effective, and more flexible than traditional marketing methods. Here are the details:

  •  Easiest: No routine complications and interviews required, just create an account on the relevant platform to start marketing.

  •  Cheaper: The costs of renting a billboard on a road or advertising space in a well-known newspaper can cover the costs of an advertising campaign on social media for a period of 3 months.  (There's also: Marketing ideas you can implement with minimal costs)

  •  Faster: Your ads start showing up to your audience moments after they've been designed and published.

  •  More effective: E-marketing gives you the advantage of personalization, so when you narrow the scope of your ads to a specific group in terms of age, country, city, interests related to your products, you only spend your money where it is right.

  •  More Flexible: The many measurement tools give you accurate enough information about your marketing efforts to decide which ones to continue and which ones to stop.

 In order to be able to carry out e-marketing activities, the starting point should be to build a presence for your company on the Internet, by creating a website with an attractive design, providing comprehensive information about the company, and you may add to it a blog in which you share your experiences with your target audience, and also creating accounts on websites  Social media is where you promote your products and communicate with your audience.

 Second: The 6-step e-marketing plan


marketing plan

 Step One: Choose the Right Audience

 When you think, who are you targeting your products for?  The typical answer will be for those who want and can buy it.

 But many do not.  Some people might be excited to start a business, without taking the time and thinking first, is someone going to buy my products?  Can I reach him?

 In a study published by Harvard Business Review on the five stages of growth for startups, the study indicated that the first stage should be related to answering the question: Can I provide a customer base for my products?  Plus here: Can I reach them?

 So what's the point of marketing a great product to people who don't care or care about it but don't have the money to buy it.  That's why it's very important that your digital marketing efforts are directed at a segment that wants and is able to buy your product.  And to conduct a nomination process that excludes all other categories of the general public and targets this category only.

 Step Two: Know Your Customers Well

 Knowing your customers is not a simple or intuitive step as you can define your customers in just one line, age, country, gender.  Rather, it is a complex step, and I will not exaggerate if I say that it will eventually make you know your customers more than they know themselves.

 Let me show you how:

  •  Look in the minds of your customers for 5 emotional triggers that move their motives to buy: pain, fear, hope, dream, and obstacle.  Brainstorm and imagine yourself in their shoes, or design a survey using Google forms and email it to them.  Record any information related to the five catalysts in your product market.

  •  Use Google to search for topics related to your market, and read audience reviews and ratings for products in the category you produce.

  •  Deal with an open mind as you try to understand your customers, do not place restrictions on your understanding, whatever their postulates and the things that interest them, you should take them into account in your e-marketing plans.

 Step Three: Define your goal

 Financial expert Ramit Sethi, author of the 2009 bestseller I Will Teach You To Be Rich, says that focusing on one goal increases the likelihood that you will be able to reach it.

 Reducing goals may seem counterintuitive to the zeal of beginning e-marketing, but focusing on the larger goal that you want to achieve when you use it helps you grow step by step.  Example: Do you want to collect a mailing list of 500 users, or do you want to generate $10,000 in revenue?

Step Four: Calculate Your Expectations

 (ROI) is the abbreviation that refers to the return on investment and is the essence of this step. Some e-marketing methods such as search engine ads, for example, require funding, so in this step you must answer the following question: Will I get my money back from the marketing method that I will use or not?

 The expected return on investment will tell you whether to go down this path or change it to another path.

 The expected return on investment can be calculated in the following way

 Expected return on investment = expected revenue from e-marketing: its costs.

 In the field of e-marketing, the 5:1 ratio is a good ratio, and it may vary depending on the structure of your expenses and your field of work.

 Step Five: Watch Your Competitors

 The importance of this step comes not only because it gives you the opportunity to outperform your competitors, but because it saves you a lot of trial and error at the beginning of using this type of marketing.  As the saying goes, "You don't have to reinvent the wheel," but rather, "Start where everyone else left off."

 Monitor your competitors to learn from their mistakes, be motivated by their success experiences, and discover areas that distinguish you from them and use them in your e-marketing of your business.

 The surest way to monitor them is to engage, act as their customer, buy their products if possible, read reviews of others, browse their websites and subscribe to their newsletter, notice where and when you see their ads, and follow them on their social accounts.  And if you want more “permissible spying” use a tool like Alexa Competitive Analysis to analyze your competitors’ sites traffic and see how they perform in search engines.

 Step Six: Draw the path to reach the goal

 Example: Your goal for your digital marketing plan is to get 100 subscribers to your newsletter per month.

 But the current rate of subscribers is only 50 per month, so to achieve your goal you need to double your current subscription rate.

 You can achieve this in two ways:

 The first: is to design a free catalog or book that asks for an email address before uploading.

 The second: to double the number of visits to your site by using different options such as blogging or paid ads.

 Decide which path to take to get started with the goal.

 Third: E-marketing methods

E-marketing methods

 As you have finished developing your e-marketing plan after choosing your audience, knowing your customers, defining your goal, calculating your expectations, observing your competitors, and then drawing the way to reach the goal.  Now it is time to implement.

 The available methods are diverse, start with the easiest and most economical methods of e-marketing and then include the use of the rest of the methods according to your budget and your measurement of results, which is the continuous process that coincides with the implementation of your marketing plan and we will address it at the end of this guide.

 The following are the most important methods of e-marketing:

 Content Marketing

 “Content is king.” This phrase that did not come out of nowhere is one of the postulates of e-marketing. Your successful marketing message is one that includes good and relevant content. Today, with the presence of many companies on the Internet, it has become necessary for your e-marketing efforts to be characterized by “Content is king.”  Content".

 Content marketing is your sharing of different forms of content that meet the needs of your audience and provide them with value in order to capture their interest.  But what is the importance of attracting audience interest in e-marketing?

 Attracting the audience's attention is a vital factor, as it brings your site visits from search engines, gives the audience an idea of ​​your products, and represents an opportunity to communicate with the audience and thus build trust between you and it.

 Content takes different forms, for example a post, a post, a video, an infographic, a book or a catalog.

 Start content marketing from day one and it will achieve your goal in the future and get you organic traffic from search engines.

 As for the detailed steps for e-marketing with content;  Here are the most important ones:

  •  Create a blog for your company right away, present yourself as a leader in your niche, write blog posts where you feel free to share your experiences to gain loyal followers who later turn into your promoters, and use eye-catching headlines for your blog posts.

  •  Share blog content on your social media accounts, and add buttons to the blog that make it easy to share content on these sites.

  •  Set a posting schedule and stick to it.

  •  Write a book or manual that meets a customer's need (such as the one you're reading).

  •  Write in popular blogs with the same readership as your target, and tag your site in the post to get more traffic.

  •  Write about other people in your industry, both companies and individuals, who are more likely to share content with their audience so you can gain more exposure and may do the same to you.

  •  Use infographics to give your content a wide reach on social networks.

 Social Media Marketing

 Facebook is used daily by 1.5 billion people, and for a simple calculation compared to the total population of the world, nearly a fifth of the world's population logs on to Facebook every day, which means that your current and future customers often have accounts on Facebook.

 Social media marketing is the use of these sites to draw your audience's attention to your website, by creating engaging content that encourages them to share it.

 Social networking sites are numerous and witness continuous growth, including Facebook, Instagram, Twitter, LinkedIn, and Pinterest, so do not put yourself under pressure and exhaustion to reconcile many of them and focus on the sites that interest you most and expand your e-marketing activity with them.

 The following are the most important steps of e-marketing through social networking sites:

  •  Create an account on the social networking sites that are most useful to you and take care of choosing your cover photo, and put your site link in the photo post to represent a link that leads to your site.

  •  Include images of your products, or use Facebook templates such as “Business” and “Shopping,” to make it easy to post your special offers on your page, and make it easy for you to display your products as a store.

  •  Publish your posts on your social accounts, as the link between the blog and the social networking sites generates non-stop traffic.

  •  Social networking sites have a social nature, so when using them for the purpose of e-marketing, they are not limited to publishing commercial content, and use a ratio of 3:1 (1 commercial content, 3 useful or entertaining content) in determining the quality of the content of publications.

  •  Avoid generality in your non-commercial content and make it relevant to your company's industry (eg if you use online marketing to sell sports equipment, don't share motivational phrases).

  •  Find out when your followers are active using a service like Facebook Insights, then schedule content publishing with a tool like Hootsuite or Buffer so that content continues to stream regularly at these times.

  •  Interact with your followers by answering their questions, responding to their comments, and following up on their complaints.

  •  If your budget allows, use social media ads, and be precise in targeting the category your ad appears to match your target audience.

 And before we move on to talking about the next method of e-marketing, there is something important to learn about marketing through social networking sites, which is not to use social networking sites as a first method in marketing your products.  thy mail crippled.

 Rather, make e-marketing through social networking sites a means to increase your growth, and if you ask what is the basis for growth in e-marketing, the answer we will address shortly is e-mail marketing.

Optimizing search engine results (SEO)

 when you use e-marketing to promote your products;  One of the best ways to get new customers is to show your website to your audience in their search results for answers to questions or solutions to problems.  With Google accounting for 90% of searches, it has become imperative to consider Google spiders when adjusting your site.

 Optimizing search engine results means optimizing your site in the right way, with the aim of increasing your ranking in search results when people search for words related to your market.  In other words, make your site easier to understand by search engines.

 Optimizing your site is about making changes to the individual pages of your website, making the content of each page clear and consistent, so that search engines can understand the content of the pages better and faster, and lead to higher rankings in search results and thus higher odds of clicking on your site.

 Googlebot spiders are constantly crawling to get inside all the web content (hundreds of billions of pages) to rank it according to rules that you can see directly from their SEO directory.

 And if you are looking for brief steps to improve search engine results, here are the most important ones:

  •  Use the Keyword Planner tool to choose your keywords, and make sure you use the same words that you find in the tool, another way to find keywords is to follow what your customers are saying about the quality of your products, they definitely use these words in their search as well.

  •  Make sure to include the keyword in the title, page description, page link, and main image name.

  •  Avoid over-stuffing your keywords as this can backfire.

  •  Make your content easy to read, organized, mobile friendly, and free from misspellings or broken links.

  •  Update your site content regularly.

  •  Avoid using video autoplay, and reduce pop-ups asking for email addresses.

  •  Long articles are preferred by Google search engine over short ones.

  •  Find out from blogs and websites specialized in e-marketing about Google Algorithm Updates and how to benefit from them in e-marketing.

 Search engine ads

 Search engine ads are the ads that appear on the search engine results page at the top and bottom of the page. One of the most prominent characteristics of e-marketing using search engine ads is that the advertiser pays only when someone clicks on his ad, so it is called Pay Per Click ads.

 The advantage of search engine ads is that they appear at the right time, which is the time when people are searching for your products, which makes it an effective method in e-marketing.

 And the emergence of ads is a mechanism called an auction, where search engines such as Google and Bing determine the number of spaces available for ads to appear, to start competition between advertisers, each of them sets a price per click, and the search engine chooses the highest price to win the auction.

 However, price is not the only criterion for winning, but also how relevant your ad is to the search term, the so-called Quality Score.  If you compete for a word like “genuine leather shoes”, an ad containing “high quality genuine leather shoes” gets a higher quality score than an ad containing “leather shoes in Riyadh”.

 How are search engine ads used in e-marketing?

  •  Create an account on the advertising platform that best targets you within your marketing plan.

  •  Write your ad and offer special discounts or benefits.

  •  Use keywords that match your site's content to get a higher Quality Score.

  •  Design your ad to contain a CTA and link it to a page you created specifically for your ad campaign (landing page).

  •  For an advertising campaign at a lower cost, choose long-term keywords because the competition for them is weak, for example “car wash in Dubai” instead of “car wash”.

 Email Marketing

 Remember the return on investment (ROI) we covered in Step 4 of your digital marketing plan?  We'll use this revenue here to gauge how important email marketing is.  Statistics show that email marketing ranks first among the various digital marketing methods with the highest return on investment (ROI) of 44:1, meaning that every dollar spent generates a return multiplied by 44 times.

 The secret behind this high return is simply that your emails will definitely reach your customers in their inboxes, unlike other e-marketing methods such as e-marketing via social media or e-marketing via search engines, where your content must first go through their algorithms to appear to the public.

 In addition, it is an economical method of e-marketing, as a site such as MailChimp provides you with the basic services of e-mail marketing for free.

 In the world of e-marketing, e-mail addresses are your first marketing currency, indisputably, it is no wonder that various websites are now following us to get our e-mail addresses, in short, e-mail marketing is the backbone of e-marketing.

 How do you start your email marketing campaign?

  •  Create a mailing list of the email addresses of your registered customers or encourage them to type in their mailing address when getting an offer, downloading a book, or before you start chatting with customer service on the site.

  •  Subscribe to one of the email services like MailChimp and SendInBlue to easily manage your advertising campaigns.

  •  Create a professional email template for your company.

  •  Ask your newsletter subscribers what they'd like to receive and stick to it, send spam or irrelevant emails exposing them to unsubscribe.

  •  Use your promotions, new products, and links to your posts as message content.

  •  According to the information available about your subscribers such as their purchasing history and their place in the sales funnel (we will cover it later in the guide) classify them into lists, assigning messages to each category.

  •  Use the Drip Campaigns or Drip Marketing method to send scheduled messages based on actions taken by the subscriber such as registering on the site or purchasing a product, and after each action, chain messages are sent automatically, the first immediately after the action, the second 3 days later, for example, and so on..

  •  Take the AB Testing of your messages to find the best phrases that open your messages.

 Display ads

 In its simplest terms, online display ads are similar to the billboards we see on roads or on main streets, and in addition to images, display ads may contain text or short videos.

 E-marketing through display ads gives you the opportunity to reach your target audience as they spend their time reading the news, watching a YouTube video, or browsing various other websites that they want to visit.  Thus, this method of e-marketing is characterized as helping you reach your audience anywhere on the Internet.

 Digital advertising networks such as Google Ads enable you to create your own display ads, acting as a mediator between advertisers and websites that have advertising space for sale.

 And if you want to use e-marketing via display ads, here are the steps to creating an image ad for your next campaign:

  •  Create an account on your preferred advertising platform.

  •  Choose a good, eye-catching image for your ad, with text written in a style that's relevant to your audience.

  •  Make your advertising message clear and specific, for example inviting viewers to visit your homepage or the page of the product you are advertising.

  •  Select the target audience to see the ad by age, gender or geographic location.

  •  Monitor ad clicks and visitor conversions, then eliminate sites that never get any traffic from your campaign, or increase your advertising budget on sites that get you the most traffic.

 Video Marketing

 Every day people around the world watch a billion hours of YouTube content, yes what you read is true “daily”.

 Video marketing is witnessing a continuous rise in the field of e-marketing, and it has become one of the e-marketing methods that large companies are quick to use to distinguish their e-marketing campaigns from others, so it is useful for you if you are looking for a complement to your e-marketing efforts to resort to video marketing  .

 Video e-marketing means using videos of all kinds (advertising - explanatory - educational...) to increase your reputation and attract new customers to your company, and video e-marketing is one of the forms of electronic marketing with the content that we have already talked about, so it also represents a long-term investment in e-marketing,  And it helps you get traffic from search engines for a long time to come.

 Before you start using video marketing, you first need to determine your production limitations according to your budget, for example, will you create the videos yourself or with the help of professionals?  Are you going to use advanced photography equipment or your mobile phone and free editing software like Camtasia and Blender?

 Now let's move on to the video production steps of your digital marketing campaign:

  •  Depending on your previously defined production constraints, choose the type of video you will create, you have many options such as a promotional video for a product, a demonstration of how to use it, a tutorial or a live broadcast.

  •  Initially visualize the video scenario, what will the start, middle and end look like?

  •  If you decide to hire professionals, contract with an advertising company or use a freelance platform like Fiverr to find freelance designers.

  •  Do not expect speed in shooting and execution, video production in e-marketing often takes longer than planned.

  •  When uploading the video to YouTube, use appropriate keywords related to your product to help the video appear in search engines.

  •  Encourage viewers to comment, visit your site, or share the video, and at the end of the video show some interesting seconds from other previous videos.

  •  Use social media and your email to post new videos, to get more exposure.

 Affiliate Marketing

 Affiliate marketing means using marketers to market a product or service on the Internet in exchange for a commission.

 Although affiliate e-marketing is based on a very traditional marketing idea, it is one of the most popular e-marketing methods and offers good opportunities to increase your sales and reach new audiences.

 Affiliate e-marketing includes three parties: the advertiser (the owner of the product) and the publisher (the affiliate marketer), and the affiliate marketing network, which is the mediator between the advertiser and the publisher.

 Affiliate e-marketing is suitable for companies that sell products through which they achieve a sufficiently high profit margin that covers the marketer's commission and does not harm the company's total income.

 The marketer’s commission, which is determined by the advertiser, usually ranges from 5% to 15%, and the marketer receives his commission after the customer performs a specific action previously determined by the advertiser, the procedure may be purchasing a product, subscribing to a service, registering personal data such as name and email, or downloading a book  for example.

 How do you start affiliate marketing?

  •  Include your site with an affiliate program or sign up for one of the affiliate marketing networks like Cpalad and Clickbank.

  •  Write the details of your offer to include the product that you are using affiliate marketing to shop for, and the landing page that visitors will be directed to by the marketer.

  •  Specify the type of action that the marketer will receive a commission for, and specify the commission that the marketer will receive for each action.

  •  Use the Affiliate program to encourage your customers to invite their friends to use your site in exchange for, say, a $5 voucher for free purchases.

 Influencer Marketing

 How many times while you are watching YouTube, you find a YouTuber who praises a product (phone - app - car - cosmetics) and explains its advantages and advises his followers to use it?

 Certainly many times.  This is influencer marketing.

 E-marketing through influencers means marketing through an influencer on social media (having an audience that he follows and trusts).

 This method of e-marketing is characterized by the high credibility that it provides about your products. Instead of the audience receiving your explicit promotional message through an advertisement or an e-mail message;  He will receive it in the form of an objective review from an influencer he likes, follows and therefore trusts.

 The idea of ​​e-marketing through influencers is based on taking advantage of the increasing popularity of influencers on social media, so that major companies scramble to win big influencers to promote their products.

 Before you start using this type of e-marketing, you have to think about two things: First, how much of your e-marketing budget will you allocate to your influencer marketing campaign?  Answering this question will affect your options, as the more followers an influencer has, the higher the amount of money they will charge for promoting you.

 The second: What is the most appropriate platform for your products?  Choose the platform you want to target an audience from.

 How to start your campaign in e-marketing through influencers?

  •  Find the right influencer by searching the platform you are targeting using the keyword for your product or service. For example, if you use e-marketing through influencers to promote an English language learning site, use #English_Language_courses, or with the keyword directly on YouTube, for example “Learn English”.

  •  Limit your choices to a few influencers, monitor the interactions (likes - comments - views) on their accounts daily, and choose an influencer with a high engagement rate.

  •  Write to the influencer, introduce your business, and explain how you'd like your collaboration to work.

  •  Write a written agreement between you (a contract), even if it is not in full formal form, to be your reference in the event of a problem.

  •  Create a discount code for the followers of the influencer.

  •  To get the most out of the influencer's popularity, fund their promotion into a paid advertising campaign on social media.

 Behind the scenes marketing

 How do you convince a man to buy a thousand dollar shoes?

 The answer: behind the scenes marketing.

 This is what Viberg, a leather shoe manufacturer, filmed the process of making its shoes in a video, which told the story of the shoe industry, the precision of manual workmanship, the high cost of materials used, and the quality of natural leather that extends the life of the shoe 10 times more than ordinary shoes.

 Behind the scenes e-marketing means that you use the inside details of your company (behind the scenes) in e-marketing to strengthen your relationship with your audience and highlight the human side of your company.

 The equation for success in behind-the-scenes e-marketing is to be honest and simple. People are accustomed to stereotypical e-marketing messages, and sharing the scenes of your company will attract them to enhance their sense that they are dealing with people and not brands, which is one of the factors that have a positive impact in e-marketing.

 What kind of behind the scenes will you use in e-marketing?

  •  Pictures from the work environment (manufacturing stages - business meeting).

  •  New events, such as hiring a new employee, holding a workshop, or adding a new line of products.

  •  Fun content like what you share with your friends on social media (a funny situation - a funny picture).

  •  If the company takes a new step, ask your followers to decide on its details, for example, “We are designing a new logo, what color do you suggest for the new logo?”

  •  The spirit of teamwork in the work team, the synergy and friendship between them (a picture of a group lunch - congratulating one of the employees on a happy event).

 Fourth: sales funnel

 As you have reached this point of the guide, I would like to salute you for your perseverance and I wish you good tidings that you have reached the penultimate stage, a stage that will greatly help you in organizing your e-marketing efforts and knowing the rules for using e-marketing methods at any time and with any client.

 To learn about the concept of the sales funnel, we will move away from the virtual world of the Internet for a moment, and imagine the following scenario:

 You enter a clothing store, and a staff member greets you and offers to help.  You view a set of shirts that you like, and the operator tells you a discount if you buy two shirts from that set.  You decide to buy, and when you pay, you find someone recommending pants that fit with one of the shirts you bought, and you add it to your purchases.  Then she goes out happy with the deal she got, and intends next time to go back to the same store to buy again.

 This same process happens on your website, and instead of shop staff, you have the many e-marketing tactics we talked about in previous e-marketing methods.

 The sales funnel in e-marketing is a mapping of the stages your audience goes through in the e-marketing journey, from getting to know your brand through a search engine, for example, and ending with their purchase of one of your products.  The funnel helps you to do e-marketing efficiently based on good planning instead of guesswork, and also avoids you choosing inappropriate e-marketing methods.

 In the previous example, the inappropriate e-marketing method might be for the seller to offer you pants and you haven't chosen the shirt to buy yet.

 Of course, not everyone who recognizes your brand will necessarily reach the bottom of the funnel and turn into a buyer, but the goal of the funnel in e-marketing is to reach the largest number of the audience at the top to the bottom and convert them into buyers.

 How to make the most of the sales funnel in e-marketing?

 Awareness stage: It is the stage at which the audience gets to know you for the first time through one of the electronic marketing methods, such as a tweet or a post shared by a friend or through content that appeared in Google search results.  To start at this stage, use content e-marketing and publish different types of content (blogs - infographic - video - book) that are useful to your audience on the blog and your social accounts, and you can also design an advertisement on social networking sites.

 When an audience is browsing your content or seeing your ad, encourage them to like your Page, subscribe to your channel, site, or newsletter, or design a landing page that asks for newsletter subscription before downloading a book or clicking on an ad.

 After this stage, some may purchase directly from you, and others may not, and thus move with them to the next stage.

 Attention stage: At this point, after you've garnered their likes or email addresses, you can now see the audience moving through the funnel in clear lines.  So you should do your best to attract the interest of the audience that has already known you.

 Now create a drip email campaign (see the email marketing section), share compelling and useful content with users (eg if you own an online sunglasses store, send them messages about the benefits of wearing sunglasses, eyeglasses standards, how to choose the right glasses  On your face).

 Use your posts, posts, and videos as content for the messages you send them at most once or twice a week.  Avoid direct e-marketing messages at this stage, they don't intend to buy yet and you may annoy them and unsubscribe from the newsletter, and then reverse the progress you have made in e-marketing so far.

 Decision stage: At the end of your email marketing campaign, help them make a purchase decision and reveal one of your attractive offers, such as a special discount for the first order for each buyer or free shipping.

 The buying stage: After your customers have made the decision to buy, your role in e-marketing has not ended there. You want to grow the success you achieved in e-marketing and double your sales to two and one hundred and ten.  Add buyers to a new mailing list and repeat the e-marketing process with different content, for example an email campaign that includes thank you letters for purchasing the product, offer customer service help, tips on taking care of your glasses, how to choose glasses as a gift for others?  And at the end of your email marketing campaign, send a special discount to your old customers.

 Fifth, measuring results

 Measuring results in e-marketing gives you rich, detailed information on the KPIs of the different e-marketing methods you've used, helping you set your marketing compass trajectory.  Meaning, which methods of e-marketing have achieved good results and focus on them more, and any method of e-marketing has led to insufficient results, so you modify it or replace it with another.

 The following is a presentation of the most important results measurement tools in e-marketing:

  •  Google Analytic: Use it to know all the important performance indicators of your site that affect e-marketing such as the number of visitors to the site, the period of time spent by visitors, the number of views per page, the bounce rate of visitors (how many visitors visit the site and then leave immediately).

  •  Facebook Insights: It gives you detailed information about important indicators in Facebook e-marketing such as: Likes growth rate, interactions with each post, page flow sources (from Google or from the site), time when your followers are active.

  •  Twitter Analytics: Twitter Analytics: Learn from them about important indicators in e-marketing via Twitter, for example, the number of views of each tweet, the rate and type of interactions with each of them, the growth rate of followers and demographic information about them.

  •  YouTube Analytics: Shows you useful information in video e-marketing such as the most viewed videos, average watch time, demographic information about your audience, traffic sources for your videos (inside and outside of YouTube).

 How do you improve your e-marketing campaign?

 After the previous metrics provided you with detailed information on the KPIs for your various e-marketing efforts (location, social media accounts), you can now optimize your e-marketing campaign, for example:

  •  The high bounce rate of your site visitors or the short amount of time (less than 30 seconds) they spend on the site reflects a UX user experience that needs to be improved. You can improve it with some measures such as: making sure the site is compatible with mobile devices, and testing your site speed using a service such as Website Grader.  The site speed is found to be slow, use a simple site design and reduce its functionality.

  •  Landing pages that don't convert enough, A/B test them, and change the title, content, and CTA to get the best results.

  •  Email campaigns that fail to achieve the desired results A/B test too, and change the language and content of your messages and offers, until you reach a successful email marketing campaign.

  •  Blog or social media content that didn't engage well, try something else.

  •  Your special offers that did not convert visitors into buyers, exchange them, for example, instead of free delivery, offer a 5% discount.

 At the end of this guide, it remains to point out that e-marketing is an integrated environment that includes many elements, and there is no unified recipe for achieving success in e-marketing, so feel free to use the e-marketing mix that you see fit for you.

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