Step 1: Determine Your
Objectives
Main objectives:
- Increase Brand
Awareness
- Drive Sales
- Generate Leads
- Create Community
around your Brand
Step 2: Decide your Platforms:
Time: How much time can you devote to a social network each week?
Plan for around an hour per day per social network - and more in the growth
stages.
Resources: Many social media platforms (Snapchat, Instagram,
Pinterest) are visual in nature. Even Twitter and Facebook require some design
to really capture the attention of users. Do you have those resources? What
about a dedicated content team?
Audience: What does your target demographic look like? If you know,
do you know on what social media platforms they hang out?
Note: choose platform given
below:
Facebook
Linkedin
Twitter
Instagram
Google plus
Step
3: Optimize your Profiles and Pages
Your social media Profile and Pages are an extension of your website.
Everything there, despite being on someone else's site, is yours. You're
responsible for it.
So, if it looks like a burning trash can, that's on you.
A Page Optimization Checklist:
- Optimize your Headers
and Profile Images
- Provide Complete
Company Information
- Customize your
Facebook Page URL
- Add a Facebook Page
CTA
- Optimize for SEO
- Pin your Best Content
or Limited-Time Promotions to Top
- Facebook Page Tabs
Social Media Image Sizes:
For example facebook
cover page 828 * 315 pixels.
Step
4:
Make
your Social Content Calendar:
https://calendar.google.com/calendar
Step
5: Identify your Influencers
Identifying Influencers Through Social Media
- Search by hashtag, or
Identify the hashtags that your target influencers are using.
- Put your influencers
in a Twitter list so that you can organize and follow them most
effectively
- Watch the
"retweets" of Influencers to determine how "actionable"
engagement with them might be.
- Watch their activity.
How are they engaging with their Followers? Are they sharing other
people's content. How frequently, and what does the response seem to be?
There are three ways to rate your influencers:
#1. Context: Does this person fit with my brand? Sure, Lady Gaga
might have more than a few social media followers, but if she promotes your SEO
consulting business will any of them care?
#2. Reach: Does this person have a network it would be valuable for me
to reach? This can be size of network, but it can also be how passionate that
network is about the subject. This score can also be increased based on the
influencer's expertise or the esteem they're held in by the industry.
#3. Actionability: Will this person share my content? Are they receptive
to communication or closed off and, despite their network, anti-social?
Identifying Influencers Through Tools:
Find and influencers through search. Analyze and filter them
by reach, authority, influence and engagement. Follow directly within the
platform and add to Twitter lists. Track their activity (what they share, how
often, and where).
Traackr allows you to upload lists of Influencers, assign ownership to
your team members, track conversations and engagement. Better though, Traackr
makes it possible for you to identify the influence of your Influencers with a
comprehensive analytics platform.
Incentivizing Influencers:
- Do a blog trade.
Write on their blog and ask them to write on yours.
- Trade promotion. If
you have an email list, tell an influencer that you'll share their content
if they share yours.
- Include a link to an
influencer's content (helps them with SEO as well as brand awareness) and
ask them where they'd like the link to send people.
- Pay for a Tweet.
- Pay for a guest
contribution (on your blog) and a share with their audience.
- If you're investing
in Instagram, be prepared to pay. But it can be incredibly lucrative.
Here's an example of a sponsored post from fashion Influencer Louise Roe,
a model and blogger from LA with 560,000 Instagram Followers:
Step
6: Find & Create Your Content
To make sure your social media marketing plan succeeds, you
can't just publish the same cat photo over and over again, and nor can you
consistently post promotional content.
Content sharing on social media is about two primary things…
1. Curated Content
Curated content is the stuff you find which is relevant to
your business but not written by it.
Sources for content to curate:
Influencer content is a great type of curated content.
Many platforms (including Feedly and BuzzSumo) will allow you to
"subscribe" to a influencer's content publications.
Top influencer marketing strategy: Follow an influencer and then share their content with creative analysis and thoughts (and remember to @mention them when you do) for a few weeks. This will increase the chance they'll follow you back and recognize your name when you reach out with a request for feedback or a quote or a "preferred link."
2. Created Content
Create the content your Fans want to read. Ask yourself these
five questions before starting any content strategy:
- What are they
interested in?
- What are their pain
points?
- What kind of content
do they want?
- What is a confusing
or complex part of your industry?
- What do they need to
accomplish their goals?
Step 7: posting
Social Media Posting Best Practices:
·
Target your Post (Facebook allows post targeting
by location and interest)
·
Tap into what people are thinking about with
holidays & current events
·
Share fan-created content
·
Stick with the 80:20 rule - 80% educational,
entertaining, fun content and 20% promotional (this can change if you're in
ecommerce).
·
Use images in every post
·
Use quotes
·
Ask questions
·
Use testimonials
·
Tag influencers, users and other brands you like
·
Be helpful
·
Use Hashtags
·
Use video (particularly on Facebook)
·
Keep posts short
·
Offer social media-exclusive Discounts
·
Activate the comment section by starting the
conversation and responding to comments
·
Include a CTA
·
Show behind-the-scenes
·
Offer How-to guides
·
Offer facts and trivia
·
Try "fill-in-the-blank" posts
·
Try "Caption this photo" posts
·
Try "Remember when?" posts
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